THE DIPLOMA

OF

THE CHARTERED INSTITUTE

OF

PUBLIC RELATIONS
1. Outline of syllabus, including:
Aims
Learning Objectives
Learning Outcomes
Indicative content

Assessment methods
2. Detailed content for each unit

3. Suggested reading linked to unit content

June, 2006

Unit 2.1 PR theory and practice

(Professional knowledge)

Suggested teaching time 45%

Aim
To develop the ability to analyse and critique a range of public relations concepts,
models and theories and to apply them to public relations practice

Learning objectives
To:

introduce the basic elements of public relations theory, including schools of

thought
encourage greater use of academic study skills, including critical evaluation
encourage wider, critical, reading into current thinking about public relations
practice and theory
examine the social, economic and political impact of public relations in the
organisation, UK, European Union and globally
apply a range of theories to public relations practice in the workspace

Learning outcomes
At the end of Unit 2.1 learners will be able to:

critically evaluate a wide range of public relations theories and concepts

write essays/ papers to academic standards
access a wide range of relevant public relations writing and thinking
locate public relations theory in wider academic and social contexts
evaluate the impact of public relations in their own organisation and wider
contexts
apply a range of public relations ideas to their own workplace and to the sector in
general

Indicative content

Introduction to public relation practice and study

Public relations theory an overview

Public relations in society the wider context

Assessment: Critical Reasoning Test (essays/reports 5,000 6,000 words)

Unit 2.2 PR planning and management

(Vocational skills)

Suggested teaching time 45%

Aim
To develop the ability to explain, critique and apply a range if theories and practices to
strategic public relations planning and management

Learning objectives
To:

introduce a range of theories, models, concepts and practices concerning

strategic public relations management
emphasise the importance of planning to strategic public relations
explore corporate communication and its strategic functions
consider the needs of publics / stakeholders in designing communication
increase effective media planning and execution, including the use of informative
and persuasive communication strategies
understand the role of research and evaluation in the planning process
encourage students to apply the above to their own public relations practice.

Learning outcomes
At the end of Unit 2.2 students will be able to:
apply a range of theories, models and concepts to public relations planning for a
range of situations
produce and identify clear strategic objectives for a range of situations, as well as
appropriate tactics, in line with corporate goals
consider and prioritise the needs of different publics / stakeholders in a range of
situations
design effective communications, using appropriate media channels, and
informative and / or persuasive messages
select appropriate research and evaluation tools
use the above planning tools in their own place of work / practice.

Indicative content

Introduction to public relations planning in theory and practice

Strategic PR planning and organisational objectives
Strategic publics
Strategic media planning
Research and evaluation

Assessment: Planning assignment based on fictional case study (5,000 words)

Unit 2.3 Reflective Practice

(Personal development)

Suggested teaching time 10%

Aim
To support students conducting a self-directed research investigation into an aspect of
public relations practice and/ or theory

Learning objectives
To:

introduce a range of primary and secondary research tools

encourage students to produce realistic and achievable research plans
understand the importance of sourcing, reviewing and critiquing appropriate
literature
explore the different values and limitations of qualitative and quantative research
methods
introduce appropriate questionnaire designs
enable links to be made between theories, concepts and practices outlined in
earlier modules and current public relations practice.

Learning outcomes
At the end of the unit 2.3 students will be able to:

define their own project parameters and produce a realistic research plan
produce a literature review of current thinking in the field, including critical
evaluation
conduct primary and secondary research, as appropriate, using suitable research
tools
produce an in-depth reflective investigation of a selected area of public relations
practice or theory, drawing on material introduced in previous modules.

Indicative content

Project design
Research tools
Personal reflection

Assessment: Personal project agreed with tutor (6,000 words)

Syllabus in more detail

UNIT 2.1 - PR Theory and Practice
Introduction to public
relations theory and

Defining the field, understanding professionalism

The importance of theoretical ideas to developing best
practice

practice
(approx 20% of unit)
PR Theory - overview

Using theory to secure jurisdiction and recognition

Personal learning approaches/reflective practice
Academic writing styles and study skills

Schools of thought

(approx 40% of unit)

systems theory
critical perspectives
rhetorical approaches
relationship management

Sources of theory (overview)

management strategic communication, organisational

culture and change, stakeholders/publics, leadership,
issues etc
communication/media 2-way models, role of media,
decoding messages, semiotics etc
social psychology motivation, needs, influence,
persuasion

