Public Relations (Bachelor of) (Co-op)

College: CONS Program: 1278C Campus: DO Academic Year: 2012 / 2013

About the Program

Conestoga's Bachelor's degree in Public Relations is the first to be approved in Ontario and the fourth in Canada.

Public Relations is the management of communication between an organization and its public. Public relations specialists work in employee communication, media relations, investor relations, marketing communication and other specialized communication functions. This profession demands strong communication skills, diplomacy, strategic thinking and the ability to understand complex issues, and Conestoga's Public Relations degree responds with a case-based approach. The goal is to provide graduates with the critical thinking skills and the practical experience required to manage reputation, responses, and relationships on behalf of the organization.

We offer students the opportunity to develop theory that addresses the problems faced by public relations professionals and combine that learning with co-op terms to allow the student to apply theory to public relations practice. Courses in public relations management, global public relations, business and project management, and the ethics and philosophy of public relations offer unique perspectives.

Students will be encouraged to join one of several professional organizations during their degree program. Professional development, networking, and volunteerism are of tremendous benefit to the public relations graduate throughout their career.

Conestoga College has been granted a consent by the Minister of Training, Colleges and Universities to offer this applied degree for a seven-year term starting April 23, 2010. Conestoga College shall ensure that all students admitted to the above-named program during the period of consent will have the opportunity to complete the program within a reasonable time frame. Application to the Ministry for renewal of the consent to deliver is a prescribed and cyclical requirement for all degree programs at all Ontario colleges.

Bachelor Degrees in Applied Areas of Study

Conestoga's Bachelor degrees:
- are current and offer a balance of applied study and theory.
- offer integrated content across disciplines including business, liberal arts and sciences.
- are taught by highly credentialed faculty.
- are personal learning experiences with smaller class sizes.
- result in a graduate with thorough knowledge and co-op work experience.
- provide opportunity for further studies in a number of articulation agreements with universities world-wide
- are government approved and meet all Ministry standards.

Program Facts

Length: Four-Year Academic Co-operative Bachelor Applied Degree program
Location: Doon (Kitchener)
Start: September
First-Year Capacity: 50
Tuition: Please refer to Fees Chart for more detail
*Fees are higher for international students on a Student Visa.
*Recreation/Athletics, Graduation/Alumni, Insurance, as well as program-related costs such as books and supplies are additional.

Co-op Information

To ensure successful completion of the program, it may be necessary to relocate or commute during co-op work terms
To be eligible to participate in any co-op work term, students must maintain the required academic standards for their program (see Co-op program page on college website for details)
The college cannot guarantee co-op employment. All co-op students are required to conduct an independent co-op job search in addition to the supports and services provided by the Co-op Office
Co-op & Career Services maintains comprehensive Co-op Policies & Procedures to which all co-op students must adhere (see Co-op program page on college website for details)

Admission Requirements

Ontario Secondary School Diploma (OSSD), or equivalent, OR 19 years of age or older.
A minimum of six (6) Grade 12 courses at the U or M level, including ENG4U.
A minimum average of 70% is required.

Note:

Priority will be given to students who have successfully completed EWC4U (The Writer's Craft) or EWC4C in addition to ENG4U.
Applicants possessing degrees/diplomas from institutions where the language of instruction was not English will be required to provide test scores as evidence of their English language proficiency. Test scores, if required, would be a minimum of TOEFL 580 or 237 computer-based or 92 internet-based with TWE 4.5; IELTS 6.5 with no bands less than 6.0; CAEL 70 with no sub-test band scores less than 60, or equivalent scores in other recognized standard test of English.
We offer a language program for students whose English language skills are below the standard required for admission but all other admission criteria have been met. You will be eligible for admission to the degree program after completing the English Language Studies program. Your placement in that program is determined by scores of an in-house English language test or TOEFL or IELTS.

Admission Procedures

Applicants with an academic strength under 65% will not be considered.

Academic strength is calculated by averaging all submitted Grade 12 marks (or equivalent) of the required subjects. If more than one grade is received for required subjects, the highest grade will be used in the calculation.

Note:

Graduates of Public Relations diploma programs should contact the Program Coordinator for information regarding possible advanced standing.

For program information call the Information Centre for details at 519-748-5220 ext. 3656.

