CERTIFICATE ARMS STUDENTS FOR PR
Today’s public relations (PR) and corporate communications landscape requires professionals to do much more than just write a press release.
That’s why Centennial College’s public relations – corporate communications program is equipping students with the very latest knowledge and skills that help organizations build trust with their stakeholders.
“We do a full program review every four to five years and one of the biggest changes recently has been looking at PR and corporate communications from a multi-platform content perspective and how it can be used to meet business objectives,” says program chair Barry Waite of the two-semester graduate certificate.
To ensure students are benefiting from this holistic industry overview, Centennial has emphasized its focus on visual communications by increasing the number of hours students spend in a related course, continues to focus on analytics, and stresses the importance of industry ethics.
“When students head out on placement, we have received really positive feedback about their ability to create content using their smart phones,” says Waite of the offering’s eight-week placement, which sees students working in the field at environments such as PR agencies and the non-profit sector. “These are skills employers are looking for.”
Before their out-of-classroom experience, students are also exposed to the industry in various ways. Not only does the program employ guest speakers and encourage students to attend networking events, but it also features a course devoted to providing learners with practical experience through work on real-world, clientdriven projects.
“Storyworks demonstrates the strength we have in the area of experiential learning,” says Waite. “The goal is for students to build a portfolio, get some work experience and network with professionals in the industry. Often, this is also an opportunity for people who are changing careers to leverage some of the skills they are bringing with them while building on their new skill set.”