PR and Corporate Communication

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

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.

Course  Outcome (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper   Code

Paper Title

JMC 421

PR and Corporate Communication

 

CO93:Students would learn public relations, publicity, advertising and e-PR.

CO94: Students would understand the concepts and tools of PR and communication. 

CO95:Students would gain knowledge about corporate communication.

CO96:Students would learn the basics of public relations writings.

CO97:Students would gain understand basic ethics and laws of public relations

 

Approach in teaching:

Lecture cum DiscussionTool (Power Point Presentation).Case study.

Lecture cum Discussion

Tool and writing practise.

Learning activities for the students

Self learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

 

Continuous Assessment Test

Semester end examination

 

 

12.00
Unit I: 
Unit I

Public Relations – Definition, Concepts, Role, Scope, Functions, Brief History of Public Relations in India.Strategic Public Relations/CorporateCommunication and Management; PR Marketing, Publicity, Propaganda; Opinion Making and Persuasion.

.

 

 

12.00
Unit II: 
Unit II

Corporate Communication: Building a Distinct Corporate Identity – Concepts, Process; Internal and External Communication, Campaign Planning,Crisis Communication. Role of PR/CC in Crisis.CSR and SustainableDevelopment.

Unit III: 
Unit III

Units of Information and Broadcasting Bodies: PR in Central and State Government: Defining Stake Holders/Publics, Media Segmentation, Audience Segmentation. PR agencies: Importance,Social Media and PR

12.00
Unit IV: 
Unit IV

Writing for PR: internal publics (house journals, bulletin boards, open houses, suggestion boxes, video magazines, etc.); Using social and new media for internal and external public; PR and Press; PR as News source;  Writing for media (press release/backgrounder, press brief, rejoinders etc.)

12.00
Unit V: 
Unit V

Media Relations –Press Conferences, Press Meets; site visits, Proactive and Reactive media relations, ethical aspects in Public Relations and PRSI code of Ethics.Media Selection for disseminate of right message to right audience.

 

Essential Readings: 
  1. Chhabra, A. (2016). Public Relations. New Delhi.Surjeet Publications.
  2. Moore,H.F. (2004). Public Relations: Principles, Cases and Problems. New Delhi.Surjeet Publications.
  3. Sharma,D.(2004). Public Relations: An Emerging Specialized Profession: Text and Case Studies.New Delhi. Deep and Deep Publications.
  4. Shaikh, J.(2015). Public Relation and Press. New Delhi.Rajat Publications.
  5. Shukla, A. (2016). Public Opinion Making in India: An Assessment of talk shows in Indian media. New Delhi.Kanishka Publishers.
  6. Sivaramakrishnan, A. (2014). Public-interest Journalism: A guide for students. Jaipur.BlackswanOrient.
  7. Vachani, J. (2016). Public Relations Management in Media and Journalism. New Delhi.Kanishka Publishers.

 

References: 

1.     Fernandez, J.(2004).Corporate Communications: A 21st Century Primer. New Delhi. Response Books.

2.     Jethwaney, J.(2010).Corporate Communication Principles and Practice. New Delhi. Oxford University Press.

3.     Jethwaney, J. (2015).Public Relations Management. New Delhi. Sterling.

4.     Sandra,O. (2010).Public Relations Strategy.UK. Kogan Page.

5.     Vilanilam, J.V. (2011). Public Relations in India. New Delhi. Sage Publications.

 

Academic Year: 
2020-2021
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