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Chartered Institute of Public Relations Qualifications

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Helping you to go far Whatever stage you are at in your career, gaining a CIPR qualification will equip you with the knowledge and tools you need to get ahead in the profession. About the CIPR

The CIPR is the professional body for PR practitioners in the UK. With 9,500 members involved in all aspects of PR, it is the largest body of its type in Europe. The CIPR advances the PR profession in the UK by making its members accountable through a code of conduct, developing policies, representing its members and raising standards through education and training.

Why study for a CIPR qualification? Because they are:

• The only professional PR qualifications awarded by a Chartered body • Designed specifically for PR practitioners and those pursuing a PR career • Industry-recognised in the UK and worldwide • Run part-time, enabling you to study while you work • Generous in the amount of teaching time and tutor support they offer.

To read more about membership and discover the full benefits, visit www.cipr.co.uk/membership

What are the benefits?

Studying for a CIPR qualification will help you to: • Demonstrate your professionalism • Improve your performance at work • Make a real difference to your organisation • Improve your career prospects. CIPR qualifications are impressive on your CV and invaluable in the workplace. Your employer will benefit from a more skilled and motivated employee and your increased understanding of PR practice will help give you, and them, a competitive advantage.

CIPR membership

When you sign up for a CIPR qualification, you also sign up for CIPR membership. This is a course requirement and helps ensure that you have the support and resources you need as you progress with your studies. As a CIPR member, you will have access to the members’ area of the CIPR website – here you’ll find industry information, skills guides, research and reports, best practice case studies and access to a range of academic journals.

CIPR CPD

CPD is the CIPR’s professional development scheme and is designed to help you achieve your career goals. All CIPR qualifications are worth 60 CPD points. BECOME A CIPR ACCREDITED PRACTITIONER Once you have 180 CPD points, you can apply to become a CIPR Accredited Practitioner. This is great recognition on its own, but it is also takes you a step closer to becoming a Chartered Practitioner – the CIPR’s benchmark for experienced professionals. Find out more online www.cipr.co.uk/cp/requirements Diploma students can ‘fast-track’ – this means that on completion of the Diploma course, you can apply to become a CIPR Accredited Practitioner*.

Which qualification is right for you?

The CIPR currently offers seven professional qualifications. Three focus on PR in general. Four offer specialist options in internal communication, public affairs or crisis response communications.

I was able to fit the course around both my work and home life – really important to me, as a busy working mum. The theoretical knowledge and the writing skills which I gained, plus being able to apply these to my work, has made me more confident than ever. I enjoyed the learning so much, I can’t wait now to enrol on the online diploma and take that one step further. Louise Tyson, Sellafield CIPR Advanced Certificate *The fast-track route is available to graduates from the CIPR Diploma, Public Affairs Diploma or Internal Communication Diploma. Applicants must be CIPR Associates, Members or Fellows.


General qualifications

Foundation Award

ADVANCED CERTIFICATE

DIPLOMA

If you are starting out in the PR profession, this course will provide you with an introduction to PR as a career. The Foundation Award is ideal for school or college leavers, or for those working in the profession in a support or non-PR role.

If you are in the first few years of your PR career or are looking to switch profession, the Advanced Certificate will help you to progress your studies and your career.

If you are more experienced in the profession, the CIPR Diploma will help you to develop your strategic PR management skills.

WHAT WILL I LEARN? This qualification, which is taught at A-level standard, will provide you with core PR knowledge and practical skills. You will examine the role of a PR practitioner and learn about basic PR theories and techniques – including media relations and writing skills. HOW WILL I BE ASSESSED? Assessment is based on a three-hour examination involving a report, a news release exercise and an essay. OUTCOME Gaining the Foundation Award will demonstrate to prospective employers that you have a sound knowledge of the fundamentals of PR. It will also enable you to progress on to the CIPR Advanced Certificate.

WHAT WILL I LEARN? The CIPR Advanced Certificate is taught and assessed at the same standard as a first degree (NQF Level 5). The course will provide you with a solid grounding in all of the key concepts, techniques, theories and skills needed to develop effectively as a PR practitioner.

