Public Relations Major - Bachelor of Communication Studies
Overview
The major in Public Relations delivers practical skills, critical thinking, and problem solving, ensuring that graduates are job ready for high-demand roles. Core coursework includes digital storytelling, as well as integrated marketing communications, internal communication, strategic communication planning, and issues management. Option courses, which allow students to customize their studies, include arts and culture, data journalism, project management, media relations, and editing.
Bachelor of Communication Studies
Faculty of Fine Arts and Communications
MacEwan.ca/CommunicationDegree
In our fast-paced world of evolving and conventional media, communication is key to interpersonal, organizational and career success. The Bachelor of Communication Studies program provides students with a solid foundation in the fundamental skills of critical thinking, writing, editing, and research. Common coursework for professional communication, public relations and journalism majors builds a foundation in language, composition, visual communication, communication theory, communication law and research methods, supported by a liberal arts framework. The courses in the majors offer depth, specialization, and choice. The minors provide additional scope and depth to your studies. The program offers many opportunities to integrate what you have learned in the classroom with real-life projects that engage the community and provide students with an enhanced learning experience. The field is forward-looking, and so is this program of studies.
Years 1 and 2 include common coursework for both professional communication and journalism majors that builds a foundation in language, composition, visual communication, communication theory, communication law, and research methods. Years 3 and 4 provide the option to specialize in editing, strategic communication, technical communication or film studies (in the professional communication major), or in news gathering, digital media production, or film studies (in the journalism major).
Year 3 includes an ethical practice and portfolio course, followed by a professional field placement that includes BCSC 395. Students conclude year 4 with skills, experience and practical proof of their communication competency.
The Bachelor of Communication Studies program prepares students for strategic roles in business, traditional and new media, not-for-profit and public sector organizations: wherever clear, correct, and effective messages are valued. Confident in research methodology and contemporary communication theory, students are also ready for graduate studies in communication or a related field.
Career Potential
Graduates of MacEwan University’s Bachelor of Communication Studies will have competency in critical problem solving, global awareness and cultural sensitivity, creativity, information and research literacy, and ethical and professional practice. These competencies will bring career success in a variety of positions – writer, editor, researcher, journalist, reporter, marketer, client or community relations practitioner, communications advisor, communications coordinator, public information officer, public relations advisor, producer, social media contact, reviewer, analyst, commentator – and in many roles that have yet to be created.
Technology Integration for Creative Learning (TICL)
On entering the second year of the Bachelor of Communication Studies program, students in the Journalism major will need to purchase a Mac laptop and necessary software identified by the program. For specifications, refer to the program website or contact an advisor.
Contact Information
Degree Requirements
| Program Element | Description | Credits |
|---|---|---|
| Core Requirements | Students complete 30 credits of Communication courses and 6 credits of English courses. | 36 |
| Breadth Requirements | Students complete 24 to 27 credits of breadth requirements, depending on their major and minor. In addition, students must take at least three credits of an Indigenous-related course to fulfill the breadth requirement. Consult your academic adviser for a list of approved courses. | 24-27 |
| Major Requirements | Students complete 24 credits of required courses in their chosen major. The number of required courses varies by major. | 24 |
