Feminization of Public Relations Practice in US
Public Relations in America was the fastest growing profession with over 2. lakh practitioners working in several in-house public relations departments and public relations firms said Prof. Dennis L. Wilcox, former Director, School of Journalism and Mass Communication, San Jose State University, California. Addressing public relations professionals of Andhra Pradesh at a meeting organized in the last week of March in Hyderabad on the Topic “Overview of Public Relations Practice in US” Prof. Wilcox said 42% of professionals work in public relations firms while 22 per cent practitioners work in the corporate world. Only 3 per cent of total professionals in America work in government public relations.
This meeting was organized by the Public Relations Society of India, Hyderabad Chapter in association with Federation of Andhra Pradesh Chamber of Commerce and Industry, Public Relations Council of India, Hyderabad Chapter and Global Forum for Public Relations,
Another interesting feature of this discipline is that feminization of public relations practice in US wherein 60% represent females and 40 per cent males. More and more women are joining PR profession. Since management support has increased in tune with the global competitive marketing environment, a majority of public relations professionals report to top management, Prof. Wilcox added.
Tracing the history of public relations; in US, Dennis Wilcox referred to the first public relations counsel of US as Ivy Ledbetter Lee who established a publicity bureau in New York city in 1904. Later, Edward L.Bernays who is regarded as the Father of Modern Public Relations, not only promoted public relations education but also the practice. With the support of pioneers, public relations in America grew through four models such as Press agentry, public information model, two way asymmetric and two way symmetric public relations model.
In his presidential address the Editor, Public Relations Voice described Prof. Wilcox not only as one of the 10 top public relations educators in US but also an international PR Educator who taught PR in about 10 countries. Dr.Reddy referred to the Triangle Public Relations Model consisting of Capitalist PR model of US, Socialist Public Relations Model of China and Democratic PR Model of India and observed that a time had come when these three models could be converged into a universal PR model based on the principle Think & Act Globally and Locally.
The FAPCCI President, Suraj Prasad Agarwal, who was the guest of honour said Public relations in India has bright future as our country belonged to democratic and development process.
Three PR professional bodies which have organized this function presented to Prof. Wilcox, the International PR Award for Academic Excellence in PR Education for his outstanding contribution to the growth of education and practice. Prof.Dennis L.Wilcox also addressed the students of Communication and Journalism of Osmania University on “Public Relations: A Perspective on the Global Landscape”
K.R.K Chary, A.K.Agarwal,. Y.Babji and B,K,Sarala Anand spoke on different PR professional bodies as fora to professioanlise public relations in India
Thursday, April 02, 2009
Sunday, March 15, 2009
Syllabus for BA (PR) - 3 Years course
UG Course – BA (PR) (3 yrs) - PR & Advertising as one of the Options - Eligibility: +2 or equivalent
Subject Committee No.2:
Convener:
Dr CV Narasimha Reddi &
Members:
Y Babji,
Prof V Durga Bhavani &
Prof L Raghava Rao
Paper 1: Introduction to Mass Communication, & Public Relations – 5 units x 12 lectures
Paper 2: Writing Skills for Media - 5 units x 12 lectures
Paper 3: Corporate Public Relations and Communications - 5 units x 12 lectures
Paper 4: Advertising – Theory & Practice - 5 units x 12 lectures
No. of practical, classroom exercises & assignments = 12 per paper
1st Year, Paper 1, Introduction to Mass Communication, & Public Relations
Unit-1
Introduction to Mass Communication to be adopted from Journalism subject committee
Unit-2
Same as under unit 1
Unit-3
Same as under unit 1
Unit-4:
Definitions of PR – Basic elements – common mis-conceptions – Role & Scope of PR in a developing and democratic country
Unit: 5:
PR as distinct from other forms of public communication – publicity, Propaganda, advertising and lobbying
References:
Dr. CV Narasimha Reddi – PR & Communication Hand Book; Publisher CVN PR Foundation
R.K. Raj, Management of PR, Publishers Deepava Parnami RBSA Publishers Jaipur
PR Today In the Indian Context, Subir Ghosh Pub& Co, Calcutta
Sam Black – Practical Public Relations, Universal Book Stall, Mew Delhi
2nd Year, Paper 2 Writing Skills for Media
Unit-1:
The Art of Writing – various forms of writing – journalistic media, structure of newspapers – use of journalistic jargons – News agencies - Tools and Techniques of Writing - Language, Content – Reader, Listener and Viewer – Style and techniques of writing – Tools – Yearbooks – Grammar, Language skills - Principles of good writing – Writing is rock foundation of public relations – the message – the audience – the media – writing for clarity – simple language – avoid jargon – vocabulary – Grammar
Unit-2:
Writing for the Newspaper
News Writing. What is news? News values – News perception - basics of news writing – Facts, Accuracy, Source, Style – Forms of news writing – News report – News features – Newsletter
Reporting – News report – Parts of a news release – The Five Ws and One H – the Headline – Dateline – the types of leads – the body of the story – types of reporting – human interest stories – speech reporting – corporate reporting – qualities of reporter
Features - What is a feature? Value of Features –types of features – Public Relations Features – News features – informative features – historical features – interview based features - Writing features – Scope – finding ideas – sources of information – writing process – parts of feature- the lead, the body, summary, photos – Perception – Audience – Writing – Editing – Marketing features.
Unit-3:
Writing for Public Relations – Writing Style – Performance Appraisal – Success stories – corporate profiles – news on community relations – writing for corporate publications – Backgrounders – Writing for hoardings – fact sheets
Writing for House Journals - House Journals – History – Scope – Purpose – Contents – Employees – welfare schemes – New projects – individual performance – products information – corporate performance – cultural and social activities – Chief Executive’s Letter – Editorial in house journals – letters to the editor – Writing Style.
Unit-4:
Writing for Radio
Radio News Releases – features of Radio – instant reach – Writing for the ear – the listener – style of writing for radio – conversation style - public service announcements – talks – interviews – panel discussions
Writing for Television – Video news releases – magazine shows – Talks – TV documentary – TV news bulletins – Characteristics – seeing is believing – writing for hearing and seeing – the viewer – writing style – conversational style.
Unit-5:
Writing Speeches
The basics of speech writing – audience and speaker - writing the speech – speech formats - talks, panel discussions, debates, media interviews, public meetings, conferences.
Recommended Books
Writing for Media, Editor, Dr. CV Narasimha Reddi, Dr. B.R. Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Style, Wadsworth Publishing Company, USA
John Foster, Effective Writing Skills for Public Relations, The Institute of Public Relations, London.
3rd Year, Paper 3, Corporate Public Relations and Communication
Unit: 1
What is Public Relations? – Definition – nature and scope of public relations – elements – role – public relations as management function – public relations publics – concepts of public relations –publicity – differences and similarities of public relations as distinct from advertising –publicity – public opinion – propaganda – Role and scope of PR in a democratic and developing country
Unit-2:
Principles of Public Relations
Truthfulness, honest communication – public interest – two way communication – Good cause - opinion leaders – public attitude – social environment – PR process – Four Stages – Fact finding – planning – communication - evaluation
Unit-3:
Organization, Structure and functions of Management of PR Department - in-house PR Departments - Approaches in organizing the PR department – structure of Central and State Government PR departments – Media Units of I&B Ministry – Structure of PR departments in State Government, public sector, private industry and voluntary organizations – PR Practice in three system – in-house - PR consultancy and combination of two - advantages and disadvantages
Unit-4:
Structure and Functions of PR Firms – In-house PR Department – vs – PR Agency – Advantages – Disadvantages – Agency PR Services – Selection of PR Agency – PR Agency Client Relations – Scope of PR Agencies in India
Communicating with specialized publics – employees – shareholders – customers – suppliers and dealers – community relations
Unit-5:
Public Relations Campaigns
Components of public relations campaign - planning- objectives – target publics – message design – media selection – action plans implementation and evaluation – case study of a public relations campaign
Recommended Books
Dr. CV Narasimha Reddi, Effective Public Relations and Media Strategy, Prentice Hall of India Limited
Sam Black, Practical Public Relations
Philip Lesley, Handbook of Public Relations and Communication, Jayco Publishing House
Subhir Ghosh, Public Relations Today, Rupa & Co
3rd Year, Paper 4, Advertising – Theory & Practice
Unit 1:
What is advertising – Advertising its relationship with Mass Communication and as a part of Marketing mix- Advertising – definition – functions – role – scope in India –International Advertising.
Unit 2:
Classification of Advertising: Based on demand, media, objectives – different consumers to be reached - Stages in the product life cycle – product – institutional – financial – social – political, government - classified and display advertisements.
Unit 3:
Elements of an Advertisement: - Types, functions of headline and copy – Copy for different media – visualize - logo – slogan - layout, types of layout – principles of design and layout in advertising – production process for print – ads. - Creating Ads for Radio and Television – Radio – jingles, spots, commercials, TV commercials and corporate films - special effects and use of computers for advertising
Unit 4:
Media Planning – Types of media - Media Strategy - Radio – newspaper – magazine – television – outdoor – specially – internet – e-advertising – new technologies – online media – relative merits and demerits – basics of media – planning and scheduling – importance of media – tariff – sources of information for media planning –Advertising campaigns
Unit 5:
Advertising Agency – structure and functions of the various departments of the advertising agency – Client servicing, creative, media, production etc. – Agency compensation - importance of cordial client agency relationship – selection of an advertising agency – PR manager and ad. Agency - Evaluation and Regulation of Advertising: Copy researches – Pre-testing and post-testing methods. Media research, readership studies, television rating points (TRP) Ethics, codes and laws related to advertising, professional bodies- AAAI-ISA-ASCI-INS-Consumer Protection Act. Case Studies in advertising.
Recommended Books
Theory and Practice of Advertising, Sri Venkateswara University, Tirupathi
Rathor, Advertising of Management, Himalaya Publishing House
Subject Committee No.2:
Convener:
Dr CV Narasimha Reddi &
Members:
Y Babji,
Prof V Durga Bhavani &
Prof L Raghava Rao
Paper 1: Introduction to Mass Communication, & Public Relations – 5 units x 12 lectures
Paper 2: Writing Skills for Media - 5 units x 12 lectures
Paper 3: Corporate Public Relations and Communications - 5 units x 12 lectures
Paper 4: Advertising – Theory & Practice - 5 units x 12 lectures
No. of practical, classroom exercises & assignments = 12 per paper
1st Year, Paper 1, Introduction to Mass Communication, & Public Relations
Unit-1
Introduction to Mass Communication to be adopted from Journalism subject committee
Unit-2
Same as under unit 1
Unit-3
Same as under unit 1
Unit-4:
Definitions of PR – Basic elements – common mis-conceptions – Role & Scope of PR in a developing and democratic country
Unit: 5:
PR as distinct from other forms of public communication – publicity, Propaganda, advertising and lobbying
References:
Dr. CV Narasimha Reddi – PR & Communication Hand Book; Publisher CVN PR Foundation
R.K. Raj, Management of PR, Publishers Deepava Parnami RBSA Publishers Jaipur
PR Today In the Indian Context, Subir Ghosh Pub& Co, Calcutta
Sam Black – Practical Public Relations, Universal Book Stall, Mew Delhi
2nd Year, Paper 2 Writing Skills for Media
Unit-1:
The Art of Writing – various forms of writing – journalistic media, structure of newspapers – use of journalistic jargons – News agencies - Tools and Techniques of Writing - Language, Content – Reader, Listener and Viewer – Style and techniques of writing – Tools – Yearbooks – Grammar, Language skills - Principles of good writing – Writing is rock foundation of public relations – the message – the audience – the media – writing for clarity – simple language – avoid jargon – vocabulary – Grammar
Unit-2:
Writing for the Newspaper
News Writing. What is news? News values – News perception - basics of news writing – Facts, Accuracy, Source, Style – Forms of news writing – News report – News features – Newsletter
Reporting – News report – Parts of a news release – The Five Ws and One H – the Headline – Dateline – the types of leads – the body of the story – types of reporting – human interest stories – speech reporting – corporate reporting – qualities of reporter
Features - What is a feature? Value of Features –types of features – Public Relations Features – News features – informative features – historical features – interview based features - Writing features – Scope – finding ideas – sources of information – writing process – parts of feature- the lead, the body, summary, photos – Perception – Audience – Writing – Editing – Marketing features.
Unit-3:
Writing for Public Relations – Writing Style – Performance Appraisal – Success stories – corporate profiles – news on community relations – writing for corporate publications – Backgrounders – Writing for hoardings – fact sheets
Writing for House Journals - House Journals – History – Scope – Purpose – Contents – Employees – welfare schemes – New projects – individual performance – products information – corporate performance – cultural and social activities – Chief Executive’s Letter – Editorial in house journals – letters to the editor – Writing Style.
Unit-4:
Writing for Radio
Radio News Releases – features of Radio – instant reach – Writing for the ear – the listener – style of writing for radio – conversation style - public service announcements – talks – interviews – panel discussions
Writing for Television – Video news releases – magazine shows – Talks – TV documentary – TV news bulletins – Characteristics – seeing is believing – writing for hearing and seeing – the viewer – writing style – conversational style.
Unit-5:
Writing Speeches
The basics of speech writing – audience and speaker - writing the speech – speech formats - talks, panel discussions, debates, media interviews, public meetings, conferences.
Recommended Books
Writing for Media, Editor, Dr. CV Narasimha Reddi, Dr. B.R. Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Style, Wadsworth Publishing Company, USA
John Foster, Effective Writing Skills for Public Relations, The Institute of Public Relations, London.
3rd Year, Paper 3, Corporate Public Relations and Communication
Unit: 1
What is Public Relations? – Definition – nature and scope of public relations – elements – role – public relations as management function – public relations publics – concepts of public relations –publicity – differences and similarities of public relations as distinct from advertising –publicity – public opinion – propaganda – Role and scope of PR in a democratic and developing country
Unit-2:
Principles of Public Relations
Truthfulness, honest communication – public interest – two way communication – Good cause - opinion leaders – public attitude – social environment – PR process – Four Stages – Fact finding – planning – communication - evaluation
Unit-3:
Organization, Structure and functions of Management of PR Department - in-house PR Departments - Approaches in organizing the PR department – structure of Central and State Government PR departments – Media Units of I&B Ministry – Structure of PR departments in State Government, public sector, private industry and voluntary organizations – PR Practice in three system – in-house - PR consultancy and combination of two - advantages and disadvantages
Unit-4:
Structure and Functions of PR Firms – In-house PR Department – vs – PR Agency – Advantages – Disadvantages – Agency PR Services – Selection of PR Agency – PR Agency Client Relations – Scope of PR Agencies in India
Communicating with specialized publics – employees – shareholders – customers – suppliers and dealers – community relations
Unit-5:
Public Relations Campaigns
Components of public relations campaign - planning- objectives – target publics – message design – media selection – action plans implementation and evaluation – case study of a public relations campaign
Recommended Books
Dr. CV Narasimha Reddi, Effective Public Relations and Media Strategy, Prentice Hall of India Limited
Sam Black, Practical Public Relations
Philip Lesley, Handbook of Public Relations and Communication, Jayco Publishing House
Subhir Ghosh, Public Relations Today, Rupa & Co
3rd Year, Paper 4, Advertising – Theory & Practice
Unit 1:
What is advertising – Advertising its relationship with Mass Communication and as a part of Marketing mix- Advertising – definition – functions – role – scope in India –International Advertising.
Unit 2:
Classification of Advertising: Based on demand, media, objectives – different consumers to be reached - Stages in the product life cycle – product – institutional – financial – social – political, government - classified and display advertisements.
Unit 3:
Elements of an Advertisement: - Types, functions of headline and copy – Copy for different media – visualize - logo – slogan - layout, types of layout – principles of design and layout in advertising – production process for print – ads. - Creating Ads for Radio and Television – Radio – jingles, spots, commercials, TV commercials and corporate films - special effects and use of computers for advertising
Unit 4:
Media Planning – Types of media - Media Strategy - Radio – newspaper – magazine – television – outdoor – specially – internet – e-advertising – new technologies – online media – relative merits and demerits – basics of media – planning and scheduling – importance of media – tariff – sources of information for media planning –Advertising campaigns
Unit 5:
Advertising Agency – structure and functions of the various departments of the advertising agency – Client servicing, creative, media, production etc. – Agency compensation - importance of cordial client agency relationship – selection of an advertising agency – PR manager and ad. Agency - Evaluation and Regulation of Advertising: Copy researches – Pre-testing and post-testing methods. Media research, readership studies, television rating points (TRP) Ethics, codes and laws related to advertising, professional bodies- AAAI-ISA-ASCI-INS-Consumer Protection Act. Case Studies in advertising.
Recommended Books
Theory and Practice of Advertising, Sri Venkateswara University, Tirupathi
Rathor, Advertising of Management, Himalaya Publishing House
Syllabus for MS (PR) - 2 Years course
PG Course - MS-PR (2years) – Eligibility: Any degree
Subject Committee No.4
Convener:
Dr CV Narasimha Reddi &
Members:
Prof V Durga Bhavani,
Y Babji,
Prof L Raghava Rao,
Mr R Neelamegham &
Mr Mathew Joseph
Semester - I
Paper 1: Introduction to communication and History of Public Relations – 5 units x 12 lectures
Paper 2: PUBLIC RELATIONS THEORY – 5 units x 12 lectures
Paper 3: Principles & Practices of Management (Business, Marketing & HR) – 5 units x 12 lectures
Paper 4: MEDIA PRACTICE: STRATEGY AND METHODS – 5 units x 12 lectures
Semester - II
Paper 1: Public Relations Practice in Government and Corporate Sector – 5 units x 12 lectures
Paper 2: THEORY AND PRACTICE OF ADVERTISING – 5 units x 12 lectures
Paper 3: INFORMATION, COMMN TECHNOLOGY & NEW MEDIA IN PR– 5 units x 12 lectures
Paper 4: WRITING FOR MEDIA – 5 units x 12 lectures
Semester - III
Paper 1: Public Relations Research – 5 units x 12 lectures
Paper 2: Global Public Relations – 5 units x 12 lectures
Paper 3: Integrated Marketing communications – 5 units x 12 lectures
Paper 4: Editing and Production of Corporate Publications – 5 units x 12 lectures
Semester - IV
Paper 1: Emerging trends in Public Relations – 5 units x 12 lectures
Paper 2: Financial Public Relations – 5 units x 12 lectures
Paper 3: Event Management – 5 units x 12 lectures
Paper 4: Project Work/Production Thesis
No. of practical, classroom exercises & assignments = 12 per paper
I year - Semester I - Paper 1: Introduction to communication and History of Public Relations
Unit I:
Definition, nature and concept of Communication and its role in society, with special reference to India and the developing world. Types of communication - Intra-personal, interpersonal, group and mass communication. New Media technologies - Satellite, cable, tele text, videotext. Traditional and folk forms of communication in India.
Unit II:
Process of communication: Functions of communication, elements and barriers to communication. Theories and models: Shannon and Weaver, Osgood and Schramm, Rogers and Shoemaker, Riley and Riley. Two-step flow, multi-step flow of communication. Mass Media: Press, Radio, TV and Film. Functions of mass communication, gate keeping; four theories of the press; Mass media audiences; Analysis of mass media in India.
Unit III;
History of Public Relations - The State of Propaganda
Ancient and Medieval India 1500 BC-1857 AD. – Indus Valley - Civilisation to the End of East India Company Rule – Mahavira, Gautama Buddha, Adi Sankara – Great Religious Communicators – Emperor Asoka, Emperor Akbar – Great Kings of Public Communication – East India Company Rule – Propaganda of Christian Missionaries – Social Communication of Raja Ram Mohan Roy – Abolition of Sati 1829 – The First War of Indian Independence 1857 – Role of Propaganda
Unit-IV:
The Era of Publicity – British India 1858 – 1947(Propaganda to Publicity)
A) Lord Canning the First Viceroy 1858 –Publicity through Newspapers. Editors Room (1858) Press Commissioner 1880 – First World War (1914-18) War Publicity – Second World War (1939-1945) – Directorate of Information Broadcasting for War Publicity – Press Information Bureau – War Information to Public Welfare Information 1945
B) Indian Independence Struggle – Gandhian Era of Public Communication (1919-1947). – Gandhian Mass Agitations against British Government – Satyagraha Movement (1919) – Non-Co-operation Movement (1921) – Civil Disobedience Movement (1930) – and Quit India Movement (1942) – Gandhian Techniques of ITM Public Communication Theory – I – Interpersonal Media T – Traditional Media M- Modern Mass Media – Newspapers Mahatma Gandhi – The Father of Indian Public Relations and the Greatest Communicator of the World
C) Community Relations 1911-1912 – House of Tatas – Public Relations Division in Private Sector - 1945
Unit-V: The Age of Public Relations
A) Establishing Ministry of Information and Broadcasting (1947) – Mandate – Inform, Educate and Entertain People as partners in democratic polity and development – Media Units of the Ministry of I&B - PIB, DAVP, Filed Publicity – Prasar Bharathi – Public Sector PR –1956 –National Emergency Use Govt. Media for Propaganda 1975-77 – PR Professional Bodies - PRSI, ABCI, PRCI, GFPR
B) New Industrial Policy –1991 - Economic Liberalization, Privatization & Globalisation – Entry of Multi Nationals & Indian Companies became Multi Nationals – Trade Wars – Upswing in PR Communication activities – Emergence of Global PR
Recommended Books
J Natarajan, History of Indian Journalism, Publications Division Ministry of Information and Broadcasting
Dr. Nadig Krishna Murthy, Indian Journalism, Origin, Growth and Development of Indian Journalism
University of Mysore
3.Dr.C.V.Narasimha Reddi, Effective Public Relations & Media Strategy, History of Public Relations in the World Largest Democracy, Prentice-Hall of India, New Delhi
I year - Semester I - Paper 2: PUBLIC RELATIONS THEORY
Unit: 1
What is Public Relations? – Definition – nature and scope of public relations – elements – role – public relations as management function – public relations publics – concepts of public relations –publicity – differences and similarities of public relations as distinct from advertising –publicity – public opinion – propaganda – Role and scope of PR in a democratic and developing country
Unit-2:
Principles of Public Relations
Truthfulness, honest communication – public interest – two way communication – Good cause - opinion leaders – public attitude – social environment – PR process – Four Stages – Fact finding – planning – communication - evaluation
Unit-3:
Organization, Structure and functions of Management of PR Department - in-house PR Departments - Approaches in organizing the PR department – structure of Central and State Government PR departments – Media Units of I&B Ministry – Structure of PR departments in State Government, public sector, private industry and voluntary organizations – PR Practice in three system – in-house - PR consultancy and combination of two - advantages and disadvantages
Unit-4:
Structure and Functions of PR Firms – In-house PR Department – vs – PR Agency – Advantages – Disadvantages – Agency PR Services – Selection of PR Agency – PR Agency Client Relations – Scope of PR Agencies in India Communicating with specialized publics – employees – shareholders – customers – suppliers and dealers – community relations
Unit-5:
Public Relations Campaigns
Components of public relations campaign - planning- objectives – target publics – message design – media selection – action plans implementation and evaluation – case study of a public relations campaign
Recommended Books
Dr. C.V. Narsimha Reddi, Effective Public Relations and Media Strategy, Prentice Hall of India Limited
Sam Black, Practical Public Relations
Philip Lesly, Handbook of Public Relations and Communication, Jayco Publishing House
Subhir Ghosh, Public Relations Today, Rupa & Co
I year - Semester I - Paper 3: Principles & Practices of Management (Business, Marketing & HR)
Unit I
Evolution of management thought, Systems and contingency approach for understanding organizations, managerial processes, functions, skills and roles in an organization; Social Responsibility of Business; Understanding and Managing Individual behaviour- personality, Perceptions, Values, Attitudes, Learning, Work Motivation, Individual decision making and problem solving; Understanding and managing group processes - Interpersonal and group dynamics applications of emotional intelligence in organizations, communication, group decision making, Leadership and influence process; Understanding and Managing organizational system - organizational design and structures- , Work stress Management.
