Public relations is one of the most popular career choices today, and this article explains what PR is and how to get into it.

PR is a management function that involves monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organization and its clients.

‘Organization’ can be a government body, a business house, a professional institution, a public service company or a body concerned with health, culture, education etc.

 ‘Public’ are vital for any organization to survive, particularly in the market-oriented economy like India. The word `public’ includes customers - existing and potential; employees and management; investors; media; government; suppliers; opinion-formers etc.

To be effective, an organization needs to listen to the opinion of those with whom it deals and not solely provide information. Issuing a barrage of propaganda is not enough in today’s open society. The responsibility of the PR is not only reveal  the organization’s story to the public,  but also to shape the organization and the way it works.

In today’s world, where perceptions are so important, Public Relation ensures that the lines of communication between an organization and its consumers stay open and profitable. Follwing is the graph presenting how many aspects of communication does Public Relation cover in the organization.

Therefore the Public Relation department in an organization works to achieve a variety of objectives. The direct objectives could be to project the benefits of a product or service manufactured or marketed by the organization, or indirectly, handling the government and its image in the public domain, working with its partners, collaborators or principals, maintaining favorable contacts with financial organizations, and publicizing corporate attitudes and activities as beneficial to the public at large.

Career prospects and nature of the work in Public Relations
Public relations as a separate career option came into existence when lots of private or government companies and institution felt the need to market their product, service and facilities.

Career development opportunities within the public relations industry are excellent but competition for job is fierce. Public image is important to all organizations and prominent personalities.

Public relation officers can hit upon 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 positive image in general public.

The role of public relation officer becomes pertinent in crisis situations when the correct and timely transmission of information can help save the face of the organization. They ensure internal cohesion in the company by maintaining a clear communications network between the management and employees. Its first objective is to improve channels of communication and to establish new ways of setting up a two-way flow of information and understanding.
Public relations specialists handle organizational functions such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations. They do more than “tell the organization’s story.” They must understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them and with representatives from print and broadcast journalism.

In government, public relations specialists keep the public informed about the activities of agencies and officials. For example: A press secretary of the member of Parliament  keeps constituents aware of the representative’s accomplishments. In large organizations, the key public relations executive,  may develop overall plans and policies with other executives.

In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries.
Another important area of work in this field is to create public identity or an image for public figures like political parties, models and film stars. It include advising them on every aspect of personality, including dress code, behavior, statement given in press, public appearances etc.
 
Requirements and eligibility to join Public Relation
There are no defined standards for entry into a public relations career. A college degree in a communications-related field combined with public relations experience is excellent preparation for public relations work. Many entry-level public relations specialists have a college degree in public relations, journalism, advertising, or communication. Some firms seek college graduates who have worked in electronic or print journalism. Bachelors degree in any discipline preferably with social sciences, liberal arts and humanities is required to take up a course in this field.
Best Courses in Public Relations in India

u Symbiosis Institute of Mass Communication (SIMC) Pune
Two-year full time post graduate diploma in Communication Management with option
for majoring in Public Relations, Corporate Communication and Event Management in
the second year.
For more details visit: http://www.simc.edu/

u Makhanlal Chaturvedi National University of Journalism, Bhopal
MA in Advertising and Public Relations (MAAPR)
For more details visit: http://www.mcu.ac.in/

u School of Broadcasting and Communication, Mumbai
Offers 2 year full-time MA in advertising and Public relations
For more details visit: http://www.sbc.ac.in

u Xavier Institute of Communications (XIC), Mumbai
One year full-time Diploma in Public Relations and Corporate Communications
For more details visit:
http://www.xaviercomm.org/
mass-media-courses/courses-pr.htm

u Indian Institute of Mass Communication (IIMC), New Delhi
One year post graduate diploma in Advertising and PR – started in 1981
For more details visit: http://www.iimc.nic.in/training-pg-journalism-ad-pr-syllabus.html

Institutes Offering Courses in PR in Hyderabad

Andhra Open University, Hyderabad, Andhra Pradesh
# 46 University Campus Road, Jubilee Hills
Yousufguda  Hyderabad - 500045
Landmark: Near Jubilee Hills Road No. 46
Phone: 040-23548270

Osmania University, Administrative Building, Hyderabad
Osmania University Campus
Hyderabad - 500007
Phone: 040-27098048, 27682364

Bhavan’s College of Communication and Management, Hyderabad
Kulapati Munshi Sadan,
5-9-1105, Bashirbagh,
King Kothi Road, Hyderabad
Phone: 23230755,  23241426

 Dr. B.R. Ambedkar Open University, Hyderabad,
Road No. 46  Jubilee Hills
Hyderabad Andhra Pradesh
Phone: 040-23541372, 23546272

COURSE DETAILS 
Courses in public relations can be undertaken after graduation in any stream. There are many one year / two years diploma and post graduate diploma courses that offer you specialization in public relations. Mostly, the basis of selection in these courses is a written test (to test the communication skills) and an interview.

Apart from the academic qualification and experience in Public Relation one must show creativity, initiative, and good judgment and the ability to communicate thoughts clearly and simply. Decision-making, problem-solving, and research skills also are important. People who choose public relations as a career need an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be competitive, yet able to function as part of a team and be open to new ideas.

Remuneration : Public relations positions around the world provide new opportunities with ever increasing international business and cross-cultural relations. Global organizations such as the Public Relations Consultants Association represent some of the largest international public relations employers. One can start with a salary of Rs 10,000 to Rs25,000 a month, depending on the kind of organization that one joins and of course the salary structure can also increase according to the capabilities of the candidates

Promotion to supervisory jobs may come to public relations specialists who show that they can handle more demanding assignments. In public relations firms, a beginner might be hired as a research assistant or coordinator and be promoted to executive, senior executive, manager, and eventually vice president. A similar career path is followed in corporate public relations, although the titles may differ.

There will be no shortage of opportunities for public relations professionals with the proper education, experience, and aptitude who are willing to work hard for their place in the industry.

So… are you ready to relate yourself with public by PUBLIC RELATION???