In the midst of a media revolution, the ability to communicate ideas through various media outlets is critical for organizations. It’s no secret: No matter how much technology evolves, the need to foster effective communication will remain. That’s why students are pursuing strategic communication degrees to help build the creative, strategic skills that can make a positive change in their field—and the world. 

If you’re looking to advance your career, you’re on the right track. Here’s what you need to know about strategic communication. 

What’s the difference between public relations (PR) and strategic communication? 
 

While the terms “strategic communication” and “public relations” are often used interchangeably, strategic communication is generally considered a broader field that encompasses an organization’s internal communication and external communication, which may include public relations, marketing, branding, advertising, media relations, crisis management, corporate social responsibility, investor relations, community/constituent outreach, government relations, event planning, etc.

PR professionals are responsible for maintaining positive relationships between an organization and the community through public-facing communication. Careers in this field are often with public relations firms or large organizations with their own communications teams. Strategic communication professionals work under an umbrella of different career paths, all of which use different channels to distribute an organization’s message internally or externally. Careers in this field include government and public affairs, health communication, social marketing, crisis communication and public diplomacy, as well as digital marketing, advertising, public relations and more.

How will a strategic communication degree prepare me for the professional world? 
 

A master’s degree in strategic communication gives you the skills you need to become an effective multi-channel communicator and optimize your messaging in today’s market.  

Strategic communication students learn to:

• Communicate confidently and persuasively across multiple channels and diverse audiences
• Understand the role of digital strategy and technology tools in integrated communication campaigns 
• Understand and apply research in strategic communication campaigns
• Think analytically about and creatively solve communication problems faced by organizations
• Develop the key elements of campaign management, including situation analysis, research, setting objectives, developing strategies, identifying target audiences and key messages, and employing impactful tactics in the right timeline, with ongoing evaluation

By developing these crucial skills at an advanced professional level, you’ll bring valuable and employable qualities to the workplace in virtually any industry. 

What are the key areas of focus for an MA in Strategic Communication?
 

Earning an MA in Strategic Communication offers the opportunity to tailor your degree to your personal and professional goals. While not every student chooses a concentration, you will gain a thorough understanding of important issues in the workplace and the world today: 

• Advocacy + social impact: Learn the skills and tools needed to create meaningful change and address society’s emerging challenges 
• Digital communication strategies: Identify and leverage strategies to help you compete and stand out online 
• Corporate communication + reputation: Learn how to manage and protect your client’s reputation and its value as a corporate asset 
• International strategic communication: Improve your knowledge of business, political and social cultures 
• Diversity + multicultural communication: Focus on DEI issues and the importance of communicating across different cultures   

What can I expect when pursuing a Strategic Communication degree based in Washington, DC? 

According to US News and World Report, Washington, DC, is one of the strongest PR markets in America. As the nation’s political media capital, DC is home to some of the world’s most noteworthy communicators. Between expert faculty with deep DC ties and the ability to gain hands-on experience with some of the nation’s top PR firms, you can take what you learn in the classroom and apply it to real-world situations as you build your resume and portfolio to land your dream career. 

Are there options available for working professionals who need a flexible schedule?  
 

At a time when digital learning is in demand more than ever before, many programs are offered online for the convenience of remote students and working professionals. American University brings the same dynamic learning opportunities as our on-campus programs based in Washington, DC, wherever you’re located. While the asynchronous environment of an online class requires self-motivation, discipline, and time management, online learning gives you the opportunity to take classes while traveling, taking an internship, working or enjoying a vacation.

Choosing to participate in an on-campus versus online experience is entirely up to life circumstances and the type of student. Where on-campus learning offers a regularly scheduled place and time, as well as real experience in the DC area, online students can choose to participate on their own schedule through an interactive online program—where they’ll learn through simulations and apply best practices to today’s newest technology and media channels. 

Why choose AU for a strategic communication degree?   
 

American University is based in Washington, DC—the epicenter of national political and social movements— providing endless opportunities for networking and real-world experience. As the longest-standing program of its  kind in the area, the MA in Strategic Communication offers proven coursework to help you go into the professional world with an understanding of the importance of effective multi-channel communication strategies that you need to stand out in a thriving marketplace. 

The program offers a distinguished faculty of accomplished experts and adjunct professors working at the forefront of the industry with cutting-edge tools and insights. With a focus on advocacy and social  responsibility, you’ll learn how to use information in creative and innovative ways so you can make an impact in your career and the world. 

Organizations consider students with a master’s in strategic communication more employable: More than 95% of our graduates report they’re employed or in advanced studies within six months of graduation, including at companies like Microsoft, Ogilvy, American Red Cross, NPR, the US Department of State and more. AU also provides flexible degree options to meet your needs, including full-time, part-time and online classes.  

No matter which career path you’re passionate about, graduates of a strategic communication program learn an enormous range of highly employable and transferable skills. The work you do in our program helps you build real-world skills and a diverse portfolio that will allow you to advance your career—even before you graduate. Learn more about an MA in Strategic Communication from AU or connect with an admissions adviser to get started today.