Public Relations (PURE)
Available as a one-year program
"I knew that my undergrad degree alone would not get me far in the competitive field of international development; at Loyalist we applied that theory to hands-on, practical skills. Now I’m responsible for helping to provide compelling Canada-wide communications, so employees are more effectively informed and engaged to accomplish World Vision Canada’s goals, objectives and mission. I couldn’t be happier about where I am in my career and the opportunities I’ve been given to grow."
- Public Relations 2008
- Manager, Strategy and Internal Communications, World Vision Canada
"Loyalist prides itself on being an integral part of its students' graduate and career success. With a substantial list of university transfer agreements and financial support, the opportunities at Loyalist are boundless, which is what attracted me to make the move from Halifax. "
- Sports Journalism 2012
- Public Relations 2013
- Online Operations Coordinator, Basketball Nova Scotia
"Loyalist PR gave me a well-rounded set of skills that benefit me on a daily basis. The program prepared me for writing for many different platforms and audiences. I also gained valuable skills in problem solving and event planning that have been very useful in my current position."
- Public Relations 2014
- Account Coordinator, Aerial Communications
"A year ago I was in full panic mode. I had just graduated from university, but didn’t have anything close to resembling a job opportunity in my field of study. One year later I have landed a job at a great company—a direct result of the Public Relations program at Loyalist."
- Public Relations 2013
- Research Associate, Ipsos Canada
- Program Code
One-year Ontario College Graduate Certificate
- Start Date
Find your career
People come to PR from different backgrounds — from journalism and sociology to fitness and the non-profit sector. In just eight months, you’ll develop skills that will make you an asset in any industry:
• Graduates find dynamic opportunities working for government, hospitals, schools, businesses, advocacy groups and nongovernmental organizations (NGOs), as well as public relations firms.
• You could work as a PR specialist, event manager, fundraiser, media relations specialist, public affairs expert, publicist, or campaign manager.
• Many jobs offer extensive opportunities for travel.
• Entry-level jobs include producing digital media packages, media monitoring, organizing interviews and news conferences, creating visual presentations and planning special events.
• Average entry-level salaries for Ontario graduates range from $35,000 to $39,999* and vary depending on the sector and location. Many graduates in urban centres earn more than $100,000.
• Public Relations students automatically obtain student membership in both the Canadian Public Relations Society (CPRS) and the International Association of Business Communicators (IABC).
*Source: Employment Profile Provincial Report, Ministry of Advanced Education and Skills Development.
Our grads get great jobs
- Communications Assistant, The Senate, Parliament Hill
- Communications Advisor, World Vision Canada
- Executive Director, Belleville Downtown Improvement Area
- Branding and Communications Manager, Tourism Jasper
- Online Operations Manager, Basketball Nova Scotia
Is it for you?
No matter what kind of background and education you bring to the program, you can build on it for a successful career in PR. Strong candidates for this program possess:
- Excellent communication skills
- Good judgment
- The ability to multitask
- An enthusiasm for motivating others
What employers say
“I have been working with the Loyalist PR program for several years as both a placement supervisor and an employer of a recent graduate. The students were bright, outgoing and prepared. The program is polished and professional and well thought out. My last placement student was so skilled that I hired him!"
Communications Manager, Quinte Conservation
No textbooks! Students enjoy a combination of project-based learning and hands-on experience that goes beyond the classroom. In this intensive, eight-month program you will:
• Learn from guest speakers in the industry.
• Develop a solid portfolio of relevant workplace skills.
• Participate in a speed-mentoring event and micro-networking session.
• Meet with industry professionals and PR agencies in Toronto.
• Stage a mock disaster during Crisis Communications Week.
• Plan and host special events such as concerts and wine tastings in neighbouring Prince Edward County.
• Write clear, targeted communications materials that deliver your message persuasively.
• Build relationships with media and stakeholders, plan special events, market for corporate and non-profit, deliver compelling presentations, prepare for media interviews and handle crisis situations.
• Use new media, social media and graphics creation to promote your message.
Finish your studies with a four-week field placement, applying your learning on the job. Our students have completed placements with:
- Government agencies
- Toronto International Film Festival
- Toronto Argonauts football team
- Canadian Wildlife Federation
- World Vision Canada
Outstanding faculty make the difference
- Learning takes place in smaller classes with dedicated instructors.
- Faculty draw on degrees in Mass Communications and Journalism, and extensive experience working across Canada in such varied environments as a national policing agency, government roles, editor of a national magazine, and director of communications at a hospital.
- The curriculum is updated annually with feedback from industry professionals to keep pace with best practices and the latest technology.
- Program Coordinator Kerry Ramsay was recognized as this year's Remarkable Woman of Quinte at a luncheon on October 31, 2014.
- First Year - Semester One
- PROM1001 Digital Media I
- This course introduces students to desktop publishing for communications. The focus of study is on the underlying principles of design and the techniques for putting them into action. Practical application includes personal branding packages, corporate branding work and alternative media design.
