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Public Relations Program Standard
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The approved program standard for two-semester post-diploma
Public Relations Programs approved by the Ministry of Training, Colleges and
Universities (MCU Code 70243) for delivery by Ontario Colleges of Applied Arts and
Technology
Ministry of Training, Colleges and Universities, December 1998
© 1999, Ontario
Ministry of Training, Colleges and Universities
ISBN 0-7778-8262-0
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The Ministry of Training, Colleges and Universities acknowledges
with thanks the significant contribution of the many individuals
and organizations who participated in the development of this program
standard. In particular, the Ministry of Training, Colleges and
Universities would like to acknowledge the important roles of
- Members of the Public Relations Program Standards
Committee: Stephanie Bolton, The Canadian Public Relations Society;
Joan Campbell, Cambrian College; Ginny Colling, Durham College;
Lucie Coté, Regional Municipality of Ottawa-Carleton; Rosalind
Franklin, The United Way; Jeff Martin, Quorum Communications;
Dana Morningstar, Fanshawe College; Glenn Pothier, GLPi; Patricia
Robertson, Bell Canada; Nancy Rodrigues, Humber College; Margaret
Scott, Durham College; Pat Shaw, Noranda Forest; Christine Smith,
Centennial College; Claudine Wilson, Algonquin College.
- The many individuals and organizations who participated
in consultations with the pilot project; the writer/editor, Brian
Provini, Conestoga College; and the secondee who led the development
of the vocational standard: Michael Pimento, Centennial College.
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This document is the Program Standard for Public Relations Programs
(post-diploma) delivered by Ontario colleges of applied arts and technology.
The program standard applies to all programs approved by the Ministry
of Training, Colleges and Universities under MCU code 70243.
Development of System-Wide Program Standards
In 1993, the Government of Ontario initiated program standards
development with the objectives of bringing a greater degree of
consistency to college programming offered across the province,
broadening the focus of college programs to ensure graduates have
the skills to be flexible and to continue to learn and adapt,
and providing public accountability for the quality and relevance
of college programs.
The Colleges Branch of the Ministry of Training, Colleges and
Universities has responsibility for the development and approval
of system-wide standards for programs at colleges of applied arts
and technology of Ontario.
Program Standards
Program standards apply to all similar programs offered by colleges
across the province. The program standard for a post-diploma program
is made up of the vocationally specific learning outcomes which
apply to the program in question.
These outline the essential skills and knowledge that a student
must reliably demonstrate in order to graduate from the program.
It is assumed that students, upon entering a post- diploma program,
will have achieved that necessary generic skills and general education
by having completed a previous certificate, diploma, or other
credential-granting program of study.
Individual colleges of applied arts and technology offering the
program determine the specific program structure, delivery methods,
and other curriculum matters to be used in assisting students
to achieve the outcomes articulated in the standard. Individual
colleges also determine whether additional local learning outcomes
will be required to reflect specific local needs and/or interests.
The Expression of Program Standards as Learning Outcomes
Post-diploma program standards are expressed in terms of learning
outcomes.
Learning outcomes represent culminating demonstrations of learning
and achievement. They are not simply a listing of discrete skills,
nor broad statements of knowledge and comprehension. In addition,
learning outcomes are interrelated and cannot be viewed in isolation
of one another. As such, they should be viewed as a comprehensive
whole. They describe performances that demonstrate that significant
integrated learning by graduates of the program has been achieved
and verified.
Expressing standards as learning outcomes ensures consistency
in the outcomes for program graduates, while leaving to the discretion
of individual colleges curriculum matters such as the specific
program structure and delivery methods.
The Presentation of the Learning Outcomes
The learning outcome statement sets out the culminating
demonstration of learning and achievement that the student must
reliably demonstrate before graduation.
The elements of performance for each outcome define and
clarify the level and quality of performance necessary to meet
the requirements of the learning outcome. However, it is the performance
of the learning outcome itself on which students are evaluated.
The elements are indicators of the means by which the student
may proceed to satisfactory performance of the learning outcome.
The elements do not stand alone but rather in reference to the
learning outcome of which they form a part.
In some cases, in order to ensure clarity, an explanation
of the outcome is also provided.
The Accreditation of Programs
The Ministry of Training, Colleges and Universities will establish
a process to accredit college programs, with the objective of
determining whether program graduates have achieved the learning
outcomes and general education requirement established in a program
standard.
The Development of a Program Standard
A program standard is developed through a broad consultation
process involving a range of stakeholders with a direct interest
in the program area, including employers, professional associations,
universities, secondary schools, and program graduates working
in the field, in addition to students, faculty, and administrators
at the colleges themselves. It represents a consensus of participating
stakeholders on the essential learning that all program graduates
should have achieved.
Updating the Program Standard
The Ministry of Training, Colleges and Universities will undertake
regular reviews of the vocational learning outcomes for this program
to ensure that the Public Relations Program Standard remains appropriate
and relevant to the needs of students and employers across the
Province of Ontario. To confirm that this document is the most
up-to-date release, contact the Ministry of Training, Colleges
and Universities at the address or telephone number noted on the
document entitled College Program Standards –
Introduction
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Table of Contents |
All graduates of Public Relations Programs (post-diploma) must
have achieved the eleven vocational learning outcomes listed in
the following pages.
