This Modular Programme will progress stage-wise and will mainly focus on the pertinent question:
WHAT DOES A PR PROFESSIONAL NEED TO KNOW?
Each module thus consists of functional knowledge that a PR professional must possess. Starting from the basic knowledge and moving towards specialised PR understanding, the programme spans every area that a PR professional needs to be adept at.
The EDPRM programme is divided into three units:
Unit I – MET Career Boosters (500 Marks)
Unit II – Functional Knowledge of PR (1400 Marks)
Unit III – Types of PR (600 Marks)
Total duration: 6 months, weekends
- Unit I – MET Career Boosters (500 Marks)
As part of the Executive Diploma in PR Management programme, special soft-skills module will also be delivered to the students. Aptly titled as MET Career Boosters this module works on sharpening Communication Skills, Language Skills, People Skills and Presentation Skills of the students. Apart from this, the students are trained for Corporate Grooming and Right Attitude. They are taught techniques to combat stress and also sensitised about the current Business Environment.
- Unit II – Functional Knowledge of PR (1400 Marks)
- Module 1- P and R of PR
Objective: This module involves sensitising the student about the two main components of Public Relations viz. Public and Relations. It will also deal with the difference between advertising and PR. The module defines PR and will involve an overview of PR as a function and will demystify the role of each component.
Module 2 – Falling in love with your brand
Objective: The success of a PR campaign depends on the passion with which it has been understood and then strategised. A good PR person constantly explores newer avenues of building the brand. Constant thinking and commitment will be possible if the PR person understands, appreciates, knows and loves the brand. This module will focus on how falling in love with your brand helps brand building.
- Module 3 – Importance of Image and Reputation of Brand
Objective: In order for a brand to be ‘business-worthy’, it is important for its credibility to be established in the mind of the customer. There are several factors that contribute to the image of a brand. Along with sensitising the students on the nuances of brands and brand building, the module will also focus on brand competition. This module highlights the various factors in reputation building and focuses on importance of PR in Brand Building.
- Module 4 – Difference between Corporate Communication & PR
Objective: Corporate Communication and PR are often confused as synonymous with one another. However, each of the two has their own role and responsibilities in the Corporate Brand Building process. This module will take the candidate through the various roles played by the PR and Corporate Communication functions. It will also highlight the interactions and unique relationship between the two.
- Module 5 – Working of a PR Agency
Objective: Apart from understanding PR as a vital role in the Brand Building process, it is important for the student to understand the working of a PR Agency. This module essentially involves taking the student through the various departments in a PR agency. It also focuses on the marketing, strategy, logistics and revenue models followed by PR agencies of today.
- Module 6 – Media Skills
Objective: Media is an important stakeholder in building the brand. The PR professional acts as a conduit between the client and the media. Managing the media requires a rare knack. A good PR professional is an excellent networker who possesses the gift of managing the media for the brand’s advantage. It will also focus on importance of events in PR. This module takes the student through the do’s and don’ts of handling media along with several other practices in media skills.
- Module 7 – Targeting Communication using the right Media Vehicles
Objective: Once the marketing team identifies the right consumer for the brand; the PR professional needs to build a PR plan that uses the right media vehicles to communicate to the consumer. This module sensitises the student towards the various media options available. Introduction to news print surveys like National Readership Survey, Indian Readership Survey and Audit Bureau of Circulation as well as Introduction to television rating software like TAM (Television Audience Measurement) and RAM (Radio Audience Measurement) form part of this module.
- Module 8 – Measuring PR & ROI
Objective: This module is being introduced even as there is one section of the PR community that believes that PR cannot be measured in terms of Return on Investment (ROI). However, researchers have evolved several measures and techniques to measure the effectiveness of the PR function or activity. Many of these techniques have been deployed in some of the top companies. This module will take the students through the prevailing practices in measuring PR. Research Methodology in PR will also be touched upon during this module.
- Module 9 – Ethics in PR
Objective: Essentially the role of PR is to present a positive and idealistic image of the brand. However, in some cases this may be done at the cost of a compromise with the ethics. Even though several purists would want to shut their eyes to this necessary evil, it is important to acknowledge the presence of such methods employed in PR. Not advocating or subscribing to the immoral methods and standing up for what is right is another skill that a good PR professional must have. This module sensitises the student to the ethical issues in PR.
