Public Relations

The School of Journalism and Mass Media (JAMM) program at the University of Idaho provides broad knowledge in mass media concepts and practical writing and editing skills to prepare you for a career in public relations. With a Bachelor of Science (B.S.) or Bachelor of Arts (B.A.) in Public Relations, you will be qualified to develop strategies, prepare materials and work with media outlets to effectively manage an organization’s relationships with the public.

As a public relations major at the University of Idaho, you will learn to plan and implement effective public relations strategies on behalf of your clients. Engaging classroom discussions, real-world projects and courses in writing, strategies and campaign management will help you develop the ability to:

• Create and maintain mutually beneficial relationships between organizations and their constituencies
• Write and produce news releases, brochures, newsletters and other written material
• Tailor messages to diverse audiences
• Analyze and interpret public opinion
• Research, design and implement public information and advocacy campaigns

You will also study literature, history, sociology, political science and other disciplines in order to gain the well-rounded perspective and global awareness required for a career in public relations or for graduate study.

Our students graduate with valuable practical experience – an expectation of many future employers. During your senior year, you will collaborate with other students to develop a public relations campaign for a local business or nonprofit organization. You also may gain media experience through one of the independent student media outlets on campus, including the student newspaper, magazine and radio station.

JAMM faculty members know what it takes to succeed in the real world. Each has worked professionally in journalism or mass media, and they draw from these personal experiences to ensure that you have the practical knowledge and skills that employers want.

Additionally, our strong ties to the regional media industry open doors to many excellent internship and job opportunities. Field trips, guest speakers, alumni events and other activities give you the chance to network with practicing professionals from around the world.

Prepare for Success

Public relations is a dynamic and challenging field that requires exceptional writing skills, as well as strong research and analytical abilities. To be successful as a public relations student and professional, you must be able to collect, organize, evaluate and effectively communicate complex information from multiple sources. Prepare in high school with writing and other media-related courses. We also encourage you to work for your high school newspaper or yearbook, or to get involved with a student film or video club.

Your First Year

During your first year in the program, you will complete lower-division media courses required by the School of Journalism and Mass Media (JAMM). All students must successfully complete the following courses with a C or better to enroll in the upper-division JAMM courses:

• JAMM 100 – Media and Society*
• JAMM 102 – Media Writing*

You will also complete university core requirements, including:

• English 102 – Writing and Rhetoric
• Communication 101 – Public Speaking
• Math (3 credits)
• Science (7-8 credits)
• Core Discovery (a yearlong interdisciplinary course that combines humanities and social sciences, along with valuable study skills)

Four-year plan

*The School of Journalism and Mass Media is part of the College of Letters, Arts, and Social Sciences (CLASS). We encourage students to pursue a minor or second major in other CLASS departments, such as international studies, history, political science, and foreign languages. A minor in political science is an excellent complement to a public relations degree for students interested in working in public information or public affairs for a government agency.

What You Can Do

With a Bachelor of Science or Bachelor of Arts in Public Relations from the University of Idaho, you’ll be prepared for a wide range of career opportunities. You may become a:

• Public information officer
• Media relations manager
• Corporate communications manager
• Public affairs manager
• Marketing and communication specialist
• Special events planner
• Promotions manager
• Political consultant
• Copywriter
• Newsletter editor
• Branding manager
• Sales representative
• Nonprofit organization executive
• Creative director
• Political campaign manager
• Lobbyist
• Fundraiser

You may also pursue graduate study in public relations or a related field, such as public administration or organizational leadership.

Opportunities

Thousands of graduates of the School of Journalism and Mass Media have gone on to successful careers in advertising, journalism, photography, public relations, television, film production and other fields where strong writing skills and the ability to quickly organize information are valued. With a degree in public relations from the University of Idaho, you will be positioned for a career in:

• Public relations firms
• Nonprofit organizations
• Corporations
• Government agencies
• Colleges/universities
• Health care organizations
• Advertising/marketing agencies

Current Research

University of Idaho faculty members in the School of Journalism and Mass Media are recognized nationally for their work in public relations, advertising, journalism, and radio, television and digital media production. Their professional expertise and current research interests include:

• Community fund-raising and public issue campaigns
• Marketing, creative and public relations work for corporate giants such as B.F. Goodrich, Mitsubishi Motors and McGraw-Hill Publishing
• Freedom of the press among Native American tribes
• Production of TV and film documentaries
• Research on political reporting, civic journalism and the relationship between public opinion and public policy
• Research on the history of mass media; social and cultural movements; women in the West; and the history of social welfare, labor, and immigration
  
• Writing environmental and scientific topics, including the worldwide story on the University of Idaho’s famous first equine clone
• Public radio reporting and broadcasting
• Energy, environmental and financial journalism

Activities

Learn more about your chosen field and gain exposure to real-world media professions by getting involved in the following student groups: 

• Public Relations Club: Invites guest speakers to campus. Gives students opportunities for job shadowing.
• Ad Club: Provides advertising majors the opportunity to visit agencies in Seattle or Portland each spring.
• Society of Professional Journalists: Allows journalism majors to interact with regional reporters and editors to discuss ethical and professional issues.
• Native American Journalists Association: Open to students from all backgrounds interested in the complexities of reporting about Native American issues.

Hands-On Experience

As a student in the School of Journalism and Mass Media, you will have many opportunities to gain the valuable practical experience that you need to jump-start your career after graduation. Hands-on learning opportunities include:

• Internships: On-the-job experience is key to your readiness for the real world. We maintain strong connections to the media industry, which create outstanding opportunities to learn your profession alongside some of the region’s top media experts.
• Senior Capstone: This intense semester-long course gives you a chance to apply classroom learning to a campaign for a real-life client.
• Student Media Outlets: Build your professional skills by working for a University of Idaho independent student media outlet, including Blot magazine, The Argonaut student newspaper, and KUOI-FM radio.
• Radio-TV Center: Develop technical skills and learn firsthand about the television industry at the recently renovated Radio-TV Center, adjacent to the School of Journalism and Mass Media. You’ll learn to work with the industry’s latest digital equipment and technologies.

Online & Outreach

Scripps Howard Multicultural Journalism Workshop: A free weeklong workshop designed to help high school students and recent graduates from around the West learn more about the news business. Participants work with University of Idaho journalism faculty and practicing professionals to write newspaper stories, produce radio news reports, and appear in a TV news program.

Faculty Involvement

The school prides itself on its advisers and mentors. Faculty members hold extended office hours, work closely with student clubs and organized off-campus field trips. All skills classes (reporting, editing and production) are capped at 20 students, allowing plenty of personal attention.