SEMESTER ONE
Writing for Public Relations
Students develop an understanding of media relations and the relationship between editors/news directors and public relations practitioners. They learn the basics of public relations writing, particularly for the mass media, by analyzing news stories and writing copy in the journalistic style, which includes following guidelines established by Canadian Press. Using a computer and the Internet, students produce individual writing assignments, in the proper format, for the mass media. These materials, including news releases and letters to the editor, are evaluated on their clarity, conciseness, correctness and completeness.
Communications 1
This course is designed to build on a solid communication skill base and reinforces micro-skills necessary for success in the PR program and in the PR field. Through a variety of exercises, students analyze and develop their writing, reading, speaking, listening and interpersonal skills.
Public Relations 1
A theoretical base for the practice of public relations in Canada, from the skills needed to be a practitioner to the models of public relations as practised in this country is provided. Students are introduced to the public relations process, learning the scope and nature of public relations management roles, particularly strategic management. Students also learn about specialized functions, with an emphasis on media relations and social media engagement, and about specific activities, particularly publicity. Lectures and hands-on exercises deal with such areas as ethics and codes of standards, news values and characteristics, the evolving relationship between public relations practitioners and journalists, and publicity tools and techniques for traditional media, and emerging social media and other channels.
Cultural and Media Literacy
Students examine the need for individuals in a society, functioning as citizens and consumers, to be culturally and media literate. From a sociological perspective, students also examine the source of individual attitudes, how attitudes are reflected in a person's and in society's value systems, and how culture and the mass media contribute, directly and indirectly, to the formation of individual attitudes and opinions. Using resources, such as Maclean's magazine, students discuss events, trends, and issues, and how the mass media's coverage of them affects individual and public opinion within a cultural context.
Principles of Persuasion
Students are introduced to the communications process and various communications principles and theories, from the diffusion process to cognitive dissonance. Using this communications knowledge base, students obtain hands-on experience applying factors in persuasive communications, from audience analysis to source credibility, as they prepare plans for and deliver informative and persuasive speeches. Students learn persuasive techniques and use them in oral presentations on a variety of topics in a classroom setting.
Research for Public Relations
Students are provided an overview of the role research plays in the practice of public relations. Students learn the necessity of gathering, processing, transferring and interpreting information. Lectures and demonstrations deal with research methods and techniques for qualitative and quantitative, primary and secondary, and formal and informal research using library, database and Internet sources. Assignments provide students with experience in gathering and analyzing research data.
Production Workshop I
An overview of the role print production plays in the practice of public relations is provided. Students learn the design and production aspects of print production, from the use of type to modern printing techniques. The focus is on layout principles as students learn techniques, methods, basic tools, and terminology required to communicate with graphic designers and develop basic skills to do rough layouts for public relations print materials.