Program Outline Foundations of Public Relations Foundations of Public Relations provides an introduction to the historical and theoretical framework of PR practice. Students who have successfully completed this course will demonstrate the ability to explain public relations theory, describe its historical perspective and identify the practices that make public relations a distinct professional field. This subject area covers a broad range of public relations practice, both as a strategic and tactical function. Students will explore the function of the public relations practitioner in areas such as community relations, financial management, government relations, lobbying, issues management, crisis communications and international public relations. Through this course, students will have demonstrated the application of public relations tools through writing copy, conducting a communications audit and communications plan, producing a media kit, organizing a special event, developing a program budget and analyzing its effectiveness.
Effective writing is fundamental to the practice of public relations.
The internal audience consists of key publics within an organization, such as employees and labour unions. The relationship between these publics and management is critical to organizational success. This subject area focuses on effective internal communication, and the importance of commitment to open, two-way communication. Students obtain hands-on experience applying persuasive communications as they prepare written documents. Students who have successfully completed this area will have written features and profiles for internal publications, developed internal newsletters and written for print and electronic media.