Please see the Glossary of Terms for
definitions of words marked with an asterisk (*) in the sections
below.
Preamble
Graduates of Public Relations Programs enter an increasingly
diverse profession which deals with the growing communication
needs of a wide variety of organizations and their publics*. Graduates
have demonstrated achievement of vocational learning outcomes
which relate to communications* in general and public relations*
in particular.
As this is a post-diploma program, students will have previously
completed a college diploma or university degree program prior
to acceptance into this program. It is valuable for students to
bring both work and life experience to post-diploma studies due
to the intensity of these programs.
Many organizations use public relations* strategies and tactics
to inform, motivate, and gain support from their publics*. Public
relations* is a process which relies on a variety of abilities
with writing and planning being the most essential skills for
the public relations* practitioner.
Therefore, achievement of the vocational learning outcomes will
prepare the graduate of post-diploma Public Relations Programs
to write clear, targeted communication materials and develop and
execute public relations* plans applying skills in coordinating,
budgeting, and preparing professional print, graphic, and electronic
communications*. In addition, graduates conduct and coordinate
research with a strong emphasis on analysis, strategic implications,
and evaluation. They are able to adapt to, work within, and influence
organizational policies and procedures. Also, graduates will adhere
to public relations* codes of professional ethics, standards,
and practices.
During the post-diploma program, graduates must come to understand
public relations* as a profession, its relationship to organizational
and community dynamics, and the variety of roles of its practitioners.
Typically, graduates of post-diploma Public Relations programs
have completed a field practicum which provides first hand experience
of the public relations* profession.
It is also critical for the graduate to recognize the importance
of lifelong learning by identifying opportunities for professional
development to keep abreast of current issues, trends, and practices
in public relations*. Promoting the development of the profession
through membership in national and member societies is also important
for the graduate. These organizations strive to set professional
standards and to establish and maintain professional accreditation.
Since the field of public relations* is growing and is so diverse,
graduates can work in a broad range of corporate, government,
and not-for-profit employment settings as well as agencies which
serve all three sectors. Graduates' roles may encompass a variety
of activities including publicity and promotion, research, media
relations, employee relations, community relations, government
affairs, fund-raising, and event planning.
* See glossary |
Table of Contents |
Synopsis of the Vocational Learning Outcomes
Public Relations Programs (post-diploma)
The graduate has reliably demonstrated the ability to
- write clear, targeted communication materials.
- apply knowledge of public relations* and organizational
theories, and public relations* practices, strategies, and history
to develop and execute public relations* plans.
- complete all work in accordance public relations*
codes of professional ethics, standards, and practices; and
relevant law.
- conduct and coordinate research to develop communication
strategies to meet information needs of internal and external
publics*.
- develop clear and measurable communication objectives*
and identify techniques to evaluate the achievement of these
objectives.
- adapt to, work within, and influence organizational
policies and procedures.
- develop, deliver, and coordinate a variety of
presentations.
- develop a project or tactical budget.
- use computer hardware and software relevant
to public relations*.
- coordinate the production of, and produce, visually
effective print, graphic, and electronic communications*.
- develop ongoing strategies and plans to enhance
personal and professional development and to promote the development
of the public relations* profession.
Note: The learning outcomes have been numbered as a point
of reference; numbering does not imply prioritization, sequencing,
nor weighting of significance.
* See glossary
The Vocational Learning Outcomes
1. The graduate has reliably demonstrated the ability to
write clear, targeted communication materials.
Elements of the Performance
- Write various public relations* materials (e.g.,
articles, media releases, media alerts, proposals, plans)
- Adhere to formal style guides (e.g., Canadian
Press, Broadcast News)
- Use diverse writing styles matching tone and
level of language to the message and internal/external publics*
- Use writing and editing skills when reviewing
all written communications* for grammar, syntax, diction, punctuation,
style, and clarity
- Communicate appropriately for selected media/channels
- Disseminate timely and accurate information
to achieve communication goals and objectives
- Meet deadlines
* See glossary
2. The graduate has reliably demonstrated the ability to
apply knowledge of public relations* and organizational theories,
and public relations* practices, strategies, and history to develop
and execute public relations* plans.
Elements of the Performance
- Apply knowledge of contemporary public relations*
and organizational theories
- Consider public relations* projects within the
context of the evolution and history of the public relations*
profession
- Use strategic thinking to develop and execute
communications* plans incorporating research, analysis, communication,
and evaluation
- Execute a complex communications* plan using
appropriate strategies and tactics
- Take into account the influence of organizational
and community dynamics on a public relations* plan
- Use accurate public relations* terminology
- Use a variety of public relations* tools
* See glossary
3. The graduate has reliably demonstrated the ability to
complete all work in accordance with public relations* codes of
professional ethics, standards, and practices; and relevant law.
Elements of the Performance
- Adhere to public relations* codes of professional
standards
- Conduct oneself within established professional
codes of conduct
- Recognize the significance and implications of
relevant law (e.g., libel, privacy assurance, defamation, copyright,
intellectual property, investor relations)
* See glossary
4. The graduate has reliably demonstrated the ability to
conduct and coordinate research to develop communication strategies
to meet information needs of internal and external publics*.
