Advanced Professional Qualifications in Communication and Public Relations

FIRSt oF A kInd
Public relations is a fast-growing industry in dynamic transformation. Reputation is big business, and up-to-date knowledge and abilities are essential to strategic communication in a constantly evolving landscape. Employers need communication professionals with relevant, practical skills not abstract theory. The Edexcel BTEC Advanced Professional Qualifications in Communication and Public Relations are built to develop senior strategic thinkers who can also put communication to work. They are a world first: the only independently accredited postgraduate vocational qualifications for our profession. Independently accredited: audited and awarded by Edexcel, the worlds largest qualification provider. Internationally recognised: course credit counts towards MBA and Masters degrees. Postgraduate: BTEC Level 7 is the highest vocational qualification in existence. Vocational: builds workplace skills that employers demand, not academic concepts. Practical: delivers relevant, real-world skills for career and professional development. Flexible: select among 16 topic units, three qualification sizes and convenient timescales. Stimulating: active and varied learning led by senior front-line faculty. Global: international best practice across nations, markets and regions. Innovative: continuously updated with new practices, technologies and industry standards.

About Pinnacle
The Advanced Professional Qualifications are taught exclusively by Pinnacle, the worlds largest specialist communications and public relations training company. Pinnacle has headquarters in London, offices in Dubai, Brussels, Bahrain and Mumbai, and training clients in more than 50 countries. Pinnacle is an approved Edexcel Centre and also accredited by the British Accreditation Council.

About Edexcel
Edexcel is the largest global qualification provider and one of the UKs largest examination boards. The company is owned by Pearson, the worlds largest education company. Edexcel awards two million certificates every year around the world and has 5,500 education partners in 110 countries. Edexcel conducts quality control audits of pinnacle training and awards certificates to successful candidates.

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thREE PoStGRAduAtE PR QuAlIFICAtIonS

The qualification is available as an Award, Certificate or Diploma. All three are pitched at the same Advanced Professional level; they differ in the number of learning hours and specialist topics covered. This provides options for learners with different amounts of time to invest, and also the opportunity to progress upward, as each level provides credit towards the next.

QuAlIFICAtIon StRuCtuRE
Required units and guided learning hours (GLH): Advanced Professional Award: Advanced Professional Certificate: Advanced Professional diploma: one core unit and one specialist unit. two core units plus 80 hours of specialist units. three core units plus 140 hours of specialist units.

Advanced Professional Award in Communication and PR The Award is a 60-hour qualification designed for learners wishing to enhance their capabilities in one specialist practice area of communication and public relations. It is well suited for learners early in their career seeking to broaden their portfolio of disciplines, and also for more advanced professionals who would like to fill a gap in their knowledge or learn a new speciality. This qualification pairs a single topic unit, chosen from a wide range of options representing the main specialisms, with a practical project. Learners must select a competency relevant to their current or future work, and then apply it to a practical need faced by an organisation.

Advanced Professional Certificate in Communication and PR The Certificate is a 140-hour qualification focused around aligning PR disciplines with a communication strategy that supports an organisations overall business. Learners must complete a Strategy unit plus three or four options from among the complete range of specialisms. The qualification is completed with a practical project relating this learning to real-world application. This qualification serves the needs of learners seeking to enhance their practical abilities in several different areas and at the same time to link them together in a strategic framework.

Advanced Professional diploma in Communication and PR The Diploma is a comprehensive 220-hour qualification for learners who aspire to be fully rounded communication and public relations professionals. It extends and deepens the specialist focus available in the Certificate. The options in this qualification comprise all of the main disciplines with a broad foundation comprising three core units: strategy, management and a project. Application of skills in practical employment or a structured work placement is fundamental.

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CommunICAtIon And PublIC RElAtIonS PRojECt

This unit requires learners to apply best-practice concepts and techniques in a practical project. Many learners choose a project based on a specialist topic studied as part of one of the other Units in their qualification programme. Projects are especially valuable when they produce practical resources relating to challenges and opportunities facing a learners own organisation. Examples include: A PR audit analysing a companys communication function A communication situation analysis of a companys PR environment An issues management and reputational risk assessment A public relations research project, such as a focus group programme A sub-strategy, such as for online or crisis communication A strategic execution plan, such as for a major event or campaign

unIt dESCRIPtIonS

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unIt 2:
CommunICAtIon And PublIC RElAtIonS StRAtEGy

