Why should I consider the PRCA’s diploma and integrated communications management?
With the lines between the various marketing communication channels progressively blurring, it is becoming increasingly important that PR practitioners have a sound knowledge of the various communications channels required from major communications campaigns or programmes.
Increasingly, there is a requirement for PR practitioners to understand, and appreciate, not just the earned element of the communications campaign, but the rest of the PESO model including how to implement and manage paid for media, shared media and owned media in pursuit of the aims and objectives of the programme.
It is also vital that PR campaigns and strategies are built upon sound research, which draws upon insights and trends in the marketplace; and that that insight is used to inform and shape the overall communications strategy.
Understanding the budgetary, timing and reach of various communications channels is crucial for the campaign to achieve its overall aims. Appreciating when to deploy certain channels and for how long to deploy them, and where, is fundamental to the success of the campaign.
Being aware of the interconnectivity of stakeholders, influencers, opinion leaders and opinion formers and how to utilise each demographic group to ultimately impact target audiences is a prerequisite for any successful and engaging communications campaign.
Finally, it is crucial that measurement and evaluation techniques are used before during and after the campaign to ensure, not just a proper return on investment, but also to manage the campaign and inform decision making during the programme itself.
The PRCA diploma in integrated communications management, covering six modules, brings together the planning process, strategic thinking and all the necessary strands and components to enable and manage an effective integrated communications campaign to achieve the desired results of the organisation or brand.
Why should I consider studying with the PRCA for this Diploma?
The PRCA is the world’s biggest body representing the PR and communications industry and the diploma has been developed by some of the sector’s leading and most experienced communications practitioners.
The syllabus for the diploma has being developed with a focus on the current challenges and practises facing the communications sector when managing integrated communications campaigns to promote brand images, corporate reputations, drive sales and build profiles.
Finally, the tutors involved with the diploma are amongst the most experienced practitioners in their field and are committed and passionate about building the knowledge and expertise of those participating in the syllabus.
How long does the course last?
The course lasts six months and includes regular one hour webinars and recorded sessions and a dedicated one to one session with your tutor. Students also receive a clear course guide which includes recommended reading and information on videos and podcasts to watch and listen to in order to build up knowledge around subject matters in the diploma.
Do I need to attend all the webinars?
It is not compulsory to attend any webinars but it is highly advisable to do so. All webinars are recorded so you can tailor them into your busy schedule to listen to at your own convenience.
What is the difference between this PRCA Diploma and other courses available?
There is no real equivalent of this diploma in the marketplace at present. Most diplomas of this level focus on one specific area of the communications discipline. The PRCA diploma focuses on the full range of communication channels that today's comm's practitioner should be fully proficient with.
Is there a test or assessment at the end of the course?
Yes. Successful students have to pass and end of syllabus assessment in order to qualify for the diploma. This involves writing a 5,000 word assignment against a distinct topic or scenario posed to the delegate.
Before the assignment is undertaken you will receive advice on how to tackle the process and you will have several opportunities to submit the work which should enable you to fit this element of the syllabus into your busy schedule.
What happens if I fall behind with the reading?
We all understand that busy careers and lifestyles can often make it difficult to keep up with commitments to reading background material. The diploma has a degree of flexibility that allows you to catch up with the reading should you temporarily fall behind.
How much does it cost? Can my employer pay for me?
We are offering 20% off until the end of January and you or the employer can also pay for this in 3 instalments.
Get 20% off until January 31st!
Member Price: £2200 + VAT - 20% = £1760 + vat
Non-member Price: £2600 + VAT - 20% = £2080 + vat
What happens if I missed the deadline for the written assessment?
You have three opportunities to submit the written assessment as we appreciate that people are busy but you do need to submit and pass the assessment to be awarded the Diploma.
About Steve Dunne
Steve Dunne is the UK's leading PR and marketing trainer, one of the foremost thinkers and speakers on PR strategies and is a well renowned expert on digital marketing and PR in the digital age. Steve is currently CEO of Digital Drums Ltd, the UK's premier digital PR and marketing strategy consultancy. Digital Drums has advised companies such as Virgin Atlantic, Dorothy Perkins, Arcadia Plc and The Hospital Group Plc on their digital PR presence. A marketing professional with over 30 years experience, Steve has held senior PR roles in British Telecom, HSBC and South African Airways as well as being a director and board member of a range of PR consultancies including Affinity Consulting, Countrywide Porter Novelli and Brighter Group - where he was Executive Chairman. As a trainer Steve is much in demand and has trained organisations as wide and varied as The Prime Minister's Office, The Royal Navy, Tourist boards, blue chip Plc's, charities, PR consultancies (of all sizes) airlines, hotel groups and retail chains.