Introduction. Programme Objectives. Target Participants. Advanced Professional Diploma Programme in PUBLIC RELATIONS AND COMMUNICATIONS MANAGEMENT

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2 Programme Code : CEF Course Code : 21F Programme Leader: Mr. C W Lee Programme Coordinator: Ms. Mandy Leung Introduction Public Relations are essential to leading and managing an organization. It establishes and maintains lines of communication, understanding, acceptance and cooperation between an organization and its publics. All sorts of organization, whether they are private or public companies, government bodies, profit-making or non-profit making organizations, are more aware of the importance of the strategic functions of public relations in enhancing their corporate image, strengthening media relations, promoting their products or services, improving staff, client and investor relations, as well as managing crisis both inside and outside their organizations. As a distinctive management function, public relations play a vital role in today s businesses in Hong Kong and Mainland China. There is a great demand for well-trained practitioners with professional standard in the public relations and communications area. This programme provides participants with up-to-date knowledge and practice of public relations and communications, and enhances their professional skills and techniques on core public relations practice and special issues. Programme Objectives The programme aims to: enhance and broaden participants professional knowledge and practice on contemporary public relations and communications; provide participants the understanding of principles and strategic functions of public relations in management; equip participants with the skills and techniques in development and implementation of public relations programmes; enable participants to understand a variety of specializations in pubic relations such as employee communications, issues and crisis management, and financial and investor relations; and enhance their professional ability to become effective public relations and communications practitioners. Target Participants Professionals in public relations or related fields with their experience either from in-house or consultancy work; Entrepreneurs or senior executives who wish to grasp the knowledge and functions of public relations, and incorporate them into their business strategy; and Graduates from any disciplines who wish to broaden or change their careers to the field of public relations and communications. Course Changes SCS reserves the right to make alterations regarding instructors, class locations, class schedules and the content of courses from time to time. SCS also reserves the right to cancel a programme if enrolment is insufficient.

3 Programme Structure and Tuition Fee The programme consists of 10 taught modules and a real-life group project. The 10 modules comprise 198 contact hours and the group project requires about 30 hours individual work of each participant. Participants will take around 11 months to complete the programme on a part-time basis. Modules Tuition Fee ( HK$ ) Fundamentals of Communications & Public Relations (30 hours) Corporate Communications (24 hours) Marketing Communications (24 hours) Media Relations & its Practice (18 hours) Public Relations Writing & Presentation Techniques (24 hours) Planning & Implementation of Public Relations Programmes (18 hours) Employee Communications (15 hours) Issues & Crisis Management (15 hours) Financial Public Relations & Investor Relations (15 hours) Public Relations Management (15 hours) Group Project (30 hours) (a) HK$19,600 in full payment, or (b) HK$19,800 in 2 instalments: The first Instalment of HK$9,900 is to be paid at the submission of application form. The second instalment of HK$9,900 is to be paid in the 4th month after programme commencement. Medium of Instruction, Class and Venue Teaching activities will be conducted in both Cantonese and English. The teaching materials will be mainly in English. Lectures, group discussions and case studies will be the major methods of instruction. Classes will be held from 7:00 p.m. 10:00 p.m. (Wednesday) and 2:30 p.m. 5:30 p.m. (Saturday) at the Learning Centre of CUSCS at Central. (CUSCS reserves the right to make alternations regarding instructors, class locations, class schedules and the content of courses from time to time. CUSCS also reserves the right to cancel the programme if enrolment is insufficient.) Admission Requirements Applications should fulfill one of the following requirements: (a) hold a recognized degree in any discipline with at least 1 year experience in public relation or related fields; or (b) have a good standard of general education, preferably at post-secondary level with at least 3 years experience in public relations or related fields. Participants should be proficient in both English and Chinese. Applicants are required to submit an article on Self-introduction and reasons in enrolling this programme within 200 words either in English or Chinese when submitting their enrolment form. Assessment and Award Students performance is monitored and assessed on a continuous basis through assignments, class participation, group work and final examinations. Participants are required to pass the assessment of each module. They have also to complete a group project at the end of the programme. At least 70% of class attendance is required for each module. Upon successful completion of the programme and meeting the requirements as set, participants will be awarded the Advanced Professional Diploma in Public Relations and Communications Management.

