PRII Certificate in Strategic Internal Communication

This certificate is now fully booked.  If you're interested in further runnings of this course, please email Loading...

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 2022* 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 newly designed course led by Joanna Parsons MPRII, is geared to specifically develop the competencies needed to succeed in internal communications in organisations today.

Start Date 25 February 2023
Course Dates 25 February 2023
11 March 2023
25 March 2023
15 April 2023
6 May 2023
Presenter Joanna Parsons , MPRII
Internal communications leader, Head of Internal Communications & Culture at Teamwork. Former Head of Internal Comms for An Garda Síochána.
Venue Online blended delivery, incorporating a number of delivery methods - video lectures; live online tutorials and self-directed learning.
Fees PRII Members €This certificate is now fully booked. If you're interested in further runnings of this course, please email Loading...
Fees PRII Non-members €This certificate is now fully booked. If you're interested in further runnings of this course, please email Loading...

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
  • How to audit your internal communications
  • Measuring and evaluating success
  • Building the business case for additional resources
  • Developing new internal channels and/or digital spaces
  • Adapting for hybrid and remote workers

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:

Appreciate 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 is an expert in communicating with employees in hybrid and remote organisations.

She currently works as Head of Internal Communications & Culture at the Irish tech company Teamwork. Previously she was the first ever Head of Internal Comms 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.

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 sits on the Board of Directors with the Institute of Internal Communications. She was awarded an IoIC Fellowship in 2022 in recognition of her expertise and achievement in the field of internal comms.

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;

(ii)  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:

  • Saturday 25 February – Live online interactive class  [9am to 11:30pm]
  • Friday 03 March - Video lectures available 
  • Saturday 11 March - Live online interactive class [inc. guest speaker 9am to 11:30pm]
  • Thursday 16 March - Video lectures available 
  • Saturday 25 March  – Live online interactive class [inc. guest speaker 9am to 11:30pm]
  • Thursday 06 April - Video lectures available 
  • Saturday 15 April – Live online interactive class [9am to 11:30pm]
  • Saturday 06 May - Live online interactive class [9am to 11:30pm]
  • Monday 19 June — Assignment Deadline

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

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