Part-time course taught over one year.

WHO SHOULD ATTEND THE COURSE?

This course is designed for graduates who are considering a career in Public Relations, or those who wish to enhance their career prospects.

The course will be of interest to those:

• aspiring to, or already in, middle-management positions;
• who want to achieve a recognised graduate-level qualification in PR;
• who wish to enhance their career choices by achieving a Post Graduate qualification in Public Relations;
• currently employed in other professions who wish to use their existing qualification in a related career in public relations;
• who wish to apply PR techniques in their current position;
• working in public relations or marketing (in-house or consultancy) who hold a primary degree in a non-communications discipline;
• who wish to enhance their education and skills in the field of PR;
• seeking to gain practical knowledge of the skills of a PR practitioner;
• currently employed in PR who wish to enhance their skills;
• whose job specification encompasses a PR function

COURSE STRUCTURE

Duration:	1 year approx.
Award Title:	Higher Diploma in Arts in Public Relations (H. Dip PR)
Validated By:	HETAC, the Higher Education and Training Awards Council
Award Level:	Level 8 on the National Framework of Qualifications

HETAC is the national body responsible for awarding qualifications for third-level educational and training institutions up to and including PhD level.
HETAC qualifications are internationally recognised. www.hetac.ie

CAMPUS

SYLLABUS OUTLINE

The Higher Diploma in Arts in Public Relations (H. Dip PR) is taught over a one-year period. Currently, the subjects are structured as follows:

Semester 1

Public Relations Theory & Application
Media Relations, Media Writing & Media Monitoring (Part 1)
TV, Radio & Video
Marketing

Semester 2

Public Relations Strategy & Specialisations
Media Relations, Media Writing & Media Monitoring (Part 2)
Outsource Management
Public Affairs & the Political Process

SYLLABUS CONTENT

On completion of each module graduates should have the following abilities:

Public Relations Theory & Application

Graduates should be capable of recommending and implementing the tools of PR; structuring fundraising proposals, and monitoring issues across a broad range of media.

Media Relations, Media Writing & Media Monitoring (Part 1)

Graduates should understand the nature of Irish and international mass media; know how to build relationships with journalists, and have an ability to write effective press releases.

TV, Radio & Video

Graduates should understand key concepts of television, radio and video production; be able to prepare a production budget, treatment and script for a single camera video production; and be capable of incorporating television, radio and audio-visual opportunities into a Public Relations strategy.

Marketing

Graduates should understand the role and function of marketing as part of the communications mix; appreciate the practical elements of marketing, and know how marketing differs from public relations.

Public Relations Strategy & Specialisations

Graduates should be able to show an understanding of the strategic application of PR tools, be capable of structuring public relations proposals; be familiar with specialist areas of PR, and display an understanding of modern media practice.

Media Relations, Media Writing & Media Monitoring (Part 2)

Graduates should be able to write reports, captions, statements, speech notes and brochures, and demonstrate an ability to critically evaluate media coverage.

Outsource Management

Graduates should have developed an appreciation of good design; understand the use of printed literature in PR strategies; appreciate the essentials of print management; understand the role of the project team; be capable of outsourcing for events, and have an ability to brief suppliers.

Public Affairs and the Political Process

Graduates should understand Irish and European political institutions; be familiar with social and economic influences on society, and be able to participate in the design and implementation of a lobbying campaign.

ENTRY REQUIREMENTS

Applicants should be advised that the Higher Diploma in Arts in Public Relations is a graduate-level course, for which the following entry requirements are necessary:

• Candidates must hold a recognised primary degree
• Candidates should have a thorough knowledge of written and spoken English

Mature Applicants who fail to meet the above requirements are encouraged to contact the Academy regarding application procedures.

Selection will be by written application only. Places are limited and will, therefore, be offered in order of application.

FEES

The fee for the Higher Diploma in Arts in Public Relations is €4,600. There is an additional charge of €475 for examination fees.

Fees are payable as follows:

• €250 on application
• €1025 within 14 days of the letter of acceptance from the Academy
• the balance of €3,800 before the course begins.

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