unIt 3:
StRAtEGIC CommunICAtIon And PublIC RElAtIonS mAnAGEmEnt
This unit addresses a range of concepts and competencies that are essential when communication professionals are required to implement a PR strategy by initiating and supervising projects, campaigns and programmes. It focuses on the detailed planning and execution of communication projects and day-to-day activities within the framework of a strategy. It is about the systematic process through which a communication strategy is translated into effective action. topics include Principles and approaches to communication campaign planning Planning toolbox: practical techniques for campaign design Tactic selection: choosing the right mix of PR tools Time planning and resource planning Universal platforms for effective campaigns Practical communication project management Key ingredients and success factors in campaign project management Managing external engagement (stakeholders, media, messages, channels) People management and leadership for PR teams Appointing the right agencies and partners: best practice approaches Managing a strategic PR and communication department The strategic press office: role, mandate and function Operational press office management: workflow and direction Essential policies and processes (spokesperson policy, online social media policy etc.) Essential materials and resources (crisis manual, press lists, multimedia etc.) Strategy, planning and execution: PR in the strategy workflow Mixed-media, behaviour-change and long-term (iterative) campaigns Campaign budgeting and financial management

This unit provides a contextual framework for the many applications of communication and PR. It establishes the primacy of the communication strategy as the driving force behind all communication activity. It enables learners to examine trends and issues in the industry in order to make critical strategic decisions. Learners develop their skills in obtaining and analysing information to make critical decisions, advising and informing colleagues and stakeholders. They develop, evaluate and present sophisticated communication strategies. topics include Principles and essentials of communication strategy Using communication to manage reputation Using communication to influence stakeholders and behaviour Stakeholder mapping Audience segmentation Types of communication channel: strengths, weaknesses and applications Conducting a communications audit Communication SWOT analysis External analysis: analysing and prioritising reputational issues Internal analysis: aligning communication in support of business goals Defining and expressing SMART communication goals and objectives Creating positioning, messages and proof points Integrating your strategy: key ingredients and processes Presenting your strategy: best practice frameworks and formats Evidence-based communication strategy Integrating multiple strategies: online, internal, external, public affairs etc. Multi-country and multi-brand communication strategies Managing the strategy creation process Rolling out a communication strategy

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unIt 4:
mEdIA mAnAGEmEnt And EnGAGEmEnt
This unit provides insight into how journalists think, make decisions about news, and work with communication and PR professionals. Learners gain a thorough understanding of the media landscape, including the different types of media. Learners develop their ability to deliver effective media interviews, and brief other spokespeople so that they themselves perform in media interviews.

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EVEnt StRAtEGy And mAnAGEmEnt
This unit prepares learners to plan and manage the production and hosting of events of all shapes and sizes, from informal breakfast briefings with clients or journalists to major product launches and industry conferences. The unit links events management to the strategic communication and public relations programme of the organisation as one of the most powerful engagement tools available to the communication and public relations practitioner. topics include: Creating a strategic event concept Key components of event design Building a programme of content Selecting the right venue Mapping out a timeline and critical path Organising back-office systems Preparing and working with a running schedule Event strategy Project management for major events On the day: directing high profile events Principles of protocol and etiquette Preparing and hosting VIP visits and occasions

Mapping your media landscape Understanding and working with journalists Building news judgment to maximise coverage Finding and showcasing the news value in your story Definitions and universal ingredients of news Golden rules of story pitching: selling in stories effectively to journalists Creative news and media management Creative news angles: multiple aspects and approaches to the same story Navigating news dynamics and newsgathering processes Building relationships and trust with journalists Online media relations Preparing and coaching spokespeople Preparing and managing press conferences Top-level engagement with senior journalists and editors Managing conflict situations such as hostile or inaccurate coverage Spokesperson and media interview skills Projecting confidence, credibility and authority Working with broadcast and studio technology Improving body language and appearance Communicating powerful and memorable messages Performing calmly under pressure

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unIt 6:
WRItInG FoR CommunICAtIon And PublIC RElAtIonS
This unit enables learners to create and review the many forms of written and printed resources that comprise the core tools of the communication and PR profession. Learners enhance their grasp of the core principles of writing for communication and PR, including clarity, brevity, tone, balance, structure, grammar, syntax, and avoiding common mistakes. They develop their capability to apply these principles both in their own writing, and in editing and supervising the written work of others. They apply these skills while working through the full spectrum of specialist forms of written communication and PR, including opinion editorials, placed features and case studies. topics include: Principles of writing for PR Writing for news value Tighter PR writing: clarity, precision and focus Writing for impact: word-craft for PR Forms of written PR (press releases, opinion editorials, speeches etc.). Press release essentials Press release presentation: structure and format Press release content: news, language and colour Press releases online: search and social media impact Opinion editorials Case studies PR features Advertorials

