Published: 25th June 2009
PUBLIC relations professionals from across the country attended a unique new course at Manchester Metropolitan university.
Second Steps is the UK's first accredited course for local government PROs and is delivered in partnership with the CIPR Local Public Services Group.
Delegates who included those from the London Boroughs of Camden, Lambeth, Westminster and Hackney and regionally from Stockport, Trafford, Wigan, Salford and Manchester City Council joined leading regional communicators for the launch event at Urbis.
Aimed at those who have been in PR for two years or more, and building on the highly successful First Steps course for newcomers to local government communication, the programme was delivered by award-winning practitioners alongside MMU academics.
Successful graduates will receive a Master’s level qualification having examined strategic communication, reputation and crisis management, working within a political environment as well as ethics, professionalism and regulation.
Wendy Moran, a Committee Member of the CIPR Local Public Services Group who lectures in communication and who has led on the development of the course, said: "This unique partnership has enabled practitioners to fully integrate theory and practice so that they could return to their organisations ready to make a difference at a time when it is most needed."
The assessment is to design a PR strategy to respect, recruit and retain children’s social workers locally, following the launch of the Local Government Association’s national campaign in March 2009.
Click here for more about Second Steps courses for professionals.