Skip to main content
Open/Close Side Menu Open/Close Main Menu
Start of Content
Interdisciplinary Programmes

Higher Diploma in Public Relations and Digital Communication

Programme code IU114001

Duration of Study
2 Years
Mode of Study
Offering Campus(es) / Venue(s)
(Planned Places)
IVE (Lee Wai Lee) - 60
Average Result of Admitted Students in 2018 (Note 1)
Entrance Requirements
Five HKDSE subjects at Level 2 or above, including English Language and Chinese Language; OR VTC Foundation Diploma (Level 3) / Diploma of Foundation Studies; OR VTC Diploma in Vocational Education / Diploma of Vocational Education; OR Yi Jin Diploma / Diploma Yi Jin; OR Equivalent.
Remarks :
  1. An "Attained", "Attained with Distinction (I)" and "Attained with Distinction (II)" in an HKDSE Applied Learning (ApL) subject (Category B subjects) are regarded as equivalent to an HKDSE subject at "Level 2", "Level 3" and "Level 4" respectively, and a maximum of two ApL subjects (excluding ApL(C)) can be counted for admission purpose.
  2. A "Grade D or E" and a "Grade C or above" in an HKDSE Other Language subject (Category C subjects) are regarded as equivalent to an HKDSE subject at "Level 2" and "Level 3" respectively, and one Other Language subject can be counted for admission purpose.
  3. Applicable to holders of Diploma in Vocational Education / Diploma of Vocational Education (DVE) (students admitted to DVE in AY2017/18 or before are required to complete prescribed further studies modules).
  4. Applicants may be required to attend an interview.
Programme Aims
This interdisciplinary programme marks a close collaboration between Business Administration Discipline (BA) and Design Discipline (DE), in particular the Communication Design and Digital Media Department of the latter (CDM/DE).  It aims to equip students with skills and the ability to perform multidisciplinary tasks that are required by PR communication practitioners in response to the increasing use of digital/new media techniques for the public relations and mass communication industries in this new era.  The program covers trade specific theories and knowledge PR and it nurtures students’ creativity and enthusiasm on the application of technology of media communication.  Furthermore,  the programme adopts dual-track learning approach by going through workplace training and receiving classroom teaching at the same time.
Career Prospects
Graduates will be employed in any commerce, government, non-profit organizations, media organizations and entertainment businesses as Digital PR, Social Media Content Developer, Online Editor, Multimedia Executive, Multimedia Reporter, Marketing Communication & Advertising Officer, Event Promotion Officer, Blogger, and YouTuber, etc.
Graduates can pursue relevant degrees locally or overseas. They can also apply for admission to the top-up degree programmes in Hong Kong offered by Technological and Higher Education Institute of Hong Kong (THEi) (Year 3 entry to BA (Hons) in Public Relations and Management) and the following universities in collaboration with the School for Higher and Professional Education (SHAPE):
  1. Sheffield Hallam University, UK : BA (Hons) Business Management#
  2. University of Central Lancashire, UK : BA (Hons) Advertising and Marketing Communications#
The Discipline is negotiating with universities and academic establishments to offer graduates top-up degree programmes locally.

# It is a matter of discretion for individual employers to recognize any qualification to which this course may lead. Please refer to the corresponding programme page in the website of SHAPE for the registered course no.
Professional Recognition
Student membership of PRPA (Hong Kong Public Relations Professionals' Association)
Student membership of SMPTE (Society of Motion Picture and Television Engineers)
  1. Average result in 2018 refers to average score of the best 5 HKDSE subjects, including English Language and Chinese Language, of admitted students in 2018 for reference only.
    (Scoring scale: 5**=7 points; 5*=6 points; 5=5 points; 4=4 points; 3=3 points; 2=2 points; 1=1 point)
  2. VTC reserves the right to cancel any programme, revise programme title, content or change the offering institute(s) / campus(es) / class venue(s) if circumstances so warrant.