Journalism and Public Communications | University of Alaska Anchorage

Skills & Competencies

Skills developed through this program

Auto-populatedfrom O*NET via SOC 27-3031.00

Skills

Active ListeningSpeakingWritingReading ComprehensionSocial PerceptivenessTime ManagementCritical ThinkingCoordination

Knowledge

Communications and MediaEnglish LanguageAdministration and ManagementCustomer and Personal ServiceSales and Marketing

Abilities

Oral ComprehensionOral ExpressionWritten ExpressionSpeech RecognitionSpeech ClarityWritten ComprehensionProblem SensitivityDeductive ReasoningFluency of IdeasOriginality

Tasks

Respond to requests for information from the media or designate an appropriate spokesperson or infor
Plan or direct development or communication of programs to maintain favorable public or stockholder
Post and update content on the company's Web site and social media outlets.

Technology

Word processing softwareDocument management softwareDevelopment environment softwareVideo creation and editing softwareGraphics or photo imaging software

Tools

Computer laser printersDesktop computersLaptop computersMulti-line telephone systemsPersonal computersPhotocopying equipment

Work Values

AchievementIndependenceWorking ConditionsRelationshipsRecognitionSupport

Career Pathways

Occupations this program prepares you for

Auto-populatedfrom O*NET + BLS

Occupations matched to this program, with median wage, top wage, growth, and openings
SOC	Occupation	Method	Wage	Growth	Openings
Match confidence: medium27-3031.00	Public Relations Specialists	title_inference	$69,780 median$129,480 top	+4.78%	1,500

Program Pathways

Credentials this program stacks toward

No program pathways.

What You'll Learn

Key competencies developed through this program

Auto-populatedfrom NSX Competency Framework

Mastery: proficient (Level 3)(based on Bachelor's Degree)

Comprehensive public relations programs — plan and direct end-to-end across multiple audiences to build and protect favorable organizational or client reputation in competitive environments.
Complex or sensitive media inquiries — respond to or designate the most appropriate spokesperson autonomously, managing risk and messaging precision in high-visibility situations.
Non-routine crisis communications materials — develop and deploy rapidly, integrating cross-channel messaging across web, social, and traditional media platforms.
Multi-stakeholder relationship networks — cultivate and sustain across community, consumer, investor, and public interest groups to advance long-term organizational goals.
Executive and client leadership teams — advise on business decisions with reputational implications, synthesizing stakeholder intelligence and competitive landscape analysis.
Public relations strategies — design from organizational objectives and market research, applying systems analysis to forecast how messaging will influence public opinion.
Senior leaders and subject-matter experts — coach extensively in media engagement, crisis response, and employee communications using tailored, evidence-based techniques.
Persuasion and negotiation skills — apply in high-stakes media negotiations, partnership discussions, and community relations initiatives to achieve favorable coverage and outcomes.
Campaign performance and systems evaluation — conduct using analytics platforms to measure PR program effectiveness and redirect resources toward highest-impact activities.
Emerging digital and content tools — evaluate and integrate proactively, including web page editing and multimedia software, to keep organizational communications at the leading edge.

Program Details

Detailed information about this program

No detailed information available.

Requirements

What you need to earn this credential

No requirements listed.

Financial Aid

Eligible funding programs

No funding information available.

Scholarships

No scholarships listed.