COURSE OUTLINE

Diploma in Public relations JP 600

1. Public Relations JP 600/1

2. Communications JP 600/2
3. PR External Partners JP 600/3
4. Specialist PR JP 600/4
5. Advertising & Public Relations JP 600/5
6. Ethics & Law Basics JP 600/6
7. Managing Media Relations JP 600/7
8. Information Communication Technology JP 600/8
9. PR Planning & Management JP 600/9
10. Industrial Organization & Management JP 600/10
11. Business Communication and Office Management JP 600/11
12. Quantitative techniques and Research JP 600/12

DIPLOMA IN PUBLIC RELATIONS JP 600

1. Public Relations JP 600 1

 Definitions
 Growth of Public Relations
 Public Opinion
 Consumer relations
 Investors relations
 International Relations
 Social media Relations
 Govt Relations
 Outsourcing Public Relations (Merits and Demerits)
 Sponsorship
 Patronage
 Managing a PR Dept

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2. Communications JP 600 2

 Communication Principles
 Listening
 Self disclosure
 Expressing
 Verbal / Non verbal communication
 Giving / Receiving Feedback
 Hidden Agendas
 Barriers to effective communication
 Technology in communication
 Assertiveness in Communication
 Negotiations
 Prejudgement
 Making contact
 Influencing others
 Public Speaking
 Interviewing
 Corporate communication
 Corporate social responsibility
 Publicity

3. PR & External Partners JP 600 3

Working with Suppliers

 Contracts & Agreements
 Timetabling
 Costing
 Progress chasing

Working with Publishers

 The Contract
 Manuscript
 Promotion
 Distribution

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 Working with Printers
 Contract
 Illustrations
 Promotion & Distribution

Outsourcing

 Photography
 Outsourcing design, print and multimedia

4. Specialist Public Relations Functions JP 600 4

In house Photography
 Choosing a photographer
 Photographic libraries
 Studio work
 Special effects
 Copyright
 Reproduction Studios

In-house Designing
 Desktop Publishing
 Briefing
 Follow up

Making Videos
 Film making
 Costs
 The concept
 The script
 Filming
 Post production

Exhibitions & Other Events

 Exhibitions & Trade fairs
 Support at the stand

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  Organizing an exhibition

Promotions & Other Functions

 Venues
 The programme
 Events characteristics
 Events categories

Visits
 VIP / Loyal

Other PR functions

 Financial PR
 Internal PR
 PR in Politics

5. Advertising & Public Relations JP 600/5

 Advertising / public relations common terms

 Advertising
Public opinion
Popular culture
Coherence of advertising
 Advertising agencies
Selling
Brand
Advertising agencies
 Marketing, media and communication
 Historizing advertising

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  Advertising and culture
Language and culture
Representing people
 Signs and textualities
Signs
Semiotics
Modeling advertising signs
Layouts
Textual analysis
 Audience and psychology
Entertainment and popular culture
Changing audiences / changing cultures
Creative deconstruction
Dynamic / static audiences
 Public Relations

6Ethics & Law Basics JP 600/6

a)nature and source of law
 What is law ?
 Law and morality
 Classification of law
 Kind of civil wrongs
 Source of law
 Roles of English common law and equity
 Case law /judicial precedent
b) Structures of courts (Kenya)
 Kadhis courts

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  Resident magistrate’s courts
 District magistrate courts
 High court
 Court of appeal
 Tribunals
c) Law of persons
 Legal personality
 Unincorporated associations
 Nationality
 Domicile
 Marriage
 Adoption
 Legitimating
 Guardianship
 Mentally disordered persons
 Proceedings against state
d) Law of torts
 Nature of tort
 Capacity of parties
 General defences
 Joint fort feasors
 Survival of actions
 Trespass
 Negligence
 Nuisance
 Defamation
e) Law of contract
 Nature of contract

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  Type of contract
 Doctrine of part performance
 Intention to crate legal relations
 Offer and acceptance
 Consideration
 Contractual capacity
 Term of a contract
 Exemption clauses
 Illegal contracts
 Reality of contract
 Assignment of con tactual rights
 Transfer of liabilities
 Quasi contracts
 Discharge of contract
 Remedies for bleach of contract
f) Agency
 Creation of agency
 Rights of agent
 Duties of agent
 Personal liability of agent to 3rd party
 Undisclosed principal
 Classes of agents
 Ostensible authority
 Termination of agency
g) Partnerships
 Formation of partnership
 Relation of partners
 Duties of partners

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  Relation of partnerships
 Duties of partners
 Relation of partners to 3rd parties

 Assignment of shares in partners

 Liabilities of incoming and outgoing partners
h) Sale of goods
 Condition and warranties
 Transfer of property in goods
 Transfer of title
 Performance of contract
 Rights of unpaid seller
 Rights of buyer
 International trading contracts
i) Nature of hire purchase agreement
 Requirement of hir3e purchase agreements
 Registration
 Implied terms
j) Negotiable instruments –bills of exchange
 Negotiations instruments
 Presentment for acceptance
 Noting and protesting
 Negotiations
 Endorsements
 Holder in due course
 Discharged of a bill
k) Negotiable instruments –cheques and promissory notes
 Crossed cheques

