How to Get a Master's Degree in Public Relations
Public relations is one of the most diverse careers around. This guide can help you consider whether a master's degree in public relations might help you pursue a career in the field. It takes you through the steps toward making reasoned and informed decisions about earning your master's degree in public relations including:
- Deciding whether a master's degree in public relations would help your career. This guide explains some of the different career types available in the field of public relations and how a master's degree might help your prospects.
- Researching graduate schools. These days, you can choose a traditional campus program or earn a master's degree online. You can decide between an Master of Arts (MA) or a Master of Science (MS) in Public Relations, and attend full time or part time. In short, you have a wide variety of options and this guide points you toward resources that can help you assemble information on graduate public relations programs, and on other topics related to earning a master's degree in public relations.
- Choosing which master's programs may be right for you. Once you've compiled information on master's programs, you need to start narrowing down the choices so you can focus on applying to a select few. This guide gives you advice on how to decide whether you should attend on campus or earn a master's degree online, helps you distinguish between an MA and an MS, and sorts through objective and subjective criteria important in choosing a graduate public relations program.
- Applying to a master's degree program in public relations. This guide helps you anticipate some elements of the application process so you can organize your efforts efficiently.
- Making the most of your career. Earning an MA or an MS in Public Relations is an important step, but it is only part of the process toward a successful career. This guide suggests some things you can do, along with earning your master's degree, to enhance your career outlook.
Deciding to earn a master's degree is a big decision, but with this step-by-step approach you can be confident you are making the moves that are right for you.
Deciding to Pursue a Master's Degree In Public Relations
First of all, who should consider a master's degree in public relations? The field of public relations is diverse enough to encompass a variety of different types of skill sets. If you have an outgoing personality, you can choose a role such as corporate spokesperson or public relations account representative which can take advantage or your extroverted qualities. On the other hand, if you prefer to work behind the scenes, there are roles for writers and market researchers who work in more of a structured, office-based environment. Public relations also has roles for people with more technical types of skills, from graphic design to Internet-based communications.
Work environments also vary. Just about every type of organization uses public relations to some extent, from corporations to not-for-profit organizations to government offices and agencies. You can work within an organization or in the more entrepreneurial environment of an independent PR agency.
In short, there is no narrow profile of a person who is suited to a career in public relations. Basically, if you think you understand some aspect of the process by which an organization communicates with the public, and would like to assist in that process, then a career in public relations may be right for you.
If public relations is your career path, how can a master's degree help? Earning a master's degree in public relations can help your career in any or all of the following ways:
- Updating your knowledge. Public relations is constantly changing and technology has accelerated the pace of that evolution. With some traditional media such as newspapers on the decline, while newer channels such as mobile devices and social media play growing roles in corporate communications efforts, a career in public relations demands fully up-to-date skills and information. A master's degree in public relations can help you update and upgrade your knowledge of the field.
- Increasing your competitiveness in the job market. Over the course of just about any career these days, you never really stop competing for a job. Getting a job, holding onto a job, and earning promotions are all fundamentally competitive processes. The stakes for succeeding in those competitions are high. While public relations jobs generally pay solid, above-average wages, it is the executive-level jobs that typically pay the six-figure salaries. A master's degree can give your credentials an advantage in this environment.
- Helping to attract public relations clients. Beause so much public relations work is done via agencies, appealing to potential clients is an important consideration. Even if you choose a behind-the-scenes role, staff credentials are a factor in how clients choose a public relations firm--and therefore, in determining who public relations agencies want on their teams.
If you've decided that a career in public relations is for you, and you see the benefits of earning a master's degree in public relations, the next step would be to start gathering information on graduate schools in public relations.
Researching Graduate Schools in Public Relations
How can you efficiently assemble information on master's degree programs in public relations? Here are some important resources:
- Online guides and directories. A Web site like WorldWideLearn.com can help you with several types of information, from listings of individual programs to information about topics like standardized test preparation and financial aid. Online guides and directories are not just for people who plan to earn a master's degree online; WorldWideLearn.com has a list of both on-campus and online master's degree programs.
- The U.S. Department of Education. The Department of Education's Web site has a number of resources for students. Two crucial topics as you consider your master's degree are accreditation and financial aid.
- Published ratings and rankings. Kiplinger's and US News & World Report are examples of publications that regularly review college programs based on a variety of criteria.
- College and university websites. As you start to narrow your search down to a handful of target programs, you can do more in-depth research by exploring each school's website. These generally have information about the school as a whole and each department's individual degree programs.
With your information resources at the ready, your next step is basically a process of elimination--taking the broad field of campus and online master's degree programs, and narrowing it down to a manageable number to which you can apply.
