BACHELOR of COMMUNICATION STUDIES
Public Relations Major
Social media, influencers and complex global issues—the public relations field is changing rapidly as organizations face new challenges in a post-truth era. Professionals who can analyze information ethically, think critically and communicate clearly are more in demand than ever.
MacEwan’s public relations major gives you the deeper knowledge and skills needed to thrive in this evolving industry. With an emphasis on both theory and practice, you learn how to manage real-world challenges.
What to expect
In your first two years of this major, you build a strong communication, writing and research foundation. Courses in communication theory, online communication and business fundamentals introduce you to the field’s core skills. You also study the history and purpose of public relations and learn how organizations communicate and how ethical practice shapes the profession.
In your third and fourth years, you move into advanced courses in media relations, digital content, strategic planning, communication law and reputation management. You build your professional portfolio, refine your writing and apply your knowledge in a practicum that connects you directly with industry. By graduation, you are ready to enter the field with the confidence, experience and ethical grounding needed to succeed in communication roles.
Your future
The public relations major prepares you to guide organizations in government, health care, education, business and more—using research, communication and crisis management to engage the public and support informed decision-making.
In this major, you learn to do the following:
- Understand public relations theory and professional practice.
- Solve real-world communication challenges using a strategic approach.
- Practice ethical decision-making and develop a strong commitment to professional integrity.
- Build knowledge of Canadian communication law including copyright, contracts and defamation.
- Use research methods to analyze issues and design effective responses.
- Create strategic communication messages, plans and campaigns.
- Produce clear, concise and persuasive communication across formats.
- Apply digital tools and communication technologies to craft messages for various platforms.
The public relations major prepares you to enter the workforce with plenty of hands-on experience. You can apply for jobs such as these:
- communications coordinator
- media spokesperson
- editorial assistant
- press secretary
- promotions coordinator
- social media specialist
- public information officer
- publicist
We recommend these resources to learn more about working in the public relations field:
- Careers and Experience: career counselling and support from MacEwan career development specialists
- The Canadian Public Relations Society (CPRS): an organization that unites public relations professionals across Canada to advance ethics, standards and certification
- The Public Affairs Association of Canada (PAAC): a not-for-profit organization that supports public affairs professionals nationwide through networking, idea exchange and professional development
The Alberta Learning Information Service (ALIS) has detailed occupational profiles, salary survey data, trend reports and assessment tools to help you choose and plan a career that matches your skills and interests.
Program planning
Academic advisors for the program have prepared resources to help you understand how to select and enrol in courses for your major and overall degree coursework.