Unit-II
Marketing-Definition – Marketing concepts –Marketing management and environment– Market segmentation – Targeting – Positioning-Value Addition in STP. Determinants of consumer behavior –selling to industrial buyers-buy grid- selling to consumers- Marketing plan. -Purpose and Timing of the Marketing Plan - Marketing Research for the New Venture -Understanding the Marketing Plan -Characteristics of a Marketing Plan -The Marketing Mix -Steps in preparing the Marketing Plan -Contingency Planning - Why Some Plans fail.
Unit-III
Product strategy – quality & other Attributes- branding - packaging –Value addition in Marketing offer-Pricing policy – Objectives – Factors influencing pricing decisions – Product-line pricing - Cost based pricing – Geographical pricing-Discount pricing – Promotional pricing- New product pricing - Value based Pricing. Promotion mix- Promotion budgets, Distribution – Channel, types and factors influencing selection of channels – Logistics and supply chain management–Direct marketing-Telemarketing – Network marketing -E- Marketing- Value addition in distribution.
Unit IV
Gaining a Competitive advantage – Responsibilities and Roles HR Departments perform – Changing nature of the HRM function – Competitive Challenges influencing HRM – Meeting competitive challenges through HRM practices – HRM and Competency Building – HRM and Change Management – HR as a Strategic Business Partner – The role of HR in providing Sustainable competitive advantage. HRM -Objectives and Process – Job analysis and Design – Acquisition and preparation of HR - Selection and placement process – Types of interviews – Effectiveness of Interviews – Socializing, Orienting, and Developing Employees. Employee Training – Determining Training needs – Training approaches – Employee Development – Job shadowing – Employee Development Methods – Evaluating Training and Development Methods.
Unit – V
Contemporary Issues in HR-Work Life Balance – Diversity Management – Talent Management – Quality of Work Life – HR issues in Mergers and Acquisitions – e- HR – Competency Mapping – Employer Branding – Employee Branding – HR Scorecard – Whistle blowing Policy – Industrial Relations Dynamics – Outsourcing – Implication of Globalization to HRM Function and Functionaries.
Recommended books:
Koontz, H and Wechrich, H. Management. 10th ed., New York, McGraw Hill, 1995.
Luthans, F. Organizational Behaviour. 7th ed., New York, McGraw Hill, 1995.
Robbins,S P.Management.5th ed.,New Jersey,Englewood Cliffs, Prentice Hall Inc., 1996.
Robbins, S.P.Organizational Behaviour, 7th ed., New Delhi, Prentice Hall of India, 1996.
Noe A. Raymond, John Hollenbeck, Barry Gerhart and Patrick Wright: Human Resource Management, Tata McGraw Hill.
Decenzo A. David and Stephen Robbins – Human Resource Management, john wiley & sons.
Philip Kotler - Marketing Management: Analysis, Planning And Control (Pearson Education)
I year - Semester I - Paper 4: MEDIA PRACTICE: STRATEGY AND METHODS
Unit-1
Media Classification - What is Medium? – Public relations and media linkage – medium is the message – media classification – sensory media – hot and cool media – the presentation and representation media – functions – public relations media – historical perspective of media
Unit-2:
Print Media - What is journalism? – Newspapers – Characteristics – limitations – relative appeal – classification – contents – functions – press in India and its impact – public relations opportunities in newspapers. Tactics and Techniques of Press – press events- press release – feature – letter to the editor – rejoinder – press conferences – press interview – press tours
Public Relations Photography
Photographic communication – photojournalism – vs. – PR photography – types of photographs – news photos – photo features – use of photography in public relations practice
Unit-3:
Broadcast Media: Introduction to Broadcasting - Radio as PR medium – significance of radio in the Indian context –AIR – PR opportunities in radio – radio and development - FM Digital – Satellite and web broadcasting
Television: - TV as tool of public relations – importance – characteristics – PR opportunities in Television
TV documentaries - Television as catalyst for change
Films History of Indian Cinema - significance of films as audio-visual medium – characteristics – advantages –types of films – documentary film – PR opportunities in films – impact of films – process of film making
Unit-4:
Traditional Media – What is traditional media? Historical perspective -significance in the Indian context - characteristics forms of traditional media – blend of traditional media with electronic media - impact of traditional media. Exhibition as tool of PR
Unit-5:
Media Relations - Media scene in India – concepts of press relations –understanding the media – principles of good media relations – readers’ oriented press service – Inter media Publicity Coordination Committee – Media measurement and evaluation
Recommended books:
Subir Ghosh, Mass Media Today-In the Indian Context, Profile publishers, Calcutta.
Dr. C.V. Narasimha Reddi, Public Relations Media, Dr. B.R. Ambedkar Open University, Hyderabad
I year - Semester II - Paper 1: Public Relations Practice in Government and Corporate Sector
Unit-1
Government Public Relations
Characteristics of Democratic Government – Functions Government - Citizen interaction – Concept of Public Information - Relationship – Government PR – Justification - Basic Goals – Government Information and Public Relations Services/Administration – Difference between State and Central Government Services
Unit-2
Indian Information Service
Public Relations Structure in Central Government – Ministry of Information and Broadcasting – Mandate of the Ministry – Media Units of the Ministry - Press Information Bureau – Photo Division – Publication Division - Films Division-DAVP-DFP – Songs and Drama Division – IIMC – Prasara Bharathi – AIR & Doordarshan – Functions and Impact of Media Units – Limitations The Right to Information Act-2005 – RTI, the Oxygen of Indian Democracy – Objectives – Right to Information – Dissemination of Information – Obligation of Public Authorities – Information Commissions
Unit-3
Public Relations Practice in State Governments and Local Bodies
Central -Vs-State Government – Division of Legislative Powers – Union, State & Concurrent Lists – Public Information Management in State Government - Structure – Functions of Andhra Pradesh State Information and Public Relations Department – Media wise Wings in the Directorate – Concept of Information Centres as Govt. Media – Impact and Limitations of State Government PR Public Relations in Local Bodies
The City is Citizen – Civic sense - Local Bodies – Municipal Corporations – Linkage with Citizens – Cradle to grave - the need for PR – Role, Scope and Goals of PR in Local Bodies – PR Structure and Functions in Municipal Corporations – Grassroots PR – Village Panchayats – Mandals
Unit-4
Public Relations in Corporate Sector
Distinguishing Features of Corporate India –Economic Liberalization, Privatization, Globalization – Free Enterprises and the Public Sector – The Era of Indian Economic Growth - Corporate Reputation - Challenges for Corporate Sector to meet Global Competitive Marketing Environment – The Challenge for Public Relations - Internal and External Publics - Relationships Management – A Paradigm Shift in PR
Unit-5
Advanced Public Relations in Key Corporations
Public Relations in Private Industry and Business Organisations – Public Relations in Public Sector Undertakings – Public Relations for NGO’s – Public Relations in Public Transport
Recommended Books
Paul A Argents, Strategic Corporate Communication, McGraw Hill
Clarke L. Caywood, The Handbook of Strategic & Integrated Communication, McGraw Hill
Dr. C.V. Narasimha Reddi, Public Relations Management, S V University, Tirupathi
Dr. C.V. Narasimha Reddi, Public Information Management – Ancient India to Modern India Himalaya Publishing House
The Right to Information Act-2005
I year - Semester II - Paper 2: THEORY AND PRACTICE OF ADVERTISING
Unit: 1
What is advertising – Advertising its relationship with Mass Communication and as a part of Marketing mix- Advertising – definition – functions – role – scope in India –International Advertising.
Unit: 2
Classification of Advertising: Based on demand, media, objectives – different consumers to be reached - Stages in the product life cycle – product – institutional – financial – social – political, government - classified and display advertisements.
Unit: 3
Elements of an Advertisement: - Types, functions of headline and copy – Copy for different media – visualize - logo – slogan - layout, types of layout – principles of design and layout in advertising – production process for print – ads. - Creating Ads for Radio and Television – Radio – jingles, spots, commercials, TV commercials and corporate films - special effects and use of computers for advertising
Unit: 4
Media Planning – Types of media - Media Strategy - Radio – newspaper – magazine – television – outdoor – specially – internet – e-advertising – new technologies – online media – relative merits and demerits – basics of media – planning and scheduling – importance of media – tariff – sources of information for media planning –Advertising campaigns
Unit: 5
Advertising Agency – structure and functions of the various departments of the advertising agency – Client servicing, creative, media, production etc. – Agency compensation - importance of cordial client agency relationship – selection of an advertising agency – PR manager and ad. Agency - Evaluation and Regulation of Advertising: Copy researches – Pre-testing and post-testing methods. Media research, readership studies, television rating points (TRP) Ethics, codes and laws related to advertising, professional bodies- AAAI-ISA-ASCI-INS-Consumer Protection Act. Case Studies in advertising.
Recommended Books
Theory and Practice of Advertising, Sri Venkateswara University, Tirupathi
Rathor, Advertising of Management, Himalaya Publishing House
Sen Gupta, Subroto (1993). Brand Positioning. New Delhi: Tata McGraw Hill
Meenkshi R. Chauhan (1995). Advertising – The Social Advertising Challenge. New Delhi: Armo Publications.
Navin Mathur (1987). Press Advertising. Bombay: Himalaya Publishing House.
Sam Balsara (1990). Advertising Works. Bombay: Advertising Club.
Hart A. Norman and James O. Cornnor (1985). The Practice of Advertising. London: Heinemann
I year - Semester II - Paper 3: Information, Communication Technology & New Media in PR
Unit-1:
Introduction to Information and Communication Technology – Evolution of Information and communication Technology - information revolution – concept of global village - computer and internet in the Centre stage– de-massification of media and audience – Emergence of New Media and Social Media.
Introducing e-PR – Online public relations – multi media applications - What is e-PR? – Narrow casting – e-PR versus e-advertising - e-PR objectives – e-PR strategy - targeting audiences –Internet – Intranet – CD ROM – Rules of traditional media and new media.
Unit-2:
Web Site Public Relations
Origin and growth of world wide web - Web Site in Public Relations – Web pages – language - basis – objectives – the domain name – writing on the web – building trust on site – web site a resource of information - Product information – avoiding information overload - update web site – third party endorsement-web TV – Search and Retrieval.
E-mail Essentials - Role of e-mail – e-mail efficiency – the body of e-mail – solutions and signature – layout – golden rules of e-mail – etiquette – e-mail checklists – voice mail – teleconference – news releases – satellite media tours
Unit-3:
Social Media – new rules of public relations - reaching - audience directly – Blogs – Pod casting - wikis – wikipedia
Unit-4:
Internal e-PR – web site and internal relations – internet online newsletters – e-journals - internal e-mail – compiling an internal e-mailing list – intranet- – security issues – cyber laws.
Unit-5:
Discussion groups – difference between news groups and discussion groups – finding the right groups for business – create a signature line – keep messages in context – handling complaints – writing messages – answer questions – the dos and don’ts of newsgroup ‘etiquette’
Recommended Books
Dr. TH. Chowdary, Information and Communications Technologies for Classes and Masses, A CTMS Publication, Hyderabad
Dr. TH. Chowdary and Dr. B.N. Neelima, Information Communication Technology – ePR, S V University, Tirupathi
I year - Semester II - Paper 4: WRITING FOR MEDIA
Unit-1:
The Art of Writing – various forms of writing – journalistic media, structure of newspapers – use of journalistic jargons – News agencies
Tools and Techniques of Writing
Language, Content – Reader, Listener and Viewer – Style and techniques of writing – Tools – Yearbooks – Grammar, Language skills
Principles of good writing – Writing is rock foundation of public relations – the message – the audience – the media – writing for clarity – simple language – avoid jargon – vocabulary – Grammar
Unit-2:
Writing for the Newspaper
News Writing. What is news? News values – News perception - basics of news writing – Facts, Accuracy, Source, Style – Forms of news writing – News report – News features – Newsletter
Reporting – News report – Parts of a news release – The Five Ws and One H – the Headline – Dateline – the types of leads – the body of the story – types of reporting – human interest stories – speech reporting – corporate reporting – qualities of reporter
Features - What is a feature? Value of Features –types of features – Public Relations Features – News features – informative features – historical features – interview based features
Writing features – Scope – finding ideas – sources of information – writing process – parts of feature- the lead, the body, summary, photos – Perception – Audience – Writing – Editing – Marketing features.
Unit-3:
Writing for Public Relations – Writing Style – Performance Appraisal – Success stories – corporate profiles – news on community relations – writing for corporate publications – Backgrounders – Writing for hoardings – fact sheets
Writing for House Journals
House Journals – History – Scope – Purpose – Contents – Employees – welfare schemes – New projects – individual performance – products information – corporate performance – cultural and social activities – Chief Executive’s Letter – Editorial in house journals – letters to the editor – Writing Style.
Unit-4:
Writing for Radio
Radio News Releases – features of Radio – instant reach – Writing for the ear – the listener – style of writing for radio – conversation style - public service announcements – talks – interviews – panel discussions
Writing for Television – Video news releases – magazine shows – Talks – TV documentary – TV news bulletins – Characteristics – seeing is believing – writing for hearing and seeing – the viewer – writing style – conversational style.
Unit-5:
Writing Speeches
The basics of speech writing – audience and speaker - writing the speech – speech formats - talks, panel discussions, debates, media interviews, public meetings, conferences.
Recommended Books
Writing for Media, Editor, Dr. C.V. Narasimha Reddi, Dr. B.R. Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Style, Wadsworth Publishing Company, USA
John Foster, Effective Writing Skills for Public Relations, The Institute of Public Relations, London
II year - Semester III - Paper 1: Public Relations Research
Unit-1:
Public relations profession growing locally and globally – the need for research for developing best practice – Meaning of Research – importance – objectives - role and scope of research in Indian public relations – Research and Evaluation in PR – the difference – SWOT Analysis – PII Evaluation model (Preparation, Implementation and impact) of Cutlip Center and Broom
Unit-2:
Research Process
Formulation of problem – objectives of the study – Review of literature – hypothesis – research methodology – gathering information - data analysis and interpretation – findings – conclusion of study – bibliography
Unit-3:
Research Methods
Formal research – informal research – quantitative research – qualitative research – archival research – internet and world wide web search – survey method – field observation – mail questionnaire – interviews – focus groups - telephone surveys – copy testing – Explorative method
Unit-4:
Tools and Techniques of Data Collection
Questionnaires – interviews - field observations – case studies – primary and secondary sources of information – sampling methods – sampling procedures – sample size – sample error. Research areas: – evaluation of PR campaigns – Media impact measurement – employee relations survey – customers commitment – corporate social responsibility audit – managing corporate reputation
Unit-5: Evaluation of Results
Analysis and interpretation of data – report writing – topic outline – goals of study - chapterization – headings and sub-headings of the repot - inferences – suggestions – developing best public relations practice – current PR research scenario in India and problems – Case histories in research
Recommended Books
Tom Watson & Paul Noble, Evaluating Public Relations, A Best Practice Guide to Public Relations Planning, Research and Evaluation, Kogan page
Newsom. Turk. Krukeberg, This is PR, The Reactions of Public Relations, Wadsworth, Thomson Learning USA
Berger, Media Research Methods
II year - Semester III - Paper 2: Global Public Relations
Unit I:
Globalisation – The frontier of multinationalism and cultural diversity – Definition and origin of globalisation – Vasudaiva Kutumbakam, the ancient Indian concept of global perspective – Lord Buddha, the light of Asia – Economic, political and ideological factors contributing to globalisation – Information & Communication technology and Media globalization – Marshal Mc Luhan’s global village – Alvin Toffler’s the third wave of information revolution – Thomas Friedman’s globalisation – The world is flat – Globalised world in the 21st Century.
Unit II:
International communication – Why international communication is important – Communication between international organisations and between Govts – International information and communication agencies – Global News agencies – Reuters, AP, Agence France Presse – ITAR – International broadcasting corporations – BBC, CNN, Voice of America, Radio Moscow – International Organisations – UNO, UNESCO, WHO – International information flow – the imbalance between developing and developed nations – New World Information and communication order – Mac Bride Report – Impact on Public Relations
Unit III:
Globalisation and India – New Industrial Policy 1991 (Economic liberalisation, Privatisation and Globalisation) – Impact on Indian Economy – Entry of foreign companies into India and Indian companies became multinationals and entered other countries – Emergency of global marketing – Era of Trade wars – Upswing in PR & Corporate communication activities to meet global corporate and communication challenges – Beginning of Global Public Relations: a paradigm shift
Unit IV:
What is Global Public Relations? Concept – Definition, Nature, Importance, Role and scope in the Indian context – Difference between domestic and global PR – Reaching multi-cultural, multi-linguistic, ethnic and diversified audiences – Global PR – Opportunities and challenges – Global Public Relations practice in multinational corporations – International organisations – Inter-Governmental relations – Diplomacy and global PR – Ministry of External Affairs – External publicity division – Projection of Indian Image abroad – Global Media Mix – Matching the audience with media tactics
Unit V:
The Development of PR practice in USA, UK and China – Professional organisations – Professional Development programs and accreditation – International PR organisations – International PR Association (IPRA) – International Association of Business Communicators (IABC) – Global Alliance for Public Relations and Communication Management – International PR studies
Recommended Books:
Thomas L Friedman, The world is flat – the globalised world in the 21st Century
Betteke van Ruler (Ed) Public Relations Communication Management in Europe – a nation by nation, introduction to Public Relations Theory and Practice
Robert L Heath, (Ed) Hand Book of Public Relations, Sage Publications
Dennis L Wilcox, Public Relations Strategies & Tactics, Pierson Education Inc
II year - Semester III - Paper 3: Integrated Marketing communications
Unit-1:
Integrated Marketing Concept - Integrated marketing communication process covering - Five Ps – product price-place-promotion and public relations – theories and models of advertising – David Oglivy and Rosser Reeves – Hierarchy of effects – models – AIDA model – quick action model
Unit-2
Marketing objectives – product positioning strategies – product life cycle – brands – branding strategies brand equity – selection of advertising agency – globalisation and trends in Indian advertising
Unit-3:
Consumer buying behavior, and advertising – consumer buying behavior theories and models – psychological and sociological perspectives – Marketing communication message, channels, mix, coordination – old rules of marketing information with traditional and conventional media - new rules of marketing with new media and social media like web, Blogs, pod cast, online media.
Unit-4:
Social Marketing – importance and case studies – Indian rural markets – rural advertising – strategies problems
Unit-5:
Marketing and Market Research – nature – scope – and importance – Areas of research – price research –sales promotion research – product research (brand/logo) packaging research – stages in the marketing research process – sources of information – methods of marketing research – motivation research – market segmentation methods – Market research organizations in India- Case Studies and evaluation
Recommended Books
David MeerMan Scott, The New Rules of Marketing, John Wiley & Sons Inc. USA
II year - Semester III - Paper 4: Editing and Production of Corporate Publications
Unit-1
Corporate Publications
Definition - the need, scope and role of Corporate Publications in Public Relations Communications –Corporate Publications – Types – House Journals, newsletters, annual reports – Employee manuals/handbooks – Chairman’s speech to shareholders – Trade Bulletins – Product catalogues – booklets, pamphlets, brochures, folders, leaflets, fact sheets – Direct Mailers, Calendars, diaries, posters, greeting cards, pictorial albums – Government Publications
Unit-2.
Writing for Corporate Literature
The art of writing – Various forms of writing – Literary writing, journalistic writing – Writing for Public Relations -Principles of good writing - Tools and Techniques of writing – Language and Grammar Skills - Application of principles of good writing - popular style- language, vocabulary – words, variety of sentence structure – figures of speech – juxtaposition
Unit-3
Editing, Techniques of Corporate Publications
The need and role of editing – symbols – use of language –style – condensing the text – writing headline subheadings – box items – checking accuracy - preparation of dummy – copy for printing
Unit-4.
Graphics
Use of graphics & illustrations in publications to reinforce printed word – Use of Statistics Charts, photographs, graphics, and symbols – Line drawing – Placement of Illustrations – Cartoons, transparencies – Photo montage – Publications – Editing of pictures for better reproduction – Decorative devices – Colour
Unit-5
Printing
Production and Printing Process – Introduction to printing process – types of printing – distinguishing qualities and characteristics of each method – letter press – offset – web-offset and Gravure –Screen Printing – Desktop Printing – Pre-Press – Computer Technology Application – Types and Sizes of Paper
Recommended Books
Howard Stephenson, Handbook of Public Relations, McGraw Hill Inc
Dr. Narasimha Reddi C.V, Editor, Editing and Production of Corporate Communications, Dr. B.R. Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing, Form & Style Wadsworth Publishing Company
Writing, Editing and Printing of Corporate Publications, SVU, Tirupati
II Year - Semester IV - Paper 1: Emerging trends in Public Relations
Unit-1:
The Changing Landscape of Socio-Economic Scenario - Impact on Marketing and Public Relations – New Challenges Facing Public Relations and New Opportunities – Professional Excellence
Unit-2:
Social Forces and Public Relations Practice - Emerging Social Forces and their impact on Public Relations – Growing importance of Indian 30 per cent middle class; 25 per cent people below the poverty line, empowerment of scheduled castes, scheduled tribes, women and youth – Indian plurality diverse audiences – implications for Public Relations practice – New Rules of PR Game
Unit-3:
Environment – Communication Strategy - National Environment Policy-2006 – Central Pollution Control Board – Environmental Information System – A Strategic Approach to environmental public relations – Media and Methods to sensitize target audiences.
