By Subhojit Roy, Partner, CONNECTIONS PR
Objectives of Public Relation (PR)
Public Relation is a management function involving monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organisation and its public. Public could include shareholders, government, consumers, employees and the media. It is the act of getting along with people we constantly come in touch with. PR professionals ensure internal cohesion in the company by maintaining a clear communication network between the management and employees. PR management is fast becoming a lucrative career option in times of global competition to market product, service and facilities private as well as government companies and organizations.
Its first objective is to improve channels of communication and establish new ways of setting up a two-way flow of information and understanding.
Career Opportunities in Public Relations (PR)
The broad parameters of Public relations involve product publicity, corporate publicity, foster better relations with the government, to publish corporate publications like newsletter, bulletins, magazines for employees etc. Public relations as a separate career option has came into existence with the growing need of private or government companies and institutions to market their product, services and facilities. Public image is fundamental basis of growth of organizations and individuals.. The role of public relations expert becomes crucial in crisis situations when the proper and timely transmission of information can help save the face of the organisation.
Eligibility & Courses Available
Educational: Bachelors degree in any discipline preferably with social sciences, liberal arts and humanities is required to take up a course in this field. There are diploma as well as post graduate diploma courses in Public relations. Duration of most the courses is of one year. Apart from this there are also short term certificate courses. Most training programmes in Advertising also includes public relations. Some institutes have entrance exams while others prefer admission on merit basis.
Duration of most the courses is of one year. The minimum eligibility for these courses is a Bachelor’s degree in any discipline. Apart from this, there is also short term certificate courses. For these courses the minimum qualification is 10+2 pass or equivalent. These courses mainly cover areas like public relations principles and techniques, public relations management and administration, including organizational development, writing, emphasizing news releases, proposals, annual reports, scripts, speeches, and related items, visual communications, including desktop publishing and computer graphics, and research, emphasizing social science research and survey design and implementation.
Personal Attributes: One must have excellent communication skills, both spoken and written so has to express thoughts clearly and simply. An effective personality and the ability to get along with a wide range of people both inside and outside an organisation is necessary. The candidate should always be impeccably behaved and polite as he/she has to work under tremendous pressure or provocation. An organising ability is required too, as one may have to organise press conferences, lectures, exhibitions and events. He/she should display self-confidence and farsightedness. He/She must be able to understand human psychology and take decisions apt to the situation. Analytical skills are pre requisites for interpreting research information and plan activity.
Public Relation officers find employment in the corporate sector, public sector, government agencies, tourist agencies, hotels, banks and other financial institutions, private consultancy firms etc. They can find work even with individuals like political figures, models and film stars who want their pictures, profiles and interviews published in magazines and need agents who can do the work for them so as to have an image in front of general public.
Public relations officers have to work within and outside the organisation. Within the concern they have to conduct management-employee meets, to inform organisations policies, activities and accomplishments. Outside he has to liaison with government departments, trade unions, press etc whose cooperation is required for the smooth functioning, and also have to manage complaints from the consumers, organise events like fairs, exhibitions etc.
Another important area of work in this field is to create public identity or an image for public figures like political parties, models and film stars. It include advising them on every aspect of personality, including dress code, behavior, statement given in press, public appearances etc.
Lobbying, a new field in this career, involves bringing about the passage of laws favorable to the special interest group they represent like a company, industries, government etc. It is a strategy used to raise public consciousness and influence policymakers in areas like environment, human rights, education etc.
Top Institutes for Public Relations in India
Several institutes offer Degree/Diploma/Certificate course in PR management. Some most important among them are:
Indian Institute of Mass Communication, New Delhi
Jamia Millia Islamia University, New Delhi
Mudra Institute of Communication, Ahmedabad
Makhanlal Charturvedi University of Journalism, Bhopal
Narsee Monjee Institute of Management Studies, Mumbai
National Institute of Advertising, New Delhi
Symbiosis Institute of Business Management, Pune
Indian Institute of Management and Technology, Dehra Dun
YMCA Institute of Media Studies, Delhi
University of Pune, Pune, South Gujarat University, Surat
Banaras Hindu University, Varanasi
Annamalai University, Chennai
Gujarat University, Ahmedabad
Guru Jambeshwar University, Hisar
Madurai Kamaraj University, Madurai,
Indian Institute of Journalism & New Media, Karnataka
St Xavier’s College, Kolkata
NHMS, Kolkata and Durgapur
Bhavans College of Communication and Management, Kolkata
Remuneration / Salaries
Job opportunities for public relation managers are increasing daily because of increasing market demand. So the remunerations of public relation managers are also very high. One can expect Rs 15,000 to 20,000 per month as starters. Gaining of experience and expertise one can reach up to the top level of public relation department. At the top level one can expect 6 digit figures per month.
Related Article: Careers and Jobs in Advertising and Public Relations (PR) in India
About the author – Subhojit Roy, Partner and Co-Founder, Connections PR. Roy has been a mentor for StartUp Summits by Franchise India and writes articles in the Annual Publication on Career Opportunity for the Indian Express group as a PR expert apart from writing for leading International digital news platforms like Indiablooms, Tran world Features, Entrepreneur on behalf of his clients on diverse issues of business interests.
He is Recipient of Outstanding Young Person (OYP) Award of Kolkata in 2002 from the JAYCEES and Avenues of Service Citation from Rotary International for his humanitarian work for thalassemia patients and different avenues of service as a Rotarian. Currently, he is also serving as the Honorary Secretary of the Eastern Chamber of Commerce looking after business interests of members from the SME & MSME sectors. He is also a Rotarian for the past 22 years and has served many positions in the Rotary hierarchy.