Public Relations Programs Earn International Certifications
The Loyola Chicago School of Communication has earned the two Certificates in Education for Academic Programs in Public Relations (CEPR) awarded by the Public Relations Society of America (PRSA).
The certifications include the BA Public Relations major, the BA Integrated (Ad/PR) major, and the MS in Global Strategic Communication (GSC). They place Loyola鈥檚 programs as among the best in the world.
Associate Professor David Kamerer, Program Director of the GSC program, and Associate Professor Pamela Morris, Program Director of Advertising and Public Relations, jointly spearheaded the SOC鈥檚 PRSA certification initiative with the support of Interim Dean Elizabeth Coffman. Initially the GSC program was scheduled to do a periodic program review, but the CEPR certification was chosen as a more rigorous option.
The review team for the SOC included 2012 PRSA President Gerard Corbett and Drake University PR Professor and Associate Dean Kelly Bruhn. The reviewers addressed eight dimensions of each program鈥檚 performance: curriculum, faculty, resources, students, assessment, professional affiliations, relationships within the university, and diversity and global perspectives. The review culminated in a four-day site visit, where they met with alumni, faculty, students, administrators, internship providers, employers and key external constituencies.
鈥淟oyola鈥檚 public relations education is a well-kept secret,鈥� said Corbett. 鈥淚ts Chicago location and all that entails as a PR center of gravity is further boosted by cutting-edge research and immensely creative and diverse faculty.鈥�
Bruhn echoed those sentiments, particularly the SOC鈥檚 proximity to such powerhouses as Weber Shandwick, Golin, Edelman and Walker Sands, and what that means for students.
鈥淭hey incorporate those professionals into their classrooms and take their students onsite to these locations,鈥� said Bruhn. 鈥淪tudents often do many more than the one internship required. One professional we spoke to said, 鈥業 no longer approach other universities with internship opportunities. I know Loyola students are hardworking, hungry and prepared to do good work from Day One. I only recruit from Loyola University.鈥欌��
A highlight of their time on both the Lake Shore and Water Tower campuses was meeting with Sister Jean Dolores Schmidt, BVM. They dropped by the office of the beloved, 104-year-old chaplain of the Loyola Rambler鈥檚 men鈥檚 basketball team where she was doing what she does best 鈥� counseling students.
PRSA program reviewers 2012 PRSA President Gerard Corbett and Drake University PR Professor and Associate Dean Kelly Bruhn enjoy a visit with Sister Jean Dolores-Schmidt, BVM.
鈥淚 introduced Kelly as Associate Dean at Drake University, and Sister Jean said, 鈥榯hey鈥檝e got a great pharmacy program at Drake,鈥欌�� said Kamerer. 鈥淪ister Jean answered the reviewers鈥� questions and asked some of her own. She said she鈥檇 鈥榩ut in a good word for us.鈥� The reviewers were star struck.鈥�
Currently only nine schools in the world have the CEPR graduate-level certification. In the United States, this includes Loyola, the University of Florida, Syracuse University, Rowan University and Ball State University. At the undergraduate level, 40 US universities have earned the CEPR certification. Loyola is the only school in Chicagoland with either distinction.
鈥淥ur curriculum was created by Professors Herb Ritchell and Patricia Kay Felkins, who made sure it aligned with best practice according to PRSA,鈥� said Kamerer. 鈥淪ince then, while we have added new courses focusing on the digital transformation, that solid core still serves our students well.鈥� At its heart is a focus on campaign development, with required courses in writing, ethics and new media. A required internship provides exposure to professional practice.
The certification also echoes the school鈥檚 Jesuit ethos, calling us to learn widely to foster new ideas and elevate humankind worldwide. The SOC offers classroom discussions enriched by students with international backgrounds鈥攆rom Japan to Bolivia to Nigeria. This rich tapestry of students enhances dialogue while highlighting the complexities of working in a diverse, global environment.
鈥淥ur pursuit of the CEPR, reflects our proactive approach, ensuring our programs not only meet current academic and professional standards, but set new benchmarks for excellence and ethics,鈥� said Morris.
The PRSA review process included conversations with students and alumni who have gone on to excel in prominent roles within leading organizations, from Google and Apple to the Chicago Bulls and the Obama Foundation. Alumni such as Richard Parra at Google in London and Washington, D.C.-based Jenna (Gales) Jarin, who has directed marketing analytics for two major league sports teams, exemplify the real-world impact of an SOC education.
Pictured from left to right: Associate Professor David Kamerer, Program Director of the GSC program, 2012 PRSA President Gerard Corbett, Drake University PR Professor and Associate Dean Kelly Bruhn , and Associate Professor Pamela Morris, Program Director of Advertising and Public Relations.
Bruhn, in her review of the SOC, says this kind of success begins with hands-on experiences while in school. 鈥淭hey have an amazing student-run agency that does award-winning work for important Chicago clients, such as United Airlines,鈥� she says. 鈥淭here are so many good things to share about this program and their engaged students.
鈥淭he graduate program features incredible travel experiences, such as London and Spain, that are embedded into the program and offer connection with professionals there. Ethics are embedded throughout their entire curriculum. Classes tackle new technologies such as AI and their ethical implications.鈥�
Erin Spanski, SOC alumna and Vice President of Strategy at Walker Sands, underscored the lasting impact of her education on her career progression. 鈥淎s my career has evolved and I鈥檝e taken on more work in strategy, [my academic exposure to] public relations, strategic communications, and storytelling continue to be an extremely important part of my work,鈥� said Spanski.
Audra Flores, a GSC alumna and Global Creative and Transcreation Lead for Gaming at Intel, credited her comprehensive learning experience at the SOC for her professional success. She expressed a deep sense of pride in her educational journey, saying, 鈥淚 can鈥檛 look back at one particular course without feeling proud that all classes during my program gave me individual knowledge that I use throughout my professional career today.鈥�
Advertising and Public Relations faculty are currently at work implementing suggestions that arose from the certification process. Some insights, such as those on evaluation, will be implemented school-wide.
鈥淭he greatest gift from this process is the actionable feedback that we can use to improve our programs,鈥� said Kamerer. 鈥淎nd yes, we love the recognition. It will certainly help us recruit the best students to our programs.鈥