Bachelor of Arts In Public Relations

Bachelor of Arts in Public Relations

The Public Relations major seeks to develop students' skills in professional-level public relations work, including social media, media relations, event planning, campaigns for non-profits and businesses, PR strategies, and public relations writing. The Public Relations program at California Baptist University provides exemplary leadership, education and scholarship to foster PR's unique role and responsibilities to develop and maintain relationships through effective communication and actions to support the organization, community and church in a democratic society. PR majors gain an understanding of the contribution and responsibility of public relations/communication in organizations in both the private and public sectors. The scope of this effort includes working in non-profit organizations, corporations, government and media organizations, both domestically and internationally. The importance of ethics, branding and social media are also stressed.

http://www.bls.gov/home.htm

http://www.prsaie.org/


 

  • Public Relations Student Learning Outcomes
    1. Students will demonstrate knowledge of the principles of journalistic industry standards in publication layout and design.
    2. Students will demonstrate knowledge of the components of social media strategy.
    3. Students will demonstrate an understanding of the components of a various journalistic stories and styles.
    4. Students will demonstrate understanding of the impact of the press on society.
    5. Students will display knowledge of AP style and journalistic reporting and writing to industry standards.
    6. Students will demonstrate knowledge of PR organizational structure, workflow and practice.
    7. Students will demonstrate an understanding of public relations strategy and campaigns.
    8. Students will demonstrate an understanding of the principles of podcasting and broadcasting.
    9. Students will demonstrate knowledge of the field of public relations and the various components that make up PR forms of communication.
    10. Students will demonstrate an understanding of Public Relations role in society.
    11. Students will demonstrate knowledge of various multimedia platforms for publication production.
    12. Students will demonstrate an understanding of ethical and legal aspects of media.
    13. Students will write stories for publication across multiple platforms and industries.
    14. Students will demonstrate an understanding of faith-based PR writing and communication.
  • Public Relations Minor

    CBU students can choose to minor in Public Relations, developing their oral and written communication skills as they learn to work on campaigns, branding and internal and external communications. This course provides marketable skills as students learn to create public relations materials including a press kit with brochures, flyers and web communications including including social media.

Program Requirements (36 units)

Complete thirty-six (36) units consisting of lower and upper division courses:

Lower Division Requirements (9 units)

JRN150 Media and Society
+

Functions, responsibilities, and influence of various mass media and emerging forms of niche media in society. Students review the theories, structures, functions, practices, economics, critical analyses, and historical aspects of mass media and its social responsibility in society. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

JRN150-B
Kruppa, James K.
09/06/2016 T 12:15 PM - 1:45 PM BUS ONLN
JRN150-A
Stilwell, Heather A.
09/06/2016 T 10:30 AM - 12:00 PM BUS ONLN
JRN150-A
STAFF, STAFF
01/11/2017 T 10:30 AM - 12:00 PM BUS
JRN150-B
Stilwell, Heather A.
01/11/2017 T 12:15 PM - 1:45 PM BUS ONLN

JRN170 Writing for Mass Media
+

An introduction to mass media writing. Students will utilize journalistic reporting, editing and writing for mass audiences intended for distribution across electronic and print media outlets. (3.0 units; Fall, Spring; Interdisciplinary, Multicultural)

JRN170-A
Chute, Michael D.
09/06/2016 T 8:45 AM - 10:15 AM BUS 048
JRN170-A
Chute, Michael D.
01/11/2017 T 8:45 AM - 10:15 AM BUS 367
JRN170-B
Chute, Michael D.
01/11/2017 T 2:00 PM - 3:30 PM BUS 367

JRN254 Publication Layout & Design
+

Principles and practical experiences in layout and design, including copy, typography, photos and cutlines, and developing pre-press documents to provide practical knowledge of state-of-the-art publishing technology. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

JRN254-A
Chute, Katherine B.
09/06/2016 TR 5:45 PM - 7:15 PM BUS ONLN
JRN254-A
Chute, Katherine B.
01/11/2017 T 5:45 PM - 7:00 PM BUS ONLN

PRL202 Introduction to Public Relations
+

This course will provide an introduction to the historical, theoretical and practical aspects of public relations with focus on the role of public relations in society, as well as an examination of the communication planning process. (3 units; Fall; Spring)

