Strategic Communication – Developing Your Organisation’s Success

Over the past few months the strategic importance of the communication function in every organisation has come to the fore.


Crisis management, internal communication, governmental and public affairs and, for some, business (re-)positioning, all key skills in the Public Relations and Communications toolkit, have been in great demand since the outbreak of Covid-19.Primarily within the remit of the Public Relations  or Communication Manager, an appreciation of the strategic importance and techniques of effective public relations is a key business competence, knowledge of which shouldn’t be - confined to the communications department.


While many organisations will engage a PR consultancy to work with them on their communications challenges, all organisations should have a level of expertise among their management ranks. One way to do this is to train staff in PR and communications. The PRII Diploma in Public Relations is the foremost Public Relations qualification in Ireland and is ideally pitched for those working in other areas of the business who want a better appreciation of the contribution of strategic communications to business success.


Enrolment is currently open for the PRII Diploma in Public Relations which starts on Monday, 21 September and runs to April 2021.  There is a discount available to Dublin Chamber members who send two or more employees on the course. See for more information.


Delivered and accredited by the PRII, Ireland’s professional body for PR & Communication practitioners, the diploma is universally recognised. This year’s PRII Diploma course   will be delivered in a blended and flexible way allowing students balance their study and day jobs. This also means course delivery is within the Covid-19 public health measures.


Industry experts, PR professionals and academics, and guest lecturers all present and contribute to the course, ensuring that course content is up to date and relevant to this dynamic business function. The PRII Diploma will give participants a complete understanding of all aspects of the PR and communications function. Participants develop in-depth knowledge of the role and practice of external and internal communications well as learning how to devise, develop and implement comprehensive PR strategies and campaigns. Importantly, they will understand how the media works and how to develop effective relationships with key players. Writing and effective content creation appropriate to diverse types of media are a key element of the course. Participants will also gain an appreciation of the ethical and legal issues around public relations;  insight into the other professions central to the work of PR and see how business, politics and society interact and the role of public affairs in that process.