Faculty ofCommunication& Design

FCADThe Creative Innovation Hub

at FCAD

Introduction6. Why Professional Communication8. Why ProCom at Ryerson

The Program14. Overview16. Focus and Flexibility18. Internships20. Facilities22. FCAD

The Opportunities26. Exchange28. Centre for Communicating Knowledge

30. Zone Learning32. Student Groups

Profiles38. Hitchbot40. Figure 142. Andrew Fullerton 46. Ilana Enoukov50. Nadine Hajjar52. Victoria Malisani

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Table of Contents

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The Program

The Opportunities

Profiles

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Why Professional CommunicationIs a career in communications right for you?

THERE’S A REASON WHY EFFECTIVE COMMUNICATION IS TOPPING a growing number of “Essential Skills” lists that employers want in their ideal employee. In our increasingly digital and complex world, being able to communicate and collaborate with people from a wide variety of backgrounds and perspectives is critical to success.

Yet, across industries, media, contexts and cultures, messages can be lost or diluted. As audience expectations shift, so too must communications change.

As a professional communicator, you will build a unique capacity to tailor messages

for different audiences, to plan and implement communication strategies, and to analyze feedback and data to refine your content. Communication strategists work closely with leaders of governments, multinational corporations, sports franchises, nonprofits and startups, and have diverse responsibilities. These include writing for both traditional media (newsletters, proposals, media releases) and emerging media (blogs, social media); integrating digital, social media and multimedia into an organization’s strategy; preparing and delivering speeches and presentations.

Being an expert communicator means

being able to create a message that aligns words,

meaning, and action to achieve an objective.

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Combining Theory and PracticeAn understanding of theory, history and context of the field gives you a strong foundation, while hands-on experience provides you with opportunities to excel. From day one, you’ll work individually and in teams to generate ideas and pitches, develop plans and strategies, manage workflows, and produce practical communications projects.

Internship OpportunitiesAt Ryerson, you can complete internships at the organizations of your choosing. These are opportunities to gain real-world experience, expand your network, and make a name for yourself. Past internship employers have included the Government of Ontario, Corus Entertainment, the Centre for Addiction and Mental Health, ET Canada, Rogers Media and several Ontario universities.

Pair Your Expertise with Your PassionBy taking elective courses in personal areas of interest, you can graduate with a Minor that enhances your ProCom degree.

Self-Directed LearningFollow a generalist path or focus your studies through one of four streams:

Organizational/Corporate/Nonprofit Charitable Communication New Media/Technical Communication Governance/Public Policy/International Communication Science/Health Communication

Why ProCom at Ryerson?

Join the first program of its kind in Canada.

With a focus on organizational and technical communication, our program is the first of its kind in Canada, giving you an edge in the job market after graduation. Throughout your four years of study, you will learn to think creatively, critically and ethically as you analyze and solve organizational communication challenges.

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Be a part of Ryerson’s Creative Innovation HubRyerson’s Faculty of Communication and Design (FCAD) is home to nine of Canada’s leading creative and communication programs, including the School of Professional Communication. With FCAD’s special emphasis on creativity and entrepreneurial hands-on learning, you can pursue your creative passions inside and outside the classroom. Mingle and collaborate with fellow students and future leaders in the fields of fashion, film, photography, journalism, design, performance, and media. As an FCAD student, you’ll have unique opportunities to provide communication support for fashion shows, art and media exhibitions, sports broadcasts, and theatre performances.

Your studies will integrate skills and techniques for speech, text, sound, image and digital media.

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The Program

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Program Overview

Understand and excel in personal, corporate and cross-cultural communication.

Highlights

4-year degree program

Bachelor of Arts in Professional Communication

240-hour internship placement

Minors available

Masters in Professional Communication available

Professional communication is the study and practice of written, oral, visual, and media communication.

The BA in Professional Communication (ProCom) will help you develop critical and analytical skills for understanding the role of communication in everyday life and in the professional world. Through theory, critical thinking, and hands-on projects on such topics as communication technologies, the power of language and imagery, and social networks and relationships, you will understand how communication processes work and influence people. Field work, internships and international exchange opportunities provide exciting ways to put classroom learning into real-life practice.

