公關及企業傳訊高等文憑 (CEF) - 香港大學專業進修學院: Media & Communication課程
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Social Sciences Media & Communication

Advanced Diploma in Public Relations and Corporate Communication
公關及企業傳訊高等文憑

CEF Reimbursable Course

CEF Reimbursable Course

Course Code
MC029A
Application Code
2050-MC029A

Study mode
Part-time
Start Date
15 Oct 2022 (Sat)
Duration
Around 12 months
Language
English
Course Fee
HK$28,000 per programme
How to Apply
Deadline on 15 Aug 2022 (Mon)
Enquiries
3762 0868
2571 0630

This programme is designed to equip students with the practical knowledge and concepts of the public relations and corporate communication. Students will be equipped with the skills to analyse, plan, design and implement the relevant campaigns, events and messages that help address the critical organizational objectives. The programme also examines the communicative practices in the corporate environment, including strategic planning, online and offline corporate branding, media relations, community engagement, issues and crisis communication.
 

On completion of the programme, students should be able to
  1. Discuss the principles and practices of public relations and corporate communication, their importance and impacts on stakeholders and organizations;
  2. Create effective publicity materials for organizational and news media;
  3. Identify the media trends and skills to build up effective relations with the media;
  4. Examine the perspectives and scopes of work of contemporary community relations;
  5. Explain the concepts and practices of issues and crisis communication; 
  6. Conduct a strategic planning process to develop effective programmes and campaigns through traditional and digital media for initiatives in media relations, community engagement and crisis communication.

Module Intended Learning Outcomes

  • Module 1: PR in Practice

  1. Define what is PR;

  2. Describe the types of publics;

  3. Apply the key PR models;

  4. Outline the PR planning process; 

  5. Develop a PR campaign from theme generation, execution to evaluation.

  • Module 2: Corporate Brand Communication

  1. Differentiate corporate identity, corporate image and corporate brand;
  2. Explain the concepts of corporate brand communication;
  3. Define the key stakeholders for corporate brand communication;
  4. Formulate corporate brand building strategies and tactics; and
  5. Develop an effective corporate branding campaign.
  • Module 3: Media Relations Concepts and Practices

  1. Explain the concepts and practice of media relations;

  2. Illustrate the essential work relationship of an organization with the different news media;

  3. Organize a press conference; 

  4. Drive media engagement.

  • Module 4 : Effective Writing for PR Practices

  1. Discuss the principles of effective writing in the context of public relations and corporate
    communication;
  2. Explain the relationships of effective communication and persuasion;
  3. Outline the writing process;
  4. Create and prepare media-related publicity materials, professional media invitation, media kit,
    backgrounder,fact sheet, press release, feature story and TV/radio scripts for advertising and
    promotion; 
  5. Plan, organize and write corporate publicity material effectively-public speech, newsletter,
    brochure, leaflet, annual reports.

 

本單元包括中文及英文公關寫作,完成課程後,學生應能夠:

  1. 討論在公關和企業傳訊的範疇內, 流暢有效的寫作原則;
  2. 解釋有效的溝通,達至說服群衆的關係;
  3. 描述公關寫作流程;
  4. 創作和撰寫與媒體類相關的宣傳資料,邀請函,媒體資料夾,企業/機構背景資料/說明書,新聞
    稿,專題報導和電視電台廣告宣傳劇本;
  5. 規劃,組織和撰寫企業類宣傳資料,例如:公開演講演辭,業務通訊,小冊子,宣傳單張和年度
    報告,書面公告。
  • Module 5: Strategic Planning Management

  1. Explain the concepts and practices of strategic planning in PR and corporate communication
    context;
  2. Outline the planning process of public relations and corporate communication campaign;
  3. Define objectives, strategies, tactics and evaluation for public relations and corporate
    communication initiative;
  4. Develop and evaluate a strategic communication plan.
  • Module 6: Integrated Digital Branding Principles

  1. Describe the perspectives of corporate brand building;
  2. Examine the interdisciplinary approach of branding in the digital age across different platforms;
  3. Explain the development and positioning of brand;
  4. Critique the brand design and aesthetics, and brand portfolio management.
  • Module 7: Contemporary Community Relations

