Course Objective
This course will enable the students to create effective PR strategies across various specialised sectors and digital platforms.
Course Outcomes (COs):
PR for Health Sector
PR for Education Sector
PR for Hospitality Sector
PR for Corporate Sector
PR for Government Sector
PR for Consumer/Service Industry
Managing Crisis Situations
Using Digital Media Platforms for Crisis Communication
Understanding Crisis Communication Strategies
Challenges and Opportunities in New Media
PR Tools for Internet and Social Media Campaigns
Online PR Strategies
Developing Corporate Websites
Managing Facebook, Twitter, LinkedIn, and YouTube Accounts
Creating Corporate Blogs
Building Online Corporate Communities
Organising a Moot Press Conference
Essential Readings:
Chakravarty, A. (2014). Handbook Of Media Communication and Public Relations. Centrum Press.
Silvia, T., & Anzur, T. (2011). Power performance: Multimedia storytelling for journalism and public relations. John Wiley & Sons.
Theaker, A. (2004). The Public Relations Handbook (Revised ed.). Routledge.
Raj, R. K. (2007). Management of Public Relations. R B S A Publishers.
Mehta, D. S. (2011). Handbook of Public Relations in India. Allied Publishers.
Butterick, K. (2011). Introducing Public Relations: Theory and Practice. SAGE.
Suggested Readings:
Seitel, F. P. (2017). The practice of public relations (13th ed.). Pearson.
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public relations: Strategies and tactics
(11th ed.). Pearson.
Coombs, W. T. (2014). Ongoing crisis communication: Planning, managing, and responding
(4th ed.). SAGE Publications.
Breakenridge, D. K. (2012). Social media and public relations: Eight new practices for the PR professional. Pearson.
Scott, D. M. (2020). The new rules of marketing and PR: How to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly (7th ed.). Wiley.
Handley, A., & Chapman, C. C. (2012). Content rules: How to create killer blogs, podcasts, videos, eBooks, webinars (and more) that engage customers and ignite your business. Wiley.
Halligan, B., & Shah, D. (2014). Inbound marketing: Attract, engage, and delight customers online. Wiley.
Newsom, D., & Haynes, J. (2017). Public relations writing: Form & style (11th ed.). Cengage Learning.
Wilcox, D. L., & Reber, B. H. (2012). Public relations writing and media techniques (7th ed.). Pearson.
E-Resources:
https://hmhub.in/principles-of-marketing-management/pr- [2] tools/#:~:text=Public%20Relations%20(PR)%20is%20a,outlets%2C%20and%20the%20gener [2] al%20public [2]
https://egyankosh.ac.in/bitstream/123456789/7711/1/Unit-6.pdf [3]
https://publicmediasolution.com/blog/importance-of-public-relations-in- [4] healthcare/#:~:text=Healthcare%20PR%20is%20the%20way,and%20dominance%20in%20th [4] e%20industry [4]
https://www.openpathdigital.com/blog/online-presence-for-business [5]
Links:
[1] https://journalism.iisuniv.ac.in/courses/subjects/pr-specialised-sectors-and-crisis-management-practical-0
[2] https://hmhub.in/principles-of-marketing-management/pr-tools/#%3A~%3Atext%3DPublic%20Relations%20(PR)%20is%20a%2Coutlets%2C%20and%20the%20general%20public
[3] https://egyankosh.ac.in/bitstream/123456789/7711/1/Unit-6.pdf
[4] https://publicmediasolution.com/blog/importance-of-public-relations-in-healthcare/#%3A~%3Atext%3DHealthcare%20PR%20is%20the%20way%2Cand%20dominance%20in%20the%20industry
[5] https://www.openpathdigital.com/blog/online-presence-for-business
[6] https://journalism.iisuniv.ac.in/academic-year/2025-2026