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Public Relations

Credential:
Ontario College Diploma
College Code:
CONS
School:
Media & Design
Program Code:
1093
Accelerated Delivery:
No
Campus:
DO
Academic Year:
2016 / 2017

About the Program

Public relations is the management function of building mutually beneficial relationships between organizations and their publics. In this highly interactive program, students will learn strategic and creative communication strategies to solve organizational problems or make the most of business opportunities with key publics. Students will apply creative writing and tactical execution developed with a foundation of business knowledge.

Program Information

Length: Two-year Ontario College Diploma program
Delivery Sequence: Doon (Kitchener) - September/2016 (Open) - Fall | Winter | Fall | Winter
Location: Doon (Kitchener)
Start: September
First-Year Capacity: 50

Admission Requirements

Admission Procedures

Tuition & Fees

Tuition fee details for the 2016-2017 year are listed below. Books and supplies are additional.

Domestic Fees

Estimated fees based upon the previous academic year (2015 / 2016) for Public Relations - Program # 1093

Doon - Fall 2016 Level 1 & 2 (Program Start: 2016-09-06)
Description Fall 2016 Winter 2017
Full-time Program Tuition $1420.00 $1420.00
Student Priority Fee $49.45 $49.45
Recreation/Athletics Fee $68.80 $68.80
Graduation/Alumni Services Fee $27.80 $27.80
Administration Fee $25.30 $25.30
Technology Enhancement Fee $133.35 $133.35
CSI Capital Development Fee $68.49 $68.49
CSI Association Fee $110.00 $110.00
CSI - CSA $4.56 $4.56
CSI Health Plan Fee $286.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $2206.25 $1920.25
Year Total   $4126.50
Doon - Fall 2016 Level 3 & 4 (Program Start: 2015-09-08)
Description Fall 2016 Winter 2017
Full-time Program Tuition $1420.00 $1420.00
Student Priority Fee $49.45 $49.45
Recreation/Athletics Fee $68.80 $68.80
Graduation/Alumni Services Fee $27.80 $27.80
Administration Fee $25.30 $25.30
Technology Enhancement Fee $133.35 $133.35
CSI Capital Development Fee $68.49 $68.49
CSI Association Fee $110.00 $110.00
CSI - CSA $4.56 $4.56
CSI Health Plan Fee $286.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $2206.25 $1920.25
Year Total   $4126.50

International Fees

Estimated International fees based upon the previous academic year (2015 / 2016) for
Public Relations - Program # 1093



Doon - Fall 2016 Level 1 & 2 (Program Start: 2016-09-06)
Description Fall 2016 Winter 2017
International Program Tuition $5850.00 $5850.00
Student Priority Fee $49.45 $49.45
Recreation/Athletics Fee $68.80 $68.80
Graduation/Alumni Services Fee $27.80 $27.80
Administration Fee $25.30 $25.30
Technology Enhancement Fee $133.35 $133.35
CSI Capital Development Fee $68.49 $68.49
CSI Association Fee $110.00 $110.00
CSI - CSA $4.56 $4.56
ISR $375.00 $375.00
International Health Insurance $0.00 $0.00
International Health Fee $550.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $7275.25 $6725.25
Year Total   $14000.50
Doon - Fall 2016 Level 3 & 4 (Program Start: 2015-09-08)
Description Fall 2016 Winter 2017
International Program Tuition $5850.00 $5850.00
Student Priority Fee $49.45 $49.45
Recreation/Athletics Fee $68.80 $68.80
Graduation/Alumni Services Fee $27.80 $27.80
Administration Fee $25.30 $25.30
Technology Enhancement Fee $133.35 $133.35
CSI Capital Development Fee $68.49 $68.49
CSI Association Fee $110.00 $110.00
CSI - CSA $4.56 $4.56
ISR $375.00 $375.00
International Health Insurance $0.00 $0.00
International Health Fee $550.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $7275.25 $6725.25
Year Total   $14000.50

Financial Assistance

The Ontario Student Assistance Program (OSAP) is a needs-based program designed to help Ontario students cover the cost of post-secondary education. Funded by the federal and provincial governments, OSAP is intended to promote equality of opportunity for post-secondary studies through direct financial assistance for educational costs and living expenses. These interest-free loans are intended to supplement your financial resources and those of your family. The majority of students apply for loan assistance via the OSAP website. Students can also print the application booklet through the OSAP website.

