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The aim of the CIPR Professional PR Certificate is to introduce the candidate to the context, concepts and practical tools of Professional PR Certificate(PR) that will enhance their understanding of their chosen profession and enable them to develop the skills and abilities necessary to progress in their career.
On achievement of this qualification candidates will be able to:
Explain how internal communication impacts organisational effectiveness
Select and apply internal communication and engagement models and concepts to support
achievement of objectives
Describe how internal communication and engagement can support organisational change
Identify the key issues facing internal communicators in strategy setting
Carry out research to support development of an internal communication plan
Produce an internal communication plan (research, situation analysis, setting measurable objectives, developing tactics, and monitoring and evaluating impact)
Produce effective written and verbal communications (engagement, tone of voice, storytelling, brand alignment and managing communities)
Outline how social media can be used effectively in the internal communication mix (range, properties and management of channels, employee preferences, feedback mechanisms, employee voice, and enterprise social networks)
Describe how the internal communicator can support managers (the role of management in communication and face to face engagement, team briefing, and listening techniques).
PR in Context: Research and Planning
Content, Media and Engagement.
Measurement, evaluation and professional ethics
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