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Bachelor's

Public Relations & Strategic Communication Management

Shape the Story. Lead the Room. Public Relations & Strategic Communication Management at Texas Tech’s College of Media & Communication prepares you to be what every organization needs: a strategic storyteller who can build trust, manage reputation, and communicate with clarity across any platform or audience. You’ll master writing, media relations, crisis communication, digital strategy, research, and campaign management. One versatile degree. Unlimited career directions.

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Degree Program

B.A. in Public Relations & Strategic Communication Management

Credit Hours

120 Credits (4 Years)

Advocate. Manage. Lead.

Explore the courses, real-client experience, and career versatility that define a Public Relations & Strategic Communication Management degree at Texas Tech.

Degree & Course Details PR & Strategic Communication Management Students

  • Real Clients. Real Campaigns.

    Students enrolled in our PR program will have the opportunity to work with real-life clients in a variety of classes. Students will learn about new business development, media relations, and campaign implementation, and experiences that will build a winning portfolio.

  • Industry Certificates

    Earn industry micro-credentials from Muckrack, HubSpot, Google Analytics and Adobe. Graduate with certifications employers recognize, not just a diploma.

  • One Degree. Any Industry.

    Most graduates’ job titles don’t include the words “public relations.” You’ll be ready to lead in corporate communications, marketing, nonprofits, sports, politics, government, and beyond.

    Public Relations & Strategic Communication Management

One of the Fastest-Growing Professions

Public relations & strategic communication management is one of the fastest-growing professions in the country – and Texas Tech’s program prepares you to lead it, not just work in it.

Degree & Course Details

Key Courses

View Full Course List in Catalog

Micro-Credentials & Industry Certificates

Public Relations & Strategic Communication Management students can earn industry-recognized micro-credentials, graduating with certifications that employers know and value.

Micro credentials include:

  • Muckrack Fundamentals of Media Relations Certification
  • Arthur Page Society PR Ethics Training
  • HubSpot Social Media Marketing Certification
  • PRSA Certificate in Principles of Public Relations
  • Google Analytics
  • Adobe Participation Certificate

B.A. to M.A. in Strategic Communication & Innovation

Public Relations & Strategic Communication Management graduates ready to advance can continue into the M.A. in Strategic Communication & Innovation or the M.A. in Mass Communication at Texas Tech, deepening their research, leadership, and strategic communication expertise at the graduate level.

Multi‑track Career Opportunities

A public relations & strategic communication management degree combines strategic thinking, persuasive communication, and practical tools to shape public perception and organizational reputation. This program prepares students for roles across industries by emphasizing transferable skills development. Explore roles recent graduates have held:

  • Social Media Manager

  • Manager of Social, Digital & Enterprise Communications

  • Director of Marketing

  • Communications Manager

  • Digital Strategist

  • VP of Sports & Events

  • Account Executive

  • Digital Engagement Manager

  • Content Coordinator

  • Creative Director

  • Director of Product Marketing

  • Public Information Officer

  • Marketing Communications Manager

  • Economic Development Director

  • PR Manager

  • Brand Manager

  • Digital Marketing Coordinator

  • Public Affairs Specialist

  • Event Planner

  • Media Relations Manager

  • Outreach Coordinator

  • Media Intelligence Manager

Career Paths & Earning Potential

This degree opens roles in corporate communications, marketing, brand management, crisis PR, digital strategy, government, nonprofits, sports, and more.

Fund Your Future in PR

Scholarships are available for first-year, transfer, and current Public Relations & Strategic Communications Management students.

All Scholarships College Scholarships

Kelsey Lauren Kidd Memorial Scholarship

Merit-based college scholarship for students with strong academics and strategic communication potential.

View Kelsey Lauren Kidd Memorial Scholarship details

Helen Devitt Jones Scholarship

College-wide scholarship recognizing academic excellence and leadership among students in the college.

