Journalism and Multimedia Arts

Public Relations and Advertising

Public Relations and Advertising are taught as part of a fully integrated, professionally oriented media curriculum developed and implemented by professors with substantial professional experience as well as academic expertise. Students who major in Advertising and Public Relations can focus on both or either.

While all media industries are distinct, they also have much in common. Journalism, for instance, provides the template upon which Public Relations operates.

Like Journalists, Public Relations and Advertising practitioners must be able to analyze complex material, produce accessible messages for a variety of audiences and a variety of mediums.  They must be able to write copy, design graphics and develop campaigns that effectively and ethically deliver messages targeted at specific audiences.

In the JMA department, PR and Advertising students learn to research effectively and write and produce clearly and on deadline. Students become proficient in print, digital, audio and video mediums and produce a portfolio that will ensure they have multiple options in all forms of advertising and public relations, from event planning, to market analysis, to writing press releases and advertising copy, to producing Web pages and video news releases and advertisements. Our cutting-edge digital facilities ensure that students can produce and deliver messages and campaigns.

The JMA Difference

Public Relations and Advertising are interdependent with other mediums. Therefore, it is imperative that students who wish to excel in these fields fully understand the other media industries with which they will work in the field: Newspapers, Magazines, Broadcast and Cable stations and Web portals such as Yahoo and Google.

The unique synergy of the JMA department creates multiple opportunities and options for its students. The department also facilitates internships, provides opportunities to visit professional media operations such as television stations and Web studios and helps students connect with professionals who are the top of the respective fields. Our department is a sponsor of the Public Relations Society of America, which offers entrée to internships, competitions and service projects designed to build students’ portfolios. Pittsburgh is a very active and very attractive media market with dozens of Advertising and Public Relations agencies.

Departmental Core (12 credits)

• JMA 240 - Media and Society (Satisfies the College of Liberal Arts Core Communication Requirement)
• JMA 260 - New Media Production
• JMA 465W – Media Ethics
• JMA 473 - Media Law and Regulation

Major Core: (12 credits)

• JMA 220 – Introduction to Media Advertising OR JMA 243 – Introduction to PR and Media Relations
• JMA 340W – Media Writing (Ad emphasis) OR JMA 271W – Newswriting 1 (PR emphasis)
• JMA 418 – Advanced PR and Media Relations OR JMA 419 – Advanced Media Advertising
• JMA 467 – Media Research Methods

Electives (12 credits)

Students must take 12 additional department credits. Students are encouraged to talk with their mentor to choose an emphasis (a suggested but not mandatory direction of study).