For more information, please visit Financial Services/Awards.

Graduate Opportunities

Graduates help organizations maintain a positive image and good working relationship with other organizations and the general public. They prepare communications strategies for the media, internal and external stakeholders and promote their organization's products, services and reputation.

83% of 2013-2014 graduates found employment within 6 months of graduation. Their average starting salary was $30,513.

For more details on related occupations, job market information and career opportunities, see the Government of Canada website: http://www.workingincanada.gc.ca

Pathways & Credit Transfer

Conestoga pathways enable students to build on their academic achievements in order to earn a degree or additional credential. Pathways are formed through agreements between Conestoga programs or partner institutions. View the transfer agreement opportunities for this program.

Often applicants have earned credits from another college or university that may allow a student to be granted advanced standing or exemption. Learn more about credit transfer opportunities at Conestoga.

Prior Learning Assessment and Recognition (PLAR)

Conestoga recognizes prior learning of skills, knowledge or competencies that have been acquired through employment, formal and informal education, non-formal learning or other life experiences. Prior learning must be measurable at the required academic level and meet Conestoga standards of achievement for current courses. Challenge exams and portfolio development are the primary methods of assessment. Other methods of assessment may be available depending upon the nature of the course objectives. Successful completion of the assessment results in an official course credit that will be recorded on the student's Conestoga transcript. PLAR cannot be used by registered Conestoga students for the clearance of academic deficiencies, to improve grades or to obtain admission into a program.

Learn more about PLAR.

Program Courses

Course Details
Course Code Course Title and Description
Level 1
COMM1030 Interpersonal And Group Dynamics

Description: In this introductory level course, students learn to apply knowledge from interpersonal relations and group dynamics to working in a team. Emphasis will be placed on utilizing effective communication skills with individuals and groups. Group cohesiveness and group decision-making will be discussed.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

COMM1085 College Reading & Writing Skills

Description: This course focuses on the reading, writing and critical thinking skills needed for academic and workplace success. Students will analyse, summarize, and discuss a variety of readings and apply the steps of planning, writing, and revising in response to written prompts. This course prepares students for post-secondary writing tasks, research, and documentation.
Hours: 45
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN1020 Introduction to Public Relations

Description: This introductory course provides a theoretical base for the practice of public relations from the skills needed to be a practitioner to the models of public relations as it is practiced in Canada. Students are introduced to the following topics: public relations process, learning the scope and nature of public relations management roles particularly strategic management, specialized functions with an emphasis on corporate communications. Lectures and hands-on exercises deal with such areas as ethics and codes of standards, news values and characteristics, the evolving relationship between public relations practitioners and journalists and publicity tools and techniques for traditional mass media and the news media.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

PRLN1050 Writing for Public Relations

Description: This course is designed as an introduction to the role of the public relations writer and the documents written by public relations writers on the job. Students learn the basics of public relations writing, with emphasis on the ability to gather information, assemble and check facts and compose a document using proper style and grammatical structure.
In a lab environment with Internet accessibility, students produce individual writing assignments using the proper format, style and audience considerations. These materials, which include news releases, business letters, memos, presentations and feature articles are evaluated on their clarity, conciseness, correctness, and completeness.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

PRLN1070 PR Toolkit: Print Design and Production

Description: This combination lecture and lab course provides an overview of the role print production plays in the practice of public relations. Students learn the design and production aspects of print production from the use of type to modern printing techniques. The focus in the lab component is on layout principles as students learn techniques, methods, basic tools, and terminology required to communicate with graphic designers and develop basic skills to do rough layouts for public relations print materials.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

