PRII Certificate in Internal Communication - Autumn 2019

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.

Start Date 7 September 2019
Course Dates 7 September 2019
21 September 2019
5 October 2019
12 October 2019
Presenter Dr. Laoise O'Murchú, FPRII
Author, lecturer and strategic communications consultant.
Venue Clayton Hotel Burlington Road, Upper Leeson Street, D.4
Fees PRII Members €1630
Fees PRII Non-members €1975

Who is this course for?

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.

Learning outcomes

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.

Topics Covered:

  • Organisational structure & communications flow
  • Role of the internal communications manager
  • Organisational transformation
  • Leadership & Executive Communication
  • Corporate communication strategies
  • Organisation mission, culture & brand
  • Communication tools & barriers to communication
  • Engaging writing, literacy guidelines, corporate brand guidelines
  • Crisis preparedness

Course Director

Dr Laoise O’Murchú, FPRII 

Author, lecturer and strategic communications consultant.

Course format

Certificates are taught by a combination of intensive and participative classroom sessions which include a variety of approaches including lectures, group discussion and practical exercises / case studies, along with personal study.

Teaching takes place between 9.30am – 4.30pm over four Saturdays.

Classes are supplemented by contributions from industry guest speakers who share their expertise and practical experience of the issues touched on in lectures.

Participants are encouraged to share their experiences and question presenters and guest speakers.

Assessment & Accreditation:

Assessment is by continuous assessment taking account of attendance and participation in class.

Participants are encouraged to apply learning from the readings, modules and discussions and show how these apply to their own work situation and internal communication challenges.

Final assessment is by way of a 3,000 word case study / report-style assignment applying the learnings to forthcoming initiatives (real or imagined).

This assessment must be completed and submitted within six weeks of completion of the course.

This course is accredited by the Public Relations Institute of Ireland - the professional body for communications and PR in Ireland.

The PRII Certificate in Internal Communication will be awarded on successful completion of the course assessment.


Queries should be addressed to Annmarie Jordan at Turn on Javascript! or call (01) 661 8004.

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