Syllabus for MS (PR) - 2 Years course

PG Course - MS-PR (2years) – Eligibility: Any degree

Subject Committee No.4

Convener:
Dr CV Narasimha Reddi &

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

Semester - I
Paper 1: Introduction to communication and History of Public Relations – 5 units x 12 lectures
Paper 2: PUBLIC RELATIONS THEORY – 5 units x 12 lectures
Paper 3: Principles & Practices of Management (Business, Marketing & HR) – 5 units x 12 lectures
Paper 4: MEDIA PRACTICE: STRATEGY AND METHODS – 5 units x 12 lectures

Semester - II
Paper 1: Public Relations Practice in Government and Corporate Sector – 5 units x 12 lectures
Paper 2: THEORY AND PRACTICE OF ADVERTISING – 5 units x 12 lectures
Paper 3: INFORMATION, COMMN TECHNOLOGY & NEW MEDIA IN PR– 5 units x 12 lectures
Paper 4: WRITING FOR MEDIA – 5 units x 12 lectures

Semester - III
Paper 1: Public Relations Research – 5 units x 12 lectures
Paper 2: Global Public Relations – 5 units x 12 lectures
Paper 3: Integrated Marketing communications – 5 units x 12 lectures
Paper 4: Editing and Production of Corporate Publications – 5 units x 12 lectures

Semester - IV
Paper 1: Emerging trends in Public Relations – 5 units x 12 lectures
Paper 2: Financial Public Relations – 5 units x 12 lectures
Paper 3: Event Management – 5 units x 12 lectures
Paper 4: Project Work/Production Thesis

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


I year - Semester I - Paper 1: Introduction to communication and History of Public Relations

Unit I:
Definition, nature and concept of Communication and its role in society, with special reference to India and the developing world. Types of communication - Intra-personal, interpersonal, group and mass communication. New Media technologies - Satellite, cable, tele text, videotext. Traditional and folk forms of communication in India.

Unit II:
Process of communication: Functions of communication, elements and barriers to communication. Theories and models: Shannon and Weaver, Osgood and Schramm, Rogers and Shoemaker, Riley and Riley. Two-step flow, multi-step flow of communication. Mass Media: Press, Radio, TV and Film. Functions of mass communication, gate keeping; four theories of the press; Mass media audiences; Analysis of mass media in India.

Unit III;
History of Public Relations - The State of Propaganda
Ancient and Medieval India 1500 BC-1857 AD. – Indus Valley - Civilisation to the End of East India Company Rule – Mahavira, Gautama Buddha, Adi Sankara – Great Religious Communicators – Emperor Asoka, Emperor Akbar – Great Kings of Public Communication – East India Company Rule – Propaganda of Christian Missionaries – Social Communication of Raja Ram Mohan Roy – Abolition of Sati 1829 – The First War of Indian Independence 1857 – Role of Propaganda

Unit-IV:
The Era of Publicity – British India 1858 – 1947(Propaganda to Publicity)

A) Lord Canning the First Viceroy 1858 –Publicity through Newspapers. Editors Room (1858) Press Commissioner 1880 – First World War (1914-18) War Publicity – Second World War (1939-1945) – Directorate of Information Broadcasting for War Publicity – Press Information Bureau – War Information to Public Welfare Information 1945

B) Indian Independence Struggle – Gandhian Era of Public Communication (1919-1947). – Gandhian Mass Agitations against British Government – Satyagraha Movement (1919) – Non-Co-operation Movement (1921) – Civil Disobedience Movement (1930) – and Quit India Movement (1942) – Gandhian Techniques of ITM Public Communication Theory – I – Interpersonal Media T – Traditional Media M- Modern Mass Media – Newspapers Mahatma Gandhi – The Father of Indian Public Relations and the Greatest Communicator of the World

C) Community Relations 1911-1912 – House of Tatas – Public Relations Division in Private Sector - 1945

Unit-V: The Age of Public Relations

A) Establishing Ministry of Information and Broadcasting (1947) – Mandate – Inform, Educate and Entertain People as partners in democratic polity and development – Media Units of the Ministry of I&B - PIB, DAVP, Filed Publicity – Prasar Bharathi – Public Sector PR –1956 –National Emergency Use Govt. Media for Propaganda 1975-77 – PR Professional Bodies - PRSI, ABCI, PRCI, GFPR

