Public Relations Theory and Practice

Code: HPPR401
Apply this course towards: Public Relations

Course description

The need for effective public relations in both the private and public sectors is growing rapidly. Individuals who can apply the principles of public relations in a strategic way are becoming increasingly valuable to organizations.

This introductory course reviews public relations and its use in agencies and organizations today, and provides you with a theoretical background that you can apply to your work as a public relations practitioner. Included is a preliminary review of communication planning, crisis communication and issues management. This course begins with a self-paced Orientation to Online Learning to assist you with the online learning environment.

The resources and activities in the orientation will help you learn to navigate the online learning platform, access University resources and become confident learning online. 

Learning objectives

  • Define and describe the field of public relations and explain how it fits as a management tool within an organization.
  • Define the components of public relations, including internal communication, issues management, media relations and crisis communication.
  • Formulate a basic communication plan, following the CPRS' RACE formula, to address an organizational need or issue.
  • Distinguish among a range of career paths and opportunities provided within public relations.


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Info you should know:

Continuing Studies statement on use of educational technology

This course will require the use of education technology such as internet-based applications, cloud services and social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the instructor to use other privacy protective options (such as using an alias or nickname).