Public Relations
- Credential:
- Ontario College Diploma
- College Code:
- CONS
- School:
- Business
- Program Code:
- 1093
- Accelerated Delivery:
- No
- Campus:
- DO
- Academic Year:
- 2019 / 2020
About the Program
Public relations is the management function of building mutually beneficial relationships between organizations and the public. In this highly interactive program, students will learn strategic and creative communication strategies to solve organizational problems or make the most of business opportunities with key publics. Students will apply creative writing and tactical execution developed with a foundation of business knowledge. A field placement opportunity is provided in the last semester to gain career experience before graduating.Program Information
Length: Two-year Ontario College Diploma programDelivery Sequence: Doon (Kitchener) - September/2019 - Fall | Winter | Fall | Winter
Location: Doon (Kitchener)
Start: September
First-Year Capacity: 35
Admission Requirements
- Ontario Secondary School Diploma (OSSD), or equivalent, or 19 years of age or older with mature student status (See Mature Student definition for details.)
- Grade 12 compulsory English, C or U, or equivalent, OR Conestoga College Preparatory Communications (COMM1270)
- For more information on preparatory programs, visit Academic Upgrading
Note re: Admission Requirements
- Applicants with transcripts from institutions where the language of instruction is not English must demonstrate English language proficiency with a minimum test score on one of the following language proficiency tests or equivalent scores from another internationally recognized English language test:
- IELTS overall band of 6.5 with no band less than 6.0
- TOEFL iBT 88
- CAEL 70, no sub-test band score less than 60
- PTE Academic 58
- Conestoga English Language Test (CELT) Band 6
Admission Procedures
- An academic strength is calculated by averaging the submitted marks of required subjects. If more than one mark is received for a required subject, the highest mark will be used in the calculation.
- Ten (10) additional marks are added to each Advanced level, OAC, U, U/C, and post-secondary course used in the calculation of academic strength.
- A sound English background is important for success in this program and is considered during the admission selection process. Minimum cutoffs apply.
Tuition & Fees
Tuition fee details for the 2018-2019 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 (2018 / 2019) for Public Relations - Program # 1093
| Description | Fall 2018 | Winter 2019 |
|---|---|---|
| Full-time Program Tuition | $1498.00 | $1498.00 |
| Student Priority Fee | $50.65 | $50.65 |
| Recreation/Athletics Fee | $70.50 | $70.50 |
| Graduation/Alumni Services Fee | $28.45 | $28.45 |
| Administration Fee | $25.90 | $25.90 |
| Technology Enhancement Fee | $142.75 | $142.75 |
| CSI Capital Development Fee | $72.65 | $72.65 |
| CSI Association Fee | $110.00 | $110.00 |
| CSI - Advocacy Fee | $5.75 | $5.75 |
| CSI Health Plan Fee | $295.00 | $0.00 |
| ONE Card Fee | $12.75 | $12.75 |
| CSI Legal Protection | $28.00 | $0.00 |
| Session Total | $2340.40 | $2017.40 |
| Year Total | $4357.80 |
| Description | Fall 2018 | Winter 2019 |
|---|---|---|
| Full-time Program Tuition | $1498.00 | $1498.00 |
| Student Priority Fee | $50.65 | $50.65 |
| Recreation/Athletics Fee | $70.50 | $70.50 |
| Graduation/Alumni Services Fee | $28.45 | $28.45 |
| Administration Fee | $25.90 | $25.90 |
| Technology Enhancement Fee | $142.75 | $142.75 |
| CSI Capital Development Fee | $72.65 | $72.65 |
| CSI Association Fee | $110.00 | $110.00 |
| CSI - Advocacy Fee | $5.75 | $5.75 |
| CSI Health Plan Fee | $295.00 | $0.00 |
| ONE Card Fee | $12.75 | $12.75 |
| CSI Legal Protection | $28.00 | $0.00 |
| Session Total | $2340.40 | $2017.40 |
| Year Total | $4357.80 |
International Fees
Estimated International fees based upon the previous academic year (2018 / 2019) for
Public Relations - Program # 1093
| Description | Fall 2018 | Winter 2019 |
|---|---|---|
| International Program Tuition | $6000.00 | $6000.00 |
| Student Priority Fee | $50.65 | $50.65 |
| Recreation/Athletics Fee | $70.50 | $70.50 |
| Graduation/Alumni Services Fee | $28.45 | $28.45 |
| Administration Fee | $25.90 | $25.90 |
| Technology Enhancement Fee | $142.75 | $142.75 |
| CSI Capital Development Fee | $72.65 | $72.65 |
| CSI Association Fee | $110.00 | $110.00 |
| CSI - Advocacy Fee | $5.75 | $5.75 |
| CSI Health Plan Fee | $295.00 | $0.00 |
| ISR | $375.00 | $375.00 |
| ONE Card Fee | $12.75 | $12.75 |
| CSI Legal Protection | $28.00 | $0.00 |
| CSI International Health Fee | $485.00 | $0.00 |
| Session Total | $7702.40 | $6894.40 |
| Year Total | $14596.80 |
| Description | Fall 2018 | Winter 2019 |
|---|---|---|
| International Program Tuition | $6000.00 | $6000.00 |
| Student Priority Fee | $50.65 | $50.65 |
| Recreation/Athletics Fee | $70.50 | $70.50 |
| Graduation/Alumni Services Fee | $28.45 | $28.45 |
| Administration Fee | $25.90 | $25.90 |
| Technology Enhancement Fee | $142.75 | $142.75 |
| CSI Capital Development Fee | $72.65 | $72.65 |
| CSI Association Fee | $110.00 | $110.00 |
| CSI - Advocacy Fee | $5.75 | $5.75 |
| CSI Health Plan Fee | $295.00 | $0.00 |
| ISR | $375.00 | $375.00 |
| International Health Insurance | $0.00 | $0.00 |
| International Health Fee | $0.00 | $0.00 |
| ONE Card Fee | $12.75 | $12.75 |
| CSI Legal Protection | $28.00 | $0.00 |
