Bachelor of Communication (Hons) Public Relations

Public relations is a highly personal business where the art of successful communication and persuasion is critical. Designed with the perfect balance of theory and practices, UOW Malaysia KDU’s Bachelor of Communications (Hons) Public Relations, is the first of its kind in Malaysia that was developed to provide students with knowledge, competencies and adequate skills through the grounding in the theories, approaches and research necessary to prepare them to be professionals that will enable them to understand the fundamentals of public relations and flourish in the Public Relations industry locally and globally.

Our program is designed to provide students with the perfect opportunity to explore the public relations industry in greater detail through a variation of different modules to equip them with sufficient knowledge to make outstanding contributions in the competitive public relations industry.

Students will be exposed to the different facets of the public relations industry and gain practical experience in strategic communications and develop impactful campaigns, especially Public Policy and Global PR, which is in high demand today but not found in other courses in Malaysia. Students will learn to analyse organisations, find positive messages and translate those messages into positive stories.

The School of Communication and Creative Arts (SCCA) is a member of Institute of Public Relation Malaysia (IPRM). The objective of this membership, is to provide high-quality educational experience and resources to nurture our graduates, enabling them to become game-changers in the rapidly changing world of Public Relations. IPRM is a big player in the development of Malaysian public relation industry for the last 40 years.

What is public relations? 

Public relations, also known as PR, refers to effective communication and influence with the aim of generating positive perceptions towards a brand, company, organization or individual. 

It is a field that is essential to a company’s branding. Public relations specialists create positive impressions through the media and events. Managing bad press is also part of the job. 

What will you study in public relations? 

A degree in public relations will help you to develop the basics of communication. Subjects that are related to public relations include:

  • Media writing
  • Introduction to mass communication
  • Crisis management
  • Media relations
  • Media and communication law
  • Public relations principles

Most programs will have their students take on an internship or industrial training to gain experience as well as apply the theoretical knowledge learned in classrooms. 

Who should study public relations? 

Like most other careers, some people have a predisposition to do well in this field. The following are traits that will make you suitable for a career in public relations:

  • You enjoy meeting new people and being around people – A public relations career requires you to be approachable and sociable. Your friendliness will help you to network and build relationships. You will also have no problems with attending product launches and media events. 
  • You can write well – While spoken communication is important, communication in the written form will also be part of your job. You will most likely have to craft press releases, emails or social media posts that positively reflect on your brand or your company. 
  • You love keeping up with what’s in and what’s hot – You will need to be on top of the latest trends, news and issues that are taking place across the globe. Being up to date will help you to reach clients when promoting your brand. 
  • You have good analytical thinking skills – A career in public relations will require you to solve any problems that might pertain to consumer behavior. 

Public relations career options

Those who graduate in public relations can work in a wide range of industries. Common job options include:

  • Public relations executive
  • Corporate communications executive
  • Media relations
  • Publicist
  • Marketing executive
  • Policy officers
  • Public affairs consultant
  • Social media managers
  • Event managers
  • Sales managers
  • Advertising executives
  • PPC specialists, etc.

 

Educational Partner:

Program information

A ROBUST COMMUNITY FOR TALENT DEVELOPMENT

At UOW Malaysia KDU, our students are constantly encouraged to push the boundaries of creativity be it through performing arts and festivals, training young talents in the world of creative arts, or showcasing their entrepreneurial effort.

 

Beyond Show and Tell

It comes as no surprise that our Entertainment Arts students put on mind-blowing performances every year. Although these annual performances are compulsory in their programme, students learn and garner an experience of a lifetime beyond the scope of performing arts. From stage production, the financial aspects of putting on a show, the publicity to generate and the intensity of the performance, students learn the ins and outs of what it takes to make or break a performance. Some of the productions our students have put up include:

 

The Little Prince in Everyone

  • A theatrical adaptation of the famous novella Le Petit Prince by the French author, Antoine de Saint-Exupéry, the story follows the life of an innocent child exploring the world and questioning the norms.

Gouden Roos

  • Gouden Roos tells the tale of a tragic love between a rising theatre star and a street painter in the days of yore.

My Life Is Like Broadway Musicals

  • Written by UOW Malaysia KDU lecturer Gabbie Ngoh, the show follows a girl and her crush in the shadow of musicals like Grease, High School Musical, Mamma Mia, Wicked and Hairspray!

 

Trained to Train

As UOW Malaysia KDU believes in an all-rounded education, it is crucial that our students are also trained to train others, developing talents as they go along developing their own. As a testimony of the strength and quality of our students, UOW Malaysia KDU was invited to collaborate on training young kids for the International Science Drama Competition 2016. Whilst lecturer Gabbie Ngoh wrote and directed the show, she also handpicked three students who not only assisted her in the direction of the show, but also coached the young actors to their winning Second Prize spot and Overall Best Performer Award, in the finals held in Singapore, beating teams from Thailand, Singapore and Philippines.

 

REAL WORLD EXPERIENCE BEYOND THE CLASSROOM

The mass communication and creative arts industries are robust and fast-paced. Our emphasis on a holistic education and integration of classroom learning with real-world projects, be it events or partnerships with industry professionals, ensure our students stay one step ahead before they even graduate.

