Training description

Public relations represent all the communication techniques which are used to build or improve the identity or the image of a company, a working institution, a service (public service or other).

The internal public relations mainly focus on facilitating the communication between the different operators of the institutions and on creating trust. They work to create written media, when focusing on the long-term (welcome booklet, internal activities report…), on the mid-term (company log book, press review, idea box, intranet, e-newspaper…), or on the short-term (newsletter, internal memo, billboard…). They also use oral methods (presence on the ground, management, meetings, phone diary…) or audio-visual methods (company film, videoconference…)

External public relations are aimed at designing an external communication plan, using in particular:

The press: (Press documents, press conference and relevant argumentation to face written media, radio mikes and TV cameras)

“Corporate” documents (external journal, activities report of the company, website, external video, poster, triptych…)

The events (shows aimed at gaining patronage, sponsorship, institution tours, open doors days, seminars, exhibitions, trade fairs, symposia and conventions).

“Modern languages” section

Firmly settled in the actual realities increasingly using the foreign languages in the communication and public relations, the “modern languages” section is built upon 3 lines:

  1. Besides English and Dutch (or German) languages which are compulsory, we propose an additional foreign language: Spanish, Italian, Dutch or German
  2. For the chosen foreign language, you will study the vocabulary related to public relations
  3. You will also receive a practical approach of the culture related to this additional foreign language.

View course grid

Practical information

Economics Namur
Namur, Belgium

Day courses


Summary of 3 years

Your academic background

01 1st year

During the first year of this programme, you will receive a substantial training in accounting, company organisation, general economy, civil and social law, which will allow you to place any public relations activity within the economic and legal realities of the present world. You will also receive a cultural and historical approach which will be tackled by means of the semiology, anthropology, narratology or property courses. Studying foreign languages is also a big part of this first year. English and Dutch (or German) are taught in two different groups: beginners and intermediate.

The Modern language section is the perfect appendix to the English and Dutch (or German) courses in the first year. It allows the student to study an additional foreign language: Spanish, Italian, but also Dutch or German if he/she did not choose those languages for the core courses. During the first year, the Spanish, Italian and German teachers start the language study all over again then accelerate the pace of knowledge acquisition for the spelling, conjugation and syntax. For the Dutch language, 2 groups are organised: beginners and intermediates.

Note: The German course organization depends on the number of students who choose this language. If the necessary number is not reached, it is possible to follow the course of the second year for the intermediate students or to follow a course for “beginners” in a social promotion school.

02 2nd year

The second year is built upon events and exhibitions organisation, relationship with the press, the welcoming/protocol and the professional work placement in April. Thanks to the courses related to the public relations such as accounting software, foreign trade, marketing, computer science, database or statistics, the economic and quantitative precision persists. The second-year student keeps on studying English and Dutch (or German), acquires the vocabulary which is necessary to public relations and participate to conversation sessions.

The Modern languages section of the second year allows the student to study deeply the spelling, conjugation and syntax rules of the language he/she chose. Half of the courses of the second year are aimed at this additional language integration in the professional world of the public relations. The conversation sessions are an essential teaching line as well as the cultural approach of this language, therefore a cultural trip is organised in a country related to this language.

03 3rd year

During the first semester, this graduation year is dedicated to the crisis communication, argumentation and the media-training, political communication and the ethical code of public relations, marketing and sales techniques. The student starts the creation of websites and enhance his/her English and Dutch (or German) language by means of active conversations. Of course, it is possible to dedicate this first semester to an Erasmus trip in the multiple European institutions with which the Haute Ecole Albert Jacquard have created strong ties. The whole second semester is dedicated to a four-month work placement (from February to the end of May), either in Belgium, either in a foreign country, within a communication/public relation institution that the intern has to choose.


The Modern languages section proposes the student to finish his/her programme by studying deeply the chosen language. Spelling, conjugation and syntax are still studied but conversation sessions are the core of this last year as well as and the deeper study of the chosen language culture.


What do you want to become?

The holders of a Bachelor’s degree in “Public relations” are ready to work:

  • Within specialized agencies in Communication and Public relations,
  • As freelance consultants,
  • As technical service providers (who are working in partnership with agencies and freelance consultants): survey companies, dissemination services, events specialists, …

The students of the Bachelor’s degree in Public relations are resourceful and efficient. They are ensured to work as employees in different professional areas such as private companies, banking and insurance companies, railway companies, public transportation, airports, telecommunications, political parties, Minister’s cabinets, trade unions, print media, radios, TV, press agencies, media centres, hospitals, NGOs, mutual funds, cinemas, theatres, museums, festivals organisations, international meetings, hotel chains, travel agencies, tourism offices, sports clubs and federations, …

Are you interested in this training?

Contact the coordinator.

Download brochure