The course
The Diploma level is for more experienced professionals that successfully gained Advanced Certificate qualification. The course provides an understanding of the strategic roles and functions of the public relations manager. Students will appreciate the practice of public relations as a management function and be encouraged to analyze critically. The Diploma provides public relations practitioners with the knowledge and understanding of theory and practice to develop as effective and efficient professionals.
Students examine case studies and will be given the opportunity to discuss them with practitioners in workshops and by reference to recommended texts for more theoretical analysis. Students build case studies and find evidence for practical examples from a wide range of daily newspapers, the broadcast media, magazines, journals and specialist publications. They also create a diary of their professional development which they can carry forward throughout their working lives.
Assessment and quality assurance
Assessments (Critical Reasoning Test (CRT), Planning Assignment, and Diploma Project) are moderated by a board of examiners in Great Britain, comprising PR practitioners and academics. After passing the three assignments the candidates are awarded with the international qualification.
Syllabus
Semester One
Unit 2.1 PR Theory and Practice
1. Context and definitions of PR, the role of PR in society.
2. Theoretical approaches.
3. Public relations as a management function.
4. Reputation management.
5. Professionalism, ethics and regulation.
6. Corporate social responsibility and stakeholder theory.
7. Issues and crisis management.
Study Methods: Practical workshops with specialist practitioners, case studies, seminars.
Assessment: Critical Reasoning Test (CRT) consist of four test questions, you have to attempt two. Undertaken under timed conditions: 5 weeks (5000 words)
Semester Two
Unit 2.2 PR Planning and Management
1. Role of research in PR planning.
2. Planning process.
3. Prioritising and targeting publics.
Study Methods: Practical workshops enabling students to research and plan campaigns.
Assessment: Planning Assignment involving the planning and evaluation of a campaign strategy, based on a case study.( 5,000 words).
Semester Three
Unit 2.3 PERSONAL SKILLS AND DEVELOPMENT
Candidates will draw on an appropriate syllabus area covered in Unit 2.1 or 2.2 through negotiation with their teaching centre. The selected topic should reflect a complex and specialised area of knowledge and/or skills and offer the candidate the opportunity to investigate and demonstrate expertise in advanced technical, professional or research skills.
Study Methods: Principles of research seminar: comparing qualitative and quantitative, primary and secondary research methods; examination of questionnaire design; self directed learning; tutor support available for two meetings; recommended texts.
Assessment: The Final Project – a reflective learning assignment. The Project takes the form of a reflective learning assignment. Its aim is to enable you to bring together both your practical experience and the theoretical material you have learned on the course to address a problem, investigate a question or gain a detailed insight into an area of public relations which particularly interests you. (6,000 words)
