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Sponsored by the Office of the Provost
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2020-2021

Mass Communications

College of Humanities and Sciences

Concentration(s):
Public Relations
Program description

The Robertson School of Media and Culture prepares effective and skilled communicators through quality instruction, advising and student services, based on real-world applications. Through research, professional service and scholarship in applied communications, the school advances the knowledge and practice of a multidisciplinary and evolving media environment. The school values truth, ethics, creativity, innovation, collaboration, cultural diversity, shared governance and community engagement.

The school offers a Bachelor of Science in Mass Communications with specialization in one of three concentrations: advertising, journalism and public relations. The school also awards the Master of Science in Mass Communications, with concentrations in the areas of integrated PR and advertising, multimedia journalism, and strategic public relations.

Career opportunities

Public Relations is a broad field that spans all industries and businesses. PR graduates can be found representing professional sports teams, global clothing manufacturers, Hollywood production studios, energy companies, hospitals, international non-profits and small businesses. This wide variety of opportunities is due to the fact that PR people are professional communicators, and all organizations, big and small, must communicate with a variety of audiences in order to succeed.    

The Richard T. Robertson School of Media and Culture’s undergraduate program in PR prepares graduates to successfully enter the public relations field.

Change of major requirements

Email rfroach@vcu.edu for information about eligibility and change of major workshop sign-up.

Bachelor-level job titles
  • Campaign Manager
  • Campaign/Audience Researcher
  • Community/Public Affairs Specialist
  • Development/Fundraising Manager
  • Employee Relations Specialist
  • Event Planner
  • Grant Writer
  • Investor Relations Manager
  • Marketing Manager
  • Media Relations Coordinator
  • Nonprofit Communications Manager
  • Risk and Crisis Communications Coordinator
Graduate and professional level job titles
  • Consultant
  • Director of Corporate Communications
  • Public Diplomacy Officer
  • Public Relations Manager
Professional associations and resources
Degree requirements in Bulletin
Plan of study in Bulletin
Requirements
Highest level of math required
  • STAT 208
Science required
  • 1-2 additional science courses
Foreign language requirements
  • Yes
Additional tuition/fees
  • No
GPA requirements (to progress/graduate in the major)
  • 2.5
Transfer Maps

Contact information

Department name:
Robertson School of Media and Culture
Building/room location:
Temple, 2nd floor
Phone:
(804) 828-2660
Email:
robertsonsmc@vcu.edu
https://robertson.vcu.edu
Campus (where 75% of courses are taken):
Monroe Park
Major map compass icon
Major map

Explore
MAXIMIZE COURSE AND DEGREE PLANNING
GET CONNECTED WITH YOUR COMMUNITY
DEVELOP CULTURAL AGILITY
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
PREPARING FOR LIFE AFTER COLLEGE

Experience
MAXIMIZE COURSE AND DEGREE PLANNING
  • Get familiar with the research process with the VCU Libraries Research Basics Guide. Ask questions about how to use the library.
  • Schedule an appointment with your advisor and explore minors, certificates, and skills-based value added courses.  
  • Talk to your professors about research interests, picking future classes, and strategies for success in your program.
  • Take MASC 210 (Fall) and MASC 203 (Spring).
  • File request/petition to declare concentration in MASC 203.
  • Maintain 2.5 GPA (major and cumulative).
GET CONNECTED WITH YOUR COMMUNITY
  • Explore peer leadership opportunities or apply for the New Leaders Retreat or Alternative Spring Break.
  • Find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Meet with a faculty member to discuss your personal and professional interests.
  • Take a service-learning class or volunteer to address a social issue (Hands on Greater Richmond).
  • Find work you admire; follow on Twitter, Tumblr, etc.
  • Join VCU’s student chapter of the Public Relations Society of America.
  • Write for The Commonwealth Times.
DEVELOP CULTURAL AGILITY
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Attend Career & Internship Fairs and other professional development events. 
  • Complete a “Gap Analysis” Strategic Plan with your academic or career advisor.
  • Create an ePortfolio to document academic/professional experiences, accomplishments, and reflections.
  • Gain practical experience related to career goals through internships, shadowing, part-time work, or independent skill building.
  • Create a draft resume and come to drop-ins with MASC's Career Development Advisor.
PREPARING FOR LIFE AFTER COLLEGE
  • Conduct an informational interview or shadow someone in a field of career interest.
  • Consider who you would ask to serve as professional and academic references for future letters of recommendation.   
  • Get plugged into VCULink to connect with students and alumni.
  • Meet with a coach at The Money Spot to set financial goals, understand student loans, and create spending plans.
  • Apply to scholarships in Jan. - March for next year.

