Equinet Academy

WSQ Digital Public Relations Course

Boost Your Brand’s Credibility and Online Presence with Digital PR

Course Description

This course equips learners with the skills to plan, execute, and evaluate digital public relations (PR) campaigns that align with brand identity and strategic goals. Through practical exercises and scenario-based learning, participants will develop content calendars, media plans, and messaging strategies while leveraging digital tools for execution and monitoring.

The course also explores audience targeting, social sentiment tracking, and campaign optimisation, including handling legal, ethical, and crisis-related issues.

Prerequisite

Participants should be familiar with basic digital tools (e.g. Google Workspace, Microsoft Office) and have working knowledge of marketing or communications. No prior experience in PR is required, but comfort with content planning and digital channels is recommended.

Target Audience

This course is suitable for PR professionals, communications specialists, marketers, and content creators who want to plan and manage digital PR campaigns. It is also ideal for teams responsible for brand reputation, stakeholder engagement, and social media presence.

Course Highlights

In this Digital Public Relations course, you will:

Learn to align digital PR campaigns with brand identity and business goals
Apply digital tools and tactics to execute PR campaigns across multiple platforms
Evaluate campaign outcomes using performance metrics and sentiment analysis
Develop media plans and manage PR budgets effectively
Address crisis situations and legal/ethical responsibilities in digital communications

Course Objectives

By the end of this course, you will be able to:

Design and execute digital PR campaigns using brand identity, digital PR strategies, and audience targeting to build perception and engagement
Select and organise appropriate PR tools, tactics, and media to maximise reach and message consistency
Implement PR campaigns aligned to brand strategy, budget, and content calendars while managing channels and monitoring online reputation
Evaluate campaign outcomes using metrics and sentiment data, addressing legal, ethical, and crisis considerations

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – Public Relations Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the Digital Public Relations course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Public Relations Campaign Management

Course Code: TGS-2025057879
Course Support Period: 08 Aug 2025 – 07 Aug 2027

Course Outline

Developing and Implementing Targeted Digital PR Campaigns Aligned with Brand Identity

Instructor-Led | Mode of Delivery (Lecture & Illustration, Case Study, Group Activity)

Understand brand identity and online positioning
Identify and segment PR audiences using digital tools and data
Translate brand positioning and strategic goals into campaign objectives
Develop and execute digital PR campaigns with clear deliverables and timelines

Planning Effective Digital PR Campaigns Using Relevant Tactics and Tools

Instructor-Led | Mode of Delivery (Lecture & Illustration, Demonstration, Practical Application)

Explore online PR tactics and match them to campaign stages
Use digital PR tools (e.g. media monitoring, outreach platforms) for campaign planning
Choose appropriate media options across Paid, Earned, Shared, Owned (PESO) channels
Integrate tools and platforms into cohesive digital PR plans

Executing Digital PR Campaigns Aligned with Brand Strategy, Budget, and Media Management

Instructor-Led | Mode of Delivery (Lecture & Illustration, Hands-On Exercises, Peer Feedback)

Plan PR budgets and allocate resources by campaign needs
Craft platform-specific PR messages with consistent brand voice
Manage multi-channel execution and monitor reputation in real time
Use tools and automation to streamline rollout and engagement tracking

Evaluating Digital PR Campaign Performance with Ethical, Legal, and Crisis Considerations

Instructor-Led | Mode of Delivery (Lecture & Illustration, Case Study, Group Discussion)

Review performance using KPIs such as reach, engagement, and sentiment
Plan and respond to crisis scenarios with ethical and legal considerations
Address socio-cultural responsibilities in campaign content and targeting
Conduct campaign post-mortems to refine future strategies

Course Fees & Fundings

Course Fee:
S$950.00 (inclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$285.00 (inclusive of 9% GST) after SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$285.00

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$475.00

Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

SkillsFuture Enhanced Training Support for SMEs (ETSS)

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$285.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$475.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$285.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check your eligible grant amount and nett payable course fees when you apply now.

Frequently Asked Questions (FAQs)

Who is this course for?

This course is designed for PR professionals, marketers, communications specialists, and content creators who want to plan, execute, and manage digital PR campaigns.

Do I need prior PR experience?

No prior PR experience is required. The course is suitable for beginners with some knowledge of digital platforms and marketing concepts.

What tools will I learn to use?

You will be introduced to digital PR tools such as media monitoring systems, outreach platforms, and sentiment analysis dashboards.

Will I learn how to handle brand crises?

Yes. The course covers crisis communication strategies, legal considerations, and ethical responses to protect brand reputation.

How practical is the course?

The course includes scenario-based exercises, case studies, and hands-on activities to apply digital PR tools and frameworks.

What will I be able to do after completing this course?

You will be able to plan and execute digital PR campaigns, track results using KPIs, manage online brand reputation, and handle crisis situations effectively.