  1. Define contemporary community relations;
  2. Discuss the principles, strategies and approaches to community relations
  3. Categorize the key stakeholders and their influences in the defined communities;
  4. Illustrate the 3C+2S (Care, Commitment, Collaboration, Support and Sponsorship) model
    through real life-situations; 
  5. Design a community relations communication plan with strategies and tactics.
  • Module 8: Issues and Crisis Communication

  1. Explain the reputational risks to organizations;
  2. Define the types of crisis;
  3. Identify the relationships of an issue and a crisis in the crisis life cycle;
  4. Categorize the stakeholders in an issue or crisis and the ways to manage them; 
  5. Develop a crisis communication plan.

 

* Course sequences may change due to lecturer's availability and other reasons. 

Students who have successfully completed module 1 to module 8 will be awarded "Advanced Diploma in Public Relations and Corporate Communication" within the HKU system through HKU SPACE.

 

Date

In principle  on Mondays and Saturdays. Classes may be run on other weekdays occasionally for make-up classes.

Time

Monday 6:45-9:45 p.m. and Saturday 10:00 a.m.-1:00 p.m.

Venue

Learning Centres on Hong Kong side

Application Code 2050-MC029A -

Applicants shall:

1.    a) have gained in the HKDSE Examination Level 2 in 5 subjects including English Language and Chinese Language; or         

        b) have gained in the HKCEE Grade E in 3 subjects and Level 2 in Chinese Language and English Language*; or

        c) have gained in HKALE Grade E in one AL subject or two AS subjects

        AND

2.    possess 5 years of work experience

*With effect from 2007, HKU SPACE recognises Grade E previously awarded for Chinese Language and English Language (Syllabus B) (Grade C in the case of English Language (Syllabus A)) at HKCEE as an acceptable alternative to Level 2 in these two subjects at HKCEE.

Applicants with other equivalent qualifications and relevant work experience will be considered on individual merit.

Application Fee

HK$150 (Non-refundable)

Course Fee
  • Course Fee : HK$28,000 per programme
  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Advanced Diploma in Public Relations and Corporate Communication
公關及企業傳訊高等文憑
COURSE CODE 40F134580 FEES $28,000 ENQUIRY 3762-0868
Continuing Education Fund Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.

Advanced Diploma in Public Relations and Corporate Communication

  • This course is recognised under the Qualifications Framework (QF Level [4])

Application Form Download Application Form

Enrolment Method

Applicants should submit the filled HKU SPACE application form (SF26) with:

  • copies of academic qualifications;
  • 500-word personal statement (outlining your education, training and working experience and saying how you think will benefit from the programme);
  • resume;
  • copy of HKID card/passport;
  • a crossed cheque for $150 application fee (non-refundable) made payable to "HKU SPACE".
  • In Person
    To any of our enrolment centres (https://hkuspace.hku.hk/learning-centre); or
  • By Post
    Mail to Ms Cherry Chow at Room 1109, Fortress Tower, 250 King's Road, North Point, Hong Kong, specifying “Course Application” on the envelope. 
Payment Method

1. Cash or EPS

Cash or EPS are accepted at any HKU SPACE Enrolment Centres.

2. Cheque or bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please write the programme title(s)  and the applicant’s name on the back of the cheque. 

3. VISA/MasterCard

Course applicants, who are alumni and holders of HKU SPACE Mastercard, may enjoy a 10-month interest-free instalment period for courses of HK$2,000 and over. For enquiries, please contact our enrolment centres.

Notes

  1. For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or Mastercard if the course is to start shortly.
  2. Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, cheque or online PPS will be reimbursed by a cheque; fees paid by credit card will be reimbursed to credit card account used for payment.
  3. In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme teams for details.
  4. Fees and places on courses are not transferrable. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on each approved transfer.
  5. HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
  6. For additional copies of receipts, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to ‘HKU SPACE’ to any of our enrolment centres. Such copies will normally be issued at the end of a course.
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