B) New Industrial Policy –1991 - Economic Liberalization, Privatization & Globalisation – Entry of Multi Nationals & Indian Companies became Multi Nationals – Trade Wars – Upswing in PR Communication activities – Emergence of Global PR

Recommended Books
J Natarajan, History of Indian Journalism, Publications Division Ministry of Information and Broadcasting
Dr. Nadig Krishna Murthy, Indian Journalism, Origin, Growth and Development of Indian Journalism
University of Mysore
3.Dr.C.V.Narasimha Reddi, Effective Public Relations & Media Strategy, History of Public Relations in the World Largest Democracy, Prentice-Hall of India, New Delhi


I year - Semester I - Paper 2: PUBLIC RELATIONS THEORY

Unit: 1
What is Public Relations? – Definition – nature and scope of public relations – elements – role – public relations as management function – public relations publics – concepts of public relations –publicity – differences and similarities of public relations as distinct from advertising –publicity – public opinion – propaganda – Role and scope of PR in a democratic and developing country

Unit-2:
Principles of Public Relations
Truthfulness, honest communication – public interest – two way communication – Good cause - opinion leaders – public attitude – social environment – PR process – Four Stages – Fact finding – planning – communication - evaluation

Unit-3:
Organization, Structure and functions of Management of PR Department - in-house PR Departments - Approaches in organizing the PR department – structure of Central and State Government PR departments – Media Units of I&B Ministry – Structure of PR departments in State Government, public sector, private industry and voluntary organizations – PR Practice in three system – in-house - PR consultancy and combination of two - advantages and disadvantages

Unit-4:
Structure and Functions of PR Firms – In-house PR Department – vs – PR Agency – Advantages – Disadvantages – Agency PR Services – Selection of PR Agency – PR Agency Client Relations – Scope of PR Agencies in India Communicating with specialized publics – employees – shareholders – customers – suppliers and dealers – community relations

Unit-5:
Public Relations Campaigns
Components of public relations campaign - planning- objectives – target publics – message design – media selection – action plans implementation and evaluation – case study of a public relations campaign

Recommended Books
Dr. C.V. Narsimha Reddi, Effective Public Relations and Media Strategy, Prentice Hall of India Limited
Sam Black, Practical Public Relations
Philip Lesly, Handbook of Public Relations and Communication, Jayco Publishing House
Subhir Ghosh, Public Relations Today, Rupa & Co


I year - Semester I - Paper 3: Principles & Practices of Management (Business, Marketing & HR)

Unit I
Evolution of management thought, Systems and contingency approach for understanding organizations, managerial processes, functions, skills and roles in an organization; Social Responsibility of Business; Understanding and Managing Individual behaviour- personality, Perceptions, Values, Attitudes, Learning, Work Motivation, Individual decision making and problem solving; Understanding and managing group processes - Interpersonal and group dynamics applications of emotional intelligence in organizations, communication, group decision making, Leadership and influence process; Understanding and Managing organizational system - organizational design and structures- , Work stress Management.

Unit-II
Marketing-Definition – Marketing concepts –Marketing management and environment– Market segmentation – Targeting – Positioning-Value Addition in STP. Determinants of consumer behavior –selling to industrial buyers-buy grid- selling to consumers- Marketing plan. -Purpose and Timing of the Marketing Plan - Marketing Research for the New Venture -Understanding the Marketing Plan -Characteristics of a Marketing Plan -The Marketing Mix -Steps in preparing the Marketing Plan -Contingency Planning - Why Some Plans fail.

Unit-III
Product strategy – quality & other Attributes- branding - packaging –Value addition in Marketing offer-Pricing policy – Objectives – Factors influencing pricing decisions – Product-line pricing - Cost based pricing – Geographical pricing-Discount pricing – Promotional pricing- New product pricing - Value based Pricing. Promotion mix- Promotion budgets, Distribution – Channel, types and factors influencing selection of channels – Logistics and supply chain management–Direct marketing-Telemarketing – Network marketing -E- Marketing- Value addition in distribution.

Unit IV
Gaining a Competitive advantage – Responsibilities and Roles HR Departments perform – Changing nature of the HRM function – Competitive Challenges influencing HRM – Meeting competitive challenges through HRM practices – HRM and Competency Building – HRM and Change Management – HR as a Strategic Business Partner – The role of HR in providing Sustainable competitive advantage. HRM -Objectives and Process – Job analysis and Design – Acquisition and preparation of HR - Selection and placement process – Types of interviews – Effectiveness of Interviews – Socializing, Orienting, and Developing Employees. Employee Training – Determining Training needs – Training approaches – Employee Development – Job shadowing – Employee Development Methods – Evaluating Training and Development Methods.

