BCM220 - Corporate Communications and Public Relations

Outline information
Semester
Schools offering this subject
Last revision date 2024-09-23 00:22:52.974
Last review date 2024-12-02 00:15:04.082

Subject Title
Corporate Communications and Public Relations

Subject Description
This course introduces students to the principles of corporate communications and public relations. Corporate communications and public relations practice reflects, and is influenced, by many of the profound political, economic, social, and technological changes facing society today. Practitioners in this field develop the research and evaluation skills to participate in the public opinion formation and reputation management processes by understanding the complexity that compels individuals, public and private organizations, and institutions. Students examine and engage mirroring industry practice through experiential learning, utilizing tools and data to reach a variety of publics, including customers, employees, media, government agencies, and communities to design campaigns.

** Course descriptions may be subject to change in commitment to align with evolving industry needs.

Credit Status
Mandatory course credit for all students in the Honours Bachelor of Communications and Media degree.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1.        Describe the history, theory, and models of corporate public relations to identify an ideal approach to public relations.  
2.        Identify the role of public relations specialists in corporate communications systems and organizational environments to support management of public relations.  
3.        Compare the strategies, tactics, and techniques used in public relations programs. 
4.        Apply the principles of public relations and strategic communication planning to develop a basic communication plan.  
5.        ​​​Describe strategies for managing image and reputation for individuals, corporations, and organizations. 
6.        Discuss how ethics, law, and responsibility are considered in the practice of public relations and corporate communications. 
7.        Identify policy instruments, tools, and tactics available to practitioners to address policy problems/issues. 

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.