Public Relations – Corporate Communications
How To Apply
Program Details
- Program Code6417
- SchoolSchool of Communications, Media, Arts and Design
- CredentialOntario College Graduate Certificate
- Program TypeGraduate Certificate program
- Program Length1 year/ 2 semesters
- LocationStory Arts Centre
- Emailthecentre@centennialcollege.ca
- Telephone416-289-5000, ext. 55100
- Technology Requirements
- Program Overview
- Courses
- Career Options and Education Pathways
- Admission Requirements
- How to Apply
- Tuition and Fees
- Technology Requirements
- Program Vocational Learning Outcomes
- Faculty Bios
- Field Placement FAQs
- Advising
- Entrepreneurism
- More about Public Relations at Centennial
The Public Relations – Corporate Communications program takes just two semesters to complete and is one of the most highly regarded Public Relations (PR) programs in Canada.
The courses in this Public Relations graduate certificate program, which is based at the Story Arts Centre campus, will reflect the thinking that no two days in PR are alike. The industry experts who teach the courses will ensure you:
- Learn to research, develop and implement strategic communications plans for real clients; analyze journalists and paid influencers; organize events; produce videos, podcasts and social media content (posts, reels, graphics); and write media releases, reports, issues management briefs, feature article, etc. in CP style;
- Produce strategic communications recommendations to influence employee attitudes and change behaviour; analyze stakeholders’ and recent crises;
- Learn how to effectively tell an organization's story to the media, using contextual intelligence and audience relevancy;
- Connect with the PR industry;
- Work with real clients on campaigns designed and executed by students. Many of the communications plans and executed campaigns for these clients win student awards with local professional associations.
You'll want to consider this School of Communications, Media, Arts and Design program if you have previously completed post-secondary education, possess strong writing skills, can manage various projects at the same time, are genuinely interested in current events, popular culture, trends and news and are eager to help an organization tell its story for real and meaningful impact. You are inspired to make a difference, make connections, collaborate and see real value in the work you produce.
Why We Are Amazing:
- We win awards. From Student of the Year (IABC, CPRS) to Educator of the Year (CPRS) to Student Communications Plans of the Year, our students are producing work that gets noticed by the industry.
- Our Program Advisory Committee. We have some of the best industry representatives on our advisory committee ensuring our curriculum is offering what the industry needs. Our committee includes the founder of the best mid-size PR agency in the world (IABC), a partner of one of Canada’s fastest-growing companies on the 2019 Growth 500, as well as leaders in government, non-profit and corporate PR.
- Our Storyworks Course. Our student work with real clients, on real projects, getting real results. They graduate with contacts, a solid portfolio and valuable industry experience (and maybe even an industry award!).
- Our Project and Event Management course. Our students create fundraising events for local charities on zero budget, learning very quickly how to line up sponsors, work with clients, promote and organize and event.
- Our Field Placements. We’re offer students a list of some of the leading PR employers and professionals in the GTHA from which to choose for their field placement. We are consistently praised by employers for the quality of student that we graduate.
Contact Us
Domestic inquiries
dlindell@centennialcollege.ca
International inquires and admissions
internationalregistration@centennialcollege.ca
Program Overview
The Public Relations – Corporate Communications program takes just two semesters to complete and is one of the most highly regarded Public Relations (PR) programs in Canada.
The courses in this Public Relations graduate certificate program, which is based at the Story Arts Centre campus, will reflect the thinking that no two days in PR are alike. The industry experts who teach the courses will ensure you:
- Learn to research, develop and implement strategic communications plans for real clients; analyze journalists and paid influencers; organize events; produce videos, podcasts and social media content (posts, reels, graphics); and write media releases, reports, issues management briefs, feature article, etc. in CP style;
- Produce strategic communications recommendations to influence employee attitudes and change behaviour; analyze stakeholders’ and recent crises;
- Learn how to effectively tell an organization's story to the media, using contextual intelligence and audience relevancy;
- Connect with the PR industry;
- Work with real clients on campaigns designed and executed by students. Many of the communications plans and executed campaigns for these clients win student awards with local professional associations.
