Strategic Communications

Strategic Communications


Expected dates of the program

1.      May 14 - 15, 2019

2.      June 18 -19, 2019

3.      June 25 -26, 2019

Program overview

The Public Relations and Marketing Communications sector has moved on from spin to embrace communications with investors, regulators, politicians and other discreet audiences. This course is aimed to help participants navigate the complex world of online and traditional media, “curate” their messages, and embrace communications as a critical skill whether they represent large and small businesses, or represent government, quasi-government or non-government entities. The industry has come a long way. In today’s volatile, uncertain, complex and ambiguous world, executives including senior executives, need to understand PR and communications and how to make the best use of it. No one can articulate the corporate personae, or tell the tale of the organization, or market the policy or product better than senior executives.


Day 1 (AM)



•       Understand Mainstream Media

•       Range of PR and communication tools

•       Planning and Executing PR Strategies

Day 1 (PM)



•       Understand Social Media

•       Social Media—Managing the New Tools

•       Managing the Agenda, Framing the Messages


Day 2 (AM)



•       Perception Management (managing the brand)

•       Issues Management (how to avoid crisis blowing up)

•       Crisis Management (keeping the brand value intact)


Learning outcomes


To be added




Basskaran Nair is a Visiting Professor at Nazarbayev University Graduate School of Public Policy (NUGSPP), as part of an exchange programme when he was Adjunct Associate Professor, Lee Kuan Yew School of Public Policy for over ten years. He was previously a member of the Singapore Government's Feedback Supervisory Committee, a feedback panel on print and publication issues; President of the East-West Centre Alumni (Singapore), a USA think-tank organization; and President of the Institute of Public Relations of Singapore. Basskaran first worked as a journalist, followed by more than 30 years in managing the public campaigns programmes, shareholder communication, public affairs counsel and social and corporate marketing communications. Basskaran authored A Primer on Public Relations in Singapore (1986), which was a text book for training public relations practitioners. In late 1990s he wrote a series of books on Social Media entitled “From Main Street to Cyber Street: Changes in the Practice of Communications”. The topics in the book, sold online, cover Investor Relations, Marketing Communications, Community Relations, Media Relations, Government Relations, Employee Communications, and Issues Management. In 2018, he completed his book entitled “Marketing Public Policy: Complexity, Hurts and Minefields”.