The Professional PR Certificate will give you a detailed introduction to PR and enable you to develop the knowledge and skills to progress in a career in PR.
The aim of the CIPR Professional PR Certificate is to introduce the candidate to the context, concepts and practical tools of Professional 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.
CIPR Professional PR Certificate
Aims of the module
- Research and develop PR plans, create content that helps an organisation to tell a story, change attitudes and influence behaviours, and/or market products and services; and measure the impact of communications activities.
Unit 1: PR in Context: Research and Planning
Unit 1 positions public relations in the economic, social and political contexts in which it functions and considers areas of PR practice. It examines where PR sits within organisations and how it adds value. It considers practical challenges and introduces conceptual underpinnings relating to PR planning within a framework of organisational strategy, vision and goals, developing capabilities in PR, and communications research and planning. An analytical perspective is applied to encourage candidates to reflect on their own experience alongside case studies of organisations and scenarios.
Unit 2: Content, Media and Engagement
Unit 2 considers: how to create and manage communications that work; how individuals and groups react and respond to PR activities; and how PR can affect that response. It examines concepts and theories related to PR practice. The ways in which developments in technology have affected the balance between organisations, stakeholders and publics are discussed. The key concepts and related methods underpin the study of media and social media channels, the creation of ethical and compelling content, storytelling, content curation, and interpreting, and using data. Candidates are encouraged to draw on their own experience alongside case study examples of campaigns and professional practice.
Unit 3: Measurement, evaluation and professional ethics
Unit 3 focuses on the delivery of communications and PR activities; and how they are managed, monitored and measured, including the contrasting roles of consultancy and in-house professionals. Current best practice on evaluation (AMEC guidelines) is introduced to equip the candidate with practical tools to use in the workplace. The links between objective setting (Unit 1) and content development (Unit 2) and their impact on the organisation’s strategic goals are explored. The Unit also considers the professional status of the discipline, and introduces key legal and regulatory concepts. The ethical dimension within which public relations operates, including the CIPR Code of Conduct, is examined.
Unit 1 Assessment:
PR Plan and statement of reflection: A 2000-word (+/- 10%) PR plan + Supporting 500-word (+/- 10%) statement of reflection on own learning relating to planning theory, concepts and models.
Unit 2 Assessment:
Content curation report, written content and statement of reflection: Based on the plan developed in Unit 1, a 1000 word (+/-10%) content curation report, + A 1000 word (+/-10%) piece of original written content, on the chosen topic, that draws on the material within the curated content report, and develops messages into a coherent narrative around the objectives of the plan. Finally a supporting 500-word (+/-10%) statement of reflection on own learning relating to communication techniques and concepts employed in the visual and writing tasks.
Unit 3 Assessment:
An Executive report, statement of reflection and discussion of ethical issues: A 1500-word (+/-10%) executive report + Supporting 500-word (+/- 10%) statement of reflection on own learning relating to concepts and practicalities of measurement and evaluation considered in the report/ proposal. Finally a 500-word (+/- 10%) discussion of the ethical and legal decisions involved in planning.
You qualify for the CIPR Professional PR Certificate if you have any of the following:
- CIPR Foundation
- any UK recognised degree, or equivalent
- 2 years’ relevant full-time employment in public relations (or related sectors, e.g. marketing, journalism) and 5 GCSEs at grade 5 or above, 1 of which must be in the English Language.
- In addition, 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 6.5 or equivalent.
Our next cohort will w/c 10 May 2021.