Department of Communication Studies

Context

Structure

PRA > Context

Aims

The Public Relations and Advertising (PRA) Option at HKBU aims to prepare students for professional careers in the public relations and advertising industries, working either in commercial public relations and advertising agencies, the information wing of various government bureaus and commissions, or in the public relations and advertising departments of commercial businesses and community service organizations.

Subjects throughout the curriculum provide instruction in the concepts, processes, and management of public relations campaigns designed to persuade audiences to accept the communicator's ideas and to act affirmatively on them.

Students learn basic skills used in creating, writing, and producing such public relations and advertising materials as spoken word, print, audio, and video communication for internal and external presentation.

Coursework in the PRA Option prepares students to :
	Produce verbally fluent public relations and advertising messages in both English and Chinese
	Analyze and evaluate the qualities of public relations and advertising messages directed toward a variety of audiences and for a variety of persuasive purposes
	Conduct research directed toward gathering information related to complex communication issues in developing effective public relations or advertising messages
	Solve practical public relations and advertising problems by applying relevant communication theories to the production of effective messages
	Collaborate with colleagues in problem-solving teams and work groups to design effective public relations and advertising messages
	Adapt public relations and advertising messages to important cultural differences that typically affect the communication process
	Become leaders in the public relations and /or advertising industries in Hong Kong and the Asia Pacific region

Characteristics

The Public Relations and Advertising Option at HKBU teaches the art and science of persuasive communication in both the public relations and the advertising contexts. Business enterprises, government agencies and not-for-profit organizations continuously promote themselves to their customers and clients in order to inform others about their ideas, services or products, to persuade people to accept a particular idea, and to induce desired actions.

Because an organization's success requires careful integration of its promotional and non-promotional elements, students in this option learn the concepts, processes, and management skills required in integrated communication environments, with emphasis on Hong Kong, China, the Asian Pacific region, and prime overseas markets.

PRA students learn the art of persuasive communication through course work that emphasizes the creation of public relations and advertising messages, and encourages professional-level writing, management and research skills, and effective media use.

Additionally, students will gain a background in communication theory, develop skills in written and oral communication and graphic arts and acquire a broad introductory perspective toward language and computer use in public relations and advertising. In their final year, PRA students are required to do their Honors Project.

IAA Accreditation

The School of Communication of Hong Kong Baptist University (HKBU) has scored a first in the Greater China region by winning recognition from the International Advertising Association (IAA), the world's most influential organisation in the advertising industry.

The Public Relations and Advertising Option of Hong Kong Baptist University's Bachelor of Social Sciences (Honours) in Communication programme has been awarded the IAA's highly regarded accreditation. Students graduating from this programme will be awarded the IAA's Diploma in Marketing Communications, in addition to the Bachelor of Social Science degree.

香港浸會大學 Hong Kong Baptist University 傳理學院 School of Communication 傳播系 Department of Communication Studies : 三個選項 Digital Graphic Communication - 數碼圖象傳播 Organizational Communication - 組織傳播 Public Relations and Advertising - 公關及廣告