How to sharpen my PR skill?
Q: I am working as a marketing specialist in an FMCG company in Hong Kong. I graduated from a reputable business school in Hong Kong two years ago, and I am confident of my business and marketing sense. However, my weaknesses in creative writing, PR techniques and communications skills are my greatest obstacles for having job promotion. I cannot attend intensive lectures during weekday evenings and purely internet learning doesn't appeal to me. I would like to attend lectures and workshops over the weekend (or a maximum of one day during the week) with really good lecturers or tutors from renowned overseas universities. Would you give me any advice for my problem? Do you think further studies can help? What else do you think I should do in order to sharpen my writing and communications skills? Thanks in advance. Nigel Starck, offshore program director, School of Communication
University of South Australia, replies:
"This question is an intriguing one: you are clearly ambitious, with a well defined career focus, yet you are also refreshingly honest about a need for enhanced skills in specific areas. It would seem that an MBA, despite its recognised value in the corporate world, might not be appropriate in this instance as you place a constant emphasis on communication abilities. Accordingly, a master's degree in Communication Management is warmly recommended.
"You may take the UniSA (The University of South Australia, in conjunction with Hong Kong's Asia Pacific Management Institute (APMI)) as one of your considerations since the university is just delivering such a programme. Furthermore, its style of delivery - a series of intensive weekend and evening seminars - would answer one of the major points raised in your enquiry.
"Students completing the 15-month course are awarded the degree of Master of Arts (Communication Management). It's aimed in particular at communication and marketing industry professionals who want to sharpen existing talents and seize fresh opportunities. Underpinning this aim is a sustained commitment to the vital communication issues of our time. Topics include the design of public relations strategies, the demands of creative writing for the mainstream media, and global issues in communication and organisational management.
"Students are taught by academic staff with a strong record of achievement in terms of their own formal qualifications and in terms of their industry experience. These specialist lecturers travel to Hong Kong to deliver their courses in person; after each intensive teaching workshop, they are in regular (and rapid) contact with students by email.
"Study is characterised by constant engagement with contemporary case studies in key areas of communication and management. Practical assignments place an emphasis on clarity of expression, rational argument, and an awareness of contemporary thought.
"What's more, I do believe that in order to sharpen communication and PR skills, considerable advantage can be gained by attending workshops run by professional organisations, such as the Public Relations Institute. These can be used as practical training and as a form of preparation for future academic study.
"These professional groups always welcome enquiries from enthusiastic communicators, or from those thinking about shifting to the communication area. In addition, they run conferences with speakers of global repute: they are most warmly recommended."
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