Unit-4:
Media Proliferation and Convergence of Old and New Media - Challenges for Public Relations Practice – Public Relations - Approach to New Media – Online Public Relations – Connect with New Media or Collapse in Public Relations Practice
Unit-5:
Changing Corporate India – Public Relations as Top Management Function - CEO as Chief of Public Relations in designing corporate strategy for PR – A Strategic Approach to Counseling Top Management – Future of Public Relations: – Five Growth Engines – (1) Education and Training (2) Integrated PR Communication Approach (3) ITM Theory of Gandhian Public Communication (4) Measurement of PR – Research To Strengthen PR Practice (5) Strong PR Professional Body
Recommended Books
Clarke L. Caywood (Editor) The Handbook of Strategic Public Relations & Integrated Communications, McGraw Hill 1997
India-2008: Publications Division, Ministry of Information and Broadcasting, Government of India
II year - Semester IV - Paper 2: Financial Public Relations
Unit-1
Indian Economic Scene
Indian Economic Policies – New Industrial Policy 1991 – Economic Liberalization – Exim Policies – Corporate Structure of Industries and Financial Institutions – Stock Market operations- Floating shares – Share Market
Unit-2
Business Media and Communication – An Overview of Business Communication – Business Publications – Business Reporting – Business Meetings – Minutes writing
Unit: 3
Financial Public Relations in Industry and Business – Four “Ms” of organizational growth – Men, Money, Material and Management. What is Financial PR? Nature, role and scope of financial PR in industry and business – Financial Audience – Shareholders – Employee Shareholders – Financial Institutions and investors- Investing institutions – fund management groups – Stock Markets – stock brokers – Chambers of Commerce - Trade Associations – Financial Media –Financial Analysts – Print and Electronic Media – Other forms of Financial PR as Distinct from PR Operations
Unit: 4
Financial Calendar – Content of Financial Public Relations – Preliminary Reports – Half Yearly Reports –Annual Report – Annual General Meeting – Public Issues
Unit: 5
Communication with Financial Public - Investor Relations – Printed Communication – Annual Reports – Financial Advertising –Press Releases – Individual Interviews – Financial visits – Press Conferences – Meeting with Financial Analysts – Personal Visits to Major shareholders – Corporate video/film –TV Advertising – Radio jingles – closed circuit TV – slide presentation – outdoor advertising - Evaluation
Recommended Books
Part Bowman & Richard Bing – Financial Public Relations CAM Foundation, London,
Sailesh Sengupta: Management of Communication and Public Relations Vikas Publishing House.
II year - Semester IV - Paper 3: Event Management
Unit-I:
Introduction to Events – Definitions – Historical Perspective – Characteristics of events – Objectives – Types of Events – Business events – Corporate Events – Fundraising events – Exhibition trade events – Entertainment Events - Conferences – Media Events
Unit-II:
Managing Events
Events Planning – the budget, venue, logistics, creating ambience – Target Audience – Health and Safety – Traffic Management – Sign Post – Car Parking, Staffing, emergency situations – Event Attractions
Unit-III:
Marketing and Public Relations for Events
The Target Market – Marketing for an Event – Public Relations – Pre-event, during event, post event - Media and Methods of PR to reach the target audience
Unit-IV:
The Event Managers Role and Attributes
Qualifications and Skills – Negotiating skills, creative skills, coordinating skills, planning skills, executive and implementing skills, evaluation skills
Unit-V:
Close Down, Evaluation and Inferences
Event close down – cleaning waste disposal – Removal of Utilities – Removal of Structure – Event Evaluation – Sponsors views - publicity awareness, visitors observation – Media coverage – staff & volunteers’ feedback – Final Report – Benefits, short comings – suggestions
Recommended Books
Aton Shone and Bryn Parry, Successful Event Management, Thomson Learning, United Kingdom
D.G. Conway, The Event Manager’s Bible, How to Books, Untied Kingdom
II year - Semester IV - Paper 4: Project Work/Production Thesis
Note: The candidates has to prepare a Project Report/Production themes based on his/her internship with any reputed Media/PR Department under the supervision of a designated Teacher-Guide.
Subject Committee No.4
Convener:
Dr CV Narasimha Reddi &
Members:
Prof V Durga Bhavani,
Y Babji,
Prof L Raghava Rao,
Mr R Neelamegham &
Mr Mathew Joseph
Semester - I
Paper 1: Introduction to communication and History of Public Relations – 5 units x 12 lectures
Paper 2: PUBLIC RELATIONS THEORY – 5 units x 12 lectures
Paper 3: Principles & Practices of Management (Business, Marketing & HR) – 5 units x 12 lectures
Paper 4: MEDIA PRACTICE: STRATEGY AND METHODS – 5 units x 12 lectures
Semester - II
Paper 1: Public Relations Practice in Government and Corporate Sector – 5 units x 12 lectures
Paper 2: THEORY AND PRACTICE OF ADVERTISING – 5 units x 12 lectures
Paper 3: INFORMATION, COMMN TECHNOLOGY & NEW MEDIA IN PR– 5 units x 12 lectures
Paper 4: WRITING FOR MEDIA – 5 units x 12 lectures
Semester - III
Paper 1: Public Relations Research – 5 units x 12 lectures
Paper 2: Global Public Relations – 5 units x 12 lectures
Paper 3: Integrated Marketing communications – 5 units x 12 lectures
Paper 4: Editing and Production of Corporate Publications – 5 units x 12 lectures
Semester - IV
Paper 1: Emerging trends in Public Relations – 5 units x 12 lectures
Paper 2: Financial Public Relations – 5 units x 12 lectures
Paper 3: Event Management – 5 units x 12 lectures
Paper 4: Project Work/Production Thesis
No. of practical, classroom exercises & assignments = 12 per paper
I year - Semester I - Paper 1: Introduction to communication and History of Public Relations
Unit I:
Definition, nature and concept of Communication and its role in society, with special reference to India and the developing world. Types of communication - Intra-personal, interpersonal, group and mass communication. New Media technologies - Satellite, cable, tele text, videotext. Traditional and folk forms of communication in India.
Unit II:
Process of communication: Functions of communication, elements and barriers to communication. Theories and models: Shannon and Weaver, Osgood and Schramm, Rogers and Shoemaker, Riley and Riley. Two-step flow, multi-step flow of communication. Mass Media: Press, Radio, TV and Film. Functions of mass communication, gate keeping; four theories of the press; Mass media audiences; Analysis of mass media in India.
Unit III;
History of Public Relations - The State of Propaganda
Ancient and Medieval India 1500 BC-1857 AD. – Indus Valley - Civilisation to the End of East India Company Rule – Mahavira, Gautama Buddha, Adi Sankara – Great Religious Communicators – Emperor Asoka, Emperor Akbar – Great Kings of Public Communication – East India Company Rule – Propaganda of Christian Missionaries – Social Communication of Raja Ram Mohan Roy – Abolition of Sati 1829 – The First War of Indian Independence 1857 – Role of Propaganda
Unit-IV:
The Era of Publicity – British India 1858 – 1947(Propaganda to Publicity)
A) Lord Canning the First Viceroy 1858 –Publicity through Newspapers. Editors Room (1858) Press Commissioner 1880 – First World War (1914-18) War Publicity – Second World War (1939-1945) – Directorate of Information Broadcasting for War Publicity – Press Information Bureau – War Information to Public Welfare Information 1945
B) Indian Independence Struggle – Gandhian Era of Public Communication (1919-1947). – Gandhian Mass Agitations against British Government – Satyagraha Movement (1919) – Non-Co-operation Movement (1921) – Civil Disobedience Movement (1930) – and Quit India Movement (1942) – Gandhian Techniques of ITM Public Communication Theory – I – Interpersonal Media T – Traditional Media M- Modern Mass Media – Newspapers Mahatma Gandhi – The Father of Indian Public Relations and the Greatest Communicator of the World
C) Community Relations 1911-1912 – House of Tatas – Public Relations Division in Private Sector - 1945
Unit-V: The Age of Public Relations
A) Establishing Ministry of Information and Broadcasting (1947) – Mandate – Inform, Educate and Entertain People as partners in democratic polity and development – Media Units of the Ministry of I&B - PIB, DAVP, Filed Publicity – Prasar Bharathi – Public Sector PR –1956 –National Emergency Use Govt. Media for Propaganda 1975-77 – PR Professional Bodies - PRSI, ABCI, PRCI, GFPR
B) New Industrial Policy –1991 - Economic Liberalization, Privatization & Globalisation – Entry of Multi Nationals & Indian Companies became Multi Nationals – Trade Wars – Upswing in PR Communication activities – Emergence of Global PR
Recommended Books
J Natarajan, History of Indian Journalism, Publications Division Ministry of Information and Broadcasting
Dr. Nadig Krishna Murthy, Indian Journalism, Origin, Growth and Development of Indian Journalism
University of Mysore
3.Dr.C.V.Narasimha Reddi, Effective Public Relations & Media Strategy, History of Public Relations in the World Largest Democracy, Prentice-Hall of India, New Delhi
I year - Semester I - Paper 2: PUBLIC RELATIONS THEORY
Unit: 1
What is Public Relations? – Definition – nature and scope of public relations – elements – role – public relations as management function – public relations publics – concepts of public relations –publicity – differences and similarities of public relations as distinct from advertising –publicity – public opinion – propaganda – Role and scope of PR in a democratic and developing country
Unit-2:
Principles of Public Relations
Truthfulness, honest communication – public interest – two way communication – Good cause - opinion leaders – public attitude – social environment – PR process – Four Stages – Fact finding – planning – communication - evaluation
Unit-3:
Organization, Structure and functions of Management of PR Department - in-house PR Departments - Approaches in organizing the PR department – structure of Central and State Government PR departments – Media Units of I&B Ministry – Structure of PR departments in State Government, public sector, private industry and voluntary organizations – PR Practice in three system – in-house - PR consultancy and combination of two - advantages and disadvantages
Unit-4:
Structure and Functions of PR Firms – In-house PR Department – vs – PR Agency – Advantages – Disadvantages – Agency PR Services – Selection of PR Agency – PR Agency Client Relations – Scope of PR Agencies in India Communicating with specialized publics – employees – shareholders – customers – suppliers and dealers – community relations
Unit-5:
Public Relations Campaigns
Components of public relations campaign - planning- objectives – target publics – message design – media selection – action plans implementation and evaluation – case study of a public relations campaign
Recommended Books
Dr. C.V. Narsimha Reddi, Effective Public Relations and Media Strategy, Prentice Hall of India Limited
Sam Black, Practical Public Relations
Philip Lesly, Handbook of Public Relations and Communication, Jayco Publishing House
Subhir Ghosh, Public Relations Today, Rupa & Co
I year - Semester I - Paper 3: Principles & Practices of Management (Business, Marketing & HR)
Unit I
Evolution of management thought, Systems and contingency approach for understanding organizations, managerial processes, functions, skills and roles in an organization; Social Responsibility of Business; Understanding and Managing Individual behaviour- personality, Perceptions, Values, Attitudes, Learning, Work Motivation, Individual decision making and problem solving; Understanding and managing group processes - Interpersonal and group dynamics applications of emotional intelligence in organizations, communication, group decision making, Leadership and influence process; Understanding and Managing organizational system - organizational design and structures- , Work stress Management.
Unit-II
Marketing-Definition – Marketing concepts –Marketing management and environment– Market segmentation – Targeting – Positioning-Value Addition in STP. Determinants of consumer behavior –selling to industrial buyers-buy grid- selling to consumers- Marketing plan. -Purpose and Timing of the Marketing Plan - Marketing Research for the New Venture -Understanding the Marketing Plan -Characteristics of a Marketing Plan -The Marketing Mix -Steps in preparing the Marketing Plan -Contingency Planning - Why Some Plans fail.
Unit-III
Product strategy – quality & other Attributes- branding - packaging –Value addition in Marketing offer-Pricing policy – Objectives – Factors influencing pricing decisions – Product-line pricing - Cost based pricing – Geographical pricing-Discount pricing – Promotional pricing- New product pricing - Value based Pricing. Promotion mix- Promotion budgets, Distribution – Channel, types and factors influencing selection of channels – Logistics and supply chain management–Direct marketing-Telemarketing – Network marketing -E- Marketing- Value addition in distribution.
Unit IV
Gaining a Competitive advantage – Responsibilities and Roles HR Departments perform – Changing nature of the HRM function – Competitive Challenges influencing HRM – Meeting competitive challenges through HRM practices – HRM and Competency Building – HRM and Change Management – HR as a Strategic Business Partner – The role of HR in providing Sustainable competitive advantage. HRM -Objectives and Process – Job analysis and Design – Acquisition and preparation of HR - Selection and placement process – Types of interviews – Effectiveness of Interviews – Socializing, Orienting, and Developing Employees. Employee Training – Determining Training needs – Training approaches – Employee Development – Job shadowing – Employee Development Methods – Evaluating Training and Development Methods.
Unit – V
Contemporary Issues in HR-Work Life Balance – Diversity Management – Talent Management – Quality of Work Life – HR issues in Mergers and Acquisitions – e- HR – Competency Mapping – Employer Branding – Employee Branding – HR Scorecard – Whistle blowing Policy – Industrial Relations Dynamics – Outsourcing – Implication of Globalization to HRM Function and Functionaries.
Recommended books:
Koontz, H and Wechrich, H. Management. 10th ed., New York, McGraw Hill, 1995.
Luthans, F. Organizational Behaviour. 7th ed., New York, McGraw Hill, 1995.
Robbins,S P.Management.5th ed.,New Jersey,Englewood Cliffs, Prentice Hall Inc., 1996.
Robbins, S.P.Organizational Behaviour, 7th ed., New Delhi, Prentice Hall of India, 1996.
Noe A. Raymond, John Hollenbeck, Barry Gerhart and Patrick Wright: Human Resource Management, Tata McGraw Hill.
Decenzo A. David and Stephen Robbins – Human Resource Management, john wiley & sons.
Philip Kotler - Marketing Management: Analysis, Planning And Control (Pearson Education)
I year - Semester I - Paper 4: MEDIA PRACTICE: STRATEGY AND METHODS
Unit-1
Media Classification - What is Medium? – Public relations and media linkage – medium is the message – media classification – sensory media – hot and cool media – the presentation and representation media – functions – public relations media – historical perspective of media
Unit-2:
Print Media - What is journalism? – Newspapers – Characteristics – limitations – relative appeal – classification – contents – functions – press in India and its impact – public relations opportunities in newspapers. Tactics and Techniques of Press – press events- press release – feature – letter to the editor – rejoinder – press conferences – press interview – press tours
Public Relations Photography
Photographic communication – photojournalism – vs. – PR photography – types of photographs – news photos – photo features – use of photography in public relations practice
Unit-3:
Broadcast Media: Introduction to Broadcasting - Radio as PR medium – significance of radio in the Indian context –AIR – PR opportunities in radio – radio and development - FM Digital – Satellite and web broadcasting
Television: - TV as tool of public relations – importance – characteristics – PR opportunities in Television
TV documentaries - Television as catalyst for change
Films History of Indian Cinema - significance of films as audio-visual medium – characteristics – advantages –types of films – documentary film – PR opportunities in films – impact of films – process of film making
Unit-4:
Traditional Media – What is traditional media? Historical perspective -significance in the Indian context - characteristics forms of traditional media – blend of traditional media with electronic media - impact of traditional media. Exhibition as tool of PR
Unit-5:
Media Relations - Media scene in India – concepts of press relations –understanding the media – principles of good media relations – readers’ oriented press service – Inter media Publicity Coordination Committee – Media measurement and evaluation
Recommended books:
Subir Ghosh, Mass Media Today-In the Indian Context, Profile publishers, Calcutta.
Dr. C.V. Narasimha Reddi, Public Relations Media, Dr. B.R. Ambedkar Open University, Hyderabad
I year - Semester II - Paper 1: Public Relations Practice in Government and Corporate Sector
Unit-1
Government Public Relations
Characteristics of Democratic Government – Functions Government - Citizen interaction – Concept of Public Information - Relationship – Government PR – Justification - Basic Goals – Government Information and Public Relations Services/Administration – Difference between State and Central Government Services
Unit-2
Indian Information Service
Public Relations Structure in Central Government – Ministry of Information and Broadcasting – Mandate of the Ministry – Media Units of the Ministry - Press Information Bureau – Photo Division – Publication Division - Films Division-DAVP-DFP – Songs and Drama Division – IIMC – Prasara Bharathi – AIR & Doordarshan – Functions and Impact of Media Units – Limitations The Right to Information Act-2005 – RTI, the Oxygen of Indian Democracy – Objectives – Right to Information – Dissemination of Information – Obligation of Public Authorities – Information Commissions
Unit-3
Public Relations Practice in State Governments and Local Bodies
Central -Vs-State Government – Division of Legislative Powers – Union, State & Concurrent Lists – Public Information Management in State Government - Structure – Functions of Andhra Pradesh State Information and Public Relations Department – Media wise Wings in the Directorate – Concept of Information Centres as Govt. Media – Impact and Limitations of State Government PR Public Relations in Local Bodies
The City is Citizen – Civic sense - Local Bodies – Municipal Corporations – Linkage with Citizens – Cradle to grave - the need for PR – Role, Scope and Goals of PR in Local Bodies – PR Structure and Functions in Municipal Corporations – Grassroots PR – Village Panchayats – Mandals
Unit-4
Public Relations in Corporate Sector
Distinguishing Features of Corporate India –Economic Liberalization, Privatization, Globalization – Free Enterprises and the Public Sector – The Era of Indian Economic Growth - Corporate Reputation - Challenges for Corporate Sector to meet Global Competitive Marketing Environment – The Challenge for Public Relations - Internal and External Publics - Relationships Management – A Paradigm Shift in PR
Unit-5
Advanced Public Relations in Key Corporations
Public Relations in Private Industry and Business Organisations – Public Relations in Public Sector Undertakings – Public Relations for NGO’s – Public Relations in Public Transport
Recommended Books
Paul A Argents, Strategic Corporate Communication, McGraw Hill
Clarke L. Caywood, The Handbook of Strategic & Integrated Communication, McGraw Hill
Dr. C.V. Narasimha Reddi, Public Relations Management, S V University, Tirupathi
Dr. C.V. Narasimha Reddi, Public Information Management – Ancient India to Modern India Himalaya Publishing House
The Right to Information Act-2005
I year - Semester II - Paper 2: THEORY AND PRACTICE OF ADVERTISING
Unit: 1
What is advertising – Advertising its relationship with Mass Communication and as a part of Marketing mix- Advertising – definition – functions – role – scope in India –International Advertising.
Unit: 2
Classification of Advertising: Based on demand, media, objectives – different consumers to be reached - Stages in the product life cycle – product – institutional – financial – social – political, government - classified and display advertisements.
Unit: 3
Elements of an Advertisement: - Types, functions of headline and copy – Copy for different media – visualize - logo – slogan - layout, types of layout – principles of design and layout in advertising – production process for print – ads. - Creating Ads for Radio and Television – Radio – jingles, spots, commercials, TV commercials and corporate films - special effects and use of computers for advertising
Unit: 4
Media Planning – Types of media - Media Strategy - Radio – newspaper – magazine – television – outdoor – specially – internet – e-advertising – new technologies – online media – relative merits and demerits – basics of media – planning and scheduling – importance of media – tariff – sources of information for media planning –Advertising campaigns
Unit: 5
Advertising Agency – structure and functions of the various departments of the advertising agency – Client servicing, creative, media, production etc. – Agency compensation - importance of cordial client agency relationship – selection of an advertising agency – PR manager and ad. Agency - Evaluation and Regulation of Advertising: Copy researches – Pre-testing and post-testing methods. Media research, readership studies, television rating points (TRP) Ethics, codes and laws related to advertising, professional bodies- AAAI-ISA-ASCI-INS-Consumer Protection Act. Case Studies in advertising.
Recommended Books
Theory and Practice of Advertising, Sri Venkateswara University, Tirupathi
Rathor, Advertising of Management, Himalaya Publishing House
Sen Gupta, Subroto (1993). Brand Positioning. New Delhi: Tata McGraw Hill
Meenkshi R. Chauhan (1995). Advertising – The Social Advertising Challenge. New Delhi: Armo Publications.
Navin Mathur (1987). Press Advertising. Bombay: Himalaya Publishing House.
Sam Balsara (1990). Advertising Works. Bombay: Advertising Club.
Hart A. Norman and James O. Cornnor (1985). The Practice of Advertising. London: Heinemann
I year - Semester II - Paper 3: Information, Communication Technology & New Media in PR
Unit-1:
Introduction to Information and Communication Technology – Evolution of Information and communication Technology - information revolution – concept of global village - computer and internet in the Centre stage– de-massification of media and audience – Emergence of New Media and Social Media.
Introducing e-PR – Online public relations – multi media applications - What is e-PR? – Narrow casting – e-PR versus e-advertising - e-PR objectives – e-PR strategy - targeting audiences –Internet – Intranet – CD ROM – Rules of traditional media and new media.
Unit-2:
Web Site Public Relations
Origin and growth of world wide web - Web Site in Public Relations – Web pages – language - basis – objectives – the domain name – writing on the web – building trust on site – web site a resource of information - Product information – avoiding information overload - update web site – third party endorsement-web TV – Search and Retrieval.
E-mail Essentials - Role of e-mail – e-mail efficiency – the body of e-mail – solutions and signature – layout – golden rules of e-mail – etiquette – e-mail checklists – voice mail – teleconference – news releases – satellite media tours
Unit-3:
Social Media – new rules of public relations - reaching - audience directly – Blogs – Pod casting - wikis – wikipedia
Unit-4:
Internal e-PR – web site and internal relations – internet online newsletters – e-journals - internal e-mail – compiling an internal e-mailing list – intranet- – security issues – cyber laws.
Unit-5:
Discussion groups – difference between news groups and discussion groups – finding the right groups for business – create a signature line – keep messages in context – handling complaints – writing messages – answer questions – the dos and don’ts of newsgroup ‘etiquette’
Recommended Books
Dr. TH. Chowdary, Information and Communications Technologies for Classes and Masses, A CTMS Publication, Hyderabad
Dr. TH. Chowdary and Dr. B.N. Neelima, Information Communication Technology – ePR, S V University, Tirupathi
I year - Semester II - Paper 4: WRITING FOR MEDIA
Unit-1:
The Art of Writing – various forms of writing – journalistic media, structure of newspapers – use of journalistic jargons – News agencies
Tools and Techniques of Writing
Language, Content – Reader, Listener and Viewer – Style and techniques of writing – Tools – Yearbooks – Grammar, Language skills
Principles of good writing – Writing is rock foundation of public relations – the message – the audience – the media – writing for clarity – simple language – avoid jargon – vocabulary – Grammar
Unit-2:
Writing for the Newspaper
News Writing. What is news? News values – News perception - basics of news writing – Facts, Accuracy, Source, Style – Forms of news writing – News report – News features – Newsletter
Reporting – News report – Parts of a news release – The Five Ws and One H – the Headline – Dateline – the types of leads – the body of the story – types of reporting – human interest stories – speech reporting – corporate reporting – qualities of reporter
Features - What is a feature? Value of Features –types of features – Public Relations Features – News features – informative features – historical features – interview based features
Writing features – Scope – finding ideas – sources of information – writing process – parts of feature- the lead, the body, summary, photos – Perception – Audience – Writing – Editing – Marketing features.
Unit-3:
Writing for Public Relations – Writing Style – Performance Appraisal – Success stories – corporate profiles – news on community relations – writing for corporate publications – Backgrounders – Writing for hoardings – fact sheets
Writing for House Journals
House Journals – History – Scope – Purpose – Contents – Employees – welfare schemes – New projects – individual performance – products information – corporate performance – cultural and social activities – Chief Executive’s Letter – Editorial in house journals – letters to the editor – Writing Style.
Unit-4:
Writing for Radio
Radio News Releases – features of Radio – instant reach – Writing for the ear – the listener – style of writing for radio – conversation style - public service announcements – talks – interviews – panel discussions
Writing for Television – Video news releases – magazine shows – Talks – TV documentary – TV news bulletins – Characteristics – seeing is believing – writing for hearing and seeing – the viewer – writing style – conversational style.
