Building a solid foundation in Public Relations
by Portia Yip, Marketing Services
In public relations (PR), success starts with a strong foundation. Whether you're just entering the field or looking to refine your skills, understanding the core principles of PR are essential for long-term growth and confidence.
“Public relations is all about connecting with people, whether that’s through words, relationships, or technology,” says Hillary MacEachern, an instructor with Continuing Studies at UVic.
Foundational PR skills, like strong writing and communication planning, are used in virtually every industry according to Hillary. “In a world where trust is declining and digital communication is growing rapidly, PR plays a critical role in helping organizations build meaningful connections with people and communities.”
Designed for emerging professionals and career shifters, the Skill Building for Public Relations micro-certificate is flexible, accessible, and offers practical learning through engaging coursework and hands-on assignments.
Why foundational learning matters
Public relations can be a fast-paced industry and it’s easy to dive into the action—writing press releases, crafting media pitches, or launching social media campaigns. But without a solid strategic foundation, even highly trained professionals may miss the mark.
For students taking the program, many consistently gravitate toward media relations, community relations, or persuasive writing as topics of interest.
“These topics give students highly practical, hands-on skills that they don’t often get in other traditional programs,” shares Hillary. “It’s about learning how to tell a story, connect with audiences, and make an impact.”
One learner shared their testimonial and experience:
Plain language writing has been the most useful skill to learn in this course. I have more confidence now, but I do think that there is so much more to learn and explore in public relations.”
Hillary describes how foundational writing skills are a common challenge for new PR professionals but it’s also one of the most valuable areas of growth. “Our course gives students a solid grounding in professional writing, while also exploring how to use tools like AI to support the writing process, not replace it,” she says.
Real results, real careers
So, what sets this program apart? The knowledge and tools gained are practical, versatile, and relevant to a wide range of roles and industries; for example, government communications, non-profit organizations, private consulting, and healthcare or technology companies.
Karen Short, a community outreach and fundraising coordinator with Pacific Centre Family Services Association, shared her thoughts:
Working with the media to get the story out has been invaluable. The non-profit I work with has no advertising budget, so I need to creatively build public awareness.”
—Karen Short
And for those in government roles like Jillian Mitchell, a communications officer, the micro-credential has proven to be a rewarding upskilling opportunity:
This experience really took it to the next level—it deepened my understanding of how thoughtful, intentional strategy is at the core of effective communications and public relations. The course sharpened my ability to think beyond tactics and approach challenges with a more refined, strategic mindset—something that’s already enhanced the way I support my team and contribute to planning initiatives.”
—Jillian Mitchell
By the end of the program, the goal is for students to become both competent and confident as a PR practitioner. This means having real-world skills, being comfortable with tools and technologies used in the field, and becoming more prepared for a meaningful and successful career in the communication or public relations spaces.
A stepping stone to the future
“As a PR practitioner, you need to be both a strategic thinker and someone who can execute effectively,” emphasizes Hillary. “Employers are looking for people who have strong writing and communication skills right out of the gate.”
Many learners take the program with specific career goals in mind—whether it’s transitioning to a new role, expanding their freelance services, or stepping into a new professional identity.
And for those still exploring the field, the Micro-certificate in Skill Building for Public Relations offers a safe, supportive space to build confidence while earning a credential.
Ready to build or refresh your PR skills?
The Skill Building for Public Relations micro-certificate provides professionals with relevant, job-ready skills. Explore the fundamentals including public relations writing, social media, communication planning, media relations, leadership and more. PR is more than just a job skill—it’s a professional mindset. And that mindset starts with the right foundation.
View programAbout the instructor
Hillary MacEachern is a public relations practitioner from Halifax, Nova Scotia. She has both a bachelor’s and master’s degree in public relations from Mount Saint Vincent University. Hillary currently works as a portfolio manager with the Government of Nova Scotia. With a focus on the public sector, Hillary has experience in stakeholder relations, issues management, digital marketing, portfolio management, communication planning and media relations. She has previously taught in the Public Relations program at Mount Saint Vincent University in Halifax, Nova Scotia.
- Posted August 8, 2025
RELATED TOPICS: Public Relations