This course develops an understanding of the basic principles, processes and applications of public relations and marketing communications in the arts and entertainment sectors, and across the creative industries. From arts marketing, fundraising, and publicity, to talent and music management, and event planning, the course covers how public relations can be applied to many fields. Learners will examine the role of promotion and publicity within arts and media organizations and explore the role and duties of creative PR practitioners.
The course focuses on the theoretical context of different types of PR activity, supplemented by intense practical assignments to encourage a 'learning-by doing' approach. As part of the course, learners will collaborate to gain experience in the practical and creative aspects of planning and developing public relations campaigns. Learners will research, compose, design and edit media releases, photo calls, and public service announcements. They also prepare and plan media strategies including events, lists, angles and pitches and a social media kit, with a focus on building sustained and high- engagement relationships with audiences via online and offline platforms.
Learning Outcomes and Goals:
Upon completing this course, learners will have:
✔︎ Practiced problem-solving skills by critically analyzing current trends in public relations, including research and evaluation, event management, and social networking;
✔︎ Applied strategy and communication tactics based on a sound understanding of public relations concepts and theory;
✔︎ Described how the public relations process is carried out by various specializations, such as fundraising, government relations, crisis communications, and international affairs;
✔︎ Built collegial and cooperative relationships with classmates so as to model how to form professional networks with a variety of public interest groups, internal and external clients, and the media;
✔︎ Analyzed stakeholder interests and address a variety of public relations issues including reputation and crisis management, media relations, and social media responses;
✔︎ Developed and delivered professional presentations;
✔︎ Conducted and coordinated research to develop communication strategies to meet information needs of internal and external publics; and
✔︎ Designed internal and external communications and prepared communications such as a comprehensive press kit and other collateral materials.
About the Instructor:
Mr. Cormac Evans is the Director of Strategic Initiatives in the Faculty of Arts and Science. He is responsible for strategic planning for new program initiatives and for supporting decision-making related to program opportunities within the Faculty of Arts & Science. Mr. Evans’ previous positions included several years working at the Smith School of Business as Associate Director, Corporate Relations, Learner Programming in the Business Career Centre, and Alumni Engagement. He also served as a Senior Development Officer at Queen’s, and as a Business Development Manager with Routes to Learning Canada and Manager of Corporate Communications and Partnerships with the Kingston Economic Development Corporation. He holds a BA from Mount Allison University and a diploma in Advertising and Public Relations from St. Lawrence College.