Public Relations in Mass Communication (Public Relations vs. Media Relations)
Find out all about Public Relations in Mass Communication and the difference between Public Relations and Media Relations on this page.
Public Relations in Mass Communication
Public Relations in Mass Communication - Public relations are extremely important in building the people’s perception of a brand, its identity and image. It is an important operation for companies. Every company, big or small, has a Public Relations department. Students with an educational background in Journalism and Mass Communication go on to become PR professionals. In this article, we will discuss the role of Public Relations in Mass Communication and also learn the minute difference between Public Relations and Media Relations. In addition to that, we will also learn about the top institutes to study Public Relations, PR courses, what they entail and how much money a career in the PR industry can make. Read further to learn more.
Also Read -
Top Colleges to Study PR in India
- The Need for Public Relations in the Mass Media Industry
- The Difference Between Public Relations and Media Relations
- Scope and Future of Public Relations in Mass Communication
- PR Courses
- Top Colleges to Study Public Relations
- The Curriculum of PR Programmes
- PR Agencies
The Need for Public Relations in the Mass Media Industry
Just like any other industry, public relations is vital for networking and image perception in the media industry. Some other reasons why public relations is important are listed in the space below.
- Building and Maintaining Credibility and Trust - Consistent, accurate and ethical communication between stakeholders establishes the authority of a company or brand. PR also helps in maintaining reputation and saving face during difficult times, moments of criticism, crisis management and in general. Positive coverage and experiences secured by means of PR activities carry more weight and influence than paid advertising.
- Enhancing Visibility and Brand Awareness - While any industry, and especially the media industry, is most defined by its work, PR engagement brings visibility to the brand or company. It further helps in reaching the target audience and creating buzz and excitement about new ventures, and highlighting achievements.
- Transparency with Stakeholders - A good PR operation keeps all the stakeholders in loop when any developments occur in the policies, structure, ventures and operations of a company.
The Difference Between Public Relations and Media Relations
Public Relations is an umbrella term that includes media relations, relations with stakeholders, companies with which a company has business ties, relations with the customer base and audiences, etc. While the terms are different, there aren’t any stark differences between the two. There is, however, this correlation. In simple terms, (1) Media Relations is a strategic type of Public Relations. To further define the difference, (2) Public Relations includes all strategic communication of and from a company, while Media Relations targets a specific audience, which is the press or media outlets that further spread information put out by the company to the masses. Another way the two can be differentiated is that (3) Public Relations frames the message from a particular company, and Media Relations amplifies that message.
The Amity SOC and IIMM offers UG course in Journalism and Mass Communication. Amity University is a popular private university. It offers different Journalism and Mass Communication courses. Admission criteria is merit-based followed interview/online interaction round by the colleges. Below table can also be referred for a comparison between the two based on fees and Shiksha Rating:
| College Name | Total Tuition Fee | Shiksha Rating |
|---|---|---|
| BA in Journalism and Mass Communication | INR 4.7 Lacs - INR 13.2 lakh | 4/5 |
| BJMC | INR 2.6 lakh | 4.1/5 |
The candidates not able to decide which college to enroll in for an MA can compare them based on certain parameters. For a fair comparison, facts, such as fee, placement support, and more can be considered. The below table shows a comparison between both the colleges based on fees and Shiksha rating:
| College Name | Total Tuition Fee* | Shiksha Rating |
|---|---|---|
| MA at Amity School of Communication | INR 5.4 Lakh | 4.1/5 |
| MA at Amity Gurugram | INR 1.6 Lacs - INR 4.4 Lakh | 4.8/5 |
*The aforementioned fee is as per the official website/sanctioning body. It is still subject to changes and hence, is indicative.
Scope and Future of Public Relations in Mass Communication
It has been observed that all companies, big or small, need a PR executive or a PR team for the reasons mentioned above. A small company usually has 1 to 5 members in a PR team, while large, more established MNCs can have a PR team as large as 50 members. As long as companies start popping up and those already there continue to grow, the requirement for PR professionals will prevail. Graduates from Journalism and Mass Communication often go on to pursue careers in Public Relations.
In today’s corporate space, most activities are digital and more accurately, online. Based on this fact, PR activities are also mostly online. These include press releases, media outreach, strategic partnerships, webinars, sponsorships, etc. Some real-life PR activities include events, conferences, seminars, media training, etc. While other PR strategies like ad campaigns, crisis communication, internal PR, reputation management, etc., can be carried out both online and offline. The online space and PR trends in real life are constantly evolving. As long as the evolution carries on, PR professionals will be in demand in both the private and public sectors. PR operations also often collaborate with other departments and employ writers, copywriters, graphic designers, video producers, marketing execs, etc., pretty much all the time. The operations of PR teams are deeply rooted in ways of communication. Hence, it will continue to evolve and create new opportunities for PR executives.
