What is Public Relation? – Proactive and Reactive Approaches – Public Relations Process –Behavoiural Public Relations Model – Persuasion Model – Two way symmetricalCommunications Model – When communications is not enough – 20 great truths about PublicRelations
Theoretical basis for Public Relations –Theories of Relationships –Systems Theory –situational Theory – Theories of Persuasion and Social Influence – Social Exchange Theory –Diffusion Theory – Social Learning Theory – Elaborated Likelihood Theory - Theories of Masscommunication – Uses and Gratification Theory – Agenda Setting Theory – Public Relationsroles – Models of Public Relations – Approaches to Conflict Resolutions
Employee communications – Role of employee communication – concept of Organizationalculture – Establishing Communication Policy – Organizational change – Importance ofemployee communication – Special employee Communication Situations – Media of Employeecommunications – Objectives of Internal media – Starting internal media – controlling internalmedia - Occasional and Special mediaRules of Effective Employee Relations. Frontline supervisors as the key communicatorsCase: Investing in Employees Pays Off (CJSS)Case: Southwest Airlines – Where Fun, LUV, and Profit Go Hand –in Hand (CJSS)Case: Employee Retention: It is the employer who is on probation (LLHT)Case: Maintaining Employee Relationship in a Tragedy (LLHT)Kodak Communicates One - on - One with All of its Employees (CJSS)
Community Relations – Importance of Public Relations – Community Relations Process –Guidelines for Effective Relations Programs -Specific Functions of Public Relations – Criteriafor Community relations Activities – Corporate Social Responsibility & Philanthropy-EmergingChallenge of Community ActivismCase: Community Relationships Maintained During Hospital Closing (CJSS)
Media Relations – Media Relations –Role of Media in Public Relations – Social Media –working with the media –Media Relations Program Elements –Role of Technology in PublicRelationsCase: Fatal Tiger Attack at San Francisco Zoo (LLHT)Case: There’s a Syringe in My Pepsi Can (CJSS)
Issues in Public Relations – public relations challenges –Types of Issues - Target audiences-Public Service as Preventive Public Relations – Special Interests – Importance of Compromise –Issue Anticipation – Scenario TechniqueCase: Take your choice – Tobacco or Health (CJSS)
Crisis Management – Understanding how people typically react to issues – Human Nature –Role of communications – Types of crises – News media influence - Fundamental guidelinesCase: Bhopal – A Nightmare for Union Carbide (CJSSCase: Sir Ganga Ram Hospital – Disaster management Plan (IS) )Pedagogy: Lecture+ Case Studies + Seminars. Faculty should bring latest issues concerningpublic relations in class discussions.Practical Component:• Related cases for each module to be discussed in the classes and presentation can be donefor each case by group of students.• Team of students can be made and asked to report the media personalities about the eventheld in the college. Different styles of reporting the same event can be discussed in theclass with its possible reactions from the media.• Collect the newspaper articles about various messages from organizations throughspokespersons and analyze the effect of each type of delivery and impact on the audience.• Conduct a CSR Programme for the college like Blood donation, Eye camps in associationwith Lions, Rotary clubs etc and gather the information’s about various challenges theseorganizations face during such community oriented programmes.