Public Relations

Our Program

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Humber has the longest-running PR program in Canada with graduates working across Canada. Recognized by industry as one of the country’s leading training grounds for PR professionals, this comprehensive public relations program will prepare you to plan, develop and execute effective public relations strategies for conventional and new media by developing media relations, event planning, marketing and presentation skills. Participate in practical public relations courses in organizational communications, corporate and international public relations, research for PR professionals, innovative thinking and much more.

With your public relations training at Humber, it’s not just what you learn that makes the difference, but who’s teaching you. Faculty with significant PR experience who share their first-hand viewpoints and who prepare you for the real world of PR are what make this program truly cutting edge. Our intensive, hands-on approach to PR is why so many of our students have won awards for their achievements from the International Association of Business Communicators/Toronto, Canadian Public Relations Society and PR agencies. As a graduate armed with an impressive portfolio and industry experience gained through a work placement, you’ll be ready to make significant strides in PR.

Our Advisory Committee provides regular review and input of our curriculum ensuring our program is always on the cutting edge of industry developments.
Industry Partnerships
We have an active alumni who provide updates on industry trends. Additionally, public relations industry leaders and professionals from various sectors provide a high level of input to keep our program current and market-responsive as guest lecturers, internship sponsors or as members of the program’s Advisory Committee.

Your Career
Humber’s Public Relations (PR) advanced diploma program helps you develop the skills and expertise needed to help organizations communicate their mission and values, gain support for their strategic objectives and build positive relationships.

Workplacement
Our students “hit the ground running” when they undertake a capstone, 15-week internship (approximately 35 hours per week) to gain valuable work experience in their sixth and final semester of study. Many leading companies turn to Humber first when seeking interns and, thanks to the sheer number of Humber grads in the workforce, interns are often hired by Humber grads that are familiar with the training, quality and capabilities of our advanced diploma students. The academic school works with the student to arrange the internship, which may be paid or unpaid. This is not included in the weekly instructional hours per week. Students must be current and passing in all courses to take part.

Admission Requirement
- Ontario Secondary School Diploma (OSSD) or equivalent, or mature student status
- Grade 12 English (ENG4C or ENG4U). If English is not your first language visit the English Language Proficiency Policy
- Three Grade 11 or Grade 12 C, U or M courses in addition to those listed above
- Applicants who do not possess the required courses may complete admission testing to determine equivalencies. Invitation and booking of admission testing is done using the email address provided on the online application
- Applicants must attend an interview/ assessment, which includes:
  - a writing exercise
  - review of resumé
Note: For more information visit Selection Procedures.

Meeting the minimum requirements does not guarantee admission to the program.

Alternative Course of Study
Humber also offers the Public Relations postgraduate certificate program 04561.
Your Future Study Options
Graduates with an overall GPA of 70 per cent or more will be considered for admission to Humber’s Bachelor of Public Relations degree program 22221. Candidates must possess ENG4U or Humber’s COMM 200 or COMM 300 with a grade of 70 per cent or more, plus any Grade 12 U level Mathematics or Humber’s BMAT 220 Mathematics of Finance and BSTA 300 Business Statistics with an average grade of 70 per cent or more.

Qualified graduates of this program may be eligible to apply their academic credits toward further study at many postsecondary institutions. For detailed information, visit our website at humber.ca/transferguide.

Fees
The 2011/2012 fee for two semesters was

– domestic $3,427.08
– international $12,200.

Amounts listed are the total of tuition, lab and material fees, student service and auxiliary fees for the first two semesters of the 2011/2012 academic year.

Fees are subject to change.

For more information visit Fees and Financial Assistance.

Additional Costs
Additional Costs
$300 – textbooks, event-related expenses, field trips (per semester).

