Post Grad Cert program is the new internship

There's been more chatter lately on the need for paid internships and it's that time of year when employers woo graduates for intern positions: the entry level, foot-in-the-door position designed to train a new grad, put them to work and see if they are worth a full time offer for hire. Some pay, some don't.

I am program coordinator for the Public Relations program at Centennial College offered at the East York campus, the Story Arts Centre.

Legally, if employers are hiring a graduate, positions must be paid. Where the confusion lies is when the position is offered to a student, and the internship, or co-op, or in my case, an eight-week full time field placement, is a requirement to graduate. The idea is they have an opportunity to practice that which they have been learning in the classroom. They get a grade for the experience. Ontario law says that under the student scenario, payments are not required. Legally speaking.

Regardless of whether or not you are taking on a graduate of my post grad public relations program or a graduate, you get someone who is JOB READY.

That's right. Hit the ground running ready. By the end of the gruelling, demanding, intense two semester program, just before they go out to their field placements, students have worked with a real client, developing a real communications campaign strategy and plan that includes a strategic media campaign involving media relations list development, writing, pitching and securing interviews (often the students are the ones interviewed); social media campaign design, including post writing, graphics, photography and video production on multiple platforms; and podcast production. Students work directly with clients on presenting their idea for campaign, approvals and weekly reporting. (Clients are largely non-profits or start-ups).

Students also develop employee campaign proposals, issues management briefs, stakeholder analysis, crisis comms analysis of contemporary crisis like Boeing, cyber security breaches and climate change disasters.

They understand business strategy and develop a business plan. They plan, organize and execute an event, often as a fundraiser.

They learn how to use data to analyze social and media relations results and produce client reports. The craft influencer contracts. They learn and practice structures and best practices for multiple PR writing products. Obviously, a news release, but also an OpEd piece, a feature article, and so on.

Our students are taught by industry professionals so we know what is expected at every level in the profession. Our Program Advisory Committee, composed of both seasoned and newer professionals, ensures our curriculum remains contemporary and current: we cover A.I.; diversity, equity and inclusion and intercultural communications.

Our job as faculty to hand you a job-ready candidate.

Maybe the post-grad certificate in PR ought to be considered the internship. Then it makes payment an easy decision knowing the student or graduate coming to you will give you value from day one.

Interested in hosting a student for Field Placement? Send me a DM or contact me at [email protected]. Our next round will be ready to work with you as early as August 1.