Unit – V
Contemporary Issues in HR-Work Life Balance – Diversity Management – Talent Management – Quality of Work Life – HR issues in Mergers and Acquisitions – e- HR – Competency Mapping – Employer Branding – Employee Branding – HR Scorecard – Whistle blowing Policy – Industrial Relations Dynamics – Outsourcing – Implication of Globalization to HRM Function and Functionaries.

Recommended books:
Koontz, H and Wechrich, H. Management. 10th ed., New York, McGraw Hill, 1995.
Luthans, F. Organizational Behaviour. 7th ed., New York, McGraw Hill, 1995.
Robbins,S P.Management.5th ed.,New Jersey,Englewood Cliffs, Prentice Hall Inc., 1996.
Robbins, S.P.Organizational Behaviour, 7th ed., New Delhi, Prentice Hall of India, 1996.
Noe A. Raymond, John Hollenbeck, Barry Gerhart and Patrick Wright: Human Resource Management, Tata McGraw Hill.
Decenzo A. David and Stephen Robbins – Human Resource Management, john wiley & sons.
Philip Kotler - Marketing Management: Analysis, Planning And Control (Pearson Education)


I year - Semester I - Paper 4: MEDIA PRACTICE: STRATEGY AND METHODS

Unit-1
Media Classification - What is Medium? – Public relations and media linkage – medium is the message – media classification – sensory media – hot and cool media – the presentation and representation media – functions – public relations media – historical perspective of media

Unit-2:
Print Media - What is journalism? – Newspapers – Characteristics – limitations – relative appeal – classification – contents – functions – press in India and its impact – public relations opportunities in newspapers. Tactics and Techniques of Press – press events- press release – feature – letter to the editor – rejoinder – press conferences – press interview – press tours

Public Relations Photography
Photographic communication – photojournalism – vs. – PR photography – types of photographs – news photos – photo features – use of photography in public relations practice

Unit-3:
Broadcast Media: Introduction to Broadcasting - Radio as PR medium – significance of radio in the Indian context –AIR – PR opportunities in radio – radio and development - FM Digital – Satellite and web broadcasting
Television: - TV as tool of public relations – importance – characteristics – PR opportunities in Television
TV documentaries - Television as catalyst for change
Films History of Indian Cinema - significance of films as audio-visual medium – characteristics – advantages –types of films – documentary film – PR opportunities in films – impact of films – process of film making

Unit-4:
Traditional Media – What is traditional media? Historical perspective -significance in the Indian context - characteristics forms of traditional media – blend of traditional media with electronic media - impact of traditional media. Exhibition as tool of PR

Unit-5:
Media Relations - Media scene in India – concepts of press relations –understanding the media – principles of good media relations – readers’ oriented press service – Inter media Publicity Coordination Committee – Media measurement and evaluation

Recommended books:
Subir Ghosh, Mass Media Today-In the Indian Context, Profile publishers, Calcutta.
Dr. C.V. Narasimha Reddi, Public Relations Media, Dr. B.R. Ambedkar Open University, Hyderabad


I year - Semester II - Paper 1: Public Relations Practice in Government and Corporate Sector

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

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

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

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

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

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


I year - Semester II - Paper 2: THEORY AND PRACTICE OF ADVERTISING

Unit: 1
What is advertising – Advertising its relationship with Mass Communication and as a part of Marketing mix- Advertising – definition – functions – role – scope in India –International Advertising.

Unit: 2
Classification of Advertising: Based on demand, media, objectives – different consumers to be reached - Stages in the product life cycle – product – institutional – financial – social – political, government - classified and display advertisements.

Unit: 3
Elements of an Advertisement: - Types, functions of headline and copy – Copy for different media – visualize - logo – slogan - layout, types of layout – principles of design and layout in advertising – production process for print – ads. - Creating Ads for Radio and Television – Radio – jingles, spots, commercials, TV commercials and corporate films - special effects and use of computers for advertising

Unit: 4
Media Planning – Types of media - Media Strategy - Radio – newspaper – magazine – television – outdoor – specially – internet – e-advertising – new technologies – online media – relative merits and demerits – basics of media – planning and scheduling – importance of media – tariff – sources of information for media planning –Advertising campaigns

Unit: 5
Advertising Agency – structure and functions of the various departments of the advertising agency – Client servicing, creative, media, production etc. – Agency compensation - importance of cordial client agency relationship – selection of an advertising agency – PR manager and ad. Agency - Evaluation and Regulation of Advertising: Copy researches – Pre-testing and post-testing methods. Media research, readership studies, television rating points (TRP) Ethics, codes and laws related to advertising, professional bodies- AAAI-ISA-ASCI-INS-Consumer Protection Act. Case Studies in advertising.

