Diploma (Dip.) Public Relations and Communications Management (30 credits)

Offered by: Career & Professional Develop     Degree: Diploma in Public Relations and Communications Management

Program Requirements

This diploma program is intended for those wishing to pursue a career in public relations and communications, those whose management responsibilities include PR/communications, or those already working in the field who would like to further their academic background. Students gain knowledge in a range of specializations that will help them build their careers in the consulting, corporate or not-for-profit sectors. Material is updated regularly to include new technology and emerging issues. While skills are taught, major emphasis is placed on the strategic aspects of public relations.

Required Courses (21 credits)

  • CPRL 510 Fundamentals of Public Relations (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : Survey and history of public relations practice, its various sub-specialties and its role in the organizational structure. Theories of communication and applications of theoretical knowledge in the field. Recent trends and best practices in both private and not-for-profit sectors. Professional ethics and associations.

    Terms: Fall 2017, Winter 2018

    Instructors: Nicolette Papastefanou (Fall) Nicolette Papastefanou (Winter)

  • CPRL 520 Applied Public Relations Communication (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : Identification, analysis and solution of communication problems in a variety of public relations contexts. Emphasis on planning, audience, research, content, effectiveness, language, editing and design of communication tools. Practical approaches to print and Internet communication, oral presentations, and writing for media.

    Terms: Fall 2017, Winter 2018

    Instructors: Yvonne Callaway (Fall) Yvonne Callaway (Winter)

    • Corequisite: CPRL 510

    • Note: Given in a workshop setting, this course will allow students to improve their skills through practice, instructor feedback and peer evaluation. Owing to the nature of the subject matter, assignments must be submitted in English.

  • CPRL 530 Internal Stakeholder Communication (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : Communication with the full range of internal stakeholders, including employees, management, Board, volunteers and foundations, as well as audiences specific to the organization such as patients, students, members, etc. Topics include organizational culture, labour relations, mobilization of stakeholders and issues/change management (i.e. mergers, acquisitions, partnerships).

    Terms: Fall 2017

    Instructors: Brendan Walsh (Fall)

  • CPRL 531 Media Context and Applications (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : Context in which media operate (regulation, ownership, practical constraints). Building relationships with journalists. Media theory and current trends in media uses and technology. Strategies and tools for communicating through media, including message development, spokesperson training and media events. Crisis and risk communications.

    Terms: Winter 2018

    Instructors: Nicolette Papastefanou (Winter)

  • CPRL 535 Public Opinion and Public Policy (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : How organizations, voters, media and interest groups work to influence public policy, and how the efforts of each affect the others. Government relations at the political and public service level, including lobbying, advocacy, and regulatory issues. Coalition building. Public opinion research methods and theory. Media and democracy.

    Terms: Winter 2018

    Instructors: Jennifer Creighton (Winter)

  • CPRL 540 Communication Planning (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : Communication plans in real situations. Topics include environmental scanning, audits, strategy and implementation of plan, including timelines, budgeting, working with suppliers and consulting skills. Emphasis on evaluation and return on investment of communication.

    Terms: Winter 2018

    Instructors: Elizabeth Jane Hirst (Winter)

    • Prerequisites: CPRL 530 and CPRL 535

    • Note: Students will interact with practitioners in the field. Considerable time will be required outside of classroom hours, as students will work in teams against tight deadlines. It is recommended that students not take on a heavy course load during the term they take this course.

  • CPRL 541 Ethics in Public Relations (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : Public relations practitioner's role and influence in the ethical organization: corporate social responsibility, laws and regulations on governance, and public accountability. Legal and ethical behaviour related to sustainable development and globalization. The ethical public relations practitioner: professionalism, codes of ethics, issues in practice.

    Terms: Fall 2017

    Instructors: Elizabeth Jane Hirst (Fall)

Complementary Courses (9 credits)

3-6 credits from:

  • CPRL 533 Communications in the Corporate Sector (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : This course will provide exposure to issues and functions essential for practice in the corporate sector, issues management, crisis communications, financial communications, branding and reputation management, as well as communications related to mergers and acquisitions. It will also provide the basic financial literacy necessary for any communications management professional.

    Terms: Winter 2018

    Instructors: There are no professors associated with this course for the 2017-2018 academic year.

  • CPRL 534 Communications in the Not-For-Profit Sector (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : This course will provide exposure to issues and stakeholders important to not-for-profit organizations: NGOs, charitable foundations, cultural organizations, health and education institutions and community organizations. It will cover socio-political issues affecting these organizations as well as planning and methods for communications with donors, volunteers, regulators, funding agencies and corporate partners.

