Bachelor of Science in Journalism in Strategic Communications

The strategic communications major teaches students how to develop and produce persuasive and educational messages and integrated communications campaigns that employ both public relations and advertising tactics. Students in this major select an area of emphasis (AOE) in either advertising or public relations to complement their integrated strategic communications coursework. Both majors require advanced skills in writing and oral communication. Students build skills in writing, research, graphic design, event planning, direct marketing, media planning, and campaign development and management. Students plan and produce promotional and educational campaigns and materials for actual clients, which include nonprofits, small communities and University projects, gaining real-world experience that can lead to careers in advertising and public relations agencies, corporations, nonprofits, government, education, entertainment, sports, healthcare, and other public-sector fields. ADVERTISING AREA OF EMPHASIS Students who select the advertising AOE within the strategic communications major obtain a solid foundation in creative copywriting and design, media planning, audience insights and analysis, and campaigns. Additional courses in interactive marketing, strategic social media and account management are available to round out students’ individual interests. They go on to work at advertising and marketing agencies, in media advertising sales, within corporate communications offices, as media planners, or as consultants and business owners. PUBLIC RELATIONS AREA OF EMPHASIS Students who select the public relations AOE within the strategic communications major take courses in strategic writing and social media, media design, audience research and analysis, and campaigns. Other courses that apply to the major include special event planning, multi- and interactive media, integrated marketing communications for sports, and planning and management. Students go on to work at communications agencies, in government, health care organizations, nonprofits, corporations and in politics. Major Learning Goals The Reed College of Media states as its learning goals the values and competencies of its national accrediting body, the Accrediting Council for Education in Journalism and Mass Communications, which appear under information about the B.S. in Journalism degree. These additional educational outcomes for strategic communications majors are: Strategic communications graduates will understand how to serve diverse publics and will be prepared to either work in the field or to pursue advanced educational opportunities. Strategic communications graduates will demonstrate the ability to professionally present ideas in all forms: written, verbal, and with the use of appropriate digital/electronic audio-visual materials. Strategic communications graduates will be able to demonstrate knowledge and understanding of communication ethics and law as it applies to advertising, media and public relations. Strategic communications graduates will be able to work effectively in teams and work collaboratively to create messages, solve problems and develop and implement integrated communication strategies. Career Profile Graduates find careers in advertising and public relations firms, corporate communication departments, direct marketing, integrated marketing communications, retail advertising, healthcare, nonprofits, government, special event planning, promotions and media advertising sales. Graduates also work as managers overseeing account, creative, public affairs, promotions, and media service departments at radio and television stations, newspapers and magazines. Graduates sometimes create and develop their own businesses or engage in consulting work.