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    Event Profile
    Class/
    Online
    Classroom
    Date March 21 - 22, 2019
    Time 9:00am to 5:00pm
    Venue Mandarin Orchard Singapore
    333 Orchard Road
    Singapore 238867
    Fee
    7% GST will apply
    SGD 870.00
    3 & above: SGD850.00 each
    For Member
    SGD 826.5
    3 & above: SGD807.5 each
    NoteTwo tea breaks and buffet lunch will be served. Limited complimentary car parking coupons are available upon request.
    Other Date(s)1) May 14 - 15, 2024
    2) Aug 13 - 14, 2024
    3) Nov 14 - 15, 2024
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    T: 6204 6214
    E: info@ccisg.com
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    Name, Job Title, Email
    In today’s business world, it is essential for an organisation to communicate effectively to its audiences. Whether they are internal or external it does not matter except that the message has to be conveyed accurately and correctly. The humble press release is the vehicle that we use for this task. The dangers are ever present with the advent of the prosumers in society. If we do not report on our own news they (the prosumers) will. Anyone can write a press release, but this course will teach you how to plan and strategize your message and get it across to the media and targeted audiences.

    This course is aimed at helping organisations and their communicators understand why dealing with Public Relations writing especially the Press Release can beneficial to them rather than seeing it as a death knell. It is all about being on top all situations and not allowing them to topple you. It will cover identifying problem mindsets and developing level-headed approaches to deal with the situation and how to increase confidence in the organisation using the press release. We will discuss issues like the spiral of confidence and how to handle crisis situations using PR writing skills.

    Participants will be exposed to practical situations and be encouraged to use the knowledge learnt to defuse these potential threats and communicate effectively
    Objective
    • Understand how to use the press release
    • How to design and plan an effective message
    • Who are your target audiences
    • How to identify issues and pre-empt them
    • How and when you should talk to the public and media
    • Crisis management and communications and how to handle the media statements in these situations
    • Media and management communication control
    Outline
    What is a Press Release and why is it so important to corporate communicators?
    We will cover the definitions of communications and work on how using press releases properly can work towards building a better corporate image as well as bridging the gap between the organisation and its publics. We will deal with the basics of communications and what it entails to be a good communicator.

    Crisis Management
    We will discuss how press releases are essential in a crisis situation and how we can use it to create communication bridges to our audiences and influence their opinions and create opportunities for us. Crisis communications containment will also be discussed

    Dealing with the external and internal audiences
    Participants will participate in this process through examining cases studies and role play on managing both internal and external audiences for various forms of communications.

    Communications Strategies
    We will spend some time on communication strategies and how we can use them to influence and persuade our target audience.

    2 day programme

    Day 1
    Morning Introduction to communications
    Tea break
    Late morning Who are the media and why we need them
    Lunch
    Afternoon How to communicate to the media and our target audiences
    Tea break
    Evening Introduction to press releases and how to develop them

    Day 2
    Morning Press release exercise
    Tea break
    Late morning Crisis communications and how to handle them
    Lunch
    Afternoon Press release exercise
    Tea Break
    Evening Rounding up of course and evaluation of press release
    End
    Who should attend
    Anybody who drafts press releases
    Gregory Tan's Profile
    Gregory’s experience in public relations spans over three decades and includes being consultant with two of the world's biggest PR consultancies - Burson Marsteller and Ogilvy and Mather Public Relations. He specializes in Strategic Communications and Crisis Management.

    He is the past President of the Institute of Public Relations of Singapore (IPRS), as well as the former Chairman for the Federation of ASEAN PR Organisations (FAPRO). While president of IPRS, he introduced a complete training scheme for PR practitioners. He was on several advisory bodies like the NTU (Communications Studies), Singapore Hospice Council, and St. Joseph Home. He lectures for Newcastle University, Curtin University and Charles Stuart University of Australia, NUS ( Eng & Comms), the University of Windsor in media training and broadcasting. He is an adjunct lecturer for NTU Wee Kim Wee School of Communications ( for the past 14 years).

    In 1986 as the Head of Public Relations for Sembawang Shipyard-the region's largest shipyard, he helped lead the revamp of the image of the group and create an identity for them. He was also AVP of Public Relations of the United Overseas Bank (UOB) in 1985

    Some of the companies he worked with in the group included, the Fraser and Neave Group of companies, Asia Pacific Breweries (Tiger Beer), Centrepoint Properties, Asia Dairies, CarnaudMetalBox, Tat Lee Bank, and International Theme Parks. He was the Editor of Labels and Labelling Asia and Tyre Asia, two regional magazines.

    He has worked with government organizations like MOE, PUB, and MINDEF on courses in PR and Crisis Communications. He has worked with companies like Levis, Siemens Nixdorf, Boston Scientific, GSK, DuPont, British American Tobacco amongst others have for both training and Strategic Communication Consultancy.

    A leading expert in local and international PR- Strategic Communications, Gregory has also traveled extensively both in the region as well as  in Europe and the States to give talks and help official bodies build-up their communication skills. A firm believer in the power of positive communications, he has helped many companies overcome their internal and external communication issues and problems.

    He holds a BA (Hons) in Communications Studies from U of Windsor and an MA in Communication Management from Uni S. Australia.
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