Strategic Public Relations and Communications Management (Gr. Cert.) (15 credits)
Offered by: Global & Strategic Comm.
Program credit weight: 15
Program Description
The online 15-credit Graduate Certificate in Strategic Public Relations and Communications Management focuses on the competencies needed to strategize, advise on, conceptualize, implement and measure strategic communications efforts in various internal and external contexts according to ethical and professional codes and standards. This program is designed for those working in the field who want to advance their academic background and/or those who have obtained the Graduate Certificate in Public Relations and Communication Management Practice. It delves into areas of public relations specialization including corporate communication, media and influencer relations, communication strategy, and public relations measurement and analytics.
Required Courses (9 credits)
| Course | Title | Credits |
|---|---|---|
| CPRL 633 | Corporate and Organizational Communications. | 3 |
Corporate and Organizational Communications. Terms offered: Winter 2026 Study of communication in the corporate sector. Topics include corporate social responsibility, global communications, sociocultural and international diversity, financial communications including basic financial literacy such as interpreting and applying financial statements and other data, equity and diversity in the organization and communications related to mergers and acquisitions. | ||
| CPRL 636 | Public Relations Measurement, Data and Analytics . | 3 |
Public Relations Measurement, Data and Analytics . Terms offered: Winter 2026 How to use data, metrics, analytics and primary and secondary research in formulating, measuring and evaluating public relations strategies in each phase of the development process. Focus on formulating the measurement instruments needed to test effectiveness, and on interpreting and communicating the results thereof to management and other relevant stakeholders. The use of artificial intelligence (AI) in public relations such as in media monitoring, and how to collect, analyze and act on data of the attitudes and behaviours of key audiences. | ||
| CPRL 691 | Communications Management and Strategy. | 3 |
Communications Management and Strategy. Terms offered: Winter 2026 Communications management and the development of public relations strategies in a real-world setting for internal and external audiences aligned to business goals, and related risks and opportunities. Cultivation of an awareness of organizations’ cultural, geographic and global contexts, and of audience diversity. Overview of advising organizational leaders on communications and management thereof. | ||
Complementary Courses (6 credits)
3 credits from the following courses:
| Course | Title | Credits |
|---|---|---|
| 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. | ||
| CPRL 690 | Special Topics in PR and Communications Management. | 3 |
Special Topics in PR and Communications Management. Terms offered: Winter 2026 Selected topics and current trends in public relations and communications management. | ||
3 credits from the following courses:
| 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.