Three PR Lab students chat at their desks.

Public Relations Lab

In the Public Relations Lab, students get real-world experience creating strategies and campaigns for clients from across the country–and around the world.

Become a PR pro

The Cronkite Public Relations Lab is a professional and fully immersive student experience that functions as an integrated communications and public relations agency. Under the direction of a seasoned PR professional, PR Lab students help real-world clients achieve their strategic communication goals. By the end of a semester, students have professional portfolios that showcase their work in areas that may include: corporate and crisis communications, event planning, media relations, community outreach, multimedia content and storytelling, social media content, website design, research and influencer relations.

Students provide clients with creative and unique solutions to their pain points and identify significant areas for growth. Client needs vary, so no day is ever the same, which provides a stimulating, fast-paced experience. Through the duration of a semester, students develop strategic plans, content and/or thoughtful campaigns that deliver results.

The public relations program is built on Cronkite’s foundation of journalism and storytelling, which is a key advantage for the students as they enter the field. The PR Lab allows the students to apply their studied theories and curriculum learned through prerequisite courses and apply them to client work through thoughtful and intentional plans. The PR Lab is of value to students seeking in-house or agency experience in strategic communications, which continues to be a high-demand industry.

The PR Lab also fosters business skills that are critical to career success. Students learn to collaborate as a team, conduct client services, communicate professionally through various platforms, apply and present creative and innovative ideas, manage projects, and implement suggested programs. 

The PR Lab is situated in a large state-of-the-art office that includes an open work environment, conference room meeting space and the latest technology for collaborating, brainstorming and editing.

Prerequisites

Undergraduates: JMC 305/306, and JMC 415, and JMC 436

Graduates: MCO 502, MCO 536, and MCO 598 – Writing for PR

Explore the PR Lab

The PR Lab students take a picture with military members.

Professional PR awards

PR Lab students regularly win local, national and international industry awards for their work. Many of the awards earned during the past decade were in competition with professional PR practitioners.

A PR lab student stands in front of a wall of post-it notes.

Specialize in PR

Students majoring in journalism and sports journalism may specialize in PR; learn how.

PR Lab students map out a strategy on a white board.

Stay up to date

Follow the PR Lab on Twitter to see current work.

Three PR students stand in front of a Big Brothers and Big Sisters sign.

Become a client

PR Lab clients include local, national and global businesses and nonprofit organizations seeking high-quality, low-cost public relations services.

Faculty