Designed for anyone in business, government, associations and organizations, responsible for internal and external communication. Learn to fulfill your information and communication assignments with increased confidence and competence. Topics include planning and executing a public relations program; communication techniques, principles of news writing and preparation of news photographs; utilizing the media; press and community relations; external/internal communications and meetings.
To be successful in our online courses, plan to spend 7-10 hours per course each week on your studies, starting Week 1. Our courses are paced and highly interactive with participation requirements weekly. Frequent contributions to asynchronous (not real time) online discussions is required to achieve a passing final grade.
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This course offering is in progress. Please check this page for other currently available offerings or subscribe to receive email updates.
Students must submit email address when registering. To be successful in our online courses, plan to spend 7-10 hours per course each week on your studies, starting Week 1. Our courses are paced and highly interactive with participation requirements weekly. Frequent contributions to asynchronous (not real time) online discussions is required to achieve a passing final grade.
Upon successful completion of this course, you should be able to:
Identify elements of public relations campaigns, using traditional and new technology resources.
Write news releases using the inverted pyramid structure.
Prepare media kits with relevant communications tools for various campaigns.
List the concepts of issues management and crisis communications.
Distinguish between narrative and descriptive bios.
Compose bios, fact sheets and PSAs.
Identify the purpose and content of effective Q&A sheets.
Assess the role of backgrounders.
Cite the requirements of media-friendly news photos and correctly prepare cutlines.
Develop strategies and skills for crisis communications planning.
Define and recognize aspects of SPIN.
Communicate accurately and effectively with various publics.
MKTG 3321 is offered as a part of the following programs:
If you are taking this course, but are not taking it through either Distance
Education or Online Learning, nor at the BCIT Downtown Campus (DTC), please purchase books for this course at the BCIT Burnaby Bookstore.
Canadian PR for the Real World
Maryse Cardin, Kylie McMullan
Pearson Education Canada
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