Want to be a PRO? Check this out!


Public Relations happens to be a management function, which consists of monitoring, examining and evaluating the attitude of the public in order to maintain a mutual understanding and a proper relationship between the organization and the public such as the government, consumers, shareholders, employees and the media. Public Relations professionals ensure the fact that an internal cohesion is maintained within the organization, by way of clear communications between the employees and the management. They are required to improve the communication channels thereby establishing ways for a two way communication of understanding and information.

With numerous government and private companies and other institution emerging, the need for Public relations officers has been greatly felt! This has given a boost to the Public Relations career! Public image is something that is always very important for any organization. It has the capacity to make or mar an organization. The role of the public relation personnel becomes evident and pertinent in situations of crisis, wherein the timely and correct transmission of understanding and information becomes vital for the organization. Public Relations include corporate publicity, product publicity, maintaining good relations with the government, publish the corporate publications such as bulletins, magazines, newsletter etc for employees.

Do you Want to be a PRO? Check this out! When it comes to career scopes in Public Relations, options are wide and diverse.

Courses and Eligibility

In order to pursue a program in Public Relations, one must possess a graduation degree in any discipline. There are a diverse variety of Public Relations courses ranging from diploma to post graduate diploma programs, certificate courses, postgraduate degree courses etc.  Most of the PR courses are of one year. Several training programs in the field of Advertising also consist of public relations. While some of the public relations institutes in India admit students to the course on the basis of merit, there are several other institutes that have their individual entrance tests.

The various concepts on which the PR programs focus are wide, consisting of public relations principles and techniques, organizational development, corporate pr, advertising, PR media, public relations management and administration, writing, preparing proposals, annual reports, news releases, scripts, visual communications, speeches, desktop publishing, computer graphics and research, survey design and implementation, social science research and many more.

Some of the popular Public Relations courses are:

  • Certificate Course in Basic Public Relations
  • Certificate Course in Advertising and Public Relations
  • Certificate Course in Public Relations
  • Diploma in Communication, Journalism and Public Relations
  • Diploma in Public Relations and Corporate Communication
  • Diploma in Public Relations
  • Degree Course in Public Relations
  • Master’s Degree in Journalism And Public Relations
  • M.A. Public Relations
  • Post Graduate Diploma in Event Management and Public Relations
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  • Post Graduate Diploma in Public Relations
  • Post Graduate Diploma in Journalism, Public Relations and Advertising
  • Post Graduate Diploma in Public Relations and Advertising

Personal Attributes

  • Must possess an analytical mind set
  • Must possess farsightedness
  • Must possess the ability to handle any rises
  • Should have an alert mind for planning and safe guarding the image of the organization, product or person
  • Should have excellent command over the language for preparing leaflets, news releases, articles, reports
  • Should have effective oral communication skills for handling meetings, press briefings, conferences and presentations
  • Should have good organizational skills
  • Should be able to handle several tasks simultaneously
  • Should be able to appreciate suggestions from people
  • Should have resilience
  • Should have good sense of humor
  • Must possess patience and diplomacy
  • Must possess an effective personality
  • Should be able to get along with people of diverse kind, both within and outside the organization
  • Must be polite
  • Should have an organizing ability that is necessary for organizing lectures, press conferences, exhibitions and events
  • Should have an understanding of the human psychology
  • Must possess analytical skills for interpreting research information and planning activities

Career Prospects

A career in Public Relations hold great career prospects and job opportunities. Public Relations officers can now find diverse employment opportunities in the public sector, government agencies, corporate sector, tourist agencies, banks, hotels, financial institutions, private consultancy firms etc. These days, the PROs can even work with eminent individuals such as political figures, film stars and other famous personalities who needs to uphold an their image to the public, through the use of various means of advertising.

