Public Relations & Strategic Communication Diploma
Programs Page
Become a highly-skilled communicator ready to take on public relations in both corporate and not-for-profit environments. With a broad foundation of PR knowledge and focus on strategic communication, this program emphasizes best practices, tackles current and emerging issues and develops the skill set to be a leader in the field.
Graduates also gain in-demand digital and social media marketing skills needed to develop an effective digital and social media marketing strategy that contribute to overall business success, regardless of sector.
Domestic
Hybrid
Tuition & Fees
$12,000: Tuition cost includes the $100.00 UWSA Fee. Costs are tentative.
$2,500-$3,000: Textbook costs may vary depending on new, rental, used, or electronic purchasing choices.
For more information regarding tuition & fees and payment options, click here.
Duration
12 months in duration, Mon-Fri, 9am-4pm.
Two breaks of one week throughout the program and two weeks off for winter break.
Hybrid Program
Always an industry leader, this PACE program will incorporate a number of online courses (virtual online classroom) into the schedule. Approximately three out of the 31 courses in this full-time program will be delivered remotely in our online classrooms.
Spread throughout the program schedule are online courses, so that students continue to connect with their classmates and instructors in the classroom on a regular basis, while adding flexibility. This hybrid program provides our students more latitude in managing their school-life balance. Students are still able to access study spaces and lounges on campus if they wish on those days, or they can skip their commute entirely and complete their coursework from home, or wherever they choose.
This additional flexibility in program schedules helps students develop critical skills for the modern workplace such as using collaborative tools, listening, accountability, and adaptability, while maintaining all the benefits of in-person studies.
The hybrid programming does not impact PGWP eligibility.
Objectives & Outcomes
Outcomes
- Identify, analyze and influence organizational objectives, communications strategies and key interest groups
- Guide management on key business and policy decisions
- Develop public relations strategies that create awareness and favourable perception, and/or promote your products and services and set measurable objectives from which to evaluate their effectiveness
- Build collegial and cooperative relationships with a variety of public interest groups, internal and external clients, and the media
- Design and implement a media relations strategy expanding your visibility in the community
- Analyze consumer buying patterns, employ marketing tools and research methodologies to determine environmental and competitive factors affecting products and services, and develop new products and/or services meriting consumer interest and increasing market share
- Master public relations communications writing template including: a well-tooled press kit, news releases, annual reports, newsletters, brochure content, and personality profiles
- Plan and direct the crisis and change management process
- Coordinate and prepare material for internal and external promotional publications, including planning articles, editing copy, supervising print preparation, distributing publications
- Gain an understanding of digital communication technologies, their impact in traditional approaches to public relations and marketing, and how to adapt print-based collaterals for this new medium
- Exercise sound financial decision-making and budgeting skills
Admission Requirements
Admission Requirements
- Be a high school graduate or hold a Mature Status Diploma.
- MUST provide High School Transcript or recognized equivalent GED or Mature Grade 12 Diploma.
OR
- Be 18 years of age or older and have completed 90 hours of coursework or more at a recognized post-secondary institution (including UWPACE) with minimum cumulative GPA of 2.5 or higher.
- MUST provide an official transcript for all previous post-secondary study (including university, CEGEP, or private college).
Work Experience
Public Relations and Strategic Communication Diploma applicants should have a minimum of one year of professional work experience. Preference may be given to applicants with work experience related to communications and/or marketing.
English Language Requirements
Applicants whose previous education was completed outside of Canada and where English may or may not have been the medium of instruction, must submit proof of meeting one of the accepted English language proficiency measures.
Download the UWPACE English Language Requirements (PDF) for additional English proficiency tests and programs and waiver options for the English language requirement.
International Students
Please visit our detailed Admission Requirements for international students.
Download the UWPACE English Language Requirements (PDF) for additional English proficiency tests and programs and waiver options for the English language requirement.
The University reserves the right to request English language proficiency testing result documentation for any applicant whose education was completed outside of Canada.
Accreditation
Management Certificate accredited by Chartered Managers Canada (CIM)
Students graduating from the Management Certificate may apply for the Certified in Management designation (CIM).
For more information on obtaining the CIM Credential click here.
Courses & Descriptions
Student Life
Find more information on student life at PACE here.
Career Opportunities
Articulation For Credit
Graduates of the Public Relations & Strategic Communication Diploma may be eligible credit in our degree programs. See Pathways to UW Degrees.
Certifications
Academic Credentials
Upon successful completion of the full-time program, you will be eligible for the following academic credentials:
- Public Relations and Strategic Communication Diploma
- Digital and Social Media Marketing Certificate
- Management Certificate
Tech Requirements
Students must have a laptop that meets the following requirements for their program (not included in tuition).
PC hardware
- OS: Windows 11 (64 Bit) Pro or Home version (Windows 10 would be accepted).
Note: Windows should be up to date (e.g. 23-24H2) - Processor: 12th Gen Intel core i5+
- Graphics: A strong graphics card is recommended for IT and programs that require multimedia design (e.g., NVIDIA GeForce technology); for other programs, an Intel graphics card (e.g., Intel Iris Xe Graphics) is recommended.
- Memory (RAM): 16+ GB, DDR4+.
- Hard Drive: 500+ GB, M.2, PCIe NVMe, SSD.
- Connectivity: Intel Wi-Fi 5-6 AX201, 2x2, 802.11ax, Bluetooth wireless card, HDMI, USB type A and Type C.
- Should include an HD (720P+) webcam for Zoom classes.
Apple hardware
- MacOS: Ventura or later
- Processor: Apple’s M1, M2 or M3 chip with at least 8 Core CPU.
- Graphics: 10 core GPU.
- Memory (RAM): 16+ GB.
- Hard Drive: 500+ GB, SSD.
- Should include FaceTime HD (720P+) webcam for zoom classes.
- Software to run Virtualization for Microsoft Windows:
- Parallels Desktop or Virtual box
Additional Comments
Student Success Story
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Internships
All full-time Professional Studies Programs include an internship opportunity. The internship will help you develop a working portfolio and gain tangible work experience.
Learn more about Internships here.
Public Relations Industry Memberships
Admittance into the program includes membership in the International Association of Business Communicators and the Canadian Public Relations Society and the Canadian Agri-food Marketing Alliance.