[PRO-ACTIVE]

Wing Clipping

2011-07-01T15:06:00.002+05:30

Who could clip the wings of women?

Be it praising or commenting - talking less about women is always safer both at home as well as workplace. However, I dare to talk this, but briefly, because there is a move to create a women’s wing of PRSI. There is also some discussion elsewhere for & against the caption, these days.

In population, sex ratio, literacy and in muscle power the women may appear slightly less (see my writing ‘Women’s Wing’ in http://prsihyderabad.blogspot.com dtd 15^th June 2011), but they are superior in creation. Constraints apart, in each of the following quotes, you will find the fairer sex having an edge.

“Sure God created man before woman. But then you always make a rough draft before the final masterpiece” ~Author Unknown

“A woman can say more in a sigh than a man can say in a sermon” ~Arnold Haultin

“Women get the last word in every argument. Anything a man says after that is the beginning of a new argument” ~Author Unknown

“A man's face is his autobiography. A woman's face is her work of fiction” ~Oscar Wilde

“If women didn't exist, all the money in the world would have no meaning” ~Aristotle Onassis

Straight to the point, a peep into the 37 years history of Hyderabad Chapter of Public Relations Society of India, you will find only one Woman (Mrs Prameela Nanda – 1986-88) as Chairperson out of the total 19 men. Similarly, out of the 15 recipients of Best PR Manager Award, you will have only one Woman (Mrs G Aneeja – 2011). See the tables below.

For this kind of a situation, “Who is to be blamed and who could clip the wings of women”? is a question. “Feminization of PR profession is possible but existence of women in any PR professional body is impossible” is certainly not an answer to the question, but a hypothesis. Research needed.

Personally, I feel, no one can clip the wings of women. It is their wish to fly or not to fly.

Chairpersons of PRSI, Hyderabad Chapter

Chairpersons	Term
Prof. S. Bashiruddin	(1973-1976)
P.L. Raghu Ram	(1976-1977)
Prof. S. Bashiruddin	(1977-1979)
Dr. C.V. Narasimha Reddi	(1979-1982)
Mathew Joseph	(1982-1983)
S. Venkata Ratnam	(1983-1984)
K. V. Rajgopal	(1984-1986)
Smt. Pramila Nanda	(1986-1988)
Dr. C.V. Narsimha Reddi	(1988-1989)
R. Neelamegham	(1989-1990)
C. Ramakrishna	(1991-1992)
N. L. Narasimha Rao	(1992-1994)
VSR Naidu	(1994-1995)
N. L. Narasimha Rao	(1995-1997)
Krishna Baji	(1997-1999)
K. Govindaraj	(1999-2000)
N. Radhakrishna Rao	(2000-2001)
Y. Babji	(2001-2002)
N. L. Narasimha Rao	(2002-2004)
Dr. C.G.K. Murthy	(2004-2006)
M. Pramoda Rao	(2006-2008)
K.R.K. Chary	(2008-2010)
N.L. Narasimha Rao	(2011- to date)

Recipients of ‘Best PR Manager’ Award

Year	Recipient of the Award
1997	PSN Murthy
1998	P Krishnaiah
1999	C Elbert
2000	Krishna Baji
2001	M Krishnanand
2002	Dr J Chennaiah
2003	A Vishveswar Reddy
2004	S Chandra sekhar
2005	Mohana Murthy
2006	D Virinchi
2007	FR Michael
2008	Y Babji
2009	K Manohar Achary
2010	S Krishnan
2011	Smt G Aneeja

Women in Public Relations

2011-05-27T13:42:00.002+05:30

PRSI announces its Women's Wing

Hyderabad Chapter of Public Relations Society of India is always ahead of its counter-parts in promoting public relations in the country. In keeping with its mandate, the chapter intends to provide exclusive space for women. This idea has been strengthened at the National Public Relations Day Celebrations held on 21st April 2011, where Smt. D.K. Aruna, Hon’ble Minister for Information and Public Relations, Government of Andhra Pradesh attended as Chief Guest.

The present ratio of women members on rolls of Hyderabad Chapter is not even 3%. Therefore, the Chapter decided to constitute a Women's wing which would necessitate identification, enrollment and to accommodating women working in the areas of public relations, advertising, journalism, media, mass communication, management, customer/client relations, hotel and hospital management and students pursuing studies in the above fields.

The primary objectives of the Wing are: a) To upgrade professional skills of women PR personnel working in various organizations; b) To provide a platform for exchange of views and experiences; c) To organize training programmes and workshops etc., for the benefit of women PR professionals.

Should thank Dr CV Narasimha Reddi, the father figure in Public Relations for his suggestion to create a women's wing. All the best to NL Narasimha Rao, the Chapter Chairman

Bachelore of Public Relations [2010-11] : Program schedule

2011-04-30T17:03:00.000+05:30

Bachelor of Public Relations: 2010-11

Dr BR Ambedkar Open University

Study Centre: (023) Govt PG College for Women, Begumpet, Hyderabad-16

Schedule of Lectures, & allotment of students for guiding Project Report

Ppr	Paper description	Day of the Month	Counselor	Phones	Students for Project report
I	Principles of Communi-cation & P R	1^st Sunday Forenoon	Y Babji, GM, KnC, APKVIB Senior Academic Counselor	9848812031 9440815222 23711967-R	2310184131 To 2310184134
II	Public Relations Media	1^st Sunday Afternoon	F R Michael, Sr Mngr (PR), South Central Railways, Academic Counselor	9701370023 27830438-O 27834140-R	2310184134 To 2310184136
III	Public Relations Manage-ment	2^nd Sunday Forenoon	KMK Rao, AGM (PR) Rtd., HMT Senior Academic Counselor	9866309905	2310184137 To 2310184140
IV	Editing & Production of Corporate Publi-cations	2^nd Sunday Forenoon	LT Chandra Sekhar Rao, Director, Gautam Mission Research Studies Academic Counselor	9440328586	2310184141 To 2310184144
V	Advertising	2^nd Sunday Afternoon	Ch Raj Kumar, Journalist, ETV Academic Counselor	8008567995 9849555030	2310184145 To 2310184148
VI	Writing for Media	3^rd Sunday Afternoon	C Elbert, Sr Manager (PR), N.T.P.C. Ltd., Academic Counselor	9440918123 27805419-O 27804278-R	2310184149 To 2310184151
VII	Public Relations & Develop-ment	3^rd Sunday Forenoon	G Aneeja, Technical Officer (PR&Editing), NAARM Academic Counselor	9440106194 24581473-O 65197994-R	2310184152 To 2310184154
VIII	Project Report	1st Sunday Forenoon	Y Babji,	9848812031 9440815222 23711967-R
	Any leftover paper	4^th Sunday	Any of the Counsellors	Study Centre 04027760264

Note:

If, for any reason, the classes are cancelled due to pre-occupation of the center or local conditions, those cancelled classes will be held on 4^th Sunday of the month
Students are requested to attend the classes regularly & bring the study material to the class
Read the study material supplied by the University, before coming to the class
Each paper will have two assignments of 15 marks each.
Write assignments in full and in time. Assignments are internals and with 30 marks
General guidance on Project report will be given by Y Babji, Sr Academic Counselor
Select the title of the Project Report before-hand and submit synopsis in time
Students allotted to the respective counselors are to take specific guidance on the project report and submit well before the announcement of date of exams
At the end of the course, the University Exams will be for all the 7 papers for 70 marks each
Paper VIII i.e. Project Report is for 100 marks

Project Report writing

2011-03-30T12:15:00.000+05:30

Structure & guidelines for an ACADEMIC PROJECT REPORT

(Meant for BPR & MS-PR students)

1. GENERAL:

This is intended to provide broad structure and guidelines to the BPR & MS-PR students in the preparation of their project report. In general, the project report shall report, in an organized and scholarly fashion, an account of original work of the candidate including methodology, data analysis, interpretation and summary of findings. It is enough if the report is ‘descriptive’ in nature following the method of ‘historical research’ i.e. based on the material already available on the subject, at this level.