- PROM1002 Fundraising Fundamentals
- Current economic realities require organizations of all shapes and sizes to compete for a limited number of donor dollars. This course examines the close, and often challenging, relationship between fundraisers and public relations professionals. Students are introduced to the principles of effective fundraising, campaign planning and development, case statement writing, volunteer recruitment and management, special events, corporate partnerships and the codes of conduct governing fundraising.
- PROM1000 Introduction to Public Relations
- 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 evolving role of the PR practitioner. This course explores a number of integrated public relations approaches (including employee, media, investor and community relations), and explains their significance in achieving overall communication objectives.
- PROM1011 Media Presentations 1
- Using a variety of multimedia resources, this course guides students in the delivery of a series of informative and engaging presentations. This course emphasizes the importance of effective verbal, non-verbal and para-verbal communication, and provides practical opportunities for student application of individual and group presentation skills both inside and outside the classroom.
- PROM1003 PR Case Studies 1
- One of the best ways to learn about public relations is by studying notable cases within the profession. This course allows students to research and analyze a selected series of public relations case histories from the private sector, while applying value-added skills such as critical thinking, strategic planning, problem solving and issues-based management.
- PROM1004 Public Relations Writing 1
- Solid writing and editing skills are at the core of a PR professional’s success. This course guides students in writing for a variety of select audiences. Course materials focus on developing strong brand messaging, pitching the media effectively and developing compelling brand journalism tools. Using Canadian Press (CP) style, students apply their knowledge to create a number of key PR writing tools such as news releases, feature articles, web copy, video scripts, media kits, blogs, social media messaging and more.
- First Year - Semester Two
- PROM1006 Digital Media 2
Building on design skills taught in first semester, students apply their knowledge to more advanced visual communication problem-solving for event promotion, personal branding and corporate communication. Using current workplace software, students continue to expand their skills in page layout and design for public relations.
Co-requisite: PROM1005, PROM1007, PROM1008, PROM1009
- PROM1008 Event Management
Event management is an important adjunct to public relations, and a key tool to leveraging promotional efforts. This course covers the important rationale and logistics of planning, coordinating and staging an event, whether a community festival, corporate, sports, non-profit or fundraising activity. Students gain hands-on experience by planning, executing and evaluating two community-based events.
Co-requisite: PROM1006, PROM1007
- PROM1007 Media Presentation 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, students learn how to prepare for media interviews, how to deliver key messages effectively and how to handle crisis situations.
Co-requisite: PROM1006, PROM1008
- PROM1013 PR Work Placement (4 Wks)
The Public Relations Field Placement connects students with off-campus professionals who challenge them to hone their skills in such areas as PR writing, campaign creation, strategic analysis, communications planning and measurement. Students are responsible for locating and organizing their own four-week work placement with the support of the program’s internship advisor. The nature of the placement and responsibilities must be approved by the program coordinator.
Prerequisite: PROM1000, PROM1001, PROM1002, PROM1003, PROM1004, PROM1011
- PROM1009 Public Relations Case Studies 2
This course guides students in researching and analyzing a selection of public relations cases from the public sector, while refining skills in strategic planning and analysis, problem solving and issues-based management.
Co-requisite: PROM1006, PROM1007
- PROM1005 Public Relations Techniques
This course focuses on the application of public relations theory and principles. Students are guided in the application of PR skills such as audience identification, qualitative and quantitative research, strategic planning and measurement to a variety of client projects. Team-building and leadership skills are also emphasized in this course.
Co-requisite: PROM1007, PROM1008, PROM1009, PROM1010
- PROM1010 Public Relations Writing 2
Building on an existing body of PR writing knowledge, this course guides students in writing and producing a variety of online and print writing samples for select clients. The course also directs students in the writing of their own query letter and feature article for publication in the local media.
Co-requisite: PROM1006, PROM1007
*Courses subject to change.
Turn your certificate into a degree
Many universities across Canada and abroad will provide credit recognition for your post-graduate studies at Loyalist. The following is a list of agreements that are currently in place. There are many more options, and new agreements are added annually. Contact your university of choice to make individual arrangements.
- Athabasca University – Bachelor of Professional Arts in Communication Studies
How much will it cost?
Approximate costs (2016-17)
- Domestic Tuition/Ancillary Fees: $4,040.94 (two semesters)
- Additional Program Costs: $228
- Additional costs, such as travel and parking, may be incurred during placements.
Bursaries and financial assistance
Loyalist has a number of scholarships, bursaries and academic awards available to students. Our Financial Services Office can help you explore your options, or assist you with a student loan.
Required academic preparation
- A diploma or degree from a recognized college or university.
- Applicants with significant related work experience will be considered for entry based on a review of their demonstrated competencies and academic credentials.
- Computer literacy as it relates to online communication.
Prior learning assessment and recognition
Applicants with work experiences or other types of non-credentialed learning may be eligible for credits at Loyalist. Graded credits (as opposed to exemptions) are granted. Click here for more information about our assessment and credit challenge process.
Click here for information about how to apply, international student fees and more.
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