Public Relations Professional


  • Corporate communicator
  • PR consultant
  • Community manager
  • Communications coordinator
  • Digital media specialist
  • Event planner
  • Marketing coordinator
  • Media relations coordinator
  • Social media coordinator


  • Contemporary PR

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 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.

  • Contemporary Corporate Communication

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.

  • Advanced Writing for Corporate Communications (English and Chinese)

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.

  • Media Relations Management

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, including general public and specialists in PR situations.

  • Integrated Digital Branding

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.

  • Crisis and Reputation Management

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.

  • Global Communication

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.

  • Strategic Communications

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 communication


Training Methodology:
This interactive training course includes the following training methodologies as a percentage of the total
tuition hours:-
• 30% Lectures, Concepts, Role Play
• 30% Workshops & Work Presentations, Techniques
• 20% Based on Case Studies & Practical Exercises
• 20% Videos, Software & General Discussions


A Certificate of Completion will be issued to those who attend & successfully complete the programme.


  08:30 – 10:15 First Session

 10:15 – 10:30 Coffee Break

10:30 – 12:15 Second Session

 12:15 – 12:30 Coffee Break

12:30 – 14:00 Third Session

 14:00 – 15:00 Lunch


 The Fee for the seminar, including instruction materials, documentation, lunch, coffee/tea breaks & snack is: