Bachelor of Communication (Hons) Public Relations

Our program is designed to provide students with the perfect opportunity to explore the public relations industry in greater detail through a variation of different modules to equip them with sufficient knowledge to make outstanding contributions in the competitive public relations industry.

Students will be exposed to the different facets of the public relations industry and gain practical experience in strategic communications and develop impactful campaigns, especially Public Policy and Global PR, which is in high demand today but not found in other courses in Malaysia. Students will learn to analyse organisations, find positive messages and translate those messages into positive stories.

The School of Communication and Creative Arts (SCCA) is a member of Institute of Public Relation Malaysia (IPRM). The objective of this membership, is to provide high-quality educational experience and resources to nurture our graduates, enabling them to become game-changers in the rapidly changing world of Public Relations. IPRM is a big player in the development of Malaysian public relation industry for the last 40 years.

Public relations is a highly personal business where the art of successful communication and persuasion is critical. Designed with the perfect balance of theory and practices, Bachelor of Communications (Hons) Public Relations at Glenmarie Selangor campus, is the first of its kind in Malaysia that was developed to provide students with knowledge, competencies and adequate skills through the grounding in the theories, approaches and research necessary to prepare them to be professionals that will enable them to understand the fundamentals of public relations and flourish in the Public Relations industry locally and globally.

What is public relations?

Public relations, also known as PR, refers to effective communication and influence with the aim of generating positive perceptions towards a brand, company, organization or individual. 

It is a field that is essential to a company’s branding. Public relations specialists create positive impressions through the media and events. Managing bad press is also part of the job.

Careers you can pursue with Communication and Public Relations degree

• Account Management
• Brand Manager
• Branding Strategist
• Campaign Director
• Communications Specialist
• Content Writer
• Corporate Affairs Manager
• Corporate Communication Manager
• Event Management Manager
• Foreign Affairs Officer
• Journalist
• Market Researcher
• Public Relations & Marketing Consultant
• Publicist
• Social Media Campaign Strategies
• Strategy Planning Manager

A robust community for talent development

• At UOW Malaysia, our students are constantly encouraged to push the boundaries of creativity be it through performing arts and festivals, training young talents in the world of creative arts, or showcasing their entrepreneurial effort.

Beyond Show and Tell

• It comes as no surprise that our Entertainment Arts students put on mind-blowing performances every year. Although these annual performances are compulsory in their program, students learn and garner an experience of a lifetime beyond the scope of performing arts. From stage production, the financial aspects of putting on a show, the publicity to generate and the intensity of the performance, students learn the ins and outs of what it takes to make or break a performance. Some of the productions our students have put up include:

The Little Prince in Everyone

• A theatrical adaptation of the famous novella Le Petit Prince by the French author, Antoine de Saint-Exupéry, the story follows the life of an innocent child exploring the world and questioning the norms.

Gouden Roos

• Gouden Roos tells the tale of a tragic love between a rising theatre star and a street painter in the days of yore.

My Life Is Like Broadway Musicals

• Written by UOW Malaysia lecturer Gabbie Ngoh, the show follows a girl and her crush in the shadow of musicals like Grease, High School Musical, Mamma Mia, Wicked and Hairspray!

Trained to Train

• As UOW Malaysia believes in an all-rounded education, it is crucial that our students are also trained to train others, developing talents as they go along developing their own. As a testimony of the strength and quality of our students, UOW Malaysia was invited to collaborate on training young kids for the International Science Drama Competition 2016. Whilst lecturer Gabbie Ngoh wrote and directed the show, she also handpicked three students who not only assisted her in the direction of the show, but also coached the young actors to their winning Second Prize spot and Overall Best Performer Award, in the finals held in Singapore, beating teams from Thailand, Singapore and Philippines.

Real world experience beyond the classroom

• The mass communication and creative arts industries are robust and fast-paced. Our emphasis on a holistic education and integration of classroom learning with real-world projects, be it events or partnerships with industry professionals, ensure our students stay one step ahead before they even graduate.

