The Professional Certificate in Public Relations

This course aims to give students a solid grounding in both the conceptual and practical issues in the field of public relations. By the end of the course participants should be able to:

•  Explain how the process of communication works
• Conceptualize and write a PR program 
• Analyze and adjust communication plans
• Be functionally ready for entry-level PR work

Registration Information

• Please note that all information is subject to change.  It is advisable to confirm all information before registration

• Registration for all Corporate Training courses can be done at the Champs Fleurs, Port-of-Spain, Trincity or San Fernando Campus.

• Payment of fees can be made by linx, credit card or cheque. SBCS is now CASH FREE!

• An administration fee of $100.00 is payable on all registrations.

• A late fee of $20 will apply on registrations within 1 week of commencement of class.

• A Certificate of participation is awarded to each participant upon satisfying 80% attendance of classes and/or any exam or course-work assigned by lecturer.

Programme Content

Session 1         What is Public Relations?

• Definition of and an introduction to Public Relations within a theoretical framework
• The Communication Model and Process

Session 2         Designing the Communications Plan

• Defining PR - Objectives and Strategies in relation to the Corporate Mission
• The Process of PR (RACE - research, analysis, communication and evaluation)

Session 3         Strategies

• Public Opinion, Persuasion and reaching audiences
• Technology in PR and its use as Strategy

Session 4         Tactics

• Written, Spoken and Visual

Session 5         Issues & Crisis Communication

• A crisis is an out of control issue - prevention is better than cure

Session 6         Managing Promotions & Publicity

• Events Co-ordination, protocol and media management

 Session 7         Public Relations as Social Marketing

• The Role of PR in society: legal considerations, relationships and interface with government, non-government organization, community-based organizations

Session 8         The intersection of disciplines

• Integrated Marketing Communications, Branding & PR

Review & summary 

Schedule