© Sherrell Steele, 2013. All rights reserved.

Communications Research and Planning

This is a core and required course in the Public Relations Diploma program at MacEwan University.

Integrated Marketing and Communications

This is a core and required course in the Public Relations Diploma program at MacEwan University.

Internal Communications and Organizational Dynamics

This is a core and required course in the Public Relations Diploma program at MacEwan University.

Introduction to Public Relations

This is an optional short-course (elective) for MacEwan Business students.

Job Search and Readiness

This was a core and required course in the Digital Arts and Media program (now Design Studies) at MacEwan University.

The Media and the Message

This is an elective in the Bachelor of Communication Studies degree at McEwan University.

Professional Prose

This is a core and required course in the Bachelor of Applied Communications in Professional Writing at MacEwan University.

Project Management

This was a core and required course in the Digital Arts and Media program (now Design Studies) at MacEwan University.

Public Relations Fundamentals

This is a core and required course in the Public Relations Diploma program at MacEwan University.

Writing for Public Relations

This is a core and required course in the Public Relations Diploma program at MacEwan University.


Consulting Skills in Communications

This is an elective in the Master of Arts in Communications and Technology (applied degree) at the University of Alberta.


Research and Evaluation

This is a core and required course in the Public Relations diploma program at the University of Victoria.


Business Communications II

This is a core and required course for Business Continuing education for Accounting, Finance and Marketing Students at NAIT.


BCSC 216 Professional Communication

Professional communication is a new and evolving field that considers information and the way it is created, distributed, managed and consumed. In this course, students learn and apply the theories of professional communication. They analyze information and develop strategies and techniques for internal and external communication. Considering print and oral formats but with a focus on digital formats, students plan, execute, and evaluate communication, then adapt their practice to meet dynamic and evolving organizational or institutional needs. Recent trends will be considered, contributing to students’ understanding of the context of professional communication. Throughout, students explore what constitutes professionalism and ethical practice in the context of contemporary professional communications.

BSCS 221 Writing to Be Heard

In this course, students learn to write for the ear. They closely examine speeches and presentations for key messages and persuasive technique, then prepare and deliver a presentation or speech. Theories of writing and listening are applied as students determine communication objectives, write and rehearse a speech or presentation that engages, inspires and motivates an audience. By the end of this course, they offer constructive, critical analysis of the content and delivery of a speech or a presentation. 

BCSC 282 Short Written Forms

In this course, students expand their creativity and problem-solving skills to address writing and editing contexts requiring tightly written prose. They develop potent samples for a variety of audiences and purposes, relying on accurate and effective audience analysis, diction, structure, tone and form. Students learn to produce tight, effective prose that communicates in few words with great power.

BCSC 310 Strategic Communications

In this course, students gain critical information, insights and skills in strategic communication research and planning. They learn to apply research and planning skills in solving communication issues or problems. They also learn how to apply S.O.P. (analyzing situation, organization, and the public) as part of the strategic communication planning process. Students gain practical experience in developing and crafting key messages as well as producing formal strategic communication plans that are vital to advancing organizational and institutional interests and goals.

BCSC 330 Intermediate Strategic Communications

This course focuses on the implementation phase of a strategic communication project or campaign with an emphasis on tactics. Using case studies as a foundation, students examine an organization’s goals and propose a communications plan to ensure communication effectiveness. Students explore a range of communication tools, both conventional and emerging, and reflect on the implementation process from the perspective of various communication theories.

BCSC 331 Corporate Narrative

In this course, students examine the types of corporate ‘storytelling’ with a strategic role and function in communications planning. This course focuses on the early stages of strategic process including research, goal setting, objectives and creative risk taking. As students examine organizational narrative and develop the ability to identify and capture memorable, innovative and effective stories, they will translate stories into design and media concepts, including audio/visual, multimedia, reports, newsletters, social media and presentations for the organization’s audiences. 


BCSC 352 The Media and the Message

Students learn to serve as a bridge between an organization’s message/s and the demands of the media. First identifying issues that create positive and negative consequences for an organization, students then learn strategies to produce favorable media coverage. They create pitches and stories to attract print, television, radio and web interest resulting in local, national and international circulation. By the end of this course, they are able to coach corporate spokespeople and to maintain mutually beneficial partnerships with media.

BCSC 430 Advanced Strategic Communications

In this course, students examine communication theory in the context of complex communications practice. Students advance their research, organizational analysis, and rhetorical skills in the evaluation of a real-world communication campaign. Depth of analysis and academic insight are emphasized. Ultimately, students make and defend original assessments and recommendations about communication effectiveness.



Conference Presentation at the  2009 Chair Academy 18th Annual International Conference “Playing in Collaborative Space”


2013 Corus Entertainment Distinguished Lecture and Visiting Scholar in Design – Dr. Richard Buchanan


Dr. Richard Buchanan, Professor of Design, Management and Information Systems at Case Western University spoke about future trends in design which move the discipline beyond the creation of artifacts to engagement in organizational decision making. He showed how designers can move into organizations and affect change.

