University of Kansas

What you'll study

This programme combines theory, research and hands-on practice in public relations, advertising and applied communication. Core topics typically include strategic communication planning, persuasive message design, media law and ethics, audience research and qualitative and quantitative methods. Students also study digital and social media strategies, crisis and issues management, brand development and integrated campaign planning.

• Research methods and measurement – learning survey design, content analysis, analytics and evaluation techniques to assess campaign effectiveness.
• Strategic public relations – stakeholder analysis, reputation management and crisis communication planning.
• Advertising and brand communication – creative strategy, media planning and assessment of paid, earned and owned channels.
• Digital and social media – platform strategy, content creation, community management and paid social campaigns.
• Media law and ethics – legal considerations and ethical decision-making in organisational communication.
• Capstone or practicum – an applied campaign project, client-based practicum or thesis option that integrates planning, implementation and evaluation.

Students can expect a mix of seminars, applied labs and project-based courses. Many complete a significant applied project or internship that produces portfolio-ready work and real-world campaign experience.

Entry requirements

Applicants should hold a recognised bachelor’s degree from an accredited institution. Admissions typically consider academic performance, a CV or résumé, a personal statement outlining professional goals and relevant experience, and letters of recommendation. Candidates with coursework or experience in communication, marketing, journalism or a related field are preferred, though applicants from other disciplines who demonstrate relevant experience and clear goals are also eligible.

As a research-informed programme, some applicants may be asked to submit a writing sample. Standardised tests may be optional or considered on a case-by-case basis depending on department policy. International applicants must meet the university’s English-language proficiency requirements.

Career prospects

Graduates leave prepared for roles across agency, corporate, nonprofit and public sectors. Typical career paths include public relations practitioner, account manager in advertising or integrated agencies, brand or communications manager, social media strategist, media relations specialist, corporate communications advisor and issues or crisis communication consultant. Graduates may also pursue roles in public affairs, fundraising and stakeholder engagement, or move into research and analytics positions that support marketing and communications strategy.

The programme’s applied projects and internships help build a professional portfolio and employer connections, supporting transition into mid-level communications roles or further academic study at the doctoral level for those pursuing research careers.

Why study at University of Kansas

The University of Kansas offers a strong, practice-oriented environment with faculty who combine academic research and professional experience in strategic communication. Students benefit from access to university media facilities, communication labs and opportunities to work on real client projects through practicum courses.

Located within reach of regional media and business centres, students have access to internship and networking opportunities in both the university’s local community and nearby metropolitan markets. The programme emphasises applied learning and portfolio development, supported by a network of alumni and professional partnerships that assist with placement and career development.