Public Relations

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Courses - September 2022

Level 1

Course details

College Reading & Writing Skills
COMM1085

Description: This course introduces students to the reading, writing, and critical thinking skills needed for academic and workplace success. Students will analyse a variety of texts and apply the steps of planning, writing, and revising to produce writing that meets the expectations of selected audiences and purposes. The course prepares students for college-level writing tasks, research, and documentation by asking them to produce clear, informed, and purposeful documents relevant to both academic and professional contexts.

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:

Digital Media I
MDIA1000

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.

Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

Introduction to Public Relations
PRLN1020

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.

Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

Research for Public Relations
PRLN1060

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.

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

Event Planning for Public Relations
PRLN1145

Description: This course introduces the student to the field of event planning for public relations. Students will learn how organizations utilize events to achieve their business goals and attract brand attention either by creating their own events or through the sponsorship of an existing event. The various steps to source, design, budget and plan a special event will be explored. Application of knowledge will include creating a recommendation for a special event based on the needs of a mock corporate client.

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

Electives: General Education
Student must pass 1 Course(s), selected in the Student Portal from available course options

Level 2

Course details

Principles of Design
DSGN1330

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.

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

Writing for Public Relations
PRLN1050

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.

Hours: 56
Credits: 4
Pre-Requisites: COMM1085
CoRequisites:

Multimedia and Emerging Technologies
PRLN1090

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.

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

Public Relations Campaigns
PRLN1120

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.

Hours: 56
Credits: 4
Pre-Requisites: PRLN1020
CoRequisites:

Media Relations
PRLN1150

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.

Hours: 42
Credits: 3
Pre-Requisites: PRLN1020
CoRequisites:

Electives: General Education
Student must pass 1 Course(s), selected in the Student Portal from available course options

Level 3

Course details

Career Success
CDEV1830

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.

Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

Issues and Ethics
ETHS2000

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.

Hours: 70
Credits: 5
Pre-Requisites:
CoRequisites:

Digital Media II
MDIA2000

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.

Hours: 56
Credits: 4
Pre-Requisites: MDIA1000 AND MDIA1001
CoRequisites:

Safety in the Workplace
OHS1320

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 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.

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

Feature Writing
PRLN2180

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.

Hours: 56
Credits: 4
Pre-Requisites: COMM1085 AND PRLN1050 OR PRLN1051
CoRequisites:

Persuasion and Presentations
PRLN2190

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.

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

Electives: General Education
Student must pass 1 Course(s), selected in the Student Portal from available course options

Level 4

Course details

Portfolio Development
CDEV2210

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.)

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

Field Placement (Public Relations)
FPLT2070

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.

Hours: 120
Credits: 4
Pre-Requisites: CDEV1830 OR CDEV2060 AND OHS1320
CoRequisites:

Fundraising
FUND2000

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.

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

Marketing Communications
MKT2300

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.

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

Public Relations Capstone
PRLN2050

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.)

Hours: 42
Credits: 3
Pre-Requisites: ETHS2000 OR ETHS2001 AND PRLN1120 AND PRLN2180
CoRequisites:

Copywriting
PRLN2240

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.)

Hours: 56
Credits: 4
Pre-Requisites: PRLN2180
CoRequisites:

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.