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Public relations industry leaders agree that their workforce needs to be "re-skilled" to gain the cross-functional business skills critical to career success. Hiring and retaining strong staff continue to be the top two challenges facing senior public relations executives. In order to meet this demand, the 91ÑÇɫ School of Continuing Studies is launching a new . Designed to kick-start the careers of recent degree graduates and international students, this accelerated full-time program is currently accepting applications for September 2019.

Created in collaboration with top public relations employers, the  will not only give students the expertise to broadcast effective messages using new and traditional media and manage brand reputation in the digital age, but it will also give them the chance to build real-world experience by working on projects with actual companies. This emphasis on experiential learning and job skill building is key to becoming the type of trusted strategic business adviser that employers are seeking in their public relations hires.

"°Õ³ó±ðÌý91ÑÇɫ Post-Graduate Certificate in Public Relations uniquely provides students with theoretical foundations for success in communications, reputation and corporate affairs, combined with practical knowledge, real-world insights and best practices," said John Crean, managing director at Teneo Holdings and 91ÑÇɫ School of Continuing Studies Program Advisory Council member. "Graduates will have the right blend of skills required to excel as a public relations professionals in an evolving industry."

°Õ³ó±ðÌý is a comprehensive, eight-month, full-time program, giving graduates enhanced credibility with a university-level credential upon completion. Students also experience enhanced collaborative learning and rich networking opportunities as they progress through the entire certificate with a consistent group of peers. This, in addition to a portfolio of real-world project work, will set graduates apart from the pack of hopeful job applicants as they start their public relations careers.

91ÑÇɫ has reimagined the traditional approach to continuing education, offering students an unparalleled opportunity to become the highly skilled, cross-functional hires demanded by today's evolving job market. The future of work will require top companies and decision makers to make significant investments in upskilling the Canadian workforce to effectively adapt to changes in technology, artificial intelligence and automation. °Õ³ó±ðÌý will ensure that the next wave of practitioners will be equipped to shape their industry in the coming years.

"The future of work is vastly different than anything we've seen before," explained Tracey Taylor-O'Reilly, assistant vice-president, Continuing Studies. "With changes in technology shaping what employers are looking for when they hire, the need to close the impending skills gap is critical. Our graduates leave our programs with the deep skills they need to excel in their job functions, as well as the broader skills to collaborate across teams and effect lasting change within their organizations."

Enrolment is now open for the , with the first session starting September 2019.

For full program information, visit the .