Excellent communication skills, language proficiency and precise social and business communication are required for success. Personal skills more than academic brilliance are at the core of success in Public Relations.
Introduction
Public Relations has been for long a simple operation of corporate publicity. It is today also a broad based management function known as Corporate Communication. The former role takes care of management of public affairs, media relation, research and analysis while the corporate communication function seeks to protect organisational interests and works towards maintaining a balanced public image of the corporate's performance.
The success of an image and even continued existence of an organization depends on how successfully it presents its goals and policies to the public. Public relations (PR) personnel work with businesses, governments, universities, hospitals, schools and other institutions, to build and maintain positive relationships with the public. They present their organisation in the best possible light, so their objectives, policies or services have positive appeal. PR workers put together information that keeps the public aware of the organization's accomplishments and keeps management aware of public attitudes.
Corporate communication departments are playing a vital role in policy planning as well as in maintaining mutual understanding within the organisation.
Nature of Work
The PR function has assumed two operational structures
In-house PR functionsIn-house corporate communication division Specialised PR agencies
PR department in a firm analyses problems with clients or management, outline objectives and plan activities to meet the aim within an agreed budget.
Writing and editing reports, press releases, articles, newsletters, brochures, annual reports, leaflets, speeches, film and video scripts are all inhouse functions. PR departments co-ordinate the production of radio tapes, company newsletters, leaflets, brochures and films through ad agencies and are responsible for identifying and contacting the appropriate medium.
The responsibilites encompass organising and conducting interviews, meetings, presentations and conferences, events, Press launches, news conferences, exhibitions, trade fairs, etc.
Evaluation through market research surveys, interviews and opinion polls make the final appraisal for effectiveness of the function.
Consultancy
In PR consultancy work teams may specialise in different types of account, eg. corporate, financial, consumer, business to business, public affairs, etc. Shareholders, wholesalers/distributors and marketing agencies, workers, Government, legal bodies and the public who are intently aware of the company's image and are keenly observant of its activities.
P R agencies
Agencies provide public relation counsel to organisations with diverse statures and dealings. A PR agency has Client servicing, Media,and Research departments. Account executives handle the PR work of different clients. Devising a PR strategy based on the complete understanding of the clients operations and goals, calling press conferences, issuing press briefs as well as organising press tours . The briefing for media coverage has also to be prepared by client servicing. This incorporates the complete media presentation, design and coordination with various channels of communication. Researching,conducting surveys is generally an ongoing activity in all agencies.Crisis management as a PR function is of great significance.
Work Conditions
Personal QualitiesComfortable office environment with secretarial help Considerable business liason and entertainment is required Flexible work schedule Lifestyle is influenced by the job Competition is tough in consulting Discreet interactions outside the office Travel and work related stress Challenge.
Job ProspectsSocial poise, precise conduct Ability to get along with people from different professions Sociability Tact Patience Diplomacy An analytical mind Flair for crisis management Vision Ability for structuring and guarding the firms/persons or products image Good expression, clear speech Objectivity in writing Good oral communication is required for press briefings, meetings, conferences and presentations Good written language for preparing news releases, leaflets, reports, articles, etc. Good organisational skills Meticulous work habits Ability to cope with several different activities Accounts management needs numerical skill Self-motivation and the ability to work under pressure
Those who come through Allied Service of the UPSC exam, Group A, are directly placed in Group A junior grade, a post equivalent to an assistant editor. Others who make it at Group B junior level under the Central Information Service, enter as sub-editors. Those who qualify for the senior grade hold the post equivalent to an Assistant Information Officer in the Press Information Bureau (PIB) or Field Publicity Officer in the DFP.Corporate organizations Public sector enterprises Government information departments Hotels Guest relations departments in the tourism industry Private consultancies Banks Financial organisations With political leaders and public figures. Job hierarchies/Earnings Trainee executives Account executives Senior account manager Account director Director and chief PR director In the Ministry of Information and Broadcasting e.g Doordarshan, All India Radio, Publication Division, Film Division, National Film Development Corporation, Press Information Bureau, Field Publicity, Registrar of Newspapers in India, Research and Reference Division, Audio & Visual Publicity, Photo Division and Song and Drama Division. They are recruited at three levels and placed at different positions and in different grades and designations.
These are language based examinations. Vacancies differ from language to language. As the number of applicants is found below the mark, UPSC Selection and recruitment to information services - The UPSC conducts two distinct selection tests for senior as well as junior grades. The selection is specialised as entry is restricted to diploma holder in journalism or public relations. In addition, a minimum of three years experience is required to make it to the senior grade exam.
UPSC has given up the practice of holding a written test. It is the interview which has to be cleared.
Study Options
Study of Public relations can be taken after graduation in any subject. The courses are of one year duration and selection is made after a written test which is a test of communication skills.
Placement with a PR firm for short duration often constitutes a part of the course.
Courses
Following courses can be pursued after graduation.
Degree courses
University diploma coursesSouth 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
Gujarat University Navrangpura, Ahmedabad 380009, Gujarat Aligarh Muslim University, Aligarh 202002 (UP) Professional postgraduate diploma courses Indian Institute of Mass Communication,JNU campus, New Delhi. Bhartiya Vidya Bhavan's at Delhi, Calcutta, Mumbai, Channai, Hyderabad and Bangalore . St. Xavier's College of Communications, Mumbai . Sophia College, BKSomani Polytechnic,Mumbai. Symbiosis Institute of Journalism and Communication,Pune. YMCA Institute of Media Studies,New Delhi. Somaiya College of Management, Mumbai. New Dehi Polytechnic for Women, New Delhi Narsee Monjee Institute,V L Mehta Road,Ville Parle, Mumbai. B R Ambedkar University, Hyderabad (Distance education programme)
