(2016-17) Public Relations II

Paper Code: 
JMC-144 L
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to:

  • Understand and know the principles, forms and process of Public Relations.
  • Know the various theories of Public Relations
  • Relate various technologies and their development in the field of Public Relations.
  • Understand corporate communication

 

Public Relations- Meaning, Definition, Concept, Process, Strategies, Tools, Scope, Functions and Significance

 

Theories related to Public Relations- Systems Theory, Situational Theory.

Theories of Persuasion and Influence - Social Exchange Theory, Diffusion Theory, Social Learning Theory, Uses and Gratification Theory.

 

PR in Private and Public Sector. Types of publics. Lobbying. Models of PR, SWOT analysis in PR. PR Campaign.

 

Corporate Communication-Role of PR in corporate house. Corporate Communication Principles and practices. Strategic PR.Ethical aspects in Public Relations.

 

Crisis Communication.  Role of PR in Crisis and Disaster Management. Case study related to PR

 

References: 

1. White, Shirley A.K., Sadanandan Nair and Joseph Ascroft, Participatory Communication: Working for Change and Development Sage, New Delhi.
2. Ambasatha, C.K., Communication Patterns in Innovation Development, Extensions and Client System, B.R. Publishing Corporation, Delhi.
3. Schramm, Wilbur, Mass Communication and National Development UNESCO Paris.
4. Mehta, S.R. (Ed.) Communication and Development : Issues and Perspectives. Rawat Publications, Jaipur and New Delhi.
5. Gupta, V.S. Communication and Development . Concepts Publishing Co. New Delhi.
6. Melkote R. Srinivas(1991), Communication for development in the third world, Sage publishers, New Delhi.
7. Neville Jayaveera, Sarath Amunugama(1989), Rethinking development communication, AMIC.
8. Sadanan Nair, Shirley A. White,(1993), Perspectives on development communication, Sage, New Delhi.
9. Mass Media in national development- Wilbur Schramm.
10. Social change in India- B. Kappuswamy.
11. Cutlip, Scott M. and Allen H.Center. Effective Public Relations Prentice Hall, New Jersey.
12. Sahai, Baldeo, Public Relations. Standing Conference of Public Enterprises, New Delhi.
13. Broom, Glen and David, Using Research in Public Relations. Prentice Hall, New Jersey.
14. Oxley, Harlod, The Principles of Public Relations. Kogan Page, London.
15. Basu, Anil, Public Relations : Problems and Prospects. Calcutta.
16. Kaul, J.M. Public Relations. Allied Publishers, New Delhi.
17. Mehta, D.S., Handbook of Public Relations. Allied Publishers, New Delhi.
18. Sengupta, Sailesh, Management of Public Relations and Communication, Vikas Publishing House, New Delhi.

 

Academic Year: 
2018-2019
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