Course Code

PRA2003

Unit Bearing Information

3 units

Course Description

Students will gain an understanding of fundamental PR skills and knowledge relevant to different industries and organizational settings. The course highlights practitioner roles, professional orientations, and contemporary issues concerning publics. In addition, basic PR-related concepts and theories will be elaborated to provide a solid foundation for further learning and practice.

Course Intended Learning Outcomes

Upon completion of this course, students should be able to

· Identify the primary publics associated with different types of public relations;

· Interpret the professional vocabulary and duties of public relations practitioners;

· Explain the steps of a strategic public relations campaign;

· Analyse the important theories of communication.

Course Schedule

Instructor

Dr. Kok Shiong PONG, Assistant Professor, The Faculty of Humanities and Social Sciences 

Medium of Instruction

English

Classroom

T7-402

Eligibility

A student who is currently studying for a bachelor degree.

Pre-requisite

Nil

Course Fee

1. RMB5,000 for BNBU, HKBU and HKCHC students;

2. RMB7,500 for the students from other colleges/ universities.

Accomodation Fee

1. BNBU students (Non-graduates): RMB10/ Person/ Day

2. BNBU graduates: RMB60/ Person/ Day

3. HKBU, HKCHC and other students: RMB60/ Person/ Day

Note: the standard fee for summer accommodation in student hostel for 2026 is subject to final confirmation.