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CRISIS CommunICAtIon
This unit highlights the importance of preparation in crisis communication. It focuses on the crucial period immediately after a crisis the golden hour during which an organisation has a brief opportunity to establish its voice at the centre of the media response by communicating proactively. It also requires learners to master the resources and systems that an organisation must put in place well in advance of a crisis in order to respond effectively when disaster strikes. Learners explore the dynamics of how the news media cover crisis events and develop the skills to interact effectively with journalists under pressure during a crisis. topics include: Crisis communication strategy Crisis radar: risk assessment and issues mapping Crisis systems, teams and protocols Crisis communication resources and planning Seizing the golden hour Crisis positioning Online crisis communication Crisis media engagement Best practice and practical steps in crisis communication response Engaging stakeholders before the rumour-mill takes over Understanding online dynamics in a crisis Best practice and practical steps in crisis communication response Crisis dynamics: lessons for how crises originate and develop How to set up early warning systems How to conduct a reputation flashpoint audit

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unIt 8:
onlInE CommunICAtIon
This unit examines the fundamental transformations in the online landscape and requires learners to consider the ways in which organisations such as companies and governments need to adapt their communication to online channels, technologies and trends. It recognises the importance of taking a participatory approach to communicating online rather than one-way broadcasting of information. This unit introduces the tools and rules of engagement, such that learners can create effective online communication strategies and plans and execute them.

unIt 9:
IntERnAl CommunICAtIon
This unit highlights the importance of internal communications in propagating shared values within an organisation. It focuses on important topics such as effective internal communication to enhance recruitment and retention of employees, improving staff motivation and productivity, and cultivating knowledge sharing within and between departments. Learners analyse the main conceptual models for internal communication and the communication channels through which it is implemented, including traditional means such as newsletters and team meetings and innovations such as the management of internal brands and online collaboration platforms. topics include: Strategic role of internal communications Principles of change management Rationale for investing in internal communications Motivation, productivity and knowledge sharing Management visibility Recruitment and retention Internal communication strategy and planning Defining your organisations value set Aligning internal communications with business goals Organisational models for internal communications Defining goals and objectives for internal communications Internal communications research tools (e.g. employee focus groups and internal surveys.) Internal communications platforms and channels Internal communications systems and processes Online internal communications: intranets, internal blogs Internal communications campaigns and programmes Creating and rolling out internal brands

topics include: Principles of online PR and communications The state of the art in online communications Understanding the landscape, themes, trends and principles that are essential to success Online communication strategy, systems and capacity building Best practice in designing a rigorous and comprehensive online PR and communication strategy Online toolbox: how PR works on the core digital platforms Using the biggest online technologies to influence perceptions, change behaviour and manage reputation Practical online engagement: a hands-on guide to how effective online PR and communication professionals interact and engage in the digital space Using Facebook for PR Using YouTube for PR Using Google and SEO for PR Using Twitter for PR Online crisis communications

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unIt 10:
AdVoCACy
This unit analyses to the range of disciplines related to the promotion of a cause or point of view through the application of strategic communication. It covers the practice of Public Affairs also known as Lobbying through which organisations seek to influence legislation and other areas of public policy or regulation. Learners investigate a range of political and regulatory systems and the stages at which the policy cycle is most susceptible to influence. They develop the ability to judge which individuals within the structures of power are most likely to exert control over an organisations desired outcome, and how best to engage with them. topics include: Principles of public affairs and lobbying Overview of the history and state of the art in the lobbying profession How lobbying works and what it can achieve Rationale for lobbying: threats and opportunities Tried and tested approaches and strategies for public affairs Mapping your public affairs landscape Understanding your regulatory and legislative environment Structural drivers of public policy Navigating the legislative jurisdiction Review of governmental systems and pressure points for action Issues and stakeholder management in public affairs Systems for predicting lobbying issues and forecasting trends Creating an issues management programme Public affairs in practice: tools and tactics The lobbyists toolbox: techniques for practical public affairs Securing and managing meetings with ministers and other policymakers

unIt 11:
CoRPoRAtE SoCIAl RESPonSIbIlIty
Corporate Social Responsibility (CSR) is an approach to business whereby an organisation conducts its operations according to a code of ethics. Companies practice CSR in a number of different forms, including corporate philanthropy, the funding of community projects, and encouraging employee volunteering. This unit introduces learners to the various approaches to the formation and management of relationships with third party organisations and examines CSR from a communication perspective. topics include: Designing a CSR strategy Corporate responsibility, corporate citizenship and corporate community involvement Triple bottom line thinking: financial, environmental and social responsibility International standards and recommendations Integrating social responsibility into corporate culture Building CSR programmes and campaigns Tried and tested platforms and approaches to CSR programme design Structures, systems, roles and responsibilities Cross-sector collaboration: choosing the right cause Leveraging community involvement: maximising both social and business benefits Beyond spending: creating impact in the community Distinguishing strategic community involvement from sponsoring and philanthropy Employee volunteering as a strategic HR tool Involving employees: tools for motivating and activating

