Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts


Basso, Joseph


Communication in marketing; Public relations


Public Relations and Advertising


The researcher viewed Integrated Marketing Communications through the lens of the Public Relations educators and scholars to determine whether IMC is beneficial or detrimental to the field of public relations.

The purpose of this thesis was to explore (a) impact of IMC on public relations education (b) perceived advantages and disadvantages of an IMC approach to a public relations curriculum (c) determine if a need exists to revise public relations education at the university level.

To examine the impact of IMC on public relations education the researcher conducted a formal quantitative content analysis of the curricula of 13 graduate programs in public relations to determine if other marketing elements such as direct marketing, advertising and sales promotion are included in the coursework. In addition, the researcher used qualitative research in the form of interviews with 15 IMC specialists who have a public relations background to gain an in-depth understanding of the educators' point of view on IMC and their perceptions of its implications on public relations education.

Findings indicate that most public relations educators and scholars believe the impact of IMC to be beneficial for public relations education.