|Course Level||Level 4|
|Awarding Body||ABC AWARDS|
|Study Method||Distance Learning|
|Course Duration||260 Recommended Study Hours|
|Entry Requirements||No Entry Requirements|
Discover what it takes to become a successful PR professional working in one of the most dynamic, diverse and demanding contemporary sectors. Even when an organisation doesn’t work with the public directly, how it is perceived by its clients and public opinion in general will have an extraordinary impact on the brand’s success and long-term stability. To fall out of favour with the public is to risk the business as a whole losing both its viability and its position within the industry. By contrast, to build brand image and reputation in the eyes of the public is to potentially take even the smallest of businesses and propel them to global superstardom, practically overnight.
This intensive Public Relations Diploma, has been designed to take candidates from ground-level to professional understanding and competency in this uniquely rewarding sector. Over the course of 12 in-depth modules, the role of the public relations professional is dissected and investigated at length, along with the core theoretical framework behind managing, monitoring and positively influencing public opinion. No prior experience in PR is required to successfully complete this Public Relations diploma Online, and ultimately go on to explore an extraordinary array of career opportunities.
The modules on this PR Diploma, begin by introducing the concept of contemporary public relations, along with what it is specifically that the PR professional does and why PR can and will have an enormous impact on every modern business/organisation. Candidates explore how to efficiently organise and manage public relations, the creation of a PR plan and a wide variety of essential PR tools and resources. The course concludes with an investigation of PR ethics and crisis management, priming candidates for life-long success in their chosen career.
This Public Relations Diploma, is delivered over 12 intensive modules:
Module 1 - Introduction to Public Relations
The main focus of the introductory module is providing candidates with a broad overview of contemporary public relations and precisely why it is that PR matters so much to the modern brand/business. The module also tears down the core elements that come together to manifest as effective and powerful PR strategies, while briefly touching upon key communication processes.
Module 2 - Public Relations Concepts
In the following module, candidates are introduced to a series of important public relations concepts – focusing primarily on publicity and advertising. The key differences between publicity and advertising are outlined, along with the important role each plays in effective PR management and how the two should be used in conjunction for maximum impact.
Module 3 - Management and Organisation of Public Relations
The effective management and organisation of PR campaigns and long-term strategies takes precedence in Module 3, in which candidates explore macro and external environments. How the PR professional fits in with a brand’s overall image and reputation establishment/management are also explored.
Module 4 - Public Relations as Planned Communication
In the fourth diploma module, the primary theme is that of effective planning in respect to the organisation and implementation of effective PR strategies. Candidates explore the importance of comprehensive PR planning, a range of key PR planning processes and the fundamentals of environment analysis.
Module 5 - Public Relations Tools & Methods
A variety of critical PR tools, resources, strategies and methods are outlined and explored in Module 5, which also introduces candidates to publicity media. Selection and use of appropriate PR tools is brought into the conversation, along with proven strategies for advancing professional PR efforts.
Module 6 - Production of Public Relations Material
PR resources continues as the primary theme into Module 6, which focuses more specifically on the production of public relations materials. Candidates are introduced to a wide variety of crucially important PR communication types and documents, along with the specifics of producing corporate publications and their role in the effective PR strategy.
Module 7 - Corporate Public Relations
The importance of strong public relations from a contemporary corporate perspective is introduced in Module 7, which outlines a series of core concepts and theoretical teachings specific to modern business PR. The challenges, responsibilities and daily duties of the corporate PR professional/department are also discussed at length.
Module 8 -Media Relations
In the following module, candidates explore the way in which the media plays a pivotal role in the PR process for largely any modern business or organisation. Media influence on the public in general is near-total – Module 8 introduces candidates to the building and maintenance of positive media ties, media structures, opinion writing and more.
Module 9 - Internal Communications
The critical importance of internal communications as part of an overall PR strategy represents the central theme of Module 9. Among the subtopics introduced and explored are ethical communication, where the line manager fits in with PR management, employee perspectives and the segmentation of internal publics.
Module 10 - Issues Management and Public Affairs
Candidates are then guided through each element of the three-step PR framework selection process – thinking, planning and action. Module 10 introduces a variety of common PR issues from the perspective of the modern business, along with how to successfully establish a framework for managing potential problems and a brief overview of PR ethics.
Module 11 - Crisis Management and Public Relations
The penultimate course module continues with the theme of PR issues with a broad overview of crisis management. Along with what specifically defines a PR crisis, candidates explore a variety of key crisis prevention principles, managing an online PR crisis, the various types of PR crisis a PR professional may encounter and how the media can be central to crisis management.
Module 12 - Ethics and Professionalism in Public Relations
Rounding off the course, Module 12 picks up on the subjects of PR ethics and professionalism, with an exploration of the most important moral and ethical considerations the contemporary PR manager must be aware of. A discussion of moral obligations within the PR sector is accompanied by an overview of essential ethical decision-making models specific to PR.
At the end of this course successful learners will receive a Certificate of Achievement by ABC Awards and a Learner Unit Summary (which lists the details of all the units you have completed as part of your course).
The course has been endorsed under the ABC Awards’ Quality Licence Scheme. This means that OHSC has undergone an external quality check to ensure that the organisation and the courses it offers, meet certain quality criteria. The completion of this course alone does not lead to an Ofqual regulated qualification but may be used as evidence of knowledge and skills towards regulated qualifications in the future. The unit summary can be used as evidence towards Recognition of Prior Learning if you wish to progress your studies in this sector. To this end the learning outcomes of the course have been benchmarked at Level 4 against level descriptors published by Ofqual, to indicate the depth of study and level of difficulty involved in successful completion by the learner.
The course itself has been designed by OHSC to meet specific learners’ or employers’ requirements. ABC Awards’ endorsement involves a robust and rigorous quality audit by external inspectors to ensure quality is consistently met. A regular review of courses is carried out as part of the endorsement process.
ABC Awards is a leading national Awarding Organisation, regulated by Ofqual, and the Welsh Government. They have a comprehensive portfolio of over 650 Ofqual regulated qualifications on the national Qualifications and Credit framework (QCF). It has a long-established reputation for developing and awarding high quality vocational qualifications across a wide range of industries. As a registered charity, ABC Awards combines 180 years of examination and assessment expertise but also implements a responsive, flexible and innovative approach to the needs of our customers.
Renowned for excellent customer service, and quality standards, ABC Awards also offers over 600 Ofqual regulated qualifications for all ages and abilities post-14; all are developed with the support of relevant stakeholders to ensure that they meet the needs and standards of employers across the UK.