Public Relations Innovation, Strategy and Management (MS)

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 master’s degree candidates in public relations in the USC Annenberg School of Journalism are required to complete the Managing Complexity in Diverse Organizations (MCDO) program during their enrollment at USC. MCDO is a non-credit, professional skills-building curriculum designed to prepare students to create, sustain and thrive within increasingly complex global work environments. The program is offered online by USC Annenberg every fall, spring and summer term. USC Annenberg faculty developed this immersive, eight-week, active learning program to equip learners with the skills to collaborate with, manage and lead across teams with diverse perspectives and expertise, while supporting resilient, high-performance professional environments. Learn more about MCDO on our website.