CIPR Advanced Certificate – Level 5
This is a 1 year course with a nationally recognised qualification. It provides you with all the knowledge and skills in the key areas of PR including: the concepts, theories, techniques and skills. The course will enable you to become an effective PR practitioner and climb the career ladder.
Upon achievement of this qualification you should be able to demonstrate:
- An understanding of PR and its role in an organisation.
- An understanding of the theories in PR along with communication and planning tactics.
- Advanced writing and management skills.
- How to handle media relations.
- An understanding of professional practice in PR.
6m (evenings) / 3m (daytime)
Number of Modules
Course Fees £1,725 + VAT & CIPR Registration and Assessment fees £885 = Total Cost £2,955 including VAT
1.1 Public relations fundamentals
Learning outcomes: at the end of unit 1.1, learners will be able to:
Use understanding of public relations to evaluate career opportunities
Appreciate how public relations can enable organisations to achieve marketing and corporate objectives
Use knowledge of relevant theories to enhance professional practice
Appreciate the ethical and societal context in which public relations operates
Definitions of public relations and models of PR practice
How public relations differs from other areas of communication, and specialist areas of PR practice
The business, social, political and international contexts in which PR operates
Introduction to basic communications theories and systems theory
The role of professionalism and related concepts in public relations practice
1.2 Public relations in practice
Learning outcomes: at the end of unit 1.2, learners will be able to:
Understand the basic principles that underpin public relations planning
Deploy effectively a range of traditional media relations techniques
Use a knowledge of digital media to enhance professional practice
Display expertise in a range of writing tasks associated with both digital and traditional media
Introduction to PR planning
Develop the ability to deploy a range of PR techniques
Implications of social media for public relations practice
Writing for social media
Writing for traditional media
1.3 Personal Skills and Development
Learning outcomes: at the end of unit 1.3, learners will be able to:
Conduct a self-directed secondary research investigation
Develop an understanding of effectively managing time
Put public relations into context as a developing discipline
Understand basic concepts associated with case study research
Analysing and criticising theory and secondary data
Understanding case studies as a research method, advantages and disadvantage
Writing up research reports
1.1 PR Fundamentals:
Critical Reasoning test that examines your knowledge, understanding and cognitive skills. This is comprised of 2 essays each 1,500 words.
1.2 PR in Practice:
Campaign Plan (2,000 words). Plus supporting writing tasks (800 words) to illustrate your ability to apply public relations techniques in particular contexts.
1.3 Personal Skills and Development:
Critique (3,000 words) with topic agreed with tutor/centre. It is assessed through the requirement to respond to abstract problems that expand and/or redefine the existing body of knowledge.
You will qualify for the Advanced Certificate if you have any of the following:
2 years relevant full-time employment in public relations and 5 GCSEs at grade C or above, one of which must be in the English Language.
- You have studied the CIPR Foundation Award.
- UK degree or equivalent.
Those whose first language is not English must be able to demonstrate proficiency in the language – spoken and written – to an International Language Testing System (IELTS) band score of 7.0 or above or equivalent.
nesma Newcastle-upon-Tyne 2016/2017
Friday afternoons 1-5pm:
6 January, 20 January, 3, 1o and 24 February. PR Planning assignment submission- 1 March 2017.