Public Relations Extension Certificate

E-mail: cebusiness@mtroyal.ca
Information: 403.440.8804 or toll-free 1.888.392.3655
Register: Start here
Location: Lincoln Park Campus, 4825 Mount Royal Gate SW

Required Courses | Optional Courses | Student Testimonials

89% of Public Relations Certificate graduates surveyed feel that the instructors from the program are or could be valuable contacts.

As a public relations professional or a supporting member of a PR team, you require practical skills to enhance your job or volunteer commitments. In this program, learn from PR professionals from diverse industries to gain relevant information and skills to communicate, design and implement public relations projects in any organization.

Requirements
Introduction to Public Relations is the prerequisite for all required courses in the program.

Program Notes
Required courses may be offered in evening or two-day formats. Both formats require out-of-class work; however, the two-day format will require some course assignments to be submitted one week after the course has finished.

Earn Credit Toward a Degree/Diploma
Certain Extension Certificates have been developed in cooperation with Mount Royal University credit faculties. These certificates have components which are transferable into various diplomas, applied degrees and degrees, provided applicants achieve the minimum required grade in the course(s) and meet the entrance requirements for the degree. Please see credit program websites for diploma, applied degree or degree entrance requirements. For more information on transfer credit please contact Business Education and Training at cebusiness@mtroyal.ca or 403.440.8804.

Earning Your Extension Certificate
Complete the six required courses (90 hours) with a minimum grade of C plus an additional 30 hours of optional courses. The certificate can be completed within one year but must be completed within two years. You may also register in individual courses of interest provided you meet the prerequisites.

Course Materials
All registered students will access course materials through a Blackboard class website. You will gain access to the Blackboard class website within 4 working days before the start date of the course. At that time, you will receive a welcome e-mail with instructions on how to log in. Please provide a current e-mail address when you register.

Once you have downloaded your course materials, please bring them to class on a laptop, iPad or other tablet, or a printed paper copy

Textbooks and Required Resources:
The Canadian Press Stylebook: A Guide for Writers and Editors, 16th ed., approx. $36.50+GST, and The Canadian Press Caps and Spelling, 20th ed., approx. $21.50+GST. Both available at the BookStore.

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, speechwriting 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 five required courses before beginning this course.

Back to Top

Optional Courses

Choose 30 hours.
We strongly recommend completion of Introduction to Public Relations before registering in any optional courses.

Government Relations
Governments develop public policy (laws, plans, actions) to address issues. Public relations professionals must develop strategies to navigate, engage, influence and inform government in the best interest of their stakeholders. Learn how to relate public policy to public relations activities, and identify strategies and tactics to create an effective government relations plan.

Crisis Communications in Public Relations  
Today’s public relations professional must be prepared to respond quickly to internal and external stakeholder groups when difficult situations occur. Having an effective crisis communications strategy in place can prevent, limit or manage the negative impact of a crisis. Learn to evaluate crisis situations and deal with the media so that your organization is represented effectively.

Community and Stakeholder Relations
In a rapidly changing economy impacted by global and cultural influences, organizations must create, foster and maintain relationships with various stakeholder groups. Identify the internal and external communities that make up stakeholder groups. Examine the roles and functions of each group to foster successful interaction. 

Employee Communications
A key stakeholder group in any organization is its people. Employees can flourish and provide greater support if key organizational messages are communicated to them effectively. Learn to design effective communication strategies, utilize the right tools to implement them and then evaluate their effectiveness. 

Effective Media Relations
Build a mutually beneficial relationship with the media by understanding their role and objectives. Develop a media relations plan that may include print, radio and television interviews, press conferences, photo shoots and public events. Be ready to coach spokespersons in your organization to deliver messages that are consistent with key organizational messages.

Introduction to Event Planning
Course details 

Effective Business Writing
Course details

Back to Top

Student Testimonials

“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

“My favorite thing about this course was the fact that it gave me an overview, not just about the types areas of public relations, but also about the ethical considerations a practitioner would face. I very much appreciated the fact the instructor was concerned about ethical conduct.”

- Intro to Public Relations student

“I feel I received a great deal of practical, applicable knowledge to take back to the office.”

- Employee Communications student

Back to Top