Program Requirements
The online 15-credit Graduate Certificate in Strategic Public Relations and Communications Management focuses on the competencies needed to strategize, advise on, conceptualize, implement and measure strategic communications efforts in various internal and external contexts according to ethical and professional codes and standards. This program is designed for those working in the field who want to advance their academic background and/or those who have obtained the Graduate Certificate in Public Relations and Communication Management Practice. It delves into areas of public relations specialization including corporate communication, media and influencer relations, communication strategy, and public relations measurement and analytics.
Required Courses (9 credits)
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CPRL 633 Corporate and Organizational Communications (3 credits)
Overview
Public Relations : Study of communication in the corporate sector. Topics include corporate social responsibility, global communications, sociocultural and international diversity, financial communications including basic financial literacy such as interpreting and applying financial statements and other data, equity and diversity in the organization and communications related to mergers and acquisitions.
Terms: Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Restriction: Not open to students who have taken CPRL 533. Only open to students enrolled in the Graduate Certificate in Strategic Public Relations and Communications Management.
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CPRL 636 Public Relations Measurement,
Data and Analytics
(3 credits)
Overview
Public Relations : How to use data, metrics, analytics and primary and secondary research in formulating, measuring and evaluating public relations strategies in each phase of the development process. Focus on formulating the measurement instruments needed to test effectiveness, and on interpreting and communicating the results thereof to management and other relevant stakeholders. The use of artificial intelligence (AI) in public relations such as in media monitoring, and how to collect, analyze and act on data of the attitudes and behaviours of key audiences.
Terms: Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
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CPRL 691 Communications Management and Strategy (3 credits)
Overview
Public Relations : Communications management and the development of public relations strategies in a real-world setting for internal and external audiences aligned to business goals, and related risks and opportunities. Cultivation of an awareness of organizations’ cultural, geographic and global contexts, and of audience diversity. Overview of advising organizational leaders on communications and management thereof.
Terms: Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Complementary Courses (6 credits)
3 credits from the following courses:
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CPRL 631 Media and Influencer
Relations
(3 credits)
Overview
Public Relations : Analysis of the context in which the media operates. Examination of how to build and maintain relationships with those working in traditional (e.g., journalists) and digital media (e.g., influencers, bloggers), and generate publicity through media channels. Media training to prepare media spokespersons, media events including media conferences, preparing tools for communicating through the media, and media monitoring techniques. How to develop a comprehensive media strategy and design of accompanying communication tools.
Terms: Fall 2024
Instructors: Papastefanou, Nicolette (Fall)
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CPRL 690 Special Topics in PR and Communications Management (3 credits)
Overview
Public Relations : Selected topics and current trends in public relations and communications management.
Terms: This course is not scheduled for the 2024-2025 academic year.
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Topics will vary by academic year.
3 credits from the following courses:
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CPRL 641 Ethics in Public Relations (3 credits)
Overview
Public Relations : Examination of foundational ethics theories from other fields including philosophy, management, sociology and psychology, and their pertinence to public relations practice. Overview of the professional codes of conduct of various public relations associations, as well as laws pertaining to communications practice. Emphasis is on the relationship between truth and trust and their importance in public relationships, and on the consequences of ethical and non-ethical practices for organizational success, including corporate social responsibility.
Terms: Fall 2024
Instructors: Hirst, Elizabeth Jane (Fall)
Restrictions: Not open to students who have taken CPRL 541.
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CPRL 644 Integrated Digital
Communications (3 credits)
Overview
Public Relations : Preparation of an integrated digital communications campaign with specific focus on social media. Practice strategizing, conceptualizing, creating, implementing and measuring social media campaigns for public relations purposes. Creation of content strategies and calendars, and content for social media campaigns. Data collection, measurement and reporting of social and digital media campaigns.
Terms: Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Or 3 credits at the 600-level approved by the program adviser or academic unit.
