Course Number 087 - Public Relations in Principle and Practice, Leading to Diploma – Postgraduate – in Public Relations in Principle and Practice, Quad-Credit, 120 Credit-Hours, accumulating to a Postgraduate Certificate, with 60 additional Credit-Hours, and a Postgraduate Diploma, with 240 additional Credit-Hours.  Course contents include: Popularity of Public Relations; Planned Process to Influence Public Opinion; Public Relations as Management Interpreter; Public Relations as Public Interpreter; The Publics of Public Relations; The Functions of Public Relations; The Curse of “Spin”; Technical/Attitudinal Requirements for Public Relations Work; The Growth of Modern Public Relations; Public Relations Comes of Age; Public Relations Education; Defining Public Opinion; Power of Persuasion; How to Influence Public Opinion; Polishing the Corporate Image; Maintaining and Managing Reputation; Public Relations and the Law; The First Amendment; Defamation Law; Insider Trading; Disclosure Law; Ethics and the Law; Copyright Law.

 

Course Number 087 - Public Relations in Principle and Practice, Leading to Diploma – Postgraduate – in Public Relations, Accumulating to a Postgraduate Diploma. .

 

Course Co-ordinator:

Prof. Dr. R. B. Crawford is Course Coordinator. He is the Director of HRODC Postgraduate Training Institute, A Postgraduate-Only Institution. He has the following Qualifications and Affiliations:

Doctor of Philosophy {(PhD) {University College London (UCL) - University of London)};

MEd Management (University of Bath);

Postgraduate (Advanced) Diploma Science Teacher Ed. (University of Bristol);

Postgraduate Certificate in Information Systems (University of West London, formerly Thames Valley University);

Diploma in Doctoral Research Supervision, (University of Wolverhampton);

Teaching Certificate;

Fellow of the Institute of Management Specialists;

Human Resources Specialist, of the Institute of Management Specialists;

Member of the Asian Academy of Management (MAAM);

Member of the International Society of Gesture Studies (MISGS);

Member of the Standing Council for Organisational Symbolism (MSCOS);

Member of ResearchGate;

Executive Member of Academy of Management (AOM). There, his contribution incorporates the judging of competitions, review of journal articles, and guiding the development of conference papers. He also contributes to the Disciplines of:

Human Resources;

Organization and Management Theory;

Organization Development and Change;

Research Methods;

Conflict Management;

Organizational Behavior;

Management Consulting;

Gender & Diversity in Organizations; and

Critical Management Studies.

Professor Dr. Crawford has been an Academic in the following UK Universities:

University of London (Royal Holloway), as Research Tutor;

University of Greenwich (Business School), as Senior Lecturer (Associate Professor), in Organisational Behaviour and Human Resource Management;

University of Wolverhampton, (Wolverhampton Business School), as Senior Lecturer (Associate Professor), in Organisational Behaviour and Human Resource Management;

London Southbank University (Business School), as Lecturer and Unit Leader.

His responsibilities in these roles included:

Doctoral Research Supervisor;

Admissions Tutor;

Postgraduate and Undergraduate Dissertation Supervisor;

Programme Leader;

Personal Tutor.

 

For Whom This Course is Designed

This Course is Designed For:

 

Public Relations Professionals;

Public Relations Practitioners;

Marketers and Public Relations Managers;

Board of Directors;

Business Owners;

Customer Service Managers;

Sales and Development Business Managers;

HR professionals who have communications roles;

Managers who want to add high-level communications skills to their personal portfolios;

 Other key personnel in the organization whose work involves contact and interaction with internal/external public.

                           

 

 Location:  Central London and International Locations

 Duration: 20 Days

Cost: £20,000.00 Per Delegate

 

Daily Schedule: 09:30 – 16:30

 

 

The course cost does not include living accommodation. However, delegates are treated with the following:

•  Free Continuous snacks throughout the Event Days;  

•  Free Hot Lunch on Event Days;                           

•  Free City Tour;             

•  Free Stationery;                               

•  Free On-site Internet Access;

• HRODC Postgraduate Training Institute’s   Diploma – Postgraduate; or

• Certificate of Attendance and Participation – if unsuccessful on resit.

 

HRODC Postgraduate Training Institute’s Complimentary Products include:

• HRODC Postgraduate Training Institute’s Leather Conference Folder;

• HRODC Postgraduate Training Institute’s Leather Conference Ring Binder/ Writing Pad;

• HRODC Postgraduate Training Institute’s Key Ring/ Chain;

• HRODC Postgraduate Training Institute’s Leather Conference (Computer – Phone) Bag – Black or Brown;

• HRODC Postgraduate Training Institute’s 8GB USB Flash Memory Drive, with Course/ Programme Material;

• HRODC Postgraduate Training Institute’s Metal Pen;

• HRODC Postgraduate Training Institute’s Polo Shirt.