| CSI International Health Fee | $485.00 | $0.00 |
| Session Total | $7702.40 | $6894.40 |
| Year Total | $14596.80 |
Financial Assistance
The Ontario Student Assistance Program (OSAP) is a needs-based program designed to help Ontario students cover the cost of post-secondary education. Funded by the federal and provincial governments, OSAP is intended to promote equality of opportunity for post-secondary studies through direct financial assistance for educational costs and living expenses. These interest-free loans are intended to supplement your financial resources and those of your family. The majority of students apply for loan assistance via the OSAP website. Students can also print the application booklet through the OSAP website.For more information, please visit Financial Services/Awards.
Graduate Opportunities
Graduates help organizations maintain a positive image and good working relationship with other organizations and the general public. They prepare communications strategies for the media, internal and external stakeholders and promote their organization's products, services and reputation.On average, 90% of graduates from the last three years (2015 to 2017) 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: https://www.jobbank.gc.ca/home
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 Code | Course Title and Description |
|---|---|
| Level 1 | |
| COMM1085 | College Reading & Writing Skills
Description: This course focuses on the reading, writing and critical thinking skills needed for academic and workplace success. Students will analyse, summarize, and discuss a variety of readings and apply the steps of planning, writing, and revising in response to written prompts. This course prepares students for post-secondary writing tasks, research, and documentation. |
| DSGN1330 | Principles of Design
Description: This lab course provides an overview of the role graphic design plays in the practice of public relations. Students learn and apply basic design principles such as shape, spacing, rhythm, colour, and working with type. By applying layout principles to creative projects, students learn techniques, methods, basic tools, and terminology required to communicate with graphic designers and develop skills to complete basic designs for public relations materials. |
| MDIA1000 | Digital Media I
Description: Digital media is an essential component of the PR practitioner's toolkit and requires specialized knowledge and skill. This course provides students with a systematic approach to planning, writing and designing communication for an organization's web page. Students will study examples of organizational content properly packaged to meet PR objectives and will gain practical skills in digital content creation and management. |
| PRLN1020 | Introduction to Public Relations
Description: This introductory course provides a theoretical and historical foundation for the practice of public relations. Students will learn the skills needed to be a practitioner as well as the models of public relations as it is practiced in Canada. Topics include: the history of public relations, the scope and nature of public relations roles, and PR ethics and issues. Students are exposed to specialized PR functions such as media relations, investor relations, employee communications, public affairs, community relations, and social media management. |
| PRLN1060 | Research for Public Relations
Description: This introductory course provides an overview of the role research plays in the practice of public relations. Students learn the necessity of gathering, processing, transferring, and interpreting information. Lectures and demonstrations deal with research methods and techniques for qualitative and quantitative, primary and secondary, and formal and informal research using library, database, and Internet sources. Assignments provide students with experience in gathering and analyzing research data in support of a PR strategy or campaign. |
|
Electives: General Education
Student must complete a minimum of 42 Hours | |
| Level 2 | |
| PRLN1050 | Writing for Public Relations
Description: This course is designed as an introduction to the role of the public relations writer and the documents written by public relations writers on the job. Students learn the basics of public relations writing, with emphasis on the ability to gather information, assemble and check facts and compose documents using proper style and voice. These deliverables include news releases, media kits, web and social media content, and speeches and presentation materials. Documents are evaluated on their clarity, creativity and accuracy. |
| PRLN1090 | Multimedia and Emerging Technologies
Description: Multimedia is content that uses a combination of content forms, including text, audio, images, animation, video and interactive content. This course provides an overview of the role audio visual and multimedia tactics play in the practice of public relations. Students learn the purpose and value of multimedia in helping to communicate an organization's message more effectively. Students will gain exposure to and assess the value of technologies available to PR practitioners, as well as emerging technologies expected to influence the future practice of public relations. |
| PRLN1120 | Public Relations Campaigns
