What Does a Career Look Like After Earning a Master’s Degree in Strategic Communication & Public Relations?

An expert explains why a strategic communication & public relations degree can get you a job in any industry.

Public relations (PR) is everywhere. From small businesses to celebrities and large corporations, having a PR professional or department is crucial for the success of a business. While the field is constantly evolving, its importance never diminishes.

Sacred Heart University offers a master of arts in strategic communication & public relations (SCPR) program for individuals interested in expanding their PR and communications skills. Foluke Omosun, program director for the SCPR program, explains how earning this degree can advance your career.

What is PR?

PR is the process of building mutually beneficial relationships with an organization’s target audiences, using effective and compelling messages and channels. It’s about adopting an integrative approach to creating cohesive, data-driven content to build meaningful connections that support an organization’s mission and goals. Through SCPR, you seek to shape or enhance a brand’s image and the public’s perception of that brand.

What are some necessary skills to be successful in an SCPR career?

To be successful in the PR industry, you need strong verbal and written communication skills, since the job involves writing, content creation and relationship management with media, influencers, clients, employees, customers and more.

Research, problem solving, strategic thinking and creativity also are crucial skills to have. PR professionals gather and work with data that inform our decisions and actions—whether it’s in crisis communication, social media management or media relations. PR professionals also create campaigns and messaging for traditional and social media that require creative skills and strategic thinking. Additionally, it’s essential to be highly organized and have great time management skills because it involves a lot of multitasking.

Why are these skills important for SCPR professionals to have?

The PR field continues to evolve as new communication channels emerge. However, the foundation for communicating strategically hasn’t changed much. For example, we still need to understand the audience we’re trying to reach with our messaging, what types of content will influence them, what channels of communication they use and how to reach them. Communication skills, research skills, problem solving, strategic thinking and creativity will be necessary for SCPR professionals no matter the changes occurring in the field.

“At SHU, we guide our students to be conscious citizens who communicate ethically on behalf of their clients and to their various audiences,” said Omosun. “Through teamwork and project-based assignments, students learn to apply skills such as conducting research, problem solving, creating strategic campaign plans and content for clients and delivering engaging presentations.”

What are some career paths this program prepares its students for?

Luckily for PR professionals, they can cater their career path to their interests. Since every organization needs a PR professional or department, you can apply to places that do what you’re interested in.

“I encourage students to identify what they’re passionate about and explore options in that area. In other words, there are a variety or career paths,” said Omosun.

Here are some examples of the many career paths PR professionals can pursue: