Program Overview
The Bachelor of Arts in Public Relations is offered within the College of Arts, Humanities and Social Sciences at the University of Kalba. The program follows the credit-hour system and requires the completion of 129 credit hours over four academic years (eight semesters). Arabic is the primary language of instruction.
The program prepares students to become skilled communication professionals capable of building relationships, managing organizational reputation, and engaging diverse audiences in a rapidly evolving communication and media environment.
Combining theoretical knowledge with practical and applied learning, the curriculum covers key areas including strategic communication, public relations campaigns, digital and social media, crisis communication, public opinion, research, content production, and event management. Students develop the analytical, creative, research, and professional communication skills required to plan, implement, and evaluate effective public relations initiatives.
Through coursework, projects, and practical experiences, graduates are prepared for career opportunities across government, corporate, media, agency, and non-profit sectors, as well as for postgraduate studies in public relations, communication, and related fields.
What You Will Learn
The Bachelor of Arts in Public Relations at the University of Kalba equips students with the knowledge, practical skills, and strategic thinking needed to communicate effectively with diverse audiences and contribute to the reputation and success of organizations in a rapidly evolving media environment.
Throughout the program, you will learn how to:
- Plan and manage public relations campaigns: Develop communication objectives, identify target audiences, design strategies, implement campaigns, and evaluate their effectiveness.
- Create professional PR content: Produce compelling messages and communication materials for traditional, digital, and social media platforms.
- Build and manage organizational reputation: Understand how organizations establish trust, strengthen stakeholder relationships, and manage their public image and reputation.
- Communicate effectively in times of crisis: Apply strategic communication principles to anticipate, prepare for, and respond to organizational crises.
- Engage audiences through digital and social media: Use online platforms and emerging communication channels to engage communities and support organizational communication objectives.
- Understand public opinion and audience behavior: Examine how attitudes and perceptions are formed and use research to inform communication decisions.
- Conduct communication research: Apply appropriate research methods to collect, analyze, and interpret information for evidence-based public relations planning and evaluation.
- Apply ethical and professional principles: Develop an understanding of professional responsibility, media legislation, communication ethics, and culturally responsible practice.
- Integrate communication across organizational contexts: Explore public relations in areas such as government communication, corporate communication, events, campaigns, and stakeholder engagement.
Program Learning Outcomes
Upon successful completion of the program, graduates will be able to:
- Define the concept of public relations and its elements as both a management process and a communication process.
- Explain the fundamental principles and theoretical concepts of public relations.
- Identify the research methods required for planning and problem-solving in public relations.
- Design a range of print, audio, and visual materials to achieve the objectives of public relations programs.
- Apply statistical methods in public relations research and studies.
- Design a range of print, audio, and visual materials to achieve public relations objectives.
- Demonstrate the ability to work independently in the planning and production of public relations programs and campaigns.
- Participate in the planning and organization of events, activities, and initiatives related to the field of specialization.
Career Opportunities
Graduates of the Bachelor of Arts in Public Relations are prepared for diverse communication careers, including:
- Public Relations Specialist
- Corporate Communication Specialist
- Government Communication Specialist
- Digital PR Specialist
- Social Media Specialist
- Media Relations Officer
- Public Relations Campaign Coordinator
- Event and Protocol Coordinator
- Internal Communication Specialist
- Community Engagement Officer
- Content and PR Writer
- Reputation and Crisis Communication Officer
- Communication Research and Public Opinion Assistant
