In concern with efforts to intensify high impact activities, The Institute of Public Relations Malaysia Students Association – UUM Chapter (IPRMSA-UUM Chapter) in collaboration with the Student Development and Alumni Office (PPA), College of Arts & Sciences, UUM intends to organize a conference at the international level to provide a platform for student's dialogues and knowledge sharing, particularly among the ASEAN member countries.

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     Malaysia’s relationship with the ASEAN member countries encompasses various areas ranging from developing entrepreneurship, enhancing education, embracing cultures to establishing close relations. In order to disseminate further cross-border prosperity among neighboring ASEAN nations, the IPRMSA-UUM Chapter plans to hold a conference for improving the edification of students of institutions of higher learning in ASEAN countries, particularly Public Relations and Communication students.

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     The ASEAN Universities Conference on Public Relations and Communication (APRC) aims to provide a platform particularly for public relations and communication students of the higher learning institutions from ASEAN countries, focusing on the theme of "Organizational Sustainability and Survival in this Digital Era : Insights From Public Relations".

 

The rapid process of globalization in the 21st century has created new challenges for the practice of public relations and communication. One of the challenges include the increasing amount of diversity and cross-cultural communication. This trend certainly necessitates a re-thinking in how people strategist public relations and communication activities for a diverse world. As such, this conference is vital for students as future practitioners to contribute into thinking through new strategies for the development of public relations and communication that must consider promotion of harmonious relationships in the world of diversity.

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     The ASEAN platform that is set for this conference offers opportunities for students with the interest in public relations and communication to discuss issues regarding harmony and diversity in the context of ASEAN partnerships. Such discussion will benefit students in developing their potentials and intellectual capacity for the future.