Home » 2025-2027 Undergraduate Bulletin » Programs » Advertising, Multimedia Journalism, and Public Relations

Advertising, Multimedia Journalism, and Public Relations

Information

Website: www.uwosh.edu/journalism

AMP

Faculty

Birkinbine
Filak
Gleason
Hansen
Lee
Nicolini

Degrees

Undergraduate: A major in Advertising, Multimedia Journalism, and Public Relations, can lead to the degree: Bachelor of Arts.
Graduate: None

Summary of Fields of Study

Goal(s)

See the website for a listing of its goal(s).

The Major(s)

Multimedia Journalism; Public Relations; Advertising.

The Minor(s)

Advertising; Public Relations; Multimedia Journalism; Media Studies.

The Certificate(s)

Advertising; Public Relations; Multimedia Journalism; Social Media.

Admission/Graduation Requirements

Admissions Policy

Students must meet with a faculty adviser in Advertising, Multimedia Journalism and Public Relations (AMP) to be enrolled in most AMP classes. Students must have completed AMP 141 to be admitted to any 300- or 400-level AMP courses.

Grade Point Average Requirements

A minimum grade point average of 2.5, based on transcripts from all accredited colleges attended, is required in the major(s) and minor(s) for graduation. Students transferring to the University of Wisconsin Oshkosh will be evaluated for grade point average on the same basis as University of Wisconsin Oshkosh continuing students. Students must receive at least a “C” in all prerequisite AMP courses. (This refers to AMP classes only and does not include courses in other programs to be completed by students majoring or minoring in Advertising, Multimedia Journalism, Public Relations, or Media Studies.)

Credit Hour Requirements

Advertising, Multimedia Journalism, and Public Relations majors must complete 39 credits worth of AMP classes including required courses described in a later section.
All AMP minors must complete 24 credits.
AMP Professional Internship (AMP 427) does not count toward meeting the 39 credit and 24 credit minimum.

Culminating Experience

All majors must complete a culminating experience during their anticipated final semester before graduation.

General Education Prerequisites

Students should complete WRT 188 or its equivalent during their freshman or sophomore years.

Continuing Student Status

Majors may take no more than three AMP courses during any term (excluding interim courses). Minors normally take no more than one upper-level AMP course during a term and no more than two AMP courses during any term. Exceptions may be granted by the program.

Appeals

All appeals may be initiated through Advertising, Multimedia Journalism and Public Relations (AMP).

Required Core Courses

Advertising, Multimedia Journalism, and Public Relations Majors

AMP 141 or 130/RTF 130
AMP 221
AMP 251
AMP 324
AMP 412
AMP 499

(Non-AMP required courses listed below do not count in the 39 AMP credits.)

All students must take the following:

One course from the following list:
- Mathematics 105, 189, 201
- Psychology 203
- Sociology 281, 388
- AMP 353, 472
- Political Science 245
- Radio TV Film 349

The Major(s), with Emphases and/or Options

Multimedia Journalism Major

Required Credits: 39 credits
Required Courses: In addition to the core courses:
- AMP 327, 331, 429, 452
- One additional AMP 429 or 452 of a different topic
Electives: Complete 9 crs. from AMP offerings (not already completed) to meet the minimum requirement (AMP 427 does not count towards credits required for this major).

Advertising Major

Recommended for students who have career objectives in advertising and related areas involving market communications.

- Required Credits: 39 credits
- Required Courses: In addition to the core courses:
  - AMP 250, 351, 353
- Directed Electives: Complete 9 crs. (3 crs. must be 400-level) from the following:
  - AMP 211, 331 or 452, 340, 424, 440 or 457, 472
- Program Electives: Complete two additional courses from program offerings (not already completed) to meet the minimum requirement.

Comments: The AMP Internship (AMP 427) is strongly encouraged but does not count toward the 39-credit major. Participation in the UWO Ad Club, UWO Photo Club, Dr. Julie Henderson Public Relations Student Society of America (PRSSA) at UWO, Society for Professional Journalists (SPJ) and/or the student newspaper, the Advance-Titan, is strongly recommended. Students who are enrolled in the University Honors Program may take Honors: Thesis AMP 474.

