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)


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May 04, 2021 to Aug 02, 2021
Delivery Options
Course Fees
Flat Fee non-credit $595.00
Reading List / Textbook

Title: Public Relations
Edition: 2020
Authors: Tom Kellehar, Anne Marie Males
Publisher: Oxford University Press
ISBN: 9780199029914

Visit the UCalgary Bookstore at www.calgarybookstore.ca

Section Notes

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

Unless notified, all online courses are available at 9 am MT the day before the start date. Students who register on (or after) the start date will receive access within one day of registration.

Unless otherwise stated, notice of withdrawal or transfer from a course must be received at least seven calendar days prior to the start date of the course.

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