There are 3 levels of assessment: full recognition, partial recognition and module recognition.
Courses seeking full recognition must cover the following 5 areas:
PR practice which might include its role and scope; writing; commissioning design and photography; media relations; campaigns; research; planning; social media/digital communication; CSR; relationship, issues, crisis and reputation management; ethics; sponsorship; pressure groups and activism; current debates and trends
Communication knowledge and theory which might include the background and development of PR; systems theory; propaganda; persuasion; power; publics; co-orientation; critical perspectives on PR; Excellence theory; organisational, political and social culture; change and complexity theories; rhetoric; social psychology including motivation and influence; ethical theories; how PR impacts upon society politically, socially, economically and morally
Business skills and knowledge which might include IT skills; financial and budget awareness; time management; staff management; business planning; marketing; advertising
Professionalism which might include codes of conduct; regulation; legal considerations; standards
Specialisms which might include sector specialisations such as financial, consumer, b2b, health, environmental, leisure etc; role specialisations such as public affairs, investor relations, media relations, internal communication, crisis management, marketing communication, etc.
Courses which meet 4 or less of the above criteria will be granted partial recognition. There is no alteration to the process or fees for partial recognition.
Modules will need to meet 1 of the 5 criteria.
how much does it cost?
New courses and modules may seek recognition at any
time during the year and will pay an initial fee as below (NB: All fees quoted are subject to VAT):
- new course at new university: £500
- new course at existing university: £400
- new module at new university: £400
- new module at existing university: £100.
This fee covers assessment of your course content and other
Once your course or module is recognised, the following fee will be due before the beginning of each academic year:
- first course/module: £400
- each additional course/module: £50.
how to apply for course recognition
Apply for course recognition by completing and submitting this form.