The Public Relations and Communication program is based on a set of internationally recognized academic and professional standards, most notably the standards of the American Accrediting Council for Journalism and Mass Communication Programs (AEJMC) 2006, the International Public Relations Association (IPRA), and the Chartered Institute of Public Relations (CIPR) in the United Kingdom.

These standards have been adapted and modified to align with the nature of public relations and communication programs and to suit the Palestinian and Arab contexts. This reference framework is reflected in the program’s objectives as follows:

• Understanding public opinion theories, professional ethics, and the roles and evolution of public relations.
• Managing institutional relationships and applying core concepts in the field of public relations and communication.
• Developing scientific knowledge and creativity, and conducting research using appropriate methods and techniques in the specialization.
• Mastering audience-oriented writing skills.

1. Understanding the fundamentals of interpersonal communication, its relationship with society, and methods of influence, along with developing both theoretical and applied knowledge of public relations.
2. Equipping students with knowledge and practical skills in mass communication, building relationships between institutions and audiences, and applying persuasion techniques.

3. Developing the ability to manage public opinion in political, social, and economic contexts in a way that serves society.
4. Enhancing scientific research skills, measuring public opinion, and reinforcing the importance of public relations in supporting development.

Upon completion of the program, graduates will be able to:

1. Knowledge and Understanding

• Understand the fundamentals, objectives, and functions of public relations and communication, including developments in media technologies and the PR and advertising industries.
• Explain key concepts in organizational and marketing communication, crisis management, public opinion, and international communication, and recognize professional ethics and research methods in the field.

2. Intellectual Skills

• Analyze factors influencing PR, media, and advertising environments and evaluate the impact of communication campaigns on target audiences.
• Design innovative and effective PR and advertising campaigns while applying ethical principles and reputation management practices.

3. Practical and Professional Skills

• Conduct research and public opinion surveys in PR, advertising, and public opinion fields.
• Produce institutional communication programs and deliver professional presentations using appropriate tools.

4. Transferable and General Skills

• Work effectively in teams and present professional reports clearly and confidently.
• Discuss issues critically and apply scientific and practical approaches to problem-solving.