CAB462 - Public Relations and Event Planning

Outline information
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Last revision date 2018-01-26 21:39:30.548
Last review date 2018-01-26 21:39:30.548

Subject Title
Public Relations and Event Planning

Subject Description
This subject will introduce the Creative Advertising student to the business and practice of public relations and event planning. Students will learn how to apply their strategic and creative thinking to this particular form of communication, as it is used by clients in their overall marketing mix, and as it is integrated with advertising and sales promotion activity.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Comprehend and be able to explain:

- the role and functions of public relations in Canadian society
- the evolution of public relations, career opportunities, and professional and ethical responsibilities
- the types of public relations activity in a variety of organizations

2. Apply concepts to:

- the basic process of public relations: research, planning, communication, evaluation
- planning a media conference / event
- communications strategies that achieve organizational/client goals
- the integration of public relations with advertising and sales promotion
- your strategic and creative thinking process

3. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.

4. Understand the purpose of, and effectively meet all deadlines and project requirements

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.