Overview of Public Relations, Advertising, and Applied Communication

Public relations, advertising, and applied communication are related, interdisciplinary fields that draw on elements from communication, sociology, business, marketing, and public policy. Professionals in these fields develop strategies and tactics to help promote their organization’s image or to engage in the process of creating, managing, and evaluating campaigns to sell products or services. Additionally, these fields are rapidly changing in order to adapt and incorporate new technologies and networks, as well as societal shifts.

Career Opportunities associated with Public Relations, Advertising, and Applied Communication

Professionals in the public relations field may choose to become PR coordinators, publicists, communications directors, media planners, and public opinion researchers. The advertising field often involves becoming an advertising art director, market researcher, media buyer, or creative director. Applied communication professionals work in a variety of fields including social media marketing, film production or promotion, crisis communications, corporate communications, organizational training and development, and academic media production.

Internship/Co-Op Opportunities related to Public Relations, Advertising, and Applied Communication

There are numerous internship and cooperative education opportunities available for those studying public relations, advertising, and applied communication. Some internships involve designing and implementing public relations campaigns or engaging in research activities. Other opportunities may include creating websites, writing press releases, researching new technologies or media sources, and providing secretarial support. Co-op programs allow students to gain hands-on experience in their field, while applying the skills acquired in the classroom.

Specialized Tracks or Concentrations within Public Relations, Advertising, and Applied Communication

Within public relations, these specialized tracks are often known as public affairs and public policy; corporate and executive communications; healthcare communications; crisis communications; government relations; media relations; and public opinion research. Similarly, within advertising, specialized tracks include digital marketing, creative design, media planning, advertising research, and account planning. Specialized tracks available for applied communication include intercultural communication, media production, communications law, online communication, and consultation.

How Public Relations, Advertising, and Applied Communication prepares Students for Graduate School or Further Education

Studying public relations, advertising, and applied communication provides students with a wide array of skills that can be applied to a number of career paths. Students learn how to synthesize complex information, work with multi-disciplinary teams, and collaborate with clients and stakeholders. Through their coursework, students also become adept problem solvers, able to develop creative strategies and messages to target different audiences and to solve communications problems. Furthermore, students of public relations, advertising, and applied communication are prepared to enter the graduate level by developing and honing research techniques and refining their writing skills.

Impact of Artificial Intelligence on Public Relations, Advertising, and Applied Communication

Artificial intelligence is becoming an increasingly important tool in the public relations, advertising, and applied communication industry. AI technologies can be used to automate data analysis and collection, improve targeting and messaging, provide more accurate forecasting of consumer trends and behaviors, and increase the accuracy of message testing. AI technologies can also be used to automate tasks such as analyzing customer sentiment on social media, finding and engaging influencers, and measuring the ROI of campaigns. As more companies use AI, the field of public relations, advertising, and applied communication will continue to expand, creating new opportunities and possibilities for professionals.

The Career Outlook for Public Relations, Advertising, and Applied Communication

The outlook for professionals in public relations, advertising, and applied communication is positive. Employment in these fields is expected to grow over the next decade in response to the increased use of digital communication technologies. Professionals who have a combination of technical, communication, and marketing skills will be best positioned to be successful, as industries look to these professionals to develop creative and effective campaigns on behalf of their organization.

Here are the top reported starting salaries for graduates in Public Relations, Advertising, and Applied Communication:

San Jose State University, Salary: $49,739

George Washington University, Salary: $47,727

Syracuse University, Salary: $47,611

Pepperdine University, Salary: $46,780

University of Southern California, Salary: $46,759

Assumption University, Salary: $46,406

University of San Francisco, Salary: $45,954

American University, Salary: $45,098

The University of Texas at Austin, Salary: $44,918

Miami University-Oxford, Salary: $44,717

For privacy reasons, not all schools report the first year salaries for students who earned their bachelor’s degree in Public Relations, Advertising, and Applied Communication.