Diploma in Public Relations (Dip. PR) with Extensive Online PR and Extra Event Management modules (Evening Course - 10 Weeks, 2 evenings/week)

start date: 11 October 2017

Delivered interactively by Ireland’s leading public relations professionals, Fitzwilliam Institute's Diploma in Public Relations course takes places in Dublin City Centre, twice a week for 10 weeks, and features:

  • Over 3 months of intensive high-level corporate training with interactive modules covering all aspects of public relations: The Meaning And Development Of Public Relations, Ethical And Legal Issues, Strategic Process, Media Specialisations, Internal Public Relations, Crisis Management, Political Lobbying, Outreach, Tools and Techniques, Sponsorship and Community Relations, etc. In addition, in-depth Online PR and Event Management modules are included in this course.
  • Practical skills training delivery from leading industry professionals. All of Fitzwilliam Institute’s public relations trainers are top industry professionals with many years of successful public relations experience across a broad range of industries. Fitzwilliam Institute’s cutting edge program in public relations contains the core and vital public relations industry key skillset and, on completion, all of our students are industry-ready. This course also features a number of guest speakers from the public relations industry.
  • Real life public relations briefs. Fitzwilliam Institute’s world-class diploma in public relations offers practical and specific public relations skills that can be applied in real world situations - "The Apprentice" style. You will gain exposure to invaluable public relations toolkits and prepare a real life public relations brief, enabling you to develop your public relations portfolio. The course project is aimed at providing you with the confidence and ability to take on and create public relations campaigns for any organisation. A combination of case studies, interactive group sessions, presentations, and questions and answers allows you to gain transferrable skills and invaluable experience, in real-life situations, which will prepare you for a successful future in the industry.
  • Pitch and presentation skills. Fitzwilliam Institute’s Diploma in Public Relations course guides you through all of the stages of creating and planning a public relations campaign, finally producing a public relations pitch which can be used as a template for future public relations proposals. A special feature of Fitzwilliam Institute’s PR course is the time devoted to developing your pitching and presentation skills.
  • Public relations jobs, networking and volunteer opportunities. With over 30 years of industry experience, Fitzwilliam Institute is extremely well placed within the public relations industry. PR employers are always looking for Fitzwilliam Institute students and alumni. Fitzwilliam Institute’s website features a comprehensive jobs and volunteer opportunities section.


Public Relations Courses: Modules 1

The Meaning and Development of Public Relations

Definitions of PR. Public Relations' Relationship with other Functions/Professions - Advertising, Marketing, etc. History and Development of Public Relations in Ireland and globally. Professionalism and Industry Bodies PRII, PRCA, IPR.

Public Relations Courses: Modules 2

Ethical and Legal Issues

The Principle Ethical Codes which underpin the practice of PR. Legal Issues in Public Relations - Copyright, Libel, Slander, Freedom of Information.

Public Relations Courses: Modules 3

Strategic Process

 Situation Analysis, Research, Objectives, Publics, Implementation, Budgets and Timetables, Evaluation. Planning and Managing a PR campaign.

Public Relations Courses: Modules 4

PR Sectors

Corporate, Consumer, Business to Business, Voluntary Sector. Financial PR including Communicating Financial Performance, PR during Mergers, Takeovers, Share Offerings, Shareholder Communications. PR's role in the Annual Report and Accounts.

Public Relations Courses: Modules 5

The Professional Environment

Consultancy Structures, Client Relationships, Pitching for Business, Managing Client Accounts, In-house Departments, Relationships within the Organisation, Preparing an In-house Strategy, Relationship with PR Consultants, Managing Staff. Entrepreneurship - Identifying gaps in the Market and Developing Services to fill those gaps, Launching a New Product/Service.

Public Relations Courses: Modules 6

PR as a Management Function

PR's Role in the Organisation - Internal Communication, Communicating Performance, Counselling the Organisation, Strategy. The Role of the PR Practitioner, Both In-house and in Consultancies. Business Strategy and Operation.

Public Relations Courses: Modules 7

Public Relations Crisis Management

 Definitions and Typologies of Crises. The Crisis Management Plan and Crisis Management Team. Communicating in a Crisis. The Aftermath of a Crisis. Reputation Management.

