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Public Relations

Public Relations

Public relations create positive image for institutions in the face of customers and media


Nowadays, all institutions need public relations to establish a good image. With advanced information development, public relations have even become a bridge connecting media and institutions conveying messages to the public. PR officers must map out publicity strategies for customers, providing timely advice regarding companies' future development and organizing activities for institutions. When dealing with media, they have to prepare for a press conference and write a press release, fostering the best communication between institutions and media.

Besides formulating sales strategies and making preparations for activities, crisis management is also a key task for public relations. As public opinions have long been indispensable to institutions, full-fledged skills of public relations can make a significant change in case of crisis. For example, American airline JetBlue canceled a large number of flights due to blizzard in 2007. Many passengers were dissatisfied and complained about the arrangement. Yet, the company did not attribute the problem to the bad weather, rather, they apologized and compensated passengers for the loss, successfully keeping public’s dissatisfaction to the minimum level. Nonetheless, there are also cases demonstrating the failure of the public relations when dealing with crisis. As a case in point, Hong Kong McDonald’s failed to handle its scandal over the use of expired food in an acceptable and appropriate manner.

Public relations are undoubtedly faced with immense challenges. Apart from maintaining a good relationship with the media, they have to thoroughly understand the needs and requirements of their clients and of the public. Thus, effective communication remains the integral part of their tasks.

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Hong Kong Community College
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School of Continuing and Professional Studies, CUHK
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Community College of City University
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Hong Kong Baptist University College of International Education
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Hong Kong Baptist University
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Hong Kong Community College
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HKU SPACE Community College
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HKU School of Professional and Continuing Education (HKU SPACE)
Full Time
HKU School of Professional and Continuing Education (HKU SPACE)
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School of Continuing and Professional Studies, CUHK
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Community College of City University
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Hong Kong Baptist University College of International Education
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Li Ka Shing Institute of Professional and Continuing Education (LiPACE)
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Li Ka Shing Institute of Professional and Continuing Education (LiPACE)
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Li Ka Shing Institute of Professional and Continuing Education (LiPACE)
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