Curriculum

Semester 1
Course Code	Course	Credits
COMM 205	College Writing Skills - Public Relations College Writing Skills - Public Relations Course Code: COMM 205 Credits: 3 The public relations profession requires a high degree of accuracy and clarity in written communications. This course, therefore, will concentrate on developing students? sentence skills in the areas of grammar, punctuation, and spelling. This course will provide writing practice to ensure that the rules of correct grammar and mechanics are followed in actual writing situations.	3
HUMA 024	Humanities: An Introduction to Arts and Science Humanities: An Introduction to Arts and Science Course Code: HUMA 024 Credits: 3 The Humanities course focuses on fundamental questions individuals ask of themselves as they proceed through life. Why are we the way we are? Do we have free will or are we prisoners of our past experience or our biological inheritance? What motivates societies to change? Why do societal changes so often divide people into opposing camps? Why do so many people find contemporary life at home, at work, and in the community unfulfilling? What constitutes good government? How should injustice be fought? Can nations successfully deal with global problems? What is science and how does it differ from other kinds of inquiry? Can scientists provide solutions to the problems we face? What is art and does it offer answers of its own? What is its relationship to beauty, to knowledge, and to ethics? Is objectivity about art (or anything) possible? These questions are organized into units that begin with issues concerning the nature of the individual and then extend outward to various social, cultural and physical contexts. The issues explored in this course are too complex to have any one right answer. Rather, individuals must search for answers that make sense of their experiences via various theoretical perspectives. The Humanities course supports this endeavour through study of different thinkers presented in the readings and exploration of different points of view explored in class discussions. ESL students should consider taking the ESL Humanities course. Students may transfer into ESL Humanities (HESL 024) either at the Registrar?s Office or the School of Liberal Arts & Sciences Office (K201) on a first-come, first-served basis before the Last Day to Add.	3
PRD. 107	Public Relations Writing Lab 1 Public Relations Writing Lab 1 Course Code: PRD. 107 Credits: 6 The first in a series of courses that will develop the knowledge, skills and judgment needed for public relations writing. Students concentrate on writing news materials for print media. They also write a variety of business correspondence in situations similar to those experienced in the public relations profession. Current events are analyzed and their impact on various sectors and audiences is explored. Students use computers and word processing software to complete assignments.	6
PRD. 108	Public Relations Presentation Skills (Diploma) Public Relations Presentation Skills (Diploma) Course Code: PRD. 108 Credits: 3 In public relations, effective presentation techniques are essential. This course helps students acquire skills to present with confidence to a variety of stakeholders.	3
PRD. 112	Introduction to Public Relations Introduction to Public Relations Course Code: PRD. 112 Credits: 3 This course offers you the history, key theories, concepts and tasks of public relations as a dynamic, constantly changing profession that communicates and builds positive relationships with many stakeholders and aims to balance strategic objectives with public expectations. You will examine and discuss major definitions, models, principles, perspectives and practices to identify the objectives of public relations. You will also analyze the scope and variety of the profession and the main tasks of public relations professionals in corporate, non-profit, agency and government sectors, as well as major trends and developments.	3
PRD. 157	Innovative Design for PR Innovative Design for PR Course Code: PRD. 157 Credits: 4 Students learn the fundamentals of graphic design theory and acquire a basic knowledge of print production techniques. A theoretical approach will combine with hands-on learning using Adobe InDesign, Photoshop and Dreamweaver to implement creative projects such as an event invitation, newsletter and web page. The creative process will be explored outlining key concepts used to foster innovative thinking. This innovation process combined with design thinking, will be applied to generate ideas and build on concepts of good design to create innovative visual solutions.	4

