PRII Certificate in Strategic Communications for Local Authorities

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Ensuring that the right information flows freely to and from internal and external
stakeholders is critical to the smooth operation of Local Authorities and enabling them
to effectively achieve their strategic objectives.

Designed for communicators working in the local authority sector this hands-on
practical course will enable participants to assess their current communications and
public relations activities against best practice. During the course participants will
develop a 12 month action plan so that they can meet the needs of their Local Authority
and their community within available resources.

The course will centre around participants developing an understanding of communications
as a strategic management function. This will give participants a sense of how the
various PR/communications practices should be integrated and work together to
achieve a specific purpose.

This course is being taught in parallel in two locations, in Dublin beginning on
08 January 2020 and in Portlaoise (click here for details) from 27 February 2020. 

Who is this course for?

This course has been designed in association with the Local Government Management Agency (LGMA) for communicators working in local authorities.

Learning Outcomes

This programme will provide participants with:

• A clear understanding of the characteristics and challenges of local authority communications;
• An overview and understanding of strategic communications and public relations management, and their role in organisational strategy implementation;
• An introduction to strategic management, strategy development and the associated challenges;
• An understanding of the professional challenge facing communicators;
• An appreciation of stakeholder and issues mapping and management;
• A developed appreciation of how communicators can have a positive impact on the functioning of a local authority;
• The skills to create and develop a communications strategy and plans in support of your Local Authority’s strategic objectives;
• The expertise and confidence to lead and advocate for improved communications within an organisation.

Format:

The PRII Certificate in Strategic Communications for Local Authorities will be 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.

This course will be taught in parallel in two locations, in Dublin and outside Dublin
starting in early 2020. Teaching will take place between 9.30am – 4.30pm on four full
days spread over three consecutive months.

Classes are supplemented by contributions from sectoral guest speakers and subject
matter experts who share their expertise and practical experience of the issues explored
during lectures.

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

Course Director, Subject Matter Experts & Guest Speakers

This course will be led by Dr Karl Anderson, MPRII a communications consultant,
lecturer & trainer. Karl is a former Associate Lecturer at the School of Communications,
DCU teaching on the Masters Degree in Public Relations and Strategic Communications,
having previously lectured in the School of Business at Maynooth University. He is also a
former strategic communications adviser to the CEO of the Health Service Executive.

This core teaching will be supplemented by contributions from a number of subject
matter experts and sectoral guest speakers. They will add to the theoretical learning
with real world experience and best practice to represent a wide a range of experience
relevant to the work of Local Authority Communications Professionals.

Assessment & Accreditation:

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

Final assessment for this course is comprised of two elements:

• A reflective journal where the learner can record and reflect upon their observations and responses to each day’s learning and the overall learning from the course; and

• A 3,000 word strategic planning assignment applying the learnings to develop a communications plan and calendar for your local authority.

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

Accredited by the Public Relations Institute of Ireland – the professional body for
communications and PR in Ireland, the PRII Certificate in Strategic Communications for
Local Authorities will be awarded on successful completion of the course assessments.

Course Dates & Enrolment

The PRII Certificate in Strategic Communications for Local Authorities will begin on
08 January 2020 in Dublin and in Portlaoise on 27 February 2020.

Specific course dates and information on fees and how to enrol are available on
www.prii.ie/courses

Queries

Queries should be addressed to

• Frank Condon, Development & Research Manager — Turn on Javascript! 

or

• Annmarie Jordan, Education Coordinator & Office Manager — Turn on Javascript! or call (01) 661 8004.

or

• call (01) 661 8004

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