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Public Relations – Event Management

A group of students are sitting and chatting with one another inside a classroom setting.

Public relations and event management professionals are increasingly in demand as employers recognize the value of effective communications. From one day to the next you could be pitching a story, staging a news conference, organizing an event or managing crises.

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Home / Learn / Programs List / Public Relations – Event Management
Credential
Ontario College Graduate Certificate
Duration
One year or less
Start Date(s)
September (Fall)
Locations
Belleville
Open to
International Students
Domestic Students

Find your career

People come to PR and event management from different backgrounds – from journalism and sociology to fitness and the non-profit sector. In just eight months, you’ll develop skills that will make you an asset in any industry: 

  • Graduates find dynamic opportunities working for government, hospitals, schools, businesses, advocacy groups and nongovernmental organizations (NGOs), as well as public relations firms. 
  • You could work as a PR specialist, event manager, fundraiser, media relations specialist, public affairs expert, publicist, or campaign manager. 
  • Many jobs offer extensive opportunities for travel. 
  • Entry-level jobs include producing digital media packages, media monitoring, organizing interviews and news conferences, creating visual presentations and planning special events.

The Public Relations – Event Management program at Loyalist College prepared me well for my chosen career field, enabling me to secure full-time employment even before graduating. The curriculum provided a comprehensive and immersive understanding of the industry, covering every aspect, from event planning to strategic public relations campaigns and effective communication techniques.

Lyndsey, Public Relations – Event Management

Our grads get great jobs

  • Manager, Event Coordination, The Lavin Agency (Toronto) 
  • Senior Media Relations Manager, Toronto FC 
  • Special Events Coordinator, Brock University Alumni Relations Office 
  • Marketing Coordinator, Shorelines Casino (Belleville) 
  • Event Management and Communications Coordinator, Albert College 
  • Special Events Coordinator, Municipality of Port Hope 
  • Communications Coordinator, Quinte Conservation (Quinte West) 
  • Marketing & Communications Officer, Canada Science and Technology Museums Corp. (Ottawa) 
  • Communications Officer, Smith School of Business, Queen’s University

Is it for you?

No matter what kind of background and education you bring to the program, you can build on it for a successful career in PR. Strong candidates for this program possess: 

  • Excellent communication skills. 
  • Good judgment. 
  • The ability to multitask. 
  • An enthusiasm for motivating others.

I really enjoyed how interactive our classes were. I was also amazed by the fact that most of the subjects that we were taught in the program were part of hands-on learning. Whatever I’ve learnt in my program is relevant to my industry.

Faraz, Public Relations – Event Management

How you'll learn

Experiential learning 

No textbooks! Students enjoy a combination of project-based learning and hands-on experience that goes beyond the classroom. In this intensive, eight-month program you will: 

  • Learn from guest speakers in the industry. 
  • Develop a solid portfolio of relevant workplace skills. 
  • Participate in a speed-mentoring event and micro-networking session. 
  • Meet with industry professionals and PR agencies in Toronto. 
  • Stage a mock disaster during Crisis Communications Week. 
  • Plan and host special events such as concerts and wine tastings in neighbouring Prince Edward County. 
  • Write clear, targeted communications materials that deliver your message persuasively. 
  • Build relationships with media and stakeholders, plan special events, market for corporate and non-profit, deliver compelling presentations, prepare for media interviews and handle crisis situations. 
  • Use new media, social media and graphics creation to promote your message.

Finish your studies with a four-week field placement, applying your learning on the job. Our students have completed placements with: 

  • Government agencies 
  • Toronto International Film Festival 
  • Toronto Argonauts football team 
  • Canadian Wildlife Federation 
  • World Vision Canada 

Outstanding faculty make the difference 

Our faculty team brings extensive expertise to the classroom. They remain actively involved in industry, providing students with real-time instruction enriched by genuine case studies drawn from their own professional experiences. 

Courses

PROM1002 Fundraising Fundamentals

Current economic realities require organizations of all shapes and sizes to compete for a limited number of donor dollars. This course examines the close, and often challenging, relationship between fundraisers and public relations professionals. Students are introduced to the principles of effective fundraising, campaign planning and development, case statement writing, volunteer recruitment and management, special events, corporate partnerships and the codes of conduct governing fundraising.