Semester 2
Course Code	Course	Credits
COMM 305	Professional Writing Skills - Public Relations Professional Writing Skills - Public Relations Course Code: COMM 305 Credits: 3 This course focuses on effective writing and proofreading to a high degree of accuracy. The course work is designed to reinforce and build on the writing and proofreading skills developed in Communications 205. Students will learn to select and organize pertinent information according to purpose and audience, and they will practise presenting their ideas clearly, precisely and effectively in various written formats.	3
GNED 000	General Education Elective General Education Elective Course Code: GNED 000 Credits: 3 The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Anthropology ANTH 002 Anthropology ANTH 005 Cultural Anthropology Economics ECON 004 People, Money and Markets ECON 005 Real-Life Economics ECON 006 The History of Money Geography GEOG 010 The Nature of Ontario GEOG 012 Political Geography: Conflict and International Affairs History CULS 300 Encounter with Latin America HIST 003 Monsters of the 20th Century HIST 017 History of War HIST 018 Making of the Modern World HIST 020 The Good, The Bad and The Ugly HIST 022 The Age of Europe: From the Enlightenment to 1989 MILE 100 Italy: History and Culture MILE 110 Great Cities: USA Humanities HESL 024 ESL ˗ Humanities: An Introduction to Arts and Sciences HESL 035 ESL ˗ World Religions: Western and Eastern Traditions HUMA 024 Humanities: An Introduction to Arts and Sciences HUMA 026 The Arts and the 21st Century Imagination: Longing for Paradise HUMA 028 Popular Culture: Shaping How We Live HUMA 029 Musical Pioneers HUMA 035 World Religions: Western and Eastern Traditions HUMA 036 China: The Next Superpower HUMA 037 Art Matters HUMA 038 Understanding Movies: An Introduction to Film Studies HUMA 039 Digital Culture HUMA 040 Law and Society HUMA 041 Exploring Music and Film HUMA 042 Vampires in Film and Literature HUMA 043 Crossing Borders: Migration and Culture HUMA 044 Ordinary Heroes: Extraordinary Lives HUMA 045 The Body: Beauty, Sex and Consumerism HUMA 046 Art and Artists – Money, Madness and Masterpieces HUMA 050 God, Religion and Science HUMA 060 The World of Myths and Legends HUMA 084 Pulp Fiction SPN. 100 Introductory Spanish 1 Literature ENGE 025 ESL Literature: Introduction ENGL 039 Dark Days Ahead ENGL 046 Contemporary Fiction ENGL 047 Life Stories ENGL 048 Voices from the Underground: Modern Narratives of the Self Philosophy PHIL 001 Ideas: An Introduction to Philosophy PHIL 008 The Love of Wisdom: An Introduction to Philosophy PHIL 017 Ethical Issues PHIL 022 Justice PHIL 025 Philosophy of Love and Sex PHIL 027 Business Ethics PHIL 028 Success PHIL 029 Violence, Order and Justice: An Introduction to Poltical Philosophy PHIL 030 Environmental Ethics Political Science BEH. 002 Surveying Society POLS 004 Morality, Democracy and Politics POLS 019 Globalization POLS 023 War and Terrorism POLS 024 Justice, Equality and Rights POLS 025 Environmental Policy and Economics POLS 104 Introduction to Politics Psychology PSYC 001 Psychology: Introduction PSYC 002 Psychology: Developmental PSYC 003 Psychology: Social PSYC 004 Psychology: Abnormal PSYC 007 Psychology of Sport PSYC 105 Psychology Applied - Recreation Leadership PSYC 121 Psychology Applied 1: Paramedic PSYC 122 Psychology Applied 2: Paramedic PSYC 123 Psychology Applied 3: Paramedic Science SCIE 008 Water: A Life or Death Issue SCIE 013 