Public Relations Courses: Modules 8

Internal PR

Rationale for effective Internal PR. Linking Internal PR to business Goals. Importance of Management Commitment, Employee Roles and Business Goals. Links with HR. Consequences of mistakes. How Informal Communication Channels Work. Listening and Feedback. Mechanisms for Effective Internal Comunications.

Public Relations Courses: Modules 9

Sponsorship and Community Relations

 Definitions and Historical Development of the Sponsorship Market. Why Organisations engage in Sponsorship. Using Sponsorship to Target Particualar Publics. What can be Sponsored? The fit between the Sponsor and the Sponsored. The Sponsorship Proposal. How Sponsorship fits in to wider PR Campaigns. Evaluating Sponsorships. Why Organisations engage in Community Relations. The Range of CR activities.

Public Relations Courses: Modules 10

Political Lobbying

Interest Groups and Lobbying. How to influence Public Policy. Planning and Managing Lobbying Campaigns. The Role of Coalitions. Public Affairs - Integrating Lobbying and Media Campaigns. Involving the Public in Lobbying Campaigns.

Public Relations Courses: Modules 11


 Managing Relationships with Activist Groups. Coalition Building and Third-party Endorsements. Working with Trade Associations, Unions and Charities.

Public Relations Courses: Modules 12

Tools and Techniques

Basic Tools and Techniques available to PR Professionals. Event management: Exhibitions, Conferences, Product Launches, etc. Controlled media: Newsletters, Brochures, Video, Websites, EPK, disc, film etc. Uncontrolled media: Publicity in terms of Print,Photography, Broadcast and Internet. Role of the Press Officer.

Public Relations Courses: Modules 13


Print, Radio and Television Interviews. Interview Techniques, Preparation, Scripts, Sound Bites, Keeping Control, Live or Recorded, Phone or In-Person, Statements etc.

Public Relations Courses: Modules 14

Entrepreneurship in PR

Starting your own PR business. Identifying gaps in the Market; Developing Services to fill them. Registration, VAT, Location, Insurance, Industry Contact Listings, Advertising, Accounts, Budgeting, Deadlines, Credit Terms, Invoicing/Payments etc.

Public Relations Courses: Modules 15

Research in Public Relations

Importance of Research in PR. Types of Research. Research in all stages of a PR Campaign. Social Psychology. Measurement of Attitudes and Public Opinion.Achieving Attitudinal and Behavioural Change. Research Material and Sources.

Public Relations Courses: Modules 16

Case Studies

Analysis of a Range of PR Case Studies and Campaigns.

Public Relations Courses: Modules 17

Presentation Skills

 Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.

Public Relations Courses: Modules 18

Online Public Relations

Public Relations Courses: Topic 1

The Social Media Landscape

Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.

Public Relations Courses: Topic 2

The Internet as a Media

Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.

Public Relations Courses: Topic 3

Online PR building blocks

Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.

Public Relations Courses: Topic 4

Social Media and PR strategy

Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.

Public Relations Courses: Topic 5

Online Influences on present PR practices

Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice.

Media And Media Writing

Mass Media

 The Elements of the Mass Media in Ireland - TV, National and Local Radio, National and Local Newspapers, Trade Publications, Specialist and Consumer Magazines, the Internet. The Functions of Different People in the Media.

Public Relations Courses: Modules 19

The Relationship between Public Relations and the Media

What the Mass Media needs from Public Relations, and what Public Relations needs from the Mass Media. The Factors involved in Building Effective Relationships with the Media. Dealing with the Mass Media, i.e. Pitching Stories, Interviews, Press Conferences, Photography, Media Relations in a Crisis. Publicity versus Press Relations.

Public Relations Courses: Modules 20

Media Relations

 How to Segment Audiences. Serving the Client/Organisation and Serving the Media. The 'Readership Profile'. Media Lists. How to Match Media with Publics. The Role of Press Releases in PR. Creating Angles in Press Releases. Identifying the News Angle in a Story. The Role of Photography. The Ethics of Media Relations. Evaluating Media Relations. Media Monitoring.

