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Certificate in Internal Communication
The business world is changing rapidly and organisations are quickly discovering that they need to get better at informing, educating and engaging their employees and direct stakeholders. As a result, the role of the internal communicator has, by necessity, become more skilled and more specialised.
In recognition of this, the Public Relations Institute of Ireland has developed an Institute-accredited Certificate in Internal Communication that aims to equip communication specialists with the insight they need to effectively and efficiently harness minds, creativity and commitment to achieve mutually beneficial objectives.
Who will benefit from this course?
While this course will directly benefit those already working in an internal communication role, it will also be highly valuable for those working in a related communications field who are interested in building on their core skills or who want to enhance their career prospects.
The PRII Certificate in Internal Communication will provide delegates with a solid grounding in all the key concepts, techniques, theories and skills needed to develop effectively as an internal communication specialist. On completion of this course you will:
- Be able to prove to senior management that you’re worth it - in terms they will not be able to argue with
- Know new ways to show your clients how they can instantly identify the precise, valuable outcome of any communication they want you to work on
- Understand how to plan successful organisational communication: everything from benchmarking, to strategy development, to effective audit
- Appreciate the role of internal communication in organisational transformation, brand and reputation management, strategy development and crisis management
- Have identified ways to improve your own interpersonal influence
- Know which communication tools are at your disposal and when and why to use them
- Have a thorough insight into traditional and social media tools and tactics used at home and abroad to engage with employees
- Recognise the importance of evaluation and develop appropriate research tools.
The course is a combination of classroom time (9am – 4.30pm over four Saturdays), home study and examination by written assessment. Classroom sessions are intensive and participative and will include a variety of approaches including lectures, group discussions and practical exercices. A number of guest lecturers will also make presentations, aiding the overall learning experience.
You can view the full syllabus below.
The course leader is Laoise O’Murchú, Communications and Public Relations Manager for the Adelaide and Meath Hospital, Dublin Incorporating the National Children's Hospital, Tallaght. At Tallaght, Laoise focuses on improving organisational performance by boosting employee trust, improving internal communications and affecting overall organisational change.
Laoise’s commitment and drive for excellence in communication is evidenced by her 2007 win of a PR Award for Excellence. Since then, she has developed communication protocols for 22 hospitals in the Dublin Hospitals Group Risk Management Forum. Her commitment to communication excellence was again recognised when it was second in the MSD Health Literacy awards in 2009.
During her professional career, Laoise has served clients including Trinity College Dublin, the Society of Actuaries, Údarás na Gaeltachta, St. James's Hospital, St Luke's Hospital, x-communications and the Pensions Board. She has also lectured on the MA programme in Public Relations in DIT and on the MA programme in the RCSI Institute of Leadership and Healthcare Management.
Laoise qualified from UCD with an honours BA International. She continued her study with a Higher Diploma in Education and a Diploma in Public Relations. During her studies she received the Public Relations Institute of Ireland's 'Student of the Year' award. She is currently in the final stages of a PhD examining internal communication within the public and private sector in Ireland.
- Saturday 23 March 2013
- Saturday 13 April 2013
- Saturday 11 May 2013
- Saturday 08 June 2013
The course will be delivered in a purpose-built, dedicated meeting room at the recently refurbished Burlington Hotel in Upper Leeson Street, Dublin 4. The Burlington offers secure, on-site parking and is also serviced by Dublin Bus and Dublin Aircoach services. The city centre and nearest DART and LUAS stops are a ten-minute walk from the hotel.
In addition to comprehensive course notes, delegates will be provided with two core text books. These are:
- Exploring Internal Communication: Towards Informed Employee Voice (2nd Edition), K. Ruck (Pearson); and
- Employee Engagement and Communication: Research, Measurement, Strategy and Action, S. Walker (Kogan Page).
Each delegate will be assessed on the basis of their attendance record and on the result of a final 3,000-word case study to be submitted by Friday 26 July 2013.
The course is accredited by the Public Relations Institute of Ireland, who will award a certificate to delegates who successfully meet the stated requirements.
Course fees are €1,460 for PRII members and €1,790 for non-members. Fees include course materials, teas/coffees and lunches, in addition to the final examination and issuing of certificates. Delegates are responsible for their own travel arrangements as well as overnight accommodation and evening meals, if required.
Cancellation policy: Registration fees must be paid in full at the time of registration. In the event of a cancellation 14 days or more prior to the course commencement date, fees will be refunded less a 10% administration charge. Regrettably, fees cannot be refunded for cancellations received less than two weeks before the course begins but substitutions may be made.
Queries should be addressed to Annmarie Jordan at firstname.lastname@example.org, or call (01) 661 8004.
- Module 1 Theory and benefits of internal communication
- Module 2 Leadership and executive communication
- Module 3 'Arms and legs' execution
- Module 4 Research, development and evaluation
Module 1 Theory and benefits of internal communication
Overview and growth of internal communication
Where internal communication sits within organisations
Excellence study – generic benchmark of best practice in communication
Role of internal communication in organisational transformation
Module 2 Leadership and executive communication
Importance of CEO support for communication
Importance of manager’s support for communication
Role of the internal communications manager
Key issues facing internal communicators in setting the right communication strategies
Personal development plan
Module 3 ‘Arms and legs' execution
Barriers to communication
Print - Engaging writing, national adult literacy guidelines, corporate brand guidelines
Electronic tools - the social media - wikis, blogs, twitter
Face-to-face communication - effective presentations
How to develop a long career in internal communication
Module 4 Research, development and evaluation
Developing research tools