1. 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

2. 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

3. CONTACT DETAIL
*Consultation hours: TUE PM (preferably by appointment)
Room no: B 029, Jab Kom, FBMK
Room TP Pusat Inovasi* (often here)
TEL: / 8525, HP: *
WEBSITE:

4. 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)

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

6. 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.

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

8. 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?

9. 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

10. 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

11. 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)

12. 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)

13. 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

14. 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

15. 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

16. 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

17. 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)

18. 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
4. Style
Total: %

19. 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.

20. THANK YOU FOR LISTENING!
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