Advanced certificate in Public Relations

The practice of Public Relations is becoming fascinatingly complex. For one thing, today’s PR professional can’t do with just media engagement expertise. They need to be at least jacks of paid and owned media, while being master of earned media. In most communications roles (client or consultancy side) a PR pro is often expected to give direction to social media, internal communications and advertising approaches to create hard hitting and unforgettable campaigns.

Resultantly we see more and more communications professionals sensing the need to acquire PR skill set, or at least an exposure to it. Working professionals and students of communications can use a quick and extensive immersion into PR, to be ready to be effective communications professionals.

This was our motivation to design a part time programme, which gives a powerful addition of fundamental and technical skills of PR. Besides being easily accessible to working professionals and students (Tue, Wed, Sat, 6–8pm), the programme packs several important aspects of PR into nearly
10 weeks of training:

1. Business Writing:
This module focuses on effective research and writing skills, especially from the perspective of designing powerful content. Participants get a chance to understand and apply the approaches to draft written pitches, articles and content for owned media for a variety of communications objectives

2. PR Techniques and Practice:
The goal of this module is to familiarise participants to various kinds of practices to which PR consultants contribute, and help them develop their own consulting toolkits which can be used in unfamiliar scenarios. Participants apply it to various case studies based on real life PR
campaigns.

3. Media Management:
This tactical module will take participants through the dynamics of media — from understanding the media ecosystem to effectively engaging it. It covers the basics of identifying the right media and building relevant media lists, to the best practices of approaching and pitching to media.

4. Digital Media:
In the context of increasing overlap of various digital platforms into reputation management, this module will help participants understand how to spot opportunities to wield the power of Paid, Earned, Search, and Owned (PESO Model), and use these platforms to maximise reach of campaigns.

The training methodology mirrors our core approach at SCoRe — case study based teaching. With the contribution of PRCAI and PRomise Foundation, SCoRe is able to supplement this programme with case studies of incredibly unique and award winning campaigns, which are nearly impossible to
access otherwise.

The programme also includes complementary access to two communications conclaves hosted by Reputation Today Magazine, where the participants can learn from and interact with senior communicators from leading PR firms and Corporate Communications Teams.

More details about the programme can be found here: bit.ly/ACPR

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