MCM401 : Fundamentals of Public Relations

Course Overview

Course Synopsis

This course endeavors to introduce the multidimensional understanding of Public Relations not only as defined but also as practiced. The main focus will be on describing various Public Relations tools, their importance and guidelines for using them effectively. Students will be introduced to the basics of public relations writing including the concepts of good writing, techniques for persuasive writing and finding and generating newsworthy information. They will study the do’s and don’ts of writing media releases for the print and electronic media, feature articles, newsletters and speeches. The course will also highlight the importance and utility of conducting research in Public Relations.

Course Learning Outcomes

At the end of this course, you should be able to:

  • Define the basic process of public relations and be able to plan and implement strategic public relations programs
  • Know how to use communication strategies to achieve organizational goals
  • Elaborate audience analysis, effective persuasion and the tools of the trade
  • Demonstrate an understanding of and apply the professional code of ethics for public relations practitioners.
  • Demonstrate an understanding of communication theory and its application to written public relations documents.

Course Calendar

1 Introduction & Brief History
2 How Does Public Relations Work
3 Public Relations Distinguished
4 Work Undertaken by PR Department
5 Planning Public Relations Programmes
6 Medias of PR
7 Press Relations
8 Created Private Media
Quiz 1
9 Special Uses of Public Relations
10 Budgeting in PR
11 Public Relations Problems
12 Psychology of Public Relations
13 Public Relations for Trade Associations
14 Public Relations & Labour Unions
15 Public Relations for Educational Institutions
16 Using Advertising for P R Communication
17 Role of Public Relations in Marketing
18 Corporate image & Corporate identity
19 How to develop E-PR
20 SPONSORSHIP—An important PR tool
21 House Journals
22 Crisis & Public Relations
Mid Term Exams
23 Advertizing
24 International Public Relations
25 Public Relations Consultancy
26 How to Educate Market
27 Modern Day Values of PR
28 Communication Channels & Media
29 Tactics & Techniques
30 Campaigns
31 PR Publics & Public Opinion Identifying & Describing Publics
32 PR & Research
33 PR & Research Contd.
34 Problems Solving Strategies
35 Persuasion & Communication Theories
36 Persuasion & Communication Theories Contd.
37 Public Relations & Law
38 Public Relations & Case Studies
39 PR and Printing Processes
40 Public Speaking -- A PR TOOL
41 PR -- Coping with Unexpected
42 Dreams and Realities of PR
43 Changing into Overdrive
44 Getting on with PR
45 Fundamentals of a Successful Newsletter
Final Term Exams