Public Relation

Introduction:

Public Relation is a management function that involves 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. PROs ensures internal cohesion in the company by maintaining a clear communications network between the management and employees.

Its first objective is to improve channels of communication and to establish new ways of setting up a two-way flow of information and understanding.

Public relations as a separate career option has came into existence when lots of private or government companies and institution felt the need to market their product, service and facilities. Public image is important to all organisations and prominent personalities. The role of public relation specialist becomes pertinent in crisis situations when the correct and timely transmission of information can help save the face of the organisation.

In terms of career opportunities, Public relations is broadly practiced for product publicity, corporate publicity, to have better relations with the government, to publish corporate publications like newsletter, bulletins, magazines for employees etc.

What does a Public Relations person do?

Public image has become of utmost importance in today’s day and age when marketing can make or break a company. The role of a PRO becomes even more important when, in a crisis situation, the reputation of the organisation or company is at stake.

This is why jobs in the Public relations field are growing faster than ever before.

Public Relation Personality Traits:-

  • Excellent Communication Skills
  • Impressive Personality
  • Team Player
  • Good Organizing Skills
  • Must have self-confidence and farsightedness.
  • Must be able to understand human psychology and take decisions apt to the situation.
  • Strong Analytical Ski

Eligibility & Course Areas:

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.

These courses mainly cover areas like public relations principles and techniques, public relations management and administration, including organisational development, writing, emphasising news releases, proposals, annual reports, scripts, speeches, and related items, visual communications, including desktop publishing and computer graphics, and research, emphasising social science research and survey design and implementation.

Skills required

  • Analytical mind
  • Alertness for defence structuring
  • Good organisational skills
  • Lively and inquisitive
  • Resilience
  • Patience and diplomacy
  • Flair for crisis management and vision
  • Good language ability and good oral communication
  • Ability to multi-task
  • Imaginative and creative in handling responsibility
  • Sense of humor

Top Mass Media And Communications Colleges in India :-

  • Lady Shriram College, [LSR] New Delhi
  • Christ University, Bangalore
  • School of Communication, [SOC] Manipal
  • Amity University, Noida
  • SRM University, [SRM] Kanchipuram
  • VIT University, [VIT] Vellore
  • Madras Christian College, [MCC] Chennai
  • Mithibai College of Arts, Mumbai
  • Symbiosis mass media and communication
  • Manipal University, Jaipur
  • HR College of Commerce and Economics, Mumbai
  • Jai Hind College, Mumbai
  • St Xaviers College, Mumbai
  • Bhavan's College, Mumbai

Job Prospects & Career Options:

Public relation officers can find employment in the corporate sector, public sector, government agencies, tourist agencies, hotels, banks and other financial institutions, private consultancy firms etc. Nowadays 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 a 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.

The work involves keeping management aware of public attitudes and concerns of the many groups and organizations with which they must deal. In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries.

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.

Job avenues ( Career Prospects)

Corporate Communications

All major organisations today have a corporate communications department that takes care of brand building, image management, media relations.

Crisis Communication

One of the most challenging aspects. Restoring the image of a client or industry and re-instilling faith in the media, public and other regulatory agencies is not easy. Consumer product recalls are one of the biggest challenges. A case in point being the Cadbury Dairy Milk controversy when worms were discovered in the product or the very recent Toyota company’s recalling of 3.8 million vehicles.

Brand Management

You specialize in a brand, identify some marketing methods by which you can promote the brand and make it more appealing to your target audience. Fast Moving Consumer Goods (FMCG) companies usually employ brand consultants and managers.

Lobbying

A relatively nascent field, lobbying is about putting pressure in the right places and bringing about the passing of laws that favor the organisation or the government represented by the lobbyist. Typical fields are politics, education, environment and public policies.

Image Management

When a prominent personality needs a makeover or wants to do some self-promotion, they sign up with an image management company. Right from image consultations to managing talent (actors, models, anchors, artistes, and sports personalities) to even training in the form of grooming is done under the same roof.

Event Management

These agencies usually organise festivals and events after identifying the consumer for their brand and what their needs are. Right from looking into the conceptualization to the logistics and the all kinds of technicalities, event management is a kind of promotion in itself.

PR wings of ad agencies

Several advertising agencies in India have launched PR arms that function autonomously and deal with clients externally. These wings offer complete PR solutions such as corporate counselling, research, financial relations, editorial and creative functions, crisis communication briefings, public affairs and media relations.

Few Challenges of PR Professionals:

  • PR professionals get a decent pay and is a good opportunity for individuals with good communication skills.However, more often PR professionals are seen changing clients regularly which leads to an unstable career.
  • Handling multiple events simultaneously can stress some people out. Hence, it is important to be as organized as possible. This makes sure that you have less things to worry about.
  • This business requires you to work for long hours which can tire and demotivate some people.
  • You will always be busy like phone calls, or clients will always be on your nerves, even while sleeping you will be disturbed.
  • Your patience is generally lost as things do not turn out as planned, still maintaining your cool and things well is required.
  • Satisfaction is the key as clients can be big as your favorite celebrity involved, so if they are not satisfied, then you may regret for a long time.
  • Days are short for this job, you might not meet your loved ones for days.

Remuneration

A Public Relations (PR) Manager earns an average salary of Rs 484,604 per year .Experience has a moderate effect on income for this job.

Link: http://www.payscale.com/research/IN/Job=Public_Relations_(PR)_Manager/Salary

Useful Link for more information : http://www.indiaeducation.net/careercenter/masscommunication/public-relations/

Bibliography: "Careers In Public Relation: Career Options | MBA - Public Relation Careers And Courses In India." career.webindia123.com. N.p., 2017. Web. 30 Aug. 2017