Public Relations

Public Relations Extension Certificate

Classroom

 Instructor Biographies

Learn from PR professionals in diverse industries and gain relevant information and skills to communicate, design and implement public relations projects in any organization.

  • Develop your professional public relations skills
  • Advance your career in PR
  • Earn a recognized credential
  • Complete the 6 required courses plus 30 hours of optional courses (120 hours)
  • Can be completed within 1 year up to a maximum of 3 years

Program Notes

  • Introduction to Public Relations is the prerequisite for all required courses in the program.
  • Required courses may be offered in evening or 2-day formats. Both formats require out-of-class work; however, the 2-day format requires some course assignments to be submitted 1 week after the course has finished.

Earn Credit Toward a Degree/Diploma
This program is eligible for transfer credit. For more information, contact Business and Professional Education at cebusiness@mtroyal.ca or 403.440.6861. 

PUBLIC RELATIONS SCHEDULE
Required Courses
(Recommended Order)
Spring '17
(May-Jun.)
Fall ' 17
(Sept. - Dec)
Winter"
18
(Jan.-Apr.
)
Introduction to Public Relations
Writing and Editing for Public Relations
Communications Research 
Marketing Strategies for Public Relations 
Applied Writing for Public Relations 
Strategic Communication Planning
Optional Courses (choose 30 hours)   
Community and Stakeholder Relations  
Employee Communications  
Crisis Communications 
Effective Media Relations 
Government Relations  
Social Media for Public Relations 
Effective Business Writing
Foundations of Social Media for Business 
Leaders, Culture and Change
Change Management Fundamentals
Introduction to Event Management
The above schedule is subject to change. Courses start on various dates within each semester.
Fall schedule and registration available in June. Winter schedule and registration available in November. Spring/Summer schedule and registration available in March.
Need a Refresher?
Grammar and Punctuation Essentials
If you need a writing skills refresher, we recommend completing Grammar, Punctuation and Sentence Structure course (XCOM 20008) before taking courses in Public Relations. Note: Does not apply towards your Public Relations Extension Certificate.

Required Courses

Introduction to Public Relations
This foundational course gives you an overview of the public relations field and the diverse roles and responsibilities of public relations professionals. Develop an understanding of public relations in a business context and begin to define the public relations planning process.
Note: This is the first course in the certificate and is the prerequisite for all other required courses.

Subject code: XBPR 20100 15 Hours. Fee: $389  
CRN 500765 classesMay 2-166:30-9:30 p.m.Tue.,Thu.

Writing and Editing for Public Relations
Writing effectively in a public relations context is a critical and fundamental skill in the practice of public relations and communications. Through in-class exercises and constructive feedback, learn to organize your work, generate copy and edit. Sharpen your proficiency in English grammar and usage and be introduced to the Canadian Press (CP) Style. 
Prerequisite: Introduction to Public Relations

Subject code: XBPR 20001 15 Hours. Fee: $389  
CRN 50526
5  classes May 23-June 6 6:30-9:30 p.m. Tue.,Thu.

Communications Research
Research plays a critical role in designing a strategic communication plan. There are many research techniques and evaluation tools available for the professional practice of public relations. Learn to identify and integrate the appropriate option to use with your organization's communication plan and complete a research project for a public relations scenario.
Prerequisite: Introduction to Public Relations

Subject code: XBPR 20002 15 Hours. Fee: $389 Not offered this semester

Marketing Strategies for Public Relations
Marketing and public relations professionals are working more closely together than ever before. Learn to select and integrate the right marketing and communication tools and technology. Analyze the explosive world of social media so that you can discriminate which social media form is most appropriate for your organization.
Prerequisite: Introduction to Public Relations

Subject code: XBPR 20006 15 Hours. Fee: $389 Not offered this semester

Applied Writing for Public Relations
This second writing course allows you to refine and apply increasingly strong writing skills to the development of common materials utilized by PR professionals, including but not limited to a news release, newsletter, speech writing and web content. 
Prerequisite: Introduction to Public Relations

Subject code: XBPR 20004 15 Hours. Fee: $389  Not offered this semester

Strategic Communication Planning
A strategic communication plan is essential to achieve results and success for a client or organization. In this final required course, develop a detailed strategic plan by applying the fundamental public relations skills of research, analysis, implementation/execution and evaluation. 
Prerequisites: Introduction to Public Relations. We strongly recommend completion of the other 5 required courses before beginning this course.