PR theory in practice

Public relations in
society the wider
context

(approx 40% of unit)

e.g. internal communications case study (from QMUC)

The organisational context for PR the PR
department/agency
How PR impacts on society economically, politically
and socially (inc. social/democratic good vs
propaganda views of PR)
Current debates in public relations, such as ethics,
CSR, environment monitoring, global communication
(e.g. blogging), diversity
Trends in society and PR (e.g. employee engagement)

Syllabus in more detail

Unit 2.2: PR planning and management
Intro: Planning as theory and
practice

Strategic PR planning &

organisational objectives

Strategic publics

Strategic management theories and

planning models
Communication and organisational
strategy
Integrated communications
management
Corporate communications
Corporate image & ID
Organisational reputation
Issues management and crisis PR
Managing and preparing live projects
for clients/employers ( e.g. class
activity)
Planning & resources
Concepts of publics/ stakeholders

Strategic communication

Research & Evaluation

Relationship management
Working with pressure groups & local
communities
Persuasion and influence
Creativity in communication
Informative and persuasive
communication styles/ models
Using existing and emerging media
channels Message strategies & tactics
Organisational research design and
execution
Tools and models
Accountability.

Syllabus in more detail

Unit 2.3 Personal Skills and Development
Project design

Conducting academic research,

literature search and review

Developing a research question,

hypothesis and methodology

Research tools

Quantitative and qualitative research

methods

Personal planning skills managing a

research project

Personal reflection

Reflective approaches to PR theory at

work

Personal and professional ethics in

research issues

Life long learning/ CPD

Note: The CIPR has established the Diploma as equivalent to level 7 of the National
Qualifications Framework.
For information: the following description of a level 7 course is taken from the National
Qualifications Framework
http://www.qca.org.uk/downloads/qca_05_2242_level_descriptors.pdf on 24/04/06

Level Intellectual Skills

and Attributes

Processes

Accountability

Conduct research, or
advanced technical or
professional activity,
using and modifying
advanced skills and tools
Design and apply
appropriate research
methodologies
Communicate results of
research to peers
Develop new skills to a
high level, including novel
and emerging techniques
Act in a wide variety of
unpredictable and
advanced professional
contexts.

Accept accountability in
related decision making
including use of
supervision
Take significant
responsibility for the work
of other professional staff;
lead and initiate activity.

Display mastery of a
complex and
specialised area of
knowledge and skills
Demonstrate expertise
in highly specialised
and advanced
technical, professional
and/or research skills

CIPR DIPLOMA
READING LIST 2006-7
The following list is intended as an introduction to the literature on public relations. You
should supplement this with additional reading, especially of newspapers and relevant
magazines. These would include PR Week, the new weekly PR Business, Management
Today, as examples of trade press and Public Relations Review, Journal of Public
Relations Research, Journal of Communication Management and Corporate Reputation
Review for academic journals
It is suggested that you buy at least one of the core texts: they may cost over 30 but
you will refer to them throughout the course and for years afterwards. There are also
recommended texts which may be better obtained from a library or by sharing costs with
other students on your course. If the text addresses a subject area of particular
relevance to your work or career plans, you may of course prefer to buy your own copy.
The recommended texts are organised under subject headings relating to the modules
of the CIPR Diploma, with chapter references where relevant.
Your module leaders may direct your reading more specifically to support their particular
teaching plans.
To assist students in this latter group of colleges, the CIPR has arranged electronic
access to four journals published by Henry Stewart, i.e. The Journal of Communication
Management, Corporate Reputation Review, Journal of Brand Management and Journal
of Public Affairs. Access is only for students taking the Diploma outside the university
sector and is available for the duration of the course

You might also consider subscribing to questia.com an online library based in the US
with a wide range of PR texts for a very reasonable subscription (see www.questia.com).

