Public relations and event management professionals are increasingly in demand as employers recognize the value of effective communications. A career in PR and event management is never dull! From one day to the next you could be pitching a story, staging a news conference, organizing an event or managing crisis communications.
This program will be delivered remotely for Winter 2021.
Note: The name of this program recently changed
Public Relations – Event Management – formerly Public Relations and Event Management
Find your career
People come to PR and event management 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 $40,000 to $44,999* and vary depending on the sector and location. Many graduates in urban centres earn more than $100,000.
*Source: Employment Profile Provincial Report, Ministry of Colleges and Universities.
Our grads get great jobs
- Manager, Event Coordination, The Lavin Agency (Toronto)
- Senior Media Relations Manager, Toronto FC
- Special Events Coordinator, Brock University Alumni Relations Office
- Marketing Coordinator, Shorelines Casino (Belleville)
- Event Management and Communications Coordinator, Albert College
- Special Events Coordinator, Municipality of Port Hope
- Communications Coordinator, Quinte Conservation (Quinte West)
- Marketing & Communications Officer, Canada Science and Technology Museums Corp. (Ottawa)
- Communications Officer, Smith School of Business, Queen's University
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!"
Jennifer May-Anderson
Communications Manager, Quinte Conservation
Experiential learning
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.
- First Year - Semester One
- 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
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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
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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.
- PROM1001 Visual Storytelling 1
-
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.
- First Year - Semester Two
*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 (2020 – 21)
- Domestic Tuition: $2,722.08
- Full-Time Ancillary Fees:* $1,462.43
- Total: $4,184.43
- Additional Program Costs: $228
Additional costs, such as supplies, travel and parking, may be incurred during workplace visits, etc.
*Please visit the Tuition and Fees web page for a list of the many services, activities and items included within the ancillary fees, and the related policies.
Bursaries and financial assistance
Loyalist has a number of scholarships, bursaries and academic awards available to students. Our Financial Aid Office can help you explore your options, or assist you with a student loan.
Admission requirements
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.
International students
Click here for information about how to apply, international student fees and more.
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