Findings from a recent Public Relations Society of America (PRSA) survey predict that integrated marketing communications (IMC) will be one of the top five proficiencies for public relations and communication professionals in the next five years.

Underscoring this rising importance, the West Virginia University Integrated Marketing Communications program is partnering with PRSA to augment and enhance the IMC learning opportunities available through PRSA.

As public relations professionals face more demands than ever before, WVU IMC Program Director Chad Mezera said that WVU’s IMC program and PRSA share a common goal.

“Like PRSA, West Virginia University advances the capabilities of the world’s public relations professionals, helping them keep pace in a rapidly evolving field,” said Mezera. “Our IMC graduate program helps professionals develop and lead effective IMC campaigns that create meaningful dialogue with consumers and maximize their return on investment.”

Through the partnership, IMC faculty, students and alumni will share content through PRSA newsletters, magazines, blogs, conferences and Jobcenter. WVU IMC and PRSA also will collaborate to develop relevant industry research and professional development opportunities.

“We are honored that WVU IMC has joined PRSA as a university partner,” said PRSA Vice President of Corporate Development and Industry Partnerships John D. Robinson. “WVU IMC’s online master’s program provides the social media, theoretical and practical skills for professionals to be successful in their field. Their tremendous program and standing expertise in this area will nicely complement our roster of university partners and help to advance the profession, as well as the professional.”

The partnership gives PRSA members access to cutting-edge information and IMC experts who can discuss the practical application and value of IMC. Likewise, students will benefit from greater access to PRSA through leadership, educational resources and members. In one example, PRSA Chair-Elect Gerard Corbett served as the keynote speaker for WVU IMC’s INTEGRATE 2011 Conference, June 3-4, in Morgantown, W.Va.

Public relations professionals can find out more about the partnership, request additional information about the WVU IMC program and sign up for news and program white papers by visiting



CONTACT: Briana Warner, School of Journalism, IMC program

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