Recommended Books
Theory and Practice of Advertising, Sri Venkateswara University, Tirupathi
Rathor, Advertising of Management, Himalaya Publishing House
Sen Gupta, Subroto (1993). Brand Positioning. New Delhi: Tata McGraw Hill
Meenkshi R. Chauhan (1995). Advertising – The Social Advertising Challenge. New Delhi: Armo Publications.
Navin Mathur (1987). Press Advertising. Bombay: Himalaya Publishing House.
Sam Balsara (1990). Advertising Works. Bombay: Advertising Club.
Hart A. Norman and James O. Cornnor (1985). The Practice of Advertising. London: Heinemann


I year - Semester II - Paper 3: Information, Communication Technology & New Media in PR

Unit-1:
Introduction to Information and Communication Technology – Evolution of Information and communication Technology - information revolution – concept of global village - computer and internet in the Centre stage– de-massification of media and audience – Emergence of New Media and Social Media.
Introducing e-PR – Online public relations – multi media applications - What is e-PR? – Narrow casting – e-PR versus e-advertising - e-PR objectives – e-PR strategy - targeting audiences –Internet – Intranet – CD ROM – Rules of traditional media and new media.

Unit-2:
Web Site Public Relations
Origin and growth of world wide web - Web Site in Public Relations – Web pages – language - basis – objectives – the domain name – writing on the web – building trust on site – web site a resource of information - Product information – avoiding information overload - update web site – third party endorsement-web TV – Search and Retrieval.
E-mail Essentials - Role of e-mail – e-mail efficiency – the body of e-mail – solutions and signature – layout – golden rules of e-mail – etiquette – e-mail checklists – voice mail – teleconference – news releases – satellite media tours

Unit-3:
Social Media – new rules of public relations - reaching - audience directly – Blogs – Pod casting - wikis – wikipedia

Unit-4:
Internal e-PR – web site and internal relations – internet online newsletters – e-journals - internal e-mail – compiling an internal e-mailing list – intranet- – security issues – cyber laws.

Unit-5:
Discussion groups – difference between news groups and discussion groups – finding the right groups for business – create a signature line – keep messages in context – handling complaints – writing messages – answer questions – the dos and don’ts of newsgroup ‘etiquette’

Recommended Books
Dr. TH. Chowdary, Information and Communications Technologies for Classes and Masses, A CTMS Publication, Hyderabad
Dr. TH. Chowdary and Dr. B.N. Neelima, Information Communication Technology – ePR, S V University, Tirupathi


I year - Semester II - Paper 4: WRITING FOR MEDIA

Unit-1:
The Art of Writing – various forms of writing – journalistic media, structure of newspapers – use of journalistic jargons – News agencies
Tools and Techniques of Writing
Language, Content – Reader, Listener and Viewer – Style and techniques of writing – Tools – Yearbooks – Grammar, Language skills
Principles of good writing – Writing is rock foundation of public relations – the message – the audience – the media – writing for clarity – simple language – avoid jargon – vocabulary – Grammar

Unit-2:
Writing for the Newspaper
News Writing. What is news? News values – News perception - basics of news writing – Facts, Accuracy, Source, Style – Forms of news writing – News report – News features – Newsletter
Reporting – News report – Parts of a news release – The Five Ws and One H – the Headline – Dateline – the types of leads – the body of the story – types of reporting – human interest stories – speech reporting – corporate reporting – qualities of reporter
Features - What is a feature? Value of Features –types of features – Public Relations Features – News features – informative features – historical features – interview based features
Writing features – Scope – finding ideas – sources of information – writing process – parts of feature- the lead, the body, summary, photos – Perception – Audience – Writing – Editing – Marketing features.

Unit-3:
Writing for Public Relations – Writing Style – Performance Appraisal – Success stories – corporate profiles – news on community relations – writing for corporate publications – Backgrounders – Writing for hoardings – fact sheets
Writing for House Journals
House Journals – History – Scope – Purpose – Contents – Employees – welfare schemes – New projects – individual performance – products information – corporate performance – cultural and social activities – Chief Executive’s Letter – Editorial in house journals – letters to the editor – Writing Style.

