Public Relations – Corporate Communications (PRC)

The public relations writer is an advocate for an employer/client; accordingly, his or her writing must be accurate and comprehensive. The practitioner must consider all possible outcomes of the proposed message to all relevant publics and to the employer/client. This subject prepares the student to make decisions on what information a message should contain in a given set of circumstances, and to compose that message.

Social Media focuses on how the Internet is affecting the practice of corporate communications. Emphasis is placed on the social-networking, research, measurement, and mass communications capability the Internet is making broadly available to individuals, special interest groups, and agents that can affect an organizations reputation positively or negatively.

Never before has the function of internal communications been so critical to an organizations growth and success - if not to its very survival. Todays world of business, marked as it is by a seemingly endless stream of mergers, acquisitions, and restructuring, has understandably led to incredibly high stress levels in the workplace for employers and employees. Issues around job satisfaction, corporate culture and productivity can make or break an organization. Given such an uncertain atmosphere, public relations practitioners must ensure that all corporate messages are communicated to employees in a strategic, consistent and timely manner.Students will explore all aspects of the internal communications function. This will include; cultivating a sound theoretical basis for the practice of internal communications; examining the issues faced by todays employees; and developing an understanding of the strategic and tactical aspects of internal communications program.

This subject is based on the idea that media are the corporate communicators marketplace. The product is information and service. The customers are reporters and editors, the people who decide whats news, which information to use and how to convey it to the public. The corporate communicators goal is to obtain desired coverage at a reasonable cost in time, money, and effort. The subject studies strategic thinking and targeting, media components as market segments, and the special needs and concerns of various types of journalists.

This course familiarizes students with the basic concepts and principles of public relations and Problem-Based Learning (PBL).

This course provides an opportunity for students to explore qualitative and quantitative research techniques and issues, and to implement both effectively for their public relations research project next semester.

New graduates can look forward to a variety of work experiences throughout their careers. A career in public relations and communications offers the flexibility to work in many different capacities from a public relations department within a corporation to an agency to operating as an independent consultant. Further, public relations and communications functions appear in every sector including: public companies, public service, not-for-profit organizations, and associations. Finally, public relations career opportunities exist in every industry from sports and entertainment to science and technology to education and health care. The challenge for graduates is to not only to find that first job, but also to navigate through the many opportunities and possibilities to build a long-term career no matter what the economic factors. This means students need to develop a strong understanding of their strengths and weaknesses, and their interests and passions. There are no guarantees in todays job market. The key is being prepared by understanding where opportunity exists, having strong self-knowledge, and the career-proofing tools needed to succeed. CCM 751 explores careers in public relations and careers, and helps students prepare for their future.

The Public Relations writer is an advocate for an employer/client and, must be able to write accurately in a range of styles that are clear, concise, and creative. The practitioner must consider all possible outcomes of the proposed message to all relevant publics and the employer/client. This subject, which is the second half of Writing for Public Relations Practitioners I, helps prepare the learner practitioner to make decisions on what information a message should contain in a given set of circumstances with regard to a variety of audiences.

Have you ever been given the opportunity to make a speech, but passed it up because you just couldnt do it? This course prepares you to write and make professional oral presentations appropriate to diverse audiences, in a variety of settings. Special attention will be given to developing self-confidence through practice. Effective writing and speaking techniques will be taught through a study of: (a) content and organization of ideas (b) vocabulary and style of expression (c) critical listening skills

This course provides learner practitioners the opportunity to produce a special event: to find appropriate speakers and plan and carry out communication events using the RACE formula. Seminars supplement the curriculum by providing resource people and practitioners from business, government, associations and media to address relevant corporate communication topics.

Students will apply the tools and methods of research acquired in CCM 747 to investigate, in depth, a specific aspect of public relations practice, such as the one outlined in the CCM 747 Research Proposal.

The corporate communications function exists to help organizations establish and sustain the social-political permission they need to continue operating successfully. The function accomplishes this by developing and executing communications programs that help the organization to maintain a constructive dialogue and relationship with its major stakeholders. One of these stakeholders is current and potential investors. The publicly listed corporation has an obligation to engage in regular, transparent communications with institutional and retail investors who trade in its shares and with investors who may be interested in doing so. The basic purpose of the process is to ensure that information about plans and programs that may have a material impact on the corporations investment worthiness is made available in a timely, comprehensible and fulsome manner to the larger community of investors in every jurisdiction in which the corporations shares are traded. An understanding of how capital markets work and of the rapidly changing regulations and constraints that stipulate the minimum standards that publicly listed corporations must meet when they communicate with investors is a key responsibility area for the professional corporate communications practitioner. This course is intended to provide a basic understanding of how capital markets operate in Canada and of the concepts and terminology employed in the day-to-day dialogue between listed corporations and their investors. It explains why this knowledge is important to the corporate communications practitioner. It provides an overview of the basic communications activities that listed corporations engage in to fulfill their investor communications responsibilities. And it introduces students to some of the skills necessary to plan and execute an investor communications program.

Corporate communication, driven by globalization and technology, requires that practitioners understand communication as an international practice. Best practices demand practitioners have both a refined international vision for corporate communication, and an understanding of the practical factors that affect communication practice in other parts of the world. As well as understanding the factors critical to success in international communication, practitioners must have mastery of the tactical tools that equip them to successfully plan and execute corporate communication initiatives that incorporate these global factors. At the same time, practitioners must understand the significance of culture in ensuring successful international communication. Culture defines how publics in every corner of the world, including our own, understand and respond to communication initiatives; what works in Canada will not work in Cameroon or Chile. Knowing how to research and understand the fundamental cultures of others enables communication practitioners to create optimal communication plans, to craft effective messages and then to deliver them to maximum impact. Failure to address cultural differences almost guarantees failure in communication. International communication happens in Canada as well. As more non-Canadian multinational companies do business in Canada, the need and opportunity grows for Canadian practitioners to support initiatives by multinational corporations to be effective corporate communicators in Canada. Com 750 explores the globalized nature of 21st century business and the glocalized (global + local) nature of 21st century corporate communication. It examines the practical factors that determine strategic approaches to communication - factors such as language/literacy, technological infrastructure, and different ethical frameworks. It examines the significance of culture and provides learners with approaches and practice in researching culture around the world. It will equip students with competence and confidence in responding to international communication challenges and opportunities, whether they work as consultants or in corporate or agency environments.