SYLLABUS PAPER I PUBLIC RELATIONS AND COMMUNICATION

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1 SYLLABUS P.G. DIPLOMA IN PUBLIC RELATIONS & ADVERTISING (P.G.D.P.R.A) (One Year P.G. Diploma Program) PAPER I PUBLIC RELATIONS AND COMMUNICATION Unit-I Public-Crowd-Mob-Audience-Mass. Relations-Behavioral Science-Organizational Behavior. Public Relations: Introduction, Background, Definitions, concept, scope, Public Relations- Propaganda, Advertisement, Publicity, Public Opinion, Marketing, Laisioning, Lobbying, Campaign, Promotion. P.R, Model of PR change process. Common misconceptions about PR, Ten components of systematic approach to PR problem solving, Checklist of PR, SWOT analysis of PR in the present changing scenario. Corporate PR. Basic Knowledge of the following terms for successful and effective PR person: Understanding self, Self Esteem, Effective Listening, Patience, Conquest of anger, Negotiation power for win, Behavioral adjustment, Motivation Capability, Leadership quality, Body language, Positive thinking in any circumstances, Team spirit, Dealing with conflict, Instincts, Human Learning, Personality, Attitude, Belief, Reason, Will, Knowledge of Mass Behavior and crowd psychology, Prejudice, Rumors, Stereotypes, sensory process and perception, emotions, Ambiguity. Structure of Public Relations Department. Budgeting of PR. PR Agencies. Unit II PR publications: Newsletter, House Journal, Brochure, Leaflets, Pamphlets, Booklets, Manuals, Annual Reports, Handbills, Sticker, and posters. Writing for PR: Press Release, Press note, Handout, Feature, Articles, Speech writing, special speech, Tips of writing of writing for expert and Top management of the organization, Background materials, citizen charter of the organization, creative writing, report writing, Agenda and Minutes of the meeting, Scheduling and handling of press Conference, Press get-together, Press Meet, Checklist of Press kit. PR tools and techniques. PR and Media Relations,

2 Unit-III Corporate Governance: The Transparency Mantra of PR. HRD and public relations: Complementary role. Feedback: The art of giving. PR consultancy: Pros and Cons. Discussion on opinion survey of PR in Public and Private enterprises. PR- Research, Evaluation, Counseling. Marketing PR (MPR). Unit-IV Elements of communication process, Seven C s of effective communication. Types of communication: Intrapersonal communication, Interpersonal communication /face-to-face communication, three stages of interpersonal communication: 1). Phatic stage, 2). Personal stage 3). Intimate Stage Group community and Mass communication, Interactive communication, Organizational communication pattern in any organization: downward communication, upward communication, and horizontal communication, oral and written communication. Convergence Model of communication. Designing and Managing Integrated Marketing Communication. PAPER-II PR Management & Advertising Unit-I Event Management: Exhibitions, trade fair, conference, Seminars, meetings, workshops, Sponsored events, Music and cultural programmes, sports, Fashion show, Theme dinner, Marriage, Tours etc. Crisis Management: Predictable and unpredictable crisis, crisis situations, reaction to crisis, crisis communication, more than just debunking the damage, Out of adversity, post crisis communication. The relationship between individual and organization stress, coping with stress. Time Management & Stress Management. Unit-II PR LAWS: PR code of ethics, PR and Press Council, Defamation, Official Secret Act 1923 Copyright Act 1957, Press Registration of Book Act 1867, Contempt of court

3 Unit-III Introduction Definition, Meaning concept, Origin and evolution of advertising History & development of Advertising Types of Advertising Characteristics of Advertising Advertising and Society A structuring of the issue, Nature and content of Advertising, Effects on values and lifestyles, Economic effects of advertising, Advertising and competition, Remedies Ethics in Advertising Advertising Agency- Types of agency, structure, functions, roles, & scope Agency client relations, Apex organizations: DAVP, INS, ISA, AAAI Unit -IV Developing and Managing in Advertising Programme Selling the Advertising objectives, deciding on the Advertising Budget, Choosing the Advertising message, deciding on the media, Evaluating Advertising effectiveness Advertising and marketing, concept of market and classification of market The importance of knowing consumer target group Consumer motivation process: Family influence, societies influence, opinion Leader s influence, reference group

4 Paper III Advertising Production & Creativity Unit I The creation of Advertisements Creativity in advertising, Style of Thinking: Fact v/s Value based thinking Creative Pyramid: Attention, Interest, credibility, Desire, Action, Advertising Pyramid Brain Storming: Idea generation, Big Idea Transforming Concepts (Idea) in to copy Unit II Basics of Advertising copy writing Copy Platform, Blocks to creativity Models of Creativity: Roger von model, Graham Wallas model, James Young Model Role of Advertising Artist for print: Art director, Graphic designer, Illustrators, Photographers etc Use of Layouts for print the print design process: Thumbnail, Rough, Dummy etc. Types of Headlines and body copy Unit-III Writing Effective Radio Copy Writing Effective T.V. Copy Basic mechanics of storyboard development Formats for Radio and T.V. Commercials: Slice of life, life style, animation, straight announcement, Presenter, Testimonial, Demonstration, Musical etc. Planning and advertising campaigns: market research, product research, consumer analysis Measuring effectiveness of advertising campaign Unit-IV The globalization of markets, Western culture v/s Indian culture Cross-national differences in culture and consumer behaviour Global branding and positioning, Analyzing consumer markets and buying Behaviours, computer in creating, advertisements, animation techniques Media planning and scheduling Consumer Behaviour Consumer attitude and interest

5 Paper- IV Dissertation Each student will prepare dissertation to develop their own critical perspectives on recent developments in Pubic relations practices and advertising in consultation with the concerned faculty member of the department. Paper -V Practical/Viva-Voce 1). Production of Newsletter by the students. 2). Production of House Journal. 3). Preparation of Five Press Releases. 4). Write a Feature as advised by the concerned teacher. 5). Organize the press conference. 6). Preparation of citizen s charter of L.U. 7).Write three adv. Copy for social advertisement. 8).Write three radio jingles (60 sec.)