Professional Certificate in Public Relations
& Mass Communication

Next Intake Dates:

 18 February to 13 May 2019

Past Intake Dates:

 18 Jun to 12 Sep 2018
 11 Sep to 6 Dec 2017

About the Course

A strong foundational course for budding PR practitioners and those who are interested in the evolving field of Communication. It covers the core components of Communication, both internal and external, and is tailored to meet the challenges of the marketplace.

Course Structure

This is a three-month course with twice weekly classes on Mondays and Wednesdays (except on Public Holidays or unless otherwise stated) from 7.00 p.m. to 9.30 p.m.

Topics include:

Introduction to Public Relations & Communication

Session Outline (1 session):

  • Definition
  • Principles
  • Communication 101
    • Objectives
    • Messages
    • Audiences
    • Channels
  • Tools of the Trade
  • The practice of PR:
    • Corporate
    • Consultancies
  • Ethical issues in PR

Communication Strategy

Session Outline (1 session):

  • Definition
  • Purpose
  • Strategy versus Tactics
  • Elements of a Communication Strategy
    • Goals and Objectives
    • Research and Analysis
    • Audiences
    • Messages
    • Tactics
    • Timelines
    • Budget
    • Evaluation
  • Case Study

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

Digital Communication

Session Outline (2 sessions):

  • The importance 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

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

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

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

Developing a Communication Plan

Session Outline (1 session):

  • Definition
  • Purpose
  • Components of a Communication Plan
    • Goals and Objectives
    • Audiences
    • Messages
    • Channels of communication
    • Contingencies
    • Timelines
    • Budget
    • Evaluation
  • Case Study

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

Stakeholder Relations

Session Outline (1 session):

  • Primary/Secondary Stakeholders
  • Internal/External Stakeholders
  • Engaging different stakeholders
  • Communication strategies for different stakeholders

Media Relations

Session Outline (4 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

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

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

Corporate Social Responsibility (CSR) and Community Building and 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

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

Our Trainers

Seasoned PR professionals, most of whom are Accredited Members of the Institute, and possess over 20 years’ experience in PR and Communication. Our Trainers bring a wealth of experience from both Corporate PR and PR consultancies, as well as from the Public, Private and Not-for-Profit sectors.

Assessments

Participants are required to complete an individual assignment (20%), an individual class test (10%), an individual journal assignment (20%) and a final examination (50%).

A Professional Certificate is presented to candidates upon successful completion of the Course.

Course Fees

IPRS Member: $3500
Non-IPRS Members:$3700
Participants who had attended IPRS’ Introduction to PR & Mass Comm Course will enjoy a discount of $300.

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.

Entry Requirements

  • Should possess a full GCE O-Level Certificate with at least a credit in English (or international equivalent)
  • At least a years’ experience in a PR or Communication role or have attended the IPRS Introduction to PR and Mass Communication course
  • Mature applications without the relevant qualifications may be considered on a case-by-case basis.

For more information

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

Updated: 11 September 2018