In addition, students will participate in a work term. Admission Requirements Applied Communication Arts Certificate, or Business Information Technology Certificate, or equivalent. 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. Areas examined are the role of PR in employee communication, media relations, and special events planning. Students who have successfully completed this course will have demonstrated the application of public relations tools through writing copy, conducting a communications audit and communications plan, producing a media kit, and organizing a special event, developing budget and analysing 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 course 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 course will have written features and profiles for internal publications, as well as persuasive memoranda.