Program Requirements
The online 15-credit Graduate Certificate in Public Relations and Communications Management Practice introduces the field of public relations to those interested in entering the field. It addresses the competencies needed to conceptualize and implement communications actions through traditional and digital platforms within a strategic frame. Areas of focus include public relations theory, written and visual content creation, internal communications and employee engagement, media and influencer relations, digital communications, and ethics.
Required Courses (12 credits)
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CPRL 610 Public Relations Fundamentals and Theory
(3 credits)
Overview
Public Relations : Introduction to the field and contexts of public relations. Comprehensive overview and application of the theoretical underpinnings of public relations and communications practice. Focus on systems theories (including complexity and cybernetics), behavioural science and theories of persuasion, public opinion, organizational communication and sensemaking, and organizational culture. Application of public relations theory such as the excellence theory and four models of public relations.
Terms: Fall 2024
Instructors: Papastefanou, Nicolette (Fall)
Restriction: Not open to students who have taken CPRL 510.
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CPRL 620 Content Creation for
Public Relations (3 credits)
Overview
Public Relations : Practice researching, conceptualizing, designing, and crafting visual, written and verbal messages and communication tools that align with organizational objectives for traditional, digital, social and emerging platforms for public relations purposes. Focus on skills needed to consistently express complex meaning through various channels for internal and external audiences and identifying the most appropriate channel for these audiences. Design and deliver in-person or virtual presentations.
Terms: Fall 2024, Winter 2025
Instructors: Andrews, Richard (Fall) Andrews, Richard (Winter)
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CPRL 630 Internal Communications and Employee Engagement (3 credits)
Overview
Public Relations : How organizations stay engaged with internal stakeholders including employees, management, board members and specific audiences such as patients, students. Overview on how to ensure effective internal communication; engaging employees as organizational ambassadors; organizational culture; communicating organizational values, priorities and initiatives through appropriate channels in alignment with the organization’s mission; mobilizing internal stakeholders; issues and change management; maximizing employee engagement; and communicating effectively with remote and hybrid workforces.
Terms: Fall 2024, Winter 2025
Instructors: Bernardino, Paula (Fall) Bernardino, Paula (Winter)
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CPRL 631 Media and Influencer
Relations
(3 credits)
Overview
Public Relations : Analysis of the context in which the media operates. Examination of how to build and maintain relationships with those working in traditional (e.g., journalists) and digital media (e.g., influencers, bloggers), and generate publicity through media channels. Media training to prepare media spokespersons, media events including media conferences, preparing tools for communicating through the media, and media monitoring techniques. How to develop a comprehensive media strategy and design of accompanying communication tools.
Terms: Fall 2024
Instructors: Papastefanou, Nicolette (Fall)
Complementary Course (3 credits)
3 credits from:
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CPRL 641 Ethics in Public Relations (3 credits)
Overview
Public Relations : Examination of foundational ethics theories from other fields including philosophy, management, sociology and psychology, and their pertinence to public relations practice. Overview of the professional codes of conduct of various public relations associations, as well as laws pertaining to communications practice. Emphasis is on the relationship between truth and trust and their importance in public relationships, and on the consequences of ethical and non-ethical practices for organizational success, including corporate social responsibility.
Terms: Fall 2024
Instructors: Hirst, Elizabeth Jane (Fall)
Restrictions: Not open to students who have taken CPRL 541.
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CPRL 644 Integrated Digital
Communications (3 credits)
Overview
Public Relations : Preparation of an integrated digital communications campaign with specific focus on social media. Practice strategizing, conceptualizing, creating, implementing and measuring social media campaigns for public relations purposes. Creation of content strategies and calendars, and content for social media campaigns. Data collection, measurement and reporting of social and digital media campaigns.
Terms: Winter 2025
Instructors: Harrisson-Boudreau, Jean-Philippe (Winter)
Or 3 credits at the 600-level approved by the program adviser or academic unit.
