A group of UTAR Bachelor of Communication (Honours) Public Relations (PR) students organised a launching ceremony for their series of events, “Hype in PR”. The Hype in PR Launching Ceremony was organised at UTAR Heritage Hall Building on 10 March 2023 with a joint effort from the Faculty of Arts and Social Science (FAS).

In conjunction with the UTAR PR programme, UAMP2033 Event Management, Hype in PR was created by 63 UTAR PR students with passion and dedication. It aimed to promote UTAR’s PR programme among students of upper secondary schools in Perak, through three events, filled with interactive activities to unleash the full capability of the UTAR PR programme. The three events included in Hype in PR were “Hype PR” (16 March 2023 at SMK Sentosa, Kampar); Motivational Camp – “Gen Z in your area: Pathway to your career” (18 March 2023 at SMK Methodist ACS, Kampar); and “Go Fun in HypEventure’23” (23 March 2023 at UTAR Kampar Campus).

For the joyous and memorable occasion, Hype in PR Head of Events Aireen Tan, who is also a UTAR PR student, cheered on behalf of her team as their hard work behind the scenes paid off. She said, “Everyone in our team had played major roles in the planning process and the upcoming execution of the three PR events. We have innovated ways to engage students at upper secondary schools in a fun, fresh and interactive activities. Each event is unique in its own way.”

In her following remarks, Aireen Tan took the opportunity to share her perspective on the current trend of PR. “PR is always there. The evolution of PR had been traumatic over the past years due to Covid-19. Its role has greatly intensified and widened. It is thrilling to see that the future projection of PR is constantly changing along with the advancement of social media. With the future being uncertain, it can be challenging to know what step to take. Due to this, tech-savvy PR professionals are in high demand. UTAR PR department is certainly putting more resources into such effort,” shared Aireen Tan.

“Educators keep themselves on track to help the Gen Z learn and think critically to maximise the teaching outcome. Is teaching us, the Gen Z, more difficult than your previous generations? Lecturers, we are more than excited to listen to your talks one day. The future of PR is partially in your hands,” Aireen Tan presented the question to UTAR academics in a passionate-yet-curious tone.

To UTAR Vice President for Student Development and Alumni Relations Prof Dr Choong Chee Keong, the term, PR campaign, has become a term with special meaning. “I heard the term, PR campaign, many years ago. It remains special to me. The PR alumni achieved wonderful milestones for UTAR and even our country. My heartfelt thanks to the FAS staff and our 63 PR students for still working very hard to make this PR campaign a symbolised term for all of us. The campaign will be good training for the students. Through your current duties, you will learn new interpersonal skills, communication skills and leadership skills. Not everything can be learned in the classroom, sometimes you have to go out of the classroom to learn. With the application of soft skills and hard skills in community work, you will have evidence that you can show to your potential employers,” said Prof Choong in his remarks.

FAS Dean Dr Lee Lai Meng was delighted upon learning about the effort of the PR students to bring awareness of UTAR’s PR programme to the public. She enthused, “I am always delighted and hyped to see UTAR students reaching different milestones. The PR programme has long been known to organise events that enrich students’ experience. I am very glad that these events will provide an opportunity for them to share the experience with potential students as well. I am sure the students who are engaged in the events will benefit through guidance from peers they can relate to.”

Hype in PR was officially launched by Prof Choong, Dr Lee, FAS Head of Department of Public Relations Bazlin Darina binti Ahmad Tajudin, FAS academic Nur Zahrawaani binti Jasmin and Aireen Tan.

A video showcasing the preparation processes of the three events was also shown to the audience.

The launching ceremony reached its conclusion with a group photography session, presentation of certificates of appreciation to Prof Choong and Dr Lee, and song performances by UTAR PR student Lee Xuan Yun.