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Whitestone International College of Innovation delivers quality-assured, standards-aligned programmes that integrate academic rigour, industry relevance, and digital fluency to develop principled leaders who deliver measurable impact.

Courses

Whitestone International Diploma in Media and Public Relations

Course Overview

The Whitestone International Diploma in Media and Public Relations is a 12-month vocational programme designed to provide a structured, practice-oriented foundation in how organisations manage their communication with the public, the media, and key stakeholders in a fast-moving information environment.

The programme introduces key dimensions of media landscapes and platforms, public relations fundamentals, strategic communication planning, message development and storytelling, media relations practice, press materials and events, digital and social media engagement, reputation management, and crisis and issues communication at an awareness level. It is designed for individuals who support, or intend to support, communications, PR, marketing, public information, advocacy, and stakeholder engagement activities in public, private, and non-profit sectors.

Learners will explore how communication professionals shape narratives, build relationships with journalists and influencers, prepare spokespersons, manage campaigns, and respond to issues and crises in ways that are consistent, ethical, and aligned with organisational objectives. The emphasis is on applied communication skills, planning discipline, and professional conduct, rather than on advanced legal practice, political consulting, or specialised journalism qualifications.

By the end of the programme, participants will be able to contribute effectively to media and PR planning, content creation, stakeholder engagement, and reputation support, under the guidance of senior communication leaders and in coordination with other organisational functions.

This diploma is vocational and non-regulated. It does not qualify learners as legal advisers, political consultants, accredited journalists, or licensed lobbyists, and does not replace any regulated professional designation. All legal, regulatory, and high-risk communication decisions must be handled by appropriately qualified professionals and aligned with applicable laws, organisational policies, and ethical standards.

Why This Course is Important?

Organisations succeed or fail not only on what they do, but on how they are perceived by customers, employees, media, regulators, and communities.
The growth of 24/7 news, social media, and user-generated content means organisations must communicate with clarity, speed, and consistency.
Skilled media and PR practitioners help organisations to explain decisions, manage expectations, engage stakeholders, and respond to issues and crises in a structured, responsible way.

Learning Outcomes

By the end of this programme, participants will be able to:

Explain core concepts in media, public relations, and strategic communication at a vocational level.
Support the development and implementation of communication and PR plans aligned with organisational goals.
Draft and adapt basic media and PR materials such as press releases, statements, key messages, FAQs, and simple briefing notes.
Assist with media relations activities, including media lists, interview preparation support, press events coordination, and monitoring.
Contribute to digital and social media communication, within established guidelines and approval processes.
Demonstrate awareness of ethics, legal considerations at a non-legal level, and organisational policies related to media and public communication.
Support reputation and issues management by monitoring coverage, capturing feedback, and escalating sensitive matters appropriately.

Target Audience

Individuals in or aspiring to roles such as PR and Communications Assistant, Media Relations Coordinator, Corporate Communications Officer (junior), Marketing Communications Officer, Social Media & Content Coordinator, or Public Information Assistant.
Staff working in corporate communication departments, PR agencies, NGOs, government/public sector communication units, education, healthcare, and professional services organisations.
Graduates and career changers seeking a structured entry into media and public relations careers.
Entrepreneurs and managers who wish to strengthen their organisation’s communication capability and work more effectively with media and PR professionals.

Entry Requirements

Programme Structure & Modules

Module 1 – Foundations of Media, Public Relations & Strategic Communication

Definitions and scope of media, public relations, and corporate communication at a vocational level.
The role of media and PR in supporting organisational strategy, reputation, and stakeholder relationships.
Overview of the media ecosystem:
News organisations, broadcast, print, digital platforms, specialist media, and emerging channels at awareness level.
Public relations functions:
Media relations, internal communication, stakeholder engagement, corporate reputation, and issues/crisis support.
Introduction to stakeholders and audiences: customers, employees, regulators, communities, partners, and opinion leaders.
Distinction between PR, marketing, and advertising, and the importance of integrated communication.

Module 2 – Writing for Media & Public Relations (Vocational Level)

Principles of clear, concise, and audience-focused writing in professional communication.
Structure and content of key PR documents at a practical level:
Press releases: headline, lead, quotes, background.
Media statements and short responses.
Backgrounders, fact sheets, and FAQs.
Simple briefing notes and talking points for spokespersons.
Adapting messages for different channels:
Website news, email updates, internal communication, and basic social media copy.
Tone, style, and consistency:
Writing in a way that reflects the organisation’s brand, values, and communication guidelines.
Checking for accuracy, clarity, and potential risk; importance of internal review and approval for sensitive topics.

Module 3 – Media Relations, Interviews & Events (Awareness and Practice)

Understanding journalists’ roles, needs, and working methods at a practical level.
Building and maintaining media lists and contact databases.
Pitching stories at vocational level:
Identifying potential angles, preparing short pitches, and following up professionally.
Supporting interviews and spokespersons:
Preparing key messages, Q&A documents, and briefing notes.
Awareness of basic interview formats (live, recorded, phone/online, written Q&A).
Press events and briefings at awareness level:
Planning and coordinating press conferences, media roundtables, and small briefings within organisational guidelines.
Media monitoring basics:
Tracking coverage, identifying key themes, sentiment awareness, and compiling simple reports.