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Focus & Flexibility

Find your passion and direct your own learning.

The ProCom BA offers you a job-ready foundation in the theory and practice of professional communication, as well as the flexibility to design your own course of study (with faculty supervision) based on your personal interests and career goals.

You can focus your program of study with one of the following streams:

Organizational Corporate Nonprofit

New Media Technical

Governance Public Policy International

Science Health

Each stream draws from a variety of courses across Ryerson, both theoretical and applied. You can also complete a Minor in another area of study, with dozens of options available including business, law, politics and public relations.

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Internships

Gain professional experience and connections

The theory and critical thinking skills you'll learn are complemented by practical projects and hands-on experiences, including internships. The internship is an optional credit course, giving students an invaluable real-world experience in a relevant workplace environment. You’ll be able to apply the knowledge that you have acquired throughout your studies and contribute to the communication operations of a participating organization.

As an intern, you may:

It was a smooth transition from school to the internship. Anything my boss asked me to do, I felt prepared for because of my program.

Develop content for internal or external communications

Manage social media accounts

Draft media relations documents

Design graphics

Plan events

Nadine Hajjar Communications Assistant Centre for Addiction and Mental Health

Read more about Nadine's internship experience on page 40

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Facilities

Our spaces are designed to motivate creativity and collaboration.

In our spaces:

A wall-mounted 55" touch screen LCD TV. Each TV is height-adjustable and fully accessible.

A built-in Mac loaded with the full Adobe Creative Cloud, Keynote and standard MS Office apps.

HD webcam + conference microphones to allow you to host group meetings and connect with members via Skype, Panopto, or Adobe Connect.

Apple TVs for apps and AirPlay screen mirroring from iPads, iPhone and MacBooks.

Hardwired laptop connectivity for external events

Mobile tables and chairs with built-in power and charging cables

THE PRACTICUM CENTRE IS A HIGH-TECH WORKSPACE accessible 24/7 to ProCom students. The room is central to the ProCom community, serving as a collaborative work environment to complement students’ in-class learning experience.

The Practicum Centre features four drop-in “pods” that enable groups to easily collaborate with technology. Three of these pods are open concept while the fourth pod is contained by moveable glass walls.

A CREATIVE SPACEOUR FACILITIES allow students to set their imaginations free at the crossroads of technology and art. We have professional studios, workshops, fabrication technologies, theatres, sound stages and cutting-edge recording, mixing and editing booths.

A UNIQUE STUDENTEXPERIENCECO-CURRICULAR LEARNING – Paid opportu-nities around campus to work on client-based projects let you hone your skills.

PARTNERSHIPS – We work with big brands to create unique opportunities, like showcasing student work with TIFF Bell Lightbox, Ontario Science Centre, Joe Fresh, the Bata Shoe Museum and many more.

A GLOBAL PERSPECTIVE – Through in-ternational exchanges, research, faculty, distinguished visiting professors, alumni and partnerships, FCAD offers opportunities for global learning.

ZONES – Have an idea for a project, business or creative event? Apply to one of Ryerson's on-campus hubs for ideation and collabo-ration, including FCAD’s Design Fabrication Zone, Fashion Zone and Transmedia Zone.

FCADThe Creative Innovation Hub

The Faculty of Communication and Design (FCAD) is home to nine of Canada’s leading schools in media and creative industries. For seven decades, our unique programs have been at the heart of the

evolution of cultural industries in Canada.

9 Leading Schools

Creative Industries

Fashion

Graphic Communications Management

Image Arts

Interior Design

Journalism

Performance

Professional Communication

RTA School of Media

Our dynamic community, with its breadth and focus on innovation, is uniquely positioned to be at forefront of change.

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Opportunities

International Exchange

Grow personally and professionally by studying abroad.

