PUBLIC RELATIONS & ADVERTISING OPTION
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Option Aims & Objectives
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Business enterprises, governmental agencies, and not-for-profit 
organisations continuously promote themselves in an effort to inform 
others about their services or products, to persuade, and to induce 
action.  These activities are generally called marketing 
communication or promotion management.  A company’s or organisation’s 
success requires careful integration of all promotional and non-
promotional elements.  During the three years of study in the Public 
Relations & Advertising Option (PRA), students learn the concepts, 
processes, management, and skills of integrated communication 
environments -- the art of persuasive communication in both public 
relations and advertising -- with emphasis on China, including Hong 
Kong, and Asia.

The Public Relations & Advertising Option is a broadly-based 
bilingual study of communication with a common core of subjects to 
cultivate analytical minds, research capabilities, and language 
proficiency.  Studies in public relations provide students with 
instruction in the concepts, processes, and management of public 
relations programmes designed to attain or maintain inter-
organisational or social accord.  Basic skills used in creating, 
writing, and producing such public relations materials as spoken 
word, print, audio, and video communication are learned.  Studies of 
advertising teach students the art of persuasive communication 
through subjects in creating the advertising message and in writing, 
management, research, and media usage.  Students also gain a 
background in communication theory, develop skills in writing, oral 
communication and graphic arts, and gain a background in business 
marketing.  Because PRA students have proven to be fairly equally 
divided among long-term interests in public relations, advertising 
media, and creative aspects of advertising, electives allow tailoring 
of each student’s programme, while maintaining a professional 
orientation in keeping with the integrated field.

The Option is designed to achieve the following objectives:

1)    To provide students with a systematic analysis of communication 
      and media in contemporary society.

2)    To educate students in the integrated communication discipline so 
      as to give them adequate preparation for their careers in public 
      relations and advertising.

3)    To develop students’ information processing skills and bilingual 
      oral and written communication skills.

4)    To help students to cultivate a proper sense of social 
      consciousness and ethical responsibility.


Careers
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The Public Relations & Advertising Option will prepare students for 
advertising careers in media planning, account servicing, copywriting 
and advertising design and public relations careers in organisational 
communication, media relations, employee communication, and 
consultancy.


Major Curriculum
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1.    Option Required Subjects include:
      Principles and Practices of Public Relations, Principles and 
      Methods of Advertising, Consumer Perspectives in Advertising, 
      Advertising Copywriting, Public Relations Writing and 
      Communications, Spoken Modern Chinese (Putonghua) (Level 1), 
      Media Planning, Public Relations and Advertising Campaign 
      Planning, Advanced Advertising Copywriting or Advanced PR 
      Writing and Communication, Social Communication and 
      Advertising or Crisis Communication and Public Relations, 
      Public Relations and Advertising Agency Management, Public 
      Relations and Advertising Practicum

2.    Option Elective Subjects include:
      Digital Audio & Video Production, Advanced Graphic 
      Communication, Writing in the Work Place, Spoken Modern 
      Chinese (Putonghua) (Level 2)

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