Bachelor of Public Relations (Honours)

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Courses - September 2022

Level 1

Course Details

Introduction to Computing for Applied Communications
COMP71390

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:

Conestoga 101
CON0101

Description:

This self-directed course focuses on introducing new students to the supports, services, and opportunities available at Conestoga College. By the end of this course, students will understand the academic expectations of the Conestoga learning environment, as well as the supports available to ensure their academic success. Students will also be able to identify on-campus services that support their health and wellness, and explore ways to get actively involved in the Conestoga community through co-curricular learning opportunities.

  • Hours: 1
  • Credits: 0
  • Pre-Requisites:
  • CoRequisites:

Introduction to Visual Communication
DSGN73400

Description:

The goal of this course is to help students acquire basic skills in visual communication. 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 and create specific design elements for a variety of materials including: newsletters, brochures, reports, and other communication materials. The course provides students with the tools for communicating with various kinds of visuals and graphics. By using layout, balance, colour, photographs, artwork, and typography students will understand how design elements can enhance or detract from the message. Through a series of lab exercises, the students will learn how to use the basic elements of Adobe Suite including Photoshop, Illustrator, and InDesign).

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

Academic Communications
ENGL71000

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:

Introduction to Public Relations
PRLN71200

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:

Group Dynamics
SOC71500

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:

Electives: Interdisciplinary
Student must complete a minimum of 42 Hours
Interdisciplinary Elective Details

Level 2

Course Details

Introduction to Business with International Applications
BUS71190

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:

Digital Media
MDIA74000

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 behaviour of information users, and electronic commerce. The curriculum blends content and technology, preparing students to manage new media projects.

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

Public Relations Research
PRLN71210

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:

The Ethics of Advocacy
PRLN71220

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;codes of ethics within the PR profession; and the credibility and ethical usage of new technology.

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

Introduction to Public Relations Writing
PRLN71230

Description:

This course introduces students to the professional writing requirements and expectations of a PR practitioner. Students will explore and write different types of PR materials. As a foundation for future BPR writing courses, students will be introduced to Canadian Press (CP) Style guidelines as the standard for the Communications field in Canada. Additionally, students will demonstrate proficiency in applying specific grammar principles.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: ENGL71000
  • CoRequisites:

Presentation Skills for Public Relations
PRLN72200

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

Course Details

Co-op and Career Preparation
CEPR71050

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:

Media, Culture and Communications Theory
COMM71830

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:

Advertising, Branding and Marketing
MKT72250

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:

Specialized Writing for Public Relations
PRLN72000

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:

Media Relations
PRLN72230

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:

Organizational Behaviour for Communication Professionals
PRLN73050

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:

Electives: Interdisciplinary
Student must complete a minimum of 42 Hours
Interdisciplinary Elective Details

Level 4

Course Details

Portfolio Development
CDEV72220

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:

Project Management I
MGMT72190

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:

Event Planning and Promotion
MKT72260

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:

Copywriting
PRLN72010

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, and 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: ENGL71000 OR PRLN72000
  • CoRequisites:

Public Relations Campaigns
PRLN72210

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

Course Details

Employee Communications
COMM74005

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

Studies in English Vocabulary, Diction and Style
ENGL72170

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:

Strategic Communications Planning
PRLN73020

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
  • CoRequisites:

Writing for the Not-For Profit
PRLN73030

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:

Advanced Public Relations Research
PRLN74010

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:

Level 6

Course Details

Co-op Work Term I (Bach Public Relations)
COOP72380

Description:

The co-op work term will provide students with college-approved work experience within a public relations environment. 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 OR CEPR71050
  • CoRequisites:

Level 7

Course Details

Rhetoric and Persuasion
COMM73070

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:

Visual Design
DSGN73060

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:

Project Management II
MGMT74000

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:

Public Relations Consulting
PRLN73000

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:

Strategic Communication Management
PRLN73040

Description:

In Strategic Communications Management, students continue their analysis from Strategic Communications Planning (PRLN73020) about the important role strategy plays within organizations. In this course, 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: PRLN73020
  • CoRequisites:

Electives: Interdisciplinary
Student must complete a minimum of 42 Hours
Interdisciplinary Elective Details

Level 8

Course Details

Co-op Work Term II (Bachelor Public Relations)
COOP73190

Description:

The second co-op work term will provide students with college-approved work experience within a public relations environment. 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 OR CEPR71050
  • CoRequisites:

Level 9

Course Details

Media and Communications Law
LAW74020

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:

Government Relations and Public Affairs
MGMT73010

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:

Community Relations
MGMT74025

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:

International Public Relations
PRLN74000

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:

Investor Communication and Donor Relations
PRLN74025

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:

Level 10

Course Details

Fundamentals of Finance
ACCT73150

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:

Issues Management and Crisis Communication
PRLN74035

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

Public Relations Capstone
PRLN74040

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: MGMT74000 AND PRLN72210 AND PRLN73030 AND PRLN73040 AND PRLN74010
  • CoRequisites:

Electives: Interdisciplinary
Student must complete a minimum of 42 Hours
Interdisciplinary Elective Details

Program outcomes

  1. Apply a strategic understanding of communication principles and skills to a wide variety of public relations situations.
  2. Demonstrate capabilities in the interpretation, creation, and effective delivery of messages through various formats including public speaking, professional writing, visual design and multimedia technology and other emerging technologies.
  3. Describe the evolution of the public relation profession.
  4. Demonstrate a basic understanding of the forms and functions of business relevant to public relations.
  5. Develop plans for lifelong learning and professional development.
  6. Consider global implications in the development of public relations strategies.
  7. Consider media and communications law and the implications of those on the development of public relations strategies.
  8. Utilize quantitative and qualitative research methodologies to provide evidence required to address public relations needs as well as to measure outcomes and influences.
  9. Manage event and other campaigns that arise in the fulfillment of public relations work.
  10. Organize and synthesize information in order to communicate new understanding in public relations, by the use of reading, research, and critical and creative thinking skills.
  11. Employ intellectual curiosity with the ability to think conceptually to analyze, problem solve and select and combine multiple communication strategies.
  12. Weigh evidence, tolerate ambiguity, act ethically, and reflect the values that underpin public relations while adhering to professional codes and standards.
  13. Recognize, understand and respect the complexity of socio-cultural and international diversity.
  14. Understand the role diversity plays in how people communicate and ensure that organizations demonstrate inclusiveness toward the diversity of employees, volunteers and other key publics.
  15. Listen with literal and critical comprehension.
  16. Demonstrate the ability to counsel and build effective relationships in working environments.
  17. Demonstrate the ability to be responsible, flexible and professionally oriented self-managers.
  18. Demonstrate the ability to lead and manage communication strategy for the purpose of employee communication, issue, crisis communication, investor communication and corporate social responsibility.