2. NUMBER OF COPIES TO BE SUBMITTED FOR EVALUATION:

Students shall submit 4 copies to the Study center Coordinator on or before the specified date.

1. One copy to be signed and returned to the student
2. One copy to be retained for the College Library
3. One copy to be given to the Guide concerned
4. One copy to be forwarded to the External Examiner

3. SIZE OF PROJECT REPORT:

The size of project report should be not less than 60 pages of typed matter reckoned from the first page of Chapter 1 to the last page of the last chapter

4. ARRANGEMENT OF CONTENTS OF PROJECT REPORT:

The sequence in which the thesis material should be arranged and bound should be as follows:

Cover Page & Title page

Prefatory pages

Bonafide Certificate

Declaration
Abstract
Acknowledgement

Table of Contents
List of Tables
List of Figures

List of Symbols, Abbreviations and Nomenclature (Optional)

Chapters

Terminal pages

References

Appendices

The Tables and Figures shall be introduced in the appropriate places

5. PAGE DIMENSIONS AND MARGIN:

The dimensions of the final bound copies of the project report should be 290mm x 205mm. Standard A4 size (297mm x 210mm) paper may be used for preparing the copies. The final 4 copies of the project report (at the time of submission) shall have the following page margins: Top edge: 30 to 35 mm; Bottom edge: 25 to 30 mm; Left side: 35 to 40 mm; Right side: 20 to 25 mm

The project report should be prepared on good quality white paper preferably not lower than 80 gsm/sq.m. Tables and figures should conform to the margin specifications. Large size figures should be photographically or otherwise reduced to the appropriate size before insertion.

6. MANUSCRIPT PREPARATION:

The candidate shall supply a typed copy of the manuscript to the guide for the purpose of approval. In the preparation of the manuscript, care should be taken to ensure that all textual matter is typewritten to the extent possible in the same format as may be required for the final project report. Hence some of the information required for the final typing of the project report is included also in this section. The headings of all items 2 to 11 listed in section 4 should be typed in capital letters without punctuation and centered 50mm below the top of the page. The text should commence 4 spaces below this heading. The page numbering for all items 1 to 8 should be done using lower case Roman numerals and the pages thereafter should be numbered using Arabic numerals.

6.1 Cover Page & Title Page –

A specimen copy of the Cover page & Title page for BPR project report is given in Annexure I.

6.2 Bonafide Certificate –

The Bonafide Certificate shall be in double line spacing using Font Style Times New Roman Font Size 12, as per the format shown in Annexure II. The certificate shall carry the signatures of student, Guide, Project In-charge at the Study center. The Bonafide certificate shall also carry the External Examiner’s signature obtained at the time of Viva-voce.

6.3 Abstract –

Abstract should be an essay type of narration not exceeding 600 words, outlining the problem, the methodology used for tackling it and a summary of the findings, when typed double line spacing, Font Style Times New Roman and Font Size 12 and signed by the candidate.

6.4 Acknowledgment –

The acknowledgment should be brief and should not exceed one page when typed in double spacing. The candidate’s signature shall be made at the bottom end above his / her name typed in capitals

6.5 Table of contents –

The table of contents should list all material following it as well as any material which precedes it. The title page, Bonafide Certificate and Acknowledgment will not find a place among the items listed in the Table of Contents but the page numbers in lower case Roman letters are to be accounted for them. One and a half spacing should be adopted for typing the matter under this head.

6.6 List of Table –

The list should use exactly the same captions as they appear above the tables in the text. One and a half spacing should be adopted for typing the matter under this head.

6.7 List of Figures –

The list should use exactly the same captions as they appear below the figures in the text. One and a half spacing should be adopted for typing the matter under this head.

6.8 List of Symbols, Abbreviations and Nomenclature –

One and a half spacing should be adopted for typing the matter under this head. Standard symbols, abbreviations etc. should be used.

6.9 Chapters -

The main text will be divided into several chapters and each chapter may be further divided into several divisions and sub-divisions. The contents of the Chapters are only indicative. Only Chapter titles are common.

Chapter 1: Introduction

1.1 Introduction

1.2 Scope of the Study

1.3 Statement of the problem

1.4 Objectives of the study

1.5 Research methodology

Chapter 2: Profiles

2.1 Industry profile

2.2 Company profile

Chapter 3: Literature Survey

3.1 Conceptual and theoretical review

3.2 Research review

Chapter 4: Data Analysis and Interpretation

4.1 Analysis Part – I

4.2 Analysis Part – II

Chapter 5: Conclusions

5.1 Results and Discussions

5.2 Directions for further study

5.3 Limitations

5.4 Conclusion

5.5 Suggestions

Bibliography

Appendix

*Each chapter should be given an appropriate title.

* Tables and figures in a chapter should be placed in the immediate vicinity of the reference where they are cited.

* Footnotes should be used sparingly. They should be typed single space and placed directly underneath in the very same page, which refers to the material they annotate.

6.10 Appendices-

Appendices are provided to give supplementary information, which if included in the main text may serve as a distraction and cloud the central theme under discussion.

* Appendices should be numbered using Arabic numerals, e.g. Appendix 1, Appendix 2, etc.

* Appendices, Tables and references appearing in appendices should be numbered and referred to at appropriate places just as in the case of chapters.

* Appendices shall carry the title of the work reported and the same title shall be made in the contents page also.

6.11 List of References –

Any works of other researchers, if used either directly or indirectly, the origin of the material thus referred to at appropriate places in the project report should be indicated. A paper, a monograph or a book may be designated by the name of the first author followed by the year of publication, placed inside brackets at the appropriate places in the project report should be indicated. The listing should be typed 4 spaces below the heading "REFERENCES" in alphabetical order in single spacing left-justified. The reference material should be listed in the alphabetical order of the first author. The name of the author/authors should be immediately followed by the year and other details. A typical illustrative list is given below.

REFERENCES

1. CV Narasimha Reddi Dr (2009) “Effective Public Relations & Media Strategy” 1st edition, New Delhi, Prentice Hall of India.

2. Tom Jackle (2004) “Customer Satisfaction, Service Quality and perceived value: An integrative model” Journal of Marketing Management vol.20, issue 7/8, PP.897-917

6.12 Tables and Figures –

By the word Table, is meant tabulated numerical data in the body of the project report as well as in the appendices. All other non-verbal material used in theory of the project report and appendices such as charts, graphs, maps, photographs and diagrams may be designated as figures.

* A table or figure including caption should be accommodated within the prescribed margin limits and appear on the page following the page where their first reference is made.

* Tables and figures on half page or less in length may appear on the same page along with the text. However, they should be separated from the text both above and below by triple spacing.

* All tables and figures should be prepared on the same paper or material used for the preparation of the rest of the project report.

* For preparing captions, numerals, symbols or characters in the case of tables or figures, the Computer should be enclosed

* Two or more small tables or figures may be grouped if necessary in a single page.

* Wherever possible, the entire photograph(s) may be reproduced on a full sheet of photographic paper.

* Photographs if any should be included in the color Xerox form only. More than one photograph can be included in a page.

* Samples of Fabric, Leather, etc., if absolutely necessary may be attached evenly in a page and fixed/pasted suitably and should be treated as figures.

7. TYPING INSTRUCTIONS

7.1 General

This section includes additional information for final typing of the project report. Some information given earlier under 'Manuscript preparation' shall also be referred. The impressions on the typed/duplicated/printed copies should be black in color. If Computer printers are used uniformity of the font in the same project report shall be observed.

A sub-heading at the bottom of a page must have at least two full lines below it or else it should be carried over to the next page. The last word of any page should not be split using a hyphen. One and a half spacing should be used for typing the general text. The general text shall be typed in Font Style Times New Roman and Font Size 12.

