| SYLLABUS DipPR |
Course Title: Diploma in Public Relations
Course Structure: Part Time and Long Distance (Long distance via online live broadcasts)
Start Date: At a time that suits you. The course is run via live seminars with a series of tutorials. There is also an option for a one to one or group corporate Diploma in PR during office hours or at a time that suits you (subject to T&C). Please ask for details.
In the case of 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.
Duration: 10 weeks
Price: Course fees €1150 including student membership. Assessment fees €110
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 marketing, sales, communication, public relations, customer service, political environment and business. 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 the 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 national Diploma in PR and can apply to become full professional members of the European Institute of Public Relations and therefore entitled to use the letters MEIPR.
The Diploma in Public Relations
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 PR 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 a 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 candidates:
Course Aims
The PR Diploma programme aims to equip candidates with the skills to practice the elements of communication engagement with targeted stakeholders. It will provide the theoretical knowledge and professional skills so that candidates can practice effective public relations within the professional global PR and communications industry. Whether as an in-house practitioner or as a consultant, the programme will enhance and culminate the professional and or academic skillsets of candidates to maximise their strategic creative and planning attributes in the world of communication.
Course Objectives
This course will provide a detailed insight into the practice of public relations at a professional level. Candidates will learn the core elements of PR by understanding the factors of business management. Having understood the management structures and concerns, candidates can then interpret the organisation’s communication needs and requirements to design, implement, manage and evaluate an effective communications strategy. The course will provide candidates with a thorough knowledge and understanding of professional PR practice as follows:
On successful completion candidates will have the ability to:
Modules & Course Content
Course Structure: Part Time and Long Distance (Long distance via online live broadcasts)
Start Date: At a time that suits you. The course is run via live seminars with a series of tutorials. There is also an option for a one to one or group corporate Diploma in PR during office hours or at a time that suits you (subject to T&C). Please ask for details.
In the case of 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.
Duration: 10 weeks
Price: Course fees €1150 including student membership. Assessment fees €110
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 marketing, sales, communication, public relations, customer service, political environment and business. 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 the 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 national Diploma in PR and can apply to become full professional members of the European Institute of Public Relations and therefore entitled to use the letters MEIPR.
The Diploma in Public Relations
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 PR 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 a 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 candidates:
- Those working in PR and Communications that want a professional academic qualification which substantiates and recognises their professional status and experience
- Those candidates who are looking for a career change and or 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 PR Diploma programme aims to equip candidates with the skills to practice the elements of communication engagement with targeted stakeholders. It will provide the theoretical knowledge and professional skills so that candidates can practice effective public relations within the professional global PR and communications industry. Whether as an in-house practitioner or as a consultant, the programme will enhance and culminate the professional and or academic skillsets of candidates to maximise their strategic creative and planning attributes in the world of communication.
Course Objectives
This course will provide a detailed insight into the practice of public relations at a professional level. Candidates will learn the core elements of PR by understanding the factors of business management. Having understood the management structures and concerns, candidates can then interpret the organisation’s communication needs and requirements to design, implement, manage and evaluate an effective communications strategy. The course will provide candidates with a thorough knowledge and understanding of professional PR practice as follows:
- The historical development and theory of public relations and its use within the global communications environment
- The strategic function of public relations in engaging stakeholders to develop 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
On successful completion candidates will have the ability to:
- Show awareness of the importance of both research and evaluation in public relations both in terms of academic theory and in practice
- Evaluate the organisations needs in order to design, implement and manage a PR strategy for projects, campaigns and overall organisational communication strategies
- 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 develop their creative thinking for the benefit of clients and or their own organisations
- 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 in public relations 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
- Be capable of designing, implementing and evaluating a PR campaign
Modules & Course Content
- The Theory of PR:
The history, meaning and use of PR. PR and its relationship with other functions including advertising, marketing, etc. Reputation, corporate image and identity. - Strategic PR Planning:
Understanding key management areas that impact on the effective PR & Communication process of an organisation to both micro and macro audiences: Culture, Conflict, Change Management, Ethics & Governance and the Decision Making Process etc. The·Six Point Planning Model: Situation analysis, target publics, communication objectives, tools and techniques, budgeting and evaluation. With emphasis on:- situation analysis, research, measurement of attitudes and public opinion, stakeholders analysis, macro and micro environmental analysis - (PESTLE & SWOT), objectives, publics, campaign implementation, tools and techniques, budgets, timetables, and evaluation. - PR Writing
This module will include media & business writing skills. Content will include structure, grammar, and spelling; Press Release and press statement writing; photo call notices; writing for digital and social media; formal / business letters / emails, presentations, reports, leaflets, brochures, newsletters/e-zines, speeches etc. - The Media and Online Communication:
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 and its Regulatory and Ethical Environment:
The key relevant professional bodies including NUJ, 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. - Specialised Areas of PR:
This module allows candidates to explore the theory and practice of PR in the context of specialised areas of activity. It includes content related to: Crisis Management; Sponsorship; Event Management; internal Communications; Community Relations; Public Affairs; Corporate Social Responsibility (CSR); Public Consultation; PR for Non-Profit Organisations; Consumer PR; Corporate and Financial PR; Advocacy etc.