Topics covered include: Topics covered include: • Communication theories • Management skills • Writing skills • Media relations • PR in practice. HOW WILL I BE ASSESSED? Assessment is based on essays and practical assignments. OUTCOME On completion of the Advanced Certificate, you will be eligible for CIPR Associate membership – enabling you to use the designatory letters ACIPR. You can also progress on to the CIPR Diploma.

Speci qualificaaltist ions HOW DO I ENROL? Visit www.cipr.co.uk/ qualifications for all the information that you need to get started

WHAT WILL I LEARN? The CIPR Diploma is taught and assessed at postgraduate level. The course focuses on strategic public relations and its role as an integral part of successful business practice. You will develop your PR planning and integrated communications management skills.

• PR as a management function • Strategic communications theories and techniques • Reputation management • Corporate responsibility and stakeholder theory • Organisational culture • PR planning and crisis management. HOW WILL I BE ASSESSED? Assessment is based on essays, an in-depth PR planning assignment and a significant work-related research project. OUTCOME The Diploma will give you added credibility in the profession and, on completion of the course, you will be eligible for full CIPR membership – enabling you to use the designatory letters MCIPR.

NEW FOR 2011/2012

Ge qualifnieral cations

Not quite ready to commit to the Diploma course? You can now study the Diploma unit-by-unit with the PR Academy in London. Find out more online: www.cipr.co.uk/qualifications

An incredibly worthwhile and beneficial course. The theoretical principles and practical teachings have given me a far greater understanding of the role of PR in business, and have helped me enormously in my day-to-day job. Neil Lauderdale MCIPR BAE Systems – Submarine Solutions CIPR Diploma


Specialist qualifications

Crisis Response Communication Diploma

INTERNAL COMMUNICATION CERTIFICATE

INTERNAL COMMUNICATION DIPLOMA

If you’re an experienced communicator and want to improve your understanding of crisis and issues management, this specialist diploma will equip you with knowledge and tools to adopt a leading role during a crisis.

If you are interested in moving into this specialist field, or you already specialise in this practice area, this course will give you a thorough grounding in effective internal communications.

If you are an experienced internal communicator or PR professional, the Internal Communication Diploma will enable you to underpin and develop your strategic internal communication and management skills.

WHAT WILL I LEARN? This course is taught and assessed at postgraduate level. It is delivered by practitioners who have held senior level positions in private and public sector organisations, working nationally and internationally. You will examine the impact of crises on corporate reputation and learn about risk mitigation techniques.

WHAT WILL I LEARN? The CIPR Internal Communication Certificate is taught and assessed at the same standard as a first degree (NQF Level 5). The course will provide you with the core internal communications concepts, techniques, theories and skills that you need to make a difference in your workplace.

WHAT WILL I LEARN? The CIPR Internal Communication Diploma is a progression from the Internal Communication Certificate course and is taught and assessed at postgraduate level. The course will enable experienced practitioners to develop a stronger understanding of relevant theory – supporting your progression into a senior management role.

Topics covered include: Topics covered include: • Crisis management styles • Different levels and impacts of crises • The organisation in society • Issues management • Reputation, its vulnerabilities and its opportunities • Trust as an asset • Relationships – why and how they can support or threaten • Influencing strategies to avoid or avert a crisis • Carrying out effective audits and research • The role, purpose and effectiveness of training • The building and maintaining of effective plans. HOW WILL I BE ASSESSED? Attainment of this diploma is based on your ability to research and create an effective crisis audit and plan for an organisation of your choice.

Topics covered include: • Organisational culture and transformation • Planning and managing • Setting the right tone – the fit between internal and external communication • Using social media for internal communication. HOW WILL I BE ASSESSED? Assessment is based on a work-related research report. OUTCOME A valuable qualification in its own right, the Internal Communication Certificate will prepare you for the CIPR Advanced Certificate (with an exemption from the final unit) or one of the diploma level courses.

