Many current and former students, plus some working professionals, ask me about grad school. Should I? If so, in what? Where?
Many seek a master’s degree as a competitive advantage. A graduate degree helps differentiate you in the marketplace, adding a level of skill and experience through higher education. Nowadays, in a competitive communication/PR/IMC job market, added credentials are helpful. But so are undergraduate internships and work experience. Even if your work experience was as a restaurant server, you proved to potential employers that you can work and earn a paycheck. The internships give you practical, hands-on experience to complement your academic work.
My advice about whether or not to pursue a graduate degree is, first, tell me why do you wish to have a graduate degree? What do you want it to do for you? What are your long-term goals? Do you wish to have a competitive advantage in the job market? Or, do you wish to have a start on a doctorate perhaps to become a scholar later? Or, do you simply wish to continue learning?
The answer to that question leads logically to the next question: in what do you wish to obtain a graduate degree? Here’s where the cognitive dissonance appears in those with undergraduate mass communication/PR/IMC degrees — what should I study?
To answer this question, consider your goals again. Do you wish to gain marketable skills? Then choose a graduate program from a university that offers the best of what skills you wish to build. For example, if you wish to enhance your knowledge of mass communication or public relations or integrated marketing communication, then conduct research and choose from the many good programs offered. Consider programs that stress an applied approach. If you are considering a doctorate later, then choose a program with a more scholarly program.
There are other choices than only a master’s degree in communication. For example, the Master’s of Business Administration (MBA). I chose to earn an MBA. I graduated in 1970 with a B.A. degree in Communication. I was working in a corporate communication department when I joined IABC in 1973. IABC has been my personal “graduate school” all through my career. I wanted an advanced degree, but I knew that I wanted an MBA for these reasons: I knew that whatever I did in my career, I was dedicated to being an organizational communicator. I knew that I could learn the latest thinking, cutting-edge techniques, and best practices through IABC, but whatever I learned, it would be applied to business. Therefore, I chose to learn more about business management and administration. Conclusion: I wanted an MBA.
The MBA is one clear choice for those who wish to build their business credentials. But in the past few years, another attractive option has emerged, the Master’s degree in Integrated Marketing Communication (IMC). The Medill School at Northwestern University says it pioneered the IMC graduate program. According to its Website, the program “combines the traditional areas of marketing communications with business skills in marketing, finance, statistics and organizational behavior to form a unique program on the cutting edge of marketing communications and customer relationship management. ”
I have seen advertisements in business magazines that blatantly pitch the Medill IMC degree against the traditional MBA. I am not qualified to judge who wins this argument. Time will tell. The marketplace will be the judge. I know that as a consultant and head of my own firm, Les Potter Incorporated, business leaders/clients appreciated the fact that I had an MBA. The degree opened doors. I had credentials as a strategic communication planner and manager, such as decades of organizational communication management experience, my IABC accreditation, a best-selling manual on strategic communication planning, hosts of published articles, and hundreds of speaking engagements. But I am convinced that the MBA after my name sold many accounts.
Consider the timing of graduate study. Some may wish to complete undergraduate studies, then begin graduate school immediately. That’s fine. Get the most credentials you can before you enter the job market.
Here’s a tip: go to work for three to five years. Chances are you may land a job with an organization that has a tuition reimbursement program. Such programs reimburse part of the costs of additional education that enhances your job performance. You will have to have been on the job for a set time period, and you may have to agree to stay with the organization for a set period of time for the organization to pay part of your schooling costs. But it is still a great deal.
There is an added advantage to working for a few years before you return to the classroom. You will have valuable experience that will help you in your studies. You will have real world examples from which to draw in completing various assignments. Your work experience will prove quite valuable in your graduate studies. Plus, the school environment will be stimulating after a hard day’s work. You will probably be studying with other working professionals, thereby expanding your network and circle of friends.
Do not forget the value of professional associations in all this. I remain passionate about the positive role that professional association involvement plays in your career. All things considered, IABC and PRSA remain cheap grad school.
Great advice, Les! I second your recommendations to work three to five years first and identify one’s objectives. There are significant differences between applied programs and ones that have an emphasis on scholarship.
I went to graduate school because my undergraduate training did not formally provide an education in public relations. For your readers who do not have a formal PR education, I recommend choosing a master’s program in public relations. For those who already have a formal PR education (such as your students), an MBA is an excellent choice — particularly for students who do not plan to get a doctoral degree.
Sound advice, Tiffany. Thank you.
