Page 131 - SYU Prospectus

Journalism & Communication

PRA 450 Crisis Communication
1 Term; 3 Credits
The aim of the course is to provide the basic understanding of a crisis situation for the
students and to equip them with the most effective analytical and problem solving skills. Upon
completion of the course, students will be able to identify the difference between an issue and
a crisis and how best to tackle them; demonstrate technical competence in crisis management;
apply basic PR concepts and communications skills in resolving issues and crises; apply
analytical skills to critical evaluation of situations, issues and crises; demonstrate how to refine
a particular assigned crisis management plan; analyse the qualities required to work
constructively as a member of a crisis management team; compile a crisis case report applying
all theories learned as a crisis management team member; and organize and present the afore-
mentioned report effectively.

PRA 460 Media Planning
1 Term; 3 Credits
The objective of the course is to equip students with the basic concepts and knowledge
of media planning, and how it operates in the local media scene and real life business
situations. Students after taking the course will gain a solid foundation for future career
development in advertising agencies, media agencies, PR and other marketing discipline. The
course also covers updated real case studies, and students will learn the principles and
procedures of media planning through in-class discussion, group projects and a final individual
project. Upon completion of the course, students will be able to describe the current practice
of media planning in Hong Kong, Mainland China and the world; identify the professional
qualities for future career development in relevant marketing industries; and demonstrate the
basic media planning skills through group projects and a final individual project.

PRA 470 Financial Public Relations
1 Term; 3 Credits
Financial Public Relations is a specialized form of public relations. This course aims to
equip students with fundamental knowledge about the financial sector, as well as fostering an
awareness of the key issues in public relations for financial intermediaries in both local and
global business contexts. It focuses on providing practical knowledge and skills in managing
integrated communication campaigns in the financial market. Upon completion of this course,
students will be able to identify the principles and practices of public relations in the financial
market; interpret and analyse financial information and corporate disclosures provided by
financial market participants; apply communication skills in media and investor relations for
managing relationship with stakeholders in various business and finance functions; apply skills
for preparing financial communication materials and managing integrated communication
campaigns in the financial market; analyse the essential regulatory and ethical issues related
to public relations practitioners in the financial sector.

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