CIPR Foundation Course in Public Relations

More About the Course

The two-day course will examine the key terms, techniques and theories of public relations and look at the relationship between PR and marketing, advertising, promotions and publicity.

It will also define the field and scope of public relations and its relationship with marketing, advertising, publicity, propaganda etc. Broad introductions will be given to the specialist areas of PR and to in-house and consultancy working practices. Concepts such as corporate social responsibility, reputation management and working with publics will be considered.

The course will also examine the role of the professional PR practitioner, focusing on ethical issues, the CIPR code of practice and continuous professional development. The principles and practice of effective media relations; writing for the media, understanding a news story, use of visual imagery, and working with press and broadcast media will be covered as well.

Unit 1 - Distinguishing PR Activities

To enable students to define the field and scope of public relations and its relationship with marketing, advertising, publicity, propaganda etc. Students will also be able to demonstrate an understanding of the way that public relations is placed within organisations (in terms of its relative position to the dominant coalition, budget share etc.) Broad introductions will be given to the specialist areas of financial/investor public relations, lobbying, marketing PR (FMCGs) sponsorship, working in-house or in a consultancy and corporate social responsibility. Also concepts such as relationship building, reputation management and working with publics will be illustrated.

Unit 2 - Writing PR Releases for News Media

To make clear the basis of working in partnership with the news media - meeting their needs; writing for them; knowing what is news and why it needs currency and human interest; beginning to understand what makes a good picture for print, the right sound for radio and when something might be of interest to television.

Unit 3 - Ethics and the PR Professional

To establish the role of the professional practitioner, choices will be debated for those working under the CIPR Code of Conduct, to illustrate what it means to use an ethical approach and to a commitment to continuous professional development.

How to apply

Please download a booking form which must be emailed to cpdu@herts.ac.uk

Why choose this course?

• Learn the basic theories of effective communication.
• Set at A-level standard and provides an introduction to PR as a career.
• Foundation Course in Public Relations leading to the (Level 3) Foundation Award in Public Relations awarded by the Chartered Institute of Public Relations.

Aim of the course

To introduce the profession of public relations and develop key writing skills

Course dates

Saturday 5 October 2013 and Saturday 19 October 2013

NB:Candidates are required to attend both days of this two-day course

Course fees

The fee for the Foundation Award held at the University is £550.

Professional and Career Development Loans

Study routes

• Part Time

Locations

• University of Hertfordshire, Hatfield