Professional Certificate in Public Relations & Mass Communication
Modular Courses
19 August – 13 November 2019
February 2020 – April 2020 (TBC)
Past Intake Dates:
25 March – 26 June 2019
18 June to 12 September 2018
Who should attend?
Like to learn more about Corporate Branding, Media Relations, Crisis Communication, and other PR-related topics? Select from our wide range of topics, the subjects that you are interested in.
Modular Course Structure
The courses are run from 7.00pm to 9.30pm at a central location from 19 August to 13 November 2019. Participants will receive a Certificate of Attendance.
Professional Certificate in Public Relations & Mass Communication Modular Courses
Corporate Branding, Identity and Reputation
Session Outline (1 session):
- Definitions
- What is a brand?
- What is corporate identity?
- What is corporate reputation?
- How to develop and maintain a brand, identity and reputation
- Ethical issues
- Case studies: Corporate Brands, Identity and Reputation – Strengths and Challenges
Date:
Wednesday, 21 August 2019
7.00pm to 9.30pm
Course Fees:
$200 (IPRS Member)
$300 (Non-Member)
Internal Communication
Session Outline (1 session):
- Importance of internal communication to an organisation
- Whose responsibility – HR or PR?
- Corporate Culture
- Building blocks to internal/employee communication
- Communication Platforms
- Role of the leader in internal/employee communication
Date:
Monday, 2 September 2019
7.00pm to 9.30pm
Date:
$200 (IPRS Member)
$300 (Non-Member)
Digital Communication
Session Outline (2 sessions):
- The important of “digital” in communication
- Inter-play with traditional communication platforms
- Current trends on the different digital platforms
- Content creation for digital platforms (website; e-newsletters)
- Search Engines
- Data Analysis
- Ethical Issues
Date:
2 and 7 October 2019
7.00pm to 9.30pm
Date:
$350 (IPRS Member)
$450 (Non-Member)
Integrated Marketing Communication (IMC)
Session Outline (1 session):
- Definition
- Elements/components of IMC
- Advantages and challenges of IMC
- Role of the PR professional in IMC
- Ethical Issues
- Case Study: An IMC Campaign
Date:
Wednesday, 9 October 2019
7.00pm to 9.30pm
Date:
$200 (IPRS Member)
$300 (Non-Member)
Event/Project Management
Session Outline (1 session):
- Projecting an organisation’s image through events
- Types of events
- Basic building blocks in events management
- Pre and post event activities
- Trends in events – online/virtual
Date:
Monday, 14 October 2019
7.00pm to 9.30pm
Date:
$200 (IPRS Member)
$300 (Non-Member)
PR Research
Session Outline (1 session):
- Importance/purpose of research in PR
- Types of research
- Key research tools
- Understanding/interpreting data/statistics
- Challenges with research
Date:
Monday, 21 October 2019
7.00pm to 9.30pm
Date:
$200 (IPRS Member)
$300 (Non-Member)
Stakeholder Relations
Session Outline (1 session):
- Primary/Secondary Stakeholders
- Internal/External Stakeholders
- Engaging different stakeholders
- Communication strategies for different stakeholders
Date:
Wednesday, 28 August 2019
7.00pm to 9.30pm
Date:
$200 (IPRS Member)
$300 (Non-Member)
Media Relations
Session Outline (3 sessions):
- Why engage the media?
- Types of media and how they operate
- Media terms and conventions
- Types of media reports
- Tools of the trade:
- News Release
- What is newsworthy?
- Media Pitchings
- Media Briefings
- Media Enquiries
- Media Interviews
- News Release
- Official Spokesperson
- Do’s and don’ts when engaging the media
Date:
4, 9 and 11 September 2019
7.00pm to 9.30pm
Date:
$500 (IPRS Member)
$600 (Non-Member)
Social Media
Session Outline (2 sessions):
- Importance of social media platforms in communication
- Key social media platforms and current trends
- Demographics
- Content creation for social media platforms (Facebook, Instagram, YouTube, LinkedIn)
- Working with “influencers” (Bloggers, Instagrammers, YouTubers)
- Data Analysis
- Ethical Issues
Date:
25 and 30 September 2019
7.00pm to 9.30pm
Date:
$350 (IPRS Member)
$450 (Non-Member)
Crisis Communication and Issues Management
Session Outline (2 sessions):
- Definitions
- Issues and audiences/stakeholders
- Principles when communicating in a crisis
- Crisis Communication Plan
- Crisis Communication Team
- Engagements in a crisis – mainstream, online and social media
- Official spokesperson
- Press statements
Date:
18 and 23 September 2019
7.00pm to 9.30pm
Date:
$350 (IPRS Member)
$450 (Non-Member)
Corporate Social Responsibility and Community Building & Outreach
Session Outline (1 session):
- Definitions
- Who is your ‘community’ or stakeholders?
- Importance of trust and good corporate citizenship
- CSR vs Integrated Reporting
- Community Building vs Corporate Branding
- Utilizing CSR in ‘normal’ times and in a crisis
- Promoting CSR to internal and external stakeholders
- Ethic Issues
Date:
Wednesday, 16 October 2019
7.00pm to 9.30pm
Date:
$200 (IPRS Member)
$300 (Non-Member)
Evaluation/Measurement
Session Outline (1 session):
- Importance/purpose of evaluation/measurement
- Evaluation for different PR/communication activities
- Pro’s and con’s for different evaluation tools
- Presentation of data
- Ethical Issues
Date:
Wednesday, 23 October 2019
7.00pm to 9.30pm
Date:
$200 (IPRS Member)
$300 (Non-Member)
Registration
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.
For more information
Please contact the IPRS Secretariat at 6534 1841 (normal office hours) or email: admin@iprs.org.sg.
Updated: 26 July 2019