Public Relations Leadership Graduate Certificate

College of Creative Arts and Media

Lead Public Relations with Purpose

• Executive-Level Strategy: Learn to develop PR plans that align with C-suite goals and support organizational leadership.
• Crisis Communication Mastery: Anticipate, plan for, and manage crises with confidence—integrating response strategies into broader IMC campaigns.
• Audience-Centered Messaging: Craft persuasive, data-informed messages tailored to diverse internal and external audiences.
• Digital Reputation Management: Navigate social and digital media to protect and enhance brand reputation.
• Pathway to a Master’s: Seamlessly transition into the fully online Integrated Marketing Communications M.S. program with credits that count toward your degree.

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:

• Define the role of public relations in executive leadership, including methods to analyze an organization, identify and develop favorable messages to persuade a variety of internal and external publics, and disseminate messaging through available digital, social and traditional media.
• Develop a comprehensive organizational public relations plan to support C-suite thought leadership and business objectives.
• Utilize market research and data analysis to plan PR activities and improve PR effectiveness.
• Plan and develop content, including research briefs, SWOT analyses, speech writing, account pitches, and media relations materials.
• Learn to anticipate and differentiate among different types of crisis and how to communicate effectively about them to both internal and external stakeholders/audiences.
• Incorporate crisis and internal communication planning into IMC campaign strategy.
• Explain digital and social media effectiveness as it relates to reputation management and persuasion. Learn how to manage negative opinions and feedback online.
• Evaluate and report ROI results of PR, crisis and other communication campaign efforts, including executive communications.

• 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.