Public Communications
Communicating with our target audience has always been a challenge.
It has become even more of a challenge with the advent of the new
media environment, rapid changes in info-technology and, most importantly
the vast changes in the socio-economic and educational profile of
our publics. News travel faster than the time it takes for one to
say “hello”. So, how can one effectively communicate
with the public in these challenging times?
The PR Academy has put together a series
of specially-tailored public communications workshops, ranging from
media skills to website writing, to address these new challenges
that a public communicator faces today. These workshops are conducted
and facilitated by very experienced, leading PR practitioners, both
local and foreign and who are well-honed by real-life experiences
in the areas that they specialise in.
Media
Skills
PR Academy’s media courses are designed to enhance
a participant's skills in handling media queries, identifying news
angles and “selling” their intended message in a “newsy”
manner. The skills taught in the various media courses range from
an understanding of the media techniques and “camera presence”,
to more strategic levels of message development and crafting of
“soundbites”.
Our media workshops are fully hands-on, interactive and intensive.
Class sizes are intentionally kept small (ranging from 6-12pax)
to ensure that all participants receive individual attention and
hands-on training.
Handling The Media
Fully hands-on, interactive
and intensive. Participants learn both the techniques
for appearing on-camera, as well as strategic skills in answering
questions from the media.
Effective Media Relations: Make The Media Your Ally
Highly intensive and interactive, participants will gain a deeper understanding of media jargon, newsroom culture and build even better working relations with the media in this workshop.
Facilitation
Skills
The public now expect to be consulted
on major policies and programmes, especially those that have an
impact on them, before these programmes or polices are implemented.
Good facilitation skills are a pre-requisite to ensure that agencies
are able to draw maximum benefit from their public consultation
exercises, especially where dialogue sessions/focus group meetings
for the public are concerned.
Our Facilitation Skills programme is conducted
by both local and overseas trainers. As with all our courses, this
programme provide hands-on training with appropriate local case
studies, and simulated scenarios.
Public Facilitation Skills workshop
Highly interactive and hands-on with several role-playing exercises, participants learn practical skills that will let them become more effective facilitators.
Crisis/Risk
Communications
Crises are no longer confined to major accidents or disasters. Many
start off quite innocuously and “creep” upon an organisation
even before anyone is consciously aware. And in today’s globalised
and networked environment, even a simple incident such as a CEO’s
inappropriate comments, can plunge the organisation into a crisis
mode if immediate and correct damage control action is not taken.
PR Academy offers generic and customised crisis communications workshops
for agencies that wish to be “crisis-proof” by learning
the necessary crisis communications skills.
Making It Business As Usual: The Basics of Crisis Communication
This two-day intensive workshop will equip participants with knowledge and skills for integrating crisis management into business-as-usual. Participants will understand the fundamentals of crisis – its definitions, life cycle and indicators. This workshop will also enable participants to practise integrated crisis management skills.
This workshop is ideal for anyone who has little or no experience in handling a crisis. Officers with less than 3 years of experience will benefit the most from the workshop.
Effective Crisis Communications workshop
This new, two-day workshop is designed, among other things, to impart knowledge and skills on:
* How to differentiate between issues, incidents, crises and an emergency;
* The key elements of an effective crisis communications plan;
* The basic principles of good crisis communications;
* The effective monitoring of media coverage and public reaction; and
* How to work with the media in a crisis.
This workshop is ideal for anyone who has little or no knowledge/experience in handling a crisis. Officers with less than 4 years of experience will benefit the most from this workshop.
Managing A Crisis workshop
Communicating about
a crisis will be a frustrating,
perplexing and confusing experience if you are caught unprepared.
However, by understanding the nature of a crisis, and how to develop,
update and prepare for the worst possible event, you will be well-armed
to face any eventuality. Learn how to become a "professional" communicator
in crisis information management.
Writing
Skills
Good, clear and cogent writing persuades and convinces
better than turgid, cliché-bound, and acronym-riddled sentences.
How does one turn out persuasive scripts – be it for a ministerial
speech or press releases, or general writing? The Academy tries
to meet these needs through the following workshops/courses.
These workshops include:
Speeches That Sell: The Insights Of The Craft workshop
Fully interactive with hands-on exercises. Learn how to make
your speeches come alive and the various writing techniques that
work for different situations. Learn also how to make a sprinkle
appropriate anecdotes into a “mundane” speech and watch
it come alive and connect with your audience.
Replies To The Public: Getting Your Points Across Effectively workshop
Responding to letters from the public, especially complaints, is a
challenging task. Not only must the replies be succinct, but they
must also clarify the organisation’s stand on an issue with
tact and empathy. The “Replies To The Public: Getting Your Points Across Effectively” course
provides hands-on training, using actual letters and responses.
Make Your News Releases Work For You workshop
Writing media releases that capture the media is an art. It must be newsy, yet interesting. The “Make Your News Releases Work For You” course provides hands-on training, using actual media releases.
Internet
Communications
Internet Communications is an integral part of today’s communications
environment. PR Academy recognises this, and organises different
workshops that address the specific needs of internet communication.
These range from understanding the pre-requisites for good websites
to writing for the Web.
Creating Usable Websites
Maximise the effectiveness of your website designs, by following the user-centred design process and applying
usability techniques to their web design projects. Through case
studies, videos and hands-on interactive sessions, participants
will learn how to create a highly compelling user experience that
blends creativity and functionality, thus ensuring the highest user
satisfaction and enhanced business returns.
Presentation Skills
Good presentations are the result of thorough preparation and many times, lots of experience. The Academy has designed these workshops for you, the presenter; we will build on your personal strengths and show you some tools that you can use right away.
Persuasive Presentations workshop
This lively and interactive two-day workshop uses a combination of exercises, class discussions and application of skills to build the key skills you need to make good presentations. Relevant for officers with less than 2 years of working experience.
Delivering Impactful Presentations workshop
This hands-on workshop uses a combination of demonstrations, exercises, class discussions and application of skills to make your presentations great and ensure your good ideas are well-received.
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