PRLN1150 Media Relations

Description: This course will look at the unique relationship between the public relations practitioner and the media. The student will explore the role of the media, how the print/broadcast process works, and how to develop a strong relationship with this powerful public relations partner.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

Level 2
LIBS1690 Applied Organizational Behaviour

Description: Organizations impact individuals and individuals have an impact on organizations.
This course will examine factors that affect an individual's performance in an organization. It will analyze how theories can be applied to explain such factors as an individual's motivation, attitudes, teambuilding skills, leadership style, decision making, and stress management abilities. Other features such as organizational culture and change will also be analyzed to determine their impact on an individuals' behaviour in an organization. Practical workplace examples will be analyzed through discussion, case studies, and team projects.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN1060 Research for Public Relations

Description: This introductory course provides an overview of the role research plays in the practice of public relations. Students learn the necessity of gathering, processing, transferring, and interpreting information. Lectures and demonstrations deal with research methods and techniques for qualitative and quantitative, primary and secondary, and formal and informal research using library, database, and Internet sources. Assignments provide students with experience in gathering and analyzing research data.
Hours: 42
Credits: 3
Pre-Requisites: PRLN1020
CoRequisites:

PRLN1090 PR Toolkit: Multimedia Applications for Public Relations

Description: This combination lecture and lab course provides an overview of the role audio visual and multimedia tactics play in the practice of public relations. Students learn the purpose and value of multimedia in helping to communicate an organization's message more effectively. Students will gain exposure to and assess the value of new technologies available to PR practitioners: web cast, video walls, information cds, translation tools, etc. The focus in the lab component will be on low-cost, high technology options for communication: integrating music and video in Power Point, writing and creating multimedia presentations, and minor troubleshooting of standard audiovisual equipment.
Students will also learn basic photojournalism and composition skills and their application in public relations work. They will learn to be good consumers photography and videography. They will also apply their knowledge of visual communication in creating story boards for photo layouts and public relations applications.
Hours: 42
Credits: 3
Pre-Requisites: PRLN1070
CoRequisites:

PRLN1120 Strategic Communications Planning

Description: This lecture course allows students to review, evaluate and prepare public relations campaigns. Through this they will experience the four-step public relations process: defining public relations problems/opportunities; planning and programming; taking action and communicating; and evaluating the program/activity. Students learn to identify stakeholders and publics; set and write process and outcome objectives; devise strategies and tactics; prepare communication materials, establish budgets, and set evaluation criteria. Students apply public relations formulas by planning, implementing and evaluating a public relations campaign and presenting their proposals through an oral presentation.
Hours: 56
Credits: 4
Pre-Requisites: PRLN1020, PRLN1150
CoRequisites:

PRLN1145 PR Toolkit: Event Planning for Public Relations

Description: This course introduces the student to the field of event planning for public relations. Students will have the opportunity to design, budget, plan, implement and evaluate a special event. The world of corporate sponsorship and planning for profit and nonprofit organizations is explored as well. They will experience the value of relationship and negotiation with vendors and suppliers to the special event industry.
Hours: 42
Credits: 3
Pre-Requisites: PRLN1070
CoRequisites:

PRLN1160 Specialized Writing for Public Relations

Description: In this course, students will build upon the skills they gained in Introduction to Public Relations by researching, writing and editing more advanced public relations documents. Completed documents will include speeches, newsletters, media kits, feature articles and advertorials. Students are expected to write all documents at a professional level and according to CP Style and professional writing standards.
Hours: 56
Credits: 4
Pre-Requisites: PRLN1050
CoRequisites:

Level 3
CDEV2060 Personal PR: Promoting Yourself

Description: This course provides the students with the required skills to develop job search strategies, explore career opportunities, prepare cover letters and resumes and develop interviewing techniques. Work experience strategies and opportunities will be discussed and planned.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

