Lecture 2 hours/week
Seminar 2 hours/week
Some or all of the following methods will be used:
- lecture/discussion
- group work
- peer review
- team and individual projects
- instructor feedback on students’ work
- individual consultation
- presentation (individual or group)
- guest speakers
- field trips
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
- interpret and assess crisis communication scenarios
- outline the components of the RACE and ROSIE models
- 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
- describe the role of internal and external communication for organizations
- discuss the ethics, law, and responsibility of public relations
Students who successfully complete this course will
1. explain theories 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
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.
Instructors may use a student's record of attendance and/or level of active participation in the course as part of the student's graded performance. Where this occurs, expectations and grade calculations regarding class attendance and participation will be clearly defined in the Instructor Course Outline.
Assessment will be based on course objectives and will be carried out in accordance with the Douglas College Evaluation Policy. An evaluation schedule is presented at the beginning of the course. This is a graded course.
Example evaluation schedule:
| Short writing samples (for example, news releases, media advisory) | 20% |
| Media relations/crisis communications assignment | 20% |
| Communication case study | 20% |
| Strategic communication/public relations plan | 30% |
| Attendance/professionalism/participation | 10% |
| Total | 100% |
A list of required textbooks and materials is provided for students at the beginning of the semester.
Acceptance into the Post-Degree Diploma in Professional Communication
OR
Acceptance into the Post-Baccalaureate Diploma in Digital Marketing
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
None
None