Social SciencesMedia & Communication
Postgraduate Diploma in Public Relations and Corporate Communications
- Study mode
- Start Date
- 28 Apr 2018 (Sat)
- Next intake(s)
- Around 1 year and 6 months
- English, except for the Chinese Writing module
This programme provides both theoretical and practical knowledge to help students master the different forms and practices of corporate communication. Students will learn corporations’ efforts to lead, motivate, persuade and inform its public through public relations, media relations, and management communication.
The programme consists of eight courses, which are specially designed to cover all aspects of this discipline and will be taught by renowned professionals.
This programme prepares students to become effective communicators and PR specialists, with the competence and confidence for positions in government institutions, non-profit organizations and private sector.
To cope with the changing needs, markets and the latest media technology, this programme focuses on equipping students with the concepts and skills in corporate communications, particularly the use of social media as communication channels, PR theories and language skills.Public relations is an increasingly important marketing function in local and international organizations. The demand for communication expertise in brand building and enhancing competitiveness is sharply increasing.
It is designed for both university fresh graduates and working professionals who want to further develop their communication knowledge and skills, either for continued advancement in their present careers or as preparation for career changes.
*Non-local residents, including Mainland Chinese, who are interested in this programme, please contact the programme team for more information.
The class will be familiarized with the major steps in the planning and programming process, and the major approaches to defining publics. The characteristics of useful programme objectives will be discussed and students will learn to create and develop events by the application of the management practice of project management. Various concepts from management, organization, planning and implementation will be critically examined. There will also be discussion on concerns for professional ethics in PR practice, and the pros and cons of accrediting PR practitioners.
This module will examine and critically review the key strategic issues in communications theory and practice, develop an advanced level of understanding of current communications concepts, key skills and techniques, and design and create appropriate model to communicate with internal and key external groups and individuals that have a direct relationship with an organization.
In this module, students will learn how to research in preparation for a communications assignment in English and Chinese, so that they can acquire a certain level of prowess in the proper use of the English and Chinese languages. The class will be familiarized with the requirements of a variety of key public relations communication formats in English and Chinese.
This module will examine and critically review all the news media and how they operate, and devise a methodology for successful practice of media relations. Students will learn to conduct research in media activities and design appropriate strategies to improve professional practice. The objective is to master how to communicate, using appropriate methods, to a range of audiences,
This module focuses on the knowledge and perspectives for brand building and reputation management, especially in today’s fast changing business environment. How a brand is positioned in the market plays a vital role to the success of a company. Emphasis is placed on the positioning of a brand, management of the brand life-cycle as well as the management of the brand portfolio. Students will learn to examine the interdisciplinary approach of branding in the digital age across different platforms, and to manage a brand from a corporate perspective.
This module will examine the concepts and knowledge of public opinion and crisis communication, help students to master the methodologies and skills of public opinion polling, develop and evaluate strategies to handle issues and crises related to an organization, and create the necessary model and procedures for handling issues and crises.
This module is designed to explore contemporary issues in global communication and the social, cultural and economic implications of globalization. It explores the phenomenon of global communication, and it’s wide range of activities associated with the intercontinental networks of interpersonal communication. It deals with the impact of global communication on the economy, culture and resultant national communication policies.
In an environment of increasing transparency, technology-enabled communication, changing societal norms, stakeholder fragmentation, increasing global communication, and proliferating special interests, it is important to define and develop the expanded, dynamic role to be played by public relations. This course will help students master the concepts and skills of measuring organization’s reputation, and the key roles of communications.
(*Details of each module could be found in the leaflet.)
* Course sequences may change due to lecturer's availability and other reasons.
Saturdays and/or Sundays
2:00-5:00 p.m. and/or 6:00-9:00 p.m.
(**Class(es) might also be scheduled on weekday evening in some special occasions.)
Hong Kong Island side Learning Centres
Dr. Joseph Chan
Joseph has been working as a journalist, both as a reporter and editor, in Hong Kong and the United States, for more than twenty years. The media he had served were newspapers and magazine, including Sing Tao Daily and South China Morning Post. Concurrently and afterwards, he was a programme organizer and a lecturer in the areas of journalism, public relations and communication, in post-secondary education.
Ms. Donna Chen
With 15 years of experiences working with multinational brands, Donna had exposure to various industries through Product Creation and Corporate Brand Management. Conceptualize and orchestrate campaigns that effectively meet business objective.
Mr. Daniel Chun
Daniel is currently the GM at a tech startup. With over 25 years of diversified experiences in the tech and charity sector, Daniel has accumulated many years of industry experience using different forms of digital media and communications tools for public relations. Daniel is completing his PhD degree and has a M.Res, MBA, M.IT, B.Sc and a Pg Diploma in Marketing. Daniel is an Executive Committee member at HKETA.org.hk and SmartCity.org.hk and also chairs the media communication sub-committee at HKCII.com
Ms. Renée Kwan
As former Managing Director of TBWA\Hakuhodo Guang Zhou (affiliate agency of global communication network Omnicom), Renée has spent 20+ years in the fields of communications, branding and advertising, both agency and corporate sides. In her career path, Renée had also led senior roles in several global communication networks including Nitro Group, Publicis and Asatsu-DK. The brands she had worked with ranged from Nissan Automobiles, Unilever, Mitsubishi Motors, HP, Sony Ericsson, Kodak and Marlboro, to name just a few. Her experience to work extensively with a wide variety of premier brands made her one of the respected communications expert in the industry. Currently, Renee is also a member of Hong Kong Public Relations Professionals’ Association.
