Center for Curriculum and Transfer Articulation
Major: 3674
First Term: 2013 Summer I   
Award: AAS
Total Credits: 64-69
CIP Code: 09.0902

Occupational Area: Business, Management, and Administration/Management
Instructional Council: Telecommunications/Journalism (44)
GPA: 2.00
SOC Code: Not Found

Description: The Associate in Applied Science (AAS) in Public Relations program provides students with general, practical, and marketable skills that will enable them to seek entry-level employment in public relations, such as press relations, community or consumer relations, market research, in-house publications, political campaigns, fund raising and volunteer recruitment. The program includes development of a portfolio that will exhibit students` ability to write both news and feature stories, to develop and plan events, and to produce brochures, advertisements, or small publications with desktop publishing. The curriculum combines coursework in public relations with a General Education component.

Required Courses
BPC110 Computer Usage and Applications (3) OR
CIS105 Survey of Computer Information Systems (3) 3

+GBS/JRN238 Business Journalism 3

GBS151 Introduction to Business 3
JRN125 Photo Editing 3
JRN201 Newswriting 3
JRN215 News Production 3
JRN225 Photojournalism 3

JRN234 Feature Writing (3) OR
ENG235 Magazine Article Writing (3) 3

JRN235 Practicum: Public Relations 3
MCO120 Media and Society 3
+MCO220 Cultural Diversity and the Media 3

MKT101 Introduction to Public Relations (3) OR
MKT110 Marketing and Social Networking (3) 3

MKT263 Advertising Principles 3
Credits: 39

Program Competencies
1. Perform microcomputer applications in word processing, spreadsheet, and database; explore basic business-personal computer concepts. (BPC110, CIS105)
2. Identify the fundamental characteristics and functions of modern business, including business principles, marketing, labor relations, and business risk. (GBS151)
3. Read negatives and contact prints; use cropping/proportion wheel to size prints. (JRN125, JRN225)
4. Layout, edit and publish a small newspaper. (JRN125, JRN215)
5. Access news through use of the interview and other tools of journalism. (JRN201, JRN225, GBS/JRN238)
6. Write news stories. (JRN215)
7. Research and write human interest stories for a daily or weekly newspaper. (ENG235, JRN234)
8. Initiate and conduct public and promotional events. (JRN235)
9. Initiate and conduct a public relations and advertising campaign for a public school, a political candidate, a business or an organization. (JRN235)
10. Write press releases. (JRN235)
11. Describe the interrelationship among the mass media: newspapers, magazines, television, motion pictures, radio, recordings, books, advertising and public relations. (MCO120)
12. Describe the principles for marketing, labor relations, business risk, public relations and record keeping for a small business. (MKT101, MKT110)
13. Create, design, and market an advertising campaign. (MKT263)
14. Write, edit, and market a variety of feature styles ranging from the "How To" to the "Feature Report."(ENG235)
15. Explain the impact of racial and gender roles on the media and the impact of media roles on U.S. race relations and racial change. (MCO220)
16. Describe roles, contributions, and challenges of the minority press in the United States. (MCO220)
MCCCD Governing Board Approval Date: April 23, 2013

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.