Public relations officers are required to work both inside as well outside their organizations. Inside the companies, the PR professionals need to conduct management-employee meets, to inform about the policies of the organization, its accomplishments and activities. Whereas outside the organization, PR individuals need to liaison with the various department of the Government, trade unions, media etc whose assistance and cooperation is extremely important for the proper and smooth functioning of the firm. PROs also need to manage the complaints from consumers, arrange for events like exhibitions, fairs etc. the job of the PRO includes keeping the management updated and informed about the public attitudes and the many concerns of the organization, groups and individuals that the company deals with. They are required to research, write, maintain contact, prepare materials, respond to the inquiries etc.

One of the most important work that a Public Relations Career demand is creating a positive image or a public identity for the organization, people or products. Every single activity from issuing press releases, behavior activities, personality aspects, public appearances etc should be briefed by the Public Relations Officer.

Lobbying is yet another area wherein the work of the PRO consists of bringing about the situations favorable to those special interest groups representing the industries, company, government etc. It is used as a strategy for raising the public consciousness thereby influencing the policy makers in varied areas such as human rights, education, environment etc.

A career in PR comes with the following job scopes:

  • Public Affairs Coordinator
  • Communications Officer
  • Communications Manager
  • Communications associate
  • Communications/Research Analyst Institutes
  • Media Relations officer
  • Director of External Affairs
  • Marketing communication Specialist
  • Press Secretary
  • Communications Professional
  • Development Director

Institutes in India

  • Andhra Open University, Hyderabad, Andhra Pradesh
  • Osmania University, Administrative Building, Hyderabad – 500007
  • Bhavan’s College of Communication and Management, Hyderabad
  • Delhi School of Communication E Agnel School Bldg, Gautam Nagar, New Delhi – 110049
  • Indira Gandhi National Open University Maiden Garhi, New Delhi – 110068
  • Institute of Advertising and Communication, New Delhi
  • Indian Foundation of Public Relation Education and Research, New Delhi
  • National Institute of Advertising, New Delhi
  • YMCA Institute of Media Studies, Education Center Building, Jai Singh Road, New Delhi – 110001
  • School of Communication, EMPI, New Delhi
  • Institute of Management Development and Research Management House, Opp. B-50, South Extension Part-I, New Delhi – 110049
  • South Gujarat University, PO 49, Udhna Magdalla Road, Surat – 395007
  • Manipal Institute of Communication Manipal – 576119
  • Mudra Institute of Communications Shela, Ahmedabad, Gujarat – 380058
  • School of Communication and Management Studies, Thiruvananthapuram
  • Bhavan’s College of Communication and Management, Mumbai – 400007
  • University of Mumbai, M.G.Road, Fort, Mumbai – 400032
  • Somaiya College of Management, Charni Road, Near Bhartiya Vidya Bhawan, Mumbai
  • PG Diploma in Public Relations   Xavier Institute of Communication, St. Xavier’s College, Mumbai
  • Symbiosis Institute of Journalism and Communication, Pune, Maharashtra
  • Aligarh Muslim University, Aligarh – 202001
  • Directorate of Distance Education, Annamalai Nagar, Tamil Nadu
  • Punjabi University, Patiala – 147002
  • Lal Bahadur Shastri Institute of Management and Kursi Road, Lucknow
  • KC College of Management, Mumbai
  • Center for Image Management Studies Cochin University, PO Kochi – 682022
  • Center for Mass Media Studies, YMCA, Jai Singh Road, New Delhi – 11000
  • Narsee Monjee Institute of Management Studies, V.L Mehta Road, Vile Parle, Mumbai
  • New Delhi Polytechnic for Women, South Extension, New Delhi
  • Indian Institute of Public Relations, B-9, Shivalik, New Delhi
  • National Institute of Advertising, New Delhi
  • Indian Institute of Mass Communication, Shaheed Jeet Singh Marg, JNU Campus, New Delhi – 110067
  • School of Communication, EMPI, New Delhi
  • School of Management, Asia Pacific School, Sarita Vihar, New Delhi


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