Graduate Certificate in Public Relations Management

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1 Graduate Certificate in Public Relations Management Looking for more Public Relations/Communications know-how? If you are a manager who is frequently called upon to take on or supervise public relations and communications functions in your organization and have completed a Bachelor s in Commerce or a Masters in Business Administration (or equivalent), the Graduate Certificate in Public Relations Management (PRM) is designed for you. This program will provide you with specialized public relations management knowledge to enhance your career prospects. Organizations, whether in the private, public or not-for profit sector, are facing an increasing need to communicate strategically with their stakeholders employees, media, local community, shareholders, government regulators and many others on whom their success, even existence, depends. Transparency is being demanded publicly in matters of governance, financial reporting, social responsibility, and client services, to name but a few. Managers who are able to understand communication principles and the rapidly evolving context of their organization s stakeholders are better placed to participate in strategy and planning. They can use their strong communication knowledge and techniques to earn cooperation and support from a wide range of groups. How can a McGill s PR Programs prepare you for more responsibility in your organization s communications strategy? The Graduate Certificate in Public Relations Management program offers students an opportunity to gain knowledge in the fundamental and most frequently applied areas of specialization in public relations, either to enhance their communication effectiveness or because they need to supervise or work closely with communicators in their workplace. While some skills are taught, major emphasis is placed on the strategic aspects of public relations. Students intending to follow a public relations career are advised to take the Diploma in Public Relations Management in order to equip themselves more fully for professional practice. Concentration courses in the Diploma program are the same ones offered to career-track PR students, giving management students the opportunity to share their learning experience with future public relations professionals. In addition, instructors are all experienced, active practitioners in the field who will introduce students to guest speakers and real projects from a wide range of industry sectors. Graduate Certificate in Public Relations Management Last updated: July 14,

2 Which of McGill s Public Relations Management programs is for you? Which of the McGill offerings in Public Relations Management programs is right for me? Do you have a Bachelor s Degree? NO Certificate in Public Relations [30 credits] YES Certificate in Public Relations [30 credits] Is your CGPA* 3.0/4.0 or above? NO Diploma in Management (Public Relations Concentration) [30 credits] YES Have you received a Bachelor s Degree in Commerce or an MBA (or equivalent)? NO Diploma in Management (Public Relations Concentration) [30 credits] Diploma in Public Relations Management [30 credits] YES Graduate Certificate in Public Relations Management** [15 credits] Diploma in Public Relations Management [30 credits] Note: *CGPA = Cumulative Grade Point Average **Program designed for Managers. Diploma in Management (Public Relations Concentration) [30 credits] Graduate Certificate in Public Relations Management Last updated: July 14,

3 The Program The Graduate Certificate in Public Relations Management consists of four required three-credit courses and one three-credit complementary course. Classes are offered once a week for 13 weeks and are generally from 6 p.m. to 9 p.m. Courses can be taken in the Fall, Winter, Spring and Summer sessions. Classes in the Spring and Summer sessions may be given in less than 13 weeks. Not all courses are offered every semester. The graduate certificate s program requirements are: 4 Required courses: CPRL 510 Fundamentals of Public Relations CPRL 520 Applied Public Relations Communication CPRL 530 Internal Stakeholder Communication CPRL 531 Media Context and Applications 1 Complementary course from: CGM2 510 Project Management: Tools and Techniques CPRL 515 Fund-Raising and Philanthropy CPRL 532 Public Relations Event Management CPRL 535 Government Relations and Public Opinion CPRL 542 Financial Communications CPRL 543 Diversity and Community Relations Graduate Certificate in Public Relations Management Last updated: July 14,

4 Course Sequence Graduate Certificate in Public Relations Management CPRL 530 Internal Stakeholder Communication CPRL 535* Government Relations and Public Opinion CPRL 510 Fundamentals of Public Relations CPRL 520 Applied Public Relations Communications CPRL 531 Media Context and Applications CPRL 543 Diversity and Community Relations CPRL 532 Public Relations Event Management CPRL 542 Financial Communications CPRL 515 Fund-Raising and Philanthropy CGM2 510 Project Management:: Tools and Techniques NOTE: Required Course Complementary Course Note: CPRL 535** has CPRL 531 as the only pre-requisite. Pre-requisite to course To obtain information on course offerings, please refer to the interactive timetable at Graduate Certificate in Public Relations Management Last updated: July 14,

