Public Relations, Online PR and Event Management are exciting and challenging careers which are vital in todays business world.
This course is designed to give participants;
The essential must have skills they will need to succeed in these areas
Arranged Work Experience in the sought after Public Relations Industry
The opportunity to obtain the Public Relations Institute of Ireland's Diploma in Public Relations
Fitzwilliam Institute's Postgraduate Diploma in Public Relations and Event Management also gives students access to our worldwide network.
An Extensive Online PR and E-Commerce module with hands-on computer training is an important part of this course.
Course Content
Public Relations
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 Ireland and Globally. Professionalism and Industry Bodies PRII, PRCA, IPR. Practical Activity: Take a Client Brief to identify PR's relationship with other functions in an organisations.
Public Relations: Ethical and legal issues
The Principle Ethical Codes which underpin the practice of Public Relations. Legal Issues in Public Relations - Copyright, Libel, Slander, Freedom of Information. Practical Activity: Prepare a legal brief to highlight all issues within the PR process.
Public Relations: Strategic Process
Situation Analysis, Research, Objectives, Publics, Implementation, Budgets, Timetables, Evaluation. Planning and Managing a PR Campaign. Practical Activity: Write a PL Plan to collate all PR activities, Budgets and Timetables.
Public Relations: Public Relations Sectors
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 Accounts. Practical Activity: Develop a PR brief outlining its important and influences in various corporate.
Consultancy Structures, Client Relationships, Pitching for Business, Managing Client Accounts, In-house Departments, Relationships within the Organisation, Preparing an In-house Strategy, Relationship PR Consultants, Managing Staff. Entrepreneurship - Identifying gaps in the Market and Developing services to fill those gaps, launching a new Product/Service. Practical Activity: Prepare a Business Pitch for a potential Client to understand all elements of the professional PR environment.
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. Practical Activity: Prepare a management diagram to understand the PR Practitioners roles and responsibilities within the corporate structure.
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. Practical Activity: Develop an Emergency Plan to understand the appropriate steps taken in unforeseen circumstances.
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 Sponsorships fits in to wider Public Relations Campaigns. Evaluating Sponsorships. Why Organisations Engage in Community Relations. The Range of CR Activities. Practical Activity: Prepare a Sponsorship Proposal that illustrates the benefits of sponsorship and why organisations should participate.
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. Practical Activity: Develop an Integrated Lobbying and Media campaign illustrating how the public will be involved and its influence on Public Policy.
Public Relations: Outreach
Managing Relationships with Activist Groups. Coalition Building and Third-Party Endorsements. Working with Trade Associations, Unions, and Charities. Practical Activity: Prepare a relationship management strategy that can be integrated into building, managing and maintaining relationships in order to maximise PR potential.
Public Relations: Case Studies
Analysis of a range of Public Relations Case Studies and Campaigns. Practical Activity: Analyse a PR case study; what worked; what didn't and what improvements/changes could be made.
Presentation Skills
Preparation, Content, Structure, Delivery, Visual Aids, Management of Location and Audiences. Practical Activity: Design and Deliver a presentation to learn different styles and practise your skills in a group environment.
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.
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.
Media and Media Writing Skills
Mass Media
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. Practical Activity: Write a report outlining the different elements of Mass Media and how they influence a PR campaign.
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. Practical Activity: Develop a Media Relations Evaluation Report that outlines all benefits and challenges involved in building an effective relationship with the Media.
Media Relations
How to Segment Audiences. Serving the Client/Organising and serving the Media. The ?Readership Profile'. Media lists. How to watch 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. Practical Activity: Outline an Audience Segmentation and Readership Profile to understand how best to serve the Client and the Media.
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 issues such 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. Practical Activity: Write a Press Release in different styles to suit different media and publics.
Writing Interview Briefs
Preparing Clients for Interviews, Interviewing Styles and Techniques, Audiences, Preparing Questions and Answers, use of Newsworthy Quotes. Practical Activity: Prepare an Interview Preparation Brief for clients coaching them on Interviewing Styles and Techniques.
Writing for Statements and Speeches
Statements - Tone, Wording, Structure, Clarifications. Speeches - Preparation, Audience, Speech Notes, Structuring of Speech, Use of Language. Practical Activity: Write a speech to be made at a Press Conference.
Business Material for Public Relations
Writing Proposals, Business Plans, Presentations, Reports. Practical Activity: Prepare a Business Plan to understand how to present the concept and overall plan of PR campaign.
