Public Relations, B.A.
6. Analyze trends and audiences using research methodologies to propose strategic solutions and plans for organizations [Key Concepts: Forecasting, issues management, audience segmentation, research methodology and analysis, reporting] (ULO 3). Degree Program Upon completion of the University baccalaureate and major requirements in the Department of Journalism and Integrated Media, students earn a Bachelor of Arts degree in Public Relations. The Public Relations major requires the completion of a minimum of 44 credits beyond the general education requirements, 24 of which must be upper-division. Senior Portfolio Review All students in the Department of Journalism and Integrated Media are expected to undergo a portfolio review and defense by a Department Portfolio Review Committee before graduating. The portfolio consists of the student’s best work, completed during either coursework or internships during the time they have been enrolled in the major. The student’s portfolio will be rated for competency or non- competency. Competent work can also be rated as exemplary. Students whose portfolios do not earn at least a competency rating must re-submit to the Review Committee. Timing of the review is the semester before graduating (typically Fall semester of the senior year in a normal four-year undergraduate cycle). For December graduates, the review would take place during Spring semester. In cases of unavoidable emergency, the Spring review and defense can take place during one of the two academic Summer sessions, if the Portfolio Review Committee is able to meet. Re-submitted Fall semester portfolios will be reviewed during the Interterm or Spring semester. Traditional students should schedule a preliminary portfolio review meeting with their academic adviser at the end of five semesters to plan successful completion of the Senior Portfolio. Transfer students should schedule a preliminary portfolio review meeting after two semesters. Scheduling of the Senior Portfolio review and defense is the responsibility of the student, and must be done with the departmental secretary after collaboration with the student’s academic advisor. Portfolio reviews and defense will be scheduled once each semester. Internships Internship, comprising a total of 3 credits, is required for graduation within the Public Relations major. Students may do multiple internships if the combined total credit is no more than 3 credits. Students, guided by their academic adviser, are encouraged to pursue other (non-credit) internships to gain as much hands-on experience as possible before their senior year. Students may take internship any semester or during the Summer under the supervision of the department faculty, guided by stipulations of the Journalism & Integrated Media Department internship packet. The total number of credits that may be applied from internship may not exceed 3 credits. Total directed research and special topic workshop credits may not exceed 9 credits. On Campus Study Opportunities In addition to the numerous media opportunities available as part of the Journalism and Integrated Media department, public relations students have the opportunity to immerse themselves in on-campus activities uniquely designed to enhance their expertise. Public Relations Society of America (PRSSA) The Public Relations Student Society of America (PRSSA) is a nationally recognized association. Biola’s chapter of PRSSA is designed to enhance pre-professional skills and prepare students in the field of business, communications and public relations for their future careers. Biola PRSSA provides networking opportunities, workshops
and events that encompass this goal as well as keeping community within our own chapter and chapters around the nation. With strong connections to the professional chapters of PRSA within Los Angeles and Orange County, our students regularly attend networking events and workshops designed to enhance PR expertise and the personal brands of our students. 6 th Street Public Relations Biola’s student-run PR firm, 6 th Street PR, is nationally affiliated through the Public Relations Student Society of America. With less than 40 schools having student-run firms that have achieved this status, Biola’s PR students have the opportunity to work with real- world clients on strategic public relations initiatives. Building portfolio pieces and leadership experience, 6 th Street PR provides experiential learning right on campus for students who want to dive deeper into the world of PR. General Requirements All Public Relations majors must achieve a minimum grade of “C” in all major courses taken at Biola. Anyone receiving a lower grade must repeat the course and earn a “C” or better. The total number of credits for major area credit from practicum, internship and directed research may not exceed 9 credits. All Public Relations majors are required to take a Biblical Studies Integration Seminar for Bible credit. Core Requirements (38 Credits) JOUR 106 Foundations of Journalism Credit(s): 3. JOUR 107 Introduction to Convergence Credit(s): 3. JOUR 111 Introduction to Public Relations Credit(s): 3. Choose one of the following: JOUR 220 Introduction to Visual Media Credit(s): 3. OR JOUR 249 Media Design Essentials Credit(s): 3. JOUR 230 Writing for Public Relations Credit(s): 3. JOUR 267 Media Career Readiness Credit(s): 1. JOUR 307 Social Media, SEO and Digital Strategy Credit(s): 3. JOUR 355 Media Relations Credit(s): 3. JOUR 388 Public Relations Management, Philosophy and Ethics Credit(s): 3. JOUR 433 Media Law Credit(s): 3. JOUR 440 Journalism Internship Credit(s): 1–3. JOUR 440, it is strongly recommended that students take this course 1 credit at a time. JOUR 458 Public Relations and Journalism Research Methods Credit(s): 3. JOUR 460 Advanced Campaign Design and Analysis Credit(s): 3. JOUR 495 Senior Portfolio Credit(s): 1. Elective Requirements (6 Credits) Choose 6 credits of electives from the following, one of which must be upper-division: Public Relations Options: JOUR 355 Media Relations Credit(s): 3. JOUR 392 Principles of Advertising Credit(s): 3. Visual Options: JOUR 249 Media Design Essentials Credit(s): 3. JOUR 342 Visual Meaning Credit(s): 3. JOUR 347 Photojournalism I Credit(s): 3. JOUR 348 Publication, Web & Media Design Credit(s): 3. Writing Options: JOUR 231 Public Affairs Reporting Credit(s): 3. JOUR 301 Sports Journalism Credit(s): 3. JOUR 303 Convergent Production Credit(s): 3. JOUR 332 Publication Editing and Management Credit(s): 3.
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