The course centres around participants developing an understanding of communications as a strategic management function and a strategic planning matrix for their organisation. As the course unfolds participants will be introduced to the elements of the matrix; what they are, what they are for and how they should be managed. This approach will give participants a sense of how the various PR/communications practices should be integrated and work together to achieve a specific purpose.
Practical elements of the course will also develop specific skills in the area of Impactful Writing and getting key messages across effectively, with clarity and in the right written style and tone; Mobile Video making and storytelling; how to devise Podcasts for their organisation and social media strategy.
Who is this course for?
This course has been designed in partnership with Education and Training Boards Ireland (ETBI) specifically for communicators working in that sector.
Learning Outcomes
This programme will provide participants with:
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the skills to create and develop a communications strategy and plans in support of their ETB’s strategic objectives;
- the practical day-to-day skills necessary for PR in a busy communications office - from responding to media requests to organising press conferences;
- the ability to identify, prepare and respond to the needs of various audiences, including local citizens, stakeholders and staff;
- the expertise and confidence to lead and advocate for improved communications within your organisation;
- a clear and thorough understanding of the Irish media landscape;
- the ability to identify, prepare and respond to potential news stories; and
- the expertise to comfortably execute the demands of their role.
Format and Remote Delivery
Format:
This course will be delivered using a remote blended approach incorporating a number of delivery methods (live online lectures; video lectures; live online tutorials, student group work and self-directed learning).
Participants will be able to review the videos lectures at a time that suits their schedule while also having the opportunity to interact with fellow course participants and the Course Director and guest speakers via the follow up live online sessions. Participants are encouraged to share their experiences and question presenters and guest speakers.
Participants are encouraged to share their experiences and question presenters and guest speakers.
Remote Blended Course Delivery:
This will consist of
- A series of pre-recorded video lectures which you can watch in your own time;
- Live online sessions to discuss the material covered in the videos and associated exercises;
- Learning materials available to students will include a dedicated course resource webpage hosting video lessons, notes, readings and references.
The video lectures will be posted and then followed up during the following week with a live online session. Participants will be able to review the videos at a time that suits their schedule while also having the opportunity to interact with fellow course participants and the Course Director via the live online sessions.
Practical elements of the course will also develop specific skills in the area of Impactful Writing and getting key messages across effectively, with clarity and in the right written style and tone; smart phone video making and storytelling; how to devise podcasts for their organisation and social media strategy.
Participants will be required to undertake practical work and exercises as part of these elements of the course.
Course Schedule
- Thursday, October 17 – Online class 10:00am – 12:30pm
- 31 – Online Workshop 10:00am – 12:30pm
- Thursday, November 14 – Workshop online 10:00am – 12:30pm
- 28 – Online class 10:00am – 11:30am
- Thursday, December 12 – Online Workshop 10:00am – 12:30pm
- Thursday, January 09 – Online class 10:00am – 11:30am
- 23 – Workshop online 10:00am – 12:30pm
- Thursday, March 06 – Online class 10:00am – 11:30am
- 20 – Workshop online 10:00am – 12:30pm
- Thursday, February 06 – Workshop online 10:00am – 12:30pm
- 20 – Online class and Presentations 10:00am – 12:30pm
Assessment & Accreditation:
Participants are encouraged to apply learning from the readings, modules and discussions and show how these apply to their own work situation and public sector communications challenges. Aassessment for this course will incorporate both the strategic and practical element as follows:
- A reflective journal where the learner can record and reflect upon their observations and responses to each day’s learning and the overall learning from the course.
- A practical assignment from each of the practical workshop elements based on a overarching approach.
- A 3,000 word strategy assignment / communications plan applying the learnings to forthcoming initiatives.
Successful attendance, participation and completion of practical work and exercises set as part of the three workshop elements outlined above will be necessary to successfully pass the course and be awarded the Certificate.
Final assessment must be completed and submitted six weeks after completion of the course.
This course is accredited by the Public Relations Institute of Ireland - the professional body for communications and PR in Ireland.
Karl's knowledge and practical understanding was fantastic; the short courses were really useful.
Good insight into strategic planning in the communications area and practical skills development.
Excellent course, I gained confidence and knowledge and I felt the duration while pressured for assignments was just long enough when studying while also working.
It has assisted in the strategic planning for our organisation.
Course Director
