PR and communications for journalists

Estimated learning time: 140 hours
Fee: £324 (including VAT)
Tutor support: one hour
Credits: 14

PR and communications for journalists is one of the elective options that makes up the Diploma in Journalism qualification and can be studied alongside, or following completion of the core skills.

This programme of study will enable trainee journalists to understand the objectives, strategies and tactics employed by PR staff with whom they will come into contact. It can also prepare them to work at a junior level in public relations.

The specific aims of this programme are to ensure candidates will be able to:

  • explain the key differences between PR and journalism; and how best to manage the PR practitioner/journalist relationship
  • demonstrate a working knowledge of the way in which PR operates in the private, public and voluntary sectors; and the different types of PR employment, i.e. in-house, agency and freelance
  • define stakeholders and understand their relevance to PR practice
  • use professional techniques and tools effectively to produce a basic PR campaign
  • create accurate and effective news releases suitable for publication in a variety of media outlets
  • use social media to deliver PR objectives
  • understand the scope of the PR function, including crisis & reputation management, internal communications and event management

The course materials will be accessed via our e-learning platform and consists of six units with self-assessed tasks that help learners prepare for the PR and communications for journalists exam.

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