Find Out What is Public Relations (PR) & What You Will Learn in the Undergraduate Programme at Top Private Universities
- The Public Relations (PR) Specialist uses a wide variety of communication tools and techniques such as the press releases, newsletters, public events, conventions, newspapers, billboards, blogs, social media, websites, TV, radio, etc. The business world is very competitive and in order to win new customers and keep the existing ones, companies have to set themselves apart from the competition. But they also need to create and maintain a positive public image.A PR specialist or firm helps them both create and maintain a good reputation among both the media and the customers by communicating in their behalf and presenting their products, services and the overall brand in a positive manner they will remember. A positive public image helps create a strong relationship with the customers which in turn increases the sales. Graduates from a top Public Relations degree programme will be equipped with the necessary knowledge and skills to succeed in this competitive and dynamic career.
The Public Relations degree course at a top private university will expose students to skills and knowledge that prepare them to become strategic public relations specialists. It will equip students with professional skills and knowledge, including skills in professional writing techniques, crisis and issues management, media and stakeholder relations, campaign planning, strategy and research, with an emphasis on problem-solving, creativity, and project and relationship management.
In addition, through the degree programme, students will be able to effectively conceptualise and strategise a corporate communication plan for the benefit of the organisation’s business development and also to engage in problem analysis, strategic planning, content development and tactical solutions for the organisation.
You may also be interested to read:
- List of the Best Private Universities in Malaysia to Study Top Public Relations (PR) Degree Courses
- Best Universities in Malaysia for Public Relations (PR) or Marketing Communications Degree
- Best Colleges & Universities for Mass Communication in Malaysia
- Top Private Universities in Malaysia for Mass Communication, Public Relations, Media & Advertising
- What will You Study in a Top Mass Communication Degree Courses in Malaysia?
- Best Universities in Malaysia to Study Diploma & Degree in Mass Communication
- Choosing to Study at a Top Private College or University in Malaysia for Mass Communication
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Studying Public Relations at Leading Private Universities in Malaysia
Students will take about 30 subjects in the 3-year Public Relations degree programme. It provides a strong PR focus and in-depth knowledge in the field of marketing communications allowing students to plan, strategise and execute their public relations campaigns. It will expose students to skills and knowledge that prepare them to become strategic public relations specialists.
In addition, the Public Relations degree programme seeks to equip students with professional skills and knowledge, including skills in professional writing techniques, crisis and issues management, media and stakeholder relations, campaign planning, strategy and research, with an emphasis on problem-solving, creativity, and project and relationship management.
Through the degree programme, students will be able to effectively conceptualise and strategise a corporate communication plan for the benefit of the organisation’s business development and also to engage in problem analysis, strategic planning, content development and tactical solutions for the organisation.
Finally, students will undergo a 10-12 week internship experience with PR firms, multinational companies or public sector organisations provides real life experience and understanding of the various job functions.
How is the Public Relations Degree Course Assessed?
The assessments for a Public Relations degree programme at private universities and colleges in Malaysia is a mix of Assignments, Coursework, and written examination percentage. The degree programme provides students with relevant, interesting, stimulating and practical experience via a variety of teaching and practical techniques.
Students will experience different dynamic learning processes are employed in the delivery of a degree programme, such as lectures, tutorials, computer lab work, team-based project, real life system development, presentations, independent projects supervised by supervisors from university lecturers or industry experts. The learning is very much practical oriented.
Methods of Delivery
- Lab work (depends on the course)
- Field visits (e.g. business organisations, universities, non-governmental organisations, government-related corporations, etc.)
- Scenario-based learning
- Guest lecture series (prominent speakers from the industry and academic institutions)
- Interactive learning
Who Should Study Public Relations?
Students interested in studying Public Relations (PR) should be good in languages, like to socialise with people, have an outgoing personality, possess strategic thinking, like to write, organise events, a creative mind, and lots of energy.
What is the Education Pathway into a Public Relations Degree?
Students after SPM or IGCSE/O-Levels with at least 5 credits including English may go to the Best private universities & colleges in Malaysia offering the Foundation in Communication or Media Studies. Students who are sure of studying Public Relations should go for top private universities to study the Foundation in Communication. After completing the Foundation in Communication, you can continue on to the 3-year degree in Public Relations. If you want a wider option because you are not sure of taking the Public Relations degree, you can go for the Foundation in Arts, Foundation in Business or Foundation in Science.
Choosing the right pathway depends on how sure you are about taking the PR degree, your high school results, budget, and which learning style suits you in the Pre-U Programme.