Public Relations Courses: Modules 21

Media & relevant Public bodies

 BCI, NUJ, NNI, ASAI, Press Council(Proposed), Office of Consumer Affairs, Consumers' Association of Ireland.

Public Relations Courses: Modules 22

Legal issues within Media Relations and Public Relations

 Contract Law, Copyright, Patents, Trademarks, Libel, Slander, Freedom of Information, Data Protection, Photography Copyright and Licensing. Employer/Employee Relationships, Contract of Services, Professional Negligence.

Public Relations Courses: Modules 23

Press Release Writing

Date, Headline, Structure, Wording, Contact Details, Note to Editor. Structuring a Press Release - The Inverted Pyramid Model. The appropriate use of Language for Press Releases. As part of the teaching of this section, students will also cover such issues as, being able to provide reasoning for the Press Release Content, Distribution Lists, Additonal Information to be added for a Press Pack, a description of a Photographic Idea and Caption. Writing Styles for different Media and Publics. Analysing a number of Press Releases, and the Media Coverage generated.

Public Relations Courses: Modules 24

Writing Interview Briefs

 Preparing Clients for Interviews, Interviewing Styles and Techniques, Audiences, Preparing Questions and Answers, use of Newsworthy Quotes.

Public Relations Courses: Modules 25

Writing for Statements and Speeches

Statements - Tone, Wording, Structure, Clarifications. Speeches - Preparation, Audience, Speech Notes, Structuring of Speech, Use of Language.

Public Relations Courses: Modules 26

Business Material for PR

 Writing Proposals, Business Plans, Presentations, Reports.

Public Relations Courses: Modules 27

Writing for Publication

Writing Feature Articles - Structure, Headlines, Awareness of Readership, Use of Language. Writing News Articles. Awareness of the Journalist's Agenda. Writing for the Internet.

Public Relations Courses: Modules 28


The Basic Rules of Grammar.

Public Relations Courses: Modules 29

The Professional Environment

PR and the Range of Associated Professional Activities. How Public Relations fits into an Organisation's wider Communication. Relationships between the In-house PR Depatment and rest of the Organisation. Client Relationships; Managing Client Accounts, and Managing Expectations.

Public Relations Courses: Modules 30


Definitions, Historical Development, Market Research and Information, Products, Branding, Marketing Communications, Marketing Segmentation, Marketing Management and Organisation. The Role of PR in Marketing Management.

Public Relations Courses: Modules 31

Marketing Communications

 Definitions, Historical Development, the Advertising Industry and Professional Bodies, Codes of Practice, Advertising Agencies, Selecting an Agency and working with it, Advertising Campaign Planning and Management, Advertising Media. Types of Advertisements - Magazines, Newspapers, Posters, Billboards, Ambient Advertising. The Relationship between Advertising and PR.

Public Relations Courses: Modules 32

Integrated Marketing Communications (IMC) Strategies

 The concept of integrated marketing communications campaigns and how IMC is used by major brands in global markets. Includes: Direct Marketing, Promotional Activity, Sponsorship.

Public Relations Courses: Modules 33

Professional Services

Areas include Event Management, Design and Print, Video Production, Photography, Audio Production, Website Design and E-Commerce, Media Monitoring and Research Services. Evaluation and Media Audits. Artwork and Graphic Design. Website Creation and Design. Dealing with Suppliers.

Public Relations Courses: Modules 34

Client Service Management

Agency/Client Relationship. How Agency Structures enable profitable business. Client Contact. Planned reviews of activity and strategies are part of the service clients pay for.

Public Relations Courses: Modules 35

Business / Government Environment

Public Relations Courses: Topic 1


Definitions, Decision Making, Forecasting and Planning, Objective Setting, Organisation Structures and Cultures, the Social and Economic Impact of Business and other Organisations. Systems Theory. Motivation.

Public Relations Courses: Topic 2

PR's Role within Corporate Management

Management's Role in Communicating. Public Relations' Function as Management Counsellor. The Internal Communication Process in Organisations. The Senior Management Team. The Business Plan, and where PR fits into it. PR's input into Corporate website. Corporate Productions - Ideas, Budgets, Commissioning, Managing Subcontracted Work.