Unit-5:
Writing Speeches
The basics of speech writing – audience and speaker - writing the speech – speech formats - talks, panel discussions, debates, media interviews, public meetings, conferences.
Recommended Books
Writing for Media, Editor, Dr. C.V. Narasimha Reddi, Dr. B.R. Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Style, Wadsworth Publishing Company, USA
John Foster, Effective Writing Skills for Public Relations, The Institute of Public Relations, London
II year - Semester III - Paper 1: Public Relations Research
Unit-1:
Public relations profession growing locally and globally – the need for research for developing best practice – Meaning of Research – importance – objectives - role and scope of research in Indian public relations – Research and Evaluation in PR – the difference – SWOT Analysis – PII Evaluation model (Preparation, Implementation and impact) of Cutlip Center and Broom
Unit-2:
Research Process
Formulation of problem – objectives of the study – Review of literature – hypothesis – research methodology – gathering information - data analysis and interpretation – findings – conclusion of study – bibliography
Unit-3:
Research Methods
Formal research – informal research – quantitative research – qualitative research – archival research – internet and world wide web search – survey method – field observation – mail questionnaire – interviews – focus groups - telephone surveys – copy testing – Explorative method
Unit-4:
Tools and Techniques of Data Collection
Questionnaires – interviews - field observations – case studies – primary and secondary sources of information – sampling methods – sampling procedures – sample size – sample error. Research areas: – evaluation of PR campaigns – Media impact measurement – employee relations survey – customers commitment – corporate social responsibility audit – managing corporate reputation
Unit-5: Evaluation of Results
Analysis and interpretation of data – report writing – topic outline – goals of study - chapterization – headings and sub-headings of the repot - inferences – suggestions – developing best public relations practice – current PR research scenario in India and problems – Case histories in research
Recommended Books
Tom Watson & Paul Noble, Evaluating Public Relations, A Best Practice Guide to Public Relations Planning, Research and Evaluation, Kogan page
Newsom. Turk. Krukeberg, This is PR, The Reactions of Public Relations, Wadsworth, Thomson Learning USA
Berger, Media Research Methods
II year - Semester III - Paper 2: Global Public Relations
Unit I:
Globalisation – The frontier of multinationalism and cultural diversity – Definition and origin of globalisation – Vasudaiva Kutumbakam, the ancient Indian concept of global perspective – Lord Buddha, the light of Asia – Economic, political and ideological factors contributing to globalisation – Information & Communication technology and Media globalization – Marshal Mc Luhan’s global village – Alvin Toffler’s the third wave of information revolution – Thomas Friedman’s globalisation – The world is flat – Globalised world in the 21st Century.
Unit II:
International communication – Why international communication is important – Communication between international organisations and between Govts – International information and communication agencies – Global News agencies – Reuters, AP, Agence France Presse – ITAR – International broadcasting corporations – BBC, CNN, Voice of America, Radio Moscow – International Organisations – UNO, UNESCO, WHO – International information flow – the imbalance between developing and developed nations – New World Information and communication order – Mac Bride Report – Impact on Public Relations
Unit III:
Globalisation and India – New Industrial Policy 1991 (Economic liberalisation, Privatisation and Globalisation) – Impact on Indian Economy – Entry of foreign companies into India and Indian companies became multinationals and entered other countries – Emergency of global marketing – Era of Trade wars – Upswing in PR & Corporate communication activities to meet global corporate and communication challenges – Beginning of Global Public Relations: a paradigm shift
Unit IV:
What is Global Public Relations? Concept – Definition, Nature, Importance, Role and scope in the Indian context – Difference between domestic and global PR – Reaching multi-cultural, multi-linguistic, ethnic and diversified audiences – Global PR – Opportunities and challenges – Global Public Relations practice in multinational corporations – International organisations – Inter-Governmental relations – Diplomacy and global PR – Ministry of External Affairs – External publicity division – Projection of Indian Image abroad – Global Media Mix – Matching the audience with media tactics
Unit V:
The Development of PR practice in USA, UK and China – Professional organisations – Professional Development programs and accreditation – International PR organisations – International PR Association (IPRA) – International Association of Business Communicators (IABC) – Global Alliance for Public Relations and Communication Management – International PR studies
Recommended Books:
Thomas L Friedman, The world is flat – the globalised world in the 21st Century
Betteke van Ruler (Ed) Public Relations Communication Management in Europe – a nation by nation, introduction to Public Relations Theory and Practice
Robert L Heath, (Ed) Hand Book of Public Relations, Sage Publications
Dennis L Wilcox, Public Relations Strategies & Tactics, Pierson Education Inc
II year - Semester III - Paper 3: Integrated Marketing communications
Unit-1:
Integrated Marketing Concept - Integrated marketing communication process covering - Five Ps – product price-place-promotion and public relations – theories and models of advertising – David Oglivy and Rosser Reeves – Hierarchy of effects – models – AIDA model – quick action model
Unit-2
Marketing objectives – product positioning strategies – product life cycle – brands – branding strategies brand equity – selection of advertising agency – globalisation and trends in Indian advertising
Unit-3:
Consumer buying behavior, and advertising – consumer buying behavior theories and models – psychological and sociological perspectives – Marketing communication message, channels, mix, coordination – old rules of marketing information with traditional and conventional media - new rules of marketing with new media and social media like web, Blogs, pod cast, online media.
Unit-4:
Social Marketing – importance and case studies – Indian rural markets – rural advertising – strategies problems
Unit-5:
Marketing and Market Research – nature – scope – and importance – Areas of research – price research –sales promotion research – product research (brand/logo) packaging research – stages in the marketing research process – sources of information – methods of marketing research – motivation research – market segmentation methods – Market research organizations in India- Case Studies and evaluation
Recommended Books
David MeerMan Scott, The New Rules of Marketing, John Wiley & Sons Inc. USA
II year - Semester III - Paper 4: Editing and Production of Corporate Publications
Unit-1
Corporate Publications
Definition - the need, scope and role of Corporate Publications in Public Relations Communications –Corporate Publications – Types – House Journals, newsletters, annual reports – Employee manuals/handbooks – Chairman’s speech to shareholders – Trade Bulletins – Product catalogues – booklets, pamphlets, brochures, folders, leaflets, fact sheets – Direct Mailers, Calendars, diaries, posters, greeting cards, pictorial albums – Government Publications
Unit-2.
Writing for Corporate Literature
The art of writing – Various forms of writing – Literary writing, journalistic writing – Writing for Public Relations -Principles of good writing - Tools and Techniques of writing – Language and Grammar Skills - Application of principles of good writing - popular style- language, vocabulary – words, variety of sentence structure – figures of speech – juxtaposition
Unit-3
Editing, Techniques of Corporate Publications
The need and role of editing – symbols – use of language –style – condensing the text – writing headline subheadings – box items – checking accuracy - preparation of dummy – copy for printing
Unit-4.
Graphics
Use of graphics & illustrations in publications to reinforce printed word – Use of Statistics Charts, photographs, graphics, and symbols – Line drawing – Placement of Illustrations – Cartoons, transparencies – Photo montage – Publications – Editing of pictures for better reproduction – Decorative devices – Colour
Unit-5
Printing
Production and Printing Process – Introduction to printing process – types of printing – distinguishing qualities and characteristics of each method – letter press – offset – web-offset and Gravure –Screen Printing – Desktop Printing – Pre-Press – Computer Technology Application – Types and Sizes of Paper
Recommended Books
Howard Stephenson, Handbook of Public Relations, McGraw Hill Inc
Dr. Narasimha Reddi C.V, Editor, Editing and Production of Corporate Communications, Dr. B.R. Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing, Form & Style Wadsworth Publishing Company
Writing, Editing and Printing of Corporate Publications, SVU, Tirupati
II Year - Semester IV - Paper 1: Emerging trends in Public Relations
Unit-1:
The Changing Landscape of Socio-Economic Scenario - Impact on Marketing and Public Relations – New Challenges Facing Public Relations and New Opportunities – Professional Excellence
Unit-2:
Social Forces and Public Relations Practice - Emerging Social Forces and their impact on Public Relations – Growing importance of Indian 30 per cent middle class; 25 per cent people below the poverty line, empowerment of scheduled castes, scheduled tribes, women and youth – Indian plurality diverse audiences – implications for Public Relations practice – New Rules of PR Game
Unit-3:
Environment – Communication Strategy - National Environment Policy-2006 – Central Pollution Control Board – Environmental Information System – A Strategic Approach to environmental public relations – Media and Methods to sensitize target audiences.
Unit-4:
Media Proliferation and Convergence of Old and New Media - Challenges for Public Relations Practice – Public Relations - Approach to New Media – Online Public Relations – Connect with New Media or Collapse in Public Relations Practice
Unit-5:
Changing Corporate India – Public Relations as Top Management Function - CEO as Chief of Public Relations in designing corporate strategy for PR – A Strategic Approach to Counseling Top Management – Future of Public Relations: – Five Growth Engines – (1) Education and Training (2) Integrated PR Communication Approach (3) ITM Theory of Gandhian Public Communication (4) Measurement of PR – Research To Strengthen PR Practice (5) Strong PR Professional Body
Recommended Books
Clarke L. Caywood (Editor) The Handbook of Strategic Public Relations & Integrated Communications, McGraw Hill 1997
India-2008: Publications Division, Ministry of Information and Broadcasting, Government of India
II year - Semester IV - Paper 2: Financial Public Relations
Unit-1
Indian Economic Scene
Indian Economic Policies – New Industrial Policy 1991 – Economic Liberalization – Exim Policies – Corporate Structure of Industries and Financial Institutions – Stock Market operations- Floating shares – Share Market
Unit-2
Business Media and Communication – An Overview of Business Communication – Business Publications – Business Reporting – Business Meetings – Minutes writing
Unit: 3
Financial Public Relations in Industry and Business – Four “Ms” of organizational growth – Men, Money, Material and Management. What is Financial PR? Nature, role and scope of financial PR in industry and business – Financial Audience – Shareholders – Employee Shareholders – Financial Institutions and investors- Investing institutions – fund management groups – Stock Markets – stock brokers – Chambers of Commerce - Trade Associations – Financial Media –Financial Analysts – Print and Electronic Media – Other forms of Financial PR as Distinct from PR Operations
Unit: 4
Financial Calendar – Content of Financial Public Relations – Preliminary Reports – Half Yearly Reports –Annual Report – Annual General Meeting – Public Issues
Unit: 5
Communication with Financial Public - Investor Relations – Printed Communication – Annual Reports – Financial Advertising –Press Releases – Individual Interviews – Financial visits – Press Conferences – Meeting with Financial Analysts – Personal Visits to Major shareholders – Corporate video/film –TV Advertising – Radio jingles – closed circuit TV – slide presentation – outdoor advertising - Evaluation
Recommended Books
Part Bowman & Richard Bing – Financial Public Relations CAM Foundation, London,
Sailesh Sengupta: Management of Communication and Public Relations Vikas Publishing House.
II year - Semester IV - Paper 3: Event Management
Unit-I:
Introduction to Events – Definitions – Historical Perspective – Characteristics of events – Objectives – Types of Events – Business events – Corporate Events – Fundraising events – Exhibition trade events – Entertainment Events - Conferences – Media Events
Unit-II:
Managing Events
Events Planning – the budget, venue, logistics, creating ambience – Target Audience – Health and Safety – Traffic Management – Sign Post – Car Parking, Staffing, emergency situations – Event Attractions
Unit-III:
Marketing and Public Relations for Events
The Target Market – Marketing for an Event – Public Relations – Pre-event, during event, post event - Media and Methods of PR to reach the target audience
Unit-IV:
The Event Managers Role and Attributes
Qualifications and Skills – Negotiating skills, creative skills, coordinating skills, planning skills, executive and implementing skills, evaluation skills
Unit-V:
Close Down, Evaluation and Inferences
Event close down – cleaning waste disposal – Removal of Utilities – Removal of Structure – Event Evaluation – Sponsors views - publicity awareness, visitors observation – Media coverage – staff & volunteers’ feedback – Final Report – Benefits, short comings – suggestions
Recommended Books
Aton Shone and Bryn Parry, Successful Event Management, Thomson Learning, United Kingdom
D.G. Conway, The Event Manager’s Bible, How to Books, Untied Kingdom
II year - Semester IV - Paper 4: Project Work/Production Thesis
Note: The candidates has to prepare a Project Report/Production themes based on his/her internship with any reputed Media/PR Department under the supervision of a designated Teacher-Guide.
Syllabus for MCJ (PR) - 1 Year Course
PG Course – MCJ (PR) (1 year) - Eligibility: BCJ –
Subject Committee No.2
Convener:
Dr CV Narasimha Reddi
Members:
Prof V Durga Bhavani,
Y Babji,
Prof L Raghava Rao,
Mr R Neelamegham &
Mr Mathew Joseph
Semester - I
Paper 1: Communication Theory & International Communication – 5 units x 12 lectures
Paper 2: Models and Theories of Public Relations - 5 units x 12 lectures
Paper 3: Public Relations Practice in Government and Corporate Sector - 5 units x 12 lectures
Paper 4: Reporting, Writing & Production for Electronic Media and New Media - 5 units x 12 lectures
Semester - II
Paper 1: Reporting, Writing & Production for Electronic Media and New Media – 5 units x 12 lectures
Paper 2: Reporting, Writing & Production for Print Media - 5 units x 12 lectures
Paper 3: Editing and Production of Corporate Publications - 5 units x 12 lectures
Paper 4: Public Relations Research - 5 units x 12 lectures
Paper 5: Project Report/Production Thesis -
No. of practical, classroom exercises & assignments = 12 per paper
Semester I, Paper 1: Communication Theory & International Communication
Unit-I
The Domain of communication, Kinds of communication – Intra-personal, Interpersonal Group and Mass Communication –Verbal and non-verbal communication- Traditional Media- one step, two-step, multi-step flow of communication, Characteristics of print and audio-visual communication- Press theories-
Unit-II
Communication Models: Definition, scope and purpose of models, Shannon and Weaver, Lasswell, Osgood and Sherman, New Comb’s ABX model and Gerbner’s model, Diffusion of innovation model, Mao-Gandhian Model – Sense Making Model.
Unit-III
Communication Theories; Cognitive dissonance, Selective exposure, perception, and retention, Agenda-setting, Learning theory, Knowledge-gap hypothesis, Uses and gratification approach, Cultivation approach
Unit-IV
International Communication- Nature of International Communication, -. Transnational flow and Third World Countries, New World Information Order – New World Economic Order – MacBride Commission Report.- Role UNESCO, ITU, IPDC,NAMEDIA, SAARC, AMIC.
Unit-V
Media Globalization - Overview of Media Globalization, Concentration of media ownership, Globalization and Democracy, Cultural struggle among Third World Nations – Critique of contemporary situation – an Indian experience.
Recommended Books:
Werner Severin J. and James W. Tankard.jr. Communication Theories, Origins, Methods, Uses London, Longman Publications (1988)
Mc. Quail Denis and S.Ven Windah I, “Communication Models for the study of Mass Communication”, New York, Longman, Singapore Publications, (1981)
Melvin.I Defluer and Sandra. J.Ball Rokeach, “Theories of Mass Communication”, London Longman Publications ( 1989)
Tapories, Susan cruenheck and James A.Cohen (1999) (Translated version). Theories of Communication: A short Introduction , New Delhi, Sage
Mc.Quail, Denis and Keren sium, new Media Politics, New Delhi, Sage Publications (1998)
Semester I, Paper 2: Models and Theories of Public Relations
Unit: 1.
Concepts of Model and Theories
Principles of Model - Types - Basic Elements of Theory - Types - Role and Scope of Models and Theories in practice – Public relations Models and Theories – Systems Theory and Public Relations
Unit: 2.
The Evolution of Public Relations in India
Concepts and Techniques of Public Relations - Ancient India – Medieval India – Modern India and Independent India.
Unit: 3.
Indian Public Relations Models
Indian Mythology-Mythological Public Relations Model – Sage Narada (Trilok Sanchari) – Lord Krishna (the Message of Bhagavad Gita) – Saadhaaranikaran Model of Bharatha Muni - the Father of Indian Dance (commonness theory) – Propaganda Model – Ancient India – Publicity/Public Information Model – British India – Gandhian Public Communication model (Freedom Struggle) - One Way Public Relations Model – Global Public Relations Model – Integrated Public Relations Communication Model
Unit: 4.
Western Public Relations Models
The Evolving Roles of Public Relations – IVY Lees’s Public Be Informed Model (Declaration of Principles). – Edward L. Bernays’s Advocacy and Scientific Persuasion Modal – Publicity/Public Information – Information Sharing, Relationships Management – Public Understanding and organizational Positioning
Unit: 5.
Four Classic Models of Public Relations
James Grunig’s Models – Press Agentry /Publicity – Public Information Model – Two Way Asymmetric Public Relations Model – Two Way Symmetric Public Relations Model – Nature, Purpose – Users of Models.
Recommended books
Robert L. Heath, Handbook of Public Relations – Sage Publications Inc 2001
Jacquie L. Etang and Magda Pieczka, Critical Perspectives in Public Relations – Thomson Business Press
Dr. C.V. Narasimha Reddi, Effective Public Relations and Media Strategy – Prentice-Hall of India, New Delhi
Dennis L. Wilcox – Glen J Cameron, Public Relations Strategies and Tactics, Pearson
Education Inc. – New York, USA
Semester I, Paper 3: Public Relations Practice in Government and Corporate Sector
Unit-1
Government Public Relations
Characteristics of Democratic Government – Functions – Government - Citizen interaction – Concept of Public Information - Relationship – Government PR – Justification – Basic Goals – Government Information and Public Relations Services/Administration – Difference between State and Central Government Services
Unit-2
Indian Information Service
Public Relations Structure in Central Government – Ministry of Information and Broadcasting – Mandate of the Ministry – Media Units of the Ministry - Press Information Bureau – Photo Division – Publication Division - Films Division-DAVP-DFP – Songs and Drama Division – IIMC – Prasara Bharathi – AIR & Doordarshan – Functions and Impact of Media Units - Limitations
The Right to Information Act-2005 - RTI - The Oxygen of Indian Democracy – Objectives – Right to Information – Dissemination of Information – Obligation of Public Authorities – Information Commissions
Unit-3
Public Relations Practice in State Governments and Local Bodies
Central -Vs-State Government – Division of Legislative Powers – Union, State & Concurrent Lists – Public Information Management in State Government - Structure – Functions of Andhra Pradesh State Information and Public Relations Department – Media wise Wings in the Directorate – Concept of Information Centres as Govt. Media – Impact and Limitations of State Government PR
Public Relations in Local Bodies - The City is Citizen – Civic sense - Local Bodies – Municipal Corporations – Linkage with Citizens – Cradle to grave - the need for PR – Role, Scope and Goals of PR in Local Bodies – PR Structure and Functions in Municipal Corporations – Grassroots PR – Village Panchayats – Mandals
Unit-4
Public Relations in Corporate Sector
Distinguishing Features of Corporate India –Economic Liberalisation, Privatisation, Globalisation – Free Enterprises and the Public Sector – The Era of Indian Economic Growth - Corporate Reputation - Challenges for Corporate Sector to meet Global Competitive Marketing Environment – The Challenge for Public Relations - Internal and External Publics - Relationships Management – A Paradigm Shift in PR
Unit-5
Advanced Public Relations in Key Corporations
Public Relations in Private Industry and Business Organisations – Public Relations in Public Sector Undertakings – Public Relations for NGO’s – Public Relations in Public Transport
Recommended Books
Paul A Argents, Strategic Corporate Communication, McGraw Hill
Clarke L.Caywood, The Handbook of Strategic & Integrated Communication, McGraw Hill
Dr. C.V. Narasimha Reddi, Public Relations Management, Sri Venkateswara Univrsity, Tirupathi
Dr. C.V. Narasimha Reddi, Public Information Management – Ancient India to Modern India Himalaya Publishing House
The Right to Information Act-2005
Semester I, Paper 4: INTEGRATED MARKETING COMMUNICATION
Unit-1:
Integrated Marketing Concept - Integrated marketing communication process covering - Five Ps – product price-place-promotion and public relations – theories and models of advertising – David Oglivy and Rosser Reeves – Hierarchy of effects – models – AIDA model – quick action model
Unit-2
Marketing objectives – product positioning strategies – product life cycle – brands – branding strategies – brand equity – selection of advertising agency – globalisation and trends in Indian advertising
Unit-3:
Consumer buying behavior, and advertising – consumer buying behavior theories and models – psychological and sociological perspectives – Marketing communication message, channels, mix, coordination – old rules of marketing information with traditional and conventional media - new rules of marketing with new media and social media like web, Blogs, pod cast, online media.
Unit-4:
Social Marketing – importance and case studies – Indian rural markets – rural advertising – strategies – problems
Unit-5:
Marketing and Market Research – nature – scope – and importance – Areas of research – price research – sales promotion research – product research (brand/logo) packaging research – stages in the marketing research process – sources of information – methods of marketing research – motivation research – market segmentation methods – Market research organizations in India- Case Studies and evaluation
Recommended Books
David MeerMan Scott
The New Rules of Marketing
John Wiley & Sons Inc. USA
Semester II, Paper 1: Reporting, Writing & Production for Electronic Media and New Media
Unit. I
Radio - Nature and characteristics of radio broadcasting. Radio programme production - structure and operation of Broadcast Studio - Nature of sound - Sound recording - Microphones -- Process of radio programme production - Use of voice, script, sound effects, editing- Production of radio news, talks, interviews, discussions, play, music and special audience programmes, (Practicals).
Unit. II
Basic Audio Editing technology - Digital Audio Standard - Audio channels - Satellite audio transmission - Audio Codes - MPEG - 1,2,3 audio coding - Advanced audio coding - Parametric audio coding - Loss-less coding - MPEG surround - Scaleable audio - Description standards for audio - Basic Audio Editing Software - analog and digital audio technology - MIDI and electronic instrument technology
Unit III
Television - Nature and characteristics of television broadcasting - Television programme production - Structure and organization of television studio, television programme production, stages of production, television crew-Television camera - Types, function and operations - Lighting, sound- Producing television programmes - News, documentary, interview and special audience programmes.-
Unit IV
Television post production techniques - Basic Video Editing Technology - Digital Video Standard - World Video Standards and usage - NTSC and PAL - Video standards and codes - Video compression - VCD/SVCD/DVD 2D video coding - MPEG-1, 2, 4 - Shape coding-non-rectangular - Advanced video coding -Scaleable video coding - Wavelet - Description standards for video - Basic Video editing software -- Transmission technology - cable television - DTH - Live transmission
Unit - V
The New Media, creating New Media Content, Defining the Audience, Design and Storyboarding, Choosing Tools, Authoring, Technologies that Support New Media - Motion Pictures Expert Group (MPEG) and Joint Photographers Expert Group (JPEG), Quick Time and Quick Time VR, Video for Windows (AVR Format), Real Audio and Real Video, Shockwave, Distributing New Media Content - DVD and CD ROM, Internet- websites, email, chat rooms, web-advertising, online communities, Internet telephony, virtual reality environments, streaming audio and video, mobile computing, and digital cameras – SOCIAL MEDIA, BLOGS, PODCASTING, WEBSITES
Books for Reference:
Techniques of TV Production - Rudy Bretz (McGraw Hill).
