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Bachelor of Public Relations (Honours)

Credential:
Bachelor of Public Relations (Honours)
College Code:
CONS
School:
Media & Design
Program Code:
1278C
Accelerated Delivery:
No
Campus:
DO
Academic Year:
2017 / 2018

About the Program

Conestoga's Bachelor of Public Relations degree was the first to be approved in Ontario and the fourth of its kind 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 Bachelor of 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 reputations, responses, and relationships on behalf of their organization.

We offer students the opportunity to combine their learning with co-op terms to allow students 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.

Program Information

Length: Four-year Academic Co-operative Bachelor's degree program
Delivery Sequence: Doon (Kitchener) - September/2017 (Open) - Fall | Winter | Fall | Winter | Spring/Summer | Fall | Winter | Spring/Summer | Fall | Winter | Spring/Summer
Location: Doon (Kitchener)
Start: September
First-Year Capacity: 50

Bachelor's Degrees in Applied Areas of Study

Conestoga's Bachelor's degrees:

Admission Requirements

Note re: Admission Requirements

Admission Procedures

Program Requirements

Tuition & Fees

Tuition fee details for the 2016-2017 year are listed below. Fees for the next academic year are unavailable at this time. Books and supplies are additional.

Domestic Fees

Estimated fees based upon the previous academic year (2016 / 2017) for Bachelor of Public Relations (Honours) - Program # 1278c

Doon - Fall 2016 Level 1 & 2 (Program Start: 2016-09-06)
Description Fall 2016 Winter 2017
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
Program Services Fee $198.83 $198.83
Full time Degree Tuition $3140.00 $3140.00
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 $4125.08 $3839.08
Year Total   $7964.16
Doon - Fall 2016 Level 3 & 4 & 5 (Program Start: 2015-09-08)
Description Fall 2016 Winter 2017 Spring 2017
Student Priority Fee $49.45 $49.45 $0.00
Recreation/Athletics Fee $68.80 $68.80 $0.00
Graduation/Alumni Services Fee $27.80 $27.80 $0.00
Administration Fee $25.30 $25.30 $0.00
Technology Enhancement Fee $133.35 $133.35 $0.00
Program Services Fee $198.83 $198.83 $0.00
Full time Degree Tuition $3140.00 $3140.00 $0.00
CSI Capital Development Fee $68.49 $68.49 $0.00
CSI Association Fee $110.00 $110.00 $0.00
CSI - CSA $4.56 $4.56 $0.00
CSI Health Plan Fee $286.00 $0.00 $0.00
ONE Card Fee $12.50 $12.50 $0.00
Session Total $4125.08 $3839.08 $0.00
Year Total     $7964.16
Doon - Fall 2016 Level 6 & 7 & 8 (Program Start: 2014-09-02)
Description Fall 2016 Winter 2017 Spring 2017
Student Priority Fee $49.45 $49.45 $0.00
Recreation/Athletics Fee $68.80 $68.80 $0.00
Graduation/Alumni Services Fee $27.80 $27.80 $0.00
Administration Fee $25.30 $25.30 $0.00
Technology Enhancement Fee $133.35 $133.35 $0.00
Program Services Fee $198.83 $198.83 $0.00
Full time Degree Tuition $3140.00 $3140.00 $0.00
CSI Capital Development Fee $68.49 $68.49 $0.00
CSI Association Fee $110.00 $110.00 $0.00
CSI - CSA $4.56 $4.56 $0.00
CSI Health Plan Fee $286.00 $0.00 $0.00
ONE Card Fee $12.50 $12.50 $0.00
Session Total $4125.08 $3839.08 $0.00
Year Total     $7964.16
Doon - Fall 2016 Level 9 & 10 & 11 (Program Start: 2013-09-03)
Description Fall 2016 Winter 2017 Spring 2017
Student Priority Fee $0.00 $49.45 $49.45
Recreation/Athletics Fee $0.00 $68.80 $68.80
Graduation/Alumni Services Fee $0.00 $27.80 $27.80
Administration Fee $0.00 $25.30 $25.30
Technology Enhancement Fee $0.00 $133.35 $133.35
Program Services Fee $0.00 $198.83 $198.83
Full time Degree Tuition $0.00 $3140.00 $3140.00
CSI Capital Development Fee $0.00 $68.49 $68.49
CSI Association Fee $0.00 $110.00 $110.00
CSI - CSA $0.00 $4.56 $4.56
CSI Health Plan Fee $286.00 $0.00 $0.00
ONE Card Fee $0.00 $12.50 $12.50
Session Total $286.00 $3839.08 $3839.08
Year Total     $7964.16

International Fees

Estimated International fees based upon the previous academic year (2016 / 2017) for
Bachelor of Public Relations (Honours) - Program # 1278c