Unit-4:
Writing for Radio
Radio News Releases – features of Radio – instant reach – Writing for the ear – the listener – style of writing for radio – conversation style - public service announcements – talks – interviews – panel discussions
Writing for Television – Video news releases – magazine shows – Talks – TV documentary – TV news bulletins – Characteristics – seeing is believing – writing for hearing and seeing – the viewer – writing style – conversational style.

Unit-5:
Writing Speeches
The basics of speech writing – audience and speaker - writing the speech – speech formats - talks, panel discussions, debates, media interviews, public meetings, conferences.

Recommended Books
Writing for Media, Editor, Dr. C.V. Narasimha Reddi, Dr. B.R. Ambedkar Open University, Hyderabad
Doug Newsom, Bob Carrell, Public Relations Writing Style, Wadsworth Publishing Company, USA
John Foster, Effective Writing Skills for Public Relations, The Institute of Public Relations, London



II year - Semester III - Paper 1: Public Relations Research

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

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

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

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

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

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



II year - Semester III - Paper 2: Global Public Relations

Unit I:
Globalisation – The frontier of multinationalism and cultural diversity – Definition and origin of globalisation – Vasudaiva Kutumbakam, the ancient Indian concept of global perspective – Lord Buddha, the light of Asia – Economic, political and ideological factors contributing to globalisation – Information & Communication technology and Media globalization – Marshal Mc Luhan’s global village – Alvin Toffler’s the third wave of information revolution – Thomas Friedman’s globalisation – The world is flat – Globalised world in the 21st Century.

Unit II:
International communication – Why international communication is important – Communication between international organisations and between Govts – International information and communication agencies – Global News agencies – Reuters, AP, Agence France Presse – ITAR – International broadcasting corporations – BBC, CNN, Voice of America, Radio Moscow – International Organisations – UNO, UNESCO, WHO – International information flow – the imbalance between developing and developed nations – New World Information and communication order – Mac Bride Report – Impact on Public Relations

Unit III:
Globalisation and India – New Industrial Policy 1991 (Economic liberalisation, Privatisation and Globalisation) – Impact on Indian Economy – Entry of foreign companies into India and Indian companies became multinationals and entered other countries – Emergency of global marketing – Era of Trade wars – Upswing in PR & Corporate communication activities to meet global corporate and communication challenges – Beginning of Global Public Relations: a paradigm shift

Unit IV:
What is Global Public Relations? Concept – Definition, Nature, Importance, Role and scope in the Indian context – Difference between domestic and global PR – Reaching multi-cultural, multi-linguistic, ethnic and diversified audiences – Global PR – Opportunities and challenges – Global Public Relations practice in multinational corporations – International organisations – Inter-Governmental relations – Diplomacy and global PR – Ministry of External Affairs – External publicity division – Projection of Indian Image abroad – Global Media Mix – Matching the audience with media tactics

Unit V:
The Development of PR practice in USA, UK and China – Professional organisations – Professional Development programs and accreditation – International PR organisations – International PR Association (IPRA) – International Association of Business Communicators (IABC) – Global Alliance for Public Relations and Communication Management – International PR studies

Recommended Books:
Thomas L Friedman, The world is flat – the globalised world in the 21st Century
Betteke van Ruler (Ed) Public Relations Communication Management in Europe – a nation by nation, introduction to Public Relations Theory and Practice
Robert L Heath, (Ed) Hand Book of Public Relations, Sage Publications
Dennis L Wilcox, Public Relations Strategies & Tactics, Pierson Education Inc


II year - Semester III - Paper 3: Integrated Marketing communications

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

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

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

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

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

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


II year - Semester III - Paper 4: Editing and Production of Corporate Publications

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

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

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

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

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

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


II Year - Semester IV - Paper 1: Emerging trends in Public Relations

Unit-1:
The Changing Landscape of Socio-Economic Scenario - Impact on Marketing and Public Relations – New Challenges Facing Public Relations and New Opportunities – Professional Excellence

Unit-2:
Social Forces and Public Relations Practice - Emerging Social Forces and their impact on Public Relations – Growing importance of Indian 30 per cent middle class; 25 per cent people below the poverty line, empowerment of scheduled castes, scheduled tribes, women and youth – Indian plurality diverse audiences – implications for Public Relations practice – New Rules of PR Game

Unit-3:
Environment – Communication Strategy - National Environment Policy-2006 – Central Pollution Control Board – Environmental Information System – A Strategic Approach to environmental public relations – Media and Methods to sensitize target audiences.

