Jim McBride is a lecturer in the School of Journalism and Media Studies, teaching JMS 481, Public Relations Media and Messaging. The course requires students to develop a comprehensive public relations plan to address a major problem that a “real-world” client is facing. Students develop professional writing skills and write all the elements of the plan. He has been a lecturer for 25 years. Professor McBride is a long-time public relations manager with extensive experience in public relations methods, organizational and internal communication, marketing support, and business development, including 30 years in San Diego. Areas of expertise include media relations, media training, crisis communication, reputation management, building an “engaged” workforce, and communication problem solving. His work has been published in national journals and cited in two textbooks. Professor McBride earned a Master of Science degree in mass communication from San Diego State University in 1987.