School of Communication

Bachelor of Communication (Hons) in Public Relations and Advertising - Public Relations Concentration

Programme Code


Year of Entry

Year 3

Mode of Study

Full Time

Duration of Study

4 Years

Medium of Instruction

The medium of instruction for classroom teaching (in all forms) at HKBU is English, except for those courses that are granted exemption.

Fund Type

Government Funded

Class Start Date

September 2024

Annual Tuition Fees

HK$42,100 (local); HK$145,000 (non-local) i

Credits Required for Graduation


Programme Description

The Public Relations (PR) Concentration consistently ranks among the best undergraduate PR programs in Hong Kong and in Asia-Pacific. The concentration produces strategic communicators who transform the purpose of an organization into outcomes and protect its brand and reputation by building and maintaining relationships with various stakeholders.

The Concentration curriculum provides students with knowledge and skills in strategic communication, stakeholder engagement, media relations and publicity, public relations writing and content creation, social media management, campaign planning, corporate social responsibility strategies, issue and crisis management, and research analyses. Courses in this program are offered through contemporary instructional methods and through strategic collaborations with both local and international experienced industry professionals.


Unique Features

This unique for Hong Kong programme is designed to develop state of the art education for those seeking career in strategic communication and Public Relations. It aims to:

  • Focus on the concepts and contexts of communication processes and practices in Hong Kong and Asia with connection to the global environment
  • Invoice students to master the skills for effective communications in professional context with emphasis on creativity, leadership and problem solving
  • Offer students opportunities to participate in internships, workshops, company visits, students competitions and research activities
  • Encourage students to apply knowledge and theories based on the principles of social responsibility to design campaigns and communication management


Student Learning Experiences

Practice incubates knowledge. Our students take up internships with local and international organizations, from “in-house” corporate communication department of publicly-listed companies, start-ups, NGOs and public sector to global public relations and advertising agencies. A well-established industry network is our strength, in which students can better equip their study life with real-world practice.

Our student interns acquire valuable experience on the road to becoming communication professionals. They can immerse themselves in specialized on-the-job training; they can get a real taste of the hectic and energetic industry life; they can also enlarge their network for friendship and career development advice.


Career Opportunities

PR graduates are well-prepared for careers as public relations professionals in corporations, communication agencies, governments, and non-profit organizations. They often become communication consultants, corporate communication managers, stakeholder engagement officers, campaign planners, social media managers, publicists/spokespersons, financial public relations specialists, corporate social responsibility officers, community outreach officers, government and public affairs managers, crisis management specialists, and communication data analysists.



  1. Subject to University annual review.

We adopt a holistic approach in selecting applicants on individual merits. Applicants are required to meet the University entrance requirements, English Language requirements and Programme entrance requirements (if any).


Associate Degree/ Higher Diploma Students/ Holders

Local final year students or graduates of an Associate Degree/ Higher Diploma programme at an institution recognised by the University are eligible for publicly-funded senior year places.


Transfer Students

Transfer students who are currently enrolled in a Bachelor’s degree or higher degree programmes at a local or non-local university may apply. 

Please note that according to the guidelines of the University Grants Committee (UGC) on inter-institutional transfer of students, repeating of UGC-funded undergraduate study across institutions, irrespective of whether there is a change of programme or discipline, is generally discouraged unless under very exceptional circumstances.