PRII Certificate in Strategic ETB Communication & Practice

Developed in partnership with Education and Training Boards Ireland (ETBI) this course will centre around participants developing an understanding of why and how strategic communications involves purposeful communications initiatives designed specifically to advance their organisation’s strategic priorities.

Start Date 20 October 2022
Course Dates 20 October 2022
27 October 2022
3 November 2022
10 November 2022
17 November 2022
24 November 2022
1 December 2022
8 December 2022
Presenter Dr Karl Anderson, MPRII
Communications consultant, lecturer & trainer, former Associate Lecturer at the School of Communications, DCU. He is also a former strategic communications adviser to the CEO of the Health Service Executive.
Venue Blended Delivery, Incorporating a number of delivery methods - in-person and video lectures; live online tutorials and self-directed learning.
Fees PRII Members €Consortium Price - Details on application
Fees PRII Non-members €Consortium Price - Details on application

The course will centre around participants developing an understanding of communications as a strategic management function and a strategic planning matrix for their organisation. As the course unfolds participants will be introduced to the elements of the matrix; what they are, what they are for and how they should be managed. This approach will give participants a sense of how the various PR/communications practices should be integrated and work together to achieve a specific purpose.

Practical elements of the course will also develop specific skills in the area of Impactful Writing and getting key messages across effectively, with clarity and in the right written style and tone; Mobile Video making and storytelling; and how to devise Podcasts for their organisation.

Who is this course for?

This course has been designed in partnership with Education and Training Boards Ireland (ETBI)  specifically for communicators working in that sector.

Learning Outcomes

This programme will provide participants with:

  • the skills to create and develop a communications strategy and plans in support of their ETB’s strategic objectives;

  • the practical day-to-day skills necessary for PR in a busy communications office - from responding to media requests to organising press conferences;

  • the ability to identify, prepare and respond to the needs of various audiences, including local citizens, stakeholders and staff;

  • the expertise and confidence to lead and advocate for improved communications within your organisation;

  • a clear and thorough understanding of the Irish media landscape;

  • the ability to identify, prepare and respond to potential news stories; and

  • the expertise to comfortably execute the demands of their role.

Format:

This course will be delivered using a remote blended approach incorporating a number of delivery methods (live online lectures; video lectures; live online tutorials, student group work and self-directed learning).

Participants will be able to review the videos lectures at a time that suits their schedule while also having the opportunity to interact with fellow course participants and the Course Director and guest speakers via the follow up live online sessions. Participants are encouraged to share their experiences and question presenters and guest speakers.

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

Remote Blended Course Delivery:

This will consist of

  • A series of pre-recorded video lectures which you can watch in your own time;
  • Live online sessions to discuss the material covered in the videos and associated exercises;
  • Learning materials available to students will include a dedicated course resource webpage hosting video lessons, notes, readings and references.

The video lectures will be posted and then followed up during the following week with a live online session. 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.

Practical elements of the course will also develop specific skills in the area of Impactful Writing and getting key messages across effectively, with clarity and in the right written style and tone; Mobile Video making and storytelling; and how to devise Podcasts for their organisation.

Participants will be required to undertake practical work and exercises as part of these elements of the course.


Dates & Course Timetable:

  • Thursday, 20 October – Introductory Lecture (Live online 10:00am – 12:30pm)
  • Thursday, 27 October – Interactive Tutorial (Live online 10:00am – 12:30pm)
  • Thursday, 03 November — Interactive Tutorial (Live online 10:00am – 12:30pm)
  • Thursday, 10 November — Interactive Tutorial (Live online 10:00am – 12:30pm)
  • Thursday, 17 November — Interactive Tutorial (Live online 10:00am – 12:30pm)
  • Thursday, 24 November — Interactive Tutorial (Live online 10:00am – 12:30pm)
  • Thursday, 01 December — Interactive Tutorial (Live online 10:00am – 12:30pm)
  • Thursday, 08 Dec — Interactive Tutorial (Live online 10:00am – 12:30pm)

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.

The practical workshop elements will be delivered by Frank Dillon, Aileen O’Meara and Patrick Haughey. All experienced trainers who have delivered hundreds of hours of training for PRII between them.

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 ETB Communications Professionals.

Assessment & Accreditation:

Participants are encouraged to apply learning from the readings, modules and discussions and show how these apply to their own work situation and public sector communications challenges. Aassessment for this course will incorporate both the strategic and practical element as follows:

  • 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.
  • A practical assignment from each of the three practical workshop elements based on a overarching approach.
  • A 3,000 word strategy assignment / communications plan applying the learnings to forthcoming initiatives.

Successful attendance, participation and completion of practical work and exercises set as part of the three workshop elements outlined above will be necessary to successfully pass the course and be awarded the Certificate.

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

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

Queries

Queries should be addressed to

  • Frank Condon, Development & Research Manager — Loading... 

or

  • Annmarie Jordan, Education Coordinator & Office Manager — Loading... or call (01) 661 8004.

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