Courses › Diploma in Public Relations (PRII) › Syllabus & Modules
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COURSE LEARNING OUTCOMES
The course content has been developed by the PRII so that the academic content and levels of practice is appropriately suited to the needs of the industry. The final goal of the course is to equip students with the knowledge and skills which will enhance their prospects for employment or continuing professional development. Aims The course aims to provide students with a knowledge and critical understanding of both the theoretical study of public relations and its application in professional practice in Ireland. |
The aims of the course are:
Upon completion of the course, the student should:
Public Relations in Practice
The meaning, development and services of the Public Relations sector; Ethics in PR; PR as a management function; The public relations planning process; Tools and techniques of PR; Media Relations; PR working environment
Media & Online and Social Media
The traditional mass media; Online/social media; Regulation & Ethics; The relationship between public relations and the media; Undertaking media relations; Evaluating media relations
Marketing
The Professional Environment; Marketing: The concept of marketing and the marketing process, understanding customer needs, developing marketing strategies and building customer relationships, understanding the marketing environment, marketing ethics and social responsibility; Consumer behaviour, characteristics affecting consumer behaviour, buyer decision process; Market segmentation, targeting and positioning; product strategies, new production development, product life cycle strategies; Pricing strategies; Distribution strategies, managing marketing channels; Marketing services, nature and characteristics of a service, marketing strategies for services; Branding strategies, building strong brands; Market research and information; The role of strategic planning, strategy implementation, performance measurement and managerial control; Marketing Communications.
- to enable students to develop a critical understanding and expertise in the academic and professional bases of public relations, and their applications;
- to provide a structured curriculum which provides students with the foundation knowledge upon which they will build that detailed understanding;
- to allow students to become proficient in the writing of a range of material common in the practice of public relations;
- to develop the ability of students to undertake themselves credible and comprehensive public relations strategies; and
- to equip students with the knowledge and skills which will enhance their prospects for employment or continuing professional development.
Upon completion of the course, the student should:
- have acquired a core understanding of the central questions within both academic and professional contexts of public relations;
- be able to combine theoretical and academic understanding with professional skills within strategic and applied contexts;
- appreciate the strategic importance of public relations as a key form of communication by organisations;
- develop a critical appreciation of the ethical and legal issues involved in PR;
- be capable of describing and discussing the various elements of a PR strategy;
- be able to analyse the main sectors in which PR operates as well as key media specialisations;
- demonstrate a knowledge and critical understanding of the nature of the mass media and of how to develop effective relationships with the media;
- demonstrate an understanding of how PR functions in organisations and agencies;
- understand the wider professional environment within which public relations operates;
- understand how business, politics, government and society interact with each other in Ireland;
- understand the importance of strategy and planning in public relations and develop the ability to think strategically;
- have the capacity to reflect on their own learning and to demonstrate critical, analytical and independent thinking;
- be able to communicate effectively and persuasively in speech and writing;
- use information and communication technology for the retrieval, manipulation and presentation of qualitative and quantitative information; and
- have experience of working both independently and in small teams
Public Relations in Practice
The meaning, development and services of the Public Relations sector; Ethics in PR; PR as a management function; The public relations planning process; Tools and techniques of PR; Media Relations; PR working environment
Media & Online and Social Media
The traditional mass media; Online/social media; Regulation & Ethics; The relationship between public relations and the media; Undertaking media relations; Evaluating media relations
Marketing
The Professional Environment; Marketing: The concept of marketing and the marketing process, understanding customer needs, developing marketing strategies and building customer relationships, understanding the marketing environment, marketing ethics and social responsibility; Consumer behaviour, characteristics affecting consumer behaviour, buyer decision process; Market segmentation, targeting and positioning; product strategies, new production development, product life cycle strategies; Pricing strategies; Distribution strategies, managing marketing channels; Marketing services, nature and characteristics of a service, marketing strategies for services; Branding strategies, building strong brands; Market research and information; The role of strategic planning, strategy implementation, performance measurement and managerial control; Marketing Communications.