| Minor Requirements | Students complete 12 to 18 credits in their chosen minor. | 12-18 |
| Options | Students complete 18-24 credits of options, which vary by major and minor. | 18-24 |
| Total Credits | 120 |
Core Requirements
| Code | Title | Credits |
|---|---|---|
| BCSC 100 | Grammar and Composition Foundations | 3 |
| BCSC 101 | Interpersonal Communication | 3 |
| BCSC 102 | Introduction to Visual Communication | 3 |
| BCSC 200 | Communication Theory | 3 |
| BCSC 203 | Introduction to Research Methods | 3 |
| BCSC 206 | Introduction to Audio and Video | 3 |
| BCSC 302 | Online Content Production | 3 |
| BCSC 306 | Ethical Practice and Portfolio | 3 |
| BCSC 307 | Communication Law I | 3 |
| BCSC 411 | Advanced Research Methods | 3 |
| ENGL 102 | Analysis and Argument | 3 |
| Choose 3 credits of ENGL from the following: | 3 | |
| Approaches to Literature: Trends and Traditions | ||
| Approaches to Literature: Narrative Across Media | ||
| Approaches to Literature: Contemporary Literature and Culture | ||
| Total Credits | 36 | |
Course Substitutions
| Credit Earned in: | May Be Substituted for Credit in Program Course: |
|---|---|
| PROW 100 or PROW 210 or PROW 211 | BCSC 100 |
| PROW 117 | BCSC 102 |
| PROW 115 | BCSC 203 |
| BCSC 301 | BCSC 307 |
| JOUR 106 | BCSC 210 |
| PROW 135 | BCSC 215 |
| PROW 204 | BCSC 221 |
| PROW 104 | BCSC 253 |
| PROW 343 | BCSC 310 |
| JOUR 152 | BCSC 320 |
| JOUR 258 | BCSC 325 |
| PROW 315 | BCSC 331 |
Major Requirements
| Breadth Element | Description | Credits |
|---|---|---|
| Humanities* | CLAS, CHIN, CRWR, ENGL (other than ENGL 102, ENGL 103, ENGL 104, ENGL 105), FREN, GERM, GREK, HUMN, HIST, NEHI, PHIL, JAPN, SPAN | 6 |
| Social Sciences* | ANTH, ECON, GEND, INDG, INTD, POLS, PSYC, SOCI | 6 |
| Sciences | ASTR, BIOL, CHEM, CMPT, EASC, MATH, PHYS, PSYC, STAT, SUST 201, ZOOL, HLST 210 | 6 |
| Fine Arts/Performing Arts* | AGAD, ARTE, CLAS (CLAS 252 or CLAS 353), CRWR, DESN, DRMA, INTA, INTD, MUSC, THAR, THPR | 6 |
- *
3 credits of the Indigenous course requirement must be fulfilled from the approved course list within the Bachelor of Communications department. Please consult your academic advisor.
| Code | Title | Credits |
|---|---|---|
| Major Requirements | ||
| PREL 213 | Business Fundamentals for Communicators | 3 |
| PREL 230 | Public Relations Fundamentals and Practice | 3 |
| PREL 233 | Media Relations and Mass Media | 3 |
| PREL 238 | Public Relations & Digital Media | 3 |
| PREL 240 | Integrated Marketing Communications | 3 |
| PREL 241 | Writing for Public Relations | 3 |
| PREL 242 | Internal Communications and Organizational Dynamics | 3 |
| PREL 246 | Issues and Reputation Management | 3 |
| BCSC 310 | Strategic Communication Planning | 3 |
| BCSC 395 | Professional Field Placement and Practice | 3 |
| BCSC 400 | Intercultural Communication | 3 |
| BCSC 426 | Advanced Seminar in Journalism | 3 |
| BCSC 430 | Advanced Strategic Communication | 3 |
| Minor Requirements | ||
| Students complete 18 credits from their chosen minor. The specific minor requirements are listed below. | 18 | |
| Major Options | ||
| Students choose 21 credits of options, depending on their minor. The specific option requirements by minor are listed below. | 21 | |
| Breadth Requirements | ||
| Students choose 24 credits of breadth requirements, depending on their minor. The specific breadth requirements by minor are listed below: | 24 | |
| Professional Communication Minor: Students choose 27 credits of breadth requirements from the following categories: 6 credits from Humanities, 9 credits from Social Sciences, 6 credits from Sciences, and 6 credits from Fine Arts/Performing Arts. A minimum of 9 credits must be at the senior level. | 27 | |
| All Other Minors: Students choose 24 credits breadth requirements from the following categories: 6 credits from Humanities, 6 credits from Social Sciences, 6 credits from Sciences, and 6 credits from Fine Arts/Performing Arts. A minimum of 9 credits must be at the senior level. | 24 | |
| Total Credits | 87 | |
Minor Requirements
Digital Experience Design Minor
The Digital Experience Design minor is a competitive minor. Students will need to have completed or be enrolled in DESN 242 before declaring a DXD Minor. The program consists of 18 non-duplicative credits. Courses used for DXD minor cannot be used to fulfill other major or minor requirements.
