School of Mass Communications (S.M.C.)

Mass communications involves using the many forms of mass media to communicate with the public. The various branches of mass communications include journalism, public relations and advertising. The three branches are closely related so that professionals in each field often interact with each other in their work.

Journalism careers encompass work at television and radio stations and print and online publications. Journalists include reporters, columnists, editors and photographers at print and online media outlets, such as newspapers, magazines and news websites and blogs. Public relations managers and specialists promote organizations to the public in a variety of fashions. Public relations professionals can work within organizations, or they can be part of a firm or agency that works with multiple client organizations. Careers in public relations take many forms.

Some professionals focus on seeking out positive media attention for clients, while others specialize in crisis communications and managing public images during difficult times. Careers in advertising include positions on both the creative side and the business side. Professionals on the creative side focus on the development and production of advertising campaigns for print, online and broadcast distribution. On the business side, career opportunities exist with agencies and media outlets. At agencies, advertising professionals manage accounts, working with both agency clients and the creative professionals developing campaigns, and they also create media buying plans. Advertising professionals at media outlets manage the sale of advertising time or space to organizations and individuals.

Proposed Courses