Public Relations

Paper Code: 
JMC 124
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  • Explain the concept of public relations and difference from other forms of marketing and publicity.
  • Develop the concept of Corporate Social Responsibility of media organizations.
  • Analyse the tools, ethics, legal aspects of public relations.
  • Differentiate between public relations and corporate communications, public relations and advertising, public relations and propaganda, public relations and publicity, propaganda and publicity.  

    

    

 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper   Code

Paper Title

JMC 124

Public Relations

 

CO15: Students would learn about the definitions and concepts of public relations, publicity, propaganda, advertising and e-PR

CO16: Students would know the difference between public relations and corporate communications, public relations and advertising, public relations and propaganda, public relations and publicity, propaganda and publicity

CO17: Students would gain knowledge about the tools of public relations.

CO18: Students would learn the importance of public relations writings

CO19: Students would gain knowledge about the basic ethics and laws of public relations

Approach in teaching:

Lecture cum Discussion Tool (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: 
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: 
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 Sustainable Development
12.00
Unit III: 
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: 
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: 
V
  • Media Relations –Press Conferences, Press Meets; site visits,
  • Proactive and Reactive media relations,
  • Ethical aspects in Public Relations,
  • Professional Bodies – PRSIandPRCI.
  • Media Selection for disseminate of right message to right audience.

 

 

Essential Readings: 

Suggested Reference Books:

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

 

Suggested Text Book:

  • Fernandez, J.(2004).Corporate Communications: A 21st Century Primer. New Delhi. Response Books.
  • Jethwaney, J.(2010).Corporate Communication Principles and Practice. New Delhi. Oxford University Press.
  • Jethwaney, J. (2015).Public Relations Management. New Delhi. Sterling.
  • Sandra,O. (2010).Public Relations Strategy.UK. Kogan Page.
  • Vilanilam, J.V. (2011). Public Relations in India. New Delhi. Sage Publications.
References: 

E Resources: 

 

Reference Journals:

  • Journal of Media and Communication
  • Amity Journal of Media and Communication Studies
  • International Journal of Communication
  • Critical Studies in Media Communication.

 

Academic Year: 
2023-2024
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