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Diploma Programme in Professional Public Relations and Communications Management

Course No. : 193-781200-01|Start Date : 14/12/2019

Admission Requirements

Applicants should fulfill the following requirements:
(a) hold a recognized degree in any discipline with at least 1 year experience in public relations, 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.

Language Used

Teaching will be conducted in both Chinese and English. The teaching materials will be mainly in English. Lectures, group discussions and case studies will be the major methods of instruction.

Local and Mainland China's case materials, apart from western ones, will be used in the programme.

Total Hours

220 contact hours (including 7 hours of group project)


Central Learning Centre

Start Date

(Tentative) December 2019

Application Fee

HK$ 150 (this is non-refundable and non-transferable under any circumstances)

Tuition Fee

The tuition fee for the programme is $24,170 in full payment or in 2 installments:

1st installment: $12,085 (paid with Application for Enrollment)
2nd installment: $12,085 (paid in 4th month after programme commencement)



QF Level


QR Registration No.


QR Registration Validity Period

00/00/0000 - Ongoing

Course Enquiries

3943 90462770 8275[JavaScript encoded]

Enrolment Enquiries

2209 0290

Application for CEF

Institution :CUHK-SCS 
Institution Code :105
CEF No. :21F03062-8

For details and application procedures, please call CEF hotline at Tel:3142 2277 or visit the website at


Public Relations is 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 organization, 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 plays 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 to enhance their professional skills and techniques on core public relations practice and special issues.


The programme aims to:
1. enhance and broaden participants' professional knowledge and practice on contemporary public relations and communications;
2. provide participants the understanding of principles and strategic functions of public relations in management;
3. allow participants to master the skills and techniques in development of public relations programmes; and
4. enhance their professional ability to become effective public relations and communications practitioners.

Target Participants

- Practitioners 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.

Programme Structure

The programme consists of 10 taught modules and a real-life group project. The 10 modules comprise 220 contact hours (including 7 hours of group project). Participants will take around 11 months to complete the programme on a part-time basis.


(1) Fundamentals of Communications & Public Relations
(2) Corporate Communications
(3) Marketing Communications
(4) Media Relations & its Practice
(5) Public Relations Writing & Presentation Techniques
(6) Planning & Implementation of Public Relations Programmes
(7) Employee Communications
(8) Issues & Crisis Management
(9) Financial Public Relations & Investor Relations
(10) Public Relations Management
Group Project

Schedule & Venue

Participants will take around 11 months to complete the programme. They will attend the classes twice weekly on every Wednesday and Saturday from 7:00 p.m. - 10:00 p.m. (Wednesday) and 2:30 p.m. - 5:30 p.m. (Saturday) at the Central Learning Centre of SCS, CUHK tentatively.

Assessment and Award

Students' performance is monitored and assessed on a continuous basis through assignments, class participation, final examinations, and a group project. Participants are required to pass the assessment of each module. They have also to complete the 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 Diploma in Professional Public Relations and Communications Management .

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 enrollment form must be accompanied by the following:

1. the tuition fee, in full payment or in the amount of 1st instalment (by credit card, crossed cheque or bank draft payable to:The Chinese University of Hong Kong);

2. A non-refundable application fee of HK$150 by crossed cheque or bank draft made payable to 'The Chinese University of Hong Kong'.

3. photocopies of academic qualifications and working experience.

By Mail

School of Continuing and Professional Studies
The Chinese University of Hong Kong,
Tsui Lam Estate, Tseung Kwan O
Business and Health Studies
(Diploma Programme in Professional Public Relations and Communications Management)


1. Tsimshatsui Learning Centre
13/F., Oriental Centre,
67 Chatham Road South,
Tsimshatsui, Kowloon.

2. Tsimshatsui East Ocean Learning Centre
East Ocean Centre,
98 Granville Road,
Tsim Sha Tsui, Kowloon

3. Central Learning Centre
Unit A, 1/F.,
Bank of America Tower
12 Harcourt Road, Central,
Hong Kong.

4. Tsui Lam Estate, Tseung Kwan O

Admission will be on a first-come-first-served basis. All applicants will be notified in writing of their application results within one week after the application deadline. For unsuccessful applications or programme cancellation, tuition fees will be returned within 6 weeks after the application deadline.