| SYLLABUS CRISIS COMMUNICATION |
Course Title: Post Graduate Diploma in Crisis Communication
Course Structure: Part Time (In attendance) or Long Distance (Long distance via online live broadcasts)
Start Date:
- At a time of your choice - online/long distance. One to one or group corporate Post Graduate Diploma or Diploma in Crisis Communications during office hours or at a time that suits you (subject to T&C). Please ask for details.
Price: Course fees €1150 including student membership. Assessment fees €110
In the case of part time and long distance (online) candidates you will never miss a lecture as recordings are made for each lecture providing maximum flexibility for the busy professional. In addition, through our conference mobile app, you will be able to join in to live lectures on your mobile device when and if on the move. Alternatively, join the lecture on your PC whether in the office or at home.
Entry Requirements, Course Structure & Fees
Candidates must be at least 20 years of age and preferably have a professional background or experience in the broader professional communications arena including journalism, marketing, communication, public relations, customer service, political environment and business. Candidates who are members of a crisis management team or have a specific interest in crisis communication. Alternatively, have a minimum of a third level qualification or higher.
The course will be held over a thirty hour period with lectures once weekly over a 10 week period. In addition, candidates will be expected to undertake additional self-study and direction will be given in this regard. The course will be assessed by a series of assignments and one major campaign project.
Course fees amount to €1150 with an assessment fee of €110, payable upon submission of their final project at the end of the programme. Student membership of the European Institute of Public Relations is automatically included in the course fees. Upon successful conclusion candidates will be conferred with their Post Graduate Diploma in Crisis Communications and can apply to become full professional members of the European Institute of Public Relations and therefore entitled to use the letters MEIPR.
Post Graduate Diploma in Crisis Communication
The European Institute of Communications (Institute) is a professional membership and academic body internationally recognised and approved through its membership and recognition by the Global Alliance PR (Global Alliance for Public Relations and Communications Management) and EUPRERA (European Public Relations and Education Research Association).
The Institute has three distinct academic faculties of which the programme is administered and taught by the European Institute of Public Relations and accredited by the European Institute of Communications.
Along with its own extensive background in both academic programmes and corporate training, the Institute has been facilitating the Public Relations Institute of Ireland (PRII) DipPR since 2003. During that period the Institute returned the highest grades and, including the current year, has finished with the top students consecutively for the last six years.
The academic year for 2017, commencing in October, sees the introduction of this comprehensive and detailed programme specifically designed and aimed at those candidates who want a succinct course programme to obtain a professional industry qualification. In addition, the course will provide successful candidates with the skillsets to practice and implement strategic PR and communication projects to engage their target publics.
Upon successful completion of the course programme, candidates are immediately entitled to apply for full membership of the European Institute of Public Relations leading to the accolade of MEIPR in acknowledgment of their professional status.
Who Should Undertake this Programme
The programme has been designed for a range of communication candidates and crisis management team members challenged with the responsibility of crisis planning and crisis communication:
- Press officers and or those who are responsible for managing the media communication and stakeholder engagement
- Members of Crisis Management teams who require the communications knowledge to handle stakeholder engagement during and after the crisis
- PR practitioners who wish to expand and increase their professional skillsets
- Recently qualified graduates who wish to specialise in Public Relations and work in-house or in a consultancy
Course Aims
The Post Graduate Diploma in Crisis Communications programme aims to equip candidates with the skills to devise, implement and manage the elements of a crisis communications plan. It will provide the theoretical knowledge and professional skills so that candidates can practice effective engagement with media and key influences within the professional global arena.
Course Objectives
This course will provide a detailed insight into the practice of crisis communication at a professional level. Candidates will learn the core elements of crisis planning so that they can design, implement, manage and evaluate an effective communications strategy. The course will provide candidates with a thorough knowledge and understanding of professional as follows:
- Understanding the link between regulatory assessment and risk management when handling a crisis
- The strategic function of crisis communication in engaging stakeholders to rebuild and enhance corporate reputation, image and delivery of the organisation’s communication objectives aligned to the business plan
- To have an overall comprehension of the tools and techniques of communication to engage and empower stakeholders
- To understand how the mass media operates and the PR tools of engagement to both online and traditional media influencers
- To have a knowledge of the legal and regulatory environment within which PR and communicators operate
Course Learning Outcomes
On successful completion candidates will have the ability to:
- Evaluate the organisations needs in order to design, implement and manage a crisis communication strategy for projects, campaigns and the overall organisational needs
- Engage the mass media and influencers using the appropriate PR tools of media and mass communication engagement
- Understand the importance of written and oral communication to improve their delivery of succinct messaging
- Learn and improve their professional ability to pitch news stories to the mass media and influencers
- Develop their skills to become story tellers to engage stakeholders and empower teams within which they work and are part of
- Understand the importance of research and planning and develop the ability to think strategically
- Be familiar with the theoretical elements of the creative process to demonstrate how that theory can be applied practically
Modules & Course Content
- Risk Assessment & Issues Management
Understanding the corporate and operational risks associated with the operation of the organisation that are aligned to the business plan. The purpose and role of developing an Issues Management Strategy and its lifecycle. - Advocacy and Outreach Programmes
The importance of outreach programmes and advocacy relationship building. Community relationships and the role CSR can play in enhancing reputation, image and stakeholder engagement. - Crisis Planning and Crisis Communication
Developing a crisis communications strategy in line with the crisis management plan. Creating the crisis management manual. Empowering crisis communication team members and internal employees. External stakeholder engagement techniques in a crisis. - Crisis Media Relations
Understanding how the media works, what the media needs, their composition in terms of print, broadcast and online. Developing constructive media relationships. Candidates will learn the structure and nature of the mass media, with reference to both the Irish and international media landscape across offline and online platforms. The module will provide an insight into the tools of engagement and candidates will learn how to create effective and meaningful relationships with media and influencers across the spectrum of the operating landscape. - PR Media Tools of Engagement
This module will include media writing skills and techniques. Content will include structure, grammar, and spelling; press release and press statement writing; photo call notices; writing for digital and social media; Press Briefings, Off the Record, Press Conferences. Preparing for media interviews, for print, radio and TV. - The Online Environment
Candidates will learn the structure and nature of the online environment to engage key influencers in time of a crisis. The module will provide an insight into the online tools of engagement and candidates will learn how to create effective and meaningful relationships with media and influencers across the spectrum of the operating landscape in time of a crisis. - The Media Regulatory Environment
The key relevant professional bodies including Broadcasting Authority of Ireland, Press Council & Press Ombudsman and Media Regulation. Principle ethical codes governing the practice of Public Relations and media professionals both in Ireland and in the EU. Copyright, Defamation, Regulation of Lobbying Act, Freedom of Information Act, Data Protection, Privacy, Digital and Social media usage / posting policies.
