The field of public relations demands a variety of skills in all forms of communication, analysis, critical thinking and technology from its professional practitioners. Professionals must be responsive in a complex and diverse organizational environment to multiple and often competing demands. The public relations option prepares students to function effectively in this dynamic environment. Program emphasis is in preparing students for corporate, agency, nonprofit and other public relations positions.
The public relations option focuses on an organization's communication with its various publics. Publics can be many different groups such as employees, the public-at-large, politicians, government agencies, shareholders, etc. The program also focuses on different rhetorical situations that organizations may face and the need to develop communication strategies to deal with them. Examples of these situations include crises, providing new organizational or product information, providing good and bad corporate information, or maintaining ongoing communication relationships with important decision-makers.