DEPARTMENT OF PUBLIC RELATIONS. Faculty of Social Sciences

DEPARTMENT OF PUBLIC RELATIONS Faculty of Social Sciences SYLLABUS FOR B.A/B.Com/B.Sc. WITH MASS COMMUNICATION AND PUBLIC RELATIONS AS AN OPTIONAL SUBJECT (EM/TM) COURSE -1: INTRODUCTION TO MASS COMMUNICATION AND PUBLIC RELATIONS (II YR) BLOCK: I PRINCIPLES OF MASS COMMUNICATION UNIT -1 WHAT IS COMMUNICATION? Definitions Concept of Communication Nature Functions Basic Elements Process of Communication Role and Scope of Communication in Society 7Cs of Communication UNIT -2 TYPES OF COMMUNICATION Intrapersonal Communication Inter-personal Communication Group Communication Mass Communication Characteristics Advantages Limitations Relative Appeal of each type Mass Communication as Distinct from other forms Process of Mass Communication Mass Communication in a Democratic and Developing Nation UNIT -3 BARRIERS TO COMMUNICATION Nature of Barriers Noise Barrier - Interpersonal Barrier - Physical Barrier - Distance Barriers - Steps to remove Barriers - Guidelines for Effective Communication Importance of Listening - Listening Skills UNIT -4 HISTORY OF COMMUNICATION IN INDIA Communication Methods in Ancient India - Medieval India and Modern India - Cave Paintings - Rock Pillars - Writing on Palm Leaves - Oral Communication - Traditional Media of Communication Folk Arts Drum Beating Printed Word Newsletters Newspapers Radio TV BLOCK: II - MASS MEDIA UNIT -5 MODELS OF COMMUNICATION What is a Model? Importance of Model in the practice of Mass Communication Shannon and Weaver Model - Laswell s Model of Communication - Osgood and Schramm Model SMCR- Model UNIT -6 MEDIA SYSTEMS Media Systems: Authoritarian, Libertarian, Socialistic, Social Responsibility Indian Communication Theory 1

UNIT -7 MEDIA CLASSIFICATION Interpersonal Media Folk Media Mass Media (Newspapers, Radio, Television, Film) New Media (Computer, Internet, e-mail, Web, Social Media: Blogs, Twitter, Facebook) Audio Media Visual Media Audio Visual Media Characteristics Functions Information Education and Entertainment Role and Scope of Mass Media in Public Relations UNIT -8 PRINT MEDIA Classification of Newspapers Small, Medium & Large Newspapers Content wise Journals Daily Newspapers Specialized Magazines Characteristics of Newspapers Advantages Print Media as a tool of Public Relations UNIT -9 ELECTRONIC MEDIA Public Broadcasting Status of Radio and Television Broadcasting in India Role of All India Radio and Doordarshan in Society Programme Content of AIR and Doordarshan Satellite TV Channels and their Contents Radio & TV in Development UNIT -10 MASS COMMUNICATION AND FOLK MEDIA Historical Perspective of Folk Media Folk Media as part of Indian Culture The Value of Folk Media in Public Relations Types of Folk Media A Synergy between Folk Media and Mass Media Reach of Folk Media in Rural India BLOCK: III - INTRODUCTION TO PUBLIC RELATIONS UNIT -11 WHAT IS PUBLIC RELATIONS? Public Relations Definitions - Key elements Nature, Functions and Scope of Public Relations in relation to democratic country - Public Relations as distinct from Propaganda Publicity - Public Affairs - Lobbying and Advertising UNIT -12 ELEMENTS OF PUBLIC RELATIONS Concept of Organization Publics Corporate Mission Two-way Communication Process Public Interest Truth Good Cause and Good Deed Sustained Effort Objectives Goodwill and Mutual Understanding UNIT -13 PUBLIC RELATIONS PUBLICS PUBLIC OPINION Publics Internal Public External Public Identification of Public in Specific Terms Segmentation of Publics Employees, Shareholders Customers Suppliers Opinion Leaders The Court of Public Opinion Public Opinion in Public Relations UNIT -14 HISTORY OF INDIAN PUBLIC RELATIONS The State of Propaganda: Religious Leaders, Lord Buddha, Rule of Emperors Propaganda Techniques Era of Publicity: British India, World War I, World War II, Publicity Boards, War Publicity Independent India The Age of Public Relations: Five Year Plans Publicity, General Elections, Concept of Public Sector Public Relations BLOCK: IV - PUBLIC RELATIONS PROCESS 2

