Youth Programme: Media Communication and Marketing




This online youth programme will imbue students with knowledge on Social media & public relations, public speaking and crisis communication.

Social Media & public relations has become a critical tool for 90% of all organizations today, whether in the private, public or NGO sector. Yet many brands still struggle to effectively utilize these platforms to engage their audience. Sometimes it is an issue of unrealistic expectations, poor targeting of audiences, or just a better engagement strategy. With so much invested, time, resources, and the critical need to maximize the utility and potential of social media, organizations need to ensure that they make the most of their social media presence.

Public speaking prepares participants to be effective and engaging speakers. It introduces participants to media theories of communication, audience and persona with particular emphasis on the practical aspects of researching, organizing and presenting speeches in a media-saturated context. It looks into adapting evidence, language, visual aids and other message components for strategic communication to designated media audiences. It emphasizes principles and methods of selected forms of public speaking for various purposes, audiences and contexts, and includes practice in delivering speeches, as well as responding to audience questions.

Crisis communication defends the organization facing a public challenge. With social media, global 24/7 news and a more engaged public, organizations find themselves having to deal with issues and crises in the public eye more than ever before. Managing these situations satisfactorily can mean the difference between survival of the brand. However too many organizations are still ill prepared, from the lack of a crisis communications plan to executives unsure what their roles are to having a clear idea who their various audience are and who is responsible for them. This two day workshop is designed to equip any organization’s communications/crisis team on what to expect, what to do, and how to prepare for that dreaded crisis.


Youth Programme Welcome by Dean
Law PP Class
Welcome message from Dean of NUS SCALE Tutorials conducted over Zoom


University students with a good command of English.


Undergraduate students who wish to deepen or broaden their skills in media engagement/ communication.


18 hours of Synchronous sessions including tutorials and final presentation. 


Continuous assessment in the form of assignments (group work) and final assessment in the form of a presentation.  

 karen Ong

Karen Ong
Adjunct Lecturer
Department of Communication and New Media
Faculty of Arts and Social Sciences, National University of Singapore

Karen has been involved in public relations, sales and marketing functions for the past 20 years. The earlier part of her career in corporate life provided exposure to local as well as international companies with a myriad of issues and challenges of selling and marketing to different markets, each with their own idiosyncrasies and cultures. Moving on from there, Karen spent 10 years lecturing in mass communications, marketing and branding at SMU, NTU, SIM and Republic Polytechnic, amongst others. Currently, Karen is in a senior management position in an educational establishment, thereby combining her sales and marketing experience with her knowledge of the education industry. Karen is currently teaching NUS undergraduate module on Strategic Communication.



Successful participants who complete all requirements of the programme including passing the assessment will receive a certificate of completion issued by NUS SCALE.
A sample of the certificate of completion can be found here: 

Participants from the project team with the highest score for the group project will also receive a commendation letter. A sample is shown below:
Sample Online Commendation Letter


Group Sign-up:
14 January to 12 February 2023
in collaboration with Looker Education Group

For programme enquiries, please fill the form here.

29 September 2022