Corporate Communications

(Co-op)

Program Description

This program is an intensive learning experience designed to graduate a mature, flexible public relations and communications practitioner with excellent management, research, writing, technical, and social skills who can become productive quickly, without excessive supervision in a communications or consulting position.

Qualified students may elect to take a cooperative or non-co-operative education program. The co-operative program is offered over twelve consecutive months in three semesters – two academic and one jobrelated.

The non-co-operative program is offered over eight consecutive months in two academic semesters. The subjects offered in the academic semesters are common to both programs.

Employers and academics in Europe, the USA and most Commonwealth countries now recognize that the practice of public relations (corporate communications) is an applied social science with its own body of vocational knowledge which must be mastered. Increasingly, the practice demands that students and practitioners develop and apply public relations administration skills and the knowledge of how contemporary societies work and interact with commercial, institutional and political issues.

Consequently, to prepare for a career in the field, practitioners acquire a solid grounding in at least one of the following social science majors before studying public relations: political science, economics, history, English literature, sociology, psychology, science, philosophy and business or public administration. The program emphasizes experiential learning.

Consequently, students learn from each other, as well as from the professors. It is vital to select a program that offers the skill set and perspective that will help you achieve your career goals. It is just as important to choose a program that is suited to your learning style. Seneca’s program emphasizes public relations research, a global perspective and active learning. Students must be prepared to work productively and closely with each other and with the professors.

In addition to tuition and living expenses, students should budget approximately $1,200 for textbooks and $500 for incidentals associated with various class and research activities.

Admission Requirements

Program Eligibility:

• Applicants must have a degree or three year diploma from a recognized college/university.
• English proficiency at the college level.

Applicant Selection:

• Applicants will be selected on the basis of their previous scholastic record; work record, if applicable; a brief (400 word maximum) statement of interest in a career in public relations; and a writing test. Because the number of applicants exceeds the number of places available, only those applicants who can demonstrate ability in successful self-management, self-directed learning, professionalism, and the highest likelihood of success will be considered. Selected applicants should have a computer, programmed with contemporary word processing and spreadsheet programs, and a printer.

Your Career

Graduates are prepared for public relations management careers in business, government agencies, public relations consultancies, investor relations consultancies, professional associations, government relations consultancies and non-profit organizations. These organizations require articulate and effective communication practitioners and managers with excellent managerial, strategic planning, writing, speaking, technical and social skills. Initially, many graduates accept entry-level public relations and promotional positions before moving on to communication careers in such areas as issues management, crisis communication, employee relations, media relations, financial communications and investor relations, government relations, speech writing, special event planning and spokesperson training. Some graduates apply the knowledge gained in this program to careers other than public relations.

Other Information

Note: Seneca’s Corporate Communications Program is the only public relations program in Canada and one of only 14 in North America to be certified by the Public Relations Society of America (PRSA), the world’s largest professional organization for public relations practitioners, based in New York.

It is also officially recognized by the Canadian Public Relations Society and the International Association of Business Communicators.

The curriculum has been developed based on recommendations and standards of the PRSA and the International Public Relations Association (IPRA). IPRA, a group of senior public relations practitioners from 100 countries is based in London, England. It actively engages in research. It conducts an international Congress every three years, with the aim of advancing public relations practice and education on a global level. Seneca’s program is guided by the recommendations of the IPRA International Commission on Public Relations Education. The training of students for the public relations profession implies curricula and internships that equip them for the kind of future environment in which they will be working, not just that which exists today.

Study in Europe

Corporate Communications students have the option of completing their second semester at a “Seneca partner” college or university in Belgium or Holland. We have exchange opportunities that allow our students to study corporate communication abroad for one semester for no additional tuition fees, while receiving full credit toward graduation from Seneca. A limited number of places is available each year and students may be selected by the promotion committee.

Begin Your Master's Degree at Seneca

After you graduate from the Corporate Communications Program, you may be eligible to continue your studies at one of our partner universities, and receive a Master’s degree in public relations in as little as four months. Several universities recognize our program’s international reputation for excellence, and award advanced standing for up to 50 percent of their program. Our partner universities are: the University of Western Sydney, Edith Cowan University, and RMIT University in Australia; University of Central Lancashire in England; University of Stirling in Scotland; Rutgers University in the U.S.A.; and Cape Peninsula University in South Africa. Central Lancashire and Cape Peninsula University offer their Master’s degrees by distance education, with a short residency period.

Diploma to Degree ...and Beyond

Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit at other post-secondary institutions.

Canada

U.S.

International

Curriculum

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