Take a strategic approach to PR and prepare to lead at board level.

Gain an advanced understanding of areas including planning, research and evaluation; crisis and risk issues; CSR; stakeholder management and ethics. You’ll also put your learning into practice, evaluating a wide range of PR theories, concepts and techniques and applying them practically to your own work and sector.

The syllabus is taught and assessed at Masters level.

The Diploma takes an in-depth look at PR as an integral part of successful business practice. You'll examine case studies and practical PR examples and analyse strategic communications in action. Topics will include:
  • PR as a management function
  • theoretical approaches
  • reputation management
  • corporate responsibility and stakeholder theory
  • issues and crisis management
  • PR planning.
This qualification comprises three written assessments:
  • Critical Reasoning Test – 2 essays of 2,500 words each
  • Planning Assignment – campaign plan (3,500 words) plus supporting rationale to illustrate the theoretical and conceptual underpinnings that have informed the strategy (2,000 words)
  • Research Project (6,000 words).
To gain the qualification you need to achieve at least a pass in each of the 3 assessments. Note: If you already hold any of the short sector-specific CIPR Diplomas you'll only need to complete the Critical Reasoning Test and the Planning Assignment to gain the Diploma.
It's right for you if you're an experienced PR professional and are ready to progress towards a senior management position, or if you have previously studied the CIPR Advanced Certificate in Public Relations. You qualify for the CIPR Diploma if you have any of the following:
  • CIPR Advanced Certificate in Public Relations
  • 1 of the following plus 1 year's relevant full-time employment in public relations (or related sectors, e.g. marketing, journalism):
    • CIPR Internal Communications Certificate
    • postgraduate professional qualification in a related discipline (e.g. CIM diploma)
    • UK Bachelor's degree or equivalent in a PR-related discipline: business, marketing, management, communication, media or journalism.
  • 1 of the following plus 2 years' relevant full-time employment in public relations (or related sectors):
    • CAM Advanced Diploma in Marketing Communication
    • NCTJ Diploma
    • UK Bachelor's degree or equivalent in any other subject
    • LCCIEB qualification which must comprise 5 level-3 subjects in PR, marketing, advertising, and principles & practice of management.
  • 4 years' relevant full-time employment in public relations (or related sectors) and 5 GCSEs at grade C or above, 1 of which must be in the English language.
In addition, those whose first language is not English must be able to demonstrate proficiency in the language – spoken and written – to an International Language Testing System (IELTS) band score of 6.5 or equivalent.
There are 4 assessment sessions per year. Depending on when you enrol on to the qualification you could qualify in as little as 10 to 12 months. As well as the tuition time, you'll need to set aside approximately 10 to 12 hours per week for self-study. This might increase as you work towards submitting your assessments.