Course Outline
Introduction to Public Relations
Defines the role that Public Relations plays in an organisation and the linkage good Public Relations give between an organisation and its various publics.
Students will also learn the use of the common industrial terms and jargon used in Public Relations.
At the end of the lesson, students will understand the importance of corporate image, the role of PR plays in the make-up of good corporate image. Students will also be taught the steps and processes that make up a Public Relations campaign.
Public Relations & Marketing Communications
This lesson discusses the relationship between Public Relations, Marketing and Advertising. Participants will learn about the elements in the communication process, types of message appeals and the five elements of Promotional Mix.
Introduction on Media Relations
Students will have an in-depth understanding of the different types of media and explore the best reach, frequency, efficiency and selectivity to reach their target audiences. They will also learn how the different media function works in different states and settings.
Introduction to News Release Writing
Students will be taught on the strategies involved when dealing with the media as well as writing a press release.
Employee Communication
This lesson teaches the importance of good employee communications and defines the roles that Public Relations and Human Resource play in making that happen. Students will also be taught how best to achieve effective communication and the steps and strategies on how to handle internal employee communication breakdown.
Introduction to Events Management
The lessons cover the various types of events as well as the planning and strategies involved in special events management.
Crisis Communication
In this lesson, the lecturer will talk about the objectives that a PR practitioner should take note of in a crisis and handle it successfully. Students will also learn about public image and perceptions of an organisation and how best a PR practitioner can be more proactively involved in an organisation and reduce the likelihood of a crisis.
Writing Proposals
Students will be introduced to the essential details in writing proposal. Lecturers will explain the important pointers in research, background, analysis, objective etc.
Students will put the theoretical knowledge which they have gained over the last few weeks into analysing case studies.
Community Relations
In this lesson, students will understand the purpose and importance of community relations in conveying messages, influencing opinions and actions etc, to establish a socially responsible image for the organisation.
Using Newsletter as a Communication Tool
The common concerns of newsletter editors are highlighted. The lecturer will give emphasis on the dos and don’ts, as well as some tips on overcoming problems in producing a high-quality newsletter.
Dealing with Production Houses
Students are introduced to the advantage and drawbacks of engaging a design house; as well as budget and responsibilities involved. This lesson trains students to identify objectives and expectations of the project, and how to best achieve a quality production and good working relations.
Presentation Skills
Lectures will concentrate on developing powerful presentations, where students learn how to deliver information or message across, choose the appropriate tools, material and technology, as well as prepare for specific situations.
Better Written English for PR Practitioners
Students will be trained to be alert in the usage of English; with some areas that are taken for granted, and which might cause a presentation or report to fall apart.
Corporate Identity and Branding
In these lessons, students will understand the purpose of building a corporate identity and programme, and the importance of corporate reputation.