View Helen Devitt Jones Scholarship details

Scholarship Universe

One application, thousands of opportunities – apply through Texas Tech each fall to maximize your scholarship options.

Find Scholarships

Our faculty are strategic communication professionals and award-winning researchers who bring agency thinking and real industry insight into every course.

Faculty Directory Download Program Brochure

Student Organizations

Develop practical communication skills through real-world projects and industry interactions.

  • RaiderComm – Student-Run PR Firm

    RaiderComm is Texas Tech’s student-run, full-service public relations firm, and the closest thing to agency experience you can get before graduation. Members manage real accounts, pitch new business, run campaigns, and serve in leadership roles as firm directors and account managers. Enroll in PRSC 4310 for academic credit. Applications are open each fall and spring semester.

    RaiderComm

  • PRSSA – Public Relations Student Society of America, Texas Tech Chapter

    The Texas Tech chapter of PRSSA is the professional home base for PRSC students, meeting twice a month with practitioners and alumni covering corporate PR, agency work, political communications, sports PR, nonprofits, social media, and career development. The highlight of the year: the annual spring agency tour to major cities, where students visit PR firms and in-house communication teams.

  • FAME

    Fashion and Media Entertainment Built on a shared passion in fashion and entertainment media industries, FAME provides an invaluable pathway for student members to support their personal and professional goals through hands-on content creation, zine publication, portfolio-building opportunities, industry guest speakers, networking events and collaboration with like-minded creators.

    Student Groups & Organizations

Public Relations & Strategic Communication Management – Minor

Add strategic communication skills to any major. The 21-hour minor is one of the college’s most popular – ideal for business, pre-law, political science, or any student who needs to communicate professionally.

Learn about Minor Program Offerings

Strategic Communication Management Undergraduate Certificate

A focused 12-hour certificate for students who want strategic communication credentials without a full minor, or as a complement to an existing PRSC degree.

Learn about Undergraduate Certificates

Advertising

Public Relations & Strategic Communication Management and Advertising share creative strategy, audience research, and campaign planning roots. Students interested in brand and creative work may find Advertising a natural companion or alternative.

Learn about Advertising

Digital Media & Professional Communication

This is one of the college’s most flexible degrees - ideal for students drawn to professional communication but wanting breadth across advertising, PR, journalism, and digital media.

Learn about Digital Media & Professional Communication

Master of Arts in Strategic Communication & Innovation

PRSC graduates ready to advance can continue into the M.A. in Strategic Communication & Innovation or M.A. in Mass Communication.

Learn about Graduate Programs

Ready to Take the Next Step?

Real clients. Real credentials. One versatile degree that opens every door.

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Frequently Asked Questions

What is public relations?

PR professionals manage the relationship between organizations and the audiences, customers, fans, donors, voters, and other groups that those organizations depend on to succeed. They build reputations, respond to crises, advocate on behalf of the client.

What are micro-credentials, and will I actually earn them?

Yes. Micro-credentials are industry certifications from organizations like HubSpot, Google, Muckrack, PRSA, and Adobe that you earn as extra work, if preferred. You graduate with certifications employers recognize on day one.

What is RaiderComm, and how do I get involved?

RaiderComm is the student-run PR firm based in the Public Relations & Strategic Communication Management department. It’s offered as PRSC 4310 (a 3-hour elective) with an application process. Requirements: completion of PRSC 2310 or MCOM 2320 with a C or better, 2.75 Texas Tech GPA, and instructor permission. Applications open each fall and spring.

What is the PRSSA agency tour?

Each spring, the Texas Tech PRSSA chapter takes students to major cities to tour PR agencies and in-house communications teams, meeting professionals, asking real questions, and building the network that leads to internships and first jobs. It’s one of the most valuable experiences this degree offers.

Who is my advisor for the PRSC program?

Rachel Speer
Advisor

Trent Seltzer
Department Chair
806-834-3803

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