Speaking of education, you recently asked about having PR students study advertising too. Is it a good idea? I think that becoming a generalist is always better than becoming a specialist, especially early in one’s career. The more you know and the more you can do, the more attractive you are to a potential employer. Having a large tool kit is better than a small one.
It is always great to hear from you, TD.
Les
That advice could not have come at a better time, because I am currently researching graduate programs. And although I’ve found wonderful PR/Public Affairs and Communication programs I am asking myself – What’s the point?
I think the best advice you gave was for undergraduates to pursue employement upon graduation. Then individuals are better able to make decisions about what they want from their careers and if they desire more from a formal education.
Whenever I’m feeling overwhelmed or undecided about my education options I just remember that school will always be available, but time wont, so working towards gaining valuable work experience is always a good choice.
Les, do you have a general sense of how IMC degrees are being received in the business world? I am also considering degree programs and, on the surface, the IMC programs are appealing to me.
Sarah:
This is an excellent and timely question. I do not have any quantifiable information to share with you, but let’s throw this question out to MWL readers.
What about it? Do any of you have a sense of how well an IMC grad degree is being received in the marketplace? I am sure some of my professor colleagues might have some insight into this issue. Also, my practitioner colleagues, too. What do you know?
Les
Great post, Les. I’ve been getting similar questions from our students (it’s that time of year). Because our program is a postgraduate certificate for university grads, I usually suggest that our grads take the route you propose: work for three to five years in the business to help determine which master’s degree best suits your career (and, of course, the potential of having your organization chip in on the costs!).
In Canada, we have several university graduate programs aimed at practitioners with work experience (most notably: Master of Communications Management at McMaster in Ontario, and an MBA in PR at Royal Roads in British Columbia).
Sarah’s question about an IMC degree is intriguing. I haven’t seen any evidence of this as a PR entry point here. But, I haven’t really been monitoring that route, either. I suppose an IMC credential will take on more clout as the lines between marketing and PR continue to blur, but it would be shame if specialized PR knowledge was generally subsumed in this way. I’ll be interested in what others have to say about that one.
Hello Gary. Thank you for contributing to this discussion. Sarah has me going on this question, too. I am not aware of any research that would help us determine how well received or not an IMC grad degree might be. I am tempted to contact Medill for any information they might have to justify the program.
Another idea — IABC, PRSA, if you are listening, what do you know about IMC grad degrees? Help us out here.
You raise an important issue for further discussion Gary about the integration of marketing, advertising, PR. My 36-student PR Principles class is currently researching discussion in the blogosphere about IMC v. PR. I am anxiuous to read their findings.
Hi Les,
Great post and an important one. I’d like to throw out an additional important reason for pursuing an MBA (and I’m considering doing that myself this year).
Communicators have moaned for decades about the lack of a “seat at the table” in business, relegated essentially to taking orders after strategic decisions about direction, message and positioning were made by senior – and often non-comm oriented – executives in the business. It became cliche to say that we as communicators had to better speak “the language of the CEO and CFO” to earn their respect, and hopefully that golden seat.
As Shelley Bird, then Chief COmm Officer at NCR, so aptly pointed out in her “The Six Cs of Winning a Seat in the C-Suite” presentation at the IABC Annual Conference in Vancouver two years ago, it isn’t enough to show that you know communications, that you know the issues of the industry and the business and you know the language.. If you want the CEO and CFO to include you at the business’ strategic table, you have to prove you have a business acumen, that you know that industry, the company’s business strategy , and the role communications plays in it.
An MBA will help you develop that acumen and, as an added bonus further down the road, position you well for career advancement when you’re opportunities count more on business management than on communications skills.
Another couple notes, working a few years before pursuing also will help clarify for you exactly what you want and need in a program and degree by giving you real world insight into what’s most valued in the career path you’ve chosen, and will give you time in the industry to ensure it really it what you want to do for a living. It will also give you time to mature more (sorry 20-somethings; you’ll understand when you’re 30-something) and grow the added discipline you’ll need to work and study concurrently.
michael clendenin
[…] or not to attend grad school, how to decide, figuring out why and choosing where. Check out his blog post for the whole […]
Hi Les. Thank you for your enriching article. I am in the process of searching for a graduate school that has a good Masters in PR program. I was considering an MBA as well, but after reading Dr. Derville’s article, I feel that an MA in PR or Communications may be a better choice. However, I have a question for you:
Do you know any good graduate schools that offer full fellowship tuition reimbursements? I plan on attending grad. school in Fall 2009 and I recentcly graduated in May 2007 with a BA in Bus. Admin degree – concentration Marketing. I currently do advertising for a local newspaper company, but they do not offer tuition assistance.
