Anticipated Time Commitment
The following is a rough guide as to the time commitment that should be expected for this qualification.
Active learning
Training Sessions | Total |
1 webinar, 5 full-day training, and a two-day masterclass | 55-60 hours |
Assessment work
Ethics (15%) | Portfolio (60%) | Reflection (25%) | Total |
3-5 hours | 8-12 hours | 10-12 hours | 21-29 hours |
Core Units
Note: The highlighted tables indicate an ‘either’ ‘or’ in units.
TITLE | TRAINING OBJECTIVES |
Ethics in PR and Communications | - To have a clearer understanding of what is acceptable professional advice and behaviour and what is not acceptable/illegal.
|
Planning a Strategic PR Campaign | - Understand the importance of strategic PR planning
- How to use the POSTAR planning tool
- How to integrate PESO into your strategic campaign planning
- Developing clear messaging
- Measurement and evaluation
|
Navigating Campaign Budgets | - Understand the basics of the financial element of campaign management
- Create more realistic budgets
- Gain tools to improve the profitability of your campaigns
|
Account Management | - A greater confidence in deploying strategies and tactics on successful account management
- Understanding the language of account management – both verbal and physical – and deploying it effectively
- Identifying different client types and altering behaviour to ensure good relations
- How to keep campaigns on track
- Delivering good news and bad news
- Developing a client strategy to grow the account
|
Client Management: A strategic guide to successful client relationships | - To understand how to make difficult working relationships better and good working relationships great.
- Learn how to confidently negotiate deadlines, tackle difficult situations and present your ideas with clarity and persuasion.
- Develop the tools to set expectations at each stage of the working relationship, from the 'honeymoon' period at the start of the contract to the long-standing retained client.
|
Honing Your Copywriting Skills | - Develop greater confidence in own ability to produce a wide range of PR and marketing materials in less time.
- Be able to adapt your natural writing style to suit different mediums and messages.
- To be able to edit your own and other people’s copy more easily and more effectively.
|
Two-Day Crisis Management Masterclass | - Gain a thorough understanding of crisis and issues dynamics
- Gain an understanding the psychology of communication and its role in crisis management
- Build knowledge about how to prepare, plan and train most effectively
- Be equipped with a list of actions to take in a crisis.
- Gain methods for achieving client/top management buy-in
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