Course Information

Course #	Courses
Level One
BUS1190	Introduction to Business with International Applications Description: This course will provide a starting point to understanding the functions of business and the similarities and differences between Canadian business and business operations in other countries. Economic systems and forms of business organization will be evaluated. The major functions of business (management, human resources, production, marketing and finance) will be examined in the Canadian environment and compared to the international environment. Hours: 60 Credits: 4 Pre-Requisites: CoRequisites:
COMM1045	Foundations of Writing Description: This course reinforces and develops essential writing skills required for the Specialized Writing for Public Relations courses. This course emphasizes grammar, mechanics, sentence structure, and paragraph development within the writing process of planning, drafting, and revising. It also teaches the basics of style, diction and usage. Students will learn critical thinking and basic research skills (summary, synthesis and documentation) through reading and evaluating issues in literature, language, culture, and technology. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
COMP1390	Introduction to Computing for Applied Communications Description: This course is designed to develop the knowledge and skills required to be a proficient user of applications relevant to the communications field. File management and word processing skills will be covered but an emphasis will be placed on web design and publishing and the use of electronic media. The student will study the essential tools required by today’s professional communicators, including the Internet and other media, such as blogs, websites and data bases. These tools are essential to assess emerging issues, to communicate information and to conduct research. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
LIBS7170	Critical and Creative Thinking Skills Description: This course examines the essential elements of both critical and creative thinking, with their application to the solution of problems. It describes the nature of evidence, sound arguments and valid conclusions, faulty reasoning, convergent and divergent thinking, and the creative process. Critical and creative thinking are then applied to problem solving, and both the discussion of ideas and the presentation of information to an audience. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN1200	Public Relations History, Principles and Concepts Description: This course introduces the practice of public relations, its history and evolution. Students examine the principles and theory of public relations management and organization, in terms of reputation and relationship. Current trends, problems and issues related to public relations practice globally are explored through the key stakeholder relationships with media, employees, consumers, government and the community. This course also emphasizes the ethical responsibility of public relations practitioners toward society at large. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Electives: General Education	Student must complete a minimum of 36 Hours
Level Two
COMM1830	Media, Culture and Communications Theory Description: The course will introduce and review major approaches to the study of human interaction, rhetoric, language, persuasion and cultural processes across diverse contexts. This course examines the impact of diversity on communication and encourages communication practitioners to link everyday cultural practices to the larger systems that structure them. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
LIBS7150	Personal Awareness and Group Dynamics Description: This course will focus on comprehensive theoretical understanding of group process, personal skill development and application through intensive team work. These skills are of critical importance in both professional and social settings. Through guided exploration and application of theoretical paradigms and practical strategies, students will achieve the necessary skills to succeed in and lead effective teams. The course consists in an intensive experiential approach ? learning by doing ? enabling participants to become effective, practiced team members with experience applying skills necessary for leadership, analysis and evaluation, problem solving, and conflict management. Individual and team activities enhance participants’ skills to work with a variety of personalities in diverse situations, and to effectively assume various professional roles within a team. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
LIBS7200	World Cultures Description: World cultures both broadly and deeply affect and are affected by globalization in ways that unify and divide as well as produce equities and inequalities among people and nations. In this course, students will focus on topics pertaining to similarities and differences world cultures and societies. Incorporating varying perspectives on diversity, students develop an understanding of the impacted groups, develop strategies which demonstrate respect for diversity, and critically examine social change performed on a world stage. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN1210	Public Relations Research Description: This course will introduce the student to a variety of primary and secondary research methods used for public relations planning, implementation and evaluation. The student will learn how to select the appropriate research tool and methodology, administer the research, evaluate the soundness of the information gathered, and report results. The student will design and conduct qualitative and quantitative research that includes the use of electronic data bases, on-line methods for environmental monitoring, focus groups, surveys and content analysis. Most important, the student will learn that better public relation decision-making occurs when they are able to support their professional judgment with research insights. