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 Public Relations 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 Public Relations 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.
Definitions of PR. Public Relations' Relationship with other Functions/Professions - Advertising, Marketing, etc. History and Development of Public Relations in Ireland and globally. Professionalism and Industry Bodies PRII, PRCA, IPR.
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.
Consultancy Structures, Client Relationships, Pitching for Business, Managing Client Accounts, In-house Departments, Relationships within the Organisation, Preparing an In-house Strategy, Relationship with PR 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 PR 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.
Rationale for effective Internal PR. Linking Internal PR to business Goals. Importance of Management Commitment, Employee Roles and Business Goals. Links with HR. Consequences of mistakes. How Informal Communication Channels Work. Listening and Feedback. Mechanisms for Effective Internal Comunications.
Definitions and Historical Development of the Sponsorship Market. Why Organisations engage in Sponsorship. Using Sponsorship to Target Particualar Publics. What can be Sponsored? The fit between the Sponsor and the Sponsored. The Sponsorship Proposal. How Sponsorship fits in to wider PR 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.
Basic Tools and Techniques available to PR Professionals. Event management: Exhibitions, Conferences, Product Launches, etc. Controlled media: Newsletters, Brochures, Video, Websites, EPK, disc, film etc. Uncontrolled media: Publicity in terms of Print,Photography, Broadcast and Internet. Role of the Press Officer.
Print, Radio and Television Interviews. Interview Techniques, Preparation, Scripts, Sound Bites, Keeping Control, Live or Recorded, Phone or In-Person, Statements etc.
Starting your own PR business. Identifying gaps in the Market; Developing Services to fill them. Registration, VAT, Location, Insurance, Industry Contact Listings, Advertising, Accounts, Budgeting, Deadlines, Credit Terms, Invoicing/Payments etc.
Importance of Research in PR. Types of Research. Research in all stages of a PR Campaign. Social Psychology. Measurement of Attitudes and Public Opinion.Achieving Attitudinal and Behavioural Change. Research Material and Sources.
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.
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.
The Elements of the Mass Media in Ireland - 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 PR. 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.
Contract Law, Copyright, Patents, Trademarks, Libel, Slander, Freedom of Information, Data Protection, Photography Copyright and Licensing. Employer/Employee Relationships, Contract of Services, Professional Negligence.
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, Additonal 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 Feature Articles - Structure, Headlines, Awareness of Readership, Use of Language. Writing News Articles. Awareness of the Journalist's Agenda. Writing for the Internet.
PR and the Range of Associated Professional Activities. How Public Relations fits into an Organisation's wider Communication. Relationships between the In-house PR Depatment and rest of the Organisation. Client Relationships; Managing Client Accounts, and Managing Expectations.
Definitions, Historical Development, Market Research and Information, Products, Branding, Marketing Communications, Marketing Segmentation, 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 PR.
The concept of integrated marketing communications campaigns and how IMC is used by major brands in global markets. Includes: Direct Marketing, Promotional Activity, Sponsorship.
Areas include Event Management, Design and Print, Video Production, Photography, Audio Production, Website Design and E-Commerce, Media Monitoring and Research Services. Evaluation and Media Audits. Artwork and Graphic Design. Website Creation and Design. Dealing with Suppliers.
Agency/Client Relationship. How Agency Structures enable profitable business. Client Contact. Planned reviews of activity and strategies are part of the service clients pay for.
Definitions, Decision Making, Forecasting and Planning, Objective Setting, Organisation Structures and Cultures, the Social and Economic Impact of Business and other Organisations. Systems Theory. Motivation.
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 PR fits into it. PR's input into Corporate website. Corporate Productions - Ideas, Budgets, Commissioning, Managing Subcontracted Work.
The Increasing Importance of Corporate Social Responsibility, Globally and in Ireland. The Ethics of CSR. CSR as an Integral Element of Overall Business Strategy.
The relationship between Business Society and Government. Irish Politics, Economy and Society. The Constitution and Workings of the Political Institutions. The Policy-Making Process in Ireland. Social Partnership. The Impact of the European Union. Regulatory Frameworks.
Although Event Management is included in the Diploma in Public Relations syllabus, Public Relations Courses feels that special attention should be given to this rapidly growing area. Students are thus being offered an extra five evening modules, free of charge, which will cover the following; 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.
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 Public Relations 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 the Event Management Society and is both industry and internationally recognised.
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.
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. Public Relations 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 Public Relations Courses.
