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Public Relations (Postgraduate)
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School of Media Studies & Information Technology

2012/2013 Program Availability

Lakeshore
Fall:
Open
Winter:
Open
Type:
Ontario Graduate Certificate
Postgraduate
Campus: Lakeshore
Program Code:
04561
Length:

Two semesters, beginning in September and January
CONTACT INFORMATION:
Kalene Morgan, program co-ordinator | 416.675.6622 ext. 3007 | kalene.morgan@humber.ca
  • Our Program
    PR students start revolution for peace, love and moderation
    PR students start revolution for peace, love and moderation
    (click here to read more...)

    Recognized by industry as one of the country’s leading training grounds for PR professionals, the intensive two-semester Public Relations certificate program is focused on preparing you for your first day of internship and launching your career. You’ll learn to plan, develop and execute effective public relations strategies for conventional and new media by developing skills in courses such as media relations, social and digital media, event planning, presentation skills and public relations writing. Participate in practical public relations courses in organizational communications, marketing communications, strategic communications, public affairs, research for PR professionals, CSR and sustainability and change management. You’ll put your classroom learning into action with an eight-week internship at some of Toronto’s – and Canada’s – leading companies and agencies.

    Experienced professors assist you in developing writing skills, public relations strategies, research, planning abilities plus the capability to use social and traditional media. Employers want to hire people who know how to work on teams and many of the assignments allow you to practice your communication, teamwork and leadership skills.

    The program’s breadth ensures grads find jobs in PR agencies, corporations, associations, non-profit organizations and all levels of government.

    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

    Many Humber PR grads participate in the ­program as guest lecturers and internship sponsors. There are also many volunteer opportunities while you study to gain PR experience and network with industry professionals.

    Humber’s program is recognized by the ­Canadian Public Relations Society (CPRS) and the International Association of Business Communicators (IABC) Both organizations offer students specially-priced memberships.
     

  • Your Career

    A public relations (PR) career offers many options. When you hear the term public relations do you think of some of its most visible tactics? These include an interview with a CEO on The National; a news story about a non-profit raising funds or a celebrity appearing at a special event. These are only three examples of public relations.

    Humber’s long-established Public Relations (PR) Ontario graduate certificate program is among the most industry-recognized and respected PR credentials.

    Corporations, non-profits, government agencies and many other companies, organizations and institutions across virtually every sector rely on smart PR strategies to engage with the public. With digital and social media, corporate social responsibility (CSR), reputation management and change management profoundly affecting the way organizations operate, new opportunities are emerging for capable and forward-thinking PR professionals.

    As a PR practitioner, your work is varied and fast-paced. It may include media relations, internal communications, community relations, government relations/public affairs, investor relations, crisis management, event planning, publicity, marketing communications, consulting and issues management.
     

  • Workplacement

    Many students choose Humber’s Public Relations certificate program because of our ­outstanding internship program. After successfully completing two semesters, you will have the opportunity to do an eight-week internship. This allows you to gain valuable job skills, industry knowledge while building your network. Humber helps you find an internship using an online portal. The internships cover PR agencies, corporate, entertainment, not-for-profits including arts organizations and hospitals, associations and government. Some internships are paid; others are not.

    In some cases, you may seek your own in­ternship. It may be out of city, province or country. Humber will provide you with the required criteria. You are responsible for visas and paperwork.
     

  • Admission Requirement
    • A bachelor’s degree
    • Attendance at an information/interview session on campus, at which applicants are required to complete a writing assign­ment
    • Applicants must bring a resumé to the information/interview session
    • If English is not your first language, refer to the English Language Proficiency Pol­icy in this publication

    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 postsecondary program 04761. Refer to humber.ca/continuingeducation for information on completing a part-time certificate in Corporate Communications.
     

  • Your Future Study Options

    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 $5,151
    – international $12,200.

    For more information visit Fees and Financial Assistance.

    Additional Costs
    Additional Costs

    $800 – textbooks, event-related expenses, field trips.

Curriculum

  • Semester 1

    Course CodeCourseCredits
    PRC. 501PR Writing Lab 1

    PR Writing Lab 1

    Course Code: PRC. 501
    Credits: 6
    In this practical course, students learn to write a variety of public relations vehicles for different audiences. The course concentrates on developing the specific type of writing skills required of a public relations professional emphasizing work that is clear, concise and complete. Students learn about the importance of revising their work. In addition, students analyze current events and their impact on sectors and audiences.
    		6
    PRC. 503Event Planning and Management

    Event Planning and Management

    Course Code: PRC. 503
    Credits: 4
    In this course, students develop the skills required to plan and implement special events. Students work as a team on an assigned public relations event, with the professor as a facilitator.
    		4
    PRC. 507Public Affairs

    Public Affairs

    Course Code: PRC. 507
    Credits: 3
    This course introduces the public affairs function and examines the multi-faceted role of public relations/public affairs in corporate, non-profit and government environments. The student will learn about the structure of government at all three levels. In addition, the course looks at the role of advocacy, special interest groups and coalitions.
    		3
    PRC. 511Public Relations Practice and Theory

