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.
XIC Mumbai and Manipal Institute of Communication offer PG Diploma courses in multiple specialisations. The total fees for PG Diploma at XIC Mumbai range between INR 2.3 Lacs and INR 4.98 Lacs for various specialisations. On the other hand, the total PG Diploma fee at Manipal Institute of Communication ranges from INR 73,000 to INR 1.4 Lakh. Hence, it can be confirmed that XIC Mumbai more expensive than Manipal Institute of Communication. However, candidates must compare the exact fee for their preferred specialisations before making the final choice.
NOTE: The mentioned fees are sourced from the respective official websites of the institutes. They are still subject to change and hence are indicative.
In India, XIC Mumbai and IIJNM Bangalore are famous names among institutes offering PG Diploma courses in various specialisations relating to Mass Communication. Both the institutes are well-ranked and recognised. The ultimate choice between the two depends on the candidates' budget, desired specialisation, and other factors that they find important.
To compare XIC Mumbai with IIJNM Bangalore for a PG Diploma, candidates can refer to the following table:
| Institutes | PG Diploma at XIC | PG Diploma at IIJNM |
|---|---|---|
| Fees | INR 2.3 Lacs - INR 4.98 Lakh | INR 4.6 Lacs - INR 4.8 Lakh |
| Shiksha Rating | 4.2/5 | 4.4/5 |
| India Today Ranking | 5 | 7 |
| Specialisations | Mass Communication & Digital Media, Journalism and Media Convergence, Event Planning and Experiential Marketing, etc. | Print Journalism, Online/Multimedia Journalism, Broadcast Journalism |
NOTE: The mentioned fees are sourced from the respective official websites of the institutes. They are still subject to change and hence are 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.
Yes, the PG Diploma at Xavier Institute of Communications (XIC) is often considered better than the same program at MET Institute of Mass Media (MET).
the PG Diploma at XIC is a better option for students who are serious about pursuing a career in the media and communication industry. It offers a high-quality education, a strong placement record, and a number of other benefits that MET cannot match.
A comparison of the universities in Delhi for their BTech programme based on multiple components, such as fee and salary packages is tabulated below:
University Name | BTech Fee* | Average Salary* |
|---|---|---|
JMI | INR 64,600 | INR 6 lakh |
| JNU | INR 99,790 - INR 2,73,000 | NA |
*The above salary and fee are sources from unofficial sources. Hence, is indicative.
A comparison of Jamia Hamdard with Jamia Milia Islamia for their MBA programme based on multiple components, such as fee and salary packages are tabulated below:
University Name | MBA Fee | MBA Median Salary |
|---|---|---|
JMI | INR 38,500 - 3 lakh | INR 8 LPA |
| Jamia Hamdard | INR 3 LPA - 4.8 LPA | INR 4.6 LPA |
| 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.
Learn More -
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.
Read More -
Advertising Courses
JMI Admissions through CUET
IIMC Admissions through CUET-PG
According to the reviews, the Xavier Institute of Communication (XIC), Mumbai, is highly regarded for its filmmaking programs. The positive comments highlight the institute's vibrant campus, supportive faculty, and strong industry connections. Students also express satisfaction with the admission process, teaching quality, and placement opportunities.
While individual opinions may vary, the overall sentiment from the reviews suggests that XIC is considered among the best institutes in Mumbai for filmmaking education. There are many positive reviews shared by students regarding their learning experience, mentorship, and opportunities given, which makes the Xavier Institute of Communication (XIC) a nice place to enroll for a filmmaking career.