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Understand why research, measurement and evaluation are fundamental to communication planning. Become familiar with the methods and tools you will use in your public relations career. Develop competence with major forms of measurement including qualitative and quantitative, primary and secondary, and formal and information research methods.

Topics

  • When research is required and what information is needed
  • Various types of PR research
  • Various PR research instruments (e.g. polls, interviews, focus groups, etc.)
  • Metrics used to measure social media campaigns

Prerequisites

You must be admitted to the Diploma in Public Relations

Applies Towards the Following Certificates

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Type
Online
Dates
May 04, 2020 to Jul 31, 2020
Schedule
Total Hours
36.0
Format
Instructors

What to Expect

This is an interactive course; you will engage face-to-face with your class and instructor.

You will have access to our online learning management system to review, download and print course materials, connect with your classmates and instructor via the online discussion forum.

You can expect approximately three additional hours of work per week for readings, assignments, exams/quizzes and other course requirements.

Completion Requirements

This is a graded course. Evaluation will be based on any combination of participation, exams/quizzes and assignments.

Textbook

Public Relations Writing Worktext, Zappala & Carden, 3rd edition, ISBN 9780415997546

Canadian Press Stylebook, James McCarten, 18th edition, ISBN 9780920009543

The Canadian Press Caps and Spelling, James McCarten, 22nd edition, ISBN 9780920009567

Required