IPRS Workshops – “Elevate!” Series

IPRS Workshops – “Elevate!” Series

To support you in elevating your PR game, IPRS is rolling out a brand new series of specialized workshops . Be sure to keep a look out at this space for more upcoming IPRS Workshops!

To register, fill in the form below and we’ll get to your application in a few working days.

Next Intake TBC

Media Publicity for VWOs and NPOs

Digital and social media platforms alone may sometimes not be able to tell good news stories in a credible, creative, timely and cost-effective manner. Media publicity, however, provides a different dimension for good news announcements. To garner positive publicity in the media, one must understand how the media operates. To be able to engage journalists confidently, one must master the tools of the trade.


Through lectures, discussions, written practices and role-plays, participants will learn how

  • Identify and package newsworthy stories for the media.
    • Understand the different types of stories in the news media.
  • Pitch such stories to the right media.
    • How to craft a news release.
    • How to craft a pitch letter.
  • Work with journalists to bring such stories to the right audience.
    • The do’s and don’ts when engaging the media.


Robert Conceicao, FIPRS, AMIPRS.
Director, MAJIC Communications Pte Ltd.

Robert is a PR professional with over three decades of experience in Strategic Communication, Media Relations, Issues Management and Crisis Communication. He has conducted well received specialized in-house media training workshops for the public, private and not-for-profit sectors. Currently, he is a seasonal lecturer for the Singapore Civil Service and the University of Newcastle (Singapore). He is a Past President of the IPRS.

Next Intake TBC

Putting out the fire! : Responding to customer complaints

When a customer is upset because something is wrong or has an unmet need or expectation, how you respond in person and in writing matters.

In this workshop, we focus on your response in writing, be it through a letter, an email or social media.  Focusing on putting out the fire and turning the “crisis” around, the workshop aims to help learners use their written replies to uplift their organisation’s service recovery process, convey your organisation’s intention to address the customer’s concerns effectively and with empathy, and ultimately to “win” back the customer.

Who is it for

Any professionals who need to respond to angry customers in writing.  This includes professionals working in customer relations, customer service, marketing communications and corporate communications.


Learners at the workshop will learn to

Module 1 : Understand why customers complain and your organisation’s intentions

  • Why customers complain – needs and expectations that are not met; and other factors (customers mental state – stress and fear)
  • Why we have to couch our response empathetically – there are always 2 sides to the story.
  • What is your organisation’s intentions during a service challenge? What is your organisation’s intentions for your written response?

Module 2 : Adopt the right language in your written reply

  • Understand the needs and psyche of your customer and how it impacts your communication with them.
  • Understanding what the right language is – The style of writing needs to be professional (objective), empathetic and convey genuine, heartfelt concern about the complaint and a desire to address any deficiencies that have been identified.
  • Learn how to avoid bureaucratese and transform technical information and jargon into easy-to-understand content.
  • Write in a way to build trust – by speaking from the first person, avoid officious words and phrases, acknowledge emotions and use “touch” statements, and not be defensive.

Module 3 : Apply Clear, Compassionate and Confident writing in your reply

  • Use the 5E (Empathise, Event, Explain, Educate and End) written response format when writing a reply.
  • Distinguish what information to include when explaining and educating
  • Individual skills practice in writing a reply using this format.


Ai Ling Sim-Devadas – Communications Trainer
Health Communication Matters

Ai Ling is a well-received trainer with 20-years of experience in communications.  She has trained communications and healthcare professionals in communications, service excellence, patient experience and media relations.

She develops and delivers corporate training programmes and is passionate about helping professionals communicate more effectively with their customers, stakeholders and staff.   Her clients include healthcare organisations, VWOs and SMEs.

Before being an independent consultant and facilitator, Ai Ling was managing senior communication responsibilities in Changi General Hospital and Eastern Health Alliance. She brings with her over 20 years of experience communicating with the public, internal and external stakeholders and the C-suite.

She brings to the workshop her professional expertise as well as her personal experience as a patient and caregiver.  She is currently the Co-Chairperson of the SingHealth Patient Advocacy Network, the first-of-its-kind patient advocacy group in Singapore.   She is also the first Asian board member of The Beryl Institute’s Global Patient and Family Advisory Board.

Ai Ling holds a Bachelor of Arts from the National University of Singapore and a Masters in International Studies from the University of Sydney.  She is a DACE (Diploma in Adult and Continuing Education)-certified curriculum developer and ACTA (Advanced Certificate in Training and Assessment)-certified trainer.


Registration Form

Part A: Participant Particulars
Part B: Billing Details

IPRS Courses & Workshops Terms of Conditions


Please submit the completed Registration Form at least ten working days prior to commencement of training to IPRS (43A South Bridge Road Singapore 058677) via mail, email (admin@iprs.org.sg) or fax (6534 4691). A place will be reserved for you upon receipt of your Registration Form (subjected to availability).

Payment & Confirmation of Enrolment

Payment is to be made in Singapore Dollars (SGD) at least five working days before commencement of training. If we do not receive your payment by this deadline, it will be deemed that you have withdrawn from the training. Please note that confirmation of enrolment will only be sent one week before the training, upon receipt of the full payment for the training and the signed Registration Form (subjected to availability).

We accept interbank transfer/cheque only. Cheque is to be crossed and made payable to “Institute of Public Relations of Singapore” with the invoice no., organisation name and participant’s name indicated on the back of the cheque.

The details for interbank transfer are: Account Name: Institute of Public Relations of Singapore | UOB Bank A/C No: 101-316-9190 | Bank Code/Swift Code: 7375 / UOVBSGSG | Branch Code: 001.

Member Discount

IPRS Corporate and Individual Members enjoy a special discount! For Membership enquiries, email admin@iprs.org.sg.

Withdrawals / No-show

We regret that no refund will be allowed for withdrawal or no-show. Full course fees will be charged for any withdrawal or no-show. We do, however, accept replacements from the same organisation.


IPRS reserves the right to change or cancel the course due to unforeseen circumstances. Full course fees will be refunded.

For more information

Please contact the IPRS Secretariat at 6534 1841 (normal office hours) or email: admin@iprs.org.sg.

Updated: 28 Aug 2020