Single spacing should be used for typing:

(i) Long Tables
(ii) Long quotations
(iii) Foot notes
(iv) Multilane captions

(v) References

All quotations exceeding one line should be typed in an indented space - the indentation being 15mm from either margin.

7.2 Chapters

The format for typing Chapter headings, Divisions headings and Sub-division headings are explained through the following illustrative examples.

Chapter heading: CHAPTER 1 - INTRODUCTION

Division heading: 1.1 OUTLINE OF PROJECT WORK

Sub-division heading: 1.1.2 Literature review.

The word CHAPTER without punctuation should be centered 50mm down from the top of the page. Two spaces below, the title of the chapter should be typed centrally in capital letters. The text should commence 4 spaces below this title, the first letter of the text starting 20mm, inside from the left hand margin.

The division and sub-division captions along with their numberings should be left-justified. The typed material directly below division or sub-division heading should commence 2 spaces below it and should be offset 20mm from the left hand margin. Within a division or sub-division paragraphs are permitted. Even paragraph should commence 3 spaces below the last line of the preceding paragraph, the first letter in the paragraph being offset from the left hand margin by 20 mm.

8. NUMBERING INSTRUCTIONS

8.1 Page Numbering

All pages numbers (whether it is in Roman or Arabic numbers) should be typed without punctuation on the upper right hand corner 20mm from top with the last digit in line with the right hand margin. The preliminary pages of the project report (such as Title page, Acknowledgement, Table of Contents etc.) should be numbered in lower case Roman numerals. The title page will be numbered as (i) but this should not be typed. The page immediately following the title page shall be numbered (ii) and it should appear at the top right hand corner as already specified. Pages of main text, starting with Chapter 1 should be consecutively numbered using Arabic numerals.

8.2 Numbering of Chapters, Divisions and Sub-Divisions

The numbering of chapters, divisions and sub-divisions should be done using Arabic numerals only and further decimal notation should be used for numbering the divisions and sub-divisions within a chapter. For example sub-division 4 under division 3 belonging to chapter 2 should be numbered as 2.3.4. The caption for the sub-division should immediately follow the number assigned to it. Every chapter beginning with the first chapter should be serially numbered using Arabic numerals. Appendices included should also be numbered in an identical manner starting with Appendix 1.

8.3 Numbering of Tables and Figures

Tables and Figures appearing anywhere in the thesis should bear appropriate numbers. The rule for assigning such numbers is illustrated through an example. Thus, if a figure in Chapter 3, happens to be the fourth then assign 3.4 to that figure. Identical rules apply for tables except that the word Figure is replaced by the word Table. If figures (or tables) appear in appendices then figure 3 in Appendix 2 will be designated as Figure A - 2.3. If a table to be continued into the next page this may be done, but no line should be drawn underneath an unfinished table. The top line of the table continued into the next page should, for example read Table 2.1 (continued) placed centrally and underlined.

8.4 Numbering of Equations

Equations appearing in each Chapter or Appendix should be numbered serially, the numbering commencing a fresh for each Chapter or Appendix. Thus for example, an equation appearing in Chapter 2, if it happens to be the eighth equation in that Chapter should be numbered (2.8) thus: f = k (2.8) c. While referring to this equation in the body of the thesis it should be referred to as Equation (2.8).

9. BINDING SPECIFICATIONS

* Project report submitted (4 copies) by BPR or MS-PR students, should be bound using flexible cover of thick white art paper. The spine for the bound volume should be black Calico of 20mm width. The cover should be printed in black letters and the text for printing should be identical to what has been prescribed for the title page. Since this is an academic record and not supposed to be altered, spiral binding may please be avoided.

"Effective Public Relations and Media Strategy"

2010-08-23T14:37:00.000+05:30

"Books prevent loss of knowledge". This Textbook is a PR knowledge

Book review

by Y. Babji, PR Practitioner & Teacher

Dr CV Narasimha Reddi has authored another book "Effective Public Relations and Media Strategy" in a text book format for use by PR Practitioners, Teachers & Students. An archetypal Public Relations professional in the country, Dr Reddi has so far authored 17 books and edited 2 books in the field of Communication & Public Relations. He continues to edit the premier journal 'Public Relations Voice' of India.

This comprehensive book, "Effective Public Relations and Media Strategy" written in an easy to understand language, aims at not only equipping the reader with the necessary tools for building a career in public relations but also assisting him or her in becoming an effective Public Relations Manager. The book strives to cater to the different areas of public relations such as PR in banks, tourism, NGOs, public transport, municipal government, media, and global public relations.

In this text, Dr Reddi compresses within the covers of a single volume his many decades of teaching and professional experience. He gives a masterly exposition of the theory and best practices of the profession. 30 Chapters, divided into five parts, the book gives a clear analysis of the multi-dimensional aspects of public relations and communication practices and different public relations media. Chapters apart, it contains 7 case studies. The book is primarily intended as a text for students of Public Relations, Journalism, Mass Communications, and Advertising. In addition, it should be of great benefit to the teaching community and Public Relations practitioners. Published by Prentice Hall of India, this paper back volume is priced at `350

The Author

C.V. Narasimha Reddi (Ph.D.), has been University Grants Commission National Professor in Public Relations, Advisor, Public Relations. He is a multi-faceted personality with unique attributes of a PR practitioner, an academician, editor, publisher, writer, author and broadcaster - a rare combination in the Indian setting. During his career spanning several decades, Dr. Reddi has occupied many positions such as former Director (Public Relations) Andhra Pradesh government; Press Secretary to four former Andhra Pradesh Chief Ministers; Director, Public Relations, A.P. State Road Transport Corporation; Director, Bhavan’s College of Communication and & Management; Advisor, Public Relations, Osmania University and Dr. B.R. Ambedkar Open University, Hyderabad. He was also Vice-Chancellor’s Visiting Scholar, University of Canberra, Australia and visiting Professor to Universities in USA, UK and China. He was National President, Public Relations Society of India; Founding Member, Global Forum for Public Relations; and Member, Asian Media Inforation and communication Centre, Singapore.

Comments on the Book

1. “Mr. Narasimha Reddi’s book is a valuable contribution to both public relations education and practice. It had come out very well and the author had used his vast experience in public relations to deal with the subject. The book was written in a textbook format and would be of great help to students as well as practitioners” - Prof. K.C. Reddy, Former Chairman, Andhra Pradesh State Council of Higher Education

2. “I am confident that book will fulfill the major objective of textbook that beautifully blends the theory and practice of public relations. I am sure that the practitioners, students, scholars and others interested in the fascinating area of pubic relations will find this book immediately useful. I commend this book to all interested readers” - Prof. B.P. sanjay, the then Pro-Vice-Chancellor & Prof. Department of Communication, University of Hyderabad, presently Vice-Chancellor, Central University of Tamil Nadu

3. “Prof. Reddi, the elder statesmen and advocate of professional pubic relations practice in India, has written an authoritative book that outlines the basic concepts and practice of public relations. It is a virtual encyclopedia of concepts, strategies, and tactics that makes it an excellent textbook for University students and an outstanding reference book for working practitioners. In sum, this comprehensive book is a major contribution to the body of knowledge in India and should be required reading for anyone aspiring to be a public relations professional” - Prof. Dennix L. Wilcox, Ph.D, APR, PRSA, Fellow, Prof. Emeritus of Public Relations, former Director, School of Journalism and Mass Communication, San Jose State University, California, USA, Author of Public Relations : Strategies and Tactics

4. “Like a complete man in Raymonds ad, there is a complete textbook on Public Relations “Effective Public Relations & Media Strategy” written by Dr. C.V. Narasimha Reddi. The most commendable aspect of the book is an exclusive chapter on case studies” - Mr. Yogesh Joshi, President, Association of Business Communicators of India, Mumbai.

