Public Relations

(Endorsed by the Chartered Institute of Business Management - CIBM)

Duration: Monday or Wednesday evenings (17:30 – 19:30) over a period of 15 weeks, or Saturday mornings (08:30 – 12:30) over a period of 15 weeks (every alternate Saturday)

About this programme
Public Relations is concerned with promoting and improving the reputation of an organisation through communication with the organisation’s various publics.  The Public Relations Practitioner is the link between the organisation and its publics.

This course prepares the aspiring Public Relations Practitioner to establish and maintain good relationships and generate goodwill, to assist management to act in the community’s interest, to keep employees informed of company activities and to communicate the role played by the company in the economy.

Programme outline
The following topics will be covered in the programme:

  • Public Relations Overview
    • Nature of PR and the need for PR in society
    • The modern development of PR
    • Areas related to PR
  • The Public Relations Practitioner
    • Fields of study and PRISA
    • Networking
    • Frontline skills and client relations
  • The Public Relations Process
    • Formulating a PR programme
    • Methods of formal and informal research
  • Internal Communication
    • The aims and objectives of internal PR communication
    • Methods of internal communication
    • Communication audit
  • Social Skills and Protocol
    • PR etiquette, communication styles and basic negotiation skills
  • The Media and Media Relations
    • News, news categories and types of media
    • Media (news) release, feature and news articles
    • Press kit
    • Media conferences, contact with the media and the use of photographs
  • Interpersonal Relationships in the Business World
    • Important role-players and stakeholders in the business world
  • Corporate Identity and Corporate Image
    • Corporate culture, climate, identity and image
    • Implementing a corporate identity programme and the factors that affect corporate image
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