What are the Entry requirements into the Public Relations Degree?
- Foundation in Arts / Foundation in Science at least CGPA 2.00
- STPM At least 2 C’s
- A-Level At least 2 passes
- Senior Middle 3 (UEC) At Least 5 B’s (including English)
- CPU 5 passes with a minimum average of 50%
- AUSMAT/SAM/TEE Examination At least 5 passes with a university aggregate of 50%
- International Baccalaureate At least 24 points
- Matriculation/Foundation At least CGPA of 2.00
- Diploma At least CPA 2.00
- Equivalent qualification
Public Relations Degree Programme at a Private University
Completing additional coursework in subjects like English, business, writing, public affairs, advertising and public speaking are likewise advantageous. Some specific examples of coursework found in a typical public relations degree programme at a private university in Malaysia include: Principles of Advertising, Mass Media Law, Introduction to Public Relations, Communication for Business and the Professions and Advertising Research.
What are some of the Subjects that you will Study in a Public Relations Degree?
In a 3-year Public Relations degree programme at a private university students will take about 30 subjects including internship. In addition, you will need to take the Mata Pelajaran Umum (MPU) subjects which are compulsory.
- Public Relations Writing
- Introduction to Corporate Communication
- Introduction to Mass Communication
- Media Relations
- Corporate Writing
- Communication Theories
- Public Relations Campaign Skills: Theory & Strategy
- Oral Communication
- Writing and Referencing
- Digital Public Relations
- Communication Law
- Public Relations Management
- Public Opinion and Activism
- Feature Writing and Public Relations
- Fundraising and Public Relations
- Crisis Communication and Management
- International Public Relations
- Research Methodology
- Media Planning
- Social Media and Mobile Marketing
What is Public Relations?
Public relations is the process of providing information to the public in order to present a specific view of a product or organization. Public relations differs from advertising in that it is less obtrusive, and aimed at providing a more comprehensive opinion to a large audience in order to shape public opinion. Unlike advertising, public relations professionals only have control until the message is related to media gatekeepers who decide where to pass the information on to the audience
Public relations is the professional management of external and internal communications to build the reputation of a company or cause. Today’s PR Specialists work on developing beneficial relationships in cities, governments, corporations, consumers, media, charities and communities to manage the relationships and communication channels.
Public relations (PR) is the way organisations, companies and individuals communicate with the public and media. A PR specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience.
The PR Specialist uses a wide variety of communication tools and techniques such as the press releases, newsletters, public events, conventions, newspapers, billboards, blogs, social media, websites, TV, radio, etc.
The business world is very competitive and in order to win new customers and keep the existing ones, companies have to set themselves apart from the competition. But they also need to create and maintain a positive public image.
A PR specialist or firm helps them both create and maintain a good reputation among both the media and the customers by communicating in their behalf and presenting their products, services and the overall brand in a positive manner they will remember. A positive public image helps create a strong relationship with the customers which in turn increases the sales.
Public Relations Career
More than ever, thanks in part to the exponential growth of social media and communication technology, public relations managers and specialists have become the cornerstone liaisons between business organizations and the general public. By creating informative and carefully constructed public images, press releases, product and service information, and strategic responses to public inquiries, public relation workers are in a unique position to influence the perceptions of the general masses.
Public Relations Job Demand in Malaysia
Because of advances in information technology, news regarding public opinion of a company can travel and shift at a rapid pace, therefore more public relations workers are needed to constantly help maintain a favourable presence. Also, the increasing prevalence of social media to impact consumers is opening up more ways to disperse information and, as a result, more public relations specialists and managers are needed to monitor and use social media outlets to reinforce client images.
Public Relations Job Functions (Sample)
Public relations specialists, sometimes referred to as media specialists or communication specialists, are hired by companies or clients to maintain a positive image in the press, represent them in all media, and address any questions posed to them by concerned consumers, members of the press, company investors, government agencies, and other public relations professionals. It is imperative that public relations specialists perform research on each party they correspond with in order to understand their stanch on particular issues to create harmonious business relationships.
Public relations managers often oversee public relations specialists to ensure that all aspects of public relations are consistent with the company’s or clients’ intended public image. They also help to evolve public images by considering current trends in social, political and economic forefronts in order to improve a client’s image accordingly. Finally, public relations managers may also be responsible for internal communication within a particular company, especially in larger firms where constant communication is essential for delivering a consistent public image.