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  Promissory notes
l) Guarantee
 Contract of guarantee
 Contract of indemnity
 Continuing guarantee
 Rights of guarantor
 Discharge of a guarantor or surely
m) Bailment, lien and pledge
 Bailment
 Lien
 Pl edge
 Bills of sale
n) Insurance
 Purpose of insurance
 Reinsurance
 Double insurance
 Subrogation
 Main kinds of insurance
o) Common careers
 Duties
 Contract of affreightment
 Bill of lading
 Shipweners lien
p) Bankruptcies
 Acts of bankruptcy
 Discharge of debtor
q) Arbitration
 Award

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r) Labour Law
 Employment rights
 Duties of employees / Employers
 Health & Safety rights
 Human rights
 Disputes
 Trade unions
s) Ethics

 Rights & Responsibilities

 Code of conduct

7. Managing Media Relations JP 600/7

The place of the media in an organization

Communication plan

Media Law

 Contempt of court
 Libel & Slander

Ethics & privacy Regulations

Media Technology

 Impact
 Audiences
 Television
 Radio
 TV
 Digital broadcasting
 News Release
 Social media
 Monitoring & Evaluation

Dealing with the press

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  Targeting the press
 Press agencies
 Periodicals (Consumer & Specialized)

Press Relations
 Matching the media
 Promoting the product / Service
 Public relations and news features
 Writing for the press
 Press Interviews
 Press Conferences
 Checklists
 Managing the media in Crisis situations

8. Management of Information Systems JP 600/8

a) Introduction
 Definitions of names(data, information)
 information system
 kinds of information system
b) Information technology
 roles of management information system
 characteristics of good management information system
 concept of information
 functions of information
 characteristics of good information
 presentation of information
c) The system concept
 system definition, approach and features
 system elements
 sub systems

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d) Classification of system
 deterministic system
 probabilistic system
 information processing system
 levels of management
e) Computer hardware
 computer generations
 types of computers
 data processing
 data processing system
 online processing
f) System development
 prototyping model
 computer aided software engineering tools
 programmers’ workbenches
 business process re-engineering
 decision support systems
 executive support system
 strategic information systems
 outsourcing facility management
 end user computing
 database systems
g) Data communication and computer networks
 definition of networks
 benefits of networks
 types of networks

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9. Public Relations Planning and Management JP 600/9

 Analyzing the situation

o Public Relations situation
o Issues management
o Public Relations & Ethics
 Analyzing the organization
o Internal Environment
o Public Perception
o External Environment
 Analysing the publics
o Public Markets & Audiences
o Key Publics
 Establishing goals and objectives
o Goals
o Positioning
o Objectives
 Formulating Action and response Strategies
o Action Strategies
o Communication Strategies eg
 Pre emptive
 Offensive
 Defensive
 Diversionary

 Effective Communication
o Information
o Persuasion
o Dialogue
o Credible
o Charismatic
o Controlling
o Visual Supporting Evidence
 Communication tactics
 Organizational media tactics
o General Publications
o Direct Mail
o Audio Visual Media

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  Managing Planned PR programmes
 Budgeting
o Budget Item Categories
o Managing the budget
 Implementation & control
o The written Plan
o The Schedule

10. Industrial Organization and Management JP 600/10

a) Introduction
 Meaning of organisation
 Nature and importance and scope of an organisation
 Trade, industry and commerce
 Cause of localisation of an industry
b) Size of business
 Factors affecting size of business
 Advantage an d disadvantage of large scale business
 Reasons and why small business survives
 Types of business (sole trader and partnership)
c) Company organisation disadvantages of a company
 Characteristics of a company
 Advantages and d disadvantages of a company
 Private limited company
 Types of companies
 Formation of companies
 Membership of a company
 Promoters
 Underwriting
 Directors

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  Company secretary
 Share holders
d) Cooperative
 Cooperation
 Types of business cooperative
e) Business combinations
 Meaning and cause of combinations
 Kinds of business organisational (horizontal verses vertical)
 Advantage and disadvantage of combination
 Chambers of commerce
 Interlarded directorate
f) Management organisation
 Definition
 Function
 Importance of management
 Organisation authority and responsibility
 Planning
 Delegations of authority
 Communication
 Control
 Coordination between function of management
 Composition of board of directors
 Supervision
 Accountability
 Decentralization of management
 Principals of joint consultation
 Committee as a tool of management
 Conflict between profit objective and social obligations of business

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  Leadership
 Motivation
 Budgetary control
g) Production management
 Planning production and control
 Productivity
 Quality control
 Statistical quality control
 Costing
 Production and cost control
h) Scientific management
 Meaning, principals, features and importance
 Fatigue verses monotony
 Time and motion study
 Industrial psychology
 Opposition of labour
 Scientific management verses rationalisation
 Why humans resist change

i)Rationalization
 Meaning
 Advantages and disadvantages
 Opposition of labor to rationalization

