Humber
SEARCH
Print | Share
2011/12 Programs

Public Relations

School of Media Studies & Information Technology
Advanced Diploma
Application Program Code: 04761

Humber Lakeshore Campus
Six semesters, beginning in September

2011/12 Availability

Your Career

Public relations is a dynamic and rewarding profession, positioned for growth over the next 10 years. Salaries for communications professionals rose 19 per cent from 2003 to 2006 according to a survey of the Canadian chapters of the International Association of Business Communicators (IABC). The survey also found the roles and organizational importance of communicators is changing as nearly 50 per cent of respondents indicated an increase in budget or revenue, and over 50 per cent indicated an increase in staff or size. Market demand for PR professionals continues to grow as the field expands to encompass new areas: social and digital media, corporate social responsibility and change management.

Help organizations achieve strategic objectives and build and maintain positive relationships with key stakeholders through two-way, multi-channel communications. PR opens doors to career opportunities in corporations, non-profit organizations, government departments, and public relations agencies in media relations, internal communications, public affairs, employee/member relations, event planning, marketing and communications, and many other fields.

Our Program

Humber’s Public Relations advanced diploma program is a very broad, practical, hands-on educational experience that prepares graduates for a challenging and varied career. Effective public relations programs are vital to the success of organizations in all sectors: corporate, government and non-profit. Public relations professionals play an important role in communicating an organization’s mission, vision and values supporting strategic objectives, and building positive relationships. The program lasts six semesters.

More Info

Work Placement

Students will complete a 15-week internship where they can gain work experience during semester six (approximately 35 hours a week). The 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.

Our Industry Partnerships

Public relations industry leaders and professionals from various sectors participate in the program as guest lecturers, internship sponsors and members of the program advisory committee. They help keep our program current and market-responsive.

Professional Accreditation, Endorsement and Recognition

This program is recognized by the Canadian Public Relations Society (CPRS) and the International Association of Business Communicators (IABC). Students are strongly encouraged to take advantage of the specially priced memberships they offer Humber graduates. Humber students have won national awards of excellence, been mentored by PR professionals and expanded their networks and career opportunities through active participation in CPRS and IABC.

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. Graduates may then complete the degree program with the equivalent of five semesters of full-time study plus a paid work term.

Graduates must also 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.

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 in this publication
• 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 further information, refer to the Selection Procedures section in this publication.

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

Fees

The 2011/2012 fee for two semesters is
– 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 further information, refer to Fees and Financial Assistance in this publication.

Financial Aid

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.

Curriculum

Semester 1 (22 hours/week)
Course Code Course Credits
COMM 205 College Writing Skills - Public Relations 3
HUMA 024 Humanities: An Introduction to Arts and Science 3
PRD. 107 Public Relations Writing Lab 1 6
PRD. 108 Public Relations Presentation Skills (Diploma) 3
PRD. 112 Introduction to Public Relations 3
PRD. 157 Innovative Design for PR 4
Semester 2 (21 hours/week)
Course Code Course Credits
COMM 305 Professional Writing Skills ? Public Relations 3
GNED 000 General Education Elective 3
PRD. 109 Social and Digital Media 4
PRD. 155 Strategic Communication Planning 3
PRD. 156 Marketing Communications 3
PRD. 202 Public Relations Writing Lab 2 5
Semester 3 (23 hours/week)
Course Code Course Credits
GNED 000 General Education Elective 3
PRD. 154 Research for Public Relations Practitioners 3
PRD. 203 Public Affairs 1 - Introduction (Diploma) 3
PRD. 209 Organizational Communications Theory and Practice 5
PRD. 304 Public Relations Writing Lab 3 6
PRD. 320 Special Event: Principles and Theory 3
Semester 4 (20 hours/week)
Course Code Course Credits
GNED 000 General Education Elective 3
PRD. 212 Media Relations 4
PRD. 314 Corporate and International Public Relations 2
PRD. 410 Public Relations Writing Lab 4 6
PRD. 413 Communicating CSR and Sustainability 2
PRD. 420 Special Event: Application and Practice 3
Semester 5 (17 hours/week)
Course Code Course Credits
PRD. 430 Public Relations in the Non-Profit Environment 4
PRD. 506 Public Relations in the Workplace (Diploma) 2
PRD. 508 Public Relations Writing Lab 5 4
PRD. 512 Change Management and Communications 3
PRD. 513 Public Relations Agency 4
Semester 6 (20 hours/week)
Course Code Course Credits
PRD. 602* Internship (January to April) 16
PRD. 611 Professional PR Portfolio 4

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

			      		

		

	              
      
      

	


  


  






	
	

		Canada's Top Employers for Young People 2011Best Employers for New Canadians 2012Greater Toronto's Top Employers 2012	





	Humber North Campus | Humber Lakeshore Campus | Humber Orangeville Campus | 416.675.3111 | enquiry@humber.ca