Public Relations and Communications Management Extension Certificate
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
- 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 | 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: 30657 | 4 classes | Jan. 19 - 29 | 6:30 - 9:30 p.m. (Tues.) 8:30 a.m. - 5 p.m. (Sat.) | Tues.,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: 30658 | 4 classes | Feb. 26 - March 9 | 6:30 - 9:30 p.m. (Tues.) 8:30 a.m. - 5 p.m. (Sat.) | Tues., 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 |
| CRN 30659 | 4 classes | March 13 - 23 | 6:30 - 9:30 p.m. (Wed.) 8:30 a.m. - 5 p.m. (Sat.) | Wed., Sat. |
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 10102 | 21 hours | Fee: $449 |
| CRN 30660 | 4 classes | March 27 - April 6 | 6:30 - 9:30 p.m. (Wed.) 8:30 a.m. - 5 p.m. (Sat.) | Wed., Sat. |
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 | Next offered: Spring 2019 |
Refer to your Confirmation of Registration for specific course information
| Photo not available | 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.
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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.
