Cleveland, Ohio, Advertising and Public Relations Training Programs
The Cleveland area has several options for those seeking advertising or public relations (PR) training. This article presents an overview of three schools that are less than a half-hour's drive from downtown. A table presents information on enrollment, tuition and graduation rate in a convenient format, making it easy to see the differences between schools.
- Cleveland State University is the largest of the available schools and just a mile from downtown. It offers a certificate program in advertising and a bachelor's degree with options to specialize in public relations or advertising.
- Baldwin Wallace University, about 15 miles from Cleveland in nearby Berea, Ohio, is a private college with a liberal arts focus. It offers both a bachelor's degree and a minor in public relations.
- Ursuline College, in the suburb of Pepper Pike, almost 22 miles from downtown Cleveland, is a small, private, Catholic college. Students can study public relations through a bachelor's degree program and a minor option in the field.
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Comparison of Schools
Prospective students want to consider many factors when choosing a school. The following table offers a quick way to compare various aspects.
|Cleveland State University||Baldwin Wallace University||Ursuline College|
|School Type||Public, 4-year||Private, not-for-profit, 4-year||Private, not-for-profit, 4-year|
|Total Enrollment (2014)||16,936*||3,979*||1,236*|
|Campus Setting||Large city||Large suburb||Large suburb|
|Tuition & Fees (2015-2016)||$9,696 in-state; $12,938 out-of-state*||$29,908*||$28,520*|
|% of Students Receiving Some Form of Financial Aid (2013-2014)||89%*||100%*||100%*|
|Acceptance Rate (2014)||84%*||64%*||66%*|
|Retention Rate (2013-2014)||70% full-time; 57% part-time*||81% full-time*||72% full-time; 100% part-time*|
|Graduation Rate (students began 2008)||39% (36% transfer-out rate)*||68%*||44%*|
Source: *NCES College Navigator.
Cleveland State University
Cleveland State's close relationship with local media outlets is one of the highlights of its School of Communication. In addition to having plenty of internship opportunities available, many courses at Cleveland State are taught by local reporters, editors, and media executives. School of Communication students may also consider working for the school newspaper or getting involved in Cleveland State's several communications student groups.
Certificate in Multimedia Advertising
This program provides students with a practical overview of computer graphics, advertising practices and principles, and marketing communications. This interdisciplinary program is a collaboration between the Art Department, School of Communication, and Marketing Department.
Before taking core courses, students will be required to complete a few prerequisites, including introduction to marketing, introduction to 2-D art and design, and introductory typography. Once these prerequisites have been completed, students can expect to take courses in advertising fundamentals, managing advertisements and promotions, media programming, advertising copywriting, layout design, and marketing research. Students are encouraged to take elective courses, like raster-image and vector-image development, video and audio production, media law, and global marketing.
Bachelor of Arts in Journalism and Promotional Communication
Those who decide to major in journalism and promotional communication at Cleveland State can decide upon an area of concentration; both journalism and integrated promotional communication are options. In addition to general education courses, students must complete a core group of communications courses, including coursework in communication principles, media writing, and mass media.
Students will be required to complete a minimum of 43 credits within the major. All majors from the School of Communication must also complete principles of communication and communication inquiry. Journalist students seeking degrees are required to finish classes in advanced reporting and editing; political communication; media law, economics and ethics; journalism and media laboratory and two news media laboratories.
Integrated promotional communication students can take courses in principles in public relations and advertising, psychological processing of media, communication campaigns, and advanced media promotion topics. Elective options include photojournalism, communication technology and social change and other media/journalism classes.
Baldwin Wallace University
Baldwin Wallace University's Department of Communication Arts & Sciences is focused on providing students with both an education as well as real-world connections in the industry. The department offers networking opportunities through the International Association of Business Communicators (IABC) and the Public Relations Society of America (PRSA). Students can also get real-world experience by completing an internship and becoming involved in the department's PR Club. Graduates may find work in media relations, community relations, event planning, fundraising, and human resources.
Minor in Public Relations
Those who would like to complement a major in another field with study in public relations may choose this minor, which requires 21 credits. Required courses include communication basics, public relations strategies, and persuasive campaign techniques. Students must also complete a practicum and take three elective classes in topics like media writing, business communications, and international marketing.
Bachelor of Arts in Public Relations
This bachelor's degree program prepares students to enter the workforce. The program require 43-45 credits and includes coursework in public relations strategies, event planning, public relations technology, persuasive campaigns, marketing, argumentative writing, and propaganda, among other topics. Students are required to complete a practicum in public relations in which they will work on a real-life PR project that benefits the community. Students are also required to complete a senior seminar on leadership.
Ursuline College's public relations programs are housed within the Business School. Obtaining hands-on learning through a required internship is a benchmark of the public relations and marketing programs. An internship may also lead to employment following graduation.
Minor in Public Relations & Marketing Communication
Students electing to minor in public relations and marketing communication must complete 27 credits. They can expect to take core PR courses such as introduction to public relations, principles of marketing, writing for public relations, and campaign creation, as well as a selection of four electives within the field, which may cover topics like retailing and grant writing.
Bachelor of Arts in Public Relations & Marketing Communication
Students majoring in public relations and marketing communication at Ursuline College are required to complete a writing-intensive interdisciplinary studies program as part of their coursework. Required coursework for the PR and marketing communication major totals 57 credits and includes introduction to marketing, principles of advertising, writing for public relations, business ethics, campaign creation, and media analysis. Students are also required to complete a field observation and academic internship.