School of Mass Communications

Professor Jerry C. Hudson Director.

Professor Harp, Associate Professors Dean, Oskam, Parkinson, Reeves, Saathoff, Thornhill, and Watts; Assistant Professors Callison, Chambers, and Johnson; Lecturers Marez, McVay, and Todd; Instructor Wernsman.

This school supervises the following degree programs: JOURNALISM, ADVERTISING, TELECOMMUNICATIONS, PHOTOCOMMUNICATIONS, and PUBLIC RELATIONS, Bachelor of Arts; MASS COMMUNICATIONS, Master of Arts.

The School of Mass Communications is accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).

The school operates under the general policy of the ACEJMC, which requires students to take a minimum of 90 semester hours in courses outside the major area of journalism and mass communications, with no fewer than 65 semester hours in the basic liberal arts and sciences.

In order to keep the curriculum abreast of trends and changes in mass communications and to broaden the education of majors by requiring core subjects such as mass communications law and theory, the minimum number of semester hours required by the school for the Bachelor of Arts degree has been set at 132 hours with a corresponding minimum number of hours which can be taken in school courses being set at 39-42 hours.

Students enrolling in or transferring into the school for the first time will be designated as general mass communications students.

First semester freshmen enrolling in the school must have scored 25 on the ACT or 1140 on the SAT-I and/or finished high school in the upper one-fourth of the graduating class. Lacking the requirements, first semester freshmen may be admitted into the school on a provisional basis. Continued enrollment would require a 2.5 cumulative GPA in the first 15 hours taken at Texas Tech. Freshmen enrolled in other departments and colleges at Texas Tech may transfer into the school after completing at least 15 semester hours, not including CLEP courses, with a minimum 2.0 cumulative GPA, including repeated courses.

All transfer students, whether from other disciplines at Texas Tech or other two-year and four-year colleges and universities, must have a cumulative 2.0 GPA to be admitted into Mass Communications. Continued enrollment would require a 2.5 cumulative GPA in the first 15 hours taken at Texas Tech as a mass communications major.

All transfer students will enter under the catalog in force at the time of transfer. Freshmen and transfer students must present ACT or SAT-I scores when entering the school. Transfer students must present transcripts for all courses previously completed. No more than 12 hours of Journalism or Mass Communications courses will be accepted in transfer.

The change from the general mass communications status, which is not a major, to a specific major will be accomplished after the following requirements are met:

1. Completed the ACT or SAT-I examination with scores submitted to the school.

2. Made at least a C in ENGL 0301 (if required), 1301, and 1302.

3. Completed the school's economics requirement with a grade or grades of C or better.

4. Completed the school's mathematics requirement with a grade or grades of C or better.

5. Completed the entry-level course in the major sequence with a grade of C or better. (The entry-level course in journalism is JOUR 2310; for advertising, ADV 2310; for public relations, PR 2310; for telecommunications, TELE 3310; for photocommunications, PHOT 2310.)

6. Students must pass the School's grammar, spelling, punctuation exam (GSP).

Other general rules for all students, regardless of major, enrolling in mass communications courses are:

1. The student, regardless of major, must have passed the prerequisite course with a grade of C or better when enrolling in an upper level course (3000 or above).

2. All adjunct courses required for any major-minor-sequence must be passed with a grade of C or better and may not be taken pass-fail.

3. Students who make less than a C in a core course or a course required in a mass communications major-minor-sequence must repeat and pass the course with a grade of C or better prior to graduation, or prior to taking any course for which this course is a prerequisite.

4. All students must have a cumulative 2.5 GPA, including repeated courses, at the end of the semester before entering the second required course in the major-minor sequence.

5. The second required course in the major-minor sequence is JOUR 3312 for news-editorial journalism, JOUR 3314 for broadcast journalism, ADV 3312 for advertising, TELE 3340 for telecommunications, P R 3312 for public relations, and PHOT 3312 for photocommunications.

6. Students must pass the School's grammar, spelling, punctuation exam (GSP) prior to enrolling in the first writing course in the School of Mass Communications (JOUR 2310).

