Public Relations Certificate


Designed for the working professional who wants to focus on a particular area of study, the certificate provides a substantial base that can be used for career advancement or continuation in Lasell's Master of Science in Communication Program. Each certificate is composed of five three-credit courses and can be completed within nine months.

Candidates to the certificate programs must hold a bachelor's degree and submit an application for study in the graduate program along with all necessary documents.


There are three courses (9 credits) that are part of the Core Curriculum. They are:

COM 713 - Writing for Public Relations
Public relations writing focuses on multiple aspects of communication such as client needs, target audiences, and various formats. In this course, students learn how to craft effective written and visual messages for press releases, speeches, brochures, newsletters, broadcast outlets, web pages etc., and they develop strategies for soliciting and evaluating feedback from designated target audiences.

COM 721 - Principles of Public Relations
This course is in-depth study of the profession of public relations with a focus on contemporary issues, problems, and challenges using guided discussion and analysis of case studies. The course examines public relations and its role in mass media and in society and the challenges facing public relations professionals today. Upon completing this course, each student should: 1) understand what the field of public relations is and how to recognize best practices for public relations professionals; 2) be able to evaluate the effectiveness of public relations strategies; 3) be familiar with issues and concerns public relations professionals face in today’s increasingly global society; and 4) understand the importance of ethical behavior in public relations.

COM 722 - Crisis Communication
This course prepares students for anticipating the seven major types of crises faced by communication managers in organizations (skewed values and ethics, deception, management misconduct, natural disasters, technological crises, confrontations and boycotts, malevolence, and disinformation) and how to make preparations to deal with them effectively and competently. Students explore which organizational cultures and government practices create vulnerability to crises. The course examines appropriate leadership styles, management actions, and communications strategies before, during, and after a crisis. Students review issues such as leadership initiatives, management monitoring, crisis analysis, action strategy and determination, and implementation of communication strategies. Students learn how to minimize the damage to reputation caused by a crisis; engage in sound media relations; prepare risk communication programs; communicate with key stakeholders; and contribute to the post-crisis recovery and renewal of an organization.

Two additional courses (6 credits) are required to complete the certificate.  The courses can be any graduate Communication course.

COM701 Communication, Ethics, & Society 3
COM702 Organizational Communication 3
COM703 Communication Research 3
COM704 Corporate Communication 3
COM705 Media Relations 3
COM706 Global Media 3
COM709 Negotiations & Conflict Resolution 3
COM713 Writing for Public Relations 3
COM721 Principles of Public Relations 3
COM722 Crisis Communication 3
COM724 International Corporate Communication 3
COM725 Advertising 3
COM730 Graphic Design for the Marketplace 3
COM731 Video Production 3
COM738 Persuasion & Public Opinion 3
COM742 Integrated Marketing Communications 3
COM743 Integrated Marketing Com & the Internet 3
COM744 Integrated Marketing Com Planning 3
COM750 Intercultural Communication 3
COM751 Health Communication 3
COM754 Governmental Relations 3
COM755 Communication Law 3
COM756 Health Promotions & Campaigns 3
COM758 Branding Health Services 3
COM761 Communicating in Groups and Teams 3
COM762 Communication Strategies for Leaders 3
COM796 Comprehensive Examination 3
COM797 Thesis 3
COM798 Special Study Project 3
COM799 Professional Internship 3

Application Requirements

Candidates seeking admission to a certificate programs must hold a bachelor's degree from an accredited institution and demonstrate through academic background and/or work experience the ability to succeed in graduate studies. GRE/GMAT scores are not required for admission.

Application Requirements

  1. Online application
  2. Official transcripts of all college-level coursework *
  3. Two letters of recommendation
  4. A one page personal statement describing your goals, strengths and potential for achievement in graduate school

*Materials should be addressed to:
Lasell College
The Office of Graduate Enrollment
1844 Commonwealth Ave. 
Newton, MA 02466