About Public Relations in Algonquin College

Reputation can be a company`s biggest asset: develop public relations expertise blending theory with practical experience.

The two-year Public Relations Ontario College Diploma program emphasizes professionalism and attention to detail, as well as creative and critical thinking in all public relations activities. In this program, you acquire both theoretical and applied knowledge, and gain real-world experience by working with not-for-profit organizations to help them reach their target audiences.

Learn how to deliver strategically sound, creative and robust public relations solutions, which may include media relations, social media, and event coordination. The program combines theory with hands-on experience in:

• writing
• editing
• visual communications
• time/resource management
• research and measurement
• public speaking
• teamwork
• media monitoring and social listening

You also gain experience in design, content management, social media engagement and business basics. This prepares you for work with:

• all levels of the government
• national associations
• public relations agencies
• private companies
• not-for-profit organizations

Improve your skills throughout the program and gain valuable experience working on the annual charitable fundraising campaign. In the last semester of the program, you put your skills into practice during a 280-hour field placement.

Graduates from this program work across Canada and around the world, and have a thorough understanding of all media channels, from dealing with journalists and other influencers to managing social media campaigns.

Graduates may find employment in:

• public relations
• social media
• communications departments

Graduates may also consider self-employment, freelancing and contract work.

SUCCESS FACTORS

This program is well-suited for students who:

• Are motivated, energetic, creative and flexible.
• Enjoy working in a team environment.
• Are detail-oriented, organized and committed to achieving excellence in their work.
• Possess strong communication and interpersonal skills.

Careers

Graduates may find employment in public relations, social media, or communications departments in corporations, associations, government and not-for-profit organizations. For those with entrepreneurial spirit, freelance, self-employment or contract work may be an option.

Learning Outcomes

The graduate has reliably demonstrated the ability to:

1. Participate in the planning of public relations activities, including the development of clear, measurable communication objectives and project budgets and selection strategies, tactics, tools and resources to support a range of stakeholder relationships and organizational objectives.
2. Support the implementation and management of strategies, tactics, budgets and resources for a range of public relations activities communications and meet activity guidelines and requirements.
3. Write and edit clear, accurate, targeted copy appropriate for the chosen channel(s) and to a specific deadline.
4. Apply visual, audio, multimedia and interactive elements, fundamental design principles and accessibility standards, independently and collaboratively, to support the production of effective, timely communications appropriate for diverse channels and audiences.
5. Use information sources, research tools and results, and analytical skills to support the development of communication objectives, selection and tactics, and measurement of the impact of public relations activities.
6. Engage stakeholders by adapting language, tone and presentation style to the public relations purpose, situation, audience and channel(s).
7. Comply with and support others to work in accordance with relevant professional association and industry codes of ethics, public relations professional standards and practices, and legal obligations, protocols and policies.
8. Keep current with emerging social and economic trends, and local, national and global issues to inform public plans and activities, support organizational effectiveness and stakeholder relationships, and guide ongoing personal professional development.
9. Select and use current and emerging technologies to support the quality and delivery of public relations activities and organizational effectiveness.
10. Use strategies and tools to build and maintain professional relationships to support public relations activities, organizational objectives and career development.
11. Identify and apply discipline-specific practices that contribute to the local and global community through social responsibility, economic commitment and environmental stewardship.

Program Eligibility

• English, Grade 12 (ENG4C or equivalent) with a grade of 70% or higher.

• Applicants with international transcripts must provide proof of the subject specific requirements noted above and may be required to provide proof of language proficiency. Domestic applicants with international transcripts must be evaluated through the International Credential Assessment Service of Canada (ICAS) or World Education Services (WES).
• IELTS-International English Language Testing Service (Academic) Overall band of 6.5 with a minimum of 6.0 in each band; OR TOEFL-Internet-based (iBT)-overall 88, with a minimum of 22 in each component: Reading: 22; Listening 22; Speaking 22; Writing 22.

Should the number of qualified applicants exceed the number of available places, applicants will be selected on the basis of their proficiency in English.

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