7. No course may be repeated for credit unless so designated.

8. No course required by the school may be taken pass-fail unless required by a mass communications major-minor-sequence.

9. Prerequisites are governed by the catalog in effect at the time the course is taken.

10. Students in majors and sequences in the school must take the following core courses: MCOM 1300, 3300, and 3320.

11. Sophomore standing (at least 30 hours) is required for entry into 3000-level courses in the school if prerequisites are not stated.

12.Junior standing (at least 60 hours) is required for all 4000-level courses in the school if prerequisites are not stated.

13.All students in majors and sequences are required to select a minor outside the school and complete a minimum of 18 semester hours, at least 6 of which must be on the junior-senior (3000-4000) level.

14.Students enrolled in any major or sequence in the school must pass 12 hours of English courses without substitution for the final 3 hours.

15.Major or minor mass communications courses may not be taken by correspondence.

16.Students who register for a course for which they have not passed the prerequisite course with a grade of C or better will be dropped from the course.

17.School of Mass Communications courses used for a major may not be counted toward fulfilling the college's General Degree requirements.

Journalism Major. Students majoring in news-editorial (journalism) are required to complete 39-42 semester hours within the school, including the following courses: JOUR 2300, 2310, 3312, 3350, 3380, 3390, 4370, MCOM 1300 3300, 3320, and PHOT 2310.

Also required are ECO 2305 or 2301 and 2302, and MATH 2300 or 2345.

Broadcast Journalism Sequence. Students in this sequence are enrolled as journalism majors and are required to complete 39-42 semester hours within the school, including the following courses: JOUR 2300, 2310, 3312, 3314, 4370, JOUR 3350 or TELE 3310, TELE 3350, 4380, 4390, MCOM 1300, 3300, and 3320. Also required are ECO 2305 or 2301 and 2302, and MATH 2300 or 2345.

Journalism Curriculum (Recommended).

News-Editorial Specialization

First YearSecond Year Third YearFourth Year
MCOM 1300JOUR 2310, 3312MCOM 3300JOUR 3380
JOUR 2300ECO 2305 orMCOM 3320JOUR 4370
2301 and 2302Mass Comm. elect.Mass Comm. elect.
MATH 2300JOUR 3350JOUR 3390
or 2345
PHOT 2310

Broadcast Specialization

First YearSecond Year Third YearFourth Year
MCOM 1300JOUR 2310, 3312JOUR 3314JOUR 4370
JOUR 2300TELE 3310 or MCOM 3300TELE 4380, 4390
MATH 2300 JOUR 3350TELE 3350
2301 and 2302ECO 2305 orMCOM 3320
or 2345Mass Comm. elect.

Advertising Major. Students majoring in advertising are required to complete 39-42 semester hours within the school, including the following courses: ADV 2310, 3312 3351, 3361, 4312, 4316, JOUR 2310, MCOM 1300, 3300, 3320, and 3380.

Also required are ECO 2305 or 2301 and 2302, MATH 1330 and 1331, or 2300 or 2345, MKT 3350, 3352.

Advertising Curriculum (Recommended).

First YearSecond Year Third Year Fourth Year
MCOM 1300JOUR 2310ADV 3351, 3361ADV 4312
ECO 2305 orADV 2310MCOM 3320Mass Comm. elect.
2301 and 2302MCOM 3300MCOM 3380Mass Comm. elect.
MATH 1330 andADV 3312MKT 3350MKT 3352
1331, or 2300Mass Comm. elect.
or 2345

Telecommunications Major. Students majoring in telecommunications are required to complete 39-42 semester hours within the school, including the following courses: MCOM 1300, 3300, 3320, JOUR 2310, TELE 3310, 3300 3340, 4320 two of the following writing courses: TELE 3360, 3370, 4370 or 4375, plus at least 6 hours must be taken from the telecommunications or electronic media and communications courses.

Also required are ECO 2305 or 2301 and 2302, and MATH 2300 or 2345.

Telecommunications Curriculum (Recommended).

