Jul 22, 2024  
USC Catalogue 2023-2024 
    
USC Catalogue 2023-2024 [ARCHIVED CATALOGUE]

Public Relations Innovation, Strategy and Management (MS)


Return to {$returnto_text} Return to: Programs by School

The Master of Science in Public Relations Innovation, Strategy and Management (PRISM) program is designed to prepare professionals to advance their careers in the field of brand communication disciplines, including public relations and advertising. This practice-focused program emphasizes innovation and the critical role communication plays in the performance of global organizations, providing students with the knowledge and skills needed to be effective leaders. In addition to core communication principles, students explore the full spectrum of multiplatform content development, marketing and advertising concepts and methodologies, including brand purpose, storytelling and journalism. Students will learn about social media advertising, influencer relations, crisis communication and the impact of emerging technologies. Essential processes such as campaign and program planning, development, measurement and evaluation are also examined. The program encourages immediate application of key concepts learned to address workplace challenges and opportunities. Finally, students will explore practical topics that are increasingly important to the communication profession, including leadership, management, business acumen, ethics and diversity, equity, inclusion and access.

A Master of Science degree in Public Relations Innovation, Strategy and Management (PRISM) requires 24 units of course work offered in the fall, spring and summer semesters. The program may be completed on a full-time or part-time basis. Students attending the program on a full-time basis can earn the degree within 12 months and those on a part-time basis can complete the program in less than two years. 

Additional Requirements

All public relations master’s degree candidates in the Annenberg School of Journalism are required to complete the Managing Complexity in Diverse Organizations training during their enrollment at USC. This non-credit, professional skills training is offered online by USC Annenberg every fall, spring and summer term and is designed to foster students’ ability to create, sustain and thrive within diverse work environments. Modules include: fostering connection and inclusive cultures; managing implicit biases and power; understanding the impact of technology on diversity, equity, inclusion and accessibility (DEIA); creating representative and inclusive content; and developing habits and strategies to effect lasting change. To learn more about this training please visit our website.

Return to {$returnto_text} Return to: Programs by School