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.

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.

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.

Corequisites: JRNL 1141

Public Relations Practice

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.

Corequisites: PRLN 1140 or 1142

Electronic Media Strategies

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.

Prerequisites: PRLN 1150

Writing for Newspapers and Features

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.

Prerequisites: PRLN 1120

Visual Presentations

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.

Prerequisites: JRNL 1141 and (PRLN 1140 or 1142)

Computer Skills II

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.

Prerequisites: JRNL 1141 and (PRLN 1140 or 1142)

Corequisites: PRLN 1210 and 1236

Organizational Communications

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

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.

Prerequisites: PRLN 1241

Public Relations Writing II

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.

Prerequisites: PRLN 1120 and 1221

Event Management

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.

Prerequisites: PRLN 1150 and 1241

Public Relations Advertising

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.

Prerequisites: PRLN 1150 and 1241

Public Relations Management

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.

Prerequisites: PRLN 2350

Stakeholder Relations

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.

Prerequisites: PRLN 2310

Public Relations Work Experience

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.

Prerequisites: PRLN 2350

Corequisites: JRNL 2401 and PRLN 2450