1. General information about the training program
- Program name: Communication and Public Relations Skills
- Target audience:
+ Students currently studying or who have graduated from university or college and wish to work in the field of journalism and media.
+ Individuals currently working in the field of journalism and media but lacking a relevant degree need to obtain professional certifications to complete their application for recruitment/promotion to civil servant positions.
+ Anyone interested in or passionate about journalism and media
- Training unit: Lecturers from the Institute of Journalism and Communication Training (University of Social Sciences and Humanities) in collaboration with experienced journalists from media organizations.
- Certificate Name: Communication and Public Relations Professional Skills
(English name: Skills for Communication and Public Relations)
- Certification body: University of Social Sciences and Humanities
2. Training Objectives
- The program will provide learners with the basic and essential understanding of the field of communication and public relations.
- After completing the course, learners will have a foundation of basic knowledge and professional skills in media management, enabling them to advise and consult on media policy planning at agencies, units, businesses, and organizations... in the context of the digital age.
- With a foundation of knowledge in the field of communication and public relations, students can continue to study, learn, and accumulate experience to become managers, experts, and practitioners of management and administration in the field of communication, opening up opportunities for further study and research at higher levels.
3. Program learning outcomes
3.1. Regarding knowledge
- The professional training program aims to equip students with the necessary communication and public relations knowledge and skills that they can immediately apply upon starting work at companies, agencies, and organizations.
- In addition to providing an overview of the development of modern communication and public relations, the program will give students the opportunity to accumulate and enhance in-depth knowledge of management and administration in the field of communication and public relations. This will enable them to synthesize, analyze, and interpret communication policies, projects, and tasks, and to effectively practice specific tasks related to communication management and administration at their workplaces.
3.2. Regarding skills
- Professional skills: Proficient in approaching and performing professional tasks such as media content management, press relations, crisis management, event organization, internal communications, etc.
- Personal skills: Possesses the ability to work independently and use equipment and tools to organize communication and public relations activities.
- Teamwork skills: The ability to coordinate within a team, always listen to and respect the opinions of team members, ensuring work efficiency and the quality of communication and public relations activities.
3.3. Regarding moral qualities:
Cultivate professional ethics and comply with legal regulations regarding television journalism.
3.4. Job position and professional development opportunities
Graduates can take on jobs as reporters or editors working at media organizations; positions in media management and public relations for organizations and businesses; or work as content creators on mass media platforms, etc.
4. Structure of the training program:
Total accumulated hours: 75 lessons, study duration: 8 weeks
-Theory: 60 hours
- Practical sessions: 15 hours
5. Training program framework
| No. |
Special Topic |
Duration |
Content |
| 1 |
General knowledge of the field of Communications and Public Relations |
5 |
- General knowledge of mass media
- Basic concepts of public relations
- The role of media and public relations in modern social life.
- The fundamental characteristics of the Vietnamese media environment and their impact on current public relations activities. |
| 2 |
Building the organization's culture and brand identity. |
5 |
- Basic knowledge of corporate culture,
- The concept of branding and brand identity
- The process and skills for designing a brand identity.
- Successful experiences and common mistakes in the branding process. |
| 3 |
Public relations strategies and tactics |
10 |
- Strategic and tactical issues in public relations
- Basic public relations strategies
- Tactics and methods of implementation in public relations
- Basic public relations models, lessons learned in strategy and tactics from exemplary organizations.
|
| 4 |
Internal PR |
|
- The role of internal PR for organizations
- Methods for implementing internal PR activities
- Internal PR with the human resources system
- Criteria and methods for evaluating the results of internal PR |
| 5 |
Building and developing relationships with the press. |
10 |
- The role of the press and media system in the sustainable development of organizations and businesses.
- Basic principles and methods in developing journalistic relationships
- Media crises and the role of journalism |
| 6 |
Press conference organizing skills, |
10 |
- The basic concept and role of press conferences in the operations of organizations and agencies.
- The process and methods for organizing press conferences according to specific objectives and task requirements.
- Lessons learned and common mistakes in organizing press conferences. |
| 7 |
Event organizing skills |
10 |
- The basic concept and role of events in the operations of organizations and institutions.
- Processes and methods for organizing events according to different levels and requirements.
- Lessons learned and common mistakes in event organization |
| 8 |
Media Management |
10 |
- Common media management models
- Experience in managing communications in emergency and unexpected situations.
- Organizational structure and personnel for media management.
- Criteria and methods for evaluating communication management performance |
| 9 |
Practice |
15 |
Develop event scenarios or simulated media management models. |
| Total |
75 |
|
The modules are built upon courses in undergraduate and postgraduate programs in Journalism and Public Relations: General Public Relations, Theory and Practice of Public Relations, Writing Skills for Public Relations, Public Relations Programs, Applied Public Relations, etc.
6. Forms of assessment and evaluation of learning outcomes for the course:
After 75 hours of instruction providing fundamental knowledge, students will complete a final exam consisting of a communication and public relations project based on practical requirements. Students will receive a graduation certificate upon meeting the following requirements:
- Attend at least 80% of class time.
- Achieve a minimum score of 5/10 on the final exam.
7. Reference materials:
1. Nguyen Thi Thanh Huyen (2014), Public Relations: Theory and Practice, National University Publishing House, Hanoi.
2. Dinh Thi Thuy Hang (editor) (2010), PR theory and application: PR strategies for government, businesses and non-governmental organizations, Labor and Social Publishing House, Hanoi.
3. Nguyen Duc Loi (editor), Luu Van An (co-editor) (2017), Press information and leadership and management work, Vietnam News Agency Publishing House, Hanoi.
4. Nguyen The Ky (editor) (2012), Leadership and management of the press in 25 years of carrying out the reform process, National Political Publishing House, Hanoi
5. Do Dinh Tan (2017), Journalism and Social Networks, Tre Publishing House, Ho Chi Minh City.