PROM1000 Introduction to Public Relations

This course is designed to advance the student’s knowledge of the origins, philosophy and practice of public relations, and to provide an understanding of the evolving role of the PR practitioner. This course explores a number of integrated public relations approaches (including employee, media, investor and community relations), and explains their significance in achieving overall communication objectives.

PROM1011 Media Presentations 1

Using a variety of multimedia resources, this course guides students in the delivery of a series of informative and engaging presentations. This course emphasizes the importance of effective verbal, non-verbal and para-verbal communication, and provides practical opportunities for student application of individual and group presentation skills both inside and outside the classroom.

PROM1003 PR Case Studies 1

One of the best ways to learn about public relations is by studying notable cases within the profession. This course allows students to research and analyze a selected series of public relations case histories from the private sector, while applying value-added skills such as critical thinking, strategic planning, problem solving and issues-based management.

PROM1014 Professional Portfolio

As a participant in this course, you will receive support in crafting a sophisticated digital portfolio, adeptly navigating various portfolio platforms. This endeavour is intricately intertwined with preparation for your work placement, culminating in an understanding of best practices within professional environments. Through this curriculum, you will be equipped with the requisite skills for a successful work experience but will also undergo training of delivering a succinct job interview. This approach ensures that you build a compelling representation of your capabilities and are prepared to navigate the intricacies of the professional landscape with confidence.

PROM1004 Public Relations Writing 1

Solid writing and editing skills are at the core of a PR professional's success. This course guides you in writing for a variety of select audiences. Course materials focus on developing strong brand messaging, pitching the media effectively and developing compelling brand journalism tools. Using Canadian Press (CP) style, you will learn to apply your knowledge to create a number of key PR writing tools such as news releases, feature articles, web copy, video scripts, media kits, blogs, social media messaging and more.

PROM1001 Visual Storytelling 1

This course introduces you to desktop publishing for communications. The focus of study is on the underlying principles of design and the techniques for putting them into action. Practical application includes personal branding packages, corporate branding work and alternative media design.

PROM1008 Event Management

Event management is an important adjunct to public relations and a key tool to leveraging promotional efforts. This course covers the important rationale and logistics of planning, coordinating and staging an event, whether a community festival, corporate, sports, non-profit or fundraising activity. You will gain hands-on experience by planning, executing and evaluating two community-based events. Co-requisite: PROM 1006, PROM 1007

PROM1013 Field Placement

The Public Relations Field Placement connects you with off-campus professionals who challenge you to hone your skills in such areas as PR writing, campaign creation, strategic analysis, communications planning and measurement. You will be responsible for locating and organizing your own four-week work placement with the support of the program's placement advisor. The nature of the placement and responsibilities must be approved by the program coordinator. Prerequisite: PROM 1000, PROM 1001, PROM 1002, PROM 1003, PROM 1004, PROM 1011

PROM1007 Media Presentation Skills & Interviewing

The public relations specialist is often the point person for media interviews, acting as a frequent spokesperson for internal and external media outlets. In this course, you will learn how to prepare for media interviews, how to deliver key messages effectively and how to handle crisis situations. Prerequisite: PROM 1011 Co-requisite: PROM 1006, PROM 1008

PROM1015 Professional Portfolio 2

This course is a continuation of the 1027 course and empowers participants through strategic self-assessment. Emphasis lies in crafting a personalized success plan for optimal internship performance, focusing on impactful portfolio content that reflects skills. You will gain experience in crafting digital portfolios, incorporating industry best practices. Engaging with industry experts throughout the program, you will extract valuable insights to optimize your internship experience. The course uniquely blends theoretical frameworks with practical industry wisdom, ensuring participants develop portfolios and extract value from professional placements.