Astronomy: The Evolving Universe SCIE 016 Origins of Life SCIE 019 Dangerous Earth SCIE 020 The Universe in a Lab SCIE 021 The Environment SCIE 022 Global Warming Concepts SCIE 023 Astrobiology: Life in the Universe SCIE 024 Discovering Dinosaurs SCIE 028 The Science of Everything Sociology SOCE 006 ESL Canadian Society and Culture SOCE 037 ESL: Canada Today SOCE 039 ESL ˗ Citizenship, Immigration and Democracy SOCI 002 Sociology: Introduction SOCI 006 Canadian Society and Culture SOCI 014 AlterNative Pathways: Aboriginal People in Canada SOCI 019 Sport and Society SOCI 027 Environmental Citizenship SOCI 029 Understanding Diversity: The World in Canada SOCI 032 Gender, Power and Society SOCI 033 Sociology of Cultural Difference SOCI 034 Society and Conflict SOCI 036 Issues in Crime SOCI 037 Sociology of Fashion SOCI 038 Sociology of Food SOCI 040 Sociology of the Family SOCI 041 Risky Business: Living in a Dangerous World SOCI 042 Culture, Technology and Identity SOCI 046 Sociology of the Emotions SOCI 047 Leadership SOCI 048 Corporations, Modern Capitalism and Economic Disorder SOCI 049 Imagining the City SOCI 075 Racism and Discrimination SOCI 077 Introduction to Intercultural Communication	3
PRD. 109	Social and Digital Media Social and Digital Media Course Code: PRD. 109 Credits: 3 Building an understanding of the evolving role of social media in the field of public relations is the focus of this course. Tracing the history of the technology, examining a variety of social media applications, writing and measuring blogs and learning about personal online brands will prepare students for their future roles as PR (public relations) practitioners. The course will expose students to best social media practices through case study analysis, by hosting industry-leading guest speakers and by exploring social media metrics. 4	3
PRD. 155	Strategic Communication Planning Strategic Communication Planning Course Code: PRD. 155 Credits: 3 This course focuses on the theory and application of strategic communications planning across public relations programs in different sectors and industries. You will analyze and discuss the key components of a successful strategic communications plan and learn how to develop one, using a variety of communication tools, including social media. You will get a good foundation in developing strategic communications plans through research, communications audits, case studies and guest speakers. You will also develop the skills and experience required to identify a public relations opportunity/problem, develop an appropriate comprehensive written public relations plan based on a public relations scenario and present your findings for feedback.	3
PRD. 156	Marketing Communications Marketing Communications Course Code: PRD. 156 Credits: 3 This course examines the basics of marketing and how marketing communications fits into the overall marketing mix. Key concepts in brand and reputation management and positioning strategies are examined. Students will also learn to strategically apply marketing communication tools.	3
PRD. 202	Public Relations Writing Lab 2 Public Relations Writing Lab 2 Course Code: PRD. 202 Credits: 5 This practical course builds on the basics and formats taught in PRD. 107 Writing Lab 1. It requires students to produce writing assignments under deadline pressure, apply self-criticism to their work and develop independent approaches to their projects. Rewriting to acceptable standards is ongoing.	5

