What is a Public Relations Course?

The goal of public relations courses is to inform the public, the media, potential customers, sponsors, investors, employees, and other interested parties so that they would form a favourable opinion of the business, its leadership, products, or policy choices.

Press releases, internet content, and marketing are the main methods used by public relations to promote independent media. Marketing campaigns are created and carried out by students as part of public relations courses. The free dissemination of media information is covered in the public relations course, and it is supported by press releases, editorial content, and advertising for the same.

Why Study Public Relations?

·       Students learn how to effectively engage with journalists, pitch stories, and manage media queries.

·       Learn how to handle and manage crises while protecting the reputation of individuals or organizations.

·       Learn how to construct and maintain a brand's reputation, as well as how to create positive public opinions and deal with challenges.

·       PR Courses enable opportunities for networking: Connect with industry professionals, academics, and classmates to broaden your career network.

·       Public Relations courses enable students to gain professional knowledge and useful skills in customer management, media communication, and ethical practice by studying public relations.

·       The courses are pursued by students who want to enhance their skills in public speaking, preparing speeches and scripts, recognizing the mindset of the listener, promoting valuable knowledge, and trying to simplify technical aspects.

Types of Public Relations Courses

Public Relations (PR) courses come in various types, catering to different levels of expertise and specific areas within the field. Students can pursue Public Relations courses in the following specializations. Consider your career ambitions, the specific areas of PR you are interested in, and your present degree of experience while selecting a PR course. There are courses available to meet your needs, whether you are a novice or an established expert.

They can choose the course as per the area in which they wish to specialize:

OBJECTIVE: This Professional PR Certificate Course aims to introduce the students to the context, concepts and practical tools of public relations (PR) that will enhance their understanding of their chosen profession and enable them to develop the skills and abilities necessary to progress in their career.

Candidates are expected to have some experience in public relations activities, in consultancy or in-house, or they might have experience in a related discipline such as marketing or journalism and wish to enter the PR profession.

The Professional PR Certificate considers the context of the role of PR in organizations, how it can contribute to the better functioning of society, and what is expected of an ethical practitioner in the digital age.

Candidates will: research and develop PR plans; create content that helps an organization to tell a story, change attitudes and influence behaviors, and/or market products and services; and measure the impact of communication activities.

The syllabus comprises three units, which broadly follow the stages above and incorporate study of the concepts that underpin the tools and processes considered to be good PR practice.

The Professional PR Certificate is delivered by AIMC-accredited teaching centers, via face-to-face, online, or blended learning, and a further 4 - 6 hours of self-directed study per week*, guided reading and research and/ or ‘homework’ tasks. Each class will establish the detailed content, lesson plans, and resources provided to candidates.

*Self-directed study hours are provided for guidance only and will vary from one individual to another.

Candidates will be awarded the AIMC Professional PR Certificate after successfully completing the course.

COURSE OVERVIEWS:

1.          PRINCIPAL THEORY OF COMMUNICATION

ORIGIN AND GROWTH OF COMMUNICATION- Era of speech and language – Era of written Communication- Social significance of Printed words- Advent of Newspapers.

COMMUNICATION

– Its importance for society

– Meaning and education

– Elements of Communication

– Feedback- Barriers to Communication

– Functions of Communication

– Non-Verbal Communication.

INTERPERSONAL COMMUNICATION

– Features of Interpersonal Communication

– Bangladeshi   Perspective Bangabandhu Sheik Mujibur Rahman as a Communicator

– Group Communication

MASS COMMUNICATION

– Its reach, social implications

– features- definitions

– How it differs from Interpersonal Communication limitations.

2.          PRINCIPAL THEORY OF COMMUNICATION

PRINCIPLE OF PUBLIC RELATIONS:

– Nature, Role, Functions and definitions

– Popular misconceptions

– Image Projection

– Primacy of Performance over Communication

– Ethics in Public Relations.

GROWTH AND HISTORY OF PUBLIC RELATIONS: 

– Vox Populi

– Transition from ‘Public be damned’ to ‘Public be informed’

– the Bangladesh scene.

PUBLIC OPINION: 

– Factors in Opinion Formation

– Importance of public opinion for Public Relations Public in Public Relations

– Opinion Leaders.

QUALITIES OF A PUBLIC RELATIONS PROFESSIONAL

3.          PRINCIPAL THEORY OF COMMUNICATION

PUBLIC RELATIONS: How it differs from: -

a. Advertising

b. Publicity

c. lobbying

d. Propaganda 

e. Marketing.

PUBLIC RELATIONS PROCESS:

– Organizing a Campaign

– RACE formulae

– PR as a Marketing tool

– PR tool for the Private sector

– Product and Service Specific Campaign

4.           WRITING & MEDIA FOR PUBLIC RELATIONS

TOOLS AND TECHNIQUES OF WRITING:

– Writing for clarity and readability

– Style

– Grammar, Language, Vocabulary

– Transition into regional languages

– Use of Technical words

– Principle of good Writing.

