AIM
Level 4
QN: 601/3034/9
Curriculum Active
AIM Qualifications Level 4 Diploma in Public Relations
Official qualification regulated by Ofqual, awarded by AIM . Classified as a Occupational Qualification. Total guided learning hours: 871 hours.
Qualification Level
Level 4
Awarding Body
AIM
Syllabus Units
32 Units
Guided Hours
871 hrs
Instant access to interactive lessons, quizzes, and spaced revision.
Course Syllabus & Study Modules
Complete breakdown of verified curriculum topics and learning objectives.
1
Agree a budget
Verified
Key Learning Objectives:
- Understand how to develop budgets
- Be able to agree a budget
2
Blog Production Skills
Verified
Key Learning Objectives:
- Understand the role of blogging in the context of an internet publishing solution
- Know how to combine creative and technical skills to create functioning blogs
- Understand the legal issues associated with publishing content on the internet
- Be able to review own creative development
3
Career Development
Verified
Key Learning Objectives:
- Know how to use careers information
- Understand personal strengths and weaknesses relating to career choice
- Be able to plan own career development
4
Co-ordinate an event
Verified
Key Learning Objectives:
- Understand the role of an event co-ordinator in managing an event to meet the objectives of the brief
- Understand the activities required when co-ordinating an event
- Be able to co-ordinate an event
5
Communicating Effectively in Public Relations
Verified
Key Learning Objectives:
- Be able to create effective press releases in a realistic timescale
- Be able to create pieces of effective public relations writing, other than press releases, in a realistic timescale
- Be able to verbally communicate with public relations audiences effectively
6
Delivering and Evaluating Public Relations Campaigns
Verified
Key Learning Objectives:
- Be able to clarify objectives for own contribution to the delivery of public relations campaigns
- Be able to plan own actions to achieve objectives of public relations campaigns
- Be able to implement planned actions to contribute to the delivery of public relations campaigns
- Be able to evaluate own contribution to public relations campaigns
- Be able to evaluate the implementation of public relations campaigns
7
Delivering Professional Presentations
Verified
Key Learning Objectives:
- Be able to prepare presentations
- Be able to deliver presentations
- Be able to evaluate presentations
8
Develop working relationships with colleagues and stakeholders
Verified
Key Learning Objectives:
- Know how to identify stakeholders and their relevance to an organisation.
- Understand how to establish working relationships with colleagues and stakeholders.
- Be able to create an environment of trust and mutual respect with colleagues and stakeholders.
9
Develop, maintain and review personal networks
Verified
Key Learning Objectives:
- Understand the benefits of networking and the need for data privacy.
- Be able to develop a personal net
- work of contacts.
- Be able to review networking relationships.
10
Identify and understand a client’s brand strategy
Verified
Key Learning Objectives:
- Know how a client defines themselves
- Be able to define the client’s brand model, strategy and value for the business
- Be able to support brand development using brand and design tools
- Be able to review and refine the brand value through market research and stakeholder engagement
11
Manage budgets
Verified
Key Learning Objectives:
- Understand the purpose of budgets
- Understand how to manage budgets
- Understand how to report performance against budgets
- Be able to manage budgets
- Be able to monitor budgets
12
Negotiation & Influencing
Verified
Key Learning Objectives:
- Understand the aims and principles of effective negotiation and influencing skills.
- Know a variety of negotiation and influencing techniques and when they should be used.
- Be able to demonstrate effective negotiation and influencing skills based on reflective practice.
