Описание Курса
Оценивание и присвоение квалификации
Оценивание итоговых работ курса (экзамен CRT, курсовой проект и дипломный проект) осуществляет экзаменационная комиссия в Великобритании, которая состоит из экспертов PR теории и ведущих PR практиков. По результатам данных работ кандидату присуждается международная квалификация.
Наполнение курса
1 Public relations principles
Suggested teaching time: approximately 50% of qualification
Learning outcomes: at the end of unit 2.1, learners will be able to
- Critically evaluate a wide range of public relations theories, concepts and practice
- Locate public relations theory and practice in wider academic and social contexts
- Evaluate the impact of public relations on their own organisation/clients and wider contexts
- Apply a range of public relations concepts to their workplace and the sectors they operate in
- Indicative content
- Theory and practice
- Definitions of public relations, applying theory, and reflective practice
- Public relations in context
- Public relations and the organisation, public relations and communications theory, international perspectives and diversity
- Strategic public relations
- Dialogue and persuasion models, different theoretical perspectives, reputation and relationship management, challenge of the online environment
- Professional practice
Ethics and professionalism, corporate social responsibility/community relations/sustainability and stakeholder heory, internal communications, professional roles, strategic media ` management
Assessment: Critical reasoning test (two essays @ 2,500 words each)
2 Planning and programme management
Suggested teaching time: approximately 40% of qualification
Learning outcomes: at the end of unit 2.2, learners will be able to
- Apply a range of planning concepts to different public relations contexts and their own workplace
- Analyse and prioritise the situation, environmental issues, and stakeholders/publics
- Develop strategic objectives aligned with corporate goals
- Design effective communications and select appropriate research and evaluation tools
- Indicative content
- Strategic planning and communications management
- Risk issues and crisis management, stakeholders and publics, the corporate context
- Planning research and evaluation
- Research to assess the situation, research to monitor progress, research to assess impact
- Campaign planning
Planning models, objective setting, creativity, messaging, strategy and tactics, budgeting, timescales and resources
Assessment: Campaign programme (3,500 words) plus supporting management presentation with theoretical underpinning (2,300 words)
3 Personal Skills and Development (reflective practice)
Learning outcomes: at the end of Unit 2.3, learners will be able to
- define their own project parameters and produce a realistic research plan
- produce a literature review of current thinking in the field, including critical evaluation
- conduct primary and secondary research, as appropriate, using suitable research tools
- produce an in-depth reflective investigation of a selected area of public relations practice or theory, drawing on material introduced in previous modules.
Indicative content
- project design
- research tools
- personal reflection
Assessment: Personal project agreed with tutor (6,000 words).
