| SYLLABUS MEDIA RELATIONS |
Course Title: Post Graduate Diploma in Media Relations for the Press Officer
Course Structure: Part Time or Long Distance (Long distance via online live broadcasts)
Start Date:
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, charity, NGO 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 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 Media Relations for the Press Officer 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 Media Relations for the Press Officer
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 candidates working as a Press Officer with responsibility for media engagement:
Post Graduate Diploma in Media Relations for the Press Officer 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 engagement with media and key influences within the professional global PR and communications industry.
Course Objectives
This course will provide a detailed insight into the practice of media relations at a professional level. Candidates will learn the core elements of how the media works and the tools used to engage the media. Having understood the structures and relationships, 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 media relations as follows:
Course Learning Outcomes
On successful completion candidates will have the ability to:
Modules & Course Content
1. The Press Officer
The role of the Press Officer. Collection and curation of background information. The importance of Media monitoring
2. Media Relations
Understanding how the media works, what journalists need; media 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.
3. 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.
4. Media Interviews
Researching topics, preparing for media interviews, understanding how the media operates when preparing for print, radio and TV interviews.
5. Crisis Communication
How to deal with a crisis. Developing an issues management strategy and crisis communication plan. Staying in control. Managing the media in a crisis situation.
6. Developing a Strategic Communications Plan
Understanding the importance of aligning the overall objectives with the communications strategy. Writing the strategy and providing guidelines.
7. The Online Environment
Candidates will learn the structure and nature of the online environment to engage key influencers. 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.
8. 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.
Course Structure: Part Time or Long Distance (Long distance via online live broadcasts)
Start Date:
- Autumn programme 10th October 2018
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, charity, NGO 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 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 Media Relations for the Press Officer 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 Media Relations for the Press Officer
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 candidates working as a Press Officer with responsibility for media engagement:
- Press officers and or those who are responsible for managing the media communication and engagement in political, corporate, charity, sporting and such environments
- 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
Post Graduate Diploma in Media Relations for the Press Officer 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 engagement with media and key influences within the professional global PR and communications industry.
Course Objectives
This course will provide a detailed insight into the practice of media relations at a professional level. Candidates will learn the core elements of how the media works and the tools used to engage the media. Having understood the structures and relationships, 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 media relations as follows:
- The strategic function of media 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 the media
- To gain an understanding of the local media landscape and how the media operates
- To have a knowledge of the legal and regulatory environment within which PR and media operate
Course Learning Outcomes
On successful completion candidates will have the ability to:
- Evaluate the organisation’s needs in order to design, implement and manage a media strategy
- Engage the 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
- Understand the elements of proactive and reactive media relations, and improve their professional ability to pitch news stories to journalists
- Develop skills to spot what is ‘newsworthy’ and become story tellers to engage the media and empower teams within which they work and are part of
- Be capable of designing, implementing and evaluating a media relations strategy campaign
Modules & Course Content
1. The Press Officer
The role of the Press Officer. Collection and curation of background information. The importance of Media monitoring
2. Media Relations
Understanding how the media works, what journalists need; media 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.
3. 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.
4. Media Interviews
Researching topics, preparing for media interviews, understanding how the media operates when preparing for print, radio and TV interviews.
5. Crisis Communication
How to deal with a crisis. Developing an issues management strategy and crisis communication plan. Staying in control. Managing the media in a crisis situation.
6. Developing a Strategic Communications Plan
Understanding the importance of aligning the overall objectives with the communications strategy. Writing the strategy and providing guidelines.
7. The Online Environment
Candidates will learn the structure and nature of the online environment to engage key influencers. 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.
8. 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.
