Certificate in PR

Course details

The Certificate in Public Relations course has 10 modules covering the following subjects:

Module 1: Public Relations

History of PR - definitions - images - brands - attitudes and opinions.

Module 2: Writing Press Releases

Understanding news - press release structure - language - inverted pyramid - embargos - headlines - finding the angles - issuing the release.

Module 3: Exhibitions & Conferences

Dressing the stand - incentives - print material - staffing - refreshments - invitations - media interest - press office - speeches - minding VIPs.

Module 4: Sponsorship

Patronage - charity - types of sponsorship - ethical issues - value for money - client satisfaction - evaluations

Module 5: Photography

Selecting & briefing a photographer - Creating interesting images - Branding - Different photo styles - Copyright - Photo captions - Picture editor.

Module 6: Organising functions

Venues - guests - media packs - flowers/balloons - food and drink - seating arrangements - photography - presentations - goody bags

Module 7: Newsletters and Ezines

Ezines - Websites - Blogs - Facebook - Twitter - LinkedIn - Google alerts etc.

Module 8: Corporate image

Differences between corporate image and corporate identity - definitions - examples.

Module 9: Crisis PR

Handling crisis - preparing a crisis plan -  dealing with the aftermath - reputation - crisis management team

- crisis planning - handling bad publicity.

Module 10: Press officer

Role of the press/media officer - pro-active and re-active tasks - generating coverage - responding to media queries - building a press office.