This course introduces students to the foundational concepts and practices of public relations, tracing its historical evolution and examining its role in contemporary society. It provides a comprehensive overview of definitions, key theories, principles, and strategic planning approaches in communication management. Students will also explore career pathways and professional ethics within the field of public relations.

ABOUT THE LECTURER
Dr Lai is a Senior Lecturer in Communication at Universiti Malaysia Sabah (UMS), specialising in strategic communication and public engagement. As the head of the UMS–UNICEF C4D Research Unit, Dr Lai brings extensive experience in Social and Behaviour Change Communication (SBCC), working with government agencies, NGOs, and community stakeholders. His academic work bridges theory and practice, with a strong emphasis on ethical communication, strategic planning, and the societal impact of public relations. Dr Lai is passionate about guiding students to critically explore the evolution, principles, and professional pathways of public relations, equipping them with the analytical and practical skills needed to thrive in today’s dynamic communication landscape.