To prepare our students to be the future public relations leaders in the industry, we design the most comprehensive curriculum in the Public Relations Concentration. Students will learn how to define, evaluate and develop the best practices in public relations ranging from campaigns, media relations, social media engagement, corporate social responsibility and stakeholder engagement and issues and crisis management. Asides from strategic planning, we also focus on skill learning. Students are prepared to write for the media (e.g. press release, media kit and pitch letters) and organizations (e.g. newsletters, speeches for the CEO and guest of honor and public statement). Other soft skills such as client presentations, social media engagement and content creation will be taught throughout the learning experience. Most importantly, our students are able to compile evaluations up to the industry standard for any public relations projects to be accountable to clients and other stakeholders.
| Year | COMM Core Course | Major Required Course | Concentration Required Course | Major Electives & General Electives | GE Programme | Total |
|---|---|---|---|---|---|---|
| Year 1 | 6 | 9 | 0 | 3 | 15 | 33 |
| Year 2 | 3 | 6 | 3 | 15 | 7 | 34 |
| Year 3 | 0 | 10 | 9 | 9 | 6 | 34 |
| Year 4 | 0 | 3 | 9 | 12 | 3 | 27 |
| Total | 9 | 28 | 21 | 39 | 31 | 128 |
| COMM 1015 | Studies in Communication, Media and Journalism | 3 units |
| COMM 2035 | Communication, Ethics and Law | 3 units |
| School Core Course 3 (Choose one from the following) | 3 units | |
| COMM 2026 | Human Communication | 3 units |
| COMM 2027 | AI and Digital Communication | 3 units |
| COMM 2036 | Media Design and Digital Applications | 3 units |
| COMM 2006 | Communication Theory (Communication Studies) | 3 units |
| COMM 2007 | Communication Research Method (Communication Studies) | 3 units |
| PRAO 2007 | Principles and Practices of Advertising | 3 units |
| PRAO 2015 | Principles and Practices of Public Relations | 3 units |
| PRAO 3015 | Consumer Perspectives in Public Relations and Advertising | 3 units |
| PRAO 3056 | Campaign Planning and Management | 3 units |
| PRAO 3086 | Data Analytics and Visualization for Strategic Communication | 3 units |
| PRAO 3106 | Strategic Communication Internship and Practicum | 1 unit |
| Advanced Methods (Choose one from the following) | 3 units | |
| PRAO 4006 | Advanced Qualitative Communication Research | 3 units |
| PRAO 4065 | Advanced Quantitative Communication Research | 3 units |
| IQ and EQ in the Workplace (Choose one from the following) | 3 units | |
| PRAO 3085 | Social Media@Work | 3 units |
| PRAO 3087 | Organizational Communication Issues and Processes | 3 units |
| PRAO 4057 | Organizational Decision Making and Problem Solving | 3 units |
| PRAO 4066 | Leadership Communication | 3 units |
| Honours Project | 3 units | |
| PRAO 4895 | Strategic Communication Honours Project | 3 units |
| PRAO 3035 | Public Relations Writing | 3 units |
| PRAO 3047 | Corporate Social Responsibility and Stakeholder Engagement | 3 units |
| PRAO 4016 | Strategic Issues and Crisis Management | 3 units |
| Choose three from the followings | 3 units | |
| PRAO 2046 | Internal Communication and Employee Engagement | 3 units |
| PRAO 3017 | Digital Public Relations | 3 units |
| PRAO 3046 | Audience Measurement and Engagement | 3 units |
| PRAO 3067 | Health Communication and Information Campaigns | 3 units |
| PRAO 4045 | Media Relations Writing and Training | 3 units |
| COMM 2026 | Human Communication | 3 units |
| PRAO 2036 | Group Communication | 3 units |
| PRAO 2037 | Interpersonal Communication | 3 units |
| PRAO 2045 | Interviewing | 3 units |
| PRAO 2046 | Internal Communication and Employee Engagement | 3 units |
| PRAO 2047 | Advanced Media Design for Corporate Communication | 3 units |
| PRAO 2055 | Programming for Digital Communication | 3 units |
| PRAO 3005 | Content Creation in Advertising | 3 units |
| PRAO 3007 | Advertising Design and Visualization | 3 units |
| PRAO 3017 | Digital Public Relations | 3 units |
| PRAO 3027 | Digital Audio and Video Production | 3 units |
| PRAO 3065 | Fundraising Events, Sponsorships, and Donor Management | 3 units |
| PRAO 3066 | Writing for Professional Communication | 3 units |
| PRAO 3067 | Health Communication and Information Campaigns | 3 units |
| PRAO 3075 | Intercultural Communication | 3 units |
| PRAO 3076 | Communication Training for Organizations | 3 units |
| PRAO 3085 | Social Media @ Work | 3 units |
| PRAO 3087 | Organization Communication Issues and Processes | 3 units |
| PRAO 4006 | Advanced Qualitative Communication Research | 3 units |
| PRAO 4025 | Brand Strategy and Communication | 3 units |
| PRAO 4027 | Financial Public Relations | 3 units |
| PRAO 4036 | Social Communication and Advertising | 3 units |
| PRAO 4037 | Narrative and Brand Storytelling | 3 units |
| PRAO 4045 | Media Relations Writing and Training | 3 units |
| PRAO 4047 | Service Experiences & Luxury Branding | 3 units |
| PRAO 4056 | Creative Brand Expression | 3 units |
| PRAO 4057 | Organizational Decision Making and Problem Solving | 3 units |
| PRAO 4065 | Advanced Quantitative Communication Research | 3 units |
| PRAO 4066 | Leadership Communication | 3 units |
| PRAO 4067 | Communication Entrepreneurship | 3 units |
| PRAO 4075 | Comprehensive Management Trainee Assessment | 3 units |
| PRAO 4076 | Conflict and Negotiation | 3 units |
| PRAO 4077 | Special Topics in Communication Studies | 3 units |
| PRAO 4087 | Algorithm and Communication | 3 units |
| UCLC1005 | University Chinese | 3 units |
| UCLC1008 | University English I | 3 units |
| UCLC1009 | University English II | 3 units |
| GE Core | Quantitative Reasoning | 3 units |
| GE Core | History & Civilization | 3 units |
| GE Core | Values & the Meaning of Life | 3 units |
| ULIF 1008-9 | University Life | 0 units |
| University Core | The Art of Persuasion | 2 units |
| University Core | Healthy Lifestyle | 2 units |
| GE Interdisciplinary Thematic Courses | 6 units | |
| GE Capstone | 3 units | |
Total: 128 units
In fulfilling the PRA degree requirements, students can structure their coursework to earn certificates of specialization. The Department of Communication Studies designates 3 areas of specialization (below). A student who completes the courses listed under a specialization area with at least a 2.0 GPA for each course will be awarded a certificate of that specialization. Students may use concentration electives and/or free electives to claim up to 2 areas of specialization.
| PRAO2046 | Internal Communication and Employee Engagement | 3 units |
| PRAO2047 | Media Design for Corporate Communication | 3 units |
| PRAO3087 | Organizational Communication Issues and Processes | 3 units |
| PRAO3065 | Fundraising Events, Sponsorships, and Donor Management | 3 units |
| PRAO3067 | Health Communication and Information Campaigns | 3 units |
| PRAO3076 | Communication Training for Organizations | 3 units |
| PRAO2055 | Programming for Digital Communication | 3 units |
| PRAO3017 | Digital Public Relations | 3 units |
| PRAO3046 | Audience Measurement and Engagement | 3 units |
| PRAO3086 | Data Analytics and Visualization for Strategic Communication | 3 units |