PrEducation

From Prpoint

Current revision as of 03:32, 28 April 2007

One year PG Diploma course on Public Relations - Curriculum designing - First stage - Brain storming

This a collaborative attempt by all the students, professionals, academicians to design a syllabus ( 8 papers) on PR and Corporate Communication. This is a great opportunity for all of us to design a syllabus.

As the first stage, we would like to have 'brain storming session' with all our members. All the members can put their views. Please do not feel shy in giving your views. What you think as 'irrelevant' may be of great 'relevance' to the professionals. Every single opinion from Junior most to senior most is required.

In the second stage, an expert panel will be formed out of the volunteers from the group to consolidate the views.

Procedures for giving your views:

1. Create an 'account' for you in this wiki by clicking 'create account' at the top right corner

2. Add your views or suggestions by clicking "Edit" button against Brainstorming session - Add your views below

One very important thing is the clear definition of job slots for PR persons.It is all hazy as to what is that precisely thr PR person is expected to do.Sometimes the reception area of some corporates is manned by people calling themselves as PR people.Lets have a clear definition first.Top managements are also not clear as to the PR function.The corporate world has to be educated as to what is expected and not expected of PR.

3. Write your views. Preview your Edited page and then Save

4. If you encounter any difficulty, please send your views and comments to me prpoint@yahoo.com

5. Send this link to your professional contacts (including PR students) and request them to be part of this project.

Enjoy Wiking!!

Brain Storming Session - Sample

Business communication Basics of communication, verbal, non verbal communication, inter personal skills, how to make pleasant, unpleasant and persuasive communication, Preparation of Report, Memos, Presentation skills

Brain Storming Session - Add your topics/views below

Broadly, there can be 7 - six theory papers and one practical i.e. project report Each paper shall be divided into two parts/blocks and each part/block shall contain 8 units/lessons Latest case studies shall be included wherever necessary.

1. Principles of Communication & Public Relations

  (to inform about origin, growth, development, need, scope etc)

2. PR Management, Ethics & Laws

  (to focus PR as a specialized and strategic management function and Ethics & Laws that governs)

3. Editing & production of Corporate Literature

  (to teach techniques of editing and use of various equipment and machinery) 

4. Society, Mass Media, PR Media & Social Media

  (to explain the cultural diversities following the principle of 3 concentric circles. Society    
  shall be the outer circle, Mass Media as inner circle and PR Media as inner-most circle) 

5. Theory and practice of Advertising

  (to train on advertising while explaining various issues related to advertising, publicity etc)

6. Writing for Media & Media Relations

  (to make participants understand the requirements of Media, perceptions of media & Media audit)  

7. Project Report

  (to put participants on internship for at least a month in a reputed organization)

Can give topics that shall find place in the lessons/units structurally, in the next post.

Y. Babji, Sr Academic Counselor (PR) Dr BR Ambedkar Open University (taught PGDPR & teaching BPR)and Sri Venkateswara University (teaching MSPR) (bobby.shivyana) yanbab2002@yahoo.com

Please add your views below. Click "Preview" button. After satisfaction, click "Save". (Please give your name and email id, so that we can also contact you for further). We will include your name as one of the contributors in the final product. (like open source software)

1. Business communication - Basics of communication, verbal, non verbal communication, inter personal skills, how to make pleasant, unpleasant and persuasive communication, Preparation of Report, Memos, Presentation skills (K. Srinivasan,Chennai prpoint@yahoo.com )

2.Theory of PR - What is PR? Why is PR important? What are the tools of PR? Different kinds of PR, How PR came into practice, the PR scene in the US and Europe vis-a-vis India. (hobbithob, hobbit.hob@gmail.com)

3. Media Relations - Tools (press interviews, press releases, press conferences, Media FAM trips), media scene in India, how is media categorised, pitching to the media, how to issue a press release, how to organise a press conference (hobbithob, hobbit.hob@gmail.com)

4. Investor relations - Conf calls, investor meets (hobbithob, hobbit.hob@gmail.com)

5. Client Servicing - Requirements in dealing with clients succesfully, (hobbithob, hobbit.hob@gmail.com) My Views:Meenakshi Vijay Sr.Manager- PR and Corporate Communications Kotak Mahindra Bank, Mumbai 1.Introduction to Client Servicing - should give a brief introduction about what client servicing is all about 2.Characteristics of Client Servicing 3.Expectation Vs Delivery 4.PR delivery for client 5.Checklist for Client Deliverables 6.Press Releases and Press Conferences 7.Delaing with communications and marketing Depatartment of Client 8.Hands on experience

