Communicating Through Public Relations

Since the public image is important for all organisations and prominent personalities the role of public relation specialist becomes pertinent in crisis situations. Correct and timely transmission of information can help save the face of the organization and others. It is important to have a full fledged public relations wing to succeed in modern world and Public Relations Officers play a meaningful role in this.

by REPORTER@DAYAFTERINDIA.COM

Public Relations Officers (PROs) promote good relations between an organisation and its customers, investors and the wider public. Their work aims to build and maintain their organisation’s image and reputation. PRO ensure internal cohesion in the company by maintaining a clear communications network between the management and employees.

Public relations as a separate career option has came into existence when lots of private or government companies and institution felt the need to market their product, service and facilities. In terms of career opportunities, Public relations is broadly practiced for product publicity, corporate publicity, to have better relations with the government, to publish corporate publications like newsletter, bulletins, magazines for employees etc.

ELIGIBILITY

Bachelors degree in any discipline preferably with social sciences, liberal arts and humanities is required to take up a course in this field. There is diploma as well as post graduate diploma courses in Public relations. Duration of most the courses is of one year. Apart from this there are also short term certificate courses. Most training programmes in Advertising also include public relations. Some institutes have entrance exams while others prefer admission on merit basis.

PERSONAL ATTRIBUTES

One must have excellent communication skills, both spoken and written so has to express thoughts clearly and simply. An effective personality and the ability to get along with a wide range of people both inside and outside an organisation is necessary. Must be polite always as he has to work under pressure or provocation. An organising ability is required too, as one may have to organise press conferences, lectures, exhibitions and events. Must have self-confidence and farsightedness. Analytical skills are required to interpret research information and plan activity.

JOB PROSPECTS

Public relation officers can find employment in the corporate sector, public sector, government agencies, tourist agencies, hotels, banks and other financial institutions, private consultancy firms etc. Nowadays they can find work even with individuals like political figures, models and film stars who want their pictures, profiles and interviews published in magazines and need agents who can do the work for them so as to have a image in front of general public.

CAREER OPTIONS

Public relation officers have to work within and outside the organisation. Within the concern they have to conduct management-employee meets, to inform organisations policies, activities and accomplishments. Outside he has to liaison with government departments, trade unions, press etc whose cooperation is required for the smooth functioning, and also have to manage complaints from the consumers, organise events like fairs, exhibitions etc.

REMUNERATION

One can start with a salary of Rs 3,000 to Rs 6,000 a month, depending on the kind of organisation that one joins. Thereafter, it is up to one’s performance. A senior PR professional may get Rs 10,000 to Rs 25,000.

PR courses are offered by polytechnics and colleges all over India. Some of the institutes where one can study are as follows:

• Mudra Institute of Communications and Advertising (MICA), Ahmedabad.

• Indian Institute of Mass Communication, Jawaharlal Nehru University (JNU), New Delhi.

• Mass Communication Research Centre, Jamia Millia Islamia, New Delhi.

• Aligarh Muslim University

• Narsee Monjee Institute of Management, Mumbai.

• Bharatiya Vidya Bhawan in various cities.