Public Relations is a strategic communication process that builds mutually beneficial relationships between organisations and the public. It is about shaping the public perception of a brand or organisation and protecting its reputation.

As a Public Relations (PR) professional, you are in the best position to showcase your creativity. PR professionals are in charge of drafting press releases and speeches, developing campaigns for new product launches, and build positive relationships with the media, stakeholders and the public.

But that’s not all. Have you ever read a company’s apology statement following a negative incident only to click your tongue because it sounded insincere? The fact is that every organisation is susceptible to a PR crisis, and many of them handled them poorly, resulting in a fierce backlash from the public and loss of trust from customers. However, with the right strategic plan and swift action, you can help your organisation weather the storm and turn a crisis into an opportunity.

Public Relations encompasses various disciplines that serve different functions. Let’s look at the main ones below:

• Media Relations
Focuses on building positive relationships with members of the media like journalists and broadcasters to enhance a company’s brand. Tasks include sending press releases to the media and organising press events.


• Corporate Communications
Involves managing communications with external and internal audiences, including investors, employees and customers to create a positive corporate brand. For example, companies aiming to boost employee motivation can implement employee recognition programmes, which acknowledge and reward the achievements of dedicated staff members.


• Crisis Management
Relates to the process of managing emergency situations that threaten the organisation and its reputation. A notable example of a PR crisis is the KFC chicken shortage in 2018, where over three-quarters of its outlets in the UK had closed because they ran out of chicken products.

1. Good at Persuasion
A career in Public Relations may be a good fit for you if you have a talent for storytelling and persuasion. You can put your skills to good use by crafting compelling narratives and campaigns to win over the media and the public.


2. Dynamic Work Environment
No two days are the same in Public Relations. You need to keep up with evolving trends and utilise various platforms to engage with the audience. You may also find yourself springing to action to deal with an unexpected crisis. This career may be for you if you value continuous learning and embrace challenges.


3. Versatile Career
A degree in Public Relations equips you with a diverse skill set that is applicable across a wide range of industries such as technology, retail, healthcare and entertainment. Whether you want to work for a Fortune 500 company or celebrities, your PR qualification can help you move towards your dream.

1. Diploma in Public Relations
If you want to pursue a Diploma in Public Relations, take note of the following general entry requirements:
• SPM / O-Levels: Min. 3 credits including English
• UEC: 3Bs including English

*SPM Holders must have a pass in Bahasa Melayu and Sejarah.

A Diploma in Public Relations takes 2 – 2.5 years to complete, and you can enter the workforce after graduation. If you choose to pursue a Degree in Public Relations after Diploma, you can start from Year 2 of the Degree.


2. Bachelor of Public Relations
A Bachelor of Public Relations programme is usually 3 years long.

SPM / O-Level students need to complete Pre-U before enrolling in a Bachelor of Public Relations programme. The entry requirements you need to fulfil are as follows:
• A-Levels: Min. 2 principle passes
• STPM: Min. 2 principle passes
• Relevant Foundation: Min. CGPA of 2.00
• Diploma: Min. CGPA of 2.00

*You also need to have at least a credit in English at SPM / O-Levels.

UEC students generally need to obtain a minimum of 5Bs including English.

As entry requirements may vary between universities, reach out to us for clarification before you apply!

These are some of the skills you need to perform well in your Public Relations course:

1. Good Communication Skills
To excel in Public Relations, you need to have strong verbal and written skills. This will help you in many PR tasks like giving presentations and writing feature articles.


2. Analytical and Research Skills
You need to have proper planning to come up with effective campaigns. This involves doing research to understand your target audience and trends to shape your strategies.


3. Problem-Solving Skills
When a crisis happens, you need to respond quickly and wisely, otherwise the issue may take a turn for the worse and spiral out of control. Having the ability to think and respond under pressure is necessary to manage a PR crisis effectively.

Here is a list of careers within the field of Public Relations:

• Public Relations Officer
• Advertising Professional
• Marketing Professional
• Event Manager
• Brand Manager
• Public Relations Manager

Now that you’ve read this post, you have a better idea about the pathway to study Public Relations. The next step is figuring out the right universities to pursue your studies while consider other factors (e.g. budget, scholarships, accommodation).

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