Contrary to popular belief, professionals who work in public relations management aren't just tasked with putting out fires when their clients do something controversial. The field is actually split into public relations management and corporate communications.

The good news is that it takes just one Public Relations Degree to be equipped with the knowledge to carry out duties in both roles. These duties include:

Public Relations:
  • Developing PR strategies, campaigns, and initiatives to improve pubic perception of company.
  • Releasing promotion literature to the media about new products, events, etc.
  • Responding to information queries from media and the general public.
  • Writing press releases and media kits.
  • Managing an organization's reputation with the public in general and clients.

Corporate Communications:
  • Creating company literature and other forms of communication.
  • Copyediting, proofreading, and revising communications.
  • Recommending, implementing and maintaining site design and operation.
  • Planning and delivering education courses and materials.
  • Identifying, developing and executing communications strategy for key media contacts and customer references.
  • Coordinating scheduling and logistics.
  • Preparing agendas and conduct research.

While Ontario post-secondary institutions offer many Public Relations programs, Centennial College offers a first-of-its kind program in Canada. The Bachelor of Public Relations Management undertaking is geared to those whom have completed an Ontario Secondary School Diploma (OSSD) or equivalent; at least six Grade 12U, Grade 12M, or OAC credits with an overall average of 65 percent or higher (courses must include: English Grade 12U; final grade 70 percent or higher).

Once they are accepted into this Bachelor of Public Relations undertaking, students study from Progress Campus, which works to their advantage as it is centrally located and allows for effective professional networking. The location is additionally beneficial since students in this offering enjoy a field placement experience during the final semester and the campus is close to a range of top-notch companies. This opportunity allows them to apply their college lessons to the real world, meet professionals in the field who may become part of their professional network and enhance their resume.

However, before heading out on placement, students attend a complete range of Public Relations courses that cover everything from ten core business topics (offered in partnership with Centennial's School of Business) to professional writing, research, strategic communications and social and digital media. The inclusion of ten core business courses is unique in that other PR programs strictly focus on just PR functions. Additionally, Centennial College's offering also stands out thanks to its strong focus on the digital area of PR, which is quickly becoming a dominant area of the field. Students learn the skills to navigate today's digital world including developing multifaceted social media and integrated online marketing programs.

This respected PR program Toronto has to offer allows students to apply for roles in a diverse range of organizations, among which are: public relations agencies, corporate communications and investor relations departments, digital marketing companies, not-for-profit sector organizations as well as hospitals and healthcare organizations.