Public Relations

Our Program

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, and 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.

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.

Work Placement

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 who 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. Students must be current and passing in all courses to take part.

Our 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 Future Study Options

Graduates with an overall grade point average (GPA) of 70 per cent or more will be considered for admission to Humber’s Bachelor of Public Relations degree program 22221. Graduates may then complete the degree program with the equivalent of four semesters of full-time study plus a paid work term. Graduates must also possess ENG4U or Humber’s COMM 200/WRIT 100 or COMM 300/WRIT 200 with a grade of 70 per cent or more, plus any Grade 12U-level Mathematics or Humber’s BMAT 220/BMAT 120 Mathematics of Finance and BSTA 300/BSTA 200 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 humber.ca/transferguide.

Admission Requirements

Ontario Secondary School Diploma (OSSD) or equivalent, or mature student status
Grade 12 English (ENG4C or ENG4U). If English is not your first language, refer to the English Language Proficiency Policy
Three Grade 11 or Grade 12C, 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 include:
- a writing exercise
- review of resumé

Note: For more information, refer to Selection Procedures.
Meeting the minimum requirements does not guarantee admission to the program.

Fees / Scholarships

The 2013/2014 fee for two semesters is

domestic $3,770.08
international $12,950.

Amounts listed are the total of tuition, lab and material fees, student service and auxiliary fees for the first two semesters of the 2013/2014 academic year. Fees are subject to change. For more information, refer to Fees and Financial Assistance.

Additional Costs

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

Alternative Course of Study

Humber also offers the Public Relations postgraduate certificate program 04561, which is only available to students who have a university degree.

Curriculum (View the 2012/13 Curriculum)

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

Semester 1

Course Code	Course Name
GNED 101	An Introduction to Arts and Science An Introduction to Arts and Science Course Code: GNED 101 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.
PRD 100	Public Relations Writing Lab 1 Public Relations Writing Lab 1 Course Code: PRD 100 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.
PRD 101	Public Relations Presentation Skills Public Relations Presentation Skills Course Code: PRD 101 In public relations, effective presentation techniques are essential. This course helps students acquire skills to present with confidence to a variety of stakeholders.
PRD 102	Introduction to Public Relations Introduction to Public Relations Course Code: PRD 102 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.
PRD 103	Innovative Design for Public Relations Innovative Design for Public Relations Course Code: PRD 103 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.
WRIT 102	Grammar and Editing Skills- Public Relations Grammar and Editing Skills- Public Relations Course Code: WRIT 102 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.

