PR and Multimedia Communication*

Introduction
The course provides students with public relations and communication knowledge including brand building and multimedia applications by using professional hardware and software to produce creative online public relations project, video shooting etc.
Video Highlights
Programme Video
 
Live Taster Programme
Contents

Programme Contents

This programme attaches importance to both theory and practice, and covers topics of public relations strategies, communication skills, brand images and multimedia applications. Students are equipped with knowledge and skills of public relations and communication through online project(s), which could better prepare them for further studies and career pursuits.

If students attained “Attained with Distinction (I)” in this ApL course^, it is comparable to Level 3 of the Category A subjects of HKDSE examination; if they attained “Attained with Distinction (II)”, it is comparable to Level 4 of the Category A subjects of HKDSE examination.

 

Programme Features

  • Take part in conceiving, planning, executing and evaluating to make students work out an integrated promotion plan and play the role of PR practitioner.
  • Provide the professional teaching equipment for video shooting, for examples, hardware - a tiny camera (DJI Osmo Pocket) and wireless mic (BOYA BY-WM4 Mark II); software - Adobe Premiere Pro, Prezi, e.t.c., to produce the attractive promotion video.
  • Provide spacious study zone with ‘One Device (MAC) Per Student’
  • Organize different subject talks and site visits periodically to share the industrial operation and its latest development, students may join the visit to Advertising Company, or even the ‘Workplace Shadow Programme’ to consolidate the knowledge about Public Relation and Multi-media.

 

Supporting Organization

Public Relations Hong Kong Limited (PRHK)

  • Students can apply for the Student Member of Public Relations Hong Kong Limited

Hong Kong Public Relations Professionals' Association Limited (PRPA)

  • Students can apply for the Associate Member of Hong Kong Public Relations Professionals' Association Limited
  • PRPA will provide professional talks to HKCT students

Programme Structure

  • Basic Concept of Public Relations and Communication (40 hours)
  • Brand Building and Professional Image (20 hours)
  • Multimedia Communication Skills (28 hours)
  • Application of Multimedia in Public Relations (56 hours)
  • Final Project on Public Relations and Multimedia Communication (36 hours)
Students learn to use the professional equipment for video shootings in the film studio room
Students learn to use the professional equipment for video shootings in the film studio room
One Device (MAC) Per Student
Students of Public Relations and Communication visited media and communication company
Students of Public Relations and Communication visited media and communication company

Articulation Path

  • Higher Diploma in Language and Corporate Communication (Japanese/Korean)
  • Higher Diploma in Social Media and Digital Marketing
  • Higher Diploma in Creative Design and Media (Moving Image)

 

Career Prospects

Position at entry level: marketing assistant, event assistant, media production assistant and public relations clerk, etc.

Positions at managerial level: marketing manager, event planner, media production manager, public relations manager, brand manager and communication trainer, etc.

Wong Siu Kwan 

I was given a precious opportunity for internship in a communication related organization through the Workplace Shadow Programme. The content of the internship was to prepare promotion plan and proposal. The working hour was 9 am to 6 pm, yet there were some days which needed to work overnight. Still, the industry is interesting and not so rigid. There is also space for creativity, so it is acceptable to work till late. I encountered some problems once in an event and figured out how to resolve in time fortunately. The event went on smoothly, and the experiecne of resolving problem immediately made me feel successful.

Mode of Study

Full Time

Teaching Mode

Face to face

Commencement of Study

September 2020

Duration

180 hours

Location

Mode-1

  • HKCT Jockey Club Ma On Shan Campus (Yiu On Estate, 2 Hang Hong Street, Ma On Shan, Sha Tin, New Territories)
  • HKCT Jockey Club Undergraduate Campus (2 On Shing Street, Ma On Shan, Sha Tin, New Territories)

Mode-2
Lessons will mainly be held at students' own schools. Details will be confirmed between HKCT and thier schools.


Remarks

Mode-1
Saturday 09:00-13:00 / 14:00-18:00 (Lessons will also be scheduled during summer day and will be arranged as full day lesson.)

Mode-2
Lessons will mainly be held at students' own schools. Details will be confirmed between HKCT and thier schools.

 

Certification Programme

Hong Kong Examinations and Assessment Authority - Applied Learning Subjects Result Assessment and Information

QF Level

The qualification of this programme is recognised under the Qualifications Framework in Hong Kong.
QF Level: 3
QR Registration No.: 20/000002/L3
Registration Validity Period: 01/01/2020 to 31/12/2024

2019-21 Cohort

Mode 1
Class: PA

Mode 2
Please contact your school for timetable.

* The programme will be renamed from Public Relations and Communication to PR and Multimedia Communication in the 2020/21 academic year, subject to the re-accreditation of the programme and its renaming being approved by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications.

^ According to the Education Bureau Circular Memorandum No. 40/2017, applicants of Associate Degree and Higher Diploma programmes are allowed to use up to two Applied Learning (ApL) subjects in the application for entrance requirements. However, ApL Chinese (for non-Chinese speaking students) is not applicable and the existing levels of results, i.e. "Attained" and "Attained with Distinction", will continue to be used.