Southern Methodist University

What you'll study

This programme integrates core communication theory with applied practice across public relations, advertising and emerging media. Coursework emphasises strategic planning, persuasive message design, research and evaluation, and the production skills needed to execute integrated campaigns.

• Core modules and subjects:
  • Introduction to Public Relations and Advertising
  • Media Writing and Content Creation (news, features, scripts, social copy)
  • Strategic Communication and Campaign Planning
  • Research Methods and Audience Analysis (qualitative and quantitative)
  • Persuasion, Ethics and Media Law
  • Digital and Social Media Strategy
  • Visual Communication and Multimedia Production (audio, video, graphic design)
  • Media Planning and Buying
  • Crisis Communication and Reputation Management
  • Data Analytics for Communication and Measurement
• Applied learning:
  • Semester-long practicum with student-run agencies or real clients
  • Internship placements with local, regional or national employers
  • Capstone campaign course that synthesises research, strategy, creative and measurement
  • Workshops in pitching, media relations and portfolio development

Entry requirements

Admission to the undergraduate programme typically requires a completed secondary school qualification and evidence of academic readiness. Applicants are evaluated on overall academic record and preparation for a competitive major.

• Successful completion of secondary education (high school diploma or equivalent)
• Competitive high school grades; selection is holistic and may consider course rigour and trends in performance
• Personal statement or portfolio of relevant work (writing samples, media pieces or campaign projects) is often recommended to demonstrate interest and skill
• Letters of recommendation can strengthen an application, particularly from teachers who can speak to communication or creative abilities
• Transfer applicants should provide college transcripts and details of prior coursework in communication, media or related fields

Career prospects

Graduates leave prepared for roles across public relations, advertising and marketing communications in corporate, agency, non-profit and government contexts. The applied nature of the programme emphasises practical skills employers seek.

• Public relations specialist, corporate communications or media relations
• Account executive or planner in advertising and integrated agencies
• Social media manager, content strategist or community manager
• Brand or marketing communications coordinator
• Media planner/buyer and research analyst roles
• Event communications, stakeholder engagement and fundraising communications for non-profits
• Further study and specialisation in strategic communication, advertising, journalism, business or law

Why study at Southern Methodist University

Studying this major at Southern Methodist University gives students access to a campus embedded in a major metropolitan media and business market, which supports internships and employer partnerships. The programme blends classroom instruction from faculty with professional experience, and offers student-run practicum projects that mirror agency and in-house communication work.

• Proximity to a vibrant media, advertising and corporate sector, facilitating internships and networking
• Hands-on opportunities through practicum courses, student agencies and capstone campaigns
• Faculty with professional and research experience in public relations, advertising and digital media
• Resources for multimedia production, analytics and portfolio development to prepare students for employer expectations
• Alumni and industry connections in the region that support mentoring and career placement