PROFESSIONAL DEVELOPMENT PROGRAMMES



PLEASE NOTE:
·  Prices and dates subject to change.
  • Discount applies to PRISA members.
CUSTOMISED TRAINING WORKSHOPS The centre also offers workshops that are customised according to the requirements of the client and sessions where delegates can practice their newly acquired skills in their organisational environment. This is a key success factor of the centre’s training methodology.

PROFESSIONAL DEVELOPMENT PROGRAMME IN

PUBLIC RELATIONS PRACTICE

Real life, case-study based programme on how to plan, implement, evaluate and modify effective public relations campaigns.

PR Practice Modules:

  • The profession
  • Theoretical foundation
  • Techniques/functions
  • Special events
  • Spoken word
  • Internal communication
  • Media liaison
  • Managerial areas
  • Issues management
  • Information and communication technology
  • Manage a PR programme
  • Research
  • Planning
  • Budgeting
  • Evaluation

Entry requirements:

Active Public Relations practitioners across various industries, including professionals with an interest in practicing PR in their organisations.

Assignments: Workplace based

Assessments: A practical exam is based on a case study.

PROFESSIONAL DEVELOPMENT PROGRAMME IN

PUBLIC RELATIONS MANAGEMENT

For experienced practitioners who want to develop and or upgrade their public relations strategies and communication management skills.

PR Management Chapters:

  • Communication theories
  • Strategic principles of management
  • Strategic value of PR
  • Tactical and strategic planning in PR
  • Research
  • Human resources for PR
  • Crisis communication
  • CSI
  • Strategic internal communication & corporate culture
  • Change management

Assignments:  Workplace based

Assessments: Practical board presentations and media conferences. Open book exam based on industry case studies.

Entry requirements:

Recommended extensive 5 to 10 years’ experience in all aspects of public relations and communication as well as, other relevant qualifications.

SPECIALISATION PROGRAMMES

PROFESSIONAL DEVELOPMENT PROGRAMME IN

ADVANCED Public Relations WRITING

This is an intensive and practical programme, which focuses on essential writing skills that are needed for a professional public relations practitioner.

  • Effective writing: Grammar and style
  • The writing process
  • Writing for the journalistic media
  • Writing for the organisational media: Feature articles, online writing – websites, blogs, wiki content, electronic newsletters and communiqués, annual reports and brochures.
  • Editing and proofreading

Entry requirements: Any individual with a fair command of English and in need of developing their writing skills for a public relations environment.

Assessments: During the break between the first and second week learners are required to prepare formative assessments.  Learners are also required to complete homework assessments which will count toward their year marks. The learning programme is concluded with a 5-hour practical summative assessment based on a case study.

PROFESSIONAL DEVELOPMENT PROGRAMME IN

Community Relations and Development Communication

Suitable for professionals involved with NGO’s, corporate affairs, educational institutions, government, community-based organisations and CSI.

CRDC Modules:

  • Community relations environment
  • Negotiation
  • Corporate social investment (CSI)
  • Research
  • Practical case studies.

Entry requirements: Any professional engaged in community development endeavours or with an interest or experience in public relations and/or community development content.

Assessments: A practical, workplace based assignment.

Basic Principles of Public Relations for

Frontline Public Relations Practitioners

This skills programme is aimed at the public relations practitioner at a junior level; including administrative staff such as PA’s, secretaries with public relations as part of their KPI in their job. Once the learner has completed this programme he/she should be able to assist in the implementation of basic public relations, communication, special events and media activities.

Entry requirements: Grade 12 (matric) or age exemption and a fair command of English within a public relations environment

WEEK ONE:

Programme Outline:

Day 1

Section 1: Communication theory and the practice of public relations

  • The scope and practice of public relations
  • Communication within different contexts
  • The components in the communication process
  • Public relations and communication
  • Systems theory

Day 2

  • Stakeholder theory
  • The ethics and professional responsibility approach of the public relations practitioner
  • Mass Media

Day 3

  • Understanding the media
  • Media list
  • Media releases

Day 4

Section 2: Accommodate audience and context in oral communication

  • Groups
  • Interviews
  • Meetings
  • Debates and lobbying
  • Negotiations

Day 5

  • Presentation skills
  • How to give a presentation/speech
  • Visual aids
  • Profile of a good speaker

PORTFOLIO

  • Learners have to complete the formative assessment activities (FA 1 -15)

       Submission date TBA

  • Workplace (assignments) 1 – 4: Learners have to complete this for submission before week 2.

WEEK TWO:

Day 1

Practical session: speech/presentation

Section 3: Corporate identity

  • Corporate identity and corporate image
  • Branding
  • Practices that affect corporate image
  • Guidelines to assure that negative publicity does not affect the image of the organisation

Day 2 and 3

Section 4: Special Events

  • Event terminology
  • Genres of special events
  • Events planning and management
  • Risk management
  • Basic project management
  • Checklists for events

Day 4 and 5

Section 5:  Marketing, market research and promotions

  • The role of public relations and marketing in an organisation
  • Marketing communication
  • Basic market research
  • Promotions

PORTFOLIO

  • Learners have to complete the formative assessment activities (FA 16 -31)

Date for submission TBA

  • Workplace (assignments) 5 – 7: Submission date TBA
  • Summative questionnaire: Learners will sit for this after the final submission of the POE – Date TBA

Assessment

Learners will have to prove their competence in applying the knowledge, skills and behaviour learnt during class exercises and group work.   Each learner must submit a portfolio of evidence (PoE) within specific time frames.

Certification

After the successful completion of this skills programme and the portfolio of evidence (PoE), learners will receive a certificate of competence.  Alternatively learners will receive a letter of attendance. 

Please note the following:

  • This skills programme is presented/ facilitated in English.
  • Admission conditions and cancellation policy applies. For full details contact The Public Relations Institute of Southern Africa (PRISA). or visit our website:  prisa.co.za.

The Public Relations Institute of Southern Africa (PRISA) reserves the right to postpone or cancel skills programmes or courses should the number of bookings not justify the presentation thereof.