Social Media for Public Relations & Advertising

Social Media for Public Relations & Advertising Graduate Certificate Overview

The online Social Media for Public Relations & Advertising Certificate program from the University of West Florida offers the advanced skills necessary for successful careers in public relations, internal communication and brand management. When you graduate, you’ll be fully prepared for career advancement with a competitive edge for an ever-growing industry.

Available only to graduate students, this certificate program is taught by industry experts with years of experience in social media, advertising and public relations. Supported by their guidance and expertise, you’ll complete a total of five courses, all of which explore the communication industry’s emerging and essential topics. As you complete each course, you’ll build professional skills in social media strategy, advanced research methods, effective advertising techniques and more.

While this certificate alone provides the skills to advance your career, you may also pursue the Certificate in Executive Communication and the Certificate in Health Leadership Communication, available at the UWF Pensacola campus. By completing three certificate programs along with a capstone course, you will earn the Master’s in Strategic Communication & Leadership degree.

Candidates for This Program Include:

• Graduate students
• Students pursuing graduate studies in communication
• Communication professionals striving to stay on top of social media trends and data analysis
• New graduates who would like to enter the workforce with these highly desired skills

You Will Be Able To:

• Create strategy documents, including content calendars, analytics reports, budgets and strategic plans.
• Apply organizational branding and strategic plans to the construction of social media messages.
• Identify and explain the best practices of producing professional social media content.
• Identify the major metrics used in determining social media communication effectiveness.

Refer to UWF Cost of Attendance Estimates and Financial Literacy for more information on UWF costs and financial aid.

Courses and Requirements

Required Courses (12 credit hours)

• COM 6525 - Strategic Communication+View more about the Strategic Communication course

  3 Credit Hours

  Strategic Communication

  Provides a conceptual framework for strategic communication, sharpens analytical and critical thinking, and provides a unifying function for the Strategic Communication & Leadership Program. Addresses all aspects of the development and execution of communication programs. Offers real-world experience through the analysis of case studies. Case studies and coursework will be drawn from the profit, non-profit, product, and service sectors. Particular attention will be paid to socio-psychological, legal, and ethical issues as they relate to the decision-making process.

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• ADV 6215 - Emerging Topics in Advertising+View more about the Emerging Topics in Advertising course

  1.5 Credit Hours

  Emerging Topics in Advertising

  Covers advanced theories and practices in advertising, with a focus on visual communication and brand communication. Principles of graphic communication, theories of semiotics, the concept of branding, brand positioning, brand image, and brand personality will be introduced. Students will evaluate advertising images, brand image, and brand personality using theories and principles covered in the course. They will also develop visual promotional materials and brand-based communication strategies by implementing those theories and principles.

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• PUR 6937 - Emerging Topics in Public Relations+View more about the Emerging Topics in Public Relations course

  1.5 Credit Hours

  Emerging Topics in Public Relations

  Provides students with an advanced-level understanding of public relations theory and practice. Depending on emerging issues and market needs, areas of study may include issues in international public relations, social media and analytics, public affairs, crisis management, and more.

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• COM 6565 - Social Media for Public Relations & Advertising+View more about the Social Media for Public Relations & Advertising course

  3 Credit Hours

  Social Media for Public Relations & Advertising

  This course provides an in-depth view of social media management. Students in this course will get the opportunity to critically analyze and audit a social media account and create and implement a new social media strategy. This course highlights the higher-level strategy, listening, analytics, and content guidance needed to run a social media account successfully.

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• COM 6312 - Advanced Communication Research Methods+View more about the Advanced Communication Research Methods course

  3 Credit Hours

  Advanced Communication Research Methods

  This course addresses the philosophy of scientific research, including the origins, nature, and effects of communication processes. Focuses on both theoretical and applied research. Primary emphasis is on quantitative investigation and applied research. Primary emphasis is on qualitative investigation with some consideration of qualitative methods. Focus is on achieving a solid understanding of the strengths and weaknesses of different methodological approaches (i.e., experiments vs. surveys vs. interviews) in order to determine the most effective methods for research questions or hypotheses. Students are expected to have completed at least one introductory college-level statistics course preceding enrollment in this course.

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Admission Requirements

To be considered for admission to the University of West Florida’s online Social Media for Public Relations & Advertising certificate program, you must be admitted to the University as a degree or non-degree-seeking graduate student.

Costs & Financial Aid

In-State Tuition

Component	Cost	Total*
Full Program Tuition	$384.60 per credit hour	$0.00
Tuition with Maximum Transfer Credits (Up to )	$384.60 per credit hour	$0.00

Career Outcomes

With a certificate in Social Media for Public Relations & Advertising, you’ll be qualified for in-demand positions in public relations, internal communication and brand management.

Sources

1. Average Social Media Manager Salary. May 26, 2021. Retrieved on June 18, 2021, from https://www.payscale.com/research/US/Job=Social_Media_Manager/Salary
2. Average Public Relations Specialist Salary. May 29, 2021. Retrieved on June 18, 2021, from https://www.payscale.com/research/US/Job=Public_Relations_(PR)_Specialist/Salary
3. Average Communications Manager Salary. June 2, 2021. Retrieved on June 18, 2021, from https://www.payscale.com/research/US/Job=Communications_Manager/Salary

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Social Media Manager

Social media managers lead the social media marketing and digital communication for a company. They determine which social media channels are best for reaching customers and work with marketing professionals to execute advertising campaigns through social media. In May of 2021, the average annual salary for these professionals was $51,898, according to Payscale.com.¹

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Public Relations Specialist

Public relations specialists strive to build a positive reputation for a company. They work with marketing professionals to execute marketing campaigns that best represent the brand’s voice and foster a connection with customers. In May of 2021, the average annual salary for these professionals was $50,085, according to Payscale.com.²

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Communications Manager

Communications managers promote the voice and image of a company through diverse marketing, social media and communications channels. While playing a role in a company’s marketing campaigns to ensure all advertisements represent the brand accurately, they also oversee communication between the company and its customers. According to Payscale.com, the average annual salary for communications managers in June of 2021 was $66,323.³