UNIT -15 PUBLIC RELATIONS MODELS Press Agentry/Publicity Model Public Information Model Two-way Asymmetric Model Two-way Symmetric Public Relations Model Application of Models - James Grunig and Hunt, USA UNIT -16 FOUR STAGES OF RPCE MODEL 1 st step: Research Process or Fact Finding, Methods of Research, 2 nd step: Planning and Programming, Programme for Implementation, 3 rd step: Communication Strategy and Implementation, Media Strategy, 4 th step: Evaluation and Research Process, Results and Impact. UNIT -17 PUBLIC RELATIONS PRACTICE Three Ways of Public Relations Practice In-House PR Department Public Relations Agencies/Firms Mix of In-House and Public Relations Agencies Advantages, Limitations of each System BLOCK: V - CORPORATE REPUTATION UNIT-18 CORPORATE IDENTITY AND CORPORATE IMAGE Origin of Corporate Identity - Key concepts of Corporate Identity - Corporate Culture - Corporate Personality - Corporate Image - Corporate Reputation - Corporate Social Responsibility - Role of PR in promoting Corporate Identity and Image UNIT -19 ETHICS IN PUBLIC RELATIONS What is Ethics? - PR manager is both an advocate and ethical counselor - Corporate Scams - Misinformation Campaigns - Business without morals is a sin - The need for Corporate Ethics Value based Public Relations - Corporate Ethics Vs PR Ethics - Code of Professional ethics for PR - The role of PR Professional Bodies UNIT-20 PUBLIC RELATIONS LAW Indian Constitution Fundamental Rights Directive Principles Freedom of Speech and Expression Press and Registration of Books Act Official Secrets Act Right to Information Act Copy Right Act Press Council of India Act Awareness of the Laws for PR Managers UNIT-21 HOW TO BE A GOOD PR MANAGER? Functions of PR manager Management expectations Spin doctor Integrated Communication approach What makes a good PR manager? Analyst, Advisor, Advocate and Antenna Personal qualities and Professional qualifications, PR skills Public Relations Reporting 3

DEPARTMENT OF PUBLIC RELATIONS Faculty of Social Sciences SYLLABUS FOR B.A/B.Com/B.Sc. WITH MASS COMMUNICATION AND PUBLIC RELATIONS AS AN OPTIONAL SUBJECT (EM/TM) COURSE 2: WRITING FOR MEDIA (II Yr) BLOCK: I - THE ART OF WRITING UNIT -1 TOOLS AND TECHNIQUES OF WRITING Types of Writing Literary Writing Journalistic Writing Fiction Writing Writing for Public Relations Practice Distinct Feature of each type of Writing Language Content The Channel The Reader Listener and Viewer Style and Techniques of Writing Tools of Writing Year Books UNIT -2 PRINCIPLES OF EFFECTIVE WRITING Writing: Rock Foundation of Public Relations - The Message - The Audience and The Media - Writing for Clarity - Use plain Language: Avoid Jargon - One-Step-at-time Approach - Make the Central point clear Vocabulary Grammar - Spelling and Punctuation UNIT -3 PRESS RELEASES How to Write a Good Press Release? Anatomy of Press Release Dateline Heading The Lead Five W s & H Inverted Pyramid Style Remainder Story Sub-Heading Distribution of Press Release Concept of Public Relations and Writing for Public Relations Practice Public Relations Writing as distinct from other forms of Writing Objectives: Information, Education, Interpretation, Motivation Forms of Public Relations Writing Writing for Media UNIT -4 e-pr The Internet Use of Internet in PR Practice e-mail Intranet - The World Wide Web Video Conference Social Media: Blogs, Facebook, Twitter UNIT -5 SPEECH WRITING The Basics of Speech Writing Audience and Speaker Writing the Speech Speech Formats Talks, Public Meetings, Conferences, Seminars UNIT -6 MEDIA RELATIONS Public Relations Newspapers Linkage Methods of Press Press Release Press Conference Press Kit Feature Letters to the Editor Rejoinder Success Stories Press Interview Public Relations Perspective BLOCK: II WRITING FOR NEWSPAPERS 4

