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Institute of Mass Media

Institute of Mass Media

Advanced Diploma in Mass Media (ADMM) - Journalism and Public Relations

Advanced Diploma in Mass Media (ADMM) - Journalism and Public Relations

Digital technology has changed the way Journalism is practiced, even though the core function of investigation and reporting remains the same. At the same time, the Public Relations profession has come to its own, creating newer job opportunities. In the media world today, we have seen many Journalists and PR professionals interchanging their professions. This unique combined program explores the symbiotic relationship between both the professions, and helps students benefit from both the disciplines. The program is designed to give the media aspirants a thorough understanding of the principles and concepts, at the same time giving them a hands on training and exposing them to the real time business through live projects and internship opportunities during the program.. This fusion of disciplines gives an extra edge to the students, giving them an advantage, increasing their employability in the media world. This program is taught by PR professionals and working Journalists, training the students with the latest trends, multimedia and digital skills, and functionalities of the professions. This program is apt for both media and non-media graduates aspiring to for a career in the mass media profession. To mass media students this is an excellent program in Journalism and Public Relations to explore and develop their skill sets and then give it a finishing touch, adding on to the theoretical knowledge they have gained during their graduation, thus getting them ready for their upcoming professional journey.

Programme Overview

Advanced Diploma in Mass Media (ADMM) is a three pronged certficate programme; each certificate duration being four to five months, which includes training and practical work and imbibed with a three month internship

ADMM - Journalism and Public Relations

  • Certificate in Introduction to Mass Media (CIMM)
  • Diploma in Mass Media (DMM) – Multimedia Journalism & Public Relations Management
  • Advanced Diploma in Mass Media (ADMM) – Multimedia Journalism & Public Relations Management

Programme Highlights

  • Career driven pedagogy
  • Media Convergence Approach
  • Lectures, Classroom discussions & Role Pays
  • Live Projects & Portfolios
  • Functional Visits, Assignments, Case studies, Presentations & Evaluation

Sharpening Process

An insightful induction programme is held prior to the course commencement

  • Certificate I - Certificate in Introduction to Mass Media (CIMM) :

    CIMM gives a foundation of mass media as a business. This certificate is based on the convergence approach and therefore relevant across the streams.

  • Certificate II - Diploma in Mass Media (DMM):

    This specialization certificate in Journalism and PR practices, allows the students to gain a concrete perspective of the functional aspects of their chosen media profession. This PG course in media also helps students understand the business cycles of the media domain,. It is aimed at creating resourcefulness, enhancing networking skills and encourages teamwork.

  • Industry Orientation (Internships):

    The DMM Certificate concludes at students taking up a two – three month internship where they are able to understand the uncertainties and business pressures learn the actual tricks of the trade and implement their classroom learnings to real -life situations.

  • Advanced Diploma in Mass Media (ADMM)

    This certificate is targeted towards bringing the students at par with standards set in the industry. The extensive focus is on implementation based learning. The students produce newspapers, magazines, news bulletins, PR dockets, and a complete portfolio along with a convergence project. During this process the students also ideate, plan and execute a massive theme based inter-collegiate media event – METamorphosis.

  • Career Services Support:

    On successful completion of academic and internship evaluations, the Placement Cell assists students getting access to the best of career opportunities.


  • Certificate in Introduction to Mass Media

    • Communication Theory
    • Media Economics
    • Understanding the Indian Media Business
    • Contemporary Management and Marketing
    • Writing for Media
    • Business Communication and Presentation Techniques
    • Content Analysis
  • Practical Sessions - I:
    • Understanding Camera & Studio Sensitization
    • Video Editing Skills
    • Sound Designing
  • Practical Sessions - II:
    • Film Appreciation & Analysis
    • Basics of Media Research
    • Graphic Designing
  • Diploma in Mass Media (DMM) – Journalism and Public Relations

    • Consumer Behaviour
    • Brand Management
    • PR Agency Management
    • Media Vehicles in Public Relations Reporting & Editing
    • News Media Production (Print, Broadcast, Online, & Radio)
    • Features Production (Print & Broadcast)
    • Organizational Behaviour & Human Resources in Media Organizations
  • Short Modules:
    • Media Laws & IPR
    • Business & Financial Beat
    • Political & Investigative Beat
    • Sports & Entertainment
  • Genres & Beats:
    • Rural Beat
    • Crime & Court Journalism
    • Photo Journalism
    • Health, Fitness & Education
    • Public Affairs & Public Sector
    • Metropolitan and Developmental Journalism
    • Science and Technology
  • Advanced Diploma in Mass Media (ADMM) – Journalism and Public Relations

    • New Age PR (Digital PR)
    • Event Management
    • Integrated Marketing Communications
    • Crisis Communication & Disaster Management
    • Corporate Social Responsibility
    • Industry Orientation & Experiential Learning
    • Portfolio Creation & Presentation - Newspaper, Magazine, Radio and PR Docket
  • Short Modules:
    • Customer Relationship Management
    • Workshop - Entrepreneurship Skills
    • Corporate Communications
    • PR Measurements & ROI
    • Orientation to Media Advocacy