Public Relations and Communication Management Practice (Gr. Cert.) (15 credits)
Offered by: Global & Strategic Comm.
Program credit weight: 15
Program Description
The online 15-credit Graduate Certificate in Public Relations and Communications Management Practice introduces the field of public relations to those interested in entering the field. It addresses the competencies needed to conceptualize and implement communications actions through traditional and digital platforms within a strategic frame. Areas of focus include public relations theory, written and visual content creation, internal communications and employee engagement, media and influencer relations, digital communications, and ethics.
Required Courses (12 credits)
| Course | Title | Credits |
|---|---|---|
| CPRL 610 | Public Relations Fundamentals and Theory . | 3 |
Public Relations Fundamentals and Theory . Terms offered: Fall 2025 Introduction to the field and contexts of public relations. Comprehensive overview and application of the theoretical underpinnings of public relations and communications practice. Focus on systems theories (including complexity and cybernetics), behavioural science and theories of persuasion, public opinion, organizational communication and sensemaking, and organizational culture. Application of public relations theory such as the excellence theory and four models of public relations. | ||
| CPRL 620 | Content Creation for Public Relations. | 3 |
Content Creation for Public Relations. Terms offered: Fall 2025 Practice researching, conceptualizing, designing, and crafting visual, written and verbal messages and communication tools that align with organizational objectives for traditional, digital, social and emerging platforms for public relations purposes. Focus on skills needed to consistently express complex meaning through various channels for internal and external audiences and identifying the most appropriate channel for these audiences. Design and deliver in-person or virtual presentations. | ||
| CPRL 630 | Internal Communications and Employee Engagement. | 3 |
Internal Communications and Employee Engagement. Terms offered: Fall 2025 How organizations stay engaged with internal stakeholders including employees, management, board members and specific audiences such as patients, students. Overview on how to ensure effective internal communication; engaging employees as organizational ambassadors; organizational culture; communicating organizational values, priorities and initiatives through appropriate channels in alignment with the organization’s mission; mobilizing internal stakeholders; issues and change management; maximizing employee engagement; and communicating effectively with remote and hybrid workforces. | ||
| CPRL 631 | Media and Influencer Relations . | 3 |
Media and Influencer Relations . Terms offered: Fall 2025 Analysis of the context in which the media operates. Examination of how to build and maintain relationships with those working in traditional (e.g., journalists) and digital media (e.g., influencers, bloggers), and generate publicity through media channels. Media training to prepare media spokespersons, media events including media conferences, preparing tools for communicating through the media, and media monitoring techniques. How to develop a comprehensive media strategy and design of accompanying communication tools. | ||
Complementary Course (3 credits)
- 3 credits from:
| Course | Title | Credits |
|---|---|---|
| CPRL 641 | Ethics in Public Relations. | 3 |
Ethics in Public Relations. Terms offered: Winter 2026 Examination of foundational ethics theories from other fields including philosophy, management, sociology and psychology, and their pertinence to public relations practice. Overview of the professional codes of conduct of various public relations associations, as well as laws pertaining to communications practice. Emphasis is on the relationship between truth and trust and their importance in public relationships, and on the consequences of ethical and non-ethical practices for organizational success, including corporate social responsibility. | ||
| CPRL 644 | Integrated Digital Communications. | 3 |
Integrated Digital Communications. Terms offered: Fall 2025 Preparation of an integrated digital communications campaign with specific focus on social media. Practice strategizing, conceptualizing, creating, implementing and measuring social media campaigns for public relations purposes. Creation of content strategies and calendars, and content for social media campaigns. Data collection, measurement and reporting of social and digital media campaigns. | ||
Or 3 credits at the 600-level approved by the program adviser or academic unit.