PRL202-A
Brodie, Victoria K
09/06/2016 T 12:15 PM - 1:45 PM BUS 367
PRL202-A
Chute, Katherine B.
01/11/2017 T 3:45 PM - 5:15 PM BUS

Upper Division Requirements (18 units)

COM300 Public Relations
+

Principles, history and professional practice of public relations and the writing and production of materials for special events, newsletters, and brochures. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

JRN312 Magazine & Feature Writing
+

Planning, gathering material, writing and preparation of articles for specialized and general media publications, with emphasis on the magazine article and newspaper feature; includes overview of the magazine market. Laboratory and field work. Students may only earn credit for either JRN 312 or JRN 350. Prerequisite: JRN 170. (3 units; Interdiscplinary; Multicultural; Fall/Spring)

JRN312-A
Chute, Michael D.
09/06/2016 T 12:15 PM - 1:45 PM BUS 36B
JRN312-A
Chute, Katherine B.
01/11/2017 TR 5:45 PM - 7:00 PM BUS ONLN

JRN320 Media Law, Ethics and Copyright
+

An introduction to the ethical and legal aspects of public relations and journalism, including print, online and broadcasting. Students will gain practical insight into the field through review of real-world case studies and materials on ethics, policies and law. (3 units; Spring)

JRN320-A
Brodie, Victoria K
09/06/2016 M 12:00 PM - 1:00 PM BUS 356
JRN320-A
Chute, Michael D.
01/11/2017 M 12:00 PM - 1:00 PM BUS

JRN349 Editing for Print & Online Media
+

A course involving students in an in-depth study of procedures of copy editing for newspapers, magazines and online media. Through assignments and exercises, students will develop superior skills in grammar and word usage, punctuation, spelling, style, fact-checking, use of reference books, and writing headlines and captions. Students will practice substantive editing, and proofreading for print and online media. The special conditions of the increasingly important Internet to copy editors will be demonstrated. Prerequisites: ENG 113 or JRN 170. (3 units; Interdisciplinary; Fall/Spring)nits; —=^I¢

JRN349-A
Brodie, Victoria K
09/06/2016 T 10:30 AM - 12:00 PM BUS ONLN
JRN349-A
Stilwell, Heather A.
01/11/2017 T 10:30 AM - 12:00 PM BUS ONLN

JRN397 Publication Seminar
+

Prepares students to produce high-quality publications. Students will learn to work within the guidelines of the university, the publisher of the campus publications, to produce the Angelos yearbook, Banner newspaper or Pursuit magazine. Creating and publishing student-run campus publications will provide an opportunity for students to learn production skills, including editing, interviewing, writing, layout and design, photography, audio, videography, and management skills that will be vital tools for careers in media. Laboratory and field work. May be repeated once for credit.(3 units; Interdisciplinary; Multicultural; Fall; Spring)

JRN397-A
Chute, Michael D.
09/06/2016 M 2:30 PM - 3:30 PM BUS ONLN
JRN397-A
Chute, Michael D.
01/11/2017 M 2:30 PM - 3:30 PM BUS ONLN

PRL302 Public Relations Writing
+

This course will provide students with practical application of public relations writing process for various media with focus on targeting public using research, audience analysis, and message design. (3 units; Spring)

PRL302-A
Quezada, Robert G.
09/06/2016 T 12:15 PM - 1:45 PM BUS ONLN

PRL402 Public Relations Rsrch & Campgns
+

This course will provide students with the basic skills and practical experience to plan, develop, execute and evaluate public relations campaigns through case study analysis and actual campaign development. This will be achieved through case study analysis and team-based campaign development. (3 units; Spring)

PRL402-A
STAFF, STAFF
01/11/2017 T 12:15 PM - 1:45 PM BUS

Concentration Courses(12 units)

Students must complete all requirements in one of the following concentrations: 

Integrated Marketing Communication

COM425 Organizational Communication
+

Examination of the nature and process of communication in modern organizations, including theories, change strategies, internal personnel relations, and conflict management, as they relate to organizational cultures. (3 units; Interdiciplinary; Multicultural; Spring)

