WRITING EFFECTIVE PRESS RELEASES
Getting positive coverage for your product, service or clients is critical. In pitching stories on behalf of an organisation or company, there are particular issues and sensitivities. Whilst creativity remains important, there are boundaries which must also be observed.

This course session will focus on what will work and what will not work in getting your story told in the media. It will also look into how you could cut through the media clutter and achieve a higher success rate.

LEADING CRISIS COMMUNICATIONS
A crisis can affect any organisation and can potentially upset an organisation’s employees, customers, operations, reputation, or the international community. You need effective leadership in planning and directing your communications.

Would “vision” alone be enough to rally the stakeholders in a crisis? What are the characteristics of a good crisis leader? What is the psychology behind effective leadership in crisis communications?  This workshop will focus on two key areas:
a. Crisis assessment: Sensitisation to organisational imperatives and larger national interests and decision-making in managing crisis communications.
b. Strategic communications: Strategies for stakeholder management, media engagement, message framing, and handling adverse publicity.

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STRATEGIC COMMUNICATIONS
In its ‘Skills Demand for the Future Economy Report 2022’, SkillsFuture Singapore broadly grouped 16 Critical Core Skills essential for supporting business transformation into Staying Relevant, Interacting with Others and Thinking Critically.
Strategic communications is important because it helps organisations effectively communicate specifically targeted messages, goals and values to key audiences to achieve identified objectives. This could include building support for a particular policy or initiative, shaping public opinion, or managing a crisis.

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

THE ROLE OF PR IN CONTENT MARKETING

Nowadays, almost anyone can be a content creator. With so much content being created online, it is even harder to stand out. Therein lies the role of PR professionals, with their wealth of connections, to reach out to the right people to get your content
noticed via the right channels and audience.

This course shows why PR and content marketing are a powerful and inevitable combination. It teaches the importance of PR in content marketing and shares how can you bring a PR approach to your content marketing to create the greatest possible media buzz.

SEMINAR: BEST PRACTICES IN EMPLOYEE COMMUNICATIONS
Effective employee communications is an often-overlooked crucial factor to the success of any organisation. Done correctly, it drives productivity, workplace relationships, engagement, and also mitigates conflict. With the increase in remote and hybrid work due to the pandemic, businesses need to be on top of their employee communications now more than ever.

This course will look at best practices in employee communications and share strategies on how companies can use it for their gain.

DATA-DRIVEN COMMUNICATIONS
Unless what you say reaches your intended audience then all your strategy will be a waste of time. The digital marketing revolution is ultimately about data and the ability to gain an unprecedented understanding of your audience.

Performance tracking will show which campaigns actually work and which ones need to be changed. Audience analytics will completely change the way that PRs go about selecting media titles and channels to prioritise, and also allow the industry to craft storylines that resonate demonstrably better.

PR has the potential to be more powerful than ever. This gives public relations the opportunity to play an integral role - informing and creating strategy at the highest level. In order to do this the industry will need to completely rethink the way it fits into integrated marketing communications and how it uses data to support its decision-
making.