Syllabus for MCJ (PR) - 1 Year Course

PG Course – MCJ (PR) (1 year) - Eligibility: BCJ –

Subject Committee No.2

Convener:
Dr CV Narasimha Reddi

Members:
Prof V Durga Bhavani,
Y Babji,
Prof L Raghava Rao,
Mr R Neelamegham &
Mr Mathew Joseph

Semester - I
Paper 1: Communication Theory & International Communication – 5 units x 12 lectures
Paper 2: Models and Theories of Public Relations - 5 units x 12 lectures
Paper 3: Public Relations Practice in Government and Corporate Sector - 5 units x 12 lectures
Paper 4: Reporting, Writing & Production for Electronic Media and New Media - 5 units x 12 lectures

Semester - II
Paper 1: Reporting, Writing & Production for Electronic Media and New Media – 5 units x 12 lectures
Paper 2: Reporting, Writing & Production for Print Media - 5 units x 12 lectures
Paper 3: Editing and Production of Corporate Publications - 5 units x 12 lectures
Paper 4: Public Relations Research - 5 units x 12 lectures
Paper 5: Project Report/Production Thesis -

No. of practical, classroom exercises & assignments = 12 per paper


Semester I, Paper 1: Communication Theory & International Communication

Unit-I
The Domain of communication, Kinds of communication – Intra-personal, Interpersonal Group and Mass Communication –Verbal and non-verbal communication- Traditional Media- one step, two-step, multi-step flow of communication, Characteristics of print and audio-visual communication- Press theories-

Unit-II
Communication Models: Definition, scope and purpose of models, Shannon and Weaver, Lasswell, Osgood and Sherman, New Comb’s ABX model and Gerbner’s model, Diffusion of innovation model, Mao-Gandhian Model – Sense Making Model.

Unit-III
Communication Theories; Cognitive dissonance, Selective exposure, perception, and retention, Agenda-setting, Learning theory, Knowledge-gap hypothesis, Uses and gratification approach, Cultivation approach

Unit-IV
International Communication- Nature of International Communication, -. Transnational flow and Third World Countries, New World Information Order – New World Economic Order – MacBride Commission Report.- Role UNESCO, ITU, IPDC,NAMEDIA, SAARC, AMIC.

Unit-V
Media Globalization - Overview of Media Globalization, Concentration of media ownership, Globalization and Democracy, Cultural struggle among Third World Nations – Critique of contemporary situation – an Indian experience.

Recommended Books:
Werner Severin J. and James W. Tankard.jr. Communication Theories, Origins, Methods, Uses London, Longman Publications (1988)
Mc. Quail Denis and S.Ven Windah I, “Communication Models for the study of Mass Communication”, New York, Longman, Singapore Publications, (1981)
Melvin.I Defluer and Sandra. J.Ball Rokeach, “Theories of Mass Communication”, London Longman Publications ( 1989)
Tapories, Susan cruenheck and James A.Cohen (1999) (Translated version). Theories of Communication: A short Introduction , New Delhi, Sage
Mc.Quail, Denis and Keren sium, new Media Politics, New Delhi, Sage Publications (1998)


Semester I, Paper 2: Models and Theories of Public Relations

Unit: 1.
Concepts of Model and Theories
Principles of Model - Types - Basic Elements of Theory - Types - Role and Scope of Models and Theories in practice – Public relations Models and Theories – Systems Theory and Public Relations

Unit: 2.
The Evolution of Public Relations in India
Concepts and Techniques of Public Relations - Ancient India – Medieval India – Modern India and Independent India.

Unit: 3.
Indian Public Relations Models
Indian Mythology-Mythological Public Relations Model – Sage Narada (Trilok Sanchari) – Lord Krishna (the Message of Bhagavad Gita) – Saadhaaranikaran Model of Bharatha Muni - the Father of Indian Dance (commonness theory) – Propaganda Model – Ancient India – Publicity/Public Information Model – British India – Gandhian Public Communication model (Freedom Struggle) - One Way Public Relations Model – Global Public Relations Model – Integrated Public Relations Communication Model

Unit: 4.
Western Public Relations Models
The Evolving Roles of Public Relations – IVY Lees’s Public Be Informed Model (Declaration of Principles). – Edward L. Bernays’s Advocacy and Scientific Persuasion Modal – Publicity/Public Information – Information Sharing, Relationships Management – Public Understanding and organizational Positioning

Unit: 5.
Four Classic Models of Public Relations
James Grunig’s Models – Press Agentry /Publicity – Public Information Model – Two Way Asymmetric Public Relations Model – Two Way Symmetric Public Relations Model – Nature, Purpose – Users of Models.