Semester 2

Course Code	Course Name
GNED	General Education Elective General Education Elective Course Code: GNED The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Introduction to Liberal Arts and Sciences GNED 101 An Introduction to Arts and Sciences Anthropology ANTH 202 Physical Anthropology ANTH 205 Cultural Anthropology Arts ARTS 138 Understanding Movies: An Introduction to Film Studies ARTS 229 Musical Pioneers ARTS 241 Exploring Music and Film ARTS 246 Art and Artists - Money, Madness and Masterpieces Cultural Studies CULT 211 Conspiracy Theories and Critical Thinking CULT 214 AlterNative Pathways: Aboriginal People in Canada CULT 217 Encounter with Latin America CULT 228 Pop Culture: Shaping How We Live CULT 236 China: The Next Superpower CULT 239 Digital Culture CULT 242 Culture, Technology and Identity CULT 243 Crossing Borders: Migration and Culture CULT 244 Gender, Race and Ethnicity CULT 245 The Body: Beauty, Sex and Consumerism CULT 248 Women and Popular Culture Economics ECON 110 Real Life Economics ECON 204 People, Money and Markets ECON 206 The History of Money English ENGE 110 Literature: An Introduction ENGL 239 Dark Days Ahead ENGL 242 Pulp Fiction ENGL 246 Contemporary Fiction ENGL 247 Life Stories ENGL 248 Voices from the Underground Geography GEOG 210 The Nature of Ontario GEOG 212 Political Geography History HIST 110 Canada: The Good, the Bad and the Ugly HIST 203 Monsters of the 20th Century HIST 217 History of War HIST 218 The Making of the Modern World HIST 222 The Age of Europe: From the Enlightenment to 1989 Humanities HUMA 137 Art Matters: An Introduction to the Philosophy of Art HUMA 226 The Arts and the 21st Century Imagination: Longing for Paradise HUMA 235 World Religions HUMA 241 Risky Business: Living in a Dangerous World HUMA 242 Vampires: In Film and Literature HUMA 244 Ordinary Heroes: Extraordinary Lives! HUMA 250 God, Science and Religion Languages SPAN 110 Introductory Spanish 1 Philosophy PHIL 100 Ideas: An Introduction to Philosophy PHIL 110 The Love of Wisdom: An Introduction to Philosophy PHIL 217 Ethical Issues PHIL 225 Philosophy of Love and Sex PHIL 227 Business Ethics PHIL 228 Success: Philosophical Perspectives PHIL 229 Violence, Order and Justice: An Introduction to Political Philosophy PHIL 230 Environmental Ethics Political Science POLS 110 Introduction to Politics POLS 204 Morality, Democracy and Politics POLS 219 Globalization POLS 223 War and Terrorism POLS 224 Justice, Equality and Rights POLS 225 Environmental Policy and Economics Psychology PSYC 110 Psychology - An Introduction PSYC 205 Applied Psychology and Leadership PSYC 207 Psychology of Sport PSYC 210 Psychology - Developmental PSYC 220 Psychology - Social PSYC 230 Psychology - Abnormal Science SCIE 110 The Science of Everything SCIE 208 Water: A Life or Death Issue SCIE 213 Astronomy: The Evolving Universe SCIE 216 Origins of Life SCIE 219 Dangerous Earth SCIE 221 The Environment SCIE 223 Astrobiology: Life in the Universe SCIE 224 Discovering Dinosaurs Sociology SOCE 100 Canadian Society and Culture SOCI 110 Sociology: Introduction SOCI 205 Social Entrepreneurship: Profit, People and the Planet SOCI 219 Sport and Society SOCI 232 Gender, Power and Society SOCI 233 Sociology of Cultural Difference SOCI 234 Society and Conflict SOCI 236 Issues in Crime SOCI 237 Sociology of Fashion SOCI 238 Sociology of Food SOCI 239 Citizenship, Immigration, and Democracy SOCI 240 Sociology of the Family SOCI 246 Sociology of Emotions SOCI 247 Leadership SOCI 249 Imagining the City SOCI 257 Canada Today SOCI 277 Sexual Diversity: Contemporary Social Issues
PRD 150	Social and Digital Media Social and Digital Media Course Code: PRD 150 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 public relations (PR) 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.
PRD 151	Strategic Communications Planning Strategic Communications Planning Course Code: PRD 151 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.
PRD 152	Marketing Communications Marketing Communications Course Code: PRD 152 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.
PRD 153	Public Relations Writing Lab 2 Public Relations Writing Lab 2 Course Code: PRD 153 This practical course builds on the basics and formats taught in 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.
WRIT 202	Professional Writing Skills- Public Relations Professional Writing Skills- Public Relations Course Code: WRIT 202 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 WRIT 102. 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.

