COM301 Public Relations aims to equip students with the necessary conceptual knowledge and skills as well as the technical know-how in recommending, implementing and evaluating effective public relations strategies in a dynamic world. As such, students will be familiarised with the various components and elements of public relations, including planning and research, communication and measurement, managing competition and influencing public opinion. The course acknowledges the changing business environment in the age of global marketing. As such, the course arms students with the different toolboxes available to a public relations practitioner in reaching both local and global audiences, including the use of social media and the internet. Throughout the course, students are provided with real-life examples of the practice of public relations. Moreover, they are expected to apply what they learn to critique case studies as well as provide feasible solutions to public relations challenges in various contexts. Finally, students learn the foundational importance of ethics underpinning the public relations industry.
Credit Units: 5
Presentation Pattern: Every July
E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component, this will be administered on-campus.