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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 Société des relationnistes du Québec (SRQ). Representatives of these and other professional associations participate on the Program Committee.

Required Courses (24 credits)

• CPRL 223 Basics of Public Relations (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  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 2023

  Instructors: Durocher, Andre (Fall)

• CPRL 224 Applied Public Relations Methods 2 (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Overview

  Public Relations : Analyze, plan, design and execute projects that extend and hone writing and presentation skills in a self-directed manner.

  Terms: Winter 2024

  Instructors: Mosher, Aislinn (Winter)

  • Prerequisites: CPRL 214 and CPRL 223

• CPRL 225 Social and Traditional Media Relations (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  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 2024

  Instructors: Durocher, Andre (Winter)

  • Corequisites: CPRL 214 and CPRL 223

• CPRL 226 Corporate Communications (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  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 2024

  Instructors: Pealow, Kristy (Winter)

  • Prerequisites: CPRL 214 and CPRL 223.

• CPRL 227 Internal Communication (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  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 2023

  Instructors: Pickering, Victoria (Fall)

  • Corequisites: CPRL 214 and CPRL 223

• CPRL 321 PR Issues Management (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  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 2024

  Instructors: Bernardino, Paula (Winter)

  • Prerequisite(s): CPRL 223.

• CPRL 322 Cases in Public Relations (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  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: Summer 2024

  Instructors: Bernardino, Paula (Summer)

  • Prerequisites: CPRL 224 and CPRL 225 and [CPRL 226 or CPRL 227] and CPRL 320 and CPRL 321; or contact department for registration approval

  • Note: Students in their last semester may take CPRL 322 concurrently with the other courses they need to complete the certificate.

Complementary Courses (6 credits)

6 credits from:

• CGMG 210 Fundamentals of Project Management (3 credits)

  Offered by: Management & Entrepreneurship (School of Continuing Studies)

  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 2023, Winter 2024, Summer 2024

  Instructors: Chasse, Andrew; Abbott, Bob (Fall) Nizov, Alexander; Gauthier, Louis-Charles (Winter) Gauthier, Sylvain (Summer)

  • Restrictions: Open to students currently in a program. Not open to Special Students.

  • **Due to the intensive nature of this course, the standard add/drop and withdrawal deadlines do not apply. Add/drop is the second lecture day and withdrawal is the fourth lecture day.

• CPRL 220 Fundamentals of Fund-Raising (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  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: Fall 2023

  Instructors: Lynch, Shaun (Fall)

• CPRL 228 Event Management (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  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: Summer 2024

  Instructors: Lefebvre, Michel (Summer)

• MGCR 222 Introduction to Organizational Behaviour (3 credits)

  Offered by: Management (Desautels Faculty of Management)

  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 2023, Winter 2024, Summer 2024

  Instructors: Jaeger, Alfred M; Ody, Amandine; Blanchette, Simon; Gordon, Sarah (Fall) Dakhlallah, Diana; Galperin, Roman; Mackey, Jeraul (Winter) Broomes, Anna-Maria (Summer)

  • Restriction: Not open to U0 students.

• MGCR 352 Principles of Marketing (3 credits)

  Offered by: Management (Desautels Faculty of Management)

  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 2023, Winter 2024, Summer 2024

  Instructors: Sarigollu, Emine; Han, DaHee; Haruvy, Ernan (Fall) Doré, Bruce; Etemad, Hamid; Zhao, Clarice (Winter) Cyrius, Fabienne (Summer)

  • Restrictions: Open to U1, U2, U3 students.