Doon - Fall 2016 Level 1 & 2 (Program Start: 2016-09-06)
Description Fall 2016 Winter 2017
International Program Tuition $6500.00 $6500.00
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
Program Services Fee $198.83 $198.83
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 Fee $550.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $8124.08 $7574.08
Year Total   $15698.16

Doon - Fall 2016 Level 3 & 4 & 5 (Program Start: 2015-09-08)
Description Fall 2016 Winter 2017 Spring 2017
International Program Tuition $6500.00 $6500.00 $0.00
Student Priority Fee $49.45 $49.45 $0.00
Recreation/Athletics Fee $68.80 $68.80 $0.00
Graduation/Alumni Services Fee $27.80 $27.80 $0.00
Administration Fee $25.30 $25.30 $0.00
Technology Enhancement Fee $133.35 $133.35 $0.00
Program Services Fee $198.83 $198.83 $0.00
CSI Capital Development Fee $68.49 $68.49 $0.00
CSI Association Fee $110.00 $110.00 $0.00
CSI - CSA $4.56 $4.56 $0.00
ISR $375.00 $375.00 $0.00
International Health Fee $550.00 $0.00 $0.00
ONE Card Fee $12.50 $12.50 $0.00
Session Total $8124.08 $7574.08 $0.00
Year Total     $15698.16

Doon - Fall 2016 Level 6 & 7 & 8 (Program Start: 2014-09-02)
Description Fall 2016 Winter 2017 Spring 2017
International Program Tuition $6500.00 $6500.00 $0.00
Student Priority Fee $49.45 $49.45 $0.00
Recreation/Athletics Fee $68.80 $68.80 $0.00
Graduation/Alumni Services Fee $27.80 $27.80 $0.00
Administration Fee $25.30 $25.30 $0.00
Technology Enhancement Fee $133.35 $133.35 $0.00
Program Services Fee $198.83 $198.83 $0.00
CSI Capital Development Fee $68.49 $68.49 $0.00
CSI Association Fee $110.00 $110.00 $0.00
CSI - CSA $4.56 $4.56 $0.00
ISR $375.00 $375.00 $0.00
International Health Fee $550.00 $0.00 $0.00
ONE Card Fee $12.50 $12.50 $0.00
Session Total $8124.08 $7574.08 $0.00
Year Total     $15698.16

Doon - Fall 2016 Level 9 & 10 & 11 (Program Start: 2013-09-03)
Description Fall 2016 Winter 2017 Spring 2017
International Program Tuition $0.00 $6500.00 $6500.00
Student Priority Fee $0.00 $49.45 $49.45
Recreation/Athletics Fee $0.00 $68.80 $68.80
Graduation/Alumni Services Fee $0.00 $27.80 $27.80
Administration Fee $0.00 $25.30 $25.30
Technology Enhancement Fee $0.00 $133.35 $133.35
Program Services Fee $0.00 $198.83 $198.83
CSI Capital Development Fee $0.00 $68.49 $68.49
CSI Association Fee $0.00 $110.00 $110.00
CSI - CSA $0.00 $4.56 $4.56
ISR $0.00 $375.00 $375.00
International Health Insurance $0.00 $0.00 $0.00
International Health Fee $550.00 $0.00 $0.00
ONE Card Fee $0.00 $12.50 $12.50
Session Total $550.00 $7574.08 $7574.08
Year Total     $15698.16

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.

Co-op Information

Graduate Opportunities

Graduates of this program will possess superior verbal 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.

On average, 67% of graduates from the last three years (2013 to 2015) found employment within six months of graduation.

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 for 2017 / 2018
Course Code Course Title and Description
Level 1
BUS71190 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: 56
Credits: 4
Pre-Requisites:
CoRequisites:

COMP71390 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

ENGL71000 Academic Communications

Description: This course is intended to develop the communication skills required in academic studies, which will translate into useful writing and presentation skills in Canada's increasingly intercultural professional and technical domains. Students will practice planning, drafting, and revising documents. The complex process of researching, creating, and revising arguments will encourage critical thinking, grammatical writing, and appropriate citation skills. Correct formatting of research papers and effective oral presentation skills will be emphasized.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN71200 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

SOC71500 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

Level 2
MKT72250 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN71210 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN71220 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN71230 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN72200 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

Level 3
CDEV71050 Co-op and Career Preparation

Description: This mandatory course prepares degree-level students for job searching for their co-op work terms and for post-graduate careers. Students will reflect on 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 while developing an awareness of self-reflective practice that will be required during co-op work term reporting.
Hours: 16
Credits: 1
Pre-Requisites:
CoRequisites:

CDEV72220 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

COMM71830 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

CULT72000 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN72000 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: 42
Credits: 3
Pre-Requisites: PRLN1230 or PRLN71230
CoRequisites:

