Oleh

Prof Madya Dr Zulhamri Abdullah (PhD, Cardiff, UK)

Timbalan Pengarah Pusat Inovasi Keusahawanan & Pembangunan Pelajar

Jabatan Komunikasi, FBMK

UNIVERSITI PUTRA MALAYSIA

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

CONTACT DETAIL

*Consultation hours: TUE 2.00-5.00PM (preferably by appointment)

Room no: B 029, Jab Kom, FBMK

Room TP Pusat Inovasi* (often here)

TEL: 03-8946 8525 / 8525, HP: 019-2373973

*EMAIL: zulhamri@fbmk.upm.edu.my

WEBSITE: www.fbmk.upm.edu.my/~drzulhamri

Hasil Pembelajaran

1. Membezakan konsep dan komponen dalam

startegi perhubungan awam; (C4)

2. Merungkai isu perhubungan awam yang dihadapi

dalam tugasan; (P4)

3. Mengorganisasi strategi perhubungan awam

yang berkesan; (A4)

4. Mengenalpasti dan mengurus masalah

komunikasi sesuai dengan khalayak program

perhubungan awam. (Cs, Li)

EVALUATION

ASSIGNMENT 1 (Minor) 20%

ASSIGNMENT 2 (Major) 30%

MID TERM EXAM 20%

FINAL EXAM 30%

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

Tajuk:

““Etika Perhubungan Awam di Malaysia.

Bincangkan tajuk tersebut berdasarkan

pendekatan 5W/H (What, Why, When, Who,

Where & How)”.

Tugasan 2

““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

References

(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

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)

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)

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

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.

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