UNIT -7 NEWS WRITING Concept of News Definition of News News Values Types of News Political, Social, Economic, Business, Financial, Sports, Crime News Nose for News News Writing UNIT -8 FEATURE WRITING What is a Feature? Types of Features News Features Interview Based Features Public Relations Features Writing Features Finding Ideas Sources of Information Parts of Feature The Lead The Body Conclusion Photos Human Interest Angle Writing and Editing Feature UNIT-9 NEW MEDIA Writing the e-mail Content Writing for Web Pages Writing for the Web Accuracy Style Tone Visuals - Making the site Interactive - The rise of Social Media Writing for: Facebook, Twitter, Blogger Sharing Links UNIT -10 MEDIA LAWS AND ETHICS Defamation Libel Slander Contempt of House Contempt of Court Code of Ethics for Media Self Regulation Basics of Cyber Laws Broadcasting Regulations Press Council of India BLOCK: III WRITING FOR ELECTRONIC MEDIA UNIT -11 BROADCAST STYLE OF WRITING Radio as a Channel of Communication - Distinguishing Features of Radio Immediacy or Instant Reach Illiteracy - no Barrier - Heard only once - Writing for the Ear - The Radio Listener Conversational Style Writing UNIT -12 REVIVAL OF RADIO FM Boom Community Radio Movement and Experiments in India UNIT -13 FORMATS OF RADIO WRITING Different Formats Talks, Discussions, Interviews, Features, Documentary, Magazine, Radio Report Radio Newswriting Public Relations Opportunities in Radio BLOCK: IV TELEVISION UNIT -14 ORIGIN AND GROWTH OF TELEVISION Origin and Growth of Television as a Medium of Communication Functions Entertainment and Education Beginnings of TV in India Milestones in Evolution of TV in India from Government Monopoly to Satellite TV UNIT -15 TELEVISION GENRES TV Serials, Reality Shows, Music Shows, Sports Programmes TRPs Public Opinion, Making of TV Audience Issues and Criticism of Different TV Genres UNIT -16 WRITING FOR TELEVISION 5

Television as a Medium of Communication Characteristics - Illiteracy no Barrier - Seeing is Believing Audio-Visual Medium - Written to be Heard and Seen - The Viewer - Writing Style Television Programme Formats The Studio Interview Documentary - Television Report - Panel Discussion Newsreel Programme UNIT -17 TELEVISION NEWS WRITING Television News Writing Styles Guidelines Easy to listen Formula Avoid too many statistics Visual Dimension Present Vs Past Tense Not many Facts Writing Model News Story BLOCK: V CORPORATE PUBLICATIONS UNIT-18 TYPES OF PUBLICATIONS What is Corporate Publications Nature - Scope in Corporate Communications - Types - Manuals and Handbooks - Annual Reports - The Chairman's Speech - House Journals - Employee Newsletters Folders Brochures - Calendars and Diaries - Government Publications - Product Catalogues Posters - Direct Mailer UNIT-19 PRODUCTION OF CORPORATE PUBLICATIONS Writing to Inform - Structural Composition of the Text - Opening and Concluding Sentences - Use of Statistical Data - Distribution of Facts Language - Different Styles - Composition of the Text - Tonal Composition of the Text Writing for Brochure Printing UNIT -20 HOUSE JOURNALS What is a House Journal? Purposes of a House Journal Contents of House Journals Writing Style Letter from the Chief Executive Employees Welfare Schemes On-going Schemes/New Projects Products Services Range Cultural and Social Activities Letters to the Editor Editorial in House Journal Editing & Production of House Journals 6