Experience
MAXIMIZE COURSE AND DEGREE PLANNING
  • Deepen your expertise at finding information in your discipline by working with your subject expert librarian & using research guides.
  • Enhance your business, software, technology and creative skills using LinkedIn Learning.
  • See your academic and career advisors regularly to discuss your progress towards graduation and career planning.
  • Complete ENGL 304, MASC 333, 334 and 337 (Fall).
  • Complete MASC 335, 336 and 425 (Spring).
GET CONNECTED WITH YOUR COMMUNITY
  • Attend civic meetings, such as school board, neighborhood associations, city council, or state legislative sessions.
  • Continue to find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Create a community-engaged research project.
  • Make an appointment with the National Scholarship Office to explore post-graduate scholarship and fellowship opportunities, such as the Fulbright Student Scholarship.
  • Volunteer for CreateAthon during spring semester spring break.
  • Attend at least two or three public talks or other events advertised by the department.
DEVELOP CULTURAL AGILITY
  • Apply to be a Diversity Ambassador with the Office of Multicultural Student Affairs.
  • Richmond is known for hosting a wide array of festivals! Learn about new cultures, food, and music by attending one of these events.
  • Update your resume to include how you have developed your communication and interpersonal skills for future work on multidisciplinary and multicultural teams.
  • Take a course that links diversity to your field of study.
  • Join a cultural organization.
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Apply for the Graduate School Mentorship Program to learn more about graduate school and the graduate student experience.
  • Update your ePortfolio.
  • Seek research opportunities and apply for funding through VCU Undergraduate Research Opportunities Program.
  • Meet with a career adviser to discuss your career direction and create an action plan.
  • Complete an internship or freelance.
  • Attend professional conferences, like PRSA.
PREPARING FOR LIFE AFTER COLLEGE
  • Prepare for job offer negotiation by researching salaries, benefits, and other opportunities for flexibility.
  • Research graduate/professional schools at least 1 year in advance of deadlines. Study for and complete any exams the summer before senior year. 
  • Talk to advisors, faculty, and VCU Career Services about graduate school versus a job.
  • Create a website.

Excel
MAXIMIZE COURSE AND DEGREE PLANNING
  • Schedule an appointment with your academic advisor a semester before your anticipated graduation to ensure all graduation requirements will be met. 
  • Attend a graduation workshop a semester before your anticipated graduation to ensure all graduation requirements will be met.
  • Complete your capstone and internship.
GET CONNECTED WITH YOUR COMMUNITY
DEVELOP CULTURAL AGILITY
  • Read scholarly articles about diversity in your field.
  • Reflect on your own cultural competency, and be prepared to answer interview questions that outline how you have worked with diverse populations.
  • Build intercultural competence by engaging with international students on campus.
  • Attend Cultural Graduation Ceremony.
EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS
  • Continue to engage in research to create more content for your ePortfolio.
  • Present your research at conference/meeting such as UROP Undergraduate Research Symposium or other conferences. 
  • Reflect on the experiential learning you have engaged in thus far, and discuss with current or potential mentors (peers, faculty, advisors, alumni, professionals).
  • Gain practical experience through internships, externships and skill building.
  • Gain feedback from professionals on your portfolio, including side projects.
PREPARING FOR LIFE AFTER COLLEGE
  • Complete exams, applications, or self-marketing activities for after graduation.
  • Consider training to become an educator through programs like RTR, which prepares graduates from a variety of majors to become effective teachers in high-need schools.
  • Engage with the VCU Alumni Association at Grad Fair, Grad Bash, and by joining a VCULink Industry Network and alumni chapter as you prepare to graduate.
  • Have a personal statement or cover letter reviewed and do a mock interview through InterviewStream or with a career advisor.
  • Research prospective employers and create a job or graduate school search strategy at least 8 months before graduation.
Visit majormaps.vcu.edu for the online version with links.
Sponsored by the Office of the Provost
Major map compass icon
2020-2021

