The newly established Master’s Degree Programme in Strategic Communication is designed to provide students with comprehensive theoretical knowledge and practical skills in the development of communication strategies, stakeholder mapping and engagement of target citizen groups, government communication in emergency situations, countering disinformation, public speaking, media relations, and the effective use of both traditional and emerging communication platforms.
Applicants holding a Bachelor’s degree in Public Relations are eligible to apply during the first admission phase (June 1–26).
During the second admission phase (July 6–August 17), applications are accepted from both holders of a Bachelor’s degree in Public Relations and individuals who do not possess such a qualification but have relevant experience and professional interests in the field of communication.
The second stage of admission is conducted in the form of an interview based on the examination topics listed below.
Mode of study: Full-time
Duration: 1 year
Tuition fee: AMD 850,000
For more information, please follow our Facebook and Instagram pages.
For additional information, please visit the links provided above or contact us via e-mail at nvard.melkonyan@ysu.am or sociology@ysu.am.
Entrance Examination Topics
Ensuring mutual understanding between an organization and its publics.
Professions in the field of communication: similarities and differences.
Target audience: key characteristics.
The concept of publics; types of publics: internal and external, active and passive, aware and latent publics.
Main stages of establishing effective communication.
The concept of communication and levels of communication.
Fundamental concepts of communication and the historical development of communication studies.
Classical and contemporary models of communication: developmental characteristics.
Defining communication: challenges and approaches.
Communication on the Internet: online technologies and public relations.
Communication in the social sector.
Communication in the public sector.
The essence and role of communication within the internal environment of an organization; challenges of internal communication.
Roles, status, and core functions of the public relations professional.
Structural characteristics of a public relations department within an organization: advantages and disadvantages.
Ethical issues in public relations and professional ethics.
Target audience: key characteristics.
Opinion leaders as an important target audience in organizational communication.
Communication in crises: causes and factors of crises, as well as crisis management mechanisms.
Selection of communication platforms and the creation of newsworthy events: Media Relations.
Key message in communication.
The nature and objectives of media relations.
Recommended Literature
Melkonyan, N. The Historical Development of Public Relations (PR): Origins and Institutionalization. Bulletin of Yerevan University: Sociology and Economics, 2010.
Behar, Maxim. The Global PR Revolution: How Thought Leaders Succeed in the Transformed World of PR. 2019.
Rosenberg, Amy. A Modern Guide to Public Relations: Unveiling the Mystery of PR, Including Content Marketing, SEO, Social Media and PR Best Practices. 2021.
Jefkins, Frank, and Daniel Yadin. Public Relations (Textbook). Moscow, 2005.
Antipov, K. V. Public Relations. Moscow, 2003.
Ewen, Stuart. PR! The Art of Spin: A Social History of Public Relations. Moscow, 2006.
Chumikov, A., and M. Bocharov. Contemporary Public Relations: Scope, Genesis, Technologies, Areas of Application, and Structures. Moscow, 2009.
