Fundamentals of Public Relations
In a fiercely competitive market, the brand that has a better reputation will be favoured. Reputation and perception cannot be quantified, yet we cannot deny that it does have a significant impact on the bottom line. Businesses, big or small, cannot afford to ignore the importance of building a strong positive perception today’s marketplace. Understanding the mechanisms of public relations is key in planning and executing perception building efforts.
Detail
| Date: |
12 Jul 2012 - 13 Jul 2012 20 Sep 2012 - 21 Sep 2012 |
| Duration: |
2, day(s) 9:00AM - 5:00PM |
| Fee: | $680.00 |
| Venue: | 51 Anson Road, #03-53 Anson Centre Singapore 079904 |
Fees are subjected to prevailing GST of 7%
For more information, please contact JobsDB Learning at 65788111 or email to learning@jobsdb.com.sg
Payment must be made before the commencement of the workshop. No cancellation is allowed 7 days prior to workshop.
Outline
Introduction to PR
· The significance of PR function in an organisation
· The difference between PR, advertising and marketing
· The link between organisation branding and the PR function
Media Relations
· Understanding of the local media landscape, how it works and the best way to get its attention
· Elements of newsworthiness and how to craft a story angle
· Anatomy of a high impact press release
· How to prepare a press kit
· Do’s and Don'ts when dealing with the media
· Considerations for a press conference
· How to face the media with confidence and flair
Going beyond the media
Staying in touch with target audience with:
· Newsletter
· Seminars
· White papers
· Working with analysts
New Media
· Using social media to reach out, engage and connect with your online audience
Corporate Social Responsibility
· Understand how corporate social responsibility makes a difference to the organisation
Crisis Communications
· What constitutes a PR crisis
· Key aspects of handling a crisis
· What can the PR practitioner do to reduce the chances of crisis
The course will include case studies, discussions and quick practice sessions that will allow participants to fully
appreciate the roles of a PR professional
Facilitators
Dean Shams came into the world of PR in 2005 with an arsenal of writing and communication skills he gathered from
his 7 years experience in the training and education industry. He launched his Public Relations consultancy,
KinetiqBuzz PR, with high profile projects with government agencies such as launch of *SCAPE and Shine Youth
Festival for Minsitry of Community Development and Sports (MCYS) and managing a year long media relations for
PAYM 35th Anniversary giving the organisation an average of 13 media placements per month.
Since then he has managed media relations for international and regional level events such as the Asian Extreme
Sports and International Feng Shui Conference. He was behind the launch of the Search for the Happiest Person in
Singapore in 2008 that got international media attention. His deep understanding of the media landscape has helped
numerous local SMEs develop media relations strategies giving them extensive coverage in the highly competitive
media environment here in Singapore. Some of his clients include IceTech International, Cohens Lifestyle Clinique,
Paula’s Choice Skincare, Gold & Silver Jewelry and LeeWay TransAct Logistics.
He regularly speaks at organisations on the topic of PR, Business Networking, Personal Branding and Communication
skills. He also writes regularly for FujiXerox Singapore’s newsletter DocuLink
Who Should Attend
This course is designed for Managers, Executives and Entrepreneurs who wants a quick introduction to Public
Relations (PR) and how they can utilise opportunities at getting positive media attention and build a strong perception
among their stakeholders. Also for professional and business owners who are looking to build their organisations’
visibility and credibility. For the person thinking of stepping into the PR domain, this course will give you a feel of the
wide spectrum of PR functions that you will be facing with