Media Proposal Pitch with Mindshare

• It is essential for students to learn and understand the processes in the industry they will soon join, and as such, our diploma and degree students from the Media Planning and Buying class work in groups to develop comprehensive media plans for pitches in this industry collaboration with global giant media agency, Mindshare. The proposals are developed based on Mindshare’s extensive list of client briefs, some of which include brands such as Digi, Pizza, Est Cola and more. On-hand learning experiences such as these ensure our students remain up-to-date and on par with the industry.

A Touch of Social Consciousness

• Events organised by our mass communication students, be it for class subjects or through their own collective effort, take on issues that impact society to raise awareness and make a change.
• The learning outcome is always two-fold. Students gain hands-on experience in various areas, such as the due diligence, development and planning process of the event and the publicity surrounding it, as well as the event execution and the understanding of the process, risks and necessities through the event’s coordination. Not only that, students also gain knowledge, insights and perspectives of the cause they’re championing for, and at the same time, gain empathy and make a real difference.

Striding for Extraordinary Affairs with Small Steps

• The students of the School of Mass Communication & Creative Arts are steadfast in delivering and designing events and campaigns that are sure to leave an impact on the industry and community.

PS, LOL

• The PS LOL event, themed ‘Love Out Loud, Live Out Loud and Laugh Out Loud’, for example, was dedicated to raise awareness on the dangers of stress and to spread happiness amongst Malaysians. The students made a name in the Malaysia Book of Records by building the largest lollipop mural in the country.

Project Dream 2.0

• Another example is the Project Dream 2.0, a charitable- based project to raise funds for MERCY Malaysia’s General Relief Fund. One of the main anchors of this project includes Seringgit Sehari campaign where donors pledge a donation of RM1 a day. Project Dream 2.0 raised more than RM20, 000 and channelled it accordingly to MERCY Malaysia.

Seek & Snap

• Seek & Snap Photo Competition was a collaborative event with Canon Malaysia providing grounds for awareness and appreciation for nature. The event was held at Taman Botani Negara and included students from various schools, universities and colleges.

And last, but not least, the 3 month-collaborative effort with Petrosains to experiment with a new medium for immersive storytelling project; 360-degree short videos showcase. The immersive stories have been viewed over 1,642 times in the span of four days and have marked the continued collaboration with Petrosains Sdn Bhd

Year 1

• Public Relations Writing
• Introduction to Corporate Communication
• Introduction to Mass Communication
• Media Relations
• Corporate Writing
• Communication Theories
• Public Relations Campaign Skills: Theory & Strategy
• Oral Communication
• Writing and Referencing 

Year 2

• Digital Public Relations
• Communication Law
• Public Relations Management
• Public Opinion and Activism
• Feature Writing and Public Relations
• Specialised Public Relations
• Fundraising and Public Relations
• Crisis Communication and Management
• International Public Relations
• Professional Development & Leadership Skills
• Research Methodology

Year 3

• Financial Public Relations
• Final Year Project (Part 1 & 2)
• Public Relations Consultancy
• Elective (2 subjects
• Internship

Electives (Choose 2)

• Event Management
• Principles of Advertising
• Principles of Marketing
• Intercultural Communication
• Integrated Marketing Communication
• Media, Culture and Society

MPU

• Hubungan Etnik (Malaysian Students)
• Tamadun Islam dan Tamadun Asia (Malaysian Students)
• Pengajian Malaysia 3 (International Students)
• Bahasa Melayu Komunikasi 2 (International Students)
• Entrepreneurship
• Integrity and Anti-Corruption
• Global Social Responsibility
• Bahasa Kebangsaan A

Notes
Bahasa Kebangsaan A is compulsory for all Malaysian students

• Without a credit in SPM Bahasa Malaysia.
• Without SPM Bahasa Malaysia (applicable to students from UEC, O Level, or other equivalent programs)