PR, Marketing & Strategic Communications Management Diploma

Become a highly-skilled communicator ready to take on public relations in both corporate and not-for-profit environments. With a broad foundation of PR and marketing-specific knowledge, this program emphasizes best practices, tackles current and emerging issues, and develops the skill set to be a leader in the field.

What You’ll Learn

• Identify, analyze and influence organizational objectives, communications strategies and key interest groups.
• Guide management on key business and policy decisions.
• Develop public relations strategies that create awareness and favourable perception, and/or promote your products and services and set measurable objectives from which to evaluate their effectiveness.
• Build collegial and cooperative relationships with a variety of public interest groups, internal and external clients, and the media.
• Design and implement a media relations strategy expanding your visibility in the community.
• Analyze consumer buying patterns, employ marketing tools and research methodologies to determine environmental and competitive factors affecting products and services, and develop new products and/or services meriting consumer interest and increasing market share.
• Master public relations communications writing template including: a well-tooled press kit, news releases, annual reports, newsletters, brochure content, and personality profiles.
• Plan and direct the crisis and change management process.
• Coordinate and prepare material for internal and external promotional publications, including planning articles, editing copy, supervising print preparation, distributing publications.
• Gain an understanding of digital communication technologies, their impact in traditional approaches to public relations and marketing, and how to adapt print-based collaterals for this new medium.
• Exercise sound financial decision-making and budgeting skills.