Public Relations and Advertising Arts Major (PRAD), BA

The public relations and advertising arts major prepares students to become strategic, ethical, and creative communicators in a rapidly evolving media environment. Organizations of all sizes rely on skilled professionals who can tell compelling stories, build meaningful relationships with audiences, and promote ideas, products, and services across digital, print, and broadcast platforms.

Students in this major learn the full process of professional communication-from research and audience analysis to message strategy, creative development, and media execution. Coursework emphasizes writing, design, digital media production, branding, and campaign planning, equipping students to craft persuasive messages and select the most effective media channels for achieving organizational goals. Students develop skills as copywriters, content creators, designers, storytellers, and strategic planners.

This integrated major combines creativity, strategy, and ethical leadership to prepare students for impactful careers in professional communication.

The Core: 44 Hours

All majors at Harding are required to complete the 47-hour Core Liberal Arts program. The following Core requirements are met within the content of the major:

COMM 1010 satisfies 3 hours of Literacy and Expression.

Required:

Student must pass ENG 1100 or ENG 1110 before enrolling in COMM courses numbered COMM 2300 and above.

Recommended:

MATH 1200 is recommended to satisfy 3 hours of Inquiry, Investigation, and Reasoning.
ECON 2010 or SOC 2030 is recommended to satisfy 3 hours Self and Society.

Major: 63 Hours

Communication Core: 24 Hours

COMM 1010 - Communication Principles Credit Hours: 3
COMM 2000 - Media Software Tools Credit Hours: 3
COMM 2950 - Internship Preparation Credit Hours: 1
COMM 3200 - Communication Theory Credit Hours: 3
COMM 3230 - Writing for Mass Media Credit Hours: 3
COMM 3670-3673 - Communication Internship Credit Hours: 0-2
(Must be taken for at least 1 hour to meet program requirements.)
COMM 4120 - Communication Law Credit Hours: 3
COMM 4150 - Communication Research Methods Credit Hours: 3
COMM 4510 - Senior Seminar Credit Hours: 1
COMM 4550 - Communication Ethics and Scripture Credit Hours: 3

Public Relations and Advertising Arts: 39 Hours

COMM 1400-1401 - Radio Practicum Credit Hours: 1
or COMM 1410-1411 - TV Practicum Credit Hours: 1
COMM 1930 - Introduction to Public Relations and Advertising Arts Credit Hours: 3
COMM 2200 - Photography Credit Hours: 3
or COMM 2250 - Video Production Credit Hours: 3
or COMM 3350 - Multimedia Storytelling Credit Hours: 3
COMM 2310 - News Writing Credit Hours: 3
COMM 2420-2421 - Newspaper Practicum Credit Hours: 1
COMM 2430-2431 - Yearbook Practicum Credit Hours: 1
COMM 3020 - Copy Editing Credit Hours: 3
COMM 3030 - Multimedia Advertising Credit Hours: 3
COMM 3380 - Digital Media Strategies Credit Hours: 3
or MKTG 3490 - Digital Marketing Credit Hours: 3
COMM 3590 - Media Graphics Credit Hours: 3
or ART 2200 - Design Software & Production I Credit Hours: 3
COMM 3610 - Nonverbal Communication Credit Hours: 3
or COMM 3620 - Small Group and Organizational Communication Credit Hours: 3
or COMM 3630 - Argumentation and Persuasion Credit Hours: 3
or COMM 3650 - Interpersonal Communication Credit Hours: 3
COMM 3830 - Public Relations and Advertising Tactics Credit Hours: 3
COMM 4130 - Public Relations and Advertising Campaigns Credit Hours: 3
COMM 4360 - Public Relations and Advertising Case Studies Credit Hours: 3
MKTG 2400 - Principles of Marketing Credit Hours: 3

Remaining Bible/Electives: 15 Hours

COMM 4550 satisfies the Bible requirement the semester it is taken.

See Bible Enrollment policy here.

Academic Catalog