First Year Second YearThird Year Fourth Year
MCOM 1300TELE 3310TELE 3340TELE 4320
MATH 2300ECO 2305 orMCOM 3320EM&C or Tele. elect.
or 2345 2301 and 2302MCOM 3300EM&C or Tele. elect.
JOUR 2310TELE 3300Mass Comm. elect.
Tele. writing courseTele. writing course

Photocommunications Major. Students majoring in photocommunications are required to complete 39-42 semester hours within the school, including the following courses: PHOT 2300, 2310, 3312, 4300 (twice), 4303, JOUR 2310, and one of the following writing courses JOUR 3312, 3316, or 3317, MCOM 1300, 3300 and 3320.

Also required are ART 3319, ECO 2305 or 2301 and 2302, and MATH 2300 or 2345.

Photocommunications Curriculum (Recommended).

First Year Second YearThird Year Fourth Year
ECO 2305PHOT 2310, 3312PHOT 4300PHOT 4303
or 2301 &MATH 2300MCOM 3300, 3320PHOT 4300
2302 or 2345JOUR 3312,
MCOM 1300JOUR 2310 3316, or 3317
PHOT 2300Mass Comm. elect.Mass Comm. elect.

Public Relations Major. Students majoring in public relations are required to complete 39-42 semester hours within the school, including the following courses: PR 2310, 3312, 4312, ADPR 3341, 4310, MCOM 1300, 3300, 3320, 3380, ADV 2310, and JOUR 2310.

Also required are ECO 2305 or 2301 and 2302, MATH 1330 and 1331, or 2300 or 2345, MKT 3350, 3352, MGT 3370, and COMS 3358.

Public Relations Curriculum (Recommended).

First Year Second Year Third Year Fourth Year
ECO 2305 orADV 2310ADPR 3341MKT 3352
2301 & 2302PR 2310MCOM 3320MGT 3370
MATH 1330 andJOUR 2310MKT 3350PR 4312
1331, or 2300,MCOM 3300COMS 3358Mass Comm. elect.
or 2345P R 3312Mass Comm. elect.Mass Comm. elect.
MCOM 1300 MCOM 3380

Teacher Education. Students who want to teach journalism in secondary schools must complete a degree in journalism and take the necessary courses in the College of Education to be certified. Students should contact the Teacher Certification Office in the College of Education. The following courses constitute the required courses from the journalism secondary teaching field (Option 2): JOUR 2300, 2310, 3312, 3350, 3380, 4370, 3390; PHOT 2310; MCOM 3300, 3320. Passing the grammar, spelling, and punctuation (GSP) exam prior to enrolling in JOUR 2310 is required

Minors. Minor students are required to pass the School's grammar, spelling, and punctuation (GSP) exam prior to enrolling in the first writing course in the School of Mass Communications (JOUR 2310). A minor consisting of a minimum of 21 semester hours, which must include 6 hours of junior and senior level courses, is available in journalism, advertising, telecommunications, photocommunications, public relations, and mass communications. At least 12 of the 21 hours must be taken in residence. Specific requirements include the following:

Mass communications: MCOM 1300, 3300, 3320, and 12 hours of any of the following courses ADV 2310, TELE 3310, JOUR 2300, 2310, PHOT 2300, P R 2310.

Journalism: JOUR 2300, 2310, 3312, 3380, 4370, and 6 hours of electives from journalism courses.

Advertising: ADV 2310, 3312, 3351, 3361, 4312, JOUR 2310, MCOM 3380.

Telecommunications: TELE 3300, 3310, 3340, 4320, JOUR 2310, and one of the following: TELE 3360, 3370, 4370, 4375, and 3 hours of electives from telecommunications or EM&C courses.

Photocommunications: PHOT 2300, 2310, 3312, 4303, 4300, and 6 hours of electives from JOUR 2300, P R 2310, TELE 3310, ADV 2310.

Public Relations: JOUR 2310, P R 2310, 3312, 3341, 4312, MCOM 3380, ADV 2310.

Courses in Mass Communications. (MCOM)

1300. Introduction to Mass Communications (3:3:0). A broad survey of communications in modern life with particular emphasis on print media, broadcasting, advertising, and public relations. [COMM 1307]

3300. Theories of Mass Communications (3:3:0). Prerequisite: sophomore standing. An analysis of mass communications from the standpoint of the major theoretical approaches, including source, message, and receiver analysis; social effects; groups and communication networks; the mass media and political socialization; aggression and television violence.