1. Personnel management
 Procedure for recruitment and selection of personnel
 Workers indictment
 Job evaluation and merit rating

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 Vocational training, selection and guidance
 Measures to raising morale
 Wage payment
 Time wage and piece wage
 Premium bonus system
 Profit sharing and profit sharing by labor
 Minimum wage versus living wage

2. Labor welfare
 Welfare activities
 Social security legislation
 Hosing and education for workers
 Why labor efficiency and measurements falls
 Causes and methods of settlement of industrial disputes
 Trade unions

3. Foreign trade
 Disadvantages and difficulties
 Import trade and documents used
 Export promotion
 Export credit and guarantee exportation

4. Wholesale
 Types of middlemen
 Relationship between wholesaler and retailer
 Buying and selling policies of a wholesaler
 Pricing policy

5. Retail trade

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 Departmental stores
 Multiple shops
 Mail order business
 Consumer’s cooperative stores
 Hire purchase system of sale
 Selection channels of distribution

6. Organization finance
 Capital structure
 Overcapitalization and undercapitalization
 Working capital
 Capital gearing
 Shares, debentures, public deposits and bank loans
 Types of shares


 Ploughing back of profits

7. Institution finance
 Industrial Finance Corporation
 State Finance Corporation
 Investment trusts

8. Produce and stock exchange

 Stock exchange
 Price fluctuation
 Speculation versus gambling
 Transaction of business on a stock exchange
 Brokers versus jobbers
 Securities

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 9. Insurance
 Importance
 Life insurance
 Fire and marine insurance policies
 Principle of indemnity
 Insurable interest
 Utmost good faith
 Reinsurance and double insurance
 Subrogation and contribution

10. Office organizing and management

 Planning of office layout
 Handling of inward and outward mail
 Duplicating
 Filing and indexing
 Accounting machines and private offices
 Monopoly enquiry commission
 Control on capital expenditure
 Means of transport

11. Business Communication and Office Management JP 600/11

 Principals of office management.

 Functions of an office.
 Importance of office manager
 Elements of office management
 Typing and duplicating
 Office planning and layout
 Office environment
 Office procedures

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  Filing system
 Indexing and filing equipment
 Forms design and control
 Stationary and office process
 Office machines
 Inward – outward mail
 Internal communications
 External Communications
 Data processing
 Use of computers
 Modern forms of communications
 Nature and scope of secretarial work
 Office reports
 Noting and drafting
 Meetings
 Office cost reduction and cost saving
 Office supervision
 Office personnel relations.

12. Quantitative Techniques JP 600/12

1. Terminology and Notation: Statistics & Quantitative Methods

2. Scientific Method: Deductive Approach versus Inductive Approach
3. Data and Levels of Data Measurement
4. Classification Methods
5. Samples, Populations, and Sampling
6. Classic Descriptive Statistics
7. Graphical Tools and Techniques
8. Introduction to Probability Theory
9. Selected Theoretical Probability Distributions
10. Statistical Inference
11. Sample Size Determination
12. Simple and Complex Hypothesis Testing

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 13. Confidence Intervals
14. Equality of Means
15. Analysis of Variance
16. Goodness-of-fit Testing
17. Correlation and Statistical Association
18. Parametric and Non-parametric Methods
19. Bi-variate Regression

Business Statistics
Valuable and function
a) Types of valuables
b) Types of function
c) Equations
d) Symbols of equation
e) Types of equation
f) Elements of calculus
g) Differentiation
h) Integration
i) Rules of finding derivatives
j) Measure of central tendency
k) Qualities of a good average
l) Types of average
m) Sources of statistics
n) Matrices
o) Addition and subtraction of matrices
p) Multiplication
q) Determinants and inverse
r) Simple and compound interest

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 s) Simple interest
t) Compound interest
u) Change in interest rate
v) Increasing sum invested
w) Hire purchase transaction
x) Mark ups and margins
y) Discounts and commission
z) Index numbers
aa) Price index numbers
bb)General/ simple aggregate index number
cc) Constant index number
dd) Measure of dispersion
ee) Significance of measuring dispersion
ff) Properties of good measure of dispersion
gg) Measures of dispersion
hh) Set theory
ii) Set concepts
jj) Probability
kk) Correlation
ll) Regression
Strategic management
a) Concepts/approaches of strategic management
b) Strategy formation
c) Strategy evaluation and choice
 The basis of competition
 Mode of action
 Suitability
 Feasibility
 Acceptability

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  The direction of action
d) Strategic implementation and control
 Organizing
 Resourcing
 Change management
e) General approaches
f) The strategy hierarchy
g) Historical development of strategic management
 Birth of strategic management
 Growth and portfolio theory
 The marketing revolution
 Competitive advantage
 The military theorists
 Strategic change
 Information- and technology-driven strategy
 Knowledge Adaptive Strategy
 Strategic decision making processes
h) The psychology of strategic management
i) Reasons why strategic plans fail
j) Limitations of strategic management
 The linearity trap
 Putting creativity and innovation into strategy

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