You'll want to consider this School of Communications, Media, Arts and Design program if you have previously completed post-secondary education, possess strong writing skills, can manage various projects at the same time, are genuinely interested in current events, popular culture, trends and news and are eager to help an organization tell its story for real and meaningful impact. You are inspired to make a difference, make connections, collaborate and see real value in the work you produce.
Why We Are Amazing:
- We win awards. From Student of the Year (IABC, CPRS) to Educator of the Year (CPRS) to Student Communications Plans of the Year, our students are producing work that gets noticed by the industry.
- Our Program Advisory Committee. We have some of the best industry representatives on our advisory committee ensuring our curriculum is offering what the industry needs. Our committee includes the founder of the best mid-size PR agency in the world (IABC), a partner of one of Canada’s fastest-growing companies on the 2019 Growth 500, as well as leaders in government, non-profit and corporate PR.
- Our Storyworks Course. Our student work with real clients, on real projects, getting real results. They graduate with contacts, a solid portfolio and valuable industry experience (and maybe even an industry award!).
- Our Project and Event Management course. Our students create fundraising events for local charities on zero budget, learning very quickly how to line up sponsors, work with clients, promote and organize and event.
- Our Field Placements. We’re offer students a list of some of the leading PR employers and professionals in the GTHA from which to choose for their field placement. We are consistently praised by employers for the quality of student that we graduate.
Contact Us
Domestic inquiries
dlindell@centennialcollege.ca
International inquires and admissions
internationalregistration@centennialcollege.ca
Courses
Career Options and Education Pathways
Program Highlights
- This Public Relations program's curriculum will highlight learning by doing while emphasizing employability skills and landing a job.
- Because the program is facilitated from Centennial College's Story Arts Centre in Toronto, you'll be close to the heart of the city's PR industry.
- You'll complete a full-time eight-week field placement in the industry.
- Student membership in either The Canadian Public Relations Society (CPRS) or the International Association of Business Communicators (IABC) is included in your tuition and fees.
Career Outlook
- Corporate communicator
- PR consultant
- Communications coordinator
- Event planner
- Media relations coordinator
- Social media coordinator
- We also explore opportunities in Government Relations
- Investor Relations
- Public Affairs and Diversity
- Equity and Inclusion Communications.
Placement Partners
We offer field placement opportunities in government, agency, non-profit, and corporate sectors.
Areas of Employment
- Public relations agencies
- Hospitals and health care providers
- Government ministries and agencies
- Trade associations
- Not-for-profit organizations
- Financial institutions
- Entertainment companies
- Public and private business
Admission Requirements
Academic Requirements
- Diploma or degree in any discipline
- We will consider applicants who have successfully completed partial post-secondary education (minimum two years) and have relevant work experience
Additional Requirements
Note:
- Students who are accepted into the program will be invited to:
- Submit a resume and/or complete an intake questionnaire after receiving their offer
- Attend a mandatory Program Welcome Session* online, prior to program start up
- Complete an English language assessment upon registration. Students who test below the required COMM 170/171 English proficiency level will take the ENGL-700 Professional English Communications course or the pre-requisite English COMM course for ENGL-700 in the first semester.
*All new students must attend a session prior to their program start date.
How to Apply
1. Apply Online
Domestic Students
If you are applying through the Better Jobs Ontario Program, please apply at the Employment Training Centre (Progress Campus). The Better Jobs Ontario Program is a funding initiative for those who have been laid-off and are in need of training. For more information go to Better Jobs Ontario Program.
If you have previously attended a full-time program at Centennial College, you may be eligible for a Program Transfer. Visit Enrolment Services at any Campus for information.
All other applicants must apply online at Ontariocolleges.ca. A non-refundable application fee of $125 must accompany applications. The fee is payable online, by telephone, online banking, by mail, or in-person to Ontariocolleges.ca. For more information go to Ontariocolleges.ca Application Fees.
International Students
Apply directly to Centennial College here.
2. Submit Documents
Domestic Applicants
Current Ontario high school students and graduates from Ontario high schools: Notify your guidance counsellor that you have applied to college and your school will forward transcripts to Centennial College via Ontariocolleges.ca.