PROM1009 Public Relations Case Studies 2

This course guides you in researching and analyzing a selection of public relations cases from the public sector, while refining skills in strategic planning and analysis, problem solving and issues-based management. Prerequisite: PROM 1003 Co-requisite: PROM 1006, PROM 1007

PROM1005 Public Relations Techniques

This course focuses on the application of public relations theory and principles. You will be guided in the application of PR skills such as audience identification, qualitative and quantitative research, strategic planning and measurement to a variety of client projects. Team-building and leadership skills are also emphasized in this course. Prerequisite: PROM 1000 Co-requisite: PROM 1007, PROM 1008, PROM 1009, PROM 1010

PROM1010 Public Relations Writing 2

Building on an existing knowledge of writing for public relations, this course guides you in producing a variety of online and print writing samples for select clients. This course directs you in writing query letters and feature articles for publication in local media. You will demonstrate skill and understanding in creating, adapting and uploading written content on a template-based website, with attention and care to elements such as SEO, headings and sub headings as well as appropriate use of hyperlinks in copy. Prerequisite: PROM 1004 Co-requisite: PROM 1006, PROM 1007

PROM1006 Visual Storytelling 2

In this course, you will be faced with industry-related design challenges and will apply advanced visual communication problem-solving for event promotion, personal branding and corporate communications. Using current workplace software, you will build on foundational knowledge and expand on your skills in page layout and design for public relations. You will have a comprehensive understanding of fundamental design principles, be able to explain, create, edit and save effective visual elements, used to support written messaging and overall branding. You will effectively use appropriate software to design the visual elements of a marketing or communications campaign (Canva, Adobe Spark, Adobe Creative Suite – Photoshop, Illustrator, InDesign). Prerequisite: PROM 1001 Co-requisite: PROM 1005, PROM 1007, PROM 1008, PROM 1009

*Courses subject to change.

Three students in the public relations event management program are intently focused on something off the image. Fourteen green graphic circles are in the lower lefthand corner of the image.

Admission requirements

Required academic preparation 

  • A diploma or degree from a recognized college or university. 
  • Applicants with significant related work experience will be considered for entry based on a review of their demonstrated competencies and academic credentials. 
  • Computer literacy as it relates to online communication. 

Prior learning assessment and recognition (PLAR) 

Do you have work experience or other types of non-credentialed learning? Through Loyalist’s PLAR program, applicants and current students may be eligible to receive academic credit for relevant educational, work and life experiences.

International students  

Learn more about admission requirements for international applicants and how to apply.

Costs

Approximate costs (2024 – 25) 

  • Domestic Tuition: $2,722.08 
  • Full-Time Ancillary Fees:* $1,367 
  • Total: $4,089.08
  • Additional Program Costs: $228 

Additional costs, such as supplies, travel and parking, may be incurred during workplace visits, etc.

*Fees related to programs that are less than or greater than two semesters will be adjusted accordingly. Fees are subject to change. Please visit the Tuition and fees page for a list of the many services, activities and items included within the ancillary fees, and the related policies. 

Paying for college 

At Loyalist College, we believe that cost should never be a barrier to your success. We’re here to help you navigate the costs of college and connect you with a variety of financial aid programs, resources and donor-supported awards. Explore paying for college.   

Approximate costs (2024 – 25) 

  • International Tuition: $15,000 
  • Full-Time Ancillary Fees:* $1,367 
  • Mandatory Health Insurance: $659 
  • Total: $17,026 
  • Additional Program Costs: $228 

Additional costs, such as supplies, travel and parking, may be incurred during workplace visits, etc.   

*Fees related to programs that are less than or greater than two semesters will be adjusted accordingly. Fees are subject to change. Please visit the Tuition and fees page for a list of the many services, activities and items included within the ancillary fees, and the related policies. 

Paying for college 

At Loyalist College, we believe that cost should never be a barrier to your success. We’re here to help you navigate the costs of college and connect you with a variety of financial aid programs, resources and donor-supported awards. Explore paying for college.   

A group of seven students in the public relations event management program are all wearing black public relations t-shirts and smiling towards the camera. Fourteen blue graphic circles are in the lower lefthand corner of the image.

Further study

Pathways and university transfer 

What’s next? Build on the knowledge and skills you learned at Loyalist by continuing your academic journey. Return to Loyalist to complete a second post-graduate program in as little as a year, or receive credit recognition for your Loyalist studies when pursuing a degree at a university. Explore pathway opportunities.  

What employers say

“I have been working with the Loyalist PR program for several years as both a placement supervisor and an employer of a recent graduate. The students were bright, outgoing and prepared. The program is polished and professional and well thought out. My last placement student was so skilled that I hired him!” 

Jennifer May-Anderson
Communications Manager, Quinte Conservation

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