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| PRA > Features |
Curriculum Features |
In order to accomplish its educational goals, the Public Relations and Advertising Option provides a common core of subjects designed to cultivate the critical and research capabilities required to analyze the relationships between media and the cultural infrastructure, to develop a sense of social consciousness and ethical responsibility, and to acquire the necessary background they will need in newspaper, magazine, and broadcast journalism, video/film, photography, graphic arts, audio, public relations, and advertising, as well as in the business and administrative practices that affect the operation of mass media. |
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They also learn the basic skills used in creating, writing, and producing such public relations materials as spoken word, print, audio, and video communication for internal and external presentation. Finally, students are given instruction in media campaign planning and campaign execution. Although PRA is a single Option with a common core, during the second and third year, students select either a PR and an advertising stream that allows them some degree of specialization in one focus or the other within the common PRA core. |
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| Questions & Answers |
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How does the PRA curriculum equip students for their career in the public relations and advertising industry ?
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The PRA programme offers all-rounded theoretical knowledge and technical training for students. The theoretical knowledge includes strategic campaign planning, crisis communications, social influence on advertising, public relations and advertising agency management whereas technical trainings cover advanced public relations writing, advertising copywriting, media planning, advertising visualization and so on.
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All students are required to go through the course-required practicum to practice their skills in the real-life agency environment. All these enable our students to become the best candidates for the public relations and advertising industry. |
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Is there any internship or co-opportunity for PRA students throughout their studies ?
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All PRA students can enroll the "Public Relations and Advertising Internship" and apply for the internship opportunities coordinated by the Department. These placements are offered among the top agencies in Hong Kong that offer comprehensive training for students.
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What kind of students does the PRA programme look for? Are all the PRA students very sociable and creative ?
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The PRA programme emphasizes studentsˇ¦ strategic thinking and genuine enthusiasm towards the excellence of public relations and advertising. We believe the best candidate possesses positive learning attitude, excellent command of Chinese and English, fine analytical skills and hardworking. Personality and creativity are not the only selection criteria of the programme.
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How many Non-JUPAS students are admitted into the PRA program each year ?
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Before the year of 2005, there were only one to two; however, the quota has been increased to nine and seven in the academic years of 2005-6 and 2006-7.
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What is the minimum HKALE requirement for those who would like to be a PRA student ?
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If you want to choose the School of Communication of HKBU, you need to have :
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Grade D or above in AS UE
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Grade E or above in AS Chin Lang & Culture
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Grade E or above in 2 AL subjects
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Grade E or above in 1 AL subject
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Grade E or above in 2 other AS subjects
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the 2nd AL / 2AS subject(s) can be Grade E or above if AS UE / AS Chin Lang & Culture / the 1st AL subject is at Grade C or above |
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The only HKCE requirement is "Chin Lang cannot be substituted".
Relatively, requirement for PRA is higher than other options. |
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What is Public Relations ?
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Public relations serves to maintain a mutually beneficial relationship between the client company and the various public (including the media, the government, the mass public and so on).
Public relations involves campaign planning and different promotional efforts such as writing up press releases. PR students can equip themselves with necessary knowledge and techniques, and more importantly, they can know more about the operation in the PR industry.
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I don't know anything about computer graphics or design. I even can't draw well. Can I apply for PRA ?
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PRA offers you a spectrum of advertising and public relations knowledge from creative, account serving, media planning, production and so forth. Potential candidates do not need to posses any special art skills or design background.
By the way, visual illustration is not the only element in creative work. Students will be given ample opportunities to study varies writing courses, e.g., copywriting, media kit, press releases etc. |
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Besides PRA courses, can I still minor other subjects ?
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Yes, the subjects that you can minor are :
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CHI |
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ENG |
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HUM |
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GEOG |
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CHEM |
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PHIL |
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TRAN |
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ACCT |
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STAT |
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GIS |
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AECON |
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BUS |
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CBS |
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PHYS |
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IT |
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FIN |
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HRM |
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ISM |
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SOC |
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COMP |
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MKT |
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APMATH |
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BIOL |
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Will there be any interview ?
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Except the non-jupas participants or the one who is granted School Principal's Nominations, there will be no interview in PRA.
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