Recommended books
Robert L. Heath, Handbook of Public Relations – Sage Publications Inc 2001
Jacquie L. Etang and Magda Pieczka, Critical Perspectives in Public Relations – Thomson Business Press
Dr. C.V. Narasimha Reddi, Effective Public Relations and Media Strategy – Prentice-Hall of India, New Delhi
Dennis L. Wilcox – Glen J Cameron, Public Relations Strategies and Tactics, Pearson
Education Inc. – New York, USA


Semester I, Paper 3: Public Relations Practice in Government and Corporate Sector

Unit-1
Government Public Relations
Characteristics of Democratic Government – Functions – Government - Citizen interaction – Concept of Public Information - Relationship – Government PR – Justification – Basic Goals – Government Information and Public Relations Services/Administration – Difference between State and Central Government Services

Unit-2
Indian Information Service
Public Relations Structure in Central Government – Ministry of Information and Broadcasting – Mandate of the Ministry – Media Units of the Ministry - Press Information Bureau – Photo Division – Publication Division - Films Division-DAVP-DFP – Songs and Drama Division – IIMC – Prasara Bharathi – AIR & Doordarshan – Functions and Impact of Media Units - Limitations
The Right to Information Act-2005 - RTI - The Oxygen of Indian Democracy – Objectives – Right to Information – Dissemination of Information – Obligation of Public Authorities – Information Commissions

Unit-3
Public Relations Practice in State Governments and Local Bodies
Central -Vs-State Government – Division of Legislative Powers – Union, State & Concurrent Lists – Public Information Management in State Government - Structure – Functions of Andhra Pradesh State Information and Public Relations Department – Media wise Wings in the Directorate – Concept of Information Centres as Govt. Media – Impact and Limitations of State Government PR
Public Relations in Local Bodies - The City is Citizen – Civic sense - Local Bodies – Municipal Corporations – Linkage with Citizens – Cradle to grave - the need for PR – Role, Scope and Goals of PR in Local Bodies – PR Structure and Functions in Municipal Corporations – Grassroots PR – Village Panchayats – Mandals

Unit-4
Public Relations in Corporate Sector
Distinguishing Features of Corporate India –Economic Liberalisation, Privatisation, Globalisation – Free Enterprises and the Public Sector – The Era of Indian Economic Growth - Corporate Reputation - Challenges for Corporate Sector to meet Global Competitive Marketing Environment – The Challenge for Public Relations - Internal and External Publics - Relationships Management – A Paradigm Shift in PR

Unit-5
Advanced Public Relations in Key Corporations
Public Relations in Private Industry and Business Organisations – Public Relations in Public Sector Undertakings – Public Relations for NGO’s – Public Relations in Public Transport

Recommended Books
Paul A Argents, Strategic Corporate Communication, McGraw Hill
Clarke L.Caywood, The Handbook of Strategic & Integrated Communication, McGraw Hill
Dr. C.V. Narasimha Reddi, Public Relations Management, Sri Venkateswara Univrsity, Tirupathi
Dr. C.V. Narasimha Reddi, Public Information Management – Ancient India to Modern India Himalaya Publishing House
The Right to Information Act-2005


Semester I, Paper 4: INTEGRATED MARKETING COMMUNICATION

Unit-1:
Integrated Marketing Concept - Integrated marketing communication process covering - Five Ps – product price-place-promotion and public relations – theories and models of advertising – David Oglivy and Rosser Reeves – Hierarchy of effects – models – AIDA model – quick action model

Unit-2
Marketing objectives – product positioning strategies – product life cycle – brands – branding strategies – brand equity – selection of advertising agency – globalisation and trends in Indian advertising

Unit-3:
Consumer buying behavior, and advertising – consumer buying behavior theories and models – psychological and sociological perspectives – Marketing communication message, channels, mix, coordination – old rules of marketing information with traditional and conventional media - new rules of marketing with new media and social media like web, Blogs, pod cast, online media.

