UM students visit universities and media organisations during Shanghai study trip

The Communications Office (CO) of the University of Macau (UM) organised a five-day study trip to Shanghai for its PR Student Ambassadors and UM Reporters. The delegation visited several universities and media organisations in Shanghai to gain an in-depth understanding of the promotion strategies of the universities, how their students engage in news reporting and editing, as well as the operations strategies of media organisations in the age of new media.

Led by Katrina Cheong, director of CO, the UM delegation visited Fudan University, Shanghai Jiao Tong University, and East China Normal University to gain a deeper understanding of these universities’ new media and international promotion strategies, how they operate their integrated media platforms, and how they improve the effectiveness of their promotion strategies. The delegation also visited Shanghai Media Group and the headquarters of Xiaohongshu, where they gained insights into the operations strategies of these organisations, how to enhance communication in the age of AI, as well as how social media influencers boost their visibility and reach. In addition, the delegation explored several cultural landmarks in the city, including the Shanghai Museum, Shanghai Urban Planning Exhibition Center, and the Oriental Pearl Radio & Television Tower.

The PR Student Ambassador Programme and the UM Reporter Programme were launched by CO in 2010 and 2012, respectively. As part of the Media Integration Training Platform for Students, the programmes aim to provide practical experience and exchange opportunities for students interested in delivering guided tours, conducting interviews, and news production, so that they can apply their knowledge and realise their potential. To date, the two programmes have nurtured more than 1,000 students.