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Major in Public Relations
Use strategic communication skills across a range of professional contexts, including media relations, stakeholder engagement and marketing.
This major offers you a background in communication history and theory, a broad package of applied skills in meaning-making and content production (both language and image based), and introductions to marketing and event planning.
You will become a well-rounded professional communicator ready to enter the public or private sectors, confident in today’s digital media environment.
Future employment
Private and public sector organizations hire people to plan and carry out communication and public relations activities. Employers regularly look for people with university degrees in communication or journalism to produce content and develop strategic approaches to communication for their organization.
Program requirements
CMNS 1160 Introduction to Communications (3,0,0) CMNS 1160 Introduction to Communications (3,0,0)Credits: 3 credits Students think critically about a range of communication theories tied to examples from popular culture and address how we transmit information, how we create meaning, and how we persuade others, with a focus on many communication contexts, including interpersonal communication, group and organizational communication, public space, mass media, and culture and diversity. Students explore what it means to communicate in these various contexts, and appreciate the contribution of theory to helping us understand what we do when we communicate and why it sometimes goes wrong.
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CMNS 1290 Introduction to Professional Writing (3,0,0) CMNS 1290 Introduction to Professional Writing (3,0,0)Credits: 3 credits Students study the theories and practice of professional organizational communication, learning the importance of effective communication to meeting goals, developing and maintaining relationships and the overall facilitation of work. Students develop skills in evaluating communication scenarios, designing communication strategies that meet goals and audience need, including requests, information sharing and persuasion. In addition, students learn to employ writing techniques and editorial skills relevant to professional communication contexts.
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ENGL 1100 Introduction to University Writing (3,0,0) ENGL 1100 Introduction to University Writing (3,0,0)Credits: 3 credits Students explore the practices of reading and writing in scholarly contexts by investigating a chosen topic or issue. Students read, critically analyze, and synthesize information and ideas found in appropriate secondary sources and coming from a variety of disciplinary backgrounds. They also develop their abilities to communicate knowledge by composing in the genres and sub-genres of scholarly writing, including the incorporation of research and documentation while using a clear, persuasive, grammatically-correct style.
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| Any three credits of English. |
CMNS 2160 Mass Communication and the Popular Culture Industry (2,1,0) CMNS 2160 Mass Communication and the Popular Culture Industry (2,1,0)Credits: 3 credits Students are provided a perspective based on professional practices within the total media environment in which our society operates. This includes an examination of the historical, sociological and economic realities of industries such as television, film, music, advertising, public relations and journalism. |
CMNS 2290 Technical Communication (3,0,0) CMNS 2290 Technical Communication (3,0,0)Credits: 3 credits Students study a variety of technical communications used to document professional activity, including proposals, technical and formal reports, policies and procedures, technical descriptions and definitions, and instructions. Students learn the importance of documentation and accountability as part of professional due diligence, applicable across many fields including journalism, business, government, public service, consulting and research institutes. Students develop skills in assessing communication needs in a scenario, identifying communication goals, audience need and relevant media. Finally, students learn skills in research and synthesis to ensure professional engagement and presentation of research material.
Prerequisites: CMNS 1291 OR CMNS 1290 OR ENGL 1100 OR ENGL 1101 OR CMNS 1810
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CMNS 2170 Interpersonal Communication (3,0,0) CMNS 2170 Interpersonal Communication (3,0,0)Credits: 3 credits Students learn a range of theories and perspectives related to interpersonal communication. Emphasis will be on understanding the importance of effective interpersonal communication to establishing and maintaining relationships as well as achieving goals in social and workplace environments. Students assess the use of interpersonal communication in given scenarios and are encouraged to reflect on and improve their own interpersonal communication skills. This study of interpersonal communication includes several contexts, including the workplace, social and family environments.
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JOUR 2060 Introduction to Multimedia Storytelling (3,0,0) JOUR 2060 Introduction to Multimedia Storytelling (3,0,0)Credits: 3 credits In this hands-on course, students design and produce a semester-long multi-media storytelling project, connecting journalistic storytelling techniques with multi-media and social media tools used by professionals to reach diverse audiences. Creating stories in audio, video and visual media, students engage in critical approaches to multi-media analysis and design, leveraging the unique features of individual media to reach storytelling goals. Students enhance skills in applied written communication, shaping their craft for different digital contexts and audiences, including social media, blogs and websites.
