Admission requirements: Undergraduate degree with strong writing background
$9000 + Western ancillary fees, course texts
Application deadline: January 15
PREL 6031 Public Relations: History and Society Flourishing at the turn of the century, the field of Public Relations has become as ubiquitous as mass media. This course will look at the historical roots of PR and its evolution through changing economies. In this context, we will consider the various roles and responsibilities PR practitioners fulfill across differing industries and sectors, as well as how the practice continues to evolve.
PREL 6032 Communications Planning and Skills This course will cover the theory and practice of communications help students to develop their presentation and public speaking skills and learn to create comprehensive strategic communication plans
PREL 6033 Public Relations Writing l This practical course will provide students an overview of a full range of public relations material for different audiences. Exercises and class work will focus on the basic writing skills required of public relations professionals, including CP style, grammar and interviewing, as well as the tools and knowledge to develop typical public relations materials such as news releases, backgrounders and feature articles.
PREL 6034 Design for Public Relations During this course, students learn the fundamentals of graphic design theory from the perspective of managing this function of public relations. A theoretical approach will combine with hands-on learning, using industry-standard software to create documents and multi-media presentations to the standards acceptable to the communications industry. The creative process will be explored while students are challenged to use design thinking to create innovative visual solutions.
PREL 6035 Research and Evaluation in Public Relations As a public relations professional, it is crucial to understand why research, measurement and evaluation are fundamental to communication planning. In this course, students will become familiar with the methods and tools they will use in their public relations careers. The course will develop competence with major forms of measurement including qualitative and quantitative, primary and secondary, and formal and information research methods. Students will be given the opportunity for hands-on practice in conducting research, interpreting data and communicating findings.
PREL 6036 Media Relations This course explores the evolution of the media, how the media works, media awareness and the effects of media on audiences. Students will dissect current news stories, create their own news conferences and develop media kits. Each class will also feature a workshop, with students developing and practicing the elements discussed in class.
PREL 6041 Public Relations Writing ll: Electronic Media In this course, students will build upon the writing skills acquired in PR Writing I. This practical course will further develop writing competence with a special focus on electronic and social media. Students will explore the importance of social media strategy for public relations practitioners, and will be given the opportunity to develop a social media plan for a chosen organization. PREL 6042 Event and Project Management This course uses event concepts to take a comprehensive view of “the total project,” from the planning and organizational stages to the actual implementation stage. Focus will be on the phases of the project cycle, how to maintain control of time, scope, quality and costs, understanding key stakeholder roles and responsibilities, moving from planning to execution, delivering on expectations, and how to ensure projects are closed and archived properly.
PREL 6043 Crisis Communication and Conflict Resolution This course will help students develop the skills needed to react to a situation in a proactive manner. After learning the fundamentals of crisis communication and issues management, students will hone their skills through war room scenarios - responding as a mock crisis unfolds. Students will also dissect real life events, putting theory into practice. This interactive course will challenge students to think critically and understand the impact their actions can have on an event and the reputation of an organization.
PREL 6044 Internal and Employee Communications Organizations of all sizes depend on effective employee and internal communications to ensure their success in the marketplace. This course will allow participants to develop practical organizational communication strategies by exploring various policies, tools, channels, and technologies, to aid in creating and managing successful plans.
PREL 6045 Client Research Project This course focuses on managing the PR function and the critical path required when executing a strategic communications plan.
PREL 6046 Professional Practice for Public Relations This workshop-style course will focus on professional development for new public relations practitioners, including managerial and leadership skills, ethics, career and personal brand management, and networking.
*Please note: Course offerings are subject to change based on industry demands and trends.
Your Practicum • One, 560-hour placement
• January through April
What our students say
Diploma in Public Relations graduate
I was drawn to Continuing Studies’ course instructors, all accomplished local practitioners. The learning environment was far more collaborative and encouraged open dialogue. There was an emphasis on the quality of work, and on engaging creativity and problem solving. For the first time ever, I was empowered to be successful not just for the grades, but for the professional value and competence I could achieve.