Also:
Do you think online studies in the area of PR or Communications will be profitable for future employment and will equip me with the necessary education and skills needed for current as well as future success? And do you know of any online graduate programs that offer full fellowships as well?
Thanks Les,
Trevor Joseph
Trevor:
Honestly, I do not have a ready list of grad schools that offer full fellowships. However, I know that top schools like the University of Maryland (from which Tiffany Derville is receiving her PH.D. at this very moment today) and the University of North Carolina at Chapel Hill do. They take only a few carefully chosen candidates and offer fellowship monies, but it is not a livable wage.
The same goes for online programs. I am sorry, but do not have any recommendations. That is a relatively new method of course delivery, so I would be careful. Search carefully and check out any programs very thoroughly. In the end, it all depends on the school and its reputation, accreditation, and the Master’s program and its reputation, and the cost you can afford.
Trevor, my honest opinion is that the school from which you earn your graduate degree, as long as it is an accredited institution, is not as important as how you can apply what you learn. In other words, it is what you can do that ultimately matters the most. A Master’s from a top school may open certain doors, but you can also open your own doors with what you can do and how you can sell yourself with a degree from a lesser known school. It gets down to do your research and make a choice. It will all work out in the end.
One last thing, you might try asking these same questions of the many PR educator blogs out there. Start with my blog roll, for there are many educators listed who will be knowledgeable and helpful, I am sure.
I wish I could give you more specific guidance, but that is what I know and what I believe. I wish you the very best on this exciting journey.
Les
It is laughable to compare the Medill IMC program to an MBA. Medill demonstrates no concern for students progressing in their careers and there is very little recruiting. Career services at IMC is a disaster and many students end up pursuing jobs they could have gotten without a masters degree. Anyone considering an MBA or IMC should definitely get an MBA. You end up paying the same amount for a master’s in IMC but it does nothing for your job prospects.
[…] Grad school decision time: master’s degree in communication or MBA or IMC? February 2008 12 comments 4 […]
Most of my peers are now talking about graduate school, but for a long time, I thought of myself as exempt from needing further education. I came to Towson as a mass communication major, journalism track, and film minor. In an already slim job market, I considered a graduate degree in journalism to be a waste of money.
Thankfully, my studies thus far have slightly shifted my undergraduate plans. I fell in love with the study of public relations, and after learning in my intro course that business communicators were among the highest paid practitioners, decided to minor in business administration.
I am now completing tracks in both journalism and PR, but plan on pursuing a career in PR. As a member of the millennial generation, I have a fear of not being able to find a job. With the minor in business, I hope to make myself as marketable as possible. It wasn’t until recently, though, that I considered getting an MBA in the future.
What I like most about pursuing an MBA is that you are encouraged to work before going to school. Once I graduate with student loans, the last thing I’m going to want to do is have to put myself through more school. Finding a job with tuition reimbursement is definitely ideal. Based on what you’ve written, obtaining an MBA seems to open many doors that an undergrad degree alone would not. Regardless of my career, I want to be able to advance in my field.
I would consider getting a master’s degree in communication simply because I love learning about the subject, but I agree with Tiffany Derville’s comment. I am getting a formal education in PR, so it makes sense to pursue an MBA and learn more about the field as a whole. Specialization is great, but I want to be a valuable employee in several aspects, not just one field of study.
I had never heard about a masters in IMC before, but it does sound interesting because it combines communication and business. However, I wonder if getting a masters in IMC is as effective as an MBA, especially with an undergrad degree in PR. I am learning so much about strategic communication now, but with only a minor in business, an MBA would heavily expand my knowledge in the business field.
Thank you for this informative post. I am reminded that school is always available to help you out in your career and that there is plenty of time for me to figure out where my passions lie.
This is wonderful advice. I’m approaching my senior year at Towson and graduate school has been running through my mind. I would like to get an MBA, more specifically, a dual masters degree at New York University. I would like to obtain an MBA and MFA. At first I wasn’t sure if I should pursue it immediately after graduation, but after reading this post I think it’s wiser for me to gain some work experience prior to grad school. I wouldn’t want to put myself in a fast paced environment with only theoretical knowledge. Besides, you cant master anything without experiencing it first, so gaining work experience makes more sense. Also, working within that time may allow me to find a niche in another area. That may change my desire for an MBA entirely. Good things come to those who wait.
