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

Equipment Requirement

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

Other courses in the public relations 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

Critical Tracking records each student’s progress in courses that are required for entry to each major. Please note the critical-tracking requirements below on a per-semester basis.

Equivalent critical-tracking courses as determined by the State of Florida Common Course Prerequisites may be used for transfer students.

Semester 1

• Complete 1 critical-tracking course: MMC 1009.
• 2.0 GPA on all work at all institutions

Semester 2

• Complete 3 critical-tracking courses: POS 2041/PSY 2012, ENC 1102, ECO 2013
• 2.0 GPA required for all critical-tracking courses
• 2.5 GPA on all work at all institutions

Semester 3

• Complete 1 critical-tracking course:  VIC 3001
• 2.0 GPA required for all critical-tracking courses
• 2.5 GPA on all work at all institutions

Semester 4

• Complete 2 critical-tracking courses: STA 2023, PUR 3000
• 2.0 GPA required for all critical-tracking courses
• 2.5 GPA on all work at all institutions

Semester 5

• Complete 2 critical-tracking courses: MMC 3203, MMC 4200  
• 2.0 GPA required for all critical-tracking courses
• 2.5 GPA on all work at all institutions

Semester 6

• Complete 2 critical-tracking courses: JOU 3101, PUR 3500
• 2.0 GPA required for all critical-tracking courses
• 2.0 GPA on all work at all institutions

Semester 7

• Complete 1 critical-tracking course: PUR 4100
• 2.0 GPA required for all critical-tracking courses
• 2.0 GPA on all work at all institutions

Semester 8

• Complete 1 critical-tracking course: PUR 4800
• 2.0 GPA required for all critical-tracking courses
• 2.0 GPA on all work at all institutions

To remain on track, students must complete the appropriate critical-tracking courses, which appear in bold. These courses must be completed by the terms as listed above in the Critical Tracking criteria.

This semester plan represents an example progression through the major. Actual courses and course order may be different depending on the student's academic record and scheduling availability of courses. Prerequisites still apply.

For semesters 7-8, students must complete two professional courses.

Professional Electives

Select 19 Credits

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 Public Relations Writing 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 Public Relations Campaigns, and evaluated by the class instructor.
• Achieve a satisfactory rating on four of the five SLOs on a standardized evaluation completed by internship supervisors as part of PUR 4940 Public Relations Internship.
• Complete requirements for the baccalaureate degree, as determined by faculty.

Students in the Major Will Learn to

Student Learning Outcomes (SLOs)

Content

1. Identify and discuss concepts and theories relevant to effective public relations practice.
2. Describe the history and role of professionals and institutions in shaping public relations practice.
3. Display professional ethical principles and exemplify the values of truth, honesty, accuracy, fairness and diversity.
4. Appropriately apply tools and technologies relevant to public relations practice.

Critical Thinking

5. Gather information and conduct research for public relations planning and evaluation.
6. Appropriately apply basic numerical and statistical concepts for public relations planning and evaluation.
7. Creatively and independently analyze public relations problems.

Communication

8. Write correctly and clearly in forms and styles appropriate for public relations practice.
9. Select and use images and information for public relations practice.

Curriculum Map

I = Introduced; R = Reinforced; A = Assessed

Assessment Types

• Projects
• Exams
• Presentations