ESSENTIAL TEXTS
Tench, R and Yeomans, L, (2006) Exploring Public Relations, Harlow: Pearson Ed
(34.99)
Heath, RL (2001)
Handbook of Public Relations, London: Sage (36.99)
Cornelissen, J (2004) Corporate Communications: Theory and Practice, London: Sage
(22.99)
Highly recommended
J LEtang and M Pieczka (eds) Critical Perspectives in Public Relations London:
Thomson, - new ed due in 2006

Unit 2.1 PR theory and practice

Note: this module has the longest reading list because many ideas will be introduced
here for further exploration in other modules
Definitions & approaches - overview
Cheney, G. & Christensen, L.T. (2001) Public Relations as Contested Terrain, in
Heath, R. L (ed), Handbook of Public Relations, Thousand Oaks, CA: Sage
Hutton, J. G. (1999) The Definition, Dimensions and Domain of Public Relations, in
Public Relations Review, Vol 25, No 2, pp199-214
Hutton, J. G. (2001) Defining the Relationship between Public Relations and Marketing,
in Heath, R. L. (ed), Handbook of Public Relations, Thousand Oaks, CA: Sage
Pieczka, M (1996) Paradigms, Systems Theory and Public Relations in J LEtang and
M Pieczka (eds) Critical Perspectives in Public Relations London: Thomson, pp 152156

Systems theory & practice

Edwards, L. (2006), Public relations theories an applied overview: systems theories in
Tench, R. & Yeomans, L., Exploring Public Relations, Harlow: Pearson Ed pp142-164
Cutlip S, Centre A and Broom (2000). Effective Public Relations New Jersey: Prentice
Hall, Chapter 7: Theoretical Underpinnings: Adjustment and Adaptation
Grunig, J. (2001), Two-way symmetrical public relations: Past, present and future in
Heath, R. L. (ed), Handbook of Public Relations, Thousand Oaks, CA: Sage
Grunig, J (ed) (1992) Excellence in Public Relations and Communications Management,
Lawrence Erlbaum
McElreath, M P (1996) Managing Systematic and Ethical Public Relations Campaigns,
Brown and Benchmark

Critical approaches
Edwards, L. (2006), Public relations theories an applied overview: alternative
approaches in Tench, R. & Yeomans, L., Exploring Public Relations, Harlow: Pearson
Ed pp166-180
Moloney, K (2000) Rethinking Public Relations, London, Routledge

Pieczka, M. & LEtang, J., (2001) Public Relations and the Question of
Professionalism, in Heath, R. L (ed), Handbook of Public Relations, Thousand Oaks,
CA: Sage
Holtzhausen, E. (2002) Towards a postmodern research agenda for public relations, in
Public Relations Review, Vol 28, No 3, pp 251-264

Rhetoric/relationship theory
Toth, E. L., and Heath, R. L. eds. (1992) Rhetorical and Critical Approaches to Public
Relations Hillsdale, NJ: Lawrence Erlbaum Associates.
Ledingham, J.A., and Bruning, S.D., (2000) Public Relations as Relationship
Management, Mahwah, Lawrence Erlbaum Associates
Heath, R. L. (2001) Shifting Foundations: Public Relations as Relationship Building, in
Heath, R. L. (ed), Handbook of Public Relations, Thousand Oaks, CA: Sage

Sources of PR theory and practice (overview)

Management strategic communication, organisational culture and change,
stakeholders/publics, relationship theory, leadership, issues/crisis management etc
See systems and relationship texts above plus
Cornelissen, J (2004) Corporate Communications: Theory and Practice,
Sage:London
Van Riel, C B M (1995) Principles of Corporate Communication, Prentice Hall
Choo, G (2006), Audiences, stakeholders, Publics in Tench, R. & Yeomans, L.,
Exploring Public Relations, Harlow: Pearson Ed pp235-248
Lowensberg, D. (2006), Corporate image, reputation and identity in Tench, R. &
Yeomans, L., Exploring Public Relations, Harlow: Pearson Ed pp250-264
Wood, E. (2006), Corporate Communication in Tench, R. & Yeomans, L., Exploring
Public Relations, Harlow: Pearson Ed pp 538-557
Langford, M. (2006), Crisis public relations management in Tench, R. & Yeomans, L.,
Exploring Public Relations, Harlow: Pearson Ed pp396-413
Wilcox, D.L., Cameron, G.T., Ault, P.H, and Agee, W.K. (2003), Public Relations,
Strategies and Tactics, 7th Edition, Allyn and Bacon
Regester, M & Larkin, J. (2002), Risk Issues and Crisis Management, Kogan
Page/CIPR, 2nd edition
Oliver, S (1997) Corporate Communication Principles, Techniques and Strategies,

