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Public Relations and Communications Management

Public relations and communications management involves understanding and managing how information is spread between an organization and its audience.

Public relations and communications professionals are in high demand across business sectors, including corporations, government, non-profits, charitable organizations and PR agencies. Get the public relation skills to enhance your current work or volunteer commitments, or enter into a new career with our updated Public Relations and Communications Management Extension Certificate.

Explore new and relevant information about this evolving industry, guided by experienced PR professionals who share their real-world knowledge. Learn PR strategies and skills to successfully design, implement and evaluate communication projects in any organization.

Learn to harness the power of digital media and communication, including the application of analytics and the use of big data and artificial intelligence. Develop and apply your grammar and writing skills in crafting materials such as news releases, public service announcements (PSAs), speeches, web communications and more.

Discover how to create, build, and maintain organizational relationships and reputations. Review social media strategies for public relations and communication management. Gain valuable direction and guidance on preparing for and navigating your organization through crisis communications situations.

Benefits

  • Online delivery
  • Enhance your career prospects
  • Develop your personal and professional skills
  • Learn from experienced industry professionals
  • Earn a recognized credential

Program Format

  • 5 required courses (105 hours)
  • Can be completed in 4 months or up to 2 years

This program is offered in collaboration with Mount Royal University.

Required courses

  • XBPR 10100 – Fundamentals of Public Relations and Communications Management
    • Explore the fundamental practices of public relations and communication industry professionals. You will develop an understanding of how public relations builds relationships and is professionally planned and practiced in an ethical manner.
  • XBPR 10101 – Applied Writing and Editing for Public Relations
    • Develop and apply your grammar and writing skills as you craft commonly used public relations materials. Explore and practice developing materials such as news releases, public service announcements, web communication and more.
  • XBPR 10102 – Business Basics for the PR Practitioner
    • Learn how successful public relations and communications management depends on an understanding of the organization for whom the work is conducted. Delve into ways to assess and understand organizations and employees, and how you can contribute to business success as a PR and communications management professional.
  • XBPR 10103 – Social Media Strategies and Crisis Communication
    • Discover how to utilize social media strategies as professionals. Explore social media strategies for public relations and communications management. You will gain an understanding of how to prepare for and navigate through crisis communications situations.
  • XBPR 10104 – Communication Research, Evaluation, and Analytics
    • Learn about the methods, tools and techniques used to evaluate and measure the impact of public relations programs on achieving business and organizational goals. You will examine 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.

Course Schedule

Subject CodeCourse Reference NumberStart DateEnd DateDeliveryCourse HoursCourse Fees
(Plus GST)
XBPR
10100
Not offered this semester
XBPR
10101
Not offered this semester
XBPR
10102
Not offered this semester  
XBPR
10103
Not offered this semester
XBPR
10104
Not offered this semester