Public Relations Management Syllabus and Reference Books

Unit I : Public Relations: Definition – Meaning – Importance – Objectives – Scope and Functions – Organization of Public Relations of Corporate Bodies – Internal Organization – Seeking Consultancy Service -Role of Public Relations for Corporate Internal Security in managing Delegates and Visitors – Qualities of Good Public Relations Personnel – Selection, Training and Development of Public Relations Staff – Importance o f Mannerisms and Body Language in Public Relations

Unit II : Public Relations Strategy – Meaning – Importance – Strategy for Marketing – Tangible & Service Products, Marketing Strategy for Creating Corporate Image – Strategy for Promoting Social Awareness & Public Education for National Integrity, Social Reforms, Health & Education – Strategy for Damage Control – Meaning and Importance – Case Study of Corporates in India – Public Relation Activities Before, During & After General Meetings of Corporate Bodies – Public Meetings – Event Management

Unit III : Public Relations Communications – Meaning – Importance – Process for Customer Care & Complaint Handling – Process to Collect Dues & keep the Customer – Communication with Aids to Trade =- Bankers, Insurance Agents and Local Bodies

Pubic Relations Materials & its Importance – Organizing Press Conferences – Electronic Media Coverage, Sales Promotion Campaign, Participation in Trade Fairs & Trade Exhibitions – Essentials in Presentations in Seminars / Conferences – Dress code – Audio Visual Aids – Communication Skills – Contents of Presentation – Time Management – Feedback Analysis – Information Management – Sources – Importance in Public Relations Management

Unit IV : Public Relations Management – Ethics – Do’s & Don’ts in Public Relations Management – Customers & Investors Education – Selection & Importance of Brand Ambassadors – Public Relations Functions in the light of : Right to Information – Consumerism – NGO Activism – Code of Conduct in Advertisement – Outsourcing of Public Relations – Importance, Selection, Control

Recommended books :

1. Public relations for your business, Frank Jefkins, Jaico Publishing House
2. Hand Book of Public Relations and Communications, Philip Lesly, Jaico Publishing House
3. Public Relation: the Profession and the Practice, Baskin Oits, Aronoff Craig, Lattimore Dan, McGraw Hill
4. This is PR- The Realities of Public Relations, Newson, Turk, Kruckeberg, Wadsworth – Thomson Learning
5. Practice of Public Relations, Fraser .P. Seitel, Prentice Hall
6. Principles of Public Relations, C. Rayendu & K.R. Balan, Himalaya
7. Effective Public Relations Management – A Guide to Corporate Survival, Winer Park, Jaico
8. Handbook of Public Relations in India, Mehta. D. , Allied Publishing, Delhi
9. Public Relations Disasters – Inside Stories & Lessons Learnt, Gerry McCusker, Tailspin, Kogan Page