(File pix) Institute of Public Relation Malaysia president Datuk Ibrahim Abdul Rahman (third from left) together with Faculty of Social Sciences and Leisure Management executive dean Dr. Neethiahnanthan Ari Ragavan (left), School of Media and Communication head Dr. Latiffah Pawanteh (second from left), IPRMSA president Elizabeth Peter George and students from Media and Communication School of Taylor’s University. Pix by NSTP/Amirudin Sahib

TAYLOR’S University, under its School of Media and Communication recently, launched the Institute of Public Relations Malaysia Student Association (IPRMSA) to bring together students who are interested in the field of public relations.

The association will be a platform to instil the image of professionalism and enhance potential of the students through joint public relations events and activities with Institute of Public Relations Malaysia (IPRM).

“The activities and events of this newly formed IPRMSA, although its base is on public relations, are opened to all students as we feel that all aspects of the study and practices of public relations is so relevant to students from all programmes regardless of discipline,” said Dr Latiffah Pawanteh, Taylor’s University School of Media and Communication head, in her speech at the launch.

IPRM president Datuk Ibrahim Abdul Rahman, who also officiated the launch, said young people should be involved in public relations programmes to be more effective at the work place.

“Our objective is to develop public relations skills and knowledge through various programmes and activities. Young people should experience in public relations and not just depend on what they learn in the lecture halls.”

Latiffah said today’s job market has a high expectation for graduates to be job ready, with a particular skill set along with being creative, independent thinkers, who are self-driven and self-motivated.

“Young millennials are ambitious and achievement-oriented, seeking new challenges and breaking away from the norms of previous generations.”

As such, she added, the university recognises these unique and interesting features and offers programmes to acommodate these generation of students. Latiffah said through Taylors’ Curriculum Framework (TCF), students can curate their own future by creating their own customized programmes.

“At the School of Media and Communication, we align all programme structures to the TCF as we realised that single discipline programmes are no longer adequate to prepare our graduates to be ready for jobs at the industry or to create their own “jobs” so to speak. Hence, the two Public Relations Programmes at our School have merged with other disciplines and programmes.”

For instance, she said, the PR and Marketing Programme is an integrated programme with Marketing from the School of Marketing while the PR and Event Management integrated with the Events Management Programme from the School of Hospitality, Tourism and Events Management.

IPRMSA president Elizabeth Peter George, who is also a Taylor’s Bachelor of Mass Communication student, said she is looking forward to organise activities and events for the association and bring together students who are interested in public relations.

“We hope to encourage more students to participate and also collaborate with other universities,” said the third-year Public Relations and Event Management student.