Unit-4:
Social Marketing – importance and case studies – Indian rural markets – rural advertising – strategies – problems

Unit-5:
Marketing and Market Research – nature – scope – and importance – Areas of research – price research – sales promotion research – product research (brand/logo) packaging research – stages in the marketing research process – sources of information – methods of marketing research – motivation research – market segmentation methods – Market research organizations in India- Case Studies and evaluation

Recommended Books
David MeerMan Scott
The New Rules of Marketing
John Wiley & Sons Inc. USA


Semester II, Paper 1: Reporting, Writing & Production for Electronic Media and New Media

Unit. I
Radio - Nature and characteristics of radio broadcasting. Radio programme production - structure and operation of Broadcast Studio - Nature of sound - Sound recording - Microphones -- Process of radio programme production - Use of voice, script, sound effects, editing- Production of radio news, talks, interviews, discussions, play, music and special audience programmes, (Practicals).

Unit. II
Basic Audio Editing technology - Digital Audio Standard - Audio channels - Satellite audio transmission - Audio Codes - MPEG - 1,2,3 audio coding - Advanced audio coding - Parametric audio coding - Loss-less coding - MPEG surround - Scaleable audio - Description standards for audio - Basic Audio Editing Software - analog and digital audio technology - MIDI and electronic instrument technology

Unit III
Television - Nature and characteristics of television broadcasting - Television programme production - Structure and organization of television studio, television programme production, stages of production, television crew-Television camera - Types, function and operations - Lighting, sound- Producing television programmes - News, documentary, interview and special audience programmes.-

Unit IV
Television post production techniques - Basic Video Editing Technology - Digital Video Standard - World Video Standards and usage - NTSC and PAL - Video standards and codes - Video compression - VCD/SVCD/DVD 2D video coding - MPEG-1, 2, 4 - Shape coding-non-rectangular - Advanced video coding -Scaleable video coding - Wavelet - Description standards for video - Basic Video editing software -- Transmission technology - cable television - DTH - Live transmission

Unit - V
The New Media, creating New Media Content, Defining the Audience, Design and Storyboarding, Choosing Tools, Authoring, Technologies that Support New Media - Motion Pictures Expert Group (MPEG) and Joint Photographers Expert Group (JPEG), Quick Time and Quick Time VR, Video for Windows (AVR Format), Real Audio and Real Video, Shockwave, Distributing New Media Content - DVD and CD ROM, Internet- websites, email, chat rooms, web-advertising, online communities, Internet telephony, virtual reality environments, streaming audio and video, mobile computing, and digital cameras – SOCIAL MEDIA, BLOGS, PODCASTING, WEBSITES


Books for Reference:
Techniques of TV Production - Rudy Bretz (McGraw Hill).
Working with Video: A Comprehensive Guide to the World of Video Production - Winston Brian and Julta Kevdal.
The techniques of Television Production - Millerson Gerald (Focal Press).
Multimedia and Virtual Reality Engineering, Richard Brice, Newnes Pub., 1997.
Standard handbook of Video and TV Engineering, Jerry Whitaker and Blair Benson, McGraw-Hill, New York, 2000.
Digital Radio Broadcasting, Chip Morgan, Focal Press, 2004.
Digital Video and HDTV, Charles, Poynton, Focal Press, 2002.
Radio and TV Journalism, K.M. Srivastava, Sterling Publishers Pvt. Ltd., New Delhi, 1989


Semester II, Paper 2: Reporting, Writing & Production for Print Media

Unit-I
Print Media - Newspapers and Periodicals - Concept and definition of news, news values, News story structure - elements of News Story - Relevance of five W’s and H - Introduction or lead - Kinds of leads with examples - Language of news

Unit II
Duties and responsibilities of reporter - Role of stringers/contributors, special correspondents, bureau chief and foreign correspondent - News gathering methods-Kinds of Reporting - Investigative, Interpretative, advocacy, Editorial and column writing - News Agency. Interview - Art of interviewing and types of interviews - Reviewing- Film, Book, Art, Theatre

Unit III
Sources of news - News agencies - Press releases - Press Conferences - Press briefings and press tours. Beats - Multi beat approach - Government, Commerce, Consumer problems,- meetings and speeches - sports - Art and Culture - Crime, Court, Police - Hospitals, Accidents - Women’s issues - Environment.

Unit-IV
Writing - Kinds of writing - feature writing - Types of features - news features, anniversary features, personality features, Historical features, human-interest features. Article writing - Slanting of articles for publications - Syndicates.

