Public Relations

major | UF Online

Public Relations is designed to prepare students for entry-level jobs as technicians, such as producing social media strategies and tactics or effective multimedia news releases, as well as for career advancement as managers, such as formulating a communication plan for a new initiative or forecasting the reputational impact of an organizational decision or action. Excellent writing and critical thinking skills are essential.

About this Program

To graduate with this major, students must complete all university, college, and major requirements.

Department Information

The Department of Public Relations provides exemplary leadership, education, and scholarship to advance public relations’ unique role and responsibilities to foster organization-public relationships through effective communication and actions in support of a civil society and democratic ideals.


Email | 352.273.1220 (tel) | 352.273.1227 (fax)

P.O. Box 118400


The public relations curriculum is one of the most in-depth curricula in the country, with a balance between skills and conceptual courses. The Department of Public Relations consistently ranks among the top public relations education programs in the United States, and it is among the largest programs in terms of the number of faculty and students, including one of the largest chapters of the Public Relations Student Society of America. The program is housed in a college accredited by the Accrediting Council for Education in Journalism and Mass Communication.

Graduates of the program are well-prepared for careers as public relations practitioners in businesses, public relations firms, government agencies and nonprofit organizations, nationally and internationally. Their education makes them attractive candidates for graduate degree programs (master's and Ph. D.) ranging from public relations to business and international relations.

Certificate in International Communication

Students may pursue a certificate in international communication, which is designed to prepare students for career advancement and development. Courses emphasize the impact of internationalization and globalization on communication across disciplines.

Coursework for the Major

Required Core Coursework

ENC 3252Writing for Strategic Communication 13
JOU 3101Reporting 13
MMC 1009Introduction to Media and Communications 11
MMC 2121Writing Fundamentals for Communicators 13
MMC 3203Ethics and Problems in Mass Communications 13
MMC 3420Consumer and Audience Analytics 13
MMC 4200Law of Mass Communication3
PUR 3000Principles of Public Relations 13
PUR 3211Diverse Voices 11
PUR 3500Public Relations Research 13
PUR 4100Public Relations Writing 14
PUR 4800Public Relations Campaigns 13
VIC 3001Sight, Sound and Motion 13
Professional electives19
Total Credits55

Minimum grade of C required.

Equipment Requirement

All students are required to have a laptop computer which is capable of running the Adobe Creative Cloud suite software. Students registered for VIC 3001, which is required of all Public Relations majors, must subscribe to, download, and install the Adobe Creative Cloud suite of software before class begins.

Other courses in the curriculum require Microsoft Office software or equivalent, including spreadsheets and statistics software (e.g., Excel, SPSS) and presentation software (e.g., PowerPoint or Keynote).

Some software is available for free or at a steep student discount through UF Apps. Please inquire with UF Apps before making software purchases.
More Info

The major in Public Relations enables students to develop the knowledge and skills, including analytical and communication skills, necessary for the effective practice of public relations. Students will learn Public Relations principles, perspectives for understanding, and communicating with targeted and diverse publics and a systematic process for problem solving that emphasizes programming based on formative and evaluative research. Special attention is paid to writing skills and students will acquire the ability to write correctly and clearly in forms and styles appropriate for Public Relations practice. They will learn to use tools and relevant technologies, including new media, and students will also develop an understanding of ethical principles, including the importance of truth and accuracy, which guide Public Relations practice.

Before Graduating Students Must

  • Achieve a passing score of 70% or higher on a major individual project (e.g., media kit) developed in PUR 4100 and evaluated by the class instructor.
  • Achieve a passing score of 70% or higher on a comprehensive campaign plan for an organizational client, developed in the major’s capstone course, PUR 4800, and evaluated by the class instructor.
  • Complete requirements for the baccalaureate degree, as determined by faculty.

Students in the Major will Learn to

Student Learning Outcomes | SLOs


  1. Correctly identify trends, concepts, and theories relevant to effective public relations practice.

Critical Thinking

  1. Formulate accurate insights from research.
  2. Creatively and independently analyze public relations problems.


  1. Work effectively in teams to solve public relations problems.
  2. Orally present ideas and recommendations clearly and effectively.
  3. Write correctly and clearly in forms and styles appropriate for public relations.

Curriculum Map

I = Introduced; R = Reinforced; A = Assessed

Courses SLO 1 SLO 2 SLO 3 SLO 4 SLO 5 SLO 6
JOU 3101 I
SPC 2608 or ORI 2000 I
PUR 3000 I I I I R
PUR 3500 R R R R R R
ENC 3254 R
PUR 4100 R R R R R R
VIC 3001 R
PUR 4800 A A A A A A

Assessment Types

  • Projects
  • Exams
  • Presentations