Introduction to
Public Relations &
Mass Communication

Next Intake Date: April/ May 2021

Course Objectives

To provide insights into PR and Communication so as to equip participants with a sound understanding of the principles, basic techniques and current landscape.

Course Structure

A compact three-day course from 9.00a.m. to 5.00p.m. that provides a sound, basic understanding of what Public Relations (PR) and Communication is all about and an insight into its key aspects: Communication 101; Media Relations; Crisis Communication; Digital Communication, Integrated Marketing; and the PR Plan.

Who should attend?

Anyone who is interested in the PR and Communication profession; new entrants; and those who are in a communication role and who would like to have a quick overview of the current state of PR.

Certificate of participation

Participants will receive an IPRS Certificate of Attendance at the end of the course.

Modular Courses:

If you are in need of a refresher for specific topics, look no further!  Select the modular topics that you are interested in from our 3-day “Introduction to Public Relations and Mass Communication” course.

  • Day 1 – Introduction to Public Relations and Media Relations
  • Day 2 – Crisis Communication and Digital Communication
  • Day 3 – Integrated Marketing Communication (IMC) and Public Relations Campaign

Who are our trainers?

Experienced PR professionals who are able to combine the fundamentals of PR with the best in current practices.

Robert Conceicao, AMIPRS - Director, Majic Communications Pte. Ltd.

Robert Conceicao, AMIPRS
Director, Majic Communications Pte. Ltd.

Robert is a seasoned communicator with about four decades experience in corporate and PR consultancy.  He has provided PR consultancy and specialized training to the public sector, international and home-grown brands, and ‘not-for-profit’ organizations.  Robert specializes in media relations; issues and crisis communication; advocacy; and government relations and is a seasonal lecturer with several tertiary institutions including the University of Newcastle (UONS) and the Civil Service College (CSC).  He is a Past President (2015 – 2019) of the Institute of Public Relations of Singapore (IPRS), which conferred him the Lifetime Achievement Award (2015) and Honorary Fellow (2019).

Marcus Loh, AMIPRS - Senior Counsel, Public Affairs and Relations

Marcus Loh, AMIPRS
Fellow, NVPC Company of Good
Senior Counsel, Public Affairs and Relations

Marcus was director for Asia Pacific communication at Tableau Software (NYSE: DATA) where he headed the region’s functions for public affairs, media and analyst relations, customer evidence, and executive communication in Japan, Australia, Greater China Region, Singapore / Southeast Asia, India, and South Korea. In 2017, Marcus was named a “Singapore Business Review Notable Chief Marketing Officer under 40” and featured in the “LinkedIn Power Profile for Marketing Professionals”. In 2019, he was elected president of the Institute of Public Relations of Singapore, and was made a fellow of Singapore’s National Volunteer and Philanthropy Centre.

Course Content

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

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)

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

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

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

Group Practice: A Public Relations Campaign

  • This is the finale to the three-day course. Participants will develop and present a PR Campaign based on a scenario provided to demonstrate the principles, key concepts and techniques that have been covered in the course.


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$1,200.
IPRS Members enjoy a Special Rate of SGD$1,000!

Modular Courses:
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.


  • We regret that no refund will be made for any withdrawal or non-attendance from the course. However, a replacement is allowed. Full fees will be charged for any withdrawal or non-attendance.
  • IPRS reserves the right to make any amendments and/or changes to the programme, venue, speaker and/or topics if warranted by circumstances beyond IPRS’ control.

Health Measures:

In view of the current health advisories, the following measures will be in place:

  • Temperature taking and health declarations will be carried out.
  • Face masks and sanitisers will be made available.
  • Seating arrangements will take into consideration the need for social distancing.
  • Class size: under ten participants.

For more information

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

Updated: 28 January 2020