Any one of the company from ‘: NTUC Income, Circles Life, Lazada, Grab, Ikea, Mcdonalds, Singapore Kindness Movement, Love, Bonito’: Advertising and Public Relations Assignment, KU, Singapore

01 Introduction to Public Relations

• Defining Public Relations
• Theories of Public Relations
• Indicators of a successful PR campaign
• PR in the real world
• Ethical considerations

2 02 Public Relations: Tools & Tactics

• Understand how PR situations require the right PR tools
• An exploration of the tools of PR communication ranging from mass media
  to social media to social kits

3 03 Branding and Corporate Image with Public Relations

• Public Relations and its impact on Branding and Corporate image
• Analyse the benefits of a good brand image
• Elements of a good brand and corporate image

4 04 The Role of New Media in Public Relations Strategic Planning

• What is New Media and how has it redefined traditional PR
• How has PR incorporated its use including the pros and cons
• What are emerging trends of New Media and PR Practice

5 05 Crisis Management

• What is a Crisis and common examples of Crisis
• What to consider during a PR Crisis
• How to manage a Crisis and why is a Crisis Management Strategy important?

6 06 Media Relations

• Definition of Media Relations
• The importance of Media Relations
• The steps in writing a Press Release
• The key to organise a successful Press Conference

7 07 Review of Public Relations Chapters 1 – 6 (case study on PR for revision)

8 08 Introduction to Advertising

• Defining Advertising
• Types of Advertisements
• Advertising terminology
• Purpose of Advertising

9 09 Tools and Strategies of Advertising

• Trends in Advertising
• Types of Advertising Messages
• Traditional and Non-Traditional tools in Advertising and Promotions

10 10 The Role of New Media in Shaping Advertising Trends

• Understanding New Media and how the advertising landscape has changed
• Incorporating New Media into Advertising campaigns

11 11 Advertising Management

• Introduction to the Advertising Industry
• Types of Advertising Agencies
• Services and functions of Advertising Agencies

12 12 Planning an Advertising Campaign

• Understand the elements of an Advertising Campaign
• Elements of effective Advertising campaigns and planning including
  media vehicles, media planning (reach & frequency considerations) and
  media evaluation techniques

13 Ethics Issues in Advertising

• The importance of Ethics in Advertising
• The rise of Corporate Social Responsibility
• Exploring cases of Controversial Advertising