Semester 3
Course Code	Course	Credits
GNED 000	General Education Elective General Education Elective Course Code: GNED 000 Credits: 3 The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Anthropology ANTH 002 Anthropology ANTH 005 Cultural Anthropology Economics ECON 004 People, Money and Markets ECON 005 Real-Life Economics ECON 006 The History of Money Geography GEOG 010 The Nature of Ontario GEOG 012 Political Geography: Conflict and International Affairs History CULS 300 Encounter with Latin America HIST 003 Monsters of the 20th Century HIST 017 History of War HIST 018 Making of the Modern World HIST 020 The Good, The Bad and The Ugly HIST 022 The Age of Europe: From the Enlightenment to 1989 MILE 100 Italy: History and Culture MILE 110 Great Cities: USA Humanities HESL 024 ESL ˗ Humanities: An Introduction to Arts and Sciences HESL 035 ESL ˗ World Religions: Western and Eastern Traditions HUMA 024 Humanities: An Introduction to Arts and Sciences HUMA 026 The Arts and the 21st Century Imagination: Longing for Paradise HUMA 028 Popular Culture: Shaping How We Live HUMA 029 Musical Pioneers HUMA 035 World Religions: Western and Eastern Traditions HUMA 036 China: The Next Superpower HUMA 037 Art Matters HUMA 038 Understanding Movies: An Introduction to Film Studies HUMA 039 Digital Culture HUMA 040 Law and Society HUMA 041 Exploring Music and Film HUMA 042 Vampires in Film and Literature HUMA 043 Crossing Borders: Migration and Culture HUMA 044 Ordinary Heroes: Extraordinary Lives HUMA 045 The Body: Beauty, Sex and Consumerism HUMA 046 Art and Artists – Money, Madness and Masterpieces HUMA 050 God, Religion and Science HUMA 060 The World of Myths and Legends HUMA 084 Pulp Fiction SPN. 100 Introductory Spanish 1 Literature ENGE 025 ESL Literature: Introduction ENGL 039 Dark Days Ahead ENGL 046 Contemporary Fiction ENGL 047 Life Stories ENGL 048 Voices from the Underground: Modern Narratives of the Self Philosophy PHIL 001 Ideas: An Introduction to Philosophy PHIL 008 The Love of Wisdom: An Introduction to Philosophy PHIL 017 Ethical Issues PHIL 022 Justice PHIL 025 Philosophy of Love and Sex PHIL 027 Business Ethics PHIL 028 Success PHIL 029 Violence, Order and Justice: An Introduction to Poltical Philosophy PHIL 030 Environmental Ethics Political Science BEH. 002 Surveying Society POLS 004 Morality, Democracy and Politics POLS 019 Globalization POLS 023 War and Terrorism POLS 024 Justice, Equality and Rights POLS 025 Environmental Policy and Economics POLS 104 Introduction to Politics Psychology PSYC 001 Psychology: Introduction PSYC 002 Psychology: Developmental PSYC 003 Psychology: Social PSYC 004 Psychology: Abnormal PSYC 007 Psychology of Sport PSYC 105 Psychology Applied - Recreation Leadership PSYC 121 Psychology Applied 1: Paramedic PSYC 122 Psychology Applied 2: Paramedic PSYC 123 Psychology Applied 3: Paramedic Science SCIE 008 Water: A Life or Death Issue SCIE 013 Astronomy: The Evolving Universe SCIE 016 Origins of Life SCIE 019 Dangerous Earth SCIE 020 The Universe in a Lab SCIE 021 The Environment SCIE 022 Global Warming Concepts SCIE 023 Astrobiology: Life in the Universe SCIE 024 Discovering Dinosaurs SCIE 028 The Science of Everything Sociology SOCE 006 ESL Canadian Society and Culture SOCE 037 ESL: Canada Today SOCE 039 ESL ˗ Citizenship, Immigration and Democracy SOCI 002 Sociology: Introduction SOCI 006 Canadian Society and Culture SOCI 014 AlterNative Pathways: Aboriginal People in Canada SOCI 019 Sport and Society SOCI 027 Environmental Citizenship SOCI 029 Understanding Diversity: The World in Canada SOCI 032 Gender, Power and Society SOCI 033 Sociology of Cultural Difference SOCI 034 Society and Conflict SOCI 036 Issues in Crime SOCI 037 Sociology of Fashion SOCI 038 Sociology of Food SOCI 040 Sociology of the Family SOCI 041 Risky Business: Living in a Dangerous World SOCI 042 Culture, Technology and Identity SOCI 046 Sociology of the Emotions SOCI 047 Leadership SOCI 048 Corporations, Modern Capitalism and Economic Disorder SOCI 049 Imagining the City SOCI 075 Racism and Discrimination SOCI 077 Introduction to Intercultural Communication	3
PRD. 149	Research for Public Relations Practitioners Research for Public Relations Practitioners Course Code: PRD. 149 Credits: 3 This course covers the fundamentals of research theory and practice for public relations purposes. It concentrates on the gathering of valid primary data used to plan and evaluate public relations programs. Therefore there is an applied research and practical focus. Students are expected to participate in a real public relations survey.	3
PRD. 203	Public Affairs 1 - Introduction Public Affairs 1 - Introduction Course Code: PRD. 203 Credits: 3 This introductory course examines the political make-up and climate in Canada from the public relations perspective. The full role of all three levels of government - local, provincial and federal - is examined so that students understand the legal and practical implications of government and politics as they relate to the practice of public relations. Students also examine the role of the media, lobbyists, activists and community groups.	3
PRD. 209	Organizational Communications Theory and Practice Organizational Communications Theory and Practice Course Code: PRD. 209 Credits: 5 This course will examine the relationship between the communication process and public relations. It will demonstrate the need for, and application of communication principles to reach public relations objectives with an emphasis on internal communications.	5
PRD. 304	Public Relations Writing Lab 3 Public Relations Writing Lab 3 Course Code: PRD. 304 Credits: 6 In this practical course, students expand on the skills acquired in Public Relations Writing Labs 1 and 2. Students learn to apply new writing skills in the appropriate manner. They continue to refine and apply their skills by writing increasingly complex public relations vehicles for a variety of audiences.	6
PRD. 320	Special Event: Principles and Theory Special Event: Principles and Theory Course Code: PRD. 320 Credits: 3 In this course students will learn the planning and management techniques required to stage successful corporate special events. Working independently, students will prepare a detailed special event plan.	3

