The Haidilao public relations incident in August was a fantastic PR case. As a well-known restaurant brand, the food safety and hygiene scandal that broke out at Haidilao had a serious negative impact. However, Haidilao's PR team issued a letter of apology just three hours after the incident broke, and two hours later, they released seven handling notices.
"Employees and managers of the two stores involved, which have been shut down for rectification, need not panic. You are only required to carry out corrections according to institutional regulations and assume corresponding responsibilities. The occurrence of such incidents is more a reflection of deep-seated management issues within the company, and the main responsibility shall be borne by the company's board of directors."
After the incident, there was no delay or denial. They responded swiftly, widely disseminating the message via Weibo, proactively admitted fault, clarified accountability, and proposed solutions. The situation quickly reversed, transforming negative news into positive word-of-mouth within just a few hours. The public was highly satisfied with this attitude of admitting mistakes, marking yet another successful word-of-mouth marketing campaign. Even Haidilao's stock price rose instead of falling.
How much do you know about public relations, and would you like to work in this industry? Today, CheersYou（清柚教育） Bro will give you a detailed introduction to the public relations major.
Program Introduction
Public relations is a comprehensive applied discipline that studies the objective phenomena and activity patterns of public relations. It examines the behaviors, patterns, and methods of communication and interaction between organizations and the public.
It aims to help social organizations establish a positive image among the public by using communication channels and media to build mutually beneficial social relationships with their stakeholders. Simply put, it involves brand image management and brand promotion.
Curriculum
Core Courses
Communication Theory
Communication Research
PR Principles and Case Studies
Public Relations Management
Public Relations Campaigns
Thesis and Research Thesis
Related Universities
New York University
University of Florida
University of Southern California
University of Miami
Syracuse University
Purdue University
Featured Program Highlights
New York University
Program Name
MS in Public Relations and Corporate Communication
School
School of Professional Studies
Requirements
Personal statement
A current resume or CV
Official transcripts
2 letters of reference
GRE
TOEFL/IELTS
Interview
Program Courses
Core Curriculum:
Communications Ethics, Law & Regulation
Public Relations Writing Seminar I Public Relations Writing Seminar II Social Media: Objectives, Strategies, Tactics
Practicum Research Process & Methodology
Capstone
Public Relations Management Focus:
Theory, History & Practice of Public Relations
Managing Media Relations
Critical Business Skills for Corporate Communication Strategic Communications
University of Southern California
Program Name
Graduate Public Relations
School
School for Communication and Journalism
Requirements
Official Transcript
Resume/CV
Three letters of recommendation
Statement of Purpose
International applicants only: TOEFL or IELTS scores
Interview
Career Prospects
The career prospects for this major are broad, spanning work in journalism, publicity, publishing, and corporate image planning, promotion, and more. It truly is a versatile "jack of all trades" degree.
United States
According to the latest data from the U.S. Bureau of Labor Statistics, demand for public relations talent is projected to grow by 24% between 2008 and 2018, far exceeding the average growth rate across all U.S. industries. As of 2010, the average annual salary in the PR industry reached $73,000, which is 12% higher than the national average across all industries. The employment outlook is very positive.
For students wishing to stay and work in the U.S., it is important to have strong English proficiency, be familiar with American customs, and understand the social culture. Accumulating internship experience as much as possible is also crucial.
China
At present, while demand for PR talent is growing, there is a shortage of professionals with adequate expertise. Therefore, returnees with professional PR knowledge and local cultural advantages have a distinct edge in domestic employment. This is especially true in economically developed cities like Beijing, Shanghai, Guangzhou, and Shenzhen, which are hubs for multinational and large domestic PR firms, offering a vast market for U.S.-educated PR talent.
Suitable Applicants
Are you interested in what's happening around you?
You need to be highly attuned to current trends and issues, and maintaining constant awareness of your surroundings is essential. Students studying public relations are encouraged to actively participate in various organizational activities during school, possess strong communication and presentation skills, and demonstrate agile thinking, creativity, and planning abilities in their work.
Do you have good communication skills?
Professionals in this field must have excellent communication skills. For example, you need to manage your network effectively, expand various channels, and maintain a strong social circle.
Can you handle pressure with ease?
PR professionals must have the ability to handle a range of complex issues simultaneously—this is a basic requirement. Equally important is the ability to flexibly deal with various unexpected events.
Finally, CheersYou（清柚教育） Bro advises everyone: before finalizing your school choices, be sure to pay attention to the program's focus areas and the school's admission requirements. Try to select schools that match your goals and background. When preparing your application documents, tailor your explanation of your professional interests to the specific requirements and focus of each school, ensuring that all factors influencing your PR program application are carefully considered. We hope everyone receives a satisfactory offer.
