Course Overview

This course equips learners with the knowledge and skills to develop, execute, and monitor effective public relations (PR) campaigns across various platforms, while ensuring alignment with brand identity, business strategies, and target audiences. Learners will learn to apply brand identity guidelines and public relations strategies to craft campaigns that promote positive publicity, reputation, and engagement.The course covers the selection and application of PR tactics and tools, enabling learners to plan and execute campaigns with precision, while staying within operational plans and budgets. 

Learners will also develop proficiency in managing social media reputation, measuring campaign performance, and refining strategies to improve outcomes. In addition, the course provides an understanding of legal, regulatory, ethical, and socio-cultural considerations in PR, preparing learners to navigate and manage PR crises effectively to safeguard brand reputation and campaign success.

 

Prerequisites

  • Foundational knowledge of their business goals, needs and target audience.
  • Basic awareness of marketing, branding, or communication practices would be helpful but not mandatory.
  • Proficiency in Basic Written English
  • Passion for telling compelling brand stories and communicating key messages to shape or enhance brand image and reputation
  • Believe in building brand credibility through the power of positive publicity and media relations
  • Desire to build long-term business success through strategic PR efforts
  • Keen interest to learn practical PR strategies for effective media engagement

Target Audience

  • Small Business Owners and Entrepreneurs
  • Marketing  and Communication Professionals
  • Aspiring PR Professionals
  • Event Organisers

Course Highlights

  • Brand Identity and Strategic Planning: Utilise brand identity guidelines and PR strategies to design targeted campaigns that drive positive publicity and meaningful audience engagement.
  • Effective PR Tactics and Tools: Master the use of essential PR tactics and tools to strategically plan and implement impactful campaigns.
  • Campaign Execution and Budget Alignment: Deliver PR campaigns that align with brand objectives, operational goals, and budgets, while crafting compelling messages, selecting the right media, and optimising resources for success.
  • Performance Optimisation and Crisis Preparedness: Continuously monitor and improve campaign performance, address legal, ethical, and cultural considerations, and effectively manage crises to protect and enhance reputation.

Course Objectives/Learning Outcomes

By the end of the course, participants will be able to:

  • Design PR campaigns by applying brand identity guidelines and public relations strategies tailored to target audiences to achieve positive publicity, reputation building, and engagement.
  • Identify and utilise effective public relations tools and tactics to strategically plan impactful PR campaigns. 
  • Implement PR campaigns that align with brand positioning, operational goals, and budgets while crafting persuasive messages, selecting optimal media channels, monitoring social media reputation, and efficiently managing resources for campaign success. 
  • Assess and optimise PR campaign performance by providing actionable improvements, addressing legal, ethical, and socio-cultural considerations, and managing crises to protect and enhance organisational reputation.

Course Outline

Instructor-led: Videos, Presentation Slides, Didactic Questions, Templates

  • Defining, communicating, and evolving a brand’s identity and positioning
  • Strategizing and executing PR for media, reputation, engagement, and crisis management
  • Targeting media, influencers, executives, and trade publications for PR impact. (K3)

Instructor-led: Presentation Slides, Discussion, Videos, Case Studies

  • PR tactics for media relations, events, digital strategy, and stakeholder engagement.
  • Essential PR tools for media outreach, content, analytics, and crisis management.

Instructor-led: Presentation Slides, Discussion , Case studies, Templates

  • Monitoring social media reputation, analyzing competitors, and managing feedback effectively.
  • Planning, budgeting, executing, and managing PR campaigns with effective communication.
  • Crafting clear, consistent, and strategic PR messages for various objectives.
  • Leveraging traditional, digital, and influencer media for effective outreach.
  • Budgeting PR campaigns effectively for cost-efficient, goal-aligned results.

Instructor-led: Presentation Slides, Discussion, Case Studies, Templates, Videos

  • Measuring PR campaign success through KPIs, media analysis, and ROI.
  • Refining PR Campaigns and Strategy
  • Navigating legal, ethical, regulatory, and socio-cultural considerations in PR.
  • Managing crises through strategic communication and phased PR responses

Certification

A certificate of completion will be awarded upon successful completion of the course

Course Fees

$788 $488

Trainer

Agnes Tay

Founder, Business & PR Strategist

Agnes Tay, Founder, Business and PR Strategist, AT Marketing Consultancy With over 34 years of experience in business development, marketing, PR, and branding across various industries, Agnes is highly skilled at building media relationships and developing tailored strategies for effective communication, PR, and marketing solutions. Her dedication to education and professional growth demonstrates her commitment to empowering businesses and individuals in today’s evolving marketplace.

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Public Relations

Building Credible Connections and Reputation

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Testimonials

See what people say about us after completing our courses

Jessica

“The class was engaging, and the session materials and instruction kept my attention. I found the content useful and am confident I can apply what I learned.”

Sharon

“The training was very effective—well-organized with a highly knowledgeable trainer who kept the session engaging throughout. I came away with valuable insights I can apply in my work.”

Karen

“Excellent session with clear explanations and strong delivery. The course helped boost my confidence and provided practical knowledge, although work commitments may impact how soon I apply it.”

Ong

“The session had some interesting points, though I felt neutral about several aspects. While the trainer was knowledgeable, I didn’t find the session particularly engaging for my learning style.”

Jiselle

“A well-run session with a competent trainer. Although I’m still building confidence in the subject, the trainer’s clear delivery and expertise were very helpful.”

Evelyn

“The session was insightful, and I appreciated the relevance of the industry examples provided. I feel more confident in applying some of the concepts discussed, though I would like to dive deeper into the strategic side of PR.”

Mabel Lee

“Agnes shared many case studies, making it easier to understand PR tools and tactics. While I’m not fully confident yet, I feel that I will be able to apply what I’ve learned with more practice in the future.”

Chin Szu Yi

“Agnes is an engaging trainer who uses personal stories to bring across PR concepts. I feel more confident after the session and am very likely to use the knowledge in my professional life.”

Selina Chua

“Agnes’ sharing of past case studies and experiences was extremely useful. I feel confident that I can apply what I’ve learned in the future, and I would recommend the course to others.”

Jerene

“The session was insightful and engaging. The instructor provided real-world examples that helped me understand the application of PR principles. I feel moderately confident about applying what I learned.”

Tay Hui Wen

“Agnes was a warm and engaging trainer, and the session helped me see the value of investing in personal branding. I feel confident in applying the knowledge gained, and I would definitely consider future sessions.”

Alan Lee

“The session was thorough and engaging. Though I feel slightly less confident about applying some of the PR strategies, I have a solid understanding of the basic concepts and am confident I can apply them eventually.”

Benjamin Lee

“Agnes was very experienced and offered practical solutions to different PR scenarios. While I am still slightly unsure about applying all the techniques, I feel confident in the concepts discussed.”

Nicole Kuek

“Overall, it was a good experience, and Agnes was engaging. The mini activities helped implement what was shared. Though I’m not very confident yet, I can see how the PR concepts will be useful in my work.”

Register for the Public Relations Course

Building Credible Connections and Reputation