 

Media Proposal Pitch with Mindshare

It is essential for students to learn and understand the processes in the industry they will soon join, and as such, our diploma and degree students from the Media Planning and Buying class work in groups to develop comprehensive media plans for pitches in this industry collaboration with global giant media agency, Mindshare. The proposals are developed based on Mindshare’s extensive list of client briefs, some of which include brands such as Digi, Pizza, Est Cola and more. On-hand learning experiences such as these ensure our students remain up-to-date and on par with the industry.

 

A Touch of Social Consciousness

Events organised by our mass communication students, be it for class subjects or through their own collective effort, take on issues that impact society to raise awareness and make a change.

The learning outcome is always two-fold. Students gain hands-on experience in various areas, such as the due diligence, development and planning process of the event and the publicity surrounding it, as well as the event execution and the understanding of the process, risks and necessities through the event’s coordination. Not only that, students also gain knowledge, insights and perspectives of the cause they’re championing for, and at the same time, gain empathy and make a real difference.

 

Striding for Extraordinary Affairs with Small Steps

The students of the School of Mass Communication & Creative Arts are steadfast in delivering and designing events and campaigns that are sure to leave an impact on the industry and community.

PS, LOL

  • The PS LOL event, themed ‘Love Out Loud, Live Out Loud and Laugh Out Loud’, for example, was dedicated to raise awareness on the dangers of stress and to spread happiness amongst Malaysians. The students made a name in the Malaysia Book of Records by building the largest lollipop mural in the country.

Project Dream 2.0

  • Another example is the Project Dream 2.0, a charitable- based project to raise funds for MERCY Malaysia’s General Relief Fund. One of the main anchors of this project includes Seringgit Sehari campaign where donors pledge a donation of RM1 a day. Project Dream 2.0 raised more than RM20, 000 and channelled it accordingly to MERCY Malaysia.

Seek & Snap

  • Seek & Snap Photo Competition was a collaborative event with Canon Malaysia providing grounds for awareness
    and appreciation for nature. The event was held at Taman Botani Negara and included students from various schools, universities and colleges.

And last, but not least, the 3 month-collaborative effort with Petrosains to experiment with a new medium for immersive storytelling project; 360-degree short videos showcase. The immersive stories have been viewed over 1,642 times in the span of four days and have marked the continued collaboration with Petrosains Sdn Bhd

Duration
3 years
Program Location
UOW Malaysia KDU University College, Utropolis Glenmarie
Core

YEAR 1

  • Academic English 1 & 2
  • Media, Culture and Society
  • Introduction to Corporate Communication
  • Introduction to Mass Communication
  • Media Relations
  • Corporate Writing
  • Communication Theories
  • Public Relations Campaign Skills: Theory & Strategy

 

YEAR 2

  • Digital Public Relations
  • Communication Law
  • Public Relations Management
  • Public Opinion and Activism
  • Feature Writing and Public Relations
  • Specialised Public Relations
  • Communication Law
  • Fundraising and Public Relations
  • Crisis Communication and Management
  • International Public Relations
  • Professional Development & Leadership Skills
  • Research Methodology

 

YEAR 3

  • Financial Public Relations
  • Final Year Project (Part 1 & 2)
  • Public Relations Consultancy
  • Elective 1
  • Elective 2
  • Internship
Electives

Elective 1

  • Event Management
  • Principles of Advertising

 

Elective 2

  • Principles of Marketing
  • Integrated Marketing Communication
MPU
  • Bahasa Melayu Komunikasi 2 (International Students)
  • Pengajian Malaysia 3 (International Students)
  • Hubungan Etnik (Malaysian Students)
  • Tamadun Islam & Tamadun Asia (Malaysian Students)
  • Entrepreneurship
  • Malaysia and Global Issues
  • Global Social Responsibility
  • Oral Communication
  • Writing and Referencing

Intake dates

2021

15 January 28 May 10 September
Estimated fees
Local students

RM71,670

Download Fee Details  

International students

RM87,250

Download Fee Details  

Notes

*Terms and Conditions Apply
*Instalment Payment Plan Available

Academic Qualification

GCE A Levels :
2 Principal Passes (2Es)

 

STPM :
2 Principal Passes (2Cs) or CGPA 2.00

 

UEC :
5 Credits (5Bs) inclusive of a Credit in English

 

Diploma :
Pass with min. CGPA of 2.00

 

Foundation Studies :
Pass

 

Any other qualifications deemed equivalent by the Ministry of Education, Malaysia (or as stated in the Document Senarai Nilai Taraf Kelayakan Akademik, Malaysian Qualifications Agency) :
Pass (Subject to review and approval of certified transcripts)

 

 

In addition to the above mentioned requirement, the students must have obtained a Credit in English at SPM level or its equivalent

English Requirement

Local Student :
Band 4 in MUET

 

International Student :
Band 5.5 in IELTS; or a min score of 46 (IBT) or 454 (PBT) in TOEFL; or score 42 and above for Pearson English Test

 

 

*If English language requirements are not fulfilled, additional English module(s) may be taken at UOW Malaysia KDU.

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