Public Relations

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Dr. Priyameet kaur keer Anand  & Rajalakshmi Ramu

ISBN - 9789387880146

                                                                                                                                                                   Syllabus

 PUBLIC RELATIONS

16MBA HR401

Unit 1:                                                                                                                  (8 Hours)

Public Relation: Meaning, Concepts of PR-Proactive and Reactive Approaches–Public Relations Process–Behavioral Public Relations Model–Persuasion Model–Two way Symmetrical Communications Model–20 Great Truths about Public Relations

Unit 2:                                                                                                                  (8 Hours)

Theoretical basis for Public Relations –Theories of Relationships–Systems Theory – situational Theory–Theories of Persuasion and Social Influence Social Exchange Theory – Diffusion Theory – Social Learning Theory – Elaborated Likelihood Theory - Theories of Mass communication–Uses and Gratification Theory – Agenda Setting Theory – Public Relations roles – Models of Public Relations – Approaches to Conflict Resolutions

Unit 3:                                                                                                                (10 Hours)

Employee Communications–Role of Employee Communication–Concept of Organizational Culture – Establishing Communication Policy – Organizational Change-Importance of Employee Communication–Special Employee Communication Situations–Media of Employee communications – Objectives of Internal media – Starting Internal Media–Controlling Internal Media - Occasional and Special Media Rules of Effective Employee Relations. Frontline supervisors as the key communicators Case: Investing in Employees Pays Off (CJSS) Case: Southwest Airlines – Where Fun, LUV, and Profit Go Hand–in-Hand (CJSS) Case: Employee Retention: It is the employer who is on probation (LLHT) Case: Maintaining Employee Relationship in a Tragedy (LLHT) Kodak Communicates One-on-One with All of its Employees (CJSS)

Unit 4:                                                                                                                  (8 Hours)

Community Relations – Importance of Public Relations – Community Relations Process – Guidelines for Effective Relations Programs -Specific Functions of Public Relations – Criteria for Community relations Activities – Corporate Social Responsibility & Philanthropy-Emerging Challenge of Community Activism

Case: Community Relationships Maintained During Hospital Closing (CJSS)

Unit 5:                                                                                                                  (8 Hours)

Media Relations – Media Relations –Role of Media in Public Relations – Social Media – working with the media –Media Relations Program Elements –Role of Technology in Public Relations Case: Fatal Tiger Attack at San Francisco Zoo (LLHT) Case: There’s a Syringe in My Pepsi Can (CJSS)

Unit 6:                                                                                                                (14 Hours)

Issues in Public Relations/Crisis Management – Public Relations Challenges–Types of Issues - Target Audiences-Public Service as Preventive Public Relations – Special Interests – Importance of Compromise – Issue Anticipation – Scenario Technique.

Crisis Management – Understanding how People Typically React to Issues – Human Nature – Role of Communications – Types of Crises – News Media Influence - Fundamental Guidelines Case: Take Your Choice – Tobacco or Health (CJSS)

Case: Bhopal – A Nightmare for Union Carbide (CJSS)

VTU2021/MBA/4/07
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