FTF2 (PJJ) STRATEGI PERHUBUNGAN AWAM (KOC 3431) Oleh Prof Madya Dr Zulhamri Abdullah (PhD, Cardiff, UK) Timbalan Pengarah Pusat Inovasi Keusahawanan & Pembangunan Pelajar Jabatan Komunikasi, FBMK UNIVERSITI PUTRA MALAYSIA

Knowing You, Knowing Me Academic Professional Exe. Cert. of Advanced Management Development (HARVARD, USA) PhD in Professionalisation of Corporate Communication (CARDIFF, UK) Master of Organizational Communication (UPM) BA in Communication (Public Relations) (UKM) Deputy Director, Centre of Entrepreneurship Innovation Associate, Reputation Institute., NY, USA Member , European Public Relations Education & Research Association, GERMANY. Member, International Association of Corporate Marketing Studies, UNITED KINGDOM

CONTACT DETAIL *Consultation hours: TUE 2.00-5.00PM (preferably by appointment) Room no: B 029, Jab Kom, FBMK Room TP Pusat Inovasi* (often here) TEL: 03-8946 8525 / 8525, HP: 019-2373973 *EMAIL: zulhamri@fbmk.upm.edu.my WEBSITE: www.fbmk.upm.edu.my/~drzulhamri

Hasil Pembelajaran Membezakan konsep dan komponen dalam startegi perhubungan awam; (C4) Merungkai isu perhubungan awam yang dihadapi dalam tugasan; (P4) Mengorganisasi strategi perhubungan awam yang berkesan; (A4) Mengenalpasti dan mengurus masalah komunikasi sesuai dengan khalayak program perhubungan awam. (Cs, Li)

EVALUATION ASSIGNMENT 1 (Minor) 20% ASSIGNMENT 2 (Major) 30% MID TERM EXAM 20% FINAL EXAM 30%

Keterangan Tugasan Setiap pelajar dikehendaki menyediakan dua tugasan yang merumus dan membincangkan dua tajuk yang berhubungkait dengan kursus. Tugasan 1 mestilah mengandungi 15 muka surat dan Tugasan 2 mestilah mengandungi 20 muka surat. Pelajar perlu mematuhi Panduan Penulisan Akademik yang disediakan.

Tugasan 1 Tajuk: ““Etika Perhubungan Awam di Malaysia. Bincangkan tajuk tersebut berdasarkan pendekatan 5W/H (What, Why, When, Who, Where & How)”.

Tugasan 2 Jawab soalan-soalan berikut: ““Sebuah organisasi/sekolah di tempat anda tinggal akan mengadakan satu sambutan hari terbuka atau hari ibu-bapa. Sebagai pegawai perhubungan/guru sekolah, anda telah diminta oleh Pengarah/Pengetua sekolah tersebut untuk membantu beliau membuat publisiti dan merancang aktiviti sambutan. Berdasarkan pendekatan perhubungan awam, terangkan kaedah publisiti dan rancangan anda”. Jawab soalan-soalan berikut: 1. Apakah persediaan publisiti yang akan anda lakukan? 2. Huraikan strategi perhubungan media yang akan dijalankan bagi menjayakan aktiviti tersebut?

Keterangan Tugasan - Tugasan tersebut mestilah disediakan oleh pelajar dan perlu diserahkan pada waktu yang telah ditetapkan: Tugasan 1: Minggu 5 Tugasan 2: Minggu 10 - Markah akan ditolak bagi penghantaran tugasan yang lewat

References PHOTOCOPYING OF BOOKS IS RESTRICTED UNDER LAW (i) Teks Utama   Tench, R. & Yeomans, L. (2006). Exploring Public Relations. Harlow: Prentice Hall. (ii) Teks Sampingan Abdullah, Zulhamri (2008). International Corporate Communication. Kuala Lumpur: Prentice Hall. Cutlip, Scott M., Allen H. Center & Glen M. Broom (2007) Effective Public Relations, (8th ed.), New Jersey: Prentice Hall. Baskin, Otis, Craig Aronoff & Dan Lattimore (1997) Public Relations: The Profession and the Practice, Madison: Brown & Benchmark. McElreath, Mark P. (1996) Managing Systematic and Ethical Public Relations Campaigns (2nd ed.), Madison: Brown & Benchmark. Seitel, Fraser P. (1998) The Practice of Public Relations (8th ed.), London: Prentice-Hall International,Inc. PHOTOCOPYING OF BOOKS IS RESTRICTED UNDER LAW

