Public Relations

Program Overview

The Public Relations Ontario College Diploma program equips students with expert communication skills for managing public image. Through hands-on learning in a state-of-the-art MediaPlex, students develop proficiency in writing, media relations, event planning, and social media strategies. Two work placement opportunities provide invaluable real-world experience in a variety of industries.

Program Outline

Degree Overview:

Public relations is a dynamic and exciting field. Public relations specialists are expert communicators who manage and maintain a positive public image for their clients, whether it’s a politician, a large corporation, a non-profit organization or a small business. This program prepares students to competently enter the professional world of public relations with knowledge and skills that include writing for newspapers, feature articles, and preparing public and private presentations. Students will also learn how to shoot and edit professional photos, develop internal and external corporate communications plans, event plans, sponsorship plans, and learn how to handle crisis response. Social media, entrepreneurship, marketing, advertising and working with media are also elements of this in-depth program.

Program Highlights:

• Learn in a state-of-the-art multimedia multiplex (called the MediaPlex) that is one of only three in the world.
• Professional equipment includes radio booths, video editing bays, green screen technology, and various visual design software programs.
• Hands-on learning includes event production, small business creation, creating professional videos using industry-standard professional equipment, recording radio interviews, composing and editing professional photos and using design software to create marketing materials such as flyers and posters and much more.
• Two work placement opportunities, which give students the chance to put their PR skills to use in the real world.
Numerous opportunities exist locally and out of town for work placement as well as employment in a wide variety of business, industry, institutional and non-profit organizations.

Outline:

Semester 1

| Code | Title | Credits | |---|---|---| | PBR101 | Computer Skills I | 3 | | PBR102 | Visual Design With Computers | 3 | | PBR103 | Intro To Public Relations Writing | 3 | | PBR104 | Intro To Public Relations | 3 | | ELEC1030 | Choose 1 Elective Course | 3 | | PBR207 | Public Relations Research Skills | 3 | | PBR109 | Explorations In Mass Communication | 2 |

Semester 2

| Code | Title | Credits | |---|---|---| | PBR201 | Computer Skills II | 3 | | PBR202 | Multi Media Convergence | 3 | | PBR203 | Writing Newspapers & Features | 3 | | PBR204 | Media Relations | 3 | | PBR206 | Intro To Marketing | 3 | | ECE205G | Anti-Oppression In Canadian Society | 3 | | PBR405 | Public Relations Presentation Skills | 3 |

Semester 3

| Code | Title | Credits | |---|---|---| | PBR300 | Applied Internship | 2 | | PBR302 | Writing For Corporate Communications | 3 | | PBR303 | Organizational Communications | 3 | | PBR308 | Public Relations Advertising | 2 | | BUS600 | Mediation & Conflict Resolution | 3 | | PBR309 | Event Planning And Fundraising | 3 | | PBR310 | Social Media Content Creation & Technical Skills | 2 |

Semester 4

| Code | Title | Credits | |---|---|---| | PBR400 | Applied Internship II | 2 | | PBR401 | Issues Managment & Crisis Response | 3 | | PBR402 | Event Production & Management | 3 | | PBR403 | Ethics And The Media | 3 | | PBR404 | Public Relations Management | 3 | | ELEC1030 | Choose 1 Elective Course | 3 | | PBR301 | Entrepreneurship & Business Practices | 2 | | PBR407 | Social Media Strategies And Analytics | 2 |

Careers:

The MediaPlex is one block south of the Centre for the Arts. It is recommended for most programs, that students have access to a laptop or desktop computer while away from home during experiential learning periods.

• Textbooks and other materials are in addition to Tuition Fees.
• Please be aware that tuition and compulsory fees are subject to adjustment each year.
The College reserves the right to change, amend or alter fees as necessary without notice or prejudice.
• Program Vocational Learning Outcomes
• Public Relations (Ontario College Diploma) (MTCU Code 50243)
• The graduate has reliably demonstrated the ability to:
• Participate in the planning of public relations activities, including the development of clear, measurable communication objectives and project budgets and selection of strategies, tactics, tools and resources to support a range of stakeholder relationships and organizational objectives.
• Use information sources, research tools and results, and apply analytical skills to support the development of communication objectives, selection of strategies and tactics, and measurement of the impact of public relations activities.
• 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.
• Keep current with emerging social and economic trends, and local, national and global issues to inform public relations plans and activities, support organizational effectiveness and stakeholder relationships, and guide ongoing personal professional development.
• Use strategies and tools to build and maintain professional relationships to support public relations activities, organizational objectives and career development.