Seven modules make up the PRII Diploma in Public Relations syllabus
Module 1: Public Relations in Practice
Designed to allow students develop both a theoretical and practical approach to public relations. Course content includes: The meaning and development of public relations; ethics in PR; PR as a management function; the PR planning process; the work environment; PR tools and techniques - with particular focus on event management and media relations.
Module 2: Media Relations & Media Writing
Aims to give students the opportunity to both reflect on the theoretical nature of media relations in PR and to develop a practical insight into the application of this theory in terms of the writing of press releases. It includes content related to: The mass media; the relationship between PR and the media; undertaking media relations; press release writing; and grammar.
Module 3: The Professional Environment
Offers students the opportunity to explore the wider professional environment in which public relations and the communications industry operate, by examining the relationship with the wide range of other professional disciplines it is closely associated with. Areas addressed include: Marketing, and more specifically advertising; direct marketing; promotional activity; event management; design and print management and other suppliers of ancillary services to the PR industry.
Module 4: The Business & Government Environment
Intended to provide students with a broad knowledge of the social and economic environment within which public relations operates. It includes content on: Corporate management; PR's role within corporate management; organisations' impact on society; and the strategic function of public relations.
Module 5: Specialised Areas of Public Relations
Aims to build on previous modules and in particular on module 1. Course content includes: Crisis management; sponsorship; event management; internal PR; community relations; corporate social responsibility (CSR); public consultation; PR for not-for-profit organisations; consumer PR; corporate and financial PR; working with external organisations; political lobbying; and looking at the growing number of sectors across the PR profession.
Module 6: Advanced PR Writing
Allows students to develop their writing skills, building on the work of media and media writing. Areas covered include: Writing business material; writing statements and speeches; writing press releases; writing for publications; writing interview briefs; and grammar.
Module 7: Public Relations Campaigns & Presentation Skills
This module is the cornerstone of the Diploma course. As such, it aims both to build on the knowledge created in previous modules and provide students with some new learning, so that they can devise a comprehensive public relations campaign. Content relates to: PR case studies; the strategic process in PR; presentation skills; creativity in public relations; the role of research in public relations; and evaluation of PR activity