Advanced Diploma in Public Relations Management

Purpose

In terms of the academic purpose, the proposed Advanced Diploma in Public Relations Management aims to fulfil fundamental requirements of a practically-orientated advanced public relations qualification. Skills gained by graduates of this Advanced Diploma will include the management of people, resources, and processes. Incorporating up-to-date communications, campaigning, digital media, and stakeholder relations techniques, among others, the new qualification will allow for the advancement of students' skills in the rapidly changing public relations environment. The graduate should therefore be able to plan and develop public relations and communication campaigns on behalf of the organization in which they are employed, or alternatively act as specialized counsel in a consulting capacity. Furthermore, the graduate should be able to organize and implement these campaigns as well as monitor and measure the success of each communication component.

Rationale

The Advanced Diploma in Public Relations Management will allow Diploma learners who are able to operate at a technician level to advance their qualification, and move into mid-level management or more specialized positions. This managerial role can be adopted within a public relations consultancy or within the public relations department in various sectors. In addition to this, the graduate should also be able to start their own public relations consultancy through which they can cater to the specialized Public Relations (PR) needs of business and industry. Building on the Diploma in Public Relations Management, this qualification will prepare candidates for mid-level management positions in corporate and/or consultancy settings. The candidate should then, through work experience, be able to further themselves in the corporate/consulting environment, to senior management status. Since the qualification concentrates on the application of management skills at an operational level, it will enable candidates to function as efficient members of a public relations organization in the Non-Governmental Organization (NGO), private, and public sectors.