Writing for Publication
Writing Feature Articles - Structure, Headlines, Awareness of Readership, Use of Language. Writing News Articles. Awareness of the Journalist's agenda. Writing for the Internet. Practical Activity: Write Feature Articles to suit print and Internet Media.
Grammar:
The Basic rules of grammar.
The Professional Environment
PR and the Range of Associated Professional Activities. How Public Relations fits into an Organisation's wider communication. Relationships between in-house Public Relations department and the rest of the Organisation. Client relationships; Managing client accounts, and Managing Expectations. Practical Activity: Write a Strategy Report on how to effectively manage the relationship between the in-house PR department and rest of the organisation.
Marketing
Definitions, Historical Development, Market Research and Information, Products, Branding, Marketing Communications, Marketing Segmentation, Marketing Management and Organisation. The role of Public Relations in Marketing Management. Practical Activity:Develop a marketing strategy illustrating the role of PR throughout the marketing process.
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. Practical Activity: Develop an Advertising Brief for an agency to understand the relationship between PR and advertising.
Print and Design
Types of Print and Design work in Public Relations. The role of the Project Team. Preparing the Brief. Outsourcing Design and Print Work, and managing that work. Briefing Designers on Content/Parameters. Practical Activity: Develop a Brief for designers illustrating specific content and print requirements.
Suppliers
Dealing with Suppliers - Designers, Printers, Photographers, Exhibition Displays, Video Production Companies, Event Managers. Direct Mail. Practical Activity: Prepare Supplier and Team Activity Time line to outline the flow of all planning and breakdown of activities.
Business / Government Environment
Management
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.
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 Websites. Corporate Productions - Ideas, Budgets, Commissioning, Managing Subcontracted Work.
Organisations' Impact on Society
The Increasing Importance of Corporate Social Responsibility, Globally and in Ireland. The Ethics of CSR. CSR as an Integral Element of Overall Business Strategy.
Irish Politics and Government
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.
This module combines training in the use of the web as a communications tool with an introduction to the skills and techniques required to adjust, add to or redesign a website.
Training includes - examples, case studies, projects, etc. Web development and design for effective marketing using Macromedia Dreamweaver.
Course Project
Each student must submit a substantial project based on a real life PR Brief on a subject allocated to them by the Fitzwilliam Institute.
Personal Development
A special feature throughout the programme is the time devoted to the personal development of each individual. This includes an initial personal consultation to assess each individual, and to discuss and establish future goals and aspirations.
This is followed by careful preparation of a Curriculum Vitae so that each participant has a clear and well-presented CV to submit to potential employers.
Other key areas in the Personal Development programme include communication skills, assertiveness training and the importance of attitude and motivation. Personal counselling is provided as required throughout the course.
Practical Work Experience
During the second part of the course, placements are arranged with companies and organisations that can give course participants practical experience in the work areas in which they want to develop their careers. This phase of the course is closely monitored with regular assessment visits being made to each student and host company supervisor. Past experience has shown that a significant percentage of these placements lead to employment.
Methods of Training
Lectures, discussions, role-plays, practical exercises, projects, case studies, hands-on computer training, etc.
Lecturers
The Fitzwilliam Institute maintains a panel of qualified and motivated lecturers who work as a team monitoring each student's progress.
Who Should Apply
Graduates or mature students who are interested in a career in Public Relations or a related area. Selection is based on interview and academic achievement. Early application is advisable as places are limited. If you wish to be considered for this course please download the application form here and forward it to us at info@fitzwilliaminstitute.ie and contact us on 01 2834579 to arrange a consultation.
Possible Careers
Career opportunities in Public Relations and Event Management can exist on the client side and on the consultancy side. In some cases Public Relations or Event Management may be a main job responsibility while other responsibilities may also be held in areas such as Marketing, Advertising, Sales Promotion etc. In other cases P.R. or Event Management may be a secondary responsibility. The course takes these possibilities into consideration.
Qualifications
Successful candidates qualify for the Diploma in Public Relations, which is accredited by the Public Relations Institute of Ireland, the professional body of Public Relations Practitioners in Ireland. Students are also awarded the Fitzwilliam Institute's Postgraduate Diploma in Public Relations and Event Management if they are successful in obtaining the P.R.I.I.'s Diploma, pass the examinations in Event Management and E-Commerce, and also obtain a minimum of a pass in the Fitzwilliam Institute Postgraduate Course Project. Attendance, punctuality and attitude are also important.