Description: This course allows students to review, evaluate and prepare public relations campaigns. They will experience the critical phases of a strategic communications plan: formative research, strategic and tactical planning, and plan evaluation. Students learn to identify stakeholders and publics; set and write process and outcome objectives; devise strategies and tactics; prepare communication materials; establish budgets; and set evaluation criteria. Learning is applied through an in-depth client project. |
| PRLN1145 | Event Planning for Public Relations
Description: This course introduces the student to the field of event planning for public relations. Students will have the opportunity to design, budget, plan, implement and evaluate a special event. The world of corporate sponsorship and planning for profit and nonprofit organizations is explored as well. They will experience the value of relationship and negotiation with vendors and suppliers to the special event industry. |
| PRLN1150 | Media Relations
Description: This course will look at the unique relationship between the public relations practitioner and the media. The student will explore the role of the media, how the print/broadcast/online news media process works, and how to develop a strong relationship with this important public relations partner. Students will also increase their news literacy by monitoring, analyzing and discussing news and current affairs. |
|
Electives: General Education
Student must complete a minimum of 42 Hours | |
| Level 3 | |
| CDEV1830 | Career Success
Description: This course focuses on the skills needed to conduct a successful job search. Students will explore the labour market and identify trends that may impact their future careers. They will develop skills for an effective job search including networking, self-marketing documents and tools as well as interview skills. Mock interviews will provide the opportunity for practice, feedback and reflection as students prepare for future interviews. Students will develop a personalized job search plan to support their future careers. |
| ETHS2000 | Issues and Ethics
Description: Issues management is the process used to close the gap between an organization's actions and stakeholder expectations. This course allows public relations students to learn how to help their organization to adjust to meet expectations through identification of potential issues; providing public information or community dialogue; and managing two-way communication with key stakeholders. Crisis management, ethics and corporate social responsibility will also be covered. |
| MDIA2000 | Digital Media II
Description: The primary goal of this course is to provide a foundation for planning and executing social media activities that support an organization's public relations goals. Students will gain insight into best practices in social media management and governance. They will learn techniques for creating digital content for popular social media platforms, as well as methods for preparing social media metrics and analytics. Students will be expected to engage in social media throughout the course, integrating their learning through the use of a broad social media platform. |
| OHS1320 | Safety in the Workplace
Description: This course focuses on developing awareness and skills for the student to safely manage and conduct him or herself within a variety of employment settings. Through the nine units of the course, participants will have the opportunity to enhance their understanding and knowledge of General Health and Safety guidelines, including WHMIS, Fire Safety and Workplace Violence. The unit on Accessibility for Ontarians with Disabilities Act will instruct the student on the requirements for Accessible Customer Service and Integrated Accessibility Standard Regulations. General information on Safe Driving, Privacy of Information and Hand Washing will be addressed as well. The course also provides participants with critical information regarding their insurance coverage (WSIB or other) while employed. As well as guidelines to follow in the event of an injury. Participants will receive a printable Record of Completion upon successful conclusion of this course, in order to demonstrate awareness of safe working practices to their employers. |
| PRLN2180 | Feature Writing
Description: This course introduces students to the elements of feature writing for both print and online media. Students will learn various feature-writing styles used in Public Relations. They will develop skills in researching, interviewing, organizing information and writing in feature style for various media and audiences. |
| PRLN2190 | Persuasion and Presentations
Description: This course introduces students to persuasion theory and process. Using this communications knowledge base, students obtain hands-on experience applying factors in persuasive communications from audience analysis to source credibility, as they prepare plans for and deliver informative and persuasive speeches. Students learn persuasive techniques and use them in oral presentations on a variety of topics in a classroom setting. |
|
Electives: General Education
Student must complete a minimum of 42 Hours | |
| Level 4 | |
| CDEV2210 | Portfolio Development
Description: In this 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 field placement period is included in this course. Students will be expected to complete and submit assignments during the field placement.) |
| FPLT2070 | Field Placement (Public Relations)