COM425-A
Pate, John R.
01/11/2017 M 12:00 PM - 1:00 PM BUS

MKT333 Principles of Marketing
+

A study of the marketing functions, channels of distribution, selling, advertising, distribution, and marketing management for both retail and industrial businesses. (3 units; Fall/Spring)

MKT333-A
Floyd, Kristopher Kyle
09/06/2016 M 10:45 AM - 11:45 AM BUS ONLN
MKT333-B
Floyd, Kristopher Kyle
09/06/2016 T 10:30 AM - 12:00 PM BUS 252
MKT333-A
Winter, Natalie A
01/11/2017 T 10:30 AM - 12:00 PM BUS
MKT333-B
Floyd, Kristopher Kyle
01/11/2017 M 8:15 AM - 9:15 AM BUS ONLN

MKT353 Integrated Marketing Communicatn
+

This course examines the best practices companies use to perform integrated marketing communications (IMC). IMC includes advertising, sales promotion, direct marketing, personal selling, public relations, customer segmentation and selection, branding, and building customer relationships. Integration of these functions is essential to the success of the marketing strategy of the organization. Prerequisite: MKT 333. (3 units; Fall)

MKT353-A
Floyd, Kristopher Kyle
09/06/2016 M 12:00 PM - 1:00 PM BUS ONLN
MKT353-A
Floyd, Kristopher Kyle
01/11/2017 M 2:30 PM - 3:30 PM BUS ONLN

JRN400 Special Topics in Journalism
+

Concentration upon a specific topic in the field of Journalism. Topic varies for different semesters. May be taken multiple times with change in topic. (3 units; Fall/Spring)

JRN400-A
Stilwell, Heather A.
09/06/2016 M 1:15 PM - 2:15 PM BUS ONLN

Or

JRN450 Internship in Journalism
+

Under faculty supervision, the student will be assigned to a position, utilizing principles of journalism acquired and employed throughout their university experience. This internship provides an opportunity for investigating and participating in field experience with a practitioner of the trade, giving depth and breadth to their understanding of journalism as a whole. Prerequisite: Permission of the Department Chair. (1-3 units; Fall/Spring)

JRN450-IN
Chute, Michael D.
09/06/2016 - BUS OFFC
JRN450-IN
Chute, Michael D.
01/11/2017 - BUS OFFC

International Public Relations

ICS305 Global Perspectives
+

A general survey of the redemptive activity of God in the world-past, present, and future. Topics include the biblical basis of God's global activity, historical perspectives, mission strategies, and cultural implications, as well as contemporary missiological issues. (3 units; Interdisciplinary; Multicultural; Spring)

ICS305-T3
Lewis, Jeff C.
01/11/2017 M 8:15 AM - 9:15 AM BUS 125
ICS305-A
Lewis, Jeff C.
01/11/2017 M 8:15 AM - 9:15 AM BUS 125

ICS430 Intercultural Communications
+

The purpose of this course is to explore the principles of intercultural communications. This course will address principles and processes of communication from one culture to another. The course will also focus on different perceptions, ways of thinking, values, non-verbal expression, language expression and sub-groups within a culture as they relate to the media and the message. (3 units; Multicultural; Spring)

ICS430-A
Jenkins, Amanda Kristine
09/06/2016 T 12:15 PM - 1:45 PM BUS 250
ICS430-A
Jenkins, Amanda Kristine
01/11/2017 T 12:15 PM - 1:45 PM BUS

PRL430 Prncpls of Intl Public Relations
+

This course examines principles of practicing public relations in a global setting. Students will learn practical application of various theories regarding cultural identity, research and planning campaigns for global audiences. APR, Accreditation In Public Relations standards, will be emphasized as they relate to the practice of international public relations. (3 units, Online and Professional Studies)

JRN400 Special Topics in Journalism
+

Concentration upon a specific topic in the field of Journalism. Topic varies for different semesters. May be taken multiple times with change in topic. (3 units; Fall/Spring)

JRN400-A
Stilwell, Heather A.
09/06/2016 M 1:15 PM - 2:15 PM BUS ONLN

Media Relations and Writing

JRN315 News Reporting
+

Practice in gathering information, conducting interviews and using online databases in writing and reporting news stories. Emphasis on style, clarity, accuracy, responsibility in handling the reporting of news. Laboratory and fieldwork. Prerequisite: JRN170. (3 units; Interdisciplinary; Multicultural; Fall/Spring)

