Public Relations

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Courses - September 2023

Level 1

Course details

Business and Entrepreneurship for PR Professionals
BUS1175

Description:

This introductory course assumes no prior knowledge of business. This course presents a broad introduction of business and entrepreneurship as a foundation to the practice of public relations. The course offers students the opportunity to explore their entrepreneurial mindset through the introduction of business management fundamentals, written communications, sustainability practices (PRME), industry and business trends, project management essentials, freelancing and entrepreneurship basics in order to provide an understanding of the communicator’s role and expectations in a business environment.

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

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:

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:

Digital Media I
MDIA1001

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: 42
Credits: 3
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:

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

Level 2

Course details

Digital Media II
MDIA1140

Description:

Upon completion of this course, students will have the skills and knowledge to develop and implement an effective social media strategy that aligns with organizational goals and objectives. They will be able to create engaging organic posts, manage effective paid advertising campaigns, collaborate with influencers and use data to evaluate and optimize social media strategies. Students will be expected to engage in social media throughout the course, integrating their learning through the use of a social media simulation.

Hours: 42
Credits: 3
Pre-Requisites: MDIA1000 OR MDIA1001
CoRequisites:

Writing for Public Relations
PRLN1051

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: 42
Credits: 3
Pre-Requisites: COMM1085
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:

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:

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:

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 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
ETHS2001

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: 42
Credits: 3
Pre-Requisites: PRLN1150
CoRequisites:

Fundraising and Event Management
FUND2010

Description:

While fundraising is its own distinct discipline, PR practitioners are increasingly required to prepare strategies and tactics in support of fundraising objectives. This course introduces the student to the field of event planning for fundraising in public relations. Students will learn how organizations utilize events to achieve their fundraising goals and attract brand attention.

Hours: 56
Credits: 4
Pre-Requisites:
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:

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 AND PRLN1060
CoRequisites:

Writing for Public Relations 2
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:

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:

Digital Media 3
MDIA2020

Description:

This advanced course explores the dynamic landscape of multimedia campaigns and content marketing strategies. It builds on the previous digital courses to teach students how to leverage a broader array of digital channels for effective brand communication. We'll explore the strategic development of multimedia campaigns that seamlessly integrate across diverse channels, including social media, video, and emerging technologies. Students will gain hands-on experience in crafting compelling content that resonates with target audiences, while also examining the analytics that drive successful campaigns.

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

Integrated Marketing Communications
MKT2420

Description:

This course will introduce key marketing concepts related to the promotions mix in an IMC (Integrated Marketing Communications) framework. Students will be introduced to the foundation of IMC and communication concepts specifically as they relate to influencing consumer behaviour.

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 PRLN1060 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.