Working with Video: A Comprehensive Guide to the World of Video Production - Winston Brian and Julta Kevdal.
The techniques of Television Production - Millerson Gerald (Focal Press).
Multimedia and Virtual Reality Engineering, Richard Brice, Newnes Pub., 1997.
Standard handbook of Video and TV Engineering, Jerry Whitaker and Blair Benson, McGraw-Hill, New York, 2000.
Digital Radio Broadcasting, Chip Morgan, Focal Press, 2004.
Digital Video and HDTV, Charles, Poynton, Focal Press, 2002.
Radio and TV Journalism, K.M. Srivastava, Sterling Publishers Pvt. Ltd., New Delhi, 1989
Semester II, Paper 2: Reporting, Writing & Production for Print Media
Unit-I
Print Media - Newspapers and Periodicals - Concept and definition of news, news values, News story structure - elements of News Story - Relevance of five W’s and H - Introduction or lead - Kinds of leads with examples - Language of news
Unit II
Duties and responsibilities of reporter - Role of stringers/contributors, special correspondents, bureau chief and foreign correspondent - News gathering methods-Kinds of Reporting - Investigative, Interpretative, advocacy, Editorial and column writing - News Agency. Interview - Art of interviewing and types of interviews - Reviewing- Film, Book, Art, Theatre
Unit III
Sources of news - News agencies - Press releases - Press Conferences - Press briefings and press tours. Beats - Multi beat approach - Government, Commerce, Consumer problems,- meetings and speeches - sports - Art and Culture - Crime, Court, Police - Hospitals, Accidents - Women’s issues - Environment.
Unit-IV
Writing - Kinds of writing - feature writing - Types of features - news features, anniversary features, personality features, Historical features, human-interest features. Article writing - Slanting of articles for publications - Syndicates.
Unit V
Print Media production - Design, layout, caption writing and visual aspects - photographs, cartoons, graphics, illustrations and color, dummy size -new production techniques, use of satellite - Desktop Publishing, pagination software - Overview of methods of Typesetting- monotype, Linotype, Phototype and Teletype, - Printing Processes - Letter press, photo offset, gravure and digital
Books for Reference:
Mikeward, Journalism Online, Focal Press, New Delhi
Patrika Padakosam, Andhra Pradesh Press Academy, Hyderabad’2004
Stephen Quinn, Digital Sub-Editing & Design, Focal Press, New Delhi (2002)
Uday Sahay, Making News, A Handbook of Media in Contemporary India, Oxford, New Delhi2006
Asha Rani Mathur, The Indian Media, Illusion, Dellusion & Reality, Roop and Co, New Delhi, 2006.
Semester II, Paper 3: Editing and Production of Corporate Publications
Unit-1
Corporate Publications
Definition - the need, scope and role of Corporate Publications in Public Relations Communications Corporate Publications – Types – House Journals, newsletters, annual reports – Employee manuals/handbooks – Chairman’s speech to shareholders – Trade Bulletins – Product catalogues – booklets, pamphlets, brochures, folders, leaflets, fact sheets – Direct Mailers, Calendars, diaries, posters, greeting cards, pictorial albums – Government Publications
Unit-2.
Writing for Corporate Literature
The art of writing – Various forms of writing – Literary writing, journalistic writing – Writing for Public Relations -Principles of good writing - Tools and Techniques of writing – Language and Grammar Skills - Application of principles of good writing - popular style- language, vocabulary – words, variety of sentence structure – figures of speech – juxtaposition
Unit-3
Editing, Techniques of Corporate Publications - The need and role of editing – symbols – use of language - style – condensing the text – writing headline – subheadings – box items – checking accuracy - preparation of dummy – copy for printing
Unit-4.
Graphics
Use of graphics & illustrations in publications to reinforce printed word – Use of Statistics Charts, photographs, graphics, and symbols – Line drawing – Placement of Illustrations – Cartoons, transparencies – Photo montage – Publications – Editing of pictures for better reproduction – Decorative devices – Colour
Unit-5
Printing
Production and Printing Process – Introduction to printing process – types of printing – distinguishing qualities and characteristics of each method – letter press – offset – web-offset and Gravure –Screen Printing – Desktop Printing – Pre-Press – Computer Technology Application – Types and Sizes of Paper
Recommended Books
Howard Stephenson, Handbook of Public Relations, McGraw Hill Inc
Dr. Narasimha Reddi C.V, Editing and Production of Corporate Communications, Dr. BR Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Form & Style, Wadsworth Publishing Company
Writing, Editing and Printing of Corporate Publications, Sri Venkateswara University, Tirupathi
Semester II, Paper 4: Public Relations Research
Unit-1:
Public relations profession growing locally and globally – the need for research for developing best practice – Meaning of Research – importance – objectives - role and scope of research in Indian public relations – Research and Evaluation in PR – the difference – SWOT Analysis – PII Evaluation model (Preparation, Implementation and impact) of Cutlip Center and Broom
Unit-2:
Research Process - Formulation of problem – objectives of the study – Review of literature – hypothesis – research methodology – gathering information - data analysis and interpretation – findings – conclusion of study – bibliography
Unit-3:
Research Methods - Formal research – informal research – quantitative research – qualitative research – archival research – internet and world wide web search – survey method – field observation – mail questionnaire – interviews – focus groups - telephone surveys – copy testing
Unit-4:
Tools and Techniques of Data Collection - Questionnaires – interviews - field observations – case studies – primary and secondary sources of information – sampling methods – sampling procedures – sample size – sample error. Research areas: – evaluation of PR campaigns – Media impact measurement – employee relations survey – customers commitment – corporate social responsibility audit – managing corporate reputation
Unit-5:
Evaluation of Results - Analysis and interpretation of data – report writing – topic outline – goals of study - chapterization – headings and sub-headings of the repot - inferences – suggestions – developing best public relations practice – current PR research scenario in India and problems – Case histories in research
Recommended Books
Tom Watson & Paul Noble, Evaluating Public Relations, A Best Practice Guide to Public Relations Planning, Research and Evaluation, Kogan page
Newsom. Turk. Krukeberg, This is PR, The Reactions of Public Relations, Wadsworth, Thomson Learning , USA
Berger, Media Research Methods
Semester II, Paper-5: Project Report/Production Thesis
Note:
The candidate has to prepare a project report/production thesis based on his/her internship with any reputed media / PR Department under a designated teacher-guide
Subject Committee No.2
Convener:
Dr CV Narasimha Reddi
Members:
Prof V Durga Bhavani,
Y Babji,
Prof L Raghava Rao,
Mr R Neelamegham &
Mr Mathew Joseph
Semester - I
Paper 1: Communication Theory & International Communication – 5 units x 12 lectures
Paper 2: Models and Theories of Public Relations - 5 units x 12 lectures
Paper 3: Public Relations Practice in Government and Corporate Sector - 5 units x 12 lectures
Paper 4: Reporting, Writing & Production for Electronic Media and New Media - 5 units x 12 lectures
Semester - II
Paper 1: Reporting, Writing & Production for Electronic Media and New Media – 5 units x 12 lectures
Paper 2: Reporting, Writing & Production for Print Media - 5 units x 12 lectures
Paper 3: Editing and Production of Corporate Publications - 5 units x 12 lectures
Paper 4: Public Relations Research - 5 units x 12 lectures
Paper 5: Project Report/Production Thesis -
No. of practical, classroom exercises & assignments = 12 per paper
Semester I, Paper 1: Communication Theory & International Communication
Unit-I
The Domain of communication, Kinds of communication – Intra-personal, Interpersonal Group and Mass Communication –Verbal and non-verbal communication- Traditional Media- one step, two-step, multi-step flow of communication, Characteristics of print and audio-visual communication- Press theories-
Unit-II
Communication Models: Definition, scope and purpose of models, Shannon and Weaver, Lasswell, Osgood and Sherman, New Comb’s ABX model and Gerbner’s model, Diffusion of innovation model, Mao-Gandhian Model – Sense Making Model.
Unit-III
Communication Theories; Cognitive dissonance, Selective exposure, perception, and retention, Agenda-setting, Learning theory, Knowledge-gap hypothesis, Uses and gratification approach, Cultivation approach
Unit-IV
International Communication- Nature of International Communication, -. Transnational flow and Third World Countries, New World Information Order – New World Economic Order – MacBride Commission Report.- Role UNESCO, ITU, IPDC,NAMEDIA, SAARC, AMIC.
Unit-V
Media Globalization - Overview of Media Globalization, Concentration of media ownership, Globalization and Democracy, Cultural struggle among Third World Nations – Critique of contemporary situation – an Indian experience.
Recommended Books:
Werner Severin J. and James W. Tankard.jr. Communication Theories, Origins, Methods, Uses London, Longman Publications (1988)
Mc. Quail Denis and S.Ven Windah I, “Communication Models for the study of Mass Communication”, New York, Longman, Singapore Publications, (1981)
Melvin.I Defluer and Sandra. J.Ball Rokeach, “Theories of Mass Communication”, London Longman Publications ( 1989)
Tapories, Susan cruenheck and James A.Cohen (1999) (Translated version). Theories of Communication: A short Introduction , New Delhi, Sage
Mc.Quail, Denis and Keren sium, new Media Politics, New Delhi, Sage Publications (1998)
Semester I, Paper 2: Models and Theories of Public Relations
Unit: 1.
Concepts of Model and Theories
Principles of Model - Types - Basic Elements of Theory - Types - Role and Scope of Models and Theories in practice – Public relations Models and Theories – Systems Theory and Public Relations
Unit: 2.
The Evolution of Public Relations in India
Concepts and Techniques of Public Relations - Ancient India – Medieval India – Modern India and Independent India.
Unit: 3.
Indian Public Relations Models
Indian Mythology-Mythological Public Relations Model – Sage Narada (Trilok Sanchari) – Lord Krishna (the Message of Bhagavad Gita) – Saadhaaranikaran Model of Bharatha Muni - the Father of Indian Dance (commonness theory) – Propaganda Model – Ancient India – Publicity/Public Information Model – British India – Gandhian Public Communication model (Freedom Struggle) - One Way Public Relations Model – Global Public Relations Model – Integrated Public Relations Communication Model
Unit: 4.
Western Public Relations Models
The Evolving Roles of Public Relations – IVY Lees’s Public Be Informed Model (Declaration of Principles). – Edward L. Bernays’s Advocacy and Scientific Persuasion Modal – Publicity/Public Information – Information Sharing, Relationships Management – Public Understanding and organizational Positioning
Unit: 5.
Four Classic Models of Public Relations
James Grunig’s Models – Press Agentry /Publicity – Public Information Model – Two Way Asymmetric Public Relations Model – Two Way Symmetric Public Relations Model – Nature, Purpose – Users of Models.
Recommended books
Robert L. Heath, Handbook of Public Relations – Sage Publications Inc 2001
Jacquie L. Etang and Magda Pieczka, Critical Perspectives in Public Relations – Thomson Business Press
Dr. C.V. Narasimha Reddi, Effective Public Relations and Media Strategy – Prentice-Hall of India, New Delhi
Dennis L. Wilcox – Glen J Cameron, Public Relations Strategies and Tactics, Pearson
Education Inc. – New York, USA
Semester I, Paper 3: Public Relations Practice in Government and Corporate Sector
Unit-1
Government Public Relations
Characteristics of Democratic Government – Functions – Government - Citizen interaction – Concept of Public Information - Relationship – Government PR – Justification – Basic Goals – Government Information and Public Relations Services/Administration – Difference between State and Central Government Services
Unit-2
Indian Information Service
Public Relations Structure in Central Government – Ministry of Information and Broadcasting – Mandate of the Ministry – Media Units of the Ministry - Press Information Bureau – Photo Division – Publication Division - Films Division-DAVP-DFP – Songs and Drama Division – IIMC – Prasara Bharathi – AIR & Doordarshan – Functions and Impact of Media Units - Limitations
The Right to Information Act-2005 - RTI - The Oxygen of Indian Democracy – Objectives – Right to Information – Dissemination of Information – Obligation of Public Authorities – Information Commissions
Unit-3
Public Relations Practice in State Governments and Local Bodies
Central -Vs-State Government – Division of Legislative Powers – Union, State & Concurrent Lists – Public Information Management in State Government - Structure – Functions of Andhra Pradesh State Information and Public Relations Department – Media wise Wings in the Directorate – Concept of Information Centres as Govt. Media – Impact and Limitations of State Government PR
Public Relations in Local Bodies - The City is Citizen – Civic sense - Local Bodies – Municipal Corporations – Linkage with Citizens – Cradle to grave - the need for PR – Role, Scope and Goals of PR in Local Bodies – PR Structure and Functions in Municipal Corporations – Grassroots PR – Village Panchayats – Mandals
Unit-4
Public Relations in Corporate Sector
Distinguishing Features of Corporate India –Economic Liberalisation, Privatisation, Globalisation – Free Enterprises and the Public Sector – The Era of Indian Economic Growth - Corporate Reputation - Challenges for Corporate Sector to meet Global Competitive Marketing Environment – The Challenge for Public Relations - Internal and External Publics - Relationships Management – A Paradigm Shift in PR
Unit-5
Advanced Public Relations in Key Corporations
Public Relations in Private Industry and Business Organisations – Public Relations in Public Sector Undertakings – Public Relations for NGO’s – Public Relations in Public Transport
Recommended Books
Paul A Argents, Strategic Corporate Communication, McGraw Hill
Clarke L.Caywood, The Handbook of Strategic & Integrated Communication, McGraw Hill
Dr. C.V. Narasimha Reddi, Public Relations Management, Sri Venkateswara Univrsity, Tirupathi
Dr. C.V. Narasimha Reddi, Public Information Management – Ancient India to Modern India Himalaya Publishing House
The Right to Information Act-2005
Semester I, Paper 4: INTEGRATED MARKETING COMMUNICATION
Unit-1:
Integrated Marketing Concept - Integrated marketing communication process covering - Five Ps – product price-place-promotion and public relations – theories and models of advertising – David Oglivy and Rosser Reeves – Hierarchy of effects – models – AIDA model – quick action model
Unit-2
Marketing objectives – product positioning strategies – product life cycle – brands – branding strategies – brand equity – selection of advertising agency – globalisation and trends in Indian advertising
Unit-3:
Consumer buying behavior, and advertising – consumer buying behavior theories and models – psychological and sociological perspectives – Marketing communication message, channels, mix, coordination – old rules of marketing information with traditional and conventional media - new rules of marketing with new media and social media like web, Blogs, pod cast, online media.
Unit-4:
Social Marketing – importance and case studies – Indian rural markets – rural advertising – strategies – problems
Unit-5:
Marketing and Market Research – nature – scope – and importance – Areas of research – price research – sales promotion research – product research (brand/logo) packaging research – stages in the marketing research process – sources of information – methods of marketing research – motivation research – market segmentation methods – Market research organizations in India- Case Studies and evaluation
Recommended Books
David MeerMan Scott
The New Rules of Marketing
John Wiley & Sons Inc. USA
Semester II, Paper 1: Reporting, Writing & Production for Electronic Media and New Media
Unit. I
Radio - Nature and characteristics of radio broadcasting. Radio programme production - structure and operation of Broadcast Studio - Nature of sound - Sound recording - Microphones -- Process of radio programme production - Use of voice, script, sound effects, editing- Production of radio news, talks, interviews, discussions, play, music and special audience programmes, (Practicals).
Unit. II
Basic Audio Editing technology - Digital Audio Standard - Audio channels - Satellite audio transmission - Audio Codes - MPEG - 1,2,3 audio coding - Advanced audio coding - Parametric audio coding - Loss-less coding - MPEG surround - Scaleable audio - Description standards for audio - Basic Audio Editing Software - analog and digital audio technology - MIDI and electronic instrument technology
Unit III
Television - Nature and characteristics of television broadcasting - Television programme production - Structure and organization of television studio, television programme production, stages of production, television crew-Television camera - Types, function and operations - Lighting, sound- Producing television programmes - News, documentary, interview and special audience programmes.-
Unit IV
Television post production techniques - Basic Video Editing Technology - Digital Video Standard - World Video Standards and usage - NTSC and PAL - Video standards and codes - Video compression - VCD/SVCD/DVD 2D video coding - MPEG-1, 2, 4 - Shape coding-non-rectangular - Advanced video coding -Scaleable video coding - Wavelet - Description standards for video - Basic Video editing software -- Transmission technology - cable television - DTH - Live transmission
Unit - V
The New Media, creating New Media Content, Defining the Audience, Design and Storyboarding, Choosing Tools, Authoring, Technologies that Support New Media - Motion Pictures Expert Group (MPEG) and Joint Photographers Expert Group (JPEG), Quick Time and Quick Time VR, Video for Windows (AVR Format), Real Audio and Real Video, Shockwave, Distributing New Media Content - DVD and CD ROM, Internet- websites, email, chat rooms, web-advertising, online communities, Internet telephony, virtual reality environments, streaming audio and video, mobile computing, and digital cameras – SOCIAL MEDIA, BLOGS, PODCASTING, WEBSITES
Books for Reference:
Techniques of TV Production - Rudy Bretz (McGraw Hill).
Working with Video: A Comprehensive Guide to the World of Video Production - Winston Brian and Julta Kevdal.
The techniques of Television Production - Millerson Gerald (Focal Press).
Multimedia and Virtual Reality Engineering, Richard Brice, Newnes Pub., 1997.
Standard handbook of Video and TV Engineering, Jerry Whitaker and Blair Benson, McGraw-Hill, New York, 2000.
Digital Radio Broadcasting, Chip Morgan, Focal Press, 2004.
Digital Video and HDTV, Charles, Poynton, Focal Press, 2002.
Radio and TV Journalism, K.M. Srivastava, Sterling Publishers Pvt. Ltd., New Delhi, 1989
Semester II, Paper 2: Reporting, Writing & Production for Print Media
Unit-I
Print Media - Newspapers and Periodicals - Concept and definition of news, news values, News story structure - elements of News Story - Relevance of five W’s and H - Introduction or lead - Kinds of leads with examples - Language of news
Unit II
Duties and responsibilities of reporter - Role of stringers/contributors, special correspondents, bureau chief and foreign correspondent - News gathering methods-Kinds of Reporting - Investigative, Interpretative, advocacy, Editorial and column writing - News Agency. Interview - Art of interviewing and types of interviews - Reviewing- Film, Book, Art, Theatre
Unit III
Sources of news - News agencies - Press releases - Press Conferences - Press briefings and press tours. Beats - Multi beat approach - Government, Commerce, Consumer problems,- meetings and speeches - sports - Art and Culture - Crime, Court, Police - Hospitals, Accidents - Women’s issues - Environment.
Unit-IV
Writing - Kinds of writing - feature writing - Types of features - news features, anniversary features, personality features, Historical features, human-interest features. Article writing - Slanting of articles for publications - Syndicates.
Unit V
Print Media production - Design, layout, caption writing and visual aspects - photographs, cartoons, graphics, illustrations and color, dummy size -new production techniques, use of satellite - Desktop Publishing, pagination software - Overview of methods of Typesetting- monotype, Linotype, Phototype and Teletype, - Printing Processes - Letter press, photo offset, gravure and digital
Books for Reference:
Mikeward, Journalism Online, Focal Press, New Delhi
Patrika Padakosam, Andhra Pradesh Press Academy, Hyderabad’2004
Stephen Quinn, Digital Sub-Editing & Design, Focal Press, New Delhi (2002)
Uday Sahay, Making News, A Handbook of Media in Contemporary India, Oxford, New Delhi2006
Asha Rani Mathur, The Indian Media, Illusion, Dellusion & Reality, Roop and Co, New Delhi, 2006.
Semester II, Paper 3: Editing and Production of Corporate Publications
Unit-1
Corporate Publications
Definition - the need, scope and role of Corporate Publications in Public Relations Communications Corporate Publications – Types – House Journals, newsletters, annual reports – Employee manuals/handbooks – Chairman’s speech to shareholders – Trade Bulletins – Product catalogues – booklets, pamphlets, brochures, folders, leaflets, fact sheets – Direct Mailers, Calendars, diaries, posters, greeting cards, pictorial albums – Government Publications
Unit-2.
Writing for Corporate Literature
The art of writing – Various forms of writing – Literary writing, journalistic writing – Writing for Public Relations -Principles of good writing - Tools and Techniques of writing – Language and Grammar Skills - Application of principles of good writing - popular style- language, vocabulary – words, variety of sentence structure – figures of speech – juxtaposition
Unit-3
Editing, Techniques of Corporate Publications - The need and role of editing – symbols – use of language - style – condensing the text – writing headline – subheadings – box items – checking accuracy - preparation of dummy – copy for printing
Unit-4.
Graphics
Use of graphics & illustrations in publications to reinforce printed word – Use of Statistics Charts, photographs, graphics, and symbols – Line drawing – Placement of Illustrations – Cartoons, transparencies – Photo montage – Publications – Editing of pictures for better reproduction – Decorative devices – Colour
Unit-5
Printing
Production and Printing Process – Introduction to printing process – types of printing – distinguishing qualities and characteristics of each method – letter press – offset – web-offset and Gravure –Screen Printing – Desktop Printing – Pre-Press – Computer Technology Application – Types and Sizes of Paper
Recommended Books
Howard Stephenson, Handbook of Public Relations, McGraw Hill Inc
Dr. Narasimha Reddi C.V, Editing and Production of Corporate Communications, Dr. BR Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Form & Style, Wadsworth Publishing Company
Writing, Editing and Printing of Corporate Publications, Sri Venkateswara University, Tirupathi
Semester II, Paper 4: Public Relations Research
Unit-1:
Public relations profession growing locally and globally – the need for research for developing best practice – Meaning of Research – importance – objectives - role and scope of research in Indian public relations – Research and Evaluation in PR – the difference – SWOT Analysis – PII Evaluation model (Preparation, Implementation and impact) of Cutlip Center and Broom
Unit-2:
Research Process - Formulation of problem – objectives of the study – Review of literature – hypothesis – research methodology – gathering information - data analysis and interpretation – findings – conclusion of study – bibliography
Unit-3:
Research Methods - Formal research – informal research – quantitative research – qualitative research – archival research – internet and world wide web search – survey method – field observation – mail questionnaire – interviews – focus groups - telephone surveys – copy testing
Unit-4:
Tools and Techniques of Data Collection - Questionnaires – interviews - field observations – case studies – primary and secondary sources of information – sampling methods – sampling procedures – sample size – sample error. Research areas: – evaluation of PR campaigns – Media impact measurement – employee relations survey – customers commitment – corporate social responsibility audit – managing corporate reputation
Unit-5:
Evaluation of Results - Analysis and interpretation of data – report writing – topic outline – goals of study - chapterization – headings and sub-headings of the repot - inferences – suggestions – developing best public relations practice – current PR research scenario in India and problems – Case histories in research
Recommended Books
Tom Watson & Paul Noble, Evaluating Public Relations, A Best Practice Guide to Public Relations Planning, Research and Evaluation, Kogan page
Newsom. Turk. Krukeberg, This is PR, The Reactions of Public Relations, Wadsworth, Thomson Learning , USA
Berger, Media Research Methods
Semester II, Paper-5: Project Report/Production Thesis
Note:
The candidate has to prepare a project report/production thesis based on his/her internship with any reputed media / PR Department under a designated teacher-guide
Discussions on syllabus in prpoint@yahoogroups.com
Letter posted to Prpoint@yahoogroups.com, on 9th June 2008
Dear Members,
The AP State Council for Higher Education that came into existence in 1988 advises the State Government in matters relating to Higher Education in the State and to oversee its development with perspective planning. First of its kind in the Country, it is primarily a coordinating and liaisoning body between the University Grants Commission, the State Government and the Universities.