Choosing a Graduate Public Relations Program
You have a wide field of choices in front of you, but if you work through each of the following selection criteria, you should find that a few of the most appropriate candidates start to emerge from the pack:
- MA or MS in Public Relations. A fundamental choice you should consider is whether to earn an MA or MS in Public Relations. An MA in Public Relations is more likely to be offered through a communications or journalism department and thus may have an emphasis on the content side of public relations. An MS in Public Relations may be offered by a school's business or management department, and thus may have more emphasis on things like corporate positioning strategies.
- Accreditation. Make sure you consider programs whose degrees are widely recognized and accepted through accreditation. Check out the Department of Education's Web site for information on a school or program's accreditation status.
- Cost. It's not worth applying to schools that you simply can't afford to attend, but check out all financial aid possibilities before you eliminate any school based on cost. Also, you can earn a master's degree online and/or attend school part time while working to make graduate school more affordable.
- Admissions standards. Find out the range and average of undergraduate grades and test scores for students who are accepted by the schools you are considering. There's nothing wrong with aiming high, but be sure to have a fallback position if you are not solidly within a school's acceptance standards.
- Location. Commuting times and the feasibility of living on campus may limit your choice of schools, or you could earn a master's degree online to eliminate location issues.
- Scheduling flexibility. Some schools have evening programs to help you fit your continuing education around work or family obligations, and online master's degrees may offer even more flexibility.
- Faculty. Factors such as student-teacher ratio and percentage of faculty with PhDs are generally issues to look at when evaluating a graduate school. For public relations, the number of faculty members with experience working in the field is also important.
- Reputation. Published rankings and reviews can help you gauge a program's reputation, and talking to hiring managers and recruiters can also provide valuable insights. Ultimately, looking at placement statistics for the public relations graduate program may be an major deciding factor.
Applying to Master's Degree Programs
One reason why it is so important for you to go through the above criteria to narrow down your choices is that doing so can greatly simplify the application process. There are likely to be a variety of elements involved in each school's application process, with different instructions and deadlines for each school. Limiting the number of schools you apply to helps make the number of variables more manageable. Also, there is generally a cost involved in applying to master's degree programs, so focusing your targets makes the process more affordable as well.
Some of the common elements that are likely to be involved in the application process are:
- Application forms. Increasingly, schools prefer that these be filled out online. Each school may have its own unique set of instructions, so be sure to take your time and follow directions carefully.
- Financial aid applications. It can be time-consuming to pursue the various public and private sources of financial aid, but it may be well worth it in helping you afford graduate school. Many schools require that you complete the Free Application for Federal Student Aid (FAFSA) as part of the financial aid process.
- Academic transcripts. Always review any transcripts to make sure they are correct, before forwarding them on to other institutions.
- Test score results. Make sure you sign up for any required standardized tests far enough in advance to get the results by the application deadline. If possible, take the test far enough in advance to retake it if you feel you could have done better, or to alter your choices of where to apply if necessary.
- Letters of recommendation. It's always a good idea to brief anyone writing a letter of recommendation about which of your qualities are most relevant to the subject at hand, to help prompt their memory and focus the letter. Make sure to give recommenders plenty of advanced notice.
Make sure you put together a calendar of deadlines so you can start preparing each element of the application process with plenty of time to spare.
Maximizing Your Master's Degree in Public Relations
Once you earn your master's degree in public relations, you could be on track to a successful career, but there are some other important elements to building a career:
- Deciding on agency vs. in-house opportunities. A prominent characteristic of the public relations profession is that it is split between people who represent a single organization from within, and those who represent a variety of clients from an independent agency. On average, in-house corporate communications jobs offer the highest salaries, but an agency might offer a more entrepreneurial environment and greater upside if you are very successful.
- Following trade journals. In part, public relations involves competing for attention, so it is important to always keep an eye on what your peers are doing.
- Gaining experience. Practical experience is the perfect complement to educational credentials, so if you didn't gain exprerience in public relations after earning your bachelor's degree, be sure to look for internships or part-time employment in the field while you pursue your master's.
- Joining a professional association. The Public Relations Society of America is a prominent example of an organization that can help you with career information and networking contacts.
Public relations is largely about processing and communicating information. The more you apply those same skills to researching and pursuing a master's degree, the more likely your success will be.
Sources
- Ball State University, Master of Arts in Public Relations
- Employment Crossing, PR Consultant Job Profile
- New York University, MS in Public Relations and Corporate Communications
- Princeton Review, A Day in the Life of a Public Relations Specialist
- Public Relations Society of America
- Public Relations Student Society of America
- U.S. Department of Education
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