Public Relations Diploma in Ireland - the Irish Academy US

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International Public Relations Association

Diploma in Public Relations (Online)

Starts: June 7, 2018

What is PR?

What is PR? Well, one of the oldest public relations definitions states that: Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics. Musicians, clothing labels, brands, soft drinks, political parties, celebrities, mobile phone companies, movies, corporations, even countries need PR. It is a dynamic industry which is constantly changing and evolving.
If you work in public relations, you might be briefing clients about how to handle a crisis or issuing press releases to attract media attention. You could be booking photographers for photo-shoots or pitching ideas for corporate videos. You might be attending functions. You could be interviewed on TV and radio as a company spokesperson. You might be traveling a lot, and you will certainly be available to media 24 hours a day. If you are looking for a fast-paced, dynamic, varied and interesting career in communications, then look no further than Public Relations.
  • PR Course Topics
  • Jobs in PR
  • Why study with the Academy?
  • Brochure
  • Start date and Fees

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. 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? Video

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

Module 2: Writing Press & Media Releases Video

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

Module 3: Planning Exhibitions & Conferences Video

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

Module 4: Creating and Managing Sponsorship Opportunities Video

Patronage - charity - types of sponsorship - ethical issues - bang for your buck - client satisfaction - evaluations

Module 5: Press and PR Photography Video

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

Module 6: Organising functions Video

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

Module 7: Creating Newsletters & Ezines Video

Purpose - structure - regularity - photographs - competitions - right of reply - duty of editor - using freelances.

Module 8: Managing Corporate Image & Corporate Identity Video

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

Module 9: Handling Crisis Video

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 Video

Role of the press/media officer - proactive and reactive tasks - generating coverage - responding to media queries - building a press office.

Module 11: Social Media Marketing Video

Defining online marketing & PR – 5 key stages for success – 10 ground rules for social media marketing.

Module 12: Communicating via Social Media Video

Twitter – LinkedIn – Facebook.

Module 13: Working with Bloggers Video

The blogging community – key influencers – product endorsement – previews – goody bags – selfies.

Module 14: Creating Content Video

Video – photographs – audio podcasts – text.

Module 15: Dissertation Video

A 5000-word dissertation analysing a public relations or communications challenge from a media perspective.

Starts: June 7, 2018

Jobs in Public Relations

Public Relations jobs are very varied. Our graduates work as PR consultants, media officers, account executives, fundraisers for charitable organizations, 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.

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Starts: June 7, 2018

Diploma in PR: $1245

PR Graduate Testimonials

pr course testimonial dominique"My job requires me to travel a lot so when it came to choosing a course, it had to be done online and in my time, so The Irish Academy was the perfect institute for me. The teachers were fast and efficient in replying to emails and were always there to help when needed. I wanted to learn more about Public Relations and the course that I did covered all of the important topics of PR. The modules and assignments were very clear and easy to understand. When it came to the evaluating of the assignment, the teachers were always very precise in their marking and encouraging. I would highly recommend this institute to everyone that is looking into it!" - Dominique Beneli Lamon

More Testimonials from Graduates

PR Tutor

Brenda Murphy PR Tutor

Brenda Murphyis a lecturer at the Department of Media Communications in Cork Institute of Technology (CIT). She teaches on a number of different courses including the Masters in Public Relations and New Media, the Higher Diploma in Public Relations and the Masters in Journalism and New Media. Prior to taking up her position in CIT, Brenda worked as Fundraising and Communications Manager with Adi Roche's Chernobyl Children International, and before that as a PR account executive on the corporate PR team at H+A Marketing + PR. A former journalist and subeditor, Brenda has a keen eye for detail, a strong news sense and a media insider’s view, having worked in the Sunday World, the Irish Examiner, and the Galway Independent. As chief subeditor at The Tuam Herald in Co Galway, she honed her design, layout and proof-reading skills. A communications professional, Brenda has delivered a number of high-quality, award winning PR campaigns including the Best Integrated Campaign for Cork Culture Night at the PRCA Awards for Excellence 2013.

Meet the rest of our Tutors