Public Relations (Postgraduate)

Course Code:

Course Code: PUB 5000

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.

Course Code: PUB 5001

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.

Course Code: PUB 5002

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.

Course Code: PUB 5003

This course builds an understanding of the role of social media in public relations. 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 roles as public relations (PR) practitioners. The course will expose students to corporate public relations best social media practices through case study analysis, by hosting industry-leading guest speakers and by exploring social media metrics. The culminating project will have students develop a social media communications plan for a non-profit organization.

Course Code: PUB 5004

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.

Course Code: PUB 5005

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.

Course Code: PUB 5006

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.

Course Code: PUB 5007

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 written to Canadian Press (CP) style. Students learn about the importance of revising their work. In addition, students analyze the impact of current events on sectors and audiences.

Course Code: PUB 5009

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.

Course Code: PUB 5500

In this practical course, students further develop their professional public relations writing skills acquired in 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.

Course Code: PUB 5501

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.

Course Code: PUB 5503

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.

Course Code: PUB 5504

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.

Course Code: PUB 5505

Students examine the roles and practices of the media as they relate to public relations. They learn about news vehicles, technologies and social media 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.

Course Code: PUB 5506

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.

Course Code: PUB 5507

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.

Course Code: WORK 5502

An eight-week internship provides graduating students with an opportunity to gain practical public relations experience.