Professional PR Certificate

Course Units:

• Unit 1: PR in Context: Research and Planning

  Positions public relations in the economic, social and political contexts in which it functions and considers areas of PR practice. It examines where PR sits within organisations and how it adds value. It considers practical challenges and introduces conceptual underpinnings relating to PR planning within a framework of organisational strategy, vision and goals, developing capabilities in PR, and communications research and planning.

  An analytical perspective is applied to encourage candidates to reflect on their own experience alongside case studies of organisations and scenarios.

  Unit 1 Assessment Method:

  A 2000-word PR plan + Supporting 500-word (maximum) statement of reflection on own learning relating to planning theory, concepts and models.

• Unit 2: Content, Media and Engagement

  Considers: how to create and manage communication that works; how individuals and groups react and respond to PR activities; and how PR can affect that response. It examines concepts and theories related to PR practice. The ways in which developments in technology have affected the balance between organisations, stakeholders and publics are discussed. The key concepts and related methods underpin the study of media and social media channels, the creation of ethical and compelling content, storytelling, content curation, and interpreting, and using data. Candidates are encouraged to draw on their own experience alongside case study examples of campaigns and professional practice.

  Unit 2 Assessment Method:

  Content curation report, written content and statement of reflection: Based on the plan developed in Unit 1, a 1000 word (+/-10%) content curation report + Supporting 500-word (maximum) statement of reflection on own learning relating to communication techniques and concepts employed in the content management tasks.

• Unit 3: Measurement, evaluation and professional ethics

  Focuses on the delivery of communication and PR activities; and how they are managed, monitored and measured, including the contrasting roles of consultancy and in-house professionals.

  Current best practice on evaluation is introduced to equip the candidate with practical tools to use in the workplace. The links between objective setting (Unit 1) and content development (Unit 2) and their impact on the organisation’s strategic goals are explored.

  The Unit also considers the professional status of the discipline, and introduces key legal and regulatory concepts. The ethical dimension within which public relations operates, including the CIPR Code of Conduct, is examined.

  Unit 3 Assessment Method:

  Executive report, statement of reflection and discussion of ethical issues: A 1500-word  executive report + A 500-word (maximum) discussion of the ethical and legal decisions involved in planning, developing, writing, executing and evaluating the project covered in the three unit assignments.