Courses › Certificate In PR › Syllabus

Examination Structure
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Aims
This course allows students to develop both a theoretical and practical approach to public relations. It includes: The meaning and development of public relations; ethics in PR; PR as a management function; the PR planning process; the work environment; PR tools and techniques with particular focus on event management, online communication and media relations. Students will thus receive a strong foundation in public relations as both an academic discipline and as a professional practice.

Learning Outcomes
On successful completion of this module, students should demonstrate an understanding of:
  • The meaning of public relations and the ways in which it has developed
  • The theory of public relations and the planning process in particular
  • The various elements of a PR campaign, and be able to use award winning examples
  • What is involved in media relations and event management; and
  • How PR functions within organisations and consultancies.

Content
  • Public Relations explained
  • Developing a Public Relations strategy
  • Audiences & Objectives
  • SWOT analysis
  • PR Programme Design
  • Management and implementation of programme
  • Evaluation Techniques
  • Communicating with target audiences – methods
  • The News Release
  • Writing news releases
  • Distribution of releases
  • Media Relations
  • National press
  • Provincial press
  • Specialist press
  • Broadcast media (Radio & TV)
  • Sponsorship
  • PR Photography
  • Event Management