North East Sales and Marketing Academy
Tel (Veronica Swindale): 07590 018205

CIPR Foundation Award in Public Relations

Foundation Award Course Provider

This is a short 3-day course with a nationally recognised qualification. It provides an introduction to the knowledge and skills needed in PR and is a platform for further studies. Success at this level qualifies you to enrol for the CIPR’s Advanced Certificate, which in turn leads to the Institute’s senior award – the (post graduate) Diploma.

Ideal qualification…

To serve as an introduction to the profession of public relations and will also develop your writing skills.

What will you learn?

Upon achievement of this qualification you should be able to demonstrate:

  • An understanding of and differentiate between the concepts and practices of : public relations, marketing, advertising, publicity, public information, spin and propaganda
  • An understanding of and work with, key PR terms: publics, reputation, relationships, media relations, newsworthy, dialogue, mutual understanding, social responsibility, evaluation and communication
  • An understanding of, and know how to work under the CIPR code of ethics
  • An understanding of when and how to write and place a news release, a blog post or tweet (micro-blog)

Do you qualify?

You need to be educated to at least A Level standard (or equivalent).

Those whose first language is not English but who wish to study for the English award must be able to demonstrate proficiency in the language – spoken and written to – International English Language Testing System (IELTS) band score of 7.0 or above or equivalent. Those abroad wishing to study for the award in their mother tongue must have proven language skills to the satisfaction of their chosen centre.

Who is it for?

  • Those doing A levels, perhaps thinking about a subject for higher study or simply deciding on a career to follow (eg.16-18 year olds)
  • Those seeking a career change or returning to work
  • Those working in organisations with PR colleagues, or in junior roles, who want to increase their understanding of PR policies and practice
  • Those who are simply curious to know what PR is really about!

How will you be assessed?

At the end of the course there will be a three hour examination, involving a report, a news release/blog post exercise and an essay covering all three units of the award.

How and where can you study?

Classes will take place in our training premises in Newcastle at: 19 Lansdowne Terrace, Gosforth, Newcastle upon Tyne, NE3 1HP on the following dates:

2014 Programmes

Summer: Wednesday 14 May, Wednesday 18 June and Wednesday 9 July, 10am-4pm. Exam Friday 25 July 2014.

Autumn: Wednesday 20 August, Wednesday 10 September and Wednesday 17th September, 10am-4pm. Exam Friday 3 October 2014.

Winter: Wednesday 8 October, Wednesday 29 October and Wednesday 5 November, 10am-4pm. Exam Friday 21 November 2014.

What does it cost?

Fee: £545 (+ £109 VAT) to include all tuition, materials and texts.  Plus £150 for CIPR membership and assessment fees (no VAT applicable).  Total Cost: £804

Course content

This qualification has three units:

A.   Distinguishing PR Activities

To enable students to define the field and scope of public relations and its relationship with marketing, advertising, publicity, propaganda etc. Students will also be able to demonstrate an understanding of the way that public relations is placed within organisations (in terms of its relative position to the dominant coalition, budget share etc.) Broad introductions will be given to some specialist areas including financial/investor public relations, lobbying, marketing PR (FMCGs) sponsorship, working in-house or in a consultancy and corporate social responsibility. Concepts such as relationship building, reputation management and working with publics will be illustrated.

B.  Writing for News Media and Online Audiences

To make clear the basics of working in partnership with the news media – meeting their needs; writing press releases for them; knowing what is news and why it needs currency and human interest; beginning to understand what makes a good picture for print, the right sound for radio and when something might be of interest to television. Also to understand the needs of online audiences and influencers such as bloggers, what makes a good concept for a viral video, and to be able to write a blog post or tweet to publicise a news event

C.   Ethics and the PR Professional

To establish the role of the professional practitioner, difficult choices will be debated for those working under the CIPR code of practice. We will address what it means to use an ethical approach and examine a commitment to continuous professional development.

How do I apply?

Complete the online application form and we will contact you shortly.  For additional information refer to

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