3320. Mass Communications Law (3:3:0). Prerequisite: sophomore standing. A study of the legal problems facing journalists, broadcasters, and advertisers, including libel, privacy, regulation of radio-tv, fairness doctrine, and commercial speech.

3380. Mass Communications Research Methods (3:3:0). Prerequisite: MATH 2300 or 2345. Comprehensive overview of mass communications research focusing on planning, designing, conducting, analyzing, interpreting, and applying research to address communication issues and problems.

4100. Special Problems in Mass Communications (1). Prerequisite: Consent of instructor. Individual research on approved problems in mass communications areas. May be repeated for 3 hours credit.

Courses in Journalism. (JOUR)

2300. Principles of Journalism (3:3:0). An overview of the broad field of journalism for journalism and nonjournalism majors. Extensive use of current literature as springboards for discussion of trends, movements, and principles of journalism.

2310. News Writing (3:2:3). Prerequisite: Students must have a 2.0 GPA, C or better in ENGL 0301 (if required), 1301, and 1302, sophomore standing, and pass the GSP exam. The evaluation of news; news gathering methods and problems; discussion and exercises in writing leads, organizing stories, overcoming grammatical and structural problems; control lab. (Writing Intensive) [COMM 2311]

3312. Reporting (3:2:3). Prerequisite: JOUR 2310, and a 2.5 cumulative GPA. Discussion and practice in interviewing, reporting, and writing various types of stories including meetings, conventions, accidents, and other general news stories. (Writing Intensive)

3314. Broadcast Journalism (3:2:3). Prerequisite: JOUR 2310, interview with instructor and a 2.50 cumulative GPA. The study and practice of writing and editing news for radio and television. Emphasis on the principles, techniques, and forms of broadcast communication. Typing 40 wpm required. (Writing Intensive)

3316. Magazine Writing (3:3:0). A study of the scope, influence, and responsibilities of the magazine as a cultural and social force. Survey of editorial problems; intensive writing practice and emphasis on marketing magazine articles. (Writing Intensive)

3317. Publication Design and Graphics (3:2:3). Prerequisite: ADV 3312 or JOUR 2310. Covers the contemporary design and production of mass media publications, including newsletters, annual reports, pamphlets, newspapers and magazines. Secondary emphasis on desktop publishing technologies. (Writing Intensive)

3350. History of American Journalism (3:3:0). Study of the development of journalism in America from its European roots to the present and its interrelation with society.

3380. Editing (3:2:3). Prerequisite: JOUR 2310, 3312. Advanced study of purposes and methods of preparing copy for publication, including extensive study and practice in headline writing and editing. Attention to new technological advances such as computers, desktop, and electronic publishing.

3390. Internship in Journalism (3). Prerequisite: Junior or senior standing; JOUR 2310, 3312, plus recommendation of faculty member and internship coordinator. Minimum of 160 hours supervised employment in media or communications organization. Weekly reports, interviews, and term paper required. Must be taken pass-fail.

4300. Individual Study in Journalism (3). Prerequisite: Senior standing, 9 hours of journalism courses, and consent of instructor prior to registration.

4330. Public Opinion and Propaganda (3:3:0). The nature of public opinion and propaganda; the role of the press in its formation and how the press is influenced by public opinion.

4370. Advanced Reporting (3:2:3). Prerequisite: JOUR 2310, 3312. A course in the interrelation and writing of news on social, political, and economic topics. Emphasis on precision journalism and the use of on-line computer technologies to acquire and disseminate information, implementation through lab assignments.

4390. Journalism Practicum (3). Prerequisite: JOUR 2310, 3312, senior standing in mass communications areas, consent of instructor. A nonpaid supervised opportunity for the student to observe and analyze the methods, techniques, and creative processes of the media professional. Pass-fail.

