STRATEGI PERHUBUNGAN AWAM HI-MEETING 1 KOC3431 STRATEGI PERHUBUNGAN AWAM By Assoc. Prof. Dr Zulhamri Abdullah (PhD, Cardiff & PDE, Cambridge) Director, Centre of Entrepreneurial Development & Graduate Marketability (CEM) Assoc. Prof. in Corporate & Organizational Communication

Knowing You, Knowing Me Academic Professional PhD in Professionalisation of Corporate Communication (CARDIFF,) AMDP in Advanced Management (HARVARD) PDE in Entrepreneurship (CAMBRIDGE) Master of Organizational Communication (UPM) BA in Communication (Public Relations) (UKM) Director, Centre of Entrepreneurial Development & Graduate Marketability (CEM), UPM Deputy Director, Centre of Entrepreneurship Innovation & Student Development, UPM Panel Expert Review, Malaysian Qualification Agency (MQA) President, Cambridge Association of Malaysian Entrepreneurial Consultants (CAME) Member , European Public Relations Education & Research Association, Germany. Member, International Association of Corporate Marketing Studies, United Kingdom

LET’S TALK! Speak/text to me at 0192373973 Log on to Like me at Step into my office at FBMK or CEM Speak/text to me at 0192373973 Log on to http://www.lms.upm.edu.my Like me at Zulhamri Abdullah zulhamri@hotmail.com

SYNOPSIS Kursus ini membincangkan latarbelakang & perkembangan amalan perhubungan awam; hakikat sejadi, falsafah dan proses perhubungan awam; aplikasi teori dan model perhubungan awam; etika dan profesionalisme perhubungan awam; peranan dan strategi perhubungan awam; peranan penyelidikan dalam pengurusan perhubungan awam; pendapat publik; perhubungan media dan penulisan perhubungan awam; dan masa depan dan hala tuju disiplin perhubungan awam.

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)

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)

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 1 SEJARAH, PERKEMBANGAN DAN AMALAN PERHUBUNGAN AWAM (History, Development and Practice of Public Relations) Sektor Awam: Jabatan Publisiti & Percetakan 1945 Ditukar kpd Jabatan Perhubungan Raya Ditukar kpd Jabatan Penerangan 1950 Sektor Swasta: Eric White Associates 1964 Hill & Knowlton di Kuala Lumpur Orientasi pelaksanaan PR awam Alat propaganda & sebaran am Orientasi pelaksanaan PR swasta Pengukukuhan identiti dan imej organisasi

UNIT 2 HAKIKAT SEJADI, FALSAFAH DAN PROSES PERHUBUNGAN AWAM  (Nature, Philosophy, and Process of Public Relations) Pelbagai publik (stakeholders) Komponen perhubungan awam Perhubungan media Hal ehwal awam Pembinaan imej Falsafah perhubungan awam Falsafah pengurusan sosial Proses perhubungan awam Pencarian fakta, perencanaan, komunikasi, & penilaian

UNIT 3 APLIKASI TEORI DAN MODEL PERHUBUNGAN AWAM (Application of Public Relations Theories and Models) Definasi perhubungan awam Teori komunikasi dan perhubungan awam Publisiti akhbar Pemaklumatan publik Asimetrik dua-hala Simetrik dua-hala Teori sistem Teori difusi

UNIT 4 PROFESIONALISME PERHUBUNGAN AWAM (Professionalism of Public Relations) Definasi profesionalisme Definasi professioalisme dlm PR Pengamalan nilai profesional Keahlian dlm pertubuhan PR Pengamalan etika kerja PR Pengukuhan ilmu PR Latihan profesional dlm PR

UNIT 5 PERANAN PERHUBUNGAN AWAM (The Role of Public Relations) Komunikasi satu hala – periklanan & pemasaran Komunikasi dua-hala - PR 3 bentuk amalan PR Persuasif; Informatif, & Edukatif Komunikasi persuasif Kegiatan & tugas perhubungan awam Strategi perhubungan awam Strategi publisiti Pendekatan pengurusan 8-tahap

EVALUATION (PJJ) Assignment 1 20% Assignment 2 30% MID TERM EXAM 20% FINAL EXAM 30% Note: Attendance is compulsory (80% requirement)

EXAMINATION MID-TERM EXAM: (Chapter 1 - Chapter 5) OBJECTIVE/SUBJECTIVE FINAL EXAM: (Chaptyer 6-Chapter 10) Recall questions; multiple choices; true & false The question based on understanding, reasoning, application, and synthesis. General knowledge is strongly needed

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

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 (20%) Tajuk: ““Etika Perhubungan Awam di Malaysia. Bincangkan tajuk tersebut berdasarkan pendekatan 5W/H (What, Why, When, Who, Where & How)”.

TUGASAN 2 (30%) 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

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.

CONTACT DETAIL *Consultation hours: TUE 2.00-5.00PM (preferably by appointment) Room no: B 029, Com Dept., FBMK Room CEM* (often here) TEL: 03-8946 8775 / 8947 1336* Hp: 019-2373973 (Text only: Call if urgent) *EMAIL: zulhamri@upm.edu.my or zulhamri@hotmail.com Online My facebook zulhamri@hotmail.com Putra LMS www.lms.upm.edu.my

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