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EVNT 2260 Managing Festivals and Events (3,0,0) EVNT 2260 Managing Festivals and Events (3,0,0)Credits: 3 credits This course offers the basic skills needed for a business-like approach to planning and managing a well run, high quality special event. The focus of the course is on increasing organizational effectiveness and developing sound managerial strategies. Students explore practical subjects such as fundraising and sponsorship, managing volunteers, strategic planning, risk management, and post-event evaluation.
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EVNT 2070 Staging Special Events (3,0,0) EVNT 2070 Staging Special Events (3,0,0)Credits: 3 credits Students are introduced to the skills and terminology of the technical aspects of staging festivals, special events, concerts and conventions. Students are exposed to some of the fundamentals of staging including conception, design, delivery, logistics, lighting, and sound systems through a hands-on experience of staging an actual event.
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MKTG 2430 Introduction to Marketing (3,0,0) MKTG 2430 Introduction to Marketing (3,0,0)Credits: 3 credits Students receive an overall view of the marketing function, the role of marketing in society and its application within organizations. Topics include an overview of marketing; developing a marketing plan and strategies; analyzing the marketing environment; consumer behaviour; segmentation, targeting, and positioning; developing new products; product, branding, and packaging decisions; pricing concepts and strategies; distribution strategies; and integrated marketing communications.
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| Choose nine lower level electives. |
CMNS 3000 Research Methods in Communication (3,0,0) CMNS 3000 Research Methods in Communication (3,0,0)Credits: 3 credits This course provides an overview of the philosophy and practice of communication research. Students are introduced to a range of methods for research in communication and media studies, combining theoretical and epistemological issues with methodological concerns. This course qualifies as a Writing Intensive designated course.
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CMNS 3550 Media and Public Relations (3,0,0) CMNS 3550 Media and Public Relations (3,0,0)Credits: 3 credits Students develop key skills and techniques used in the field of media and public relations, such as how to prepare and distribute press releases and media kits; how to arrange press conferences and media events; and how to coach organizational spokespersons in media relations.
Prerequisites: Completion of 45 credits or approval by the department chair or instructor.
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CMNS 4530 Organizational Communications (3,0,0) CMNS 4530 Organizational Communications (3,0,0)Credits: 3 credits Students examine the theory and practice of organizational communication through an overview of different models of organizational communication and management, a review of common problems and dilemmas in this field and consideration of the associated strategic practices and associated publications. Students apply both stakeholder engagement theory and models of small-group communication and teamwork to solve strategic communication challenges unique to the internal and external communities of a variety of organization types. In this practice-based course, students complete projects by working in teams which model the dynamics of organizational settings in order to develop strategic, theory- informed solutions to organizational communication challenges.
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CMNS 4280 Portfolio Preparation Capstone (3,0,0) CMNS 4280 Portfolio Preparation Capstone (3,0,0)Credits: 3 credits Students synthesize, integrate, demonstrate, and expand upon their abilities in communication developed while completing their program to demonstrate their growth as learners. Students demonstrate this growth by mapping and reflecting on their achievement of learning outcomes defined at both the program and institutional level, as well as by making connections between their learning and future professional and educational goals. Students create and reflect on a portfolio of their work that best illustrates both their professional goals as communicators after graduation and their learning in the four key themes of general education (Connection, Engagement, Exploration, and Local to Global) as they relate to the Major in Public Relations or Major in Media Studies. Upon creating a portfolio of their work and reflecting on learning outcomes and career skills, students will participate in an oral defense of their portfolio that must be passed by a panel of departmental faculty.
