Communication and Public Relations - Online

Overview

The skills required for communication and public relations have been drastically redefined by changes in social and digital media. Professionals in the field are required to coordinate increasingly complex public relations campaigns now that consumers and brands are so interconnected.

Career Options

The Communication and Public Relations - Online program from EU Business School provides students with business skills as well as advanced knowledge in the communications and public relations arena. Graduates of this MBA program may be interested in the following careers.

• Head of Corporate Communication

The head of corporate communication is responsible for an organization’s external communication. These professionals are tasked with writing and editing corporate materials on behalf of top management including press releases on financial information. They ensure that company messages are uniform for coherence and credibility and are key in crisis and reputation management. They may become the organization’s spokesperson and represent top management at events. Marketing and advertising managers may check with this professional to ensure the alignment of messages. Internal communication may also fall under the responsibility of this professional.

These professionals are excellent written and oral communicators with strong interpersonal skills. They are confident presenters.

• Fundraising Manager

Fundraising managers are responsible for gathering funds from the public and donors, they have good communication and interpersonal skills. They may contact key figures to fund actions and oversee fundraising activities and volunteers. They will manage strict accounts of money received to ensure that they meet with reporting standards. They are also tasked with writing fundraising applications and bids.

Fundraising managers possess excellent communication, presentation and interpersonal skills. They are highly organized.

• Director of Public Relations

Directors of public relations are responsible for creating and overseeing the implementation of strategies to establish, promote and maintain a positive image of an organization. These professionals form relationships with key figures in government, media and the public to ensure that a company has support for its activities. Public relations will monitor public opinion and take action to ensure that it is positive. As opposed to advertising, they will take advantage of an organization’s news and activities to promote the company without payment. Event management may fall within this area.

Directors of public relations are skilled communicators and presenters. They have strong interpersonal and organizational skills.

• Media Director

Media directors will ensure the optimal media mix for an organization’s paid advertising activities to achieve the organization’s objectives. In charge of large budgets across off- and on-line media platforms, these professionals plan and select media outlets which best suit the organization’s objectives and target audience. They are tasked with negotiating with media sellers and should have sound analytical skills when defining the media plan and analyzing performance. They will coordinate with the marketing department for advertising materials and to know the key activities to be promoted throughout the year and will report results to management.

Media directors have strong analytical, numerical, negotiation and reporting skills.

Accreditation

In partnership with University of Derby and London Metropolitan University in the U.K., and Dublin Business School, Ireland, EU students earn state-recognized degrees. Through its alliance with Universidad Católica San Antonio de Murcia (UCAM), Spain, students attain university bachelor's, master's and MBA degrees (título propio).