DEPARTMENT OF PUBLIC RELATIONS Faculty of Social Sciences SYLLABUS FOR B.A/B.Com/B.Sc. WITH MASS COMMUNICATION AND PUBLIC RELATIONS AS AN OPTIONAL SUBJECT (EM/TM) COURSE 3: PUBLIC RELATIONS AND CORPORATE COMMUNICATION (III Yr) BLOCK: I UNDERSTANDING CORPORATE PUBLIC RELATIONS UNIT -1 PUBLIC RELATIONS AS MANAGEMENT FUNCTION What is Management? Principles of Management Management and Other Disciplines: HR, Finance and Marketing Public Relations as Management Function Building Mutually Beneficial Relationships between Management and Its Publics UNIT -2 CONCEPT OF CORPORATE PUBLIC RELATIONS Theory of Organization/ Corporation Corporate Public Corporate Mission Products Services Corporate Face Corporate Governance Corporate Social Responsibility The Need for Public Relations Communication in Corporates Definition of Corporate Public Relations/ Corporate Communication Functions Role and Scope of Corporate Public Relations Areas of Corporate Public Relations Corporate Public Relations Vs Corporate Communications in India UNIT -3 INDUSTRIAL POLICIES: RELAVANCE TO EVOLUTION OF PUBLIC RELATIONS Industrialization Linkage with Growth of Corporate PR New Industrial Policy Resolution 1948 Industrial Policy Resolutions of 1956 A Strategic Role of Public Sector Concept Mixed Economy Genesis of Public Sector Public Relations Focus on New Industrial Policy 1991 Economic Liberalization Impetus to Corporate Public Relations in Indian as well as Foreign Corporates Era of Global Public Relations UNIT -4 TOOLS AND MEDIA Newspapers Press Release Press Conference House Journals Newsletters Broachers Open House Exhibitions Annual Reports Photographs Effective Communication Between Corporates and their Publics Public Relations Perspective UNIT-5 ELECTRONIC MEDIA: RADIO, TELEVISION Characteristics Advantages Limitations PR Opportunities in Electronic Media Talks Interviews Panel Discussions - News BLOCK: II STAKE HOLDERS RELATIONSHIPS UNIT -6 EMPLOYEES PUBLIC RELATIONS/ COMMUNICATION 7

Genesis of Employees Relations Employees the first Principles of Employees Relations Sharing Information Areas of Employees Public Relations Organizational Information Job Information Collective Bargaining Issues and General Education Media and Methods of Employees Relations UNIT -7 FINANCIAL PUBLIC RELATIONS Three M s Theory: Men, Money and Material Financial Public Shareholders Stock Brokers Financial Analysts Financial Media Annual General Meeting Strategic Media Strategy UNIT -8 CUSTOMER RELATIONS Customer is the Master Customer is always Right Customer Service Customer Satisfaction Education of Customers Customers Meet Rights of the Consumers Consumer Protection Act-1986 Lord Nolan s Seven Principles of Public Life Citizens Charter Ombudsman UNIT -9 GOVERNMENT RELATIONS Managing Government Relations Government Organizations: Central, State and Local Government The Executive Economic Reforms Business and Government A Symbiotic Relationship Industry Associations/ Corporates and their role in Government Relations Objectives of Government Relations Identification of Issues with Government Authorities Regulatory Bodies BLOCK: III CORPORATE IMAGE MANAGEMENT UNIT -10 CORPORATE SOCIAL RESPONSIBILITY Concept of Social Responsibility What is Corporate Social Responsibility? Corporate Citizen CSR and Business Organizations Areas of Corporate Social Responsibility the benefit CSR Designing CSR Project Role of PR UNIT -11 PUBLIC RELATIONS IN CRISIS MANAGEMENT What is a Crisis? - Types of Crisis Natural Calamities - Product Related Crisis - Technological Crisis - Crisis in Merger and Acquisitions - Crisis Management - Action Plan - Relief and Rehabilitation Measures - Public Relations in Crisis Management - Managing Media and Information flow UNIT -12 CORPORATE REPUTATION MANAGEMENT What is Reputation? Stakeholders Reputation Corporate Reputation Management Imperatives Brand Image Promotion of Corporate Values Public Relations in Corporate - Reputation UNIT -13 MEDIA RELATIONS Concept of Media Relations The need for Media Relations Releases Complaints of Media against Public Relations Understanding the Media Principles of Good Media Relations Measurement of Media Coverage Impact BLOCK: IV DIMENSIONS OF PUBLIC RELATIONS UNIT -14 PUBLIC RELATIONS IN GOVERNMENT 8

