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Education
Education For Communicators
     
 

Education Courses for PR Professionals - IPRS

EVENT PROFILE

DATE:

TBA

TIME:

7pm – 9.30pm

VENUE:

TBA

(Classes are held every Monday & Thursday)

Course fee:

Member -SGD $3300 /

Non Member:

SGD $3500

TRAINER PROFILE

Lecturers are drawn from practicing professionals who are well-qualified in their respective roles. Their varied experiences will enable participants to have different perspectives of the PR professions.

OTHER COURSES

Professional Certificate in PR & Mass Communication

(3 months)

Intro in Public Relation & Mass Communication (3 days)

For more info:

Telephone: 6236 2903

Email: nina@iprs.org.sg

www.iprs.org.sg

For more details, participants can call Singapore Workforce Development Agency hotline at
Telephone: 6883 5885
or visit their website: http://www.skillsconnect.gov.sg/

Diploma in Public Relations & Mass Communication


The Diploma in Public Relations and Mass Communication is a leading professional programme in Singapore that aims to equip Public Relations (PR) practitioners with the essential skills, in-depth knowledge and the current best practices of the PR industry. The programme is tailored for professionals who are moving into mid-level and senior managerial positions in Public Relations, Public Affairs, Corporate Communications, Marketing Communications and other PR-related fields.

Entry Requirement

Participants should possess a full GCE “A” level pass including a credit for General Paper. Applicants without the relevant qualifications but with more than three years of relevant working experience may be considered on a case-by-case basis.

COURSE OUTLINE

Principles and Concepts of Public Relations Module 1

Corporate Communications Module 2

Integrated Marketing Communications Module 3

Media Relations & Mass Media Environment Module 4

Technical & Writing Skills for Public Relations Module 5

PR in the Business Environment Module 6

Graduation Project

Course Assessment

Assessment is carried out through assignments, a Graduation Project and Examinations. Students must satisfy the minimum attendance of 60% in order to be qualified to sit for the Examinations. They will have to pass the first module before they are allowed to proceed to the next module. (Module deferment can be granted on case-by-case basis).

Application procedure

Email: nina@iprs.org.sg with the completed application form

The fee is inclusive of one required textbook, course materials and IPRS Affiliate Membership (for non-members). Company-sponsored applicants can apply for Skills Development Fund (SDF) training grants (subject to approval)

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Programme Outline:

Module One

Principles and Concepts of Public Relations

  • Defining Public Relations / PR Practitioners
    • The nature and role of public relations
    • Identifying your publics
    • Programmes of action
    • Models of PR Practice
  • Evolution and Development of PR Trends
    • Value of the PR industry in Singapore
    • Trends in Public Relations Practice
    • Changing Trends in Government Public Relations Practice
  • Contemporary Principles and Concepts
    • Marketing Public Relations (MPR)
    • Corporate Public Relations (CPR)
    • Functional Responsibilities of Marketing, MPR and CPR
    • Exclusive functions of Advertising, Sales Promotion and MPR
  • Role of PR in Modern Organisations
    • Employee Communications
  • Identifying and Classifying Publics
    • Mass Opinion vs Public Opinion
  • Influencing Public Opinion
    • The Life Cycle of Public Opinion
    • Uses of Persuasion
    • Content and Structure of Message
  • Public Relations Tools and Techniques
    • The practitioner’s responsibility and ethical problems in handling individual clients
    • Operation of a personality campaign
    • Promotion of an entertainment
    • Sports Publicity
    • Goals of travel promotion
    • Reaching target travel audience
  • Revision and Group Project Presentations

Module Two

Corporate Communications

  • Corporate Image & Public Opinion
    • The Corporate Image versus The Corporate Identity
    • Public Opinion is an elusive and fragile commodity
    • How do we influence attitudes
    • Power of Persuasion
  • Community Relations
    • What is community relations?
    • Objectives
    • Measuring Communication Apprehension
  • Government Relations
    • Definition of Government Relations and what they do
    • Levels of decision process
    • Lobbying
  • Issues Management & Crisis Communications
    • Five steps process in issues management
    • Elements of issues management
    • Objectives of a Crisis Communications / Management plan
    • Planning for a crisis communications programme
    • The Emergency Response Group
  • Defining PR Problem, Planning and Implementation
  • Taking Actions & Communicating (PR Dept & Consultancy)
    • Attributes of a good PRO
    • Function of a corporate public relations department
    • Public Relations Services
    • In-house PR Department vs Outside PR Service
  • Research & Evaluate a Programme
    • The Public Relations Process
  • Budgeting

Module Three

Integrated Marketing Communications

  • Marketing Strategy Overview
  • Integrated Marketing Communications Overview
  • Marketing Segmentation, Positioning, Target Audience and Product Life Cycle
  • Advertising (Creative Strategy)
  • Advertising (Media Strategy)
  • Sales Promotion
  • Direct Marketing
  • Personal Selling / Revision

Module Four

Media Relations & Mass Media Environment

  • Why Media Relations
  • Tools of the trade
  • Getting to know the media
  • Message and media preparations
  • Developing & Implementing A media Relations Plan
  • Media Monitoring and Evaluation

Module Five

Technical & Writing Skills for Public Relations

  • What is News? Identifying News Angles
    • Newsmaker: Identifying News Angles
    • Role of the PR Professional
    • Newsman: Identifying Newspoints
    • Roles of the Media
  • Crafting News Releases for Different Occasions
    • Types of News Releases
    • The “Standard” Format
    • Tailoring Messages for Different Situations
  • Introduction to Newsletters
    • The Role of Newsletters in Communications
    • Do’s and Don’ts of Newsletters
    • The Editorial Board and Editorial Team
    • Editorial Policy and Style Book
  • Writing for Newsletters
    • Different Types of Articles in a Newsletter
    • Do’s and Don’ts of Newsletter Writing and Photography (Captions)
    • Writing Practice
  • Presentations & Speeches
    • Communicating to “Live” Audience
    • Sight (Visuals), Sound (Audio) and Body Language
    • Getting Your Message Through
    • Will involve individual presentations and one “mock” Press Conference
  • Generating Media Publicity for Events
    • Types of Media Publicity
    • A Checklist for Events
  • Public Relations: Report Writing
    • Types of PR Reports – “Pitch” / Proposal Papers; Debrief Reports; Evaluation Reports, etc
  • Case Study & Assessment

Module Six

PR in the Business Environment

  • Ethics and code of conduct
  • Laws affecting PR practice
  • PR in business and industry
  • PR in government and statutory boards
  • PR consultancies
  • Global Public Relations
  • The Internet & PR
  • Financial PR (Investor Relations, Initial Public Offers and Corporate Governance)

Module Seven

Graduation Project

As a finale to the Diploma programme, students are required to complete a Graduation Project. This project is compulsory. The aim of the project is firstly, to illustrate to students how the different components of Public Relations that they have learnt during the six modules of the Diploma programme come together in the “real world”. The Graduation Project would also allow IPRS to assess the students’ understanding of the various concepts of Public Relations that they were taught.

Students will be given 12 weeks to complete this project.



  
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