JRN315-A
Stilwell, Heather A.
09/06/2016 TR 10:30 AM - 12:00 PM BUS ONLN
JRN315-A
Stilwell, Heather A.
01/11/2017 TR 10:30 AM - 12:00 PM BUS ONLN

JRN440 Writing Columns and Blogs
+

Principles and practices of writing in the shorter forms of journalism, including editorials and opinion essays for print, electronic and online media outlets. Includes writing columns, blogs, opinion-page articles, and reviews of theater, music, books, and film. Prerequisite: JRN 170. (3 units; Fall)

JRN440-A
Quezada, Robert G.
09/06/2016 M 3:45 PM - 4:45 PM BUS ONLN

JRN460 Investigative Reporting
+

The tradition of investigative reporters, who uncover facts and write articles that expose waste, wrongdoing, mismanagement, fraud, conflict of interest and abuse of authority, and promote change and reform, has a long and proud history that stands alongside more conventional journalistic practices. Students are provided with reportorial skills and techniques required by journalists who develop articles of substance and depth in specialized areas, with emphasis given to research, analysis, and interpretation of complex issues in writing for publication. Prerequisite: JRN 170. (3 units; Spring)

JRN460-A
Chute, Michael D.
01/11/2017 T 12:15 PM - 1:45 PM BUS

New Media

JRN360 Audio Newsgathering
+

This course provides students opportunities to participate in the production of radio news stories and newscasts, using professional principles, aesthetics, ethics, and practices of journalistic audio reporting, producing in-field and project assignments. Prerequisite: JRN 216. (3 units; Fall)

JRN360-A
Kruppa, James K.
09/06/2016 T 2:00 PM - 3:30 PM BUS ONLN

JRN370 Social Media Strategies
+

This course provides students opportunities to analyze, use and produce content for current and emerging social media, such as Twitter, Facebook, Tumblr, YouTube, Reddit and other professional business platforms. (3 units; Spring)

JRN370-A
Stilwell, Heather A.
09/06/2016 M 9:30 AM - 10:30 AM BUS ONLN

JRN380 Video Newsgathering
+

This course provides students opportunities to participate in the production of television news stories and newscasts, using professional principles, aesthetics, ethics, and practices of journalistic video reporting, producing in-field and project assignments. Prerequisite: JRN216 (3 units; Spring)

JRN380-A
Stilwell, Heather A.
01/11/2017 T 2:00 PM - 3:30 PM BUS ONLN

JRN450 Internship in Journalism
+

Under faculty supervision, the student will be assigned to a position, utilizing principles of journalism acquired and employed throughout their university experience. This internship provides an opportunity for investigating and participating in field experience with a practitioner of the trade, giving depth and breadth to their understanding of journalism as a whole. Prerequisite: Permission of the Department Chair. (1-3 units; Fall/Spring)

JRN450-IN
Chute, Michael D.
09/06/2016 - BUS OFFC
JRN450-IN
Chute, Michael D.
01/11/2017 - BUS OFFC

Strategic Communication and Planning

COM308 Interpersonal Communications
+

This class examines the dynamics of the two-person communication process. Students will study the development of self-concept, self-disclosure, perception, listening, and feedback as they affect the communication process. Non-verbal communication, attitudes, beliefs, and values will also be explored. (3 units; Interdisciplinary; Multicultural; Spring)

COM308-A
Boes, Cynthia D.
01/11/2017 M 10:45 AM - 11:45 AM BUS

COM425 Organizational Communication
+

Examination of the nature and process of communication in modern organizations, including theories, change strategies, internal personnel relations, and conflict management, as they relate to organizational cultures. (3 units; Interdiciplinary; Multicultural; Spring)

COM425-A
Pate, John R.
01/11/2017 M 12:00 PM - 1:00 PM BUS

JRN370 Social Media Strategies
+

This course provides students opportunities to analyze, use and produce content for current and emerging social media, such as Twitter, Facebook, Tumblr, YouTube, Reddit and other professional business platforms. (3 units; Spring)

JRN370-A
Stilwell, Heather A.
09/06/2016 M 9:30 AM - 10:30 AM BUS ONLN