Undergraduate Course Descriptions

Public Relations

PRS 201 Principles of Public Relations (4 credits)
A theoretical approach to the principles of the field of public relations in corporate, non-profit, and agency applications. The role of public relations in the overall organizational communication structure.

PRS/JRN 205 News Writing (4 credits)
Theory and practice of news gathering, writing, and editing with emphasis on the print and electronic media. Projects include straight news reporting as well as feature stories. Topics include determining news value, research, interviewing skills, writing for the ear as well as for the eye, and media critique.

PRS/BUS 270 Integrated Marketing Communication (4 credits)
An overview of promotion as one key component of a marketing strategy. Students review the possible elements that may comprise an organization's promotional mix: e.g., public relations, personal selling, advertising, and sales promotion. Prerequisites: BUS 220.

PRS 310 Practicum with The Tower (2 credits)
This practicum experience is designed to give Public Relations’ students a hands-on learning opportunity for researching, reporting, editing, photographing, and designing the ODU student newspaper, The Tower. Students will understand production processes and the importance of deadlines. Prerequisites: PRS 201 and 205.

PRS 329 Public Relations Writing (4 credits)
Intensive writing course which exposes students to all types of public relations writing including news releases, brochures, speeches, newsletters, annual reports, case studies, advertising copy, memos and crisis communication. Students will hone their skills while producing writing samples for their professional portfolios. Prerequisite: PRS 201.

PRS/ART 330 Media Design & the Creative Process (4 credits)
This class will help students to start thinking like an artist and designer. Adobe PhotoShop will be the main software program. The basics of image design including an emphasis on the creative process will be taught. Students will be encouraged to experiement and to create in-depth digital images. Prerequisite: PRS 201 for Public Relations majors only.

PRS 332 Advanced Media Design and Production (4 credits)
This course will focus on creating like a designer. Main software programs include Illustrator, InDesign, and Adobe Acrobat. This course furthers the concepts taught in PRS 330 and will have a focus on text design and production. Prerequisite: PRS 330.

PRS 340 Internet Strategies: Blogs, flash mobs, and More (2 credits)
This course is designed to provide an in-depth look at the principles, practices, and strategies utilized when incorporating the Internet into a public relations plan. This course will utilize lecture and case analysis to build a body of knowledge for students that they can apply to a professional setting. Prerequisite: PRS 201.

PRS 352 Research, Planning, and Evaluation (4 credits)
This course is designed to teach strategic public relations planning, research, and evaluation techniques to Public Relations majors but is also applicable to other business majors. The course connects theory to practical applications by framing research methodology in the context of planning. Students will learn valuable tools for the development, communication, and evaluation of effective PR programs. Prerequisite: PRS 201.

PRS 415 Advanced PR Techniques (2 credits)
This course is designed to advance student writing, editing, and speaking abilities especially in the context of media relations and overall relationship building. Public Relations practitioners must be effective communicators and this course will offer intensive workshops to build skills learned in lower-level PRS courses. Prerequisites: COM 105; PRS 201, 205, and 329.

PRS 421a Case Studies (2 credits)
Students will analyze classic cases and evaluate the actions and outcomes of each situtaion. Historic problems in public relations will be addressed. Students will also participate in writing a case study. Prerequisite: At least 16 semester credits of Public Relations coursework.

PRS 421b Campaign Strategies (2 credits)
Students will work in teams on the planning and evaluation of a public relations campaign. Course may include a service-learning component. Prerequisite: At least 16 semester hours of PR coursework.

PRS 1/2/3/485 Special Topics (1-4 credits)
A study of topics in public relations of special interest to a specific group of students. Prerequisite: Consent of instructor.

PRS 2/3/486 Independent Study (1-4 credits)
Intensive individual work in the area of public relations. Prerequisites: Consent of instructor, academic advisor, division chairperson.

PRS 496 Professional Experience and Seminar (4 credits)
This course serves as the senior capstone seminar and includes a supervised field placement involving a minimum of 160 clock hours in an approved Public Relations office. Students are expected to make a professional contribution to the placement agency and to develop his/her own portfolio. The seminar will include discussion and sharing of experiences and will aid in the student’s personal career planning and development. Prerequisites: Senior standing, 24 semester hours in Public Relations course work, 2.5 GPA in major courses.