Programme Objective:

At the end of the Programme, participants will have an enhanced level of knowledge and skills in carving a PR Campaign from scratch, and will be able to apply essential concepts to help them achieve the public image outcomes their corporate desires.


This Programme is designed to meet professionals' needs of these responsibilities:

  • Advertising Officers
  • Branding Officers
  • Corporate Communications Officers
  • Crisis Management Officers
  • C-Suites Executives
  • Digital and Social Media Officers
  • Marketing Officers
  • Media Relations/Liaison Officers
  • Public Relations Officers
  • Spokesperson


Learning Methodologies:

The learning methodologies employed in this programme will allow participants to obtain fresh and different perspectives through peer sharing, reflections and case studies. The various hands-on activities allow the participant to apply his learning directly on-site while having the expert guidance of the Facilitator, providing an even greater edge towards skill competency.


Programme Agenda:

Day 1 –A Re-Look At Public Relations At The Contemporary World

  • * Speed Networking
  • * Participant Layout of Learning Expectations
  • Role of PR in Corporate
  • History and Evolution of the PR Role
  • PR vs Corporate Reputation
  • The Ideal PR Executive
  • Types of PR Campaigns
  • Common Challenges Faced in PR in different industries
  • Limitations of PR
  • Innovations in PR?
  • * Peer Sharing: A Most Impactful PR Campaign and Why?


Day 2 –What Does The World Knows About PR And Going About To Utilise Them

  • Stakeholder Management
  • Theory of Reasoned Action
  • Elaboration Likelihood Model
  • Change Model
  • Narrative Theory
  • Theories of Sharing and Opinion Leadership
  • Brand Storytelling
  • Six Point PR Plan Framework
  • Crisis Management
  • * Reflections: Relevant and its Applications?
  • * Case Study Analysis


Day 3 – Process of Carving a PR Campaign with Added Pointers

  • Problem Analysis
  • Objectives of Campaign
  • Quality Content Factors
  • Deriving from the Source
  • Know what Appeals
  • Understanding and Utilising Suitable Channels
  • Impact of Novelty
  • The Art of Storytelling
  • Transmedia Strategy
  • Window of Opportunity
  • Getting Funds and Budget Setting
  • Rolling out the Campaign
  • Getting Third Party Endorsement?
  • * Situational Analysis
  • * Problem-based learning


Day 4 – Contemporary Tools, Application and Conclusion

  • Useful Contemporary PR Tools and Softwares for Your Work
  • * Activity: Carve your PR Campaign!
  • * Activity: Evaluate a PR Campaign
  • * Presentation
  • Recap on Learnings
  • Final Q&A

Carving a PR Campaign in the 21st Century

Course Dates
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FORGE Skills Pte. Ltd.

2 Venture Drive

#11-03, Vision Exchange

Singapore 608526


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