print this page

DIPLOMA IN PUBLIC RELATIONS(Dip. PR) with Event Management Module.

Introduction

Public Relations, in this modern era, is an exciting and rewarding career. Effective Public Relations is a key requirement of most companies and organisations.

This evening course gives participants the skills they will require to develop a career in Public Relations or to enhance their value in other career areas.

Course Content

PUBLIC RELATIONS

The Meaning and Development of Public Relations

Definitions of Public Relations. Public Relations's Relationship with other Functions/Professions - Advertising, Marketing, etc. History and Development of Public Relations in the UK and globally. Professionalism and Industry Bodies.

Public Relations Strategic Process

Situation Analysis, Research, Objectives, Publics, Implementation, Budgets and Timetables, Evaluation. Planning and Managing a Public Relations Campaign.

Public Relations Sectors

Corporate, Consumer, Business to Business, Voluntary Sector. Financial Public Relations, including Communicating Financial Performance, Public Relations during Mergers, Takeovers, Share Offerings, Shareholder Communications. Public Relations's role in the Annual Report and Accounts.

Public Relations Ethical and Legal Issues

Principle Ethical Codes which underpin the Practice of Public Relations. Legal Issues in Public Relations - Copyright, Libel, Slander, Freedom of Information.

Public Relations Media Specialisations

Charity, Consumer, Fashion, Technology, Healthcare, Tourism, Environment, Agriculture, Sport.

Public Relations: The Professional Environment

Consultancy Structures, Client Reationships, Pitching for Business, Managing Client Accounts, In-house Departments, Relationships within the Organisation, Preparing an In-house Strategy, Relationships with Public Relations Consultants, Managing Staff. Entrepreneurship - Identifying gaps in the Market and Developing Services to fill those gaps, Launching a New Product/Service.

Public Relations as a Management Function

Public Relations's Role in the Organisation - Internal Communication, Communicating Performance, Counselling the Organisation, Strategy. The Role of the Public Relations Practitioner, both in-house and in Consultancies. Business Strategy and Operation.

Public Relations Crisis Management

Definitions and Typologies of Crises. The Crisis Management Plan and Crisis Management Team. Communicating in a Crisis. The aftermath of a Crisis. Reputation Management.

Public Relations: Sponsorship and Community Relations

Definitions and Historical Development of the Sponsorship Market. Why Organisations engage in Sponsorship. Using Sponsorship to Target Particular Publics. What can be Sponsored? The fit between the Sponsor and the Sponsored. The Sponsorship Proposal. How Sponsorship fits in to wider Public Relations Campaigns. Evaluating Sponsorships. Why Organisations engage in Community Relations. The Range of CR activities.

Public Relations: Political Lobbying

Interest Groups and Lobbying. How to influence Public Policy. Planning and Managing Lobbying Campaigns. The Role of Coalitions. Public Affairs - Integrating Lobbying and Media Campaigns. Involving the Public in Lobbying Campaigns.

Public Relations: Electronic Communication:

The New Technologies - What they are, How they can be employed by Public Relations and how they can Impact upon Public Relations practice. What can and can't be done in E-pr. The advantages and Limitations of Electronic Media in Public Relations.

Public Relations: Outreach

Managing Relationships with Activist Groups. Coalition Building and Third-party Endorsements. Working with Trade Associations, Unions and Charities.

Public Relations Case Studies:

Analysis of a range of Public Relations Case Studies and Campaigns.

Presentation Skills:

Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.

MEDIA AND MEDIA WRITING SKILLS

Mass Media:

The Elements of the Mass Media in the UK - TV, National and Local Radio, National and Local Newspapers, Trade Publications, Specialist and Consumer Magazines, the Internet. The Functions of Different People in the Media.

The Relationship between Public Relations and the Media:

What the Mass Media needs from Public Relations, and what Public Relations needs from the Mass Media. The Factors involved in Building Effective Relationships with the Media. Dealing with the Mass Media, i.e. Pitching Stories, Interviews, Press Conferences, Photography, Media Relations in a Crisis. Publicity versus Press Relations.

Media Relations:

How to Segment Audiences. Serving the Client/Organisation and Serving the Media. The 'Readership Profile'. Media Lists. How to Match Media with Publics. The Role of Press Releases in Public Relations. Creating Angles in Press Releases. Identifying the News Angle in a Story. The Role of Photography. The Ethics of Media Relations. Evaluating Media Relations. Media Monitoring.

