Entrepreneurial and Consulting Skills for PR Professionals

Course Code: BUS 3010

Academic Year: 2021-2022

Students begin this course with an overview of public relations consulting and how it is relevant to public relations practice in the current environment. They will learn how consultancy supports business priorities and objectives in corporate organizations. They will learn the contexts in which consulting is applied. As well, students will learn the key skills required at every stage of the consulting process, including client research, project analysis and definition, planning for solutions implementation, working with client teams, project evaluation and communication with the client. Throughout the course they will work towards establishing foundational understanding of the pinnacle of consultancy, becoming a trusted corporate advisor. Learning will be delivered through a combination of lectures, in-class "lab" work and guest speakers who include the most senior consultants from the leading PR agencies, corporations and external consultants.