CIPR Foundation Award in Public RelationsCoventry University
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- Foundation degree
- Scarborough (Inghilterra)
Cosa impari in questo corso?
Skills and Training
The CIPR Foundation Award is a short starter qualification taught at A-level standard. It will equip you with the essential knowledge and skills that you need to get started in public relations – from understanding the role of the PR practitioner to learning the basics of writing for the press and dealing with journalists.WHY CHOOSE THIS COURSE?
By the end of the course, you will:
- Understand the role and scope of public relations
- Recognise the differences between public relations, marketing, advertising, publicity, public information, spin and propaganda
- Be familiar with key PR terminology
- Be aware of the importance of PR ethics and the role of the CIPR Code of Conduct
- Understand the key principles of effective media relations
- Know how to write a news release and sell in your story
Unit 1 - Distinguishing PR Activities
This unit will enable students to define the field and scope of public relations and its relationship with marketing, advertising, publicity, propaganda etc. Students will also be able to demonstrate an understanding of the way that public relations is placed within organisations (in terms of its relative position to the dominant coalition, budget share etc.) Broad introductions will be given to some specialist areas including financial/investor public relations, lobbying, marketing PR (FMCGs) sponsorship, working in-house or in a consultancy and corporate social responsibility. Concepts such as relationship building, reputation management and working with publics will be illustrated.
Unit 2 - Writing for News Media and Online Audiences
To make clear the basics of working in partnership with the news media – meeting their needs; writing press releases for them; knowing what is news and why it needs currency and human interest; beginning to understand what makes a good picture for print, the right sound for radio and when something might be of interest to television. Also to understand the needs of online audiences and influencers such as bloggers, what makes a good concept for a viral video, and to be able to write a blog post or tweet to publicise a news event.
Unit 3 - Ethics and the PR Professional
To establish the role of the professional practitioner, difficult choices will be debated for those working under the CIPR code of practice. We will address what it means to use an ethical approach and examine a commitment to continuous professional development.HOW WILL THIS COURSE BE TAUGHT?
Fifteen hours of lectures and participative workshops during which the background, some basic theories and practical skills will be explained and demonstrated using case studies and current issues.
Self directed study:
Fifteen hours of background reading and revision.Start date
This course will start from September 2016 onwards. Please contact us for specific dates.HOW WILL I BE ASSESSED?
Assessment is a three hour online examination involving a report, a news release/blog post/tweet exercise and an essay covering all three units of the award. Students are responsible for making their own examination arrangements.
This award is conferred by the Chartered Institute of Public Relations.
Students who achieve 50% or more in the examination will have passed and so achieve the award. Those achieving 60% to 69% will have passed with merit, and those achieving 70% and above, with distinction. Merit passes and distinction passes will be shown on the certificates."