Q1.What are the
areas of work of a Public relation officer?
Q2.What are the
training Institutes for this career ?
Q3.What are the
career prospects and remuneration ?
are the areas of work of a Public relation officer?
A1.There are a number of fields that require the services of a Public
Relations Officer, which makes this career very interesting. Some of the
fields are :-
Corporate Sector - shows that there is more to a particular organisation
than merely making money; the activities and attitudes are portrayed as
being beneficial and friendly towards the public.
Government - deals with informing the public about the government's
schemes and activities and showing the overall benefit of these projects
to society at large
Pressure Groups/Causes/Lobbies - This is possibly the most difficult
area to work in, but the most fulfilling since it deals with particular
groups of society or organisations that have been built with a cause to
improve society in some way or the other. It is a relatively new area in
India and demands dedication and extensive knowledge about the cause
being fought for such as child labour, women's' issues, the environment,
political ideology and so on. The work involves making the public aware
of the issues through public programmes, fund-raising, charity shows, so
that people are inspired to change and in-turn help convince the
Products - involves creating a good image of the product before it is
launched to ensure that consumers, retailers, distributors are enticed
Public Personalities - This is probably the most glamorous of all the PR
jobs since it deals with building and enhancing an image of well-known
people such as politicians, sports people, musicians, actors/ actresses,
Public Sector - aims to show and prove to the policy-makers and common
person that the public money is being spent in a worthwhile manner
Schemes/ Projects - this involves informing the community being catered
to or the organisation's employees about new schemes to reduce their
apprehension towards change, answer any queries and show the overall
benefit of these projects
Tourism/Hospitality Industry - quite an important field since the image
projected will determine or influence people's attitudes.
Q2.What are the training Institutes forthis career ?
A2.Although formal training is not essential to become a public relations
officer, it has proven to be an advantage especially in the competitive
job scenarios. Most companies do take on young graduates in subjects like
psychology, economics, marketing, sociology etc. and a course in public
relations certainly does improve chances of being selected as well as
gaining more knowledge about the career. Experience is another binding
factor that ensures success. Most of the courses are offered as
post-graduate courses and the eligibility rules are such - Bachelor of
Arts in any discipline, but preferably the social sciences, liberal arts
and humanities. The course generally lasts for about a year and admission
is based on merit (in most cases). Some of the topics covered during
training are communication, marketing, advertising, research methods,
media techniques, media planning, script writing and editing, news
editing, partial mass media etc. The course also includes practical
training (one month) where the students are given the chance to learn in a
public sector organisation, advertising agency or something similar.
The following institutions offer these courses around India :- Diploma in
PR Bharatiya Vidya Bhavan at Bangalore, Calcutta, Delhi, Hyderabad,
Madras, Mumbai Diploma in PR YMCA Institute of Mass Media Studies, New
Delhi (for graduates) Diploma in PR YMCA, New Delhi (for graduates)
Diploma in PR New Delhi Polytechnic for Women (for XII-pass students)
Diploma in PR St. Xaviers College of Communications, Mumbai (for
graduates) Diploma in PR Sophia Polytechnic, B.K. Somani Mumbai (for
graduates) Diploma in PR KC College of Mgmt, Mumbai (for graduates)
Diploma in PR Somaiya College of Mgmt, Mumbai (for graduates) Diploma in
PR Symbiosis Institute of Journalism & Communication, Pune Graduate
Diploma in Advertising & PR Indian Institute of Mass Communication, JNU
Campus, New Delhi P.G. Diploma in PR & Advertising, PR & Journalism School
of Communication & Mgmt. Studies, Cochin University P.G. Diploma in
Advertising & Communications Monjee Institute of Mgmt. Studies, V.L. Mehta
Rd., Ville Parle (W), Mumbai Degree Course South Gujarat University, P.O.
Box No. 49, Udhna Magdalla Rd., Surat - 395 007 Degree Course University
of Mumbai, MG Rd., Fort, Mumbai - 400 032
Q3.What are the career prospects and
A3.The opportunities are immense for potential Public Relations Officers.
As outlined in the 'Areas of Work' section, work can be found in
government offices, private companies, advertising agencies, tourist
resorts, hotels, banks and financial institutions, non-governmental
organisations, private consultancy firms etc. Depending on the designation
and enterprise, the pay scales will definitely vary. In a PR department,
we generally only have PRO and liaison officers (Senior PR officers are
paid on par with the senior managers in Hotels/Corporate Sector etc.) In
large consultancy firms, the hierarchy is much more prominent - trainee
executives, account executives, senior account managers, account director,
chief PR directors are all present therefore training and experience are
necessary to move up in one's career (the starting salary is approximately
Rs. 5000) Government departments usually have the junior and senior
information officers and they are paid as per fixed rules.