Public Relations & Communications Management

Public Relations and Communications Management Extension Certificate

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Classroom

Public relations and communication management professionals require highly developed skills to create, build and maintain relationships and organizational reputations for corporations, businesses, government, non-profit and charitable organizations.  This new certificate is ideal for those requiring practical public relations skills to enhance their employment or volunteer commitments, as well as those considering a career change.

Replacing the Public Relations Extension Certificate, this program extensively explores new and relevant subject matter in the evolving PR industry, with an emphasis on harnessing the power of digital communication. Learning from experienced professionals provides students with the relevant information and skills to successfully design, implement and evaluate public relations projects in any organization.
 

Free! Information Night

Interested in learning about the Public Relations and Communications Management Program here at Mount Royal University? Join us for a free information session on Wednesday, Nov. 14, 2018. Register here!


  • Gain in-demand skills and knowledge tailored to today’s public relations and communication marketplace
  • Enhance your career prospects
  • Earn a recognized credential
  • Complete the 5 required courses (105 hours)
  • Can be completed up to a maximum of 2 years 
PUBLIC RELATIONS SCHEDULE

Required Courses
Recommended Order

Fall Winter
Fundamentals of Public Relations and Communications  Management • 
Applied Writing and Editing for Public Relations •  • 
Communication Research, Evaluation and Analytics   • 
Business Basics for the PR Practitioner   • 
Social Media Strategies and Crisis Communications   • 
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.

Required Courses

Fundamentals of Public Relations and Communications Management
This course provides the fundamentals of public relations and communication management as practiced by working professionals. The student will develop an understanding of how public relations builds relationships, how it is professionally planned, and how it is practiced in an ethical manner.
Note: This is the first course in the certificate and is the prerequisite for all other required courses. 

Subject code: XBPR 10100 21 hours. Fee: $449  
CRN: 90706 4 classes Sept. 15-22 6:30-9:30 p.m. (Tue., Thu.) 8:30-5 p.m. (Sat.) Tue.,Thur.,Sat.

 Applied Writing and Editing for Public Relations

As the writing course in the certificate program, this course will allow students to demonstrate and develop and apply grammar and writing skills in crafting common materials utilized by PR professional including, but not limited to, a news release, public service announcement (PSA), newsletter brochure, speeches, web communication and more. 
Prerequisite: The Fundamentals of Public Relations and Communications Management

Subject code: XBPR 10101 21 hours. Fee: $449  
 CRN: 90751 4 classes Oct. 10-20 6:30-9:30 p.m. (Wed.) 8:30-5 p.m. (Sat.) Wed., Sat.

Communications Research, Evaluation and Analytics
In the third course, public relations and communications management professionals are called upon to demonstrate how much their work contributes to achieving business and organizational goals. This course identifies and explains methods, tools, and techniques used to evaluate and measure the impact of public relations programs. Topics discussed include the application of analytics and the use of big data and artificial intelligence for public relations, as well as critical thinking for measurement and evaluation.
Prerequisite: The Fundamentals of Public Relations and Communications Management

Subject code: XBPR 10104 21 hours. Fee: $449 Not offered this semester

Business Basics for the PR Practitioner
Successful public relations and communication management depend upon an understanding of business and the organization for whom the work is conducted. This course focuses on ways to assess and understand organizations and employees and how public relations and communication management can contribute to business success.
Prerequisite: The Fundamentals of Public Relations and Communications Management

Subject code: XBPR 1010221 hours. Fee: $449 Not offered this semester

Social Media Strategies and Crisis Communication
Students will delve into social media strategies and determine how to utilize them as professionals. Social media used for business and organizations by public relations and communication management professionals is significantly different than personal use. Social media can also inflame online and offline issues into crisis situations. This course reviews social media strategies for public relations and communication management as well as providing direction and guidance on preparing for and navigating through crisis communications situations.
Prerequisite: The Fundamentals of Public Relations and Communications Management

Subject code: XBPR 10103 21 hours. Fee: $449  Not offered this semester


Refer to your Confirmation of Registration for specific course information 
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Sheridan McVean, APR, MBA, FCPRS

Sheridan McVean is an accomplished public relations, communications, and marketing professional, with more than 30 years of experience. He holds a Masters in Business Administration, a Bachelor of Arts, is accredited in public relations, and became a Fellow of the Canadian Public Relations Society in 2016.

Sheridan currently leads professional certification on a national basis for the Canadian Public Relations Society. He has been teaching public relations and communication courses in the Mount Royal University degree program and for Continuing Education since 2011.

 

 conted-bio-vicki-barnett


Vicki Barnett, BA, BA, MCS, MA


Vicki Barnett, BA (English), BA (Journalism), MCS (Communications Studies), MA (Leadership), has more than a decade of experience in teaching public relations in university degree and certificate programs. For more than a decade, she has taught writing courses in Mount Royal University’s Public Relations certificate and degree programs. At two other Calgary post-secondary institutions, she has taught courses such as issues and crisis management, strategic communications planning, communications research, employee communications, an introduction to public relations and social media for PR.


Vicki’s extensive experience in public relations includes working in senior positions at the University of Calgary, the Calgary Fire Department, TransCanada Corporation and the National Energy Board.  Prior to her public relations career, Vicki worked for the Calgary Herald as a journalist, columnist and editorial writer.

 

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Contact us

For information about this program:
cebusiness@mtroyal.ca
403.440.6861 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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