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Media Management 


Media management is often thought of as organizations crafting messages for the media to disseminate through press releases, or what is known as the information subsidy function. Organizations then wait in hope for the media to “pick up” the organization’s viewpoint and propagate its message. While this may true in the past, such practices are passé now. The emergence of the new media may have fueled the demise of this linear trajectory of communication. More critically, media management is increasingly argued to have gone beyond the perfunctory to encompass a more holistic relation between the media and organization. It is building a strong relationship that lasts over time, not a wisp of partnership that dissipates and crumbles when threatened by storms of disagreements organizations tend to have with the media and vice versa. 


To understand media management holistically, participants will be exposed to two perspectives: First, the role, function and business of journalism, i.e., understand the media and the journalist, and second, what organizations should do and how they can engage the media. The program will end with an exercise on how organizations and the media can work in tandem to achieve optimal results for both. 


1. Understanding the media
This session looks at what drives news media. It considers the media in the context of society as a whole, and looks at how it reflects and creates a society at the same time. From there, it moves to discuss how companies can fit into this context. Finally, it gives an insider’s viewpoint of the habits and routines of newsgathering and the relationship between news source and reporter.

Key points:
• Understand the principles of news media
• Understand media in a social context
• Understand how companies fit into the context
• Understand how the media operates

2. Understanding how the media receive and disseminate messages
This session looks at how the media relate to their customers, suppliers and competitors like any other organization. This has implications for the way the media interacts with newsmakers (and companies). With that in mind, what can organizations do to streamline their messages? Why are some press releases successfully published in the media while others languish in the editor’s waste bin?

Key points :
• The business imperative for all news media
• The changing marketplace for media and what it means
• Ways in which messages are disseminated by organizations
• Choosing the right channel : Identifying strengths and weaknesses

3. Managing the Media
Having been exposed to the workings of the media, this session looks at how organizations can embark on a holistic relationship with the media with a view of winning them over.

Key points:
• Understanding how organizations engage the media
• Understanding that media relations is a dynamic and holistic process
• Understanding the nuances of being in a relationship
• Understanding the role of a corporate spokesperson

4. Media Management in Practice
This session culminates in a simulated exercise where participants apply what they have learnt.  


Assistant Professor Pang, Augustine

Augustine Pang is an Assistant Professor at the Division of Public and Promotional Communication, Wee Kim Wee School of Communication and Information, Nanyang Technological University. He specializes in crisis management and communication; image management and restoration; media management; public relations; and journalism.

Augustine graduated with his Ph.D. from the Missouri School of Journalism, University of Missouri, the world’s first and foremost journalism school. He actively researches in his areas of interests, and is thankful for the top paper awards won at leading international refereed conferences including the Corporate Communications International Conference (2009 & 2008); the Association of Educators in Journalism and Mass Communication (AEJMC) conference (2010 and 2007), and the International Public Relations Research Conference (2009, 2005 and 2004).

Besides contributing book chapters to leading Public Relations and Communication textbooks like the Handbook of Crisis Communication (2010, Sage) and Handbook of Public Relations (2010, Sage), he has published in international journals and encyclopaedia like the Corporate Communication: An International Journal, Public Relations Journal etc. He is the Regional Editor (Asia) for Corporate Communication: An International Journal.

Professionally, Augustine worked as a news correspondent where he won multiple awards at the Singapore Press Holdings. He has consulted for MNCs, NGOs, national and grassroots organizations in both the US and Singapore on strategic communication and journalism and regularly conducts executive training programs to corporate and government officials.

Mr Michael, Duffy Andrew

Andrew Duffy has been a journalist since he was 11 when he wrote (and sold) his first comic. He went on to edit his house magazine, school magazine and then college magazine at Oxford University. In the UK he worked for 10 years as a journalist and editor on glossy magazines including Tatler, and later customer loyalty magazines for clients such as DaimlerChrysler, the British Tourism Authority, Thomas Cook and the AA. In Singapore he worked for four years on The New Paper and the Straits Times, and has written for a range of magazines.

For the last five years he has been a lecturer in Magazine Publishing, Basic Media Writing and Media Management at NTU, where he also oversees the campus newspaper. He still writes regularly for magazines and newspapers; and has and run communications training courses for NTU’s Executive MBA programme and the National Council of Social Service.

Who Should Attend

Executive program for mid-level corporate communications/PR practitioners  



For in-house arrangements only. 


9:00am to 5:00pm 


To be arranged with NTU-CCE 

Closing Date:

18 December 2012 

Course Fee:

Standard: S$00  

NTU/NIE Alumni, Staff & Students: S$00  

Group (3 & Above): S$00

NTUC Member: S$00


Registration fees inclusive of:

  • Course materials

  • Light refreshments

  • Complimentary Lunch - applicable at NTU@one-north campus only

  • Prevailing GST

Online Registration

>> CLICK HERE to Register Online


Methods of Payment

1. Credit Card (Visa, American Express and Mastercard only)

2. Cheque made payable to Nanyang Technological University

3. Invoice to Company (for Company Sponsored Participants)

4. E-invoice (for Government Organizations)

5. Telegraphic Transfer or Bank Draft (Note: All related charges are to be borne by participant)

Cancellation & Refund Policy

A written notification to copace@ntu.edu.sg or fax to

6774 2911 before course closing date.

No cancellation charges (Full refund)



A written notification on or after course closing date.

No Refund

SkillsFuture Credit (if applicable):
- Participant to cancel their claim with WDA
- PaCE Collegereserves the rights to collect the full fee amount from the participant

Replacement Policy

Given a 3 days notice before course commencement, companies may replace participants who have signed up for the course. Terms and conditions apply.


There is no replacement for participant utilising SkillsFuture Credit. Participant to cancel their SkillsFuture Credit claim with WDA.

Terms and Conditions

• Course is subject to a minimum participation before commencement
• Course is subject to a first-come-first-serve basis in light of overwhelming responses
• PaCE Collegereserves the right to change or cancel any course or trainer, in light of unforeseen circumstances
• All details are correct at time of dissemination

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