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN1220	The Ethics of Advocacy Description: In this course, students are introduced to models of reasoning and the required framework for evaluating and responding to ethical issues in the Public Relations workplace. They will examine: Their own values and ethics and how these affect or relate to an organization’s response to an issue. The role corporate and special interest groups play in advocating social, political and economic changes in society. The meaning and value of ?news? and truth telling from the sometimes competing perspectives of journalists and public relations professionals. The PR professional’s role and obligations to employers, clients and internal and external stakeholders in the area of corporate social responsibility. Codes of ethics within the PR profession. The credibility and ethical usage of new technology Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN1230	Specialized Writing for Public Relations I Description: This is the first of a series of four specialized writing courses. This course will introduce students to elements of writing for specific communications disciplines and opportunities. Considerations of audience, purpose and technique will be examined for a variety of writing assignments in public relations. Students will examine and apply the various types of promotional writing used to promote a product, service, organization or cause, including corporate and non-profit advertising used for public relations purposes and integrated marketing communications tactics such as brochures, websites, public service announcements and direct response materials. This course also reinforces grammar, punctuation and mechanics of writing, emphasizing the writing skills students have gained in Foundations of Writing. Hours: 45 Credits: 3 Pre-Requisites: COMM1045 CoRequisites:
Level Three
CDEV1020	Co-op and Career Preparation Description: This mandatory course prepares students for job searching for their co-op work terms and for post-graduate careers. Students will learn to critically evaluate their skills, attitudes, and expectations and evaluate and interpret available opportunities in the workplace. Self-marketing techniques using resumes, cover letters, cold-calls, and interviewing will be learned and students will learn the expectations, rules, and regulations that apply in the workplace with regards to social, organizational, ethical, and safety issues. Hours: 16 Credits: 1 Pre-Requisites: CoRequisites:
MKT2250	Advertising, Branding and Marketing Description: Leading organizations today are creating and managing their communications in an integrated fashion, with coordination in terms of messages, positioning, and timing, all developed in support of overall organizational objectives. This course provides an integrative approach to the study of the interrelationship of advertising, branding, marketing and public relations. Topics include an evaluation of the role of promotion in marketing and the economy; the formulation and analysis of promotional goals; planning, organizing, and controlling the promotion function; creative planning; and budgeting and media selection. Through case studies and practical exercises, students will learn how to reach appropriate target publics in an effective, cost-efficient and measurable way. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
MKT2260	Event Planning and Promotion Description: This course provides students with an understanding of the role events play in strategic communication and in helping organizations achieve their goals. From brainstorming ideas and concepts to project management, budgeting, and audience analysis, the students will explore public relations event campaigns as both strategic and creative. The principles of etiquette and professionalism will also be covered. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN2000	Specialized Writing for Public Relations II Description: This course moves beyond the basics of public relations writing to focus on writing specialized subject matter for specific media. Students will build upon the skills they gained in Specialized Writing for Public Relations I by researching, writing and editing more advanced public relations documents. This course will also reinforce and complement the skills students gain in the courses Public Relations Campaigns and Presentation Skills for Public Relations. Completed documents may include speeches, newsletters, media kits (print and/or online), feature articles, and other written documents used to support a campaign, presentation or event. Hours: 45 Credits: 3 Pre-Requisites: PRLN1230 CoRequisites:
PRLN2200	Presentation Skills for Public Relations Description: This course will prepare the student to deliver dynamic and professional presentations to both small and large groups in either management or impromptu (informal) situations. Students will learn to match message development with the intended audience, how to use non-verbal presentation techniques to build audience rapport and how to prepare themselves for presentations. Students will develop an awareness of the importance of projecting a professional image in the presence of others. The construction of ethical persuasive presentations, the organization of key points to enhance understanding, and how to handle audience questions or objections will be covered. Further, the student will learn tips and techniques on how to coach others for media interviews or speeches. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN2210	Public Relations Campaigns Description: Public relations campaigns can help solve a public relations problem or take advantage of public relations opportunities. In this course students will examine public relations campaign cases, both proactive and reactive, and actually design a comprehensive public relations campaign proposal for a community-based client. Special focus will be given to the ethical responsibility of public relations practitioners toward society at large. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Electives: General Education	Student must complete a minimum of 36 Hours
Level Four
COMM2170	Studies in English Vocabulary, Diction and Style Description: This course teaches the origin of scientific and literary terms; foreign phrases in current use; borrowing of words into English from other languages; and the relationship between meaning and culture and meaning and content. It also covers topics of English diction and style and their applications in written communication. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