Article by Prof Ananya M Mehta

2010-08-21T12:53:00.000+05:30

The Necessity of PR in Higher Educational Sector

By Ananya M Mehta

Asst. Professor – PR and Events,

Symbiosis Institute of Media & Communication, Pune.

M: + 91 9881743357, 020 39116118

E-mail: ananya.mehta@simc.edu

Introduction and Growth of Education Sector in India

Importance of education cannot be overemphasized in the present day context as it is the single most important means for individuals to improve personal endowments, build capability levels, overcome constraints and, in the process, enlarge their available set of opportunities and choices for a sustained improvement in well-being.

Education is now widely valued not only for its intrinsic value in enriching the lives of individuals but also for its functional value in the development of the human capital of a nation. Educational investments in children have shown to have high private and social returns. The private returns are associated with increased productivity and earnings in adulthood, and with further non-pecuniary gains arising from the greater efficiency with which educated individuals are able to acquire and process information.

India

’s educational development is a mixed bag of remarkable successes and glaring gaps. In the post-independence period, the pace of educational development was unprecedented by any standards. At the same time, perhaps, the policy focus and public intervention in the provisioning of educational services was not adequately focused or, even misplaced, to the extent that even after over five decades of planned effort in the sector, nearly one-third of the population or close to 300 million persons in age-group7 years and above are illiterate.

There are critical gaps in the availability of infrastructural facilities and qualitative aspects of education including, teachers training, educational curricula, equipments and training materials, particularly, in the publicly funded schooling system of the country. The attainments, as also the failures have not been uniform across all regions. Though the regional differences are indeed striking, there has been a significant reduction in inequalities in educational attainments across gender and population segments by income levels and the rural-urban divide.

Growth of Higher Education System in India

Status until end of Ninth Plan (March 2002)

Academic Year 2006-07

State/Central Universities (Nos.) :133, 369

Deemed Universities (Nos.): 27, 109

No. of colleges: 12,340, 18,064

Women’s colleges (Nos.): 1,500, 1,902

No. of students enrolled: 7.5 million, 11.2 million

Allocation (INR in bn): 25, 42 (Tenth Plan)

Source: Mid-term Appraisal Report of Tenth Plan, MHRD Annual Report 2006-07

Defining Trends in the Sector

The Educational sector is a very large sector in India. It includes primary and high schools, under-graduate and post-graduate colleges, B-schools etc. Though a large part of

India

is still rural, the education institutions at that level include small government and private schools and vocational colleges.

Today, good public relations are vital to the successful functioning of any educational institutional. Public relations in education institutes at lower levels are almost non-existent. The schools never go in for conferences or promotion. The awareness is not very high. The only PR tool they end up using without realization is promotion through word of mouth. There are NGOs who acquire the PR techniques to raise awareness in villages and small towns regarding such institutes and the importance of education.

In urban areas, however, education has become a crucial factor for survival. In the last three years, higher and specialized education has topped the trend. Higher education has its own challenges. Critics call it too expensive. University faces competition for students and declining resources. Universities usually have three charges to fulfill: Teaching, Service, and Research. Therefore, the role of PR comes in to picture. Institutes use PR techniques to promote themselves and gather brand recognition. This gives them better visibility and attracts crowd. Also, Alumni play a very crucial role as they have their own interest in their Alma matter.

The work of public relations is to create a favorable image of any organization. In such cases, PR benefits the small educational hubs but the customers they attract are at a loss. Maintaining community relations applies for those activities dedicated to upholding the image of the institution or maintaining and promoting understanding and favorable relations with the community or public at large.

It also requires funds although the expenditure is much less than any advertising tool. Research says that the general public would trust a public relation activity more than any advertising which they know has been paid for.

Role of PR in Educational Institutes

Education Institutes use public relations both internally and externally. Internal PR stands for PR within the organisation and its employs. External PR stands for maintaining favourable relations with the public.

Events are held within the organisation for the members to build a good rapport amongst themselves and smoothen communication. Faculty/Staff Handbook, Faculty meetings, Faculty luncheons, News releases e-mailed to F/S & posted online are other tools to facilitate internal PR.

The purpose of internal PR is to clear communication about organizational intentions, activities and performance, improve sense of cohesion among employees, and circulate adequate task-related information, positive information regarding an organization’s ability to provide challenging and meaningful tasks.

The external PR of any organization is when the institute holds several conferences, sends out press releases, manages events and keeps itself much in the public glare for better promotion and more recognition. Institutes these days maintain special ALUMNI Relations Cell through which they keep in constant contact with their students who have passed out and are doing well in the industry. They do it for the purpose of a better brand name and to ensure decent placements to the upcoming batches through their contacts.

And with, internet taking the centre stage for all communication, the role of PR here becomes precise yet demanding. Use of social media sites, blog, pod-cast etc is the tools available on the PR professional at the fingertip giving them a wide scope of reaching out.

Future Trends

Today the public is already online, and the internet allows anyone to be a publisher. Public relations practitioners must learn how to use the internet efficiently to address these issues for their clients.

The future of PR in education sector says that the clients will expect more. They would want exclusive access to information as media is transforming. There would be information flow in every dimension. People would ask for transparency in information. Public relations specialists are struggling to recognise the impact that the internet, and its associated communication tools (such as, virtual communities), will have on how communication occurs. Reaction is slow to the changes being made in business and culture.

The five major trends in the next three years that impact public relations are as follows:

• More individual publishing (blogging)

• More noise (that is, the amount of information people are bombarded with each day including advertisements and so forth)

• More media outlets

• Greater direct communication and

• Public relations becoming more accountable

Summary

PR is a vital element of the institutions’ relationship with the outside world. It is considered that PR has seven major roles to perform for any educational institution:

• Expanding the number of applicants to the institution

• Helping the institution to become better known

• Helping the institution to gain an enhanced reputation

• Influencing decision makers to smile upon one’s institution

• Improving internal relations

• Maintaining good relations with the community

• Maintaining positive relations with the alumni

These aims are used in any kind of educational institutions be it schools, colleges or senior colleges offering professional courses. They seem to apply in large measures to such institutions, although their relative importance may be different.

The use of the term public relations has so far been deliberate, however it may be a little misleading for use in educational institutions because of its historical link with the commercial world and its negative public connotation of trying to mislead, deceive and create false impressions. Although the times in this regard have changed but the thoughts still remain the same.

“Create an image for your company or your competitors will do it for you.” In the higher education sector this statement by Keever is equally true; as competition for students increases and funding decreases, making it necessary for universities to create and maintain a distinctive image in the market place.

Higher education institutions are becoming increasingly aggressive in their marketing activities to convey an image that is favourable and in all aspects beneficial to their public, be they prospective students, employers, funders etc.

The educational institutes try their best to create and maintain a very positive image amongst the minds of the people. They do so through measures like press conferences regarding any new development in the institute, press releases concerning the activities, branding of the institutes, maintain contacts with the people who can benefit the organisation in any way. It includes the who’s who of the society, the media people and also their alumni.

They organise large scale events and hold public meetings. The institutions nowadays believe in the trend of branding, which is done through specially designed logos that convey the mission and vision of the institute. The logo becomes the identity of the organisation. Just like any other organisation, the educational institutes also have their ups and downs which they try to cover up through crises management. This is a time when the PR department is on its toes and works its best.

Bibliography

Books:

Robert L Heath, “Handbook of Public Relations”, London: Sage Publications Ltd., 2000, pg-535.

