The Professional PR Certificate will give you a detailed introduction to PR and enable you to develop the knowledge and skills to progress in a career in PR.
YOU WILL LEARN HOW TO
Learn about PR planning principles, media relations techniques and the impact of social media on PR practice. You’ll master the art of writing for different channels too – from press releases to blogs and tweets.
IMPORTANT COURSE INFORMATION
Upon completing the course, participants will be awarded Strategic Axis certificate endorsed by CIPR – Chartered Institute of Public Relations, UK.
COURSE OUTLINE
Explain how PR is positioned in a societal context
Explain the organizational context of PR (internal relationships, types of PR, contribution to objectives)
Explain, and distinguish between, areas of practice within corporate communications, internal communication, investor relations, public affairs, and marketing communications;
Identify the goals of the organization and describe how PR can support those goals
Identify issues and, if appropriate, suggest how they might be managed
Research to inform and apply PR management plans
Describe and differentiate stakeholders, influencers, publics and communities
Select and implement suitable PR planning models and practical tools (project planning, campaigning, budgets, and resources)
Set communication objectives, measurement targets, outcomes and other performance metrics (for example SMART objective setting).
Explain how PR is positioned in a societal context
Explain the organizational context of PR (internal relationships, types of PR, contribution to objectives)
Explain, and distinguish between, areas of practice within corporate communications, internal communication, investor relations, public affairs, and marketing communications;
Identify the goals of the organization and describe how PR can support those goals
Identify issues and, if appropriate, suggest how they might be managed
Research to inform and apply PR management plans
Describe and differentiate stakeholders, influencers, publics and communities
Select and implement suitable PR planning models and practical tools (project planning, campaigning, budgets, and resources)
Set communication objectives, measurement targets, outcomes and other performance metrics (for example SMART objective setting).
Module 2: Content, Media and Engagement
Apply fundamental concepts and related methods: raising awareness, persuasion, influencing, dialogue and listening, the power of relationships, relationship building and managing reputation
Apply knowledge of media relations; channels and channel management
Explain the dynamic role of social media in public relations
Demonstrate sensitivity to contextual, cross-cultural and diversity issues in content curation
Generate new, creative and fresh ideas for content
Understand the value of the power and relevance of storytelling
Demonstrate capabilities in writing strategies and in repackaging content for different channels
Demonstrate abilities in content curation; social media campaign methodologies; and search engine optimisation
In the context of online and social media activity, interpret data to inform tactics
Module 3: Measurement, evaluation and professional ethics
Select best practice tools to manage PR activities
Describe the consultancy/client relationship
Apply best practice in monitoring, risk assessment and measurement of PR and communication activities
Determine how far PR goals and objectives are met and the extent to which results and outcomes have been achieved
Assess the impact of communication objectives on organizational goals
Discuss professionalism in a public relations context
Apply critical ethical principles for decision-making and identify barriers to ethical practice in public relations
Explain relevant legal and regulatory requirements that impact on PR practice (copyright, privacy, and contract), and follow organizational governance policies and procedures
Explain the implications of the CIPR Code of Conduct for professional practice
Reflect on own professional training and personal development
