Public Relations, Social Media, and Advertising Production Concentration, Communications Media, BS

Major
On Campus, Day
Communications Media
PRSA students in front of their posters with certificates at undergraduate research conference

In Short

The Public Relations, Social Media, and Advertising Production concentration (PRSA) prepares you to launch a career in the growing fields of public relations, marketing communications, social media marketing, advertising, and professional communication.

What we're working on

Student with undergrad research conference presentations
Students prepare their poster presentations for the Fitchburg State Undergraduate Research Conference and the Massachusetts Undergraduate Research Conference (MassMAURC).
Dr. Rob Carr and students looking at FAM catalogs
Dr. Rob Carr and students review previous FAM catalogs in the course Client Production.
Kyle Moody smiling in front of class and whiteboard
Dr. Kyle Moody teaching Introduction to Social Media.
Students with President Hodge, FAM Director Nick Capasso, and Photographer Stephen DiRado
Students with President Hodge, FAM Director Nick Capasso, and Photographer Stephen DiRado after presenting their marketing plan for Stephen DiRado’s exhibition.
Alumnus Austin Soares ‘14 working with student in class
Alumnus Austin Soares ‘14 visits Dr. Randy Howe’s course Communicating Project Design to give student groups feedback on their projects. 

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Program Overview

Public relations, social media, and advertising professionals use research and analysis, creative and strategic thinking, multi-media production skills, and teamwork to produce campaigns that provide marketing communication solutions for organizations by helping them successfully reach and resonate with their consumers.

Through a project-based curriculum that integrates the essential processes, practices, and professional knowledge of the marketing communication fields, PRSA students become budding professionals as they produce marketing communications strategies, tactics, and ultimately campaigns for real world clients.

PRSA alumni serve in a wide range of public relations, social media, advertising, and marketing communications career positions spanning many professional fields, including professional and collegiate sports marketing, and the entertainment, media, education, business, medical and fashion industries. 

The post graduation job placement rate for PRSA concentrators is high, and the marcomm fields anticipate continued long-term growth. PRSA graduates work in an eclectic array of marketing agencies, PR firms, and organizational marketing team environments, often in management positions.

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Collaborating with the Fitchburg Art Museum (FAM)

For years our students have worked directly with FAM, producing marketing communication campaigns, social media content, exhibition catalogs, promotional videos, and photography to promote featured exhibitions each season. This unique relationship enables students to work with real-world clients, receive invaluable feedback on their work, and see its impact after publication and distribution.

Most recently students worked directly with FAM Director Nick Capasso and other staff members to create materials to promote the exhibition, Stephen DiRado, Better Together: Four Decades of Photographs. DiRado is a Worcester based photographer who has made a career of photographing Central Massachusetts residents from all walks of life. Students created the marketing communication plan, social media content, exhibition catalog, promotional videos, and photography that FAM used to promote this feature exhibition.

Stephen DiRado Catalog Cover family at a dinner table

View the student created catalog.

Life Changing Class Project

Students in Dr. Kyle Moody’s Social Media and Advertising class presented Worcester District Attorney Joe Early a Marketing Communication Plan to keep Massachusetts drivers safe. They created graphics, ads, and other promotional materials for the campaign Eyes Up Phones Down, which encourages drivers not to be distracted by their phones. Student Gabriella Cavallaro said, “I am proud of how the class and I navigated through challenges that may have arisen, but also how we were able to maintain creativity while addressing a serious matter. This project will always be something that I can say I am grateful for and proud to be a part of.”

Please see the Google Slideshow to read more about their process and see detailed examples of their work. 

PRSA feels like it was designed with student success in mind. You’ll learn everything from AI software to working with real-world clients. I’ve presented at two conferences, created multiple bodies of work to showcase my skills, and have made lasting connections that will aid me in my success.

Lauren Ruffing ‘26

Experiential Opportunities

Three photos of a woman's face behind a sheer fabric

Visions

Each year students are given the opportunity to submit original work to be juried and possibly selected for our honors art exhibition, VISIONS. This is a showcase of the year's best student work. VISIONS involves a gallery exhibition and a film/video screening.
Read more about: Visions
Comm media student at the Worcester Chamber of Commerce
Communications Media Internships

Internships

Internships are a great opportunity to get valuable, real-world experiences before entering a competitive job market.
Read more about: Internships
Fitchburg Art Museum outside building with big red man and flowers

Fitchburg Art Museum

Fitchburg State University and Fitchburg Art Museum have collaborated on a number of projects to give students real world experience. In their courses students create photos, videos, and design catalogs highlighting the museum’s exhibitions. Visit the FAM website to see the many examples of their excellent work.
Read more about: Fitchburg Art Museum
Photograph of Dr. Randy Howe

Award Winning Faculty

Dr. Randy Howe was awarded the Vincent J. Mara Excellence in teaching award in 2019. In this brief video he talks about his teaching career and also a handful of hands-on projects students created. 
Read more about: Award Winning Faculty
Undergraduate Research Conference student presentations in the main lounge of Hammond

Undergraduate Research Conference

The Undergraduate Research Conference is an annual event where students present work related to course research, creative work in the visual and performing arts, study abroad trips, community service, and much more.
Read more about: Undergraduate Research Conference
Students on bus during study abroad in Costa Rica

Study Abroad

Faculty-led study abroad course opportunities increase student life-transforming experiences, as do student/faculty cooperative research projects.
Read more about: Study Abroad

Curriculum and Other Information

B.S. in Communications Media

  • Students should demonstrate proficiency in the core tools and skills of their discipline.
  • Students should be able to apply aesthetic principles to their work by developing and defending a portfolio that demonstrates craftship and meets professional standards for their discipline.
  • Students should be able to explain how their work fits in the historical and theoretical context of their discipline.
  • Students should apply core theoretical principles to the analysis and critique of media.
  • Students should recognize and apply ethical perspectives to their work.
  • Director of Communications
  • Chief Marketing Officer
  • Creative Director
  • Marketing Director
  • Public Relations Director
  • Promotions Director
  • Social Media Manager
  • Marketing Content Producer
  • Digital Marketing Specialist
  • Account Manager
  • Fundraising Manager
  • Event Coordinator
  • Public Affairs Specialist
  • Researcher/Analyst
  • Content Writer/Editor