Applications are open for Klein College of Media and Communication’s newest graduate program, the Master of Science in Advertising and Public Relations, following its approval by Temple University’s Board of Trustees on Oct. 14, 2026.
The program combines online coursework with two in-person experiences in Philadelphia. Fabienne Darling-Wolf, associate dean for research and graduate studies, spoke with Jennifer Lovrinic Freeman, the program’s newly appointed director, about its development, approach and goals.
Fabienne Darling-Wolf: What inspired the new master’s program?
Jennifer Lovrinic Freeman: We did a lot of research before building this. We talked with early-career professionals and employers in the field, and they said something consistent: Technical skills and media knowledge matter, but so does the ability to think strategically about data and tell stories that connect with people.
We also saw a gap in the market. There aren’t many full master’s programs in communication that combine advertising, public relations and brand strategy, especially with courses in areas like AI in communication.
What distinguishes this program, and how does it complement Klein’s other graduate offerings?
For Klein, this rounds out our graduate offerings with a focus on strategic brand communication. Our other graduate programs prepare people to run communication inside an organization, and we have a flexible media degree with a business track. This program is about building and leading brands, from the first insight through the finished campaign.
We treat storytelling as part of strategy, drawing on advertising, public relations, marketing, analytics and AI to look at how brands compete and grow. Graduates should be able to bring creativity and data to the work and explain why a brand’s story resonates.
How does the program combine online learning with in-person experiences?
The courses are online, since working professionals need that flexibility. But we’ve found that personal connection matters a lot when people choose a graduate program, so we built in two opportunities for students to come together in person.
The first is a long weekend at the start, when students can meet each other and the faculty and visit communication organizations around Philadelphia. The second is at the end, when students present their capstone projects in person.
Students can build community online throughout, but these two experiences add networking, hands-on learning and more personal connections.
What excites you about leading the program, and what do you hope students take away from it?
I’m excited and a little nervous, which probably comes with building something new. I consider myself both an educator and a brand strategy and research enthusiast, so this program fits my passion. It’s also a chance to shape something from the start, based on what students and employers told us they need.
My hope is that students leave able to think strategically and tell stories backed by data, learn as much from each other as from us, and build connections that last after they graduate. I’d also like employers to look to this program when they’re hiring.
What challenges do you anticipate?
Advertising, public relations, media and AI are changing quickly, so we’ll need to keep the curriculum current by listening to students and employers. I also want the online experience to feel connected and manageable for working professionals. And since it’s new, we’ll be learning as we go.