PR Courses
While full-fledged degree courses in Public Relations are hard to come across, the subject is often incorporated in journalism and media programmes. Students can opt for PR as a specialisation while pursuing BJMC, MJMC, etc. The same colleges that offer these courses also often offer diploma and PG diploma programmes in PR. Some courses that students, who are interested in becoming PR professionals, can consider are mentioned in the table below.
The average package offered in IIMC and ACJ is nearly the same. However, the placement rate differs. The comparison table given below compares the IIMC Delhi and ACJ Chennai placement details for better clarity:
| Institute/ College Name | Average Package | Placement Rate |
|---|---|---|
| IIMC Delhi | INR 4 LPA - INR 5 LPA | 85% |
| Asian College of Journalism | INR 3.60 LPA | 90%-95% |
NOTE: The placement data for IIMC Delhi and ACJ Chennai are fetched from Shiksha students' reviews, due to the unavailability of official data.
The tuition fees for the MA course at Vishwakarma University range from INR 34,000 - INR 3.4 lakh. The tuition fees vary according to the specialisation selected by the students in the VU. On the other hand, tuition fees for the MA course at SIMC Pune range from INR 9.3 Lacs to INR 10.6 lakh. Hence, this is explicitly clear that Vishwakarma University is a more affordable choice for studnets. However, apart from the tuition fees candidates can compare both of these institutes on other parameters too, such as placement packages, availability of seats, specialisations offered by the institutes.
Both institutes SIIB Pune and SIMC Pune are affiliated with Symbiosis International University. The SIMC Pune offers an MBA programme in Communication Management, whereas the SIIB Pune offers MBA courses in three specialisations i.e., Agri-Business Management, International Business, and Energy & Environment. Both institutes offer very different specialisations. Hence, it is hard to compare which one is best. Candidates can choose the institute according to their interests and career goals.
| BJMC (with a specialisation in Ad & PR) |
MJMC (with a specialisation in Ad & PR) |
| PG Diploma in Public Relations |
|
| Certificate Courses in PR |
Certificate courses are often short, diploma courses are usually a year-long, while UG and PG courses are 3 and 2 years respectively. The tuition fee for PR courses usually ranges from INR 20,000 to 1 lakh depending on the length of the course.
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Top Colleges to Study Public Relations
Some of the best colleges to pursue an education in PR are listed below.
- Indian Institute of Mass Communication
- Symbiosis Institute of Media and Communications
- Xavier Institute of Communications
- St. Joseph’s University
- Amity School of Communications
- Makhanlal Chaturvedi National University of Journalism and Communications
- Jagran Lakecity University
- Chandigarh University
Check out the complete list of PR Colleges here.
The Curriculum of PR Programmes
The syllabus of a PR course will vary based on what type of course it is (UG, PG, Diploma, PG Diploma). Some topics that are often featured in the syllabus of a PR programme are tabulated below.
| Society and Representation |
Advanced Public Relations Strategies |
| Marketing Environment |
Theory and Practice of PR |
| Research Methodology |
Electronic PR |
| Public Affairs and Lobbying |
Print & Design |
| Communication Theories and Public Relations Applications |
Public Relations Writing |
| Strategy and Corporate Environment |
Television & Radio |
| Event Planning |
Political Economy of Public Communication |
| International PR |
|
| Media Relations and Publicity |
|
| Corporate Communication |
Students must note that, during their programmes, they will also have to undergo at least one internship. The internship, internship reports and dissertations also hold credits.
PR Agencies
PR agencies are companies that offer PR services for other companies. Companies that outsource PR work may or may not have internal PR departments set up. Hiring a PR agency to handle can often prove to be more beneficial. They guarantee the effort and expertise required for PR activities. Some benefits of hiring a PR agency include cost effectiveness, objectivity, pre-existing media connections, scalability, credibility and access to the latest tools and technologies required in PR work. They offer services like media relations, strategic planning, content creation, social media management, reputation management, event management, crisis communication, influencer marketing, internal communications, market research, measurement and evaluation of growth, customers, audiences, clicks, conversions, etc.
PR agencies are quite obviously the top recruiters of PR students. Some popular PR agencies include Edelman, Weber Shandwick, FlieshmanHillard, Ketchum, Adfactors PR, Perfect Relations, Ogilvy & Mather, Genesis BCW, etc. In India, freshers can make anywhere between INR 2 to 5 lakhs in the PR industry. Someone with about 5 years of experience can earn up to INR 8-10 lakhs, and the numbers keep on increasing with years of experience.
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Advertising Courses
JMI Admissions through CUET
IIMC Admissions through CUET-PG
The fee structure of both the universities shall include multiple components, such as hostel fee, tuition fee, security deposit, library fee, etc. Some of these components can be refundable, such as the security amount. Tabulated below is the BSc fee at both JMI and JNU:
NOTE: This fee amount is as per the official website/sanctioning body. It is subject to changes and hence, is indicative.
Considering, the fee structure, JNU has more economical fee structure. However, it may vary based on the chosen specialisation/course. Students can also check for any fee waivers (if available).