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. Strong writing skills are emphasized and the latest in computer and photographic technology is used. 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 and write about many subject areas, using a variety of sources, the program has responded to these requirements by combining mass communications, writing, 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 to which it corresponds. 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.

Kwantlen's Public Relations program has incurred a high rate of employment of its graduates in a variety of positions within the field.

Student Profile

This program is based on the premise 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, social interpersonal skills and teamwork skills.

Admission Requirements

Important Dates

First day to apply: November 1, 2001

Last day to apply: March 31, 2002

Applicants are encouraged to apply as soon as they can.

Because writing is a fundamental component of Public Relations, Applicants must achieve a Level 4 (score of 26 on the Essay and 6 on the English usage) on the Language Proficiency Index or a B in a university transfer English. Refer to these requirements under "English" in the calendar. These requirements are under review and will likely be raised for the 2003 admission.

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

• a resume
• 500 - word statement of career goals
• documentation that shows they have talked to at least three people in the Public Relations field

When the paperwork is complete, applicants will be invited to attend an orientation session at the Richmond Campus, where the program is based. The purpose of this session is to provide an opportunity to meet faculty, ask questions about the program and to explore what the program entails. This session usually takes place in late April or early May. 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 need to succeed both as students and as professionals.

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

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

• development of a broad knowledge base through course work which covers areas such as media and audiences, communications theory, legal and ethical issues, and marketing.
• introduction of basic concepts common to all forms of mass communications through a series of first- and second-year courses that focus on the place of communications in Canadian society.
• provision of training in specific skill areas such as the use of computers, editing, interviewing, news and feature writing, photography, visual design and project management.
• development of sound work habits such as effective time management, working with others and insistences on quality through the structuring of appropriate objectives and standards in the courses.
• development of appropriate attitudes through exposure to the legal, ethical and societal constraints under which they will be expected to function.

Semester 1

JRNL 1100 Explorations in Mass Communications

JRNL 1141 Visual Design with Computers

PRLN 1142 Computer Skills I

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 Public Relations Writing

PRLN 1241 Organizational Communications

PRLN 1243 Computer Skills II

JRNL 1265 Feature Writing

PRLN 1236 Visual Presentations

Semester 3

PRLN 2351 Event Management and Public Speaking

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 2401 Ethics and the Media

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 studied theories and methodologies and assist with the transition of the graduates from college to the workplace.

Graduation

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

Advisory Committee

An advisory committee comprised of Public Relations professionals meets with faculty in the department to provide industry input.