Public Relations

Put PR theory into PR practice.

A career in public relations can be incredibly varied and rewarding. Today’s public relations professionals are required to serve the needs of their own organization and those of its public. Our online diploma program will provide you with knowledge, skills and practical applications in the following areas:

  • strategic methods to manage public relations and communications planning programs
  • exploration of a broad range of topics that comprise public relations practice, including media relations, issues management, crisis communication, use of effective communication tools, and communication planning
  • the history, evolution and theory of the public relations profession

Diploma in Public Relations

Recognized by the Canadian Public Relations Society (CPRS), the Diploma in Public Relations prepares you to think critically, develop teamwork skills and a strong work ethic, and manage your time while working under the pressure of deadlines and multiple projects.

Offered exclusively online, you can take the program part-time while you work, or choose the fast-track option to progress through the program at a faster rate.

Public Relations courses

All public relations courses are part of the Diploma in Public Relations. You must be admitted to the program before you can register for these courses.


Courses open for registration

General Studies

This flexible certificate program allows you to customize a course of study to meet your specific learning goals.
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Public Relations

The online Public Relations diploma program gives you the theory, skills and credential you need to set yourself apart in the competitive public relations and communication industry. This program is beneficial to those working in either public or private sector, and can be an excellent professional development option for virtually any career level.
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Starting your new PR career with "style"

As a new public relations (PR) graduate, your first position with an organization may include the responsibility of reviewer and editor. In this role, you’ll be responsible to provide editorial support for all corporate material before it is published, including reports, presentations, letters, etc.

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A full circle education

From student to teacher to programming administrator, and now back to student, Susana Inés Torres Herrera's experiences in the education world have come full circle. It’s no surprise that Susy works in education as she’s been surrounded by it her whole life.

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Q&A with Kate McKenna – Public Relations Student

Kate McKenna is a recent graduate of the Public Relations diploma program and winner of the CPRS/CISION 2020 Student Excellence Award. We asked her a few questions about her experience in the PR program here at Continuing Studies at UVic.

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When a crisis catches you by surprise

“WHAT TO DO IF A METEOR LANDS ON OUR BUILDING.” Of all the emergency preparedness plans I have encountered, this one stands out as most memorable.

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An ethical return to work

How do corporate communicators, working on communicating the transition back to work, ensure we are being ethical in our communication to colleagues while meeting our obligations to our employers?

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Public Relations Diploma Program 2019 Newsletter

Read articles by Public Relations instructors and graduates and find out important PR program news.

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Digital Storytelling In PR

In PR, storytelling is important because it allows us to connect with our audience and potentially influence their emotions and ideas. A good story is more persuasive than purely factual content because stories are engaging; listeners and readers always find ways to relate to and empathize with characters in a story.

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Leading through crisis: seven rules for effective PR communication

A public crisis places tremendous pressure on nearly all internal structures of an organization. Being prepared with some key guiding principles in hand will empower you to show leadership exactly when it is most crucial, but also the most dangerous. 

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Avoid the 5 common pitfalls of emerging leaders

When you land in your first leadership role, you will likely find yourself tempted by some of the common snares that can befall an emerging leader. In this article we explore five of the most common mistakes made by emerging leaders. 

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Weaving a life of passion

To the average PR professional, the word "spin" does not have a positive connotation. But Michelle Mitchell, a graduate of the Public Relations diploma program at Continuing Studies, is not your average PR professional. She loves to spin!

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PR graduate Sandra Richardson is awarded honorary degree

The weeks leading up to the convocation ceremonies are always exciting at Continuing Studies at UVic, as we celebrate the accomplishments of our many graduates.

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What is Influencer Marketing?

Influencer marketing has exploded over the last couple of years. If you are not familiar with this term, it is basically about promoting your brand through a selection of influencers, hoping that these influencers will in turn promote it to their own extensive networks. Sounds like a quick and simple way to reach a wide and targeted audience, right? The catch is in doing it properly. 

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Listen up: success through stakeholder engagement

Stakeholder engagement is defined as the process of involving "any group or individual who can affect or is affected by the achievement of the organization's objectives" (E. Freeman).  It is a key component in the practice of Public Relations (PR), so much so that we offer a new PR elective course, Community and Stakeholder Relations, dedicated to it. 

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The Art of Persuasion

Would you like to have more influence in your professional or personal life and impress others with the merits of your ideas?  Are you ready to master the art of persuasion?  How many times have you presented an idea in a team meeting only to have your idea fall flat? Have you ever pitched an idea to your boss and got a blank stare?

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Public Relations: A Natural Fit for an Outgoing and Communicative Personality

Public Relations really chose me more than I chose it. Throughout my life I’ve always been an outgoing and gregarious person who enjoys bringing diverse personalities together. From a career perspective I’ve naturally gravitated to roles that allow me to interact with the public and work with people to achieve mutual understanding and consensus.

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Finding space

One of the brightest smiles and bubbliest personalities in our office belongs to Laura Vizina, our Director of Health Sciences and Public Relations Programs.

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Public Relations Newsletter 2018

An update from our Public Relations Diploma program: new elective Leadership Excellence in PR, Q &A with instructor Anna Marie White, 2019 Schedule, Convocation News and more...

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Effecting change by murdering assumptions

What do you get when you mix a journalist with a track athlete, a forest-firefighter from the Yukon, a government civil servant, a philanthropist, a writer and a teacher together? Just a few lines of this man’s CV.

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On Intellectual Fraud

Fraud has many roots, but one of them stems from weakened minds nurtured by the fraudulent use of information. Buying-in to fraudulent facts, data, and reason at any level has dire consequences.

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Sandra Richardson: Order of British Columbia

It’s always fun to see the names of our students and alumni pop up in the news from time to time, and it was particularly exciting this past week when we saw that one of our alumni, Sandra Richardson, is being awarded the Order of British C

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New Program: Certificate in General Studies

Have you ever wanted to design your own credential? Have you ever struggled to find a program that meets your specific interests and needs? Then you might be interested in our newest program: the Certificate in General Studies.

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Jennifer Cox- Story of a PR graduate

"This program gave me the credential to step forward and demonstrate new skills to my employer."

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Lori Elder

My career in communications began in 1987 upon graduation from Lewis and Clark College in Portland, Oregon. I graduated with a degree in communications and was lucky enough to secure a coveted internship at KATU Channel 2 (an ABC affiliate) working as assistant producer of a local children's television show.

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Susy Torres, Program Assistant
Tel 250-721-6129