Course Information
Price
HKD 17,220
CEF Reimbursable
CEF Reimbursable
Study Mode
Location
-
Course Overview
Assessment Methods / 評核方式
(A) Assessment Items and Their Weightings:(1) Class Participation 10%(2) Case study project 30%(3) Assignments 30%(4) Final examination 30%(B) Completion Requirements and CEF Reimbursement Requirements:(1) Overall passing mark: 50% (Passing grade: C-);(2) Attendance requirement: not less than 70%
Entry Requirement / 入學要求
(1) Applicants should possess a bachelor’s degree with honours from a recognised university or comparable institution.(2) Language Proficiency Requirement: Applicants whose first degree is obtained from an institution where the medium of instruction is not English should possess a minimum TOEFL score of 79 (internet-based test); or an overall band score of 6.5 in IELTS.(3) Others: a) Relevant professional experience will be favourably considered. b) Applicants should submit a 500-word essay in English outlining the applicant’s academic interests and objectives, and a sample of publication or research paper written by the applicant if any.
Instructor's Qualifications / 導師資歷
PhD or Professionals working in the professional field related to the course the course instructor teaches (with at least Master's degree)
QR Number / 資歷名冊登記號碼
05/001499/6
QF Level / 資歷架構級別
6
CEF Registration Invalid From / 基金課程登記失效日期
01-APR-27
(A) Assessment Items and Their Weightings:(1) Class Participation 10%(2) Case study project 30%(3) Assignments 30%(4) Final examination 30%(B) Completion Requirements and CEF Reimbursement Requirements:(1) Overall passing mark: 50% (Passing grade: C-);(2) Attendance requirement: not less than 70%
Entry Requirement / 入學要求
(1) Applicants should possess a bachelor’s degree with honours from a recognised university or comparable institution.(2) Language Proficiency Requirement: Applicants whose first degree is obtained from an institution where the medium of instruction is not English should possess a minimum TOEFL score of 79 (internet-based test); or an overall band score of 6.5 in IELTS.(3) Others: a) Relevant professional experience will be favourably considered. b) Applicants should submit a 500-word essay in English outlining the applicant’s academic interests and objectives, and a sample of publication or research paper written by the applicant if any.
Instructor's Qualifications / 導師資歷
PhD or Professionals working in the professional field related to the course the course instructor teaches (with at least Master's degree)
QR Number / 資歷名冊登記號碼
05/001499/6
QF Level / 資歷架構級別
6
CEF Registration Invalid From / 基金課程登記失效日期
01-APR-27
What You’ll Learn
1. Strategic management of public relations (12 hours)1.1 Strategic management (1.5 hours)1.2 The situational theory (1.5 hours)1.3 Environmental scanning (1.5 hours)1.4 Issues management (1.5 hours)1.5 Conflict management (3 hours)1.6 Digital PR and Reputation Management (1.5 hours)1.7 International PR (1.5 hours)2. Risk communication (10 hours)2.1 Distinguishing between risk and crisis (2.5 hours)2.2 Identifying risk (2.5 hours)2.3 Analyzing multiple audiences (2.5 hours)2.4 Sorting the types and natures of crises: from natural disasters to organizational/leadership failure (2.5 hours)3. Crisis communication (11 hours)3.1 Crisis communication principles (3 hours)3.2 Definition of primary and secondary stakeholders and underrepresented populations (2 hours)3.3 Crisis-preparedness and crisis drill (2 hours)3.4 Communication in different platforms and responses to media (2 hours)3.5 Contingency plan (2 hours) 4. Organizational learning from crisis (12 hours) 4.1 Values and crisis (3 hours)4.2 Responsibility and accountability (3 hours)4.3 Visibility following a crisis (2 hours)4.4 Networks of support (2 hours)4.5 Leadership virtues (2 hours)
