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What Can I Do With a Major in Strategic Communication?
Strategic communication is the study of how and why organizations and individuals use communication to negotiate their role in society. Public relations is a central component of strategic communication and involves the study of how organizations at all levels (business, non-profits, government organizations, social issues groups) use responsible behavior and two-way communication to influence public opinions and behaviors of key publics as well as respond to and adapt to the concerns of those publics. Key publics are diverse and can include groups such as employees, consumers, government, community, investors, and the media among others.
Strategic communication incorporates both theoretical and practical aspects based on a solid liberal arts foundation. It encompasses public relations as well as a broad focus on social influence. Students in this major draw on coursework and concepts from Mass Communication, Speech Communication, Marketing, Statistics, Interactive Media Studies and Journalism.
Interests
A general interest in exploring and understanding social influence and the role of public relations on society at multiple levels, with an emphasis on analysis, diagnosis and interventions regarding communication and influence issues/concerns in public and organizational contexts
Competencies
- Communication
- Verbally/nonverbally
Writing for different formats
Speaking
Observing people/data/things
Influencing/persuading
Informing/explaining
Applying persuasive skills
Mediating/negotiating
Working with a variety of technology formats - Detailing/Organizing
- Planning
Self-expression
Working as part of a team
Working independently
Working against deadlines
Attending to accuracy and
Accountability
Making decisions - Researching/Analyzing
- Synthesizing
Evaluating ideas and structures in communication events
Organizing
Problem solving
Gathering information and data
Planning
Defining
Recommending solutions to problems - Creativity
- Designing projects
Adapting ideas
Developing programs/articles
Generating ideas
Sizing up situations
Adapting to needs of diverse publics
Opportunities - Careers
- Business/Industry
- Research analyst
Assistant buyer
Consultant
Sales representative
Business manager
Information specialist
Account coordinator
Customer service representative
Claims investigator
Advertising assistant
Management trainee
Marketing associate
Reservation agent
Employee relations staff
Personnel
Public affairs director
Corporate communication director - Human Relations
- Community affairs administrator
Program coordinator
Public relations representative - Public Relations
- Media relations director
Employee relations specialist
Consumer relations director
Corporate communication director
Community relations specialist
Publicity director
Public information specialist
Marketing communication trainee
Account executive
Assistant account executive
Media researcher
Promotion specialist
Public relations marketing specialist
Media buyer
Integrated marketing communication director
Investor relation director - Government
- Lobbyist
Mediator
Administrative assistant
Press secretary
Public information officer
Note: Some of the listed career options may require additional education and/or training beyond the bachelor's degree.
Opportunities - Graduate/Professional School
Students with a degree in strategic communication may continue on to graduate study in communication, business administration, or other related fields. A strategic communication major also prepares students for law and other professional schools.
Opportunities - Experiential
Summer or volunteer work and internships at public media organizations, governmental agencies, non-profit organizations, politics, social issue groups, and businesses, as well as involvement in student organizations such as the Public Relations Student Society of America and its student run firm, PRVisions, American Advertising Federation, Lambda Pi Eta, The Student newspaper, and the Forensics Team.
Sources of Additional Information
- Department of Communication (162 Bachelor Hall, 529-7171)
- * Curriculum Requirements
* Career Opportunities - Career Services (200 Hoyt Hall, 529-3831)
- * Career Resource Center
* Career Counseling
* Career Assistance Center
* Computerized Career Development Program
* Dictionary of Occupational Titles
* Occupational Outlook Handbook - Arts and Science Academic Advising (146 Upham Hall, 529-3031)
- * Miami Plan & College of Arts and Science Requirements
- * Course Selection
* Career Decision Making
Developed by the College of Arts and Science Advising Office and the academic departmental offices with adaptations from Liberal Arts and Sciences - Skills - Career Opportunities, Career Planning and Placement Office, University of Michigan.