Full-time Programs
PURE - Public Relations
Program Entry
SEPTEMBER
Program Length
One-Year Ontario College Post-Graduate Certificate
| Contact: | E-mail: |
|---|---|
| Kerry Ramsay | kramsay@loyalistc.on.ca |
On This Page
Highlights
- Public relations professionals with specialized communications skills are in demand.
- Average entry-level salaries for Ontario graduates exceed $32,000.
- Students are prepared for dynamic opportunities working behind the scenes, in front of the media, or interacting with clients.
- An exciting four-week internship provides valuable industry contacts and experience.
- Many jobs offer extensive opportunities for travel.
Career Opportunities
Public relations professionals are increasingly in demand as employers recognize the value of effective message creation and delivery to maintain a solid reputation. Graduates find positions dealing directly with clients or working in:
- public relations firms
- the government
- hospitals, schools
- corporations
- advocacy groups
- non-governmental organizations (NGOs)
There are many varied opportunities for employment as a:
- PR specialist promotions manager
- fundraising coordinator
- media relations specialist
- public affairs expert
- publicist
- lobbyist
- campaign manager
Typical job functions for entry-level employees may include:
- writing news releases
- organizing interviews and news conferences
- creating visual presentations
- planning special events
- creating media relations plans, and more
Public Relations students automatically obtain student membership in both the Canadian Public Relations Society (CPRS) and the International Association of Business Communicators (IABC).
Program Description
Creative individuals come to this dynamic profession from diverse backgrounds, ranging from business to non-profit, fitness and the arts. What they have in
common are:
- good judgment
- excellent communication skills
- open-mindedness to change
- enthusiasm for motivating others
In this intensive, post-graduate program, students gain the skills to:
- write clear, targeted communications materials
- stage public relations events
- deliver persuasive presentations
- design effective communications materials using new media skills (graphics creation, digital photography, web design)
- prepare for media interviews
- handle crisis situations
Students also learn to market themselves through:
- job search skills
- interview preparation
- networking
- individual subscriptions to Marketing Magazine
- a new online mentorship program connecting students with industry professionals
Students finish the program in a four-week internship, which may open the door to future employment.
Approximate Cost
Tuition: $2,688 (two semesters)
Books and Supplies: $500
Consumables Fee: $250
Admission Requirements
High School Graduates – High school graduates must first complete either a college diploma or a university degree.
Loyalist Graduates – Students enrolled in Loyalist College programs are able to reserve a place in the program providing they maintain a successful standing in their College program.
Direct entry from other degree or diploma programs or work-related experience –
- Applicants who have earned a degree or diploma from another recognized post-secondary institution are encouraged to apply.
- Applicants who have significant work-related experience will also be considered for entry based on a review of their demonstrated competencies and academic credentials.
Curriculum
Semester One
PROM 1000 Intro-Public Relations Theory
This course is designed to advance the student’s knowledge of the origins, philosophy and practice of public relations, and to provide an understanding of the role of the PR practitioner in the corporate, non-profit and political sectors. By the end of this course, the student will be able to recognize and identify a number of integrated public relations approaches (including employee, media, community and donor relations), and explain their significance in achieving overall communication objectives.
PROM 1001 Digital Media for Public Rel
This course will introduce the student to desktop publishing in the print communication industry. It will focus on the underlying principles of design and the techniques for putting them into action, including the capture and integration of digital photos and other digital images.
PROM 1002 Fundraising Fundamentals
Current economic realities require organizations of all shapes and sizes to compete for a limited number of donor dollars. This course will examine the close (and often challenging) relationship between fundraisers and public relations professionals in the non-profit sector. The student will be introduced to the principles of effective fundraising, campaign planning and development, case statement writing, volunteer recruitment and management, direct mail marketing, capital campaigns, solicitations, special events, corporate partnerships and the laws that govern fundraising.
PROM 1003 PR Case Studies 1
One of the best ways to learn about public relations is by studying notable cases within the profession. This course will allow the student to research and analyze a selected series of public relations case histories from the private sector, while developing such value-added skills as critical
thinking, strategic planning, problem-solving and issues-based management.
PROM 1004 Public Relations Writing 1
In this course, the student will develop PR writing skills targeting a variety of audiences. At the end of the semester, the student will be able to identify and engage key audiences, and write a wide range of professional PR materials, including news releases, feature articles, web copy, annual reports, employee newsletters and more.
PROM 1011 Persuasive Presentations
Using a variety of multimedia resources, the student will deliver a series of informative and engaging presentations. The course will also emphasize the importance of personal presentation skills, including effective verbal, non-verbal and para-verbal communication, and will provide practical opportunities for student application.
Semester Two
PROM 1005 Public Relations Techniques
This course will focus on the application of public relations theory and principles. The student will learn the requirements of both traditional and non-traditional media sources, and how to target them effectively. The course will also allow the student to develop first-hand experience in audience identification, qualitative and quantitative research, strategic planning and evaluation.
PROM 1006 Digital Media for PR 2
In this course, the student will participate in hands-on basic web design, advanced page lay-out and Internet applications in a focused effort to enhance communication effectiveness. Students will use their skills to design a comprehensive media kit in conjunction with PROM 1010.
PROM 1007 Pres. Skills & Interviewing
The public relations specialist is often the point person for media interviews, acting as a frequent spokesperson for internal and external media outlets. In this course, the student will learn how to prepare for media interviews, how to deliver key messages effectively and how to handle crisis situations.
PROM 1008 Event Management
Event management is an important adjunct to public relations, and a key tool to leveraging promotional efforts. This course will motivate the student to understand the important rationale and logistics of planning, coordinating and staging an event, whether a community festival, corporate, sports, non-profit or fundraising activity. The student will also participate in the planning, executing and evaluating of an actual special event.
PROM 1009 PR Case Studies 2
This course will guide the student through the research and analysis of a selection of public relations cases from the public sector, while refining skills in strategic planning and analysis, problem-solving and issues-based management.
PROM 1010 Public Relations Writing 2
Building on an existing body of PR writing knowledge, this course will see students working together as a team to research and write a professional magazine product for a real client. The components of the magazine project will integrate creative and strategic thinking, research and analysis, photography, writing and editing skills. Students will also continue to hone their writing skills with opportunities for additional portfolio writing pieces, including public relations plans, targeted news releases, SWOT and PEST analyses and sponsorship letters.
PROM 1013 4 Week Work Placement
The Public Relations Work Placement will connect students with off-campus professionals who will challenge them to hone their skills in such areas as PR writing, planning, analysis and evaluation. Students will be responsible for locating and organizing their own four-week work placement within one of the following sectors: government, prorate, small business or non-profit. The nature of the internship and responsibilities must be approved by the program coordinator.
