Field trip included presentations on public relations work and on MGM’s operations, as well as a tour of its Cotai integrated resort. Overall, the visiting students gained insights into the diverse work of public relations and the skills required
A group of 24 students from the English-language stream of UTM’s Tourism Retail and Marketing Management Bachelor’s Degree Programme recently went on a field trip to MGM COTAI, one of the Company’s two integrated resorts in Macao. The aim was to advance students’ knowledge of public relations as a professional pursuit.
Topics covered included general concepts about such work, and public relations’ role in social and business environments. The field trip emphasised applicable principles and practices.
The first part of the visit was led by two representatives from MGM: Ms. Juliana Kung, Director of Public Relations, and Mr. Calvin Tong, Human Resources Assistant Learning and Talent Development Manager, who is a UTM alumnus graduated in 2017 with a Bachelor of Science in Hotel Management.
The visit took place on 28 March. It was for Year 4 students enrolled in the Public Relations course, and was arranged by Lecturer Ms. Belina Lei from UTM and MGM Public Relations Executive Ms. Ivy Zeng.
During the first portion of the visit, Mr. Tong provided an overview of MGM, including its corporate structure. He explained the linkage among the two Macao based MGM integrated resorts, MGM China Holdings Limited and MGM Resorts International, its Las Vegas-based parent company which operates over 30 properties in the U.S. The MGM brand is also present in the Mainland China hospitality market.
Ms. Kung, the keynote speaker, then offered an overview of MGM’s Public and Community Relations Department. Its work covers five areas: corporate and government relations; media relations; community relations; copywriting and communications; and event planning and management.
The talk with the UTM students reviewed the skills required for a successful career in public relations. The group also discussed event planning and management from a public relations standpoint, using MGM’s involvement in the 2023 edition of the Macao Grand Prix motorsport event as an example. This had included event sponsorship, community relations, and support for Macao SAR Government initiatives. Other events involving the MGM brand in Macao were also discussed from a public and community relations standpoint.
The second part of the field trip featured a resort tour, including back-of-house facilities at MGM COTAI. The UTM delegation learned more about the interior design of the property and its decoration, namely the use of floral art installations and other natural elements. The students were briefed about staff-canteen menu innovations and about a corporate social responsibility partnership with a local charity, the Fuhong Society, to support children with special needs.
Throughout the field trip, Ms. Kung emphasised the diverse scope of public relations. She also noted that public relations professionals needed strong communication skills as well as sound writing and reporting skills. Research and analysis abilities were also required for media monitoring, as was the knack for developing good relations with media organisations and other content developers. Planning skills for strategy work and event management were additionally highlighted, along with the ability to generate public goodwill for the company generally.
The students also learned that crisis management capabilities are essential for organisations to effectively respond to and recover from unexpected incidents or situations that threaten their operations, reputation, or stakeholders. These capabilities can be called upon to handle various crises, including natural disasters, cyber-attacks, product recalls, and reputational issues.
Students praised the field trip for the insights it provided. Participant Jerry described it as “truly enlightening”, offering a better understanding of the scope of the work of public relations professionals.
Fellow student Johnson agreed. “I realised there are very many work areas for public relations”. That department “is critical” to the overall operations of large corporations such as MGM, he said.
Student Hugo noted that the visit to the back-of-house facilities gave him an understanding of MGM employee benefits. He added that the field trip also allowed him to learn how the corporation’s public relations department might handle unexpected situations.
The Tourism Retail and Marketing Management Bachelor’s Degree Programme is to be rebranded in academic year 2024/2025 as the Marketing and Brand Management Bachelor’s Degree Programme. The revised curriculum will focus on marketing and branding theory and practice, equipping students with essential skills for future careers in these fields.
Content: UTM Lecturer Ms. Belina Lei
Editor: UTM Public Relations Team
