Gain the public relations expertise you need to broadcast your brand message to the right audience, at the right time, using traditional and digital media.

What you will learn

In the part-time Post-Graduate Certificate in Public Relations, you’ll sharpen your understanding of public relations fundamentals and strategy, marketing principles, digital storytelling, and many more vital areas so you can effectively connect with your audience. This program will allow you to:

• Plan, initiate and complete a communications plan
• Develop strategic thinking and a digitally-focused approach to succeed in today’s marketplace
• Create content across different channels (print, video, digital, visual, etc.) to engage targeted audiences
• Handle and respond to incidents, issues and crises that can negatively impact an organization
• Make data-driven decisions using analytics and measurement
• Apply ethics and industry codes of professional standards to public relations

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Program Benefits

• Curriculum developed in collaboration with, and taught by, public relations leaders
• Develop your skills through experiential assignments and projects
• Graduate with a portfolio of work
• Advance through the program with the same peer cohort and build your professional network

Contact

Format: Full-time
Delivery: In-class
Term Starts: Fall and Winter
Program Length: 8 months

CSPR1020 Content Creation, Strategic Messaging and Storytelling

Public Relations storytelling goes beyond pretty words and pictures, clearly communicating a strong message. Develop strategic key messages as the foundation for creating engaging content for an array of public relations channels including print, online, broadcast, video and social media. Apply real-world public relations content development techniques to sharpen your written, verbal, visual and digital communication skills.

12 Classes

36 Hours

CSPR1060 Stakeholder Relations and Community Engagement

Gain an understanding of the key relationship-building tactics needed to be an effective public relations practitioner. Learn how to effectively perform as a spokesperson for an organization (the art of media relations), leveraging concepts of corporate social responsibility, marketing, stakeholder relations, government relations and more. The primary objective of this course is to understand the role that a public relations professional must play when supporting their organization and how their role influences their organization's credibility in the eyes of the public.

12 Classes

36 Hours

CSPR1040 Internal Communications and Change Management

Be introduced to key internal communications concepts, channels, theories, best practices, trends and skills to be an effective public relations practitioner. Gain insight into the role internal communicators play in supporting the organization's goals and develop skills to engage with internal audiences.

12 Classes

36 Hours

CSPR1050 Strategic Planning, Research & Measurement

Description coming soon

12 Classes

36 Hours

CSPR1030 Integrated Marketing Strategies

Integrated marketing combines public relations, advertising, sales promotion, direct marketing, and social media to sustain a consistent message with a given target audience. Analyze how integrated marketing strategies are developed and used to plan, execute, and measure across various traditional, digital and social media channels.

12 Classes

36 Hours

CSPR1070 Reputation Management and Crisis Communication

Learn the steps necessary to address and overcome crisis communication and reputation management issues. Identify issues that may pose a threat to an organization's reputation (both proactively and reactively), assess the best communications options for drafting a crisis response, select tools for monitoring a business issue in real-time and examine the importance of social media and owned content channels during a time of crisis.

12 Classes

36 Hours

CSPR1080 Public Relations in Practice: Real World Perspectives and Possibilities

Apply the fundamental skills learned in the previous courses to current, relevant and challenging scenarios. Develop and execute public relations campaign strategies from the vantage point of agency or client in a fast paced, real-world learning environment. Gain first-hand knowledge and experience into the career opportunities that await you upon graduation.

12 Classes

36 Hours

CSPR1010 Fundamentals of Public Relations

Develop a foundational understanding of how communication strategies, tactics and writing apply to public relations management. A real-world approach will be used to showcase the depth and breadth of the profession across a variety of sectors including: corporate, non-profit, agency and government.

12 Classes

36 Hours