Public Relations Courses: Topic 3

Organisation's Impact on Society

 The Increasing Importance of Corporate Social Responsibility, Globally and in Ireland. The Ethics of CSR. CSR as an Integral Element of Overall Business Strategy.

Public Relations Courses: Topic 4

Irish Politics and Government

 The relationship between Business Society and Government. Irish Politics, Economy and Society. The Constitution and Workings of the Political Institutions. The Policy-Making Process in Ireland. Social Partnership. The Impact of the European Union. Regulatory Frameworks.

Public Relations Courses: Modules 36

Event Management

Although Event Management is included in the Diploma in Public Relations syllabus, Public Relations Courses feels that special attention should be given to this rapidly growing area. Students are thus being offered an extra five evening modules, free of charge, which will cover the following; Event Management Planning, Co-ordinating Events, Marketing Events, Event Risk Management, Corporate Event Management, Organising Conferences, Exhibition Management and Sporting Event Management.

The PR and Event Management Course was a great decision for me.  My main job is not in PR or Event Management but this is something I had an interest in and has helped me within my own job where I am involved in sports and Social Events and outside work hugely by the skill sets which I picked up while working on my PR Campaign I’ve applied to other areas of my life outside.  PR people are experts in communication and through the course you learn from your teachers about presentation skills and gain a broader knowledge in areas such as politics and real life examples of PR in action.  I recommended this course to my friend who is attending the evening classes this year and enjoying it also. - Aoife Murphy, Irish Life

Aoife Murphy

The course was very impressive, even for the more mature students, especially the PR in Practice and Stakeholder management sections. It certainly enhances the scope of your career positioning and overall communications understanding.

I would recommend it for people in all aspects of Communications and Public Relations as a beneficial part of professional development. - Suzanne Angley, Luas Cross City

Suzanne Angley

I took the night classes for my Diploma in Public Relations with the Fitzwilliam Institute. I was working in marketing communications and PR in a tech company when I started the course, having recently made the move from magazine journalism. I was a journalism graduate but despite working in the ‘PR industry’, I didn’t have any formal industry-recognised qualifications. The night classes allowed me to keep working (I moved to agency PR when I was half-way through the course when the dotcom bubble burst in 2001 and I lost my job along with many others in the tech sector at the time) while studying two nights a week. Classes were held in city-centre locations which suited me as I could just walk from my office every Monday and Wednesday evening. I still remember the various lecturers with fondness, really enjoyed the two years and made some good friends on the course. I put a fair bit of effort into the lectures, course work and projects as well as the end of year exams: ‘you get out what you put in’; and got my PRII Diploma at the end of it. Six years after finishing the course and after working in sports PR and journalism, I volunteered to work with the UN in Nairobi, Kenya, which has been my home ever since. I’ve worked in Somalia, Ethiopia, Jordan and now currently in Baghdad, Iraq. I recently applied for an online Masters in Media & PR with a UK university and my PR diploma, obtained through the Fitzwilliam Institute, was recognised and helped me get a place on the course. - Andreas Needham, Communications Officer at UNHCR, the UN Refugee Agency

Andreas Needham

On successful completion of this course you will receive a Diploma level qualification that is certified and awarded by the ICM (Institute of Commercial Management)

The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised throughout Europe, the USA, Canada, Australia, South Africa and Asia in a total of 140 countries, by leading industries, bodies and professions.

next start date: 11th October 2017 (Wednesday)

Duration: 10 weeks, 20 classes (2 evenings/week) Monday & Wednesday

Time: 6:30pm – 9pm

Venue: The Capel Building, Mary’s Abbey, Dublin 7 (The Capel Building is located in Dublin’s City Centre on Mary’s Abbey (Between the Jervis and Four Courts Luas stops).

Course Fees: €1,395.

To secure your place on the course a deposit of 20% (€279) is required. The remainder of the course fee (€1,116) is due 30 days prior to the commencement of the course. All fees must be paid before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.

Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.

Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by the Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute - BGLS Ltd.

Year on year, we have the pleasure of training students from top Ireland and international companies. See where our most recent students come from and find out what they have to say.