Study Guide: Public Relations

If you've ever wondered about the behind-the-scenes magic that makes your favorite celebrities shine, your go-to brands stay cool, or even how your school manages its image, you're in for a treat. Welcome to the world of Public Relations (PR) – the unsung hero of the media game that's all about managing perceptions and creating the buzz. Let's dive in!

Public Relations

Public relations (PR) involves employing various techniques and strategies to control the dissemination of information about an individual or company, particularly to the public and media. Its core objectives include the distribution of significant company news, the upkeep of a positive brand image, and the presentation of a favorable perspective on adverse events to minimize their negative impact. PR activities can take various forms such as company press releases, news conferences, interviews with journalists, social media postings, and other platforms.

To make it easy, think of like this!

Public relations is like the architect of reputation. It involves crafting and managing how individuals, companies, or organizations are perceived by the public. It's the art of controlling narratives to highlight the best aspects and mitigate any negatives.

Take Taylor Swift, for example. Her PR team strategically unveiled her transition from country to pop, shaping a new image that resonated with a broader audience. Handling Taylor Swift's reputation is also one of the key responsibilities of her PR team. Whether it's addressing controversies, responding to media scrutiny, or managing public perceptions, PR navigates these challenges to maintain a positive image. This includes addressing rumors, disputes, and negative press in a way that aligns with Taylor's values.

In corporate world, public relation department is a dynamic and essential function that contributes to how a company is perceived, both internally and externally. It involves a strategic blend of communication, relationship management, and reputation building to ensure that the company's image aligns with its goals and values.

Within the field of of public relations, there are several fields in which you can choose to specialise your career in.

Media Relations
Production Relations
Investor Relations
Internal Relations
Government Relations
Community Relations
Customer Relations

Entry Requirements to Study Public Relations

These are the general entry requirements to pursue a degree in public relations. Entry requirements for some universities may be higher, so do make sure you check the details carefully.

A-Level: Minimum EE in 2 subjects
Australian Matriculation SAM/SACE International: Minimum ATAR 55
Canadian Pre-University programmes: Minimum of 55% in 6 subjects
Foundation Matriculation programme: Pass with minimum CGPA of 2.00
International Baccalaureate (IB): Minimum 24 points in 6 subjects
UEC: Pass with minimum 5Bs including English
STPM: Minimum CGPA 2.00 in 3 subjects and minimum Grade C for each subject
Diploma: Minimum CGPA of 2.00

Pathway to Study Public Relations

This is the general pathway to study public relations after completing your SPM or IGCSE.

Step 1: Complete STPM/UEC/Pre-university programme for 1-2 years. You can also opt to be enrolled in Diploma in Communication or Public Relations for 2.5 years.

Step 2: Once you graduate with a diploma, you can choose to go straight to the workforce.

Step 3: If you want to pursue a public relations degree, enrol in a 3-year degree programme.

Step 4: Once you've completed your degree, you can choose to go straight to the workforce.

Subjects

In Malaysia, a public relations degree takes at least 3 years long to complete and the total anticipated costs for a 3-year mass communication degree might range from RM95,000 to RM110,000.

The specific subjects covered in a public relations program can vary from one university or educational institution to another. However, there are common themes and subjects that are often included in public relations programs at various levels, such as undergraduate or postgraduate studies. Here are some typical subjects you might encounter in a public relations program:

Introduction to Public Relations
Media Relations
Communication Theory
Writing for Public Relations
Social Media Management
Event Planning and Management
Corporate Communication
International Public Relations
Ethics in Public Relations

These subjects provide a comprehensive understanding of the various aspects of public relations, from foundational principles to practical skills. Keep in mind that program structures can vary, and some programs may offer additional or specialized subjects based on the focus of the institution or program. At some universities, a compulsory internship may be part of the university’s degree programme. This is something that you should definitely take advantage of since hands-on experience could lead you to a potential future employer!

Job Prospects with A Public Relations Degree

A degree in public relations (PR) opens up a variety of career opportunities across different industries. The skills gained in a PR program, including communication, relationship building, and strategic planning, are valuable in both the private and public sectors. Here are some jobs you can pursue with a PR degree:

Brand Manager
Campaign Director
Corporate Affairs Manager
Corporate Communication Manager
Foreign Affairs Officer
Market Researcher
Public Relations & Marketing Consultant
Public Relations Consultant
Publicist
Strategy Planning Manager

Universities to Study Public Relations

Taylor's University

Bachelor of Mass Communication (Honours) in Public Relations and Marketing

Intakes: February, April & September
Total Tuition Fee: RM110,642
Duration: 3 years

Curtin University Sarawak Campus

Bachelor of Commerce (Public Relations and Management)

Intakes: January, June & August
Annual Tuition Fee: RM20,480
Duration: 3 years

SEGi University

Bachelor of Mass Communication (Hons) in Public Relations

Intakes: February & August
Annual Tuition Fee: N/A
Duration: 3 years

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