Introduction to
Public Relations &
Mass Communication

Next Intake Dates:

26 Feb – 28 Feb 2020

Past Intake Dates:

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

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.

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.

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.

Who are our trainers?

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

Certificate of participation

Participants will receive an IPRS Certificate of Attendance at the end of 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!

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