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Media Management (SF Series)(SFC) 


The media landscape today is different and perhaps, more challenging. Besides the traditional media, organisations have to understand and work with the digital and social media.

The media is an important tool through which organisations could influence public opinion and key stakeholders. Knowing how to engage and work effectively with the media is thus a critical skill. One must not only be familiar with the various tools of media engagement but must also understand the media’s agenda and interests especially in a crisis. 


This course aims to provide a good understanding of media management and the practical skills to handle the media effectively especially during a crisis. 


The course will be a highly interactive programme. The course will cover the core contents through lectures, case discussions and role plays: It will also cover the practical skills with hands-on practice sessions, including role plays and practice sessions covering:

a. Interview techniques and how to work with the media;
b. Understanding the media’s angle and agenda; and
c. Crafting effective and targeted replies, bearing in mind the key messages.

Day One
Understanding the Media
• Introduction to Public Relations and Public Opinion
• Introduction to Media Relations and the Singapore media landscape
• How the traditional media operates
• How the digital and social media works
• Understanding the media’s interest and angles
• Cultivating and building media relationship
• Communicating with the media
• Tools and tactics of media communications
• Getting Your Messages Right
• Role of the Spokesperson
• Writing for the media

Day Two
Managing the media
• Media Interviews – the dos and don’ts of media interviews, control techniques, transition techniques, bridging techniques
• Press Conferences – when to call for a press conference and how to manage a press conference effectively
• Handling challenging media queries
• Principles of crisis communications
• Managing the media response during a crisis
• Dealing with the social media

Practice sessions
• Mock interviews
• Case study on a media issue for group discussion  


Ms Bhavani, Krishnasamy

Krishnasamy Bhavani is the former Director of Emergency Preparedness in the Ministry of Information, Communications and the Arts (MICA). Prior to this appointment, she was the Director of Public Communications (2008-Jul 2011) and Director of Corporate Communications and the Press Secretary to the Minister for Information, Communications and the Arts from 2004 to 2011. She was also Head of Public Affairs with the Ministry of Trade and Industry (1993-1996) and Head Media Relations Branch in the Ministry of Defence (1999 to 2002).

During her stint in Mindef, she has trained senior SAF officers in media skills before their overseas mission and postings. She has been training for the last 25 years in various institutions and commercial schools.She has conducted in-house programmes for Ministry of Defence, Ministry of Education, Maersk, Glaxo, Mitsui, Jones Lang LaSalle, ITE and various other organisations. She also speaks at local and international conferences and seminars.

She was awarded the Lifetime Achievement Award for PR professionals by the Institute of Public Relations of Singapore in 2010. She was given the Global PR Professional award by the Association of Business Communications, India in 2009.

She was on the advisory boards of Ngee Ann Polytechnic School of Film and Media Studies, and the Nanyang Technological University’s Wee Kim Wee’s School of Communications. Currently, she is the Chairman of the Advisory Board of the School of Communications, Arts and Social Sciences, Singapore Polytechnic.

Bhavani holds a Bachelor of Business Administration degree from the National University Of Singapore, a Master of Arts in Mass Communications from the Oklahoma City University, USA and a Graduate Diploma in Marketing from the Chartered Institute of Marketing, UK.

Who Should Attend

Executive programme for mid-level corporate communications and PR practitioners.

Fee with SkillsFuture Series subsidy: S$189.39(inclusive of GST). *conditions apply

To be eligible for SF Series subsidy, participants:
- must be Singaporeans or Permanent Residents of Singapore
* Participants who do not fulfill the above criteria are not eligible for SF Series funding, and are required to pay the course fee in full.

Course supported for the new Union Training Assistance Programme (UTAP) funding

Union members may enjoy up to $250 unfunded course fee support when you sign up for courses supported under UTAP. Conditions apply. Visit www.ntuc.org.sg for more information.  



09 to 10 April 2019 


9:00am to 5:00pm 


NTU@one-north campus, Executive Centre 

Closing Date:

26 March 2019 

Course Fee:

Standard: S$631.30  

NTU/NIE Alumni, Staff & Students: S$505.03  

Group (3 & Above): S$568.17

NTUC Member: S$568.17


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 pace@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@NTU reserves 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@NTU reserves the right to change or cancel any course or trainer, in light of unforeseen circumstances
• All details are correct at time of dissemination

Privacy Clauses

At PaCE@NTU, participants’ personal information is collected, used and disclosed for the following purposes:
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  2. For course administration and billing.
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  5. To submit to NTU Alumni Affairs Office, NTUC and other relevant organisations for course discount verification (if applicable).
  6. To issue certificate to the course participants.
  7. For marketing of courses to participants via E-newsletter.
  8. To understand and study the profile of its course participants for NTU’s policy making and planning.
  9. To deal with any matter related to the course.
Full Data Protection and Privacy Statement : CLICK HERE  



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