Public Relations Major

Recommended for students who have career objectives in public relations and related areas involving internal and external communications, corporate communications, non-profit organizations and governmental organizations.

- Required Credits: 39 credits
- Required Courses: In addition to the core courses:
  - AMP 211, 315, 319
- Directed Electives: Complete 9 crs. (3 crs. must be 400-level) from the following:
  - AMP 250 or 327, 331 or 452, 340, 440 or 452, 455, 440 or 457, 472
- Program Electives: Complete two additional courses from AMP’s offerings (not already completed) to meet the minimum requirement.

The Minor(s)

Media Studies Minor

Recommended for students who wish to supplement a major in another discipline.

Required Credits: 24 minimum
Required Courses:
- AMP 141 or 130/RTF 130, 221, 251, 324
Electives: 12 credits from the programs offerings to meet the 24-credit minimum requirement of the minor. AMP 412 Law of Mass Communication is strongly recommended. An earned grade of C (2.0) or better is required in any course serving as a prerequisite.

Comment: Students minoring in Media Studies should consult an adviser to arrange an appropriate program of electives.

Advertising Minor

Required Credits: 24 minimum
Required Courses:
- AMP 141 or 130/RTF 130, 221, 251, 250, 324, 351, 353
Electives: Three credits from the programs offerings to meet the 24-credit minimum requirement of the minor. The following courses do not count toward the minor: AMP 340, 424, 427, 440, 455, 472. An earned grade of C (2.0) or better is required in any course serving as a prerequisite.

Comment: Students minoring in Advertising should consult an advisor to arrange an appropriate program of electives.

Public Relations Minor

Required Credits: 24 minimum
Required Courses:
- AMP 141 or 130/RTF 130, 211, 221, 251, 315, 319, 324
Electives: Three credits from the program’s offerings to meet the 24-credit minimum requirement of the minor. The following course does not count toward the minor: AMP 427. An earned grade of C (2.0) or better is required in any course serving as a prerequisite.

Comment: Students minoring in Public Relations should consult an advisor to arrange an appropriate program of electives.

Multimedia Journalism Minor

Required Credits: 24 minimum
Required Courses:
- AMP 141 or 130/RTF 130, 221, 251, 324, 327, 331
Electives: Six credits from the program’s offerings to meet the 24-credit minimum requirement of the minor. An earned grade of C (2.0) or better is required in any course serving as a prerequisite.

Comment: Students minoring in Multimedia Journalism should consult an advisor to arrange an appropriate program of electives.

The Certificate(s)

Social Media Certificate

Required Credits: 9 credits
Required Courses:
- AMP 221, 340, 440

Public Relations Certificate

Required Credits: 9 credits
Required Courses:
- AMP 211, 221, 315

Multimedia Journalism Certificate

Required Credits: 9 credits
Required Courses:
- AMP 221, 251, 327 or 331

Advertising Certificate

Required Credits: 9 credits
Required Courses:
- AMP 221, 250, 351 or 353

Course Offerings

Advertising, Mltimedia Jrn, PR 121Q1	3 (crs.)
Beyond Fake News: How Journalists Do Their Work (XC)
This course examines the methodologies of working journalists with the goal of equipping citizens to be more informed, and more discriminating, consumers of the news. Students will gain a deeper understanding of how news reporting comes about and shapes the civic sphere, adding to their knowledge of community and promoting their engagement with it.


Advertising, Mltimedia Jrn, PR 130	3 (crs.)
Introduction to Mass Communication (XC)
A survey course examining print, electronic and persuasive media from a historical and theoretical perspective. Media discussed include newspapers, magazines, books, radio, television, public relations, advertising and the internet. Cross-listed: AMP 130/RTF 130.


Advertising, Mltimedia Jrn, PR 141	3 (crs.)
Introduction to Media: News, Public Relations and Advertising (XC)
This course is designed to provide you with the essential knowledge about the media and the professions in the media. It will enable you to understand the complex relationship between the media and society, which promotes critical thinking about the ways in which the media inform our everyday lives. You also will study the theories, regulations, and effects of mass communication and how they relate to cultures.


