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Thompson Rivers University
Thompson Rivers University

CMNS 3551: Media and Public Relations

Students develop key skills and techniques used in the field of media and public relations, such as how to prepare and distribute press releases and media kits; how to arrange press conferences and media events; and how to coach organizational spokespersons in media relations.

Learning outcomes

  • Explain and apply best practice skills to carry out public relations functions for businesses and non-profit organizations
  • Evaluate, design and implement effective strategies for media interviews and news conferences
  • Evaluate, design and implement effective PR strategies for print, broadcast, and online media environments
  • Produce public relations strategies across print, broadcast, and online media environment
  • Evaluate and produce professional press kits and written press releases

Course topics

Unit 1: Media and Public Relations

Unit 2: Tools of Public Relations

Unit 3: Media Relations

Unit 4: Communications Plan

Unit 5: Crisis Communications

Required text and materials

Students require the following e-textbook, which can be purchased directly from the TRU bookstore site at:

  1. Cardin, M. and McMullan, K. (2022) Pearson e-text access code for Canadian PR for the Real World (2nd ed.), Pearson Canada Inc., Toronto, ON
    Type: E-textbook. ISBN: 9780136896203 or 9780135880456


Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact with any questions about this.

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

Assignment 1 – News Release 10%
Assignment 2 – Media Advisory 10%
Assignment 3 – Full Media Kit 20%
Assignment 4 – Full Communications Plan 20%
Assignment 5 – Crisis Communications Plan 10%
Final Exam (mandatory) 30%
Total 100%

Open Learning Faculty Member Information

An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.

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