Public Relations Officer Training-Bonding with the Public

Excellence Edge International

Course introduction

All great achievements begin with an idea. In the life of a successful organization, everyone involved must be clear about the organization's mission, which is the central idea of the organization. If the mission is clear, one can set measurable goals and establish a strategy for achieving results, lobbying and volunteering development for the organization, as well as in advancing the work of the organization. It's the public relations officer's or PR chair's job to to remind the organization of its loftier mission, to congratulate achievement in all its publications such as newsletters, with media publicity and with events that engage the imagination of members and the general public.

Course Outline


  • Demonstration by the Trainer on the various techniques to build rapport with the public
  • Techniques to Break Barriers in Effective Communications using the Johari Window Model
  • Role Plays and Group Dynamics
  • Exercises on Active Listening and Writing Skills
  • Project Work done by the participants to acquire the knowladge and techniques to become an effective public relations officer

Module One: Introduction to Public Relations Tools and Practices
  • What does Public Relations mean to you?
  • Getting to know the Public's perception of your organization
  • Tools and Practices to build relationship with the Public

Module Two: Internal Public Relations-Strengthening the Organization
  • Who Are the Internal Customers?
  • Organization's Mission, Vision and Core Values
  • Building Rapport with different levels of the management team

Module Three: Establishing Your Attitude
  • Appearance Counts!
  • The power of a Smile
  • Staying Energized
  • Staying Positive

Module Four: External Public Relations-Building the Organization
  • Planning and Executing Various Public Relationship campaigns
  • Planning a Public Event/Workshop/Seminar
  • Planning and Presenting an Audio Visual Presentation about the Organization
  • Techniques to Write a News Release
  • Planning, Designing and Writing a Brochure

Module Five: Media Relations-Getting Good Publicity and Declining Bad Publicity
  • Building Rapport with the Media and Gaining Good Publicity
  • Addressing Complaints promptly and tactfully
  • Turning Difficult People Around and Win Them Over
  • Cultivating a "Feel Good Factor" with the Media

Module Six: Building Strategic Alliances with Partners
  • Who are your strategic partners?
  • Building Rapport with your strategic partners
  • Planning a Joint Exercise and or Project with your strategic partners
  • Exercise Optimism with your strategic partners

Module Seven: Communications Planning: Research and Evaluation
  • Understanding the Competitive Advantages of Competitors in Media Relations
  • Researching, Executing & Evaluating a Public Relations Campain
  • Understanding Tody's Business Environment and Competition
  • Executing an Organization's Marketing Initiatives and Creating Brand Awareness in the Business Markets

Module Eight: Wrapping Up
  • Reflections and Insights on the Seven Modules and its Applications
  • Mini Project Work for Participants to bring out the learning lessons
  • Trainer's Evaluation and Feedback

Available Course Sessions

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Trainer Profile

Jeffrey Williams.

Jeffrey Williams is a Trainer and an Education Success Coach. He has been a public speaker and a trainer for the past 15 years and has achieved a breakthrough in training and coaching CEOs, managers, supervisors and employees of MNCs and SMEs.

Jeffrey is also an Education Success Coach, Frequently conducting training for children, students and teenagers. As an Education Success Coach, he has mentored children in their studies, provided assistance in problem solving and coaching them to have a positive attitude and mindset in their self-development.

Currently doing training for corporations, Jeffrey's achievements and references include conducting various training programmes for management staffs and employees of organizations including MCYS, Singapore Power and NACLI (National Institute of Community Leadership) and students and teachers of Temasek Polytechnic, Singapore Polyechnic and Nanyang Polytechnic. Jeffrey also conducted a workshop on Acquiring Effective Communication Skills to officers and men of the Singapore Armed Forces Military Medicine Institute (MMI), National Environment Agency (NEA) and Inland Revenue Authority of Singapore (IRAS)

Some other prominent trainings include customer service relationship management training, mastering negotiation intelligence for leaders and middle management which was conducted for various organizations and schools. He was invited by the University of Economics in Ho Chi Minh City, Vietnam, to give a talk on iLEAD - A program on public speaking, presentation and leadership skills to the management team and undergraduates at the university as well as "Career Planning and Development" to various organizations' business and human resource directors at a public seminar in Ho Chi Minh City.

On 26th August 2010, Jeffrey was also featured as a trainer and speaker for a 1 day Straits Times 701 workshop on "Persuasion, Influencing and Empowering Skills" to participants from various corporate industries and government agencies. Other overseas training assignments included trainings in Vietnam, Malaysia and Indonesia to organizations' CEOs and Managing Directors on Strategic Leadership Management, Customer Relationship Management and Mastering Effective People Skills for Organizational Excellence.

Last year, Jeffrey conducted various trainings for Singapore Armed Forces, NHST Asia Media, Singapore General Hospital and Healthway Medical Group. The training was focused on customer relationship management, mastering effective people skills and business oral presentation skills. Participants enjoyed and benefitted from the training and Jeffrey is currently doing a personal coaching for these participants.

Previously, Jeffrey has been in the sales and marketing profession for about 12 years involving business deals and transactions and assisting the marketing team in road shows and advertisements. With the years of experience in both the sales and marketing arenas, he has now ventured out to train would be sales and marketing personnel on the tips and techniques of closing every sale and making every client feel satisfied and important. Jeffrey was invited as a guest speaker on 2 occasions last year for 93.8 Live Radio to discuss topics on Mastering Effective People Skills as well as Mastering Entrepreneurship by just simply playing a game.