4 Advanced Professional Diploma Programme in Professional Recognition Students who are studying in the programme are entitled to apply for Associate Membership of Hong Kong Public Relations Professionals Association Ltd (PRPA). Students who successfully complete the programme and have obtained 2 years practical experience in public relations are entitled to apply for Ordinary Membership of PRPA. (Students will need to pay the related fee as required by PRPA). Application Procedures A completed enrolment form must be accompanied by the following: 1. the tuition fee, in full payment or in the amount of 1st installment ( by credit card, crossed cheque or bank draft payable to : The Chinese University of Hong Kong); 2. photocopy of HKID Card; 3. photocopies of academic qualifications and working experience; and 4. an article within 200 words on Self-introduction and reasons in enrolling this programme using English or Chinese in a separate sheet. All documents should be sent to : (Advanced Professional Diploma Programme in Public Relations and Communications Management) School of Continuing and Professional Studies The University G/F.,Chinese Inter-University Hallof Hong Kong (6/F, Tseung Kwan O Learning The Chinese University of HongCentre) Kong Tsui Lam Estate, Tseung Shatin, New Territories Kwan O, New Territories In-Person Tsimshatsui Learning Centre 13/F., Oriental Centre, 67 Chatham Road South,Tsimshatsui, Kowloon. Tsimshatsui East Ocean Learning Centre Room 308 & Basement, East Ocean Centre, 98 Granville Road, Tsim Sha Tsui, Kowloon Mongkok Learning Centre 4/F, Tower A, 90A Shantung Street, Mongkok, Kowloon. Central Learning Centre Unit A, 1/F., Bank of America Tower,12 Harcourt Road, Central, Hong Kong. Admission will be on a first-come-first-served basis for qualified applicants. All applicants will be notified in writing of their application results within one week after the application deadline. For unsuccessful applications or course cancellation, tuition fees will be returned within 4 weeks after the application closing date. Date of Commencement September each year Application Deadline 14 calendar days before the course commencement date. Late enrolment will only be considered if there is still vacancy. Enquiries Tel Fax Homepage : : : scs-bus@cuhk.edu.hk :