13
Pitching Public Relations Stories to the Media
Verified
Key Learning Objectives:
- Be able to select strategies and tactics to pitch stories to the media
- Be able to use strategies and tactics to successfully pitch stories to the media
- Be able to obtain and use feedback relating to pitching stories to the media
14
Plan and manage your own workload
Verified
Key Learning Objectives:
- Understand how to plan own workload
- Understand how to manage own workload
- Be able to plan own work
- Be able to manage own work
15
Plan and organise an event
Verified
Key Learning Objectives:
- Understand the role of an event organiser in planning an event
- Understand the arrangements to be made when planning and organising an event
- Understand the different types of venues and resources needed for different types of events
- Be able to plan and organise an event
16
Plan and organise meetings
Verified
Key Learning Objectives:
- Understand the arrangements and actions required for planning and organising meetings
- Be able to prepare for a meeting
- Be able to support running a meeting, How to follow up a meeting
17
Principles of Keywords and Optimisation
Verified
Key Learning Objectives:
- Understand Search Engine Optimisation (SEO)
- Be able to plan implementation of SEO techniques
- Understand Social Media Optimisation (SMO)
- Understand how to plan implementation of a website optimised for mobile devices
18
Principles of personal responsibilities and how to develop and evaluate own performance at work
Verified
Key Learning Objectives:
- Understand the employment rights and responsibilities of the employee and employer and their purpose
- Understand the purpose of health, safety and security procedures in a business environment
- Understand how to manage own work
- Understand how to evaluate and improve own performance in a business environment
- Understand the types of problems that may occur with own work and how to deal with them
- Understand the decision making process
19
Principles of Social Media within a Business
Verified
Key Learning Objectives:
- Understand how Social Media fits into the objectives and marketing of a business
- Understand how to select Social Media tools and channels for a business
- Understand how to measure the success of using social media tools and channels
- Understand how social media policy and guidelines can impact a business
- Be able to monitor how a business is using Social Media
20
Project Management Skills
Verified
Key Learning Objectives:
- Know the purpose and process of project management
- Understand skills and knowledge required for project management
- Be able to plan a project to a given specification
21
Researching and Analysing Data for Public Relations
Verified
Key Learning Objectives:
- Be able to plan research to meet agreed objectives in a public relations context
- Be able to conduct research to meet agreed objectives in a public relations context
- Be able to analyse findings
- Be able to present conclusions of research for use in a public relations context
22
Understanding Client Relationships in Public Relations
Verified
Key Learning Objectives:
- Understand how to have professional working relationships with public relations clients
- Understand how to re
- solve conflicts with public relations clients
- Understand how to assess working relationships with public relations clients
23
Understanding How Public Relations Professionals Contribute to Internal Communications
Verified
Key Learning Objectives:
- Understand the context within which public relations professionals contribute to internal communications
- Understand how internal communications campaigns are implemented by public relations professionals
24
Understanding How to Win New Public Relations Business
Verified
Key Learning Objectives:
- Understand the importance of good business relationships and reputations in public relations work
- Understand organisational processes for procuring the services of public relations agencies
- Understand how to win new public relations business
25
Understanding Public Relations
Verified
Key Learning Objectives:
- Understand the purpose of public relations
- Understand the current nature of the public relations industry
- Understand the importance of ethics in the public relations industry
26
Understanding Public Relations Campaign Planning
Verified
Key Learning Objectives:
- Understand how strategic plans for public relations campaigns are devised
- Understand how tactics for public relations campaigns are selected and developed
- Understand a variety of methods of evaluating public relations campaigns
27
Understanding Public Relations Work within Public Affairs
Verified
Key Learning Objectives:
- Understand the relationship between public relations and public affairs professionals
- Be able to select key sources of public affairs information
- Understand local, national and international governmental processes, roles and structures relating to public relations work
- Understand the process of lobbying within an ethical frame
28
Understanding the Creative Process to Generate Ideas
Verified
Key Learning Objectives:
- Understand the importance of creative solutions for a specific industry
- Understand how to use creative techniques to generate ideas for given challenges
29
Understanding the Importance of Brands in Public Relations
Verified
Key Learning Objectives:
- Understand the concept of brands
- Understand how to deconstruct brands
- Understand the role of public relations in supporting brands
- Understand the changing nature of the brand audience
30
Understanding the Media Landscape
Verified
Key Learning Objectives:
- Understand the media landscape components
- Understand how public relations professionals engage with the media landscape
- Understand how to manage relationships with media colleagues
- Understand variations in the needs of different media and their audiences
31
Understanding the Use of Public Relations in Issues and Crisis Management
Verified
Key Learning Objectives:
- Understand the expressions ‘an issue’ and 'a crisis' in public relations terms
- Understand how public relations professionals manage issues to seek to avert a crisis
- Understand public relations crisis management
32
Understanding the Use of the Written Word for Public Relations
Verified
Key Learning Objectives:
- Understand the importance of written communications produced by public relations professionals
- Understand why different writing styles are used by public relations professionals
- Be able to edit and proofread written communications to meet the standards required by public relations organisations
Regulatory & Verification Details
- Qualification Number (QN)
- 601/3034/9
- Regulated Status
- Available to learners
- Awarding Body
- AIM
- Qualification Type
- Occupational Qualification
- Operational Start
- Apr 2014