    Public Relations Practice and Theory

    Course Code: PRC. 511
    Credits: 3
    This course examines the profession of public relations (PR) and its day-to-day practice. A generally-accepted definition of public relations still eludes practitioners due to the practice?s broad scope and multi-dimensional nature. This course focuses on public relations theory and its practice. You will be introduced to the history, breadth, diversity and best practices of public relations emphasizing the key management role public relations plays to create and maintain goodwill and understanding between organizations and their publics. The course also covers the personal success factors, skills and attributes needed to be a skillful PR practitioner and the behaviour required for the success in the PR workplace including professionalism, teamwork and leadership.
    		3
    PRC. 512Social and Digital Media

    Social and Digital Media

    Course Code: PRC. 512
    Credits: 4
    Students will be introduced to social media such as Facebook, Twitter and blogs with emphasis on their growing role in public relations in a broad range of applications: marketing, executive and employee communications, crisis communications and CSR.
    		4
    PRC. 514Corporate and International Public Relations

    Corporate and International Public Relations

    Course Code: PRC. 514
    Credits: 2
    In this course, students will learn how corporations are structured and managed, with emphasis on publicly held corporations. Students will learn about the functions of public relations in a corporate setting, with emphasis on preparing to take a company public, producing an annual report and organizing an annual meeting. Students will learn how to read and analyze basic financial statements. Students will learn the rules and regulations concerning timely and adequate disclosure of material information. Students will examine cultural and value differences that affect how public relations is practiced in other countries.
    		2
    PRC. 526Marketing Communications

    Marketing Communications

    Course Code: PRC. 526
    Credits: 3
    Students learn how to develop effective promotions in an integrated marketing communications (IMC) program to achieve clarity, consistency and maximum communication impact across all media. Emphasis is placed on the role of public relations to select appropriate strategies and tactics to meet marketing objectives. Current trends in the marketing environment and their impact on communications will be discussed along with ethical considerations that accompany promotional practices.
    		3
    PRC. 527Strategic Communications

    Strategic Communications

    Course Code: PRC. 527
    Credits: 3
    This course will give students the skills needed to write a communications plan. Students learn about and use key planning concepts. They will learn about each step of the planning process, from identifying a public relations opportunity/problem through to developing appropriate objectives, strategies and tactics and methods for evaluation. They will practice using the planning concepts and techniques through: discussion and exercises about each planning component; analysis of case studies; and developing plan components based on case simulations.
    		3

    Semester 2

    Course CodeCourseCredits
    PRC. 504PR Writing Lab 2

    PR Writing Lab 2

    Course Code: PRC. 504
    Credits: 4
    In this practical course, students further develop their professional public relations writing skills acquired in PRC. 501 Writing Lab 1. They add to their skill level by writing more complex materials including online materials. By the end of this course, students are expected to write to the professional standards required of a public relations intern.
    		4
    PRC. 506PR in the Workplace

    PR in the Workplace

    Course Code: PRC. 506
    Credits: 2
    This course provides instruction in the tools and skills necessary for students to prepare for internships and entry level positions in public relations. Emphasis will be placed on practical skills as well as professional business behavior, attitude and dress. This course links directly to PRC. 509 Field Placement.
    		2
    PRC. 508PR Presentation Skills

    PR Presentation Skills

    Course Code: PRC. 508
    Credits: 3
    In the field of public relations, effective speaking techniques are essential. This course is designed to help students acquire the skills to speak with confidence. The ability to confidently sell ideas is crucial to communicating key messages and ideas to diverse audiences. Students will apply constructive criticism through the evaluation of professional and peer presentations.
    		3
    PRC. 515Communicating CSR and Sustainability

    Communicating CSR and Sustainability

    Course Code: PRC. 515
    Credits: 2
    This course introduces the concepts of corporate social responsibility (CSR) and the diverse communications needs of the various stakeholder groups that can influence an organization?s CSR strategy. Key tools including the CSR report will be used to analyze the elements of effective and authentic CSR communications.
    		2
    PRC. 520Research for Public Relations

    Research for Public Relations

    Course Code: PRC. 520
    Credits: 3
    This course covers the fundamentals of research theory and practice as used for public relations purposes with both an applied and practical focus. The course primarily concentrates on the gathering of valid primary data used in planning and evaluating public relations programs. Students will participate in conducting a public relations survey.
    		3
    PRC. 522Media Relations

    Media Relations

    Course Code: PRC. 522
    Credits: 4
    Students will examine the roles and practices of the media as they relate to public relations. They will learn about news vehicles, technologies and social media in order to develop appropriate pro-active and reactive responses. There is an emphasis on developing relevant communication to targeted media. The aim is to provide students with the knowledge required to establish professional, productive media relationships.
    		4
    PRC. 525Change Management and Communications

    Change Management and Communications

    Course Code: PRC. 525
    Credits: 3
    After understanding the framework of the change process, students learn how to assess an organization?s readiness for change, develop an effective communication strategy, do a stakeholder analysis, identify and execute key factors for successful change implementation and measure change.
    		3
    PRC. 528Design for Public Relations

    Design for Public Relations

    Course Code: PRC. 528
    Credits: 3
    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 event an 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 utilized to generate concepts that build on the notion of good design to create innovative visual solutions.
    		3
    PRC. 529PR in the Non-Profit Environment

    PR in the Non-Profit Environment

    Course Code: PRC. 529
    Credits: 2
    This course examines the unique communications challenges faced by non-profit organizations. Students develop an appreciation and understanding of the differences between the profit-driven and non-profit organizations.
    		2