Professional Certificate in Public Relations & Mass Communication
Modular Courses

Next Intake Dates:

 18 June – 12 September 2018

Past Intake Dates:

 11 Sep to 6 Dec 2017
 24 Apr to 26 Jul 2017

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 20 June to 27 August 2018. 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, 20 June 2018
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 July 2018
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:

1 and 6 August 2018
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, 8 August 2018
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, 13 August 2018
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, 20 August 2018
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, 27 June 2018
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
  • Official Spokesperson
  • Do’s and don’ts when engaging the media

Date:

4, 9 and 11 July 2018
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 July 2018
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 July 2018
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, 15 August 2018
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:

Monday, 27 August 2018
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: 11 May 2018