Advanced Certificate in Public Relations with Event Management Module
Online Course.
Introduction
This Online Course will enable participants to develop an innovative and multi-skilled approach
to planning and coordinating events. It will also enable them to appreciate the value and importance of skilled
Public Relations in an organization.
Public Relations, in this modern era, is an exciting and rewarding career. Effective Public Relations is a key requirement
of most companies and organizations.
The course also includes a substantial Event Management module.
Course Content
Public Relations
The Meaning and Development of Public Relations
Definitions
of Public Relations. Public Relations' 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' 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 Specializations
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 Organization, 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' Role in the Organization
- Internal Communication, Communicating Performance, Counseling the Organization,
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 Organizations 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 Organizations
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/Organization
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.
Analyzing 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 Organization's
wider Communication. Relationships between the rest of the Organization. Client
Relationships; Managing Client Accounts, and Managing Expectations.
Marketing
Definitions, Historical Development, Market Research
and Information, Products, Branding, Marketing Communications, Marketing Management
and Organization. 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' Role within Corporate Management
Management's Role
in Communicating. Public Relations' Function as Management Counselor. The
Internal Communication Process in Organizations. 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.
Organization'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, Coordinating Events, Marketing Events, Event Risk
Management, Corporate Event Management, Organizing 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
Event Management Training USA maintains a panel of Qualified & Motivated Subject Experts who are Industry Professionals.
Full support is available from our subject experts by email at the end of each module and an ongoing basis during the course.
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.
Qualifications
Successful students qualify for the Advanced Certificate in Public Relations. The Advanced Certificate is awarded at Distinction,
Credit or Pass Level. The Advanced Certificate is accredited by the
Institute of Commercial Management. I.C.M. is an independent organization offering certification worldwide. I.C.M.'s website address is
www.icm.ac.uk.
Start Dates
Enrollment for this course will take place on January 20th 2012.
Course Application
Enrolment for this course is available immediately online through our Course Payments Page.
Course Duration
14 weeks to 1 calendar year depending on individual progress.
Brochure
Request a Brochure for this Course.
Fees
This Course is currently being offered for $1595.
Alternatively payments can be made by credit/debit card, bank draft or check.
All fees must be paid before the course starts.
Disclaimer
Every effort is made to ensure accuracy, however responsibility is disclaimed for any error or omission in this website.
Event Management Training USA, as part of the Fitzwilliam Institute Group, closes on Bank Holidays and for a number of days at Christmas and New Year. Event Management Training reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this web page. Fees are not refundable unless the course is cancelled by the Event Management Training.
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