Inside Advertising and Public Relations Sequences
School of Mass Communications

VCU College of Humanities and Sciences

Inside Advertising and Public Relations Sequences is part of a series that relate majors at VCU to occupational fields. The information in this pamphlet can help you in planning your education and career.

Mass communications refers to the different media through which we communicate with large numbers of people. Students in the advertising sequence learn the techniques used to sell products and services through the various communications media. Students in the public relations sequence learn the communications theories and techniques used to influence the images and perceptions held by the public concerning organizations, individuals and issues.

Through the general education requirements, taken in the freshman and sophomore years, students should develop the following knowledge and skills:

• curiosity and the intellectual ability to think critically and ask good questions
• interpersonal skills that enable them to understand, work with, and influence others
• abilities to write and speak effectively to analyze and synthesize information
• a breadth of background from the sciences, mathematics, social sciences, and humanities
• a sense of ethics that will not be compromised by immediate personal gain or prejudice

Through the requirements in advertising and public relations, students usually develop the following skills:

• the ability to write in styles appropriate for the mass media
• computer proficiency
• research skills
• attention to detail and a concern for accuracy
• an understanding of marketing techniques
• skills in graphics and publication design
• an understanding of the social, ethical and legal issues affecting the media

Courses taken in these sequences include the following:

• Public Relations
• Public Relations Writing
• Media Graphics
• Introduction to Advertising
• Introduction to Marketing
• Public Relations Research
• Communications Law
• Advertising Copywriting
• Ad Layout and Production
• Media Strategy

To become more marketable:

• Participate in extracurricular activities such as the Public Relations Student Society of America, Advertising Club, or the Activities Programming Board.
• Enroll in the Cooperative Education program to gain valuable work experience.
• Take electives related to your career goals (for example, in business management and marketing) or minor in a related area such as writing or psychology.
• Arrange for an internship through the School or get a part-time job related to advertising or public relations.

Typical areas of employment for graduates include the following:

• Advertising
• Account executive
• Copywriter
• Art director
• Marketing researcher
• Media planner
• Sales representative
• Public Relations
• Community relations specialist
• Corporate communications officer
• Newsletter editor
• Publications manager
• Fund-raiser
• Special events planner
• Speech writer
• Technical writer
• Lobbyist

Although graduate study is not required for entry-level jobs in this field, some students pursue a master's degree in order to teach at the college level or enter management positions. Other students go on to graduate school in areas such as law or business.

Further information is available at the Career Center (Commons, first floor) or through the division:

Virginia Commonwealth University
College of Humanities and Sciences
School of Mass Communications
Temple Building, 901 W. Main St., Room 2216
PO Box 842034
Richmond VA 23284-2034

(804) 828-2660
Fax: (804) 828-9175

A Student Handbook is available through the department.

This brochure is published by the VCU Career Development Council in cooperation with academic departments.

Back to main page.