Course

Unit I

Nature and Scope of PR: Introduction, Purpose of PR, Internal and external publics. corporate communications, changing concepts, Understanding stakeholder management, Identity and corporate communications, Reputation, and corporate communications. PR in the age of New Media; ethics, Scope, Challenges and Opportunities

Unit II

Stakeholder Public relations and the process: Employee Relations and Communications: Communication difficulties with key internal publics , Importance of localized information, Community Relations and social responsibility, Media Relations: writing Press releases and organizing press conferences. Investor and Customer Relations: Cost effectiveness of corporate customer relations functions- Relative cost effectiveness in communication.

Unit III

Strategic Public relations and crisis management- Political PR- propaganda, Crisis Management- Issue Management: Four stages/types of issues, James E. Grunig’s Issue Anticipation model, Strategies and types of publics involved in issues, Crisis Management- definition of a crisis, Strategies for crisis management.

Unit IV

Strategic Public relations and corporate communication- Processes and practice of strategy making, Challenges and issues on corporate communications strategy development, Corporate Identity and Corporate Image, Public relations, and corporate social responsibility- Measurement and evaluation.

Unit V

Challenges in PR and writing practice: Visualizing messages. Language in PR. Writing practice- Press release, internal communication, organizing press meets or conferences and reporting the same.

Objective:

This course will provide an in-depth understanding of the current phenomenon in the public relations industry. It seeks to develop students’ critical thinking and application of the strategies in the day-to-day context.

Course Outcome:

CO 1 Understand the status and scope of public relations in the changing media landscape.

CO 2 Convince the importance of PR while dealing with different stakeholders.

CO 3 Discuss the importance of PR in time of crisis management.

CO4 Examine the relationship between Public Relations and Corporate Social Responsibility, and incorporate the ethical components involved in responsible practices.

CO 5 Develop the skill to strategy making and development.

CO 6 Compose decent writing and implementing practices in the workplace.

CO-PO Mapping:

Suggested references:

1. Argenti, (2016) Corporate Communication. McGraw-Hill.
2. Caywood, L. (2011). The Handbook of Strategic Public Relations & Integrated Communications. McGraw-Hill
3. Center, A.H. & Jackson, P. (2014). Public Relations Practices: Managerial Case Studies and Problems, Prentice Hall India.
4. Cornelissen, P. (2004). Corporate Communications: Theory and Practice
5. Myers, (2021). Public relations history: Theory practice and profession. Routledge.
6. Sriramesh, & Vercic, D. (2009). The Global Public relations Handbook: Theory practice and Research. Routledge. New York
7. Theaker, (2012). Public Relations Handbook. Routledge.