SEMESTER THREE
Desktop Publishing 2
Students enhance their working knowledge of computers by focusing on both platforms for desktop publishing - Macintosh and IBM - and through introducing other software programs. Students practise basic techniques for word processing, presentations and desktop publishing. Students are able to use the appropriate software to produce basic publications.
The Public Relations Business Environment
A general overview of the operation and management of a public relations business, either as a small business or as a public relations consultancy is provided. Students are exposed to opportunities for entrepreneurship in the public relations field, such as operating a home-based business or working on a contract or freelance basis. Key areas, such as business planning, budgeting and record keeping, time tracking, marketing (through traditional and social media channels), proposal writing and project management are covered. Through course materials, assignments and guest speakers, students learn about their role as public relations consultants in their organization and they learn how to understand the corporate requirements of public relations practitioners.
Public Relations Advertising
Students examine the various types of corporate and not-for-profit advertising, including image, philanthropic, community service and advocacy advertising and their uses for public relations purposes. Students also examine the many forms - print, online and broadcast - of this advertising, and assess the strengths and limitations of various advertising media. Students also learn to use media and advertising terminology correctly while examining the elements of advertising campaigns, including creative and media strategies that meet specific objectives. Students then apply the theory, focusing on the design and production of various advertising and promotional materials, such as newspaper and magazine ads, outdoor and transit posters and direct mail materials. Upon successful completion of this course, students are able to communicate with graphic designers, as well as produce clean "roughs" of their own advertising solutions. The theory and lab portions combine to give students an understanding of how to create branding strategies using advertising to support public relations principles.
Public Relations 3
Through lectures, guest speakers, assignments, group project work, and online work, students acquire the skills, knowledge and professional qualities required to become a public relations practitioner in any field in Canada, from the corporate boardroom to a charitable organization. Students explore relationship management, crisis communications, marketing communications, investor relations and internal communications. A self-directed learning component gives students experience in producing PR materials for the workplace. Students use computers and the Internet to produce materials.
Production Workshop 3
Students are introduced to the concepts and techniques used in developing websites. Students gain experience designing websites using web authoring programs and learning to manage content in a web publishing environment.
Government Communications
A general overview of the work of a public relations practitioner in a government role is provided. Students are exposed to the various skills-based competencies government will evaluate, and they understand the operation of the Government of Canada and other public sector clients. Key areas, such as planning, budgeting, project management and understanding the public and political environment are emphasized. Through course materials, assignments, guest speakers, and tests, students learn about their role as public relations consultants in their department, and they learn how to understand the corporate requirements of government and public sector agencies.
Fieldwork Prep
Students produce an inventory of their own skills, knowledge and professional qualities, with an eye to developing the skills they need to be successful in the fieldwork component and in their ensuing job search by working on their resumes, portfolios, cover letters and interview skills.
Public Relations Workshop 2 (Writing)
Students produce materials for both internal and external audiences. Writing assignments involve producing newsletter articles, news releases and feature stories. All copy is evaluated for clarity, conciseness, completeness, correctness, and adherence to guidelines set out in print and broadcast style guides.
General ElectiveStudents choose one course, from a group of general education electives, which meets one of the following four theme requirements: Arts in Society, Civic Life, Personal Understanding, and Science and Technology.
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General Elective Options
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