In the last five years Renée had worked as Strategy Consultant. Her projects included a CBD development in Tianjin, China; the rebranding of Cathay Pacific and the pitch for Vitasoy International. With her increased love for adult teaching and learning, Renée just accomplished her Master of Education with distinction awarded by University of Bristol, UK; she also holds a MBA from Hong Kong University of Science and Technology.
Mr. Lo Tze On
Specializing in public relations strategy and marketing communications, Mr. Lo has served a wide range of corporations with solid corporate experience. He set up his own PR consultancy firm for more than 18 years. Before that, he hold senior executive positions with a number of major companies including SHK International Services Ltd., Adsale Exhibition Services Ltd., etc.
Ms. Eppie Tam
Ms Eppie Tam is the Founding Member and the present Vice Chairman of the Steering Committee of the Hong Kong Public Relations Professionals’ Association. She is a seasoned public relations practitioner and has worked for different renowned public relations consultancies and multi-national corporations in Hong Kong and Mainland China since 1980s. Currently, she is the Director of the Allied Global Communications Consultant.
Working for both in-house and public relations agencies in her Communications Industry career, Eppie has managed various Public Relations and Marketing projects for world-class organizations. Before then, she also worked for the South China Morning Post and the Hong Kong Economic Journal as reporter covering Finance and Business News.
Training is another area that Eppie has engaged and committed in past decades. Other than organizing and conducting different training workshops in Media Training, Corporate Communications and Marketing, she also lectures at various academic institutions in Hong Kong.
Mr. R. Wong
Mr. Wong has over 20 years of regional experiences in field of marketing communications, brand management and public relations gained from MNCs. He teaches Universities from USA, Australia, UK and local for 17 years and conducts corporate training for MNCs and brand owners in Hong Kong, Macau and China. With professional qualification in Marketing, Mr. Wong received his MBA from Monash University and MA degrees in English and electronic business (Distinction).
Mr. Tony Wong
Tony Wong is a Founder, Executive Coach and Trainer of InZpire Ltd. He has over 30 years’ experience in sales and marketing field, at least 20 years at senior level in multi-national companies.
Tony holds a MBA and Executive Master degree of Finance (EMSc). He has also completed various Executive Education Programs at Oxford University UK, Chicago University USA, Michigan University USA, Peking University. He is also a Certified Trainer of NLP.
I) a) hold a bachelor’s degree awarded by a recognized institution; or
b) have gained in the HKCEE Grade E in 5 subjects, and Level 3 in Chinese Language and English Language; or
have gained in the HKDSE Examination Level 3 in 5 subjects including Chinese Language; or
have gained in the HKALE Grade E in 2 AL subject(s) or 2 AS subject(s);
possess 10 and more years of relevant working experiences in related industries;
II) provide evidence of English proficiency (if the degree or equivalent qualification is from an institution where the language of teaching and assessment is not English) such as:
i. an overall band of 6.0 with no subtests lower than 5.5 in the IELTS; or
ii. a score of 550 in the paper-based TOEFL, or a score of 213 in the computer-based TOEFL, or a score of 80 in the internet-based TOEFL; or
iii. HKALE Use of English at Grade E; or
iv. HKDSE Examination English Language at Level 3; or
v. equivalent qualifications.
Applicants with other qualifications will be considered on individual merit.
HK$150 (Non-refundable)Course Fee
- HK$36,500 per programme (To be paid in two instalments, non-refundable and subject to change without prior notice. Admin charge apply to course withdrawal.)
- The CEF Institution Code of HKU SPACE is 100
CEF SectorBusiness Services
|Postgraduate Diploma in Public Relations and Corporate Communications|
|COURSE CODE 21G09635-5||FEES $36,500||ENQUIRY 3762-0868|
|Continuing Education Fund
This programme has been included in the list of CEF reimbursable programmes. Application for CEF has to be made before commencement of the programme.
Application Form Download Application FormEnrolment Method
- 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);
- copy of HKID card/password;
- a crossed cheque for $150 application fee made payable to "HKU SPACE".
The application document can also be submitted to one of our enrollment centres in person.Payment Method
1. Cash or EPS
Course fees can be paid by cash or EPS at any HKU SPACE enrolment counters.
2. Cheque or bank draft
Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please specify theprogramme title(s) for application and applicant’s name. You may either:
- bring the completed form(s), together with the appropriate course or application fees in the form of a cheque, and any required supporting documents to any of the HKU SPACE enrolment centres;
- or mail the above documents to any of the HKU SPACE enrolment centres, specifying “Course Application” on the envelope. HKU SPACE will not be responsible for any loss of payment sent by mail.
Applicants may also pay the course fee by VISA or MasterCard, including the “HKU SPACE MasterCard”, at anyHKU SPACE enrolment centres. Holders of the HKU SPACE MasterCard can enjoy a 10-month interest-freeinstalment period for courses with a tuition fee worth a minimum of HK$2,000; however, the course applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any enrolment centres.
4. Online payment
The course fees of all open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes can be settled by using PPS via the Internet. Applicants may also pay the relevant course fees by VISA or MasterCard online. Please refer to the Online Services page on the School website.
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.
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 PPS (for online payment only) will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder’s credit card account.
- 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 team for details.
- Fees and places on courses cannot be transferred from one applicant to another. 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 approved transfers.
- Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
- For additional copies of receipts, please send a stamped, self-addressed envelope with a completed form and a crossed cheque for HK$30 per copy made payable to ‘HKU SPACE’. Such copies will only normally be issued at the end of a course.