Alumni Current Students Lecturers Staff
專業及短期課程
Part Time

PR and Multimedia Communication* (Course Code: CERPRCOM)

  • QF Level

    The qualification of this programme is recognised under the Qualifications Framework in Hong Kong.

    QF Level: 3

    QR Registration No.: 20/000002/L3

    Registration Validity Period: 01/01/2020 to 31/12/2024

  • Programme Mode

    Part Time
  • Duration

    180 hours
  • Course Starting Date

    September 2020

  • Location

    Mode-1

    • HKCT Jockey Club Ma On Shan Campus (Yiu on Estate, Ma on Shan, Sha Tin, New Territories)
    • HKCT Jockey Club Undergraduate Campus (2 On Shing Street, Ma On Shan, Sha Tin, New Territories)


    Mode-2
    Lessons will mainly be held at students' own schools. Details will be confirmed between course provider and schools concerned.

  • Remarks

    Mode-1
    Saturday 09:00-13:00 / 14:00-18:00 (Lessons will also be scheduled during summer day and will be arranged as full day lesson.)

     

    Mode-2
    Lessons will mainly be held at students' own schools. Details will be confirmed between course provider and schools concerned.

     

    * The programme will be renamed from Public Relations and Communication to PR and Multimedia Communication in the 2020/21 academic year, subject to the re-accreditation of the programme and its renaming being approved by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications.

  • Contact Info

    Tel: 2265 6986 / 2926 1222
    WhatsApp: 6300 4936
    Email: apl@hkct.edu.hk / enquiry@hkct.edu.hk

  • Contents

    The course aims to develop students to be professions with the multimedia knowledge in the field of Public Relations (PR). The course offers studies with equal emphasis on theory and practice, covering PR strategies, communication skills, brand images and the application of multimedia, in which students acquire the knowledge and skills of PR and Communication. Through the production of a PR and communication project, students consolidate the theories and skills acquired to prepare them for further studies and career pursuits.

     

  • Course Feature

    Group discussion, professional sharing, role play, practical presentation, short video production, etc.

     

    Supporting Organization

    Public Relations Hong Kong Limited

     

    Download Teaching Schedule

    Class:

    PA
  • Course Structure

    Module 1: Basic Concept of Public Relations and Communication (40 hours)

    • Understanding the industry
    • Professional ethics and social responsibility
    • Introduction to communication and language in multimedia
    • Public relations strategies and case studies

    Module 2: Brand Building and Professional Image (20 hours)

    • Brand building
    • Principles of brand building
    • Style of brand building
    • Case study
    • Professional image
    • Relationship between employee images and brand
    • Appearance and manner in Public Relations

    Module 3: Multimedia Communication Skills (28 hours)

    • Traditional and multimedia communication skills
    • News release
    • Production promotion
    • Interview and response
    • Negative news clarification

    Module 4: Application of Multimedia in Public Relations (56 hours)

    • Data collection and market analysis
    • Data collection method
    • Data analysis and organisation
    • Content construction for target audience
    • Project planning
    • Script writing and creation
    • Project promotion
    • Market trends and case study
    • Basic principles and techniques for image capture and editing
    • Relationship between composition, perspective and messages
    • Basic image editing
    • Production Process
    • Shooting
    • Casting
    • Editing
    • Post-production

    Module 5: Final Project on Public Relations and Multimedia Communication (36 hours)

    • Research and planning
    • Image and video production
    • Post-production
    • Release
    • Evaluation and report
  • Graduation Path

    Further studies
    E.g.: Journalism, Corporate Communications, Public Relations, Business, Marketing, Human Resources and Language.

    Career development
    Junior Position (E.g. Marketing Assistant、Event Assistant、Media Production Assistant、Public Relations Clerk). Senior Position (E.g. Marketing Manager、Event Planner、Media Production Manager、Public Relations Manager、Brand Manager、Communication Trainer).

Programme Enquiry

Name (Chinese)
Name (English)
Cell phone number / Contact phone number
*
Gender
Email
*
Academic Level
Secondary School Name
#
Please enter the code from above image
*
  
   
*Must Enter
#Applicable for “HKCT Partner School Programme” only





Contact Info

Tel: 2265 6986 / 2926 1222
WhatsApp: 6300 4936
Email: apl@hkct.edu.hk / enquiry@hkct.edu.hk

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Alumni Current Students Lecturers Staff
 
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Part Time > 短期課程 (Chinese only) > 專業及短期課程
專業及短期課程
Part Time

PR and Multimedia Communication* (Course Code: CERPRCOM)

QF Level

The qualification of this programme is recognised under the Qualifications Framework in Hong Kong.

