Advanced Program on Consulting on Communications and Public Relations
  • Study Mode Classroom/ Part time
  • Language Spanish
  • Duration From September 19th to December 21th, 2017
  • Timetable Monday to Thursday from 18:30 to 21.30h
  • Work placements Employment opportunities
  • Enrollment Scholarships and financing



Work at the best agencies

• The Advanced Program on Communications Consultancy and Public Relations (PSCRP) is an innovative formative proposal in its objectives and its methodology. It answers to a real demand on behalf of clients and consulting agencies. This program is designed for professionals who are interested in receiving a valuable hands-on experience that will enhance their resumes and turn them into the ideal candidates for any communications agency.

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  • Why this Advanced Program?
  • Program and Content
  • For Who?
  • Faculty
  • Methodology and evaluation
  • Employment Opportunities
  • Scholarships and financing
  • Price, access and admission

Why this Advanced Program?

  • You will learn how to identify and cannel the communicational needs of the client.
  • You will develop your analytical and strategic planning abilities.
  • You will learn to coordinate, integrate, give coherence, design and take initiative with a complete vision of the agency’s work.
  • You will be able to turn a briefing into a strategic proposal and a plan of action, as well as elaborate its presentation and negotiate the resulting collaboration.
  • You will be ready to apply viability and earning power criteria on account management.
  • You will acquire abilities for design, planning and campaign management, including the economic aspects or the administration of human resources and technology.
  • You will boost the team’s creativity.
  • You will have the ability to propose and implement measuring systems and tools for quality and results by goals.

Program and Content

The Advanced Program on Communications Consultancy and Public Relations (Programa Superior en Consultoría de Comunicación y Relaciones Públicas) is an innovative formative proposal in its objectives and methodology that responds to a real demand by clients and consulting agencies.

The PSCRP provides professionals with the knowledge and tools necessary for success when facing the market’s challenges.

This 185-hour program (150 lectures and 35 case development) is composed of seven modules in which the theoretical content accompanied by activities where the student will have to solve cases and participate in-group dynamics and work in teams.

Module 1: Sector and Communication Tendencies

Analysis of the role played by communication in company management and different types of institutions, the importance of concepts such as reputation and intangibles, as well as the study of the brand, its positioning and other fundamental aspects related to this area.
Communication as a management tool
Reputation and intangibles
Brand. Positioning. Mission, Vision and Values
Communication consulting and PPRR as a sector in the job market
Masterclasses

Module 2: Communication Plan

In this module we will work on briefings and the elements that compose an adequate communication plan for each situation, with a focus on audience selection, establishment of goals and selection of the most adequate strategy.
Briefings
The research process
Objectives, strategies and creativity
Stakeholders and messages

Module 3: Campaigns and services

A practical vision of the worked developed by communication agencies. During this module the students will have access to the tools that professionals use daily.
Identification and relationship with influencers
Press and blogger office
Social Media strategies
Crisis communication
RSC. Social action
Storytelling and branded content
Internal communication. Shareholders and employees
Management and event planning
Measurement tools on-line and off-line
Project follow-up and reporting

Module 4: Specialized Communication

Analysis and study of the different communication strategies applied to different types of clients, sectors and activities.
Institutional and public communication
Political communication
Consumerism communication
Financial and legal communication
Health and environment communication
NGO and social communication
Technology and industrial sector communication

Module 5: Agency and client management

Walk through the essential aspects of the agency one must know, from the management level to how to improve relationship with clients.
The communications agency: structure and composition
Retribution models for the communications professional
Clear and transparent proposals. Financial coordination
The communications department and the image of DirCom
Client-agency, ethical code, trustworthy relationship and conflict resolution
Models of contractual relationships

Module 6: Training and skills of communications professionals

The objective will be to provide the student with the skills expected of a communications consultant and to strengthen his communication abilities so he can successfully overcome anything from a selection process such as crisis management to the representation of a client.
Leadership.
Team coordination and interpersonal conflict resolution
Time management
Commercial abilities
Oral communication techniques: negotiation and assertiveness
Written communication techniques
Efficient presentations
Skills and the ideal candidate. Video-curriculum and personal brand management
Speaking opportunities and spokesperson development

Module 7: Cases and briefings

The students will spend a decent part of the program solving real current cases, introduced by agencies or clients, establishing team work dynamics that can resolve daily needs and allow them to apply all the acquired knowledge and skills.

