Introduction to Public Relations & Mass Commu.

Upcoming Intake Dates:
  • 23 to 25 May 2018


Past intake Dates:

  • 26 to 28 July 2017
  • 24 to 26 January 2018


Course Structure

A compact three-day course on Public Relations (PR) for beginners as well as those who are in communication roles who would like to have a quick overview of PR and its roles and functions.

Course Objectives

To provide an insight into PR and to equip participants with a sound understanding of the principles and basic techniques of PR for day-to-day operations and in a crisis.

Course Content

Introduction to Public Relations (PR) and Principles

  • Definition of PR and its key principles
  • The role of PR in an organisation
  • How to leverage on effective PR when reaching out to stakeholders and other 'publics'
  • PR conventions and terms
  • The importance of corporate image and role of PR in developing and sustaining that image

Publicity and promotions to benefit an organisation

  • Types of publicity - positive and negative
  • How publicity and promotions contribute to an organization's corporate image

Negative publicity that is detrimental to an organisation

  • How to anticipate and respond to negative publicity

What is a crisis?

  • Types of crisis
  • How corporate image and brands are affected by a crisis
  • How to employ PR effectively when a crisis strikes an organization

Crisis Communication

  • Communication objectives and key messages in a crisis
  • How to employ PR proactively in crisis and issues management
  • Tools of the trade in crisis communication

Online crisis communications

  • How online media has evolved as a key player in crises today
  • How to utilize online media effectively in a crisis

Salvaging a reputation after a crisis

  • How PR can be used to restore an organization's reputation after a crisis

Integrated Marketing Communications

  • Marketing Basics
  • Role of Communications
  • Need for Integrated Marketing Communications
  • What is Integrated Marketing Communications
  • Importance and Relevance of Integrated Marketing Communications
  • Why Integrated and Marketing Communication matters
  • Building Blocks of Integrated and Marketing Communications
    • The 4Ms of IMC
  • Challenges to Integrated and Marketing Communications

Group work/practical session: Public Relations Campaign

  • This will be 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 learning more about PR, and who is keen to pick up the basics.

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 be receive an IPRS Certificate of Attendance at the end of the course.

Course fees

Per participant: SGD$1,200. IPRS Members enjoy a Special Rate of SGD$1,000!
(Course fees are now eligible for the PIC Scheme! For more details:

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. 


To register, kindly submit the completed Registration Form to IPRS (43A South Bridge Road Singapore 058677) by mail, or email or fax (6534 4691). A place will be reserved for you upon receipt of your Registration Form (subjected to availability). All applications should reach IPRS Secretariat at least two weeks before the course commences.

[To download the Registration Form, please click here]

For more information

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


Updated: 13 February 2017

Site Map

Institute Of Public Relations Of Singapore
Location: 43A South Bridge Rd 058677



IPRS Is a member of the Global Alliance for Public
Relations and Communication Management