Courses in Advertising. (ADV)

2310. Principles of Advertising (3:3:0). Prerequisite: sophomore standing. An overview of the broad field of advertising. Acquaints students with the role of advertising in the American economy and social system and the procedures involved in planning advertising campaigns. [COMM 2327]

3312. Advertising Writing (3:2:3). Prerequisite: ADV 2310, JOUR 2310, and a 2.5 GPA. Principles and practice of writing for advertising. Includes writing for internal audiences as well as for various media to meet advertising goals to persuade and inform mass audiences. (Writing Intensive)

3351. Advertising Media Planning (3:3:0). Prerequisite: ADV 2310 and MATH 1330 and 1331 or 2300 or ISQS 2345 and a 2.5 cumulative GPA, or consent of instructor. A study of the various advertising media to provide students with a knowledge of the use of advertising media, methods of selection, and the skills and background required for media buying.

3361. Advertising Creative Strategy (3:2:3). Prerequisite: ADV 2310, 3312, or consent of instructor. Must be taken after or concurrently with ADV 3351. Analysis of the creative aspects of advertising; strategy, copy, layout, typography, and production. Provides practical application of how to plan and execute effective print and broadcast messages.

3390. Internship in Advertising (3). Prerequisite: Junior or senior standing; ADV 2310, 3312, 3351, or 3361, plus recommendation of faculty member and internship coordinator. Minimum of 160 hours supervised employment in media or communications organization. Weekly reports, interviews, and term paper required. Must be taken pass-fail.

4000. Special Projects in Integrated Communications In Advertising (V1-3). Prerequisite: Consent of instructor. A hands-on experience in developing and presenting an integrated communications campaign for a business problem or opportunity. May be repeated once for credit.

4300. Individual Study in Advertising (3). Prerequisite: Senior standing, 9 hours of advertising courses, and consent of instructor prior to registration. May be repeated for credit.

4304. Advanced Creative Strategy (3:3:0). Prerequisite: ADV 3361 and consent of advisor or instructor. Advanced formulation and techniques of creative strategy with emphasis on copywriting. Includes participation in local, state, regional, and/or national advertising competitions.

4312. Advertising Campaigns (3:2:3). Prerequisite: All required mass communications courses taken in final long semester. Introduction to advertising research; methods of message and media research techniques with special application to campaign planning. Basic principles and applications of advertising campaign planning, preparation, and presentation taught in a problem-solving mode. (Writing Intensive)

4313. International Advertising (3:3:0). A study of the practices and procedures of advertising on the international market.

Courses in Telecommunications. (TELE)

3100. Telecommunications Activities (1:0:3). Prerequisite: Sophomore standing and consent of instructor. Laboratory in radio-television activities; limited to 3 hours for majors and minors; 1 hour for others. Must be taken pass-fail.

3300. Telecommunications Technologies and Society (3:3:0). Prerequisite: sophomore standing. Current and emerging telecommunications technologies, their integration into modern society, and their impact on information transfer.

3310. Introduction to Telecommunications (3:3:0). Prerequisite: Sophomore standing. Basic instruction in the origin, history, development, regulation, and social responsibilities of broadcasting and cable communications. Examines new technology and telecommunications systems. [COMM 1335]

3320. Audio Production (3:2:3). Prerequisite: TELE 3310 or consent of instructor. Study of technology and theory of audio media. Opportunity to acquire experience planning and producing broadcast and nonbroadcast audio material. [COMM 2303]

3330. Studio Production for Electronic Media (3:2:3). Prerequisite: TELE 3310 or consent of instructor. A concentrated course in the theory and application of principles, procedures, and techniques of multi-camera studio production. [COMM 1136]

3340. Programming and Promotion for Electronic Media (3:3:0). Prerequisite: JOUR 2310, TELE 3310, MATH 2300, or 2345 and a 2.5 cumulative GPA. A comprehensive study of programming and promotion in the electronic media covering audience analysis, plus historical development and current programming practices and promotions.

3345. Analyzing Television (3:3:0). An introduction to scholarly media analysis that examines the economic, technological, cultural, and creative dimensions of American television.

3350. News Presentation for Electronic Media (3:2:3). Prerequisite: TELE 3310 or JOUR 3350 and JOUR 3314. A concentrated course in the theory and practice of news presentation and the responsibilities and opportunities of the news anchor and news reporter.

