Advertising and Public Relations

The advertising and public relations major teaches students how to ethically serve and engage diverse audiences in all sectors of society. As such, student learn how to develop and manage creative, integrated and strategic campaigns.  Students in this major select an area of emphasis (AOE) in either advertising or public relations to complement their strategic communications coursework. Both majors require creativity and critical thinking.

Students build skills in writing, research, strategy, design, digital and social media, as well as the ethics, history and laws that provide a foundation for their field. They may further their expertise through such courses as Martin Hall Agency, crisis communication, International communication, event planning, advocacy communication, visual storytelling, media planning, influencer marketing and study abroad experiences. Students plan and produce promotional and educational campaigns and materials for actual clients, which include local businesses, nonprofits and communities, as well as larger grant-funded projects that impact the state. As a result, students gain real-world experience that can lead to careers in advertising and public relations agencies, corporations, nonprofits, government, education, entertainment, sports, healthcare, and other public-sector fields.

Advertising Area of Emphasis

Students who select the advertising AOE within the advertising and public relations major obtain a solid foundation in creative copywriting and design, media planning, audience insights and analysis, and campaigns. Additional courses in ideation, strategic social media and account management are available to round out students' individual interests. They go on to work at advertising and marketing agencies, within corporate communications offices, as media planners, or as consultants and business owners. The advertising curriculum also affords a solid foundation for law or other specialized graduate programs. The College of Media offers a 3 + 3 degree in collaboration with the College of Law for high-achieving students.

Public Relations Area of Emphasis

Students who select the public relations AOE within the advertising and public relations major take courses in strategic writing and social media, design, audience research and analysis, and campaigns. Additional courses that apply to the major include special event planning, crisis communication, multi- and interactive media, international public relations and influencer marketing. Students go on to work at communications agencies, in government, healthcare organizations, nonprofits, corporations and politics. Those students who wish to go on to law or graduate school have a solid grounding in writing, research, analysis and communications. The College of Media offers a 3 + 3 degree in collaboration with the College of Law for high-achieving students.

Advertising and Public Relations

The Reed College of Media states as its learning goals the values and competencies of its national accrediting body, the Accrediting Council for Education in Journalism and Mass Communications, which appear under information about the B.S. in Journalism degree. In addition, the College faculty have set other specific educational outcomes deemed critical for success as professional communicators. These additional educational outcomes for advertising and public relations majors are:

1. Advertising and public relations graduates will understand how to serve, reflect and engage diverse publics and will be prepared to either work in the field or to pursue advanced educational opportunities.
2. Advertising and public relations graduates will demonstrate professional competency in preparing campaign plans, using both traditional and digital means, including obtaining, analyzing and interpreting data; establishing goals and objectives; identifying appropriate strategies; developing creative tactics; and understanding budgeting, timeframes, and success indicators/evaluation.
3. Advertising and public relations graduates will demonstrate an understanding of the history of media, advertising, public relations, and the influence of technology on the communication professions.
4. Advertising and public relations graduates will demonstrate the ability to professionally present ideas in all forms: written, verbal, and with the use of appropriate digital/electronic audio-visual materials.
5. Advertising and public relations graduates will understand the working relationship between advertising and public relations, as well as related marketing communications vehicles and media planning and placement.
6. Advertising and public relations graduates will be able to demonstrate knowledge and understanding of communication ethics and law as it applies to advertising, media and public relations, including privacy in the context of database marketing, artificial intelligence and social media.
7. Advertising and public relations graduates will be able to work effectively and collaboratively in teams to create messages, solve problems and develop and implement integrated communication strategies using human-centered design principles.

• Must have at least a 2.5 grade-point average on a 4.0 scale for general admission.
• Must meet English Proficiency or request conditional admission and admission to the Intensive English Program (IEP).
• Please be advised that some Engineering majors may reach capacity and therefore will be restricted from entry.
• For direct admission to some colleges and majors, SAT or ACT scores are required and must be sent to WVU directly from the respective testing services. Please review the program requirements. For all other majors, international students are encouraged but not required to submit SAT or ACT scores, if available. SAT/ACT scores are useful for determining scholarship eligibility.
• WVU welcomes applications from students with IGCSE and O-Level Certificates from an approved UK exam board for admissions consideration. We require a minimum of five subject passes, of which two must be English and Mathematics. The average of the grades must be at least a 2.5 (on a 4.0 scale). A passing grade in the subject of English will be accepted as evidence of sufficient English ability.

1. Review the admissions requirements, English Language Proficiency requirements (scores are for undergraduate levels only) and our undergraduate application deadlines.
2. To apply for an on-campus program, complete either the WVU Application or the Common App and include the nonrefundable fee of $65.
   
   WVU Application The Common App

   To apply for an online program, use the steps for WVU Online Campus applicants.

3. Have your Test of English as a Foreign Language (TOEFL), International English Language Testing System (IELTS), Pearson Test of English (PTE) Academic or Duolingo English Test scores sent to WVU.
4. Send the following information to WVU:
   • Copies of all official academic records/transcripts in original language of issue (transcripts from U.S. institutions must be sent to WVU directly from the institutions).
   • Copies of all academic certificates or diplomas in original language of issue.
   Note: Original or certified copies of official records/transcripts must be submitted after admission or upon arrival.
   • English translations of academic records/transcripts and certificates/diplomas.