Student Powerhouse: “Jom Lenggong” PR Project Clinches PRCA Asia-Pacific 2025 Award!

Taylor’s University’s School of Media and Communication (SOMAC) continues to set the benchmark for academic excellence and industry relevance. Its final-year Public Relations consultancy team, ProPassion, emerged victorious at the prestigious Public Relations and Communications Association (PRCA) Asia-Pacific (APAC) Awards 2025, winning the Best Student Campaign Award under the Student Campaign category. Held on 27 March 2025 in Singapore, the award ceremony recognises outstanding public relations campaigns that align with global industry standards.

Guided by Dr. G. Manickam Govindaraju, ProPassion Consult, a student-led consultancy under Bachelor of Mass Communication (Public Relations and Event Management) programme delivered the winning “Jom Lenggong” campaign. Comprising twelve final-year students, the team operated within a real-world consultancy model, gaining invaluable experience in client engagement, strategic development, and campaign execution. Conducted in collaboration with the Ministry of Tourism, Arts and Culture (MOTAC) Perak, the project promoted Lenggong Valley, a UNESCO World Heritage Site celebrated for its archaeological significance and untapped potential in geotourism.

“Jom Lenggong” distinguished itself among international entries, many submitted by seasoned industry professionals, for its strategic execution and measurable impact. ProPassion’s success stemmed from robust public relations strategies, clearly defined objectives, and tactical precision. Key campaign components included social media activations, campus events, a digital newsletter, media outreach initiatives, a project video, and a high-impact Public Relations showcase attended by industry partners and MOTAC officials.

Special thanks are extended to Tuan Muhammad Aminuddin bin Abdul Majid, Director of MOTAC Perak, for facilitating essential logistics and enhancing the students’ cultural immersion. The project also benefited from the support of Dr. Nagathisen Katahenggam, Deputy Director of the Sustainable Tourism Impact Lab, and Dr. Thanam Subramaniam, Programme Director from the School of Hospitality, Tourism and Events, who championed a multidisciplinary approach. Creative mentorship by Mr. Jason Desmond, Channel Manager of SOMAC played a pivotal role in producing the campaign’s compelling promotional video, vividly bringing Lenggong’s story to life.

The success of the “Jom Lenggong” campaign exemplifies Taylor’s University’s commitment to purpose-led education and experiential learning. This remarkable achievement not only cements Taylor’s leadership in media and communication education but also highlights the transformative power of hands-on learning in shaping the next generation of communication leaders.