Pg in Public Relations an Advertising
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Transcript of 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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