Course description

Learn about the methods, tools and techniques used to evaluate and measure the impact of public relations programs on achieving business and organizational goals. You will examine the application of analytics and the use of big data and artificial intelligence for public relations, as well as critical thinking for measurement and evaluation.

Learner outcomes

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

  • Describe techniques and methods for evaluating public relations and communication management 
  • Identify research terms, the role of research and how it applies to public relations and communication management 
  • Distinguish between the different types of research and measurement methodologies used to evaluate public relations 
  • Review the internationally adopted Barcelona Declaration of Research Principles and measures of the efficacy of PR campaigns
  • Describe how evaluation and analytics are used to assess Public Relations' results
  • Apply AMEC's Integrated Evaluation Framework to public relations and communication management
  • Explore the web and social media analytics for evaluation and measurement of public relations and communication management including software tools and applications
  • Explore organizational listening
  • Consider possible impacts of Big Data and Artificial Intelligence on Public Relations
  • Explore critical thinking for measurement and evaluation
Select a section to register
Section title
Communication Research, Evaluation and Analytics
ON - Online
F, Sa
9:00AM to 5:00PM
Dec 06, 2024 to Dec 07, 2024
ON - Online
9:00AM to 5:00PM
Dec 14, 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.

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