Career In Public Relations

Public Relations are a deliberate, planned and sustained effort to develop, establish and maintain two-way communication between an organisation and the public. It could be also described as a management communication resource which uses communication techniques and tools to create the right environment for a product, business or service.

The PR function is carried out by:

Independent PR agencies.
Corporate communication/PR division of business firms, corporate sector, governmental and non governmental organisations

The Job:

In-House PR Personnel

Problem analysis for clients or management, setting goals and planning PR activities
Compiling reports, issuing press statements, preparing speeches/articles, publishing newsletters/ brochures/ annual reports/ leaflets and getting audio tape/ film and video production
Controlling and liasoning with media, being updated on all the quickest forms of global communication in use
Organising and attending interviews, meetings, presentations and conferences, events, press launches, news conferences, exhibitions, trade fairs, etc
Coordinating market research through surveys, interviews and opinion polls.

PR Agencies:

A PR agency in structure resembles an ad agency. It has client servicing, media, and research departments.
Client servicing involves handling clients' accounts for all PR services. This involves devising PR strategy based on the complete understanding of the clients' operations and goals, managing interactions with the media, issuing press briefs, making media presentations and coordinating with all forms of media.
Agencies provide public relation counsel.
Researching and conducting surveys is an ongoing activity in all agencies.
Crisis management as a PR function is also gaining significance

Personality Traits:

Good organisational skills
Ability to handle crisis situation
Multi-tasking
Analytical mind
Excellent communication skills
Diplomatic and patient
Ability to work under pressure & deadlines

Salaries -

An Under Graduate would start at approx. Rs. 5000 -7,000 per month
Account Executive Starting Position. Approx Rs. 2-3 lacs per annum after a PG degree in Media / Advertising / Mass Communications or an MBA
Senior PR Official - Approx. 25 30 lacs per annum.

Study Routes for Mass Communications -

Mass Communications as a subject can be pursued at the graduate level as a full time 3 year degree course. One also has the option of taking it up as a post graduate (graduation in any stream) diploma course. The duration of these courses is one / two year and selection is generally through a written test on communication skills.
Class XII, preferred streams are humanities/commerce
Graduation in psychology/ communication/ management/ sociology/ social sciences/ commerce/ public relations or any related subject
Post Graduate / Diploma in public relations or diploma/degree in management/advertising / mass Communications / public Relations etc

Places to study:

India:
TOP 10 Mass Communication Colleges in India (May 2007)
Mudra Institute of Communication, Ahmedabad
Asian College of Journalism, Chennai
AJ Kidwai Mass Comm Research Centre, Jamia, New Delhi
IIMC, New Delhi
Xavier Institutte of Communication, Mumbai
Film And Television Institute of India, Pune
Symbiosis Institute of Mass Communication, Pune
Indian Institute of Journalism and New Media, Bangalore
Manorama School of Communication, Kottayam
Times School of Journalism, New Delhi

Under Graduate Degree / Diploma courses -

Undergraduate Courses
University of Calcutta, Senate House, 87 College Street, Calcutta 700073
Benaras Hindu University, Varanasi 221005
Punjab University, Chandigarh 160014
Delhi College of Arts and Commerce, University of Delhi, Delhi 110 007
University of Mumbai M.G. Road, Fort, Mumbai 400032
Annamalai University, P O Annamalai Nagar, Chennai 608002
Alagappa University, Alagappa, Ngr., Karaikudi 623004 (only sports journalism specialsiation)
Bangalore University, Jnana Bharati, Bangalore 560056
South Gujarat Univ., Post Box No. 49, Udhna Magdalla Road, Surat - 395007.
University of Mumbai, M G Road, Fort, Mumbai - 400 032.
Makhanlal Chaturvedi University, Bhopal.
Sri Padmavathi Mahila Visvavidyalayam, Tirupati-517502.
Gujarat University Navrangpura, Ahmedabad 380009, Gujarat.
Aligarh Muslim University, Aligarh 202002 (UP)

Post Graduate Courses:
Graduates in any discipline are eligible
Indian Institute of Mass Communication, JNU campus, New Delhi.
Bhartiya Vidya Bhavan's at Delhi, Calcutta, Mumbai, Channai, Hyderabad and Bangalore.
YMCA Institute of Media Studies,New Delhi.
Somaiya College of Management, Mumbai.
New Delhi Polytechnic for Women, New Delhi.
YWCA, New Delhi.
Narsee Monjee Institute,V L Mehta Road,Ville Parle, Mumbai.
School of Communication and Management, Cochin.
India Foundation for Public Relations Education and Research (IFPR) S-237, GK, New Delhi-110048.
Centre for Image Management Studies, New Delhi.
Mudra Institute of Communications, Shela, Ahmedabad 380058
KC College of Management Studies, KC College Building, 1st Floor, Room No. 7, Churchgate, Mumbai 400020
St. Xaviers Institute of Communication, St. Xaviers College Campus, Building No.3, 1st Floor, Mahapalika Marg, Mumbai
Sophia College Polytechnic, Sophia College Campus, Babubhai Desai Road, Mumbai 400026
Symbiosis Institute of Mass Communication, Senapati Bapat Road, Pune
University of Calcutta, Senate House, 87 College Street, Calcutta 700073
Benaras Hindu University, Varanasi 221005
Rabindra Bharati Univ. 6/4 Dwarkanath Tagore Lane, Calcutta 700007
Chennai University, Centenary Building, Chepauk, Chennai 600005

Post Graduate Courses and other Diplomas (Film Making)

AJ Kidwai Mass Communications Research centre (MCRC), Jamia Millia Islamia, New Delhi (2-year diploma in mass communications with specialization in film making)
Film and Television Institute of India, Law College Road, Pune (one year course and shorter term diplomas in all aspects of film making)
Symbiosis Institute of Mass Communications, Senapati Bapat Marg, Pune (2 year Post graduate diplomas in mass communications with a specialization in film)
Chitrabani, St. Xavier's College, Calcutta (1 year courses in all aspects of film making)
Jadavpur University, Calcutta, West Bengal (2-year masters degree in cinema studies)
Pune University, Ganeshkhind, Pune (MA in Mass Communications, 1 year post graduate diploma in cinema studies)
Film and Television Institute of Tamil Nadu, (short term diploma courses in Sound recording and engineering, Film Processing and Film editing)
ZED Institute of creative arts, Nagilla Towers, Begumpet, Hyderabad (diploma courses in animation film making open to school pass outs and graduates)

Distance Education courses
Annamalai University, Directorate of Distance Education, Annamalai Nagar-608002.
Dr. BR Ambedkar Open University, Road 46, Jubilee Hills, Hyderabad- 500033.
Punjabi university, Department of Correspondence Courses, Patiala-47002.
Makhanlal Chaturvedi Rashtriya Patrakarita Vishwavidyalaya, E-8 Shahpur, Bhopal-462016

Colleges abroad:

Gaylord College, UK
University of Leicester, UK
London Metropolitan College, UK
University of Colorado at Boulder, USA
University of Georgia, USA
Texas Technical University, USA
University of Alabama, USA
University of North Carolina, USA
University of Denver, USA
University of Florida, USA
University of Illinois, USA
University of South California, USA
University of Tennessee, USA

Few useful links:
http://www.shiksha.com/
http://media.shiksha.com/