Curtin public relations students collaborate with MASA on public awareness campaign

Miri- 5 July 2022 – Final-year public relations students of Curtin University Malaysia (Curtin Malaysia) enrolled in a unit on campaign planning have collaborated with the Miri Ability Service Association (MASA) to develop a public awareness campaign promoting the services provided by the non-profit organisation in the Miri community.

Boon Foo Ping and Elaine Teo Ee Leng, president and assistant secretary/administrator of MASA respectively, recently joined the students on campus to launch the campaign, which is being carried according to a 12-month strategic communications plan developed by the students.

Dr. Samuel Adeyinka-Ojo, Head of the Department of Management, Marketing and Digital Business at Curtin Malaysia’s Faculty of Business, said the project is an excellent opportunity for the students to gain practical experience and apply theories learnt in their unit to a real-life scenario. According to Dr. Adeyinka-Ojo, both the students and leaders of MASA are very committed to the project and spent some four months developing the campaign before its launch.

“They developed a very comprehensive campaign plan with detailed strategies and tactics to enhance MASA’s profile in the local community, including its online presence,” said Dr. Adeyinka-Ojo.

Student Azizah Salsabila Ande, meanwhile, remarked that collaborating with MASA on the project was very insightful and the experience of developing and executing a real campaign plan was very important to the students’ learning.

“We were able to apply much of what we have learnt and at the same time, hone our creativity, critical-thinking and problem-solving skills,” Azizah said.

The Miri Ability Service Association (MASA) is a non-profit organisation established in 2018 to support and help raise the standard of living of Persons with Disabilities (PwDs) in Miri City by creating a barrier-free community for them. To date, MASA has assisted over 40 PwDs of different backgrounds and continues to work with the local authorities to ensure that public facilities are adequately equipped with conveniences for PwDs like wheelchair ramps and designated parking spaces.

The Faculty of Business’ Associate Dean of External Engagement Yip Ka Yii, who brought MASA and the students together for the project, said it has been a very successful collaboration benefitting both parties. It is all part of Curtin’s commitment to engaging communities and giving students opportunities for practical experience in its curricula and teaching to ensure they are career-ready when they graduate, she added.

At Curtin, public relations is taught from a business perspective, acknowledging its vital role in organisations and commerce. Students complete general business subjects including economics, marketing and management and learn accounting so they understand ‘the language of business’.

They learn how to plan, implement and evaluate public relations activities and campaigns and ensure their alignment to organisational goals. In addition, they develop their interpersonal and business communication skills and explore digital storytelling, Internet marketing, cross-cultural communication and global perspectives on communication.

For more information on Curtin Malaysia and the courses it offers, visit its website at https:// or look for Curtin Malaysia on Facebook, Twitter, Instagram, YouTube, LinkedIn or Tik-Tok.

Representatives from MASA with students and lecturer Adamu Abbas Adamu following launch of the awareness campaign.