5 Course Descriptions CMG2 510 Project Management: Tools and Techniques None Focus on main concepts and theories of project management from initiation to close-out. Topics include: project life cycle, planning, scheduling, implementing, monitoring, controlling, close-out and ethics. The concepts presented apply to projects of various sizes, types and degrees of complexity. CPRL 510 Fundamentals of Public Relations None Survey and history of public relations practice, its various sub-specialties and its role in the organizational structure. Theories of communication and applications of theoretical knowledge in the field. Recent trends and best practices in both private and not-for-profit sectors. Professional ethics and associations. CPRL 515 Fund-Raising and Philanthrophy None The organization as donor and as fund-raiser. Social, legal and regulatory context of fund-raising and corporate giving. Role and structure of foundations, government agencies and other donor organizations. Corporate community support. Fund-raising campaigns (planning and methods), donor relations, working with volunteer leadership, information management, ethics and accountability. CPRL 520 Applied Public Relations Communication Pre-requisite: CPRL 510 Fundamentals of Public Relations Identification, analysis and solution of communication problems in a variety of public relations contexts. Emphasis on planning, audience, research, content, effectiveness, language, editing and design of communication tools. Practical approaches to print and Internet communication, oral presentations, and writing for media. CPRL 530 Internal Stakeholder Communication CPRL 510 Fundamentals of Public Relations and CPRL 520 Applied Public Relations Communication Communication with the full range of internal stakeholders, including employees, management, Board, volunteers and foundations, as well as audiences specific to the organization such as patients, students, members, etc. Topics include organizational culture, labour relations, mobilization of stakeholders and issues/change management (i.e. mergers, acquisitions, partnerships). Graduate Certificate in Public Relations Management Last updated: July 14,

6 CPRL 531 Media Context and Applications CPRL 510 Fundamentals of Public Relations and CPRL 520 Applied Public Relations Communication Context in which media operate (regulation, ownership, practical constraints). Building relationships with journalists. Media theory and current trends in media uses and technology. Strategies and tools for communicating through media, including message development, spokesperson training and media events. Crisis and risk communications. CPRL 532 Public Relations Event Management CPRL 510 Fundamentals of Public Relations and CPRL 520 Applied Public Relations Communication Management of events in support of strategic organizational objectives for relations with investors, clients, employees, government, media or community. Special events as part of public awareness or fund-raising programs. Topics include planning, budgeting, financial support, logistics, protocol, working with suppliers and partners, promotion and evaluation. CPRL 535 Government Relations and Public Opinion Pre-requisite: CPRL 531 Media Context and Applications Government relations for organizations, at both the political and public service level, including lobbying, advocacy, and regulatory issues. Coalition building. Public opinion from a variety of angles, such as research methods and theory, as well as its relation to government and to information media. Media and democracy. CPRL 542 Financial Communications CPRL 530 Internal Stakeholder Communication and CPRL 531 Media Context and Applications Nature and function of capital markets, regulations of public trading, decision-making by institutional and retail investors and the role of the analyst. Functions of the financial communicator: road shows, financial statements, press releases, corporate presentations, annual reports and shareholder meetings. Corporate governance issues. CPRL 543 Diversity and Community Relations CPRL 530 Internal Stakeholder Communication and CPRL 531 Media Context and Applications Managing the relationships of organizations with local and cultural communities, including neighbours, grass roots associations, local government, and local and ethnic media. Areas of concern range from diversity within the workplace and trans-cultural leadership to globalization issues. Applications include town hall meetings, plant tours, neighbourhood events and community investment strategies. Graduate Certificate in Public Relations Management Last updated: July 14,

