PRII Certificate in Strategic Public Sector Communications

Designed for communicators working in government departments; public agencies; or semi-state organisations the PRII Certificate in Strategic Public Sector Communications has a purposeful focus concentrating on the skills to create, develop and implement the organisation’s communications strategy and how to plan and execute effective PR campaigns to deliver on the organisations objectives.

Who is this course for?

This course is designed for communicators working in government departments, public agencies or semi-state organisations. Anyone working in a Public Relations or communications function (both external and internal) in this sector.

Learning Outcomes

This programme will provide you with;

• the skills to create and develop a communications strategy and plans in support of your organisation’s objectives;
• the ability to identify, prepare and respond to the needs of various audiences, including stakeholders and staff;
• the expertise and confidence to lead and advocate for improved communications within your organisation;
• a clear and thorough understanding of the Irish media landscape across print, on-line and broadcast platforms at both a national and regional level;
• the ability to identify, prepare and respond to potential news stories from Governmental material such as Parliamentary Questions and FOI requests etc; and
• the expertise to comfortably execute the demands of your role.

Topics Covered:

This course is delivered over four days and by a combination of classroom time, home study and examination by written assessment covering the following:

• Making the case for communications in a public sector body — opportunities and challenges;
• Establishing a communications function within a public sector body, functions of a communications office – media monitoring and measurement to press queries;
• Media Landscape and Communicating for Impact;
• The journalistic environment – the needs of journalists across, print, broadcast, and online media, deadlines, dos and don’ts of interacting with them;
• Proactive (pitching and promoting) and reactive (incoming queries and issues management) PR;
• Developing relationships and processes to respond quickly to media requests and developing good relationships with media;
• Stakeholder engagement within the public sector and effective stakeholder communications;
• Planning and developing a communications strategy;
• Building key relationships with other agencies and relevant bodies

The course will look in depth at:

Communication Strategy and PR Campaigns

Measurement and Evaluation

Working with the media

Issues Management

Classroom sessions are intensive and participative and will include a variety of approaches including lectures, group discussions and practical exercises. Designed to be highly interactive, participants will be encouraged to share their experiences and question presenters. Guest speakers will share their practical experience of working in public sector communications, media relations, managing campaigns (including social media) and communications strategy development.