- Module 10 – PR in a Globalised World
Objective: With the international borders shrinking and the internet bringing countries together, it seems as if PR is losing its local flavour. The www has now ensured that a single Press Release or Press Information reaches the world at large. The nuances of operating in such a large business environment must be introduced to the student. This module also introduces the student to the best Global PR practices.
- Module 11 – Issues facing the growth and evolution of the PR function
Objective: Though the PR function works continuously towards building the reputation of the brands it works for, very little is being done to enhance the PR function. The PR fraternity remains fragmented across the board and this issue is affecting the growth and evolution of the PR function. This module will target the macro and micro issues regarding the above in the nationaland international perspective.
- Module 12 – Media Laws
Objective: Media law covers an area of law which involves media, and stretches over various legal fields. Every PR student should know the legal aspects of media laws. This module will help the student to understand what the laws are and the rules which need to be followed in the PR industry.
- Module 13 – Importance of Social Media in PR campaigns
Objective: The World Wide Web has now aided the PR person with networking tools like Social Networking websites, blogs and now even mobile magazines. If effectively used, the social media can be deployed as a costeffective tool in a PR campaign. This module tackles the issues, challenges and tools in social media.
- Module 14 – Crisis Communication
Objective: Crisis Management is so far the biggest challenge faced by any PR professional. In good times, every media is willing to lend a listening ear and even provide coverage for a story. However, in bad times even the most supportive media contacts would not yield positive support. Such times are a true test of the PR professional’s knowledge and skill. This module teaches the students to manage crisis situations in the most effective manner.
- Unit III – Types of PR (600 Marks)
Module I – Entertainment PR
Objective: With the increase in the number of television channels, the newer technologies like DTH and with film entertainment using different media to establish themselves, Entertainment PR has reached a completely new level today. This module focuses on the nuances of the Entertainment PR function and highlights techniques for success. The student is taken through celebrity PR, Film PR and other aspects of Entertainment PR. Apart from tracking the exponential growth of the PR function; this module teaches the student media strategies specific to Entertainment PR.
- Module II – Healthcare PR
Objective: Industry reports reveal that the Healthcare sector is one of the fastest growing sectors of today. The Healthcare sector has its own unique challenges and therefore the PR function in this sector is unique in itself. Understanding the Healthcare sector, designing an effective strategy for a Healthcare Brand and understanding media in this perspective are some of the topics covered in this module.
- Module III – Financial PR and IPO Communication
Objective: Financial Communication in the emerging business scenario requires tremendous knack and sensibility. Communicating the company’s financial success effectively and managing failures forms part of this crucial module. This module outlines the scope and relevance of a proper PR strategy and also introduces the students to the steps involved in IPO Communication.
- Module IV – Lifestyle and Luxury PR
Objective: Today’s consumer has moved away from the traditional definition of a customer, the gen-next consumer is armed with credit card that helps him fulfill his wishes. The consumer of today is no longer willing to postpone happiness provided he is convinced about the value of the product on offer. It is a challenge for the PR function to create an impact on the mind of today’s consumer so that sales increase. The strategy and nuances in the business environment of the Lifestyle and Luxury Segments are specialised and therefore need special focus.
- Module V – Public Affairs and Public Sector PR
Objective: The liberalisation of public and governmental policies calls for greater interaction between public offices and the client. This module highlights the national and international scenario in Public Affairs along with the science of lobbying. Political communication and Public Opinion form important aspects of this module. This module also aims at creating an overview of the profile of public relations departments within public institutions. In this module student will learn the main elements that characterise the profile of public relations departments within public institutions, from the point of view of their quality and professionalism.
- Module VI – Emerging genres of PR
Objective: This module will focus on the sunrise sectors/genres of the PR space. It will identify the growth areas and how PR plays a role. It will also share some successful case studies related to the emerging area. E.g. Sports PR – IPL as a success story, IT PR – Infosys as a PR built brand etc.