Subject code: XBPR 20005 15 Hours. Fee: $389  
CRN 500935 classes May 29-June 12 6:30 p.m.-9:30 p.m. Mon.,Wed.

Optional Courses

Choose 30 hours
We strongly recommend completion of Introduction to Public Relations before registering in any optional courses.

Government Relations
Governments develop public policy (laws, plans, actions) to address issues. Public relations professionals must develop strategies to navigate, engage, influence and inform government in the best interest of their stakeholders. Learn how to relate public policy to public relations activities, and identify strategies and tactics to create an effective government relations plan.

Subject code: XBPR 10007 7.5 Hours. Fee: $219  
CRN 502161 classJune 108:30 a.m.-5 p.m.Sat.

Crisis Communications 
Today’s public relations professional must be prepared to respond quickly to internal and external stakeholder groups when difficult situations occur. Having an effective crisis communications strategy in place can prevent, limit or manage the negative impact of a crisis. Learn to evaluate crisis situations and deal with the media so that your organization is represented effectively.

Subject code: XBPR 10006 15 Hours. Fee: $379
 
CRN 302162 classesMar. 25-Apr. 18:30 a.m.- 5 p.m.Sat.
CRN 505272 classesMay 6-138:30 a.m.-5 p.m.Sat.

Community and Stakeholder Relations
In a rapidly changing economy impacted by global and cultural influences, organizations must create, foster and maintain relationships with various stakeholder groups. Identify the internal and external communities that make up stakeholder groups. Examine the roles and functions of each group to foster successful interaction. 

Subject code: XBPR 100017.5 Hours. Fee: $219 
CRN 502171 classJune 38:30 a.m.-5 p.m.Sat.

Employee Communications
A key stakeholder group in any organization is its people. Employees can flourish and provide greater support if key organizational messages are communicated to them effectively. Learn to design effective communication strategies, utilize the right tools to implement them and then evaluate their effectiveness. 

Subject code: XBPR 10002 7.5 Hours. Not offered this semester
     

Effective Media Relations
Build a mutually beneficial relationship with the media by understanding their role and objectives. Develop a media relations plan that may include print, radio and television interviews, press conferences, photo shoots and public events. Be ready to coach spokespersons in your organization to deliver messages that are consistent with key organizational messages.

Subject code: XVCO 10011 15 Hours. Fee: $379  
CRN 309012 classesApr. 29-May 68:30 a.m.-5 p.m.Sat.

Social Media for Public Relations
Examine the role and impact of social media on the field of public relations. Be introduced to social media platforms and strategies for building and enhancing brand reputation, engaging with customers and key stakeholders, reaching media influencers, building online communities and managing crisis.

Subject code: XBPR 20007 15 Hours. Fee: $389 Not offered this semester

Effective Business Writing
Are your writing skills holding back your career because you struggle to express yourself clearly, concisely and efficiently? Review and apply the principles of effective writing and revising. Learn how to create powerful workplace documents including emails, letters and reports that achieve the results you want. Review the basic design principles and survey professional editing techniques.
Textbook (required): HBR Guide to Better Business Writing, Bryan A. Garner, available at the BookStore.

Subject code: XTBW 10013 15 Hours. Fee: $409  
CRN 50223 Online May 2-30    

Foundations of Social Media for Business
Learn to leverage the power of digital word-of-mouth networks. In this foundational course, analyze the role that common social media platforms play in business transactions and explore the power of social media tools to build meaningful relationships with your customers.

