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Niagara College Public Relations Curriculum
Term 1:
PREL 9130 Writing Principles
Course Description:
Public relations professionals need superior communications skills to be able
to communicate correctly and effectively in a number of styles for a variety
of purposes for different audiences. In this course, you will be required to
write clear, targeted copy appropriate for a chosen channel, meeting
industry’s standards, often under time and space constraints. Grammar,
revision and style assignments are also elements of this course.
PREL9131 Principles of Public Relations I
Course Description:
This course will provide a basic knowledge of the principles, tools,
techniques and ethics of public relations. You will explore the history and
trends of public relations in North America. Using the RACE formula, SWOT
analysis and SMART objectives, you will create a comprehensive and strategic
communications plan.
PREL 9132 Mass Media & Communications
Course Description:
This course is an overview of the social and communication roles of the
various channels of the mass media. You will analyze and compare the history
and the future of, the strengths and weaknesses of, and the current issues
affecting each medium. You will examine the role of media professionals and
understand their perspective and develop strategies for building and
maintaining good relationships with the members of the media. You will
develop targeted media lists and pitch a real story idea to a professional
journalist. You will also examine and apply the concept of newsworthiness and
analyze media ethics.
PREL 9133 ResearchPR Marketing
Course Description:
This course introduces you to the principles and functions of marketing in
organizations and then investigates the tools and methods of primary and
secondary research in a public relations environment. You will explore
qualitative and quantitative research methods, as well as evaluation methods
and presentation of findings. The group research project forms the practical
basis of this course.
PREL 9236 Community Organization
Course Description:
You will examine contemporary perspectives on personal and professional
growth. By analyzing characteristics of effective interpersonal and
organizational communication, you will develop the skills of professional
communicators. With an emphasis on developing career success strategies, this
course will prepare you for the job search process with the development of a
cover letter, resume and portfolio and participation in mock interviews with
professional PR practitioners.

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PREL 9729 Computer Application DesignI
Course Description:
During this course you will learn computer concepts used in today’s business
environment. Using industry standard software you will learn to create
documents and multi-media presentations to standards acceptable to the
communications industry.
Term 2:
PREL 9230 Advanced Writing
Course Description:
You will complete writing assignments that solve problems or have a specific
objective, for a variety of public relations communications situations: a
feature article, summaries, an annual report analysis, an advertisement and
media communication material including press releases. You will be required
to complete these projects using correct grammar, spelling, punctuation and
diction, with Canadian Press preferences when required; meeting a specific
audience’s needs; and using acceptable and effective persuasive strategies.
You will also complete a number of grammar, spelling and diction assignments.
PREL 9231 Public Relations Principles II
Course Description:
This course will provide an advanced knowledge of the principles, tools,
techniques and ethics of public relations and their application to various
industries/sectors. You will apply various communication techniques to reach
external and internal audiences. To build on your knowledge of strategic
communication planning learned in Public Relations Principles I, you will
apply those skills to “real world” scenarios and crisis situations. Teamwork
and professionalism will be emphasized through group assignments and
projects.
PREL 9232 Social Media Strategies
Course Description:
This course will help learners understand the roles and functions of Public
Relations practitioners within online environments. You will examine what an
organization’s expectations are and how to use this function to support other
departments of the organization. By learning the basics of creating a social
media strategy and the role it plays in today’s media landscape, learners
will understand the importance of socially driven content, and examine the
potential of blogs and wikis. Additional related topics such as branding,
media law and job strategies will also be covered.
PREL 9233 Special Event Development and Management
Course Description:
One of the tools of the public relations practitioner is the special event.
You will learn the theory and the essential components required for
developing and managing special events as they relate to an organization’s
strategic and/or communications plan. You will develop an understanding of
the function, planning, implementation and evaluation of events in both the
corporate and non-profit community. You will have the opportunity to apply

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these principles to a special event that, in teams, you will coordinate and
execute.
PREL 9234 Public Relations ResearchProject
Course Description:
This course is designed to enhance the knowledge you will bring to your
employment search and subsequent careers. You will work independently to
research public relations key contacts, issues, trends, publications and
other sources for a company of your choice. Working in teams, you will also
use a variety of communications tools to show an understanding of the
material presented and perform public relations functions. This will involve
the development and implementation of a variety of actual communications
based initiatives for PR industry clients.
PREL 9673 DesktopPublishing II
Course Description:
During this course you will learn computer concepts used in today’s business
environment. Using industry standard software you will learn to create
documents and multi-media presentations to standards acceptable to the
communications industry.
PRAC 9143 Field Placement - Public Relations
Description:
This 152-hour field placement provides you with the opportunity to apply the
knowledge and skills gained in the Public Relations program. You will benefit
from practical and relevant experience in public relations through structured
and intentional learning opportunities. An Internship Development Officer
will make the arrangements for all internships, in consultation with you, the
faculty and potential internship supervisors. A faculty member will closely
monitor your experience. Only students in Good Academic Standing in all
courses are eligible to proceed to an approved internship.