Diploma in Public Relations for the Food Sector via Online Distance Learning

Diploma in Public Relations for the Food Sector via Online Distance Learning


The Meaning and Development of Public Relations

Definitions of PR. PR'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 for the Food Sector

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 PR, including Communicating Financial Performance, PR during Mergers, Takeovers, Share Offerings, Shareholder Communications. PR'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 PR - 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 Relationships, 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

PR'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 for the Food Sector

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: Outreach for the Food Sector

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 for the Food Sector

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

Online PR Module Content

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.

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 for the Food Sector

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

Advertising for the Food Sector

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' 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' input into Corporate Productions - Ideas, Budgets, Commissioning, Managing Subcontracted Work.

Organisations' 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 for the Food Sector

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

Public Relations Project

The project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce an Public Relations Pitch Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops Public Relations Pitching skills.

Methods of Training

Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.

Subject Experts

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 Public Relations.


Successful students qualify for the Diploma in Public Relations for the Food Sector. The Diploma is awarded at Distinction, Credit or Pass Level. The diploma is certified by the Institute of Commercial Management and is both industry and internationally recognised.

Times / Duration

14 weeks to 1 calendar year depending on individual progress.

Certification is awarded by the Institute of Commercial Management (ICM).

The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today.

Fitzwilliam Institute Group, have developed and provided Practical Skills Training Courses in liaison with the Institute of Commercial Management Qualifications and Certifications framework for over 25 years.

Institute of Commercial Management certifications are recognised throughout Europe, the USA, Canada, South Africa and Asia in a total of 140 countries, by leading industries, bodies and professions.

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Start Date: 03 February 2017

USD 1595.00

All course material is included in the fee. Fees are payable by credit card, debit card, bank draft/transfer, cheque or PayPal. All fees must be paid before the course starts

The Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. The Fitzwilliam Institute Group reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by the Fitzwilliam Institute Group. Distance Learning courses are provided by the Fitzwilliam Institute Ltd.

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next enrolment date:03 February 2017

Public Relations has revolutionised the way business communicates in the global marketplace .To Compete, Grow and be Successful in business worldwide Public Relations, Advertising and Marketing Skillsets are Key. The potential for organisations with a Comprehensive Public Relations, Advertising and Marketing strategy is immense. The Practical Online Diploma Course in Public Relations for the Food  Sector features Real Life Briefs, Case Studies and Practical Assignments which focus specifically on the Public Relations Area.

Additional modules on Online Public Relations and Event Management are included in this Fast Paced Practical Course. The Transferable Skills gained on this Course can be used Worldwide. The Course is Industry Certified and is Recognised in 140 Countries Around the World. It is the Course to advance your Career in this Exciting and Essential Area.

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