Subject code: XCSP 10017 12 Hours. Fee: $379  Choose 1 of the CRNs below
CRN 30845 4 classes Apr. 4-13 6-9 p.m. Tue., Thu.
CRN 50292 4 classes June 6-15 6-9 p.m. Tue.,Thu.
CRN 50581 Online May 1- 28    

Change Management Fundamentals
The ever-accelerating pace of change is driving organizational strategy and performance at every level. Explore the foundations of change management for organizational success, including essential concepts, the role of a change leader, and the change management life cycle. Gain practical insight into the impacts of change and the importance of change management as a strategic role and discipline.

Textbooks: Course textbooks are strongly recommended as reference materials for all students. These 2 sold as a set: The Change Leader's Roadmap: How to Navigate Your Organization's Transformation, 2nd Ed. (2010), Linda Ackerman Anderson and Dean Anderson, AND Beyond Change Management: How to Achieve Breakthrough Results Through Conscious Change Leadership, 2nd Ed. (2010) Linda Ackerman Anderson and Dean Anderson. Available at the BookStore.

Subject code: XCMT 10001 15 Hours. Fee: $469  
CRN 502842 classesMay 5-68:30 a.m.-5 p.m.Fri., Sat.

Leaders, Culture and Change

Exemplary leaders use the power of shared vision and instill hope for a better future. Explore leadership and culture as two sides of the same coin, including the leader’s role in building high engagement and high performance cultures. Discover specific strategies and techniques for managing change, including appreciative inquiry, strategic planning and employee engagement. Textbooks for this class are listed below.
Textbooks (required): The Leadership Challenge, 5th Ed., and The Leadership Practices Inventory, available at the BookStore 

Subject code: XLEA 10011 15 Hours. Fee: $469  Choose 1 of the CRNs below
CRN 30556 Online &
2 classes
Apr. 24-29
Apr. 28-29

8:30 a.m.- 5 p.m.

Fri., Sat.
CRN 30871 Online Mar. 27-Apr. 23    

 


 Introduction to Event Planning
Be introduced to the art and science of event management in this overview of the certificate program. Gain an overview of the event industry and its associations and designations. Discuss various types of events, the 5-phase approach to event planning and the core competencies of event planners. This course is also the first required course in the Wedding and Social Event Planner Certificate of Completion. (click Here)

Subject code: XEVT 10011 15 Hours. Fee: $249  
CRN 50035
Online May 1-29    

 

Students must provide CE Registration with a current and valid email address. When registered , students will receive a welcome/orientation message by email. Course materials will be available through blackboard prior to course start date. 

Once you have downloaded your course materials, please bring them to class on a laptop, iPad or other tablet, or a printed paper copy.

Required Textbooks
The Canadian Press Stylebook: A Guide for Writers and Editors, 17th ed., and The Canadian Press Caps and Spelling, 21th ed. Both available at the BookStore.

“Writing and Editing for PR exceeded my expectations for a writing course, providing immediately useful guidelines in both grammar and style that I’d been unaware of."-Jack Giesen, Writing and Editing for PR

“The Public Relations Extension Certificate provided me with knowledge and skills I can apply in my job immediately.”-Erin Friio

“It was a great class...very good instructor and the whole PR program is outstanding. I was impressed by the quality of material and the instructors. There’s nothing really like it at other schools.”-Tim Schutz, Program Director/Music Director, 107.7 The River, Lethbridge

“Very informative. I appreciated the ability to complete the course so quickly. The instructor is very knowledgeable and certainly knows his stuff.”-Tracie Moore, Provincial Public Affairs Coordinator
 

 

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Contact us

For information about this program:
cebusiness@mtroyal.ca
403.440.6013 or 1.888.392.3655
Mount Royal University, 4825 Mount Royal Gate SW, Calgary AB  T3E 6K6

Customize this program for your organization through our Corporate Training department.

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