Hi –Meeting 2
Dr Zulhamri Abdullah (PhD, Cardiff, UK)
Timbalan Pengarah
Pusat Inovasi Keusahawanan & Pembangunan Pelajar
Pensyarah Kanan
Jabatan Komunikasi, FBMK
UNIVERSITI PUTRA MALAYSIA
Knowing You, Knowing Me
Academic
Professional
 BA in Public Relations (UKM)  Deputy Director,
 Master in Organisational
Communication (UPM)
 PhD in Professionalisation of
Public Relations (Cardiff,
UK)
 Senior Lecturer in
Corporate
Communication,
University Putra Malaysia
Centre of Co-curriculum, UPM
 Council Member,
Institute of Public Relations
Malaysia.
 Member ,
European Public Relations
Education & Research
Association, Germany.
 Member,
International Association of
Corporate Marketing Studies,
United Kingdom
CONTACT DETAIL
 *Consultation hours: TUE 2.00-5.00PM (preferably





by appointment)
Room no: B 029, Jab Kom, FBMK
Room TP Pusat Inovasi * (often here)
TEL: 03-8946 8775 / 8525
*EMAIL: zulhamri@fbmk.upm.edu.my
WEBSITE: www.fbmk.upm.edu.my/~drzulhamri
EVALUATION (PJJ)




Assignment 1
Assignment 2
MID TERM EXAM
FINAL EXAM
 Note: Attendance is compulsory (80%
requirement)
20%
30%
20%
30%
EXAMINATION
 MID-TERM EXAM:
 OBJECTIVE/SUBJECTIVE
 FINAL EXAM:
 OBJECTIVE/SUBJECTIVE
 Recall questions; multiple choices; true & false
 The question based on understanding, reasoning,
application, and synthesis.
 General knowledge is strongly needed
OBJEKTIF KURSUS
 1. menerangkan konsep dan fungsi komunikasi
kepemimpinan dalam sesebuah organisasi.
 2. menerangkan kepentingan ciri-ciri komunikasi
kepemimpinan dari segi penyeliaan, pelatihan,
dan karisma.
 3. menjustifikasikan strategi komunikasi
kepemimpinan yang berkesan dalam organisasi.
SINOPSIS
 Kursus ini membincangkan konsep, teori dan fungsi
komunikasi kepemimpinan dalam organisasi; gaya
kepemimpinan; kepemimpinan berkarisma ;
komunikasi pelatihan; kepelbagaian organisasi;
teknologi komunikasi; strategi komunikasi
kepemimpinan; dan cabaran dalam kepemimpinan.
CONTENT OF COURSE
 1.
Concept, theory and functions of leadership
communication
 2.
Organizational theories: a perspective of
leadership
 3.
Leadership styles
 4.
Executive coaching
 5.
Leaders as change agents
 6.
Managing leadership communication strategy
 7.
Building and Leading High-Performing Teams
 8.
Strategic Internal Communication
 9.
Strategic External Relations
 10.
Emotional Intelligence & Cultural Literacy
6 Managing leadership
communication strategy
 Establish a clear communication purpose
 To inform – transferring facts, data, or information
 To persuade – convincing clients to do something
 To instruct – instructing clients in a process
 Develop your communication strategy
 Effective communication requires a communication strategy
 Analyze your audiences
 Who is your primary audience? What do they expect? How do they
feel?
Strategic
Objectives
Spokesperson
Media/
forum
Audience
Timing
7 Building and Leading
High-Performing Teams
 Building an effective team
 Establishing team work processes
 Managing the people side of teams
 Handling team issues and conflict
 Helping virtual teams succeed
Performance
Results
Skills
Problem
solving
Technical
function
Interpersonal
Mutual
Accountability
Individual
Small number
of people
Specific goals
Common approach
Meaningful purpose
Collective
Work Products
Commitment
Personal
Growth
Source: Katzenbach, J. R. and Smith, D. K., (1993). The Wisdom of
Teams, Boston: Harvard Business School Press.
Chapter 8 13
8 Strategic Internal Communication
Educate employees in the company vision and
strategic goals
Motivate support for company’s strategy
Encourage higher performance and discretionary
effort
Limit misunderstandings that may damage
productivity
Align employees behind company’s strategic
objectives and position them to help achieve them
Supportive
Management
Targeted
Messages
On-going
Assessment
Effective Media/
Forums
Well-positioned
Staff
9 Strategic External Relations
 Developing an external relations strategy
 Building a positive corporate image
 Working with the news media
 Handling crisis communications
High
Analysts
Media
Customers
Importance
Competitors
Government agencies
Partners
Low
Difficulty of reaching
High
10 Emotional Intelligence & Cultural Literacy
 Emotional Intelligence is the ability to identify and manage emotions
in ourselves and in others.
 Understanding emotional intelligence (EI)
 Appreciating personality differences
 Improving interactive skills, such as



