Certificate in Public Relations
		Content             Course Aims & Objectives     Course Overview     1. Introduction to public relations     2. Role of Public Relations     3. Models of Public Relations     4. Writing a news release     5. Communicating with the media     6. Putting together a public       relations plan     7. PR planning and Strategy     8. External Public Relations       Activities       ....more
About the Course
The Certificate in Public Relations is designed for
individuals who are newcomers to
communications and who want to gain a thorough
understanding of the principles and practice of
public relations. The need for organisations to
communicate both internally and externally has
led to a demand for  professional public relations
practitioners.
If you want to make a career move into public
relations or want to apply public relations
techniques and skills to your existing job, then
this course is for you.
Public Relations is an exciting and varied career and requires good analytical, writingand forward planning skills. It also requires a broad understanding of the subject sothat you can move to other Public relations roles. This course is also suited to publicrelations practitioners who want to refresh their existing skills. Students can sit anoptional examination in Public Relations which will lead to a professional Diploma inMarketing, Public Relations, Sales & Advertising qualification.
Course Aims & Objectives
Participants learn how to structure a news release and compile a public relationsprogramme, which is an essential part of modern public relations practice. Compilingand developing a public relations programme along with an appreciation of the role ofwriting styles and skills is an important aspect of the course.

The aim of the course is also to give you an understanding of the different applications of public relations in society, the market place and internationally. The outcome of attending this programme is that you will gain a good understanding of Public Relations, while at the same time you have an opportunity to put into practice some of the skills you acquired on the course. 

Certificate in Public Relations - Course Overview

• Introduction to public relations, 
• Role of Public Relations
• Models of Public Relations
• Writing a news release
• Communicating with the media
• Putting together a public relations plan
• PR planning and Strategy
• Key Publics, Internal Public Relations
• External Public Relations Activities
• Community & Environmental Public Relations
• Sports Public Relations, Consumer PR, Evolution of Public Relations
• Sponsorship, Public Opinion
• Social Role of Public Relations
• New Developments in External Public Relations
• Corporate Social Responsibility 
• Public Relations Strategies in Government & Lobbying Activities
• Main Elements of Lobbying Charity & Voluntary Public Relations
• Financial & Investor Relations
• Crisis and Issues Management
• Strategic Public Relations, Consumer PR, Corporate Advertising,
• Effective Corporate Campaigns
• Branding Strategy & Brand Equity, Corporate Identity & Image
• Issues Management, Crisis Management, 
• The Risk Audit, Interaction between Public Relations & Marketing
• Corporate & Consumer Public Relations
• Budgets & Evaluation, Evaluating PR Effort, Research Methods 
• Integration & Planning of PR Campaigns & Programmes

Methodology
The principal method of learning is through lectures, course notes, assignments and a project. Students also have the option to sit an examination in Public Relations. Students are expected to read recommended texts to complement course materials.

Cost and duration
The duration of the Certificate in Public Relations course is one evening per week over ten weeks and costs 750 Euro. Assesment/ exam fees are 200euro extra. Thursday evening or Saturday morning class option.

Scheduled Dates 2010/2011
Start:  Thurs 7 October 2010, 20.00- 21.30, 10wks.
Exam: January 2011.

Start: Sat 9 October 2010, 11.30- 13..00, 10 wks