CIPR Foundation Award in Public Relations – Level 3
This is a 3-day course with a nationally recognised qualification. It provides an introduction to the knowledge and skills needed in PR and is a platform for further studies. Success at this level qualifies you to enrol for the CIPR’s Advanced Certificate.
To serve as an introduction to the profession of public relations and to develop your writing skills.
Upon achievement of this qualification you should be able to demonstrate:
- An understanding of and differentiate between the concepts and practices of : public relations, marketing, advertising, publicity, public information, spin and propaganda
- An understanding of and work with, key PR terms: publics, reputation, relationships, media relations, newsworthy, dialogue, mutual understanding, social responsibility, evaluation and communication
- An understanding of, and know how to work under the CIPR code of ethics
- An understanding of when and how to write and place a news release, a blog post or tweet (micro-blog)
Number of Modules
£695+VAT+£150 assessment and registration fee.
This qualification has three units:
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 some specialist areas including financial/investor public relations, lobbying, marketing PR (FMCGs) sponsorship, working in-house or in a consultancy and corporate social responsibility. Concepts such as relationship building, reputation management and working with publics will be illustrated.
Writing for News Media and Online Audiences
To make clear the basics of working in partnership with the news media – meeting their needs; writing press releases 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. Also to understand the needs of online audiences and influencers such as bloggers, what makes a good concept for a viral video, and to be able to write a blog post or tweet to publicise a news event.
Ethics and the PR Professional
To establish the role of the professional practitioner, difficult choices will be debated for those working under the CIPR code of practice. We will address what it means to use an ethical approach and examine a commitment to continuous professional development.
Each student has 3 hours to complete a written online exam.
You will qualify for the Foundation Award if you have at least five GCSEs at grade C or above*.
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.
* If you do not have the necessary GCSEs or GCEs you may still be accepted at the discretion of the CIPR on the basis of your professional experience (not necessarily in public relations).