PR and Corporate Communication

Paper Code: 
JMC 421
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to understand the concept of public relations and difference from other forms of marketing and publicity.  Understand the concept of Corporate Social Responsibility of media organizations. Understand the tools, ethics, laws of public relations.

 

12.00
Unit I: 

Public Relations – Definition, objectives, Brief History of Public Relations in India. Strategic Public Relations/Corporate Communication and Management, Strategy and its relevance in Public Relations and Corporate Communication.

 

 

 

12.00
Unit II: 

Campaign Planning, Management and Execution. Crisis Communication.

 Role of PR/CC in Crisis and Disaster Management.

12.00
Unit III: 

Defining Stake Holders/Publics, Media Segmentation, Audience Segmentation

12.00
Unit IV: 

Building a Distinct Corporate Identity – Concepts, Process.  Preparing House Styles -logo lettering.

12.00
Unit V: 

Media Relations – organizing press conferences, site visits, Press Backgrounders, Proactive and Reactive media relations, Ethical aspects in public relations.

Essential Readings: 
  1. Cutlip, Scott M. and Allen H.Center. Effective Public Relations Prentice Hall, New Jersey.
  2. Sahai, Baldeo, Public Relations. Standing Conference of Public Enterprises, New Delhi.
  3. Broom, Glen and David, Using Research in Public Relations. Prentice Hall, New Jersey.
  4. Oxley, Harlod, The Principles of Public Relations. Kogan Page, London.
  5. Basu, Anil, Public Relations : Problems and Prospects. Calcutta.
  6. Kaul, J.M. Public Relations. Allied Publishers, New Delhi.     
  7. Mehta, D.S., Handbook of Public Relations. Allied Publishers, New Delhi.

 

Academic Year: 
2016-2017
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