Concept of Government Government Organizations Good Governance Characteristics of Good Governance Accountability Transparency Responsiveness Right to Information Publics in Government Government-Citizen Interaction Concept of Public Information The Need for Public Relations/ Public Information Structure in Government Functions and Role of PR in a Democratic Country Public Relations for promoting Government Policies and Programmes UNIT -15 PUBLIC RELATIONS PRACTICE IN CENTRAL GOVERNMENT Government Information Services Management of Public Information through Central Information Service Information Administration in Central Government Ministry of Information and Broadcasting Media Units of the Ministry: PIB, Photo Division, Research, Reference and Training Division, DAVP, Publication Division, Films Division, DFP and Song and Drama Division UNIT -16 - PUBLIC RELATIONS STRUCTURE IN STATE GOVERNMENT State Government Administrative Structure: State, Zone, District, Sub Division and Mandal/ Block Level Functions and Role of Government in Democratic Polity The Need for Information flow between the Government and the Public State Information and Public Relations Service Ministry of Information and Public Relations State Information and Public Relations Department Government Public Relations set up at Zonal, District and Sub Divisional Level Functions, Role, Media Strategy UNIT -17 PUBLIC RELATIONS IN LOCAL BODIES Concept of City Government Municipal Corporation Civic Affairs Public Relations Structure in Municipal Corporation Redressal of Public Grievances Education of Citizens on Civic Life UNIT-18 PUBLIC RELATIONS IN EDUCATIONAL INSTITUTIONS Educational Development in India School Education Secondary Education Higher Education Adult Education Overview of Educational Institutions UGC Conventional Universities Distance Education: IGNOU, Open Universities PR in Educational Institutions Structure and Functions of PR Department in Conventional and Open Universities BLOCK: V MULTIMEDIA PUBLIC RELATIONS CAMPAIGN UNIT -19 MULTIMEDIA STRATEGIC COMMUNICATION Concept of Media Mix What is a Campaign? Public Relations Campaign Definition Types of Campaign Goals of Public Relations Campaign Multimedia Approach in Public Relations Campaign A Case Study UNIT -20 PUBLIC RELATIONS FOR NGOs What is Philanthropy? - Objectives of NGOs in Socio Economic Developments of the Community - Definition of NGO - Key Publics of NGOs - Need for Public Relations - Fund Raising and Other Development Programme - Public Relations Goals - Media Strategy and tactics in Informing and Educating the beneficiaries - Impact of NGOs 9

DEPARTMENT OF PUBLIC RELATIONS Faculty of Social Sciences SYLLABUS FOR B.A/B.Com/B.Sc. WITH MASS COMMUNICATION AND PUBLIC RELATIONS AS AN OPTIONAL SUBJECT (EM/TM) COURSE -4: ADVERTISING: PRINCIPLES AND PRACTICE (III YR) BLOCK: I INTRODUCTION TO ADVERTISING UNIT -1 WHAT IS ADVERTISING? Definition Nature Functions Scope of Advertising in the Indian Context Advertising and other Communication forms Personal Selling Sales Promotion, Publicity, Public Relations UNIT -2 THEORIES OF ADVERTISING David Ogilvy on Advertising Brand Personality and USP DAGMAR Approach Hierarchy of Needs and Effects Model AIDA Model UNIT -3 TYPES OF ADVERTISING Classification of Advertisements Classified Advertisements and Display Advertisements Retail Advertising Advertising of Industrial Products Government Welfare Measures Financial Advertising Corporate Advertising Public Service Advertising Political Advertising UNIT -4 ADVERTISING IN MARKETING MIX Advertising in Marketing Mix Product and Brand Development Pricing Packaging - Branding and Competition - Advertising and Development - Advertising for Global Marketing UNIT -5 EVOLUTION OF ADVERTISING IN INDIA Personal Selling The Consumers Era The Sales Era Advertising & Marketing Advertising in the Era of New Industrial Policy 1991 Global Advertising BLOCK: II MEDIA STRATEGY UNIT -6 MASS MEDIA AND ADVERTISING Advertising through Newspapers, Magazines, Radio, Television, Film, Video Characteristics Advantages Relative Merits and Demerits UNIT -7 NEW MEDIA AND ADVERTISING Emergence of New Media Definitions On-line Advertising Internet e-mail Websites Online Advertising Face Book, Orkut, Linked in, Twitter, Blogs UNIT-8 DIRECT ADVERTISING 10

