Course

Strategic Public Relations

Faculty
Language, Literature & Performing Arts
Department
Communications
Course code
CMNS 3700
Credits
3.00
Semester length
15 weeks
Max class size
30
Method(s) of instruction
Lecture
Seminar
Online
Hybrid
Typically offered
To be determined

Overview

Course description
This course introduces the fundamentals of strategic communications and public relations practice for the professional communicator. Students will learn communications planning, communications campaign analysis, public relations writing, and effective communication strategies for crisis communications scenarios. Students will also learn about the functions of public relations including media, employee, community, consumer, and government relations.
Course content

1. Strategic Communication Theory

  • define public relations
  • examine the different functions of public relations
  • examine different theories that inform communication and public relations practices
  • describe the key theories of selected PR theorists (Lee, Bernays, Grunig, and others)
  • describe communication channels (for example, paid advertising, media relations)
  • identify potential blocks or barriers to effective communication
  • identify crisis communication scenarios
  • outline the components of the RACE and ROSIE theories
  • explain the role of research in message development and issue identification
  • describe different communication vehicles (for example, brochures, videos)
  • select measurement and evaluation criteria
  • identify target audiences

2. Strategic Communication Practice

  • explain the role of the communication/PR specialist within the organizational environment
  • describe communication and public relations activities and writing tasks
  • evaluate and respond to crisis communication scenarios
  • demonstrate the distinctions between strategy and tactics
  • describe strategies for managing image and reputation
  • write a strategic communication/public relations plan
  • classify the different functions of public relations practice
  • describe the role of internal and external communication
  • discuss the ethics, law, and responsibility of public relations
Learning activities

Some or all of the following methods will be used:

1. lecture/discussion

2. group work

3. peer review

4. team and individual projects

5. instructor feedback on students’ work

6. individual consultation

7. presentation (individual or group)

8. guest speakers

9. field trips

Means of assessment

Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, good attendance, punctuality, effective collaboration, ability to meet deadlines, presentation skills, and accurate self-evaluation.

Evaluation is consistent with the Douglas College Evaluation Policy and will be based on this general format:

Short writing samples (for example, press releases, media advisory)  20%
Media relations assignment 20%
Crisis communication case study presentation 20%
Strategic communication/public relations plan 30%
Professionalism/participation (as defined above) 10%
  100%
Learning outcomes

Students who successfully complete this course will be able to:

1. explain the theory and models of strategic communications and public relations

2. describe the role of the communications/PR professional

3. identify and use the strategies, tactics, and techniques of crisis communications and PR programs

4. understand the best practices of the different functions of public relations

5. develop, write, and assess a strategic communications/public relations plan

Textbook materials

Texts may include a current edition of Fraser Seitel’s The Practice of Public Relations.

Requisites

Prerequisites

Acceptance into the Post-Degree Diploma in Professional Communication 

or a minimum of 45 credit hours including a university-transfer course in English, Communications, or Creative Writing with a grade of B or higher

or permission of the Professional Communication program coordinator

Corequisites

No corequisite courses.

Equivalencies

PRFU 2370

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

(Current)

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution Transfer details for CMNS 3700
Simon Fraser University (SFU) SFU CMNS 3XX (3)
Thompson Rivers University (TRU) TRU CMNS 3XXX (3)

Course Offerings

Winter 2025

CRN Days Instructor Status
Maximum seats
30
Currently enrolled
30
Remaining seats:
0
On waitlist
4
Building
New Westminster - North Bldg.
Room
N5109
Times:
Start Time
9:30
-
End Time
12:20
Section notes

CMNS 3700 001 is prioritized for Post-Degree Diploma Professional Communication students. Students may request permission by contacting Maureen Nicholson at nicholsonm@douglascollege.ca. with student number, program, and registration date.