• Objective: Understand the basics of PR and corporate communication.

  Modules

  1. Introduction to Public Relations
     • Definition and Evolution of PR
     • Importance of PR in Organizations
     • Difference Between PR and Advertising
  2. Corporate Communication Basics
     • Internal vs. External Communication
     • Importance of Consistent Messaging
     • Communication Channels in Corporations
  3. PR Theories and Models
     • Publics and Stakeholder Theories
     • Two-Way Communication Model
     • Crisis and Reputation Management
  4. Effective Communication Skills
     • Verbal and Written Communication
     • Business Writing Essentials (Emails, Press Releases, Memos)
     • Interpersonal and Non-Verbal Communication

Objective: Build skills to craft and implement effective PR campaigns.

Modules

1. Media Relations
   • Building Relationships with Media Professionals
   • Writing Press Releases, Media Kits, and Pitch Letters
   • Organizing Media Events and Press Conferences
2. PR Campaign Planning
   • Identifying Objectives and Target Audiences
   • Message Crafting and Delivery
   • Budgeting and Resource Allocation
3. Crisis Communication
   • Managing Negative Publicity
   • Crafting Crisis Response Strategies
   • Case Studies of Effective Crisis Management
4. Digital PR and Social Media
   • Using Social Media for PR
   • Managing Online Reputation
   • Tools for Monitoring Media Coverage and Public Sentiment

Objective: Focus on practical training and portfolio development.

Modules

1. Corporate Branding and Storytelling
   • Creating a Consistent Brand Identity
   • Storytelling Techniques for Brand Communication
   • Role of Visual and Digital Content in Branding
2. Event Management for PR
   • Planning and Executing Corporate Events
   • Handling Sponsorships and Partnerships
   • Post-Event Analysis and Reporting
3. Measurement and Analytics
   • Evaluating PR Campaign Success
   • Understanding Key Performance Indicators (KPIs)
   • Using Analytics Tools for Insights
4. Capstone Project
   • Developing a Complete PR Strategy for a Real or Simulated Brand
   • Preparing a Professional Portfolio: Press Releases, Campaign Plans, Media Kits
   • Presenting the Project to a Panel

• Mastery in crafting PR strategies and managing corporate communication.
• Proficiency in media relations, digital PR, and crisis communication.
• Ability to execute PR campaigns and measure their effectiveness.
• A professional portfolio to demonstrate industry readiness.

• This curriculum prepares students for roles such as PR Specialists, Corporate Communication Officers, Brand Managers, or Media Relations Coordinators in agencies, corporations, or freelance capacities.