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Program Requirements

The online 15-credit Graduate Certificate in Strategic Public Relations and Communications Management focuses on the competencies needed to strategize, advise on, conceptualize, implement and measure strategic communications efforts in various internal and external contexts according to ethical and professional codes and standards. This program is designed for those working in the field who want to advance their academic background and/or those who have obtained the Graduate Certificate in Public Relations and Communication Management Practice. It delves into areas of public relations specialization including corporate communication, media and influencer relations, communication strategy, and public relations measurement and analytics.

Required Courses (9 credits)

• CPRL 636 Public Relations Measurement, Data and Analytics (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Overview

  Public Relations : How to use data, metrics, analytics and primary and secondary research in formulating, measuring and evaluating public relations strategies in each phase of the development process. Focus on formulating the measurement instruments needed to test effectiveness, and on interpreting and communicating the results thereof to management and other relevant stakeholders. The use of artificial intelligence (AI) in public relations such as in media monitoring, and how to collect, analyze and act on data of the attitudes and behaviours of key audiences.

  Terms: This course is not scheduled for the 2022-2023 academic year.

  Instructors: There are no professors associated with this course for the 2022-2023 academic year.

  • Corequisites: CPRL 533 or CPRL 633

  • Restrictions: Only open to students enrolled in the Graduate Certificate in Strategic Public Relations and Communications Management.

3 unités parmi les cours suivants

• CPRL 644 Integrated Digital Communications (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Overview

  Public Relations : Preparation of an integrated digital communications campaign with specific focus on social media. Practice strategizing, conceptualizing, creating, implementing and measuring social media campaigns for public relations purposes. Creation of content strategies and calendars, and content for social media campaigns. Data collection, measurement and reporting of social and digital media campaigns.

  Terms: This course is not scheduled for the 2022-2023 academic year.

  Instructors: There are no professors associated with this course for the 2022-2023 academic year.

  • Corequisites: (CPRL 510 and CPRL 520) or (CPRL 610 and CPRL 620)