Advertising, Mltimedia Jrn, PR 141Q3	3 (crs.)
Intro to Media: News, Public Relations and Advertising (XC)
This course is designed to provide you with the essential knowledge about the media and the professions in the media. It will enable you to understand the complex relationship between the media and society, which promotes critical thinking about the ways in which the media inform our everyday lives. You also will study the theories, regulations and effects of mass communication and how they relate to cultures. In this course, we will study the complex relationship between the media and society, through a project with a community partner that helps us see how people understand and engage in community life in Winnebago County.


Advertising, Mltimedia Jrn, PR 206Q2	3 (crs.)
Exploring Ethics in the Digital Age (XS)
Ever wonder how individuals determine right versus wrong? What drives one’s moral and ethical choices? This course explores these questions and more through the lens of social media usage. This course explores how the unique landscape of social media intersects with ethical implications. This intersectionality will be explored from multiple ethical perspectives. Questions concerning the role of ethics in today’s business social media environment will also be examined. Critical approaches and theoretical foundations will be introduced and used to apply ethical frames to different aspects of social media.


Advertising, Mltimedia Jrn, PR 211	3 (crs.)
Principles of Public Relations
Survey of the field of public relations, emphasizing theory and reviewing concepts, issues, techniques and practices. Designed to background the potential professional as well as individuals who will deal with the public in other careers such as business, education, government and community agencies.


Advertising, Mltimedia Jrn, PR 221	3 (crs.)
Writing For The Media
Discussion of and exercises in writing for print, including Web-based media. Course topics include style and structure of news stories, types of stories, evaluations of news and relationships between editorial operations and public relations. Students should have typing proficiency before enrolling. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 238Q2	3 (crs.)
Media, Celebrity and Sustainability (XC)
This course examines processes of media and celebrity representations related to sustainability to explore issues and influences on the attitudes and behaviors of society. Toward the signature question, students will gain an understanding of sustainability and how it intersects with media and celebrity related to everyday choices humans make in fashion, food, politics, social issues and other topics. This is important because everyday choices impact many dimensions of sustainability, especially when considered across a community, state or nation. Opinion leadership with celebrities, as well as influencers and peers on social media, will be explored with implications for the future, ethical considerations and self-reflection.


Advertising, Mltimedia Jrn, PR 241Q2	3 (crs.)
Images as Truth and Propaganda (XS)
Analysis of how images are used in journalistic and documentary storytelling as a means to communicate ideas. Students will be introduced to important images because images often serve as people’s references to culture, politics, and other social elements. Discussions will include the nature of truth and perception, news values, and the production of news images, in contrast to the manufacturing of propaganda.


Advertising, Mltimedia Jrn, PR 250	3 (crs.)
Principles of Advertising
Advertising as a form of mass persuasion. Survey of advertising practices in a multicultural society.


Advertising, Mltimedia Jrn, PR 251	3 (crs.)
Foundations of Multimedia Storytelling
Provides a broad understanding of digital multimedia by teaching a theoretical background while engaging students in hands-on projects. Introduces students to the process of creating and manipulating the major elements of digital media including visuals, sound, and text, so that they can be published online as stories. Students will learn relevant software programs so that they can apply their theoretical knowledge in multimedia production. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 259Q2	3 (crs.)
Body Image in the Media (XC)
This course explores how the media construct, shape, and reinforce the culture of ideal body image. The stereotypes and ideologies regarding gender, race, and class embedded in body image will be explored. This course also examines the impacts of ideal body image on individuals and societies. Critical approaches and theoretical foundations will be introduced and used to examine the representations and impacts of body images. Areas of study may include, but are not limited to, television, film, animation, magazines, video games, and news.


Advertising, Mltimedia Jrn, PR 299	1 – 3 (crs.)
Intermediate Independent Study
Readings, reports, papers, or projects to be determined by the individual instructor. Prerequisite: Introductory AMP or Radio-TV-Film course of AMP 141, RTF/AMP 130 or RTF 101, and instructor consent.


