Digital Communication Certificate

Studying for the PR Academy Digital Communication Certificate will help you get to grips with this fast moving area of practice. Learn how to use social media tools and content. Consider the role of social media in a crisis context. Discover the importance of objective setting and measurement. Come away with the knowledge and skills needed to take a strategic approach to digital communications planning.


The course lasts for approximately 6 months and offers a minimum of 20 hours tuition. In addition to the taught sessions students would be expected to spend approximately 200 hours on independent study over the length of the course.


The course is studied online via special e-learning portal and interactive workshops. For more information check Enrollment criteria.


Course tutors

The course is led by Kevin Ruck of PR Academy and Tracy Playle. You will hear from guest lecturers on some specialist areas. 

Module 1: Digital communication fundamentals:

The first module takes a look at the tools we can use and the best way to use them (Twitter, blogs etc). It will involve practical work establishing or improving your own online presence or that of your organisation.

Module 2: Taking a strategic approach to digital communication planning:

In this module we start to consider the cultural and ethical issues and the best way to introduce social media or to develop it as part of organisational communication. The learning is embedded through digital communication planning.

Module 3: Content for digital communication channels:

This module covers things like use of video, writing a blog plus copyright and intellectual property (IP) issues. As part of the learning you will be writing your own blog post.

Module 4: Digital communication and crisis management:

This module will look at the best practice principles of crisis management and how to apply them to an online environment. Is it possible to turn a crisis into an opportunity? How can you best engage using social media?

Module 5: Measurement and evaluation:

The final module will look at the importance of setting objectives to inform evaluation as well as discussing the various measurement tools. Using evaluation to inform your management team is also covered.



Your learning is assessed along the way and the whole course is assessed through a 2500-word report on the current impact of digital communication on reputation with reference to a specific organisation.


Read the syllabus in more detail.

The PR Academy Digital Communication Certificate is right for you if…

You are involved in communications and want to have a better understanding of how to make digital communications part of your communications strategy and plan. You may already be using it to a limited extent, or not using it at all.

You can take the PR Academy Digital Communication Certificate if you have any one of the following:

  • Any UK degree
  • One years' relevant full-time employment in public relations or marketing and five GCSEs grade C or above, one of which must be in the English Language
  • Two years' full-time employment in any occupation and five GCSEs grade C or above, one of which must be in the English Language.

In addition, those whose first language is not English must be able to demonstrate proficiency in the language – spoken and written – to an International Language Testing System (IELTS) band score of 7.0 or above or equivalent.


Study Online from anywhere in the world!

The PR Academy Digital Communication Certificate is taught online using the latest e-learning technology. It's really easy to use, so you don’t need any special computer skills.

Unlike many online courses, we provide a high level of tutor support as well as ‘live’ activities and discussions.


What you need to get started

  • Access to a computer with internet access and Microsoft Office applications (Word and PowerPoint) and Adobe Acrobat Reader. A headset and microphone for your PC for taking part in webinars using Adobe Connect
  • An email address
  • Around six to eight hours available each week/over the time of the course for your study.

You will also receive:

  • The key texts (subject to change):
    Brown, R (2009) Public Relations and the Social Web, Kogan Page: London
  • The Social Media MBA, by Christer Hollman
  • One full-day workshop (not compulsory, but highly recommended)
  • Access to PR Academy’s e-learning site, including forums, podcasts, case studies written specifically for the course by handpicked subject experts, extracts from other texts, example reports and plans, and an assignment submitting and pickup facility.

Please note: call charges for conference calls /webinars, and any travel and overnight accommodation costs must be met by the student.


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