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Program Requirements
This diploma program is intended for those wishing to pursue a career in public relations and communications, those whose management responsibilities include PR/communications, or those already working in the field who would like to further their academic background. Students gain knowledge in a range of specializations that will help them build their careers in the consulting, corporate or not-for-profit sectors. Material is updated regularly to include new technology and emerging issues. While skills are taught, major emphasis is placed on the strategic aspects of public relations.
Required Courses (24 credits)
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CPRL 510 Fundamentals of Public Relations (3 credits)
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: Fall 2020
Instructors: Papastefanou, Nicolette (Fall)
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CPRL 520 Applied Public Relations Communication (3 credits)
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: Fall 2020
Instructors: Papastefanou, Nicolette (Fall)
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.
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CPRL 530 Internal Stakeholder Communication (3 credits)
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: Fall 2020
Instructors: Bernardino, Paula (Fall)
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CPRL 531 Media Context and Applications (3 credits)
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: Winter 2021
Instructors: Papastefanou, Nicolette (Winter)
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CPRL 533 Communications in the Corporate Sector (3 credits)
Overview
Public Relations : This course will provide exposure to issues and functions essential for practice in the corporate sector, issues management, crisis communications, financial communications, branding and reputation management, as well as communications related to mergers and acquisitions. It will also provide the basic financial literacy necessary for any communications management professional.
Terms: Fall 2020, Winter 2021
Instructors: Mosher, Aislinn (Fall) Mosher, Aislinn (Winter)
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CPRL 535 Public Opinion and Public Policy (3 credits)
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: Winter 2021
Instructors: Creighton, Jennifer (Winter)
Corequisite: CPRL 531
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CPRL 540 Communication Planning (3 credits)
Overview
Public Relations : Communication plans in real situations. Topics include environmental scanning, audits, strategy and implementation of plan, including timelines, budgeting, working with suppliers and consulting skills. Emphasis on evaluation and return on investment of communication.
Terms: Summer 2021
Instructors: Mosher, Aislinn (Summer)
Note: Students will interact with practitioners in the field. Considerable time will be required outside of classroom hours, as students will work in teams against tight deadlines. It is recommended that students not take on a heavy course load during the term they take this course.
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CPRL 541 Ethics in Public Relations (3 credits)
Overview
Public Relations : Public relations practitioner's role and influence in the ethical organization: corporate social responsibility, laws and regulations on governance, and public accountability. Legal and ethical behaviour related to sustainable development and globalization. The ethical public relations practitioner: professionalism, codes of ethics, issues in practice.
Terms: Fall 2020
Instructors: Hirst, Elizabeth Jane (Fall)
Complementary Courses (6 credits)
6 credits from:
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CGM2 510 Project Management: Tools and Techniques (3 credits)
Overview
Management : Focus on main concepts and theories of project management from initiation to close-out. Topics include: project life cycle, planning, scheduling, implementing, monitoring, controlling, close-out and ethics. The concepts presented apply to projects of various sizes, types and degrees of complexity.
Terms: Fall 2020, Winter 2021, Summer 2021
Instructors: Gauthier, Sylvain; Corbeil, Linda (Fall) Gauthier, Sylvain (Winter) Chasse, Andrew (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.
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CMIS 544 Digital Marketing Automation, Planning and Technology (3 credits)
Overview
Management Information Systems : Covers the fundamental concepts needed to develop a digital marketing plan. Enables students to gain an understanding of market behaviour, translation of corporate goals into digital marketing objectives, basic overview of various strategic approaches to align to objectives, as well as implementation and control.
Terms: Winter 2021
Instructors: Muscott, Adam (Winter)
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CPRL 515 Fund-raising and Philanthropy (3 credits)
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: Winter 2021
Instructors: Lynch, Shaun (Winter)
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CPRL 532 Public Relations Event Management (3 credits)
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: Summer 2021
Instructors: Lanctot, Fran莽ois-Olivier (Summer)
