PRII Diploma in Public Relations

The PRII Diploma in Public Relations is the foremost Public Relations qualification in Ireland, held by one in four senior communications professionals in the country according to the PRIICensus19.

Who is it for?

  • Early-career practitioners who want to consolidate their on-the-job learning.
  • Those working in other fields who want to move into Public Relations/Communications roles.
  • Post-Graduates who want a career in Public Relations.
  • PR and Communications practitioners who want a formal/industry-specific qualification.

Is it a recognised qualification?

Absolutely!  Delivered and accredited by the PRII, Ireland’s professional body for PR & Communications practitioners, the diploma is universally recognised in the industry.

Who gives the course?

Industry experts, PR professionals and academics, and guest lecturers all present and contribute to the course, ensuring that everything you learn is up to date and relevant to this dynamic and ever-changing profession.

What will I learn?

You will gain a complete understanding of all aspects of the industry, both academic and professional.  You will:

  • develop in-depth knowledge of the role and practice of external and internal communication in any organisation
  • learn how to devise, develop and implement comprehensive PR strategies
  • understand how the media works and how to develop effective relationships with key players
  • learn how to write and perfect all types of effective PR material
  • appreciate the ethical and legal issues around public relations
  • gain insight into the other professions central to the work of PR practitioners
  • see how business, politics and society interact and understand the role of PR in that process

What does the course cover?

The Professional Environment & Strategic Value of Public Relations

The contribution of PR to organisation success | Developing positive stakeholder relationships | Consumer PR |Corporate communication | Sponsorship | Corporate social responsibility | Crisis & issues communication | Internal communications | Community engagement | PR consultancy and in-house department structures | Client-consultancy relationships | Employer-PR manager relationship | New business pitches |

Communication Theory & Practice

Core communication theories and models | Communication concepts & strategies | Purposeful communication| Evaluation and measurement | Writing skills | Customised and purposeful PR materials.

Media Theory & Practice

Contemporary media | Media objectives, constraints and pressures | Media structures, needs, audiences and preferences | Building positive media relationships | News story structure | Customised releases and statements | Social media content |

Complementary Professions

Working with a wide range of complementary professions | Integrated communications campaigns

Law, Regulations, Ethics & Political Environment

Legal constraints | Regulation and protections under Irish Law | National and international ethical guidelines | PR relationships with Irish political establishment and wider society

PR Campaigns & Presentation Skills

Application of course learning | Real world practical tasks | Professional presentation skills

When does the course start?

Monday 21 September 2020 for two evenings per week

How much does it cost?

2020/21 Fee:   

  • PRII Members:          €2,160
  • Non-Members           €2,400
  • If a Full Member of the PRII provides a letter of recommendation a discounted fee can be offered 

(€720 deposit required to secure a place)

New Easy Payment Plan (Interest free) 

  • PRII Members:          €720 deposit, plus 4 equal payments of €360
  • Non-Members:          €720 deposit, plus 4 equal payments of €420

Note:  All fees must be paid in full before examinations can be taken.

Company Discount

If two or more students from the same employer undertake the diploma course, a discount will be applied, provided that the fees for all are paid by the employer against the same invoice. Please contact us for more information.

How do I qualify and apply for the course?

You must be aged over 18 and have passed a minimum of five subjects in the Leaving Certificate or hold a qualification at Level 7 of the National Framework of Qualifications.  These requirements can be waived if you have a minimum of two years professional experience in a public relations or communications role. 

Enrolment is ongoing and closes 14 days before course commencement.  Course places are limited and are awarded competitively. 

You should provide the following, by email, to Annmarie Jordan at Loading...,:

  • Career resume
  • One-page letter explaining your motivation for taking the course

Your application will be assessed by the PRII and, if appropriate, a follow-up interview scheduled.  If the course is over-subscribed, priority will be given to those already working in Public Relations or a related role, followed by those seeking the qualification to seek employment in the profession.  There is no charge for making an application.



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