1. 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

2. 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

3. LET’S TALK! Speak/text to me at 0192373973 Log on to Like me at
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Zulhamri Abdullah

4. 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.

5. 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)

6. 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)

7. 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)

8. 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

9. 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

10. 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

11. 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

12. 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

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

14. 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

15. 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

16. 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.

17. TUGASAN 1 (20%)
Tajuk: ““Etika Perhubungan Awam di Malaysia. Bincangkan tajuk tersebut berdasarkan pendekatan 5W/H (What, Why, When, Who, Where & How)”.

18. 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?

19. 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

20. 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: %

21. 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.

22. CONTACT DETAIL
*Consultation hours: TUE PM (preferably by appointment)
Room no: B 029, Com Dept., FBMK
Room CEM* (often here)
TEL: / *
Hp: (Text only: Call if urgent)
* or
Online
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