An overview of the Public Relations industry.

I. Overview of the Public Relations Industry

The College-level "Public Relations" training program equips students with the professional knowledge, skills, and attitudes necessary to effectively build, maintain, and develop the image and two-way relationships between agencies, organizations, businesses, etc., and their target public groups through the provision and exchange of information in an accurate, truthful, and reliable manner. Simultaneously, it fosters professional ethics, conscience, discipline, a professional work style, good health, and the development of soft skills, enabling graduates to find employment, create their own businesses, or pursue further education at higher levels.

II. Forms of Training

• Training system: College
• Training format: Full-time

III. Training Program

1. Training duration: 2 years and 4 months

2. Course content and duration:

• • Number of subjects: 41
  • Total course load: 85 credits
  • Total knowledge and skills covered in the entire course: 2010 hours
  • Total hours for general/basic subjects: 435 hours
  • The workload for specialized subjects: 1575 hours
  • Theoretical hours: 476 hours; Practical work, internships, and experiments: 1099 hours

3. Training content:

III. Output Standards

1. Professional knowledge and skills

- Knowledge:

• Identifying the position and role of public relations in a company's communication activities;
• Demonstrate an understanding of the process of planning and executing public relations campaigns in particular, and communication campaigns in general;
• Understanding internal and external communication activities within a business's operations;
• Identify the process for organizing media events;
• Describe and implement the process for handling media crises.;
• Demonstrate the writing process and style for communication materials, with particular emphasis on the role and benefits of press releases in corporate communication activities;
• Describe the ethical principles in public relations and the communication and negotiation skills required in media business.;
• Identify the concept, purpose of a presentation, components of a message, and steps involved in giving a public presentation;
• Describe the impact of market and environmental factors on building relationships with a company's various public groups.;
• Describe the basic knowledge of Digital Marketing and the effective application of each tool to suit the objectives of each communication campaign;
• Present the functions of marketing in a business, and the methods and tools for building an integrated marketing communications (IMC) strategy.;
• Demonstrate basic knowledge of information technology, methods for utilizing software and applications on communication networks to serve the industry/profession;
• Identify the fundamental elements of state law, with particular emphasis on advertising law and press law; principles of information exploitation and use, regulations on copyright and intellectual property;
• Proficiency in specialized foreign languages equivalent to level 2/6 of the Vietnamese Foreign Language Proficiency Framework and basic computer skills as stipulated in Circular No. 03/2014/TT-BTTTT of the Ministry of Information and Communications.

- Skill:

• Develop and execute short-term, medium-term, and long-term public relations campaigns;
• Able to plan and organize corporate communication events;
• Coordinate various multimedia communication tools; apply knowledge of graphic design, audio and visual synchronization, and video to the practical production of media products;
• Drafting content for various media channels to promote company information;
• Develop a basic communication message for crisis situations.;
• Able to utilize common internal and external communication tools and methods;
• Organize public relations activities for businesses;
• Selecting the right personnel and organizing training programs for the company's public relations staff;
• Applying science and technology to public relations activities;
• To evaluate the public relations activities of a business and provide sound advice to business leaders;
• Capable of working in a team, possessing good communication skills with colleagues and clients;
• Utilizing information technology in public relations activities;
• Possesses English language proficiency at level 2/6 of the Vietnamese Foreign Language Proficiency Framework.

2. Politics, ethics, physical fitness, and national defense

– Politics and ethics:

• To identify the fundamental principles of Marxism-Leninism, Ho Chi Minh Thought, and the revolutionary line of the Communist Party of Vietnam, the Party's economic development line, and the achievements and development orientations of industrialization and modernization of the country;
• Identify fundamental knowledge of politics, law, and socio-cultural aspects relevant to the major, such as: Environmental Protection Law, Economic Law, Electronic Transactions Law, Consumer Protection Law, Labor Law, etc.;
• Understanding the Constitution, laws, rights, and obligations of citizens of the Socialist Republic of Vietnam;
• Applying basic knowledge of politics and law to the profession;
• Loyal to the cause of building and defending the Socialist Republic of Vietnam;
• Fulfill all responsibilities and obligations of a citizen, living and working in accordance with the Constitution and the Law;
• Possessing ethics, professional conscience, a sense of discipline, and an industrial work style;
• Always be conscious of learning and training to improve your skills to meet the demands of the job;
• We must be proactive and conscious in preventing corruption while resolutely fighting against it.

– Physical fitness and national defense:

• Describe the position, significance, and effects of physical education on human health in general, and on vocational trainees and workers in particular;
• To be able to practice physical training methods and develop an awareness of building and defending the Fatherland;
• Understanding the basic knowledge and skills necessary in the National Defense and Security Education program;
• They possess a sense of organizational discipline and revolutionary vigilance, and are ready to fulfill their duty to defend the Fatherland.

IV. Job opportunities after graduation

After graduating with a college-level degree in Public Relations, students are capable of working in the following positions:

• Public relations
• External communications
• Internal communications
• Event organization
• Social media management
• Customer service
• Writing marketing content

 

Author: Pham Phan - Date written: March 10, 2021

Category: Public relations

Tags: Viet My College, Faculty of Management, Public Relations, public relations