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.
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.
This course may be available online. Students login to the course and communicate with the instructor and fellow students via the Internet. All assignments and course activities are submitted electronically to the course instructor.
Using mobile devices in online courses
If you are planning on accessing your online courses using a mobile device such as a tablet or a smartphone, please note that not all required course features will be accessible with these devices. To fully function in your online courses, you will need to have access to a computer running Windows or MacOS.
A course refund, minus a $75 administrative fee, will only be provided within six calendar days after the course start date. You will need to provide notification of withdrawal by phone: 250-721-6129 OR email: firstname.lastname@example.org. Students who withdraw after that date may be eligible to receive a W transcript status. Students who do not notify the course Instructor and Administrative staff of their decision not to complete the course will receive a failing grade (F).
Credit vs non-credit
Credit refers to degree credit. If you are taking a course or program for credit through UVic Continuing Studies, it means that course or program provides credit towards a degree at UVic or another authorized university. Credit students have to meet certain criteria, such as being accepted to both UVic Continuing Studies and the University of Victoria.