Everyone has given great advice. I am a senior pursing a B.S. in Marketing and a minor in journalism. Being so creative and having skills that would qualify me for many positions I would like, it is hard to understand what master program to go into. I have designed layouts for magazine, created advertisement for companies, and would like to get into publishing. There is so much I would like to do, I cannot narrow my career goals down. I liked the advice of going to work then getting my masters, but everyone says how hard it is to go back. Advice?
This is a great discussion and an important one. I wish this technology was available back when I enrolled in the Medill IMC program in the 1990s; it might have prevented a grave miscalculation.
Sure, the IMC program in Evanston was the “cutting edge” in the discipline of MarCom. Yet, that didn’t translate into a credential for commanding an MBA-like starting salary. The program (even to this day) is TERRIBLE at marketing ITSELF. This means every grad is ON THEIR OWN for job placement. My fellow grads and I didn’t understand this when we applied. We couldn’t use the job placement office at Kellogg, though many of the marketing jobs offered could have easily been filled with IMCers. The job offers I received on Madison Avenue started at about 50% below what the MBA averages were. I couldn’t afford to take those jobs and live in NYC with my student loans.
Please know that I received an all-encompassing education in the theory of Advertising, PR, and some Direct Marketing from some very impressive, knowledgeable professors, even those that “wrote the book.” It was a great education from a top school. I tell people now that I bleed purple. I wear my Northwestern colors with great pride. Yet, the ROI just wasn’t there when I graduated, and I don’t believe it’s there now. There is no active IMC alumni network in place, and the Medill admin doesn’t aggressively court one.
For years, I have said to key people that the program should be a dual degree with Kellogg. Why? Because all business communicators must know the VERNACULAR of business. Medill IMC doesn’t educate in the core MBA areas; the accounting/finance class (only one class) is heavily watered down, and there is no coursework in basic management theory.
The IMC program is ideal for the recent grad looking for specialized coursework and some basic marcom industry knowledge. Enroll with a MINIMUM of 2-3 years of agency (grunt) experience. Then, you can be hired at an basic managerial level after the program. Now, once you are in your early 30s with at least 8-10 years of experience, enroll in an MBA program at night at a GOOD school. Here you will learn the key concepts in ALL the business disciplines. Then, you can use this acumen with your already well-honed marketing skills to do anything you want. Start a business, or just move up the corporate ladder. The MBA gives you the generalized theoretical perspective you need for key decision making at higher levels.
My hope with this post is that you understand one critical point: if you enroll in the Medill IMC program, you WILL HAVE TO GET AN MBA EVENTUALLY. But that’s OK. The generation that is graduating now will be working until they are ninety! Two masters degrees won’t hurt you in the long run. It will only make you a better, stronger marketing communications professional.
Monique Caldwell
I’m going for my BA in COmmunication. I’m not sure what kind of job I can get with this degree. My other question is if I have a BA i communications am I limited to certain master’s degrees?
I kind of wish I had found this earlier just so that I would be more aware of what I was getting into beforehand, but no going back now. But hopefully my background story will help other students navigate their decision. I do agree with everyone who said to work a few years after undergrad. It’s a must in this industry, even if you’re planning to get a doctorate and stay in academia. It’s much better to live out the experience and then teach/research or to go back and learn more. You do yourself and your future classmates or students a favor by bringing in real world professional experience to the classroom. After exploring and researching about MBA programs, I found the Medill IMC program and decided to only apply to Medill IMC, was admitted and will be going this Fall. Hello to IMC Blacksheep, soon to be fellow alumni! I have a B.A. in Communication, worked for 4 years gaining skills in branding, PR, social media, event mgt, website mgt, multicultural marketing, etc. My first job was fairly versatile considering it was a PR agency, but it was still heavy in media relations (which I despise). My job now is much more towards marketing rather than just PR, which i love. I’m a one-woman show though so I wear the strategizing hat and the grunt-work hat. I love the strategizing piece and I realized that what I was lacking in my experience was a foundation in market analytics, which would help me create more research-based strategies. I have lots of social media experience but have no other type of interactive media knowledge or skill and it’s a really important part of marketing now with all the technology we have. I wanted to become a more well-rounded marketing professional so that I can really be an IMC strategist who creates the big picture. I am looking forward to the point in my career where I don’t have to do the grunt work, especially for media relations (can you tell I hate it?) and can just focus on researching, brainstorming, and developing an execution plan. I had initially researched and explored MBA programs and whenever I read the curricula and talked to admissions reps at fairs I just really didn’t feel that it was a good fit for me. I still don’t believe that it is a good fit for me at least at