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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, writing
and forward planning skills. It also requires a broad understanding of the subject so
that you can move to other Public relations roles. This course is also suited to public
relations practitioners who want to refresh their existing skills. Students can sit an
optional examination in Public Relations which will lead to a professional Diploma in
Marketing, Public Relations, Sales & Advertising qualification. 
 
Course Aims & Objectives
Participants learn how to structure a news release and compile a public relations
programme, which is an essential part of modern public relations practice. Compiling
and developing a public relations programme along with an appreciation of the role of
writing styles and skills is an important aspect of the course.
 
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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. Assesement fees are extra.

Scheduled Dates 2008
Thurs 9 October, 20:00- 21:30, 10 WKS.

    
                   
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