Unit V
Print Media production - Design, layout, caption writing and visual aspects - photographs, cartoons, graphics, illustrations and color, dummy size -new production techniques, use of satellite - Desktop Publishing, pagination software - Overview of methods of Typesetting- monotype, Linotype, Phototype and Teletype, - Printing Processes - Letter press, photo offset, gravure and digital

Books for Reference:
Mikeward, Journalism Online, Focal Press, New Delhi
Patrika Padakosam, Andhra Pradesh Press Academy, Hyderabad’2004
Stephen Quinn, Digital Sub-Editing & Design, Focal Press, New Delhi (2002)
Uday Sahay, Making News, A Handbook of Media in Contemporary India, Oxford, New Delhi2006
Asha Rani Mathur, The Indian Media, Illusion, Dellusion & Reality, Roop and Co, New Delhi, 2006.


Semester II, Paper 3: Editing and Production of Corporate Publications

Unit-1
Corporate Publications
Definition - the need, scope and role of Corporate Publications in Public Relations Communications Corporate Publications – Types – House Journals, newsletters, annual reports – Employee manuals/handbooks – Chairman’s speech to shareholders – Trade Bulletins – Product catalogues – booklets, pamphlets, brochures, folders, leaflets, fact sheets – Direct Mailers, Calendars, diaries, posters, greeting cards, pictorial albums – Government Publications

Unit-2.
Writing for Corporate Literature
The art of writing – Various forms of writing – Literary writing, journalistic writing – Writing for Public Relations -Principles of good writing - Tools and Techniques of writing – Language and Grammar Skills - Application of principles of good writing - popular style- language, vocabulary – words, variety of sentence structure – figures of speech – juxtaposition

Unit-3
Editing, Techniques of Corporate Publications - The need and role of editing – symbols – use of language - style – condensing the text – writing headline – subheadings – box items – checking accuracy - preparation of dummy – copy for printing

Unit-4.
Graphics
Use of graphics & illustrations in publications to reinforce printed word – Use of Statistics Charts, photographs, graphics, and symbols – Line drawing – Placement of Illustrations – Cartoons, transparencies – Photo montage – Publications – Editing of pictures for better reproduction – Decorative devices – Colour

Unit-5
Printing
Production and Printing Process – Introduction to printing process – types of printing – distinguishing qualities and characteristics of each method – letter press – offset – web-offset and Gravure –Screen Printing – Desktop Printing – Pre-Press – Computer Technology Application – Types and Sizes of Paper

Recommended Books
Howard Stephenson, Handbook of Public Relations, McGraw Hill Inc
Dr. Narasimha Reddi C.V, Editing and Production of Corporate Communications, Dr. BR Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Form & Style, Wadsworth Publishing Company
Writing, Editing and Printing of Corporate Publications, Sri Venkateswara University, Tirupathi


Semester II, Paper 4: Public Relations Research

Unit-1:
Public relations profession growing locally and globally – the need for research for developing best practice – Meaning of Research – importance – objectives - role and scope of research in Indian public relations – Research and Evaluation in PR – the difference – SWOT Analysis – PII Evaluation model (Preparation, Implementation and impact) of Cutlip Center and Broom

Unit-2:
Research Process - Formulation of problem – objectives of the study – Review of literature – hypothesis – research methodology – gathering information - data analysis and interpretation – findings – conclusion of study – bibliography

Unit-3:
Research Methods - Formal research – informal research – quantitative research – qualitative research – archival research – internet and world wide web search – survey method – field observation – mail questionnaire – interviews – focus groups - telephone surveys – copy testing

Unit-4:
Tools and Techniques of Data Collection - Questionnaires – interviews - field observations – case studies – primary and secondary sources of information – sampling methods – sampling procedures – sample size – sample error. Research areas: – evaluation of PR campaigns – Media impact measurement – employee relations survey – customers commitment – corporate social responsibility audit – managing corporate reputation

Unit-5:
Evaluation of Results - Analysis and interpretation of data – report writing – topic outline – goals of study - chapterization – headings and sub-headings of the repot - inferences – suggestions – developing best public relations practice – current PR research scenario in India and problems – Case histories in research

Recommended Books
Tom Watson & Paul Noble, Evaluating Public Relations, A Best Practice Guide to Public Relations Planning, Research and Evaluation, Kogan page
Newsom. Turk. Krukeberg, This is PR, The Reactions of Public Relations, Wadsworth, Thomson Learning , USA
Berger, Media Research Methods


Semester II, Paper-5: Project Report/Production Thesis

Note:
The candidate has to prepare a project report/production thesis based on his/her internship with any reputed media / PR Department under a designated teacher-guide