Online Master’s in Strategic Communications

Source – Integrated Post Secondary Education Data System & University Data
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A master’s degree in strategic communication online will teach students how to develop communication strategies such as analytical framework, strategic approaches, and organizational mindsets, which are essential for an organization. This program will also help them increase and improve their skills in communication through digital strategy, advanced analytical skills, storytelling, know-how, stakeholder assessment, evaluation, and research tool design.

An online master’s in strategic communication program typically requires 30 to 40 credits to complete the degree. The learning mode can be in-person, entirely online, or a blend of both called the hybrid model.

Curriculum and Skills of an Online Masters in Strategic Communication

A master’s degree in Strategic communication online suits students interested in communication studies and who desire to work specifically in communications in corporate, political, or third-sector messaging and positioning. Graduates will gain the skills to implement and develop communications initiatives using traditional and emerging channels such as blogs, mobile media, podcasts, and social networks. They will gain in-depth knowledge about the communication process and learn to communicate in cross-border environments successfully.

Strategic communication combines skills and theories related to a wide range of communication, including message development, public relations, persuasion, market theory, advertising, applied digital media, and presentation skills. The strategic communication degree program may require students to complete a mandatory capstone. The capstone project helps gain expertise and develop skills in strategic communication in any area of their choice within the subject. One must complete the compulsory core courses and choose from a list of elective courses to obtain the degree. Some of the core courses one can find across curricula:

Digital Communication Strategy

This course explores the dynamic landscape of digital communication, delving into practical strategies for online platforms, social media, and emerging technologies. This course equips students with the skills to navigate and leverage the digital realm in strategic communication.

Strategic Communication Management

This course helps one gain insights into the principles and practices of effective communication management within organizations. It covers strategic planning, leadership communication, crisis management, and the integration of communication strategies to achieve organizational objectives.

Communication in Organizations

Through this course, one analyzes the intricacies of communication within organizational settings. From interpersonal communication to group dynamics, it examines how communication shapes organizational culture, decision-making processes, and overall effectiveness.

Principles for Strategic Communication

This course provides a theoretical framework for crafting and implementing effective communication strategies, considering factors such as audience analysis, message development, and media selection. It also lays the foundation for strategic communication by understanding its core principles.

Research for Strategic Communication

One can delve into the research methodologies essential for informing strategic communication decisions. From quantitative to qualitative approaches, students learn how to gather and analyze data, gaining valuable insights to enhance the effectiveness of communication strategies.

Some other additional courses that one can find across graduate programs in strategic communication include:

• Applied Communication Theory
• Integrated Marketing Communication
• Strategic Measure Development
• Communication Research and Insights
• Digital Media and Analytics
• Strategic Communication Theory and Application
• Intercultural Communication Theory
• Campaign Planning with Social Data Analysis
• Mixed Methods of Communication Research
• Strategic Marketing

Some elective courses include:

• Crisis Communication
• Purpose-Driven Communication
• The Strategic Storyteller
• Public Relations & Corporate Communications
• Ethical Decision-Making for Communicators
• Critical Conversations
• Global Communication for Professionals
• Social Media Metrics and Analytics
• Risk Communication
• Strategic social media

Upon completing the strategic communication degree, graduates will be well-equipped to fulfill public relations, marketing, advocacy, and campaign management careers. The diverse skill set acquired during the program includes:

• Strategic Approaches and Analytical Frameworks
  Graduates will adeptly employ strategic approaches and analytical frameworks, fostering transformative organizational attitudes essential across various sectors.
• Communication Campaign Development
  Proficient in formative research, graduates excel in crafting communication campaigns and messages that are not only persuasive but also adhere to professional and ethical standards.
• Influencing Organizational Outcomes
  Mastery of communication strategy empowers graduates to play pivotal roles in influencing and impacting organizational outcomes at the highest levels.
• Leadership and Collaboration
  Through active participation in group projects and presentations, graduates showcase leadership and collaboration abilities, which are essential for success in dynamic professional environments.
• Change Agent Abilities
  With knowledge, skills, and abilities, graduates become change agents within organizations and the broader world.
• Summative Research Skills
  Graduates proficient in conducting summative research can evaluate the effectiveness of communication campaigns, ensuring continuous improvement.
• Advanced Analytical Skills
  Graduates hone advanced analytical skills, stakeholder assessment techniques, storytelling expertise, research instrument creation and evaluation, and digital strategy implementation.
• Multi-Public, Multi-Channel Campaign Planning 
  Prepared to lead, graduates can develop comprehensive planning documents for multi-public, multi-channel communication campaigns. This includes creating budgets, task lists, and schedules to manage communication efforts effectively.

Types of Master’s Degree in Strategic Communications

There are two types of strategic communication master’s programs. One is the Master of Arts in strategic communication (MA in Strategic Communication), and the other is the Master of Science in strategic communication (MS in Strategic Communication).

