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Program Requirements
The Certificate in Public Relations is professionally based with content that is kept up to date with best practices in industry, and is frequently augmented by ongoing research in communications studies. Students have opportunities to work directly with industry on real and evolving public relations cases. Content follows the guidelines of the Canadian Public Relations Society and the Soci茅t茅 des relationnistes du Qu茅bec (SRQ). Representatives of these and other professional associations participate on the Program Committee.Required Courses (24 credits)
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CCOM 207 Communication in Public Relations (3 credits)
Overview
Communication (CCE) : Identifying, analyzing, and solving communication problems in a variety of public relations contexts. Emphasis on news releases, media kits, informational and promotional materials, and oral presentations.
Terms: Fall 2011, Winter 2012
Instructors: Wall, Sharron Dorothy; Walsh, Brendan (Fall) Wall, Sharron Dorothy (Winter)
Restriction: Students in Public Relations Management Certificate only.
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CPRL 223 Basics of Public Relations (3 credits)
Overview
Public Relations : An overview of public relations theory, principles and practice, including the development of the discipline and its role in society, its function in different organizations, and the techniques used in the different sub-specialties of the field.
Terms: Fall 2011, Winter 2012
Instructors: Lefebvre, Michel (Fall) Lefebvre, Michel (Winter)
- CPRL 224 Applied Public Relations Methods (3 credits)
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CPRL 225 Social and Traditional Media Relations (3 credits)
Overview
Public Relations : Organizations must communicate with diverse publics against the background of a rapidly changing media landscape. With the increasing presence of digital (including social) media, publics are both fragmenting and coalescing in new ways. This course will cover the context, theory and best practices that are evolving as a result.
Terms: Winter 2012
Instructors: Durocher, Andre (Winter)
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CPRL 226 Corporate Communications (3 credits)
Overview
Public Relations : Issues and conditions affecting the communication of corporate issues and identity will be examined including corporate branding, financial communications, social responsibility, the reciprocal effects of internal and external publics, and planning and production of corporate communication vehicles.
Terms: Winter 2012
Instructors: Pitts, Charles (Winter)
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CPRL 227 Internal Communication (3 credits)
Overview
Public Relations : An examination of how internal communication strategies are designed and implemented to ensure people within an organization work together effectively and efficiently to support the organization's business plan, including the definition and purpose of internal communications that add value, as well as the communication needs of internal stakeholders.
Terms: Fall 2011
Instructors: Walsh, Brendan; Bartels, Gerald (Fall)
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CPRL 321 PR Issues Management (3 credits)
Overview
Public Relations : Mechanisms by which organizations participate in the public policy process will be examined through an understanding of the social and political contexts where public issues occur and the inherent communication processes at all levels and specifically dealing with the roles of lobbying, media relations and social responsibility.
Terms: Winter 2012
Instructors: Gibbs, Howard; Pitts, Charles (Winter)
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CPRL 322 Cases in Public Relations (3 credits)
Overview
Public Relations : Preparation of communication plans for organizations and current situations will provide the opportunity to apply the knowledge gained throughout the program. In addition, recent developments and methods in key areas of practice will be addressed.
Terms: Fall 2011, Winter 2012, Summer 2012
Instructors: Hirst, Elizabeth Jane (Fall) Hirst, Elizabeth Jane; Romanado, Sherry (Winter) Hirst, Elizabeth Jane; Walsh, Brendan (Summer)
Complementary Courses (6 credits)
6 credits from:
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CGMG 210 Fundamentals of Project Management (3 credits)
Overview
General Management : Fundamental principles and best practices of project management essential to the successful development of projects or other complex undertakings within an organization; includes methods for defining, planning, and scheduling activities and resources.
Terms: Fall 2011, Winter 2012, Summer 2012
Instructors: Gauthier, Sylvain (Fall) Gauthier, Sylvain (Winter) Farha, Shadi; Hanna, Petar Saad (Summer)
Restrictions: Open to students currently in a program. Not open to Special Students.
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CPRL 220 Fundamentals of Fund-Raising (3 credits)
Overview
Public Relations : Current status of fund-raising and philanthropy in Canada. Donor motivations, strategies for attracting support from different donor audiences, development of fund-raising campaigns for not-for-profits, charitable foundations, para-public and public-sector organizations. Role of donor organizations. Theoretical knowledge, technical skills and ethical considerations.
Terms: Summer 2012
Instructors: Nowak, Anita (Summer)
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CPRL 228 Event Management (3 credits)
Overview
Public Relations : Effective use of public and media events for communication and relationship-building with key stakeholders, including research, identification of publics, design, timelines, logistics, protocol, speeches and programs, and dealing with suppliers, as well as promotion and evaluation of the event.
Terms: Fall 2011
Instructors: Lefebvre, Michel (Fall)
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MGCR 222 Introduction to Organizational Behaviour (3 credits)
Overview
Management Core : Individual motivation and communication style; group dynamics as related to problem solving and decision making, leadership style, work structuring and the larger environment. Interdependence of individual, group and organization task and structure.
Terms: Fall 2011, Winter 2012, Summer 2012
Instructors: Suissa, Zina; Fraser, James K; Rosenstein, Irving; Bataille, Christine (Fall) Suissa, Zina; Fraser, James K; Rosenstein, Irving; Huising, Ruthanne (Winter) Rosenstein, Irving; Fraser, James K; Sepinwall, Sharyn (Summer)
Continuing Studies: requirement for CMA, CGA, the EA of AACI, and the Institute of Internal Auditors
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MGCR 352 Marketing Management 1 (3 credits)
Overview
Management Core : Introduction to marketing principles, focusing on problem solving and decision making. Topics include: the marketing concept; marketing strategies; buyer behaviour; Canadian demographics; internal and external constraints; product; promotion; distribution; price. Lectures, text material and case studies.
Terms: Fall 2011, Winter 2012, Summer 2012
Instructors: Mishra, Saurabh; Mathur, Sameer; Sarigollu, Emine; Cyrius, Fabienne; Cipriano, Mary Ann Lisa; Royce, Charles (Fall) Qiu, Chun; Dotzel, Thomas; Cyrius, Fabienne; Nobel, Ralph; Royce, Charles; Etemad, Hamid (Winter) Delorme, Bruno; Lee, Hwa-Young (Summer)
Continuing Studies: requirement for the Institute of Internal Auditors, and the Canadian Institute of Management
School of Continuing Studies—2011-2012 (last updated Aug. 8, 2011) (disclaimer)