KANDUNGAN KURSUS 1. Sejarah, Perkembangan dan Amalan Perhubungan Awam (History, Development and Practice of Public Relations) 2. Hakikat Sejadi, Falsafah dan Proses Perhubungan Awam   (Nature, Philosophy, and Process of Public Relations) 3. Aplikasi Teori dan Model Perhubungan Awam (Application of Public Relations Theories and Models) 4. Profesionalisme Perhubungan Awam (Professionalism of Public Relations) 5. Peranan Perhubungan Awam (The Role of Public Relations)

KANDUNGAN KURSUS 6. Penyelidikan dalam Perhubungan Awam (Research in Public Relations) 7. Pengurusan Perhubungan Awam (Public Relations Management) 8. Perhubungan Kemasyarakatan (Community Relations) 9. Perhubungan Media dan Penulisan Perhubungan Awam (Media Relations and Public Relations Writing)    10. Sumber Perhubungan Awam (Sources of Public Relations)

UNIT 6 Penyelidikan dalam Perhubungan Awam (Research in Public Relations) Isu, masalah dlm proses penyelidikan PR Perencanaan strategik dlm PR Penyelidikan dan perubahan sikap Penyelidikan thdp media Pengurusan PR & Publik dalaman PR & peranan kumpulan pengurusan

UNIT 7 Pengurusan Perhubungan Awam (Public Relations Management) Masalah utama pengurusan PR Pendekatan pengurusan PR yg sistematik Perencanaan PR yg berkesan Gantt chart – work flow Gantt chart - PERT Prasyarat perencanaan & tindakan PR

UNIT 8 Perhubungan Kemasyarakatan (Community Relations) Latar belakang CR Fungsi CR Objektif CR Kriteria pelaksanaan CR Garis panduan pelaksanaan program CR Prinsip pengurusan CR Masalah & penyelesaian CR Tanggungjawab sosial organisasi CR

UNIT 9 Perhubungan Media dan Penulisan PR (Media Relations and PR Writing) Pengurusan MR Penyediaan berita MR Kebaikan & keburukan liputan TV Kebaikan & keburukan liputan akhbar Penulisan MR Strategi pengurusan penulisan MR Penulisan MR & Aras keterbacaan audien

UNIT 10 Sumber Perhubungan Awam (Sources of Public Relations) Pengurusan sumber tenaga manusia Pengurusan pengalaman, pengetahuan, & kemahiran Pengurusan masa, servis, & peralatan Pengurusan sumber kewangan & belanjawan Pengurusan maklumat Pengurusan perundingan (Consultancy)

ASSIGNMENT MARKING SCHEME Assignments will be assessed based on four key criteria (COPS) as follows:   Marking Criteria Marks 1. Content 30 2. Organization 30 3. Presentation 20 4. Style 20 Total: 100%

ASSIGNMENT MARKING SCHEME(2) Content Well focused; rigorous arguments/analysis; outstanding knowledge of and use of evidences; relevant supporting academic materials and real world examples; and excellent use of direct quotations.   Organization Great mapping strategy guiding the readers; a clear introduction including a thesis statement (main ideas/key points); a main body clearly divided into sections; and excellent use of sub-headings and linking devices. Presentation Clearly presented with attention to detail of the conventions of the title page, bibliography, appendices, & overall layout; excellent referencing system; excelent use of appropriate vocabulary and gramatical structures; and able to demonstrate appropriate length with excellent spelling and punctuation. Style Excellent attention paid to a particular style demonstrated throughout; outstanding insights with high quality and innovation; and overall consistency of the style addressed throughout.

THANK YOU FOR LISTENING! C U IN THE NEXT MEETING