By Edward M. Bury, APR (aka The PRDude)
On this day before the “official” St. Patrick’s Day — that is March 17 — much of the nation, including Chicago, equates the holiday to all the things one would expect: Parades, lots of people wearing green, performances by Celtic step dance troupes, and of course, consuming malt beverages at pubs with Irish-sounding names, as well as at those without.
Here in Chicago, the popular downtown parade is always held the Saturday before the real St. Patrick’s Day, and the one held March 11 drew thousands along the route in Grant Park; and, yes, the City poured green dye into the Chicago River to turn an already greenish body of water emerald.
But I’m re-purposing St. Patrick’s Day for another reason; and it doesn’t involve anything green. I’m inspired by the holiday to learn more about something else that comes from Ireland.
The Irish Academy of Public Relations is a company based in — you guessed it: Dublin, but there’s a New York office, too — that offers online courses in public relations, media, events planning and broadcasting.
For the past few years, I’ve received email messages promoting the various diploma and certificate program
s and other courses. So, in the spirit of St. Patrick’s Day, I decided to investigate a little further. Of course, the Diploma in Public Relations was of most interest. It’s comprised of 11 modules on topics like the history of public relations, drafting “press and media releases,” managing events and sponsorship opportunities, working with photographers and more. There’s even a module on crisis management.
Based on just a cursory evaluation of the Academy and the Diploma program, I must conclude that this kind of education has some merit and value today. (Hey, the IAPR must be doing something right because they’ve been in existence for 24 years.)
If the folks at IAPR read this, I strongly suggest that the PR course be expanded to include modules on digital communications, ethics and the business aspect of public relations; but overall the knowledge shared here is fundamentally sound.
Given how public relations is so often misaligned and misunderstood in society today, perhaps certificate programs can provide the first step toward a university course of study and eventually programs like the Accredited in Public Relations (APR) credential.
(Yes, I’m guilty of shameless, self-absorbed promotion of Accreditation. So what: It’s my blog.)
What’s your perspective on programs like the one just referenced? Share your thoughts here, or let me know if you want to meet at an Irish pub and discuss over a beer.
Happy St. Patrick’s Day.
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Footnote: Back in 2012, the PRDude offered some other thoughts inspired by St. Patrick’s Day.