Semester 4
Course Code	Course	Credits
GNED 000	General Education Elective General Education Elective Course Code: GNED 000 Credits: 3 The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Anthropology ANTH 002 Anthropology ANTH 005 Cultural Anthropology Economics ECON 004 People, Money and Markets ECON 005 Real-Life Economics ECON 006 The History of Money Geography GEOG 010 The Nature of Ontario GEOG 012 Political Geography: Conflict and International Affairs History CULS 300 Encounter with Latin America HIST 003 Monsters of the 20th Century HIST 017 History of War HIST 018 Making of the Modern World HIST 020 The Good, The Bad and The Ugly HIST 022 The Age of Europe: From the Enlightenment to 1989 MILE 100 Italy: History and Culture MILE 110 Great Cities: USA Humanities HESL 024 ESL ˗ Humanities: An Introduction to Arts and Sciences HESL 035 ESL ˗ World Religions: Western and Eastern Traditions HUMA 024 Humanities: An Introduction to Arts and Sciences HUMA 026 The Arts and the 21st Century Imagination: Longing for Paradise HUMA 028 Popular Culture: Shaping How We Live HUMA 029 Musical Pioneers HUMA 035 World Religions: Western and Eastern Traditions HUMA 036 China: The Next Superpower HUMA 037 Art Matters HUMA 038 Understanding Movies: An Introduction to Film Studies HUMA 039 Digital Culture HUMA 040 Law and Society HUMA 041 Exploring Music and Film HUMA 042 Vampires in Film and Literature HUMA 043 Crossing Borders: Migration and Culture HUMA 044 Ordinary Heroes: Extraordinary Lives HUMA 045 The Body: Beauty, Sex and Consumerism HUMA 046 Art and Artists – Money, Madness and Masterpieces HUMA 050 God, Religion and Science HUMA 060 The World of Myths and Legends HUMA 084 Pulp Fiction SPN. 100 Introductory Spanish 1 Literature ENGE 025 ESL Literature: Introduction ENGL 039 Dark Days Ahead ENGL 046 Contemporary Fiction ENGL 047 Life Stories ENGL 048 Voices from the Underground: Modern Narratives of the Self Philosophy PHIL 001 Ideas: An Introduction to Philosophy PHIL 008 The Love of Wisdom: An Introduction to Philosophy PHIL 017 Ethical Issues PHIL 022 Justice PHIL 025 Philosophy of Love and Sex PHIL 027 Business Ethics PHIL 028 Success PHIL 029 Violence, Order and Justice: An Introduction to Poltical Philosophy PHIL 030 Environmental Ethics Political Science BEH. 002 Surveying Society POLS 004 Morality, Democracy and Politics POLS 019 Globalization POLS 023 War and Terrorism POLS 024 Justice, Equality and Rights POLS 025 Environmental Policy and Economics POLS 104 Introduction to Politics Psychology PSYC 001 Psychology: Introduction PSYC 002 Psychology: Developmental PSYC 003 Psychology: Social PSYC 004 Psychology: Abnormal PSYC 007 Psychology of Sport PSYC 105 Psychology Applied - Recreation Leadership PSYC 121 Psychology Applied 1: Paramedic PSYC 122 Psychology Applied 2: Paramedic PSYC 123 Psychology Applied 3: Paramedic Science SCIE 008 Water: A Life or Death Issue SCIE 013 Astronomy: The Evolving Universe SCIE 016 Origins of Life SCIE 019 Dangerous Earth SCIE 020 The Universe in a Lab SCIE 021 The Environment SCIE 022 Global Warming Concepts SCIE 023 Astrobiology: Life in the Universe SCIE 024 Discovering Dinosaurs SCIE 028 The Science of Everything Sociology SOCE 006 ESL Canadian Society and Culture SOCE 037 ESL: Canada Today SOCE 039 ESL ˗ Citizenship, Immigration and Democracy SOCI 002 Sociology: Introduction SOCI 006 Canadian Society and Culture SOCI 014 AlterNative Pathways: Aboriginal People in Canada SOCI 019 Sport and Society SOCI 027 Environmental Citizenship SOCI 029 Understanding Diversity: The World in Canada SOCI 032 Gender, Power and Society SOCI 033 Sociology of Cultural Difference SOCI 034 Society and Conflict SOCI 036 Issues in Crime SOCI 037 Sociology of Fashion SOCI 038 Sociology of Food SOCI 040 Sociology of the Family SOCI 041 Risky Business: Living in a Dangerous World SOCI 042 Culture, Technology and Identity SOCI 046 Sociology of the Emotions SOCI 047 Leadership SOCI 048 Corporations, Modern Capitalism and Economic Disorder SOCI 049 Imagining the City SOCI 075 Racism and Discrimination SOCI 077 Introduction to Intercultural Communication	3
PRD. 212	Media Relations Media Relations Course Code: PRD. 212 Credits: 4 Students will examine the roles and practices of the media as they relate to public relations. As well, students learn about news vehicles, technologies and social media in order to develop appropriate pro-active and reactive media relations responses.	4
PRD. 314	Corporate and International Public Relations Corporate and International Public Relations Course Code: PRD. 314 Credits: 3 In this course students examine how corporations are structured and managed with emphasis on publicly held corporations. Students learn about the functions of public relations in a corporate setting and the process of preparing to take a company public, producing an annual report and organizing an annual meeting. Students also review and analyze cultural and value differences that affect how public relations is practiced in other countries	3
PRD. 410	Public Relations Writing Lab 4 Public Relations Writing Lab 4 Course Code: PRD. 410 Credits: 6 In this practical course, students expand on the abilities acquired in Writing Labs 1, 2 and 3. Students learn to apply new writing skills in the appropriate manner, both on and offline. They continue to refine and apply their skills by writing increasingly complex public relations vehicles for a variety of audiences.	6
PRD. 413	Communicating CSR and Sustainability Communicating CSR and Sustainability Course Code: PRD. 413 Credits: 2 In this practical course, students expand on the abilities acquired in Writing Labs 1, 2 and 3. Students learn to apply new writing skills in the appropriate manner, both on and offline. They continue to refine and apply their skills by writing increasingly complex public relations vehicles for a variety of audiences.	2
PRD. 420	Special Event: Application and Practice Special Event: Application and Practice Course Code: PRD. 420 Credits: 3 Working as a team, students will plan, organize and stage a special event on behalf of Humber or an outside client.	3