This Council constituted an Expert Committee to prepare an integrated draft pattern of courses at UG and PG level in Public Relations, Mass Communication and Journalism.
The committee comprised of (1) Dr CV Narasimha Reddi, Former Director, I & PR Department (2) Sri Potturi Venkateswara Rao, Former Chairman, Press Academy of Andhra Pradesh and (3) Professor PL Visvesvaraya Rao, Principal, Arts College, Osmania University & Former HOD, Journalism, OU are to represent PR, Masscom & Journalism respectively.
The committee, among other things, proposed (i) BA with PR as one of the 3 optionals namely - BA (PR); BCJ with PR specialization - BCJ (PR); MCJ with PR specialization - MCJ (PR) and MS {PR) in all the universities in AP
While so, a one-day state level workshop is being organized by the Council on 16th June 2008 at Hyderabad to discuss and develop a model curriculum of the courses for Universities in AP.
Suggestions or Comments are solicited from the members of the group on courses, syllabi, expectation of the industry and the expectation of the professionals, please
Regards
Y. Babji
Guest Faculty, Public Relations
DrBRAOU, DrMCRHRDIAP, SVU etc
9848812031 & 9440814621
bobby.shivyana@gmail.com
----------------
Responses
(From Sri K Srinivasan, Chairman, Prime Point Foundation, Chennai - 10th June 2008)
Dear Members
I appreciate the initiative taken by our colleagues in AP. This willbe a good example for other states also. I would like you to consider adding the following areas in your syllabus.
1. Social media is emerging as a great tool of communication globally.2. Many corporates still do not understand the importance of IPOcommunication. IPO communication is a great opportunity for brandbuilding for a long term.
3. Corporate Governance in all areas of functions in organisations. Iam not referring the corporate governance defined by SEBI. It shouldbe in the various functions like HR, Marketing, etc. You can includeas to how communication plays a greater role in the corporate governance.4. As one of our friends referred earlier, right to information Act isanother significant act that has to be understood by private sector. Already, we also dealt with in our ezine. Presently, private sectorthinks that RTI Act has no relevance for them. RTI Act has morerelevance to private sector than even public sector. RTI Act hasbrought in more transparency in communication.
I also suggest that you consult Prof. UKC, dean and director ofsymbiosis, a pioneer organisation in Asia for some more ideas. He is also in our group. Prime Point Foundation will extend all its support for your endeavors. K Srinivasan, Chairman, Prime point Foundation, Chennai
94440 50273 prpoint@gmail.com
(11th June 2008)
You can also include human relations and soft skills as part of business communication in the entire educational curriculum; we talk about the knowledge, skill, etc. But we never talk about human-human relationship even i don’t mind suggesting one full paper on that
(20th June 2008)
Even though the economy is getting globalised and we are dealing with global environment, our professionals are working only in India. Presently, regional media is emerging as the most powerful medium than English medium. Internet edition Telugu paper eenadu is having more hits than even Times of India and other leading national papers. This is the case with many other regional papers (internet editions). Because of the technological growth, even the regional media are read in the Internet. There can be some sessions on the role of regional media and their strength. This is India specific only. In other countries, the situation may differ.
------------------------
(From Yogesh Joshi, President, Association of Business Communicators of India, Mumbai)
Dear Members
Mr. Babji has called for suggestions for the development of Course Curriculum for Mass Communications.
It is in this context, I would like to suggest to include one more subject who is need of the hour is International Business Communications. In the era of M & A, the integration process is the most challenging job for a PR and HR Professionals. The trend is reversed these days when more number of Indian Companies are acquiring companies abroad. Communications during the process that starts from actually making due-diligence, bidding for take-over and up to final take over and subsequently facing challenges by down grading the financial ratings by International Agencies is very difficult part. It is noticed that many of the PR Professionals can't even read a Balance Sheet and therefore, can't understand implications by such down ratings. They are totally blank in dealing with such situation.
Under the circumstances, I would strongly recommend to include International Business Communications in the course as one of the MUST topic.
Regards,
Yogesh Joshi
President, Association of Business Communicators of India
Mumbai
winyogi1@gmail.com
--------------
(From Dr Ajit Pathak, National President, PRSI, New Delhi)
Dear Babji,
I am forwarding to you Global Alliance write-up on the issue, which will guide you on the subject. Hope you will find it useful.
Regards,
Dr Ajit Pathak
National President, Public Relations Society of India & Chair, Global Alliance, India
New Delhi
Towards a Global Curriculum for Public Relations?
The changing global economy presents a fundamental challenge to public relations’ theoretical and pedagogical priorities. Anderson (1989) distinguished between international and global public relations as follows: “international public relations practitioners very often implement distinctive programmes in multiple markets. Global public relations superimpose an overall perspective on a programme executed in two or more national markets, recognizing the similarities among audiences while necessary adapting to regional differences. It connotes a planning attitude as much as a geographic reach and flexibility”. Sriramesh (2003) suggests, “Given the extent of globalisation that has occurred especially in the past ten years, a majority of public relations practice in the twenty-first 21st Century has become and will continue to become multinational and multi-cultural in nature.”
The rapid globalisation particularly in information technology in the last two decades has become one of the salient issues in the new millennium (Brown, 1999). The Curriculum Development Council (1999) asserted that education inevitably should be responsive to the trends of globalisation because it is a major concern of policy makers. Acosta-Alzuru (2003) is of the view that the international experience will not only contribute to practitioners’, educators’ or students’ professional and academic development, but also will add to students’ understanding of their own identity. She states that “few students that have traveled abroad, many have never even been outside their own state, and the majority is only aware of those regions in which the US foreign policy has interest.” So, in the context of an increasingly global world expanding international exposure has the potential to offer significant educational benefits to students, while at the same time providing some comparative advantages in the workplace and the profession as a whole (J. E. Grunig and L. A. Grunig, 2002).
But this simply shows that students (particularly from the US) need to learn more about other cultures. The issue of what might be taught in a global PR course still needs to be addressed. Grunig et al (1995) thought that adapting a professional global PR education to regional differences and using generic components that will work normatively in most if not all cultures and political systems of the world is what is needed. There is however a danger here that the excellence model will simply be exported globally with minor variations to reflect regional differences. Critical scholars (L’Etang, Holtzhausen for example) would urge greater reflection on the assumptions underpinning this model and others (Verčič, van Ruler, Sriramesh) have called for a more public-centered conceptualization of global public relations.
There has been national research into the requirements of the public relations curriculum. For example, the US Commission for Public Relations Education (CPRE)’s 2006 report The Professional Bond, outlined the desirable elements of undergraduate minor and major degrees in public relations and for master’s level study (see Appendix 3 for details). About the direction of the curriculum, they commented that “the Commission’s research suggests that graduate education should move toward understanding business, management and public relations as strategic management functions”, reflecting older US debates about the lack of management education in PR degrees.
These CPRE priorities (writing, problem solving, strategic thinking, for example) were echoed by UK employers and academics (Tench and Fawkes, 2005) though there were discrepancies between the respondents on the value of theory. Unlike the US, however, many PR degrees are taught in business schools and this research showed significant differences between PR courses taught in media and business schools. It is also worth remembering that US and UK first degrees carry different weight and that a global curriculum cannot be built on the universalisation of US norms.
The emergence of relationship management (Ledingham and Bruning, 2000) as a central concept of public relations on both sides of the Atlantic suggests a potential for consensus, though the interpretation may vary between relationships as an organisational function (the US approach) and the European findings reported in the Bled Manifesto (2002) which linked relationships inextricably with communication. The latter report also expressed concern that “public relations used to be studied as a phenomenon in society but practice and education are more interested in public relations as an instrument for the benefit of an organisation” (p13). These are important philosophical debates, which are explored further below and the resolution – or at least widespread recognition – of which are vital to developing a curriculum for professional education in PR.
Public relations has several professional bodies around the world that seek to develop its members, and the Global Alliance Communication Management is one of the largest organisations to spearhead this. Sallott and DeSanto (2003) recommend four books for teaching international public relations courses: Culbertson and Chen, (1996); Moss and DeSanto, (2002); Sriramesh and Verčič, (2003), Tilson and Alozie, (2004). Since 2000 increasing numbers of journal articles have outlined cultural differences by countries, though only two have addressed the actual teaching of international public relations. Motion, Leitch and Cliffe (2003) argue that public relations education has been an adjunct to the growth in research and scholarship in Australian and New Zealand journals, including the Asia Pacific Public Relations Journal, the Australian Journal of Communication, and Media International Australia incorporating Culture and Policy. They describe public relations theory development in Australia and New Zealand as currently transiting from “the predominant systems approach to rhetorical, critical and poststructuralist approaches.”
Culture and Public Relations Education
This research has already demonstrated the impact of cultural difference on PR education. It is worth highlighting as these differences are not always visible in the highly influential US –based core texts that form the basis of many curricula around the world. There is a danger, referred to above, that the dominance of systems theory and the excellence project identified by Verčič et al (2001) could be reproduced in creating a global curriculum. This is not to disrespect either the value or the pioneering nature of much US PR education, simply to make space for other voices. Before drawing any conclusions about the possibility of a global curriculum, the issue of culture, multicultural communication and public relations should be, briefly, addressed.
While there is no definition of culture that is agreed upon by social scientists, according to Morey & Luthans (1985), anthropologists do agree on certain attributes of culture namely (1) culture is learned, (2) it is trans-generational and cumulative in its development, (3) it is symbolic, (4) patterned, organized and integrated, (5) and adaptive. Culture is described as ‘the collective programming of the mind which distinguishes the members of one human group from another’ (Hofstede, 1991). In addition, people from different cultures differ in terms of their broader values, as their culture is an integrated mix of symbols, rituals, values, [and] heroes that vary from one culture to another, (Hofstede, 1991). At the same time, when communication processes between people of different cultures occur, each culture affects the process, which starts an intercultural communication process (Hall, 1959, 1976). In order to be effective, intercultural communication requires an understanding of the knowledge system, beliefs, values, customs and behaviours of one’s culture as well as other people’s cultures. However, elements such as linguistics, culture, physics, perceptions, experiments, nonverbal cues, and emotions may become barriers to effective intercultural communication (Bell, 1992). Hofstede (1984) has proposed one of the most popular definitions of culture: “Culture is a mental programming: it is that part of our conditioning that we share with other members of our nation, region or group but not with members of other nations, regions or groups.” He also (1991) identified five dimensions of national cultures, which have proved extremely influential. These are: power distance (how power is distributed in society); individualism/collectivism (self-centered versus community-centered values); masculinity/femininity (e.g. competitive, achieving values versus caring, consensus values); high/low uncertainty avoidance (the degree to which a society feels itself at risk and how it minimises this perception) and long/short term considerations (whether society focuses on generational change or immediate results).
Sriramesh (2000) has linked these cultural syndromes to the challenges of international public relations, concerned that the lack of study of the impact of culture on public relations was limiting the development of the discipline. Echoing the need to study cross-cultural metrics in public relations, Vasquez and Taylor (2000) demonstrated the link between collectivism and using one-way and two-way practice models, Taylor (2000a) applied selected cross-cultural metrics to the 1999 Coca-Cola crises in Belgium, finding uncertainty avoidance and power distance to have had a significant impact on countries’ responses. Huang (2001) provided an illustration of barriers to cross-cultural public relations efforts, determining that the four dimensions of organisation-public relationships which Grunig and Huang (2000) defined as trust, control, mutuality, relationship satisfaction, and relationship commitment were inadequate to address Eastern cultural dynamics.
As international PR has taken the lead as the fastest area in PR, the need to recognise and deal with the implications of cultural differences has been emphasised by scholars and practitioners (Botan, 1992; Morley, 1998 and Pavlik, 1987). Reed (1989) for example urged practitioners to be “cultural savvy”. Sriramesh and Verčič (2001) argue that the true advancement of any body of knowledge will occur when studies go beyond describing the public relations practices of a specific country and attempt to link public relations activities with environmental variables external to an organisation. Culbertson and Chen (1996) proposed a comparative approach to studying international public relations. “First, comparative public relations involves a search for both similarities and differences between the practice in one or more countries and that in other venues…Second, international public relations focuses on the practice of public relations in an international or cross-cultural context”. An appreciation and understanding of cultural differences (intercultural competence) would thus foster successful and satisfying performance in international and global public relations.
Uniformity vs diversity
While some aspects of globalisation imply convergence, with shared views of economy, democracy and other social values, there is also the dimension of diversity to consider. The value of diversity is not only recognised by multicultural countries via diversity polices but similarly by organisational management, especially in public relations practice. For example, diversity is one characteristic, among others, that has been identified to contribute to the organisational effectiveness of public relations. According to J. E. Grunig and L. A. Grunig (2003), one of the elements that bring excellence into communication can be achieved if public relations departments become more diverse. Applying the “principle of requisite variety” to public relations, they have called attention to how ‘organizations need to have as much variety – diversity among their employees as there is in their environment to be able to interact effectively with that environment’. The issue of diversity variety and public relations has also been studied by Hon and Brunner (2000) who substantiate its validity within organizations as their participants ‘explained and provided examples of how diversity plays a key role in communicating with multicultural audiences, enhancing the organization’s image, serving customers, and recruiting the best employees and talent’.
Sriramesh (2002) argues that even though the US is widely recognised as the leader in providing the most comprehensive public relations education, multiculturalism is not much prevalent in the US. American and British professional communication associations are aware of the diversity of their populations and subsequently of how this should be reflected in the public relations profession. In Britain, Gregory (2005) has noted that ‘the overall composition of the public relations workforce is predominantly middleclass, white and female’. In America, minorities working in public relations have been studied and surveyed, revealing barriers. In fact, all the studies agree on how minorities are underrepresented, discriminated against, stereotyped and underpaid, reaffirming the existence of stereotyping based on colour, race and culture, and corroborating the existence of pigeonholing through the practice of having practitioners working on the same race/ethnic audience (Zerbinos & Clanton, 1993).
However, diversity is not just about talking to the various populations engaging with an organisation, it is also about the distribution of power in society. Pointing out the effects of globalisation on international public relations, Heath (2001) notes that: “A few years ago, the key question before most persons who thought about international public relations was whether an organization should try to hire and train people who were conversant with people of various countries or whether the better strategy was to use agencies in those countries. Today, the more compelling issue is whether a global organization (business, non-profit, or governmental) can meet or exceed the expectations of a Babel of voices and cultures without losing its identity by trying to be everything to all markets and publics” (p625).
Grunig et al (1995) in their research into public relations in international settings, indicated how the figure of a “cultural interpreter” could “facilitate dialogue and understanding between organizations and public from different cultures”. Furthermore, Plowman, Briggs & Huang (2001) underline how differences, rather than similarities, can form the basis of a mutually beneficial solution. Obviously, in a multicultural environment, the differences are increased thus opportunities for mutual gain are also increased. A theoretical framework for global public relations and practice, developed by Sriramesh and Verčič (2003), explores the relationship between organisational environments and their public relations practices. They have identified factors such as a country’s infrastructure, media environment, and societal culture, and variables such as a nation’s political system, its level of economic development, and the level of activism to study and understand public relations practice in a specific country.
Finally, Sriramesh (2003) observed that domestic public relations does not exist anymore because “in the new millennium, every public relations professional must have a multicultural and global perspective in order to be effective, and such an outlook should not be considered the domain only of international public relations specialists anymore”.
So how can education assist in this transition? According to Cheng (2000) the main concern is how to maximize the positive effects but minimize negative impacts of globalisation, in educational reform for national and local development. As the profession responds to change, practitioners need to transform themselves and acquire new knowledge and skills to meet the challenges of globalisation. According to Verwey (2000), successful societal integration by communication professionals will depend on the range of leadership demonstrated from a macro-level of interaction with society, to a more micro-level of individual stakeholders. “As more and more corporations around the world begin to rely on public relations professionals to guide them through the complex issues they face in an increasingly global marketplace, those professionals must have expertise in strategic and analytical skills as well as tactical tools.”
A global curriculum, then, should be based on investigation of the external environment, developed in partnership with industry, and other relevant bodies, which will be continually amended to the changing needs of the environment
(http://www.infed.org/biblio/b-curric.htm). This is to provide students with the competencies needed in present day practice and in years to come, in line with the definition of globalization as applied to higher education by Singh et al. (2001), as a dynamic, changing dimension of curricula, that is expressed through the insertion of topics, materials and activities into courses, so that the student has the opportunity to gain a global perspective of one or more areas of the subject matter. For example, professional public relations bodies internationally have established ethics codes in an attempt to regulate members’ ethical behavior, Day et. al. (2001) state that, “As the practice of public relations faces the 21st century, a number of significant ethical issues need to be addressed. These include the complex nature of the truth, the role of public relations within a society and the special problems of public relations ethics in intercultural context”.
The matrix of professional competences created by the Global Alliance working party on professional credentials offers one model that could form the basis of a global curriculum (available from their website, www.globalpr.org). Another is offered by the education and training framework developed by Fawkes (2005) for the UK Chartered Institute of Public Relations (Appendix 4) which incorporates all the practice and theory taught in UK and other universities together with developments in theory from undergraduate to postgraduate levels and a full range of practice from the most junior to senior positions. It encompasses far more material than could be taught on any one course or, possibly, practiced in one lifetime, but does reflect the breadth of the field. There is scope for assimilating content from around the world to reflect more accurately the global nature of public relations education.
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(From Rajayogi BK Karuna, National President, Global Forum for Public Relations, Mt Abu, Rajasthan through BK Sarala, National Vice President (Coord & Prog, Hyderabad)
Dear Brother,
As directed by Karuna Bhaiji we may like to have value education also included in the syllabi of the entire communication studies. Coz. If there is a strong base of values at the education level then practice level is taken care of naturally.
With many good wishes
Sarala
National Vice President (Coord & Admn)
Global Forum for Public Relations, Hyderabad
9396523402
bksarala@gmail.com
Pl note the website for value education is www.valueducation.com Karuna ji has some suggestions for the inclusion of value education in UG and PG courses of PR, journalism and mass communication that Mr Babji has mentioned.
(21st June 2008)
Further, as desired by you, the syllabus for PR courses would be
1. Introduction to Values and Spirituality
2. Spirituality and values
3. Perspectives of the major religions
4. Consciousness and the divine
5. Meditation and values
6. Values in life
7. Personal Development
8. Values in Society
The relevant study material is also enclosed please. Sir you may like to visit Brahmakumaris site on value education www.valueducation.com for more details please.
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(From Uma Bhushan, Member, PR Point, Mumbai)
Dear Babji,
First of all, congratulations to you on topping the course. We are all proud of you.
Regarding the curriculum that you have asked inputs for, I am sendingby attachment the executive summary of the report of the Commission on Public Relations Education set up in the US in 2006. The full 200-page report has gone into the history and need of PR education in the USA and has come up with curriculum for the UG, PG and even doctoral courses in public relations.
I am sending this response to the Prpoint group because many of our members may find it good to know that PR education is taken very seriously abroad, especially in the USA.
In case you need any other suggestion or specific recommendation do let me know.
If anyone is interested in the full report, feel free to ask.
Best regards,
Uma Bhushan
Senior Lecturer, Business Communication & Public Relations
K J Somaiya Institute of Management Studies & Research
Vidyavihar, Mumbai 400 077
umabhushan@gmail.com
Executive Summary of the report of the commission on public relations education, November 2006
Public Relations The Practice Education
Public Relations Education for the 21st Century
www.commpred.org
The Report of the Commission on Public Relations Education
The Professional Bond
Executive Summary
November 2006
Acknowledgements
The Commission on Public Relations Education gratefully acknowledges the valuable support for its 2006 report from the following:
Funding
Institute for Public Relations
Public Relations Society of America Foundation
Scripps Howard Foundation
Report Research and Development
University of Florida
University of Maryland
University of Miami
Valparaiso University
Virginia Commonwealth University
Staff Support
Public Relations Society of America
The Commission is also grateful to its active members— those individual educators and practitioners who have played a central role in producing this report, thereby helping to strengthen the bond between public relations education and the practice.
The Professional Bond—
Public Relations Education and the Practice
This report, like earlier reports of the Commission on Public Relations Education, presents recommendations for public relations undergraduate and graduate education.
But beyond this traditional purpose, “The Professional Bond” report has also been developed to demonstrate, facilitate and encourage the kind of linking of public relations education and practice that is the hallmark of any profession.
There is much to be done—by every public relations constituency—to complete this bonding. So, to emphasize the importance of this mission, the Commission has prepared the special section, “A Call to Action,” as the conclusion of the report.
“The Professional Bond” report is not meant to be prescriptive. Its recommendations are presented as objectives for excellence as identified by a cadre of distinguished educators and practitioners. And, developed in North America, it is simply a point of reference for the development of public relations education in other parts of the world.
Because it is so ambitious, the report is, necessarily, lengthy. This summary is presented as a stimulant to the reader to partake of the entire report or, at a minimum, to select those topics from among the report’s four basic categories containing seventeen sections that are most relevant to his or her interests. The complete report is available in both “hard copy” format and on the Commission on Public Relations Education website at www.commpred.org
Selected highlights of the report follow.
Research for the Report
Based on five “waves” of research, the Commission concludes that there is substantial agreement between educators and practitioners on what a public relations undergraduate student should learn, and therefore be able to perform at the practitioner entry level.
Needed at this level: writing skills; critical thinking and problem-solving skills; “a good attitude”; an ability to communicate publicly; and initiative.
There also was agreement that a public relations education should include an internship, practicum or some other work experience in the field.
The research also found considerable support for interdisciplinary study in subjects such as management and behavioral science.
Public Relations Ethics
In addition to noting that professional ethics is largely predicated on the personal ethics of everyone in the public relations professional community, the Commission emphasizes that:
A consideration of ethics should pervade all content of public relations professional education.
If a curriculum cannot accommodate a dedicated ethics course, short one-hour courses or mini seminars can provide a meaningful ethics forum for undergraduates.
Diversity
“Successful managers of organizations now recognize that a diverse workforce—recruited, trained and retained—can deliver valuable insights and performance,” the report states.
This section presents an in-depth treatment of defining diversity, identifying its major elements essential to public relations education and how, in the practice, public relations can advance diversity in society.
Communication Technology
“Public relations educators must ensure that their students are prepared not only to be proficient in the use of the most recent communication technology, but also to understand and appreciate the societal ramifications of its use. Educators also must use this technology to maximize the effectiveness of their own instruction,” the report states.