Advertising, Mltimedia Jrn, PR 315	3 (crs.)
Public Relations Techniques
Study of skills and techniques essential to public relations practice. Focuses on solving problems through projects in writing and designing effective communication. Includes strategies and messages for print and electronic media. Prerequisite: AMP 211 and 221 each with a grade of C or better. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 319	3 (crs.)
Planning and Management Case Studies in Public Relations
Advanced study of the theory and application of public relations planning and management through the use of case histories. Subject areas may include media relations, employee relations, crisis communication, community relations, public affairs, and international relations. Students will be expected to apply theoretical and ethical dimensions to their analyses. Prerequisites: AMP 211 with a grade of C or better.


Advertising, Mltimedia Jrn, PR 324	3 (crs.)
Editing
Practice in editing copy for publication, headline writing, correction of copy, photo editing, publication design and make-up. Prerequisite: AMP 141 or RTF/AMP 130 (either may be taken concurrently), and 221 with a grade of C or better. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 327	3 (crs.)
Reporting
Practice in gathering and writing of news, interviewing news sources, making ethical decisions. Assignments are frequently published in student and community newspapers. Prerequisite: AMP 141 or RTF/AMP 130, and 221 with a grade of C or better. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 331	3 (crs.)
Visual Media Design
Provides intermediate-level instruction in multimedia design, creation, and editing. Students will be evaluated in use of aesthetic principles, creation of audience engagement, and implementation of innovative techniques. Course will address relevant professional issues, such as media ethics. Prerequisite: AMP 251 with a grade of C or better. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 340	3 (crs.)
Digital & Social Media Strategy
Integration of digital media strategy, content creation/curation, search engine optimization and digital analytics to formulate a social media strategy. Exploration of strategic digital communication for advertising, marketing and public relations. Prerequisites: AMP 221.


Advertising, Mltimedia Jrn, PR 341	3 (crs.)
Media and Society
Relationships among the mass media, the individual and society are studied from a social scientific and humanistic vantage. Focuses on the origins, methods, and uses of communications theories, such as media effects and audience interpretation. Also investigates the social processes by which media producers, such as journalists and advertisers/public relations practitioners, decide what is media content and the society and economic forces that influence those decisions. Prerequisite: AMP 141, RTF/AMP 130 or AMP 221 with a grade of C or better, and 45 credits.


Advertising, Mltimedia Jrn, PR 351	3 (crs.)
Advertising Copy, Layout and Production
Principles and techniques of copy writing, selection and presentation of creative strategies and sales points, use of computer skills and application of product and market research to specific creative problems in advertising. Preparation of copy, layout planning, and production. Prerequisite: AMP 221 and 250 each with a grade of C or better. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 353	3 (crs.)
Advertising Media
Planning, selecting and buying of advertising media in a variety of marketing contexts. The emphasis is on consumer products and services, but other types of advertising are considered as well. Relevant research deals with market segments and media audiences. Prerequisite: AMP 221 and 250 each with a grade of C or better. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 371	3 (crs.)
History of Journalism in the United States
Covers the history of journalism and the mass media in the United States, colonial times to the present. Discusses the mass media as a complex social and cultural institution and focuses on the integration of the media into the social, economic, and political systems in the United States and on the effects the press has had on those systems. Prerequisites: AMP 141, RTF/AMP 130 or AMP 221 with a grade of C or better, and 45 credits. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 380	1 – 3 (crs.)
Global Media
Comparison of national media systems, with emphasis on the relationships between news media, culture, and the political economy. Prerequisites: AMP 141, RTF/AMP 130 or AMP 221 with a grade of C or better, and 45 credits.


Advertising, Mltimedia Jrn, PR 412	3 (crs.)
Law of Mass Communication
A study of development and current state of freedom of expression in the United States, with an emphasis on the Wisconsin experience. Covers such topics as libel, invasion of privacy, fair trial-free press, privilege, open records and open meetings, obscenity, and controls on advertising and broadcasting. Emphasis is on First Amendment cases decided by the U.S. Supreme Court. Prerequisite: AMP 141, 221 and 324 each with a grade of C or better and 85 credits.


Advertising, Mltimedia Jrn, PR 424	3 (crs.)
Strategic Campaigns in Advertising
Students work as an agency team to develop an advertising plan for a commercial or non-commercial product or service. Prerequisite: AMP 141 or RTF/AMP 130, 221, 250, 351 or 353 with a grade of C or better or instructor consent. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 427	3 (crs.)
Professional Journalism Internship
Professional experience in reporting, editing, photography, advertising, public relations or other areas of journalism acquired at newspapers or other media organizations, industries, advertising or public relations agencies, or other organizations. Prerequisite: AMP 141 or RTF/AMP 130 each with a grade of C or better, completion of course work appropriate to the internship and consent of internship coordinator. Pass/Fail Special course fees may apply.