Graduates of college/university, or high school outside Ontario but within Canada: You are responsible for requesting that your educational institute sends any required documents and transcripts to Ontariocolleges.ca.
Domestic applicants who attended school outside of Canada: If you are submitting transcripts to meet admission requirements, you must have the transcripts assessed by an independent credential assessment agency such as World Education Services (WES) or International Credential Assessment Service (ICAS). For more information go to Submitting your Transcripts.
International Applicants
Please refer to the International Education Application Guide.
3. Confirm Your Offer of Admission
Offers of Admission are sent by mail to eligible applicants. When you receive your offer, you must login to your account at Ontariocolleges.ca and confirm before the Deadline to Confirm noted in your offer letter.
You may confirm only one college and one program offer at a time.
You must confirm your offer by the Deadline to Confirm noted in your Offer of Admission letter or your seat may be given to another applicant.
When you confirm your Offer of Admission at Centennial College you are given access to your personal myCentennial account where you can check your email, grades, register for courses, pay tuition fees, and see your class timetable.
4. Pay Fees
Centennial fees statements are sent by email to your personal email account and to your myCentennial email account. Fees statements are not mailed.
You must make a minimum payment by the Fees Deadline noted in your Fees Statement or your seat may be given to another applicant.
5. Build Your Timetable (Register for Courses)
Build your timetable (web-register for courses) at my.centennialcollege.ca.
Fall registration begins mid-July
January registration begins mid-December
May registration begins mid-April
Your web-registration will not open if:
You have not submitted your minimum fee payment by the deadline
You received a Conditional Offer of Admission and you have not met the conditions of your offer.
Once you have paid your fees or have made appropriate arrangements, register for your courses online through myCentennial.
Tuition and Fees
Fees noted below are estimates only. Tuition is based on two semesters, beginning Fall 2024.
| Student | Tuition (2 Semesters) | Ancillary Fees | Total |
|---|---|---|---|
| Canadian | $4,551.00 | $1,187.34 | $5,738.34 |
| International | $16,649.00 | $1,675.52 | $18,324.52 |
Technology Requirements
Technology Requirements
Bring IT programs will require students to own and use a mobile computing device that meets or exceeds the recommended hardware requirements.
Note: If you require accommodation for a documented disability, please consider your adaptive technology needs when you select a device for your BringIT programs (click for recommendations). If you wish to access disability services, please make an appointment with the Centre for Accessible Learning and Counselling Services, by calling 416-289-5000, ext. 3850, or by email at calcs@centennialcollege.ca.
Have questions? Check out Frequently Asked Questions for our Bring IT Program.
Students from this program will require to own/purchase a device and software relevant to the program:
Minimum Recommended Hardware Specifications
- MacBook Pro 13-inch
OR - Laptop with Windows 7 or higher operating system capable of running the current version of Adobe software
Minimum Required Software
- Microsoft Office Suite (Word, Excel, PowerPoint) 2010 or higher version
- Adobe Creative Cloud
You will need regular access to a computer with an internet connection. High speed broadband access (LAN, Cable or DSL) with minimum 10mbps download speed is highly recommended. Some courses have more advanced system requirements.
Program Vocational Learning Outcomes
Program Vocational Learning Outcomes
Program Vocational Learning Outcomes describe what graduates of the program have demonstrated they can do with the knowledge and skills they have achieved during their studies. The outcomes are closely tied to the needs of the workplace. Through assessment (e.g., assignments and tests), students verify their ability to reliably perform these outcomes before graduating.
- Coordinate and contribute to the planning of public relations activities, including the development of clear, measurable communication objectives and project or tactical budgets and selection of strategies, tactics, tools and resources to manage a range of stakeholder relationships and issues and achieve organizational objectives.
- Coordinate, contribute to and adapt the implementation of strategies and tactics and the management of budgets and resources to achieve communication objectives and meet activity guidelines and requirements.
- Write and edit clear, accurate, targeted copy aligned to organizational objectives, appropriate for the chosen channel(s) and to a specified deadline.
