Course Title: Introduction to Public Relations
Course Available: September 2012
Exam Number: PRI101-4-3


An effective PR strategy will support an organisation’s corporate plan. This course will define a pragmatic approach to public relations and show delegates how public relations can become an integral part of corporate strategy. Particular emphasis is given to looking at practical ways in which a PR strategy can be created. Aspects of communication theory are covered, but most time is spent examining the case studies.

Topics Include

1-The nature of public relations

  • Definition of Public Relations
  • Mexican statement
  • Differences between: Public Relations, Marketing, Advertising, and Propaganda
  • Public Relations as a management function and its position within an organisation Role and duties of a Public Relations manager

 2-The uses of Public Relations

  • Use of Public relations in: Financial markets, International markets, Parliamentary liaison, Commercial markets, Non- profit organizations, Community relations, Crisis situations

 3-The Publics of Public Relations

  • Provide a suitable definition of publics in respect of Public relations
  • Identifying major publics of an organisation
  • Identify relevant, practical and economical ways of communicating with identified publics in a given scenario
  • The consequences of failing to identify or target the correct publics
  • The differences between: A market segment and publics, A target audience and a target market, Publics and a target audience

 4-The communication process

  • Communication process, including noise
  • Elements involved in the communication model
  • What is meant by noise in the communication process
  • Feedback as an essential part of the communication process and the dangers of not reacting to feedback

5-The following topics will be briefly addressed trough the seminar

  • Statutory legislation and voluntary controls
  • Copyright, patent, trade-mark, plagiarism, brand and logo and the legal implications of each
  • Differences between libel, slander and misrepresentation
 Speaker: Alan Taylor
Content: Video, Notes, Articles, and Assignments
Duration: 45 hours
Level: 4
Credit: 3