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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 1250 Strategic Writing for Communication (3,0,0) CMNS 1250 Strategic Writing for Communication (3,0,0)Credits: 3 credits Students learn the core principles and skills of strategic writing essential for the professional communicator. They develop techniques in stakeholder and situation analysis, message planning, editing, ethical research, and document design, and apply these techniques to writing scenarios related to public relations, advertising, marketing, business, and government/institutional communication. Students gain practical skills in writing for the web and social media and consider the challenges of writing for an integrated media environment. Finally, students consider key issues in professional communication, including ethical communication and communicating with attention to equity, diversity, and inclusion. |
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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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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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. |
CMNS 2550 Introduction to Public Relations (3,0,0) CMNS 2550 Introduction to Public Relations (3,0,0)Credits: 3 credits In this introductory course, students consider the core principles and practices integral to the field of Public Relations. They explore the history and changing trends and practices of this professional field, examining key theories and models, the impact of innovations in media, and the role of social responsibility and cultural contexts. Students critically apply best practice strategies and techniques to assess case studies and produce components of an introductory-level press release or social media strategy. |
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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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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TMGT 1150 Tourism and Services Marketing (3,0,0) TMGT 1150 Tourism and Services Marketing (3,0,0)Credits: 3 credits This course explores the role, concepts and principles of marketing within the tourism industry. It examines market research and planning, product pricing and costing, packaging, promotion, service as a primary product, advertising methods, target marketing, factors in consumer preference and assessment of guest satisfaction.
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| Students are encouraged to choose 8 lower level electives from a wide range of areas inside and outside the program. A minimum of 18 credits must be outside CMNS and JOUR. In making these choices, students should be mindful of their general education requirements and prerequisites for upper level electives. Contact program advisor for support. |
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 two additional courses from the Public Relations Category, using this list or by program advisor approval: CMNS 3050, CMNS 3230, CMNS 3240, CMNS 3250, CMNS 3500, CMNS 3540, CMNS 4240, JOUR 3700. |
| Select any 5 upper-level CMNS, JOUR or FILM courses from across the programs. In selection, students should be mindful of their choices for General Education requirements. |
| Students are encouraged to choose 9 upper level electives from a wide range of areas inside and outside the program. A minimum of 18 credits must be outside CMNS and JOUR. In making these choices, students should be mindful of their general education requirements. |
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.
| In year one, complete the 5 Year One Required courses. Aim to take CMNS 1250 and ENGL 1100 in different semesters. |
| For the remaining course selection, select up to an additional 5 lower level open electives. These can be in any area of study, including additional communication or journalism courses. |
| Look carefully at the course schedule for the year before registration. Some courses are only offered once a year, in the Fall or Winter term, and not both. |
| Students are encouraged to select open electives that fulfill needed general education requirements. For example, the lifelong learning ILO can be met with POLI 1110 or PSYC1110; the social responsibility ILO can be met with ORGB 2810 or CMNS 2160; and intercultural awareness ILO can be met with ORGB 2810 or CMNS 1150. Check your program advising form or DegreeWorks to help with selections. Or contact your program advisor. |
| In year two, complete the 4 Year Two Required courses and the 3 Events/Marketing required courses. Contact your program advisor for waivers to register in the EVNT classes. |
| Look carefully at the course schedule for the year before registration. Some courses are only offered once a year, in the Fall or Winter term, and not both. |
| For the remaining course selection, select up to an additional 3 lower level open electives. These can be in any area of study, including additional communication or journalism courses. |
| Students are encouraged to select open electives that fulfill needed general education requirements. For example, the lifelong learning ILO can be met with POLI 1110 or PSYC1110; the social responsibility ILO can be met with ORGB 2810 or CMNS 2160; and intercultural awareness ILO can be met with ORGB 2810 or CMNS 1150. Check your program advising form or DegreeWorks to help with selections. Or contact your program advisor. |
