1. General information about the training program
- Training program name: Communication and public relations
- Training subjects:
+ Students studying or graduated from University or College, want to work in the field of journalism and media
+ People who are working in the field of journalism and media but do not have a degree in the right field, need to supplement their professional certificate to complete their application for recruitment/promotion to civil servant positions.
+ All people interested in and love the field of journalism and media
- Training unit: Lecturers from the Institute of Journalism and Communication (University of Social Sciences and Humanities) in combination with experienced journalists from press and media agencies.
- Certificate name: Communication and Public Relations
(English name: Skills for Communication and Public Relations)
- Certificate issuing unit: University of Social Sciences & Humanities
2. Training objectives
- The program will help learners have basic and necessary awareness of the field of communication and public relations.
- After the course, learners will have a foundation of knowledge and basic professional skills in communication management to be able to advise and advise on communication policy planning at agencies, units, businesses, 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 research, study, and accumulate experience to become managers, experts, and practitioners in management and administration in the field of communication, opening up opportunities to continue studying and researching at higher levels.
3. Program output standards
3.1. About knowledge
- The professional training program aims to equip students with the necessary knowledge and skills in communication and public relations that can be applied immediately when working at companies, agencies and organizations.
- Along with providing an overview of the development of modern communication and public relations, the program will help students have the opportunity to accumulate and improve in-depth knowledge of administration and management in the field of communication and public relations to be able to synthesize, analyze, and interpret policies, projects, communication tasks and practice well specific tasks of management and administration of the communication field at the work unit.
3.2. About skills
- Professional skills: Proficient in approaching and performing professional tasks such as media content management, press relations, crisis management, event organization, internal communications...
- Personal skills: Ability to work independently, use equipment and means to organize communication and public relations activities.
- Teamwork skills: Team coordination skills, always listening and respecting members' opinions, ensuring work efficiency and quality of communication and public relations activities.
3.3. On moral qualities:
Practice professional ethics and comply with legal regulations on television journalism
3.4. Job position and professional development opportunities
Learners can take on jobs as reporters and editors working at press and media agencies; positions in charge of communications management and public relations of organizations and businesses; jobs as content creators in mass media...
4. Structure of the training program:
Total accumulated hours: 75 periods, study time 8 weeks
-Theory: 60 sessions
-Practice: 15 sessions
5. Training program framework
| STT |
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 activities
- The role of the media and public relations in modern social life
- Basic characteristics of Vietnam's media environment and its impact on current public relations activities |
| 2 |
Building culture and brand identity of the unit |
5 |
- Basic knowledge of corporate culture,
- Concept of brand and brand identity
- Process and skills of designing brand identity
- Successful experiences and common mistakes in the branding process |
| 3 |
Public relations strategy and tactics |
10 |
- Strategic and tactical issues in public relations activities
- Basic public relations strategies
- Tactics and implementation methods in public relations
- Basic public relations models, lessons learned on strategy and tactics of typical organizations
|
| 4 |
Internal PR |
|
- The role of internal PR for organizations
- Methods of implementing internal PR activities
- Internal PR with human resources system
- Evaluation criteria and methods for evaluating internal PR results |
| 5 |
Build and develop 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 press relations
- Media crisis and the role of the press |
| 6 |
Press conference organization skills, |
10 |
- Basic concepts and roles of press conferences in the activities of organizations.
- Process and method of organizing press conferences according to specific goals and task requirements.
- Lessons learned and common mistakes in organizing press conferences |
| 7 |
Event organization skills |
10 |
- Basic concepts and roles of events in the operations of organizations.
- Process and method of organizing events according to levels and requirements
- Lessons learned and common mistakes in event organization |
| 8 |
Media Management |
10 |
- Popular communication management models
- Experience in media management in emergency and unexpected situations
- Organizing the apparatus and personnel of media management
- Criteria and methods for evaluating communication management activities |
| 9 |
Practice |
15 |
Build event scenarios or simulated media management models. |
| Total |
75 |
|
The topics are built on the basis of subjects in the undergraduate and postgraduate training 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, ...
6. Form of testing and evaluating course learning outcomes:
After 75 lessons providing basic foundational knowledge, students will complete the final exam which is a project on communication and public relations activities according to practical requirements. Students will receive a graduation certificate when they meet the following requirements:
- Attend at least 80% of class hours
- Achieve at least 5/10 points 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, enterprises and non-governmental organizations, Labor - Social Publishing House, Hanoi.
3. Nguyen Duc Loi (editor-in-chief), Luu Van An (co-editor-in-chief) (2017), Press information with leadership and management work, News Publishing House, Hanoi.
4. Nguyen The Ky (editor-in-chief) (2012), Press leadership and management in 25 years of innovation, National Political Publishing House, Hanoi
5. Do Dinh Tan (2017), Press and social networks, Tre Publishing House, Ho Chi Minh City.