Semester 3

Course Code	Course Name
GNED	General Education Elective General Education Elective Course Code: GNED The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Introduction to Liberal Arts and Sciences GNED 101 An Introduction to Arts and Sciences Anthropology ANTH 202 Physical Anthropology ANTH 205 Cultural Anthropology Arts ARTS 138 Understanding Movies: An Introduction to Film Studies ARTS 229 Musical Pioneers ARTS 241 Exploring Music and Film ARTS 246 Art and Artists - Money, Madness and Masterpieces Cultural Studies CULT 211 Conspiracy Theories and Critical Thinking CULT 214 AlterNative Pathways: Aboriginal People in Canada CULT 217 Encounter with Latin America CULT 228 Pop Culture: Shaping How We Live CULT 236 China: The Next Superpower CULT 239 Digital Culture CULT 242 Culture, Technology and Identity CULT 243 Crossing Borders: Migration and Culture CULT 244 Gender, Race and Ethnicity CULT 245 The Body: Beauty, Sex and Consumerism CULT 248 Women and Popular Culture Economics ECON 110 Real Life Economics ECON 204 People, Money and Markets ECON 206 The History of Money English ENGE 110 Literature: An Introduction ENGL 239 Dark Days Ahead ENGL 242 Pulp Fiction ENGL 246 Contemporary Fiction ENGL 247 Life Stories ENGL 248 Voices from the Underground Geography GEOG 210 The Nature of Ontario GEOG 212 Political Geography History HIST 110 Canada: The Good, the Bad and the Ugly HIST 203 Monsters of the 20th Century HIST 217 History of War HIST 218 The Making of the Modern World HIST 222 The Age of Europe: From the Enlightenment to 1989 Humanities HUMA 137 Art Matters: An Introduction to the Philosophy of Art HUMA 226 The Arts and the 21st Century Imagination: Longing for Paradise HUMA 235 World Religions HUMA 241 Risky Business: Living in a Dangerous World HUMA 242 Vampires: In Film and Literature HUMA 244 Ordinary Heroes: Extraordinary Lives! HUMA 250 God, Science and Religion Languages SPAN 110 Introductory Spanish 1 Philosophy PHIL 100 Ideas: An Introduction to Philosophy PHIL 110 The Love of Wisdom: An Introduction to Philosophy PHIL 217 Ethical Issues PHIL 225 Philosophy of Love and Sex PHIL 227 Business Ethics PHIL 228 Success: Philosophical Perspectives PHIL 229 Violence, Order and Justice: An Introduction to Political Philosophy PHIL 230 Environmental Ethics Political Science POLS 110 Introduction to Politics POLS 204 Morality, Democracy and Politics POLS 219 Globalization POLS 223 War and Terrorism POLS 224 Justice, Equality and Rights POLS 225 Environmental Policy and Economics Psychology PSYC 110 Psychology - An Introduction PSYC 205 Applied Psychology and Leadership PSYC 207 Psychology of Sport PSYC 210 Psychology - Developmental PSYC 220 Psychology - Social PSYC 230 Psychology - Abnormal Science SCIE 110 The Science of Everything SCIE 208 Water: A Life or Death Issue SCIE 213 Astronomy: The Evolving Universe SCIE 216 Origins of Life SCIE 219 Dangerous Earth SCIE 221 The Environment SCIE 223 Astrobiology: Life in the Universe SCIE 224 Discovering Dinosaurs Sociology SOCE 100 Canadian Society and Culture SOCI 110 Sociology: Introduction SOCI 205 Social Entrepreneurship: Profit, People and the Planet SOCI 219 Sport and Society SOCI 232 Gender, Power and Society SOCI 233 Sociology of Cultural Difference SOCI 234 Society and Conflict SOCI 236 Issues in Crime SOCI 237 Sociology of Fashion SOCI 238 Sociology of Food SOCI 239 Citizenship, Immigration, and Democracy SOCI 240 Sociology of the Family SOCI 246 Sociology of Emotions SOCI 247 Leadership SOCI 249 Imagining the City SOCI 257 Canada Today SOCI 277 Sexual Diversity: Contemporary Social Issues
PRD 200	Research for Public Relations Research for Public Relations Course Code: PRD 200 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.
PRD 201	Public Affairs Introduction Public Affairs Introduction Course Code: PRD 201 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.
PRD 202	Organizational Communications Theory and Practice Organizational Communications Theory and Practice Course Code: PRD 202 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.
PRD 203	Public Relations Writing Lab 3 Public Relations Writing Lab 3 Course Code: PRD 203 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.
PRD 204	Special Event : Practice and Theory Special Event : Practice and Theory Course Code: PRD 204 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.

