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Introduction
The media landscape today is different and perhaps, more challenging. Besides the traditional media, organisations have to understand and work with the digital and social media. The media is an important tool through which organisations could influence public opinion and key stakeholders. Knowing how to engage and work effectively with the media is thus a critical skill. One must not only be familiar with the various tools of media engagement but must also understand the media’s agenda and interests especially in a crisis.
This course aims to provide a good understanding of media management and the practical skills to handle the media effectively especially during a crisis.
The course will be a highly interactive programme. The course will cover the core contents through lectures, case discussions and role plays: It will also cover the practical skills with hands-on practice sessions, including role plays and practice sessions covering:
• Interview techniques and how to work with the media
• Understanding the media’s angle and agenda
• Crafting effective and targeted replies, bearing in mind the key messages.
Day One - Understanding the Media
1. Introduction to Public Relations and Public Opinion
2. Introduction to Media Relations and the Singapore media landscape
3. How the traditional media operates
4. How the digital and social media works
5. Understanding the media’s interest and angles
6. Cultivating and building media relationship
7. Communicating with the media
8. Tools and tactics of media communications
9. Getting Your Messages Right
10. Role of the Spokesperson
11. Writing for the media
Day Two - Managing the media
12. Media Interviews
13. the dos and don’ts of media interviews, control techniques, transition techniques, bridging techniques
14. Press Conferences – when to call for a press conference and how to manage a press conference effectively
15. Handling challenging media queries
16. Principles of crisis communications
17. Managing the media response during a crisis
18. Dealing with the social media Practice sessions
19. Mock interviews
20 . Case study on a media issue for group discussion
Standard Course Fee: S$637.20
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SSG Funding Support |
Course fee |
Course fee payable after SSG funding, if eligible under various schemes |
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BEFORE funding & GST |
AFTER funding & 7% GST |
AFTER funding & 8% GST |
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Singapore Citizens (SCs) and Permanent Residents (PRs) (Up to 70% funding) |
S$590.00 |
S$189.39 |
S$191.16 |
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Enhanced Training Support for SMEs (ETSS) |
S$71.39 |
S$73.16 |
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SCs aged ≥ 40 years old |
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• NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click here for more information.
Note: Course fee payment made before 1 Jan 2023 will be subject to GST at 7%, and payment made on or after 1 Jan 2023 will be subject to GST at 8%.
Ms Bhavani Krishnasamy
Krishnasamy Bhavani is the former Director of Emergency Preparedness in the Ministry of Information, Communications and the Arts (MICA). Prior to this appointment, she was the Director of Public Communications (2008-Jul 2011) and Director of Corporate Communications and the Press Secretary to the Minister for Information, Communications and the Arts from 2004 to 2011. She was also Head of Public Affairs with the Ministry of Trade and Industry (1993-1996) and Head Media Relations Branch in the Ministry of Defence (1999 to 2002). During her stint in Mindef, she has trained senior SAF officers in media skills before their overseas mission and postings. She has been training for the last 25 years in various institutions and commercial schools.She has conducted in-house programmes for Ministry of Defence, Ministry of Education, Maersk, Glaxo, Mitsui, Jones Lang LaSalle, ITE and various other organisations. She also speaks at local and international conferences and seminars. She was awarded the Lifetime Achievement Award for PR professionals by the Institute of Public Relations of Singapore in 2010. She was given the Global PR Professional award by the Association of Business Communications, India in 2009. She was on the advisory boards of Ngee Ann Polytechnic School of Film and Media Studies, and the Nanyang Technological University’s Wee Kim Wee’s School of Communications. Currently, she is the Chairman of the Advisory Board of the School of Communications, Arts and Social Sciences, Singapore Polytechnic. Bhavani holds a Bachelor of Business Administration degree from the National University Of Singapore, a Master of Arts in Mass Communications from the Oklahoma City University, USA and a Graduate Diploma in Marketing from the Chartered Institute of Marketing, UK.
