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.