Websites:

http://wiki.media-culture.org.au/index.php/Virtual_Communities

Managing External Relations in Schools: A Practical Guide By Nicholas Foskett

www.tulipchildren.org

www.exchange4media.com

Educational-information Web Resource on Public Relations.mht

Article by Dr CVNR on PR Education

2010-08-19T13:31:00.001+05:30

Public Relations Education

A pre-requisite for Professional Excellence

by Dr. CV Narasimha Reddi

“Education: That which discloses to the wise and disguises from the foolish their lack of understanding”. ---Ambrose Bierce

“The Editors are appalled to see the sloppy copy that comes in the shape of press notes from qualified public relations officers. There is no professional touch in many of such press releases; every copy needs a rewrite man”, commented the Chief Editor of a mainline newspaper. This speaks volumes about non-professionalism in public relations practice.

An occupation becomes a profession when a majority of its practitioners qualify as professionals. Public relations is described as a profession on the grounds that: ‘Public Relations has a body of knowledge, a professional society, a code of ethics, a system for accreditation of practitioners and a foundation for furthering public relations research and education, specified curricula at University level” (wright 1979).

If the status study conducted by Prof.V.Durgabhavani says that only 40 per cent public relations personnel posses professional educational qualifications, the survey of Dr.Uma Bhushan indicates that a large percentage of the Indian PR practitioners are not involved in strategic management function. Most of them are primarily performing in the technician’s role involving mainly mediated communication especially media relations or producing house journals and brochures. According to the recent survey of Public Relations Voice about 50 percent PR persons in India are professionals. The professional rating of Indian public relations is, therefore, at 5 in the scale of 1-10.

Upswing in 1990s

However, India witnessed a spurt in public relations activities during - 1990s – thanks to the economic liberalization, privatization and globalization. With the introduction of New Industrial Policy 1991, Indian industry became internationally competitive, which has resulted in trade wars. In fact we are witnessing wars in the shape of cars war, cell phones war, insurance business war, banks war, cola wars and media war. There is a war in every field of economic activity. As a result we confront today globalization of economy on the one side and globalization of media on the other – a challenge for public relations profession. In the process, the importance of public relations communication has increased manifold to meet the competitive market environment and international standards. The number of in-house public relations departments, the entry of multi-national PR agencies, and emergence of new PR agencies with foreign tie-up and opening of public relations wings in advertising agencies have increased in our country in the 1990s. What is the consequence of this change? Public relations in India has entered the “ Age of Upswing” and “Global Public Relations”.

World’s Largest Communication Network::

The Rs.10,000 crore Indian public relations industry representing government, public sector, private industry and not for profit organizations with about 20 lakh public communicators including over one lakh public relations professionals constitute the biggest communication network in the world. In other words, being the world’s biggest democracy, India has the largest public communication network in the world.

State-of-the-Art

A million dollar question arises as to what is the State-of-the-Art-Public Relations?. Public relations in India is now a ‘ Mixed Bag’ containing highly qualified public relations professionals, second to none in the world on the one side and many non-professionals without any grounding and professional education on the other. The distinguishing trait of Indian public relations is the “Quantity of Personnel”, rather than the “Quality of the Profession”.

Asian P R Tiger

If I a m asked to sum up the State of Indian contemporary public relations, I must say that the Indian corporate world is changing very fast to become world’s biggest economy, but Indian public relations is not adequately responding to the changing socio-economic and changing public mind environment. One expert observer in the field described this as “Public Relations Crisis’. What is needed today is professional excellence as to make Indian public relations as an Asian Public Relations Tiger. How do we meet this crisis?

Demand & Supply

Today the need for qualified PR experts is growing. But the supply of competent public relations professionals is far below the actual demand. What is required is quantity nothing but quality. How to make public relations personnel as experts in their profession like engineers, lawyers, doctors or journalists? The panacea lies in evolving’ a new educational strategy’ for public relations practice. The Indian University must become port of entry,

Late Prof. Afzal Mohammad, a distinguished educationist and former Vice-Chancellor, Dr. B.R. Ambedkar Open University once said that public relations is an independent academic discipline. Journalism and public relations are the two distinct professions; they should be made inter-disciplinary fields. He concluded that Universities have to offer public relations as an independent course with subsidiaries.

Prof. PL Vishweshwer Rao, Dean of Arts, Osmania University commented “Public Relations and Advertising that are part of the journalism courses have developed into vast and specialized professions that are certainly not synonymous with journalism. A more appropriate course of study would be to make them an independent stream of study. They need not be tied up to the apron strings of mass communication and journalism (Vidura July-Sept, 2010)

Investment in Education

A few academicians and chief executives also have suggested that the future of public relations depends both on increased investments in public relations education, research and training. It is in this context the professional bodies such as Public Relations Society of America and Chartered Institute of Public Relations, London, place greater emphasis on education and professional development training to improving the caliber of practitioners and also the reputation of the profession.

PR Education in the West

Three Trends

A question arises whether or not public relations exists as a separate subject for academic study. Experience in the United Kingdom and the United States of America justify the view that public relations is a specialist practice of which the entrant should have a specialized body of knowledge. Such knowledge is imparted by academic programmes of study which are inter-disciplinary in nature. In the UK and the USA, there are courses in public relations leading to B.A(Hons), B.Sc., (PR) M.S. M.A (Public Relations) and PhD Degrees and that public relations is pursued as a separate subject of academic study. The University of Sterling in the UK offers M.Sc. (Public Relations) both in regular and distance education mode. The Institute of Public Relations, London started a post graduate diploma in PR in 1998. In the USA, public relations is also offered as a major at under-graduate four year courses.

Professional Development Products

As part of continuing professional development scheme, training programmes are undertaken by the Public Relations Society of America (PRSA) and the Chartered Institute of Public Relations, (CIPR) London in Europe. PRSA has a separate Professional Resource Centre to offer extensive resources to meet the professional needs of practitioners. It also helps them to plan campaigns and purchase books and monographs. Among others, PRSA Professional Development Products and events include: International Conference, Books, Videos and Monographs, Silver and Bronze Anvil Awards, Campaign Profiles, Calendar of Events, Professional Development Opportunities, Professional Interest Specialized Sections, PRSA Store, PRSA’s Knowledge Repository, On-site Seminars, on-site section conference, tele-seminars, internet broadcast, workshops, PRSA e-learning etc.

Public Relations education both in the U.K and the U.S.A. present three striking trends. Firstly, the Universities offer under-graduate, post-graduate and PhD degrees in public relations. Secondly, the professional organizations like PRSA, New York and the CIPR, London as part of their continuing education programme organize a massive professional development training programmes with several products and events for those who are already in service. The third most striking feature is about running public relations courses under distance education mode. M.Sc.(Public Relations) of University of Sterling in the UK is a shining example.

P.R. Education: Indian Scenario

Four Features:

You may ask, what is the Indian scenario? We have just made a beginning in respect of public relations as an academic discipline in the Indian universities. Nevertheless, India presents four good features:

1. P.G. Diploma by Non-University Educational Institutes: Educational Institutions not affiliated to Universities like the Bharatiya Vidya Bhavan, the Indian Institute of Mass Communication, New Delhi conduct pos-graduate diploma courses in public relations.

2. P.R. as Part of Journalism Courses: The Communication and Journalism Departments of various conventional Universities offer public relations as one of the subjects at under-graduate level Bachelor of Communication & Journalism and post-graduate level Master of Communication & Journalism.

3. P.R. in Distance Mode: Exclusive public relations courses such as Diploma in PR, Bachelor of PR, M.A., (Advt. & PR), M.S.P.R. are offered by the Directorates of Distance Education of conventional universities and open universities.

4. Training: The last but the most important trend is about the conduct of professional development training programmes by the Public Relations professional bodies such as PRSI, ABCI, PRCI, GFPR and their affiliated regional chapters and the Indian Institute of Mass Communication, New Delhi.