He gave us a glimpse of what happens when we question and reconsider traditional design systems and processes and provided insights about collaboration between the design community and business. Introducing the new language of design, he explained how everyone can benefit from these new modes of thinking. But best of all, he explained what this means for Edmonton designers and the business community.

Visiting Scholar in Design–Ian Anderson


Internationally-known designer and “bad boy” of the United Kingdom’s creative community, Ian Anderson, principle with The Designers Republic (TDR) brought this iconoclastic style, anti-establishment aesthetics, and outrageous ideas to Edmonton’s student body and professional community.  He showed the evolving nature of his work.


TDR’s work is credited with defining the visual language of dance music, electronic and the Playstation gaming generation post-flagship title WipEout. Anderson has worked with  architects such as Sadar + Vuga, built environment developers Urban Splash and RREEF, fashion designers such as Issey Miyake and Rick Owen, and has developed global branding campaigns, identities and special projects for the likes of Coca Cola, Sony (including Aibo), Nokia, Telia, MTV and Nike.

2012 Visiting Scholar in Communications – Dr. Fred Fletcher

Dr. Fred Fletcher joined the Bachelor of Communication Studies team for a four-month residency as Distinguished Scholar in Communications. Dr. Fletcher is professor emeritus, Communication Studies and Political Science and holds the honorific title of university professor at York University. 

Over the semester, Fletcher supported and advanced the many research initiatives in this degree program, team taught one course, and served as a mentor and coach to students, staff and academic colleagues. He hosted four research workshops and participated in a public event and Open House. Workshop topics included content analysis and the Canadian Internet research project. The third event was a panel discussion with faculty from the Bachelor of Communication Studies degree program. In 2013 he returned for a debate on the relationship between journalism public relations: Two sides of the same coin?

2012 Corus Entertainment Distinguished Lecture – Douglas Gibson

In this one-man show, Doug Gibson told stories about the authors he got to know well in the course of his career as an editor and publisher at McClelland & Stewart: Alice Munro, Pierre Trudeau, Robertson Davies, Alistair MacLeod, Mavis Gallant, Hugh MacLennan, Peter C. Newman, Brian Mulroney, Morley Callaghan, John Kenneth Galbraith, Paul Martin, James Houston, Peter Gzowski, W.O Mitchell, and many more.  The stories came from his long and fascinating career working behind the scenes as the publisher of McClelland & Stewart from 1988 to 2004. 

2011 Corus Entertainment Distinguished Lecture – Ivan Chermayeff

Hosted in partnership with the Edmonton Chapter of the Graphic Designers of Canada, this lecture featured Ivan Chermayeff, a prolific designer, illustrator and artists who has created memorable, iconic images for many clients. He is the founding partner of a New York-based design firm with a worldwide reputation. He showed the wide range of hiss portfolio: trademarks, logos, posters and installations that were instantly recognized by the Edmonton audience.

2010 The Future of Story Conference

What Happens Next? The Future of Story explored and examined issues that affect the future of storytelling and narrative at a time when the use of social media technologies is exploding, and traditional story forms are struggling to stay current. 

The conference featured Hart Hanson, the Gemini Award-winning Canadian film and television writer and producer, and creator of the long-running Fox Television series Bones.  Hanson spoke about the shifting role of narrative in an evolving literary environment. Special guest Jack Hodgins, a Governor General’s Award-winning novelist, read from his novel entitled The Master of Happy Endings.  Local stars shared their perspectives about key issues facing the literary, media, and communication professions in the 21st century.

2009 Corus Entertainment Distinguished Lecture – Sam Harrison

“Ignite Your Creativity” featured Sam Harrison, a highly popular speaker and best-selling author on creativity-related topics. He did two sessions: “Fire Up Your Brainstorming: Tools, rules and fools” on the techniques used by creative powerhouses for generating big idea and “Feed the Fire: Finding ways to spark your creativity” which provided tips, tactics and examples to reignite your creative neurons and build a blaze in your brain.



“You make a tremendous effort to connect with all the students. You have great skill in the creation of a safe and effective learning environment. You come across as knowledgeable and capable: at the same time, you are gentle and approachable. It is apparent that you care and will be supportive.” Roxanna Stumbur, NAIT BMI 100 Become a Master Instructor Teaching Session Assessment

“Our (class) project was extremely valuable. It was relevant, tangible and made me feel invested in a way that no textbook could. Above and beyond academics, you have taught me that characteristics such as patience, acceptance, understanding and warmth can really impact someone’s life.” Student in the Public Relations program, MacEwan University

“Few other teachers treat students as individuals with unique strengths and viewpoints, When mistakes are made, grades reflect those mistakes, but she encourages students nonetheless She makes it easy as possible for students to learn and do their best work. The semester was planned with unusual forethought, flexibility and flow; assignments build on each other and follow the progression of the textbook. Students were given assignments that were initially daunting, but achievable and suitable. Research and Planning seemed a dry topic, but Sherrell made it interesting, relevant with real world examples, already useful.” Student in the Public Relations program, MacEwan University

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just like my long standing partners, contact me at sherrell.steele@gmail.com or give me a call at (780) 298-6149.