WRITING FOR NEWSPAPERS:

– What is News? News value, Source of News, Various forms of News Writing

– Writing News releases. Style

– five W’S and one H- inverted pyramid

– Dateline- Headings

– Sub-headings.

FEATURE WRITING:

– Definition- Feature as distinct from Article, Success story feature (development)

– Corporate Features.

5.          WRITING & MEDIA FOR PUBLIC RELATIONS

PUBLIC RELATIONS WRITING:

– Types of PR writing – style

– Corporate Profiles, Folders, Brochures

– Annual Reports.

TYPES AND KINDS OF PRINT MEDIA:

– Newspapers – National, Regional and Local news

– Daily Newspapers and Periodicals

– Specialized Magazines and Periodicals

– Advertorials

– Supplements

– Importance of Indian Language Newspapers

– Economic, General, Technical, etc.

PHOTOGRAPHY AS A TOOL FOR PR: - News, Photo, Photo Features, Photographs for Advertisement.

6.          WRITING & MEDIA FOR PUBLIC RELATIONS

RADIO: structure 

– Different Departments

– News/ Features, opportunities for public relations

– FM Channels- AIR and private

– radio spot and jingles

– local and community radio

– writing for radio

TELEVISION: Functions- Different Departments- Private Channels – Local Channels – TV Advertisements and Sponsored Programmes- DTH – Cable TV- writing for TV.

FILM AS A TOOL FOR PUBLIC RELATIONS CAMPAIGN:

– Social and Communication Value of Films in Bangladesh

– Types of Films- Feature and Documentary, Spot and Quickie- Corporate Films

– Different stages in the Production of a Film.

7.          WRITING & MEDIA FOR PUBLIC RELATIONS

NEW   INFORMATION   MEDIA TECHNOLOGY AND   ITS   USEFULNESS   FOR ADVERTISING AND PUBLIC RELATIONS: - Computer, Internet, Teleconferencing, Website, E-mail, and Advertisement on the Internet.

EXHIBITION AS PR TOOL:

– Objective

– Trade fairs

– How to Plan and Participate in Exhibitions.

8.           PROJECT WORK

9.          CORPORATE PUBLIC RELATIONS

DEFINITION, CONCEPT, SCOPE OF CORPORATE PR: - Competitive Environment, Emerging Corporate India, Challenges of Public Relations in the Changing Business Environment.

CORPORATE PUBLICS: Their Importance to the organization and the need to have good relationships with the Major areas of Corporate Public Relations – Current Trends in Corporate Relations – changing character of Bangladeshi people.

SOCIAL MARKETING:

– Definition

– Relevance

– Ramifications

EMPLOYEE RELATIONS:

– Importance of internal PR

– Responsibility for Employee Relations

– tools for Employee Communication: Bulletin board, Open

– House Meetings, seminars, Pay-slip Inserts, Communication from Employee to Management

– Suggestion Boxes

HOUSE JOURNAL:

– The need for House Journal and how to produce House Journal 

– Writing for House Journal and News Letter

– Different Stages of Production of House Journal, Contents, News Gathering system, Title, and Registration, Including RNI formalities, layout and illustrations. Format and Periodicity, Fillers, and Features. CD House Journal. Qualities of an Editor.

CONSUMER RELATIONS:

– Responsibility for consumer relations. The changing profile of consumer and liberalization

– Role of Women and Consumers. Basis for good Consumer Relations. Objectives of Consumer Rights Act. Consumer grievances, redress mechanism, Consumer education.

COMMUNITY RELATIONS: - Social Responsibility of Business (CSR): Benefits of Community Relations, Community Relations Policy, Employee’s Role. Planning a Community Relations Programme. Case Studies.

10.          CORPORATE PUBLIC RELATIONS

PUBLIC RELATIONS IN CRISIS MANAGEMENT:

– What are a Crisis

– Manmade and Natural Crisis Corporate Image in Crisis Situation

– Crisis Management Plan and the Role of       PR Case Studies

11.           MEDIA RELATIONS:

MEDIA RELATIONS- The need for effective Media Relations. Co-operation and Collaboration- How to Obtain Better Coverage – Tools and Techniques.

PREPARATION/ TRANSMISSION/LANGUAGE SPECIFIC/ISSUE SPECIFIC NEWS RELEASE:

– Features, Interviews, Fact sheets, Backgrounders, Media Conference, Media Briefing, Media kit- Its uses, Ready Reference Material

– Photographs and their Uses. 

– MEDIA TOURS

LETTERS TO THE EDITOR: Rejoinder and Clarification ROLE AND FUNCTIONS OF PRESS CONFERENCE

12.           RURAL COMMUNICATION:

CHALLENGES OF RURAL COMMUNICATION IN BANGLADESH: - Tagore’s Views on Rural Development – Administrative Structure in Rural Bangladesh

RURAL COMMUNICATION FOR DEVELOPMENT:

– Field Publicity

– Agriculture, Health, Social Forestry, literacy etc

TRADITIONAL MEDIA: - Folk Theatres ( Jatra Gaan, Pala Gaan, Gamvira) Folk Songs ( Lalon, Suji Gaan, Valiyali ) Role of Jingle, Puppetry, Cultural Squads of Political Parties, Rural Fairs, Folk Festivals, etc.

