This introductory level course defines the field and the scope of public relations. Broad introductions will be given to the specialist areas of PR and to in-house and consultancy working practices. Find out about CSR, reputation management and working with different stakeholder groups.
You will learn the key terms, techniques and theories of public relations and look at the relationship between PR and marketing, advertising, promotions and publicity.
The course will also examine the role of the professional PR practitioner, focusing on ethical issues, the CIPR code of practice, and continuous professional development. The principles and practice of effective media relations, writing for the media, understanding a news story, use of visual imagery, and working with press and broadcast media will be covered as well.
There is one three-hour examination (taken online) involving a report, a news release exercise and an essay.
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