Equinet Academy
Boost Your Brand’s Credibility and Online Presence with Digital PR
Course Description
What is This Course About?
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.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
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.
Prerequisites
What You’ll Need to Get Started
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.
Course Highlights
What You’ll Learn
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
What You’ll Takeaway
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
Skills Gained:
Strategic Digital PR Planning
Develop the ability to align digital PR campaigns with brand identity and business goals, selecting clear objectives and target audiences from the outset.
Multi-Channel PR Execution
Gain proficiency in executing digital PR tactics across Paid, Earned, Shared and Owned (PESO) channels, leveraging relevant tools and platforms for outreach and media management.
Content & Campaign Management
Learn how to craft messaging, develop content calendars, manage budgets and schedule activities for a cohesive PR campaign workflow.
Reputation Monitoring & Crisis Response
Acquire skills in monitoring online sentiment and brand reputation in real time, and respond effectively to ethical, legal or crisis-related communication scenarios.
Campaign Analysis & Optimisation
Develop the capability to evaluate PR campaign performance using metrics such as reach, engagement and sentiment, and refine future strategies based on outcome data.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
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 WSQ Digital Public Relations course assessment and achieved at least 75% attendance.
Course Code: TGS-2025057946
Course Support Period: 14 Aug 2025 – 13 Aug 2027
Course Outline
Inside the course
This WSQ Digital Public Relations course covers digital PR strategy, media planning, audience targeting, content amplification, reputation monitoring, and crisis management. Learn to plan, execute, and evaluate multi-channel PR campaigns using digital tools, performance metrics, and sentiment analysis.
Developing and Implementing Targeted Digital PR Campaigns Aligned with Brand Identity
- 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
- 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
- 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
- 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
Assessment Component
- Written Exam
- Project
Trainers
Meet Your Educators
Trainer Bio
Lorraine Tan
Lorraine Tan is a digital communications specialist with 18 years of experience leading end-to-end digital marketing and PR across government, healthcare, consumer goods, and tech, and has worked with MNCs and startups. She has led the launch of Singapore’s national health app, HealthHub, and nationwide campaigns to shift lifestyle behaviours. In regional and global roles at companies such as Tupperware Brands and DSM, she scaled omnichannel strategies across APAC, Europe, and the US. She also works with startups to elevate their founders' personal branding and corporate reputation on global media stages.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$285.00 after SSG Subsidies
Full Course Fee (without funding)
S$950.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
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There are currently no intakes available. Please contact us to enquire on the next intake dates.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
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.
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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