3360. Writing for Corporate Media (3:2:4). Prerequisite: TELE 3310, JOUR 2310, or consent of instructor. Development of principles and practice in writing for corporate media. Emphasis on slide-tape and video program research, proposals, budgets, treatments, and script writing.

3370. Writing for Electronic Media (3:2:3). Prerequisite: TELE 3310, JOUR 2310, or consent of instructor. A comprehensive study of the principles, procedures, design and skill processes in writing informative, persuasive and news and public affairs copy for electronic media programming.

3380. Advertising for Electronic Media (3:2:3). Prerequisite: ADV 3351 or TELE 3340. Study of the electronic media for persuasive promotion of ideas, goods, and services. Emphasis on principles employed in broadcast advertising budgets, sales promotions, and campaigns.

3390. Internship in Telecommunications (3). Prerequisite: Junior or senior standing; TELE 3310, 3320 for radio; TELE 3310, 3330 for television; JOUR 2310, TELE 3310, 3360 for corporate telecommunications; JOUR 2310, TELE 3310, 3340 for promotion; plus recommendation of faculty member and internship coordinator. Minimum of 160 hours supervised employment in media or communications organization. Weekly reports, interviews, and term paper required. Must be taken pass-fail.

4300. Senior Projects in Telecommunications (3). Prerequisite: Senior standing, 9 hours in area in which project is to be pursued, and consent of instructor prior to registration. May be repeated once for credit with different emphasis.

4320. Electronic Media Operations (3:3:0). Prerequisite: TELE 3340 and senior standing. An analytical study of the legal, economic, operational, sales, and policy factors of station organization and administration. Case studies and individual projects.

4360. Corporate Telecommunications (3:2:4). Telecommunications systems used by industry, business, medicine, education, and the military. Emphasis on video software development and trends in corporate communications. Evaluation of nonbroadcast video programs.

4370. Writing for Series Television (3:3:0). Prerequisite: TELE 3310 and JOUR 2310 or consent of instructor. A long-form intensive writing course. Provides an introduction to the basic skills, professional standards, and creative challenges of scriptwriting for series television. (Writing Intensive)

4375. Writing for Feature Films (3:3:0). Prerequisite: TELE 3310 and JOUR 2310 or consent of instructor. Provides an introduction to the basic skills, professional standards, and creative challenges of scriptwriting for feature films. (Writing Intensive)

4380. Features and Documentaries for Electronic Media (3:2:3). Prerequisite: JOUR 3314 or consent of instructor. Broadcast journalism techniques in writing and producing television features, documentaries, and related programming. Emphasis on pre and post-production activities from research to final video editing. (Writing Intensive)

4390. Telecommunications Practicum (3). Prerequisite: TELE 3310, 3320 (radio), TELE 3310, 3330 (television), TELE 3310, 3360 (corporate telecommunication), JOUR 3314 (broadcast journalism), senior standing in mass communications areas only, and consent of instructor prior to registration. A nonpaid supervised study opportunity is provided for the student to observe and analyze the methods, techniques, and creative processes of the media professional. Must be taken pass-fail.

Courses in Photography. (PHOT)

2300. Photographic Vision and the Mass Media (3:3:0). Introduction to photographic equipment and materials and the study of visual images in mass media. Principles of using cameras and the study of aesthetics and ethics of visual communication. Non-laboratory photographic projects may require access to at least a simple camera.

2310. Basic Photography (3:2:3). Prerequisite: Sophomore standing and at least a 2.00 overall GPA. Student must have use of a 35 mm full frame camera with manual controls. Fundamentals of photographic image-making using black and white materials. Study includes camera use and darkroom techniques. [COMM 1318]

3312. Intermediate Photography (3:2:3). Prerequisite: PHOT 2310 and a 2.5 cumulative GPA. Study of the materials and processes of photography. Emphasis on print and negative quality, composition, and design elements.

3390. Internship in Photocommunications (3:3:0). Prerequisite: PHOT 2310 and 3312 plus recommendation of faculty member and internship coordinator. Professional work in mass media. Minimum of 160 hours of supervised employment in media or communications organization. Weekly reports and term paper required. Must be taken pass-fail.

