PR master’s programs embracing “strategic communication” moniker; need for more focus on ethics, AI and global communication in curricula
November 24, 2025 – A new report by The Commission on Public Relations Education (CPRE) reveals that public relations (PR) master’s degree programs continue to diversify their structures, focus and offerings – continuing the shift toward strategic communication, as well as digital media and interdisciplinary communication.
In fact, only 18% of the 92 graduate programs reviewed use “public relations” as their primary title, according to CPRE’s 2025 Report: Graduate Education in Public Relations.
The report also finds that more PR master’s programs are offering courses in artificial intelligence (AI), social media and digital communication to keep pace with industry demands. Additionally, graduate PR programs continue the trend in higher education toward more online and hybrid learning formats to meet the evolving needs of students.
Both educators and employees rated real-world projects and internships as more valuable than theses or comprehensive examinations.
The report, sponsored by the Department of Journalism, Public Relations and New Media in the College of Arts and Sciences at Baylor University and American Electric Power, also found less emphasis on courses related to ethics, business principles or global, international and intercultural communication. Programs also varied widely in admissions standards and credit-hour requirements, with few offering advanced or executive tracks for professionals.
“The findings of this report demonstrate that graduate PR education is pivoting to meet the demands of an evolving industry,” said Dr. Julie O’Neil, APR, CPRE Co-Chair and Associate Dean of Graduate Studies and Administration, Texas Christian University. “It reaffirms the broader definition of public relations that incorporates strategic and interdisciplinary communication.”
“Input from practitioners was an essential component of this research. While new innovations in AI, social media and other areas are of upmost importance to communicators, our industry also demands strong understanding in ethics, business acumen and global markets in a world that is more interconnected than ever before,” said Chris Brathwaite, CPRE Co-Chair and Chief Communications Officer, American Electric Power.
The report was edited by Dr. Emily S. Kinsky, Professor of Communication and Interim Department Head for English, Philosophy and Modern Languages, West Texas A&M University and Dr. Adrienne Wallace, Associate Director, School of Communications, Grand Valley State University.
Core Program Findings
- The 2025 CPRE report reveals a wide variation but increasing innovation in PR graduate programs – nearly doubling strategic communication pathways and surging in flexible, hybrid and online learning models.
- Only 18% of sampled graduate programs use “public relations” as their primary title. The majority now blend PR with strategic, digital or interdisciplinary communication.
- 54% of PR master’s programs now offer specialized concentrations; digital media, health and crisis communication and corporate or nonprofit communication lead the growth.
Skills and Curriculum
- Foundational skills remain central: 90% of PR graduate programs require research methods, and over half require advanced communication theory.
- Skills most valued by practitioners: written and oral communication, strategic planning, crisis/issues management and ethical decision making.
- Digital, social media, and AI courses are growing but remain lower priorities than traditional competencies in most PR graduate curricula.
- Capstone projects and internships are rated far more valuable than theses or comprehensive exams by both educators and employers.
Practitioner and Educator Insights
- Ethics ranks among the top 10 core skills and knowledge areas for PR graduates – yet less than 40% of programs make it a required course.
- Professional certifications in leadership and artificial intelligence are now rated highly by practitioners seeking ongoing expertise.
- Educators and employers both affirm that a PR master’s degree accelerates leadership readiness, but professional experience still outshines the degree for top management roles.
Accreditation, Delivery & Value
- Only 3% of PR master’s programs tout professional CEPR certification, limiting the drive toward curriculum standardization and employer confidence.
- In-person and hybrid delivery models remain the gold standard for graduate programs, but flexible options are rapidly expanding across the U.S. in response to changing learner demands.
- More than 30% of programs offer accelerated degree paths and one-third now support targeted graduate certificates in digital media, health, or crisis communication.
Challenges & Calls to Action
- Despite industry calls for more global competence, cross-cultural sensitivity, and AI/data skills remain underemphasized in most graduate curricula.
- PR educators and employers alike recommend embedding applied learning, ethics, and digital strategy across all core courses to prepare graduates for tomorrow’s communication challenges.
- The industry’s future leaders will be those who master both foundational communication skills and emerging digital and ethical competencies.
About CPRE: The Commission on Public Relations Education, the authoritative voice on public relations education, was founded in 1973 by the Public Relations Division of the Association for Education in Journalism and the Public Relations Society of America to address the quality of public relations education in the United States.
Since then, CPRE has issued periodic research reports and recommendations on undergraduate and graduate education in public relations for universities, accrediting bodies, and professional associations around the world. Today, with 24 member organizations in the U.S. and abroad, CPRE operates year-round as a 501(c)3 organization in partnership with the Institute for Public Relations and continues to offer a forum for public relations education with a global perspective.