Madras University was perhaps the first university in the country to start an exclusive PR course at the under-graduate level in 1977-78. But this was discontinued later with the first batch. The conglomeration of four courses journalism, public relations, advertising and electronic media –now combined in the major course of Communication and Journalism of various Indian Universities – needs a thorough assessment for restructuring. As these four are obviously distinct disciplines, the present combined course can hardly do justice to the development of professional expertise in any of the fields. It can neither produce a good journalist, an effective broadcaster, a successful Ad Executive nor a professional public relations manager. Therefore, this trend should be checked forthwith, making room for specialized courses in print, broadcast and public relations disciplines.

Renovation of PR Education

At the initiative of Public Relations Voice, the Andhra Pradesh State Council of Higher Education has constituted an Expert Committee to revamp communication, journalism and public relations education. Based on the recommendations of the committee in 2009, the State Council has issued guidelines with model curriculum to all Universities in the State for launching three new specialized public relations courses from the academic year 2009-2010. The nomenclature of these courses is:

1. B.A. Mass Communication and Public Relations

2. Master of Communication and Journalism(Public Relations)

3. Master of Science in Public Relations

These courses could be a model to all Indian Universities.

Distance Education

If conventional universities are silent on PR education, distance education institutions – keeping in view the growing demand for PR professionals – came forward to launch PR courses in India. Dr. B. R. Ambedkar Open University, Hyderabad started P.G. Diploma course in public relations in the year 1986 which was upgraded into a degree course, Bachelor of Public Relations in 1992. The Directorate of Distance Education, Madurai Kamarj University launched the post-graduate course in M.A Advertising and Public Relations If Sri Venkateswara University, Tirupati, launched M.Sc. Public Relations under distance mode, the Osmania University Distance Education Centre has started M.A Public Relations. A drawback of public relations education is the lack of PR teachers with professional experience in the practice.

UGC Role

Expert Committee on PR Studies.

The UGC constituted an Expert Committee on public relations studies in 1987, 1992 and 1998 with Prof. AK Benerji, Dean Faculty of Arts, Banaras Hindu University as Chairman and this author as member for introduction of information and public relations courses in Indian Universities. Based on the recommendations of these groups, the UGC issued guidelines for launching exclusive public relations courses including M.A Public Relations. Another major landmark in public relations education was the appointment of Dr.CV Narasimha Reddi as UGC National Professor in Public Relations for two years term ending March 1991 as to teach the subject of public relations in the Indian universities.

The first UGC National Seminar on Public Relations Education and Training was held at Osmania University on October 9-10, 1993. The author who was seminar Director produced a 150 page book on PR Education and Training in India which is looked upon as a seminal work on the subject – the basis for initiating future action on PR education. These efforts generated greater awareness about public relations as an academic discipline. Unfortunately, the response from Indian conventional universities in introducing PR courses is not encouraging.

IIMC

If PR education has made a beginning in non-University educational institutions, the institutional continuing professional development training is yet to make headway. In fact, the continuing education in PR, I must say, is at one level. The training programmes, seminars, and workshops conducted by the professional bodies are not on par with the Western style. They are ad-hoc in nature. The Government of India set up the Indian Institute of Mass Communication (IIMC) New Delhi exclusively for the purpose of imparting training in mass communication to the officials working both in government and public sector undertakings. But the IIMC is now overburdened with conducting diplomas in journalism, advertising and public relations; less importance is given for training and research inputs. I would venture to suggest that the IIMC may be divested of conducting diploma courses by entrusting this work to the conventional universities. It must concentrate only on training both induction, in-service and research. The general anticipation is that the IMC should serve as a nucleus for training and research in mass communication including public relations.

Five Point Action Plan

When we are in the new millennium, it is highly essential to design a new model of PR education for professional excellence. Here is a suggestive five point action plan:

1. Expert Committee

The UG as an apex body of higher education must be the prime mover in PR Education and constitute an Expert Committee on PR studies with academicians, PR practitioners, information administrators and media experts to make an objective assessment of the present status of professional education and training and chalk out a new model for education. This must be in tune with professional needs of information and PR personnel and the industry.

2. Continuing Professional Development Training

Public Relations professional bodies such as PRSI, ABCI, PRCI and GFPR and the Indian Institute of Mass Communication, New Delhi must assume full responsibility for organizing continuing professional development training programmes to tone up the current skills of PR professionals with appropriate training modules and professional development toolkits , in collaboration with the foreign professional bodies like the PRSA(USA), the Chartered Institute of Public Relations, London, Asia Media Information and Communication Centre, Singapore etc.

3. Model Curriculum

As of today, most of our universities and educational institutions have their own PR syllabus. There is no expert body at national level to approve and regulate the syllabi. Therefore, there is an imperative need to evolve a model PR curriculum with the approval of the UGC and PR professional body for adoption by all institutions offering the courses.

4. Textbooks and PR Journals

Public relations textbooks of international standards are the need of the day. We still look to the west for such books – a most regrettable feature. UGC, Universities, PR Professionals bodies with the help of academics and practitioners must produce standard textbooks with Indian case studies. Publication of professional journals are a testimony to the growth of the profession. Public Relations Voice is the only journal for Indian PR professionals. More journals must be brought out to enrich and update the knowledge of professionals.

5. Research and Evaluation

Research is a major missing link in public relations practice. Research and evaluation are closely linked to the recognition of PR performance. The IIMC should be developed as a nucleus for PR research programmes and mass communication. Similarly, the Media Units of Ministry of Information and Broadcasting, Government of India, the State Information and Public Relations Departments, the major public sector undertakings and major industrial houses in the country must establish their own public relations research/evaluation cells to undertake evaluation of their programmes both by internal resources and external agencies. The required budget for this purpose should form part of their regular budget.

Bright Future

A bright future beckons public relations career in India. Being a democratic and developing country, and with the Right to Information Act in vogue, India offers golden opportunities to public relations professionals not only to interpret a world of change and challenge, but also act as a catalyst not only in transforming India as a leader of public relations in Asia, but also India as the number one World’s economy. All this is possible only when we invest more in public relations education that could produce effective PR professionals. Public relations professional is not born but made with education and training.

References:

1.Dr.C.V.Narsimha Reddi , Public Relations Education & Training in India, 1994

2. Public Relations Voice, Volume No.2., Jan-March, 1999

3. Model Syllabus for Journalism, Mass Communication & Public Relations, A.P. State Council of Higher Education 2009

4. Jacquine L. Etang and Magada Pieezka, Public Relations Education, Thomson Business Press, London

Dr.C.V.Narasimha Reddi

National President Emeritus (PRSI) &

Editor, Public Relations Voice

8-3-978/4, Srinagar Colony, Hyderabad-500 073

e.mail: drcvn@hotmail.com, Mobile: 09246548901

PRSI Award to [PRO-ACTIVE] blog

2010-08-07T14:11:00.000+05:30

Hyderabad

7th Aug 2010

This blog has been awarded the 'best blog' for its 'contribution to the development of PR literature' and presented with a Certificate of appreciation by Public Relations Society of India, Hyderabad Chapter on 6th Aug 2010 on the occasion of Public Relations Education Day. The jury comprising experts from the fields of Journalism & Public Relations, while finalizing the nominations in competition commented "this blog is found useful for the students of business communication courses and hence adjudged as the 'best blog' ".

PR for Small & Medium Enterprises

2010-07-03T13:24:00.001+05:30

The following are my answers to the questions posed by Ms Archana Ramesh while preparing a dissertation titled "Exploratory research on public relations for small medium enterprises", submitted by her in partial fulfilment of the programme, Master’s in Communication and Journalism to the Department of Communication and Journalism, University of Mumbai in June, 2010

Q1) For what purposes do SME’s hire public relations services?
Answer: More of marketing purpose and less of image building

Q2) What is the difference of conducting public relations activities for SME’s and large enterprise?
Answer: Small & Medium enterprises do this for product identity and Larger enterprises for product image

Q3) It is noticed that SME’s do not have knowledge on promotional tactics, what are your contributions towards educating them?
Answer: ‘Promotion’ is one of the several ‘P’s associated with marketing. SMEs generally adopt short term promotional tactics, keeping immediate Returns on Investment (ROI) principle in view. Larger enterprises, on the other hand, will plan both short term and long term market plans.

