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Advertising and Public Relations

Build relationships, reputations, partnerships and promotions.

Advertising and public relations are integral to the success of every modern-day organization. By focusing on areas such as brand awareness, lead generation, and consumer trust, every employer needs people with specialized knowledge to ensure a competitive advantage.

This is a new major starting Fall 2024.

Study the cutting edge of communication

Today’s interactive media environment has changed the public’s expectations of how organizations communicate with them. In our program, you’ll gain experience in helping brands, businesses, entrepreneurs, and cause-related organizations develop communication strategies that are creative, ethical and authentic.

Utilize real-world communication strategies

As a student in advertising and public relations, the knowledge you’ll gain inside and outside of the classroom will help you create and execute communication plans that can be used in a variety of industries — from entertainment to environmental advocacy.

Build a versatile foundation

Whether you are interested in becoming a creative leader for a reputable brand, promoting your own business, or making more informed decisions as a modern-day consumer, a degree in advertising and public relations will build your foundational skills in all forms of communication strategy.

At a Glance

Degree Type

Bachelor of Arts




College of Arts and Sciences

Next Steps

Interested in this major? Here's what you can do next:

The Curriculum

With challenging and relevant courses, outstanding faculty, small class sizes, and an emphasis on hands-on learning, the advertising and public relations program will position you to succeed in your chosen career.

Program Details

Find out what it takes to earn a degree in advertising and public relations and explore the courses.

Highlighted Courses

Get familiar with some of the courses you might take in this major.

COMM 331: Content Creation for Digital Platforms

In this course, students will develop a critical perspective to engage with digital technologies and to articulate the rationale of incorporating digital content into media such as public relations and journalism. The class emphasizes both acquiring production skills and understanding the theories and specificities of digital media. The class will prepare students for creating and sharing different types of interactive media content by introducing digital content creation tools.

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COMM 348: Website Design and Publishing

Learn to design, create and upload web sites for personal and professional use. Skills taught include mobile-friendly web site creation using raw HTML and CSS as well as WYSIWYG software. No programming experience required, basic familiarity with computers desirable.

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COMM 380: Principles of Advertising

An exploration of advertising from an integrated marketing communications perspective. Focus is on general principles and broad perspectives with particular emphasis on strategy and the role of advertising in an integrated program. Students will examine consumer motivation, planning and development, the creative process and campaign execution and evaluation.

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COMM 481: Strategic Communication Campaigns

Students will apply and synthesize theories and principles of persuasion and advocacy in the research, execution, and assessment of strategic communication campaigns. Emphasis is placed on the importance of a coordinated effort integrating various strategic communication tools and practices.

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COMM 412: Entertainment Industry Marketing

Entertainment has become the dominant experience of consumers in a celebrity-driven culture. Technological innovations, including the Internet, social networking and mobile devices, have disrupted the entertainment industry. Students will examine these issues and develop skills and perspectives to evaluate marketing approaches in the entertainment industry.

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COMM 342: Principles of Public Relations

An exploration of the evolution of public relations (PR) as a strategic communication process that builds relationships between organizations and their publics. Students will examine the history, roles, functions and purposes of PR, and analyze ethical and professional issues. Focus is on contemporary practices, including social media strategy. Both nonprofit and for-profit organizational structures are considered.

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Recommended Minors

Want to add even more value to your degree? Consider one of these minors to gain a unique combination of skills and perspectives.

The Experience

We offer hands-on opportunities that give you the freedom to explore your passion through real-world work and prepare for a fulfilling career.

  • Honors Society

    You can start growing your professional network by participating in the national communication honors society, Lambda Pi Eta.

  • Internships

    Our students complete internships in a variety of different fields that lead to offers of permanent employment.

    Organizations include:

    • LA Rams, LA Chargers, LA Kings, and LA Clippers
    • Disney
    • Creative Artists Agency
    • J.D. Power and Associates
    • iHeartMedia
    • SAGE Publications
  • Professional Associations

    The Cal Lutheran chapter of the Public Relations Student Society of America (PRSSA) is a student-led organization devoted to helping students connect with other public relations and communications students and professionals. If you are interested in fields related to marketing, Cal Lutheran also offers a student chapter of American Marketing Association.

  • Learning in Action

    The Communication Department trains students to produce various student media publications, including Cal Lutheran’s print and online student newspaper, The Echo, and its streaming radio station, iCLU Radio.

Student photo

When I started at Cal Lutheran, I had no idea where I wanted to go. Truly, none! But thanks to my Advertising/PR professors, I was connected to alumni, extracurriculars, and courses that helped me find my spark. Plus, I graduated with noteworthy work already under my belt. I’m endlessly grateful for my mentors’ support as I found and I chased my goals.

Chris Hanna '17
Creative Lead/Senior Writer, Hammer Creative

Career Paths

Students who major in advertising and public relations are prepared to enter a growing field with relevant skills. Our hands-on program will position you to take on internships and career opportunities that span varied industries — such as celebrity influencer marketing, human rights advocacy, entertainment and more.

Potential Careers

Advertising Sales Agents

Sell or solicit advertising space, time, or media in publications, signage, TV, radio, or Internet establishments or public spaces.

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Media Programming Directors

Direct and coordinate activities of personnel engaged in preparation of radio or television station program schedules and programs, such as sports or news.

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Plan, coordinate, revise, or edit written material. May review proposals and drafts for possible publication.

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Art Directors

Formulate design concepts and presentation approaches for visual productions and media, such as print, broadcasting, video, and film. Direct workers engaged in artwork or layout design.

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Search Marketing Strategists

Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.

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Human Resources Specialists

Recruit, screen, interview, or place individuals within an organization. May perform other activities in multiple human resources areas.

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Advertising and Promotions Managers

Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

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Public Relations Managers

Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client.

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Looking for more career paths? Search these related areas to discover more options.

This page includes information from O*NET OnLine by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. Some occupations listed above may require a related graduate degree.

How We Prepare You for Success

We have 20,000+ employer contacts for jobs and internships, with over 200 listings posted each week.

Our excellent career counselors in the Career Services center will get in touch with you during your very first term on campus. They offer over 50 workshops each year on resume writing, interviewing, salary negotiations, applying to graduate schools, and other critical skills to help you begin your career successfully.

After you graduate from Cal Lutheran, you receive free access to Career Services for life, as a valued member of our alumni family.

Learn more about career outcomes

of Cal Lutheran graduates find a job or enroll in graduate school within nine months

Cost & Financial Aid

We work with students and families to make sure everyone who is admitted to Cal Lutheran can afford it.

Tuition & Fees

You and your family might have questions about how you’ll cover the costs of college. We can tell you this — it costs less than you think.

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Scholarships & Grants

We offer a range of awards based on academic merit and financial need. This is money that does not need to be repaid.

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Financial Aid

If you're new to the financial aid process, you probably have a lot of questions. But don't worry — we're here to help guide you all the way.

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