The Meaning and Development of Public Relations
Definitions of Public Relations. PRs relationship with other Functions/Professions, Advertising, Marketing, etc. History and Development of Public Relations. The Future of Public Relations.
Public Relations Strategy
How to create a Six Point PR Plan. PR Campaigns. Client Interaction.
Public Relations Audience
Who to target PR towards. How to target PR towards your chosen audience.
Ethical and Legal Issues
The Principle Ethical Codes which underpin the practice of Public Relations. Legal Issues in Public Relations, Copyright, Libel, Slander, Freedom of Information.
How to Segment Audiences. Serving the Client/Organising and serving the Media. The Readership Profile. Media lists. 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 Related Events, Planning Press Events. Creating a Press Kit.
Introduction to Media Writing. Grammar. Pre-writing. Writing. Re-writing.
Press Release Writing
What is a Press Release? Writing a Press Release. What Makes a Good Press Release? Press Release Construction. Writing Style. Presentation. Typical Layout of a Press Release. Targeting the Media. Journalists Use of Press Releases.
Writing for Print Media
Design for Print Media. Style Guides. Writing for the Press. News Writing Skills. Interview Skills. News Releases. Feature Articles.
Writing for Broadcast Media
Writing for Radio. Writing for Television.
Definitions and Typologies of Crises. The Crisis Management Plan and Crisis Management Team. Communicating in a Crisis. The Aftermath of a Crisis, Reputation Management. Writing Holding Statements.
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.
ONLINE PUBLIC RELATIONS
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Online PR Building Blocks
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Social Media and PR Strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Online Influences on Present PR Practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, Corporate Speak. Implications of Social Media for Corporate Social Responsibility.
Writing for the Web
Creative Writing for the Web, Writing for your Client, Relevant Content - Importance of, Simple versus Complex Messages, Keeping a Natural Flow to your Content, Optimising Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.
Copyright and Outsourcing
Copyright on the Web. Open source and Creative Commons. Outsourcing.
Introduction to Social Media Marketing
Introduction to Social Media and Social Networking, How Social Media is transforming the way we do Business, Facebook, Twitter, YouTube, Bebo and MySpace, LinkedIn, Flickr and Picasa, Blogs and Blogger, MeetUp and Ning, Second Life, Social Bookmarking, Delicious, Digg and StumbleUpon, Running a Social Media Marketing Campaign, Measuring the Success of Social Media Marketing.
Social Media Platforms
PR and Facebook. PR and Twitter. PR and YouTube. PR and Blogging.
Setting Up and Marketing Your Own Consultancy
The Business Plan, Creating a Business Plan, Executive Summary, the Business Opportunity, Marketing & Sales Strategy, Management Team & Personnel, Operations, Financial Forecasts, Presentation, Legalities, Choosing a Legal Structure, Taxes, Records and Returns, Setting Up, the Workplace, Office Equipment, Stationary Supplies, Insurance, Financing Your Business, Accounting Software, Becoming an Employer, Marketing Strategy, Knowing Your Competitors, Promotional Tools.
Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.
METHODS OF TRAINING
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.
Distance Learning Courses maintains a qualified panel of Subject Experts.
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 pursue a career in this vital area.
Career opportunities in Public Relations exist in the corporate, public and not for profit sectors, on the client side and on the consultancy side. Graduates of this programme may have Public Relations as a main or secondary responsibility while also working in another area such as marketing, promotions, sales, sponsorship, etc. for an organisation. The course takes these possibilities into consideration.
Successful candidates qualify for the Diploma in Public Relations Writing, which is certified by the Institute of Commercial Management.