Success requires a passion for learning about public relations. This program will lead students in developing skills necessary for creating persuasive messages and the means to expose those messages to the intended audience. This includes the ability to conduct research to measure program needs, develop program quantifiable objectives and focused strategies, implement state-of-the-art tactics and master the tools to measure a program’s return on investment. Students of public relations will develop and hone critical and creative thinking skills.

Requirements

Public relations is a proactive, strategic function that strives to mesh the interests of an organization and its publics. Public relations professionals build and maintain those relationships that are essential to the organization’s success — or failure — by applying research skills, visual thinking, strategic planning and effective writing.

Students seeking a major in public relations may pursue one of the following options:

Core Curriculum and General Education Requirements

Hours
Freshman Composition (FC)
Select one of the following:6
English Composition
English Composition
Advanced English Composition
Computer Science (C) or Foreign Language (FL) sequence
Select six to eight hours6-8
Humanities (HU) and Fine Arts (FA)
COM 123Public Speaking3
Select three hours in Fine Arts (FA)3
Select six hours in Literature (L)6
Natural Science (N) and Mathematics (MA)
Select eight hours in Natural Science (N)8
Select three to four hours in MATH 110 or higher3-4
History (HI) and Social/Behavioral Sciences (SB)
Select three hours in History (HI)3
Select six hours in Social/Behavioral Sciences 16
Select three hours in History or Social/Behavioral Sciences3
Writing (W-designated courses) 26
Options
Select an option38
Total Hours91-94
1

Three hours are satisfied by MC 101 Intro To Mass Communic in the major; EC 110 Principles of Microeconomics is recommended.

2

JCM 303 News Writing and Reporting and APR 332 Public Relations Writing in the major will satisfy the writing core.

General Public Relations Major

General public relations major (38 hours): prepares students for a wide variety of public relations careers.

Hours
MC 101Intro To Mass Communic3
JCM 103Mechanics of Media Writing1
APR 231Intro Public Relations3
APR 260Software Applications I1
APR 271Strategic Thinking (PR)3
APR 280Investigation and Insights3
APR 300Basic Principles of Design3
JCM 303News Writing and Reporting3
APR 332Public Relations Writing 13
Select three of the following:9
Online Magazine Writing 1, 2
Public Relations Concepting and Implementation 1
A+PR Management 1
Crisis and Emergency Management 1
International Public Relations 1
Public Relations Leadership 1
MC 401Mass Comm Law & Regultn3
APR 433Public Relations Campaigns3
Total Hours38
1

 Students must have earned at least 20 hours in the major to take these courses.

2

 Students are admitted by application and instructor's permission to this course.

To see the required order in which you take the courses in the general public relations major, click here.

Minors for Students Majoring in Public Relations

The A+PR department requires each of its students to complete a minor, which may not include any advertising and public relations (APR), journalism (JN), mass communication (MC) or telecommunication and film (TCF) courses. Public relations students minor in such diverse areas as communication studies, general business, political science, art, psychology, history, mathematics or cultural studies, or languages such as Chinese, Japanese, Russian or Spanish. No more than 27 hours in the minor may be counted toward fulfillment of graduation requirements. At least six hours in the minor must be at or above the 300 level. Two minors or a second major may be pursued. A minor is not required if the student pursues a second major.

Residence in the College and in the Major and Minor

While enrolled in the College of Communication and Information Sciences, students must earn a minimum of 30 hours on this campus. A minimum of 12 hours in each major and six hours in each minor must be earned at the 300- or 400-level in residence.

A+PR Department Requirements

Students are asked to make special note of the following Department of Advertising and Public Relations requirements.

Student Responsibility

As an A+PR student, you are here to become a leader — to shape the future of global advertising and public relations in a socially conscious manner. You are here to do the extraordinary, not just what is expected. The faculty expects you to be passionate about your work, fluent in your discipline and engaged as a learner. We are your partners in these endeavors.

It is the student’s responsibility to understand the requirements for the public relations major or minor and to seek the advice of their assigned faculty adviser when choosing coursework. Students receive adviser assignments soon after they declare the public relations major via myBama.ua.edu, or they may go to 412 Phifer to request one. Students pursuing a public relations minor should go to 412 Phifer for an adviser assignment.

Prerequisites

A number of courses within and outside the department require other courses as prerequisites. A student who registers for any course without satisfying the proper prerequisites will be required to drop the course. Before registering, students are advised to review course descriptions for prerequisites and other requirements. 

Minimum Grade Requirement

A grade of C- or higher is required in all courses counted in the public relations major or minor. In addition, grades of C- or higher must be earned in all required external courses, including those established as prerequisites for courses in the public relations major or minor and those required directly in the major or minor. In keeping with University policy, when a course is taken more than one time, each enrollment will be counted in the cumulative hours attempted and used in computation of the grade point average, but only the final enrollment may count as credit toward the degree. 

Minimum Grade Point Average

A 2.0 or higher overall grade point average is required of all students who have earned 45 hours or more of college credit and wish to transfer into the college. A student must have an overall grade point average of 2.0 or higher in order to register for any 300-level or higher-numbered course in the department of advertising and public relations.

Specializations

Nonprofit Communication Management Specialization

Nonprofit communication management specialization (38 hours): prepares students for public relations careers in the nonprofit industry.

