Build Brands, Elevate Images 
& Manage Communication

The realm of Strategic Communication, also known as Public Relations (PR), is dynamic and multifaceted, encompassing a wide range of responsibilities. PR professionals serve as strategic communicators, tasked with shaping and maintaining a positive image for clients or organizations. Their role involves crafting compelling narratives, developing communication strategies and disseminating key messages through various channels, including press releases, social media and other promotional materials. Engaging with the media and stakeholders is a fundamental aspect of the job, as is the ability to navigate and manage crises effectively. 

PR specialists often also play a crucial role in event planning, content creation and digital marketing, contributing to brand visibility and reputation management. The field demands adaptability, creativity and strong interpersonal skills, making it an exciting and ever-evolving landscape where professionals thrive by blending strategic thinking with effective communication practices. The E.W. Scripps School of Journalism has a long history of preparing students for success in the field of strategic communication. Learn more about our tradition of excellence!

Undergraduate Tracks

Strategic communication

Students in this track select courses that provide a broad preparation for learning to communicate messages on behalf of clients. Foundation courses provide students with a survey of the strategic communication discipline. They also introduce students to communication theory, research and writing that will be required in the remainder of the program. Students can select elective courses that focus on advertising or public relations or that address other media topics and skills.

News and information

With convergence across platforms accelerating in news media, the news and information track includes broadcast news, magazine, news writing and editing and online journalism. This track provides tremendous flexibility for students who want to work in any aspect of news media.