Business & Government Environment
Section 1 – Management: Definitions; development of the schools of management; functions of management; the business environment, decision making, planning, objective setting, organisational cultures and systems theory.
Section 3 – The strategic function of public relations: Public relations as a proactive strategic tool; issue management, crisis management, change management; reputation management.
Section 4 – The Government Environment: The Irish political framework and system (national and local); political campaigning and electoral communication strategy; internal communications in Irish political parties; lobbying – PRII code / new regulation / legislation; interest groups and lobbying; Public Relations at an EU level.
Specialised Areas of Public Relations
Crisis and issue management; Event management; Sponsorship; Internal communications; Corporate Social Responsibility (CSR), Community Relations and public consultation; PR in non-profit organisations; Corporate and financial PR; Consumer PR incorporating healthcare; Public affairs and managing relationships with external organisations; Online Public Relations – social media and engaging stakeholders online.
Advanced PR Writing
Grammar; Business material for PR; Writing speeches; Writing for publication – Writing feature articles (structure, headlines, awareness of readership, use of language); Photo captions and audio sound bites; Awareness of the journalist’s agenda; Writing for the internet and intranet; Media release and media statement writing – Structures, content, contact details, note to editor etc.; Structuring a media release – the inverted pyramid model; Structuring a media statement – the different tone, wording and structure; Writing styles for different media and publics; Understanding when circumstances require a media release or media statement; Writing interview briefs – Interview briefs; Preparing clients for interviews, interviewing styles and techniques, audiences; Preparing questions and answers, use of newsworthy quotes; Other written communications – Letter writing (government/organisations); Crisis statements; Writing for internal audiences eg employees.
PR Campaigns & Presentation Skills
Case studies; Strategic process – Situation analysis, research, objectives, publics, implementation, budgets and timetables, evaluation. Planning and managing a PR campaign; Creativity; Research in public relations; Evaluation in public relations; Presentation skills
Section 1 – Management: Definitions; development of the schools of management; functions of management; the business environment, decision making, planning, objective setting, organisational cultures and systems theory.
- PR’s role within corporate management: Public relations’ function as management counsellor; dealing with conflict in organisations; the internal communication process in organisations; PR’s role in integrated marketing communications.
Section 3 – The strategic function of public relations: Public relations as a proactive strategic tool; issue management, crisis management, change management; reputation management.
Section 4 – The Government Environment: The Irish political framework and system (national and local); political campaigning and electoral communication strategy; internal communications in Irish political parties; lobbying – PRII code / new regulation / legislation; interest groups and lobbying; Public Relations at an EU level.
Specialised Areas of Public Relations
Crisis and issue management; Event management; Sponsorship; Internal communications; Corporate Social Responsibility (CSR), Community Relations and public consultation; PR in non-profit organisations; Corporate and financial PR; Consumer PR incorporating healthcare; Public affairs and managing relationships with external organisations; Online Public Relations – social media and engaging stakeholders online.
Advanced PR Writing
Grammar; Business material for PR; Writing speeches; Writing for publication – Writing feature articles (structure, headlines, awareness of readership, use of language); Photo captions and audio sound bites; Awareness of the journalist’s agenda; Writing for the internet and intranet; Media release and media statement writing – Structures, content, contact details, note to editor etc.; Structuring a media release – the inverted pyramid model; Structuring a media statement – the different tone, wording and structure; Writing styles for different media and publics; Understanding when circumstances require a media release or media statement; Writing interview briefs – Interview briefs; Preparing clients for interviews, interviewing styles and techniques, audiences; Preparing questions and answers, use of newsworthy quotes; Other written communications – Letter writing (government/organisations); Crisis statements; Writing for internal audiences eg employees.
PR Campaigns & Presentation Skills
Case studies; Strategic process – Situation analysis, research, objectives, publics, implementation, budgets and timetables, evaluation. Planning and managing a PR campaign; Creativity; Research in public relations; Evaluation in public relations; Presentation skills
