南加大公共关系详解~

南加的公关叫做Master of Arts In Strategic Public Relations—战略公关

战略公共关系硕士学位要求完成40个 units ，通常在16到20个月内完成。

学生需要准备论文或综合考试来完成课程作业 ，在前两个学期，学生将完成六门必修课程，包括：

1.PR 504 - Strategic Public Relations Research, Evaluation and Insights

2.PR 508 - Introduction to Strategic Public Relations

3.PR 510 - Legal, Ethical and Social Foundations of Strategic Public Relations

4.PR 527 - Multimedia Content Creation for Strategic Public Relations

5.PR 529 - Business and Economic Foundations for Public Relations

6.PR 535 - Writing for Strategic Public Relations

选修论文的学生必须完成18个 units 的选修课。 选择综合考试选项的学生必须完成22个 units 的经批准的选修课 。

Students enrolled in the degree program have the opportunity to take two paths in their Annenberg study: a broad PR education peppered with special electives here and there; or, adopt concentrations or “specializations” in their second year of study.The program offers six specializations in two different flavors: skills and practice areas.

选择南加大的公共，学生可以接受比较宽泛的教育，选很多选修课； 也可以在第二年时选一个比较集中的方向。有不同风格的6个偏向，技能和实践领域

Skills Specializations

(1)COMPUTATIONAL PUBLIC RELATIONS 计算公共关系

Students will focus on quantitative and qualitative methods of data analysis in coursed offered by Annenberg and other USC schools, including engineering and business . Students will learn how to utilize Big Data as well as Small Data to mine for actionable insight and to conduct measurement and evaluation studies. They will also learn how to work effectively with data scientists.

不仅是 Annenberg 学院了，也有工学院和商学院提供的课程，重点在于处理数据分析的定量和定性的方法。

（2）DIGITAL, INTERACTIVE AND CONVERGED COMMUNICATION 数 字、互动和融合通信Students will acquire advanced digital skills that include social media management, search engine optimization and multimedia content production —all essential skills for today’s and tomorrow’s practitioners. The coursework combines required SPR courses with Annenberg electives (such as JOUR 563 Transmedia Branding and JOUR 553 Coding and Programming for Storytelling), as well as upper division courses from the advertising minor, and a variety of applicable courses offered across campus.

你们也会学到一些先进的数字系统的技能，包括 社交媒体管理，搜索引擎优化和多媒体内容制作 ，这些都是当今和未来从业人员的基本技能，以及广告学辅修课程的高年级课程，以及学校内提供的各种应用性课程。
2.Practice Specializations

（1）CORPORATE AND BUSINESS COMMUNICATION 企业与商务沟通

Students will become familiar with key topics in business and the global economy. Graduates will be able to analyze how macroeconomic developments impact their organizations . As an alternative to a MBA degree, this emphasis prepares students for public relations, investor relations and related careers within the corporate communication team of major corporations. In addition to the SPR core, students choose from a broad variety of courses offered by the Annenberg Media, Entrepreneurship and Economics, M{2}E, program. In addition, they will be able to choose courses offered by the USC Marshall School of Business.

你们将熟悉 商业和全球经济中的关键话题。毕业生将能够分析宏观经济发展如何影响他们的组织 。作为MBA替代学位的另一种选择， 这一重点为学生在大公司的企业沟通团队中从事公共关系、投资者关系和相关职业做好准备。 除了SPR核心课程，你们还可以从 Annenberg Media 、创业与经济学、M{2}E等项目提供的各种各样的课程中进行选 择。 此外，你们还可以选择南加州大学马歇尔商学院(USC Marshall School of Business)提供的课程。

（2）SPORTS & ENTERTAINMENT体育与娱乐

Students focus on the industries that define Los Angeles and that no university other than USC is better equipped to offer: a sports mecca and the Entertainment Capitol of the World. Practitioners in sports PR engage with world-class athletes, professional and NCAA teams and sports marketing organization. Entertainment PR practitioners promote films, recording artists and other celebrities as well as the exciting event that are the hallmarks of this industry. Students will to select courses from a broad variety of Annenberg classes complemented by classes offered by the cinematic arts and business schools.

这个关注的是定义洛杉矶的产业，除了南加州大学，没有任何一所大学能提供比这更好的条件: 体育圣地和世界娱乐之都。体育公关从业人员与世界一流的运动员、专业和NCAA团队以及体育营销机构合作。娱乐公关从业人员宣传电影、采访艺术家和其他名人，以及这一行业的一系列标志性的活动。你们将从各种各样的 Annenberg 课程中选择课程，辅以电影艺术和商学院提供的课程。

（3）CIVIC ENGAGEMENT公民参与

Students in this emphasis will develop awareness of public issues and strategies for advocacy communication with non-profits, NGOs, community organizations and social movements. They will be prepared for work in corporate social responsibility and service organizations to promote volunteerism. In particular, students will explore the opportunities and challenges for civic engagement communication presented by digital and social media tools.

这一重点的培养你们对公共问题的认识， 以及与非营利组织、非政府组织、社区组织和社会运动进行宣传交流的战略、方式方法等。你们将准备在企业社会责任和服务组织工作，以促进志愿服务。特别是 要去探索数字和社交媒体工具所带来的公民参与交流的机遇和挑战 。

（4）LIFESTYLE PUBLIC RELATIONS 生活方式公关

Students will be prepared for careers with organizations that concentrate on fashion, food and travel, tourism and hospitality industries. 你们将为从事时尚、食品和旅游、旅游和酒店业等组织的职业生涯做好准备。

金吉列 www.jjl.cn