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PRCA Diploma in Integrated Communications Management

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General Enquiries

Start date: Monday 19th September, 2022 

Length: 6 months

Where: Online

Member Price: £2200 + VAT

Non-member Price: £2600 + VAT 


The PRCA Diploma in Integrated Communication brings together critical aspects of contemporary communication management to enable practitioners to 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.

The course considers practical challenges and conceptual underpinnings relating to integrated communication management in fast-moving and dynamic situations and markets. It focuses on 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.

Qualification objectives
Successful candidates will be able to:

1. Understand the environment in which the organisation operates, with a specific focus on:

  • Brand and Reputation: the difference between both, how they are developed and managed
  • Purpose: contemporary thinking around the role of purpose in organisations and links to brand and reputation


2. Use insights to inform planning

  • Research methodologies: selecting the right methodology, how to interpret research
  • Tools and techniques: good practice for the use of different research methods including surveys, focus groups, interviews.
  • How to interpret research including sentiment analysis.
  • Research ethics.


3. Plan integrated campaigns, understanding stakeholders and selecting channels

  • Paid advertising: how the industry works, setting objectives, budgeting, creativity in advertising, ethics in advertising
  • Digital – paid and shared: SEO, Pay Per Click (PPC), working with influencers
  • Stakeholders: public affairs, financial, internal: explanation of each discipline, channels, controls/regulation and ethics
  • Press/media: what makes news, the news agenda, industry structure
  • Content creation: storytelling techniques, creativity


4.  Measurement and evaluation

  • Tools and techniques: Association of the Measurement and Evaluation of Communication (AMEC) frameworks, interpreting data


Course Tutor: Steve Dunne FPRCA


“I would highly recommend the PRCA Diploma in Integrated Comms – it’s been a great experience to focus time on the theory behind the day-to-day of being a PR professional. Steve was a fantastic tutor, providing interesting seminars as well as being at the end of an email for any further questions or enquires. I thoroughly enjoyed being ‘back in the classroom’, and look forward to putting my learnings into practice.”

Becky Callaghan - Pintstone

“I really enjoyed the integrated communications management course. The sessions were engaging and comprehensive and overall this is a great starting point for someone interested in developing their knowledge and skills across a range of comms channels.''

Jonathan Owens - Royal Bank of Scotland

''I’ve learnt so much from completing the PRCA diploma in Integrated Communications Management. It’s great to learn from an accomplished expert and the modules were really well developed and delivered. Studying while working in the communications industry during a pandemic was challenging but I can’t speak highly enough of the support available. CPD is such an important part of being an effective communications practitioner and keeping sight of how our purpose translates to the leaders we work with every day. This course thoroughly addressed my areas of uncertainty and allowed me to develop my skills (and confidence) in this area, while reminding me why I love what I do. Thanks to everyone at the PRCA involved in creating such a great diploma!''.

Julie-Anne Slevin, Projects Communications Officer - Staffordshire University

''Steve Dunne is a great lecturer, he is able to provide information thoroughly and responds to questions quickly. The course is engaging and requires time for reading and truly grasping concepts. I enjoyed how the course provided a 360 view of how to best adopt and implement an integrated communications approach. The thinking learnt in the course can be practically included in the day-to-day work of the communications professional''.

Juliet Tshele, Razor PR 

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