Although roles vary for those in public relations, there are some common duties that these professionals must fulfill. Among them are:
  • Preparing, developing and executing various public relations strategies;
  • Answering inquiries from media, individuals and other organizations;
  • Researching for, writing and distributing press releases to media organizations;
  • Writing and editing in-house magazines, case studies, speeches, articles and annual reports;
  • Preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and more;
  • Devising and coordinating photo opportunities and press conferences;
  • Maintaining and updating information on the organization’s website

The skills to effectively carry out these tasks are taught through post-secondary Public Relations programs. These undertakings focus on offering students skills in professional writing, research, strategic communications, and social and digital media.

One school that offers a Bachelor of Public Relations Management program is Centennial College. This program, however, is unique in comparison to other similar offerings. That’s because it is a first-of-its kind program in Canada. As such, students attend college-level courses but graduate with a Public Relations Degree. This approach is advantageous for a number of reasons.

Firstly, because it is presented at a college, this program offers students a practical rather than theoretical education. Among the hands-on application students enjoy are real-world projects, which mock tasks that students will have to complete once they graduate and enter the field. Students also partake in a 15-week field placement in the industry. During this time, they work alongside professionals from whom they can learn and build relationships with that may benefit them upon graduation.

Secondly, Centennial College’s Public Relations courses are completely up-to-date and, therefore, cover traditional and modern PR approaches. While ten core business courses are offered in partnership with Centennial’s School of Business and ensure a solid foundation, more specific PR courses allow students to master the skills to navigate today’s digital world — including developing multifaceted social media and integrated online marketing programs.

Additionally, while other PR programs focus strictly on the industry, Centennial College believes it is essential that students get a deeper understanding of today’s complex world. As such, it places a focus on global citizenship, corporate social responsibility and the role communicators play in helping organizations make change.

Lastly, because this PR program Toronto-based offering does teach students key business skills including financial management, organizational behaviour, business law, accounting, and more it gives them a competitive edge in the marketplace. As such, there is a wide range of career options available to graduates. Graduates from the program are prepared to work in a diverse range of careers in organizations including: public relations agencies, corporate communications and investor relations departments, digital marketing companies, not-for-profit sector organizations, and hospitals and healthcare organizations.