6 How to make the brand / image news worthy so that it attracts television and print coverage ( rajvee, rajvee@rajvee.com )

7 Success stories of PR personalities in the field ( rajvee, rajvee@rajvee.com )

8 Internal PR - PR with internal stakeholders like officers and employees, suppliers, contractors etc. is equally, if not more, important as PR for external stakeholders. Tecchniques for internal PR and case studies on this should be part of the syllabus. (MS Bali, bali@indiapost.gov.in)

My views: Ratan Mani Lal, Lucknow (Chapter chairman, PRSI, Lucknow & Programme Head, Jaipuria School of Mass Communication, Lucknow) 1. PR education, especially for an industry-oriented course, should give a brief history of PR, defintions of tools and then, more and more of case studies. What I have seen in some university programmes is much more of theory and less of case sstudies. 2. The actual hands-on work an entry-level PR trainee has to do, must be included in the course curriculum. FOr example, preparing a media list or media tracking etc. There could be little of theory much greater practical sense in giving these inputs to students. 3. I think writing skills, especially of the journalistic kind, could be important for PR trainees, since most journalists do not spend much time on releases prepared or sent by PR people. A basic training of journalistic writing must be included. 4. Perhaps I will send some structured points in a later posting. Thanks. Ratan Mani Lal (ratanml@jiml.ac.in)

PR Writing – This Module/subject will teach students how to write press releases, feature articles, speeches, Newsletters, design intranet, Memo’s, Letters etc.

One of the books which was a great help, it does not give in-depth knowledge about the topics, but a very nice overview each aspect of public relations writing:

Smith, Ronald D. (2003) Becoming a Public Relations Writer, London, Lawrence Erlbaum Associates Publishers

My suggestions for this module’s assessment could in a portfolio form where students would have to design a PR campaign where they have to write, all the writing aspects which the module has taught.

I don’t think that an exam is the right way of assessment for this module. When each student is writing his press release, feature article, speech etc… for the PR campaign he is designing, students will understand that how much PR writing is an important aspect of Public Relations.

If you require more books or detailed module structure. I can provide that later.

--- Besides having exams, some subjects should have presentations which will be 10-20% of the total assessment. Presentations could be given on many aspects of what is being taught, the class could be divided in equal groups and every week, one group should give a 20 min. presentation on the topic which was taught by the professor in the previous lecture. Note: Presentation should not totally be theory based, the professor has done that, but the presentation should link that theory with real examples from the PR Industry. This way the students can link theory and practical practice together.

Social Media,

Students should learn the new generation topics which have a buzz in the PR Industry.

Social media being one of them, Blogging, Wiki's, Podcasting. Students should know the power and most importantly the negative side of social media.

More Subjects

1. Crisis Management 2. Persuasive Communication 3. Mass Communication 4. Theories of PR 5. Corporate Communication 6. Ethics 7. Integrated Marketing Communications

I will try to give a detailed outline of these subjects later.

Rajiv Harjai (rajiv.harjai@hotmail.com)

Media Relations - How to prepare Press Relases in English and Regional languages - Maintaining good relationship with media professionals - R Nurullah, Chief of News Bureau, Tamil Sudar, Chennai 9940408786

I feel that it should be made mandatory that the students join the PR Associations and Council and attend the seminars and presentations arranged. Also the PR books referred should be more Indian based than books written by foreign authors. Lots of case studies related to Indian Companies. More innovative methods of studies and more projects other than campaigns. Syllabus should be altered every year as PR in India is still evolving.. (Rashmi S, Student, rsnbr@yahoo.com)

10)I feel the importance of PR and the power of PR should be included. Also knowledge on what exactly PR has to be really substantial. Case studies of various personalities should be included by giving example and narrating them will give very clear idea of PR. Understanding the whole process of PR and how it works in companies. How to come up with creative story ideas? - Vaishali Shah, PR Professional, Ahmedabad, vaishali.vh@gmail.com

Some of the management principles, like Juari Windows, Transactional Analysis, Motivational Theories, Organisational Structure, etc. need to be added to enable students have an understanding of the organisational functioning.