| Code | Title | Credits |
|---|---|---|
| Minor Requirements | ||
| DESN 242 | Introduction to Digital Experience Design for Non-Designers | 3 |
| DESN 342 | Digital Experience Design and Usability: Methods and Practices | 3 |
| DESN 344 | Interaction Design I | 3 |
| DESN 442 | Information Architecture and Content Strategy | 3 |
| Minor Options | ||
| Choose 6 credits from the following: | 6 | |
| Digital Experience Design History, Theories and Issues | ||
| Web Design & Development I | ||
| Service Design Seminar: Principles and Concepts | ||
| Immersive Learning I | ||
| Web Design & Development II | ||
| Interaction Design II | ||
| Service Design Studio: From Research to Solutions | ||
| Immersive Learning II | ||
| Total Credits | 18 | |
Film Minor
| Code | Title | Credits |
|---|---|---|
| Minor Requirements | ||
| Choose 3 credits from the following: | 3 | |
| Introduction to Film Studies and Narrative | ||
or ENGL 288 | Introduction to Film Narrative | |
| Minor Options | ||
| Choose 15 credits from the following: 1 | 15 | |
| Introduction to Audio and Video | ||
| Documentary Film Principles and Practices | ||
| Introduction to Screenwriting | ||
| Popular Culture and Film Studies: Film Noir | ||
| Popular Culture and Film Studies: Science Fiction | ||
| Documentary Screenwriting | ||
| Classics and Film: Classical Reception in the Cinema | ||
| Studies in Screen Narrative | ||
| Studies in Film Adaptation | ||
| Topics in Film Studies | ||
| Scoring for Film and Other Visual Media | ||
| Video Production | ||
| Philosophy of Film | ||
| Contemporary Spanish and Latin American Films | ||
| Magical Realism, Subversion and Sexuality in Hispanic Films and Literature | ||
| Total Credits | 18 | |
¹ Year to year, different topics courses may be permitted for use towards the 15-credit requirement, at the discretion of the department. These courses may include, but are not limited to BCSC 426, CRWR 317, CRWR 404, ENGL 219, ENGL 364, ENGL 368, ENGL 382, ENGL 391, ENGL 398, ENGL 401, ENGL 489, ENGL 498, MUSC 424, and MUSC 427. Please refer to the Film Minor webpage for more information.
Graphic Design
| Code | Title | Credits |
|---|---|---|
| The Graphic Design minor is a competitive minor that consists of 18, non-duplicative credits. Courses used for Graphic Design minor cannot be used to fulfill other major or minor requirements. | ||
| The following 4 courses are required: | ||
| DESN 110 | Design Studio I: Visual Organization, Composition and Visual Language | 3 |
| DESN 120 | Design Software I | 3 |
| DESN 131 | Typography I | 3 |
| DESN 203 | Concept Visualization | 3 |
| Students also choose 2 from the following options: | ||
| DESN 150 | Image Structure and Meaning | 3 |
| DESN 171 | History of Visual Communication Design | 3 |
| DESN 205 | Design Studio II: Process, Audience, and Context | 3 |
| DESN 220 | Design Software II | 3 |
| DESN 250 | Introduction to Photography | 3 |
| DESN 260 | Video Production I | 3 |
| DESN 261 | Motion Graphics I | 3 |
Journalism Minor
| Code | Title | Credits |
|---|---|---|
| Minor Requirements | ||
| BCSC 201 | Foundations of Journalism | 3 |
| BCSC 210 | Introduction to News Reporting | 3 |
| BCSC 322 | Interviewing Techniques | 3 |
| BCSC 397 | Digital News Publishing I | 3 |
| Minor Options | ||
| Choose 6 credits from the following: | 6 | |
| News, Media and Democracy: Understanding Information in the 21st-Century | ||
| Photojournalism | ||
| Online News Reporting: Journalism in the Digital Age | ||
| Reporting on Canadian Politics | ||
| Video Production | ||
| Total Credits | 18 | |
Professional Communication Minor
| Code | Title | Credits |
|---|---|---|
| Minor Requirements | ||
| The following courses, also listed under Core Requirements, are used for the Core Requirements and the Professional Communication minor requirements | ||
| BCSC 100 | Grammar and Composition Foundations | 3 |
| BCSC 200 | Communication Theory | 3 |
| Minor Options | ||
| Complete BCSC 307 and 9 credits from the following list: 1 | 12 | |
| Proofreading and Copyediting | ||
| Professional Communication | ||
| Introduction to Technical Communication | ||
| Classical and Modern Rhetoric | ||
| Stylistic and Structural Editing | ||
| Strategic Communication Planning | ||
| Rhetoric of Popular Culture | ||
| Technical Communication for Digital Applications | ||
| The Media and the Message | ||
| Magazine Editing | ||
| Book Editing | ||
| Print Culture Studies | ||
| Editing and Publishing Poetry | ||
| Intercultural Communication | ||
| Organizational Communication Theory | ||
| Technical Communication: Safety Standards and Policies | ||
| Technical Communication for Policy Writing | ||
| Production Editing and Publication Management | ||
| Total Credits | 18 | |
- 1
In addition to the 9 credits of Professional Communication minor options to be taken, the core required course, BCSC 307, will also be included for a total of 12 credits of minor options.
