Public Relations Leadership Graduate Certificate

College of Creative Arts and Media

With the online Public Relations Leadership Graduate Certificate, you'll learn to analyze organizations, develop messages for various audiences, and deliver these messages through digital, social, and traditional media. The curriculum covers comprehensive PR planning, market research, data analysis, and effective crisis communication, integrating crisis planning into IMC campaign strategies. This program provides you with the skills needed to excel in executive communication and leadership, preparing you for high-level roles within organizations. Its learn-it-today, use-it-tomorrow focus ensures you can immediately apply the best strategies and tactics to reach key audiences. Taught by a diverse faculty of industry leaders, this certificate offers practical skills for managing brand communications and handling crises in a media-driven world.

Lead Public Relations Confidently

• Utilize market research and data analysis to plan PR activities and improve effectiveness.
• Incorporate crisis and internal communication planning into IMC campaign strategies.
• Develop comprehensive PR plans to support C-suite thought leadership and business objectives.
• Learn to anticipate and differentiate among various types of crises and communicate effectively with stakeholders.
• Understand digital and social media's role in reputation management and learn to manage negative feedback online.
• Define the role of PR in executive leadership, including analyzing organizations and developing persuasive messages for diverse audiences.
• Plan and develop content such as research briefs, SWOT analyses, speeches, account pitches, and media relations materials.

As a student,  you will be exposed to course work focused in applied public relations, crisis communication, internal communications and C-suite leadership. Learn from a diverse faculty who are recognized leaders in their fields. Additionally, you are able to transition into the fully online Integrated Marketing Communications master's degree at any time during your graduate certificate enrollment. Credits you have earned will count toward the 10-course master's program.

With this graduate certificate, you will be able to:

• Understand the role of PR in executive leadership and how to create and share effective messages.
• Develop PR plans that support top-level business goals.
• Use market research and data to plan and improve PR activities.
• Create various PR materials like research briefs, SWOT analyses, speeches, pitches, and media content.
• Learn to handle different types of crises and communicate effectively with stakeholders.
• Integrate crisis and internal communication into IMC strategies.
• Manage digital and social media for reputation and feedback.
• Measure and report the success of PR and communication efforts.

• Designate your Admission Type as Graduate Certificate. Under Intended Program, select Public Relations Leadership (CG53). The primary delivery method is online.
• Pay the $60 non-refundable graduate application fee.
• Submit 300-500 word personal statement about your interest in the IMC program and how it will meet your career objectives.
• Submit resume that illustrates relevant and professional experience. Please convert your resume to PDF to ensure that no formatting is altered.
• Letters of Recommendation (optional). Input the name and contact information of each recommendation provider in the “Recommendations – Recommendation Providers list” section.
• GRE or GMAT scores (optional). The destination code for the GRE is 5904 and the GMAT is C2S-FB-24.
• TOEFL or IELTS Scores for International Students. WVU requires international students to submit their TOEFL or IELTS scores directly to WVU Hub, 62 Morrill Way - Suite 220, Morgantown, WV 26506. Use the destination code 5904 to have TOEFL scores sent. Generally, applicants whose first language is not English must submit adequate TOEFL or IELTS results before an application can be considered for admission: TOEFL (Internet-Based) = 79; TOEFL (Computer-Based = 213; TOEFL (Paper-Based) = 550; IELTS = 6.5.
• Request official transcripts from all institutions attended (other than WVU) and mail to:
WVU Hub
P.O. Box 6004
Morgantown, WV 26506
or Email to: GraduateAdmissions@mail.wvu.edu

Questions? Contact our Enrollment Specialist at wvuimc@mail.wvu.edu or (304) 293-6278.

How to Apply

Tuition and fees are usually not the only educational expenses you may have while pursuing a degree. You may have other costs such as books, supplies, and living expenses. Visit the Estimate Costs and Aid webpage to estimate and plan for other potential expenses.

Tuition per credit hour is listed on the page of your program of interest. Please note, tuition and fees are reviewed and subject to change at the start of each academic year.

• Learn More about Tuition and Financial Aid
• Explore All WVU System Tuition and Fees
• Understand Restrictions on University Tuition Waivers

The Public Relations Leadership Graduate Certificate equips you with the skills and knowledge necessary to excel in high-level PR roles. Whether you're aiming to lead a department within a large organization or establish and grow your own PR firm, this program prepares you to thrive in the dynamic field of public relations.