Countries Available:

Belgium

England

Australia

Germany

The Netherlands

Sweden

Singapore

Denmark

Vietnam

Studying at Ryerson gives you opportunities to see the world while completing your degree! By participating in an international exchange, you can spend a semester abroad studying communications or related fields in places like the UK, Singapore, the Netherlands, New Zealand and more. Studying and living in a country is a far more enriching experience than just visiting for a week — you’ll be immersed in a new culture, meeting friends with completely different perspectives. You may even pick up a new language depending on where you go! Experiencing different teaching and curricular environments will help you grow personally and professionally. An international exchange is a unique and unforgettable experience.

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Centre for Communicating Knowledge

Gain experience by planning and executing communications strategies for top researchers

Bringing research knowledge into society is an ever-growing focus for academic institutions. The CCK connects researchers to undergraduate and graduate students who can help promote research to the general public. Through the communication of new knowledge, the research and social communities at large

become more engaged and informed about various political, social, and cultural concerns.

The CCK gives students real-world experience in planning and creating communication products, knowledge translation and mobilization to targeted audiences, audience profiling, key message development, content planning, social media strategies, logo and poster design, and information design.

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Zone Learning

The DMZ at Ryerson University & Biomedical Zone at St. Michael’s Hospital

Through class assignments, ProCom students have the unique opportunity to work with startup companies based at the Biomedical Zone and at Ryerson's DMZ. These real workplace assignments will help you learn how to manage client relationships, effectively pitch your ideas and gather hard data and evidence to show why your solution is the best one, all while helping a growing startup company.

The DMZ is the top-ranked university incubator in North America and third in the world, helping entrepreneurs grow their startups by connecting them with customers, advisors, influencers and funding opportunities. Over the past six years, 256 startups have incubated at the DMZ. They’ve raised $184 million in seed funding and have fostered the creation of more than 2,300 jobs.

The Biomedical Zone is a physician-led, hospital-based technology incubator located at St. Michael’s Hospital. The Biomedical Zone offers the resources needed to accelerate product development from early prototype stages to commercialization.

Zone learning helps students gain experience in fast paced real world environments

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Student Groups

Your link to your classmates.

ProCom Course Union (PCCU)The ProCom Course Union is comprised of eight undergraduate ProCom students, representing the interests of ProCom as a whole. Their aim is to create social, academic and career-related events specific to ProCom students to establish and support an increased sense of community. They also facilitate communication among faculty, administrative staff, students, and alumni, and maintain strong, collaborative relationships with student groups throughout Ryerson.

Ryerson Communication and Design Society (RCDS)The Ryerson Communication and Design Society is the first student-led umbrella society in a creative faculty in North America. The society is led by elected student directors that represent each of the nine schools in the Faculty of Communication and Design. The society helps build community throughout the faculty, hosts professional development conferences and competitions, and offers over $200,000 in extracurricular project funding for students.

Profiles34

hitchBOT

Frauke ZellerFrauke Zeller is an assistant professor in the School of Professional Communication and co-creator of everyone’s favourite hitchhiking robot: hitchBOT. The outgoing and charismatic robot began hitchhiking across Canada in July 2014, eventually travelling throughout Germany, the Netherlands and the United States.

hitchBOT could not move by itself, but could converse with humans thanks to Cleverscript speech technology. It had an electronic screen for a face that could display emotions and text, as well as a cake-plate for a skull, pool noodles for limbs, rubber boots and an optimistic thumb always extended. It was equipped with a GPS, which allowed it to be tracked on its cross-continental expeditions, and a camera, which allowed the robot to take pictures of its journey.

hitchBOT became wildly popular online throughout its travels, amassing almost 200,000 followers on social media and garnering coverage from media outlets around the world, including BBC News, Buzzfeed and the Associated Press.

“Usually, we are concerned with whether we can trust robots. This project asks: can robots trust human beings?”

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Figure 1

Gregory LeveyGregory Levey is an Associate Professor at the School of Professional Communication and co-founder and CEO of healthcare startup Figure 1. Described as “Instagram for doctors,” Figure 1 was named one of Canadian Business’s 15 most innovative companies of 2015 and is used by over one million medical professionals worldwide.