Prerequisites: Students must have completed 90 credits towards their degree prior to taking this course. |
| Choose nine upper level courses in journalism, communication and film. |
| Choose seven upper level electives. |
Suggested pathways
Consider these pathways for years one and two. However, we strongly encourage you to connect with the program advisor before beginning year two to discuss which major you want to do. Elective suggestions are optional — choose what you like! New electives are offered frequently, and courses are not always offered every year. You can begin to take most 3000 level CMNS and JOUR courses once you have completed 45 credits.
| Required |
CMNS 1160 Introduction to Communications (3,0,0) CMNS 1160 Introduction to Communications (3,0,0)Credits: 3 credits Students think critically about a range of communication theories tied to examples from popular culture and address how we transmit information, how we create meaning, and how we persuade others, with a focus on many communication contexts, including interpersonal communication, group and organizational communication, public space, mass media, and culture and diversity. Students explore what it means to communicate in these various contexts, and appreciate the contribution of theory to helping us understand what we do when we communicate and why it sometimes goes wrong.
|
CMNS 1290 Introduction to Professional Writing (3,0,0) CMNS 1290 Introduction to Professional Writing (3,0,0)Credits: 3 credits Students study the theories and practice of professional organizational communication, learning the importance of effective communication to meeting goals, developing and maintaining relationships and the overall facilitation of work. Students develop skills in evaluating communication scenarios, designing communication strategies that meet goals and audience need, including requests, information sharing and persuasion. In addition, students learn to employ writing techniques and editorial skills relevant to professional communication contexts.
|
ENGL 1100 Introduction to University Writing (3,0,0) ENGL 1100 Introduction to University Writing (3,0,0)Credits: 3 credits Students explore the practices of reading and writing in scholarly contexts by investigating a chosen topic or issue. Students read, critically analyze, and synthesize information and ideas found in appropriate secondary sources and coming from a variety of disciplinary backgrounds. They also develop their abilities to communicate knowledge by composing in the genres and sub-genres of scholarly writing, including the incorporation of research and documentation while using a clear, persuasive, grammatically-correct style.
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| Any three credits in English. |
| Electives |
CMNS 1500 Digital Photography (2,1,0) CMNS 1500 Digital Photography (2,1,0)Credits: 3 credits In this hands-on course, students enhance their visual communication skills as they explore the basics of photography with the use of a digital camera and current industry software. Students learn technical and aesthetic theories of photographic composition. They demonstrate these by articulating complex concepts for photographs and then realizing those concepts in well-composed images, produced using both natural (available) and artificial light. Students learn a variety of techniques and strategies for effective photo composition, photo finishing, manipulation, printing, and publishing, as well as effective evaluation and critique, resulting in photographs that communicate the student's vision to their audiences in meaningful and effective ways.
Note that students cannot receive credit for both DAAD 1500 and CMNS 1500 |
CMNS 1100 Principle of Communication Design (3,0,0) CMNS 1100 Principle of Communication Design (3,0,0)Credits: 3 credits Students in this introductory course explore core theories and principles of non-discursive multimodal media composition by applying theory from user experience design (UX), rhetoric, cognitive psychology, and neuroscience to communication projects, such as logos and simple visualizations. While the focus of the course is on the visual sensory channel, students discover strategies that can be applied to multimodal communication and user experience design. Thinking critically about how effective design communicates a message within a given context, students have an opportunity to consider design principles and elements, color theory, typography, sensory perception, and symbolic communication theories to create brand identity, logos, and information design projects. Additionally, students learn the stages of the design process, which guide their application of communication design theory to the production of communication materials.
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CMNS 1200 Introduction to Digital Production (3,0,0) CMNS 1200 Introduction to Digital Production (3,0,0)Credits: 3 credits Students explore their creative potential with this hands-on practical course in digital media production. Using a range of media equipment and software, students develop technical skills in graphic design, video and image editing, and content management software.
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| Three more electives — journalism, politics, sociology, tourism management, communications and anthropology recommended. |
| Required |
CMNS 2160 Mass Communication and the Popular Culture Industry (2,1,0) CMNS 2160 Mass Communication and the Popular Culture Industry (2,1,0)Credits: 3 credits Students are provided a perspective based on professional practices within the total media environment in which our society operates. This includes an examination of the historical, sociological and economic realities of industries such as television, film, music, advertising, public relations and journalism. |
CMNS 2290 Technical Communication (3,0,0) CMNS 2290 Technical Communication (3,0,0)Credits: 3 credits Students study a variety of technical communications used to document professional activity, including proposals, technical and formal reports, policies and procedures, technical descriptions and definitions, and instructions. Students learn the importance of documentation and accountability as part of professional due diligence, applicable across many fields including journalism, business, government, public service, consulting and research institutes. Students develop skills in assessing communication needs in a scenario, identifying communication goals, audience need and relevant media. Finally, students learn skills in research and synthesis to ensure professional engagement and presentation of research material.
