Social Media - Public Relations, Ethics and Crisis Management (Classroom and Synchronous E-Learning)
About This Course
This module offers participants knowledge of public relations fundamentals on social media. While social media has given customers the freedom to express and converse, it has allowed organisations to engage their customers directly and increased the risk of various social media crises. As a result, social media has changed not only some fundamental ways marketing and public relations should be conducted; it also affects how customers can and should be engaged, managed, and nurtured.
Besides teaching the new marketing and public relations paradigm, this module also covers “brand image” in the Google universe. Participants will learn how brands can manage their search engine optimisation, search ads, and presence in various web/ video/ app platforms in the form of display ads.
What You'll Learn
- Understand the nature of human communication, the Internet, social media and how brands can be perceived online
- Understand what constitutes a PR crisis and how it can arise
- Develop a baseline social media strategy for public relations, including 'Do's" and "Do-not's"
- Employ a Crisis Management Plan / Playbook to manage PR crises using Social Media
- Develop a framework to keep Public Relations and Online Marketing ethical
Entry Requirements
- Minimum Age: 18
- Academic Requirement: Obtain Pass Grade in GCE O-Level subjects including at least B4 for English (or IELTS overall band score 6.5 and above orequivalent) and 2 other subjects or equivalent
- Applicants who do not meet the minimum requirements may still apply and will be considered based on:
- At least 1 year working experience in any industry; and/or
- Oral interview or evaluation test by Singapore Media Academy to determine suitability for the course