Bachelor of Public Relations (Honours)

Description: This series of modules prepares degree level students for job searching for their co-op work terms with the guidance of a Co-op Advisor. Students will examine the co-operative education policies and procedures and will learn the expectations, rules, and regulations that apply in the workplace concerning social, organizational, ethical, and safety issues while deepening their awareness of self-reflective practices. Students will critically reflect on their skills, attitudes, and expectations and evaluate available opportunities in the workplace. Successful completion of these modules is a requirement for co-op eligibility.

• Hours: 14
• Credits: 1
• Pre-Requisites:
• CoRequisites:

Description: This course will introduce and examine the major theoretical approaches to the study of media, culture, and communication, in the context of contemporary Canadian society. In doing so, it introduces students to the political and economic structure of mass media, the sociology of journalism, and the impact of an evolving technological landscape on the production of content and the audiences that consume it.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

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:

Description: Students continue to develop their professional writing skills by exploring and writing different types of features to achieve organizational communications objectives. Students will be encouraged to post targeted writing features and track audience engagement. Students will continue honing their writing skills by demonstrating proficiency in applying CP Style and specific grammar principles.

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

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:

Description: The purpose of this course is to foster your ability to analyze and manage human behaviour in organizations. This course will also present you with opportunities for personal development by improving your capacity to manage relationships in organizational environments. Topics include personality; values; emotions; attitudes; motivation; team processes; power; conflict; leadership; organizational cultures and organizational change.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

Description:

This 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: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

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:

Description: In this first of two courses about strategic communications, students will be introduced to the role that strategy plays in different types of organizations. Students will learn about the many factors impacting organizations today and the important role strategy plays in navigating complex markets. Students will hone their skills in developing environmental scans and stakeholder analyses. Students will examine the alignment between business strategy and strategic communications plans.

• Hours: 42
• Credits: 3
• Pre-Requisites: PRLN71200 AND PRLN72210 OR PRLN74015
• CoRequisites:

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:

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: PRLN71210
• CoRequisites:

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:

Description: This course will establish fundamental design concepts and processes. Students will explore design principles and typographic conventions. Students will begin to recognize successful composition and visual design in relation to user behaviour. Through design processes students will develop the ability to visualize and make aesthetic decisions to effectively communicate data and information. The course will also introduce students to the opportunities and limitations of inter-active design and accessibility requirements. Students will utilize current interactive design and authoring tools.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

Description: This course builds upon the knowledge and processes learned in Project Management I, with synthesis on a practical/applied environment. Focusing on project teams as a integral part of project management, this course covers the cycle of a project and the complexity of functional teams. It deals with various roles within an organization and both traditional and Agile project management concepts. Both individual and team complex projects will be developed and presented, contributing to the final capstone/portfolio.

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

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:

Description:

In Strategic Communications Management, students will deepen their ability to think strategically through the analysis of factors contributing to the rapid pace of change and level of uncertainty impacting organizations today. Students examine organizations’ internal strengths and weaknesses (for example leadership, culture, etc.) to assess the capacity for aligning communications plans effectively. Students continue to strengthen their skills by producing communications plans that help achieve strategic business objectives.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

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:

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:

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

Description:

This course explores the dynamic rise and development of communications 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 strategic communications standpoint, so that students can see the application of key theories of communications scholarship pertinent to modern communications practice. Students will enhance their professional skill and knowledge base in the global realm.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

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