- Produce effective, accessible, and timely print, digital and multimedia communications, independently and collaboratively, to manage specific stakeholder relations and/or issues and achieve organizational objectives.
- Use research results and analytical skills to guide the development of communication objectives and public relations activities, evaluate their impact, and support organizational objectives and stakeholder relationships.
- Engage stakeholders by adapting language, tone and presentation style to the public relations purpose, situation, audience and channel(s).
- Comply with and support others to work in accordance with relevant professional association and industry codes of ethics, public relations professional standards and practices, and legal obligations, protocols and policies.
- Monitor emerging social and economic trends, and local, national and global issues to guide the planning and implementation of public relations strategies and tactics and support organizational effectiveness, stakeholder relationships and ongoing personal professional development.
- Assess the selection and implications of current and emerging technologies on the quality and delivery of public relations activities and on organizational effectiveness.
- Select strategies and tools to build and manage stakeholder relationships to support public relations activities, organizational objectives and career development.
Faculty Bios
Faculty Bios
Donna J. Lindell, MPR (Program Coordinator and Professor)
Donna brings to the Public Relations and Corporate Communications program more than 20 years of experience as a corporate communicator with senior leadership roles in association, agency and corporate. Named one of Canada's Top 40 Under 40 in 2003 recognizing her career achievements to date, Donna was editor of a national magazine before she graduated from university, headed up major financial services accounts at an award-winning agency, and is credited with leading the successful global communications efforts for Canada's largest initial public offering in her role as vice-president, corporate communications at Manulife. She was the youngest female VP at Manulife at the time.
Donna's wealth of knowledge and insight in corporate communications and public relations includes external and internal communications, governance and management of the function, social media, websites, branding, merger communications, corporate citizenship, issues and crisis management. Donna and her team at Manulife won IABC Gold Quill Awards for issues management and employee communication. Donna has served as a volunteer advisor and leader for the Sandbox Project, the Emerging Leaders Network in Toronto, and the Metro Mothers' Network. She also served on the IABC Blue Ribbon Panel of Judges for the 2004 Gold Quill Awards.
Donna has her Masters in Public Relations (2017) and Bachelor of Journalism. She has presented her research on paid influencers internationally and nationally at public relations conferences.
In 2019, Donna was named Educator of the Year by the Canadian Public Relations Society (Toronto) for her achievements and approach as a communications educator and her contributions to the profession.
Visit Donna Lindell's Portfolio.
Chris Conrath (Professor, Corporate Communications and Public Relations)
Chris Conrath is a B2B and B2C communications professional and award-winning journalist with more than 15 years of industry experience.
In his years in public relations and communications, Chris has worked with clients big and small. He has a vast breadth of experience, from producing end-to-end marketing and communications plans for fast-paced startups to creating thought leadership programs for multinational corporations. His skills and expertise include strategic communications, social media management, speech writing, media relations, crisis communications and issues management, visual communications (photography/videography), presentation skills, and media training.
As a journalist at Canada's leading technology-focused publication, he held positions as senior writer (covering security and privacy) as well as news and feature editor.
Chris has a BA (Journalism and Communications – Concordia University) and a BSc (Biology –McGill University). An avid traveller, he has spent more than three years travelling throughout Asia, North America, Europe and Africa. Chris is a Wicken Teaching Excellence Award nominee, selected by students of the CCPR program.
Lyn Whitham
For more than 20 years, Lyn has held executive communications positions in the corporate, non-profit and agency sector. Among her career highlights: leading Mount Sinai Hospital's communication strategy during the H1N1 pandemic, leading the brand implementation team at Foresters, an international financial services organization, implementing an international sponsorship strategy for Zurich Financial Services, and partnering with the Bill and Melinda Gates Foundation to build Grand Challenges Canada's brand in Canada and abroad. She was honoured to receive IABC awards for special events and media relations for her work as a public relations practitioner.
Prior to her communications career, Lyn was a CBC television reporter working for local and national news as well as the Journal. She and her production team won the coveted Michener Award, a Centre for Investigative Journalism Award and a Gemini nomination. Lyn continues her commitment to journalism serving as a board member for Canadian Journalists for Free Expression.
