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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)

The course

The Advanced Certificate level involves investigating case studies in workshops with visiting practitioners and reading recommended texts. Students will also be expected to draw on information to build case studies, and find evidence for practical examples from a wide range of print and electronic media.

Assessment and quality assurance

Assessments (Critical Reasoning Test (CRT), Planning Assignment, and Critique) will be moderated nationally 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 1.1 Managing PR

Definitions and discussions about differing opinions of PR

1. PR and its contemporary profile as a discipline:

2. History and development of the practice and how it is evolving:

3. Codes of practice and regulation:

4. Distinctiveness, differences and relationship to other communication areas such as advertising and marketing (including direct marketing, CRM, sales promotion):

5. Business, political and social context:

6. Systems theory:

7. Basic communication theories:

8. Current and evolving business models:

Study Methods: Case histories, seminars, workshops, visiting practitioners, recommended texts.

Assessment: Critical Reasoning Test (CRT) consist of four test questions, you have to attempt two. Undertaken under timed conditions (two weeks), 3,000 words.

Semester Two

Unit 1.2 PR in action

1. Writing skills

2. Media relations

3. Visual awareness

4. Event management

5. Internal communications

Study Methods: Practical skills development workshops

Assessment: Planning Assignment – a professional document relating to a given case study (3000 words).

Semester Three

Unit 1.3 Professional development

Unit 1.3 will enable learners to:

1. Critically review, consolidate and extend the existing PR body of knowledge

2. Employ highly specialised technical or scholastic skills across an area of study

3. Critically evaluate new information, concepts and evidence from a range of sources

4. Generate ideas through the analysis of information and concepts at an abstract level

Accept responsibility and accountably for determining and achieving personal development outcomes

Study Methods: Lecture/workshop supported by personal tutor contact to develop individual research topic.

Assessment: Critique. Students will be required to select, and agree with their tutor an area of investigation. Students must determine the focus of the investigation and review existing knowledge, including published literature, from all relevant areas (3,000-words)

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.