CIPR

Syllabus for Advanced Certificate.

Unit 1.1 – Managing PR

Suggested teaching time - 40%

(a) Defining PR and its role in the organisation

Aim: To provide a general introduction to public relations as a management activity.

(b) PR and communication theory

Aim: To develop an understanding of communication processes and how they are used in PR.

Learning Objectives:

• introduce the background to how public relations has developed
• critically examine the various definitions of public relations
• consider how public relations is managed in organisations and how organisations use public relations to achieve their objectives
• introduce communication theory and how it is used in public relations
• examine how new media is changing public relations practice
• encourage study skills and essay/report writing.

Learning Outcomes:

At the end of Unit 1.1 you will be able to:

• use your knowledge of what public relations is to broaden your understanding and plan your career.
• understand how public relations can enable organisations to achieve objectives
• develop your own professional expertise through your understanding of communication theory
• use your knowledge of new media to enhance practice.

Indicative content:

• Introduction to history and definitions of PR
• PR's differences from marketing, advertising and journalism
• Introduction to media relations, internal communications, public affairs, CSR
• Introduction to systems theory, management theory, organisational structures and impact on PR

Assignment: Critical Reasoning Test

Unit 1.2 - PR in action (Vocational skills)

Suggested teaching time – 45%

Aim: To provide an introduction to planning and primary tactics used in public relations.

Learning Objectives

• examine the way in which public relations plans are developed
• review the principles and practice of media relations
• encourage an understanding of the importance and purpose of internal communications
• develop the ability to deploy a range of PR techniques.

Learning Outcomes:

At the end of Unit 1.2 you will be able to:

• develop and manage public relations plans
• use a range of effective media relations techniques
• manage a full range of internal communications activities.

Indicative content

• Case study
• Planning models and effective communication, targeting publics, developing messages, selecting channels
• Media training; writing; interviews; writing genres and styles; writing media releases; managing launches; internal communications activities including employee research; employee engagement activities; employee briefings; intranet pages; speeches; presentations.

Assessment: Planning Assignment

Unit 1.3 - Professional development (Personal development)

Suggested teaching time – 15%

Aim: To provide an introduction to management skills and reflective professional practice.

Learning Objectives

• support students conducting a self-directed research investigation
• develop an understanding of effective management skills
• examine what professionalism is and how it relates to public relations practice
• put public relations into context as a developing discipline

Learning Outcomes:

At the end of Unit 1.3 you will be able to

• improve your management skills
• implement a personal Continuing Professional Development plan
• actively reflect on how to contribute to the development of public relations.

Indicative content

• Management skills, including organising and managing effective meetings, making effective contributions to meetings, personal time management, making presentations, pitching, managing resources and information systems, negotiating and problem solving
• Professionalism, personal and professional ethics, personal learning approaches, personal planning skills
• Completion of personal plan for Continuing professional development.

Assessment: Critique

Assessment programme

Assessments are directly related to each study unit – ie one assignment per unit. These are intended to assess professional knowledge, vocational skills and personal development as relevant. Progression and links between the CIPR Advanced Certificate and Diploma qualifications is also evident.

Two deadlines during the year are offered for each unit to accommodate courses starting in September to November or January to March and provide a timely option for resubmission or deferrals.

An external examiner is allocated for each unit to evaluate and manage the quality of the assessment process for the relevant assignment. In addition the chair of the Exam Board oversees the entire process. These posts are part of the CIPR Qualification structure.

Professional knowledge: Critical Reasoning Test

The Critical Reasoning Test (CRT) examines your knowledge, understanding and cognitive skills. It is completed during a fixed time period and structured to allow you to take responsibility for preparing and submitting well-developed answers to a series of questions that present varied, specific or complex scenarios relevant to the appropriate level.

You are assessed on your comprehension and ability to critique and apply theoretical principles demonstrating you have developed an expert framework for making judgements about the practice of Public Relations.

Vocational skills: Planning Assignment

Subject specific vocational skills for the Advanced Certificate are assessed through a planning assignment. The plan and supporting materials are based on a given case scenario necessitating all work to be produced specifically for the course. You are required to submit a campaign plan (which may encompass media relations and internal communications) and develop two writing tasks to illustrate your ability to apply public relations techniques in particular contexts.

You must apply diagnostic skills and originality in producing a high standard of written work. This is against a background of a campaign plan that demonstrates your analytical ability, and confirms your understanding of public relations planning processes.

Personal development: Advanced Certificate Critique

You are required to be competent in considering and evaluating your own work and that of others in a reflective manner with reference to academic and professional issues, debates and conventions. This personal development as reflective practitioners is assessed through the requirement to respond to abstract problems that expand and/or redefine the existing body of knowledge.

You are required to undertake specialist enquiry into a topic to be agreed with your teaching centre. You will construct and submit a critique that explores and examines PR as a developing discipline and informs your own understanding through a review of a specific aspect of the existing body of knowledge and/or practice.