Major Options
Students choose options from the list below. Options may not be offered every year and are subject to space availability. If courses are required by a specific minor, they cannot also be used as options.
Public Relations Major Options
| Code | Title | Credits |
|---|---|---|
| AGAD 209 | Publicity and Media Relations in the Arts | 3 |
| INTA 210 | The Arts in Culture | 3 |
| INTA 362 | First Peoples and The Arts | 3 |
| BCSC 201 | Foundations of Journalism | 3 |
| BCSC 210 | Introduction to News Reporting | 3 |
| BCSC 215 | Proofreading and Copyediting | 3 |
| BCSC 221 | Introduction to Public Speaking | 3 |
| BCSC 253 | Classical and Modern Rhetoric | 3 |
| BCSC 320 | News, Media and Democracy: Understanding Information in the 21st-Century | 3 |
| BCSC 322 | Interviewing Techniques | 3 |
| BCSC 325 | Radio News and Documentaries | 3 |
| BCSC 327 | Online News Reporting: Journalism in the Digital Age | 3 |
| BCSC 331 | Corporate Narrative | 3 |
| BCSC 379 | Public Affairs Data Journalism | 3 |
| BCSC 418 | Organizational Communication Theory | 3 |
Degree Regulations
Students are strongly encouraged to seek advice from a faculty or university advisor about fulfilling these degree requirements.
Declaration of a Major and a Minor
Students declare their major at the time of application. Students declare their minor once they have started the program within the appropriate declaration window. Students may redeclare their major and minor if required. Students are advised to redeclare by the time they have completed 45 credits or earlier. Students are advised to seek advice from the Academic Advisor before redeclaring their major and minor.
Breadth Requirement
Students in the Professional Communication and Public Relations majors complete 24 credits of baccalaureate-level courses, and students in the Journalism major complete 24 to 27 credits of baccalaureate-level courses, as outlined in the Program of Study. A minimum of nine credits must be at the senior level in each major. In addition, students must take at least three credits of an Indigenous-related course to fulfill the breadth requirement. Consult your academic adviser for a list of approved courses.
Core Field Placement Requirements
All students will complete a Work-Integrated Learning course during their program.
Professional Communication and Journalism major students will complete BCSC 395 Professional Field Placement and Practice, which is a three-credit, full-time or part-time 180-hour field placement with an academic course component, after successfully completing at least 84 out of 120 credits required for the degree, as well as BCSC 306 Ethical Practice and Portfolio.
Public Relations major students will complete PREL 250 Professional Practicum, which is a three-credit, eight-week field placement. Students are recommended to discuss course prerequisites and requirements before enrolling.
It is highly recommended, but not required, for Journalism major students to also complete BCSC 412 Advanced News Reporting before enrolling in BCSC 395 Professional Field Placement and Practice.
The program will provide guidance in finding field placement opportunities; however, students are ultimately responsible for securing their own work placements, and all placements must be approved by the program. Students must comply with the Workplace Integrated Learning Policy regarding their field placement.
Junior- and Senior-Level Courses
Courses numbered from 100 to 199 are considered junior level and courses numbered from 200 to 499 are considered senior level.
