Course description

Learn how successful public relations and communications management depends on an understanding of the organization for whom the work is conducted. Delve into ways to assess and understand organizations and employees, and how you can contribute to business success as a PR and communications management professional.

Learner outcomes

Upon completion of this course, students will be able to:

  • Identify key organizational goals of businesses/organizations that public relations can help achieve
  • Explore and describe budgeting for public relations
  • Describe stakeholder theory and its application to public relations  
  • Analyze one or more stakeholder groups for a business or organization and describe their significance for that business or organization
  • Examine financial statements to determine a company's strengths and weaknesses
  • Describe the term "materiality" and its significance in a publicly-traded company
  • Identify consulting skills to meet the needs of clients
  • Identify the communication needs of employees in various types of organizations taking into consideration factors such as size, culture, industry, and location 
  • Explore and identify government relations strategies
  • Evaluate the effectiveness of the strategies and tools used in order to maintain a positive working culture in the organization
Select a section to register
Section title
Business Basics for the PR Practitioner
ON - Online
F, Sa
9:00AM to 5:00PM
Nov 15, 2024 to Nov 16, 2024
ON - Online
9:00AM to 5:00PM
Nov 23, 2024
Schedule and Location
Contact Hours
Delivery options
Course Fee(s)
TXPR non-credit $469.00
Section Notes

•   This course is synchronous and conducted in a virtual classroom. Requirements: laptop/desktop computer, stable Internet connection, camera, microphone. 

•   Before your course begins, ensure your MyMRU account is activated. Step-by-step instructions for account activation can be found here. Once you have activated your account and have your MyMRU login information, you can log into your MRU Google account using your @mtroyal.ca email address and set up Multi-Factor Authentication (MFA). Help with your Google account can be found here, and help setting up MFA can be found here.

•   Course content will be available on the D2L Brightspace Learning Management System (LMS) 3 days prior to the start date of your course. You must be logged in to your MRU Gmail account to access D2L Brightspace. Your instructor will be available on the course start date.

•  Review our Student Information site for additional information about forms and policies, campus maps, parking information, technical support, and more.

•  For questions about this course or other information, contact cebusiness@mtroyal.ca or 403.440.6861 / 1.888.392.3655 toll-free.

Required fields are indicated by .