WSQ-accredited courses are eligible for SkillsFuture subsidies.

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

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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

What you’ll learn:

  • 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.

Course Outline

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

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

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

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

 

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.

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)

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)

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

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

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

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

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

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

WSQ Digital Public Relations Course

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

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