The Commission therefore recommends that the latest communication technology used in the public relations practice be integrated into coursework to the extent that institutional resources will allow; and that student proficiency with such technology may be achieved largely through internships.
Global Implications
“Public relations is now arguably becoming a global profession in an increasingly connected world where mutual understanding and harmony are more important than ever,” the report states.
In recognizing that public relations varies, understandably, with the society in which it is practiced, the Commission in this section presents seven levels of analysis to profile public relations education and practice in various parts of the world.
These levels of analysis are: cultural values and beliefs; laws and public policies; external groups, organizations and associations; institutional factors in the academic setting; international exchange programs; inter-personal factors within an institution; and intra-personal factors among students and educators.
Undergraduate Education
“Undergraduate public relations education has been shifting and repositioning itself in step with the practice of public relations… When practitioners aid organizations in developing mutually beneficial relationships among diverse publics, organizations thrive,” the report states.
Therefore the Commission recommends more emphasis on ethics and transparency, new technology, integration of messages and tools, interdisciplinary problem solving, diversity, global perspectives and research and results measurement.
This section identifies a broad spectrum of knowledge and skills that should be taught in the undergraduate public relations curriculum.
Knowledge to be acquired ranges from communication and persuasion concepts and strategies, relationships and relationship-building and societal trends to uses of research and forecasting, multicultural and global issues and management concepts and theories. A similar sampling of the skills to be attained ranges from mastery of language in written and oral communications, issues management and audience segmentation to informative and persuasive writing, critical listening skills and applying cross-cultural and cross-gender sensitivity.
The Commission has identified the following courses for an “ideal” undergraduate major in public relations:
. Introduction to public relations (including theory, origin and principles)
. Case studies in public relations that review the professional practice
. Public relations research, measurement and evaluation
. Public relations law and ethics
. Public relations writing and production
. Public relations planning and management
. Supervised work experience in public relations (internship)
. Directed electives
“Although some academic programs will find it difficult to offer seven courses devoted entirely to public relations, the Commission believes the topics covered in the courses above are essential for a quality public relations education. While these topics could be combined into courses in different ways, and some of these courses might also address additional topics, a major should offer sufficient courses to address the knowledge and skills identified as necessary for success in the field,” the report states.
The report continues: “A minimum of five courses should be required in the public relations major.” An academic emphasis should minimally include the following courses:
. Introduction to public relations (including theory, origin and principles)
. Public relations research, measurement and evaluation
. Public relations writing and production
. Supervised work experience in public relations (internship)
. An additional public relations course in law and ethics, planning and management, case studies or campaigns
Graduate Education
In qualitative research conducted for this report, 18 public relations leaders supported several types of graduate public relations programs rather than endorsing the MBA or dismissing public relations graduate education as unnecessary. The Commission’s research suggests that graduate education should move toward understanding business, management and public relations as strategic management functions.
MASTER’S LEVEL
The graduate student should master the following content areas beyond undergraduate competencies:
. Public relations theory and concepts
. Public relations law
. Public relations ethics
. Global public relations
. Public relations applications
. Public relations management
. Public relations research
. Public relations programming and production
. Public relations publics
. Communication processes
. Management sciences
. Behavioral sciences
. Internship and practicum experience
. Thesis and capstone project and/or comprehensive exam
The Commission also notes courses such as these can be configured in three different models, depending on student intent—doctoral program, advanced career preparation or a specialization in public relations.
DOCTORAL LEVEL
The Commission notes that the production of doctoral graduates has not kept pace with the need, either in education or in the practice. So it recommends academic credentials and “increased partnerships with professionals [practitioners] and professional organizations to help educators stay current with the practice of public relations.”
It also recommends “the development of additional doctoral programs where undergraduate and master’s degree public relations program strength and faculties exist” and lists a series of initiatives to help achieve this outcome.
Supervised Experience
This section provides a valuable checklist of 16 issues to be confronted in developing internships appropriate to the academic institution and its students. In addressing the difficult subject of paid or unpaid internships, the Commission notes that “Students almost always select the organizations to which they apply for internships, and organizations offering pay attract the best candidates.”
For this and other reasons, the Commission recommends “sponsoring organizations of all types— companies, firms, government agencies and nonprofits—pay public relations students for internships.”
Among its other recommendations: academic credit for internships should be reserved for workplace experiences that include an on-site supervisor knowledgeable in public relations, and organizations should assign student interns to supervisors who will routinely and clearly instruct students and evaluate their performance.
Distance Learning
Commission research determined that despite the rapid growth of online education (distance learning) in the United States, no complete undergraduate public relations online program appears to be available at the time of its research. However, the six universities in the Tennessee Board of Regents System offer a five-course public relations sequence (principles, writing, research, case problems and campaigns) in their organizational leadership concentration for an online bachelor of professional studies degree.
At the graduate level, there is no entirely public relations program that is totally online.
In summary, the Commission suggests “public relations in the next decade will need to include online education in its mix of delivery methods if it is to keep pace with professional education.” To introduce quality online programs, public relations program administrators and faculty must address resources (incentives, design and development costs), pedagogy and quality assurance.
Governance and Academic Support
The placement of academic programs within the administrative structure of universities seriously affects the ability of such programs in public relations to independently respond and adapt to the needs of the public relations profession.
“Too, a dominant influencing factor at an institution of higher education is the degree of outside funding support provided for, or, in some cases, state legislative direction in political response to a profession,” the report states.
The Commission therefore cites two critical needs if public relations is to achieve status as a profession with generally accepted education requirements for performance:
. Increased economic influence
. Increased involvement of professionals and the profession to influence the development of public relations education.
This section recommends specific steps that will increase responsiveness and accelerate advancement as well as intra-institution structural commitments that will strengthen public relations programs appreciably.
Faculty Credentials
There is a shortage of qualified public relations educators, being made more acute by the increasing number of public relations students.
This challenge for the profession is compounded by the fact that colleges and universities are being pressured by accrediting bodies to fill faculty positions with Ph.D.s.
The Ph.D. degree prepares faculty not only as teachers but also as scholars who conduct research using multiple methodologies to help build theory that adds to the public relations body of knowledge.
“While the Commission believes there is a place in the academy for former practitioners with substantial and significant experience, those practitioners may be expected to earn their terminal degrees, i.e., their Ph.D.s, as a credential for becoming full-time faculty,” the report states.
Professional and Pre-Professional Organizations
Students studying public relations in the United States have the opportunity to join any of a number of professional organizations or pre-professional organizations before they graduate. By becoming active members of such organizations, they can begin to see how they might fit into the profession and, perhaps, form a link to an entry-level position.
This section provides detailed information on a number of U.S. and global organizations that assist students in such orientation. The section also presents information on establishing student-managed firms through universities and opportunities for scholarships, awards and other support by organizations such as The LaGrant Foundation (internships and scholarships for minority students studying public relations), the Council of PR Firms, the Arthur Page Society and PRWeek magazine.
Program Certification and Accreditation
Many public relations academic programs benefit by being certified by the Public Relations Society of America (PRSA) and/or accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).
These programs gain from the extensive self-examination against certification and accreditation standards of excellence. And they also acquire stature for having met these standards.
PRSA Certification examines the public relations program exclusively while ACEJMC accreditation is a “unit” examination, i.e., it reviews all mass communication programs at the institution, which often include print and electronic journalism, advertising and public relations.
Both programs are voluntary. Each has nine standards of review with recent added emphasis on diversity and outcomes assessment. Currently, public relations programs at 14 U.S. universities, one Canadian college and one university in Argentina are certified by PRSA. ACEJMC currently has granted accreditation to 88 mass communication units with public relations programs.
The Commission recommends that more public relations programs seek certification and/or accreditation and that more practitioners volunteer to serve on site visiting teams for these important evaluations of academic excellence. In addition, it urges public relations associations not now members of ACEJMC to consider joining the Council, thereby increasing public relations’ “share of voice” in this important endeavor.
A Call to Action Contemporary public relations education is still young, searching for its “home”—and often its legitimacy—in academe. Practitioners, who never had an op-portunity for its formal study, thus learning their craft primarily from lengthy experience, largely populate the field. That picture is changing. Graduates from public relations academic programs are entering the field in increasing numbers. “While the record of broad support for public relations education by professional groups is growing, there is a critical need for similar action by individual practitioners and the firms, companies and organizations with which they are associated and in which they are influential,” the report states. “Too few are contributing financial support to public relations programs in colleges and universities of their choice,” according to the report.
This final section is the Commission’s clarion call to practitioners for a new level of commitment to public relations education. It enumerates eight specific actions—some financial, some “in kind”—which practitioners can take to strengthen the professional bond between education and the practice. And, the Commission notes, educators likewise can have a vital role in strengthening that bond, mainly by taking the initiative to establish or nurture relationships with practitioners and their organizations. The “A Call to Action” section also presents the first known “Sampling of Major Gifts to Public Relations Education,” a valuable compendium of such largesse provided to stimulate additional support to public relations programs.
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(From Avinash Murkute, Member, PR Point, Pune)
Dear Sir: Kindly find my few suggestions.
1) Few sessions on nuances of technology in communication. When I was student of mass communication, telex and teleprinter was included in my syllabus. Today there is need to include blogging, VLog, Social networking sites, Customer Blogs, Communication security and exercising right controls, ezines, Video conferencing, online meetings, IP telephony, etc.
2) RTI i.e. Right to information Act 2005, is playing a pivotal role in getting information on demand. Although the act has been enacted there are many hurdles in getting the information on anywhere-anytime basis due to technical reasons. Empowering citizens understand RTI act is very much required and a must for students pursuing communication and allied courses. Sessions to understand RTI act may please be considered. Many universities are finding this proposal lucrative.
3) E-commerce: It may cover e-business models, famous fallouts, online transactions, grievance redressal, phising, online scams, security issues, payment gateways, customer communication systems, how to build online business, deciding chief purpose of website and maintaining great e-businesses. The point to understand is how new businesses is required to communicate in e-age. I will have to research for PR in e-age. (Spoke-n-hub)
4) IT act: Cyber law cases not only contains economic frauds but also malicious content, pornographic issues, libel, bad faith domain name registrations, Intellectual property rights issues and so on. Understanding basics of cyber law is required, as in days to come cyber crimes will surpass traditional crime scene.
5) E-Governance: Government plays an important role in providing conducive atmosphere to conducting businesses. Government sector is the largest domestic client for software products and services. Bhoomi project and Gyandoot project are few to name e-governance projects, whose success changed the mindset of India government. Today, Railways, Airlines, Municipal Corporations, Banking, Media, Education, Military...almost all sectors are e-dependant. Advantages are numerous and so is the scale. Training session on e-governance projects and project reports helped many students / institutes understand this crucial area.
Having excellent academic profile and experience in media-n-education, if I can be of any further assistance in design-n-delivery of courses, you might find me as ready help.
Regards,
Avinash Murkute,
Galaxy4u, Pune, Member, Prpoint@yahoogroups.com
Mobile: +919822698070, avinash_m28@yahoo.com
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(From Omkar Thatte, Member, PR Point, Mumbai)
Bobby...
We all know, what is taught in textbooks is the basic knowledge.
Please include practical industrial training, which is very important.
PR in the world of Internet is also an important thing.
These are a couple of suggestions from my side
Regards
Omkar Thatte
9890912031
Member, Prpoint@yahoogroups.com
omkarthatte@gmail.com
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(From BNK, Member, PR Point, Delhi)
Dear Babji
Upcoming PR professionals should be told about PR ethics.
- Need to educate corporates about PR
- Need to educate ourselves on the latest media trends - its not easy to have a an unfavorable or negative story killed!!!!!
- Crisis management or communications in crisis - to be truthful to a large extent.
- PR has come long way from arranging air tickets and hotel rooms for bosses’ families. But the need for a professional, planned, sustained communication exercise is yet to be understood.
- Case studies/projects on crisis related issues.
More ideas on curriculum in subsequent mails.
BNK, Member, Prpoint@yahoogroups.com
mailbnk@gmail.com
Dear Members,
The AP State Council for Higher Education that came into existence in 1988 advises the State Government in matters relating to Higher Education in the State and to oversee its development with perspective planning. First of its kind in the Country, it is primarily a coordinating and liaisoning body between the University Grants Commission, the State Government and the Universities.
This Council constituted an Expert Committee to prepare an integrated draft pattern of courses at UG and PG level in Public Relations, Mass Communication and Journalism.
The committee comprised of (1) Dr CV Narasimha Reddi, Former Director, I & PR Department (2) Sri Potturi Venkateswara Rao, Former Chairman, Press Academy of Andhra Pradesh and (3) Professor PL Visvesvaraya Rao, Principal, Arts College, Osmania University & Former HOD, Journalism, OU are to represent PR, Masscom & Journalism respectively.
The committee, among other things, proposed (i) BA with PR as one of the 3 optionals namely - BA (PR); BCJ with PR specialization - BCJ (PR); MCJ with PR specialization - MCJ (PR) and MS {PR) in all the universities in AP
While so, a one-day state level workshop is being organized by the Council on 16th June 2008 at Hyderabad to discuss and develop a model curriculum of the courses for Universities in AP.
Suggestions or Comments are solicited from the members of the group on courses, syllabi, expectation of the industry and the expectation of the professionals, please
Regards
Y. Babji
Guest Faculty, Public Relations
DrBRAOU, DrMCRHRDIAP, SVU etc
9848812031 & 9440814621
bobby.shivyana@gmail.com
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Responses
(From Sri K Srinivasan, Chairman, Prime Point Foundation, Chennai - 10th June 2008)
Dear Members
I appreciate the initiative taken by our colleagues in AP. This willbe a good example for other states also. I would like you to consider adding the following areas in your syllabus.
1. Social media is emerging as a great tool of communication globally.2. Many corporates still do not understand the importance of IPOcommunication. IPO communication is a great opportunity for brandbuilding for a long term.
3. Corporate Governance in all areas of functions in organisations. Iam not referring the corporate governance defined by SEBI. It shouldbe in the various functions like HR, Marketing, etc. You can includeas to how communication plays a greater role in the corporate governance.4. As one of our friends referred earlier, right to information Act isanother significant act that has to be understood by private sector. Already, we also dealt with in our ezine. Presently, private sectorthinks that RTI Act has no relevance for them. RTI Act has morerelevance to private sector than even public sector. RTI Act hasbrought in more transparency in communication.
I also suggest that you consult Prof. UKC, dean and director ofsymbiosis, a pioneer organisation in Asia for some more ideas. He is also in our group. Prime Point Foundation will extend all its support for your endeavors. K Srinivasan, Chairman, Prime point Foundation, Chennai
94440 50273 prpoint@gmail.com
(11th June 2008)
You can also include human relations and soft skills as part of business communication in the entire educational curriculum; we talk about the knowledge, skill, etc. But we never talk about human-human relationship even i don’t mind suggesting one full paper on that
(20th June 2008)
Even though the economy is getting globalised and we are dealing with global environment, our professionals are working only in India. Presently, regional media is emerging as the most powerful medium than English medium. Internet edition Telugu paper eenadu is having more hits than even Times of India and other leading national papers. This is the case with many other regional papers (internet editions). Because of the technological growth, even the regional media are read in the Internet. There can be some sessions on the role of regional media and their strength. This is India specific only. In other countries, the situation may differ.
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(From Yogesh Joshi, President, Association of Business Communicators of India, Mumbai)
Dear Members
Mr. Babji has called for suggestions for the development of Course Curriculum for Mass Communications.
It is in this context, I would like to suggest to include one more subject who is need of the hour is International Business Communications. In the era of M & A, the integration process is the most challenging job for a PR and HR Professionals. The trend is reversed these days when more number of Indian Companies are acquiring companies abroad. Communications during the process that starts from actually making due-diligence, bidding for take-over and up to final take over and subsequently facing challenges by down grading the financial ratings by International Agencies is very difficult part. It is noticed that many of the PR Professionals can't even read a Balance Sheet and therefore, can't understand implications by such down ratings. They are totally blank in dealing with such situation.
Under the circumstances, I would strongly recommend to include International Business Communications in the course as one of the MUST topic.
Regards,
Yogesh Joshi
President, Association of Business Communicators of India
Mumbai
winyogi1@gmail.com
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(From Dr Ajit Pathak, National President, PRSI, New Delhi)
Dear Babji,
I am forwarding to you Global Alliance write-up on the issue, which will guide you on the subject. Hope you will find it useful.
Regards,
Dr Ajit Pathak
National President, Public Relations Society of India & Chair, Global Alliance, India
New Delhi
Towards a Global Curriculum for Public Relations?
The changing global economy presents a fundamental challenge to public relations’ theoretical and pedagogical priorities. Anderson (1989) distinguished between international and global public relations as follows: “international public relations practitioners very often implement distinctive programmes in multiple markets. Global public relations superimpose an overall perspective on a programme executed in two or more national markets, recognizing the similarities among audiences while necessary adapting to regional differences. It connotes a planning attitude as much as a geographic reach and flexibility”. Sriramesh (2003) suggests, “Given the extent of globalisation that has occurred especially in the past ten years, a majority of public relations practice in the twenty-first 21st Century has become and will continue to become multinational and multi-cultural in nature.”
The rapid globalisation particularly in information technology in the last two decades has become one of the salient issues in the new millennium (Brown, 1999). The Curriculum Development Council (1999) asserted that education inevitably should be responsive to the trends of globalisation because it is a major concern of policy makers. Acosta-Alzuru (2003) is of the view that the international experience will not only contribute to practitioners’, educators’ or students’ professional and academic development, but also will add to students’ understanding of their own identity. She states that “few students that have traveled abroad, many have never even been outside their own state, and the majority is only aware of those regions in which the US foreign policy has interest.” So, in the context of an increasingly global world expanding international exposure has the potential to offer significant educational benefits to students, while at the same time providing some comparative advantages in the workplace and the profession as a whole (J. E. Grunig and L. A. Grunig, 2002).
But this simply shows that students (particularly from the US) need to learn more about other cultures. The issue of what might be taught in a global PR course still needs to be addressed. Grunig et al (1995) thought that adapting a professional global PR education to regional differences and using generic components that will work normatively in most if not all cultures and political systems of the world is what is needed. There is however a danger here that the excellence model will simply be exported globally with minor variations to reflect regional differences. Critical scholars (L’Etang, Holtzhausen for example) would urge greater reflection on the assumptions underpinning this model and others (Verčič, van Ruler, Sriramesh) have called for a more public-centered conceptualization of global public relations.
There has been national research into the requirements of the public relations curriculum. For example, the US Commission for Public Relations Education (CPRE)’s 2006 report The Professional Bond, outlined the desirable elements of undergraduate minor and major degrees in public relations and for master’s level study (see Appendix 3 for details). About the direction of the curriculum, they commented that “the Commission’s research suggests that graduate education should move toward understanding business, management and public relations as strategic management functions”, reflecting older US debates about the lack of management education in PR degrees.
These CPRE priorities (writing, problem solving, strategic thinking, for example) were echoed by UK employers and academics (Tench and Fawkes, 2005) though there were discrepancies between the respondents on the value of theory. Unlike the US, however, many PR degrees are taught in business schools and this research showed significant differences between PR courses taught in media and business schools. It is also worth remembering that US and UK first degrees carry different weight and that a global curriculum cannot be built on the universalisation of US norms.
The emergence of relationship management (Ledingham and Bruning, 2000) as a central concept of public relations on both sides of the Atlantic suggests a potential for consensus, though the interpretation may vary between relationships as an organisational function (the US approach) and the European findings reported in the Bled Manifesto (2002) which linked relationships inextricably with communication. The latter report also expressed concern that “public relations used to be studied as a phenomenon in society but practice and education are more interested in public relations as an instrument for the benefit of an organisation” (p13). These are important philosophical debates, which are explored further below and the resolution – or at least widespread recognition – of which are vital to developing a curriculum for professional education in PR.
Public relations has several professional bodies around the world that seek to develop its members, and the Global Alliance Communication Management is one of the largest organisations to spearhead this. Sallott and DeSanto (2003) recommend four books for teaching international public relations courses: Culbertson and Chen, (1996); Moss and DeSanto, (2002); Sriramesh and Verčič, (2003), Tilson and Alozie, (2004). Since 2000 increasing numbers of journal articles have outlined cultural differences by countries, though only two have addressed the actual teaching of international public relations. Motion, Leitch and Cliffe (2003) argue that public relations education has been an adjunct to the growth in research and scholarship in Australian and New Zealand journals, including the Asia Pacific Public Relations Journal, the Australian Journal of Communication, and Media International Australia incorporating Culture and Policy. They describe public relations theory development in Australia and New Zealand as currently transiting from “the predominant systems approach to rhetorical, critical and poststructuralist approaches.”
Culture and Public Relations Education
This research has already demonstrated the impact of cultural difference on PR education. It is worth highlighting as these differences are not always visible in the highly influential US –based core texts that form the basis of many curricula around the world. There is a danger, referred to above, that the dominance of systems theory and the excellence project identified by Verčič et al (2001) could be reproduced in creating a global curriculum. This is not to disrespect either the value or the pioneering nature of much US PR education, simply to make space for other voices. Before drawing any conclusions about the possibility of a global curriculum, the issue of culture, multicultural communication and public relations should be, briefly, addressed.
While there is no definition of culture that is agreed upon by social scientists, according to Morey & Luthans (1985), anthropologists do agree on certain attributes of culture namely (1) culture is learned, (2) it is trans-generational and cumulative in its development, (3) it is symbolic, (4) patterned, organized and integrated, (5) and adaptive. Culture is described as ‘the collective programming of the mind which distinguishes the members of one human group from another’ (Hofstede, 1991). In addition, people from different cultures differ in terms of their broader values, as their culture is an integrated mix of symbols, rituals, values, [and] heroes that vary from one culture to another, (Hofstede, 1991). At the same time, when communication processes between people of different cultures occur, each culture affects the process, which starts an intercultural communication process (Hall, 1959, 1976). In order to be effective, intercultural communication requires an understanding of the knowledge system, beliefs, values, customs and behaviours of one’s culture as well as other people’s cultures. However, elements such as linguistics, culture, physics, perceptions, experiments, nonverbal cues, and emotions may become barriers to effective intercultural communication (Bell, 1992). Hofstede (1984) has proposed one of the most popular definitions of culture: “Culture is a mental programming: it is that part of our conditioning that we share with other members of our nation, region or group but not with members of other nations, regions or groups.” He also (1991) identified five dimensions of national cultures, which have proved extremely influential. These are: power distance (how power is distributed in society); individualism/collectivism (self-centered versus community-centered values); masculinity/femininity (e.g. competitive, achieving values versus caring, consensus values); high/low uncertainty avoidance (the degree to which a society feels itself at risk and how it minimises this perception) and long/short term considerations (whether society focuses on generational change or immediate results).
Sriramesh (2000) has linked these cultural syndromes to the challenges of international public relations, concerned that the lack of study of the impact of culture on public relations was limiting the development of the discipline. Echoing the need to study cross-cultural metrics in public relations, Vasquez and Taylor (2000) demonstrated the link between collectivism and using one-way and two-way practice models, Taylor (2000a) applied selected cross-cultural metrics to the 1999 Coca-Cola crises in Belgium, finding uncertainty avoidance and power distance to have had a significant impact on countries’ responses. Huang (2001) provided an illustration of barriers to cross-cultural public relations efforts, determining that the four dimensions of organisation-public relationships which Grunig and Huang (2000) defined as trust, control, mutuality, relationship satisfaction, and relationship commitment were inadequate to address Eastern cultural dynamics.