MGMT2190	Project Management I Description: Management of large scale projects is both a science and an art. This course will focus on Project Management as an essential component of managing both international and domestic operations and an evolving professional discipline. All projects are typically complex, are comprised of many components and tasks, and involve a cross-section of different functional teams. The essential knowledge areas which are vital to effective project management (integration, scope, cost, time, quality, human resources, and communication) will be explored in detail. As well, the key processes involved with successful project management (initiation, planning, controlling, executing and closing) will be reviewed. Students will have an opportunity to apply these skills and knowledge to a variety of real world situations. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN2010	Specialized Writing for Public Relations III Description: This course moves beyond the basics of public relations writing to focus on writing specialized subject matter for specific media. Students will examine and apply the various types of promotional writing used to promote a product, service, organization or cause, including: Corporate and non-profit advertising used for public relations purposes, Integrated marketing communications tactics such as brochures, websites, public service announcements and direct response marketing materials. This course will reinforce the principles students learn in Integrated Communications, with emphasis on how professional writing can support a marketing communications strategy, program or campaign. Hours: 45 Credits: 3 Pre-Requisites: PRLN2000 CoRequisites:
PRLN2220	Portfolio Development Description: In preparation for their co-op placement, 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. The principles of etiquette and professionalism will also be covered. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN2230	Media Relations Description: This course will examine the important relationship between public relations practitioners and members of the media. This course will explain the role of the news media, how it operates, and the unwritten rules that govern interaction with the news media. Students will learn how to construct an effective media relations strategy, how to be interviewed with skill and assurance, and how to evaluate media relations within the corporate public relations plan. The course will use new information technologies to manage and evaluate these relationships and will include discussion about the ethical challenges of global media relations. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Electives: General Education	Student must complete a minimum of 36 Hours
Level Five
COOP2380	Co-op Work Term I (Bach Public Relations) Description: This course provides students in the Public Relations Applied Degree Program approved work experience in one or more public relations areas. Hours: 420 Credits: 14 Pre-Requisites: CoRequisites:
Level Six
BUS3150	Fundamentals of Finance Description: All managers in an international environment need financial management skills to make decisions and manage projects within an organization. This introductory course for non-accounting students covers aspects of both financial accounting and management accounting. Students will be able to apply concepts of finance and financial management for organizations operating in international environments. Students will develop an appreciation for the techniques used to control financial risk in international situations. Students will be able to apply concepts of financial accounting to both personal and business situations, including the preparation and use of basic financial statements. Management accounting topics will allow the students to understand cost behaviour and its use in decision-making, evaluate capital investments, and prepare operating budgets. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
COMM3040	Applied Visual Communication Description: Public relations professionals frequently manage the design and print process of communication materials. In this course students will develop an understanding of these processes. They will learn how, when, and why to request specific design elements and print processes for a variety of materials including: newsletters, brochures, reports, and other communication materials. The student will be able to judge the quality of finished work. By using layout, balance, colour, photographs, artwork, and typography students will understand how design elements can enhance or detract from the message. Through the use of thumbnail linear drawings students will acquire the skills necessary to express and develop ideas. They will also use industry standard technology to develop the essential technical knowledge required to produce presentation materials. Students will learn the step by step production processes that result in final artwork and file format for a commercial printing firm. They will develop an understanding of how to evaluate the equipment capabilities of the many commercial printers, film houses, and service bureaus available in today’s high tech marketplace. Students will explore the various printing methods used within the industry. Stock selection, finishing techniques, scheduling and estimating will also be covered. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN3020	Strategic Communication Management I Description: This course provides an in-depth look at different public relations issues, cases and specializations, including media relations, employee communication, and nonprofit communication. Specifically, students will apply cross-cultural and cross-gender sensitivity and look at major issues in diversity, such as the unique economic, employment and health-risk issues confronting minority communities. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN3030	Specialized Writing for Public Relations IV Description: This course focuses on the not-for-profit sector, emphasizing the art and science of communicating in writing with individual and corporate donors, grant providers and other key stakeholders within the not-for-profit sector. It will reinforce Fundamentals of Finance by reviewing high-level financial principles as they apply to not-for-profits in Canada. It will also introduce students to the disciplines of fundraising and grant writing, both fundamental aspects of a not-for-profit’s success. The course emphasizes theoretical understanding of the not-for-profit sector as well as specialized writing skills in support of not-for-profit organizations. Hours: 45 Credits: 3 Pre-Requisites: PRLN2000 CoRequisites:
PRLN3050	Organizational Behaviour for Communication Professionals Description: The course is a study of individual and group behaviour (specifically in international organizations) as influenced by social, individual, organizational, and technological constraints. Topics include personality; attitudes; motivation; group dynamics; roles, norms and status; decision-making; power and control; conflict; change; and leadership. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Electives: General Education	Student must complete a minimum of 36 Hours
