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Jun 2021

Public Relations Strategy 101: Building Blocks Of A Smart And Effective PR Communications Plan

Course Information

Start Date17 Jun 2021, Thursday
End Date17 Jun 2021, Thursday
Time9.00am to 5.00pm
VenueHoliday Inn Orchard City Centre
Fee$600 (Excluding GST) Inclusive of lunch, light refreshments and course materials
Contact6720 3333 (Ms Chye Fen) training.aventis@gmail.com
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Your Step by Step Guide to Developing A Customer Sensitive Strategic Communications & PR Plan

Build Reputation, Grow Brand, Gain Trust through Effective Public Relations

In today’s disruptive and rapidly evolving marketplace when customers’ expectation are changing constantly, companies and brands have to stand out from their competition in order to grab and gain their customers’ attention and mindshare through effective storytelling that makes your audience sit up and take notice.  Public relations campaigns help businesses, big or small communicate their mission or message to their target audience through a series of activities planned in advance to meet a specific goal.

Guide to Create a Strategic Communication & Smart PR Plan

In order to have positive media coverage, companies must understand how to engage and establish a good relationship with the media executives.  Newsworthy is a way of staying relevant – relevant and of interest to your audience.  Do you need to write a PR plan but don’t know how to develop your tactics? Are you unsure how to make your PR plan connect with your broader audience and improve your media relations marketing?

A Practical, Easy-To-Follow Approach To Public Relations

This 1 Day workshop will introduce you to the process of creating effective public relations campaigns using a hands-on approach that emphasizes the tools you will need. Using real examples and current case studies, you will learn how to incorporate the various aspects of Public relations including Paid media, Earned media, Social media, and Owned media to create a smart Public Relations plan that will help you protect the brand, grow your reputation, and engage your stakeholders by crafting the right message in line with market sentiments effectively. 

Key Takeaways

By the end of this workshop, you will be able to:

  • Learn the latest framework in planning and execution of public relations campaigns
  • How to Plan, Create and execute effective and innovative PR campaigns
  • Gain the Mastery & confidence to independently plan and drive campaigns for organisation or your clients
  • Develop key awareness to pre-empt challenges and risks and address them promptly as it happens
  • Gain the skills and capability to contribute to effective branding and reputation management
  • Learn how to effectively handle all external factors , media relations and stakeholders.
  • Effective techniques to check and measure the effectiveness of PR campaigns
  • The complete skill set to play an important part in boosting the growth and influencing the success of their organisation or client organisations
Course Outlines

Understanding the Big Environment

  • Aware of the VUCA World
  • Local Company, Global Brand
  • The Media and Communications Industry

Public and Media Relations 101

  • First Public Relations Then Media Relations
  • Reasons to and not to Engage the Media
  • Types of Media Channels and Modus Operandi
  • Understanding the Media Terminologies

Media Engagement

  • Channels of Media Engagement
  • Be Worthy of Your News Pitching
  • Tools of the PR trade – Interviews, Briefings and Enquiries
  • Practical Tips when Engaging the Media

Writing a Newsworthy Media Release

  • Headlines that demands Attention
  • Craft your message with the Outcomes in Mind
  • Press Releases and how to build your own media list
  • Case Study: How to write a good Media Release

Developing a Smart Corporate Communications Plan

  • Goals and Purpose of the Corpcomms Plan – Identify Your Key Stakeholders
  • Communicating with your targeted Audience through different media channels
  • How PR supports your marketing and social media activity
  • Case Study: How to develop a Smart Corp Comms Plan

Crisis Management through Public Relations

  • Gauging the Impending Crisis Level
  • Escalation and Process of Your Crisis Management
  • Tackling the Social Media Channel
  • Recovering from Damage Control
Who Should Attend
  • Senior executives from government agencies or private companies that are overseeing PR and Social media campaigns
  • Members of public relations agencies responsible for launching campaigns for their client organisations
  • PR practitioners or officers of an organisation responsible for its branding and reputation management
  • Marketing professionals responsible for press releases and other announcements
  • Human resource professionals involve in branding building and reputation management
  • Any other professional who would like to know how to successfully plan and execute PR campaigns
Raving Testimonials

Having a performance edge is an essential ingredient to success in business and personal life. Everyone can excel by better understanding what makes us all ‘tick’, and will lift your performance in all aspects of your life. Grant Sexton – Managing Director Leadership Management Australia (LMA)

Having had the privilege of seeing facilitators with everyone from small groups of senior managers to international audiences of thousands, I know the positive effect this information has. It demystifies the complexity of human behaviour and makes having harmonious, productive relationships a breeze. Leanne Christie CEO, Ovations International

Our Trainer’s Profile

Communication & PR Strategist: Mr Ryo Leong

Ryo Leong has spent more than 20 years in the media industry, starting in branding and promotions before moving to content and channel management. His creative concepts have won several awards in Promax World and New York Festivals. He was also the commissioning editor for the Best Preschool Programme of Asia TV Awards 2016. While in management, Ryo continued to hone and apply his creativity in providing new strategies for the business. Ryo is an Award winning marketing, content and media professional with more than 20 years experience in kids, sports, factual and general entertainment (English and Chinese) genres; across free-to-air TV, radio and digital platforms.

Professional Qualifications/ Achievements

  • MA (Mass Communications),  Oklahoma City University 
  • BBus, Marketing (Hons 2nd upper), Nanyang Technological University
  • Squared Online — Certificate in Digital Marketing
  • Institute for Adult Learning — Advanced Cert in Training and Assessment


  • Asian TV Awards 2016 Best Preschool Programme – Leo the Wildlife Ranger
  • Commissioning Editor
  • Promax World Gold 2010 – Don’t Forget the Lyrics (outdoor ad) – creative concept
  • New York Festivals 2005 Bronze – A Man Called Hero – creative concept
  • New York Festivals 2005 Finalist – Living News Campaign – creative concept
  • Promax World Gold 2004 – Living News Campaign – creative concept
  • Hong Kong Management Association/TVB Award for Marketing Excellence 1994 –
  • Taipan Snowy Mooncake – marketing manager

Industrial Engagement

  • All In! Young Writers Festival 2018 – Panelist
  • Asian Festival of Children Content 2016, 2017 — Panelist
  • International Emmy Kids Awards 2016 – Judge
  • Broadcast Asia 2016 — Panelist