New Straits Times - - News -

UBLIC re­la­tions, or PR as it is widely known, is one of the most im­por­tant func­tions in an or­gan­i­sa­tion as the rise or fall of an or­gan­i­sa­tion largely de­pends on its rep­u­ta­tion among its key stake­hold­ers.

Nev­er­the­less, in this time and age where tech­nol­ogy ad­vance­ment is caus­ing an in­flux of in­for­ma­tion, the func­tion of PR has be­come more com­plex.

Against this back­drop, ac­quir­ing the re­quired skill sets to excel in PR re­quires more than just mem­o­ris­ing the­o­ries.

Ex­cel­lence in PR in­cludes a high level of cre­ativ­ity, com­mu­ni­ca­tion skills, time man­age­ment and peo­ple skills. One ef­fec­tive way to in­cul­cate th­ese skills is by pro­vid­ing real-world ex­po­sure.

With a track record of 48 years of aca­demic ex­cel­lence, Tunku Ab­dul Rah­man Univer­sity Col­lege (TAR UC) is an ac­claimed in­sti­tu­tion of higher learn­ing, pro­vid­ing not only top­notch ed­u­ca­tion for its stu­dents but also ex­pos­ing them to rel­e­vant in­dus­try plat­forms. Par­tic­u­larly for PR, TAR UC has de­vel­oped solid col­lab­o­ra­tions with strate­gic in­dus­try lead­ers to pro­vide stu­dents with the rel­e­vant ex­po­sure to suc­ceed in the in­dus­try.

Stu­dents of the Bach­e­lor of Pub­lic Re­la­tions (Hons) have been work­ing with ma­jor in­dus­try lead­ers, such as Me­dia Prima, in han­dling in­dus­try projects and as­sign­ments.

The lat­est project with Me­dia Prima, called the ORIKAMI TAR UC, which was un­der­taken by 183 fi­nal year PR stu­dents, took place from Jan 6 to 8 at the TAR UC Kuala Lumpur Main Cam­pus.

ORIKAMI, which stands for “Orig­i­nal Kami”, is an ini­tia­tive of the cre­ative in­dus­try to recog­nise, sup­port and up­lift lo­cal tal­ents, their qual­ity orig­i­nal works and brands, be it cre­ative con­tent, art and craft, mu­si­cal com­po­si­tion, film pro­duc­tion, mer­chan­dises and many more.

ORIKAMI TAR UC is a col­lab­o­ra­tion be­tween TAR UC via its Fac­ulty of So­cial Sci­ence, Arts and Hu­man­i­ties and Me­dia Prima to raise aware­ness on the ORIKAMI move­ment. To pro­mote the ORIKAMI move­ment, a three-day bazaar was held.

Bryan Na­then, the or­gan­is­ing chair­man shared: “ORIKAMI TAR UC was ac­tu­ally our course­work as­sign­ment. Ini­tially, we did not know much about the ORIKAMI move­ment, but af­ter our brief­ing with Me­dia Prima, we found that the idea be­hind this move­ment is im­por­tant to en­sure more bud­ding tal­ents con­tinue to strive in cre­at­ing orig­i­nal con­tents of high qual­ity. On top of that, there was not much pub­lic­ity on the ORIKAMI move­ment. With all th­ese factors in place, we de­cided that or­gan­is­ing this event would be the per­fect as­sign­ment as we would be able to ap­ply what we have learnt.”

Bryan said the project gave him an im­por­tant les­son on how PR was an ef­fec­tive tool that could be used to can­vass sup­port in bring­ing aware­ness for per­ti­nent is­sues and pro­mot­ing a cause.

“What we ex­pe­ri­enced was, in fact, the whole essence of PR — com­mu­ni­cat­ing an idea to a tar­get au­di­ence,” he said.

Kenn Yeap from the Con­sumer Com­mu­ni­ca­tions Group of Me­dia Prima TV Net­works had very high re­gard for TAR UC stu­dents for this event.

“We were con­fi­dent of the stu­dents’ ca­pa­bil­i­ties in mak­ing this event a huge suc­cess. We were im­pressed with the cre­ative ac­tiv­i­ties that the stu­dents came up with as well as the pro­mo­tional plans they de­vel­oped for ORIKAMI TAR UC. Not for­get­ting that the stu­dents have deft skills in work­ing as a team. I per­son­ally re­ceived very pos­i­tive feed­back from celebri­ties and key in­dus­try lead­ers of the stu­dents’ ef­forts. In a nut­shell, ORIKAMI TAR UC was a re­sound­ing suc­cess and the stu­dents are ready to join the cor­po­rate world,” he said.

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