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.
|COURSE CODE||COURSE TITLE||CREDITS|
|COM701||Communication, Ethics & Society||3|
|COM709||Negotiations & Conflict Resolution||3|
|COM713||Writing for Public Relations||3|
|COM721||Principles of Public Relations||3|
|COM724||International Corporate Communication||3|
|COM738||Persuasion & Public Opinion||3|
|COM742||Integrated Marketing Communications||3|
|COM743||Integrated Marketing Com & the Internet||3|
|COM744||Integrated Marketing Com Planning||3|
|COM756||Health Promotions & Campaigns||3|
|COM758||Branding Health Services||3|
|COM761||Communicating in Groups and Teams||3|
|COM762||Communication Strategies for Leaders||3|
|COM795||Thesis: Research Design||3|
|COM798||Special Study Project||3|
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.
*Materials should be addressed to:
The Office of Graduate Enrollment
1844 Commonwealth Ave.
Newton, MA 02466
Wednesday, 4/24 @ 6:30 p.m.