Direct Advertising Direct Mail Exhibition and Trade Fairs Point of Sale and Promotions UNIT -9 MEDIA PLANNING Planning in Advertising Objectives of Media Planning Media Mix for Advertising Campaign UNIT -10 ELEMENTS OF ADVERTISEMENT Anatomy of Print Advertisement Headline Visual Body Copy Logo Slogan Inputs to Message Strategy Layout Principles of Design and Layout in Advertisement UNIT -11 ADVERTISEMENTS IN ELECTRONIC MEDIA Creating Advertisements for Radio and Television Radio Jingles Spots Commercials Creativity in Electronic Advertising BLOCK: III PROCESS OF ADVERTISING UNIT -12 ADVERTISING AGENCY Types of Advertising Agencies Organizational Structure of an Advertising Agency Functions and Role of various Departments Ethical Methods and Controls UNIT-13 SELECTION OF AN ADVERTISING AGENCY Why a Marketer Needs the Services of Advertising Agency? - Choosing the Right Agency - Client-Agency Relationship - Contents of Agency Brief - Agency Remuneration - Criteria UNIT-14 ADVERTISING BUDGET Advertising Budget Process - Budgeting for each Medium in a Campaign - Determining Total Budget & Methods of Budgeting - Campaign Execution - Media Buying - Media Scheduling and Schedule Monitoring BLOCK: IV - ADVERTISING CAMPAIGNS UNIT -15 CAMPAIGN PLANNING What is a Campaign? - Why Planning Essential for Successful Campaign? - Elements of a Campaign and their Relevance/Importance - Thorough Study of Brand and Its Competitor - Campaign Objectives UNIT-16 ADVERTISING CREATIVITY Understanding the Brief and Media Mix Selected - Brand Standing and Perceptions - USP (Unique Selling Preposition) - Developing Creative Strategy - Copywriting - Layouts for Print Advertisements - Visuals and Photography - Finishing the Campaign and Presentation Document UNIT-17 PUBLIC SERVICE ADVERTISING Societal Problems that Need Solution through Information Dissemination Need for Research to Understand the Problem - Steps to Tackle Social Marketing Deficiencies - Role of Advertising in Public Utility Service - Elements Public Service Advertising-Impact 11

BLOCK: V - EVALUATION IN ADVERTISING UNIT-18 RESEARCH AND EVALUATION IN ADVERTISING Why Measure Advertising? Effectiveness - Copy Research - Defining Advertising Goals for Measured Advertising Results DAGMAR - What is Pre-testing? - Pre-testing Methods - Posttesting Methods - Research in Advertising - Methodology Right Sample - Consumer Studies - Audience Study by Media or Independent Bodies UNIT-19 TRADE AND PROFESSIONAL ORGANIZATIONS Indian Newspaper Society(INS)- Advertising Agencies Association of India - International Advertising Association - Audit Bureau of Circulations (ABC) - Indian Society of Advertisers - Indian Broadcasting Federation (IBF) - Advertising Clubs Advertising Standards Council of India(ASCI) UNIT-20 CONSUMERS AWARENESS AND RIGHTS Mahatma Gandhi on Customers Rights Consumer Awareness Education UNIT-21 ADVERTISING CASE STUDIES ######## 12