3414. Photojournalism (4:2:4). Prerequisite: PHOT 3412. The history of photojournalism and its legal and ethical issues. Laboratory work will include different forms of editorial and newspaper photography.

4300. Special Problems in Photography (3). Prerequisite: PHOT 3312 or consent of instructor. Individual investigation into the areas of documentary news, photography, or advertising. Special sections taught in photojournalism and senior portfolio required for photocommunications majors. May be repeated for credit.

4303. Color Photography (3:2:3). Prerequisite: PHOT 3312. Study of color negative film, transparencies, printing, filtration, and analysis. Laboratory work includes color printing, negative and transparency film processing.

Courses in Public Relations. (PR)

2310. Principles of Public Relations (3:3:0). Prerequisite: Sophomore standing. A study of the policies and procedures of creating and maintaining good will among organizations' various publics. Examines the many aspects of public relations as a staff and management function.

3312. Public Relations Writing (3:2:3). Prerequisite: P R 2310, JOUR 2310, and a 2.5 cumulative GPA. An overview of the audience analysis, media analysis, and the logic and language skills needed to construct persuasive messages used in the public relations profession. (Writing Intensive)

3341. Public Relations Media (3:2:3). Prerequisite: PR 2310, 3312, ADV 2310, and MCOM 3309 and a 2.5 cumulative GPA. A study of the various avenues of communication available to public relations practitioners. Includes experience in producing the wide variety of communication vehicles employed by contemporary organizations. (Writing Intensive)

3390. Internship in Public Relations (3). Prerequisite: Junior or senior standing; JOUR 2310, PR 2310, 3312, plus recommendation of faculty member and internship coordinator. Minimum of 160 hours supervised employment in media or communications organization. Weekly reports, interviews, and term paper required. Must be taken pass-fail.

4000. Special Public Relations Project in Integrated Communication (V1-3). Prerequisite: Consent of instructor. A hands-on experience in developing and presenting a PR campaign for a business problem or opportunity. May be repeated once for credit.

4300. Individual Study in Public Relations (3). Prerequisite: Senior standing, 9 hours of public relations courses, and consent of instructor prior to registration.

4312. Public Relations Campaigns (3:2:3). Prerequisite: All required mass communication courses taken in the final long semester. Public relations campaign planning, preparation, and presentation in problem-solving mode. Setting objectives, executing research projects, preparation of public relations planning, messages, budgeting, creative media promotion evaluation.

4314. Public Relations Cases and Problems (3:3:0). Prerequisite: Completion of all required courses (must be taken only during final long semester). Application of the principles and theories of public relations to the problems of public and private organizations. Emphasis on discussing and presenting contemporary problems in public relations.

Courses in Advertising-Public Relations. (ADPR)

3341. Mass Communications Graphics and Production (3:2:3). Prerequisite: Mass communications majors only, ADV 2310 and 3312, or P R 2310 and 3312. Design, composition, layout, typography and production applied to advertising and public relations; use of computer as a layout and design tool for visual communications.

4310. Advertising-Public Relations Administration (3:2:3). Prerequisite: MCOM 3380 and ADPR 3341 or ADV 3361. Case analysis research literature, presentations, special reports, examination of contemporary issues, functions, management, organizational issues, integrated communications problems. (Writing Intensive)

Courses in Electronic Media and Communications. (EM&C)

3305. Multimedia Development (3:2:3). Prerequisite: ADV 2310, P R 2310, or TELE 3310 and JOUR 2310, or ADV 3312; for mass communications majors only. Provides students with the working knowledge required for multimedia production including exposure to current software, design theory, and CD-ROM production.

3315. Principles of Digital Media Production (3:2:3). Provides students with the working knowledge required for basic production of digital graphics, video, and audio.

3335. Digital Imaging and Editing (3:2:3). Prerequisite: EM&C 3315. Introduction to the single video camera production process and audio, lighting, electronic graphics, and postproduction applications for creating and manipulating moving images for digital distribution.

4325. Media Economics (3:3:0). An analytical study of media economics ranging from the local market to the global marketplace, emphasizing case analyses of both traditional and emerging media industries.


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