Certificate in PR Management

PR Management

About PR Management
Public relations manage the reputation and image of their companies, working to gain public understanding and support through planned publicity campaigns.

The role of PR in any organization is to identify the internal and external key publics, with whom the organization must operate effectively, and to strategically develop and maintain a relationship with these publics for the benefit of both the organization and the public.

Why is PR Management important?
The advantages to be gained with PR are
•    Credibility – If the public are made aware of the benefits to be gained from a company’s products from an independent source, and that source is not being paid by the com­pany in question, then the credibility factor is that much greater.
•    Greater readership – When glancing through a newspaper it is seldom that a great deal of attention is primarily paid to advertisements. Much more attention is given to editorial or news sections. Similarly, people are more likely to divert attention from the televi­sion to do other things while the advertisements are being shown.
•    Contain more information – Public relation is able to impart more information to the public than advertisements can. A glance is all that is usually given to an advertisement, whereas public relation, when presented as news, is given more attention and is therefore able to contain much more detailed information.
•    Cost benefits – No direct payments are made to the media for public relation. There are obvi­ously costs involved, but PR budgets are far less than those for advertising.
•    Speed – Public relation has an advantage of speed. Information on a major development can often be issued and reported in a short space of time. Public relation can also be flexible and reactive.

Who should take the PR Management Exam?
•    PR professionals
•    Business owners or Entrepreneurs
•    Anyone who wants to assess their public relations skills
•    PR managers and senior executives
•    Recruitment consultants
•    Professionals working in outsourced companies responsible for public relations
•    Any professional with skills and knowledge on public relations
•    Anyone interested in public relations

PR Management Certification Course Outline

1. Communication and Public Relations
2. Negotiating Skills and Public Relations
3. Marketing PR and Integrated Marketing Communication
4. Customer Relations
5. Dealer Relations
6. Vendor Relations
7. Employee Public Relations
8. Investor Relations
9. Media Relations
10. Corporate Social Responsibility (CSR)
11. Corporate Image
12. Corporate Identity Management
13. Event Management
14. Public Relations and Crisis Management