Hours
MC 101Intro To Mass Communic3
JCM 103Mechanics of Media Writing1
APR 231Intro Public Relations3
APR 260Software Applications I1
APR 271Strategic Thinking (PR)3
APR 280Investigation and Insights3
APR 300Basic Principles of Design3
JCM 303News Writing and Reporting3
APR 332Public Relations Writing 13
APR 428Nonprofit Communications 13
Select one of the following:3
Volunteer & Civic Respon
Special Topics In Psc 3
Introduction to Environmental Policy
The Politics of Health Policy
Arts Venues Management (and APR 100)
Marketing the Arts
Theatre Management
Select one of the following:3
Online Magazine Writing 1, 2
Public Relations Concepting and Implementation 1
A+PR Management 1
Crisis and Emergency Management 1
International Public Relations 1
Public Relations Leadership 1
MC 401Mass Comm Law & Regultn3
APR 433Public Relations Campaigns 13
Total Hours38
1

Students must have earned at least 20 hours in the major to take these courses.

2

Students are admitted by application and instructor's permission to this course.

3

Must be American Public Policy as the special topic.

To see the required order in which you take the courses in the nonprofit communication management specialization in the PR major, click here.

Technological and Digital Communication Management Specialization

Technological and digital communication management specialization (38 hours): prepares students for public relations careers in the tech/digital communications industry.

Hours
MC 101Intro To Mass Communic3
JCM 103Mechanics of Media Writing1
APR 231Intro Public Relations3
APR 260Software Applications I1
APR 271Strategic Thinking (PR)3
APR 280Investigation and Insights3
APR 300Basic Principles of Design3
JCM 303News Writing and Reporting3
APR 332Public Relations Writing 13
APR 430Tech and Digital Communication 13
Select one of the following:3
Digital and Social Media
Maximizing Use of Social Media Marketing
Advanced Digital Tools
Special Topics
Select one of the following:3
Online Magazine Writing 1, 3
Public Relations Concepting and Implementation 1
A+PR Management 1
Crisis and Emergency Management 1
International Public Relations 1
Public Relations Leadership 1
MC 401Mass Comm Law & Regultn3
APR 433Public Relations Campaigns 13
Total Hours38
1

Students must have earned at least 20 hours in the major to take these courses.

2

 Must be Digital Multimedia or Writing for Social Media as the special topic.

3

 Students are admitted by application and instructor's permission to this course.

To see the required order in which you take the courses in the tech and digital communication management specialization in the PR major, click here.

Sport and Entertainment Communication Management Specialization

Sport and entertainment communication management specialization (38 hours): prepares students for public relations careers in the sport and entertainment industries.

Hours
MC 101Intro To Mass Communic3
JCM 103Mechanics of Media Writing1
APR 231Intro Public Relations3
APR 260Software Applications I1
APR 271Strategic Thinking (PR)3
APR 280Investigation and Insights3
APR 300Basic Principles of Design3
JCM 303News Writing and Reporting3
APR 332Public Relations Writing 13
APR 429Sport and Entertainment Marketing and Promotions 13
Select one of the following:3
Sports Business Management
Special Topics 3
Mus Managemt Activity
and Professional Exploratory
Theatre Management
Select one of the following:3
Online Magazine Writing 1, 2
Public Relations Concepting and Implementation 1
A+PR Management 1
Crisis and Emergency Management 1
International Public Relations 1
Public Relations Leadership 1
MC 401Mass Comm Law & Regultn3
APR 433Public Relations Campaigns 13
Total Hours38
1

Students must have earned at least 20 hours in the major to take these courses.

2

Students are admitted by application and instructor's permission to this course.

3

Must be Sports, News and Society as the special topic.

To see the required order in which you take the courses in the sport and entertainment communication management specialization in the PR major, click here.

Graduates find employment at public relations and advertising agencies, the public relations or promotional departments of businesses, industries and government agencies, and with traditional and non traditional media outlets.

Types of Jobs Accepted

Our graduates work as account executives, media sales representatives, photographers, researchers, production specialists, media consultants, management advisers, public opinion surveyors and marketing researchers.

Jobs of Experienced Alumni

Owners, presidents & CEOs of public relations agencies, vice president–corporate communication, shareholder relations, media relations, professors, account executives, etc.

Learn more about opportunities in this field at the Career Center

General Public Relations Major Suggested Plan of Study

Freshman
FallHoursSpringHours
APR 2601APR 2313
JCM 1031EN 1023
MC 1013MATH 110 or higher or equivalent (MA)3
EN 1013History (HI) or social/behavioral science (SB)3
History (HI)3Elective3
Elective3 
 14 15
Sophomore
FallHoursSpringHours
APR 2713APR 3003
APR 2803JCM 3033
(SB) course (EC 110 recommended)3Minor3
First literature (L)3Second literature (L)3
Foreign language (FL) or computer science (C)3-4Foreign language (FL) or computer science (C)3-4
 15-16 15-16
Junior
FallHoursSpringHours
APR 3323APR 400-level3
COM 1233MC 4013
Fine arts (FA)3Minor3
Minor3Minor3
Natural science with lab (N)4Natural science with lab (N)4
 16 16
Senior
FallHoursSpringHours
APR 400-level3APR 4333
APR 400-level3Minor or elective3
Minor3Minor or elective3
Minor3Elective3
Elective3Elective2
 15 14
Total Hours: 120-122
1

Choose a total of nine hours from APR 415 Online Magazine Writing, APR 419 Public Relations Concepting and Implementation, APR 423 A+PR Management, APR 425 Crisis and Emergency Management, APR 426 International Public Relations, or APR 427 Public Relations Leadership. Students are admitted by application and instructor's permission to APR 415 Online Magazine Writing and APR 427 Public Relations Leadership.