 

 

Course Number 087 - Public Relations in Principle and Practice, Leading to Diploma – Postgraduate – in Public Relations, Accumulating to a Postgraduate Diploma.

 

The Importance of This Course and Statement of its Objectives.

 

Our course on Public Relations in Principle and Practice is about how to deal with people outside the organization. Interface between the organisation and its external environment is of paramount importance, particularly in our current climate of enhanced sensitivity to Political Correctness and Diversity Awareness.

 It helps the organisation to limit and manage risks, limiting the damage that related exposure might generate. It also helps participants to develop an excellent relationship with the media, understanding how to make timely releases, addressing its concerns, in a timely fashion. All these efforts will improve the Public's perception of the organisation, engendering 'Public Trust'.

 One of the most important issues that this course addresses is the ability of the organisation to Publicise its 'Social Objectives', while underplaying its 'Business Objectives', a factor that has seen the enormous success of several International Businesses and the positive images portrayed by many Public-Sector Organisations.

 

Course Number 087 - Public Relations in Principle and Practice, Leading to Diploma – Postgraduate – in Public Relations, Accumulating to a Postgraduate Diploma.

 

Course Contents, Concepts and Issues

 

Module 1

Public Relations and Pertinent Evolutionary Issues (1)

 

M1. Part 1: Defining Public Relations

 

Popularity of Public Relations;

Planned Process to Influence Public Opinion;

Public Relations as Management Interpreter;

Public Relations as Public Interpreter;

The Publics of Public Relations;

The Functions of Public Relations;

The Curse of “Spin”;

Technical/Attitudinal Requirements for Public Relations Work.

 

M1. Part 2: The Growth and Future of Public Relations

 

Ancient Beginnings;

The Father of Modern Public Relations;

The Growth of Modern Public Relations;

Public Relations Comes of Age;

Public Relations Education.

Preparing Your Public Relation Role

 

M1. Part 3: Communication in Public Relations

 

Purposes of Communication;

Theories of Communication: Traditional;

Theories of Communication: Contemporary;

The Word;

The Message;

Receiver’s Bias;

Feedback.

 

 

M1. Part 4: Public Opinion and Public Relations

 

Defining Public Opinion;

What Are Attitudes?;

How Are Attitudes Influenced?;

Attitude Change Motivation;

Power of Persuasion;

How to Influence Public Opinion;

Polishing the Corporate Image;

Maintaining and Managing Reputation.

 

 

M1. Part 5: Public Relations Management and Planning

 

Management Process of Public Relations;

Reporting To Top Management;

Conceptualizing the Public Relations Plan;

Creating the Public Relations Plan;

Activating the Public Relations Plan;

Setting Public Relations Objectives;

Budgeting For Public Relations;

Implementing Public Relations Programs;

The Public Relations Department;

The Public Relations Agency;

Reputation Management;

The Jobs;

Payment;

Women and Minorities.

 

 

M1. Part 6: Employing Ethics in Public Relations

 

Doing the “Right Thing”;

Ethics in Business;

Corporate Codes of Conduct;

Corporate Social Responsibility;

Ethics in Government;

Ethics in Journalism;

Ethics in Public Relations.

 

 

M1. Part 7: The Legal Parameter of Public Relations

 

Public Relations and the Law;

The First Amendment;

Defamation Law;

Insider Trading;

Disclosure Law;

Ethics Law;

Copyright Law.

 

M1. Part 8: Research and Public Relations

 

Role of Research in Public Relations;

What Constitute Research;

Principles for Public Relations Research;

Types of Public Relations Research;

Methods of Public Relations Research;

Surveys;

The Sample;

The Questionnaire;

Interviews;

Results Analysis;

Communications Audits;

Unobtrusive Methods;

Evaluation;

Measuring Public Relations Outcomes;

Research and the Web;

Making Use of Outside Research Help.

 

 

Events, Promotions, Entertainment, Sports and Tourism

 

M1. Part 9: Meeting, Banquets, Conventions, Trade Shows and Promotional Activities

 

Activities:

Events;

Prime Brand-Building Opportunities;

Detailed Planning and Logistics.

Group Meetings:

Meeting Location;

Meeting Invitations;

Planning and Hosting a Successful Meeting;

Meeting Facilities;

Getting the Meeting Started;

Speakers;

Meals.

Banquets:

Expenses;

Hosts/Speakers;

Timelines;

Creating a Budget;

Receptions and Cocktail Parties.

Open House and Plant Tours:

Planning a Successful Open House.

