Course Cluster is designed to integrate discipline-specific knowledge and skills with other disciplines from a multidisciplinary perspective. It is developed to build new skill sets or to reskill the workforce to enhance capabilities to meet the needs of a changing environment for long-term career success. The Course Cluster gives an additional dimension to learners to pursue a better quality of life in future.
Course Cluster in PR and Strategic Writing is categorized under “Strategic Public Relations” which consists of three courses namely: (1) PR and Media Relations; (2) Strategic Media: Chinese Writing Workshop; (3) Crisis Communication and Strategic Writing. Learners will be equipped with essential communication skills and writing techniques for managing media relations.
PR and Media Relations (15 hours) The course is designed to equip executives with the effective communication skills they need for managing corporate media relations in today’s business world. The course provides practical case studies to enrich students’ understanding of public relations.
1. HK media scene 2. Media Dos & Don’ts 3. News angles and media pitching 4. Media events 5. PR in practice (Corporate Communication) 6. PR in practice (Marketing Communication)
Strategic Media: Chinese Writing Workshop (20 hours) Professional writing skills are essential to corporate PR and marketing communications practitioners. This course aims to enhance students’ effective writing techniques in different online and offline media content.
1. Media relations and news angles 2. Writing for offline media: press release 3. Writing for offline media: press invitation, boiler-plate 4. Writing for online media: website, social media 5. Writing for visual media: photo captions, video subtitle 6. Writing for corporate communications: management speech and biography 7. News feature 8. Creative writing
Crisis Communication and Strategic Writing (20 hours) Is crisis inevitable? This course will adopt an interactive approach to explain the development of crisis and how to handle crisis communication to the key stakeholders. Up-to-date cases will be shared to illustrate the good practice of strategic crisis communication and PR writing. Students are taught to develop writing techniques to prepare publicity materials before and after a crisis.
1. Everyone is a reporter 2. Media perception of crisis and how to handle it 3. Case study analysis 4. Message strategy and crafting 5. Community Crisis 6. Case study analysis 7. Interactive practice 1 8. Interactive practice 2
Commencement Date: 14 Mar 2023 Time: 7:00-9:30pm Venue: TST East Ocean Learning Centre Course Period: Mar 2023 - Aug 2023 (tentative) Notification: via Email and SMS about one week before the course commencement