Program Overview

Program Overview

The program in question is PRP270, focusing on Reputation Management. Public relations professionals help manage and shape audience perceptions. Students learn how to monitor impressions of an organization, identify risk, and develop purposeful approaches to maintaining a brand's reputation.

Program Details

• Location: Online
• Duration: 5 weeks
• Tuition: $595
• Applicability: Can be applied to the Public Relations Certificate and automatically applies to the External Communication Microcertificate

Upcoming Offerings

• Start Date: Thu, Mar 26, 2026
  • Schedule: Thu, Mar 26 - Wed, Apr 29 (self-paced within deadlines)
  • Location: Online
  • Instructor: Natasha Netschay Davies
  • Cost: $595.00
  • Seats Available: 23
• Start Date: Thu, Sep 10, 2026
  • Schedule: Thu, Sep 10 - Wed, Oct 14 (self-paced within deadlines)
  • Location: Online
  • Instructor: -
  • Cost: $595.00
  • Seats Available: 24

Learning Outcomes

After completing this course, students will be able to:

• Anticipate potential issues and risks by monitoring public opinion
• Identify internal and external factors that can sway a brand's reputation
• Examine and propose approaches for proactive reputation management
• Recognize ethical issues that might arise from a brand campaign
• Create audience- and platform-aligned messages to address a potential PR crisis

Course Structure and Evaluation

• Coursework: Prepare to spend 10 hours per week on coursework
• Assignments: Expect readings and other assignments on a weekly basis
• Evaluation: Students will be evaluated on assignments and participation in online discussions

Learning Materials and Technical Requirements

• Textbook: No textbook is required; all course materials will be provided online
• Technical Requirements: A computer with audio and microphone connected to the internet is necessary; Canvas will be used for the course

English Language Requirements

To succeed in this course, students need an advanced level of written and spoken English. Recommended minimum IELTS scores are:

• Overall band score: 6.5
• No band below: 6.0
• Writing band score: 8.0