Course

Strategic Public Relations

Faculty
Language, Literature & Performing Arts
Department
Communications
Course code
CMNS 3700
Credits
3.00
Semester length
15 weeks
Max class size
30
Method(s) of instruction
Lecture
Seminar
Course designation
None
Industry designation
None
Typically offered
To be determined

Overview

Course description
This course introduces the fundamentals of strategic communications and public relations practice for the professional communicator. Students will learn communications planning, campaign analysis, public relations writing, and effective communication strategies for crisis communications. Students will also learn about the functions of public relations including media, employee, community, consumer, and government relations.
Course content

1. Strategic Communication Theory

  • define public relations
  • examine the different functions of public relations
  • examine different theories that inform communication and public relations practices
  • describe the key theories of selected PR theorists (Lee, Bernays, Grunig, and others)
  • describe communication channels (for example, paid advertising, media relations)
  • identify potential blocks or barriers to effective communication
  • interpret and assess crisis communication scenarios
  • outline the components of the RACE and ROSIE models
  • explain the role of research in message development and issue identification
  • describe different communication vehicles (for example, brochures, videos)
  • select measurement and evaluation criteria
  • identify target audiences

2. Strategic Communication Practice

  • explain the role of the communication/PR specialist within the organizational environment
  • describe communication and public relations activities and writing tasks
  • evaluate and respond to crisis communication scenarios
  • demonstrate the distinctions between strategy and tactics
  • describe strategies for managing image and reputation
  • write a strategic communication/public relations plan
  • describe the role of internal and external communication for organizations
  • discuss the ethics, law, and responsibility of public relations
Learning activities

Some or all of the following methods will be used:

  • lecture/discussion
  • group work
  • peer review
  • team and individual projects
  • instructor feedback on students’ work
  • individual consultation
  • presentation (individual or group)
  • guest speakers
  • field trips
Means of assessment

Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, good attendance, punctuality, effective collaboration, ability to meet deadlines, presentation skills, and accurate self-evaluation.

Instructors may use a student's record of attendance and/or level of active participation in the course as part of the student's graded performance. Where this occurs, expectations and grade calculations regarding class attendance and participation will be clearly defined in the Instructor Course Outline.

Assessment will be based on course objectives and will be carried out in accordance with the Douglas College Evaluation Policy. An evaluation schedule is presented at the beginning of the course. This is a graded course.

Example evaluation schedule:

Short writing samples (for example, news releases, media advisory)  20%
Media relations/crisis communications assignment 20%
Communication case study 20%
Strategic communication/public relations plan 30%
Attendance/professionalism/participation 10%
Total 100%

 

 

Learning outcomes

Students who successfully complete this course will

1. explain theories and models of strategic communications and public relations

2. describe the role of the communications/PR professional

3. identify and use the strategies, tactics, and techniques of crisis communications and PR programs

4. understand the best practices of the different functions of public relations

5. develop, write, and assess a strategic communications/public relations plan

Textbook materials

A list of required textbooks and materials is provided for students at the beginning of the semester. 

Requisites

Prerequisites

Acceptance into the Post-Degree Diploma in Professional Communication 

OR

Acceptance into the Post-Baccalaureate Diploma in Digital Marketing

OR

A minimum of 45 credit hours including a university-transfer course in English, Communications, or Creative Writing with a grade of B or higher

OR

Permission of the Professional Communication Program Coordinator

Corequisites

None

Equivalencies

No equivalent courses.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

(Current)

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution Transfer details for CMNS 3700
Simon Fraser University (SFU) SFU CMNS 3XX (3)
Thompson Rivers University (TRU) TRU CMNS 3XXX (3)

Course Offerings

Fall 2025

CRN Days Instructor Status
Maximum seats
30
Currently enrolled
0
Remaining seats:
30
On waitlist
0
Building
New Westminster - North Bldg.
Room
N5109
Times:
Start Time
18:30
-
End Time
21:20
Section notes

CMNS 3700 050 is prioritized for Post-Degree Diploma Professional Communication students. Students are encouraged to request permission by contacting Maureen Nicholson at nicholsonm@douglascollege.ca with their student number, program, and registration date.