Advertising, Mltimedia Jrn, PR 429	3 (crs.)
Special Topics in Writing/Editing
Provides instruction in the use of advanced storytelling techniques in a specialized area of journalistic writing/editing. Students will be evaluated on the creation of content that engages audience members through the use of innovative writing/editing approaches. Course will address relevant professional issues, such as media ethics. Prerequisite: AMP 221 and AMP 327 each with a grade of C or better. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 440	3 (crs.)
Digital & Social Media Applied
This course is designed to provide realistic learning experiences in the research, planning, execution and evaluation of the use of digital media strategy as applied to the practice of public relations, strategic communication, advertising, marketing, and multimedia journalism. Prerequisites: AMP 340 or instructor consent. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 446	1 – 3 (crs.)
Advanced Independent Study
See Independent Study under Course and Academic Advisement Policies information for general course description, general prerequisites, and proper contract form requirements. Prerequisite: 60 credits, preparation in academic area and 3.0 GPA or above.


Advertising, Mltimedia Jrn, PR 452	3 (crs.)
Special Topics in Visual Media
Provides instruction in specialized topic of visual journalism that may vary each time course is offered. Students will learn how to rate advanced media products, such as multimedia websites, advertising and editorial illustrative photographs, documentary visuals, and digital experiences. Repeatable with different topics. Prerequisite: AMP 251 with a grade of C or better; or instructor consent. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 453	3 (crs.)
Journalism Seminar
Recent developments and/or problems in journalism; emphasis on individual student research. Prerequisite: 90 credits.


Advertising, Mltimedia Jrn, PR 454	3 (crs.)
Selected Topics
The intensive study of a topic to be determined by the instructor. Information about a Selected Topics course announced on TitanWeb. This course may be repeated with different content.


Advertising, Mltimedia Jrn, PR 455	3 (crs.)
Public Relations Campaigns
This is a case-study approach to solving a public-relations problem through research, planning, implementation, and evaluation. Students work as a team to develop a written plan and creatives. Prerequisite: AMP 141 or RTF/AMP 130, 211, 221, and 315 with a grade of C or better. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 456	1 – 3 (crs.)
Related Readings
See Related Readings under Course and Academic Advisement Policies information for general course description, general prerequisites and proper contract form requirements.


Advertising, Mltimedia Jrn, PR 457	3 (crs.)
Media Organization and Management
An overview of modern mass media management including perspectives on functions, organization, administration, policies, practices and career development. Interaction with media-related organizations such as advertising and public relations companies is also included. Prerequisites: AMP 141 or AMP/RTF 130, 211, 221, 324, each with a grade of C or better and 60 credits.


Advertising, Mltimedia Jrn, PR 472	3 (crs.)
Research in Strategic Communication
A survey of current research methods in various mass communication fields, including advertising, news and public relations. The course draws heavily on research methods developed in the social sciences, particularly political science, psychology and sociology. Prerequisite: AMP 141 or RTF/AMP 130, 221, 324 with a grade of C or better, or instructor consent. Special course fees may apply.


Advertising, Mltimedia Jrn, PR 474	1 – 6 (crs.)
Honors Thesis
Honors thesis projects include any advanced independent endeavor in the student’s major field of study such as, a written thesis, scientific experiment or research project, or creative arts exhibit or production. Proposals (attached to Independent Study contract) must show clear promise of honors level work and be approved by a faculty sponsor. Course title for transcript will be ‘Honors Thesis.’ Completed projects will be announced and presented to interested students and faculty. Prerequisite: The Honors College and Junior standing. Maximum of 6 credits.


Advertising, Mltimedia Jrn, PR 499	0 (crs.)
Culminating Experience
Required culminating experience to graduate. Students present a portfolio to faculty for review. Students must be enrolled in class their final semester, unless they get permission from the program. Prerequisite: 90 credit hours or more completed and permission of the faculty advisor.