UM PR Student Ambassadors and Reporters join study trip to Beijing

To broaden students’ horizons and deepen their understanding of the publicity strategies of different universities and the latest operating models in the media industry, the Communications Office (CO) of the University of Macau (UM) organised a five-day study trip to Beijing for students on its PR Student Ambassador Programme and UM Reporter Programme. During the trip, the delegation visited several leading universities and media organisations. Through meetings, discussions, and field visits, they engaged in in-depth conversations on topics such as innovative new media strategies and guided tours. Participants described the trip as highly rewarding, saying that it had deepened their professional knowledge and provided an opportunity for exchange.

Led by Dr Katrina Cheong, director of CO, the delegation visited Tsinghua University, Peking University, and Beijing Normal University to learn about their publicity strategies and how they run their integrated media platforms. They also toured the China Media Group and Weibo headquarters, where they gained insights into news production and dissemination in the new media era, as well as how universities can leverage new media to raise their profile. To hone students’ tour guiding skills, the delegation visited the history museums of the universities, the Palace Museum, the Bell and Drum Towers, and the Summer Palace.

During their visits to universities and media organisations, CO representatives also held in-depth discussions with their counterparts on topics such as university publicity strategies and new media operations.