Corporate training

Public Relations

(PR01) Fundamentals of Public Relations

Course length

15 hours

Description

Explore traditional PR strategies and the ways professionals are adapting to the new digital social landscape. This course introduces basic principles of creating and promoting persuasive messages.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Define public relations and identify types of public relations jobs
  • Identify guiding ethical principles in public relations including those related to social justice
  • Describe how public relations contributes to the building of community relationships (i.e. Indigenous, special interest, social justice communities)
  • Explain how public opinion is formed
  • Summarize the history of PR
  • List the components of a PR plan
  • Draft a specific PR plan in response to a case scenario


(PR02) Social Media & Digital Citizenship

Course length

15 hours

Description

Explore techniques to use social media effectively. Master tools, such as Twitter, Facebook, and LinkedIn, and find out how to integrate them as an essential part of an effective communication strategy.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Identify the advantages and drawbacks of various social media platforms
  • Examine a variety of ethical use scenarios related to social media use and social justice
  • Describe the impact of culture in message design
  • Critique real-life case scenarios of social media use by businesses/organizations
  • Develop a social media strategy to meet unique business/organizational needs


(PR03) Public Speaking

Course length

15 hours

Description

Engage any audience with rich content, specific messages, and effective speaking strategies. This course introduces the principles and practice of public speaking through active learning and practice.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Identify the basic story forms used in a workplace context
  • Describe the purpose for using a variety of story forms
  • Create a relevant story outline or story board for the intended message
  • Design visual support materials for a workplace context specific project
  • Present a story using visual support materials


(PR04) Skills for Interviews

Course length

15 hours

Description

Learn how to conduct interviews for public relations. Within a variety of interview genres, practice the art of developing questions, initiating an interview, answering questions, and closing an interview.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Identify the situational elements that contribute to the decision to interview or not
  • Design questions appropriate to various types of interviews
  • Construct an interview including opening, body, and closing
  • Demonstrate various interview genres (i.e. journalistic, biographical, survey, etc.)
  • Demonstrate cultural responsiveness and adapt appropriately as an interviewer
  • Use active listening skills during questioning and answering
  • Create follow-up interview questions


(PR05) Writing for the Internet

Course length

15 hours

Description

Master key rules of effective communication as they apply to online readers and writers. Learn to tailor your message for a digital audience, when using web pages, blog posts, or social media.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Use the principles of simple language in writing
  • Write for digital media
  • Adapt messages for different audiences and media
  • Prepare workplace documents
  • Use direct and indirect patterns in writing


(PR06) Influencing your Public Image

Course length

15 hours

Description

Explore the actions that help shape a positive image in the eyes of the public or stakeholders. Understand how situation, media channel, intended audience, and other key factors influence your strategies.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Describe the components that constitute public image
  • Define public and/or stakeholders that matter to a specific business/organization
  • List strategies that are available for managing public image
  • Assess strategies in meeting possible challenges including those related to social justice
  • Match strategies to the audience and the desired outcome
  • Choose media channels appropriate to various impression management strategies


(PR07) Persuasive Messaging

Course length

15 hours

Description

Persuade audiences and advocate for your brand or cause. This course introduces persuasive modes of writing and speaking for grant, proposal, and advocacy writing. Students will produce a proposal or fundraising document.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Identify key rhetorical principles for diverse audiences
  • Write persuasive messages using the direct and indirect pattern
  • Describe where to find requests for proposals (RFPs)
  • Prepare a simple proposal or fundraising document in response to a case scenario


(PR08) Visual Communications

Course length

15 hours

Description

Learn to leverage the value of graphics, typography, and document design to boost the impact and clarity of PR communications. Students will use software like MS PowerPoint and Canva for projects.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Identify the basic principles of graphic design
  • Critique materials according to design principles and considering social and cultural impact
  • Use design software to create print and digital materials
  • Design a poster for a specific audience and campaign
  • Collaborate with a small team to design a brochure and a web page mock-up


(PR09) Copyright and Legal Issues

Course length

15 hours

Description

Examine the copyright and legal considerations affecting the design of a communication plan. Find out about protecting work and explore legal issues surrounding personal information, privacy, open source materials, print materials, images, videos, and social media.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Explain the components of the Canadian PR Society’s code of ethics
  • Articulate a personal code of ethics that considers social justice as related to PR practice
  • Explain Canadian copyright law and its implications for PR practice
  • Develop a correct response to case study scenarios about copyright and legal issues in PR


(PR10) Building a Media Kit

Course length

5 hours

Description

Create materials for an effective media kit to build strong relationships with clients, news outlets, and business associates. In this week-long workshop, participants will write and present materials that promote professional representation.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Explain the purposes of a media kit
  • Identify the possible components of a media kit
  • Create a media kit in response to a case scenario


(PR11) Employment Messaging

Course length

5 hours

Description

Learn to prepare an employment portfolio, including traditional résumés and cover letters, online materials, and social media career profiles. Review interview techniques to present yourself professionally.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Create a chronological and functional paper-based resume
  • Write paper and electronic cover letters/emails
  • Use social media tools used to create an online career profile
  • Explain the benefits of an online career portfolio


(PR12) Marketing 21st Century Style

Course length

5 hours

Description

Explore the proven marketing skills used today. Examine viral, social, and authentic marketing strategies. Learn how to engage with current and potential customers using a variety of channels and platforms.

Learning outcomes

Upon successful completion of this course, students will be able to:

  • Evaluate the differences between direct marketing versus engaging clients/customers
  • Identify business marketing website design elements including culturally appropriate art and messages
  • Draft a Social Media marketing strategy


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