PRII Certificate in Strategic Public Sector Communications

Designed for communicators working in government departments; public agencies; or semi-state organisations the PRII Certificate in Strategic Public Sector Communications has a purposeful focus concentrating on the skills to create, develop and implement the organisation’s communications strategy and how to plan and execute effective PR campaigns to deliver on the organisations objectives.

Start Date 25 November 2020
Course Dates 25 November 2020
2 December 2020
9 December 2020
13 December 2020
13 January 2021
20 January 2021
27 January 2021
3 February 2021
Presenter Dr Karl Anderson
Communications consultant, lecturer & trainer, former strategic communications adviser to the CEO of the HSE. Supplemented by contributions from sectoral guest speakers.
Venue Online, Remote delivery
Fees PRII Members €1630
Fees PRII Non-members €1975

Communications Officers working in the public sector have a uniquely challenging role, working to meet the expectations of colleagues, stakeholders, service clients, the wider public and the media, they have to balance a complex set of demands. 

Who is this course for?

This course is designed for communicators working in government departments, public agencies or semi-state organisations. Anyone working in a Public Relations or communications function (both external and internal) in this sector. 

Learning Outcomes

This programme will provide you with;

  • the skills to create and develop a communications strategy and plans in support of your organisation’s objectives;
  • the ability to identify, prepare and respond to the needs of various audiences, including 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 across print, on-line and broadcast platforms at both a national and regional level;
  • the ability to identify, prepare and respond to potential news stories from Governmental material such as Parliamentary Questions and FOI requests etc; and
  • the expertise to comfortably execute the demands of your role.

 

Topics Covered:

This course is delivered over modules and by a combination of video lectures and online classroom time, home study and examination by written assessment covering the following:

  • Making the case for communications in a public sector body — opportunities and challenges;
  • Establishing a communications function within a public sector body, functions of a communications office - media monitoring and measurement to press queries;
  • Media Landscape and Communicating for Impact;
  • The journalistic environment - the needs of journalists across, print, broadcast, and online media, deadlines, dos and don'ts of interacting with them;
  • Proactive (pitching and promoting) and reactive (incoming queries and issues management) PR;
  • Developing relationships and processes to respond quickly to media requests and developing good relationships with media;
  • Stakeholder engagement within the public sector and effective stakeholder communications;
  • Planning and developing a communications strategy;
  • Building key relationships with other agencies and relevant bodies

The course will look in depth at:

Communication Strategy and PR Campaigns

Measurement and Evaluation

Working with the media

Issues Management

Designed to be highly interactive, participants will be encouraged to share their experiences and question presenters. Guest speakers will share their practical experience of working in public sector communications, media relations, managing campaigns (including social media) and communications strategy development.

Format:

Remote Blended Course Delivery:

Given the ongoing situation with regards to Covi-19 this course is now being delivered using a blended approach spread over November and December 2020 and January and February 2021. This will consist of

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

(ii)           Live online sessions to discuss the material covered in the videos and associated exercises, as well as to hear from Guest Speakers (with opportunity for live Q&A).

The videos will be posed and then followed up during the following week with a live online session. These sessions will be about 2 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.

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.

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 case study / report-style assignment applying the learnings to forthcoming initiatives (real or imagined).

This 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.

The PRII Certificate in Strategic Public Sector Communications will be awarded on successful completion of the course assessments.

 

What Are People Saying About The Course?

“Professionally, I gained valuable insights into strategic thinking and where this applies to my role…personally I was inspired by the scope for growth and development in the PR and Communications space within my own organisation. I now have a fully-formed strategic plan developed for my company to harness in pursuit of its business objectives."
Alec Elliott MPRII, Irish Aviation Authority

“I found the course to be very good at demonstrating how an organisation’s strategic objectives should be interwoven with communications. It was really good to hear and learn from the experiences of others and the guest speakers. I have taken onboard a lot of ideas and tips that I hope to implement in our communications area.”  
Neil Doherty, An Bord Pleanála

“The organisation and delivery of this course was fantastic. The content was excellent and between Karl’s delivery and the addition of the external speakers it was a rich and enjoyable experience. Other people on the course were from interesting backgrounds which added to the overall experience and learning.” 
Caroline Mitchell, CIS Advocacy & Project Manager, Citizens Information Board
 
"Excellently structured, giving a detailed and comprehensive insight on how to plan, conduct and measure Strategic Communications. Top class instruction and engaging peer to peer class discussions. This course is required learning for anyone working in Public Sector Communications"
James O'Hara, Commandant, Defence Forces Press Office

“...immediately useful in my day to day work. It’s a really practical and well-crafted course that provides practical tools and structures I have found so helpful in my role. The other great asset you will get through this course is the network of other students and guest speakers who provided great debates and discussions on the topics and issues throughout the course. I would recommend this course to anyone who works in public sector communications."
Sascha O'Toole MPRII, Head Of Communications,  Department of Children & Youth Affairs

Queries

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

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