Skip top navigation

Public Relations Certificate

Overview

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.

Curriculum

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
MGMT700 Global Leadership 3
MGMT702 Research Methods 3
MGMT703 Strategic Information Management 3
MGMT704 Financial Management 3
MGMT705 Organizational Theory 3
MGMT707 Operations Strategy 3
MGMT714 Principles of Project Management 3
MGMT721 Elder Care Policy & Politics 3
MGMT722 Housing & Long-Term Care Options 3
MGMT724 Marketing to Seniors 3
MGMT726 Services & Programs for Older Adults 3
MGMT728 Human Resources Management 3
MGMT730 Health Management for Seniors 3
MGMT731 Human Resource Law & Compliance 3
MGMT734 Aging in American Society 3
MGMT736 Leadership & Operations in Lodging Mgmt 3
MGMT740 Consumer Behavior 3
MGMT741 Marketing Research & Data Analytics 3
MGMT743 Fundraising Concepts & Practices 3
MGMT744 Global Marketing 3
MGMT745 Strategic Marketing 3
MGMT746 Digital Marketing 3
MGMT747 Event Management Operations 3
MGMT749 Ethical Theory & Management 3
MGMT750 Ldrship & Ops in Casino & Resort Mgmt 3
MGMT751 Business Strategy 3
MGMT752 Change Management 3
MGMT754 Revenue Management in Hospitality 3
MGMT755 Sustainability in Hosp & Event Mgmt 3
MGMT756 Policy & Brand Management in Hospitality 3
MGMT757 Hosp & Event Law, Ethics, & Risk Mgmt 3
MGMT758 Service Quality Management 3
MGMT760 New Product Development 3
MGMT761 Performance MGMT & Employee Development 3
MGMT762 Employee Relations, Engage & Retention 3
MGMT763 Employee Learning & Development 3
MGMT764 Diversity, Inclusion & Countering Bias 3
MGMT765 Project, Program & Portfolio Management 3
MGMT766 PM Tools & Technology 3
MGMT767 Risk Management 3
MGMT768 Quantitative Anlys for Manag Decision-Ma 3
MGMT769 Stat Tech & Analysis for Decision Making 3
MGMT771 Accounting for Managers 3
MGMT772 Financial Analysis for Managers 3
MGMT798 Research Project Capstone 3
MGMT799 Internship Capstone 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. Resume
  4. A one page personal statement describing your goals, strengths and potential for achievement in graduate school

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

Live Q & A sessions

Thursday, August 27 @ 6:00 p.m. (EST)

Tuesday, September 29 @ 5:00 p.m. (EST)

Q&A Session Sign-up >>