PR & Corporate Communication

THE strategies and tactics used to swell the ranks of patriots while staging of the Boston Tea Party, the immediate cause for the American Revolution, is an example of early public relations. President Thomas Jefferson first used the term “public relations” in 1807.  Over the centuries, it has evolved as one of the most essential and inevitable functions performed by organizations and famed individuals. In India, it dates back to 1920s, when Indian Railways utilized exhibitions, festivals and advertisements in newspapers to attract tourists.

The concept
Public Relations is defined as a set of management, supervision and technical functions that enable an organization's ability to strategically implement a mutually beneficial relationship between the members concerned and the organization such that it is successful in achieving its objectives.

An effective public relations plan for an organization is developed to communicate a message that coincides with organisational goals and seeks to benefit mutual interests whenever possible. “In the modern world where public perception is the single most important factor that dictates and influences the way businesses and governments are run, PR helps create, nurture and maintain a desired public image,” explains, Dilip cherian, PR guru and founder of PR agency Perfect Relations. In fact, another arena closely related to Public Relations is Corporate Communication. Today most of the big organizations have a separate Corporate Communications team to deal with the media and public interest queries.
 

• Check out! Daily schedule of a PR person 
  
  

Entering the field
The requirements are different across levels, but the basics include good writing skills and general knowledge (in the traditional sense of the word). "As for corporate communicators, it is important to have a thorough understanding of your client's business and the environment in which it operates and to stay in touch with current 'news and views'. An eye for detail is also essential because execution is the key to this profession,” says Nandita Lakshmanan, CEO, The PRactice. Most of the aspirants of PR come from completely different backgrounds.

They could have basic degrees in Chemistry, Microbiology, History or Mathematics. It is a profession that demands only what intelligence you bring in rather than what institute you graduated from. As for Corporate Communications, most organizations look for candidates who have worked in media or a PR agency. “Strong communications is ultimately the core skill. Knowledge of English and the ability to write well and express clearly is the key. However, some knowledge of how media works is desirable,” adds Cherian. Those having knowledge of the media environment through reading and observation of news and current affairs or working in it are considered as assets.

Courses in PR and Corporate Comm.
Owing to the large-scale opportunities available in the arena, there are large numbers of institutes offering postgraduate diplomas or Master’s Degree in Public Relations clubbed with Advertising or Corporate Communications. Although most PR practitioners insist that no formal education is required to make a career in PR and Corporate Communications, yet these courses help in ensuring that a newcomer is quickly productive and noticeably successful in a short span of time.

Indian Institute of Mass Communication (IIMC), Xavier Institute of Communication, Symbiosis Institute of Mass Communication, School of Broadcasting and Communication (Mumbai) are among the popular institutes that offer courses in PR, Advertising and Corporate Communication.  “We started out as a batch of 25 a few years back. In the current batch there are 71 students. During the placement period, public and private organizations are offering attractive packages,” said Dr. Jaishree Jethwani, Course Director, PR and Advertising, IIMC. Most of these courses have a high demand and the institutions conduct their own entrance examinations, group discussions and interviews to select the most suitable candidates.

Career Prospects
One can start with a specialized PR agency where you can apprise yourself with nuances of media and client management. PR agencies provide you a very good exposure and you get the opportunity to work on multiple sectors. Another option is Corporate Communications, wherein you are responsible for managing one brand from the inside, as you are a part of the organization/brand that you represent. Journalists aiming for a relatively settled career and higher pay packages move into it after completion of 3-4 years in the media industry. “My stint with a famous PR agency taught me what PR is actually all about and helped me learn how to manage PR campaigns from end to end. It also helped me to identify which sectors interested me and I gained in-depth knowledge in them. The decision to shift to Corporate Communications was a natural progression and driven by my professional goals,” explains Aanchal Jain, a Corporate Communication professional with Max Bupa.

Career Challenges
PR industry in India is still nascent yet it offers opportunities for students who have a keen interest in news, writing and communication. The courses in PR help to do better in building practical skills in basic media monitoring, media relations, and other aspects. Work needs to be done in the area of engaging with the industry through internships and projects. As a career, PR is marked by the lack of daily routines. Inability to deal with challenges, pressure and long hours could be the big issues for an aspiring professional. You need to be ready to travel extensively and work 24x7 under exacting deadlines. So a PR and Corporate Communication professional has to learn to love these aspects, else it might not be the right career for you. But the diversity of learning and exposure in this highly competitive profession is vast and unparalleled as well.

Ringside view of the profession from a founding father 

“No prerequisites are required for pursuing PR apart  from a certain intelligence level” Dilip Cherian, Founder, Perfect Relations Q: What are the essential prerequisites to pursue PR as a career? A. Actually no prerequisites are required for pursuing PR apart from a certain intelligence level. Any good basic degree will do plus some training. In fact, specialist degrees in Biology, Chemistry or Mathematics works best for us. It does not really matter which institute you graduate from and with how many marks. Strong communications is ultimately the core skill. Knowledge of English and the ability to write well and express clearly are the keys. However, some knowledge of how media works is desirable. Q: What are the positive aspects of a career in PR? A. Growth, recognition and satisfaction can come very quickly for those who deserve it. Simply put, there is growth everywhere! I believe the future for PR is full of exciting challenges. Also in this business remuneration is generous, increasingly dependent on the individual’s ability to perform, ability to think out-of-the-box and the ability to rise quickly to challenges. Q: What career advice would you like to give to aspirants? A. PR is a choice for those who look for a fast track, growth-oriented career. But groom yourself for it with 3 mantras… Be inquisitive and keen to learn about everything around you – read and listen to news. Develop a passion for writing – essays, articles….Whatever interests you! And have perfect spelling and grammar knowledge. When you graduate choose the right school that will train and ready you for the job – remember in an impatient industry your first few days will determine where and how you will move!

 More options in Mass Communication:
Films, TV & Radio; Journalism; Advertising