This is an ARCHIVED version of the Kwantlen University College Calendar for
2003-2004 and is provided for historical reference only. See the current version of the
Calendar for updated information.
The on-line version of the University College Calendar is the Official version. In the event of conflict between the printed version and the online version, the on-line version will prevail.
Effective date of this program calendar information, unless otherwise indicated, is Sept. 1, 2003 to Aug. 31, 2004.
Public Relations
Offered at Richmond Campus
Start date: September
Full-time
Diploma
Description
The influence of savvy advocacy groups, the demand to build loyal customer loyalty and be socially responsible, coupled with the sheer speed of systemic change in today's business environment, is challenging public relations professionals to be interpreters of stakeholders' wants and needs, as well as strategic advisors to all levels of management.
The Public Relations Diploma Program has responded to this challenge by training the next wave of public relations professionals who will be known not only for their technical expertise, but also for their skill as problem-solvers - strategic thinkers who apply the theory and practice of communications and create a corporate culture based on teamwork and collegial approaches.
The two-year program will appeal to people who are looking for advanced public relations training in strategic analysis, issues management, communications planning, PR writing, media relations, speech writing, multimedia and web design, stakeholder relations, and ethics. Strong writing skills are emphasized in every course.
To keep pace with rapid changes in the industry, Kwantlen provides a solid foundation in communications theory blended with practical, hands-on work experience and a field placement in a public relations environment. The program works closely with the professional public relations community. Our faculty is drawn from industry and includes full and part-time instructors who are public relations professionals.
Career Opportunities
The Public Relations Diploma Program and Kwantlen University College prepares future communications professionals for public relations management careers in business, government agencies, public relations consultancies, professional associations, and nonprofit organizations.
Graduates work in a variety of communications positions, including communications research and planning, issues management, public relations writing, media relations, special events planning, advertising, government relations and public affairs, and multimedia communications.
Kwantlen's Public Relations program has incurred a high rate of employment of its graduates in a variety of positions within the field. Examples of employment positions attained by recent graduates include Communications Manager, Media Relations Specialist, and Public Relations Consultant.
Student Profile
Many applicants are mature students who are making a career change while others are recent high school graduates. Some students enter the program with post-secondary experience or university degrees and are seeking specific marketable skills, or changing career direction. Students accepted into the Public Relations program must have a high level of communication skills, both written and verbal. Depending on their background, advance standing can be granted for work done or skills learned elsewhere.
Industry personnel who wish to take specific courses or courses on a part-time basis to complement their job skills may do so with permission of the Program Coordinator, application deadlines to the program and English language entrance requirements apply. Some course prerequisites may be waived based on work experience. Contact the Program Coordinator for further information.
Admission Requirements (pending approval)
Applicants are encouraged to apply as early as possible because admission is based on date of application once the applicant has met entrance requirements.
Because writing is a fundamental component of Public Relations, applicants must complete a Language Proficiency Index (LPI) with level 5 with an Essay score of 30 or Kwantlen English Placement Test (EPT) for placement into ENGL 1100 or 1110 or a University Transfer (UT) English course with a C grade or higher.
Applicants must also provide the following by the application deadline:
résumé
proof that they have interviewed at least three people currently working as public relations or corporate communications professionals.
a 500-word statement that details what they learned in their interviews and tells why they are interested in a career in public relations.
interview with members of the faculty and/or Public Relations Advisory Committee.
These criteria are required to ensure that the aspirations of applicants are realistic in light of the demands of the workplace and of the program. Applicants will be evaluated based on these criteria.
Note: A lack of basic writing skills or computer skills will hold the student back, so applicants are urged to upgrade this area before starting the program. When the paperwork is complete, applicants will be invited to attend an orientation session in late April or May at Kwantlen's Richmond Campus, where the program is based. The purpose of this session is to provide an opportunity to meet faculty, ask questions about the program, and to explore what the program entails. Arrangements will be made to accommodate out-of-town applicants.
Content
The Public Relations program is organized into four semesters and carries 60 college credits. During the first year, students concentrate on general knowledge and on developing the basic skills, work habits and attitudes they need to succeed both as students and as professionals.
In the second year, students concentrate on further developing what they have learned and applying it in a variety of projects for clients and an off-campus work experience practicum.
During their two years of study, students will:
develop a broad knowledge base through course work which covers areas such as media and audiences, communications theory, legal and ethical issues, and marketing.
be introduced to basic concepts common to all forms of mass communications through a series of first- and second-year courses that focus on the place of communications in Canadian society.
be provided with training in specific skill areas such as the use of computers, editing, interviewing, news and feature writing, photography, visual design and project management.
develop sound work habits such as effective time management, working with others and insistences on quality through the structuring of appropriate objectives and standards in the courses.
develop appropriate attitudes through exposure to the legal, ethical and societal constraints under which they will be expected to function.
Required Courses
PRLN 1120 Public Relations Writing I
PRLN 1130 Public Relations Research
PRLN 1140 Computer Skills I
PRLN 1150 Public Relations Practice
JRNL 1100 Explorations in Mass Comm.
JRNL 1141 Visual Design with Computers
PRLN 1210 Electronic Media Strategies
PRLN 1220 Writing for Newspapers & Features
PRLN 1236 Visual Presentations
PRLN 1240 Computer Skills II
PRLN 1241 Organizational Communications
MRKT 1199 Introduction to Marketing
PRLN 2310 Issues Management & Crisis Response
PRLN 2320 Public Relations Writing II
PRLN 2330 Event Management
PRLN 2350 Public Relations Advertising
JRNL 2301 Media and Audiences
PRLN 2450 Public Relations Management
PRLN 2460 Stakeholder Relations
PRLN 2476 Work Experience
JRNL 2401 Ethics and the Media
Work Experience
Students gain hands-on experience during a weekly practicum and a four-week (full-time) work experience in the Public Relations industry, prior to graduation. These work experiences provide opportunities for observation and application of previously studied theories and methodologies and assist with the transition of the graduates from college to the workplace.
Graduation
Upon successful completion of this program, students will be awarded a Diploma in Public Relations. Graduates may also wish to pursue Kwantlen's Bachelor of Applied Journalism or Bachelor of Business in Entrepreneurial Leadership (bridging courses apply - see calendar information under those areas).
Advisory Committee
Patricia Bowles, Communications Consultant
James Hoggan, James Hoggan and Associates
Gordon Keast, President, Chalice communications Inc.
Sarah Kirby, 2nd year Public Relations student
Jane MacCarthy, ME JANE Marketing Communications
Lesley Macgregor, Director of External Affairs, Institute of Chartered Accountants of B.C.
Don Maclachlan, Director of Communications, The Vancouver Sun/The Province, Pacific Newspaper Group Inc.
Amanda Malone, 2nd year Public Relations student
Kelly Millin, Marketing Director
Tarina Palmer, Public Relations Counsel, NextPhase Strategy (formerly Ullrich Schade and Associates)
Stephen Rybak, Public Affairs Corporate Communications
Jacalyn W. Soo, Director, Mind Over Matter Marketing Communications
Eli Sopow, Senior Issues & Communications Strategist to the Deputy Commissioner, Pacific Region, Royal Canadian Mounted Police (RCMP)
Doug Strachan, Communications Consultant
Carol Sutton, President, CJS Communications Inc.
Public Relations Faculty
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