Conventions:

Convention Planning;

Convention Programs.

Trade Shows:

Exhibit Booths;

Press Rooms and Media Relations;

Working with the Media at Trade Shows.

Promotional Events:

Corporate Sponsorships: Another Kind of Event;

Celebrity Appearances;

Promotional Event Logistics.

 

 

M1. Part 10: Entertainment, Sports and Tourism

 

Promoting a Personality:

The Cult of Celebrity;

The Personality Campaign;

Damage Control and Personal Publicity;

Multiple Media Simultaneously;

Personal Appearances;

Campaign Evaluations.

Promoting an Entertainment Event;

Sports Publicity:

Sports Mania Worldwide Stimulated by PR Efforts;

Tools of Sports Publicists;

Emerging Sports (e.g., Soccer);

Sponsorship Management.

Travel Promotion:

Three Steps of Travel PR;

Familiarization Trips;

Appeals To Target Audiences;

Ethics in Action: “Freebies”;

Tourism in Times of Crisis.

 

 

Module 2

Public Relations in Principle and Practice (2)

 

Dealing with the Public

 

M2. Part 1: Print Media Relations

 

Impartiality of the Media;

Number One Medium;

Prominence of Electronic Media;

The Internet Factor;

Dealing with the Media;

Attracting Publicity;

Value of Publicity;

Pitching Publicity;

Online Publicity;

Handling Media Interviews.

 

M2. Part 2: Employee Relation

 

Strong Employee Relations towards Solid Organizations;

Dealing With the Employee Public;

Trusted Communications;

Credibility;

S-H-O-C the Troops;

Employee Communications Tactics;

Internal Communications Audits;

Online Communications;

The Intranet;

Print Publications;

Bulletin Boards;

Suggestion Box/Town Hall Meetings;

Internal Video;

Face-To-Face Communications;

The Grapevine.

 

 

M2. Part 3: Multicultural Community Relations

 

Community Social Responsibility;

Community Relations Expectations;

Objectives of Community Relations;

Community Relations on the Web;

Serving Diverse Communities;

Non-profit Public Relations.

 

M2. Part 4: Government Relations: Enhancing Public Relations Effectiveness

 

Public Relations

Public Relations in Government

Government Practitioners

Two Prominent Departments

The President

The President’s Press Secretary

Lobbying the Government

What Do Lobbyists Do?

Do-It-Yourself Lobbying

Political Action Committees

Dealing with Local Government

 

 

M2. Part 5: Consumer or Client Relations in Public Relations

 

Worldwide Consumer Class;

Objectives of Consumer Relations;

Consumer-Generated Media;

Customer Complaints Handling;

The Consumer Movement;

Federal Consumer Agencies;

Consumer Activists on the Internet;

Business Gets the Message.

 

 

International Relations Dimensions of Public Relations

 

 

M2. Part 6: International Relations

 

International Operation;

Overview of Public Relations in:

Canada;

Europe;

Latin America;

Japan;

China;

Asia;

Eastern Europe;

Russia;

Australia/New Zealand;

Africa;

Middle East.

 

 

Public Relations Implementation

 

M2. Part 7: Public Relations Writing

 

Writing for Viewing and Listening;

Fundamentals of Writing;

Flesch Readability Formula;

Ysela Cornerstones of Corporate Writing;

The Inverted Pyramid Style in Writing;

The News Release;

News Release News Value;

News Release Content;

News Release Style;

News Release Essentials;

The Social Media News Release;

Writing Internet News Releases;

Importance of Editing.

 

 

M2. Part 8: Public Relations and the Internet

 

Brief History of the Internet;

Public Relations and the Internet;

Web Sites;

Email;

Blogs;

Social Networks;

Other Web-Based Communications Vehicles;

Darker Side Of Online Communications.

 

M2. Part 9: Integrated Marketing Communications

 

Public Relations vs. Marketing vs. Advertising;

Product Publicity;

Third-Party Endorsement;

Building a Brand;

Public Relations Advertising;

Traditional Integrated Marketing;

Purposes of Public Relations Advertising;

21^st Century Integrated Marketing.

 

 

M2. Part 10: Crisis Management

 

Issues Management;

Risk Communication and Message Mapping;

Managing In a Crisis;

Planning In a Crisis;

Communicating In a Crisis;

Engaging the Media.

 

 

M2. Part 11: Launching Career in Public Relations

 

Public Relations in Economic Downturn;

Organising the Job Search;

Organising the Job Interview;

Mapping a Career Path;

Ensuring Public Relations Success.

 

Course Number 087 - Public Relations in Principle and Practice, Leading to Diploma – Postgraduate – in Public Relations, Accumulating to a Postgraduate Diploma.