For Who?

  • The Advanced Program on Consulting on Communications and Public Relations was designed for young professionals in the world of communications, journalism and business management who want to re-launch or re-direct their careers, as well as recent graduates who want to begin their professional careers in the area of Communications Consultancy and Public Relations.
  • This program will allow them to update their knowledge and receive a valuable hands-on experience that will enhance their resumes and turn them into the ideal candidates for any communications agency.

Faculty

Agustín Medina

Consultant on Communication & Marketing

Almudena Alonso

General Manager

(Cohn & Wolfe)

Augusto Leiva

Brand Manager

(Corporate Excellence)

Bárbara Navarro

Manager

(Burson Marsteller)

Borja Puig de la Bellacasa

CEO

(Ogilvy Public Relations)

Carlos Sánchez

Deputy Director

(El Confidencial)

Claudio Vallejo

Senior Director Latam Desk

(Llorente y Cuenca)

Daniel Ureña

Director of Communications and PR

(MAS Consulting)

Eduardo Irastorza

Program Director

(EIC)

Eloisa Alonso

President & CEO

(Hill & Knowlton Strategies)

Esther Presencio

Office Manager Madrid

(Canela PR)

Francisco Polo

Communications & Corporate Responsibility Director

(Ferrovial)

Francisco Porras

General Manager

(Weber Shandwick)

Gema Román

Consumer Communication & CSR Manager

(Atrevia)

Gonzalo Fernández

Responsible for the Communication Division

(PR Noticias)

Isabel Perancho

General Manager

(Planner Media)

Javier López de Pablo

Program Director

(EIC)

Jerusalem Hernández

Senior Manager, Gobernance, Risk & Compliance

(KPMG)

Jesús Gómez-Salomé

Communication Manager

(AENOR)

Jorge Fernández

Strategic Manager

(Porter Novelli)

José Díaz Canseco

Partner Director / CEO

(TheHumanTouch / Food&Tapas)

José Manuel Velasco

President

(Global Alliance for Public Relations and Communication Management)

José Miguel Esteban

Program Director

(EIC)

Juan Cuesta

Program Director

(EIC)

Ludi García

Digital/Social Media & Tech Associated Director

(Ketchum)

María del Barco

Internal Communication Director

(Atrevia)

María Rosa Rotondo

President

(APRI)

Mayte González-Gil

CEO

(Poweraxle)

Mercedes Pescador

Founder and CEO

(Medialuna)

Nuria Nieto

Creative Director

(Alicia Comunicación)

Olivier Vallecillo

CEO

(Gobally)

Rafael Rubio

Constitutional Law Professor Titular

(Universidad Complutense Madrid)

Ramón Fuentes

Journalist & Host

Rosa Matías

Project manager

(Silvia Albert In Company)

Santiago de Juan

Account Manager

(EUROCOFÍN)

Sara Blázquez

Managing Director

(Burson Marsteller)

Silvia Peñalver

Director of Communications and PR

(Quum)

Teresa García Cisneros

President

(ADECEC)

Vicente Beneyto

General Managing Partner

(ACH Cambre)

Methodology and evaluation

Methodology

Experience-based methodology equivalent to two years of work at a consulting agency

Mixed teaching combining theoretical and practical concepts:
Theoretical modules
Practical application modules: briefings and contests on real and current cases to be exposed in front of real managers and clients
Modules on practical management of agencies and on work for clients
Modules on development of management and communication skills

Active participation of students:
Practical simulation. Each work group becomes an agency and presents a project competing with the others
Placement with a Professor/Tutor for each group
The groups will change for each project

Development of a consulting project:
From identifying the needs and selling strategy to the development of innovative and tangible proposals

Masterclass and events:
Throughout the program, the students will be able to meet professionals who will explain to them the management model of their projects, presenting from their personal experience the challenges and tendencies the market faces. They will also have the opportunity to attend events outside of the classroom.