• Assessing internal communication/situational analysis • Change management theory • Applying advanced communication theory • Moving from one-way communications to engagement • Psychology of communication. HOW WILL I BE ASSESSED? Assessment is based on a significant work-related research report. OUTCOME You will be able to progress on to the CIPR Diploma, with an exemption from the final unit. If you go on to study and complete the Diploma, you will be eligible for full CIPR membership – enabling you to use the designatory letters MCIPR.

OUTCOME This qualification will demonstrate your competence in crisis and issues management. You will be able to progress on to the CIPR Diploma, with an exemption from the final unit. If you go on to study and complete the Diploma, you will be eligible for full CIPR membership – enabling you to use the designatory letters MCIPR.

The course offered an opportunity to gain new insight to public affairs and political communications, with good demonstration of how theory and practice are connected. It has given fresh perspective to my work as a public affairs professional. Robert Okunnu MCIPR, British Medical Association CIPR Public Affairs Diploma


PUBLIC AFFAIRS DIPLOMA If you are already practicing in this area of the profession or you are an experienced practitioner, this specialist diploma will allow you to develop your strategic public affairs and management skills. WHAT WILL I LEARN? This course is taught and assessed at postgraduate level. It is designed for existing public affairs professionals wishing to take on more senior roles as well as for experienced PR professionals refocusing to this field. It offers a practical approach to studying the subject, while being grounded in the latest academic thinking. Topics covered include: • Political landscape and public policy environment • Art and science of lobbying and campaigning • Public affairs in the context of reputation management. HOW WILL I BE ASSESSED? Assessment is based on a research project. You will investigate, explain and critique an aspect of public affairs theory and/or practice encountered either on the course or in the workplace. OUTCOME You will be able to progress on to the CIPR Diploma, with an exemption from the final unit. If you go on to study and complete the Diploma, you will be eligible for full CIPR membership – enabling you to use the designatory letters MCIPR.

Spec qualifiicaalist tions

HOW AND WHERE WILL I LEARN?

You can study part-time with one of our centres in the UK or overseas. Course start dates and schedules vary at each venue – allowing you to choose a centre in an appropriate location with the course timetable that suits you best. The following courses can also be studied online: • Advanced Certificate • Diploma • Internal Communication Certificate • Internal Communication Diploma (from February 2012 only).

HOW DO I ENROL?

Visit www.cipr.co.uk/qualifications for all the information that you need to get started. You will find course syllabuses, venues, dates, fees and application forms, plus more information on online study options. Payment by instalments is available for selffunding students. If you need advice or guidance on the course that is right for you, please telephone 020 7631 6900 or email the qualifications team at qualifications@cipr.co.uk

The online courses run to the same schedule as the centre based courses, but all teaching is delivered over the web - using the latest online tools. Webinars are recorded so that you can fit your study in around work or other commitments.

Your professional development journey Qualification

Where to next

CIPR Foundation Award

CIPR Advanced Certificate.

CIPR Advanced Certificate

Upgrade your membership to become a CIPR Associate and continue your studies with the CIPR Diploma.

CIPR Diploma

Upgrade your membership to become a full CIPR Member. Use your CPD points to apply for CIPR Accredited Practitioner Status through the Diploma student ‘fast-track’ route.

CIPR Internal Communication Certificate

Continue your studies with the CIPR Advanced Certificate, or find out if you’re eligible to progress on to the CIPR Internal Communication Diploma (Entry criteria applies).

CIPR Specialist Diploma (Internal Communication, Public Affairs, Crisis Response)

Progress on to the CIPR Diploma – which will allow you to fast-track to becoming a CIPR Accredited Practitioner and a full CIPR Member. (You will also receive an exemption from the final Diploma unit).

The course was both inspirational and practical. It made me aware of the academic theory that underpins my practice and gave me the confidence to take on a more strategic advisory role. My dissertation project has already had a hugely positive impact on the internal communication of my organisation. Amanda Hepton-Patchett MCIPR, Cambridge Assessment CIPR Internal Communication Diploma


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CIPR Qualifications brochure 2011  

CIPR Qualifications brochure 2011

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