Course Description

Organizations, including corporations, government and not-for-profit, understand the important role of strategic communications in their success. This course is for you if you: are a beginning practitioner responsible for communications, work in conjunction with the communications team within your organization, or want to better understand the valuable contributions communications can make to organizations and the community. What is public relations and its various elements? What is its strategic role and how does it fit within a broader communications context, including marketing and advertising, research, and future trends? This course relies on class participation and practical application of learning.

Course Details

Course Objectives

Upon successful completion of this course, you will be able to:

  • Describe public relations as a key management function within any organization
  • Distinguish the role of public relations from those of marketing, advertising and journalism
  • Recognize the basic tools, techniques and activities of public relations, and be able to demonstrate some of these
  • Analyze common organizational issues from a public relations perspective and identify the role of communication in managing issues and achieving organizational goals


It is recommended that students take BMC 119 Public Relations prior to enrolling in any Optional Public Relations courses.

Applies Towards the Following Certificate(s)


Enrol Now - Select a section to enrol in

T, W, Th
8:00AM to 5:00PM
Aug 11, 2020 to Aug 13, 2020
T, W
8:00AM to 5:00PM
Aug 18, 2020 to Aug 19, 2020
Schedule and Location
Delivery Options
Course Fees
Flat Fee non-credit $595.00
Reading List / Textbook


Title: REVEL for Public Relations: Strategies and Tactics
Edition: 11th
Authors: Dennis L. Wilcox, Glen T. Cameron, Bryan H. Reber
Publisher: Pearson
ISBN: 9780134003689

Visit the UCalgary Bookstore at www.calgarybookstore.ca.


Section Notes

Due to the intensive nature of this course, it is recommended that you familiarize yourself with course materials before your first class.

Assignments and group work will be required throughout the course duration and a final assignment may be due after the course has ended.

This course uses Desire2Learn (D2L), an online learning management system. The instructor will post your course outline and other materials in D2L one week prior to the course start date. For more information about D2L, please visit our Online Learning Resources.

Students are expected to attend all sessions.

A $25 fee applies for course withdrawals and transfers. Unless otherwise stated, notice of a withdrawal or transfer from a course must be received at least ten calendar days prior to the start date of the course.

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