Bachelor of Communication (Hons) in Public Relations and Advertising

Bachelor of Communication (Hons)
in Public Relations and Advertising

- Public Relations Concentration

傳理學學士(榮譽) - 公關及廣告主修

- 公關專修

Year 3 Entry – Post-Secondary

Programme Code
Non-JUPAS: *BCOMM PRA PR

Duration of Study
2 Years

Mode of Study
Full Time

Class Start Date
September 2026

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

Credits Required for Graduation
128

Programme Description
Requirements

The Public Relations Concentration prepares students to become strategic communication leaders, providing expertise in managing reputations, navigating public affairs, and leading social responsibility initiatives. With a core focus on developing messaging for impact, students learn to craft communications that are persuasive, clear, and strategically aligned with organisational goals. Training in media relations, crisis communication, and digital PR equips students for successful careers in the corporate, governmental, or non profit sectors.

The Public Relations Concentration is recognised among the leading undergraduate PR programmes in Hong Kong and the Asia-Pacific. The programme prepares students to become strategic communicators who turn organizational goals into measurable impact, while safeguarding reputations and building trust with diverse stakeholders. Emphasising both creativity and responsibility, the concentration equips students to navigate today’s evolving communication environment with confidence and professionalism.

The curriculum offers comprehensive training in strategic communication, stakeholder engagement, media relations, PR writing and content creation, social media management, campaign planning, corporate social responsibility, crisis and issue management, and communication research. Learning is enhanced through innovative, dynamic teaching methods and close partnerships with industry leaders, giving students valuable exposure to real world practices and professional networks.

This one-of-a-kind programme in Hong Kong is designed to deliver state-of-the-art education for students pursuing a career in strategic communication and Public Relations. It aims to:

Explore the concepts and contexts of communication practices in Hong Kong and Asia, while connecting them to the global environment.
Equip students with professional communication skills with a strong emphasis on creativity, leadership, problem-solving, and ethical responsibility.
Provide real-world learning opportunities through internships, workshops, company visits, competitions, and research projects.
Emphasise the principle of social responsibility by encouraging students to critically apply knowledge and theories in designing purposeful communication strategies and campaigns.
Harness the power of artificial intelligence as a creative and analytical partner, preparing graduates to thrive in a dynamic and ever changing communication landscape.

Practice incubates knowledge. Our students take up internships with local and international organisations, 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 specialised 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.

Graduates of the PR Concentration are equipped with versatile skills that open doors to dynamic and meaningful careers across diverse industries. Whether working in global corporations, creative agencies, government bodies, or non-profit organizations, PR graduates make an impact by crafting narratives, building communities, and managing reputations in a connected world. Career opportunities include positions such as: