1. STRATEGI PERHUBUNGAN AWAM
HI-MEETING 1
KOC 3431
STRATEGI PERHUBUNGAN AWAM By
(DR ZUL)
Assoc. Prof. Dr Zulhamri Abdullah (PhD, Cardiff & PDE, Cambridge)

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Zulhamri Abdullah

3. SYNOPSIS
Kursus ini membincangkan latar belakang dan perkembangan amalan perhubungan awam di Malaysia; hakikat sejadi, falsafah dan proses perhubungan awam; aplikasi teori dan model perhubungan awam; profesionalisme perhubungan awam peranan dan strategi perhubungan awam; penyelidikan dalam pengurusan perhubungan awam; perencanaan perhubungan awam; perhubungan komuniti; perhubungan media dan penulisan perhubungan awam; pengurusan sumber dalam perhubungan awam; dan aplikasi teknologi komunikasi dalam perhubungan awam.

4. Learning Outcomes
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. 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)

6. How to improve yourself…
READING! READING ! READING
Read a lot – formal (e.g. books, journal articles) and informal (online news, facebook) EVERYDAY
WRITING! WRITING! WRITING!
Write formal (e.g. assignment) and informal (e.g. chat, facebook, twitter) EVERYDAY

7. Pecahan Markah Kursus KOC 3431 PJJ
No.
Aktiviti
Markah (%) 1
Tugasan 1*
(Teknik dalam perhubungan awam)
30% 2
Tugasan 2*
(Pelan strategi perhubungan awam) 3
Peperiksaan Akhir
40%
Jumlah
100%

8. TUGASAN 1 (30%) Banner Newsletter Facebook
Anda diminta untuk membuat TIGA teknik dalam perhubungan media bagi mempromosikan Pelancaran Karnival Jom Heboh dengan kerjasama Kementerian Wanita dan Masyarakat pada 10 November 2017 di Stadium Shah Alam.
Banner
Newsletter
Facebook

9. TUGASAN 2 (30%)
Scenario
The Organization for Women in Science for the Developing World (OWSD) provides research training and networking opportunities for women scientists throughout the developing world at different stages in their careers. You work for a Higher Education Institution in a country or region of your choice. You have been seconded by that institution (and will remain located at that institution) to provide communications support to OWSD.
Corporate aims
The OWSD aims ‘to give young women from the poorest countries in the world the opportunity to develop their scientific careers and thereby participate in and influence the structural and economic development of their countries.’ (
Your task is to prepare a public relations strategy to support OWSD’s efforts to recruit local donors (normally other Higher Education Institutions) to support it in its work. Donors can support the OWSD financially, volunteering, and in kind.

10. TUGASAN 2 (30%)
Task
1. Your job is to produce A STRATEGIC PUBLIC RELATIONS PLAN
This should be written as a professional document, with an appropriate tone and structure. You should also provide an indicative budget (no detailed breakdown is required) which should be reasonable in the context of the organisation concerned (affordability), country (ies) of operation, and the nature of the communications challenge being addressed. Your plan should be deliverable within this budget.
Preface your submission with an executive summary and then cover:
1. Situational and organisational analysis
2. Discussion of potential issues and risks
3. Identification & prioritisation of key publics/stakeholders
4. SMART objectives and key messages
5. Communications strategy(ies) – the overall approach(es) used to achieve the objectives set
6. Discussion and details of appropriate forms of outcome (not output) evaluation
Your capability to select tactics and implement the plan is assumed. You would move on to finalise these aspects once the board approves your strategic plan. Consequently, tactics/techniques, timetabling and resources are not required at this stage.

11. Nota:
Tugasan ini hendaklah dilakukan secara INDIVIDU
Tugasan 1 bertulis mestilah tidak lebih daripada 15 muka surat sahaja.
Tugasan 2 bertulis mestilah tidak lebih daripada 20 muka surat sahaja.
Tugasan yang dibuat mestilah mengandungi sekurang-kurangkannya 10 buku teks, artikel jurnal dan/atau rujukan yang berkaitan.

12. 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

13. NOTA TAMBAHAN Gaya Penulisan DBP
(sila rujuk Gaya Dewan Edisi Ketiga, Dewan Bahasa dan Pustaka)
Gaya Penulisan APA

14. References PHOTOCOPYING OF BOOKS IS RESTRICTED UNDER LAW
(i) Teks Utama
Tench, R. & Yeomans, L. (2009). 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 (2009) Effective Public Relations, 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

15. DESCRIPTION OF ASSIGNMENTS
GROUP ASSIGNMENT: SMALL GROUP PROJECT/SEMINAR
A must have:
– Academic writing : technical text – author/year (e.g. journal article); footnotes (optional)
- References (APA system/equiv.); the more references you have, the more credible the text you produce. (Sources: journal articles; books etc)
- 12 ‘Times’ font; double spacing; A4 paper (refer to Piagam Projek).

16. Example:
In Malaysia and Singapore, communication campaigns have always been aligned with ‘intercultural harmony’ (Sriramesh & Vercic, 2003).
A case study by Cummings and DeSanto (2002) revealed that in the 1960s, the International Public Relations Group of Companies failed to convince their local and national clients in Asia, especially in Japan.
Technical/science text NOT in ‘short form’; ‘bhs pasar’; story/’cerpen’
Paraphrase the sentences NOT copy

17. 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: %

18. 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.

19. EXAMINATION MID-TERM EXAM: FINAL EXAM: OBJECTIVE/SUBJECTIVE
Recall questions; multiple choices; true & false
The question based on understanding, reasoning, application, and synthesis.
General knowledge is strongly needed

20. SEBAB PELAJAR GRED RENDAH / GAGAL
TIDAK MENJAWAB SOALAN TUGASAN DGN BETUL
TIDAK MENJAWAB SOALAN PEPERIKSAAN DGN BETUL
MENJAWAB SAMBIL LEWA DALAM PEPERIKSAAN
TIADA RUJUKAN DALAM TUGASAN
TIADA CITATION DALAM TEKS TUGASAN

21. 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

22. 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

23. 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

24. 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

25. 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

26. THANK YOU FOR LISTENING!
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