PRLN72230 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

Level 4
ENGL72170 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

MGMT72190 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

MKT72260 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN72010 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: 42
Credits: 3
Pre-Requisites: PRLN2000 or PRLN72000
CoRequisites:

PRLN72210 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: 42
Credits: 3
Pre-Requisites: PRLN71200
CoRequisites:

Electives: Interdisciplinary
Student must complete a minimum of 42 Hours
Interdisciplinary Elective Details
Level 5
COOP72380 Co-op Work Term I (Bach Public Relations)

Description: The first co-op work term will provide students with college-approved work experience within a public relations environment. Through this course students will be provided an opportunity to: build skills (physical and procedural skills including accuracy, precision, and efficiency); assist in the acquisition of knowledge in and application of knowledge gained in the academic setting (concepts and terminology in a discipline or field of study); develop critical, creative, and dialogical thinking (improved thinking and reasoning processes); cultivate problem solving and decision-making abilities (mental strategies for finding solutions and making choices); explore attitudes, feelings, and perspectives (awareness of attitudes, biases, and other perspectives, ability to collaborate); practice professional judgment (sound judgment and appropriate professional action in complex, context-dependent situations); and reflect on experience (self-discovery and personal growth from real-world experience).
Hours: 420
Credits: 14
Pre-Requisites: CDEV71050
CoRequisites:

Level 6
ACCT73150 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

DSGN73400 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PHIL72700 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN73020 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: 42
Credits: 3
Pre-Requisites: PRLN71200
CoRequisites:

PRLN73030 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: 42
Credits: 3
Pre-Requisites: PRLN72010
CoRequisites:

PRLN73050 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

Level 7
COMM73070 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

MGMT73010 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PHIL72900 Principles of Ethical Reasoning

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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN73000 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN73040 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: 42
Credits: 3
Pre-Requisites: PRLN3020 or PRLN73020
CoRequisites:

Electives: Interdisciplinary
Student must complete a minimum of 42 Hours
Interdisciplinary Elective Details
Level 8
COOP73190 Co-op Work Term II (Bachelor Public Relations)

Description: The second co-op work term will provide students with college-approved work experience within a public relations environment. Through this course students will be provided an opportunity to: build skills (physical and procedural skills including accuracy, precision, and efficiency); assist in the acquisition of knowledge in and application of knowledge gained in the academic setting (concepts and terminology in a discipline or field of study); develop critical, creative, and dialogical thinking (improved thinking and reasoning processes); cultivate problem solving and decision-making abilities (mental strategies for finding solutions and making choices); explore attitudes, feelings, and perspectives (awareness of attitudes, biases, and other perspectives, ability to collaborate); practice professional judgment (sound judgment and appropriate professional action in complex, context-dependent situations); and reflect on experience (self-discovery and personal growth from real-world experience).
Hours: 420
Credits: 14
Pre-Requisites: CDEV71050
CoRequisites:

Level 9
LAW74020 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

MDIA74000 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

MGMT74000 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: 42
Credits: 3
Pre-Requisites: MGMT2190 or MGMT72190
CoRequisites:

PRLN74000 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: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN74010 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: 42
Credits: 3
Pre-Requisites: PRLN1210 or PRLN71210
CoRequisites:

Electives: Interdisciplinary
Student must complete a minimum of 42 Hours
Interdisciplinary Elective Details
Level 10
COMM74000 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: 21
Credits: 2
Pre-Requisites:
CoRequisites:

MGMT74020 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: 21
Credits: 2
Pre-Requisites:
CoRequisites:

PRLN74020 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: 21
Credits: 2
Pre-Requisites:
CoRequisites:

PRLN74030 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: 21
Credits: 2
Pre-Requisites:
CoRequisites:

PRLN74040 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: 84
Credits: 6
Pre-Requisites:
CoRequisites:

Level 11
COOP74070 Co-op Work Term III (Bach Public Relations)

Description: The third co-op work term will provide students with college-approved work experience within a public relations environment. Through this course students will be provided an opportunity to: build skills (physical and procedural skills including accuracy, precision, and efficiency); assist in the acquisition of knowledge in and application of knowledge gained in the academic setting (concepts and terminology in a discipline or field of study); develop critical, creative, and dialogical thinking (improved thinking and reasoning processes); cultivate problem solving and decision-making abilities (mental strategies for finding solutions and making choices); explore attitudes, feelings, and perspectives (awareness of attitudes, biases, and other perspectives, ability to collaborate); practice professional judgment (sound judgment and appropriate professional action in complex, context-dependent situations); and reflect on experience (self-discovery and personal growth from real-world experience).
Hours: 420
Credits: 14
Pre-Requisites: CDEV1020 or CDEV71050
CoRequisites:

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.

Additional Information

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.

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.

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Program Status
Start DateCampusStatus**
SEP, 2017 Doon Open
** Status applicable to domestic students

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