ABOUT THE COURSE:Modern organisations focus on building strong relationships with the public, project and polish their image, and create a distinctive organisational culture as foundational elements for success in a competitive era. They depend on trained communicators, adept in strategic thinking, message crafting, and creative storytelling, to manage these essential functions.This course, "Public Relations and Corporate Communication," aims to equip learners with the essential knowledge and skills for strategic communication planning, stakeholder engagement, crisis management, media relations, and brand image building. Participants will learn the basics of designing impactful publications, developing interactive digital communication platforms, communicating effectively during crises, organising special events, and managing an organisation's identity, image, and reputation.Students pursuing Mass Communication and Journalism at the Graduation and post-graduation levels can pursue this course to enhance their profile for corporate communication and public relations positions in the corporate sector, central and state governments, NGOs, Multilateral development agencies, etc.Business management students, professionals, and administrators can also choose this course to master effective communication strategies and tools, enhancing their managerial skills across business organisations, NGOs, and transnational development agencies.INTENDED AUDIENCE:UG and PG students of all streamsUG and PG students in Mass Communication & JournalismUG and PG students in Business ManagementProfessionals, Managers, and AdministratorsPREREQUISITES:Intermediate pass outs can opt as a subject in graduationGraduates can opt it as a subject in post-graduationINDUSTRY SUPPORT:Every corporate body in India, Central and State Governments, NGOs, Multilateral development agencies, etc.

Syllabus

Week 1:Concept and definition of public relations, Public relations and its allied functions, Nature and scope of public relations practice, Evolving role of public relations and corporate communication, History and growth of public relations in India.
Week 2:Corporate communication-concept and functions, Theoretical foundations in public relations, Models of practice in public relations, Principles of effective communication, Structure and functions of public relations/ corporate communication department.
Week 3:Public relations Process, Tools and methods of public relations, Planning PR campaign, Public relations and corporate communication agencies.
Week 4:Managing public opinion, Corporate identity, Corporate image and reputation management, Corporate advertising, Careers in public relations and corporate communication.

Week 5:Media relations – concept and principles, Strategies and tools, Organising a press conference, Employee relations- concepts and strategies, tools and methods.
Week 6:Community relations - concept and scope, Corporate social responsibility, Government relations, Public service campaign, Political communication.

Week 7:Investor relations – concept and scope, Strategies and tools, Customer relations – concepts and strategies, Integrated marketing communication, Healthcare public relations.
Week 8:Crisis management, Managing communication during crisis, Crisis management case studies, Planning and production of corporate publications.
Week 9:Concept and scope of Digital public relations, Social media monitoring and management, Corporate Website as PR and corporate communication tool, Building a corporate website, Role of artificial intelligence in public relations.

Week 10:Writing for public relations & corporate communication, News writing, Writing effective press release, Giving a formal presentation.
Week 11:Public relations and special events, Planning for a special event, Film and video as corporate communication tool, Video production techniques, Public relations in government- media units of the Central Government.
Week 12:Public relations in higher education, Legal and ethical framework of public relations, Ethical framework of public relations, Public relations research.