Three PR Lab students chat at their desks.

Cronkite Agency: Public Relations

On the Cronkite Agency’s Public Relations Team, students get real-world experience creating strategies and campaigns for clients from across the country–and around the world.

Become a PR pro

The public relations experience in the Cronkite Agency offers students a professional and fully immersive experience in an integrated communications and public relations agency. Under the direction of a seasoned strategic communications professional, public relations 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 public relations experience in the Cronkite Agency allows the students to apply knowledge and skills earned in previous coursework to client work through thoughtful and intentional plans. The public relations experience in the Cronkite Agency is of value to students seeking in-house or agency experience in strategic communications, which continues to be a high-demand industry.

The public relations experience in the Cronkite Agency 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. 

Course Prerequisites

Students who seek to use this course as a capstone experience must complete the following prerequisites. Please direct questions to the faculty listed below, or your academic adviser. 

Undergraduates: JMC 415 and JMC 436

Graduates: MCO 502, MCO 536 and MCO 537

Explore the Cronkite Agency’s PR Team

The PR Lab students take a picture with military members.

Professional PR awards

Cronkite Agency 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.

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Become a client

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