CMNS 3551: Media and Public Relations
Students develop key skills and techniques used in the field of public relations (PR). They will produce PR strategies for effective client reputation management and relationship building and create PR content for storytelling in digital and multi-media formats.
Learning outcomes
- Explain and apply best practice skills to carry out public relations functions for businesses and non-profit organizations.
- Evaluate and develop strategies for effective client reputation management and relationship building.
- Produce public relations strategies across print, broadcast, and online media environments.
- Evaluate and produce professional PR content and storytelling.
Course topics
- Unit 1: Introduction to Public Relations in Canada and Public Opinion
- Unit 2: Planning and the Role of Digital and Social Media in Public Relations
- Unit 3: Writing for Public Relations and Creating Media Kits
- Unit 4: Working with Media and Influencers and Managing Issues and Crises
- Unit 5: Specializations in Public Relations Practice
Required text and materials
Students are responsible for purchasing the required materials on their own.
- Cardin, M. & McMullan, K. (2022). Canadian PR for the Real World (2nd ed.), Pearson Canada.
Type: E-textbook. ISBN: 9780135880289 / 9780135880678
Note: This item can be purchased directly from the following VitalSource link.
Assessments
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 exams@tru.ca 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.
If students are taking this course as part of a program, the passing grade may be more than 50%. Please check the program requirements.
| Assignment 1: Public Opinion and Ethics | 15% |
| Assignment 2: Social Media and Reputation Management | 15% |
| Assignment 3: Create a Media Kit | 20% |
| Assignment 4: Case Study on Crisis Communication | 15% |
| Assignment 5: Reflection on Jobs in Public Relations in Canada | 15% |
| Mandatory Final Exam | 20% |
| 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.
