Public Relations for Government and Civil Society: A Crash Course for Professionals

Ever wonder how to handle public relations (PR) for social development, corporate social responsibility (CSR), and advocacy programs? Here’s your chance to learn the basics of the trade!

DAYANAN brings you “Public Relations for Government and Civil Society: A Crash Course for Professionals.”  It will be held on September 4, 2019 (Wednesday) from 8:30 AM to 5:30 PM. Venue is at One Café and Events Place located at the 6th floor of One Corporate Centre Building, Julia Vargas Avenue corner Meralco Avenue, Ortigas Center, Pasig City.

The whole-day seminar aims to equip members of your public information, marketing, and corporate communications departments with the knowledge and skills of an effective PR professional. It has a unique learning framework, one that emphasizes the challenges and opportunities of working in a government or civil society setting.

Specific topics to be discussed during the seminar include practical how-to’s on:

  • Building Relationships with the Media
  • Writing Press Releases, Advisories, & Talking Points
  • Organizing Press Conference & Interviews
  • Communicating for Development
  • Handling Negative Publicity
  • Communications Planning
  • Managing Social Media Accounts

Detailed program flow and information about the speaker can be found at the bottom of this page.

The seminar will employ lectures, participatory exercises, group presentations, along with a short open forum. Expected attendees in this unique learning and networking opportunity include local and national government employees, development and humanitarian workers, corporate social responsibility (CSR) representatives, members of the academe, local diplomatic staff, and PR practitioners.


Register now via bit.ly/2XJW4JF (Google Form). Alternatively, you may contact Albert at +632 576-8476 or +63 956-661-9253. He can then guide you through the online registration process. Learning investment is PhP 4,000.00 per participant (inclusive of VAT). This is inclusive of AM and PM snacks, buffet lunch, delegate kit, learning handouts, and certificate of participation. You may also choose to avail of our discounts:

Early Bird Discount: Registration fee will only be PhP 3,500.00 if you register on or before August 12 (Monday).

Group Discount: Registration fee will only be PhP 3,000.00 per participant if there are at least 3 attendees from your company / organization.

Per National Budget Circular No. 563 issued by the Department of Budget and Management (DBM), government attendees can exceed the PhP 2,000.00 limit set for registration fees of trainings conducted by private institutions. Click this link for a copy of the DBM circular dated April 22, 2016.

You may read more about modes of payment as well as our terms and conditions at the registration form cited above and at our Seminars page.


Detailed Program Flow:

     Time
Activity
8:00 – 8:30 AMRegistration
8:30 – 8:40 AMPreliminaries

 

  • Introductions and Expectation Check
8:40 – 9:20 AMModule 1: Public Relations in a Nutshell

 

  • What is PR and how does it work?
  • Functions of a PR Practitioner
  • What Makes One Successful in PR?
  • Why Should Civil Society and Government Units Do PR?
  • Corporate PR is Similar—Yet Different From Development PR
  • Ethics Make the World Go Round – How To Be A Responsible Communicator
9:20 – 9:50 AMModule 2: The Media

 

  • Overview on Mass Media in the Philippines
  • What is Considered Newsworthy?
  • Keeping It Light and Friendly with the Media – Tips for Media Relations
  • Basics of a Media Database – Reporters, Editors, Contact Information, and Keeping Everything Updated
9:50 – 10:00 AMAM Break
10:00 AM -12:15 PMModule 3: The Communication Plan

 

  • Writing SMART Objectives – What Do You Want to Achieve?
  • Target Audiences and Where To Find Them – How to Speak Their Language
  • Packaging Key Messages – What Will People Remember About You?
  • Strategies Vs Tactics – The Nitty Gritty of Making Your Message Heard
  • The Importance of Calendaring – Organizing Tactics for Month-Long and Year-Long Campaigns

Exercise: Every attendee will be asked to prepare a communication plan using information from the organizations they work with. At least 3 will be evaluated in front of the whole class. The rest can ask questions during the open forum or contact the speaker directly.

12:15 – 1:00 PMLunch
1:00 – 1:10 PMIcebreaker
1:10 – 3:30 PMModule 4: Basic Writing For PR

 

  • Media Advisory – Inviting Reporters to Events
  • Press Release – Getting Your Point Across
  • Feature Story – Making Your Message More Relatable
  • Talking Points – What To Say When Interviewed Live

Exercise: Participants will be divided into groups of 4 people. They will be assigned to write one of the 4 tools discussed using information from the organizations they work with. At least 4 will be evaluated in front of the whole class. The rest can ask questions during the open forum or contact the speaker directly after the event.

3:30 – 3:40 PMPM Break
3:40 – 4:10 PMModule 5: Doing It Live and Getting It Right

 

  • Press Conference
  • Private Interviews
  • Media Guestings
4:10 – 4:40 PMModule 6: Social Media

 

  • Benefits of Going Social – Why Not Just Stick to TV, Radio, and Newspapers?
  • Where (and When) to Post – Making Sure Your Content is Read by People
  • What to Post – Putting Out Engaging Content Online
4:40 – 5:10 PMModule 7: The Day After

 

  • Post-Event Press Release
  • Saying Thank You to Media Attendees of Your Event – How To Do It Properly
  • Media Monitoring – Making Sure You Made It to the News
  • Handling Negative Publicity – A Few Tips When Things Don’t Go Your Way
  • Evaluating Your PR Efforts – What Succeeded, Failed, and Need to Be Improved
5:10 – 5:30 PMOpen Forum / Wrap-Up
5:30 – 5:40 PMDistribution of Certificates and Class Photo

About the Speaker

Darwin Masacupan is not your average corporate storyteller. A Political Science graduate from UP Diliman, he has a variety of experiences doing PR and managing events—from a barangay flood drill to a forum with the 2016 presidentiables.

He got his career start at Pathways to Higher Education, an NGO based in Ateneo de Manila University, where he implemented academic and non-academic leadership formation programs for hundreds of high school and college students. Darwin then transitioned to a more behind-the-scenes role for disaster risk reduction nonprofit ACCORD. He helped build its PR and volunteer programs from the ground up while liaising with international and local NGO partners for joint advocacies and events.

He then joined Metrobank Foundation, one of the country’s largest corporate foundations. He managed 360-degree communication efforts for its various programs, including the Search for Outstanding Filipinos and National Teachers’ Month. In addition, he handled event preparations and publicity for an award on the late Metrobank Group Chairman Dr. George S.K. Ty by Japanese Emperor Akihito.

In 2018, Darwin left his corporate job for the freelancing world. Notable projects include writing feature stories for UKAID-funded TUKLAS Innovation Labs and articles for BPO Work Assisted. In his current role as DAYANAN’s Marketing and Operations Consultant, he oversees the development and promotion of seminars geared for today’s professionals. He also helps market DisasterKit emergency response and readiness products to government and NGO actors.