Publicity and Media Relations | Arts and Science ONLINE

Publicity & Media Relations

ENIN 204/3.0

This course develops an understanding of the basic principles, processes and applications of public relations and marketing communications in the arts and entertainment sectors, and across the creative industries. From arts marketing, fundraising, and publicity, to talent and music management, and event planning, the course covers how public relations can be applied to many fields.

Note: When you search on SOLUS for this course, please use "Entrepreneur & Innov - Ugrad" for the Subject.

Please note: This course is typically offered in the winter term

Learning Outcomes

Upon completing ENIN 204 200, learners will have:

  • Practiced problem-solving skills by critically analyzing current trends in public relations, including research and evaluation, event management, and social networking;
  • Applied strategy and communication tactics based on a sound understanding of public relations concepts and theory;
  • Described how the public relations process is carried out by various specializations, such as fundraising, government relations, crisis communications, and international affairs;
  • Built collegial and cooperative relationships with classmates so as to model how to form professional networks with a variety of public interest groups, internal and external clients, and the media;
  • Analyzed stakeholder interests and address a variety of public relations issues including reputation and crisis management, media relations, and social media responses;
  • Developed and delivered professional presentations;
  • Conducted and coordinated research to develop communication strategies to meet information needs of internal and external publics; and
  • Designed internal and external communications and prepared communications such as a comprehensive press kit and other collateral materials.


This course serves as an introduction to Public Relations (PR) and the basic principles, processes and applications of public relations. A brief history of PR will be covered as will duties of creative PR practitioners before looking at the more strategic areas of focus including; PR planning, stakeholder development and management, as well as the development of communications strategies and tactical plans. Learners will also examine the role of promotion and publicity within organizations and will assess how to effectively measure and evaluate a PR campaign.

The course focuses on the theoretical context of different types of PR activity, supplemented by intense practical assignments to encourage a 'learning-by doing' approach. In the process students will learn to think critically about current events and how they relate to public relations practice. As part of the course, learners will collaborate to gain experience in the practical and creative aspects of planning and developing public relations campaigns.

Students will research, compose, design and edit media releases, photo calls, and other communications collaterals. They will use the case method to engage in situational analyses. Learners will engage in hands-on activities to learn tactics and prepare materials for executing a diverse range of media strategies including special events, pitch presentations, and social media campaigns. After completing this course, students will have the foundation to build a sustained engagement relationships with audiences via online and offline platforms.


Fall 2020
Course Dates: 
Sept. 8 - Dec. 7, 2020
Exam Dates: 


55% - Cases Studies
30% - Online Quizzes
15% - Short Assignments (best 3 of 6)

*Evaluation scheme is subject to revision*


Professor Cormac Evans (

Instructor message

Cormac Evans is the Director of Strategic Initiatives in the Faculty of Arts and Science. He is responsible for strategic planning for new program initiatives and for supporting decision-making related to program opportunities within the Faculty of Arts & Science. Mr. Evans’ previous positions included several years working at the Smith School of Business as Associate Director, Corporate Relations, Learner Programming in the Business Career Centre, and Alumni Engagement. He also served as a Senior Development Officer at Queen’s, and as a Business Development Manager with Routes to Learning Canada and Manager of Corporate Communications and Partnerships with the Kingston Economic Development Corporation. He holds a BA from Mount Allison University and a diploma in Advertising and Public Relations from St. Lawrence College.

Time Commitment

10 hours per week for a total of 120 hours

Course Resources


SOLUS is Queen’s Student On-Line University System. You’ll have access to a SOLUS account once you become a Queen’s student. You’ll use SOLUS to register for courses, add and drop courses, update your contact information, view financial and academic information, and pay your tuition.

About OnQ

onQ is Queen's online learning platform. You'll log into onQ to access your course. All materials related to your course—notes, readings, videos, recordings, discussion forums, assignments, quizzes, groupwork, tutorials, and help—will be on the onQ site.

About Credit Units

Queen’s courses are weighted in credit units. A typical one-term course is worth 3.0 units, and a typical two-term course is worth 6.0 units. You combine these units to create your degree. A general (three-year) BA or BSc requires a total of 90 credit units.

Computer Requirements

To take an online course, you’ll need a high speed internet connection as well as a microphone and speakers to be able to watch videos, hear sounds, and participate in interactive online activities. A webcam is recommended but not necessary.

System Requirements:

Computer Specifications

  • Windows 8.1 or newer
  • OSX 10.13 (High Sierra) or newer
  • Dual Core 2 GHz processor
  • 4 GB RAM
  • Soundcard
  • USB Headset
  • Webcam

Supported Browsers

  • Chrome (preferred - latest version)
  • Firefox (latest version)
  • Safari is not recommended as it causes several known issues in onQ
  • Edge is not recommended as it causes several known issues in onQ

Internet Connection

  • Wired high speed access: Cable or better
  • Wifi is not recommended


  • Latest version

Media Player

  • Flash (latest version)

Adobe Reader

  • Latest Version


The deadlines for new applications to Queen’s Arts and Science Online courses are in our Upcoming Application Dates section.

Grading Scheme

The information below is intended for undergraduate students in the Faculty of Arts and Science. Academic Regulations in other Faculties may differ.

Letter Grade Grade Point

GPA Calculators
Have your SOLUS grade report handy and then follow the link to the Arts and Science GPA calculators.

How does this affect my academics?
See the GPA and Academic Standing page.

Follow the link above for an explanation of how the GPA system affects such things as the Dean’s Honour List, requirements to graduate, and academic progression.

Frequently Asked Questions on the Grading Scheme
Please follow this link to the FAQ's

Tuition Fees

Tuition fees vary depending when you start, your year, faculty, and program. Fees for Summer Term 2018 first-year Distance Career Arts & Science Domestic students are as follows: for a 3.0-unit course, $685.90; for a 6.0-unit course, $1371.80 See also Tuition and Fees.

Campus Bookstore

All textbooks can be purchased at Queen’s Campus Bookstore.

Non-Queen’s Students

All Queen’s Arts and Science Online courses are open to students at other universities. Before applying as a visiting student, request a Letter of Permission from your home university that states that you have permission to take the course and apply it to your degree. See also Apply.

Academic Integrity

Please see Queen’s policy statement on academic integrity for information on how to complete an online course honestly.