|Duration:||2 semesters (1 Year)|
|Start Dates:||Fall, Winter, |
Start dates are subject to change. Twelve-month Co-op Education (CCMC) and eight-month regular (CCM) programs are available.
|Credential Awarded:||Ontario College Graduate Certificate|
This program is an intensive learning experience that will prepare you to be a flexible public relations and communications practitioner with excellent management, research, writing, technical, and social skills. You’ll be capable of working independently and becoming productive quickly in a communications or consulting position.
Employers and academics in Europe, the USA and most Commonwealth countries now recognize that the practice of public relations (corporate communications) is an applied discipline grounded in its immediate social context. To succeed in the field, practitioners need to develop and apply public relations administration skills and the knowledge of how contemporary societies work and interact with commercial, institutional and political forces and trends.
Consequently, your studies in the Corporate Communications program will provide you with a solid foundation in at least one of several bodies of knowledge before studying public relations. These include political science, economics, history, English literature, sociology, psychology, science, philosophy and business or public administration.
You’ll benefit from our commitment to experiential learning. Throughout the program, you’ll gain knowledge from other students and acquire important professional skills from hands–on exercises. You’ll also learn from expert professors. Corporate Communications is a career–focused program that emphasizes public relations research, a global perspective and active learning. To succeed as a student, you must be prepared to work productively and closely with other students and with the professors.
In addition to tuition and living expenses, you should budget approximately $1,200 for textbooks and $500 for incidentals associated with various class and research activities.
This Seneca College program meets the system-wide standards as set by the Ministry of Training, Colleges and Universities.
As a graduate, you will be prepared to reliably demonstrate the ability to:
- Write clear, targeted communication materials.
- Apply knowledge of public relations and organizational theories, and public relations practices, strategies, and history to develop and execute public relations plans.
- Complete all work in accordance public relations codes of professional ethics, standards, and practices; and relevant law.
- Conduct and coordinate research to develop communication strategies to meet information needs of internal and external publics.
- Develop clear and measurable communication objectives and identify techniques to evaluate the achievement of these objectives.
- Adapt to, work within, and influence organizational policies and procedures.
- Develop, deliver, and coordinate a variety of presentations.
- Develop a project or tactical budget.
- Use computer hardware and software relevant to public relations.
- Coordinate the production of, and produce, visually effective print, graphic, and electronic communications.
- Develop ongoing strategies and plans to enhance personal and professional development and to promote the development of the public relations profession.
- A three–year diploma or recognized degree from an accredited institution.
- English proficiency at the college level.
- 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.
The Importance of Learning Skills:
Student success in college requires well developed learning skills (such as being able to work independently, participate in a team, be well-organized, develop good work habits, and show initiative). These skills are as important as prior academic achievement. While it is expected that applicants would have developed these skills through previous education and life experiences, Seneca offers support to assist students with further development of these important skills. Seminars, workshops and tutoring are available at Seneca's Learning Centres.
Focus your career on public relations management. Upon completion of our two–semester Corporate Communications program, you’ll be prepared for employment in a variety of sectors and organizations, including business, public relations consultancies, investor relations consultancies, professional associations, government relations consultancies and non–profit organizations. As an articulate and effective communications practitioner with excellent managerial, strategic planning, writing, speaking, technical and social skills, you’ll be well–equipped to meet the corporate communications needs of most organizations. Initially, you may accept an entry–level public relations or promotional position before moving on to a communications career 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. You may also choose to apply the knowledge gained in this program to careers other than public relations.
Co-operative Education Option
Qualified students may elect to take a co-operative or non-co-operative education program. The co-operative program is offered over 12 consecutive months in three semesters - two academic and one job-related.
The non-co-operative program (CCM) is offered over eight consecutive months in two academic semesters. The subjects offered in the academic semesters are common to both programs.
Note: Seneca’s Corporate Communications Program is the only public relations program in Canada to be certified by the Public Relations Society of America (PRSA), the world’s largest professional organization for public relations practitioners.
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. Our 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
Enrol in the Corporate Communications program in September, and you'll have the option of completing your second semester at a “Seneca partner” college or university in Belgium, Holland or France. 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 are 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 towards a master's degree at one of our partner universities. Several universities recognize our program’s international reputation for excellence, and award advanced standing for up to a third of their program. Our partner universities are: Athabasca University, and Royal Roads University in Canada; Griffith University, Edith Cowan University, and RMIT University in Australia; University of Central Lancashire in England; University of Stirling in Scotland; Rutgers University, and Baruch College in the U.S.A.; and Cape Peninsula University in South Africa. Central Lancashire, University of Stirling 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 the following post-secondary institution(s):
|Athabasca University||• Bachelor of Professional Arts in Communication Studies |
|Davenport University||• Any relevant Bachelors or Master of Business Administration|
|Rutgers, The State University of New Jersey||• Masters in Communication and Information Studies (MCIS)|
|Cape Peninsula University of Technology||• Master's Degree in Public Relations Management|
|University of Central Lancashire||• Master's Program in Strategic Communications|
|Edith Cowan University||• Master of Professional Communication (G77)|
|Griffith University||• Master of Arts in Journalism and Mass Communication or Master of Arts and Media|
|Royal Melbourne Institute of Technology||• Master of Communication|
|Semester 1||Subject Name||Hrs/Wk|
|CCM701||Writing for Public Relations Practitioners I||3|
|CCM707||Internet Social Media||2|
|CCM708||Public Relations Management Techniques - Internal||3|
|CCM718||Strategic Communication Planning||2|
|CCM745||Principles of Public Relations Management||3|
|CCM747||Introduction to Research||3|
|Semester 2||Subject Name||Hrs/Wk|
|CCM702||Writing for Public Relations Practitioners II||3|
|CCM715||Advanced Presentation Skills I||3|
|CCM726||Corporate Communications Seminars||3|
|CCM741||Public Relations Research Project||4|
|Public Relations Career Management
Career Management (co-op option only)
|Semester 3||Subject Name|
|CWT100||Co-op Work Term (co-op option only)|
|Program Chair:||Andrew Schmitz
Telephone: (416) 491-5050 Ext. 33061
|Program Coordinator:||Jeff Roach
Telephone: (416) 491-5050 Ext. 33087
|Program Inquiries:||Jeff Roach
Telephone: (416) 491-5050 Ext. 33087
|Co-op Coordinator:||Charmaine Johnson
Telephone: (416) 491-5050 Ext. 33764
|Domestic Admissions Advisor:||Shanda Reid
Telephone: (416) 491-5050 Ext. 22805
|International Admissions Advisor:||Gina Lombardi
Telephone: (416) 491-5050 Ext. 22405
|Registration & Records Advisor:||Heather Lilley
Telephone: (416) 491-5050 Ext. 33003
Andrew Bowins, a graduate of Seneca’s Seneca’s Corporate Communications program, is the Senior Vice President and Group Head of External Communications at MasterCard.