- Creating media releases
- Gathering data upon request by the media
- Recognizing target audiences and determine ways to access them
- Collecting relevant data about the target market or audience for analysis and strategic planning
- Preparing answers to questions posed by the media
- Assisting clients to appropriately correspond with the general public
- Successfully uphold a client’s public image through logos, signs, social media platforms, website, and other media platforms
- Assisting corporate executives by crafting speeches and coordinating interviews
- Researching and assessing advertising and promotion aspects of a client company to investigate its consistency with public relation initiatives
- Contributing to fund-raising efforts by determining and contacting potential financial backers and/or applying for grants
- Organizing events to help foster good relations between clients and the media
Which are the Top Private Universities in Malaysia for the Public Relations Degree Programme
It is important to choose the best private universities and colleges in Malaysia to ensure that you get the necessary training and skills to succeed in the competitive workforce. Choosing a private university with an English-speaking student environment will help you to improve your language skills.
In addition, the university should also be equipped with the necessary facilities such as recording studio, photo studio, computer lab and some have Mac Computers. Experienced & qualified lecturers are essential to equip you with the necessary knowledge and skills to succeed in the Public Relations career.
Top Private Universities in Malaysia to study Public Relations are:
- UOWM KDU
- Taylor’s University
- HELP University
- Asia Pacific University (APU)
- UOWM KDU Penang
- Multimedia University (MMU)
Check out the Facilities and Equipment for Public Relations Studies at the Private University
It is important to choose the best private universities and colleges in Malaysia to ensure that you get the necessary training and skills to succeed in the competitive workforce.
Acclimatize with the industry early with industry standard facilities such as audio recording studio, iMac Lab, new media broadcasting studio. In addition, the university should also be equipped with the necessary facilities such as recording studio, photo studio, computer lab and some have Mac Computers. Experienced & qualified lecturers are essential to equip you with the necessary knowledge and skills to succeed in the mass communication career.
The university’s state-of-the-art learning facilities provide experiences and knowledge found in the industry to enhance and enrich learning experiences.
Having access to these facilities, students will gain practical experience about videoing, photography, recording sound, design, writing and more, therefore, mass communication graduates will have the necessary skills to come up with creative ad campaigns and taglines, work with advertising agencies to design powerful ads, write great press releases, work on a radio jingle with confidence, organise events successfully, give public presentations, etc. All these will ensure a successful career.
And that is why, choosing a university with the right environment and facilities is truly important for you to climb up the competitive corporate ladder faster.
Students looking to studying Mass Communication should have access to these facilities to enhance their learning experience:
- Professional Recording Studio
- Mass Comm students will produce internal broadcasts as part of their assignment, learning to do Public Service announcements and voice-overs for Film Studies. This process builds their self-esteem, self-confidence and at the same time, they learn more about voice control, pitch and pace to enhance their speech over the microphone.
- Classes conducted here give students a chance to experience the process that goes behind a radio production.
- Photography Studio
- Mass Communication students will learn about basic photography, studio lighting and Adobe Photoshop. The photography studio may be equipped with studio lights, complete with softbox, barn door, snoot, reflector and portable backdrops for indoor and outdoor photoshoots.
- The Photography Studio is used for classes, photography workshops for outsiders and also for student assignments or projects, students learn the basics of of studio lightings and its effects in enhancing photos and functions of the camera. They take turns to be photographers and models as they apply their knowlege trying out the various angles of lightings and camera lenses.
- Mac laboratory
- Once a photography session has been wrapped up, students will move on to the Mac Lab, to continue with fundamental digital photography editing skills using Adobe Photoshop.
- Students will be taught on resizing and cropping images to get proper resolution for file sharing on the web or other media.
- Film & TV Production Studio
- There is no better way for students to get a glimpse of working in the broadcasting world than experiencing the tools and tricks behind the scenes at a TV production station.
Choose a Private University with an English-Speaking Student Environment
It is important to choose a private university in Malaysia that has an English-speaking environment, students who are ambitious and serious about studies, and a globalised student body. Mixing around with international students will help to improve your English language skills and understanding of different cultures.
A good command of the English language is very important for a successful career in Public Relations. Students need to choose a university where the students speak mainly in English and experience in offering the programme. If you are weak in English, it will be very difficult for you to maintain the image of your company with bad English.
You will not be able to write good press releases and copy for the brochures. Coming up with good taglines or campaign ideas for your product or company will be almost impossible.
Having a good command of both English and Mandarin would be very advantageous. However, if you are only proficient in Mandarin, you will not be able to get jobs in top multinational or global companies.