For 2015 and previous intakes:

Film and Media Arts Journalism Organizational Communication Public Relations and


For 2016 intake onwards:

Film Journalism Public Relations and

Public Relations and Advertising


The Public Relations and Advertising Major offers three Concentrations: Advertising and Branding Concentration, Organizational Communication Concentration, and Public Relations Concentration.


Advertising and Branding

Advertising and Branding Concentration prepares students to present ideas in an innovative and socially responsible way for effective brand communication and promotions.


Organizational Communication

Organizational Communication Concentration offers training in knowledge integration and creation, the development of expressive and analytical skills, critical thinking, team building, as well as decision-making and problem-solving ability.


Public Relations

Students of Public Relations Concentration will acquire both the critical understanding and relevant skills to develop successful careers in corporate communication, public affairs, social responsibility, media relations, crisis communication and digital PR across different sectors (i.e. business, government and non-profit).


IAA Accreditation

The School of Communication has scored a first in the Greater China region by winning recognition from the International Advertising Association (IAA), the world’s most influential organization in the advertising industry. The Public Relations and Advertising Major has been awarded the IAA’s highly regarded accreditation. Students graduating from this Major will be awarded the IAA’s Diploma in Marketing Communications, in addition to the Bachelor of Social Sciences degree.


Although internship is not required as part of its curriculum for PRA Major, the Department of Communication Studies does have an Internship Coordinator who maintains regular contact with potential employers who frequently offer summer internship opportunities to our students. These internships usually provide a basic salary, some specialized training, career-related professional experience, and an opportunity to observe the communication practices of the organisation involved.


Summer Internship Organization Lists

Company Name:

  • BatesAsia Hong Kong Ltd.
  • BNP Paribas Investment Partners
  • Circle Communications Ltd.
  • Dah Cheong Hong Holdings Ltd.
  • Edelman Public Relations Worldwide (HK) Ltd.
  • Information Services Department of HKSAR (E-bulletin section)
  • MediaCom Ltd.
  • Mindshare (Toronto)
  • Ocean Park
  • Ouch Communication
  • Strategic Public Relations Group
  • South China Media - Jessica
  • The Hong Kong Jockey Club
  • The Kowloon Motor Bus Company (1933) Ltd.
  • Wasabi Creation Ltd.
  • Wlinderman & Agenda Beijing
  • WWF Hong Kong


Exchange / Study Tour

Some of the study tours held are listed below:
PRA 5-day Seoul Study Tour 25 - 29 May 2016
ORGC 5-day Singapore Study Tour 18 - 22 May 2015
PRA 5-day Osaka Study Tour 6 - 10 January 2015
ORGC 5-day Japan Study Tour 26 - 30 May 2014
ORGC 5-day Korea Study Tour 27 - 31 May 2013
PRA 4-day Seoul Study Tour 9 - 12 January 2013
ORGC 8-day Ireland Study Tour 2 - 9 June 2012
PRA 4-day Bangkok Study tour 4 - 7 January 2012
ORGC 5-day Korea Study Tour 28 April - 2 May 2011


Career Prospects

Graduates from the Public Relations and Advertising Major are prepared to take up jobs in public relations firms and advertising agencies functioning as public relations officers, media relation officers, community relation officers, account executives, copywriters, art directors, media planners, marketing communication specialists and web masters. Some graduates are now employed in corporate and marketing communication positions in business and non-profit making organizations. The department has over one thousand alumni engaging in managerial and executive levels in advertising agencies, public relations firms, business, non-profit making organizations, and internet companies.