Assoc. Prof. Dr Zulhamri Abdullah (PhD, Cardiff

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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

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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

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LETS TALK!
Step into my office at FBMK or CEM
Speak/text to me at 0192373973
Log on to http//www.lms.upm.edu.my
Like me at Zulhamri Abdullah zulhamri_at_hotmail.com

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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.

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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)

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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)

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• 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)

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UNIT 1SEJARAH, 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

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UNIT 2HAKIKAT 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

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UNIT 3APLIKASI 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

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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

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UNIT 5PERANAN 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

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EVALUATION (PJJ)

• Assignment 1 20
• Assignment 2 30
• MID TERM EXAM 20
• FINAL EXAM 30
• Note Attendance is compulsory (80 requirement)

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EXAMINATION

• MID-TERM EXAM (Chapter 1 - Chapter 5)
• OBJECTIVE/SUBJECTIVE
• FINAL EXAM (Chaptyer 6-Chapter 10)
• OBJECTIVE/SUBJECTIVE
• Recall questions multiple choices true false
• The question based on understanding, reasoning,
  application, and synthesis.
• General knowledge is strongly needed

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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
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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.

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TUGASAN 1 (20)

• Tajuk
• Etika Perhubungan Awam di Malaysia.
• Bincangkan tajuk tersebut berdasarkan
• pendekatan 5W/H (What, Why, When, Who, Where
  How).

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TUGASAN 2 (30)

• 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?

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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

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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

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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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CONTACT DETAIL

• Consultation hours TUE 2.00-5.00PM (preferably
  by appointment)
• Room no B 029, Com Dept., FBMK
• Room CEM (often here)
• TEL [phone]
• Hp 019-2373973 (Text only Call if urgent)
• EMAIL zulhamri_at_upm.edu.my or zulhamri_at_hotmail.co
  m
• Online
• My facebook zulhamri_at_hotmail.com
• Putra LMS www.lms.upm.edu.my

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