Semester 5
Course Code	Course	Credits
PRD. 430	Public Relations in the Non-Profit Environment Public Relations in the Non-Profit Environment Course Code: PRD. 430 Credits: 4 This course examines the multi-faceted role of public relations in not-for-profit environments. Students learn about the unique communication challenges presented by non-profit organizations and develop a greater understanding of the differences between profit driven and non-profit organizations.	4
PRD. 506	Public Relations in the Workplace Public Relations in the Workplace Course Code: PRD. 506 Credits: 2 Students receive instruction in the skills necessary to prepare for internships and entry level positions in public relations. Emphasis is placed on practical skills, as well as professional behavior, dress and attitude. Students develop a portfolio of their best work for presentation to potential employers.	2
PRD. 508	Public Relations Writing Lab 5 Public Relations Writing Lab 5 Course Code: PRD. 508 Credits: 4 In the final writing lab in the Public Relations diploma program, students write to the professional standards required of a public relations intern. They build on the skills acquired in Writing Labs 1 through 4, writing complex material to tightly targeted audiences. Throughout this course, students must follow written and verbal instructions precisely.	4
PRD. 512	Change Management and Communications Change Management and Communications Course Code: PRD. 512 Credits: 3 Effective communication is critical in creating successful organizational change. This course investigates the nature of change in organizations and shows you how to use a practical change management framework and put together effective change communication plans and tools.	3
PRD. 513	Public Relations Agency Public Relations Agency Course Code: PRD. 513 Credits: 4 Public relations agencies provide key communications services to organizations world-wide. In this course students will learn about different types of public relations agencies from small boutiques to multi-nationals. Building on knowledge from previous semesters, students will develop materials for various agency practice areas such as marketing, crisis communication, community relations, branding, internal/external communications and social media. An emphasis will be placed on the entrepreneurial aspect of agencies including business development, pitching, billing and providing strategic counsel to clients.	4

