PROGRAM OBJECTIVES

1. Understand how theory informs the practice of communications management:
• Interpersonal communication theory
• Organizational communication theory
• Public relations theory
• Mass communication theory
• Other theories relevant to communications management
2. Use research in public relations and communications management:
   • Apply qualitative and quantitative research as required
   • Design research
   • Interpret research
   • Evaluate research
3. Demonstrate advanced intrapersonal and interpersonal communication competencies:
   • Interviewing skills
   • Critical listening skills
   • Group and team skills
   • Networking skills
   • Leadership development
   • Ongoing personal development
   • Mentoring abilities
4. Demonstrate social responsibility:
   • Understand professional codes and adhere to high ethical standards
   • Understand and obey legal requirements
   • Integrate client/societal relationships and responsibilities
5. Demonstrate proficiency in project and campaign management:
   • Show competency in the budgeting process
   • Perform cost/benefit analysis
   • Manage creative personnel
   • Schedule tasks
   • Know how to produce management documents and reports
6. Manage communication and information technologies
   • Integrate communication technologies into practice
   • Keep up-to-date with new communication technologies
7. Demonstrate expertise in strategic management of communication:
   • Be skilled in issues management
   • Exhibit environmental monitoring skills
   • Plan for and manage communication during crises effectively
   • Understand the role of public relations, integrated communications and communications management
   • Understand public affairs
   • Know how to handle media relations professionally
   • Understand organizational cultures
   • Facilitate partnering between and among organizations
   • Know how to advise management
   • Manage integrated communications