CAB399 - Public Relations the Profession and Practice

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Last revision date 2018-05-30 12:58:35.735
Last review date 2018-07-30 09:57:51.457

Subject Title
Public Relations the Profession and Practice

Subject Description
This introductory subject in public relations will present to the students the fundamental tools of public relations as well as provide an understanding of the emerging trends within this field.  Due to rapid and profound changes in globalization and technology, effective public relations have become critical to the survival of most organizations in our society. The need for fast and accurate communication between all corporations and the public has made the practice of public relations essential and has made the vehicle of choice, Facebook and Twitter, Blogs, etc. 
Disseminating messages both ethically and effectively encompasses both the art and the science of public relations practice.  This subject will explore this profession and examine how it is implemented on both a tactical and strategic basis.  The "how? and the ??why? of Public Relations will be stressed in the utilization of all social media. Case studies will be explored that will demonstrate how and why the practice of public relations practice has succeeded or failed.  This will be examined in many areas including media relations, employee communications, not-for-profit, corporate and government relations as well as many others.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Demonstrate an awareness of the fundamental concepts of public relations and how they operate in the world of social media and the integrated communications approach to the programs offered by School of Creative Advertising at Seneca College.
  2. Describe and apply the four models of public relations and understand how they work in the real world of business, media, not-for-profit and community relations etc.
  3. Communicate a comprehension of how effective public relations is achieved first at the tactical and then the strategic level.  Students will do this through the study of public relations case studies and will discuss how they were implemented with Facebook, Twitter etc. and whether or not this was the best tool for getting the job done.
  4. Demonstrate an awareness of the history of public relations and how it has evolved in history to the present day.
  5. Identify the process of public relations from research, to strategic planning and action, through to evaluation.
  6. Differentiate the publics in these fields and apply an understanding of how and what social media tools they choose in order to communicate their messages.
  7. Demonstrate their knowledge in the practice of public relations by making presentations in Government Relations, Nonprofit Organizations, and Corporate Relations and others.
  8. Understand the role that public relations plays within an Advertising Agency and the added value it can offer to client campaigns.
  9. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
  10. Understand the purpose of and effectively meet all deadlines and project requirements.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.