The public relations major at Biola University is designed to develop students through a rigorous education and robust pre-professional preparation that equips them in mind and character to effectively engage in the industry through expertise in strategically building, maintaining and repairing relationships on behalf of organizations with key publics, ultimately bringing truth to culture to glorify God.
Upon completion of the Bachelor Arts in Public Relations, students will be able to:
Apply and analyze key elements within public relations [Key Concepts: Historical context, theoretical framework, principles, and current industry standards].
Illustrate competency in applied perspectives in diversity and/or cross-cultural relationship building in the context of public relations [Key Concepts: Global issues, conflict resolution, societal trends and leadership principles].
Illustrate an understanding of faith integration with the profession [Key Concepts: Knowledge of ethics and philosophical approaches to the industry].
Demonstrate creative and analytical expertise in writing and presentations [Key Concepts: Critical thinking and excellence in communicating in multiple forms].
Create and develop projects that utilize convergence or digital media to strategically consider target audiences [Key Concepts: Technological expertise, media savvy, audience understanding].
Create, analyze and critique the public relations process in PR campaigns [Key Concepts: Relationship building, societal trends, diversity and global issues, organizational change and development and management of concepts].
Analyze trends and audiences using research methodologies to propose strategic solutions and plans for organizations [Key Concepts: Forecasting, issues management, audience segmentation, research methodology and analysis, reporting].
A Curriculum Map shows which courses in a degree program are responsible to intentionally develop each PLO at the Introductory, Developing, and Mastery levels.
An Assessment Plan is a listing of the student work that will be used to assess achievement of each learning outcome.
An Assessment Schedule is a 5-year schedule that indicates when each of the PLOs will be assessed and when the comprehensive Program Review will occur.
The Annual Reports from each year’s PLO assessment.
The Executive Summary report from the most recent comprehensive Program Review.