Diploma in Public Relations Writing via Online Distance Learning

Enrolment date: 31 May 2024

Benefiting from over 30 years’ practical skills training experience, Fitzwilliam Institute’s Online Diploma in Public Relations Writing course features:

  • Comprehensive modules covering all aspects of Public Relations Writing: Public Relations Strategy, Public Relations Audience, Media Relations, Press Release Writing, Writing for Print Media, Online PR, Writing for the Web, etc.
  • Interactive course expert support, advice and guidance from leading industry professionals. Always ready to help and answer any questions you might have throughout the course, all of Fitzwilliam Institute’s Public Relations Writing course experts are top industry professionals with many years of successful experience. Upon completion of this online diploma in writing for the web all of our students are industry-ready.
  • Real life Public Relations Writing briefs. Fitzwilliam Institute’s Diploma in Public Relations Writing empowers participants with practical and specific skills that can be applied in real world situations. You will gain exposure to invaluable toolkits and prepare a real life PR Writing brief, enabling you to develop your work portfolio.
  • Flexible online learning. Fitzwilliam Institute’s Diploma in Public Relations Writing course can be completed in your own time, from the comfort of your own home, to suit your lifestyle. You will have full access to online resources and subject expert support for 6 months. However, you can complete the course in as little as 3 - 4 months, by dedicating 6-8 hours of study per week.
  • Public Relations Writing Jobs, Networking and Volunteer Opportunities. Benefiting from many years of industry experience, we are extremely well placed within the industry. Employers are always looking for Fitzwilliam Institute’s students and alumni. Fitzwilliam Institute’s website features a comprehensive jobs and volunteer opportunities section.

The Meaning and Development of Public Relations

Definitions of Public Relations. PRs relationship with other Functions/Professions, Advertising, Marketing, etc. History and Development of Public Relations. The Future of Public Relations.

Public Relations Strategy

How to create a Six Point PR Plan. PR Campaigns. Client Interaction.

Public Relations Audience

Who to target PR towards. How to target PR towards your chosen audience.

Ethical and Legal Issues

The Principle Ethical Codes which underpin the practice of Public Relations. Legal Issues in Public Relations, Copyright, Libel, Slander, Freedom of Information.

Media Relations

How to Segment Audiences. Serving the Client/Organising and serving the Media. The Readership Profile. Media lists. The role of Press Releases in Public Relations. Creating angles in Press Releases. Identifying the news angle in a story. The role of Photography. The ethics of Media Relations. Evaluating Media Relations. Media Monitoring.

Press Events

Press Related Events, Planning Press Events. Creating a Press Kit.

Media Writing

Introduction to Media Writing. Grammar. Pre-writing. Writing. Re-writing.

Press Release Writing

What is a Press Release? Writing a Press Release. What Makes a Good Press Release? Press Release Construction. Writing Style. Presentation. Typical Layout of a Press Release. Targeting the Media. Journalists Use of Press Releases.

Writing for Print Media

Design for Print Media. Style Guides. Writing for the Press. News Writing Skills. Interview Skills. News Releases. Feature Articles.

Writing for Broadcast Media

Writing for Radio. Writing for Television.

Crisis Management

Definitions and Typologies of Crises. The Crisis Management Plan and Crisis Management Team. Communicating in a Crisis. The Aftermath of a Crisis, Reputation Management. Writing Holding Statements.

Political Lobbying

Interest Groups and Lobbying. How to Influence Public Policy. Planning and Managing Lobbying Campaigns. The role of Coalitions. Public Affairs – Integrating Lobbying and Media Campaigns. Involving the Public in Lobbying Campaigns.


The Social Media Landscape

Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.

The Internet as a Media

Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.

Online PR Building Blocks

Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.

Social Media and PR Strategy

Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.

Online Influences on Present PR Practices

Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, Corporate Speak. Implications of Social Media for Corporate Social Responsibility.

Writing for the Web

Creative Writing for the Web, Writing for your Client, Relevant Content - Importance of, Simple versus Complex Messages, Keeping a Natural Flow to your Content, Optimising Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.

Copyright and Outsourcing

Copyright on the Web. Open source and Creative Commons. Outsourcing.

Introduction to Social Media Marketing

Introduction to Social Media and Social Networking, How Social Media is transforming the way we do Business, Facebook, Twitter, YouTube, Bebo and MySpace, LinkedIn, Flickr and Picasa, Blogs and Blogger, MeetUp and Ning, Second Life, Social Bookmarking, Delicious, Digg and StumbleUpon, Running a Social Media Marketing Campaign, Measuring the Success of Social Media Marketing.

Social Media Platforms

PR and Facebook. PR and Twitter. PR and YouTube. PR and Blogging.

Setting Up and Marketing Your Own Consultancy

The Business Plan, Creating a Business Plan, Executive Summary, the Business Opportunity, Marketing & Sales Strategy, Management Team & Personnel, Operations, Financial Forecasts, Presentation, Legalities, Choosing a Legal Structure, Taxes, Records and Returns, Setting Up, the Workplace, Office Equipment, Stationary Supplies, Insurance, Financing Your Business, Accounting Software, Becoming an Employer, Marketing Strategy, Knowing Your Competitors, Promotional Tools.

Presentation Skills

Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.

On successful completion of this course you will receive a Professional Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).

The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.

next start date: 31st May 2024

Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 months, by dedicating 6-8 hours of study per week.

Course Fees: 995.00 EUR

To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.

Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.

Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.

Year on year, we have the pleasure of training students from top Ireland and international companies. See where our most recent students come from and find out what they have to say.