This is an ARCHIVED version of the Kwantlen University College Calendar for
2004-2005 and is provided for historical reference only. See the current version of the
Calendar for updated information.
The on-line version of the University College Calendar is the Official version.
In the event of conflict between the printed version and the online version, the
on-line version will prevail.
Effective date of this course calendar information, unless otherwise indicated, is Sept. 1, 2004 to Aug. 31, 2005.
Public Relations
PRLN 1120 (formerly 1221) cr-3
Public Relations Writing I
Students will develop proficiency in public relations writing skills.
They will study the principles of public relations writing, writing
for select publics, mass audiences, and special interest stakeholders,
and will develop a media kit for an actual client. Students will
review the finer points of English grammar and usage according to
Canadian Press (CP) Style, and will learn specific strategies for
generating ideas, planning and composing copy, revising and
editing texts.
PRLN 1130 cr-1.5
Public Relations Research
Students will learn qualitative and quantitative research methods
and measurement tools as applied to the professional practice of
public relations. They will learn various research methods including
sampling and survey methods, focus group research, content
analysis, and online research. Students will analyze and evaluate
applied and academic research studies and will complete a research
project.
PRLN 1140 cr-3
Computer Skills I
Students will learn how to use the personal computer and various
computer applications. They will develop the skills and knowledge
needed to produce computer-generated material in the public
relations field. Students will work with various Windows-based
programs to create, edit, format text; design page layouts, and
incorporate images for a variety of professional materials, such as
MS Word, QuarkXPress, and Adobe Photoshop.
Students will learn about public relations and the related activities
of public affairs, publicity, advertising and marketing. They will
prepare media releases, public service announcements and
communication plans.
Students will study the development of messages delivered through
electronic media to specific audiences. They will learn the
organization of news broadcasting and programming and how
various organizations develop electronic media strategies to
influence the public. Students will learn to meet strategic
objectives.
Students will develop proficiency in writing and producing features
for media such as newspapers, trade journals, magazines, Web sites
and newsletters. They will review the intricacies of Canadian Press
(CP) Style and review the finer points of English grammar and
usage. Students will learn to write accurate and engaging news and
features copy. They will analyze various media formats and
recognize the expectations journalists have of public relations
practitioners.
Students will learn how to design A/V and multimedia material
and how to use a variety of types of equipment. They will learn
about theoretical approaches and practical considerations for
public relation presentations.
Students will learn to use software applications for word
processing, design page layout, database management, and
developing public relations collateral material. They will study and
practice the skills needed to create a Web site. The student will use
various software such as PowerPoint, Maximizer, Illustrator and
Dreamweaver.
This course emphasizes the theories and techniques of
organizational communication including crisis communication,
media relations, investor relations and internal communications.
Students will examine various organizational cultures, perform
research, and develop and present an internal communication plan
or project for an actual client.
Prerequisites: PRLN 1150
PRLN 2310 cr-3
Issues Management & Crisis Response
Students will learn how to differentiate between issues, risks, and
crises and how to use diagnostic tools to identify an emerging issue
and its impact. They will learn to intervene in both issues and
crises. Students will prepare a structured issues management plan
and a crisis communications plan and will use both qualitative and
quantitative research methodologies in assessing the growth of
issues and crises plus the impact of responsive actions.
Students will learn to write integrated marketing communications
including corporate advertising and collateral material such as
brochures, newsletters, multimedia presentations and speeches,
feature stories for publications, and for the Web. They will design
and execute polished, audience-directed, professional
communications projects for clients.
Students will learn to organize and manage a special event,
including the research and design, coordination, planning and
promotion of the event; fundraising and event project
management; and evaluating the event's success.
Students will examine the role of advertising in the field of public
relations. They will learn basic advertising skills to help them plan
and produce effective advertising campaigns for non-profit or
community organizations.
Students will review the major managerial functions, including
strategic planning, organizing, leading, budgeting and human
resources, as they relate to public relations. They will learn current
concepts, theories, techniques, and models of managing public
relations departments, agencies and consultancies. Students will
learn about the integration of social science theories and
management techniques in the research, planning, implementation,
and evaluation of public relations strategies.
Students will analyze the influence stakeholder groups can exert on
an organization by examining their function, their agendas, their
credibility, and their power to affect the organization's goals.
Students will examine the role of advocacy, activism, and conflict
as catalysts for change in an organization and will learn how to
build and foster effective and mutually beneficial stakeholder
relationships. They will identify the role of community relations,
partnerships, alliances, and corporate social responsibility in
relationship building.
Students will secure with instructor guidance a work experience
sponsor and apply skills learned in the program in an on-the-job
environment. They will work full-time for four weeks within the
PR industry with consideration given to the students' interests,
skills, and personal suitability and the needs of both the student
and the sponsor employer.
