Gauri Chhabra
If I was down to my last dollar, I’d spend it on Public Relations.”
-Bill Gates
A few months ago, I was asked to keynote a conference and the topic they wanted me to speak on was: What kind of career options are needed to be successful?
Perfect! A topic I’m both passionate about and know a thing or two about. After all, through my experience, I talk to a ton of people about the skills and careers required in the marketplace today.
Now, I’m not going to tell you that the traditional career options are dead. On the contrary, they’re as important as ever. You don’t think being a doctor or an engineer still matters? Yes, it does. You don’t think media relations skills are still relevant? In today’s shrinking newsrooms they probably make a bigger difference than they did 10 years ago since it’s not as easy to get a reporter or editor’s attention, given the demands on them today.
These careers are important. With globalization, there has been a paradigm shift of careers towards services sector and among these Public Relations occupies the maximum chunk of the pie. Now the question arises- What does career in Public Relations encompass? What do Public Relations Specialists do?
Public relations specialists communicate with the public on behalf of companies, organizations or governments. They are also called communications or media specialists. A public relations specialist spreads his client’s message to the public, often using the media as a conduit.It is a lucrative field of study that connects you with different types of people around the world. Public relations specialists have to work within and outside the organization where the work involves keeping management aware of public attitudes and concerns of many groups and organizations with which they should deal.
Foot hold:
Although there are no standard educational requirements for working as a public relations specialist, employers prefer to hire job candidates who have college degrees and some experience. Many who enter this field have majored in public relations, mass communications and advertising. Prior work experience in the client’s industry is an added advantage. There are a number of campus-based programs that award public relations degrees at the undergraduate and graduate level. You can also find online programs that are similar in quality. If you are intent on attending a campus-based program, but cannot find one in your area that focuses on public relations, you should look for a good advertising or marketing degree program. These programs will allow you to study many of the same things you would in a public relations degree program, including advertising campaigns, marketing strategies, promotions, public speaking, communication, and public affairs.
Skillset:
Public relations specialists make flower arrangements of the facts, placing them so that the wilted and less attractive petals are hidden by sturdy blooms. A career in Public Relations demands creativity, out of the box thinking, initiative and extra ordinary communication skills including both written and verbal.The courses that you may pursue are:
* Diploma in Public Relations
* Post Graduate Diploma in Public Relations
* Post Graduate Diploma in Public Relations and Advertising.
An MBA with a specialization in public relations could escalate your chances of getting more advanced positions. In case you are interested in teaching at the college or university level you may opt for a doctorate degree in public relations.
Institute Scape:
Aligarh Muslim University, Aligarh
Banaras Hindu University, Varanasi
Bharatiya Vidya Bhavan, Kasturba Gandhi Marg, New Delhi
Bharatiya Vidya Bhavan, Kulpati K.M. Munshi Marg, Mumbai
Gujarat University, Ahmedabad
Sri Aurobindo Society, New Mehrauli Road, New Delhi
Indian Institute of Mass Communication, Aruna Asaf Ali Marg, JNU New Campus, New Delhi
Jamia Millia Islamia, New Delhi
Karnataka University, Dharwad
Mangalore University
Mudra Institute of Communication, Ahmedabad
Nagpur University, Nagpur
Narsee Monjee Institute of Management Studies, Mumbai.
Punjab University, Chandigarh
Symbiosis Institute of Journalism and Communication, Pune
The Indian Foundation for PR Education & Research ( IFPR), New Delhi
University of Calicut, Kozhikode
University of Delhi, New Delhi
University of Mumbai, Mumbai
University of Mysore, Mysore.
Xavier Institute of Communication, St. Xavier’s College, Mumbai
YMCA Institute of Mass Media Studies, New Delhi.
Apeejay Institute of Mass Communication , New Delhi
Punjabi University, Patiala
International :
Institute of Public Relations, The Old Trading House, 15, Northburgh Street, London
Public Relations Society of America, 33, Irving Place, New York.
Career Cursor:
Entry-level public relations specialists maintain files about company or organization activities, field inquiries from the press and public, and help organize press conferences and other events. You may also be required to arrange and conduct programs to keep up contact between organization representatives and the public, represent employers at community projects, make film, slide, or other visual presentations at meetings and school assemblies, and prepare annual reports and write proposals for various projects.
More experienced public relations specialists write press releases and speeches and coordinate public relations programs. Later on, you may graduate linearly to a supervisory position like account executive, senior account executive, account manager, and vice president
Common job titles for public relations professionals include:
Promotions Executive:
Also known as an advertising executive, a promotions executive may work in the public relations, advertising, marketing, or sales department of a large or small company. These entry-level public relations professionals typically focus on promotional campaigns and may handle clerical duties, telephone operations, client communication, and other office-related responsibilities.
Communications Specialist:
They may be responsible for helping clients communicate with the public. They may answer media questions or contact media outlets to market information or share news. Writing press releases and occupying mind space is a core function of Communications Specialist.
Public Relations Manager:
Public relations managers or directors are similar to public relations specialists. However, they often have more responsibilities. In a large company, they may supervise one or more public relations specialists. Public relations managers may also be responsible for writing speeches, designing campaigns, or creating, maintaining, and managing a company’s image.
The Road Ahead:
Public Relations has witnessed an escalating and fast gaining momentum growth trajectory and today occupies a lot of mind space in career planners and professionals.
Lalit K Sharma, CEO,Mantrin Chandigarh, sharing his nuggets of wisdom says,
“As we begin to talk about the role of PR in today’s world, I recall the initial days of my college when a definition of this profession showed me the way and led me to practice as a branding and marketing consultant just to understand these few lines…”PR is a deliberately planned effort to first create a relationship and then sustain the relationship with the public”. In a time when words like globalization, competition, market slowdowns etc. are on everyone’s mind, PR is one such area that requires maximum attention. One will have to be extra cautious while communicating with everyone at every level, be it a supplier or a customer or even someone who is doing an odd job. As information flows instantly the need for communicators with good reflexes will increase every day. The demand for quality brand managers, Advertising professionals and PR people is rising with each passing day and only those who will know their job will survive”.
Thus, those who are planning on a career that leaves an indelible imprints in the minds of one and all, Public Relations paves the path for an exciting and illustrious career ahead- that leaves a trail blazer behind…
For queries contact gauri_nagpal @yahoo.com
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