Level Seven
COOP3190	Co-op Work Term II (Bachelor Public Relations) Description: Students will apply public relations academic skills, knowledge and attitudes in performance of duties defined in the job description, in accordance with course and program outlines. Student development will be evaluated during and at the conclusion of the work experience. Hours: 420 Credits: 14 Pre-Requisites: CoRequisites:
Level Eight
COMM3070	Rhetoric and Persuasion Description: This course reviews the history, definition, and major theories of rhetoric and persuasion as part of the communication process. It teaches students methods of persuasion: logical and emotional appeals and trustworthiness, ways of structuring arguments, and persuasive style. It emphasizes the application of rhetorical theories and strategies in public relations through preparing students to create and critique arguments on a variety of subjects. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
LIBS7190	Ethical Reasoning Skills Description: This course is intended to acquaint students with the intellectual tradition of moral philosophy and help them develop practical analytic and critical skills through reading, writing, and discussion. This course focuses on ethical issues faced by individuals in Canadian society. It helps students to clarify their values and establish a framework for ethical decision making. Students will explore a variety of moral issues such as euthanasia, abortion, minority rights, racism, bio-medical technology, capital punishment, pornography, discrimination, poverty, environment and war. These questions do not admit of easy answers, because there are often plausible-sounding moral reasons to be given on each side of the matter. In part because of this, there is a tendency to want to set them aside as unanswerable, as just a matter of opinion. Yet they cannot be ignored. Rather, these questions require that we think hard about them and address them carefully, and that we explore various underlying presuppositions that we often accept uncritically. As a result, this is a course in which we will focus on and practice the skill of critical thinking, and learn to express carefully, verbally and in writing, our reasoning for a given position. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
MGMT3010	Government Relations and Public Affairs Description: This course is an introduction to the fundamental issues of Canadian public life and the federal political system. It presents an overview of the constitution, institutions, political parties, electoral system, interest groups, and public opinion that represent the essential components of Canada’s political culture and government. Students will become acquainted with the basic concepts of public affairs, understand the relationships of the social, economic and political aspects of public affairs; recognize the complexity of public problems and the issues underlying their attempted solutions within a democratic political system; develop personal approaches and opinions about the solution of public problems; and build awareness of the ethical dimensions of public affairs. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN3000	Public Relations Consulting Description: This course prepares students for consulting roles in the public relations profession. In the first half of the course there is a focus on inter-personal and relationship skills as they can be applied to either internal or external clients. Specifically, skills to develop and maintain ethical client relationships are taught including empathetic listening, interview techniques such as leading with questions, management of client expectations and conflicts, as well as communicating advice and feedback to clients. Students learn the value of listening rather than jumping to solutions. In the second half of the course, external consulting skills such as writing proposals and letters of agreements/contracts are covered. Students are exposed to the questions they need to consider before operating a freelance consulting business. They are provided with an overview of how to operate a public relations consultancy including essential business skills such as human resource requirements, record keeping, multiple client project management, billing, and government reporting. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN3040	Strategic Communication Management II Description: This course builds off the skills and knowledge obtained in Strategic Communications Management I to provide a more in-depth look at different public relations issues, cases and specializations, including community relations, investor communications, and issues/crisis/risk communication. A focus will be given on the use of new information technologies to communicate to these publics. Focus will also be given to the ethical responsibilities of public relations practitioners toward the society at large. Hours: 45 Credits: 3 Pre-Requisites: PRLN3020 CoRequisites:
Electives: General Education	Student must complete a minimum of 36 Hours
Level Nine
COOP4070	Co-op Work Term III (Bach Public Relations) Description: Students will apply public relations academic skills, knowledge and attitudes in performance of duties defined in the job description, in accordance with course and program outlines. Hours: 420 Credits: 14 Pre-Requisites: CoRequisites:
Level Ten
COMM4020	Media and Communications Law Description: This is a survey course designed to provide Public Relations students with the necessary knowledge and appreciation of the law relating to media, communications and public relations. Constitutional, criminal, administrative, and civil laws will form the basis of this course. The course will include such topics as: (1) the Canadian legal system, (2) privacy, access to places and information, (3) defamation, (4) intellectual property rights, (5) employee rights and obligations, (6) corporate governance, (7) product safety, (8) role of government, (9) maintaining confidential information, (10) litigation, (11) international considerations, (12) risk management, and (13) obtaining legal services ? proactively and reactively. Successful completion of this course will give students a basic understanding of the law and, perhaps more importantly, an appreciation of its complexity. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