Press Release Writing:

Date, Headline, Structure, Wording, Contact Details, Note to Editor. Structuring a Press Release - the Inverted Pyramid Model. The appropriate use of Language for Press Releases. As part of the teaching of this section, students will also cover such issues as, being able to provide reasoning for the Press Release Content, Distribution Lists, Additional Information to be added for a Press Pack, a description of a Photographic Idea and Caption. Writing Styles for different Media and Publics. Analysing a number of Press Releases, and the Media Coverage generated.

Writing Interview Briefs:

Preparing Clients for Interviews, Interviewing Styles and Techniques, Audiences, Preparing Questions and Answers, use of Newsworthy Quotes.

Writing for Statements and Speeches

Statements - Tone, Wording, Structure, Clarifications. Speeches - Preparation, Audience, Speech Notes, Structuring of Speech, Use of Language.

Business Material for Public Relations

Writing Proposals, Business Plans, Presentations, Reports.

Writing for Publication

Writing Feature Articles - Structure, Headlines, Awareness of the Journalist's Agenda. Writing for the Internet.The Basic Rules of Grammar

PUBLIC RELATIONS AND THE PROFESSIONAL ENVIRONMENT

The Professional Environment

Public Relations and the Range of Associated Professional Activities. How Public Relations fits into an Organisation's wider Communication. Relationships between the rest of the Organisation. Client Relationships; Managing Client Accounts, and Managing Expectations.

Marketing

Definitions, Historical Development, Market Research and Information, Products, Branding, Marketing Communications, Marketing Management and Organisation. The role of Public Relations in Marketing Management.

Advertising

Definitions, Historical Development, the Advertising Industry and Professional Bodies, Codes of Practice, Advertising Agencies, Selecting an Agency and working with it, Advertising Campaign Planning and Management, Advertising Media. Types of Advertisements - Magazines, Newspapers, Posters, Billboards, Ambient Advertising. The Relationship between Advertising and Public Relations.

Public Relations's Role within Corporate Management

Management's Role in Communicating. Public Relations' Function as Management Counsellor. The Internal Communication Process in Organisations. The Senior Management Team. The Business Plan, and where Public Relations fits into it. Public Relations's input into Corporate Productions - Ideas, Budgets, Commissioning, Managing Subcontracted Work.

Organisations's Impact on Society

The increasing Importance of Corporate Social Responsibility, Globally and in UK. The Ethics of CSR. CSR as an Integral Element of Overall Business Strategy.

Event Management

Event Management Planning, Co-ordinating Events, Marketing Events, Event Risk Management, Corporate Event Management, Organising Conferences, Exhibition Management and Sporting Event Management.

Project and Examinations

At the beginning of the course groups will be formed. Each group will be given the same project. They will be asked to produce a final Public Relations pitch in hard copy and on Powerpoint and to present the plan to the examiners as a group.

A written examination will also be set.

Methods of Training

Lectures, Discussions, Role-plays, Practical Exercises, Projects, Case Studies, etc.

Lecturers

Event Management Training Ltd. maintains a panel of qualified and motivated lecturers.

Who Should Apply

Anyone working in the general business sector in a senior or support role which is likely to require public relations skills, or those who wish to develop a career in this area. The course would also benefit anyone who plans to persue a career in Public Relations. Selection is based on interview.

Qualifications

Successful participants qualify for the Diploma in Public Relations (Dip. PR.) The Diploma is awarded by the Institute of Commercial Management at Distinction, Credit or Pass Level. The Institute Commercial Management is an independent organisation offering certification worldwide. Please see their website at www.icm.ac.uk.

Dates / Location / Fees

Please email us for the next start date.

The course runs for 28 (twenty-eight) evenings, usually twice a week, over a three to four month period. There are two hour and a quarter sessions each evening, the first one starts at 6.30 pm and the second one finishes at 9.15 pm.

Currently all courses are run at Kings College, London (Waterloo Campus).

Course fees are £995 plus VAT of £174, a total of £1,169. Fees are payable as follows: £234, including VAT, within 14 days of the date of letter of acceptance from Event Management Training Ltd. and the remainder, £935, 30 days prior to the date of commencement of the course. All fees must be paid before the course starts.

Event Management Training Ltd. reserves the right to alter courses and any of the details contained in this website without prior notice, or to cancel or postpone courses at any time. Fees are not refundable unless a course is cancelled by Event Management Training Ltd.

print this page