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CIPR Courses

CIPR Public Affairs Diploma

The CIPR Public Affairs Diploma focuses on the process of policy formation and the wider corporate communications and reputational context in which public affairs operates. This qualification is firmly rooted in practice - with senior PA practitioners involved it its development - and is also grounded in the latest academic thinking.

 

Topics include:

  • The political landscape, trends and challenges
  • The art and science of lobbying and campaigning
  • Public Affairs in the context of reputation management
  • Research project.

The course lasts for approximately 6 months and offers a minimum of 20 hours tuition. In addition to the taught sessions students would be expected to spend approximately 200 hours on independent study over the length of the course.

This course is taught and assessed at level 7 of the UK (England, Wales and Northern Ireland) National Qualifications Framework (NQF).

Module 1 – The political landscape, trends and challenges

Suggested teaching time – 25 per cent 

 

Aim: To provide an understanding of the political landscape and public policy

environment

 

Defining public affairs, campaigning and political communications;

How the political environment impacts on organizations;

How decisions are made – role of the executive, legislative, judiciary and other aspects of policy formation including the role of devolved administrations and the impact of pressure groups and opinion formers;

Where decisions are made – local, regional, national and supra-national institutions and political parties;

The philosophical backdrop of power, democracy, liberal pluralism and the public sphere;

Contemporary issues for public affairs practice.

 

Learning objectives and outcomes

Learning objectives to understand:

  • The political landscape and the way policy evolves, is shaped and becomes law;
  • The impact the political environment has on the organization;
  • The importance of engaging with political audiences to enhance reputation;
  • Emerging issues and trends that affect contemporary public affairs practice.

 

Learning outcome, to be able to use knowledge of:

  • The political environment to enhance organizational reputation, minimize risk and secure (or maintain) policy change or resourcing

 

 

Module 2 – The art and science of lobbying and campaigning

Suggested teaching time – 25 per cent

 

Aim: To provide an advanced understanding of the role of lobbying and the art of persuasive communication

 

Psychology of communication including the concepts of persuasion and rhetoric;

How to influence decision makers and opinion leaders;

Creating effective lobbying campaigns and using the media to reinforce; messaging – organizational and pressure group and campaigning perspectives;

Understanding the role of political parties, election campaigning, the concept of political marketing and other ways of engaging with the electorate;

Moving from channels to conversations, dialogue and discourse;

The concept of relationship management;

Ethical dimensions and codes of conduct.

 

Learning objectives and outcomes

Learning objectives to understand:

  • the strategy and tactics of lobbying and campaigning and the theories underpinning

the process;

  • knowing when to and how to engage in the political process and policy formation;
  • how to leverage media and public affairs activities to shape the agenda.

 

Learning outcomes, to be able to use knowledge of:

  • the way lobbying and campaigning can inform and shape public policy

 

 

Module 3 – Public affairs in the context of reputation management

Suggested teaching time – 25 per cent

 

Aim: To put public affairs into the context of managing organizational reputation

 

Organizational and political reputation and what it means;

The connection between public affairs and issues and crisis management;

The importance of understanding stakeholders and stakeholder theory;

The link with corporate social responsibility, trust and transparency.

 

Learning objectives and outcomes

Learning objectives to understand:

  • the importance of reputation management and its components;
  • how to drive reputation by understanding the link between public affairs, issues and
  • crisis management and CSR in a way that adds value;
  • the importance of authenticity in effective communication.

 

Learning outcomes, to be able to use knowledge of:

  • Public affairs as a component of reputation in order to drive value across theorganization

 

 

Module 4 – Research project

Suggested teaching time – 25 per cent

 

Aim: To provide an advanced understanding of undertaking applied research

 

Undertaking a research project

Planning the project

The literature review

Secondary research

Analysis of findings and recommendations

 

Learning objectives and outcomes

Learning objectives to understand:

  • how to conduct a relevant research project, including how to use the Harvard system of referencing;
  • how to review the literature and carry out relevant secondary research;
  • the importance of critical analysis and applied recommendations.

 

Learning outcomes, to be able to use knowledge of:

  • how to apply academic research to practice

 

Download the syllabus (PDF format)

 

 

Practitioners who want to develop their strategic public affairs and management skills with the aim of taking on more senior roles.

For entry on the Crisis Communication Diploma, 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.

 

In order to apply for the Internal Communication Diploma Course you have to do the following:

  • Copy of your higher education diploma
  • Wide CV
  • Your photo (hard copy or electronic variant)
  • 1 page written essay or presentation on the topic "Why teaching Public Affairs Diploma is important for my professional development?"

Essay must be no more than one page (or not more than 10 slides). The literacy and stylistics will be taken into consideration. An essay is criteria to enter the interview.

€1750 (€2100 + VAT)


Important payment notice:

All CIPR Awarding Body fees and Membership fees MUST be paid in full prior to commencement of the course. Please check with the PR Academy regarding deadline for payment of their fees.

 

Exemptions towards the CIPR Diploma:

Holders of the CIPR Diploma in Public Realtions who wish to go on to study the CIPR Public Affairs diploma will be granted an exemption from the third unit/assessment and the course fees will be reduced accordingly. Contact the CIPR qualifications team at academy@apeironacademy.com for further details.


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