Applied Media, Advertising and Public Relations

As an Applied Media, Advertising and Public Relations  student, you will gain a thorough understanding of the fundamental skills and practices of public relations and advertising along with a theoretical understanding of their cultural importance as the primary means of persuasion in modern life.

You will explore the differences, similarities and integration of public relations and advertising, a critical evaluation of industry content and hands-on production skills. Working alongside a departmental mentor, you will get to choose whether to enhance your skills in public relations, advertising or an integrated combination of both.

What you'll learn with a Strategic Public Relations and Advertising degree

With a strategic public relations and advertising degree, you will have the skills needed to achieve your bigger goals, regardless of industry or area of expertise within the public relations and advertising realm and will be able to:

  • Understand how public relations and advertising work as persuasive tools in modern culture, including their differences, similarities and integration.
  • Evaluate public relations and advertising content critically, applying principles of media ethics and media law.
  • Plan and manage public relations and advertising campaigns and events, using media research methods and strategy case studies.
  • Account for cultural differences and international media needs when developing public relations and advertising strategies.
  • Create advertisements for magazines, newspapers and TV, and develop public relations and advertising campaigns for nonprofit institutions.

 

Program Information

As an Applied Media, Advertising and Public Relations student, gain skills in PR and advertising, understanding their cultural importance as persuasive tools. Explore their differences, integration, evaluate industry content, and develop hands-on production skills. Prepare for a dynamic industry.

Program Type

Major, Minor

Degree

Bachelor's

School

McAnulty College and Graduate School of Liberal Arts

Academic Department

Media

Duration

4-year

Required Credit Hours

120

Modality

In-Person

How Studying Advertising Led to Work with Real Clients

Lexi Javorsky, A'26, tends to say "yes" to unexpected opportunities. It's led to fulfilling relationships, service to others and the chance to share stories that inspire. 

Now an applied media, advertising, and public relations major and English minor, Lexi came to the Bluff after graduating from Baldwin High School. 

While Lexi felt drawn to a communications-related degree, she wasn't exactly sure what major best suited her interests, Luckily, the McAnulty College and Graduate School of Liberal Arts offered many choices and practical learning opportunities for her to explore. 

She found a Public Relations and Advertising Campaigns course with Lauren Suchy particularly valuable. 

"We developed a promotional campaign for a real client," said Lexi. "This hands-on experience gave me a clearer understanding of the career path I want to pursue and helped confirm my interest in working in the field." 

Lexi's best advice to students is to try things you might not usually like. 

"When you try something different you can find what you're passionate about in the most unexpected places," said Lexi. "It helps that Duquesne is a really great place to experience a variety of opportunities and meet so many people from all over the country and even the world."
Lexi Javorsky smiling at other students against a Duquesne themed wall

Discovering a horizon-expanding education

Experience how Lexi explores the opportunities provided by a Liberal Arts education

Read Lexi's Story

Program Requirements

Choose an advertising concentration, a PR concentration or a blend of both.

View Catalog
  • MDIA 140 Media Literacy (3 Credits) 
  • MDIA 260 Media Design (3 Credits) 
  • MDIA 465W Media Ethics (3 Credits) 
  • MDIA 473 Media Law (3 Credits) 
  • ADPR 220 Advertising in Strategic Media (3 Credits) 
  • ADPR 340W Writing for Advertising & Copy (3 Credits) 
  • ADPR 419 Advertising Campaigns, Writing & Production (3 Credits) 
  • ADPR 422 Advertising Strategies & Case Studies (3 Credits) 
  • ADPR 467 Media Research Methods (3 Credits) 
  • MKTG 271 Introduction to Marketing(3 Credits) 
  • 2 media elective courses 
  • ADPR 243 Public Relations in Strategic Media (3 Credits) 
  • ADPR 410 Public Relations Strategies & Case Studies (3 Credits) 
  • ADPR 418W Public Relations Campaigns (3 Credits) 
  • ADPR 467 Media Research Methods (3 Credits) 
  • JOUR 200W Multiplatform Newsroom I (3 Credits) 
  • MKTG 271 Introduction to Marketing (3 Credits) 
  • 2 media elective courses
Photo of Alivia Montgomery in graduation gown on the bluff

My Public Relations & Advertising coursework gave me a diverse skill set to take into multiple marketing internships, ranging from ad agencies to other for-profit organizations. These unique experiences helped me land a full-time recruitment marketing job after graduation in my dream city, Austin, TX.

Alivia Montgomery, A'22 Recruitment Marketing Social Media Specialist at Encompass Health
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Minor in Applied Media, Advertising and Public Relations

The 18-credit minor in Applied Media, Advertising and Public Relations is an option to students outside of the media department as well as most majors within the media department. Sports information and Media majors are not able to minor in Applied Media, Advertising and Public Relations.

Learning Outcomes

In addition to the Liberal Arts General Outcomes for all Undergraduate Degree Areas, students in the B.A. in Strategic Public Relations/Advertising program will demonstrate the following general competencies: 

  1. Understand and analyze trends, issues and challenges: Understand and analyze trends, issues and challenges involving media/content design and delivery
  2. Industry strategies, systems and structures: Gain a solid understanding of the industry strategies, systems and structures
  3. Develop principals and skills necessitated by the industry: Develop principals and skills necessitated by the industry
  4. Function within collaborative environments: Function within collaborative environments to implement project workflows