What is Public Relations?
Public Relations (PR) is a strategic communication process initiated by companies, organizations or individuals to establish a mutually beneficial relationship with stakeholders. The main objective of PR is to build and maintain a positive image of a brand or organization in the eyes of the public.
Public Relations specialists develop communication plans and utilize media to create and sustain a positive brand reputation and a strong relationship with their target audience and key stakeholders including customers, partners, investors, employees, etc.
Unlike advertising, Public Relations does not work with attractive paid promotions. They often promote a business, product, idea or accomplishment by using editorial content appearing on television, radio shows, newspapers, websites, magazines or blogs.
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Types of Public Relations
Media Relations
Media relations focus on the relationship between the company and the media. They often use various media outlets such as press and interviews to deliver the company’s message to their desired stakeholders. The goal is to generate positive coverage of your company or your product.
Investor Relations
Investors are essential for the success and growth of a company. Thus, this type of Public Relations is responsible for managing investor events, releases financial reports, regulatory filings and press releases as well as manages queries from analysts and media.
Public affairs
Public affairs are about building and developing relations between an organisation and politicians, governments and other key decision-makers. They work on how a company engages with the government authorities and the government’s institutional and policy systems.
Community Relations
Society plays a major role in deciding a business’ future. An organization needs to create a positive image of the brand by supporting social practices such as recycling, avoiding child labour, offering child education, equality and environmental protection.
Internal Communication
Employee relations is all about giving employees a positive view of the company they work for. Organizing employee events, conducting programmes to keep employees informed about the company’s changes and consulting on their responsibilities are some of the initiatives carried out by Public Relations to ensure employees are satisfied and motivated in the company.
Customer Relations
Customer relations refer to the ways a company interacts with its customers to develop the customer experience. Interaction with existing and potential consumers is essential to gain information on interest and prioritise through their feedback, suggestions.
Marketing Communication
Public Relations utilize social media platforms to reach and promote a company’s reputation and gain immediate positive results. The use of social media is very useful, especially for brands to connect with customers and demonstrate outstanding customer service.
Importance of Public Relations in companies
Trust plays a major role in determining the success or downfall of businesses regardless of what industries it is. Public Relations are responsible for improving the credibility of a company’s audience through a range of significant Public Relations strategies such as networking strategies, influencer connections and marketing campaigns.
An organization with a good reputation generates potential customers to find their way right to the company’s doorsteps. Public Relations experts help to craft the right messages to resonate with a company’s target customers in a way that impacts them. This will produce more leads for businesses, increasing sales, and bringing bigger profits.
Public Relations are also important in enhancing staff morale. Public Relations campaigns held within an organization are able to improve communications and motivate employees to perform their task efficiently. Public Relations also keep all employees updated and informed about the company activities and strategic plans and encourages feedback from employees. This will make employees feel that they are an important part of the organization and makes them more dedicated to the company and more productive in performing their duties.
Examples of Public Relations Campaigns
Coca Cola: Share a Coke
The “Share a Coke” campaign was launched in Australia in 2011, whereby the traditional wrapping around the Coca-Cola bottle was changed with the phrase share a Coke with…’ and a random popular name. The campaign encouraged people to find bottles with names that they have a personal connection with and share them with friends and family, then tweet about their story using the hashtag #ShareaCoke. This resulted in the growth of Coca cola’s Facebook community by 3.5% and about 29,000 hashtags were used on Twitter.
Google’s Fight Against Ebola
Google launched a campaign promising to donate $2 for every dollar people give to organizations fighting Ebola after the outbreak in the western countries became world news. Google ensured that the donation will be raised to fight Ebola and to help provide the necessary medical attention to some of the poorest regions of the world. As a result, Google was able to maximize its positive branding as the company raised $7.5 million throughout the campaign.
Stabilo Boss – Highlight the remarkable
Stabilo received an amazing response on social media as they launched a campaign highlighting women who played important roles in history and were not noticed. Stabilo took photos from historical moments and drew a yellow highlight line to expose the woman in the photo that played an important role.
The campaign featured Katharine Johnson, a NASA mathematician who was responsible for the calculations that sent Apollo 11 to the moon. The campaign also highlighted Nobel Prize winner Lise Meitner and First Lady Edith Wilson. As a result, the campaign was a huge hit on social media and went on to win multiple awards.
ALS Association – ALS Ice Bucket Challenge
The ALS #Icebucketchallenge is one of the most well-received and memorable campaigns as it had such a massive impact on social media. Not many were aware of the ALS disease until people started pouring ice buckets over their heads on social media. Many of the high-profile people including Mark Zuckerberg, Bill Gates and Oprah Winfrey stepped into the challenge, making the campaign a success with over 2.4 million videos online and more than $115 million dollars donated to the foundation.
Skills Needed to Become a Successful Public Relations
Communication skills
It is vital for Public Relations professionals to possess excellent oral communication and presentation skills as the job requires dealing with your clients, media buyers, and journalists who expect a professional and clear delivery of information.
Creative thinking
Public Relations professionals will have to come up with creative ways of promoting business and approaching new clients during their job. Public Relations always generates new ideas to be successful in their career.
