Public Relations & Corporate Communication
2018 - 2019

Course Head: Mr. Rajeev Chawla
Course Outline and Method:

The Public Relations and Corporate Communication course is a full-time, post-graduate diploma programme. It is a training discipline for professional knowledge and skills in communication, applied to corporate management, in institutions of government, commerce and Industry non- profit agencies and academia.

The expertise and skills required of PR practitioners include the strategic handling of tools and channels for information distribution and retrieval, to build relationships with individuals and target groups or “publics” through planned Action and Communication via mass media, new media, and person to person.

The course comprises 29 modules, seminars and workshops (the costs of which are included in the tuition fee). The total of 401 sessions / 79 credits, makes the student eligible for the diploma.

A substantial part of the education is conducted through ‘assisted learning’ which involves students undertaking assignments, research and case studies, projects individually or in groups under the guidance of the faculty.

Class Timings:

The course is conducted over week days – Monday to Saturday (9.30 am – 8.30 pm.), with upto three sessions daily. Workshops / Seminars are usually scheduled for Saturdays.

75% attendance is compulsory in each module.

Job Prospects:

There are rich and varied opportunities available in Business Corporations, PR Specialist Service Providers, Advertising Agencies, NGOs, Government Divisions and Departments, Academia and in the Mass Media News and Entertainment Industry Corporations. Placement interactions are scheduled towards the end of the second term before the closing of the academic year.

Anyone who is a graduate in Arts, Science, Mass Media, Commerce, etc. (Students, awaiting their graduation results, should submit a photocopy of the final year mark sheet in the Second Semester to the Administration Office, failing which they will not be eligible for the XIC diploma.)

There is an on-line entrance test followed by a group discussion and individual interview.

Course Content, No. of Sessions and Credits are subject to minor changes.
All modules in this course are obligatory. The Management reserves the right, as and when necessary, to change the syllabus without prior notice.


A: Core Skills for P. R.
105 sessions
21 credits
P.R. Concepts, Structures & Practice
10 sessions
2 credits
The P.R. Campaign / Strategic P.R.
10 Sessions
2 Credits
Effective Writing for P. R.
15 Sessions
3 Credits
P.R. & Media Relations
10 Sessions
2 Credits
Client servicing
10 Sessions
2 Credits
Corporate Communication
  • Corporate Communication Concepts
  • Corporate Communication Practice
15 Sessions
3 Credits
News Reporting
15 Sessions
3 Credits
Research and Research Writing
10 Sessions
2 Credits
Measurement of P.R. Objectives/Campaigns
10 Sessions
2 Credits
B: Foundation based Skills for P. R.
205 sessions
41 credits
Management Studies
30 Sessions
6 Credits
The Mass Media Industry
15 Sessions
3 Credits
Effective Business Communication
10 Sessions
2 Credits
Integrated Communication
10 Sessions
2 Credits
Corporate Branding
10 Sessions
2 Credits
P.R. Industry Practice and Application
15 sessions
3 credits
Event Management
  • Event Planning
  • Event Execution
35 Sessions
7 Credits
Computer Skills for Media and Communication
30 Sessions
6 Credits
New Media & Practice
10 sessions
2 credits
New media Case-Studies
10 sessions
2 credits
P.R. Case Studies: Research, Analysis and Solutions
15 Sessions
3 Credits
Crisis Communication
10 Sessions
2 Credits
Public Affairs Practice
5 sessions
1 credit
C: Value added Skills for P. R.
86 sessions
16 credits
Relationship Management
6 Sessions
Non credit
P.R. Law & Media
5 Sessions
1 Credits
Audio Visual Communication Production
25 Sessions
5 Credits
Public Speaking & Presentation Skills for P.R. Professionals
15 Sessions
3 Credits
P.R. Professional Practice
  • The Making of a P.R. professional
  • Professional Etiquette & Standards for P.R. Professionals
  • Soft Skills for PR Professionals
20 Sessions
4 Credits
The Economics/Business side of the P.R. agency
10 sessions
2 Credits
Diversity Discourse
5 sessions
1 Credits
D: Industry Project Practice
Internship (Later part of the Academic Year)
5 Sessions
1 Credits
Total
401 Sessions
79 Credits
(6 sessions
non-credits)