MGMT4000	Project Management II Description: This course builds upon areas of knowledge and processes learned in Project Management I, with synthesis in a practical/applied environment. Focusing on project teams as an integral part of project management, this course covers the cycle of a projects and the complexity of functional teams. It deals with the role of buyers, maintenance technicians, human resources officers, information technologists and transportation coordinators, and covers contracts, risk allocation, negotiation, and transportation. Both individual and team complex projects will be developed and presented, contributing to the final capstone/portfolio. Hours: 45 Credits: 3 Pre-Requisites: MGMT2190 CoRequisites:
PRLN4000	International Public Relations Description: This course explores the dynamic rise and development of public relations and highlights its inextricable link with international business and marketing, global media power and new technology. The course provides insights from both a media and a public relations standpoint, so that students can see the application of key theories of public relations scholarship pertinent to modern public relations practice. Students will enhance their professional skill and knowledge base in the global realm. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
PRLN4010	Advanced Public Relations Research Description: This advanced course builds on the skills and the knowledge students learned in the introductory course. It applies critical thinking to the public relations research process, including the question, tools, methodology, and analysis and reporting. Students will study audience segmentation, question bias, the meaning and use of statistics, the responsibilities inherent in reporting results, and the critical reading of research reports. A significant focus throughout will be on the ethics of the research process. Specific communications research through the use of public opinion polling will also be studied. Case studies and reflective discussions will be used to develop a deeper awareness of research and its implications in public relations. Hours: 45 Credits: 3 Pre-Requisites: PRLN1210 CoRequisites:
TECH4000	Implications of Applications of New Media Description: The curriculum provides critical reflection on digital media applications and their implementation in a variety of settings, including education, publishing, performing arts, video and film production. The course also looks at media consumption in contemporary society. Topics include writing for new media, information architecture for Internet services, the behavior of information users, and electronic commerce. The curriculum blends content and technology, preparing students to manage new media projects such as online news stories or disk-based projects (CD-ROMs, DVDs). Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Electives: General Education	Student must complete a minimum of 36 Hours
Level Eleven
COMM4000	Employee Communications Description: This seminar-style course examines the critical roles of the employee and the manager in the communication effectiveness of an organization. Students will explore managerial communications styles and strategies to meet organizational objectives. Through case study analyses and discussion, students examine effective and ineffective communications strategies and discuss the challenges to effective employee communication. Hours: 27 Credits: 2 Pre-Requisites: CoRequisites:
MGMT4020	Corporate Social Responsibility Description: This seminar-style course explores Corporate Social Responsibility (CSR), the principle of businesses supporting communities and people. This practice is intended to build bridges between the corporation and the community. The business and ethical challenge is finding the balance between doing ?good? and leveraging these ?good? practices to benefit businesses and the community. Students will examine and discuss current CSR cases. Hours: 27 Credits: 2 Pre-Requisites: CoRequisites:
PRLN4020	Investor Communication and Donor Relations Description: This seminar-style course covers changing trends in investor relations, types and styles of communication with investors, and online investor communication. Students will explore investor terminology, writing styles and special communication topics. Discussion themes include current investor relations issues such as the growing use of electronic communication to replace face-to-face communication channels (e.g. annual shareholder meetings) and what it means for companies and shareholders? Hours: 27 Credits: 2 Pre-Requisites: CoRequisites:
PRLN4030	Issues Management and Crisis Communication Description: This seminar-style course explores the three dimensions of issues communication: proactively addressing emerging issues; developing risk communication strategies; and effectively reacting in times of crisis. Through class discussion and exploration of cases, students will learn how the public relations practitioner can offer increased value to an organization through proactive planning and implementation. Hours: 27 Credits: 2 Pre-Requisites: CoRequisites:
PRLN4040	Public Relations Capstone Description: This capstone course and exam are the final steps in completing the degree and preparing for a career in public relations. It is the culmination and demonstration of learning from all courses and work experience during the four years of the degree, including public relations theory, legal, and ethical issues confronted by practitioners and the analytic and creative skills necessary to excel in the profession.The first nine weeks of the course will focus on review and remediation of program content, portfolio presentation, and preparation for the capstone exam. The remaining four - six weeks* of the course will be dedicated to develop a public relations approach for an assigned case, including the research, analysis, communication strategy, and evaluation plans. The case will be presented to faculty and a panel of practitioners at the end of the six weeks. Hours: 90 Credits: 6 Pre-Requisites: CoRequisites:
Electives: General Education	Student must complete a minimum of 36 Hours

Graduate Opportunities

Graduates of this program will possess superior oral and written communication skills, well-honed research skills, and the business acumen needed to manage issues, plan events, develop campaigns and lead communication projects. Graduates will be ready for entry-level public relations or communication positions leading to careers in a variety of organizations, including corporate, not-for-profit and agency environments.

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: http://osap.gov.on.ca. Students can also print the application booklet through the OSAP website.

For more information, please visit Financial Aid/Awards.

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.