Q4) SME’s exist in two sectors manufacturing and service. Which sector goes in more for public relations and how it is different?
Answer: Both sectors will go in for PR, in their own way. To be specific, for establishing and maintaining sustained relations with Customers/Clients/Consumers/Commuters/ Beneficiaries etc

Q5) How are SME’s benefitted by hiring PR agency or doing any PR activities?
Answer: PR agency as an external service provider will cost lesser to the SMEs. Having a permanent employee internally may be a financial burden. PR agency is a better option for SMEs in terms of expertise, cost etc. PR activity mostly campaigns can be better handled by Agencies than internal PR man.

Media & the Law

2010-06-02T15:42:00.003+05:30

Mass Media systems of the world vary from each other according to the economy, polity, religion and culture of different societies. The media world has expanded its dimensions by encompassing within its orbit, the widening vistas of cyber media etc. As a consequence, the laws governing them are also numerous. The subject of “media laws”, is to make a person aware of the various important legislations affecting the various branches of Media Communication, making him aware of his rights and facilitating him to exercise them within the framework of law existing in India and in the end furthering the cause of “Freedom Of Speech And Expression” and “Dissemination of Knowledge”.

Pre-Independence scenario

The earliest regulatory measures can be traced back to 1799 when Lord Wellesley promulgated the Press Regulations, which had the effect of imposing pre-censorship on newspaper industry.

The onset of 1835 saw the promulgation of the Press Act, which undid most of the repressive features of earlier legislations on the subject.

Thereafter in 1857, the government passed the ‘Gagging Act’, which among various other things, introduced compulsory licensing for the owning or running of printing presses; empowered the government to prohibit the publication or circulation of any newspaper, book or other printed material and banned the publication or dissemination of statements or news stories which had a tendency to cause a furore against the government, thereby weakening its authority.

Then followed the ‘Press and Registration of Books Act’ in 1867 and which continues to remain in force till date.

Governor General Lord Lytton promulgated the ‘Vernacular Press Act’ of 1878 allowing the government to clamp down on the publication of writings deemed seditious and to impose punitive sanctions on printers and publishers who failed to fall in line.

In 1908, Lord Minto promulgated the ‘Newspapers (Incitement to Offences) Act, 1908 which authorized local authorities to take action against the editor of any newspaper that published matter deemed to constitute an incitement to rebellion.

Post-Independence era

The most significant day in the history of Media Regulations was the 26^th of January 1950 – the day on which the Constitution was brought into force. The colonial experience of the Indians made them realise the crucial significance of the ‘Freedom of Press’. Such freedom was therefore incorporated in the Constitution; to empower the Press to disseminate knowledge to the masses and the Constituent Assembly thus, decided to safeguard this ‘Freedom of Press’ as a fundamental right.

Although, the Indian Constitution does not expressly mention the liberty of the press, it is evident that the liberty of the press is included in the freedom of speech and expression under Article 19(1)(a). It is however pertinent to mention that, such freedom is not absolute but is qualified by certain clearly defined limitations under Article 19(2) in the interests of the public.

It is necessary to mention here that, this freedom under Article 19(1)(a) is not only cribbed, cabined and confined to newspapers and periodicals but also includes pamphlets, leaflets, handbills, circulars and every sort of publication which affords a vehicle of information and opinion

Thus, although the freedom of the press is guaranteed as a fundamental right, it is necessary for us to deal with the various laws governing the different areas of media so as to appreciate the vast expanse of media laws.

The Freedom of Press and the Freedom of Expression can be regarded as the very basis of a democratic form of government. Every business enterprise is involved in the laws of the nation, the state and the community in which it operates. Newspaper publishers find themselves more ‘hemmed in’ by legal restrictions than many other businesses do – despite the fact that the freedom of press is protected by the Indian constitution.

The various Acts, which deal with Print Media, are:

The Press and Registration of Books Act, 1867 – This Act regulates printing presses and newspapers and makes registration with an appointed Authority compulsory for all printing presses.

The Press (Objectionable Matters) Act, 1951 – This enactment provides against the printing and publication of incitement to crime and other objectionable matters.

The Newspaper (Prices and Pages) Act, 1956 – This statute empowers the Central Government to regulate the price of newspapers in relation to the number of pages and size and also to regulate the allocation of space to be allowed for advertising matter.

Defence of India Act, 1962 – This Act came into force during the Emergency proclaimed in 1962. This Act aimed at restricting the Freedom of the Press to a large extent keeping in mind the unrest prevailing in India in lieu of the war against China. The Act empowered the Central Government to issue rules with regard to prohibition of publication or communication prejudicial to the civil defence/military operations, prevention of prejudicial reports and prohibition of printing or publishing any matter in any newspaper.

Delivery of Books and Newspapers (Public Libraries) Act, 1954 – According to this Act, the publishers of books and newspapers are required to deliver, free of cost, a copy of every published book to the National Library at Calcutta and one copy each to three other public libraries specified by the Central Government.

The Working Journalists and other Newspaper Employees (Conditions of Service and Miscellaneous Provisions) Act, 1955 – It lays down the minimum standards of service conditions for newspaper employees and journalists.

Civil Defence Act, 1968 - It allows the Government to make rules for the prohibition of printing and publication of any book, newspaper or other document prejudicial to the Civil Defence.

Press Council Act, 1978 – Under this Act, the Press Council was reconstituted (after 1976) to maintain and improve the standards of newspaper and news agencies in India.

Although on one hand, the Constitution confers the fundamental right of freedom of the press, Article 105 (2) provides certain restrictions on the publications of the proceedings in Parliament.

Due to the restrictive scope of this Article, it is not possible for us to delve into all the other statutes; however, a few of the legislations, which are worth mentioning, are the Contempt of Courts Act, 1971 and The Official Secrets Act, 1923.

The Broadcasting Code, adopted by the Fourth Asian Broadcasting Conference in 1962 listing certain cardinal principles to be followed by the electronic media, is of prime importance so far as laws governing broadcast medium are concerned. Although, the Broadcast Code was chiefly set up to govern the All India Radio, the following cardinal principles have ideally been practiced by all Broadcasting and Television Organization; viz.,

To ensure the objective presentation of news and fair and unbiased comment

To promote the advancement of education and culture

To raise and maintain high standards of decency and decorum in all programmes

To provide programmes for the young which by variety and content, will inculcate the principles of good citizenship

To promote communal harmony, religious tolerance and international understanding

To treat controversial public issues in an impartial and dispassionate manner

To respect human rights and dignity

Cable Television Networks (Regulation) Act, 1995 basically regulates the operation of Cable Television in the territory of India and regulates the subscription rates and the total number of total subscribers receiving programmes transmitted in the basic tier. In pursuance of the Cable Television Network (Regulation) (Amendment) Bill, 2002, the Central Government may make it obligatory for every cable operator to transmit or retransmit programme of any pay channel through an addressable system as and when the Central Government so notifies. Such notification may also specify the number of free to air channels to be included in the package of channels forming the basic service tier.

Direct-to-Home Broadcasting – Direct-to-Home (DTH) Broadcasting Service, refers to distribution of multi-channel TV programmes in Ku Band by using a satellite system and by providing TV signals directly to the subscribers’ premises without passing through an intermediary such as a cable operator. The Union Government has decided to permit Direct-to-Home TV service in Ku band in India.

