Are you new to public relations, a seasoned communications professional or a manager interested in better understanding the strategic PR landscape? This comprehensive programme is for you. It will help businesses, governments and individuals use PR to create and maintain stakeholder relationships, drive business results and protect reputations. You will master public relations strategies and skills to excel in the PR and communication function.
The programme will help you to create PR plans, messages and narratives; leverage social and digital media; handle media relations, and reputation management. It is a comprehensive course that reflects the ever-changing communications landscape. Attention is given to the Internet and the rise of social media, new realities for traditional media and demographic and cultural change.
The two-day course includes case studies for group discussion and hands-on participation to work on a case scenario.
Create public relations plans that apply the fundamentals of research, strategy, tactics and evaluation.
Identify and manage key audiences, issues and crises.
Integrate digital, social and mobile platforms with traditional PR vehicles.
Evaluate the value, impact and outcomes of PR programs.
- Understanding Strategic Public relations
- Definition of Strategic Public Relations
- Different models of Public Relations
- Managing corporate reputation
- Factors which could enhance corporate reputation
- Difference between corporate reputation and corporate branding
- Planning a PR programme which delivers results
- Considerations when developing a strategic plan
- Structuring the communications initiatives and programmes effectively to achieve measurable results?
- Measuring the results contributing to corporate goals
- Defining stakeholders
- Identifying and defining your stakeholders and target audiences
- Understanding traditional, digital and social media
- Opportunities and threats of the current media landscape
- Difference between the traditional and social media
- Analysing target markets and needs/issues
- Understanding the needs and concerns of the target markets
- Identifying the critical issues to address
- Setting measurable objectives
- Setting the stage for quantifying communication efforts and showing a return on investment for the communication budget
- Formulating positioning and Crafting messages
- Structuring the message framework to address the issues and concerns
- Formulating positions on critical issues
- Developing communications strategies and integrated programmes
- Understanding strategies and tactics
- Developing an integrated programme using various tools and media
- Establishing evaluation matrix
- Setting up evaluation tools to measure the effectiveness of the PR programme or communication effort
- Reviewing budgets and resources
- Identifying the need for increased resources by reviewing the budget required to execute the PR plan
Who Will Benefit?
Corporate communications, marketing communications and public relations professionals, and anyone seeking to optimise limited resources to deliver better results for communications efforts.
has over 30 years of experience in communications including media relations, crisis management and communications, campaign planning and events management.
Amongst her various appointments, she has served as Director of Corporate Communications in the Ministry of Information, Arts and Communications, Singapore; Press Secretary to the Minister; and Head of Media Relations in the Ministry of Defence, Singapore.
Bhavani has trained in business related and mass communication subjects over the last 30 years in various organisations. She is a part-time lecturer at NTU Wee Kim Wee School of Communication and Information.
Currently, she trains and develops training programmes in public communications, and public consultation and engagement courses. Bhavani runs a PR training and consultancy business, International PR Training Pte Ltd.
Bhavani was the past President of the Institute of Public Relations of Singapore (IPRS) for seven years and was concurrently Chairperson of the Federation of ASEAN PR Organisations (FAPRO). She now continues to serve the IPRS in her capacity as Advisor of the IPRS Accreditation Board.