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
After successfully completing this course, you will be able to:
- 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
- Evaluate and produce professional press kits and written press releases
CMNS 3551: Media and Public Relations is comprised of the following five units:
Unit 1: Public Relations – Overview, Ethics and Publics
Introduction to public relations
and what to expect in the field, with an examination of the practical and theoretical. The
importance of ethics and understanding publics is also addressed.
Unit 2: Tools of PR
Introduction to PR writing, the core pieces of public and media
relations including a news release and full press kit. We will also examine public relations in a
digital age with specific focus on social media practices and how best to speak to your desired
Unit 3: Media Relations
Introduction to working directly with media and building a proper
media list. Preparing and giving interviews is also addressed.
Unit 4: Communications Plan
Introduction to the components of a PR plan which includes the
development of strategic and tactical thinking behind a campaign.
Unit 5: Crisis Communications
Exploration of how to adapt communications and PR planning
in the midst of a crisis situation at the organizational level.
Required text and materials
Cardin, M. and McMullan, K. (2014) Canadian PR for the Real World (1st ed.), Pearson
Canada Inc., Toronto, ON
Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.
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 mandatory Final Exam.
|Assignment #1 – News Release
|Assignment #2 – Media Advisory
|Assignment #3 – Full Media Kit
|Assignment #4 – Full Communications Plan
|Assignment #5 – Crisis Communications Plan
|Final Exam *
Open Learning Faculty Member
An Open Learning Faculty Member is available to assist students. Primary communication through
the Learning Environment’s “Mail” tool or by phone. Students will receive the necessary contact
information at the start of the course.