Benefiting from over 30 years’ practical skills training experience, Fitzwilliam Institute’s Online Postgraduate Diploma in Public Relations course features:
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;
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;
Situation Analysis; Research; Objectives; Publics; Implementation; Budgets; Timetables; Evaluation; Planning and Managing a PR Campaign;
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;
Technology; Healthcare; Tourism; Environment; Agriculture; Sport;
The Professional Environment
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;
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;
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;
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;
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;
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;
The Social Media Landscape
Facebook; Twitter; LinkedIn; Instagram; Snapchat; Blogs; Microblogs; Chatrooms; Email; Flickr; 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
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;
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/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;
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;
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 Readership; Use of Language; Writing News Articles; Awareness of the Journalist's agenda; Writing for the Internet;
Grammar: The Basic rules of grammar
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;
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;
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;
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;
Dealing with Suppliers - Designers; Printers; Photographers; Exhibition Displays; Video Production Companies; Event Managers; Direct Mail;
Business / Government Environment
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;
Event Management Planning; Co-ordinating Events; Marketing Events; Event Risk Management; Corporate Event Management; Organising Conferences; Exhibition Management; Sporting Event Management;
Fitzwilliam Institute provided me with the practical skills and knowledge I required to pursue my career in Public Relations and Event Management. I cannot recommend the institute enough to students who wish to come out of the classroom knowing they have been prepared and trained to succeed in their chosen area. I have now returned to complete a Diploma in Digital Marketing. - Emma Walker, Cullen Communications
If anyone is looking to pursue a career in Public Relations, the Fitzwilliam Institute is a brilliant foot in the door into this intensely competitive industry. After completing the PR & Event Management post-grad I went on to become an AE in one of Ireland's biggest PR agencies, PSG. After over a year here I have recently moved to become the Brand Communications Manager of Publicis in Dublin, a worldwide Advertising agency. Before I entered Fitzwilliam I was a fresh-faced recent Bachelor's graduate, ensure of what I wanted to do next. I know now that choosing to undergo the Fitzwilliam postgrad was what opened that all important first door for me into the Marketing Industry. - Rob Kenny, Publicis
Fitzwilliam Institute Postgraduate Diploma is a great gateway to the world of PR. The course is extremely relevant with current industry case studies and topical PR trends. It’s so reassuring to know that your tutors are industry professionals, meaning that every course topic is approached with authentic knowledge of the subject and first-hand experience in mind. - Sadhbh Higgins, Elevate PR
Criteria for eligibility must be met in full prior to commencing the programme. For successful enrollment on the Postgraduate Diploma course, the minimum entry requirement is a prior Degree level qualification.
On successful completion of this course you will receive a Professional Postgraduate Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
Duration: You will have full access to online resources and subject expert support for two calendar years. However, you can complete the course in as little as 1 year, by dedicating 6-8 hours of study per week.
Course Fees: 1995.00 EUR
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
We want to make education easy and enjoyable for you. At Fitzwilliam Institute, we offer a range of finance options to suit your needs.
You can buy now and pay later with humm - humm provides a simple application process, simple terms and conditions, up to 36 monthly payments. With low-interest rates.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.
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