Description: This course offers a placement experience with a company/agency which has been approved by the program. Career development skills will be reviewed in a classroom setting and then practiced as you take an active role in securing your placement. Engaging in the work environment of an industry relevant company/agency will allow you to apply your education and skills contributing to your mutual benefit. Appropriate workplace behavior and etiquette is stressed as you use this opportunity to expand your network of industry contacts and effectively market your brand. Through this experience, you can; cultivate confidence, escalate awareness of industry practices, add to your resume & portfolio and significantly contribute to your own career success. |
| FUND2000 | Fundraising
Description: In this 7-week course, students will be introduced to the field of fundraising and development as it pertains to public relations. While fundraising is its own distinct discipline, PR practitioners are increasingly required to prepare strategies and tactics in support of fundraising objectives. Topics will include charitable fundraising and development, start-up seed funding and venture capital methods (particularly in the technology start-up sector), and grassroots fundraising and advocacy. Trends and issues in fundraising will also be covered. |
| MKT2300 | Marketing Communications
Description: This 7-week course will introduce students to PR's sister discipline, marketing communications. As the line between PR and Marketing blurs, PR practitioners are often called upon to develop an integrated approach that considers both functions. Topics will include contemporary marketing fundamentals, emerging tools and trends, branding, customer experience, and Integrated Marketing Communications planning. |
| PRLN2050 | Public Relations Capstone
Description: The capstone course is the final step in completing the diploma and preparing for a career in public relations. It is the culmination of learning from all courses during the two years of the diploma. The first seven weeks of the course will focus on how to function as public relations consultant. Topics during this phase include: identifying the skills of a consultant, assessing your strengths and gaps, working within a PR team/agency, proposal writing, and the client pitch. Following their field placement, students dedicate themselves to an assigned public relations case, which is presented to a faculty panel upon completion. (A field placement period is included in this course. Students will be expected to complete and submit assignments during the field placement.) |
| PRLN2240 | Copywriting
Description: By the time they reach this course, students are expected to have mastered the foundations of public relations writing and should be able to produce clear, compelling and persuasive written documents. In this course, they will build on these skills to create an integrated promotional writing package. (A field placement period is included in this course. Students will be expected to complete and submit assignments during the field placement.) |
Program Outcomes
- Participate in the planning of public relations activities, including the development of clear, measurable communication objectives and project budgets and selection of strategies, tactics, tools and resources to support a range of stakeholder* relationships and organizational objectives.
- Support the implementation and management of strategies, tactics, budgets and resources for a range of public relations activities to achieve communication objectives and meet activity guidelines and requirements.
- Write and edit clear, accurate, targeted copy appropriate for the chosen channel(s)* and to a specified deadline.
- Apply visual, audio, multimedia and interactive elements, fundamental design principles and accessibility standards, independently and collaboratively, to support the production of effective, timely communications appropriate for diverse channels* and audiences.
- Use information sources, research tools and results, and apply analytical skills to support the development of communication objectives, selection of strategies and tactics, and measurement of the impact of public relations activities.
- Engage stakeholders* by adapting language, tone and presentation style to the public relations purpose, situation, audience and channel(s)*.
- Comply with and support others to work in accordance with relevant professional association and industry codes of ethics, public relations professional standards and practices, and legal obligations, protocols and policies.
- Keep current with emerging social and economic trends, and local, national and global issues to inform public relations plans and activities, support organizational effectiveness and stakeholder* relationships, and guide ongoing personal professional development.
- Select and use current and emerging technologies to support the quality and delivery of public relations activities and organizational effectiveness.
- Use strategies and tools to build and maintain professional relationships to support public relations activities, organizational objectives and career development.
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.
Program Handbook
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 the Conestoga College International Application Portal. 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.
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.
