Social Media for Public Relations

Code: HPPR450
Apply this course towards: Public Relations

Course description

The field of communications is undergoing a rapid transformation under the impact of the recent trends in digital revolution. While new communication channels are emerging, the way traditional media channels were previously used is also changing. PR practitioners of the 21st century must understand the new media culture and learn how to apply social media in public relations to adapt to this new environment.

In this course, we will explore a variety of social media tools, along with the techniques to effectively use them. You will apply the relationship building aspect of social media and learn how to integrate these new practices into an overall social media strategy. We will examine the art of monitoring and measuring metrics to determine the effectiveness of social media strategies, utilizing current evaluation tools and methods.

Pre-crisis planning tactics will also be integrated into strategic planning, with the awareness of the legal and ethical considerations that surround this new communication model.

Learning objectives

  • Create a social media plan to address an organizational objective.
  • Evaluate appropriate channels, content, tools, techniques and resources for your social media activity.
  • Measure the success of your social media activity.
  • Formulate an effective strategy to manage your organization’s reputation online and mitigate the risks of social media.


HPPR401: Public Relations Theory and Practice

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).

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