Kogan Page

Communication/media 2-way models, role of media, decoding messages, semiotics

etc
Fawkes, J. (2004), Public relations and communications in Theaker, A. (ed), The Public
Relations Handbook, London: Routledge (2nd Ed) pp18-31
Watts, R. (2004) The Application of Social Semiotic Theory to Corporate Positioning
Material, Journal of Communication Management, vol. 8, no 4, Henry Stewart
Publications
Bailey, R. (2006), Media relations in Tench, R. & Yeomans, L., Exploring Public
Relations, Harlow: Pearson Ed pp 310-331
McQuail, D. (2005) McQuails Mass Communication Theory, London: Sage (Fifth Ed)
Curran, J. & Morley, D., (2006) Media and cultural Theory, London:Routledge
Windahl, S. and Signitizer, B. with Olsen, J.T. (1992) Using Communication Theory,
London: Sage
Berger, A.A., (1995), Essentials of Mass Communications Theory, Thousand Oaks, CA:
Sage
Social psychology motivation, needs, influence
Fawkes, J. (2006) Public relations, propaganda and the psychology of persuasion; in
Tench, R. & Yeomans, L., Exploring Public Relations, London: Pearson Ed pp266-287
Miller,G.R., (1989) Persuasion and Public Relations: 2 Ps in a Pod? in Botan, C. H.
and Hazleton, V., eds. Public Relations Theory. Hillsdale, NJ: Lawrence Erlbaum
Associates
Brock, T.C. and Green, M.C. (2005), Persuasion Psychological insights and
perspectives, Thousand Oaks, CA; Sage
Simons, H. (2001), Persuasion in Society, Thousand Oaks, CA; Sage

PR and Society
Miller, D., (2004) The Propaganda Machine, from Tell Me No Lies, London, Pluto Press
Weaver, C.K., Motion, J and Reaper J. (2004) , Truth, power and public interest: a
critical theorising of propaganda and public relations. Paper presented to the
International Communications Association annual conference, New Orleans.
Leach, R.(2006), Public Relations and democracy in Tench, R. and Yeomans, L.
Exploring Public Relations, Harlow: Pearson Ed

Szondi, G. (2006) International context of public relations in Tench, R. and Yeomans, L.

Exploring Public Relations, Harlow: Pearson Ed
Ewen, S. (1996), PR! A social history of spin, NY: Basic Books
CSR
Tench, R. (2006) Community and Society: CSR, in Tench, R. and Yeomans, L.
Exploring Public Relations, Harlow: Pearson Ed

Frankental, P (2001) Corporate social responsibility a PR invention Corporate

Communications: An International Journal Vol 6 No.1 2001 pp 18 23
Maignan, I., and Ferrell, O.C. (2001), Corporate citizenship as a marketing instrument
Concepts, Evidence and Research directions European Journal of Marketing Vol 35 No.
3 /4 pp 457 484
Marquez, A., and Fombrun C. (2005), Measuring Corporate Social Responsibility,
Corporate Reputation Review Vol 7 No. 4 pp 304 308
Lantos G. P. (2002) The ethicality of altruistic corporate social responsibility Journal of
Consumer Marketing Vol 19 No. 3 2002 pp 205 230
Lantos G. P. (2001) The boundaries of strategic corporate social responsibility ,Journal
of Consumer Marketing Vol 18 No. 7 2001 pp 595-630
Corporate Social Responsibility A Government update (www.csr.gov.uk)
LEtang (1996) Corporate Responsibility and Public Relations Ethics in LEtang J, and
Pieczka M., Critical Perspectives in Public Relations (International Thomson Business
Press)
Knox, s. & Maklan, S. (2004) Corporate Social Responsibility: Moving Beyond
Investment Towards Measuring Outcomes European Management Journal Vol 22 no 5
pp 508 516
Ethics
Parsons, P. (2004), Ethics in Public Relations, London: Kogan Page
Seib,P; Fitzpatrick, K., (1995) Public Relations Ethics, Harcourt Brace
Curtin, P.A. and Boynton, L.A., Ethics in Public Relations:Theory and practice in
Heath R. L. (ed), Handbook of Public Relations, Thousand Oaks, CA: Sage pp411-422

Other
Green, A (2001) Creativity in Public Relations, Kogan Page/CIPR 2nd edition (2001)
Genasi, C (2002) Winning Reputations: How to be your own Spin Doctor, Palgrave

