Benefiting from over 30 years’ experience, Fitzwilliam Institute’s Online Diploma in Public Relations for the Media Sector course features:
Definitions of PR. PR's Relationship with other Functions/Professions - Advertising, Marketing, etc. History and Development of Public Relations in the UK and globally. Professionalism and Industry Bodies.
Situation Analysis, Research, Objectives, Publics, Implementation, Budgets and Timetables, Evaluation. Planning and Managing a Public Relations Campaign.
Corporate, Consumer, Business to Business, Voluntary Sector. Financial PR, including Communicating Financial Performance, PR during Mergers, Takeovers, Share Offerings, Shareholder Communications. PR's role in the Annual Report and Accounts.
Principle Ethical Codes which underpin the Practice of Public Relations. Legal Issues in PR - Copyright, Libel, Slander, Freedom of Information.
Charity, Consumer, Fashion, Technology, Healthcare, Tourism, Environment, Agriculture, Sport.
Consultancy Structures, Client Relationships, Pitching for Business, Managing Client Accounts, In-house Departments, Relationships within the Organisation, Preparing an In-house Strategy, Relationships with Public Relations Consultants, Managing Staff. Entrepreneurship - Identifying gaps in the Market and Developing Services to fill those gaps, Launching a New Product/Service.
PR's Role in the Organisation - Internal Communication, Communicating Performance, Counselling the Organisation, Strategy. The Role of the Public Relations Practitioner, both in-house and in Consultancies. Business Strategy and Operation.
Definitions and Typologies of Crises. The Crisis Management Plan and Crisis Management Team. Communicating in a Crisis. The aftermath of a Crisis. Reputation Management.
Definitions and Historical Development of the Sponsorship Market. Why Organisations engage in Sponsorship. Using Sponsorship to Target Particular Publics. What can be Sponsored? The fit between the Sponsor and the Sponsored. The Sponsorship Proposal. How Sponsorship fits in to wider Public Relations Campaigns. Evaluating Sponsorships. Why Organisations engage in Community Relations. The Range of CR activities.
Interest Groups and Lobbying. How to influence Public Policy. Planning and Managing Lobbying Campaigns. The Role of Coalitions. Public Affairs - Integrating Lobbying and Media Campaigns. Involving the Public in Lobbying Campaigns.
Managing Relationships with Activist Groups. Coalition Building and Third-party Endorsements. Working with Trade Associations, Unions and Charities.
Analysis of a range of Public Relations Case Studies and Campaigns.
Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
The Elements of the Mass Media in the UK - TV, National and Local Radio, National and Local Newspapers, Trade Publications, Specialist and Consumer Magazines, the Internet. The Functions of Different People in the Media.
What the Mass Media needs from Public Relations, and what Public Relations needs from the Mass Media. The Factors involved in Building Effective Relationships with the Media. Dealing with the Mass Media, i.e. Pitching Stories, Interviews, Press Conferences, Photography, Media Relations in a Crisis. Publicity versus Press Relations.
How to Segment Audiences. Serving the Client/Organisation and Serving the Media. The 'Readership Profile'. Media Lists. How to Match Media with Publics. The Role of Press Releases in Public Relations. Creating Angles in Press Releases. Identifying the News Angle in a Story. The Role of Photography. The Ethics of Media Relations. Evaluating Media Relations. Media Monitoring.
Date, Headline, Structure, Wording, Contact Details, Note to Editor. Structuring a Press Release - the Inverted Pyramid Model. The appropriate use of Language for Press Releases. As part of the teaching of this section, students will also cover such issues as, being able to provide reasoning for the Press Release Content, Distribution Lists, Additional Information to be added for a Press Pack, a description of a Photographic Idea and Caption. Writing Styles for different Media and Publics. Analysing a number of Press Releases, and the Media Coverage generated.
Preparing Clients for Interviews, Interviewing Styles and Techniques, Audiences, Preparing Questions and Answers, use of Newsworthy Quotes.
Statements - Tone, Wording, Structure, Clarifications. Speeches - Preparation, Audience, Speech Notes, Structuring of Speech, Use of Language.
Writing Proposals, Business Plans, Presentations, Reports.
Writing Feature Articles - Structure, Headlines, Awareness of the Journalist's Agenda. Writing for the Internet.The Basic Rules of Grammar
Public Relations and the Range of Associated Professional Activities. How Public Relations fits into an Organisation's wider Communication. Relationships between the rest of the Organisation. Client Relationships; Managing Client Accounts, and Managing Expectations.
Definitions, Historical Development, Market Research and Information, Products, Branding, Marketing Communications, Marketing Management and Organisation. The role of PR in Marketing Management.
Definitions, Historical Development, the Advertising Industry and Professional Bodies, Codes of Practice, Advertising Agencies, Selecting an Agency and working with it, Advertising Campaign Planning and Management, Advertising Media. Types of Advertisements - Magazines, Newspapers, Posters, Billboards, Ambient Advertising. The Relationship between Advertising and Public Relations.
Management's Role in Communicating. Public Relations' Function as Management Counsellor. The Internal Communication Process in Organisations. The Senior Management Team. The Business Plan, and where Public Relations fits into it. Public Relations' input into Corporate Productions - Ideas, Budgets, Commissioning, Managing Subcontracted Work.
The increasing Importance of Corporate Social Responsibility, Globally and in UK. The Ethics of CSR. CSR as an Integral Element of Overall Business Strategy.
Event Management Planning, Co-ordinating Events, Marketing Events, Event Risk Management, Corporate Event Management, Organising Conferences, Exhibition Management and Sporting Event Management.
The course was very impressive, even for the more mature students, especially the PR in Practice and Stakeholder management sections. It certainly enhances the scope of your career positioning and overall communications understanding.
I would recommend it for people in all aspects of Communications and Public Relations as a beneficial part of professional development. - Suzanne Angley, Luas Cross City
The PR and Event Management Course was a great decision for me. My main job is not in PR or Event Management but this is something I had an interest in and has helped me within my own job where I am involved in sports and Social Events and outside work hugely by the skill sets which I picked up while working on my PR Campaign I’ve applied to other areas of my life outside. PR people are experts in communication and through the course you learn from your teachers about presentation skills and gain a broader knowledge in areas such as politics and real life examples of PR in action. I recommended this course to my friend who is attending the evening classes this year and enjoying it also. - Aoife Murphy, Irish Life
On successful completion of this course you will receive a Professional Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 months, by dedicating 6-8 hours of study per week.
Course Fees: 995.00 EUR
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.
Year on year, we have the pleasure of training students from top
Ireland and international companies. See where our most recent students come from and find out what they have to say.