The Organizational Communication and Public Relations Pathway focuses on historical and contemporary challenges, and theoretical and practical orientations, in organization studies. Central among the pathway courses are questions about the role of communication and discourse in human organizing: How do organizational members manage competing philosophies, ideologies, and practices within and across organizations? How do organizational members use communication to increase the possibility of organizational learning and survival? What is the "new" triple bottom line taught in leading business management programs, and what does it have to do with conflicting organizational discourses? Why do many organizations promote a "family-friendly" workplace, but engage in practices that are anything but family-friendly? What does it mean for an organization to embrace a knowledge management perspective of leadership? Why are training and development programs critical for organizational success for some types of organizations but not others? How can organizations "go green," and should they? Why do organizational teams/groups have such difficulty in achieving high quality decision outcomes? Additionally, courses in public relations are guided by the principle that creating mutually beneficial relationships among organizations and their stakeholders is the task of public relations professionals, and coursework is oriented to exploring and practicing this principle within local, national and international organizations possessing a service mandate. This combination of intensive education, training, and service positions graduates to successfully contribute to strategic management and communication activities within public, commercial and non-governmental organizations. Students who undertake this pathway are able to, for example:
Gain real-world business marketing experience and insights into careers in communication
Prepare media lists, press releases, and press kits
Pitch stories to media outlets
Create and present an advertising pitch
Acquire basic understanding of design and creative elements and approaches in advertising media
Plan and conduct fundraising events
Conduct primary and secondary research using qualitative and quantitative methods
Identify and apply audience segmentation approaches
Develop comprehensive Integrated Marketing Communications plans for actual clients
Express complex organizational issues verbally and in writing
Develop digital graphic design theory and skill
Access state-of-the-art lab equipment, including Adobe Photoshop, Adobe Illustrator, QuarkXpress X, InDesign, and Flash
Design multimodal (print, web, video, etc.) messages for internal and external audiences
Identify and apply social media best practices to public relations and advertising efforts Acquire basic understanding of copywriting formats and approaches
Develop a contact network of PR and advertising professionals
Apply theories of human communication and behavior to solve organizational and social problems
Identify and apply crisis communication approaches and responses
In summary, the Pathway focuses on organizational communication and discourse, public relations, identity, culture, power, diversity, media, and technology.