WVU Reed College of Media
PRSA IMC Partnership

An Integrated Partnership
A Shared Vision

West Virginia University's Integrated Marketing Communications (IMC) online graduate program and PRSA share the same goal – to develop the best PR professionals in the world. That’s why WVU IMC and PRSA formed an educational partnership in 2011.

We know that public relations professionals are being asked to wear more hats than ever before. Increasingly, they are being asked to have skills in traditional and digital marketing, social media, public relations, brand equity – and know how to use them all together to complete strategic messaging campaigns. This makes an IMC education more important than ever before. We believe that public relations practitioners have so much to offer the WVU IMC program and the IMC field, and we want to support you.

WVU IMC offers three hands-on, interactive and highly relevant programs:

Professionals in WVU’s IMC program choose from master’s level courses in brand equity management, marketing research and analysis, audience insight, visual information design, digital storytelling, multicultural marketing – and much more.

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What people are saying

“Integrated marketing communications in today’s super-pipe, multi-channel, broadband environment, demands practitioners who get the big picture and can manage the details. The public relations professional today can harness the full value of IMC by owning the strategy, mastering the channels, distributing the responsibilities and empowering the stakeholders. Knowing the difference between Facebook and face-to-face is just the beginning.”

Gerard Corbett

Gerard Corbett—Past Chair, PRSA and keynote speaker at WVU IMC’s INTEGRATE 2011 Conference


"From a changing media landscape that includes social media, to the rise of reputation management and crisis communications, the perfect storm of events has set the conditions for public relations professionals to integrate their communications strategy. No longer is public relations in a silo that doesn’t work with other parts in an organization; they must work with all parts to reach all of their various publics. When PR is part of an integrated plan, all of the touch points of the organization are stronger, more measurable and effective."

Rebecca Andersen1

Rebecca AndersenAPR, WVU IMC graduate and professor, and PR professional

The importance of IMC to PR professionals

In a recent survey by the Public Relations Society of America (PRSA), respondents identified integrated marketing communications as one of the top five proficiencies for public relations and communication practitioners through the next five years. 

What separates our program

cutting edge curriculum that is always expanding and evolving to keep up with the most innovative methods in the field

• our program is exclusively online, meaning students can complete their course work from anywhere in the world

• our professional faculty includes a mix of communications professionals – from marketing directors to academics to entrepreneurs

• our program is accredited, and part of West Virginia University, an established land-grant university known for its academic excellence

Our students

Current IMC students work for companies that include:

• The Coca-Cola Company
• Johnson & Johnson
• The Walt Disney Company
• E-Trade
• The Boston Celtics
and many more