The Public Relations Consultants Association of India (PRCAI) have partnered with School of Communications & Reputation to provide an Advanced Certificate in Public Relations for communications professionals and aspirants. The part time programme will run over 10 weeks (starting 24th October) with nearly 60 contact hours, and take participants through fundamental know-hows and technical applications of practicing Public Relations.
The inspiration of designing such a programme came from a realisation that an increasingly high number of communications professionals (and often students) were found to be expressing interest in PR. While some want to make a career shift into PR, some want the exposure to be able to add more value to their current profiles.
“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”, Amith Prabhu, Dean of School of Communications and Reputation said.
The programme is delivered at SCoRe’s Mumbai Campus, and sessions are organised three days a week (Tue, Wed, Sat, 6-8pm). PRCAI has extended support by helping identify participants for the programme.
The programme packs several important aspects of PR into nearly 10 weeks of training:
- 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
- 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.
- 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.
- 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.do/ACPR