Experience is the foundation for where all successful goals begin. Like the roots of a flourishing tree—stabilizing and full of potential—our program nurtures aspiring PR professionals with the foundational skills needed for a career in public relations. Gain practical, job-ready skills to enhance your resume and build credibility as you explore the core areas of PR in an immersive environment.
Grow your roots first to expand your future career opportunities.
The Micro-certificate in Skill Building for Public Relations is designed for new practitioners who want to boost their confidence, credibility and skills in the field of public relations. You will explore the fundamentals of public relations, such as communication planning, writing, social media, media relations, and the value of leadership skills in the public relations industry. This course will include hands-on activities, practical tools and templates, and real-world examples. Upon completion, you will possess job-ready skills and a deeper understanding of your career path within the public relations profession.
Program highlights
Online Flexibility This program is delivered online, allowing you to work independently within deadlines set by your instructor. With this format, you don't have to worry about travel or scheduling conflicts while you study. You can work at your own pace, on your own schedule and maintain a balanced lifestyle.
Credibility The University of Victoria is one of Canada's leading universities, recognized for preparing students for careers in a wide range of disciplines. Upon successful completion of this program you will receive a micro-certificate.
Short-term This program is designed to provide you with the knowledge and tools necessary to achieve your professional goals in just 12 weeks.
Experiential Learning This program allows you to integrate theory with practice by engaging with your instructors and fellow classmates. You will be given the opportunity to practice through hands-on activities, practical tools and templates, and real-world examples.
Stackable This program will give you laddering opportunities into other micro-credentials or to non-credit programs.
Program outcomes
After completing the Micro-certificate in Skill Building for Public Relations you will be able to:
develop a communications plan based on research, analysis, strategy and evaluation
employ informative and persuasive writing and editing skills to communicate clearly, concisely, comprehensively and accurately
use strategic PR tools and techniques to communicate effectively with the media, community members, online audiences and employees
apply appropriate PR theories, models and practices to support strategic public relations activities
navigate a situation successfully using sound PR leadership and ethics
describe various PR career paths based on a thorough understanding of the role of the PR practitioner and profession
Who is this program for?
If you see yourself reflected in any of the following, this program could be a good match:
you are an emerging or junior professional in the public relations field
you are interested in pursuing a career in public relations
you want to obtain practical skills in this area
you are interested in public relations and want to know about this industry and how PR functions within an organization
Career options
Some of our learners pursue careers in the following roles:
Public Relations Specialist
Communications Officer
Client Relations Officer
Public Relations and Communications Manager
Communications Advisor
By the numbers
Advertised Salaries
There are 182 advertised salary observations (58% of the 314 matching postings), with a median salary of $78.1K
Canadian Trends
Industry summary for advertising, public relations and related services show 21.3% increasing trend through 2030.
Applicants whose first language is not English are expected to possess strong English language skills equivalent to TOEFL score of 90 on the online test or 575 on the paper-based test, with no section less than 20, or an academic IELTS score of 6.5, with no individual component less than 6.0.
How to apply
There is no application necessary for this program. Simply register for the one course below. When registering, you will be charged the Micro-certificate in Skill Building for Public Relations fee. Once you have completed the course, your certificate will be sent to you electronically. Certificates are sent approximately one month after the completion of the course.
Online learning is when course delivery, and all associated learning activities, take place via the internet. For online learning tips, system requirements and differences between delivery styles, please visit our online learning webpages.
Refund/withdrawal policy
A full course refund will only be provided if you withdraw from the course prior to the course start date. A refund, less a $0 administrative fee, will be issued if you withdraw within 0 calendar days after the official course start date. Depending on your method of payment, a refund will be either mailed to you or credited to your credit card.
Continuing Studies statement on use of educational technology
This course will require the use of Zoom and may use other education technology such as internet-based applications, cloud services, or social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the Division of Continuing Studies to explore other privacy protective options (such as using an alias or nickname).