Topics covered in the Irish Academy PR Course
Our Diploma in Public Relations has eleven modules. We send you a text module each week.
- The modules contain links to specially created video and audio resources which enhance your learning experience. This exclusive content gives you professional insights, opinions and advice.
- All of the modules on this course contain Irish examples which are complemented by examples drawn from the UK media, courts, political and business environments.
- The questions in each module test your ability to apply the skills you are learning. This is real world stuff.
Module 1: What is Public Relations?
History of PR - definitions - images - brands - attitudes and opinions.
Module 2: Writing Press & Media Releases
Understanding news - press release structure - language - inverted pyramid - embargos - headlines - finding the angles - issuing the release.
Module 3: Planning Exhibitions & Conferences
Dressing the stand - incentives - print material - staffing - refreshments - invitations - media interest - press office - speeches - minding VIPs.
Module 4: Creating and Managing Sponsorship Opportunities
Patronage - charity - types of sponsorship - ethical issues - value for money - client satisfaction - evaluations.
Module 5: Press and PR 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: Creating Newsletters & Ezines
Purpose - structure - regularity - photographs - competitions - right of reply - duty of editor - using freelances.
Module 8: Managing Corporate Image & Corporate Identity
Differences between corporate image and corporate identity - definitions - examples.
Module 9: Handling Crisis
Handling crisis - preparing a crisis plan - dealing with the aftermath - reputation - crisis management team - crisis planning - handling bad publicity.
Module 10: Working as a Press officer
Role of the press/media officer - pro-active and re-active tasks - generating coverage - responding to media queries - building a press office.
Module 11: Social Media Marketing
Defining online marketing & PR – 5 key stages for success – 10 ground rules for social media marketing.
Module 12: Communicating via Social Media
Twitter – LinkedIn – Facebook – PR News Sites – YouTube.
Module 13: Working with Bloggers
The blogging community – key influencers – product endorsement – previews – goody bags – selfies.
Module 14: Creating Content
Video – photographs – audio podcasts – text.
Module 15: Dissertation
A 5000-word dissertation analysing a public relations or communications challenge from a media perspective.
Jobs in Public Relations
Public Relations jobs are very varied. Our graduates work as PR consultants, media officers, account executives, fundraisers for charitable organisations, corporate services directors, public affairs managers and lobbyists for non governmental groups.
PR jobs are well paid and the industry is well established. The top 25 PR companies are all global entities. Each of these companies has offices around the world, employs thousands of people and has a turnover in excess of $500million annually. These PR consultancies handle the biggest names in brands, politics, retailing, IT etc. The future is very, very bright for this industry.
Learning from experienced PR professionals
When you start studying with us, you get your own personal tutor who works with you until you complete your course. Our tutors are PR industry experts. They have vast knowledge. They love to share their expertise. They enjoy interacting with students. They are generous with their time and their advice. They are also very useful contacts for you! Read More
PR - a Proven and Popular course of study
We have been teaching PR courses since 1991. We’ve taught people from a mix of different backgrounds and countries. Some work in the communications industry. Others use their PR skills across a broad range of businesses. Over the years we have, literally, changed people’s lives.
We rock! Our graduates love us – and they’re not shy about telling the world. Check out our testimonials. These are videos from real people who took our courses. Watch what they have to say about us. Read More
Fast-Track your PR Qualification
There are eleven modules on this course. Most people complete one module per week and graduate after 2.5 months. They take the fast-track.
But we know that unexpected things happen. You might get an opportunity to travel, find that you are expecting a baby or need time to care for a relative, so we allow you one year to complete the course. Whatever the reason – our flexible policy allows you to take the time out that you need, and return to your studies when you are ready.
A broad range of innovative and proven PR Course Materials
The PR course has a text book written by our director Ellen Gunning. It’s the most famous PR book in Ireland – everyone in PR has studied this book since it was first published in 2003. This woman is the guru of PR!
We created special video clips. We interviewed newspaper editors, social media experts, journalists, event managers, pr practitioners, TV presenters and radio journalists about their businesses. Their advice is available exclusively to our students.
We also created a lot of audio content. Ellen Gunning puts PR professionals in the interviewee chair on her radio programme. The Mediascope Show is broadcast on 103.2 Dublin City fm each week. Our specially selected and edited Mediascope audios give insights into crisis planning, organizing events, working in media and much more.