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Course Name (English)
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EVENT PUBLIC RELATIONS AND PROTOCOL
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| Course Code |
EVM502 |
| Course Description |
This course is designed for prospective event professionals in publicizing events. Students will be exposed to the various public relations writing, dealing with the media and business protocol. It emphasizes on successful interpersonal behavior and skills (communication skills, negotiation, and conflict resolutions). Students' presentation skills in managing events will be further enhanced. |
| Transferable Skills |
Critical Thinking and Problem-solving Skills, Communication Skills, Team Skills, Ethics and Moral Professionalism, Life-long Learning and Information Management, and Entrepreneurial Skills.
- Leadership Skills |
| Teaching Methodologies |
Lectures, Blended Learning, Case Study, Presentation |
| CLO |
| CLO1 |
Apply the knowledge and principle of public relations and protocol in managing an event |
| CLO2 |
Demonstrate the information management and retrieval skills related to event public relations and protocol. |
| CLO3 |
Demonstrate communication skill in verbal through event public relation observation report. |
| CLO4 |
Displaying ethical values in solving problems related to event public relation. |
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| Pre-Requisite Courses |
No course recommendations |
| Topics |
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1. Public Relations vs Public Opinion
1.1) Emergence of Public Relations
1.2) The Functions of Public Relations
1.3) What is Public Opinion?
1.4) Influencing Public Opinion
1.5) Reputation Management
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2. Business Protocol and Global Cultures
2.1) Definition of protocol
2.2) Style of address
2.3) Seating arrangement
2.4) Culture, enculturation and acculturation
2.5) Cultural differences and their impact on PR
2.6) Principles for Effective Intercultural Communication
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3. Conflict management
3.1) Crisis Pervades Society
3.2) Issues Management
3.3) Signs of a Crisis
3.4) Planning in a Crisis
3.5) Communicating in a Crisis
3.6) Social Media Crisis Management
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4. Employee Relations
4.1) Employee Public
4.2) Employee Communications Tactics
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5. Community Relations
5.1) Community Social Responsibility
5.2) Community Relations Objectives
5.3) Nonprofit Public Relations
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6. Public Relations Writing and Media
6.1) Fundamentals of PR Writing
6.2) News Release
6.3) Importance of Editing
6.4) Today’s Media
6.5) Print Media
6.6) Electronic Media
6.7) The Internet
6.8) Publicity
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7. Ethical Public Relations
7.1) Doing the Right Thing
7.2) Ethics in Business
7.3) Ethics in Journalism
7.4) Ethics in Public Relations
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| Assessment Breakdown | % |
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| Continuous Assessment | 60.00% |
| Final Assessment | 40.00% |
| Details of Continuous Assessment |
| Assessment Type |
Assessment Description |
% of Total Mark |
CLO |
| Assignment |
Students are required to complete two (2) assignments given in a situational question format. They must attempt the assignments individually. The assignments must be submitted two weeks upon completion of Topic 2. The number of discussion questions should be 3 to 5. Percentage allocation is 5% for each assignment. |
10% |
CLO1
, CLO2
, CLO3
, CLO
, CLO
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| Group Project |
Students are required to attend and actively take part in a locally held event as participants or volunteers in a group of 4 to 5 members. Write a report on any PR activities involved in the event. Percentage allocation is 10% for a written report, 5% for group presentation, 3% for attendance and 2% for participation. Other projects which involved events coordination and PR can also be considered. |
30% |
CLO4
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| Test |
The format is similar to the final exam paper. It consists of Parts A (multiple-choice), B (situational), and C (short essay questions). Allocation of marks are 20, 40, and 40 for each respective section. The test is common to all students. The items to be tested are indicated in the Scheme of Work. Students are required to answer ALL questions. |
20% |
CLO1
, CLO2
, CLO3
, CLO
, CLO
, CLO4
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| Reading List | | Recommended Text | - Fraser P. Seitel 2013, Seitel, 12th. Ed., Pearson England [ISBN: 9781292042244]
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| Reference Book Resources | - Gregory, A. 2010, Planning and Managing Public Relations Campaigns: A Strategic Approach., 3rd. Ed., Kogan Page Limited London
- Newsome, D. and Haynes, J. 2013, Public Relations Writing: Form and Style, Wadsworth Publishing Company London
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| Article/Paper List | This Course does not have any article/paper resources |
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| Other References | This Course does not have any other resources |
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