Non-verbal communication
Listening ability
Effective delivery of feedback
 Developing an approach to cultural literacy
 Defining culture
 Using a cultural variables framework
Context
Information flow
Equality
You’ve got
mail.
Language
Time
Power
References
Textbook:
*Barrett, Deborah J. (2006). Leadership communication. Boston:
McGraw-Hill Irwin.
2. Chemers, Martin M & Ayman, Roya. (1993). Leadership theory and
research: Perspectives and directions. San Diego: Academic Press,
Inc.
3. Dubrin, Andrew. J. (2004). Leadership: Research findings, practice
and skills. New York: Houghton Mifflin Co.
4. Hassan, Abdullah & Mohd, Ainon. (1998). Komunikasi untuk
pemimpin. Kuala Lumpur: Utusan Publication.
5. Witherspoon, Patrick D. (1997). Communicating leadership: An
organisational perspective. Boston: Allyn and Bacon.
6. Zulhamri Abdullah. (2007). International Corporate Communication.
Kuala Lumpur: Prentice Hall.
DESCRIPTION OF ASSIGNMENTS

Pelajar diminta membuat tugasan akademik mengenai Komunikasi Kepemimpinan
berdasarkan deskripsi tajuk berikut:
Pilih SATU tajuk sahaja.


Tajuk 1
“How to become a good leader?: A communication perspective”.

ATAU


Tajuk 2
“The importance of executive coaching: Improving organisational excellence”

ATAU

Tajuk 3
“Building and leading high-performing teams in a service corporation”

 Nota:
 Tugasan ini hendaklah dilakukan secara individu.
 Setiap tugasan bertulis mestilah tidak lebih daripada 10 muka surat sahaja.
 Tugasan yang dibuat mestilah mengandungi sekurang-kurangkannya 5
buku rujukan, artikel jurnal dan/atau rujukan yang berkaitan.
 Sila rujuk “Piagam Tugasan” di laman web pensyarah
www.fbmk.upm.edu.my/~drzulhamri bagi menyempurnakan tugasan
yang cemerlang
 Tugasan 1 mestilah diserahkan pada 30 Januari 2008. Markah akan
ditolak jika kelewatan menghantar tugasan.
DESCRIPTION OF ASSIGNMENTS
 TUGASAN 2 (30%)
 Anda adalah seorang pegawai kanan yang sedang berkhidmat di Unit
Strategi
Komunikasi
di
sesebuah
organisasi
berorientasikan
perkhidmatan. Anda diminta oleh majikan untuk menjayakan kempen
keselamatan jalan raya.
 Sila jawab soalan-soalan berikut:
 Apakah fungsi, peranan dan tugas seorang pemimpin dalam menjayakan
kempen tersebut?
 Apakah gaya kepemimpinan yang perlu dipamerkan untuk menjayakan
kempen tersebut?
 Berdasarkan teori kepemimpinan, bincang dan aplikasikan satu teori
kepemimpinan bagi menjayakan kempen tersebut?
 Nota:
 Tugasan ini hendaklah dilakukan secara individu.
 Setiap tugasan bertulis mestilah tidak lebih daripada 15 muka surat
sahaja.
 Tugasan yang dibuat mestilah mengandungi sekurang-kurangkannya
10 buku rujukan, artikel jurnal dan/atau rujukan yang berkaitan.
 Sila rujuk “Piagam Tugasan” di laman web pensyarah
www.fbmk.upm.edu.my/~drzulhamri bagi menyempurnakan tugasan
yang cemerlang
 Tugasan tersebut mestilah diserahkan pada 5 Mac 2008. Markah akan
ditolak jika kelewatan menghantar tugasan
DESCRIPTION OF ASSIGNMENTS
 GROUP ASSIGNMENT: SMALL GROUP
PROJECT/SEMINAR
A must have:
– Academic writing : technical text – author/year
(e.g. journal article); footnotes (optional)
- References (APA system/equiv.); the more
references you have, the more credible the text you
produce. (Sources: journal articles; books etc)
- 12 ‘Times’ font; double spacing; A4 paper (refer to
Piagam Projek).
 Example:
 In Malaysia and Singapore, communication
campaigns have always been aligned with
‘intercultural harmony’ (Sriramesh & Vercic,
2003).
 A case study by Cummings and DeSanto (2002)
revealed that in the 1960s, the International
Public Relations Group of Companies failed to
convince their local and national clients in Asia,
especially in Japan.
 Technical/science text NOT in ‘short form’; ‘bhs
pasar’; story/’cerpen’
 Paraphrase the sentences NOT copy
ASSIGNMENT MARKING SCHEME
Assignments will be assessed based on four key criteria (COPS) as
follows:
Marking Criteria
Marks
1. Content
2. Organization
3. Presentation
4. Style
30
30
20
20
Total:
100%
ASSIGNMENT MARKING SCHEME(2)
Content
Well focused; rigorous arguments/analysis; outstanding knowledge of and use of evidences; relevant
supporting academic materials and real world examples; and excellent use of direct quotations.
Organization
Great mapping strategy guiding the readers; a clear introduction including a thesis
statement (main ideas/key points); a main body clearly divided into sections; and
excellent use of sub-headings and linking devices.
Presentation
Clearly presented with attention to detail of the conventions of the title page, bibliography, appendices, &
overall layout; excellent referencing system; excelent use of appropriate vocabulary and gramatical
structures; and able to demonstrate appropriate length with excellent spelling and punctuation.
Style
Excellent attention paid to a particular style demonstrated throughout; outstanding insights with high
quality and innovation; and overall consistency of the style addressed throughout.
THANK YOU FOR LISTENING!
GOOD LUCK IN YOUR FINAL EXAM