The Public Relations Association of Sri Lanka (PRASL), the national industry body, successfully completed conducting a new three-month Certificate Course in Public Relations and Corporate Communications in collaboration with the Sri Lanka Press Institute (SLPI) recently. All members of the inaugural batch passed the course, with a majority gaining Merit and Distinction grades.  

The course largely drew young working adults who wanted to learn more about this professional field or wanted to broaden their skills in the field. In a feedback survey, they expressed their satisfaction about the course as follows: 84% indicated that the course met or exceeded expectations and were satisfied or very satisfied. 100% indicated that the course was relevant to them and 74% said they would recommend the course to others. 

The course was curated by PRASL President Nimal Gunewardena, who has significant experience in teaching and putting together such courses for SLIM, the SLFI, and others. SLPI CEO Kumar Lopez recalled a similar course on Advertising and Communications done with the SLPI over 10 years ago with Gunewardena’s involvement. The course was coordinated by PRASL Directors Sheranga Rajasuriya and Nevindee Amarasinghe and the SLPI’s Dineshika Udyangi. The PRASL and SLPI are planning to repeat the course in 2027.

This course reflects the new strategic direction the PRASL has set itself, to reposition PR as ‘The Vital Strategic Communications Discipline that Drives Initiatives and Protects Reputation’. Hence, the course drew on senior industry professionals to teach a wide range of topics with case studies and practical experience. 

Interactive sessions included Issues and Crisis Management, Campaign Development, Execution and Evaluation, Digital PR and Content Development, Corporate Communications, Social Responsibility and Ethics, Event and Account Management, Internal Communications, Media, Target Audiences and Media Relations, and more. 

An end-of-course examination tested the participants’ thinking and presentation skills where they had to answer questions on all 20 topics covered, do a written paper on a campaign to drive a passion project, and present advocacy campaigns on trending topics such as mitigating plastic pollution and road accidents, as well as against deforestation and sexual harassment.

As the next level, the PRASL is planning masterclasses with foreign and local trainers, customised training for corporates, and a higher-level diploma programme.