The course syllabus should be divided into two key areas, one theory, and another skill-oriented Theory should include: -Organisational Structure, -Theories & Process of Communication Management, -Understanding Publics (internal/external) -Conducting Communication Audit -Preparing and Managing PR Campaign -Understanding functioning of various media -Ethics of PR

The skills-oriented subjects should include: -Production of AV Presentation -Writing for radio, tv, print, and online media -Blogging -Understanding the working of neo-media

The membership of a professional PR body should be a must and participation in one major live project to be submitted as a project work should be essential to the course.

CJ Singh / CorePR

Pl remember that aprt from writing skills and language proficiency they also should have creativity skills, which is forgotten as many lack creativity.

the style of PR articles or presentations must be creative hence an input of abt 10 hrs on creative writing, presentations followed by a small project. assignment also will be useful

Prof. S Krishnamurthy, Management Consultant and Trainer krishalpha@yahoo.com

I have come across students/people working in the media profession without having the habit of reading newspapers regularly. I feel,we need to include a paper/session on "how to inculcate/kindle the interest for reading newspapers amongst the students" in the curriculam,that can also highlight the important titles of international/national/regional newspapers & magazines.

K. Ramasubramanian, Coimbatore coimbatore.ram@gmail.com

(I). PUBLIC RELATIONS MANAGEMENT

1. Public Relations in Extension and Outreach.

- Role of PR in social and rural development; basic research methodologies, problem

    identifications, operationalisation of  methods for studies and analysis, project
    formulations, planning, execution, evaluation etc.

 -     Extension and outreach methodologies

- Formulation of projects for extension relevant to various organizational entities. - Case studies in extension and outreach from PR perspective. - PR an essential extension tool

2. PR for community and rural development.

- Importance of PR in Community and rural development - Role of PR professionals in project evolution. - Tools of PR for development process. - Application of PR techniques in development process.

3. Specialisations:

PR in Primary, secondary and tertiary sectors.

4.Evaluation of Public Relations

- Objectives, Theme setting, concepts, scheduling and evaluation.

5. Practical sessions:

- Conduct of press conferences - Management of press releases. - PR Project preparation for organisations. - Script writing for Radio and Television - Features/articles - Script writing for documentaries - Managing fairs and exhibitions - Event management

6. Campaign management

- Concepts, Evolutions, Planning, Operationalisation, Execution and Evaluation.

(II) PUBLIC RELATIONS FOR PRIMARY SECTOR

Offering a course with focus on PR in Primary sector. Engulfing agriculture, horticulture, acquaculture (marine sector), Livestock and dairying, traditional sectors, extension, women and child welfare, development of weaker sections, rural development, agricultural labour/unions, farmer initiatives/groups etc.

Syllabus:

Introduction to basic PR principles and tools Operationalisation of concepts and Methodologies. Exposure to various fields with specialization and scope in major fields under mention above.

(III) PUBLIC RELATIONS FOR SECONDARY SECTOR

Offering a course with focus on PR in Secondary sector. Emphasis on village industries, small scale, medium and major industries, industrial raw material sector, industrial trade union, infrastructure etc

Syllabus:

Introduction to basic PR principles and tools Operationalisation of concepts and Methodologies Exposure to various fields with specialization and scope in major fields under mention above.

(IV) PUBLIC RELATIONS FOR TERTIARY SECTOR

Offering a course with focus on PR in Tertiary sector.

Covering education, tourism and hotel, food and allied services, banking and insurance, news paper, visual media, petty service business sector, indigenous service areas, campaign managements, event managements etc

Syllabus:

Introduction to basic PR principles and tools Operationalisation of concepts and Methodologies. Exposure to various fields with specialization and scope in major fields under mention above.

(V) PUBLIC RELATIONS IN TRADE AND COMMERCE

Offering a course in Public Relations in Trade and Commerce. This course can deal in Public Relations involvement in investment, stocks, price mechanism, auctions, future trading, post harvest management, quality specifications, quality certifications, quality regulating organizations and certifying agencies, analytical facilities and standards, documentations for trade, freight movements, shipping, banking and insurance regulations, contracts, deliveries, production lines, domestic and international trade status and trends, trade policies, levies taxes, imports and exports etc.

   Syllabus:

   Introduction to basic PR principles and tools
   Operationalisation of concepts and Methodologies.
   Exposure to various fields with specialization and scope in major fields under mention 
   above.

