Introduction to Dynamic Media Relations (Intermediate)

Introduction to Dynamic Media Relations (Intermediate)


Course Overview

This is a workshop specially designed for Community Care professionals who are subject matter experts and are often asked to provide content or to assist in media engagement. This workshop will familiarize them with what is needed for a successful media outreach and how they can play a crucial part. They will also learn how to prepare for a media event and how to respond with usable on-message content for media interviews/queries. This workshop is also useful for any executives (eg. from corporate communications, marketing and community outreach) who need to manage media outreach in their work. This workshop is designed with a variety of group discussion and skills practice.


Course Outline:

During and after the training you will:

  1. Learn what makes news and what makes news go viral in this digital age.
  2. Understand the needs of the Singapore Media and how to build relationship with them
  3. Be able to craft on-message written replies to media queries
  4. Know what is needed for proactive media outreach
  5. Be able to partner with corporate communications team to develop the media package.
  6. Know how to prepare for face-to-face interviews
  7. Be able to respond to questions during interviews
  8. Participate in simulated case study / classroom practicum in responding to media queries and receive feedback from the trainer.
  9. Observe course mates and give them feedback during their classroom case study practicum.

On completion of the course, participants will be more confident when responding to the media and when participating in media events.

Please Note:

A minimum of 75% attendance will be required for you to complete the programme and receive your certificate.

Target Participants

This is a media familiarization workshop for Managers, Programme Leads and Senior Healthcare Professionals who develop and run programmes, and are often the subject matter experts for media engagements. It is also useful for any Community Care executives who are involved in media outreach. Please note this is not a media spokesman training course.

Course Details

Date/ Time

10 March 2021

8 November 2021

Time: 9:00AM to 5:30PM


Kwong Wai Shiu Hospital
705 Serangoon Road
Singapore 328127

Course Trainers

KWSH is delivering the course in partnership with Health Communication Matters

Ms Ai Ling Sim-Devadas

Director & Consultant, Health Communication Matters

Ai Ling is a healthcare communications consultant, facilitator and courseware developer with extensive experience in healthcare. She is passionate about helping healthcare professionals communicate more effectively to benefit the patients they care for with better patient experience and improve health outcome. Through Health Communication Matters, a healthcare communications consultancy she has set up, she conducts corporate training for healthcare organisations and trains healthcare professionals in healthcare communication, corporate communications and service excellence. Prior to being a healthcare communications consultant and facilitator, Ai Ling undertook senior communications responsibilities in a public hospital, managing all aspects of communications strategy and operations from media relations, marketing communications, crisis communications and internal communications. She brings with her over 20 years of experience working with hospitals and healthcare organisations to communicate effectively with the public, patients and healthcare professionals. With an intimate knowledge of the healthcare industry, she understands the issues, challenges and trends and has provided communications counsel to doctors, healthcare professionals and the C-suite. She is a DACE-certified curriculum developer and ACTA-certified trainer. She is also a member of the Institute of Public Relations Singapore, the Adult Education Network and The Beryl Institute (the global organization for patient experience). Ai Ling also serves as the Co-Chairperson of the SingHealth Patient Advocacy Network (SPAN) and as a member of Dover Park Hospice Communications and Outreach Committee.

Course Fees per pax: $305.00 (excluding GST)

Up to 90% course fee support from AIC Community Care Training Grant is available for eligible Community Care organisations.

Please register for the course via AIC Learning Management System (LMS 2.0).

Contact us:

(65) 6422-1300