LIA offers customised courses, perfectly suited to each group

MBA Level Module


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To help future CEOs, directors and senior team members to understand their role in their organisation’s reputation and to give them a framework with which to build a communication strategy and to shape other strategies from a reputation standpoint.

The four day programme will include masterclasses from leading chartered public relations practitioners as well as lectures and workshops covering:

1 Public relations principles

Learning outcomes – students will be able to:

  • Critically evaluate a wide range of public relations theories, concepts and practice

  • Locate public relations theory and practice in wider academic and social contexts

  • Evaluate the impact of public relations on a range of public and private sector organisations

  • Understand the role of leadership in the establishment and maintenance of reputation

  • Realise the power of persuasion and the need for an ethical approach

Indicative content

  1. Theory and practice

    Definitions of public relations, applying theory, and reflective practice

  2. Public relations in context

    Public relations and the organisation, communications theory, international perspectives, marketing and diversity

  3. Strategic public relations

    Leadership, dialogue and persuasion models, different theoretical perspectives, reputation and relationship management, trust, branding, the challenge of the online environment

  4. Professional practice

    Ethics and professionalism, corporate social responsibility/community relations/sustainability and stakeholder theory, internal communications, professional roles, strategic media management

2. Planning and programme management

Learning outcomes: students will be able to

  • Apply a range of planning concepts to different public relations contexts

  • Analyse and prioritise the situation, environmental issues, and the needs and interests of stakeholders/publics

  • Develop strategic objectives aligned with corporate goals

  • Design effective internal and external communication

  • Select appropriate research and evaluation tools

  • Review the risk register with reputation and relationships in mind

  • Lead the debate rather than react to those of others

  • Understand how to be dynamic with issues and crisis management

  • Become alert to and opportunistic with threats and every day occurrences

Indicative content

  1. Strategic planning and communication management

    Risk, issues and crisis management, stakeholders and publics, the corporate context

  2. Planning research and evaluation

    Research to assess the situation, research to monitor progress, research to assess impact and return on investment

  3. Campaign planning

    Planning models, objective setting, creativity, messaging, strategy and tactics, budgeting, timescales and resources

Course Categories:

  • Foundation Award
  • Full Public Relations Diploma
  • Government Communication Diploma