Diploma in Public Relations

Course Overview

The course provides the students with applicatory knowledge of public relations practice. At the end of the tutorials in the course, students are expected to have acquired sufficient knowledge of public relations skills processes and practice. Students will also learn the relevant theories in guiding public relations practice. Precisely, the students who have gone through this course would be expected to have an in-depth understanding of the basic principles imperative for effective public relations practice. Students would also be expected to acquaint themselves with mainstream literature in public relations principles and practice; the major discussion that embeds the literature and is able to apply the basic and concepts of public relations successful public relations practice.

Course Units

Module 1 Nature of Public Relations

Unit 1 Meaning of Public Relations

Unit 2 Publics in Public Relations Practice

Unit 3 Functions of Public Relations

Unit 4 Qualities of Public Relations Practitioners

Module 2 Public Relations Process and Application

Unit 1 Public Relations Strategy

Unit 2 Public Relations Tactics

Unit 3 Research in Public Relations

Unit 4 Budget and Budgeting in Public Relations

Module 3 Major Field of Public Relations Practice

Unit 1 Community Relations

Unit 2 Financial Public Relations

Unit 3 Media Relations

Unit 4 Government Relations

Module 4 Corporate Communications in Public Relations Practice

Unit 1 Press Release

Unit 2 Press Conference

Unit 3 Crisis Management

Unit 4 Issues Management

Unit 5 Speech Communication

Module 5 Theories in Public Relations Practice

Unit 1 System Theory and Public Relations Practice

Unit 2 Situational Theory and Public Relations Practice

Unit 3 Individual Differences Theory and Public Relations Practice

Unit 4 Innovation, Diffusion and Public Relations


There are four assignments (continuous assessment tests), a research paper and one examination to be offered at the end of the course. Assignments account for 40%, research paper accounts for 30% while Examination accounts for 30% of the mark. Upon completion of the course, you shall be issued a Diploma Certificate and a course transcript.

Certificate and Transcripts will be sent after the successful completion of the course.

Organizers: Action Institute For Professional Studies

Course Duration: 6 months

Language: English

Target Audience: Global

Format: Online and Distance Learning 


Email: info@actionafricainstitute.org

Website: www.actionafricainstitute.org

Tel no: +254 727 616 783

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