pg in public relations an advertising

7/28/2019 Pg in Public Relations an Advertising

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SYLLABUS

P.G. DIPLOMA IN PUBLIC RELATIONS & ADVERTISING(P.G.D.P.R.A)

(One Year P.G. Diploma Program)

PAPERI 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 changingscenario.

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, Leadershipquality, Body language, Positive thinking in any circumstances, Team spirit, Dealing withconflict, 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.

UnitII PR publications: Newsletter, House J ournal, Brochure, Leaflets, Pamphlets,

Booklets, Manuals, Annual Reports, Handbills, Sticker, and posters.

Writing for PR: Press Release, Press note, Handout, Feature, Articles, Speechwriting, special speech, Tips of writing of writing for expert and Top managementof the organization, Background materials, citizen charter of the organization,creative writing, report writing, Agenda and Minutes of the meeting, Schedulingand handling of press Conference, Press get-together, Press Meet, Checklist ofPress kit.

PR tools and techniques.

PR and Media Relations,


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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-IVElements of communication process, Seven Cs of effective communication.

Types of communication: Intrapersonal communication, Interpersonalcommunication /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: downwardcommunication, upward communication, and horizontal communication, oral andwritten communication.

Convergence Model of communication.

Designing and Managing Integrated Marketing Communication.

PAPER-II PR Management & Advertising

Unit-IEvent Management: Exhibitions, trade fair, conference, Seminars, meetings,

workshops, Sponsored events, Music and cultural programmes, sports, Fashionshow, Theme dinner, Marriage, Tours etc.

Crisis Management: Predictable and unpredictable crisis, crisis situations,reaction to crisis, crisis communication, more than just debunking the damage, Outof adversity, post crisis communication. The relationship between individual andorganization stress, coping with stress.

Time Management & Stress Management.

Unit-IIPR LAWS: PR code of ethics,PR and Press Council,Defamation,Official Secret Act 1923Copyright Act 1957,Press Registration of Book Act 1867,Contempt of court


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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

Leaders influence, reference group


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Paper III

Advertising Product ion & CreativityUnit 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, J ames 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 CopyWriting 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 inculture 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


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pg in public relations an advertising

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