Unit-I
Public Relations: Introduction, Background, Definitions, concept, scope,Public relations process: RACE approach
Public relations in an organization: PR and Management, The entrepreneurial PR
House Journals: Importance and types
Tools and skills of P.R.O
PR through Traditional Media
Unit-II
Difference between PR Publicity, Propaganda and advertisingWriting for PR: Press release, Press note, Handout, Feature, Articles, Speech writing, special
speech, Background materials, citizen charter of the organization, creative writing, report
writing, Agenda and Minutes of the meeting, Ghost writing
PR and Media Relations
UNIT III
Corporate communication- definition, concept-components of corporate communication, natureand scope, corporate communication mix- Van Riel Corporate communication, Barlmer and
Gray’s Total corporate communication mix
Forms of corporate communications, vehicles of corporate communication, management
perspective in corporate communications
UNIT IV
Importance of market research in corporate communication, SWOT analysis, Socialresponsibilities in corporate communication, standards of corporate communication, profession
etiquettes & standard of corporate communication,
PR and corporate advertising, PR in crisis management, International public relations, Strategic
communication, zero based media planning,
Suggested Readings :
1. Corporate Communication : Principles, Techniques and Strategies - Kogan Page 19972. Denzin K Norman, Public Relation Writing.
3. Fernandez Joseph, Corporate Communication a 21st Century Primer.
4. Applegate M Lynda,Corporate Information Strategy & Management.
5. Argenti, Paul A, Corporate Communication.
6. Crane, Andrew, Corporate Social Responsibility.
7. Karki, Rajnish, Competing with the Best.
8. Bhartiya paripeksh mein vyavsayik jansampark, C.K. Sardana, Prabhat Prakashan.
9. Patrakarita avum Jansampark, T.D.S. Alok, Anamika Publishers, New Delhi.
10. Jansampark Prabhandhan, Kumud Sharma, Gyan ganga, Delhi
Paper (XII) Practical / Viva Voce
(i) Radio Feature –Write a 05 minutes script for radio feature describing different aspects oflife edit & record it.
or
Radio-Play –Write a 05 minutes script for radio play describing a social issue or social evil and
should contain a message edit and record it.
(ii) Two Minute Short Film: You will shoot, direct, and produce a 02 Minutes short film about a
social message. It must be exactly 02-03 Minute with full credit. You have to write a script on
your own accordingly to your subject. You have to shoot with either video camera or your
mobile phone cameras as per the availability or you can use the already available videos from
you tube or images available.
(iii) Designing two posters- one commercial and one social awareness
(iv) Design cover page for any magazine
or
Preparing press notes & speeches for press conference & Prepare a house journal.
Note: A separate File shall have to be made and maintained by every student which will be
evaluated by External examiner during semester examination.
