Graduates of the Public Relations - Integrated Communications program will deal with the needs of organizations to develop and execute integrated communication plans that inform, motivate, and gain support from the public and contribute to organizational communications objectives. This integrated communication process relies on researching public behaviour and developing targeted strategies from a variety of disciplines into a cohesive plan. Strategy is followed by the writing and designing of professional digital, print and graphic communications tactics. Students will conduct research with an emphasis on analysis and assess the implications of public relations, marketing, advertising, social media, direct marketing and branding. The final semester includes an individual client-based capstone project that links learning with real-world application. The importance of business ethics; leadership; professional relationships and development; and professional societies in the broad communications field will be emphasized throughout the program. The optional co-op stream includes one co-op work term.