Module 4 – Digital Communication, Social Media & Public Engagement

The role of digital channels in media and PR: websites, blogs, social platforms, video, podcasts at conceptual level.
Fundamentals of social media communication for organisations:
Audience awareness, platform differences, content types (posts, threads, stories, short videos) and engagement etiquette.
Aligning digital content with overall communication and PR strategy.
Community management awareness:
Responding to comments and messages in line with organisational tone, policies, and escalation rules.
Working with influencers and content creators at awareness level:
Understanding opportunities and reputational risks; involving senior and legal review where necessary.
Basic monitoring of online mentions, public sentiment, and emerging issues, using available tools and reports at a non-technical level.

Module 5 – Reputation, Issues & Crisis Communication (Non-Legal Awareness)

Understanding organisational reputation and its drivers: behaviour, communications, stakeholder experiences, and external context.
Issues management at vocational level:
Identifying emerging concerns, tracking stakeholder reactions, escalating appropriately, and supporting response planning.
Basics of crisis communication awareness:
Typical stages of a crisis; importance of preparation, clarity, empathy, and consistency.
Role of communication teams in supporting leadership and operational teams.
Drafting and adapting holding statements, Q&A, and internal updates for issues and crises under close supervision.
Ethical and legal awareness (non-advisory):
Importance of accuracy, fairness, non-discrimination, and respect for privacy.
Recognising when content may raise legal, regulatory, or ethical questions and must be referred to specialists.
Learning from incidents: post-crisis review and continuous improvement in communication practice.

Module 6 – Strategy, Planning, Evaluation & Professional Ethics

Linking communication and PR to organisational strategy and objectives at a conceptual level.
Developing simple communication and PR plans that include:
Situation overview, audiences, objectives, key messages, channels, activities, responsibilities, and timelines.
Basic evaluation and measurement at non-technical level:
Monitoring outputs (materials, activities), basic outcomes (reach, engagement awareness), and indicators of impact where feasible.
Working with internal stakeholders:
Collaborating with marketing, HR, operations, legal, and senior management to ensure alignment.
Professional ethics and conduct:
Integrity, transparency, respect, confidentiality, and responsible use of information.
Awareness of professional codes of practice in communications and PR, without claiming formal membership or accreditation.
Career development and lifelong learning in media and public relations.

Awarding Body

Whitestone International College of Innovation

United Kingdom

Qualification Type

International Diploma – Vocational Qualification

(Industry-aligned qualification issued by Whitestone International College of Innovation, UK)

Assessment & Certification

Assessment Methods Include:

Written assignments on media and PR fundamentals, writing and content development, media relations, digital engagement, reputation and issues awareness, and communication planning and evaluation.
Practical/structured tasks such as press release drafting, key message development, simple media lists, basic social media content outlines, and monitoring summaries.
Scenario-based exercises requiring learners to respond to typical communication and media situations, demonstrating judgement in tone, accuracy, and escalation.
Reflective pieces on professional ethics, role in reputation building, and collaboration with internal stakeholders.
Final Capstone Project: Integrated Media & Public Relations Campaign Plan, with a structured report and/or presentation.

To obtain the diploma, learners must successfully complete all module assessments and the capstone project in line with Whitestone’s academic standards.

Certification:

On successful completion, participants will be awarded:

Whitestone International Diploma in Media and Public Relations Issued by Whitestone International College of Innovation, United Kingdom

Benefits of Attending

Provides a robust, practice-based foundation in media and public relations suitable for a wide range of organisations and sectors.
Equips learners to support communication planning, content development, media relations, digital engagement, and reputation management, under appropriate supervision.
Enhances employability in roles such as PR and Communications Assistant, Media Relations Officer (junior), Corporate Communications Coordinator, Marketing Communications Officer, or Public Information Assistant.
Helps organisations strengthen clarity, consistency, and professionalism in their communication with media and stakeholders, reducing risk and building trust.
Creates a strong platform for further study in Public Relations, Strategic Communication, Journalism, Marketing Communications, or Public Affairs, subject to institutional entry requirements.

Industry Alignment

The programme reflects widely recognised principles of modern media and public relations practice, including:

Emphasis on strategic alignment, clarity of messaging, and integrated use of channels.
Focus on relationship-building with media and stakeholders, responsible digital communication, and ethical conduct.
Recognition that reputation is built over time through consistent behaviour and communication, supported by professional standards and continuous learning.

£2000

£ 0

Industry-focused programmes with global standards.
Practical skills for real-world success.
Academic excellence with career-ready outcomes.

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Progression & Academic Pathways

Graduates of the Whitestone International Diploma in Media and Public Relations may:

Progress to higher-level diplomas or degrees in Public Relations, Communication, Journalism, Marketing Communications, or Business, subject to entry criteria.
Enhance their suitability for communication roles in corporate, public sector, non-profit, media, and agency environments.
Use this diploma as a structured foundation for professional development programmes and selected communications memberships, where they meet the relevant body’s requirements.

Together We Learn, Together We Grow

At Whitestone, we believe in collaborative learning where students and faculty grow together through knowledge and experience. Our supportive community fosters teamwork, innovation, and shared success.

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London, united kingdom

+44 20 3727 6493

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college.org.uk