CMNS 3551: Media and Public Relations
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.
Learning outcomes
- Explain and apply best practice skills to carry out public relations functions for businesses and non-profit organizations
- Evaluate, design and implement effective strategies for media interviews and news conferences
- Evaluate, design and implement effective PR strategies for print, broadcast, and online media environments
- Produce public relations strategies across print, broadcast, and online media environment
- Evaluate and produce professional press kits and written press releases
Course topics
Unit 1: Media and Public Relations
Unit 2: Tools of Public Relations
Unit 3: Media Relations
Unit 4: Communications Plan
Unit 5: Crisis Communications
Required text and materials
Students require the following e-textbook, which can be purchased directly from the TRU bookstore site at: https://thebookstore.tru.ca/site_digital.asp
- Cardin, M. and McMullan, K. (2022) Pearson e-text access code for Canadian PR for the Real World (2nd ed.), Pearson Canada Inc., Toronto, ON
Type: E-textbook. ISBN: 9780136896203 or 9780135880456
Assessments
Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact exams@tru.ca with any questions about this.
To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.
| Assignment 1 – News Release | 10% |
| Assignment 2 – Media Advisory | 10% |
| Assignment 3 – Full Media Kit | 20% |
| Assignment 4 – Full Communications Plan | 20% |
| Assignment 5 – Crisis Communications Plan | 10% |
| Final Exam (mandatory) | 30% |
| Total | 100% |
Open Learning Faculty Member Information
An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.
