Certificate in Public Relations - Distance Learning

Certificate in Public Relations (Cert. PR.) by Distance Learning

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.

This Distance Learning course gives participants the skills they will require to develop a career in Public Relations or to enhance their value in other career areas.

Course Content

PUBLIC RELATIONS

The Meaning and Development of Public Relations

Definitions of Public Relations. Public Relations' Relationship with other Functions/Professions - Advertising, Marketing, etc. History and Development of Public Relations in Ireland and globally. Professionalism and Industry Bodies.

Public Relations Strategic Process

Situation Analysis, Research, Objectives, Publics, Implementation, Budgets and Timetables, Evaluation. Planning and Managing a Public Relations Campaign.

Public Relations Ethical and Legal Issues

Principle Ethical Codes which underpin the Practice of Public Relations. Legal Issues in Public Relations - Copyright, Libel, Slander, Freedom of Information.

Public Relations Crisis Management

Definitions and Typologies of Crises. The Crisis Management Plan and Crisis Management Team. Communicating in a Crisis. The aftermath of a Crisis. Reputation Management.

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.

Media 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.

Press Release Writing

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.

Writing Interview Briefs

Preparing Clients for Interviews, Interviewing Styles and Techniques, Audiences, Preparing Questions and Answers, use of Newsworthy Quotes.

Writing for Statements and Speeches

Statements - Tone, Wording, Structure, Clarifications. Speeches - Preparation, Audience, Speech Notes, Structuring of Speech, Use of Language.

ONLINE PUBLIC RELATIONS

The Social Media Landscape

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.

Social Media and PR strategy

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.

Presentation Skills:

Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.

PUBLIC RELATIONS PITCH PROJECT

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.

METHODS OF LEARNING

Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.

SUBJECT EXPERTS

Distance Learning Courses has a panel of Subject Experts with experience in the Industry.

WHO SHOULD APPLY

Our Certificate courses are aimed at entry level professionals and school leavers

QUALIFICATIONS

Successful students qualify for the Certificate in Public Relations. The Certificate is awarded at Distinction, Credit or Pass Level.

Start Date

01 June 2012

Course Application

Application for this course is available immediately online through our Course Payments Page.

Course Duration

6 weeks to 6 months depending on individual progress.

Fees

€495.00

All course material is included in the fee. Fees are payable by credit card, debit card, bank draft/transfer, cheque or PayPal. All fees must be paid before the course starts

Brochure

Request a Brochure for this Course.

Disclaimer

Every effort is made to ensure accuracy, however responsibility is disclaimed for any error or omission in this website.

Public Relations Courses as part of the 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 Fitzwilliam Institute Group.

Fitzwilliam Institute Group, Temple Court, Temple Road, Blackrock, Co. Dublin. Tel: (01) 283 45 79 Fax: (01) 283 45 75

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