According to the University of Arkansas' Walter J. Lemke Department of Journalism, the undergraduate journalism program has three areas of emphasis: Editorial/News Sequence, Broadcast Radio & TV Sequence, and Advertising & Public Relations Sequence.

"The News/Editorial (Print) Journalism sequence prepares graduates for careers as writers, reporters and editors. The emphasis is on accuracy and comprehensiveness in reporting, and on clarity and precision in writing. Emphasis is also placed on research and investigative skills, adaptable to all media, as well as other journalism-related fields. Students learn news judgment as well as responsibility to their audience and to professional ethical standards."

The Broadcast Radio & TV Sequence is a "blend of a liberal arts degree and hands-on television lab and radio labs through the facilities of campus TV UATV and campus radio KXUA. Students are prepared to enter the professional news and production world, training as producers, reporters, videographers, anchors and directors. Upon graduation, broadcast students are able to walk into any television news production and perform any task, whether it be running camera, anchoring, reporting or producing. The focus is on news: on reporting, writing, shooting and editing."

"Students in the Advertising/Public Relations sequence become professionals in developing and managing advertising and public relations campaigns and in designing and creating ads. They learn how research can help shape a project and how ethical judgment can help shape a career. They learn to define and reach an audience and to deal with clients. They can learn to work in all media, including radio and TV."

Strong written and verbal communication skillsStrong research and information-gathering abilities
Ability to formulate clear and persuasive messagesStrong message production technology skills
Adaptability and comfort with deadline pressuresCritical thinking and editing skills
Ability to assess and present in different mediaKeen understanding of subjective vs. objective coverage
Listening, clarifying, questioning and responding skillsAbility to work independently and collaboratively