PRII Diploma in Public Relations

Held by more than 40% of the senior communications professionals in Ireland, the PRII Diploma in Public Relations is the longest established and most widely held Irish public relations qualification.
 
Now in its 31st year, this Diploma is delivered and accredited by the Public Relations Institute of Ireland (PRII), the professional body for Irish communications and public relations practitioners. That ensures that the Diploma is kept relevant and up-to-date with the current needs of a dynamic profession.
 
It is also means there is a strong input from practitioners into the course delivery – with all lectures having a practical grounding in public relations, as well as regular guest lectures from industry experts.
 
The next intake for the PRII Diploma in Public Relations commences on Monday September 25th 2017.

Who is this course for?

Suitable for graduates seeking to develop their skills & knowledge to pursue a career in public relations. Those working in a PR or communications role but without an industry-specific qualification.

Learning outcomes

You will gain a critical understanding of the academic and professional bases of PR and gain an in-depth knowledge of the strategic roles and functions of communications within organisations.

On completion of the PRII Diploma in PR you will:

  • Be able to develop and implement credible and comprehensive PR strategies
  • Understand the nature of mass media & how to develop effective media relationships
  • Be proficient in writing a range of material common in the practice of PR
  • Have a critical appreciation of the ethical & legal issues involved in PR
  • Appreciate the specialist areas central to the work of the PR practitioner
  • Understand how business, politics, government & society interact and of the role PR

Topics covered

Six modules make up the PRII Diploma in Public Relations syllabus:

  • Strategic Value of Public Relations & its Professional Environment
  • Communication Theory & Practice
  • Media Theory & Practice
  • Complementary Professions
  • Law, Regulation, Ethics and Political Environment
  • Public Relations Campaigns & Presentation Skills

Strategic Value of Public Relations & its Professional Environment introduces the role and contribution of Public Relations to the successful operation of an organisation by building positive stakeholder relationships.

It examines the range of professional Public Relations practices and specialisations including consumer public relations, corporate communication, sponsorship and corporate social responsibility, crisis and issues communication, internal communication and community engagement.

Students will learn the structures of Public Relations consultancies and in-house Public Relations departments, the client-consultancy relationship and the employer-Public Relations manager relationship. Account and client management will be discussed including prospective client briefs, new business pitches, contracts and professional fees, project management and reviews.

Communication Theory & Practice examines core communication and public relations theories and models to help the student understand communication concepts, strategies, and purposeful communication.

The importance of evaluation and measurement of communication programmes will be discussed including The 2010 Barcelona Principles of evaluation and measurement.

Students will develop their writing skills to create the purposeful (customised, timely, and compelling) materials the Public Relations professional can be expected to produce e.g. letters, reports, articles, speeches and blogs.

Media Theory & Practice prepares students to apply communication theories to the practice of engaging with the media on behalf of clients/employers. Specifically this module examines the range of media in the contemporary market including print, broadcast, digital and social. Students will learn the objectives, strategies, constraints and pressures of the various media forms and how to build positive relationships with media professionals and organisations.

Students will learn the structures of media organisations, audience preference and usage, media needs and preferences and the media-Public Relations symbiotic relationship.

Practical learning will include identifying the internal structure of a news story and writing materials for the various media forms including customised media releases and statements, photo-captions, invitations, tweets, podcasts and Facebook posts, and advertorials or commercial features.

Complementary Professions introduces a range of professions which interrelate with public relations and with which the Public Relations practitioner can expect to work, whether or not they are engaged in integrated communications campaigns.

Law, Regulation, Ethics and Political Environment introduces the legal, ethical and political environment within which the Public Relations profession and media operate in Ireland. It includes content related to legal constraints such as the regulation and protections afforded by Irish law.

The module also covers national and international ethical guidelines for Public Relations professionals and how public relations relates to the political structures in Ireland and to wider society.

Public Relations Campaigns and Presentation Skills is a summative module which builds on the knowledge and skills acquired across the Diploma and provides students the opportunity to apply their learnings to a practical task in the ‘real' world.

This module also equips students with the theory and practice of professional presentation skills suitable for the modern business environment.

Course dates

Commencing on Monday, September 25th 2017 with classes take place every Monday and Wednesday evening at the PRII’s Offices on Merrion Square, Dublin 2.

The Diploma Examinations for 2018 take place in April/May and August/September.

Course fees

The cost of the Diploma is €2,400. All fees must be paid fourteen days before the course commences and are non-refundable. A payment plan can be arranged but similarly must be agreed and a 30% deposit paid fourteen days before commencement of the course.

If two or more students are undertaking the course from the same employer, a 25% reduction is available for the second and subsequent students provided the employer is paying for the course on one invoice.

Application process

Enrolment to the PRII Diploma in Public Relations is on an ongoing basis and closes 14 days before the course commences.

Numbers to the course are capped. Entry is through a competitive application process, whereby the students provides a career resume and a one-page letter of motivation for undertaking the course. These applications are assessed by the PRII, and if appropriate, a follow-up interview will be scheduled. The resume and letter of motivation should be sent to Annmarie Jordan at Turn on Javascript!. There is no application charge.

In the case of over-subscription, priority in the application process will be given to those already working in a public relations or related role, followed by those who are will be using the qualification to seek employment in the profession.

All students must be at least 18 years of age and have passed a minimum of five subjects in the Leaving Certificate, or holds a qualification at Level 7 of the National Framework of Qualifications. These requirements can be waived if the person demonstrates that they have at least two year’s professional experience in a public relations / communications role.

Other courses

PRII also accredits a number of National Framework of Qualifications (NFQ) recognised courses in Public Relations - please see PRII Accredited Courses for more information.

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