Semester 4

Course Code	Course Name
GNED	General Education Elective General Education Elective Course Code: GNED The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Introduction to Liberal Arts and Sciences GNED 101 An Introduction to Arts and Sciences Anthropology ANTH 202 Physical Anthropology ANTH 205 Cultural Anthropology Arts ARTS 138 Understanding Movies: An Introduction to Film Studies ARTS 229 Musical Pioneers ARTS 241 Exploring Music and Film ARTS 246 Art and Artists - Money, Madness and Masterpieces Cultural Studies CULT 211 Conspiracy Theories and Critical Thinking CULT 214 AlterNative Pathways: Aboriginal People in Canada CULT 217 Encounter with Latin America CULT 228 Pop Culture: Shaping How We Live CULT 236 China: The Next Superpower CULT 239 Digital Culture CULT 242 Culture, Technology and Identity CULT 243 Crossing Borders: Migration and Culture CULT 244 Gender, Race and Ethnicity CULT 245 The Body: Beauty, Sex and Consumerism CULT 248 Women and Popular Culture Economics ECON 110 Real Life Economics ECON 204 People, Money and Markets ECON 206 The History of Money English ENGE 110 Literature: An Introduction ENGL 239 Dark Days Ahead ENGL 242 Pulp Fiction ENGL 246 Contemporary Fiction ENGL 247 Life Stories ENGL 248 Voices from the Underground Geography GEOG 210 The Nature of Ontario GEOG 212 Political Geography History HIST 110 Canada: The Good, the Bad and the Ugly HIST 203 Monsters of the 20th Century HIST 217 History of War HIST 218 The Making of the Modern World HIST 222 The Age of Europe: From the Enlightenment to 1989 Humanities HUMA 137 Art Matters: An Introduction to the Philosophy of Art HUMA 226 The Arts and the 21st Century Imagination: Longing for Paradise HUMA 235 World Religions HUMA 241 Risky Business: Living in a Dangerous World HUMA 242 Vampires: In Film and Literature HUMA 244 Ordinary Heroes: Extraordinary Lives! HUMA 250 God, Science and Religion Languages SPAN 110 Introductory Spanish 1 Philosophy PHIL 100 Ideas: An Introduction to Philosophy PHIL 110 The Love of Wisdom: An Introduction to Philosophy PHIL 217 Ethical Issues PHIL 225 Philosophy of Love and Sex PHIL 227 Business Ethics PHIL 228 Success: Philosophical Perspectives PHIL 229 Violence, Order and Justice: An Introduction to Political Philosophy PHIL 230 Environmental Ethics Political Science POLS 110 Introduction to Politics POLS 204 Morality, Democracy and Politics POLS 219 Globalization POLS 223 War and Terrorism POLS 224 Justice, Equality and Rights POLS 225 Environmental Policy and Economics Psychology PSYC 110 Psychology - An Introduction PSYC 205 Applied Psychology and Leadership PSYC 207 Psychology of Sport PSYC 210 Psychology - Developmental PSYC 220 Psychology - Social PSYC 230 Psychology - Abnormal Science SCIE 110 The Science of Everything SCIE 208 Water: A Life or Death Issue SCIE 213 Astronomy: The Evolving Universe SCIE 216 Origins of Life SCIE 219 Dangerous Earth SCIE 221 The Environment SCIE 223 Astrobiology: Life in the Universe SCIE 224 Discovering Dinosaurs Sociology SOCE 100 Canadian Society and Culture SOCI 110 Sociology: Introduction SOCI 205 Social Entrepreneurship: Profit, People and the Planet SOCI 219 Sport and Society SOCI 232 Gender, Power and Society SOCI 233 Sociology of Cultural Difference SOCI 234 Society and Conflict SOCI 236 Issues in Crime SOCI 237 Sociology of Fashion SOCI 238 Sociology of Food SOCI 239 Citizenship, Immigration, and Democracy SOCI 240 Sociology of the Family SOCI 246 Sociology of Emotions SOCI 247 Leadership SOCI 249 Imagining the City SOCI 257 Canada Today SOCI 277 Sexual Diversity: Contemporary Social Issues
PRD 250	Media Relations Media Relations Course Code: PRD 250 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.
PRD 251	Corporate and International Public Relations Corporate and International Public Relations Course Code: PRD 251 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
PRD 252	Public Relations Writing Lab 4 Public Relations Writing Lab 4 Course Code: PRD 252 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.
PRD 253	Special Event : Application and Practice Special Event : Application and Practice Course Code: PRD 253 Working as a team, students will plan, organize and stage a special event on behalf of Humber or an outside client.

Semester 5

Course Code	Course Name
PRD 301	Public Relations in Not-for-Profit Environment Public Relations in Not-for-Profit Environment Course Code: PRD 301 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.
PRD 302	Public Relations Writing Lab 5 Public Relations Writing Lab 5 Course Code: PRD 302 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.
PRD 303	Change Management and Communications Change Management and Communications Course Code: PRD 303 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.
PRD 304	Public Relations in the Workplace Public Relations in the Workplace Course Code: PRD 304 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.
PRD 305	Public Relations Agency Public Relations Agency Course Code: PRD 305 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.

Semester 6

Course Code	Course Name
PRD 350	Internship Internship Course Code: PRD 350 Graduating students gain practical public relations experience by completing a 15-week assigned internship. This course provides students the opportunity to develop written materials to publishable standard. Students will apply proper interview techniques and write a variety of public relations pieces while on a supervised work placement. They will apply to all written materials in the appropriate writing style, i.e., Canadian Press, of the sponsoring internship organizations. They will learn to customize all public relations (PR) materials to their audiences and use the appropriate formats and style for communications vehicles including news releases, feature articles, grant proposals, news stories, media kits, public service announcements (PSAs), executive messages, presentation and more. Students will learn how to seek and receive approvals before production and distribution of PR written materials. They will develop written communications skills based on feedback from sponsors. Students will demonstrate a professional attitude throughout and learn about work norms and practices in the PR workplace.

Course Code

Course Name

PRD 350

Internship

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