Semester 6
Course Code	Course	Credits
PRD. 602*	Internship (January to April) Internship (January to April) Course Code: PRD. 602* Credits: 16 Graduating students gain practical public relations experience by completing a 15-week assigned internship.	16
PRD. 611	Professional PR Portfolio Professional PR Portfolio Course Code: PRD. 611 Credits: 4 This course provides students the opportunity to develop public relations (PR) materials in the workplace and for their professional portfolio. Students will write and produce a variety of public relations pieces while on a supervised internship. You will acquire and apply knowledge of PR practices in preparing PR materials, obtaining the proper approvals and following current formats for such typical tasks as media releases, PSAs, communications plans , feature articles, e-blasts and more. You will develop your PR skills by receiving and learning from sponsor feedback on your PR work.	4

Curriculum Notes

*Internship is not included in instructional hours per week. Students must be current and passing in all courses to go on internship.

School of Media Studies & Information Technology		2012/2013 Program Availability Lakeshore Fall: Open
Type: Advanced Diploma	Campus: Lakeshore
Program Code: 04761	Length: Six semesters, beginning in September
CONTACT INFORMATION: Jennifer Leonard, program co-ordinator \| 416.675.6622 ext. 3009 \| jennifer.leonard@humber.ca

School of Media Studies & Information Technology

2012/2013 Program Availability

Semester 1

College Writing Skills - Public Relations

Humanities: An Introduction to Arts and Science

Public Relations Writing Lab 1

Public Relations Presentation Skills (Diploma)

Introduction to Public Relations

Innovative Design for PR

Semester 2

Professional Writing Skills - Public Relations

General Education Elective

Social and Digital Media

Strategic Communication Planning

Marketing Communications

Public Relations Writing Lab 2

Semester 3

General Education Elective

Research for Public Relations Practitioners

Public Affairs 1 - Introduction

Organizational Communications Theory and Practice

Public Relations Writing Lab 3

Special Event: Principles and Theory

Semester 4

General Education Elective

Media Relations

Corporate and International Public Relations

Public Relations Writing Lab 4

Communicating CSR and Sustainability

Special Event: Application and Practice

Semester 5

Public Relations in the Non-Profit Environment

Public Relations in the Workplace

Public Relations Writing Lab 5

Change Management and Communications

Public Relations Agency

Semester 6

Internship (January to April)

Professional PR Portfolio