Areas of Specializations for Online Masters in Strategic Communication

Strategic communication is itself a specialization within the scope of communication. Hence, there are no areas of specialization in strategic communication. Nevertheless, masters in strategic communication degree programs may be in combination with other focus areas, such as:

• Master of Arts in Strategic Communication and Public Relations
  This program helps students develop technical skills to implement and create strategic communication campaigns and presentations for various events. They learn advanced skills to communicate effectively across media platforms in a socially responsible and ethical manner.
• Master of Science in Global Strategic Communication
  This program will teach students how to solve problems on a global scale using strategic interpersonal communication skills with attention to cultural considerations. They will learn to communicate effectively across cultures and geographic boundaries and develop the ability to offer solutions to world problems such as poverty, education, climate change, business ethics, immigration, human rights, and more. One of the foremost universities offering this degree is the University of Florida^[2].
• Master of Strategic Communication and Leadership
  Graduates of this program are equipped with the skills required to work in different sectors such as business, healthcare, non-profit organizations, education, and more. Students will build their knowledge on the importance of strategic communication to organizations and society from a leadership perspective.

How long does it take to complete an Online Master’s Degree in Strategic Communications?

There are various sectors and roles where graduates with a master’s in strategic communication can choose to work. Due to the broad range of career options in the communications field, individuals can choose a specific career that aligns with their interests and goals. Upon graduating, students will be prepared for a job in media relations, public affairs, advertising, social media, financial PR, internal communication, marketing, event management, and promotions. They can also take up careers in business, public institutions, and non-profit organizations. Alternatively, they can prepare to pursue a doctorate if their area of interest is research.

Some job titles graduates of this degree obtain are:

• Media Relations Manager
• Public Relations Consultant
• Publicist
• Campaign Manager
• Social Media Outreach Coordinator
• Marketing Director

Some careers and settings in which graduates of online masters in strategic communication can work are:

• Advertising Agencies
• Corporate Sectors
• Non-Profit Organizations
• Media Agencies
• Government Agencies
• Real Estate
• Public Relations

Here are a few jobs in the communications sector, with their annual median salary reported by Payscale^[27] and the U.S. Bureau of Labor Statistics (BLS)^[28]:

Certifications can help increase one’s career opportunities and potential income. No separate licensing or certification is required for graduates to work in the communications field. While a master’s in strategic communication is usually adequate, certification does broaden one’s reach in the job market and leads to more responsible roles in the industry. Some popular certifications in the field of communication are:

1. Strategic Communication Management Certificate (SCPM) ^[34]
   The Strategic Communication Management Certificate (SCPM) certification is for highly skilled business communicators with experience advising and counseling an organization’s leadership on strategic communication issues.
2. Communication Management Professional (CMP) ^[35]
   The Communication Management Professional (CMP) certification is for generalists and business communicators who are already established and are looking to expand their competence. To get certified, an individual will require 40 hours of training, two years of education, and a written exam.
3. Professional Certified Marketer (PCM) ^[36]
   The Professional Certified Marketer (PCM) is an advanced certification program the American Marketing Association (AMA) offers. Certification is provided in specific marketing areas such as Marketing Management, Content Marketing, and Sales Management.

The interest and opportunities in strategic communication have increased for years. Hence, it is essential to gain broad exposure to the subject and increase one’s knowledge. Students should be up to date with changes and modifications in the field of communication that will help them in their careers and grow in the field. Here are a few resources to get started:

1. Federal Communications Commission (FCC) ^[37]
   The Federal Communications Commission (FCC) administers international and interstate communications by television, cable, and radio. It is an independent government agency overseen by the United States Congress. The commission aims to ensure a competitive market and promote connectivity. The FCC protects the businesses and interests of consumers and maintains consistency and standards among different types of media and methods of communication. Revising media regulation allows new technologies to grow alongside localism and diversity.
2. Integrated Marketing Communications Council (IMCC) ^[38]
   The Integrated Marketing Communications Council (IMCC) comprises various councils for people to join in communication. Executives from leading organizations with vast experience are typically members of this council. Some of the councils on the conference board are the Corporate Communications Strategy Council, Internal Communications Council, Social Media Council, Corporate Brand Strategy and Management Council, Digital Marketing Strategy Council, and Multicultural Marketing Council.
3. Association for Women in Communications (AWC) ^[39]
   The Association for Women in Communications (AWC) is the leading organization in the industry dedicated to providing women with the confidence, support, and resources they need to advance their careers and make a difference. It is a professional association that fosters leadership, recognizes excellence, and places members at the forefront of the changing communications landscape.
4. Ragan’s Communications Leadership Council^[40]
   The Ragan’s Communications Leadership Council typically allows communicators at a senior level to become its members. Members of this council enjoy exclusive benefits such as monthly networking and problem-solving calls, instant access to senior communication leaders, five hours per month of proofreading and editing services, a 15% discount on all Ragan award programs, and more.
5. Public Relations Society of America (PRSA) ^[41]
   The Public Relations Society of America (PRSA) is the largest professional communications organization in the United States. It is the industry’s foremost proponent of high standards and ethical behavior. It offers members lifelong learning and cutting-edge services to form professional contacts and provide support at all phases of their careers. PRSA has almost 30,000 members and is represented on nearly 375 college and university campuses through 110 Chapters and 14 Professional Interest Sections and the Public Relations Student Society of America, its affiliate (PRSSA).