Developing A Strategic PR Communications Plan

Marketing Institute of Singapore - Executive Development

Course introduction

In today's cash strapped economy, it is even more important to make every marketing dollar count. Being equipped with the skill set to develop a practical and strategic PR plan will make the difference in delivering effective results-oriented programmes, in line with the company's goals. o What are the considerations when developing a plan that is strategic? o How do you effectively structure the communications initiatives and programmes to achieve measurable results? o Do you need to account for the returns of investment for the communications budget? o Can you quantify communications? This course is tailored to incorporate a step-by-step approach in building the PR plan. Whether you are in the B2B or B2C business or not-for-profit organisation, participants will gain the practical knowledge to formulate an effective PR plan. The two-day course includes case studies for group discussion and hands-on participation to work on a real-case scenario.

Course Benefits

  • Understand corporate and communications goals
  • Understand stakeholder engagement
  • Identify opportunities and challenges
  • Identify issues
  • Develop a strategic PR plan
  • Manage internal and external expectations

Target Audience

Corporate communications, marketing communications and public relations professionals, and anyone seeking to optimise limited resources to deliver better results for communications initiatives.

Course Outline

Introducing Strategic Communication

  • Understanding strategic communications
  • Difference between strategy and tactics
Defining stakeholders
  • Establish list of stakeholders key to the organisation – stakeholders include government, NGO, influencer, investor, supplier, partner, media and employee.
Scanning macro and micro-environments
  • Analysing the factors that would have an impact to the organisation and hence influence the messages that need to be conveyed.
Analysing target markets and needs/issues
  • Understanding the needs of the target markets to better tailor the messages to speak to them. Similarly, understanding critical issues would also provide the platform to communicate appropriate messages to address the concerns.
Setting objectives
  • Setting measurable objectives would set the stage for quantifying communications and accounting for return of investments for the communications budget.

Formulating positioning
  • Structuring the messaging framework across the 'R's.
Developing communications strategies and integrated programmes
  • Establishing the tactical plan to deliver the desired outcome set out in the objectives.
Establishing timeline and evaluation matrix
  • Plan the communications programmes across the year and set up evaluation to measure the effectiveness of the programmes.
Reviewing budgets and resources
  • Identify the need for increased resources (if any) by reviewing the amount of budget required to execute the PR plan and evaluate the adequacy of current resources to support the plan.

Available Course Sessions

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Trainer Profile

K Bhavani

K Bhavani has over 25 years of experience in communications including media relations, crisis management and communications, campaign planning and events management.

Amongst her various appointments, she has served as Director of Corporate Communications in the Ministry of Information, Arts and Communications; Press Secretary to the Minister; and Head of Media Relations in the Ministry of Defence.

Bhavani has trained in business related and mass communication subjects over the last 30 years in various organisations including Civil Service College, SIM, MDIS, IPRS, MIS and NTU-CCE. In 2012, she was an Adjunct lecturer at Singapore Management University (crisis management). This year, she is doing part-time lecturing at NTU Wee Kim Wee School of Communication and Information.

Currently, she trains and develops training programmes in public communications, and public consultation and engagement courses. Bhavani runs a PR consultancy business, Vin Public Relations Consultancy and a training business, International PR Training Pte Ltd. She is also an Adjunct Senior Fellow at the Rajaratnam School of International Studies.

Bhavani was the past President of the Institute of Public Relations of Singapore (IPRS) for seven years and was concurrently Chairperson of the Federation of ASEAN PR Organisations (FAPRO). She now continues to serve the IPRS in her capacity as Chairperson of the IPRS Accreditation Board.