Public relations (PR) is a strategic communication process that builds lasting relationship between an organisation and its stakeholders to strengthen the organisation’s identity and reputation. It involves developing and implementing effective communication strategies and programmes to help achieve its organisational goals. This module aims to equip students with the knowledge and concepts of PR and the PR process so that they are able to plan and implement communications strategies and PR programmes. They will gain a basic understanding of how the industry works, its evolution towards digital media, and how to convey messages effectively across the various media platforms.