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unIt 12:
FInAnCIAl CommunICAtIon And InVEStoR RElAtIonS
This unit addresses the specialised function of financial communication, which manages the flow of information between an organisation and its stakeholders and markets. In particular, for most major corporations, investors and shareholders are among the most important audiences for financial communications. Learners investigate the special nature of investors and financial markets as a stakeholder audience, and the special approaches required to communicate with them via financial analysts and the financial media. Principles of financial communication Financial reputation management Principles of engagement with stakeholders,investors and markets Financial communication strategy Communicating around corporate governance Shaping financial news-flow Demystifying financial news for broader impact Creative news angles for dry financial news Understanding the financial and business news media Communicating corporate financial results Managing investor briefings Organising and moderating shareholder meetings Ensuring compliance with stock exchange communication regulations for listed companies Orderly and simultaneous dissemination Managing financial crisis communication (e.g. profit warnings)

unIt 13:
IntEGRAtEd mARkEtInG CommunICAtIonS
This unit develops learners competencies in understanding and responding to the overlaps of practices and disciplines between public relations and the other fields of marketing communication in the context of an integrated communication strategy. It enables learners to analyse the role, strengths and limitations of different forms of marketing communications activities routinely used alongside public relations activities, including branding, advertising, sponsorship and word of mouth.

topics include Role of the different marketing communications disciplines Impact of marketing communication: stakeholder perceptions Organisational reputation, brand equity and stakeholder behaviour Forms of marketing communications activities Alignment with business objectives Integrated marketing communications strategy Coordinating communications among the different marketing communications disciplines Integrated marketing communications planning Developing brand values and personality Commissioning and designing advertising campaigns Selecting suitable sponsorship opportunities Triggering viral marketing (word of mouth) effects

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unIt 14:
IntERPERSonAl CommunICAtIon dynAmICS
Presentation, facilitation, chairing and negotiation Presentation and facilitation skills are fundamental to the communication and public relations profession and underpin almost all other disciplines. This unit introduces learners to a range of important communication skills that they will require in order to become confident personal communicators, team leaders and influential members of their organisation. The unit enhances learners ability to present a professional position or opinion in a compelling, persuasive and credible manner and in a variety of public speaking situations, including presentations and speeches. Learners acquire the skills to lead and chair important meetings and also to negotiate effectively with third parties. topics include: Voice and body language Presentation coaching Preparing business presentations Working the room Presenting with impact Managing and chairing meetings Moderating and facilitating Preparing a negotiation strategy Negotiation technique toolbox Negotiation in practice

unIt 15:
CommunICAtIon And PublIC RElAtIonS WoRk PRACtICE
This unit is designed to provide learners with an opportunity to practice communication and public relations activities in a relevant organisation. The experience enables learners to demonstrate the ability to understand, analyse and apply the various communication and public relations tools in practice. Learners will develop an action plan with aims, objectives and targets that supports the development of a PR in practice report, in agreement with their line manager and tutor. The report should be supported by evidence collected by the learner and should demonstrate an in-depth knowledge of working practices in communication and public relations and a broad knowledge of how the organisation operates. Learners are required to review their progress and evaluate relevant sources of information and assistance within the organisation. The communication and PR work practice report will be reviewed against the agreed targets of the action plan and submitted as a formal report.

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unIt 16:
AdVAnCEd PRoFESSIonAl dEVEloPmEnt
This unit is designed to enable learners to take responsibility for their learning and development needs to meet personal, professional and organisational goals and objectives. This is achieved through analysing current skills and preparing and implementing personal development plans. The unit highlights the importance of seeking feedback from others to improve performance continuously reviewing learning needs as these skills will equip the learner for future demanding responsibilities and career progression. Evidence provided to achieve this unit will be continuous throughout the qualification, thereby enabling learners to take ownership of their future development needs. Learners will be able to demonstrate they have a regularly updated and realistic personal development plan which fits with their preferred learning style.

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LONDON
Pinnacle PR St Johns House 54 St Johns Square London EC1V 4JL UK T: + 44(0)2072504290 F: + 44(0)2072504252

BRUSSELS
Pinnacle PR Rue Ducale 83 B-1000 Brussels Belgium T: + 32 (0) 2 513 06 33 F: + 32 (0) 2 513 13 21

DUBAi
Pinnacle PR Loft Building No.2 Entrance B Office Number 214 Dubai Media City PO Box 502176 Dubai, UAE T: + 971 4 4464824 F: + 971 4 4298634

BAHrAiN
Pinnacle PR Level 22, West Tower, PO Box 20705, Bahrain Financial Harbour, Manama, Kingdom Of Bahrain T: +973 17502918 F: +973 17502828

MUMBAi
Pinnacle PR Level 8, Vibgyor Towers, G Block C62 Bandra Kurla Complex, Mumbai 400 051 India T: +91 22 4090 7318 F: +91 22 4090 7272