5 Teaching Faculty Qualified teaching staff will be drawn from tertiary institutions, related industries and professional bodies. They are all senior executives and/or veteran public relations practitioners in the field. Brief Introduction of Some Members of the Teaching Faculty is listed below: Ms Annita Mau, MSoSc., M.A., B.A. Ms Annita MAU has held senior positions in the field of public affairs and corporate communication for over 20 years, serving major non-government organizations and public corporations, including the Hong Kong Council of Social Services, Kowloon-Canton Railway Corporation (KCRC), and the Hospital Authority (HA) where she has been the Chief Public Affairs Manager for 11 years, responsible for crisis and issue communication. She launched the first-of-its-kind Community Focus Groups for KCRC and HA, which have successfully promoted the image of the corporations as accountable, transparent, willing to communicate and receive feedback from stakeholders. Ms Mau possesses a solid background in television production, and writing / editing while she worked for the Radio Television Hong Kong, Asia Television, and Reader s Digest in the early part of her career. Ms Mau holds a Bachelor degree in English, and Master Degrees in Teaching Chinese as Foreign Language, and Criminology respectively. She is now pursuing a Doctor in Education (Life Long Learning). In recent years, Ms Mau has developed a new career in mediation (as an alternative dispute resolution method), both in service and training. Ms. Virginia Chi, M.A., PgD., Honours Dip. With over 16 years of experience in Marketing and Communications, Ms. Virginia Chi has extensive experience in planning and managing communications campaigns targeting at multinational, enterprise and consumer markets. Ms. Chi has held senior positions in Marketing and Communications in major corporations. She started her career as a news reporter with the South China Morning Post. Ms. Chi has solid experience in devising integrated marketing communications (IMC) campaigns using a wide range of communications tools spanning public relations, advertising, direct marketing, sales promotion, event marketing and web promotion. Markets served include Hong Kong, Mainland China and the U.S.A. Ms. Chi holds a Master of Arts in Communications from California State University, US; a Postgraduate Diploma (with Distinction) in Integrated Marketing Communications, HKUSPACE; and an Honours Diploma in Communications, Hong Kong Baptist University. She is a Founding Member of the Hong Kong Public Relations Professionals Association. Ms. Angel Yeung, M.B.A. Angel Yeung has in excess of 20 years experience in international public relations, primarily in the financial services industry. Ms Yeung now a member of the Corporate Communications department in a global financial company. Before that, she worked for a range of institutions including, Swiss Reinsurance Company, Societe Generale, HSBC, the British Council, and Dunn Communications Ltd, a Hong Kong-based public relations agency. Her primary focus has been on crisis management for the Greater China markets - in particular, China, Hong Kong and Taiwan. She also has extensive experience in new product launches as well as of organising regional conferences and industry seminars. Ms Yeung graduated from the Hong Kong Baptist University and has a Masters degree in Business Administration from the University of South Australia. Mr. Kris Chan, B.A. Mr. Kris Chan is a veteran public relations expert with more than 20 years of experience, in both the media and communications fields. In 2000, he founded Ascensus Communications Limited, an all-round public relations agency, the clients of which include Hong Kong Tourism Board, Hewlett-Packard Hong Kong etc. Before that, Kris was the Corporate Communications Manager of Ocean Park, responsible for the Park s media relations and public image. He had also worked for the world s leading public relations company, Burson-Marsteller, managing a wide range of public utility accounts such as the Hong Kong and China Gas Co. Kris started out his communications career as a journalist, having worked for Radio-Television Hong Kong and The Standard. Kris holds a Bachelor of Arts Degree in Administrative and Commercial Studies from the University of Western Ontario, London, Ontario, Canada.