   Major farm and industrial commodities, value added products, shipping, air and ground    
   modes of  transport, trading and marketing centers and establishments, regulatory
   bodies, promotional agencies, etc can be covered.

Dr. P.S.Sreekantan Thampi, Deputy Director [Publicity],Spices Board India, PB No 2277, Cochin 682025. Tele: 00 91 484 2333606 Fax: 00 484 2331429 / 2334429. E mail: drpssthampi2000@yahoo.com

Please also include : RESEARCH Techniques, Measuring PR efforts, Evaluating Media Coverage. ETHICS in PR; CASE STUDY presentation. (Evaluation should be based on the originality of thought, the concept, the campaign details, and originality)

CJ Singh, Managing Director, CorePR / info@corepr.com

- Langauage: Basically, students who are aspiring communication specialists should be taught the languages, i.e. English, mother tongue, Hindi and any other language of their choice to the fullest. For, I have observed that most of the students who come out, just like other students in other fields, don't know the correct use of language and words. That's because we hardly have schools or colleges that taught us the real languages. This is not just the case with those who hail from regional languages schools. Even those who have studies in English medium schools usually don't have command over English forget other languages. I think the science of language is so interesting and so easy to learn that one should always get indulged into it to their best abilities. Once you know at least your mother tongue very well, I think learning other languages is fun. I must confess that I was not even passable in even my mother tongue when I already had first class bachelor's degree in my hand. I learnt the real essence of languages only after I become professional. Once I mastered my mother tongue, written, spoken, its grammar and so on, I learnt many languages so fast and with fun that I was really overwhelmed.

- Research. That means students should be taught how to do research for any of a story, work before presenting them. This will mainly help them not to play around with facts or take their job leniently.

- Refreshal. Simply means, the students be taught about business communication, management, economics and many other subjects that they might have got done with while graduating but need to have crash course kind of attempt to be competent in them, while providing some newer understanding of the subjects.

- The Internet: We have to accept the fact that this is one thing that will rule every aspect of humans for many more years. Instead of making it narrow stuff such as e-commerce or so on, the students should be taught how to use the medium effectively to prosper as professional throughout their lives.

--Kalyan Munnaluru 02:36, 10 April 2007 (EDT) Director - National Institute For Media Studies. kalyan@nifms.com

The paper on Investor Relations could cover topics like:1. Role of Investor relations 2. Legal Compliance requirements for IR Professionals 3. Analyst's role.. Lalita Minocha lalitaminocha@yahoo.com

Two things can be considered: 1. Corporate Social Responsibility and PR 2. PR and Environmental Communication

Environmental Communication is an emerging issue in the field of development communication. Today, most of the companies in India and other countries are bothering about the environment, related to their business. Many companies have started a separate department for environmental concern. They are using environmental issue as one of the selling points. So, it is requested to have a chapter on PR and environmental communication which can talk about the communication on sustainable use of resources, environmental impact of business and corporate social responsibility.

J.Devaprakash Dy. Manager (Mass Media) Corp. Communications NPCIL, Mumbai devaprakash_j@yahoo.com

Broadly, there can be 7 - six theory papers and one practical i.e. project report Each paper shall be divided into two parts/blocks and each part/block shall contain 8 units/lessons. Latest case studies shall be included wherever necessary.

1. Principles of Communication & Public Relations

  (to inform about origin, growth, development, need, scope etc)

2. PR Management, Ethics & Laws

  (to focus PR as a specialized and strategic management function and Ethics & Laws that governs)

3. Editing & production of Corporate Literature

  (to teach techniques of editing and use of various equipment and machinery)

4. Society, Mass Media, PR Media & Social Media

  (to explain the cultural diversities following the principle of 3 concentric circles. Society   
  shall be the outer circle, Mass Media as inner circle and PR Media as inner-most circle)

5. Theory and practice of Advertising

  (to train on advertising while explaining various issues related to advertising, publicity etc)

6. Writing for Media & Media Relations

  (to make participants understand the requirements of Media, perceptions of media & Media audit) 

7. Project Report

  (to put participants on internship for at least a month in a reputed organization)

Can give topics that shall find place in the lessons/units structurally, in the next post.

Y. Babji, Sr Academic Counselor (PR); Dr BR Ambedkar Open University (taught PGDPR & teaching BPR) and Sri Venkateswara University (teaching MSPR) email: yanbab2002@yahoo.com, bobby.shivyana@gmail.com