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CIPR Courses

CIPR Diploma in PR

Studying for the CIPR Diploma in Public Relations – the CIPR's flagship qualification – will enable you to operate more strategically with confidence. It will do this by equipping you with the advanced knowledge you need to design effective PR strategies.

On successful completion of the Diploma, you can fast-track to become a CIPR Accredited Practitioner – a hallmark of your commitment to professional development.

Learn more about how communication works, behaviour and influence, and how to apply them in a digital world. Examine the role of PR and ethics. Come away knowing how to put the theory into practice through advanced PR planning, equipped to deliver campaigns with impact that will wow clients and colleagues.

 

Topics include:

  • PR as a management function
  • theoretical approaches
  • reputation management
  • corporate responsibility and stakeholder theory
  • issues and crisis management
  • PR planning.

 

The course lasts for approximately 12 months and offers a minimum of 48 hours tuition. In addition to the taught sessions students would be expected to spend approximately 400 hours on independent study over the length of the course.

Unit 2.1 – PR Theory and Practice (professional knowledge)

Suggested teaching time: 45%

Aim: To develop the ability to analyse and critique a range of public relations concepts, models and theories and to apply them to public relations practice.

 

Learning objectives

  • introduce the basic elements of public relations theory, including schools of thought
  • encourage greater use of academic study skills, including critical evaluation
  • encourage wider, critical, reading into current thinking about public relations practice and theory
  • examine the social, economic and political impact of public relations in the organisation, UK, European Union and globally
  • apply a range of theories to public relations practice in the workspace.

 

Learning outcomes

At the end of Unit 2.1 learners will be able to:

  • critically evaluate a wide range of public relations theories and concepts
  • critically evaluate a wide range of public relations theories and concepts
  • write essays/ papers to academic standards
  • access a wide range of relevant public relations writing and thinking
  • locate public relations theory in wider academic and social contexts
  • evaluate the impact of public relations in their own organisation and wider contexts
  • apply a range of public relations ideas to their own workplace and to the sector in general.

 

Indicative content

  • introduction to public relation practice and study
  • public relations theory – an overview
  • public relations in society – the wider context.

 

Assessment: Critical Reasoning Test (essays/reports: 5,000 – 6,000 words)

 

Unit 2.2 – PR Planning and Management (vocational skills)

Suggested teaching time: 45%

Aim: To develop the ability to explain, critique and apply a range if theories and practices to strategic public relations planning and management.

 

Learning objectives

  • introduce a range of theories, models, concepts and practices concerning strategic public relations management
  • emphasise the importance of planning to strategic public relations
  • explore corporate communication and its strategic functions
  • consider the needs of publics / stakeholders in designing communication
  • increase effective media planning and execution, including the use of informative and persuasive communication strategies
  • understand the role of research and evaluation in the planning process
  • encourage students to apply the above to their own public relations practice.

 

Learning outcomes

At the end of Unit 2.2 learners will be able to:

  • apply a range of theories, models and concepts to public relations planning for a range of situations
  • produce and identify clear strategic objectives for a range of situations, as well as appropriate tactics, in line with corporate goals
  • consider and prioritise the needs of different publics / stakeholders in a range of situations
  • design effective communications, using appropriate media channels, and informative and / or persuasive messages
  • select appropriate research and evaluation tools
  • use the above planning tools in their own place of work / practice.

 

Indicative content

  • introduction to public relations planning in theory and practice
  • strategic PR planning and organisational objectives
  • strategic publics
  • strategic media planning
  • research and evaluation

 

Assessment: Planning assignment based on a case study (5,000 words).

 

Unit 2.3 – Personal Skills and Development (reflective practice)

Suggested teaching time: 10%

Aim: To support students conducting a self-directed research investigation into an aspect of public relations practice and/ or theory.

 

Learning objectives

  • introduce a range of primary and secondary research tools
  • encourage students to produce realistic and achievable research plans
  • understand the importance of sourcing, reviewing and critiquing appropriate literature
  • explore the different values and limitations of qualitative and quantitative research methods
  • introduce appropriate questionnaire designs
  • enable links to be made between theories, concepts and practices outlined in earlier modules and current public relations practice.

 

Learning outcomes

At the end of Unit 2.3 learners will be able to

  • define their own project parameters and produce a realistic research plan
  • produce a literature review of current thinking in the field, including critical evaluation
  • conduct primary and secondary research, as appropriate, using suitable research tools
  • produce an in-depth reflective investigation of a selected area of public relations practice or theory, drawing on material introduced in previous modules.

 

Indicative content

  • project design
  • research tools
  • personal reflection.

 

Assessment: Personal project agreed with tutor (6,000 words).

The CIPR Diploma in Public Relations is right for you if…

  • You have completed the CIPR Advanced Certificate in Public Relations
  • You are an experienced PR professional without an industry specific qualification
  • You are working in any field of public relations (e.g. media relations, internal communications or public affairs)
  • You want to learn about the strategic roles and functions of the public relations practitioner.

For entry on the Diploma in PR, any one of the following criteria is acceptable:

  • CIPR Advanced Certificate in Public Relations
  • CIPR Internal Communication Certificate plus one year's full-time employment in PR*
  • post-graduate professional qualification in a related discipline (e.g. CIM diploma), plus one year's full-time employment (or equivalent part-time employment) in public relations*
  • degree in business/marketing/management/communication studies, plus one year's full-time employment in PR
  • two years' full-time employment in public relations*, and the CAM Advanced Diploma in Marketing Communication
  • four years' full-time employment in public relations* and five GCSE passes, one of which must be in English Language.

 

Notes

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 7.0 or above or equivalent.

* Eligibility of PR employment will be determined by the qualifications department and will need to be deemed to be of a sufficiently senior level.

2650 (€3100 + VAT) 


Important payment notice:

In addition to the course fees specified, CIPR membership is a course requirement and costs £145 for a 15-month membership (three months more than a standard membership subscription).

The membership subscription form is incorporated in the course application.

 


Testimonials

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