OHS1320 Safety in the Workplace

Description: This course focuses on developing awareness and skills for the student to safely manage and conduct him or herself while on an unpaid work placement within a variety of employment settings. Through the nine units of the course, participants will have the opportunity to enhance their understanding and knowledge of General Health and Safety guidelines, including WHMIS, Fire Safety and Workplace Violence. The unit on Accessibility for Ontarians with Disabilities Act will instruct the student on the requirements for Accessible Customer Service and Integrated Accessibility Standard Regulations. General information on Safe Driving, Privacy of Information and Hand Washing will be addressed as well. The course also provides participants with critical information regarding their insurance coverage (WSIB or other) while on unpaid work placements, as well as guidelines to follow in the event of an injury. Participants will receive a printable Record of Completion upon successful conclusion of this course, in order to demonstrate awareness of safe working practices to their Placement Employers. Participants in this course are required to provide informed consent regarding WSIB or other insurance coverage while on an unpaid work placement
Hours: 15
Credits: 1
Pre-Requisites:
CoRequisites:

PRLN1080 Principles of Persuasion

Description: This course introduces students to persuasion theory and process. Using this communications knowledge base, students obtain hands-on experience applying factors in persuasive communications from audience analysis to source credibility, as they prepare plans for and deliver informative and persuasive speeches. Students learn persuasive techniques and use them in oral presentations on a variety of topics in a classroom setting.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN2030 PR Toolkit: Web Writing and Design

Description: The Web Writing and Design course provides students with a systematic approach to planning, writing and designing communication for an organization's web page. One of the main focus areas is media relations on the web. Students will study examples of organizational content properly packaged for media pick-up. Speed and usability are vitally important. The course will look at what reporters want and need from your organization's website; tips to get reporters to access your site; and review of top trends in electronic media.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

PRLN2100 Specialized Writing for Public Relations II

Description: By the time they reach this course, students are expected to have mastered the foundations of public relations writing and should be able to produce clear, compelling and persuasive written documents. In this course, they will build on these skills to create an integrated promotional writing package which consists of a direct mail piece, a brochure and a Website.
Hours: 56
Credits: 4
Pre-Requisites: PRLN1160
CoRequisites:

PRLN2155 Issues Management

Description: An issue is a gap between your actions and stakeholder expectations. Issues management is the process used to close that gap. This course allows public relations students to learn how to help their organization to adjust to meet expectations through identification of potential issues; providing public information or community dialogue and managing two-way communication with key stakeholders. Crisis communication management will also be covered.
Hours: 70
Credits: 5
Pre-Requisites: PRLN1060, PRLN1120
CoRequisites:

Electives: General Education
Student must complete a minimum of 42 Hours
Level 4
PRLN2050 Public Relations Consulting

Description: This course provides both a general overview of the operation and management of a small business and a specific look at a public relations consultancy. Students are exposed to opportunities for entrepreneurship in the public relations field, such as operating a home based business and working on a contract or freelance basis. This course covers key areas including preparing a business plan, budgeting and record keeping, marketing (using traditional media and new technologies), proposal writing and project management. Through course materials, a practicum period and a capstone exercise, students learn how to function as public relations consultants.
Hours: 42
Credits: 3
Pre-Requisites: PRLN1080
CoRequisites: PRLN2130, PRLN2160, PRLN2170

PRLN2095 Social Media Management

Description: The primary goal of this course is to provide a foundation for planning and executing social media activities that support an organization's public relations goals. Students will be provided with insight on best practices in social media management and governance, techniques for creating digital content for popular social media platforms, consideration of social media metrics, and knowledge on how to integrate social media activities with other communication channels. Students will be expected to engage in social media throughout the course, integrating their learning through the use of a broad social media platform.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

PRLN2130 Portfolio Development

Description: In this applications course, public relations students will learn how to package their portfolio materials in the best way to communicate their strengths. Part of the course will be designated for practice in presenting the portfolio materials to a prospective client or employer. (A practicum period is included in this course.)
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites: PRLN2050, PRLN2160, PRLN2170

