Stronger visibility. Trusted brand presence.
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Hear From The Trainer
Most people manage brand reputation based on instinct. Lorraine Tan explains why the strongest brands rely on strategic planning, consistent messaging, and proactive digital PR instead. Discover how this course develops digital PR campaign skills, online reputation monitoring techniques, and crisis management strategies for measurable reputation impact.
Not ready to register yet? Have questions first? Fill in the form to speak to a consultant. Our course consultants will be more than happy to assist you.
Tools Covered
Inside Your Toolbox
Specific tools depth of coverage may vary based on industry trends and learner needs.
Meta platformsDigital PR Strategy
Align PR campaigns with brand goals.
Audience Targeting
Identify and segment key PR audiences.
Media Planning
Select channels across PESO media.
Message Development
Craft consistent platform-specific messaging.
Reputation Monitoring
Track sentiment and online brand perception.
Campaign Evaluation
Measure outcomes and refine future PR plans.
Course Outcomes
Learning Outcomes
By the end of the 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
Course Outline
What You’ll Learn
Want a portfolio & career placement?
Pair this course with an Equinet Career Programme
This course builds your capability and certifies you. It does not include a project-based capstone, client placement, or career coaching. Our Career Programmes are built for that: three months on a real project brief, your own product idea or a host organisation, with dedicated career support and mentorship throughout.
Many graduates take both: the course for the certification and capability, a Career Programme for the portfolio case study and placement. Speak to a course consultant about the combined pathway.
Target Audience
Who Should Attend
This course is designed for professionals who want to expand their skills.
It is suitable for:
- PR Professionals
- Communications Specialists
- Marketers
- Content Creators
- Teams managing brand reputation
- Teams responsible for stakeholder engagement and social media presence
Certification Pathway
Get Certified
To attain the Certified SEO Specialist (CSEOS) 2.0 certification, learners are required to complete the following modules:
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 Fee and Funding
Fund Your Brain Gain
This is a SkillsFuture-funded WSQ course. The full course fee is S$950.00. Your nett fee depends on your citizenship, age, and whether you are sponsored by an SME employer. Additional offsets like SkillsFuture Credit, PSEA, UTAP, and SFEC can stack on top of your nett fee.
1. SSG SUBSIDY TIERS
Pick the row that describes you. Subsidies are applied at registration; no separate application is needed.
| Who you are | Subsidy | Nett fee |
|---|---|---|
| Singapore Citizen aged 40 and above, self-sponsored or employer-sponsored (Non-SME)MCES (MID-CAREER ENHANCED SUBSIDY) | Baseline 50% + MCES 20% = 70% total | S$285.00save S$665.00 |
| Singapore Citizen, PR, or LTVP+ Holder sponsored by an SME employerETSS (ENHANCED TRAINING SUPPORT FOR SMES) | Baseline 50% + MCES 20% = 70% total | S$285.00save S$665.00 |
| Singapore Citizen, PR, or LTVP+ Holder aged 21 and above, self-sponsored or employer-sponsoredBASELINE FUNDING | Baseline 50% | $475.00save S$475.00 |
| Foreigner / not eligible for SSG funding | Subsidies not applicable | S$950.00full fee |
Eligibility for ETSS depends on your employer’s SME status (ACRA-registered with annual sales of S$100M or less, or 200 employees or fewer). MCES applies to Singapore Citizens aged 40 and above. You receive whichever subsidy is most favourable, not both.
2. ADDITIONAL OFFSETS (STACK ON TOP)
These are applied to your nett fee after subsidies. You can combine more than one if you qualify.
SkillsFuture Credit (SFC)
SINGAPORE CITIZENS AGED 25 AND ABOVE
Use your SkillsFuture Credit balance to offset your nett course fee. Singaporeans receive a base credit of S$500.
PSEA
SINGAPORE CITIZENS AGED 30 AND BELOW
Use your Post-Secondary Education Account to pay for SkillsFuture-related course fees. Apply via your bank or MOE.
UTAP
NTUC UNION MEMBERS
Get 50% off your out-of-pocket fee, capped at S$250 per year (S$500 for members aged 40 and above). This course is UTAP claimable – apply via the U Portal after course completion.
SFEC
ELIGIBLE SME EMPLOYERS
Employers can use SkillsFuture Enterprise Credit (S$10,000) to offset up to 90% of out-of-pocket course fees on top of existing schemes. Check eligibility at enterprisesg.gov.sg.
3. WORKED EXAMPLE
Example assumes you have at least S$285.00 SkillsFuture Credit opening credit balance. Actual nett fee depends on your specific eligibility.
Trainers
Meet Your Educators
After the Course
Post-Training Support
Your learning does not stop when the course ends. All graduates get ongoing access to three support channels included in the course fee.
Alumni Community
Join the Equinet Insider Network. Ask questions, share wins, and connect with fellow graduates and industry practitioners.
Live Post-Training Mentoring Sessions
Attend live group mentoring sessions with industry subject matter experts. Bring real problems from your work and get practitioner feedback.
Direct Trainer Access
Continue the conversation with your trainer after the course ends. Bring questions from real work and get practitioner feedback.
Free post-training support is included in your course fee.
Paid 1:1 mentoring sessions are also available for graduates who want deeper, project-specific guidance on their own work.
For Organisations
Training a Team?
Course Schedule
Mark Your Calendar!
Duration: 2 Days (16 Hours)
| Course Dates | Trainer |
|---|---|
|
29, 30 Sep 2026 - 9.00am - 6.00pm Tue, Wed · In-Person
|
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17, 18 Dec 2026 - 9.00am - 6.00pm Thu, Fri · In-Person
|
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.
The course uses practical exercises, case studies, scenario-based discussions, and project work so learners can apply digital PR planning and campaign management concepts.
Yes. Learners will work on campaign elements such as messaging, content planning, media planning, and campaign evaluation activities.
Social media marketing focuses mainly on platform engagement and content distribution. Digital PR focuses more broadly on reputation, messaging, media relationships, stakeholder perception, and campaign credibility across digital channels.
Yes. The course helps learners plan campaign objectives, review media recommendations, align messaging, and evaluate PR outcomes more clearly.
Yes. Learners will review crisis scenarios and consider legal, ethical, socio-cultural, and reputational factors when planning responses.
Learners will review performance through indicators such as reach, engagement, sentiment, message consistency, campaign outcomes, and post-campaign learning points.