Undergraduate Catalog 2021-2022

Strategic Communications, Certificate (1767)


Program Coordinator

Kenneth D. Payne, ken.payne@wku.edu, (270) 745-3968

Strategic Communications focuses on the critical thinking, analytical, and practical skills essential to developing and implementing communications strategies that advance an organization’s goals and missions. The certificate includes instruction in communications management, crisis communications, communications in law and ethics, digital and traditional communications strategies, media relations, social media strategies, traditional and emerging media, and writing for the media. Strategic Communications is about communicating purposefully within the context of a strategic plan. This strategic approach includes generating impactful and relatable messages, selecting the best communications channels for proper message distribution, and evaluating communications efforts against established organizational goals and benchmarks. The undergraduate certificate is an 18 credit-hour program designed to equip students with practical and meaningful skills for strategic communications success. A "C" or higher is required in all courses.

Program Requirements (18 hours)

A "C" or higher is required in all courses.

JOUR 202Introduction to News Writing3
PR 255Fundamentals of Public Relations3
PR 321Communications Analytics in Public Relations and Advertising3
or AD 321 Communications Analytics in Public Relations and Advertising
or COMM 321 Communications Analytics in Public Relations and Advertising
PR 356Digital Tactics in Public Relations3
or PR 358 Public Relations Writing and Production
COMM 346Persuasion3
COMM 364Crisis Communication3
Total Hours18