Public Relations & Strategic Communications Bootcamp
15-16 January 2025
UPCOMING CLASS
15-16 January 2025
OVERVIEW
This comprehensive course equips you with the skills to manage effective public relations campaigns. You'll delve into the core elements of brand identity and their influence on public perception. We'll explore visual, verbal, and behavioural components that shape brand image.
You'll learn to develop PR strategies that enhance brand reputation, covering proactive and reactive approaches. The course emphasises understanding target audiences through demographic, psychographic, and behavioural analysis. This knowledge forms the foundation for tailoring messages that resonate with specific segments.
We'll examine the components of PR budgets, including campaign costs, personnel expenses, and operational outlays. You'll gain expertise in various PR tactics for mass audience reach, from traditional media relations to digital and event-based strategies.
The course covers tools for measuring PR effectiveness, such as media monitoring and analytics platforms. You'll practise crafting compelling messages aligned with brand identity and campaign objectives. We'll also evaluate different media options, weighing the benefits of traditional, digital, and various media types.
You'll learn to execute campaigns by assigning roles, establishing timelines, and collaborating across teams. The course teaches you to set SMART objectives and use data-driven strategies to improve campaign performance.
Finally, we'll address crisis communication, covering legal, ethical, and cultural considerations in PR. You'll learn to identify different crisis types and assess organisational reputation on social media, preparing you for real-world PR challenges.
TARGET LEARNERS
This course is targeted at sales representatives, account executives, business development managers, sales consultants, client relationship managers, and sales managers, including other professionals looking to transition into these roles.
PRE-REQUISITES
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21 years and above
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At least one month work experience in a sales capacity
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Speak, write, listen and read English at a proficiency level not lower than the Workplace Literacy (WPL) Level 6, and at a Workplace
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Numeracy Level 5
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At least a diploma or equivalent
Learning Outcomes
Outline brand and audience analysis required for a public relations strategy document.
Prepare a comprehensive public relations budget document that outlines selected tactics and tools for a given campaign.
Write up a mock public relations campaign which aligns brand positioning, operational strategies, budgets, key messages, and media selections.
Produce a performance evaluation report which assesses a PR campaign and provides relevant recommendations.
Construct a crisis communication plan that addresses legal, ethical, and socio-cultural considerations including social media reputation and response strategies for various crisis types.
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Course Fee
S$1000 per participant (excl. GST)
Self-Sponsored
Course Fee
$1000 (Excl. GST)
50% funding by
SkillsFuture Singapore (Baseline)
$500
GST
$90
Amount Payable
$590
Eligible for SkillsFuture Credits
Up to 100% of Course Fee* Subject to SkillsFuture Credit Availability
*Singapore Citizens aged 25 and above can offset the course fee using their SkillsFuture Credit
*NTUC members enjoy 50% unfunded course fee support for up to $500 each year for courses supported under UTAP.
Company-Sponsored
Course Fee
$1000 (Excl. GST)
70% funding by
SkillsFuture Singapore
(Enhanced Training Support for SMEs)
$300
GST
$90
Amount Payable
$390
Additional Support via Absentee Payroll
$4.50/hr, capped at $100,000/enterprise / year
**SME Eligibility Criteria
- Registered or incorporate in singapore
- At least 30% local shareholding by singapore citizens or PRs
- Employment size of not more than 200 (at group level) or with annual sales
turnover (at group level) of not more than $100 million
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Eligible companies can also claim 90% out-of-pocket expense with SkillsFuture Enterprise Credit (SFEC)
Additional Notes:
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Lessons will be conducted in English. Participants are expected to be able to read and write in basic English.
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Participants are required to bring their own laptop that can connect to the internet for access to the online class and course materials.
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In line with our environmentally friendly practices, we will not be providing printed course materials to reduce paper waste.
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Upon successful completion of the course, the participant will receive a certificate issued by ClickAcademy Asia Pte Ltd.
Click here to read our Withdrawal & Refund Policy.
Disclaimer: ClickAcademy Asia reserves the right to change the course instructor without prior notice. The course instructor will be finalised and informed to the registered participants at least 1 working day before the course commencement date.
About The Instructor
Ng Wei Joo is a journalist turned communications professional with a career that spans the public relations spectrum, from running in-house communications departments to managing PR agencies.
Seasoned crisis communication and senior adviser who speaks truth to power, to business
leaders and senior management, on how communication KPIs can support business objectives.
A certified trainer backed by deep and wide communications expertise in corporate
communications, media relation, reputation management, and crisis communications.
Ng Wei Joo
Trainer
ABOUT CLICKACADEMY ASIA
ClickAcademy Asia is a premier training academy focusing on executive education for professionals in the fields of digital marketing, sales & marketing, and communications.
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ClickAcademy Asia training covers Singapore, Malaysia, Indonesia, Vietnam, India, Thailand, Australia and Hong Kong. The academy has conducted digital marketing workshops for participants from over 30 countries worldwide. To date, ClickAcademy Asia has trained over 13,000 PMEBs (professional, managers, executives and businessmen) and 6,000+ local and global companies (including NGOs and Government agencies).
ClickAcademy Asia was established in the year 2011. The academy is the leading practitioners’ digital marketing academy and is also the official Google Partner Academy in Singapore and Malaysia.
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The academy provides training and certification on Google Ads, Google Analytics, Mobile Advertising and YouTube Video Advertising. ClickAcademy Asia is also the training provider for the Go Global programme led by Google (2015-2018), 2017 Google Ignite (Malaysia) , Google Elevator (Singapore and Malaysia) program and 2019 Mahir Digital Bersama Google (Malaysia).