this point in what I am trying to accomplish. I didn’t want to pay so much money and time for a lot of coursework in areas that really just did not even intrigue me – at all. Whenever I asked them about the marketing concentration, they showed me the coursework and all of it was generalized coursework that I had already taken in undergrad. I’m sure it would be more intensive and I would still learn something new, but I really wanted to develop specific areas within marketing itself as I mentioned. This is where I do see strength in the Medill IMC, regardless of the disadvantage I might face against MBA candidates in the job market. In addition, most MBA programs require at least 2 years whereas Medill IMC is 5 intensive quarters for 15 months and I didn’t want to be without income for too long. I used to be someone who wanted to be in the C-Suite running everything but after being in the workforce and seeing what C-Suite people have to sacrifice (i.e. family time and the actual kind of work they do – business administration instead of marketing strategies), it’s just not as important to me anymore. I still would like to be a leader in an organization but only when it comes to marketing strategies. I have no interest in actually administering the business as a whole. I know that I would lose my purpose if I did that because I just am not interested in the business, but rather the creativity and strategic work that goes into marketing something. I also think it matters more about what industry you are going into. If you want to go into consumer products, packaged goods with a fortune 500 company then an MBA will no doubt steer you in a better direction. I am planning to use my education to benefit social causes and I believe that whether I work for an agency marketing for social causes or a non-profit itself, they will be more willing to learn about my Medill IMC degree and what skills I can offer from it. I’ll still have to graduate and test my belief about this, but that’s how I view it. In the end, I’m going to Medill IMC because I wanted to specifically concentrate in market analytics and interactive media because those are my weakest areas in terms of knowledge and skill. In my work experience I have found that these areas were difficult for me to develop because I couldn’t even get the door open without having some prior education or experience with it. So, I am willing to pay money and time to go to Medill IMC to learn about areas that really interest me. It is a bit disheartening to hear that I may potentially face returning to school for an MBA if the job market dictates that because I would really like to avoid more debt and time spent in school. We’ll see what happens, but I at least feel confident that I made the best decision for myself at this point in my life. Life can’t be planned out perfectly and if you plan it too much then you’re missing out on the experience of living it. So, if you still can’t decide…just keep chugging along until something inspires you to a more concrete decision.
Hi Monica,
I am considering the IMC program at Medill. To you have career advancement insights to share now that (I assume) you’ve graduated?
Thanks!
Hi Lisa,
Can u connect w me on LinkedIn and then I can answer questions there. I’m in the second quarter of the program.
LinkedIn.com/in/mraugitinane
Monica
Hi Monica,
I’m also interested in a follow up, but your linkedin is not available!
hey,
I just finished my third year of information technology in India, and have another year to go. I’ve two outstanding arrears, mainly due to the bias that prevails in my college, though i’m pretty sure to clear them by the next semester. Now, I’m looking at doing an immediate masters program after this. How much do you think that a history of arrears will affect my selection into a top ranked university abroad? I’m looking at doing a masters in corporate communication. What is the scope of this particular field? Which universities do you suggest for this course?
Hello Les,
I am still a bit confused as to what to pursue my masters in. I will be graduating next year with a BA in Communication Studies. I will want to get my masters before working and then do my Doctorate later.
My education took a stall for sometime and thus i am trying to make up for lost time. What do you think will be the best next step in terms of my masters after graduation next year. I am really at a cross roads. Will doing an MBA hinder me from doing or getting a doctorate?
Mukhtar
[…] Grad school decision time: master’s degree in communication or MBA or IMC? […]
Whoa this really helped me and confirmed all of my thoughts I am already working professional who will be graduating with a Corporate Communications bachelors degree and was not sure of what to major for Graduate school MBA was at the top I felt it was a golden stamp of approval that I am capable of all things and complimented a communications degree this was just what I needed to read, I am also heading into my professional field even before my December graduation so this is truly the needle in the haystack I was looking for when I google searched!!!!
Hey Nikita,
So does that mean you chose to go for an MBA? I am 10 years post-grad (BA in Comm studies as well, although VERY theoretical, nothing practical, and I honestly can’t remember one thing I learned in uni…thanks loyola marymount…). I haven’t worked in communciation specificall,y but when I look at IMC and Strategic Comm. masters coursework it excites me. I can’t confirm that I like to work in the field as I never had, I can only go by what looks interesting. However I am also seriously considering a MBA or doing the Management degree at Harvard Extension, as I know I lack business acumen and strategic thinking. I am having the hardest time deciding!
Any tips?