Public Relations - Corporate Communications
Credential: Ontario College Graduate Certificate
Work Integrated Learning: 1 Field Placement
Length: 2 Semesters
Duration: 1 Year
Effective: Fall 2019
Public relations and communications practitioners create awareness and manage conversations with multiple stakeholders through online, social and traditional mediums. Combining theory with real-world experience, students plan strategic communications, develop persuasive and informative written and visual content, manage media relations, conduct effective research, engage stakeholders through social media, plan events, manage an organization’s brand and reputation, and present themselves ethically and professionally.
Potential areas of employment include, but are not limited to businesses of all sizes, public relations agencies, investor relations consultancies, professional associations, government relations consultancies, and non-profit organizations. Graduates execute various aspects of communications, including strategic planning, writing, public speaking, social media, crisis communication, reputation management, employee relations, media relations, investor relations, government relations and special event planning. Graduates also may pursue careers as self-employed entrepreneurs.
Program Learning Outcomes
The graduate has reliably demonstrated the ability to:
- coordinate and contribute to the planning of public relations activities, including the development of clear, measurable communication objectives and project or tactical budgets and selection of strategies, tactics, tools and resources to manage a range of stakeholder relationships and issues and achieve organizational objectives;
- coordinate, contribute to and adapt the implementation of strategies and tactics and the management of budgets and resources to achieve communication objectives and meet activity guidelines and requirements;
- write and edit clear, accurate, targeted copy aligned to organizational objectives, appropriate for the chosen channel(s) and to a specified deadline;
- produce effective, accessible, and timely print, digital and multimedia communications, independently and collaboratively, to manage specific stakeholder relations and/or issues and achieve organizational objectives;
- use research results and analytical skills to guide the development of communication objectives and public relations activities, evaluate their impact, and support organizational objectives and stakeholder relationships;
- 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;
- monitor emerging social and economic trends, and local, national and global issues to guide the planning and implementation of public relations strategies and tactics and support organizational effectiveness, stakeholder relationships and ongoing personal professional development;
- assess the selection and implications of current and emerging technologies on the quality and delivery of public relations activities and on organizational effectiveness;
- select strategies and tools to build and manage stakeholder relationships to support public relations activities, organizational objectives and career development;
- employ entrepreneurial strategies to identify and respond to new opportunities within the public relations and corporate communications industry;
- employ corporate social responsibility, sustainability and authenticity in messaging and programs as a means to improve and/or maintain a positive corporate reputation;
- identify the importance of environmentally sustainable practices within the public relations and corporate communications industry.
The Program Progression
- Sem 1: Fall 2019
- Sem 2: Winter 2020
- Postsecondary diploma or degree.
12 Program Courses
1 Field Placement
To graduate from this program, a student must attain a minimum of 60% or a letter grade of P (Pass) or S (Satisfactory) in each course in each semester. The passing weighted average for promotion through each semester and to graduate is 60%.
|EVNT 1001||Event Planning and Programming||42|
|PRCC 1000||Public Relations Practice||42|
|PRCC 1001||Strategic Communications Planning||42|
|PRCC 1002||Writing for Public Relations 1||42|
|PRCC 1003||Visual and Design Communications||42|
|RAPP 1001||Survey Design and Analysis||42|
|PRCC 1004||Specialized Communications||42|
|PRCC 1005||Social and Digital Media||42|
|PRCC 1006||Writing for Public Relations 2||42|
|PRCC 1007||Media Relations||42|
|PRCC 1008||Reputation Management||42|
|PRCC 1009||Professional and Presentation Skills||42|
|Select 1 placement from the available list during registration. Contact the Program Co-ordinator for further details.||240|
|Field Placement activity may include:|
|PRCC 1010||Field Placement|
|PRCC 1011||Career Analysis|
Information contained in College documents respecting programs is correct at the time of publication. Academic content of programs and courses is revised on an ongoing basis to ensure relevance to changing educational objectives and employment market needs. The college reserves the right to add or delete programs, options, courses, timetables or campus locations subject to sufficient enrolment, and the availability of courses.