[Virtual] Strategic Communications in the Endemic Phase

Covid-19 has changed the way we interact, with dramatic shifts to our economies and businesses. After two long years, companies now need to plan their communications to deal with different issues in the endemic phase of Covid-19, and adjust internal and external communications to living with the virus. The new normal has and will continue to create its own risks and opportunities. To manage stakeholders’ expectations, relevant ways of communication continue to be crucial in addressing crises and maintaining public image.

This course will help businesses, governments and individuals use PR and communications to create and maintain stakeholder relationships, drive business results and protect reputations. Its comprehensive programme will help you to create strategic communication plans with clear positioning, messages and narratives, that leverage social, digital media and various other platforms to achieve your objectives. It includes case studies for group discussion and hands- on participation to work on case scenarios dealing with major publicity efforts and significant issues.

Learning Outcomes

  •  Create strategic communication plans that apply the fundamentals of research, strategy, tactics and evaluation
  •  Identify and manage key audiences, issues and crises
  •  Integrate digital, social and mobile platforms with traditional PR vehicles
  •  Evaluate the value, impact and outcomes of PR programmes

​​Course Outline

  •  Understanding strategic communications
  •  Planning a strategic communications programme which delivers results
  •  Understanding traditional, digital and social media
  •  Analysing target markets and needs/issues
  •  Setting measurable objectives
  •  Formulating positioning and crafting messages
  •  Developing communications strategies and integrated programmes
  •  Establishing evaluation matrix

Who Will Benefit?
Whether you are new to public relations or a seasoned communications professional, this course will benefit anyone interested in better understanding the strategic PR landscape in these changed times.

​About the Trainer
Bhavani is a communications veteran with over 35 years of experience. She is currently the Managing Director of International PR Training Pte Ltd. She is an Associate Director, Crisis Communications, Kenyon International Emergency Services. She is also an associate trainer with Singapore Business Federation, Civil Service College, SMU Academy and the Marketing Institute of Singapore. She lectures part-time in crisis communications at the National University of Singapore.

Bhavani has served in various positions. She was the Director of Public Communications, Director of Corporate Communications and the Press Secretary to the Minister for Information, Communications and the Arts, and Director of Emergency Preparedness. She also served as Head of Public Affairs with the Ministry of Trade and Industry and Head Media Relations Branch in the Ministry of Defence. Throughout her career in the public sector, she was actively involved in national level crisis planning, including coordinating whole of government communications. 

She was President of the Institute of Public Relations, Singapore for seven years, and now serves as Advisor to the IPRS Accreditation Board.  Bhavani holds a Bachelor of Business Administration degree from the National University of Singapore, a Master of Arts in Mass Communications from the Oklahoma City University, USA and a Graduate Diploma in Marketing from the Chartered Institute of Marketing, UK.

​​​Course Details

​​Date: 5 August 2022
Time: 9am-5pm
Platform: Zoom
Fee: $500 (Group discounts available)

Got an enquiry?
Call (65) 9150 3701 or