Study/writing skills
Barrass, R (1995) Students Must Write, Routledge, 2nd edition
Foster J (2001) Effective Writing Skills for PR, Kogan Page 2nd edition
Murphy, H A; Hildebrandt, H W (1991) Effective Business Communications, McGraw Hill
6th edition
Tucker, K., Derelian, D., and Rouner, D., (1997) Public Relations Writing, Simon &
Schuster, 3rd edition
Wilcox, D and Nolte, L.W. (1995), Public Relations Writing and Techniques, NY: Harper
Collins (2nd ed)

Unit 2.2 PR planning and management

See above (especially Management and Corporate Communications books) plus
Planning
Gregory A ( 2002) Planning and Managing Public Relations Campaigns, Kogan
Page/CIPR 2nd edition
Gregory, A (2004) Public Relations and Management in Theaker (ed) The Public
Relations Handbook, Routledge
Grunig, J E (ed) (1992) Excellence in Public Relations and Communications
Management, Lawrence Erlbaum
McElreath, M P (1996) Managing Systematic and Ethical Public Relations Campaigns,
Brown and Benchmark
Van Riel, C B M (1995) Principles of Corporate Communication, Prentice Hall
Austin, EA &. Pinkleton BE (2000) Strategic Public Relations Management, Lawrence
Earlbaum: NJ/USA
Green, A Creativity in Public Relations, Kogan Page/CIPR 2nd edition (2001)
Corporate Comunications
Fearn-Banks, K. (2001) Crisis Communications A Review of Some Best Practices in
Handbook of Public Relations, RL Heath (Ed) Thousand Oaks and London SAGE pp
479 -485
CEO Views on Reputation Management A report on the value of public relations, as
perceived by organisational leaders by Kevin Murray Chairman Public Relations Div

Chime Communications plc and Jon White Associate The John Madejski Centre for
Reputation Henley Management College
Wood, E (2004) Corporate Communications in Theaker (ed) The Public Relations
Handbook, Routledge
Wood, E (2004) Corporate Identity in Theaker (ed) The Public Relations Handbook,
Routledge
Dolphin, R R., (2003) Sponsorship: perspectives on its strategic role , Corporate
Communications: An International Journal Vol 8 no. 3 pp 173-186
Ihator, A. S., (2001) Communication style in the information age Corporate
Communications: An International Journal Vol 6 No, 4 2001 pp 199-204
Steyn, B., (2003) From strategy to corporate communication strategy: A
conceptualisation by Journal of Communication Management Vol 8. No.2 pp 168-183
Research and evaluation
Noble, P., (1999) Toward an inclusive evaluation methodology from Corporate
Communications: An International Journal Vol 4. No 1, 1999 pp 14-23
Gregory, A. (2001) Public relations and evaluation: does the reality match the rhetoric?
Journal of Marketing Communications Taylor & Francis Ltd
Caneque, FC (2000) Social Standards measuring and Reporting Corporate Social
Performance, Corporate Reputation Review Vol 3 No 2 pp 142-163
Knox, s. & Maklan, S. (2004) Corporate Social Responsibility: Moving Beyond
Investment Towards Measuring Outcomes European Management Journal Vol 22 no 5
pp 508 516
Logan, D. & Tuffrey, M. (1999) Companies in communities: valuing the contribution:
practical guidance on using the London Benchmarking Group model to evaluate
corporate community involvement, Corporate Citizenship Company
McCoy, M. and Hargie, O. (2003) Implications of mass communication theory for
asymmetric public relations evaluation, Journal of Communication Management Vol 7
No. 4 pp 304 316
Phillips, D. (2001) The Public Relations Evaluationists Corporate Communications: An
international Journal Vol 6 No.4 pp 225 237
Xavier, R. Johnston, K. Patel, A., Watson, T., and Simmons, P., (2005) Using evaluation
techniques and performance claims to demonstrate public relations impact: An
Australian perspective, Public relations Review 31 pp 417 - 424

Unit 2.3 Personal Skills and Development

See study/writing skills under 2.1 plus

Daymon, C., & Holloway, I., (2002) Qualitative Research Methods in PR and Marketing,
Routledge
Bell, J (1993) Doing your research project OU Press
Blaxter, L., Hughes, C. and Tight, M., (1996) How to research, OU Press
Preece, R., (1994) Starting Research, Pinter publishers
Moss, D., Vercic, D., and Warnaby, G. (2003) Perspectives on PR research, Routledge