Introduction to
Public Relations &
Mass Communication
[Modular Courses]

Next Intake Dates:

26 Feb – 28 Feb 2020

Past Intake Dates:

 28 Aug – 30 Aug 2019
 29 May – 31 May 2019
 19 Sep – 21 Sep 2018

Who should attend?

Like to learn more about Media Relations, Crisis Communications, Integrated Marketing Communications or even Digital Communication? Select the modular topics that you are interested in from our 3-day “Introduction to Public Relations and Mass Communication” course.

Modular Course Structure

The modular courses are run from 9.00am to 5.00pm at a central location from 26 – 28 Feb 2020. Participants will receive a Certificate of Participation.

Day 1 – Introduction to Public Relations and Media Relations

Introduction to Public Relations (PR) and Principles

  • Definitions
  • Communication 101: objectives; messages; audiences; channels
  • Key principles
  • How PR contributes to an organisation’s goals
  • The importance of corporate image and an organisation’s brand
  • Key components of PR, viz. Media Relations, Digital Communication, Integrated Marketing, Issues Management and Crisis Communication

Media Relations

  • Definitions
  • Terms and Conventions
  • Media Publicity
  • Tools of the trade (News Releases; Media Briefings; Handling Media Enquiries; Media Tracking and Analysis)
  • Dos & Don’ts when engaging the media

Day 2 – Crisis Communication and Digital Communication

Crisis Communication

  • Definitions
  • Principles
  • How corporate image and brands are affected by a crisis
  • How to employ PR in a crisis
  • Tools of the trade (Press Statement; Official Spokesperson; Online Communication)

Digital Communication

  • Search engines
  • Data Analysis
  • Website/Online Publications
  • Owned and controlled social media platforms (Instagram, Facebook, Linkedin)
  • Working with “influencers”: the dos and don’ts

Day 3 – Integrated Marketing Communication (IMC) and Public Relations Campaign

Integrated Marketing Communication (IMC)

  • Marketing and PR
  • What is Integrated Marketing Communication? Why is it important?
  • The building blocks (4Ms) of Integrated and Marketing Communication
  • Challenges to Integrated and Marketing Communication
  • The Integrated Marketing Plan

Public Relations Campaign

  • Develop a Public Relations Campaign


To register, kindly submit the completed Registration Form via the “Register” button below. A confirmation email will be sent to you upon receipt of your Registration Form (subjected to availability). All applications should reach IPRS Secretariat at least two weeks before the course commences.

Course Fees

Per participant: SGD$500 per modular.
IPRS Members enjoy a Special Rate of SGD$400 per modular!

Payment can be made via Cheque to “Institute of Public Relations of Singapore” or bank transfer to our UOB Bank A/c #101-316-9190.

For more information

Please contact the IPRS Secretariat at 6534 1841 (normal office hours) or email:

Updated: 13 January 2020