The PRCA executive diploma will be taught over a single academic year in partnership with Richmond University and Leeds Beckett University, who have helped develop the programme. The partnership will be launched this autumn at Richmond University’s Kensington Campus in London, and will be followed by a further launch in February at Leeds Beckett. The cost is £3,000 to enrol on the course.
The qualification is aimed at students who would normally have a first degree and/or relevant work experience, although applications will be considered on a case-by-case basis. The diploma will based on face-to-face teaching, and students will be assessed across assignments in three units: PR and the media, PR campaigns, and careers in PR.
Dr Ioannis Kostopoulos, Head of PR and Journalism, Leeds Business School at Leeds Beckett, said: “I am delighted to see our long-standing, successful partnership with PRCA expanding. Leeds Beckett has always been in the forefront of public relations education and now will play an integral role in the design and delivery of a unique and innovative Diploma in Public Relations.”
Francis Ingham, Director General of the PRCA, added: “We are very proud to be launching the Executive Diploma, which will give people everything they need to get prepared for a career in PR and communications. I would like to thank both Richmond University and Leeds Beckett University for their help in developing this fantastic qualification.”
PR and the media will cover: communications models, the media in society, the media landscape, media relations and influencer relations, news values, news release writing, pitching stories, convergence: distinction between marketing, PR and advertising, PESO model, marketing and brand journalism, SEO basics, writing and editing skills, and PR theory – persuasion and propaganda.
PR campaigns will cover: basic planning models, objective setting, identifying publics, strategy and tactics, management and control, risk and issues management, output and outcome measures.
Careers in PR will cover: ethics and professionalism, roles research and competencies, the structure of the industry (in-house and consultancy, internal and external comms), sectors and specialisms (eg public affairs).