Public Relations

Paper Code: 
24JMC124
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to explore the concept of public relations and work culture in different organisations by applying the strategies of PR to groom any organisations through practices towards image building.

 

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course   Code

Course Title

24JMC124

Public Relations

(Theory)

CO19: Examine the concepts of public relations and other forms.

CO20: Develop the concept of Corporate Social Responsibility of media organisations.

CO21: Analyse the role of PR in Government.

CO22: Create write ups for various purposes in PR process and activities.

CO23: Analyse the need of good media relations as a tool for publicity and promotion.

CO24: Contribute effectively in course-specific interaction.

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: 
Concept of Public Relations
  • Public Relations – Definition, Concepts, Role, Scope, Functions
  • Brief History of Public Relations in India
  • Strategic Public Relations/Corporate Communication and Management
  • PR Marketing, Publicity, Propaganda
  • Opinion Making and Persuasion

 

12.00
Unit II: 
Building a Distinct Corporate Identity
  • 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: 
Navigating the PR Landscape
  • 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: 
PR Writing
  • 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: 
Building Media Relations
  • Media Relations –Press Conferences, Press Meets; site visits
  • Proactive and Reactive media relations
  • Ethical aspects in Public Relations
  • Professional Bodies – PRSI and PRCI
  • Media Selection for disseminate of right message to right audience

 

Essential Readings: 
  • 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. Blackswan Orient.
  • Vachani, J. (2016). Public Relations Management in Media and Journalism. New Delhi. Kanishka Publishers.
References: 
  • 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.

E-Resources

 

Academic Year: 
2024-2025
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