Professional Certificate in PUBLIC RELATIONS

This course is designed to outline the current public management environment and to create an awareness and sensitivity to the classic management function of planning in government and non-government contexts. Learners will view public relations within a theoretical framework, with emphasis placed on planning for growth management, evaluation, and strategic planning in public decision-making. The course comprises of eight (8) sessions. Upon completion, participants will have reviewed the following topic areas:

Programme Content

Session 1

What is Public Relations?
(Grumg & Hunt models)

• Definition of and Introduction to Public relations within a theoretical framework
• Application of the basic theories to the evaluation of PR development within organizational

framework

Session 2

Designing the Communications Plan

• Planning Theory: Defining PR objectives and strategies in relations to the corporate mission

and vision

• The Process of PR (RACE - research, analysis, communication and evaluation)

Session 3 & 4

Corporate Communications – Strategies & Tactics

• Business communication (memos, letters as written tactics)
• Technology in PR and its use as Strategy
• Organisational purpose – mission statements; values; image and identity and their impact on
• policy design

Session 5

Event Planning and Management

• Planning and development techniques, including time frames, budgets and resources

requirements

Session 6

Crisis Communication Policy & Planning

• Concepts of Projection, Management and Evaluation of crisis situations understanding the

contexts and imperatives of print and broadcast media

• Working with the media effectively and positively

Session 7

Public Relations as Social Marketing

• The Role of PR in society: legal considerations, relationships and interface with government,

non-government organization, community-based organizations

• Advertising and Promotion in Public Relations

• Analysis of PR and Marketing Functions and the imperatives of each discipline

• Development of integrated communications

Session 8

Functional Public Relations Skills

• Developing context appropriate writing skills

Letters/Memos/Invitiations/Reports/Releases/Advertorials/Editorial Skills

• Media Events: Press Conferences, launches, facility visits, briefing

Exhibitions, photo opportunities and social events

• Use of Photography

(Briefing the Photographer)

Registration Information

* Please note that all information is subject to change. It is advisable to confirm all information before registration.
* Registration for all Short Media courses can be done at the Champs Fleurs, Port-of-Spain, Trincity or San Fernando Campus.
* Payment of fees can be made by linx, credit card or cheque.
* An administration fee of $100.00 is payable on all registrations.
* A late fee of $20 will apply on registrations within 1 week of commencement of class.
* A Certificate of participation is awarded to each participant upon satisfying 80% attendance of classes and/or any exam or course-work assigned by lecturer.

Schedule