• 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.

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