Mass Communications

College of Humanities and Sciences

Concentration(s):
Public Relations
MAXIMIZE COURSE AND DEGREE PLANNING GET CONNECTED WITH YOUR COMMUNITY DEVELOP CULTURAL AGILITY EXPLORE CAREERS AND DEVELOP ESSENTIAL SKILLS PREPARING FOR LIFE AFTER COLLEGE
Explore Year 1
Experience Year 2
  • Get familiar with the research process with the VCU Libraries Research Basics Guide. Ask questions about how to use the library.
  • Schedule an appointment with your advisor and explore minors, certificates, and skills-based value added courses.  
  • Talk to your professors about research interests, picking future classes, and strategies for success in your program.
  • Take MASC 210 (Fall) and MASC 203 (Spring).
  • File request/petition to declare concentration in MASC 203.
  • Maintain 2.5 GPA (major and cumulative).
  • Explore peer leadership opportunities or apply for the New Leaders Retreat or Alternative Spring Break.
  • Find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Meet with a faculty member to discuss your personal and professional interests.
  • Take a service-learning class or volunteer to address a social issue (Hands on Greater Richmond).
  • Find work you admire; follow on Twitter, Tumblr, etc.
  • Join VCU’s student chapter of the Public Relations Society of America.
  • Write for The Commonwealth Times.
  • Attend Career & Internship Fairs and other professional development events. 
  • Complete a “Gap Analysis” Strategic Plan with your academic or career advisor.
  • Create an ePortfolio to document academic/professional experiences, accomplishments, and reflections.
  • Gain practical experience related to career goals through internships, shadowing, part-time work, or independent skill building.
  • Create a draft resume and come to drop-ins with MASC's Career Development Advisor.
  • Conduct an informational interview or shadow someone in a field of career interest.
  • Consider who you would ask to serve as professional and academic references for future letters of recommendation.   
  • Get plugged into VCULink to connect with students and alumni.
  • Meet with a coach at The Money Spot to set financial goals, understand student loans, and create spending plans.
  • Apply to scholarships in Jan. - March for next year.
Year 3
  • Deepen your expertise at finding information in your discipline by working with your subject expert librarian & using research guides.
  • Enhance your business, software, technology and creative skills using LinkedIn Learning.
  • See your academic and career advisors regularly to discuss your progress towards graduation and career planning.
  • Complete ENGL 304, MASC 333, 334 and 337 (Fall).
  • Complete MASC 335, 336 and 425 (Spring).
  • Attend civic meetings, such as school board, neighborhood associations, city council, or state legislative sessions.
  • Continue to find opportunities and organizations through SOC that can help you make a difference and make your mark.
  • Create a community-engaged research project.
  • Make an appointment with the National Scholarship Office to explore post-graduate scholarship and fellowship opportunities, such as the Fulbright Student Scholarship.
  • Volunteer for CreateAthon during spring semester spring break.
  • Attend at least two or three public talks or other events advertised by the department.
  • Apply to be a Diversity Ambassador with the Office of Multicultural Student Affairs.
  • Richmond is known for hosting a wide array of festivals! Learn about new cultures, food, and music by attending one of these events.
  • Update your resume to include how you have developed your communication and interpersonal skills for future work on multidisciplinary and multicultural teams.
  • Take a course that links diversity to your field of study.
  • Join a cultural organization.
  • Apply for the Graduate School Mentorship Program to learn more about graduate school and the graduate student experience.
  • Update your ePortfolio.
  • Seek research opportunities and apply for funding through VCU Undergraduate Research Opportunities Program.
  • Meet with a career adviser to discuss your career direction and create an action plan.
  • Complete an internship or freelance.
  • Attend professional conferences, like PRSA.
  • Prepare for job offer negotiation by researching salaries, benefits, and other opportunities for flexibility.
  • Research graduate/professional schools at least 1 year in advance of deadlines. Study for and complete any exams the summer before senior year. 
  • Talk to advisors, faculty, and VCU Career Services about graduate school versus a job.
  • Create a website.
Excel Year 4
  • Schedule an appointment with your academic advisor a semester before your anticipated graduation to ensure all graduation requirements will be met. 
  • Attend a graduation workshop a semester before your anticipated graduation to ensure all graduation requirements will be met.
  • Complete your capstone and internship.
  • Read scholarly articles about diversity in your field.
  • Reflect on your own cultural competency, and be prepared to answer interview questions that outline how you have worked with diverse populations.
  • Build intercultural competence by engaging with international students on campus.
  • Attend Cultural Graduation Ceremony.
  • Continue to engage in research to create more content for your ePortfolio.
  • Present your research at conference/meeting such as UROP Undergraduate Research Symposium or other conferences. 
  • Reflect on the experiential learning you have engaged in thus far, and discuss with current or potential mentors (peers, faculty, advisors, alumni, professionals).
  • Gain practical experience through internships, externships and skill building.
  • Gain feedback from professionals on your portfolio, including side projects.
  • Complete exams, applications, or self-marketing activities for after graduation.
  • Consider training to become an educator through programs like RTR, which prepares graduates from a variety of majors to become effective teachers in high-need schools.
  • Engage with the VCU Alumni Association at Grad Fair, Grad Bash, and by joining a VCULink Industry Network and alumni chapter as you prepare to graduate.
  • Have a personal statement or cover letter reviewed and do a mock interview through InterviewStream or with a career advisor.
  • Research prospective employers and create a job or graduate school search strategy at least 8 months before graduation.