This is an ARCHIVED version of the Kwantlen University College Calendar for 2001-2002 and is provided for historical reference only. See the current version of the Calendar for updated information.

Kwantlen University College

Effective date of this calendar, unless otherwise indicated, is Sept. 1, 2001 to Aug. 31, 2002.

Public Relations

Offered at Richmond

Start date: September (Full-time)

Description

The Public Relations diploma is a program for students who want to build their skills or increase their understanding of the latest developments in the field of public relations. Graduates work in a variety of communications positions, doing work that includes research and planning, writing, media relations, special events planning, advertising, government relations and public affairs, and multimedia communications.

To keep pace with the rapid changes in the industry, we provide strong practical training through labs and off-campus work experience, as well as seminars, and use the latest in computer and photographic technology. Faculty includes full-time instructors with career experience as well as part-time specialists who are currently working in public relations.

Since public relations practitioners are expected to be able to interpret the world around them and to carry out research in many subject areas, using a variety of sources, the program has responded to these requirements by combining mass communications, theory and skills courses.

Career Opportunities

Public Relations graduates are employed in a variety of positions and could work for multinational companies, profit or nonprofit organizations, government agencies (federal, provincial or local) or private firms. Examples of employment positions attained by recent graduates include Communications Coordinator, Account Executive, Media Coordinator and Marketing Consultant.

The public relations practitioner serves as an intermediary between the organization he or she represents and the public it corresponds to. Thus the graduate could be engaged in publicity and advertising, communication, public affairs and government relations, media relations and press agency and issues/crisis management.

The Public Relations program has experienced a high rate of employment of its graduates into a variety of positions, within this field.

Student Profile

This program is based on the position that the preparation of public relations personnel requires a combination of general knowledge and technical competency.

Students in this program may come directly from high school or from other fields of endeavor. Many enter the program with post-secondary experience and some have university degrees. Depending on their specific background, advance standing can be granted for work done or skills learned elsewhere. Students accepted into the Public Relations program generally have a high level of communication skills, both written and verbal, and social interpersonal skills.

Admission Requirements

Given the stringent written requirements of the program, applicants must obtain a minimum of Level 4 on the Language Proficiency Index or a minimum B average in post-secondary English.

Applicants are also required to provide the following by the registration deadline:

When the paperwork is complete, you will be invited to attend an information session at the Richmond Campus, where the program is based. This will give the applicant an opportunity to talk to instructors directly and ask any questions you might have regarding the program and to review and/or update their registration package of information regarding resume, statement of career goals and documentation. A lack of basic computer skills will hold the student back, so applicants are urged to upgrade this area before starting the course.

Content

The Public Relations program is organized into four semesters and carries 60 college credits. During the first year, students' concentrate on general knowledge and on developing the basic skills, work habits and attitudes they will need to succeed both as students and as professionals.

In the second year, the students will concentrate on developing further what they have learned and on applying it in a variety of practicums.

In more specific terms, the program is organized in accordance with the following principles:

Semester 1

JRNL 1100 Explorations in Mass
Communications

JRNL 1141 Visual Design with Computers

JRNL 1142 Computer Skills

PRLN 1150 Public Relations Practice

PRLN 1162 Writing for Newspapers

MRKT 1199 Introduction to Marketing

Semester 2

JRNL 1130 Photography for Print Media

PRLN 1221 PR Writing Skills

PRLN 1241 Organizational Communications

PRLN 1243 Computer Skills for Public Relations

JRNL 1265 Feature Writing

PRLN 2336 A/V and Multi-media Production

Semester 3

PRLN 1251 Event Management and Public Speak-ing

JRNL 2301 Media and Audiences

PRLN 2321 Advanced PR Writing

PRLN 2350 Public Relations Advertising

PRLN 2375 Business Publications

PRLN 2380 Electronic Media Strategies

Semester 4

JRNL 2400 Legal and Ethical Issues

PRLN 2450 Public Relations Management

PRLN 2472 Public Relations Practicum

PRLN 2476 Work Experience

Work Experience

Students gain hands-on experience during a weekly practicum and a four-week (full-time) work experience in the Public Relations industry prior to graduation. These work experiences provide opportunities for observation and application of previously studies theories and methodologies and assist with the transition of the graduates from college to workplace.

Graduation

Upon successful completion of this program, students will be awarded a Diploma in Public Relations.

Advisory Committee

Kwantlen University College
http://www.kwantlen.bc.ca
604-599-2100
Contact the Admissions Department