In the fall of 2011, the Canadian Public Relations Society officially launched Pathways to the Profession™: An Outcomes Based Approach Towards Excellence in Canadian Public Relations and Communications Management Education.

This program was developed by the CPRS National Council on Education over three years in co-ordination with the academic and professional public relations communities.

With the number of new or expanded public relations (PR) and communications management (CM) programs on the rise across Canada, CPRS acknowledges that the profession has an interest in how future practitioners are taught at all levels of academia. As an advocate for the PR industry, CPRS has taken an important step towards greater involvement in post-secondary public relations education.

By developing the Pathways program, there is an opportunity to strengthen the partnership between industry, the academic community and graduates. The Pathways takes a modern, forward-looking approach to PR education, focusing on what students will contribute to the workforce upon graduation.

Pathways to the Profession provides post-secondary institutions an opportunity to become formally recognized by CPRS for a period of five years. Academic institutions considering developing a PR or CM program will be able to create their curriculum with the Pathways guidelines as a tool to ensure that their programs produce highly skilled public relations practitioners.

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