Course description

Whether working in a small start-up or large multinational company, Executive Assistants (EAs) play a pivotal role in managing an organization’s image and brand across multiple internal and external stakeholders. In this course, students will be introduced to the foundational principles of Public Relations (PR) including media relations, crisis communications, reputation management, community relations, social media and employee communications. Students will develop PR plans based on the R.A.C.E. framework. Additionally, students will demonstrate how their own personal PR plays a significant role in reflecting an organization’s brand. Through case studies based on current situations, experiential learning activities and practical assignments, students will deepen their ability to work strategically and broadly while developing critical thinking skills.

Course details

Hours: 42
Credits: 3
Prerequisites: None
Corequisites: None

Build courses into a credential

This course is part of the following program(s):

Credit transfer

Have you taken this course or an equivalent course? Contact the Credit Transfer Office.

Registration dates

Not all courses are offered each term.

Fall 2023 registration opens July 24, 2023. Winter 2024 registration opens November 27, 2023.

Delivery options

In person: classes held in person on a campus/site in a classroom/lab/shop/studio for the course duration

Online - Asynchronous: ​100% online delivery, no scheduled day or time course requirements with the instructor, assigned due dates

Online - Synchronous: 100% online delivery, scheduled day and time course requirements with the instructor, assigned due dates

Hybrid: any combination of in person, timetabled, on campus, online, and hyflex delivery