Students majoring in strategic communication learn the theories and methods of advertising, public relations and new media to meet the strategic goals of organizations. Students learn to conduct research; write and create content for print, broadcast, online and mobile platforms; design; choose channels to place the message; and evaluate effectiveness.
Many strategic communication classes are small so that full-time professors can help students work on projects for real clients. Students are strongly encouraged to put their skills into practice by interning for local agencies, companies or nonprofits. Students compete annually in national advertising and public relations campaigns competitions. In recent years, students have placed in the top 10 nationally ranked teams in the AAF (American Advertising Federations) National Student Advertising competition, the Public Relations Student Society of America Bateman Competition, and the Texas Public Relations Association’s annual competition.
Most strategic communication graduates begin work in advertising or public relations agencies, corporations, governmental agencies, nonprofit groups, health care groups, sports teams and consulting firms. Others enter graduate school or highly specialized post-graduate pre-professional programs.