Elements of the Performance
- Assist in the analysis of needs of determine
information objectives*
- Use and coordinate a variety of research techniques
(e.g., primary, secondary, formal, informal, qualitative, quantitative,
formative, summative)
- Select appropriate data collection strategies
(e.g., surveys, focus groups, interviews, Internet, library)
- Draw conclusions about how the information can
be used
- Derive strategic implications from research
and make recommendations on how the information can be used
- Use research results to formulate alternatives
for presentation to internal and external publics*
- Incorporate the research results into communications*
planning and executive
* See glossary
5. The graduate has reliably demonstrated the ability to
develop clear and measurable communication objectives* and identify
techniques to evaluate the achievement of these objectives.
Elements of the Performance
- Define objectives based on needs and criteria
of projects/plans in consultation with internal and external
publics*
- Develop communications* plans to deal with needs
of internal and external publics* based on a thorough analysis
of research
- Evaluate strategies and tactics against objectives
- Monitor results of communications* plans on an
ongoing basis
* See glossary
6. The graduate has reliably demonstrated the ability to
adapt to, work within, and influence organizational policies and
procedures.
Elements of the Performance
- Adapt to organizational and/or sector culture
and protocols (e.g., corporate, agency, government, not-for-profit)
- Work within established organizational roles
for a variety of public relations* functions (e.g., fundraising,
strategic planning, event planning, media relations) considering
organizational policies, procedures, and structures
- Contribute to the integration of the functional
areas of an organization
- Develop strategies to enhance communications*
within corporate or organizational structures
- Take into account organizational history and
its impact on organizational culture and the organization's
changing needs
- Follow correct organizational procedures and
directions when preparing and submitting work
- Facilitate completion of work according to organizational
guidelines
- Recognize the impact of corporate culture on
the communications* process
- Recognize how organizational behaviour theories
may be used to influence organizational culture
* See glossary
7. The graduate has reliably demonstrated the ability to
develop, deliver, and coordinate a variety of presentations.
Elements of the Performance
- Give and receive a briefing*
- Conduct an interview
- Assist others in preparing oral, written, and
electronic presentations
- Prepare and deliver oral and written presentations
for a variety of purposes and audiences
- Use technology appropriate to public relations*
activities (e.g., audio-visual, multi-media, electronic, and
computer) to enhance presentations
- Manage logistics of public relations* events
* See glossary
8. The graduate has reliably demonstrated the ability to
develop a project or tactical budget.
Elements of the Performance
- Apply financial and organizational knowledge
when developing a budget
- Apply introductory business finance principles
(e.g., ROE, ROI, cashflow)
- Work within the planned budget
- Use resources efficiently to accomplish tasks
- Identify alternate sources of funding
9. The graduate has reliably demonstrated the ability to
use computer hardware and software relevant to public relations*.
Elements of the Performance
- Apply knowledge of technologies used in public
relations* functions (e.g., electronic publishing and presentation
software, industry platforms, database management, Internet)
- Adapt to different organizational and industry
computer platforms
- Select suitable software, equipment, and tools
for the task
- Use software, equipment, and tools effectively,
correctly, and ethically
- Keep abreast of trends in emerging information
technology
* See glossary
10. The graduate has reliably demonstrated the ability to
coordinate the production of, and produce, visually effective print,
graphic, and electronic communications*.
Elements of the Performance
- Apply knowledge of basic design principles to
enhance both print and electronic communications*
- Oversee print production and processes for various
media
- Identify and use appropriate technology (e.g.,
electronic publishing, websites, CD ROM, multimedia)
- Develop schedules and critical paths and manage
logistics
- Provide communications* briefing*
* See glossary
11. The graduate has reliably demonstrated the ability to
develop ongoing strategies and plans to enhance personal and
professional development and to promote the development of the public
relations* profession.
Elements of the Performance
- Take into account public relations* as a profession
and the variety of roles of its practitioners
- Adapt to organizational and/or sector culture
and protocols (e.g., corporate, agency, government, not-for-profit)
- Work within established organizational roles
for a variety of public relations* functions (e.g., fundraising,
strategic planning, event planning, media relations)
- Recognize the importance of lifelong learning
- Recognize the value of membership in professional
associations
- Identify various methods of increasing professional
knowledge and skills
- Keep abreast of current issues, trends, and practices
in public relations*
* See glossary
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- Briefing
- giving or receiving information in an oral, written, or combined style.
- Communications
- the vehicles with which information is transmitted ensuring two-way communication and the exchange of information.
- Communication objectives
- intended results or desired outcomes when the process of communication is
undertaken with an organization's public(s).
- Information objectives
- a statement of the measurable results that must be achieved with each audience/public to reach a specific goal.
- Public Relations
- the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance (CPRS).
The management of communication between an organization and its
publics (IABC).
- Publics
- individuals, group or groups (organized and unorganized) that have a direct or indirect relationship with an organization; for example, employees, shareholders, government, media, clients, competitors, or consumers.
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