Senior-Level Coursework Requirements
A minimum of 72 credits of the total 120 program credits must be at the senior level. Additional courses at the 100-level will be declared extra to the 120 credits required to complete the degree and will not be counted toward fulfilment of graduation requirements.
Option Requirements
Students are required to complete between 18- 24 credits of major options. Students in the Professional Communication major complete 18 credits of major options, students in the Public Relations major complete 21 credits of major options, and students in the Journalism major complete 18 -24 credits of major options, depending on their chosen minor. Students must select from a list of BCSC option courses designed for each major and minor. Not all option courses are offered each term or year. These courses must be at the baccalaureate level.
Graduation Requirements
Graduation requirements are governed by the date on which students declare their major and minor. The declaration deadlines for competitive and non-competitive majors and minors can be found on the Academic Schedule.
Progression of Studies
Students are responsible for ensuring they fulfill the prerequisite and/or co-requisite requirements of courses taken to complete the Bachelor of Communication Studies.
Minimum Transfer Grade for Credit
A minimum grade of D is required for any transfer credit granted for the program. Courses in the Program of Study require a minimum grade of C- when the course is used as a prerequisite. Transfer credit decisions are final and cannot be appealed (See Policies C2030 and E3103).
Program Learning Outcomes
- Demonstrate broad theoretical, historical, and applicable knowledge of public relations.
- Apply concepts, theories and best practices to professional public relations.
- Demonstrate a strong knowledge of, and commitment to, the ethical practice of professional communication.
- Demonstrate a solid understanding of communication law.
- Employ strong research methodology and techniques to properly analyze and address complex issues and crises.
- Apply research findings to create effective strategic communication plans, messages and activities.
- Develop the ability to write clearly, concisely and persuasively in styles that conform to industry standards and/or the needs of a given audience.
- Apply communication technology concepts and theories to produce appropriate messaging across various communication vehicles.
Admission Requirements
Applicants may be admitted to one of the following:
Regular Admission
To be evaluated through the Office of the University Registrar
Applicants must have a minimum overall average of 65 percent, with no course grade lower than 50 percent, in the following high school courses:
- ELA 30-1
- Four subjects from Group A, B, C, or D
Notes:
- Applicants are strongly encouraged to present a broad range of subjects in order to benefit from the breadth of learning and to increase flexibility of future program and course choices.
- A maximum of two Group B subjects may be presented; they must be from different disciplines.
- A maximum of one Group D subject may be presented. Group D subjects used for admission must be 5-credit or any credit combination of at least 5 credits (e.g., two 3-credit subjects).
Applicants with nine or more university-level credits must also present a minimum Admission Grade Point Average (AGPA) of 2.0 on a 4.0 scale.
Mature Admission
To be evaluated through the Office of the University Registrar
Applicants must be 20 years of age or older and have been out of full-time high school at least one year by the beginning of the intake term. Applicants must have the following:
- ELA 30-1 with a minimum grade of 65 per cent (or equivalent)
OR
- Six credits of university-level English with a minimum grade of C-
Applicants with nine or more university-level credits must also present a minimum Admission Grade Point Average (AGPA) of 2.0 on a 4.0 scale.
Previous Post-Secondary Work
To be evaluated through the Office of the University Registrar
Admission in this category does not imply or guarantee the transfer of any coursework and/or credential unless a block transfer agreement (internal or external) is in effect and published in the calendar by the Office of the University Registrar. In addition, transfer of coursework does not imply or guarantee that an applicant will be admitted.
Applicants must have successfully completed the following from a recognized institution:
- A minimum of 24 credits of university-level credits with a minimum Admission Grade Point Average (AGPA) of 2.0 on a 4.0 scale and must have completed the required core courses listed under the Regular Admission category.
Additional Admission Criteria
All applicants must meet the following:
1. English Language Proficiency
To be evaluated through the Office of the University Registrar
Applicable to All Admission Categories
All applicants must meet an acceptable level of English language proficiency. We will require official documents such as high school or post-secondary transcripts or proof of successful completion of standardized language evaluation. Full details are available in MacEwan University’s academic calendar or online at MacEwan.ca/ELP.