Course Code: PBRL 4005
Academic Year: 2024-2025
PR in the not-for-profit sector offers practitioners great professional challenges and opportunities in a highly rewarding practice environment. There are thousands of not-for-profit organizations (including charities) active in Canada in every area of the economy, from environmentalism, health care, child services and professional associations, to religious/peace organizations and more. Public relations practice in this environment requires professionalism, skill and dedication. The rewards that come from public relations in the not-for-profit environment are compelling; practitioners get the opportunity to practice in areas of personal passion and, in many cases, to "do good" in the world. This course details the fundamentals for PR practitioners working in a not-for-profit organization. Students learn about the structural differences in these organizations vs. for-profit enterprises, how these impact communication and how non-profit organizations work with businesses for mutual benefit.