6 Ms Sharon Chung, M.A., B.Soc.Sc. (Hons.) Ms Sharon Chung has more than 20 years working experience in journalism and corporate communication. She was a reporter-producer at the Public Affairs Television Division of Radio Television Hong Kong until 1995, responsible for the contents and production of current affairs television programmes such as Hong Kong Connection ( 鏗 鏘 集 ) and Media Watch ( 傳 媒 春 秋 ). One of the television documentaries that she produced, A Painful Message, featuring an AIDS patient in Hong Kong, won the Asia-Pacific Broadcasting Union Prize for Information Programmes (Television) From 1995 to 2010, Ms Chung held senior/managerial positions at the Legislative Council Secretariat, the Office of the Telecommunications Authority and the West Kowloon Cultural District Authority. Through these positions, she gained solid experience in media relations, publicities, public education, public engagement and international event organization, etc. Ms Chung holds a Master of Arts degree (in translation and interpretation) from the City University of Hong Kong, a Bachelor of Social Science (Hons.) degree (majoring in journalism and communication) and a Diploma in Management Studies from The Chinese University of Hong Kong. Ms. Elaine Chan, B.A., M.B.A., MIMC, PMgr, FCIM, Chartered Marketer With nearly 20 years of extensive experience, Ms. Elaine Chan has held senior positions in big corporations for corporate communication, marketing, advertising, customer service and revenue monitoring. Currently being the General Manager and Director, Strategic Marketing & Communication Services of igen6 New Media, she has also served New World First Bus, Citybus, Sun Hung Kai Securities, Airport Authority and Cable TV. Elaine was an Individual Award winner in Distinguished Marketing Leadership Award in the HKMA/TVB Awards for Marketing Excellence 2010 and also garnered various reputable corporate communication and marketing awards for her former employers. She has been the guest lecturer for different corporate communication and marketing courses and assessor of various professional awards. She is also the current Chairman of Supervisory Committee for Hong Kong Public Relations Professionals Association and leader of several NGOs. Miss Chan graduated from The Chinese University of Hong Kong (B.A. in English) and Australian Graduate School of Management (M.B.A.), with qualifications including Chartered Marketer and Fellow (The Chartered Institute of Marketing, UK), and membership from Hong Kong Institute of Marketing (Hon. Member), Institute of Management Consultants Hong Kong and Hong Kong Management Association. Mr. Felix Poon, M.A. Mr. Felix Poon has more than 20 years solid experience in news reporting, public affairs, and public relations, specializes in planning and supervises publicity campaigns for large scale public exhibition, international conference and trade exhibition. He manages his own strategic communications consultant firm, specialized in strategic communications. Throughout the years, Felix develops and implements strategic communications programmes in Hong Kong and Macau. Mr. Poon began his PR at Burson-Marsteller Hong Kong; then move to Central Communications Consultancy as General Manager and Managing Director. Mr. Poon worked at Asia Television Ltd. as principal reporter in early years. Felix developed solid media network and in-depth understanding in media operations through a number of journalistic roles in ATV News, Tin Tin Daily, Express Daily, and the Pai Shing Newsweek. Felix graduated from the Ohio State University (Columbus), U.S.A. with a Master Degree in Journalism, following his graduation as a cum laude at the Hong Kong Shue Yan College. Currently, Felix is conducting his DBA (Doctor of Business Administration) studies at the School of Business of the Hong Kong Baptist University. Mr. Poon is a member of the Broad of Directors in the Council of Public Relations Firms Hong Kong, and an Executive Committee member of the Hong Kong Associations of Interactive Marketing.

7 Programme Contents 1. Fundamentals of Communications and Public Relations Fundamentals of communications and its impact on society Publics and Public Opinion What is and what is not public relations Public relations specialization History of public relations and the PR industry: in-house or consultancy PR specialists and its scope of work, ethics and professionalism 2. Corporate Communications Definition of corporate communications Mission of corporate communications Role of corporate communications as a management function Corporate Identity/Corporate Image Internal and external communications of a corporation Corporate social responsibility, practical tools for corporate communications 3. Marketing Communications Marketing environment and competitive analysis Consumer behavior and customer satisfaction measurement Integrated marketing communications Marketing communications mix: advertising, marketing PR, events, sponsorship, sales promotion, personal selling and new media Marketing communications planning Marketing communications management 4. Media Relations and its Practice What and how media relations fits in the context of corporate communications The importance of media relations for a corporation Knowing the media What is news and how to deliver news to the publics Staging media events The effective media plan - strategy, tactic and evaluation Communication workshop for authorized media spokespeople 6. Planning & Implementation of Public Relations Programme Systematic approach of public relations program planning and implementation How to develop an effective public relations program Messages development Public relations program execution, scheduling and budgeting Different perspectives in measuring results 7. Employee Communications Basic principles of employee communications Organisational Culture Effective employee communications programs Internal communications challenges 8. Issues and Crisis Management Definitions of issues and crisis management Identify situations/scenarios Planning issues and crisis communications programs Identification of desired behaviors and preparing crisis plan 9. Financial Public Relations & Investor Relations Overview of financial markets Roles and functions of financial public relations Investor relations and financial public relations program 10. Public Relations Management The operation of an in-house public relations department to align to the management requirements and provide service to other departments Organization of an external public relations agency, management of account servicing teams and business development Client/agency working relationship, evaluation and measuring of public relations performance 5. Public Relations Writing & Presentation Technique Persuasive writing skills Writing for mass media (press release, fact sheet, backgrounder) Writing for other media (newsletter, annual report, website, speech) Impactful presentation skills (verbal and non verbal communication)

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