    Terms: This course is not scheduled for the 2017-2018 academic year.

    Instructors: There are no professors associated with this course for the 2017-2018 academic year.

3-6 credits from:

  • CGM2 510 Project Management: Tools and Techniques (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Management : Focus on main concepts and theories of project management from initiation to close-out. Topics include: project life cycle, planning, scheduling, implementing, monitoring, controlling, close-out and ethics. The concepts presented apply to projects of various sizes, types and degrees of complexity.

    Terms: Fall 2017, Winter 2018

    Instructors: Andrew Chasse (Fall)

    • Restrictions: Open to students currently in a program. Not open to Special Students.

  • CMIS 530 Digital Analytics and Targeting (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Management Information Systems : Covers fundamental techniques in measuring and analysing the digital marketing experience success and effectiveness as well as using audience data to improve advertising and content using targeting and experiments. How to measure, analyze, and act upon the evolving internet technologies and trends.

    Terms: This course is not scheduled for the 2017-2018 academic year.

    Instructors: There are no professors associated with this course for the 2017-2018 academic year.

  • CMIS 542 Strategic Internet Marketing (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Management Information Systems : Introduction to electronic marketplaces and their evolving role in e-business focusing predominantly on the use of general and vertical marketplaces by businesses. Social media marketing including new channels of marketing, advertising and communication will also be discussed.

    Terms: This course is not scheduled for the 2017-2018 academic year.

    Instructors: There are no professors associated with this course for the 2017-2018 academic year.

  • CMIS 544 Digital Marketing Automation, Planning and Technology (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Management Information Systems : Covers the fundamental concepts needed to develop a digital marketing plan. Enables students to gain an understanding of market behaviour, translation of corporate goals into digital marketing objectives, basic overview of various strategic approaches to align to objectives, as well as implementation and control.

    Terms: Winter 2018

    Instructors: Adam Muscott (Winter)

  • CMR2 542 Marketing Principles and Applications (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Marketing : Covers the different aspects of marketing operations: the marketing concept, the analysis and research of market opportunities, the planning, implementation, and control of the marketing program (Product, Promotion, Distribution, and Pricing). The course focuses on Canadian market environment and Canadian marketing institutions. Lectures and case studies on an individual basis and/or involving team work will be used.

    Terms: Fall 2017, Winter 2018

    Instructors: Charles Royce (Fall) Charles Royce (Winter)

  • CORG 551 Behaviour in Organizations (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Organizational Behaviour : The implications for management and the essential concepts of social psychology such as motivation, perception, attitude change and organization. Group and organizational dynamics will be the major emphasis of the course. Classroom discussion and student participation is encouraged.

    Terms: Fall 2017, Winter 2018

    Instructors: Shauna Callender, Nadege Firsova, David Gray (Fall) Nathalie-Michele Sylvain (Winter)

  • CPRL 515 Fund-raising and Philanthropy (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : The organization as donor and as fund-raiser. Social, legal and regulatory context of fund-raising and corporate giving. Role and structure of foundations, government agencies and other donor organizations. Corporate community support. Fund-raising campaigns (planning and methods), donor relations, working with volunteer leadership, information management, ethics and accountability.

    Terms: This course is not scheduled for the 2017-2018 academic year.

    Instructors: There are no professors associated with this course for the 2017-2018 academic year.

  • CPRL 532 Public Relations Event Management (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : Management of events in support of strategic organizational objectives for relations with investors, clients, employees, government, media or community. Special events as part of public awareness or fund-raising programs. Topics include planning, budgeting, financial support, logistics, protocol, working with suppliers and partners, promotion and evaluation.

    Terms: Fall 2017

    Instructors: Shaun Lynch (Fall)

  • CPRL 590 Topics in Public Relations (3 credits)

    Offered by: Career & Professional Develop (School of Continuing Studies)

    Overview

    Public Relations : Specialized course covering an advanced topic in the public relations management area selected from current issues or themes in literature.

    Terms: This course is not scheduled for the 2017-2018 academic year.

    Instructors: There are no professors associated with this course for the 2017-2018 academic year.

    • Prerequisites: CPRL 530 AND CPRL 531

    • Note: Content will vary from year to year.

Or any other 500-level course offered and approved by Career and Professional Development.

School of Continuing Studies—2017-2018 (last updated Jun. 15, 2017) (disclaimer)