Public Relations | St. Clair College
Program Code: B791
Status: Open
Two Year - Ontario College Diploma
Starts: September
Contact:
Rebecca Wright
519-972-2727 ext. 4221

Program Overview

Public relations is a dynamic and exciting field. Public relations specialists are expert communicators who manage and maintain a positive public image for their clients, whether it’s a politician, a large corporation, a non-profit organization or a small business. This program prepares students to competently enter the professional world of public relations with knowledge and skills that include writing for newspapers, feature articles, and preparing public and private presentations. Students will also learn how to shoot and edit professional photos, develop internal and external corporate communications plans, event plans, sponsorship plans, and learn how to handle crisis response. Social media, entrepreneurship, marketing, advertising and working with media are also elements of this in-depth program.

Program Highlights

  • Learn in a state-of-the-art multimedia multiplex (called the MediaPlex) that is one of only three in the world.
  • Professional equipment includes radio booths, video editing bays, green screen technology, and various visual design software programs.
  • Hands-on learning includes event production, small business creation, creating professional videos using industry-standard professional equipment, recording radio interviews, composing and editing professional photos and using design software to create marketing materials such as flyers and posters and much more.
  • Two work placement opportunities, which give students the chance to put their PR skills to use in the real world. Numerous opportunities exist locally and out of town for work placement as well as employment in a wide variety of business, industry, institutional and non-profit organizations.

Career Opportunities

The public relations specialist will be employable in a wide variety of industries including government, private business, not-for-profit agencies, hospitals, educational institutions, political parties and media.

 

Admission Requirements

OSSD with the majority of courses at the College (C), University (U), University/College (M) or Open (O) level plus:

  • Grade 12 English(C) or (U)

Mature students - See Admission Procedures for details.

Courses

The curriculum below is for incoming students:

Semester 1
Code Title Credits
PBR101
Computer Skills I
3
PBR102
Visual Design With Computers
3
PBR103
Intro To Public Relations Writing
3
PBR104
Intro To Public Relations
3
ELEC1030
Choose 1 Elective Course
3
PBR207
Public Relations Research Skills
3
PBR109
Explorations In Mass Communication
2
Semester 2
Code Title Credits
PBR201
Computer Skills 2
3
PBR202
Multi Media Convergence
3
PBR203
Writing Newspapers & Features
3
PBR204
Media Relations
3
PBR206
Intro To Marketing
3
ECE205G
Anti-Oppression In Canadian Society
3
PBR405
Public Relations Presentation Skills
3
Semester 3
Code Title Credits
PBR300
Applied Internship
2
PBR302
Writing For Corporate Communications
3
PBR303
Organizational Communications
3
PBR308
Public Relations Advertising
2
BUS600
Mediation & Conflict Resolution
3
PBR309
Event Planning And Fundraising
3
PBR310
Social Media Content Creation & Technical Skills
2
Semester 4
Code Title Credits
PBR400
Applied Internship II
2
PBR401
Issues Managment & Crisis Response
3
PBR402
Event Production & Management
3
PBR403
Ethics And The Media
3
PBR404
Public Relations Management
3
ELEC1030
Choose 1 Elective Course
3
PBR301
Entrepreneurship & Business Practices
2
PBR407
Social Media Strategies And Analytics
2

Your Investment

The standard tuition and compulsory fees for the current academic year:

2019-2020 Tuition Fees

For programs with Experiential Learning (Work Placement/Internship): Costs for accommodation, if needed, travel and related expenses is at the student's own expense. It is recommended for most programs, that students have access to a laptop or desktop computer while away from home during experiential learning periods.

Textbooks and other materials are in addition to Tuition Fees. Textbook prices may be found through the Bookstore website.

Please be aware that tuition and compulsory fees are subject to adjustment each year. The College reserves the right to change, amend or alter fees as necessary without notice or prejudice.

Program Vocational Learning Outcomes

Public Relations (Ontario College Diploma) (MTCU Code 50243)

The graduate has reliably demonstrated the ability to:

  1. Participate in the planning of public relations activities, including the development of clear, measurable communication objectives and project budgets and selection of strategies, tactics, tools and resources to support a range of stakeholder relationships and organizational objectives.
  2. Support the implementation and management of strategies, tactics, budgets and resources for a range of public relations activities to achieve communication objectives and meet activity guidelines and requirements.
  3. Write and edit clear, accurate, targeted copy appropriate for the chosen channel(s) and to a specified deadline.
  4. Apply visual, audio, multimedia and interactive elements, fundamental design principles and accessibility standards, independently and collaboratively, to support the production of effective, timely communications appropriate for diverse channels and audiences.
  5. Use information sources, research tools and results, and apply analytical skills to support the development of communication objectives, selection of strategies and tactics, and measurement of the impact of public relations activities.
  6. Engage stakeholders by adapting language, tone and presentation style to the public relations purpose, situation, audience and channel(s).
  7. Comply with and support others to work in accordance with relevant professional association and industry codes of ethics, public relations professional standards and practices, and legal obligations, protocols and policies.
  8. Keep current with emerging social and economic trends, and local, national and global issues to inform public relations plans and activities, support organizational effectiveness and stakeholder relationships, and guide ongoing personal professional development.
  9. Select and use current and emerging technologies to support the quality and delivery of public relations activities and organizational effectiveness.
  10. Use strategies and tools to build and maintain professional relationships to support public relations activities, organizational objectives and career development.