PRCA Diploma in Public Affairs Management
If you would like more information on PRCA’s
courses and qualifications, please contact the Training team at training@prca.org.uk
Online
Member: £2,200 + VAT
Non-Member: £2,600 + VAT
The PRCA Diploma in Public Affairs Management positions public affairs as a dedicated communication management discipline. It includes a thorough exploration of public affairs practice. This includes an understanding of lobbying codes, ethical practice and parliamentary processes. It positions public affairs as a managed programme of activities and a planned approach is explored covering objective setting, stakeholder and issues management, message development, tactics, engagement and measurement. The course also includes practical capabilities such as relationship management, understanding different personalities and motivations, commercial skills and communicating with confidence.
QUALIFICATION OBJECTIVES
Successful candidates will be able to:
- Understand key concepts in public affairs management:
- Lobbying, government relations, issues management, reputation management;
- Differences/similarities between public affairs work at an agency and in-house;
- Political PR;
- Lobbying codes, ethical practice and personal responsibilities;
- Parliamentary processes;
- Scottish Parliament, Welsh Assembly, Metro Mayors and Local Government processes.
- Apply communication and engagement models in a public affairs context:
- Set objectives, identify issues and stakeholders;
- Devise strategies, messages and tactics;
- Engage with identified stakeholders;
- Write proposals, agree budgets, manage over servicing, time management and prioritisation;
- Communicate with confidence;
- Measure outputs and outcomes