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Program Requirements

Required Courses (12 credits)

• CPRL 510 Fundamentals of Public Relations (3 credits)

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

  Overview

  Public Relations : Survey and history of public relations practice, its various sub-specialties and its role in the organizational structure. Theories of communication and applications of theoretical knowledge in the field. Recent trends and best practices in both private and not-for-profit sectors. Professional ethics and associations.

  Terms: This course is not scheduled for the 2023-2024 academic year.

  Instructors: There are no professors associated with this course for the 2023-2024 academic year.

• CPRL 520 Applied Public Relations Communication (3 credits)

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

  Overview

  Public Relations : Identification, analysis and solution of communication problems in a variety of public relations contexts. Emphasis on planning, audience, research, content, effectiveness, language, editing and design of communication tools. Practical approaches to print and Internet communication, oral presentations, and writing for media.

  Terms: This course is not scheduled for the 2023-2024 academic year.

  Instructors: There are no professors associated with this course for the 2023-2024 academic year.

  • Corequisite: CPRL 510

  • Note: Given in a workshop setting, this course will allow students to improve their skills through practice, instructor feedback and peer evaluation. Owing to the nature of the subject matter, assignments must be submitted in English.

• CPRL 530 Internal Stakeholder Communication (3 credits)

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

  Overview

  Public Relations : Communication with the full range of internal stakeholders, including employees, management, Board, volunteers and foundations, as well as audiences specific to the organization such as patients, students, members, etc. Topics include organizational culture, labour relations, mobilization of stakeholders and issues/change management (i.e. mergers, acquisitions, partnerships).

  Terms: This course is not scheduled for the 2023-2024 academic year.

  Instructors: There are no professors associated with this course for the 2023-2024 academic year.

  • Corequisites: CPRL 510 and CPRL 520

• CPRL 531 Media Context and Applications (3 credits)

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

  Overview

  Public Relations : Context in which media operate (regulation, ownership, practical constraints). Building relationships with journalists. Media theory and current trends in media uses and technology. Strategies and tools for communicating through media, including message development, spokesperson training and media events. Crisis and risk communications.

  Terms: This course is not scheduled for the 2023-2024 academic year.

  Instructors: There are no professors associated with this course for the 2023-2024 academic year.

  • Corequisites: CPRL 510 and CPRL 520

Complementary Course (3 credits)

3 credits from:

• CPRL 515 Fund-raising and Philanthropy (3 credits)

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

  Overview

  Public Relations : The organization as donor and as fund-raiser. Social, legal and regulatory context of fund-raising and corporate giving. Role and structure of foundations, government agencies and other donor organizations. Corporate community support. Fund-raising campaigns (planning and methods), donor relations, working with volunteer leadership, information management, ethics and accountability.

  Terms: This course is not scheduled for the 2023-2024 academic year.

  Instructors: There are no professors associated with this course for the 2023-2024 academic year.

• CPRL 532 Public Relations Event Management (3 credits)

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

  Overview

  Public Relations : Management of events in support of strategic organizational objectives for relations with investors, clients, employees, government, media or community. Special events as part of public awareness or fund-raising programs. Topics include planning, budgeting, financial support, logistics, protocol, working with suppliers and partners, promotion and evaluation.

  Terms: This course is not scheduled for the 2023-2024 academic year.

  Instructors: There are no professors associated with this course for the 2023-2024 academic year.

• CPRL 535 Public Opinion and Public Policy (3 credits)

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

  Overview

  Public Relations : How organizations, voters, media and interest groups work to influence public policy, and how the efforts of each affect the others. Government relations at the political and public service level, including lobbying, advocacy, and regulatory issues. Coalition building. Public opinion research methods and theory. Media and democracy.

  Terms: This course is not scheduled for the 2023-2024 academic year.

  Instructors: There are no professors associated with this course for the 2023-2024 academic year.

  • Corequisite: CPRL 531