Social Media skills
Social media platforms entail different strategies of marketing as each platform vary in terms of functions and who use them more often. Thus, Public Relations professionals will need to be familiar with various social media platforms and able to use them to their fullest potential.
Research skills
Public relations professionals always interact with many clients from different industries. Thus, they need to conduct comprehensive research about their market and brand to accelerate the process of relationship building.
Career Opportunities with a Public Relations degree
Public affairs consultant
Public affairs consultant is responsible for analyzing government policies and providing valuable insights to clients into the political environment and advice relating to public affairs and governmental policy.
Public Relations officer
PR officers use various media and communication to build and manage the reputation of client companies. They are also responsible for building strong relationships with colleagues, clients and the media as well as handle media enquiries.
Event Manager
Event managers are responsible for planning and conducting promotional and social events. They work on a range of events to engage with their target audience and ensure the message of the event is marketed properly.
Press agent
Press agents generate media coverage for their client to promote them to the public. Press agents use various methods of communications such as press releases, advertisements, performances, and conferences.
Academic Entry Requirement to Study Public Relations in Malaysia
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STPM |
A minimum of Grade C (CGPA 2.00) in any two subjects |
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A-Levels |
A minimum grade of CCC |
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UEC |
Minimum 5Bs (including English) |
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Foundation/Matriculation |
A minimum CGPA of 2.00 |
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Diploma |
A minimum CGPA of 2.00 |
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International Baccalaureate (IB) |
A minimum score of 24 points |
*For further inquiries regarding the entry requirements, please feel free to contact Excel Education.
Top Universities to Study Public Relations in Malaysia
#1 Taylor's University
Image credit: Taylor’s University
Students will receive recognition and certification from both Taylor’s University and the University of the West of England (UWE), UK and the option to transfer to UWE in the final year. This programme provides a strong Public Relations and event focus with in-depth knowledge of marketing communication which allows students to strategically plan and execute marketing plans.
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Program |
Bachelor of mass communication (Hons) (Public Relation & Event Management Bachelor of mass communication (Hons) (Public Relation & Marketing) |
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Intake (2021) |
January, March & August |
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Duration |
3 years (Full time) |
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Indicative Fees (2021) |
Local: RM 95,578 International: RM 113,808 |
#2 University of Wollongong (UOW), KDU Malaysia
Image credit: UOW KDU University
The programme emphasizes hands-on exposure to equip students with a real-world working environment. Students will be actively involved in industry experiences through event planning, talks, academic conferences and guest lecture sessions conducted by industry professionals. The program will be validated by the reputable University of Lincoln in the UK with a dual award arrangement.
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Program |
Bachelor of Arts (Hons) in Public Relations |
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Intake (2021) |
January, March, May, July, September & October |
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Duration |
3 years (Full time) |
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Indicative Fees (2021) |
Local: RM 59,040 – RM 71,760 International: RM 71,045 – RM 83,765 |
#3 Curtin University, Malaysia
Image credit: Curtin University, Malaysia
You’ll gain hands-on experience by developing strategies for real organisations, as well as undertaking a professional internship in your final year. Curtin’s Public Relations major is accredited by the Public Relations Institute of Australia.
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Program |
Bachelor of Commerce (Public Relations and Management) |
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Intake (2021) |
February or July |
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Duration |
3 years (Full time) |
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Indicative Fees (2021) |
Local: RM 22,400 International: RM 33,128 |
#4 HELP University
Image credit: HELP University
The programme emphasises the practical applications in modern communication settings. The course is designed to provide professional skills and knowledge, including skills in professional writing techniques, crisis and issues management, media and stakeholder relations, campaign planning, etc.
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Program |
Bachelor of Communication (Public Relations) (Hons) |
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Intake (2021) |
January, May, August & October |
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Duration |
3 years (Full time) |
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Indicative Fees (2021) |
Local & International: RM 67,100 |
#5 Segi University
Image credit: Segi University
This programme equips students with the skills, techniques as well as theoretical knowledge to strategically craft solutions for business challenges. Students will graduate with a dual degree award from SEGi University & University of Central Lancashire, UK
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Program |
Bachelor of Mass Communication (Hons), major in Public Relations |
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Intake (2021) |
January, March, May, July, September & October |
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Duration |
3 years (Full time) |
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Indicative Fees (2021) |
Local: RM 59,040 – RM 71,760 International: RM 71,045 – RM 83,765 |
#6 IACT College
Image credit: IACT College
In collaboration with the University of Sunderland, this programme offers a broad range of study in the Media, Culture and Communications. The programme is fully accredited and assessed by the University of Sunderland, with graduates receiving their certification from the University of Sunderland.
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Program |
Bachelor of Arts (Hons) Media, Culture and Communication (Public Relation) |
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Intake (2021) |
January, June, August & November |
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Duration |
3 Years (Full time) |
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Indicative Fees (2021) |
Local & International: RM 68,000 |
Contact us to find out more!
Student enquiries:
Call/Whatsapp: +60182414802
Email: [email protected]
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Sasvin Ravi
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