How would you define the Ryerson ProCom experience in one or two sentences?

Ryerson’s ProCom experience is unique in that it gives students

The ability to present relevant issues that students are likely to face later in their careers has resulted in consistently thoughtful and engaging discussion.

cutting-edge, professional skills grounded in a deep academic framework.

You've said you want to "own healthcare" with Figure 1, and now you have over one million users. Can you tell me what your next goals are for the company?

While we have more than 1 million healthcare professionals on Figure 1, we’re only just getting started. We’re still very much in growth mode with our medical case-sharing app and are trying to get the platform on a global scale. There is so much opportunity for what we can build.

How does working on Figure 1 and other professional pursuits impact your teaching?

My ongoing work in the field and at Figure 1 informs my teaching and ensures that the lessons learned in the classroom have real-world applications. For instance, when Figure 1 launched in India, I was able to discuss the opportunities and challenges of expanding to a new global market with the class — while also incorporating their feedback into the company’s actual plans.

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What advice would you give students trying to figure out if ProCom is right for them?

If you’re remotely interested in communications at all, check out ProCom because it doesn’t tie you down to a specific niche, it allows you to explore and gives you flexibility. Communications is a wide field and ProCom gives you the tools to approach all the different facets and lets you do what you want.

Can you tell me about your position and how you like working at Corus?

I really enjoyed it it was quite an amazing experience. Getting some real hands-on experience in the field itself reinforced the idea that what I’m learning in school really does translate to the real world. The main thing I got from this is seeing what jobs are actually out there and trying to find my fit. This gave me an opportunity to try out different jobs around me and find what I’m actually looking for in a career.

Andrew FullertonClass of 2017

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How has your program prepared you for the internship you’re doing now?

I was working with the social media team and my responsibilities evolved over time. I started out doing things like posting on our different channels like promoting our content, responding to fan questions. Over time, I got more responsibility so I would be finding clips in our shows to post to our social channels, working more on the marketing side, doing production for live interviews. Overall I was doing content creation, content scheduling, community management, data organization — it was very diverse.

How is the internship opening doors for you for your future career?

There were people that I worked with at Corus who had jobs I didn’t even realize existed, but I now think are amazing and would love to do in the future. I also learned a lot about social media, which I don’t use much in my personal life. But when I was managing it at Corus, there was a real purpose and it was really satisfying work. On top of that, I made some really meaningful connections and friendships there. The team I was working with said the minute I graduate they’re going to hit me up and try to get me a job offer.

"Communications is a wide field and ProCom gives you the tools to approach all the different facets and lets you do what you want."

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Why did you choose to study Professional Communications at Ryerson?

When I was in high school I didn’t really know what I wanted to do. Most of my interests were streaming towards college programs but I knew I wanted to go to university to have the option of doing a Master’s degree and maybe eventually going to law school. English was always a strength of mine, but I didn’t want to do a traditional English program, and I also didn’t see myself just writing for the rest of my life. I’m a very creative person, I enjoy visual design, speaking in public, creating video, and this was a program that tied everything together for me at the university level.

Can you tell me about your internship at the Government of Ontario?

I work for a branch that’s very computer-science focused, which obviously isn’t my background. There’s a team of three of us, coincidentally all from Ryerson. We manage the internal communication of the branch and external communication throughout the government. The government is really trying to push for video communication, because there’s a huge amount of paperwork that people don’t have time to read, so we break these documents and important

Ilana Enoukov

internal announcements down into short videos. My day-to-day tasks include project meetings, script writing, filming, editing, audio recording. We put out one to two videos per week, which need to be memorable, eye-catching and convincing.

A lot of communications programs are theory heavy, but we get to learn it and immediately apply it which is incredibly important.

Class of 2017

4544

Have your classes helped prepare you for the work you’re doing?

Yes! I actually took a class specifically on what I’m doing right now — the idea of creating narratives and video storytelling. We learn storytelling through text, image and sound, and tailor messages for different audiences, which is what I do every day in my work.

