Bachelor of Arts in Public Relations

California Baptist University

As PR practitioners develop and maintain an organization’s public relationships through effective communication strategies, they must be proficient writers, adept relationship builders and media savvy. CBU’s public relations program trains students in social media strategies, media relations, crisis communications, marketing campaigns and public relations writing, all while stressing the importance of ethics and branding.What You'll Learn Demonstrate an understanding of key elements within the practice of public relations. Effectively apply public relations organizational structure, workflow and practice. Demonstrate mastery of effective research and writing for press releases, speeches, and social media posts for various audiences. Create and develop campaigns that utilize convergence and/or digital media to strategically reach publics. Demonstrate an understanding of public relations history, theory and ethical matters in the field. Demonstrate an understanding of faith integration as it relates to the profession. Use best practices for issues and crisis management in public relations.