PRII Certificate in Strategic Internal Communication

Internal Communications is a growing area of PR practice and is strengthening its position within organisations. The recent Internal Communications in Ireland Sector Audit Report* indicated that 65% of those working in the field say their influence as a trusted advisor to the C-suite has increased over the last 2 years. With the majority of those working in internal comms working solo, and 54% working in the field for less than five years, the demand for effective skills in this area is critical to business to success. This practical and highly applicable course led by Joanna Parsons MPRII, is geared to specifically develop the competencies needed to succeed in internal communications in organisations today.

Start Date 12 April 2024
Course Dates 12 April 2024
19 April 2024
26 April 2024
3 May 2024
17 May 2024
24 May 2024
5 June 2024
Presenter Joanna Parsons , MPRII
Internal communications leader with more than 10 years’ experience in the industry. Former Head of Internal Communications & Culture at Teamwork and former Head of Internal Comms for An Garda Síochána.
Venue Blended delivery, incorporating a number of delivery methods - video lectures; live online tutorials, an in-person workshop and self-directed learning.
Fees PRII Members €1795
Fees PRII Non-members €2175

Successful Internal Communications practitioners need to be up to speed with best practice in the field in order to inform and engage with their organisation’s employees and stakeholders. The PRII Certificate in Strategic Internal Communication will develop the skills communication professionals need to effectively develop and implement the internal communications strategy for their organisation.

Key challenges today’s internal communications practitioners are managing in their daily and which this course touches on include:

  • Developing communications strategy
  • Aligning communications to the organisational business strategy
  • Auditing internal communications
  • Measuring and evaluating success
  • Using communication tools including artificial intelligence (AI)
  • Adapting for hybrid and remote workers

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

Who will benefit from this course?

This course is ideally suited for those working in an internal communications role in organisations large or small.  For those new to this area it will give the they core skills and knowledge they need to fulfil their role, why for those more established it will allow them develop their strategic influence and keep them up to speed with the latest developments and trends in Internal Comms.

The course will also be of interest to those working in PR consultancy who are now, more than even advising clients on internal communications issues as well as external communications.

Learning outcomes

The PRII Certificate in Strategic Internal Communication will provide participants with a solid grounding in the key knowledge and techniques needed to develop a strategic internal communication function.

On completion of this course participants will:

  • Grasp the value of internal communication to an organisation and understand the different value spaces of internal communication professionals
  • Develop the skills to develop and execute an internal communication strategy for their organisation, including the research and measurement skills required
  • Increase their knowledge of the available internal communications tools and resources and how to deploy them to best effect.

Topics Covered:

  • The growth of internal communication as a strategic business function
  • How to operate strategically
  • Developing and executing an internal communications strategy aligned to the business needs
  • Research methodologies to conduct an internal communication audit
  • How to influence stakeholders successfully
  • Effective writing
  • Communication tools
  • Measurement and evaluation
  • Building your career in internal communication

Course Director

Joanna Parsons, MPRII

Joanna Parsons is an internal communications leader with more than 10 years’ experience in the industry. She was a Finalist for both “Leader of the Year” in the 2023 Gartner Communications Awards and “Internal Communicator of the Year” in the 2023 Institute of Internal Communication Awards.

She runs her own website focused on internal communication, and her own newsletter, The Curious Route, which unpacks scientific studies to reveal actionable insights and takeaways to improve your communication practice.

Joanna consults, mentors, teaches and speaks about internal communication. She is currently writing a book about innovation and creativity in internal communication which will be published in 2024.

She was the first ever Head of Internal Communications for An Garda Síochána, Ireland’s national police force. She won four prestigious awards for the work she delivered with the police during the COVID-19 pandemic including “Best Internal Communication” at the Public Relations Institute of Ireland Awards.

A trained sociologist, Joanna knows the importance of listening, observing and research to develop a deep understanding of both audience and business needs in an organisation. Joanna was awarded a Fellowship from the Institute of Internal Communication in 2022 which is a lifetime achievement award in recognition of her expertise in the industry.

Guest speakers

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 internal communications practice.

Course Format & Delivery

Online Blended Delivery:

Remote Blended Delivery:

This course is being delivered using a blended online approach. This will consist of

(i)    Live online lectures and tutorials to discuss core material, associated exercises, and to hear from Guest Speakers (with opportunity for live Q&A).

(ii)   A series of pre-recorded video lectures which participants can watch in your own time;

(iii)  In-person half-day workshop with a practical focus on developing your Internal Communication Strategy;

(iv)  Self-directed learning with dedicated course resources webpage

The videos will be posted and then followed up during the following week with a live online session. These sessions will be two and a half hours each. Participants will be able to review the videos at a time that suits their schedule while also having the opportunity to interact with fellow course participants and the Course Director via the live online sessions.

Course Timetable:

  • Friday 12 April – Live online class (9am – 11.30am)

  • 19 April - video lecture available
  • 26 April - Live online class (9am – 11.30am)

  • 03 May - video lecture available

  • 17th May - Live online class (9am – 11.30am) & video lecture available

  • 24 May - Live online class (9am – 11.30am)

  • Wednesday, 05 June – In-person workshop (10am – 12.30pm)


  • Monday 22 July - Assignment Deadline

What previous participants have said about the course: 

I really enjoyed and valued the mix of theory, insights, and guest speakers sharing their real expertise and tips. Plus, there were lots of relatable examples in both Joanna's lectures and from the guests which are invaluable.

The course was very useful for me as I am new to the industry and can relate a lot of the learnings to my current role and decisions being made in the workplace.

The knowledge gained each week was immediately applicable. As the weeks progressed I began to think more strategically and take a step back before starting new tasks or taking on new projects. I am constantly thinking of outcomes over outputs and the importance of pre-defined evaluation metrics. It has also helped me to prioritise workload by considering each task on the to do list in terms of its' strategic importance to the business.

I have been able to approach my job with more clarity as a result of this course. I understand more what should and shouldn’t be in my remit. I also have better tools for strategic planning. I think overall this has had a massive positive impact on my knowledge, confidence and ability to execute.

Very worthwhile use of time, and Joanna is an excellent instructor. I would highly recommend this to any other internal communicators.

Assessment & Accreditation:

Assessment is comprised of two elements:

  • A reflective journal. (10% of overall grade).
  • Internal Communications strategy project. Maximum 3,000 words, applying the learnings to practical work. (90% of overall grade).

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

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

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


Queries should be addressed to Annmarie Jordan at Loading... or call (01) 661 8004.

* Internal Communications in Ireland Sector Audit Report 2022 -  PRII & Springboard Communications

book now

Get the latest PR news

Restricted Access

Thank you for your interest in the PRII Media Sourcebook which is available to full PRII members (MPRII & FPRII) and Life Fellows of the Institute. Affiliate, Associate and Student members of the PRII may purchase discounted access to this online edition.

Read More

Restricted Access

Thank you for your interest, this resource is available to PRII Members only. To learn about the full range of membership benefits please click the button below.

Learn More