Unit-4:
Media Proliferation and Convergence of Old and New Media - Challenges for Public Relations Practice – Public Relations - Approach to New Media – Online Public Relations – Connect with New Media or Collapse in Public Relations Practice

Unit-5:
Changing Corporate India – Public Relations as Top Management Function - CEO as Chief of Public Relations in designing corporate strategy for PR – A Strategic Approach to Counseling Top Management – Future of Public Relations: – Five Growth Engines – (1) Education and Training (2) Integrated PR Communication Approach (3) ITM Theory of Gandhian Public Communication (4) Measurement of PR – Research To Strengthen PR Practice (5) Strong PR Professional Body

Recommended Books
Clarke L. Caywood (Editor) The Handbook of Strategic Public Relations & Integrated Communications, McGraw Hill 1997
India-2008: Publications Division, Ministry of Information and Broadcasting, Government of India


II year - Semester IV - Paper 2: Financial Public Relations

Unit-1
Indian Economic Scene
Indian Economic Policies – New Industrial Policy 1991 – Economic Liberalization – Exim Policies – Corporate Structure of Industries and Financial Institutions – Stock Market operations- Floating shares – Share Market

Unit-2
Business Media and Communication – An Overview of Business Communication – Business Publications – Business Reporting – Business Meetings – Minutes writing

Unit: 3
Financial Public Relations in Industry and Business – Four “Ms” of organizational growth – Men, Money, Material and Management. What is Financial PR? Nature, role and scope of financial PR in industry and business – Financial Audience – Shareholders – Employee Shareholders – Financial Institutions and investors- Investing institutions – fund management groups – Stock Markets – stock brokers – Chambers of Commerce - Trade Associations – Financial Media –Financial Analysts – Print and Electronic Media – Other forms of Financial PR as Distinct from PR Operations

Unit: 4
Financial Calendar – Content of Financial Public Relations – Preliminary Reports – Half Yearly Reports –Annual Report – Annual General Meeting – Public Issues

Unit: 5
Communication with Financial Public - Investor Relations – Printed Communication – Annual Reports – Financial Advertising –Press Releases – Individual Interviews – Financial visits – Press Conferences – Meeting with Financial Analysts – Personal Visits to Major shareholders – Corporate video/film –TV Advertising – Radio jingles – closed circuit TV – slide presentation – outdoor advertising - Evaluation

Recommended Books
Part Bowman & Richard Bing – Financial Public Relations CAM Foundation, London,
Sailesh Sengupta: Management of Communication and Public Relations Vikas Publishing House.


II year - Semester IV - Paper 3: Event Management

Unit-I:
Introduction to Events – Definitions – Historical Perspective – Characteristics of events – Objectives – Types of Events – Business events – Corporate Events – Fundraising events – Exhibition trade events – Entertainment Events - Conferences – Media Events

Unit-II:
Managing Events
Events Planning – the budget, venue, logistics, creating ambience – Target Audience – Health and Safety – Traffic Management – Sign Post – Car Parking, Staffing, emergency situations – Event Attractions

Unit-III:
Marketing and Public Relations for Events
The Target Market – Marketing for an Event – Public Relations – Pre-event, during event, post event - Media and Methods of PR to reach the target audience

Unit-IV:
The Event Managers Role and Attributes
Qualifications and Skills – Negotiating skills, creative skills, coordinating skills, planning skills, executive and implementing skills, evaluation skills

Unit-V:
Close Down, Evaluation and Inferences
Event close down – cleaning waste disposal – Removal of Utilities – Removal of Structure – Event Evaluation – Sponsors views - publicity awareness, visitors observation – Media coverage – staff & volunteers’ feedback – Final Report – Benefits, short comings – suggestions

Recommended Books
Aton Shone and Bryn Parry, Successful Event Management, Thomson Learning, United Kingdom
D.G. Conway, The Event Manager’s Bible, How to Books, Untied Kingdom


II year - Semester IV - Paper 4: Project Work/Production Thesis

Note: The candidates has to prepare a Project Report/Production themes based on his/her internship with any reputed Media/PR Department under the supervision of a designated Teacher-Guide.