Developing A Strategic PR Communications Plan

by K Bhavani

Why You Should Attend This Course

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.

  • What are the considerations when developing a plan that is strategic?

  • How do you effectively structure the communications initiatives and programmes to achieve measurable results?

  • Do you need to account for the returns of investment for the communications budget?

  • 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.

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

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.

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

Bhavani has served in the Singapore public sector for 35 years in various appointments. 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 2008.

Her last job in the Ministry of Information, Communications and the Arts (MICA) was Director of Emergency Preparedness and Head of the Community Engagement Cluster for Media and the Arts.

In these roles, her scope of work was focused on coordinating Whole-of-Government communications, working closely with the other ministries and agencies.   She was also responsible for national level planning for crisis communications, ensuring a coordinated whole-of-government approach in handling various crises scenarios.  

She has also served as Head Public Affairs at the Ministry of Trade and Industry and later, Head of Media Relations at the Ministry of Defence. Both these postings added to her depth of experience in managing challenging issues.  

Bhavani served seven years (2002-2009) as President of the Institute of Public Relations of Singapore (IPRS). She was concurrently Chairperson of the Federation of ASEAN PR Organisations (FAPRO).  She continues to serve the IPRS in her capacity as Advisor to the IPRS Accreditation Board.

Bhavani is currently running a PR training and consultancy business – International PR Training Pte Ltd. She is also an associate trainer at the Civil Service College, Marketing Institute of Singapore and the Singapore Business Federation.

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.

Bhavani holds a degree in Business Administration (NUS), a Graduate Diploma in Marketing from the Chartered Institute of Marketing, United Kingdom and a Master of Arts (Mass Communications) from the Oklahoma City University, USA.


10 – 11 Nov 2021

Course Fee


The class offers in-class or virtual learning
  • Time: 9am – 5pm
  • MIS Member enjoy 10% Discount
  • Register for 8 or more participants to enjoy 10% Group Discount