Gestion stratégique des relations publiques et des communications (cert. d’études sup.) (15 crédits)
Offered by: Global & Strategic Comm. Degree: GC-SPR
Program Requirements
Le certificat d’études supérieures de 15 unités en gestion stratégique des relations publiques et des communications est un programme offert en ligne axé sur les compétences nécessaires pour conceptualiser, déployer et mesurer des efforts de communication stratégiques, et pour élaborer des stratégies et donner des conseils à cet égard, dans divers contextes internes et externes conformément aux codes et aux normes d’éthique et professionnels. Ce programme s’adresse aux personnes travaillant dans le domaine qui souhaitent étoffer leur formation et aux personnes qui ont obtenu le certificat d’études supérieures en gestion des relations publiques et des communications. Il aborde les domaines de spécialisation en relations publiques, notamment la communication d’entreprise, les relations avec les médias et les influenceurs, les stratégies de communication, de même que les mesures et les analyses en relations publiques.
Required Courses (9 credits)
Course List
Course
Title
Credits
CPRL 633
Corporate and Organizational Communications.
3
Corporate and Organizational Communications.
Terms offered: this course is not currently offered.
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.
Public Relations Measurement,
Data and Analytics
.
3
Public Relations Measurement,
Data and Analytics
.
Terms offered: this course is not currently offered.
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.
Terms offered: this course is not currently offered.
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.
Terms offered: this course is not currently offered.
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.
Terms offered: this course is not currently offered.
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.
Terms offered: this course is not currently offered.
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.
