There’s a brand-new look to the PRCA and PR Academy qualifications. From 2023 practitioners can now start any time and complete the course at their own pace, but still with plenty of tutor support.
The PRCA’s suite of specialist diploma qualifications will be delivered on PR Academy’s new learning platform – the PR Academy Study Hub.
This bespoke learning platform hosts easy to follow lessons with podcasts, video, self-assessment quizzes and guided reading from PR Academy’s specially curated online library.
The change to this more flexible approach has been made to fit with the way that practitioners want to learn. Fixed start dates can be a blocker – if a start date falls in the middle of a busy work period or an important time personally, such as wedding – it can mean having to wait until the start comes around again. That’s no longer the case. Learners can simply jump on board at the time that’s right for them.
All three qualifications are also getting a refresh to make them work in this new, more flexible way.
The PRCA and PR Academy have made sure there is a good support package in place including individual tutorials plus the opportunity to submit an assignment proposal for personal feedback.
The recommended time to complete a qualification programme is around six months but it can be done more quickly or learners can take advantage of the full one year timescale to complete.
The suite of qualifications has been designed to reflect contemporary practice:
Change management and communication diploma: the course is designed to equip practitioners with the skills and knowledge needed to make change management more successful. It covers change management models and how to communicate change, combining the theory that underpins practice including project management – an essential skill for effective change – and shows how to apply it in practice.
Public affairs management diploma: this qualification provides a broad overview of public affairs work and covers parliamentary processes such as legislative procedures and government policy-making. It includes a thorough exploration of public affairs planning, stakeholder identification, issues mapping, message development, parliamentary engagement and relationship management all set within a broader context of lobbying codes, ethical practice and personal responsibilities.
Integrated communication management: the course brings together critical aspects of contemporary communication management to help integrate plans and campaigns in more effective ways. It includes a thorough exploration of the demands placed on organisations by consumers, stakeholders and society and the ways that leaders respond and act in ways that maintain trust and enhance reputations. It discusses the best ways to bring distinct communication management disciplines together. This incorporates stakeholder and influencer identification and management, storytelling, channel management, communication planning and measurement.
Testimonials
Andrea Kennedy, Communications Manager, Belfast Region City Deal Programme at Queen’s University Belfast:
‘’The PRCA Diploma in Change Management and Communication provided an in-depth understanding of change management which was invaluable to me, having recently started a challenging role managing communications for a change programme.
Both the theory and practical examples on the course were relevant to my work and I was able to immediately start using the knowledge I gained to ensure best professional practice.
The style and pace of the course suited my busy schedule, and the course tutor was very helpful, responding quickly to my queries about the assignment. I learnt a lot over the six months and was delighted to be awarded a distinction!"
Deborah Down, Sovereign Housing Association:
‘’I undertook the PRCA Diploma in Public Affairs Management to develop and widen my understanding of public affairs. The online lectures and reading material available was excellent and Stuart’s style helped make the lectures easy to understand – he was always ready to take questions and answer queries offline. I would recommend the course to anyone looking to expand their knowledge of public affairs. ”
Elizabeth Scott, Ketchum London, Senior Account Executive:
”The PRCA Integrated Communications Management diploma has been valuable to my professional development. It has allowed me to gain insights and learnings about the PR and Communications industry beyond my clients and day to day work. Especially as more clients, brands and businesses are looking towards integrated campaigns, it’s been worthwhile to gain a deeper understanding on what each communication department or specialism brings to the table as well as the theory behind the strategic thinking. The flexible nature of the course meant I was able to attend live or catch up in my own time if I was unable to attend. Steve was a great tutor, super responsive and always there to share feedback!”
Eliza Hashim:
"The [Integrated Communications Management Diploma] course has been an eye opener and it's taught me so much about change management and the importance of communications in order to implement successful change. I now have a good solid foundation of theory and practices to begin implementing change within my organization. I highly recommend this course for all communications specialists out there."