PANCHAYAT LOCAL BODIES: - District Information Department- Needs and Method of Communication

NON-GOVERNMENTAL VOLUNTARY ORGANIZATIONS:

– Their influence on local people: need and approach to Communication 

– NGO Management 

– Tools of Communication.

RURAL NEWSPAPERS:

– Rural Development

– Visual Media 

– Information kiosks

13.           ADVERTISING ( THEORY AND PRACTICE):

INTRODUCTION:

– Definition

– Origin and Evolution of Advertising. Functions, Role, and Scope of Advertising in the Bangladesh and Global Marketing Scenario

– Economic liberalization and its impact on Indian Advertising.

ADVERTISING THEORIES: Importance of Models and Theories in the Practice of Advertising. DAGMAR theory

– David Ogilvy and Rosser Reaves theories; AIDA formula

–  Consumer learning Theory- Hierarchy of Effective Models ( Lavidge – Steiner) 

–  ELM Model of Attitude Change

– Media Dependency Model

– Cognitive Process in Media Effects.

TYPES AND CLASSIFICATIONS OF ADVERTISING: Product Advertising

– Brand Building Process-Institutional Advertising: Financial Advertising: Public Service Advertising

– Corporate Advertising

– Political Advertising- Government Advertising

– Classified Advertising and Display Advertising. Objectives, functions, and Role of each category of Advertising in the Indian Socio-Economic and Political Conditions/ Direct Mailer.

14.          ADVERTISING ( THEORY AND PRACTICE):

ADVERTISING MEDIA: Media Scene in Bangladesh and Their Potentialities

– Types 

– Characteristics-reach

– Impact of each Medium- Print Media ( Newspapers, Magazines)- Electronic Media

– Radio, TV, Film, Outdoor, Transit Media, Exhibition, and Trade Fair

– Internet and Websites

– Planning, Media Strategy, Internet Advertising, Outdoor Advertising

– Media Buying

– Agency of Record.

OUTDOOR MEDIA:

– Wall signs

– Hoardings

– Bill Boards

– Kiosks

– Bulletin Boards

– Poster

– Mobile Media

ADVERTISING AGENCY

– Types of Agencies, Structure, Functions, Role and Scope

– PR division

– Commission System

– Fee System

– Choosing an Agency, Agency

– Client Relations. 

15.          ADVERTISING ( THEORY AND PRACTICE):

ETHICAL AND LEGAL VALUES IN ADVERTISING:

– Values in Advertising, Ethics in Advertising- Criticism of Advertising as distinct from Public Relations, Publicity, Sales Promotion, Code of Advertising, Standards of Advertising in Bangladesh, Advertising Standards Council. Standards of Practice, Legal Aspects, Trade Practices 

– Self-Regulatory Controls.

16.    ADVERTISING ( THEORY AND PRACTICE):

PRODUCTION: TECHNOLOGY & CREATIVITY:

– Creativity in Advertising

– Different Creatives for different Media.

Structure of Advertisement- the layout and design ( product, order, unity, variety, balance, emphasis, headlines, body matter) copy of ads in Print, Broadcasting Commercials- Films, Sub Headings, Slogans – Scripts

– Creative strategy

– Copywriting

– Visuals, Layout- Production of ad, artwork

– Photography

– Typography-mechanical setting

– Computer Graphics, Print Production, creating Audio and Audio 

– Visuals

– Script writing and Jingle making for Audio as well as Audio- Visual Media

– Radio Production, TV Production.

– Computer multimedia in creating Advertisements

– software packages

– Animation Techniques

– The link between Script and Visuals

– Special Effects for better impact.

17.    ADVERTISING ( THEORY AND PRACTICE):

PLANNING AND MANAGING ADVERTISING CAMPAIGNS:

– What is an Advertising Campaign?

– Importance of campaign planning components

– Research

– Market Research, Product Research, Consumer insight analysis.

– Strategic planning- objectives, market analysis.

– Advertising budget

– Media planning and scheduling

– market impact, measuring the effectiveness of advertising campaigns.

– Case studies.

18.     FINAL PROJECT WORK: PR Campaigns Development

19.     FINAL PROJECT WORK: PR Campaigns Development

20.    FINAL PROJECT WORK: PR Campaigns Presentation

10 WEEKS 60 HOURS 10 SEATS

COURSE DIRECTOR: RAZIBUL HOSSAIN

COURSE FEES: 20,000 BDT

Hotline: +88 01907 800 811, +88 01907 800 822Email: edu.info.aimc@gmail.comWebsite: www.aimcbangladesh.org

Course Details: www.aimcbangladesh.org/courses

Scholarship Details: www.aimcbangladesh.org/scholarships

For registration: www.aimcbangladesh.org/registration