Film – India is one of the largest producers of motion pictures in the world. Encompassing three major spheres of activity – production, distribution and exhibition, the industry has an all-India spread, employing thousands of people and entertaining millions each year. The various laws in force regulating the making and screening of films are: -

The Cinematograph Act, 1952 – This Act has been passed to make provisions for a certification of cinematographed films for exhibitions by means of Cinematograph. Under this Act, a Board of Film Censors (now renamed Central Board of Film Certification) with advisory panels at regional centres is empowered to examine every film and sanction it whether for unrestricted exhibition or for exhibition restricted to adults. The Board is also empowered to refuse to sanction a film for public exhibition.

The Copyright Act, 1957 – According to this Act, ‘copyright’ means the exclusive right to commercially exploit the original literary, dramatic, artistic, musical work, sound recordings or cinematographic films as per the wishes of the owner of copyright subject to the restrictions imposed in the Act.

Although this Act is applicable to all the branches of media, in some areas it is specific to this particular genre. In the case of a Cinematographed film, to do or to authorise the doing of any of the following acts would lead to the infringement of copyright. Those acts are namely: -

To make a copy of the film

To cause the film, in so far, as it consists of visual images, to be seen in public and in so far as it consists of sounds to be heard in public

To make any record embodying the recording in any part of the soundtrack associated with the film by utilizing such sound track

To communicate the film by radio-diffusion

The Act also makes it a cognizable offence for anyone to sell, hire, distribute, exhibit, possess or view any unauthorised recordings and prescribes severe penalties, including imprisonment, fines as well as confiscation of the equipment used for the purpose of such recording and exhibition. The Amendments to The Copyright Act also prohibit unauthorized transmission of films on the cable television

Cine Workers and Cinema Theatre Workers (Regulation of Employment) Act, 1981 – This legislation affords a measure of protection to those employed in the industry by imposing certain obligations on motion picture producers and theatre owners concerning the former’s condition of service.

Cine Workers Welfare Cess Act, 1981 and the Cine Workers Welfare Fund Act 1981 – They seek to create means of financial support to cine employees, the seasonal and unpredictable nature of whose employment often leaves them impoverished and helpless. Besides these, there are also a few local legislations, which affect the film medium; viz.

Advertising communication is a mix of arts and facts subservient to ethical principles. In order to be consumer-oriented, advertisement will have to be truthful and ethical. It should not mislead the consumer.

In order to enforce an ethical regulating code, the Advertising Standards Council of India was set up with basic guidelines in order to achieve the acceptance of fair advertising practices in the interest of the consumer: -

To ensure the truthfulness and honesty of representations and claims made by advertisements and to safe guard against misleading advertising;

To ensure that advertisement are not offensive to generally accepted standards of public decency;

To safeguard against indiscriminate use of advertising for promotion of products which are regarded as hazardous to society or to individuals to a degree or of a type which is unacceptable to society at large; and

To ensure that advertisements observe fairness in competition so that the consumers need to be informed on choices in the market places and canons of generally accepted competitive behaviour in business are both served.

The other legislations affecting the area of advertising are: -

Drug and Magic Remedies (Objectionable Advertisement) Act, 1954 – This Act has been enacted to control the advertisements of drugs in certain cases and to prohibit the advertisement for certain purposes of remedies alleged to possess magic qualities and to provide for matters connected therewith.

Monopolies and Restrictive Trade Practices Act, 1969 - Section 36 A of the Act deals with 5 major Unfair Trade Practices: -

Any misleading, false, and wrong representation either in writing (i.e. in advertisements, warranty, guarantee etc.) or oral (at the time of sale) actual or intended, even if actual injury or loss is not caused to the consumer/buyer constitutes as unfair trade practices;

Sales, where there is element of deception;

All business promotion schemes announcing ‘free gifts’, ‘contests’, etc. where any element of deception is involved;

Violation of laws existing for protection of consumers;

Manipulating sales with a view to raising prices.

Exhibition – a visible medium of public communication

2010-04-24T11:22:00.000+05:30

“Seeing is believing” is the principle on which the philosophy of exhibition is based. According to MacMillan Dictionary, Exhibition is “a public show where art or other interesting things are put so that people can go look at them”. Exhibition is a public display, as of the work of artists or artisans, the products of farms or factories, the skills of performers, or objects of general interest. It can be an exposition or a large fair of extended duration. The word "exhibition," is usually, but not always, used for a collection of items.
Exhibition may thus be described as an attractively organized public show of certain objects. It also includes eye catching display. It has both merchandising and public relations value. The main function of an exhibition is to attract the attention of the visitor or potential users of the products and services and see for themselves and judge their merit for use. Apart from the selling impact, exhibitions have an informative and educative function of no mean importance to audience. The modern exhibition emerged from our hoary past of fairs and festivals. Exhibition is used as a medium for marketing as well as a public relations effort. They provide ample opportunities for marketing and public relations disciplines in achieving the set-objectives and reaching the target audience with messages on products and services. Thus, an exhibition is both a marketing medium and a public relations effort.
An exhibition, in the most general sense, is an organized presentation and display of a selection of items. Exhibitions include (1) art exhibitions, as in major art museums and small art galleries; (2) interpretive exhibitions, as at natural history museums and history museums and (3) commercial exhibitions, or trade fairs.
Exhibitions may be permanent displays or temporary, but in common usage, "exhibitions" are considered temporary. While many exhibitions are shown in just one venue, some exhibitions are shown in multiple locations; such exhibitions are called mobile or traveling or touring or portable exhibitions. Though exhibitions are common events, the concept of an exhibition is quite wide and encompasses many variables. Exhibitions range from an extraordinarily large event such as a world’s fair exposition to small one-artist solo shows or a display of just one item.
Commercial Exhibitions or Trade Fairs
Commercial exhibitions, generally called trade fairs, trade shows or expos, are usually organized so that organizations in a specific interest or industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent trends and opportunities. Some trade fairs are open to the public, while others can only be attended by company representatives (members of the trade) and members of the press.
Art Exhibitions
Art exhibitions may present any array of artifacts from countless forms of human making: paintings, drawings, crafts, sculpture, performances, interactive art etc. Art exhibitions may focus on one artist, one group, one genre, one theme or one collection; or may be organized by curators, selected by juries, or show any artwork submitted. Fine arts exhibitions typically highlight works of art
Informative Exhibitions
Interpretive or Informative exhibitions are exhibitions that require more contexts to explain the items being displayed. This is generally true of exhibitions devoted to scientific and historical themes. Interpretive exhibitions generally require more text and more graphics than fine art exhibitions do. The topics cover a wide range including archaeology, anthropology, history, science, technology, natural history etc.
General objectives
The main objectives of an exhibition are (i) to display a selected range of products or services (ii) to meet existing and potential customers (iii) to secure the largest possible number of inquiries which can be followed up after the event (iv) to publicize the company’s or organizer’s name and products (v) to avoid being conspicuous by absence, thus preventing competitors insinuating that you are no longer in business and your own customers likely to believe (vi) to aid market research and long range planning (vii) to take orders (viii) to back up the company’s agents or local distributors or to secure new and better distributors (ix) to distribute corporate literature of the organization and (x) to create awareness and building the image of the organization.
Essentials for success
The theme, design, exhibits, titles, design, construction, pictures, words, colors, lighting, parking, entertainment, eateries, visitors’ book, publicity are only a few essentials in organizing exhibitions.
The success of any exhibition depends on the interest that the visitors have shown in witnessing the things displayed and purchases made. If it is a trade fair, its success is judged in terms of business and sales it had handled. If it is an information exhibition, the success is based on the grasp of ideas by the visitors.

Lecture by Prof Dennis L. Wilcox

2009-04-02T01:34:00.003+05:30

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

Syllabus for BA (PR) - 3 Years course

2009-03-15T22:54:00.000+05:30

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

Syllabus for MS (PR) - 2 Years course

2009-03-15T22:51:00.001+05:30

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.

Syllabus for MCJ (PR) - 1 Year Course

2009-03-15T22:46:00.002+05:30

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