7 Admission Requirements 1. Bachelor Degree in Commerce (or equivalent) as approved by the Graduate and Postdoctoral Studies Office, and have a minimum cumulative grade point average (CGPA) of 3.0/4.0 or a CGPA of 3.2/4.0 for the last two full-time academic years. 2. If your CGPA is lower than the above requirement, please submit the following for consideration with your application, official transcript. Letter of Intent: A letter, 1 to 2 pages in length single-spaced, written in English or French, which addresses the following: basis for interest in the program; your knowledge that would be pertinent to the program; your interest in the field of study and the reasons for applying to our program plans for integrating the training into your current or future career; a description of your professional experience and its relevance, if applicable, to the program awards received or other contributions; any additional information relevant to your application. Curriculum Vitae Two Letters of Reference: At least one should be from a current or former employer. Supporting documents should be delivered to: Student Affairs Office Admissions & Convocation Centre for Continuing Education 688 Sherbrooke Street West Room 1125 Montreal, QC H3A 3R1 Canada 3. If you have studied outside of Canada, you are required to request an evaluation of your degree called Évaluation comparative des etudes effectuées hors du Québec, from MRCI. For further details you may contact their office at: (514) or visit them on the web at: If you have completed an undergraduate degree from a recognized university outside of Canada and are applying to this program for which a minimum CGPA is required, please visit the following website for International Degrees CGPA calculation: Note: Students without a Bachelor s Degree in Commerce (or equivalent) may be able to enroll for a Diploma in Management. For more information, please visit: Graduate Certificate in Public Relations Management Last updated: July 14,

8 Language Requirements In addition to meeting the academic requirements, applicants whose primary language is not English must write a proficiency test regardless of citizenship. Applicants who have completed any of the following are considered to have sufficient proof of proficiency in English and are not required to write a proficiency test: Completed both a Sec V and a Diploma of Collegial Studies (DEC) at an English Language CEGEP in Quebec; Completed Secondary V or a DEC at a French CEGEP in Quebec; Completed a French Baccalaureate - Option Internationale (British or American section)? Mother tongue/first language is English and you have completed the last five years of study in a French Baccalaureate International Option program, or in a French Lycée located in an English speaking country; The last five years of study (preceding application) have been at a learning institution where English is the main language of instruction (including applicants taught in English in Kenya, Liberia and Singapore); Complete the British Curriculum A-Level English with a final grade of B or better; Completed course English A1 (Higher or Standard level) in the International Baccalaureate with a final result of 5 or better; Completed the British Curriculum GCSE / IGCSE / GCE O-Level English, English Language, English First Language, or English as a Second Language with a final grade of 'B' or better; All other applicants to Career and Management Studies must demonstrate proficiency in English, using one of the following six options: Test of English as a Foreign Language (TOEFL) with a minimum score of 233 (computer based) or a minimum score of 577 (paper-based version) or composite score of 90 with a minimum individual component score of 21 (internet-based TOEFL (ibt). Website: To ensure that your TOEFL and APIEL results are forwarded directly to Concordia University, you must indicate the Institution Code at the time of writing the test: McGill CCE Test of English Language Proficiency (McGill CCE-TELP) with a Category A result. McGill Certificate of Proficiency in English. University of Michigan English Language Test (MELAB) with a minimum mark of 85%. Website: International English Language Testing System (IELTS) with a band score of 6.5 or better. website: APIEL (Advanced Placement International English Language) with a minimum score of 4. Website: Graduate Certificate in Public Relations Management Last updated: July 14,

9 Admission Procedures You can apply for admissions to the Graduate Certificate in Public Relations Management online at The application fee is $65 (non-refundable). You must also provide several pieces of supporting documentation in order for your application to be processed. For more information, please visit: Application deadlines are: February 1 (Spring semester), June 1 (Fall semester), and October 1 (Winter semester). Please note that students who do not register within one year from their date of acceptance will be required to reapply. A student not wishing to be admitted to the program or who has applied for admission but has still to be accepted may register as a Special student in individual courses on a selected basis provided they have the necessary prerequisites and meet the admission requirements. For more information on Special Student registration, please visit: Graduate Certificate in Public Relations Management Last updated: July 14,