Lyn is a graduate of Queen's University holds a certificate in Corporate Governance and is one capstone away from completing her Master's degree in business and communication at Syracuse University. To learn more connect with Lyn on LinkedIn.
Field Placement FAQs
Field Placement FAQs
Centennial's Corporate Communications and Public Relations program features an important and appealing course called Field Placement (CN790), which takes place during the final eight weeks of the program.
The course is delivered as a full-time field placement with students working at:
- Agencies
- Corporations
- Not-for-profits
- Government organizations
- Entertainment companies
- Healthcare facilities
How are students matched with Field Placements?
Students who meet all the course prerequisites are eligible to take Field Placement (CN-790).
We provide students with a list of potential field placements. Students then work closely with the program coordinator to select those that match their skills, interests and abilities.
Students may also elect to source out their own Field Placement, under the close guidance of the program coordinator and faculty.
Frequently, Field Placements lead to full-time, contract or summer jobs.
When does Field Placement occur?
Public Relations and Corporate Communications students complete their Field Placement course requirement either April to May or mid-July to mid-September. (Normally Centennial College does not have any field placement students available in the fall.)
For Organizations
Organizations seeking a student for field placement:
- Contact Donna Lindell at dlindell@centennialcollege.ca
- Read the Field Placement FAQ below.
When does Field Placement take place?
Depending on when they start the program, students complete their Field Placement course requirement during either the April to June or late July to mid-September period. (Normally, Centennial does not have any students for field placement available in the fall.)
What is the first step?
Complete a job posting. This becomes, in effect, your contract with the college and the student. The form can be obtained by contacting Donna Lindell at dlindell@centennialcollege.ca.
Then what happens?
- Students review the Field Placement descriptions.
- Organizations receive resumes and cover letters from interested field placement candidates.
- Interviews are held either at the host organizations, usually in February (for April-May) and May (for July-September).
What kind of work should be assigned to the field placement student?
Typically, field placement students assist with:
- Social media initiatives
- Writing copy for employee and similar communications
- Writing news releases
- Writing communications plans
- Helping to plan and carry out special events
- Completing graphics projects or taking photos
- Developing and maintaining website content
- Helping out at events
- Monitoring and maintaining media lists
What skill set does the field placement student arrive with?
Corporate Communications and Public Relations Centennial College students can write, solve problems and plan. They've completed courses in social media, news release writing, persuasive writing, media relations, communications management, event management, design and layout, visual communications (video and photography), business, copy editing, professional practice, measurement and metrics, and related communications courses.
They are comfortable using the Internet for research. They can work with Word, InDesign, Photoshop and PowerPoint. Students are familiar with both PC and Mac platforms. They also have training in Cision and MRP.
Who should the student report to?
The supervisor must work full time in corporate communications/public relations in areas such as: employee communications, community relations, media relations, event planning, digital media, consulting, etcetera.
How should the student be treated?
Treat a student as you would a full-time employee. Organizations should be prepared to provide a work area with a desk, computer and phone.
Student are expected to meet your workplace standards for hours, attire, punctuality, etcetera.
Because the field placement takes place at the end of the program, it is possible to offer a student a paid contract beyond the placement period. However, organizations are under no obligation to do so.
What are the responsibilities of field placement supervisors?
Supervisors provide students with a variety of experiences with an emphasis on writing, editing, graphics and research; act as a resource; and inform the student about company policies and procedures. They also provide ongoing feedback and guidance.
What are the responsibilities of field placement students?
- Undertake and complete all work assigned according to the Field Placement Description
- Be familiar with the policies and activities of the organization
- Present a favourable image of the organization in all dealings with the public and media
- Be punctual and reliable and demonstrate initiative
Are field placement students covered by insurance?
During these unpaid Field Placements, Centennial College's insurance covers the student.
How will Centennial College monitor the placement?
We monitor the student's progress in three ways:
- We visit or call the supervisor during the placement.
- We require the student to attend a mid-placement seminar at the college to report on the experience.
- We require supervisors to fill out an evaluation of student performance. This assists us in calculating the student's final grade for the course.
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