This programme aims to help students keep abreast of the contemporary concepts and practices of public relations and corporate communication.

With the multidisciplinary curriculum, students is exposed to the up-to-date knowledge of strategic planning, skills of influencing stakeholders, knowhow of managing crisis and reputation, as well as the many various communication challenges any for-profit, non-for-profit or government organization is facing today.

This Postgraduate Certificate in Public Relations and Corporate Communication focuses to link up students’ conceptual thinking with hands-on processes for managing the key areas of contemporary public relations, corporate communication and media relations. Students will be equipped with updated knowledge and knowhow to analyse, plan, formulate and design practical and innovative solutions that help address the Public Relations, Corporate Communication or Media Relations challenges that organizations are facing nowadays. By influencing and building up mutual relationships with key stakeholders such as media professionals, customers and community, the organization will effectively achieve their business and brand goals.

The programme aims to develop students with knowledge of the public relations industry, and the basic idea underlining corporate communication. Students will be equipped with the skills to analyse, plan and implement PR and corporate brand communication campaigns and events that help achieve organizational goals. Students will examine how to build mutual relationships with key stakeholders such as employees, media and community leaders for addressing unique communication challenges. Students will also be trained with English and Chinese PR writing skills in typical publicity materials.
 

With theories, practices and real-life case studies, this programme provides students with the basic knowledge and skills in sustaining cultural landscape asset, including ecology, sustainable agriculture, community engagement and partnerships between different stakeholders and sectors.

紀錄片是一種獨特的藝術形式，除了記錄各類型的個人及社會活動，亦讓製作人表達其願景及對事物的獨特見解。紀錄片無論在記錄歷史、洞察世情及喚起民眾關心各項社會議題等方面都有重要的意義及貢獻。課程教授紀錄片的歷史和傳統，以及紀錄片製作的基礎知識。

不爭的事，網絡社交媒體的崛起，改變了人與人，機構與受眾的溝通模式。網絡社交已成生活的一部份，同時也對公關及企業傳訊、商業營銷模式帶來了新的衝擊及機會。本課程旨在透過探索網絡社交媒體的發展趨勢，啟發學員如何善用網絡社交媒體作為新時代的公關，企業傳訊以致營銷方法。

微電影已發展及轉變成新一代重要的行銷工具。本課程旨在探索戲劇的元素、角色人物性格、劇本結構和對話，讓學員瞭解怎樣利用影像帶出故事，以及如何把品牌精神與價值融入故事之中。學員將透過導師講解、研究劇本及影視作品，以及自行寫作，從而掌握微電影的創作技巧。