As international PR has taken the lead as the fastest area in PR, the need to recognise and deal with the implications of cultural differences has been emphasised by scholars and practitioners (Botan, 1992; Morley, 1998 and Pavlik, 1987). Reed (1989) for example urged practitioners to be “cultural savvy”. Sriramesh and Verčič (2001) argue that the true advancement of any body of knowledge will occur when studies go beyond describing the public relations practices of a specific country and attempt to link public relations activities with environmental variables external to an organisation. Culbertson and Chen (1996) proposed a comparative approach to studying international public relations. “First, comparative public relations involves a search for both similarities and differences between the practice in one or more countries and that in other venues…Second, international public relations focuses on the practice of public relations in an international or cross-cultural context”. An appreciation and understanding of cultural differences (intercultural competence) would thus foster successful and satisfying performance in international and global public relations.
Uniformity vs diversity
While some aspects of globalisation imply convergence, with shared views of economy, democracy and other social values, there is also the dimension of diversity to consider. The value of diversity is not only recognised by multicultural countries via diversity polices but similarly by organisational management, especially in public relations practice. For example, diversity is one characteristic, among others, that has been identified to contribute to the organisational effectiveness of public relations. According to J. E. Grunig and L. A. Grunig (2003), one of the elements that bring excellence into communication can be achieved if public relations departments become more diverse. Applying the “principle of requisite variety” to public relations, they have called attention to how ‘organizations need to have as much variety – diversity among their employees as there is in their environment to be able to interact effectively with that environment’. The issue of diversity variety and public relations has also been studied by Hon and Brunner (2000) who substantiate its validity within organizations as their participants ‘explained and provided examples of how diversity plays a key role in communicating with multicultural audiences, enhancing the organization’s image, serving customers, and recruiting the best employees and talent’.
Sriramesh (2002) argues that even though the US is widely recognised as the leader in providing the most comprehensive public relations education, multiculturalism is not much prevalent in the US. American and British professional communication associations are aware of the diversity of their populations and subsequently of how this should be reflected in the public relations profession. In Britain, Gregory (2005) has noted that ‘the overall composition of the public relations workforce is predominantly middleclass, white and female’. In America, minorities working in public relations have been studied and surveyed, revealing barriers. In fact, all the studies agree on how minorities are underrepresented, discriminated against, stereotyped and underpaid, reaffirming the existence of stereotyping based on colour, race and culture, and corroborating the existence of pigeonholing through the practice of having practitioners working on the same race/ethnic audience (Zerbinos & Clanton, 1993).
However, diversity is not just about talking to the various populations engaging with an organisation, it is also about the distribution of power in society. Pointing out the effects of globalisation on international public relations, Heath (2001) notes that: “A few years ago, the key question before most persons who thought about international public relations was whether an organization should try to hire and train people who were conversant with people of various countries or whether the better strategy was to use agencies in those countries. Today, the more compelling issue is whether a global organization (business, non-profit, or governmental) can meet or exceed the expectations of a Babel of voices and cultures without losing its identity by trying to be everything to all markets and publics” (p625).
Grunig et al (1995) in their research into public relations in international settings, indicated how the figure of a “cultural interpreter” could “facilitate dialogue and understanding between organizations and public from different cultures”. Furthermore, Plowman, Briggs & Huang (2001) underline how differences, rather than similarities, can form the basis of a mutually beneficial solution. Obviously, in a multicultural environment, the differences are increased thus opportunities for mutual gain are also increased. A theoretical framework for global public relations and practice, developed by Sriramesh and Verčič (2003), explores the relationship between organisational environments and their public relations practices. They have identified factors such as a country’s infrastructure, media environment, and societal culture, and variables such as a nation’s political system, its level of economic development, and the level of activism to study and understand public relations practice in a specific country.
Finally, Sriramesh (2003) observed that domestic public relations does not exist anymore because “in the new millennium, every public relations professional must have a multicultural and global perspective in order to be effective, and such an outlook should not be considered the domain only of international public relations specialists anymore”.
So how can education assist in this transition? According to Cheng (2000) the main concern is how to maximize the positive effects but minimize negative impacts of globalisation, in educational reform for national and local development. As the profession responds to change, practitioners need to transform themselves and acquire new knowledge and skills to meet the challenges of globalisation. According to Verwey (2000), successful societal integration by communication professionals will depend on the range of leadership demonstrated from a macro-level of interaction with society, to a more micro-level of individual stakeholders. “As more and more corporations around the world begin to rely on public relations professionals to guide them through the complex issues they face in an increasingly global marketplace, those professionals must have expertise in strategic and analytical skills as well as tactical tools.”
A global curriculum, then, should be based on investigation of the external environment, developed in partnership with industry, and other relevant bodies, which will be continually amended to the changing needs of the environment
(http://www.infed.org/biblio/b-curric.htm). This is to provide students with the competencies needed in present day practice and in years to come, in line with the definition of globalization as applied to higher education by Singh et al. (2001), as a dynamic, changing dimension of curricula, that is expressed through the insertion of topics, materials and activities into courses, so that the student has the opportunity to gain a global perspective of one or more areas of the subject matter. For example, professional public relations bodies internationally have established ethics codes in an attempt to regulate members’ ethical behavior, Day et. al. (2001) state that, “As the practice of public relations faces the 21st century, a number of significant ethical issues need to be addressed. These include the complex nature of the truth, the role of public relations within a society and the special problems of public relations ethics in intercultural context”.
The matrix of professional competences created by the Global Alliance working party on professional credentials offers one model that could form the basis of a global curriculum (available from their website, www.globalpr.org). Another is offered by the education and training framework developed by Fawkes (2005) for the UK Chartered Institute of Public Relations (Appendix 4) which incorporates all the practice and theory taught in UK and other universities together with developments in theory from undergraduate to postgraduate levels and a full range of practice from the most junior to senior positions. It encompasses far more material than could be taught on any one course or, possibly, practiced in one lifetime, but does reflect the breadth of the field. There is scope for assimilating content from around the world to reflect more accurately the global nature of public relations education.
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(From Rajayogi BK Karuna, National President, Global Forum for Public Relations, Mt Abu, Rajasthan through BK Sarala, National Vice President (Coord & Prog, Hyderabad)
Dear Brother,
As directed by Karuna Bhaiji we may like to have value education also included in the syllabi of the entire communication studies. Coz. If there is a strong base of values at the education level then practice level is taken care of naturally.
With many good wishes
Sarala
National Vice President (Coord & Admn)
Global Forum for Public Relations, Hyderabad
9396523402
bksarala@gmail.com
Pl note the website for value education is www.valueducation.com Karuna ji has some suggestions for the inclusion of value education in UG and PG courses of PR, journalism and mass communication that Mr Babji has mentioned.
(21st June 2008)
Further, as desired by you, the syllabus for PR courses would be
1. Introduction to Values and Spirituality
2. Spirituality and values
3. Perspectives of the major religions
4. Consciousness and the divine
5. Meditation and values
6. Values in life
7. Personal Development
8. Values in Society
The relevant study material is also enclosed please. Sir you may like to visit Brahmakumaris site on value education www.valueducation.com for more details please.
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(From Uma Bhushan, Member, PR Point, Mumbai)
Dear Babji,
First of all, congratulations to you on topping the course. We are all proud of you.
Regarding the curriculum that you have asked inputs for, I am sendingby attachment the executive summary of the report of the Commission on Public Relations Education set up in the US in 2006. The full 200-page report has gone into the history and need of PR education in the USA and has come up with curriculum for the UG, PG and even doctoral courses in public relations.
I am sending this response to the Prpoint group because many of our members may find it good to know that PR education is taken very seriously abroad, especially in the USA.
In case you need any other suggestion or specific recommendation do let me know.
If anyone is interested in the full report, feel free to ask.
Best regards,
Uma Bhushan
Senior Lecturer, Business Communication & Public Relations
K J Somaiya Institute of Management Studies & Research
Vidyavihar, Mumbai 400 077
umabhushan@gmail.com
Executive Summary of the report of the commission on public relations education, November 2006
Public Relations The Practice Education
Public Relations Education for the 21st Century
www.commpred.org
The Report of the Commission on Public Relations Education
The Professional Bond
Executive Summary
November 2006
Acknowledgements
The Commission on Public Relations Education gratefully acknowledges the valuable support for its 2006 report from the following:
Funding
Institute for Public Relations
Public Relations Society of America Foundation
Scripps Howard Foundation
Report Research and Development
University of Florida
University of Maryland
University of Miami
Valparaiso University
Virginia Commonwealth University
Staff Support
Public Relations Society of America
The Commission is also grateful to its active members— those individual educators and practitioners who have played a central role in producing this report, thereby helping to strengthen the bond between public relations education and the practice.
The Professional Bond—
Public Relations Education and the Practice
This report, like earlier reports of the Commission on Public Relations Education, presents recommendations for public relations undergraduate and graduate education.
But beyond this traditional purpose, “The Professional Bond” report has also been developed to demonstrate, facilitate and encourage the kind of linking of public relations education and practice that is the hallmark of any profession.
There is much to be done—by every public relations constituency—to complete this bonding. So, to emphasize the importance of this mission, the Commission has prepared the special section, “A Call to Action,” as the conclusion of the report.
“The Professional Bond” report is not meant to be prescriptive. Its recommendations are presented as objectives for excellence as identified by a cadre of distinguished educators and practitioners. And, developed in North America, it is simply a point of reference for the development of public relations education in other parts of the world.
Because it is so ambitious, the report is, necessarily, lengthy. This summary is presented as a stimulant to the reader to partake of the entire report or, at a minimum, to select those topics from among the report’s four basic categories containing seventeen sections that are most relevant to his or her interests. The complete report is available in both “hard copy” format and on the Commission on Public Relations Education website at www.commpred.org
Selected highlights of the report follow.
Research for the Report
Based on five “waves” of research, the Commission concludes that there is substantial agreement between educators and practitioners on what a public relations undergraduate student should learn, and therefore be able to perform at the practitioner entry level.
Needed at this level: writing skills; critical thinking and problem-solving skills; “a good attitude”; an ability to communicate publicly; and initiative.
There also was agreement that a public relations education should include an internship, practicum or some other work experience in the field.
The research also found considerable support for interdisciplinary study in subjects such as management and behavioral science.
Public Relations Ethics
In addition to noting that professional ethics is largely predicated on the personal ethics of everyone in the public relations professional community, the Commission emphasizes that:
A consideration of ethics should pervade all content of public relations professional education.
If a curriculum cannot accommodate a dedicated ethics course, short one-hour courses or mini seminars can provide a meaningful ethics forum for undergraduates.
Diversity
“Successful managers of organizations now recognize that a diverse workforce—recruited, trained and retained—can deliver valuable insights and performance,” the report states.
This section presents an in-depth treatment of defining diversity, identifying its major elements essential to public relations education and how, in the practice, public relations can advance diversity in society.
Communication Technology
“Public relations educators must ensure that their students are prepared not only to be proficient in the use of the most recent communication technology, but also to understand and appreciate the societal ramifications of its use. Educators also must use this technology to maximize the effectiveness of their own instruction,” the report states.
The Commission therefore recommends that the latest communication technology used in the public relations practice be integrated into coursework to the extent that institutional resources will allow; and that student proficiency with such technology may be achieved largely through internships.
Global Implications
“Public relations is now arguably becoming a global profession in an increasingly connected world where mutual understanding and harmony are more important than ever,” the report states.
In recognizing that public relations varies, understandably, with the society in which it is practiced, the Commission in this section presents seven levels of analysis to profile public relations education and practice in various parts of the world.
These levels of analysis are: cultural values and beliefs; laws and public policies; external groups, organizations and associations; institutional factors in the academic setting; international exchange programs; inter-personal factors within an institution; and intra-personal factors among students and educators.
Undergraduate Education
“Undergraduate public relations education has been shifting and repositioning itself in step with the practice of public relations… When practitioners aid organizations in developing mutually beneficial relationships among diverse publics, organizations thrive,” the report states.
Therefore the Commission recommends more emphasis on ethics and transparency, new technology, integration of messages and tools, interdisciplinary problem solving, diversity, global perspectives and research and results measurement.
This section identifies a broad spectrum of knowledge and skills that should be taught in the undergraduate public relations curriculum.
Knowledge to be acquired ranges from communication and persuasion concepts and strategies, relationships and relationship-building and societal trends to uses of research and forecasting, multicultural and global issues and management concepts and theories. A similar sampling of the skills to be attained ranges from mastery of language in written and oral communications, issues management and audience segmentation to informative and persuasive writing, critical listening skills and applying cross-cultural and cross-gender sensitivity.
The Commission has identified the following courses for an “ideal” undergraduate major in public relations:
. Introduction to public relations (including theory, origin and principles)
. Case studies in public relations that review the professional practice
. Public relations research, measurement and evaluation
. Public relations law and ethics
. Public relations writing and production
. Public relations planning and management
. Supervised work experience in public relations (internship)
. Directed electives
“Although some academic programs will find it difficult to offer seven courses devoted entirely to public relations, the Commission believes the topics covered in the courses above are essential for a quality public relations education. While these topics could be combined into courses in different ways, and some of these courses might also address additional topics, a major should offer sufficient courses to address the knowledge and skills identified as necessary for success in the field,” the report states.
The report continues: “A minimum of five courses should be required in the public relations major.” An academic emphasis should minimally include the following courses:
. Introduction to public relations (including theory, origin and principles)
. Public relations research, measurement and evaluation
. Public relations writing and production
. Supervised work experience in public relations (internship)
. An additional public relations course in law and ethics, planning and management, case studies or campaigns
Graduate Education
In qualitative research conducted for this report, 18 public relations leaders supported several types of graduate public relations programs rather than endorsing the MBA or dismissing public relations graduate education as unnecessary. The Commission’s research suggests that graduate education should move toward understanding business, management and public relations as strategic management functions.
MASTER’S LEVEL
The graduate student should master the following content areas beyond undergraduate competencies:
. Public relations theory and concepts
. Public relations law
. Public relations ethics
. Global public relations
. Public relations applications
. Public relations management
. Public relations research
. Public relations programming and production
. Public relations publics
. Communication processes
. Management sciences
. Behavioral sciences
. Internship and practicum experience
. Thesis and capstone project and/or comprehensive exam
The Commission also notes courses such as these can be configured in three different models, depending on student intent—doctoral program, advanced career preparation or a specialization in public relations.
DOCTORAL LEVEL
The Commission notes that the production of doctoral graduates has not kept pace with the need, either in education or in the practice. So it recommends academic credentials and “increased partnerships with professionals [practitioners] and professional organizations to help educators stay current with the practice of public relations.”
It also recommends “the development of additional doctoral programs where undergraduate and master’s degree public relations program strength and faculties exist” and lists a series of initiatives to help achieve this outcome.
Supervised Experience
This section provides a valuable checklist of 16 issues to be confronted in developing internships appropriate to the academic institution and its students. In addressing the difficult subject of paid or unpaid internships, the Commission notes that “Students almost always select the organizations to which they apply for internships, and organizations offering pay attract the best candidates.”
For this and other reasons, the Commission recommends “sponsoring organizations of all types— companies, firms, government agencies and nonprofits—pay public relations students for internships.”
Among its other recommendations: academic credit for internships should be reserved for workplace experiences that include an on-site supervisor knowledgeable in public relations, and organizations should assign student interns to supervisors who will routinely and clearly instruct students and evaluate their performance.
Distance Learning
Commission research determined that despite the rapid growth of online education (distance learning) in the United States, no complete undergraduate public relations online program appears to be available at the time of its research. However, the six universities in the Tennessee Board of Regents System offer a five-course public relations sequence (principles, writing, research, case problems and campaigns) in their organizational leadership concentration for an online bachelor of professional studies degree.
At the graduate level, there is no entirely public relations program that is totally online.
In summary, the Commission suggests “public relations in the next decade will need to include online education in its mix of delivery methods if it is to keep pace with professional education.” To introduce quality online programs, public relations program administrators and faculty must address resources (incentives, design and development costs), pedagogy and quality assurance.
Governance and Academic Support
The placement of academic programs within the administrative structure of universities seriously affects the ability of such programs in public relations to independently respond and adapt to the needs of the public relations profession.
“Too, a dominant influencing factor at an institution of higher education is the degree of outside funding support provided for, or, in some cases, state legislative direction in political response to a profession,” the report states.
The Commission therefore cites two critical needs if public relations is to achieve status as a profession with generally accepted education requirements for performance:
. Increased economic influence
. Increased involvement of professionals and the profession to influence the development of public relations education.
This section recommends specific steps that will increase responsiveness and accelerate advancement as well as intra-institution structural commitments that will strengthen public relations programs appreciably.
Faculty Credentials
There is a shortage of qualified public relations educators, being made more acute by the increasing number of public relations students.
This challenge for the profession is compounded by the fact that colleges and universities are being pressured by accrediting bodies to fill faculty positions with Ph.D.s.
The Ph.D. degree prepares faculty not only as teachers but also as scholars who conduct research using multiple methodologies to help build theory that adds to the public relations body of knowledge.
“While the Commission believes there is a place in the academy for former practitioners with substantial and significant experience, those practitioners may be expected to earn their terminal degrees, i.e., their Ph.D.s, as a credential for becoming full-time faculty,” the report states.
Professional and Pre-Professional Organizations
Students studying public relations in the United States have the opportunity to join any of a number of professional organizations or pre-professional organizations before they graduate. By becoming active members of such organizations, they can begin to see how they might fit into the profession and, perhaps, form a link to an entry-level position.
This section provides detailed information on a number of U.S. and global organizations that assist students in such orientation. The section also presents information on establishing student-managed firms through universities and opportunities for scholarships, awards and other support by organizations such as The LaGrant Foundation (internships and scholarships for minority students studying public relations), the Council of PR Firms, the Arthur Page Society and PRWeek magazine.
Program Certification and Accreditation
Many public relations academic programs benefit by being certified by the Public Relations Society of America (PRSA) and/or accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).
These programs gain from the extensive self-examination against certification and accreditation standards of excellence. And they also acquire stature for having met these standards.
PRSA Certification examines the public relations program exclusively while ACEJMC accreditation is a “unit” examination, i.e., it reviews all mass communication programs at the institution, which often include print and electronic journalism, advertising and public relations.
Both programs are voluntary. Each has nine standards of review with recent added emphasis on diversity and outcomes assessment. Currently, public relations programs at 14 U.S. universities, one Canadian college and one university in Argentina are certified by PRSA. ACEJMC currently has granted accreditation to 88 mass communication units with public relations programs.
The Commission recommends that more public relations programs seek certification and/or accreditation and that more practitioners volunteer to serve on site visiting teams for these important evaluations of academic excellence. In addition, it urges public relations associations not now members of ACEJMC to consider joining the Council, thereby increasing public relations’ “share of voice” in this important endeavor.
A Call to Action Contemporary public relations education is still young, searching for its “home”—and often its legitimacy—in academe. Practitioners, who never had an op-portunity for its formal study, thus learning their craft primarily from lengthy experience, largely populate the field. That picture is changing. Graduates from public relations academic programs are entering the field in increasing numbers. “While the record of broad support for public relations education by professional groups is growing, there is a critical need for similar action by individual practitioners and the firms, companies and organizations with which they are associated and in which they are influential,” the report states. “Too few are contributing financial support to public relations programs in colleges and universities of their choice,” according to the report.
This final section is the Commission’s clarion call to practitioners for a new level of commitment to public relations education. It enumerates eight specific actions—some financial, some “in kind”—which practitioners can take to strengthen the professional bond between education and the practice. And, the Commission notes, educators likewise can have a vital role in strengthening that bond, mainly by taking the initiative to establish or nurture relationships with practitioners and their organizations. The “A Call to Action” section also presents the first known “Sampling of Major Gifts to Public Relations Education,” a valuable compendium of such largesse provided to stimulate additional support to public relations programs.
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(From Avinash Murkute, Member, PR Point, Pune)
Dear Sir: Kindly find my few suggestions.
1) Few sessions on nuances of technology in communication. When I was student of mass communication, telex and teleprinter was included in my syllabus. Today there is need to include blogging, VLog, Social networking sites, Customer Blogs, Communication security and exercising right controls, ezines, Video conferencing, online meetings, IP telephony, etc.
2) RTI i.e. Right to information Act 2005, is playing a pivotal role in getting information on demand. Although the act has been enacted there are many hurdles in getting the information on anywhere-anytime basis due to technical reasons. Empowering citizens understand RTI act is very much required and a must for students pursuing communication and allied courses. Sessions to understand RTI act may please be considered. Many universities are finding this proposal lucrative.
3) E-commerce: It may cover e-business models, famous fallouts, online transactions, grievance redressal, phising, online scams, security issues, payment gateways, customer communication systems, how to build online business, deciding chief purpose of website and maintaining great e-businesses. The point to understand is how new businesses is required to communicate in e-age. I will have to research for PR in e-age. (Spoke-n-hub)
4) IT act: Cyber law cases not only contains economic frauds but also malicious content, pornographic issues, libel, bad faith domain name registrations, Intellectual property rights issues and so on. Understanding basics of cyber law is required, as in days to come cyber crimes will surpass traditional crime scene.
5) E-Governance: Government plays an important role in providing conducive atmosphere to conducting businesses. Government sector is the largest domestic client for software products and services. Bhoomi project and Gyandoot project are few to name e-governance projects, whose success changed the mindset of India government. Today, Railways, Airlines, Municipal Corporations, Banking, Media, Education, Military...almost all sectors are e-dependant. Advantages are numerous and so is the scale. Training session on e-governance projects and project reports helped many students / institutes understand this crucial area.
Having excellent academic profile and experience in media-n-education, if I can be of any further assistance in design-n-delivery of courses, you might find me as ready help.
Regards,
Avinash Murkute,
Galaxy4u, Pune, Member, Prpoint@yahoogroups.com
Mobile: +919822698070, avinash_m28@yahoo.com
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(From Omkar Thatte, Member, PR Point, Mumbai)
Bobby...
We all know, what is taught in textbooks is the basic knowledge.
Please include practical industrial training, which is very important.
PR in the world of Internet is also an important thing.
These are a couple of suggestions from my side
Regards
Omkar Thatte
9890912031
Member, Prpoint@yahoogroups.com
omkarthatte@gmail.com
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(From BNK, Member, PR Point, Delhi)
Dear Babji
Upcoming PR professionals should be told about PR ethics.
- Need to educate corporates about PR
- Need to educate ourselves on the latest media trends - its not easy to have a an unfavorable or negative story killed!!!!!
- Crisis management or communications in crisis - to be truthful to a large extent.
- PR has come long way from arranging air tickets and hotel rooms for bosses’ families. But the need for a professional, planned, sustained communication exercise is yet to be understood.
- Case studies/projects on crisis related issues.
More ideas on curriculum in subsequent mails.
BNK, Member, Prpoint@yahoogroups.com
mailbnk@gmail.com
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