• Develop your professional public relations skills
• Advance your career in PR
• Earn a recognized credential

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.

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

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

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

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

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.

“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 

Vicki Barnett, BA, MSC MA
Vicki Barnett, BA (English), BA (Journalism), MCS (Communications Studies), MA (Leadership), has more than a decade of experience working in senior roles in the private and public sectors in public relations, as well as in teaching public relations.

In addition to instructing in Mount Royal’s Public Relations Extension Certificate program, she teaches writing courses in the university’s public relations degree program.  Vicki has taught at three Calgary post-secondary institutions, where she has led courses such as Introduction to Public Relations, Applied Writing for PR, Strategic Communications Planning, Crisis Communications, Social Media for PR, Communications Research, Employee Communications, Media Relations, and Writing and Editing for Public Relations.

Patrick Hammond, APR

Patrick Hammond, APR, is a public relations professional who has spent his 30-year career within the voluntary sector, working in the areas of post-secondary education, politics, human services and international development. Organizations have included Operation Eyesight Universal and the Mental Health Commission of Canada. Patrick has a Bachelor of Arts degree from the University of Lethbridge (1984), a Diploma in Public Relations from Mount Royal College (1989) and received his Accredited Public Relations designation from the Canadian Public Relations Society in 2008. He currently lives in Lethbridge where he continues working in his field under the auspices of Hammond & Associates, Inc.

Irene Karras, MCS, ABC
Irene Karras is an IABC-accredited communications professional with over 15 years of senior management communications experience as a trusted partner and strategic communications advisor to senior management in various organizations and agencies. Irene has extensive experience and proven success developing and implementing effective communications and public relations plans, strategies and tactics internally and externally. She has had the privilege of leading cross-functional teams, managing large teams of employees, working with Board members, donor groups and volunteers, and managing annual budgets.

Irene has earned her Master in Communications Studies from the University of Calgary. She is an instructor in both the Faculty of Communications Studies (PR) and the Faculty of Continuing Education (PR) at Mount Royal University. Her freelance writing has been featured in Salon, The Calgary Herald, The Calgary Sun, Today’s Bride, Cinefilles, and on CBC Radio.

Karen Richards
As the Word of Mouth Marketing Strategist at Mount Royal University, Karen combines marketing, grassroots community initiatives, a love of brand, technology and social media to ensure she, and the university, are always ahead of the curve. Karen's passion is embracing and creatively implementing word of mouth marketing principles to meet business goals while cultivating a loyal community in-person and online that help spread the good word about MRU.

Karen developed the curriculum, and is an instructor for, the Marketing Strategies for PR course within the PR Certificate program at Mount Royal.

Karen holds a Bachelor Degree Psychology from the University of Calgary, is an active member of the international Word of Mouth Marketing Association, a presenter, workshop facilitator and is personally very active in the Calgary community using social media to create unique events and connect people with businesses, charities and each other.