Prerequisites: CMNS 1291 OR CMNS 1290 OR ENGL 1100 OR ENGL 1101 OR CMNS 1810
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CMNS 2170 Interpersonal Communication (3,0,0) CMNS 2170 Interpersonal Communication (3,0,0)Credits: 3 credits Students learn a range of theories and perspectives related to interpersonal communication. Emphasis will be on understanding the importance of effective interpersonal communication to establishing and maintaining relationships as well as achieving goals in social and workplace environments. Students assess the use of interpersonal communication in given scenarios and are encouraged to reflect on and improve their own interpersonal communication skills. This study of interpersonal communication includes several contexts, including the workplace, social and family environments.
|
JOUR 2060 Introduction to Multimedia Storytelling (3,0,0) JOUR 2060 Introduction to Multimedia Storytelling (3,0,0)Credits: 3 credits In this hands-on course, students design and produce a semester-long multi-media storytelling project, connecting journalistic storytelling techniques with multi-media and social media tools used by professionals to reach diverse audiences. Creating stories in audio, video and visual media, students engage in critical approaches to multi-media analysis and design, leveraging the unique features of individual media to reach storytelling goals. Students enhance skills in applied written communication, shaping their craft for different digital contexts and audiences, including social media, blogs and websites.
|
MKTG 2430 Introduction to Marketing (3,0,0) MKTG 2430 Introduction to Marketing (3,0,0)Credits: 3 credits Students receive an overall view of the marketing function, the role of marketing in society and its application within organizations. Topics include an overview of marketing; developing a marketing plan and strategies; analyzing the marketing environment; consumer behaviour; segmentation, targeting, and positioning; developing new products; product, branding, and packaging decisions; pricing concepts and strategies; distribution strategies; and integrated marketing communications.
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EVNT 2260 Managing Festivals and Events (3,0,0) EVNT 2260 Managing Festivals and Events (3,0,0)Credits: 3 credits This course offers the basic skills needed for a business-like approach to planning and managing a well run, high quality special event. The focus of the course is on increasing organizational effectiveness and developing sound managerial strategies. Students explore practical subjects such as fundraising and sponsorship, managing volunteers, strategic planning, risk management, and post-event evaluation.
|
EVNT 2070 Staging Special Events (3,0,0) EVNT 2070 Staging Special Events (3,0,0)Credits: 3 credits Students are introduced to the skills and terminology of the technical aspects of staging festivals, special events, concerts and conventions. Students are exposed to some of the fundamentals of staging including conception, design, delivery, logistics, lighting, and sound systems through a hands-on experience of staging an actual event.
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| Electives |
JOUR 2080 Data Journalism (3,0,0) JOUR 2080 Data Journalism (3,0,0)Credits: 3 credits Considering how we are flooded with complex data in our personal and public lives, students consider how
professional communicators play a significant role in presenting this information in the public interest. Students
understand and develop the ability to communicate the significance of data, in accurate, effective, and ethical ways
as a core literacy across many fields, supporting organizational decision-making, journalistic storytelling,
stakeholder engagement, and public relations. Students learn to pull relevant and insightful messages from data and
develop skills in data storytelling to support the communication to diverse audiences. Students learn to use a variety
of digital tools and techniques, including the selection and design of accurate visual forms, to translate data into story
in this applied course.
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CMNS 2150 Collective and Connective Indigenous Voices (3,0,0) CMNS 2150 Collective and Connective Indigenous Voices (3,0,0)Credits: 3 credits Focusing on contemporary media and social networks in English-speaking Canada, students explore the recent representations, identities, and cultural politics of the individual and collective Indigenous peoples of Canada, from the questioning of who is Indigenous to cultural appropriation. |
| One more elective — journalism, communications and management of information systems recommended. |