Evaluation

The continuous evaluation process is based on the comprehension and assimilation of theoretical concepts and their implementation on professional challenges that the different activities present.

The theoretical modules will be evaluated though the implementation of their contents during practice activities and the assessment of their utilization by the professors.

The practice modules will be evaluated in tutoring and coaching sessions, as well as the results obtained on the projects’ development.

An important evaluation element will be to measure the ability of each student to build his/her own Personal Brand.

Certification

Diploma Programa Superior en Consultoría de Comunicación y Relaciones Públicas

Employment Opportunities

  • All the students will receive an education adapted for their quick incorporation to the labor force, as well as career counseling and adaptation to the market’s demands.
  • During the development of the program the students will have opportunities to interact with important agencies, which are constantly considering potential employees.
  • Once classes are over, there will be a meet-up to offer students the possibility to contact well-known consulting agencies with the goal of providing students with job and internship offers.

Scholarships and financing

We want to launch your professional career and help you reach your potential. We believe in people’s ability to contribute to the development of the sector and benefit from the exchange of knowledge.
There is a wide range of scholarships and financial aid to keep your finances from preventing you from signing up to study with us.

Who can apply?

Students who have already been admitted to the Advanced Program on Consulting on Communications and Public Relations. The scholarships will be analyzed on a first-come first-served basis. Enrollment is exempted. The school reserves the right to allocate and grant scholarships during the admissions process.

Remember that the entire process occurs before paying the enrollment fee (250€).

Requirements for applying for a scholarship:

1. Having been admitted to the program after the admission process
2. That the candidate’s profile is related to the program
3. Already having a university degree

For more information about how to apply for a scholarship please email us at info@eicomunicacion.com​

Types of scholarships and quantities

Our priority is to provide quality training to all people interested in improving their professional future.
• 20% discount for early registration before June 22th, 2017
• Special conditions for unemployed professionals
• Special conditions for those recommended by companies associated with IHD and alumni students
• The registration fee is exempt discount
• Find out about our payment facilities

Scholarship Agreements

ADECEC

40% discount on tuition (not including the enrollment fee).

Additional requirement for applying for this scholarship:

The company that prescribes this student must be a Member of ADECEC

Additional documentation: Supporting documentation from the company as a Member of ADECEC

DIRCOM

20% discount on tuition (not including the enrollment fee).

Additional requirement for applying for this scholarship:

The company that prescribes this student must be a Member of DIRCOM

Additional documentation: Supporting documentation from the company as a Member of DIRCOM

APRI

20% discount on tuition (not including the enrollment fee).

Additional requirement for applying for this scholarship:

The company that prescribes this student must be a Member of APRI

Additional documentation: Supporting documentation from the company as a Member of APRI

DCH

20% discount on tuition (not including the enrollment fee).

Additional requirement for applying for this scholarship:

The company that prescribes this student must be a Member of DCH

Additional documentation: Supporting documentation from the company as a Member of DCH

Submission deadlines

  1. Enrollment payment deadline after receiving a scholarship: September 08th, 2017
  2. Tuition deadline after the discount has been applied: September 18th, 2017

For more questions about tuition, please email us at: info@eicomunicacion.com

Price, access and admission

3.850€ (250€ enrollment)

The following documents are required for your application to the program:

  • Application for admission to PSCRP filled out
  • Updated resume
  • Two pictures (passport size)
  • University diploma (graduation certificate and transcript). Copies certified by the university can be turned in
  • Cover letter
  • Additionally, the candidate can turn in documentation (maximum 2 documents) that he considers can strengthen his application

    For any questions about how to enroll please email us at: secretaria@eicomunicacion.com

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