How has this internship helped you prepare for your future?

Having a government position on your resume is huge, not only for personal experience but something future employers will respect. I’m also building strong connections on a daily basis, building relationships with more people that can recognize my name, face and can vouch for me when I need it down the line. Learning from all these people who have been in the government for so long, learning from them on a daily basis — it’s not something you can read about. Learning first-hand from people doing what you want to do is invaluable experience.

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How has your experience in ProCom been so far?

It’s been great! ProCom is such an open community, everyone’s looking to collaborate and work together. The professors are very welcoming and you shouldn’t be shy to open up to them. I also really like Ryerson because it feels like such a small community, right in the centre of Toronto, with everything around it. My friends at other universities feel like their schools and classmates are focused on personal competition; at Ryerson it feels more tight-knit.

How did you land your internship at the Centre for Addiction and Mental Health?

I got the internship through Ryerson. Our internship advisor emailed us with a CAMH job posting and I’m really interested in healthcare communications so I applied, interviewed and got selected!

What did your role entail at CAMH?

I worked on the planning of a campaign for a mental health project in Haiti. The goal of the campaign was to raise $25,000 to create an educational film to extend the reach and accessibility of mental health info in Haiti, where there are few formal providers. Most

Nadine Hajjar

mental healthcare comes from informal providers, many in the voodoo community. The campaign launched just as I finished my internship. I was focused on building the campaign and doing a lot of communications pieces such as website content, posters, press releases. I did a lot of outreach and finding different strategies to find people who would donate to the campaign.

ProCom is such an open community, everyone’s looking to collaborate and work together.

Class of 2017Class of 2017

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Can you tell me a bit about the work you do at Rogers?

The better question is what do I not do! My sponsors were very great about exposing me to as many projects as they could. In terms of written work, I was responsible for drafting press releases and media kits. I also had the privilege of helping plan and execute the PR team's biggest event of the year, the Upfronts, that hosts thousands of guests.

How did ProCom help you prepare for your internship?

A big challenge in communications when joining a new organization is identifying their voice and tone. ProCom helped me overcome that hurdle because many exercises we worked on were focused on that aspect. Other concepts that were studied in class that I encountered in my work experience included formatting and drafting press documents, pitching, presenting professionally, and branding.

What was your favourite part of your internship?

I really enjoyed accompanying talent from our television shows to news outlets such as Breakfast Television and understanding

Victoria Malisani

how much promotional work goes into short segments and the subsequent effect it has on the public and other media outlets.

Do you have any advice for students who want to go into communications?

The skills you learn in ProCom are valuable and transferable to so many different areas of work. That being said, I would encourage them to go the extra step and search for different part-time jobs and internship opportunities in a variety of relevant fields in order to decide where they would like to apply their ProCom skills and knowledge.

Class of 2017

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"THE WORLD IS CHANGING FAST. Nowhere is that fact more evident than in the field of professional communica-tion. Organizations need strategic, critical communicators to create and deliver their messages. Join us at ProCom and learn to integrate text, sound and image to deliver messages with impact."

Catherine Schryer

Chair, School of Professional Communication

Connect with ProCom @RyersonProCom

"OUR FACULTY AND ITS NINE LEADING SCHOOLS have been at the heart of the evolution of cultural industries for seven decades. Here you can immerse yourself in new worlds of design, storytelling, media and creative leadership -- surrounded by like-minded peers and mentors. We hope you'll join us."

Charles Falzon

Dean, Faculty of Communication & Design

Connect with FCAD @RyersonFCAD

JOIN US

Ryerson University is Canada's leader in innovative, career-oriented education,

and a university clearly on the move.

With a mission to serve societal need and a long-standing commitment to engaging its community,

Ryerson offers more than 100 undergraduate and graduate programs. Distinctly urban, culturally diverse and inclusive, the university is home to

more than 41,500 students, including 2,400 Masters and PhD students, nearly 3,200 faculty and staff,

and more than 170,000 alumni worldwide.

Right: Photo by Lorne Bridgman52