The School of Journalism and Strategic Media (SJSM), formerly the Lemke Journalism Department, ranks among the elite, fully accredited J-schools in the country. SJSM offers an undergraduate degree program with three concentrations (Journalism, Broadcast, and Multimedia Storytelling & Production) and the Advertising & Public Relations major. The School also has an interdisciplinary graduate program with three concentrations (Documentary Film, New Narratives, and Strategic Advertising & Public Relations).
"The Journalism concentration prepares students 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 concentration 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."
The Multimedia Storytelling and Production concentration allows students to "learn the latest in multimedia content production, social media and digital delivery across multiple platforms."
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| Strong written and verbal communication skills | Strong research and information-gathering abilities |
| Ability to formulate clear and persuasive messages | Strong message production technology skills |
| Adaptability and comfort with deadline pressures | Critical thinking and editing skills |
| Ability to assess and present in different media | Keen understanding of subjective vs. objective coverage |
| Listening, clarifying, questioning and responding skills | Ability to work independently and collaboratively |
American Advertising Federation
American Association of Advertising Agencies
American Society of Journalists and Authors
National Association of Black Journalists
National Association of Broadcasters
National Association of Hispanic Journalists
National Newspaper Publishers Association
Public Relations Society of America
