Concordia University


Course Code: CEPR 110
Image management. Hype. Spin. Call it what you want, public relations is a $14 billion industry worldwide and with good reason: it works. In this introductory course, you'll learn the fundamentals of PR. You'll examine the role and contribution of PR in advertising and communications. You'll analyze the criteria of a good campaign and take part in a variety of exercises to develop effective PR skills. By the end of the course, you'll have begun your publicist's portfolio with the best of your work. And you'll be itching to do even better.

Your take-away

This course is a great way to help you:
• Understand the difference between PR and marketing;
• Conduct a SWOT analysis;
• Understand the elements of the PR formula - RACE;
• Conduct a thorough analysis of a client and create a backgrounder;
• Write an effective press release with appropriate subject headings;
• Learn how to integrate social media into PR campaigns;
• Recognize the role of ethics and integrity in PR practice;
• Define and demonstrate a thorough understanding of PR.

Our approach

This program brings PR to life through active learning to simulate interconnected, real-world cases, featuring leading PR guest speakers, team projects and group activities. If you've got spin, this is your chance to use it.

Who benefits the most?

• Students exploring studies and/or careers in media, advertising or public relations.
• Anyone who wants to quickly grasp PR principles without lengthy theories.
• Anyone who works in HR or manages other employees or teams.
• C-Suite executives who need to find new ways to get buy-in.
• Business leaders or politicians who need to sway public opinion.
• Entrepreneurs who need to sell their ideas and passion to VCs.
• Managers who want to improve communication and efficiency.
• Corporate employees who want to move into management.
• Anyone who works in media, advertising or PR and wants to broaden their skill-set.
• Employees in marketing, communications or sales.
• Copywriters who want to refine their skills for specific media.
• Anyone considering a career in the public sector or politics.

Alumni discount

Concordia University Undergraduate and Graduate Alumni, based on the information maintained by the Office of the Registrar, are waived from paying registration and late registration fees when enrolling for courses at Concordia Continuing Education. In addition, Concordia University Undergraduate and Graduate Alumni will receive a 10% reduction on their tuition fees. The Alumni discount is automatically calculated when students enroll on-line.

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