QF Level: 3

QR Registration No.: 20/000002/L3

Registration Validity Period: 01/01/2020 to 31/12/2024


Programme Mode

Part Time

Duration

180 hours

Course Starting Date

September 2020


Location

Mode-1

  • HKCT Jockey Club Ma On Shan Campus (Yiu on Estate, Ma on Shan, Sha Tin, New Territories)
  • HKCT Jockey Club Undergraduate Campus (2 On Shing Street, Ma On Shan, Sha Tin, New Territories)


Mode-2
Lessons will mainly be held at students' own schools. Details will be confirmed between course provider and schools concerned.


Remarks

Mode-1
Saturday 09:00-13:00 / 14:00-18:00 (Lessons will also be scheduled during summer day and will be arranged as full day lesson.)

 

Mode-2
Lessons will mainly be held at students' own schools. Details will be confirmed between course provider and schools concerned.

 

* The programme will be renamed from Public Relations and Communication to PR and Multimedia Communication in the 2020/21 academic year, subject to the re-accreditation of the programme and its renaming being approved by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications.


Contact Info

Tel: 2265 6986 / 2926 1222
WhatsApp: 6300 4936
Email: apl@hkct.edu.hk / enquiry@hkct.edu.hk


Contents

The course aims to develop students to be professions with the multimedia knowledge in the field of Public Relations (PR). The course offers studies with equal emphasis on theory and practice, covering PR strategies, communication skills, brand images and the application of multimedia, in which students acquire the knowledge and skills of PR and Communication. Through the production of a PR and communication project, students consolidate the theories and skills acquired to prepare them for further studies and career pursuits.

 


Course Feature

Group discussion, professional sharing, role play, practical presentation, short video production, etc.

 

Supporting Organization

Public Relations Hong Kong Limited

 

Download Teaching Schedule

Class:

PA


Course Structure

Module 1: Basic Concept of Public Relations and Communication (40 hours)

  • Understanding the industry
  • Professional ethics and social responsibility
  • Introduction to communication and language in multimedia
  • Public relations strategies and case studies

Module 2: Brand Building and Professional Image (20 hours)

  • Brand building
  • Principles of brand building
  • Style of brand building
  • Case study
  • Professional image
  • Relationship between employee images and brand
  • Appearance and manner in Public Relations

Module 3: Multimedia Communication Skills (28 hours)

  • Traditional and multimedia communication skills
  • News release
  • Production promotion
  • Interview and response
  • Negative news clarification

Module 4: Application of Multimedia in Public Relations (56 hours)

  • Data collection and market analysis
  • Data collection method
  • Data analysis and organisation
  • Content construction for target audience
  • Project planning
  • Script writing and creation
  • Project promotion
  • Market trends and case study
  • Basic principles and techniques for image capture and editing
  • Relationship between composition, perspective and messages
  • Basic image editing
  • Production Process
  • Shooting
  • Casting
  • Editing
  • Post-production

Module 5: Final Project on Public Relations and Multimedia Communication (36 hours)

  • Research and planning
  • Image and video production
  • Post-production
  • Release
  • Evaluation and report

Certification Courses

Graduation Path

Further studies
E.g.: Journalism, Corporate Communications, Public Relations, Business, Marketing, Human Resources and Language.

Career development
Junior Position (E.g. Marketing Assistant、Event Assistant、Media Production Assistant、Public Relations Clerk). Senior Position (E.g. Marketing Manager、Event Planner、Media Production Manager、Public Relations Manager、Brand Manager、Communication Trainer).

Programme Enquiry

Name (Chinese)
Name (English)
Cell phone number / Contact phone number
*
Gender
Email
*
Academic Level
Secondary School Name
#
Please enter the code from above image
*
  
 
 
*Must Enter
#Applicable for “HKCT Partner School Programme” only





Contact Info

Tel: 2265 6986 / 2926 1222
WhatsApp: 6300 4936
Email: apl@hkct.edu.hk / enquiry@hkct.edu.hk