PR Concepts

• History of PR- Background & evolution of the industry
• Need for PR- Why the need for Corporate communication why does it function. With the help of PR and without
• Contemporary PR including Digital PR- The current landscape with the evolution from print to other mediums
• Understanding PR Stakeholders- Target audiences, including politicians for B2C and B2B PR activities
• External communication- How an organisation communicates key messages to external stakeholders
  • Essentials of business communication, writing a press release, creating presentations, audio-video communication, website management as well as social media management.
• Media relations- Understanding the media landscape and communicating with media professionals
• Press conference- arranging press conferences - preparing management for the media aInvestor relations - Communicating with shareholders
• Internal communication- This is communicating within a corporate in order to maintain consistency in communication and work ethic
  • Journals including videos
  • Using of the Intranet to gain maximum advantage
  • Creating virtual and regular Newsletters
  • Employee communication

Digital PR & Communications

• We have one of the best digital and social marketing modules tweaked regularly to the changing arena of the digital world.
  • What is digital PR?- The difference between digital marketing and social media
  • Usage of social media- learning to select the social media channels and the best way to use them for a campaign
  • Using digital tools- An understanding of how to use tools to educate and engage key stakeholders
  • Content creation- How to create engaging content for the digital medium and the best tools used to create the content
• Event Management- The theory of events and how to convert that into on-ground execution of events – both celebrity and corporate.
• Crisis Communication- Managing key stakeholder communication through various media touch points in case of a crisis
• Strategic PR- Integrating PR effectively with an overall marketing and communications plan.
• Public Affairs- How to build relationship with stakeholders - individuals or groups with an interest in the organisation's affairs, such as, politicians (MPs, MLAs), civil servants, customers and local communities, clients, shareholders, trade associations, think tanks, business groups, charities, unions and also the media. Bordering on 'lobbying' this dimension of PR helps put forward the views of stakeholders to policy makers which in turn helps in developing better legislation.
• Process Management- Exposure to the entire process of PR from an understanding of requirements to execution
• Market Research- Tools used for conducting background research about the industry that a client is operating in - understanding consumer behavior and developing appropriate communication strategy
• Measurement- Why and how to measure PR? Global Standardisation of measurement models. Collection and analysis of data during campaigns. Usage of models for measuring impact of PR campaigns

How a PR Agency functions - Students are exposed to the various departments in an agency

• Basics of Client Servicing - Who is a client? Types of clients?
• Creating a brief - How to write a long and short format of a brief that covers relevant points like messaging
• Client insights - Research about the client and the industry that the client operates in
• Key message development - How to develop the messages to be communicated to different audiences based on background knowledge and research
• Client Management - How to deal with client requirements, make suggestions, client presentations and tools for business communication
• Delivery - Coordinating between client, media and internal teams

Dynamics of corp comm department in an organisation and its challenges

• Client Servicing from the client's perspective
• Creating a brief - How to write a long and short format of a brief that covers relevant points like messaging
• Key message development - How to develop the messages to be communicated to different audiences based on background knowledge and research
• Managing the Management - How to deal with the management, building a bridge between the management and PR agency/ad agency/social media agency
• Delivery - Coordinating between external and internal teams

Internship & Project Management- Students undergo internships with PR agencies and get hands-on experience of working with an agency. Along with theoretical inputs, projects and assignments are given on a regular basis to gauge the understanding and implementation of the theory.

Master classesare held with journalists, event management professionals and PR professionals on a regular basis through the duration of the course to ensure knowledge-sharing about best practices in the industry with the students.

Live Client and PR Film makingThe programme ends with a live client project as well as with the students creating a film profiling the client under the expert tutelage of film makers from the industry.

Candidates are expected to have a good academic record, general awareness of media, sound written & verbal communications skills and a deep commitment to public relations as a career.

• Applicants from any discipline may apply-Arts, B Commerce, Science, B.Sc IT, BAFT, BMM, BMS, Engineering, B Tech, MBA, Hotel Management, etc., -who have completed their graduation (12+3) from a recognized Indian University
• Students who are awaiting their examination (third year graduate level) results are eligible to apply for the Postgraduate Programmes.
• As English is the language of instruction at St Pauls Institute of Communication Education, Mumbai, proficiency in speaking, listening to, reading and writing English is essential.

• Apply Online

   

• Form Submission

• Entrance exam

• Selection

The Entrance Exam and Personal Interview Process:

• The applicant may use the online mode on the website- to fill and submit their course related application form, upload the documents and make an online payment towards the application form.
• Students will be evaluated on grammar, general knowledge and analytic skills, and knowledge of the industry.
• The entrance exam will be followed by a personal interview with the Course Director on the same day.
• Selected candidates will be intimated via email, with further instructions on completion of formalities and joining the programme.

• Submission of application form
• Written test
• Personal interview
• Those selected for admission will be notified by the admissions committee within ten days of the interview