PRLN2140 Media Training and Presentation Skills

Description: Well-developed presentation skills are one of the most important qualities that a PR practitioner can have. At some stage in your career, you will almost certainly be expected to make a presentation to an individual or a group. This course is designed to equip the student with an awareness of the image that they project in the presence of a group or an individual. Topics under discussion will include: the general principles of communication; vocal and physical impact; and how to be effective and persuasive. Students will look into detail at the construction of presentations; gestures and body language; and how to handle questions and objections. The course is highly interactive and the student will be expected to participate in role-playing exercises and to deliver several prepared presentations to the group.
Hours: 42
Credits: 3
Pre-Requisites: PRLN1145
CoRequisites:

PRLN2160 Values and Ethics in Public Relations

Description: This course focuses on the legal and ethical constraints governing the practice of public relations in Canada. Students are encouraged to develop a high standard of legal and ethical conduct when practicing public relations. In this course they will develop a consistent ethical framework by studying the Code of Ethics set forth by PRSA as well as practical situations faced by PR practitioners. Students will study laws governing freedom of expression including libel, copywriting and intellectual property and privacy. This course includes a practicum period and a capstone exercise where students can apply course theories.
Hours: 28
Credits: 2
Pre-Requisites: PRLN1080
CoRequisites: PRLN2050, PRLN2130, PRLN2170

PRLN2170 Specialized Writing for Public Relations III

Description: Following the prerequisite course in specialized writing, this course enables the students to produce advanced public relations documents. Students demonstrate in short and long writing assignments mastery of the concepts of audience, context, format and accuracy as these apply to technical and professional writing. They will prepare business correspondence and specialized PR documents in a variety of professional contexts and for stakeholders of publicly traded and not-for-profit organizations. The course comprises classroom instruction and application in a practicum period and a capstone exercise.
Hours: 56
Credits: 4
Pre-Requisites: PRLN2100
CoRequisites: PRLN2050, PRLN2130, PRLN2160

Program Outcomes

Program Advisory Committees

The College appoints Program Advisory Committee members for diploma, degree, certificate and apprenticeship programs. Committees are composed of employers, practitioners and recent program graduates. College representatives (students, faculty, and administrators) are resource persons. Each committee advises the Board on the development of new programs, the monitoring of existing programs and community acceptance of programs.

For a list of the current members, please visit our Program Advisory Committees.

Apply Now

Domestic students should apply online at www.ontariocolleges.ca or by phone at 1-888-892-2228.

ONTARIOCOLLEGES.CA
60 Corporate Court
Guelph, Ontario
Canada N1G 5J3

Detailed steps on the application process may help you to apply.

International students should apply online using a Conestoga College International Application Form. Please note: not all programs are open to international students. Interested students should check the listing of open programs on our international students web page before applying.
For program information, call the Information Centre at 519-748-5220 ext 3656.

Disclaimer

The College reserves the right to alter information including requirements and fees and to cancel at any time a program, course, or program major or option; to change the location and/or term in which a program or course is offered; to change the program curriculum as necessary to meet current competencies in the job market or for budgetary reasons; or to withdraw an offer of admission both prior to and after its acceptance by an applicant or student because of insufficient applications or registrations, over-acceptance of offers of admission, budgetary constraints, or for other such reasons. In the event the College exercises such a right, the College’s sole liability will be the return of monies paid by the applicant or student to the College.

Students actively registered in cohort delivered programs who take longer than the designed program length of time to complete their studies are accountable for completing any new or additional courses that may result due to changes in the program of study. Unless otherwise stated, students registered in non-cohort delivered programs must complete the program of study within seven years of being admitted to the program.

PROGRAM SEARCH

Program Status
Start DateCampusStatus**
SEP, 2016 Doon Open
** Status applicable to domestic students

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