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 correspondence course course gives participants the skills they will require to develop a
career in PR or to enhance their value in other career areas.
This interactive, on-line course is written by industry professionals and is suitable for those who cannot attend
live classes or who would like the opportunity to study at their own pace.
Course Content
PUBLIC RELATIONS
The Meaning and Development of Public Relations
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.
Public Relations Strategic Process
Situation Analysis, Research, Objectives,
Publics, Implementation, Budgets and Timetables, Evaluation. Planning and
Managing a Public Relations Campaign.
Public Relations Sectors
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.
Public Relations Ethical and Legal Issues
Principle Ethical Codes which
underpin the Practice of Public Relations. Legal Issues in PR - Copyright, Libel, Slander,
Freedom of Information.
Consultancy Structures, Client
Reationships, 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 as a Management Function
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.
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.
Public Relations: 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.
Public Relations: Political Lobbying
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.
Public Relations: Outreach
Managing Relationships with Activist Groups. Coalition
Building and Third-party Endorsements. Working with Trade Associations, Unions
and Charities.
Public Relations Case Studies
Analysis of a range of Public Relations Case Studies and
Campaigns.
Presentation Skills
Preparation, Content, Structure, Delivery,
Visual Aids, Management of Locations and Audiences.
Online PR Module Content
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.
The Internet as a Media
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 PR building blocks
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.
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.
MEDIA AND MEDIA WRITING SKILLS
Mass Media
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.
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.
Business Material for Public Relations
Writing Proposals, Business Plans,
Presentations, Reports.
Writing for Publication
Writing Feature Articles - Structure,
Headlines, Awareness of the Journalist's Agenda. Writing for the Internet.The Basic Rules of Grammar
PUBLIC RELATIONS AND THE PROFESSIONAL ENVIRONMENT
The Professional Environment
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.
Marketing
Definitions, Historical Development, Market Research
and Information, Products, Branding, Marketing Communications, Marketing Management
and Organisation. The role of PR in Marketing Management.
Advertising
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' Role within Corporate Management
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.
Organisations' Impact on Society
The increasing Importance
of Corporate Social Responsibility, Globally and in UK. The Ethics of
CSR. CSR as an Integral Element of Overall Business Strategy.
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
an 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 Training
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments.
etc.
Subject Experts
Event Management Training Ltd. maintains a qualified panel of Subject Experts.
Who Should Apply
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.
Qualifications
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.
Start Date
Enrolment for this course will take place on the 26th March 2010.
Fees may be paid online through our Course Payments Page alternatively payments can be made by cheque, bank draft, credit card, laser card or bank transfer.
Distance Learning Courses Ltd. reserves the right to alter courses and any
of the details contained in this website without prior notice, or to cancel
or postpone courses at any time. Fees are not refundable unless a course is
cancelled by Distance Learning Courses
Distance Learning Courses closes on Bank Holidays and for a number
of days at Christmas and New Year.The Distance Learning Courses 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 Distance Learning Courses
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"Very informative with emphasis on practical skills that are useful. Would (and have) recommended this course to friends and colleagues."...
"Excellent! Material covered was all new to me. Trainers were very knowledgeable and have practical work and field experience to apply to the subjects being covered which really enhanced my learning throughout the course."...
"Extremely thorough, very comprehensive course with instruction by knowledgeable professionals whose experience is evident throughout the course."...
"I would highly recommend this course. The trainers understand and have encountered “real world” conditions and are gifted in the manner in which they pass on their experiences."...
"Excellent organisation and the trainers were first class. I learned an enormous amount and will recommend Event Management Training to anyone."...
"Very informative with emphasis on practical skills that are useful. Would (and have) recommended this course to friends and colleagues."...