Diploma in Public Relation (Dip. PR) with Event Management and Online PR modules – 10 Week Evening Course (2 nights per week), London City Centre
Introduction
Public Relations, in this modern era, is an exciting and rewarding career. Effective Public Relations is a key requirement of most companies and organisations.
The Public Relations Course also includes substantial Event Management and Online PR modules.
The Meaning and Development of Public Relations
Definitions of Public Relations. 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 Public Relations, including Communicating Financial Performance, Public Relations during Mergers, Takeovers, Share Offerings, Shareholder Communications. Public Relations' role in the Annual Report and Accounts.
Principle Ethical Codes which underpin the Practice of Public Relations. Legal Issues in Public Relations - 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.
Public Relations Course Module 7 : Public Relations as a Management Function
Public Relations' 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.
Public Relations Course Module 9 : Sponsorship and Community Relations
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.
Public Relations Course Module 19 : Online Influences on present PR practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice.
Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, Corporate Speak. Implications of Social Media for Corporate Social Responsibility.
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.
Public Relations Course Module 22 : The Relationship between Public Relations and 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.
Public Relations Course Module 26 : Writing for Statements and Speeches
Statements - Tone, Wording, Structure, Clarifications. Speeches - Preparation, Audience, Speech Notes, Structuring of Speech, Use of Language.
Public Relations Course Module 27 : Business Material for Public Relations
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 Course Module 29 : Public Relations and the Professional Environment
Public Relations and the Range of Associated Professional Activities. How PR 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 Public Relations 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.
Public Relations Course Module 32 : Public Relations' Role within Corporate Management
Management's Role in Communicating. PR's 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 project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce a Public Relations Pitch Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops Public Relations Pitching skills.
This course offers practical industry learning through: Lectures, Discussions, Role-Plays, Practical Exercises, Projects, Case Studies, etc.
Public Relations Courses maintains a panel of qualified and motivated lecturers who work as a team monitoring each student's progress.
Anyone working in the general business sector in a senior or support role which is likely to require public relations skills, or those who wish to develop a career in this area. The course would also benefit anyone who plans to pursue a career in Public Relations.
Successful students qualify for the Diploma in Public Relations (Dip. PR) The Diploma is awarded at Distinction, Credit or Pass Level. The diploma is accredited by the Institute of Commercial Management and is both industry and internationally recognised in over 130 countries worldwide
King's College London, Franklin Wilkins Building, Stamford Street, London SE1 8WA
This course will start February 2012.
Selection is based on interview. Please contact us at 020 7812 0708 or email us at info@publicrelationscourses.co.uk to arrange a consultation. Early application is advisable as places are limited.
10 weeks
Request a Brochure for this Public Relations Course.
£995 including 20% VAT
Fees may be paid online through our Course Payments Page alternatively payments can be made by cheque, bank draft, credit card, or bank transfer.
All fees must be paid before the Public Relations Course begins.
Disclaimer
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Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute Group reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this web page. Fees are not refundable unless the course is cancelled by the Fitzwilliam Institute Group.
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Fitzwilliam Institute Group, 175-185 Gray’s Inn Road, London, WC1X 8UE, Phone: 020 7812 0708, Fax: 020 7812 0650
