Level 4 CIPR Certificate in Professional Public Relations

For graduates with 2+ years work experience in PR and who are interested in furthering their career in the field.

Spread the cost of your course*

Take advantage and make an initial payment of £300.00 and £70.00 administration fee by credit/debit card, then spread the remaining amount over 10 equal monthly instalments.

* Available for UK bank accounts only.

Distance learning

Distance Learning

£995.00* + VAT

£995.00* + VAT

Saturday seminars

Cambridge, UK

17 February 2018, £1280.00* + VAT

17 February 2018
£1280.00* + VAT
Bristol, UK

14 October 2017, £1280.00* + VAT

14 October 2017
£1280.00* + VAT
* An additional amount of £855.00 for CIPR registration and assessment to be paid at checkout.

Course overview

The Professional PR Certificate will help candidates to research and develop PR plans; create content that helps an organisation to tell a story, change attitudes and influence behaviours, and/or market products and services; and measure the impact of communication activities.

Candidates are expected to have some experience of public relations activities, in consultancy or in-house, or they might have experience in a related discipline such as marketing or journalism and wish to enter the PR profession.


The course

There are 3 units to this course. 

Duration

This course usually takes around 12 months to complete.

Entry criteria

  • Applicants must be at least 21 years of age and:
  • hold any UK degree;
  • OR, have two years’ relevant full-time employment in PR, and five GCSEs grade C or above, one of which must be English Language;
  • OR, have a LCCIEB Group Diploma in PR, PLUS one year’s relevant experience. NB: Equivalent qualifications are acceptable.

Course modules:

PR in Context: Research and Planning Mandatory

At the end of Unit 1 candidates will be able to:

Explain how PR is positioned in a societal context; 
Explain the organisational context of PR (internal relationships, types of PR, contribution to objectives);
Explain, and distinguish between, areas of practice within corporate communications, internal communication, investor relations, public affairs, and marketing communications; 
Identify the goals of the organization and describe how PR can support those goals;
Identify issues and, if appropriate, suggest how they might be managed
Carry out research to inform and apply PR management plans; 
Describe and differentiate stakeholders, influencers, publics and communities;
Select and apply appropriate PR planning models and practical tools (project planning, campaigning, budgets and resources);
Set communication objectives, measurement targets, outcomes and other performance metrics (for example SMART objective setting).

Assessment: PR Plan and statement of reflection

Unit 2: Content, Media and Engagement Mandatory

At the end of Unit 2 candidates will be able to:

Apply key concepts and related methods: raising awareness, persuasion, influencing, dialogue and listening, the power of relationships, relationship building and managing reputation;
Apply knowledge of media relations; channels and channel management;
Explain the dynamic role of social media in public relations; 
Demonstrate sensitivity to contextual, cross-cultural and diversity issues in content curation; 
Generate new, creative and fresh ideas for content;
Understand the value of the power and relevance of storytelling; 
Demonstrate capabilities in writing strategies and in repackaging content for different channels;
Demonstrate capabilities in content curation; social media campaign methodologies; and search engine optimisation.
Describe how big data can be managed and how, in the context of online and social media activity, the interpretation of data can be used to inform tactics.

Assessment: Content curation report, written content and statement of reflection

Measurement, evaluation and professional ethics Mandatory

At the end of Unit 3 learners will be able to:

Select best practice tools to manage PR activities;
Describe the consultancy/client relationship;
Apply best practice in monitoring, risk assessment and measurement of PR and communication activities;
Determine how far PR goals and objectives are met and the extent to which results and outcomes have been achieved;
Assess the impact of communication objectives on organisational goals;
Discuss professionalism in a public relations context;
Apply key ethical principles for decision-making and identify barriers to ethical practice in public relations;
Explain relevant legal and regulatory requirements that impact on PR practice (copyright, privacy and contract), and follow organisational governance policies and procedures;
Explain the implications of the CIPR Code of Conduct for professional practice;
Reflect on own professional practice and personal development.

Assessment: Executive report, statement of reflection and discussion of ethical issues

What our students say

The students and teachers of the CIPR qualifications at Cambridge Marketing College are to be congratulated. A 100% pass rate is a real achievement and testament to everyone’s hard work and the quality of the teaching and students. Congratulations once again from all at the CIPR.

Elisabeth Lewis-Jones Then CIPR President

The tutors were fantastic and all the materials provided were great. I always recommend Cambridge Marketing College.

CMC Alumnus

I decided to take the Advanced Certificate a year after finishing my undergraduate degree and I am pleased to say it has exceeded my expectations. My tutor is a top communicator who I believe instilled a mentality of quality output and best practice to the group. I have gained a solid theoretical understanding of the broad communications spectrum and vastly improved my writing and planning skills. My participation in the course was also a major factor in securing my current role in a PR agency by demonstrating my interest and commitment to the PR industry to my employers.

Olivia Jones Account Co-ordinator KOR Communications

The advanced certificate has given me a fantastic grounding in PR. It is really important to understand the theory and history behind PR practice whilst in the early stages of your career, and the Advanced Certificate was the perfect vehicle to do so. The level of support received from my tutor and course leader was exceptional and it has been a truly rewarding experience that will no doubt benefit me in the future.

Rebecca Gould Marketer Petersens Ltd

The advanced certificate has given me a fantastic grounding in PR. It is really important to understand the theory and history behind PR practice whilst in the early stages of your career, and the Advanced Certificate was the perfect vehicle to do so. The level of support received from my tutor and course leader was exceptional and it has been a truly rewarding experience that will no doubt benefit me in the future.

CIPR Advanced Certificate Student

Cambridge Marketing College has amazing tutors, friendly administration staff and great teaching material.

CMC Alumnus

You really have been so so helpful, and I really appreciate it. CMC are lucky to have such wonderful staff who really go the extra mile.

Felicity Dale Associate Director, International Strategic Development Global University Systems

We're here to assist!

If you have any questions about this course or would like confidential advice, please do not hesitate to get in touch:

+44 (0)1954 234940 Contact us
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