JOB DESCRIPTION:

The british institute of public relation defines PR as " a deliberate, planned and sustained effort to establish and mantain mutual understanding between an organation and its public". The 'public'includes the organation's employees , its customer, suppliers , shareholder, the media and the goverment.

ELIGIBILITY:

Contrary to belief, it's not looks and grooming that matter:As a PR person you will have to be a master of a variety of trades -- lobbying, publics affairs, event management, publising and promotional video films.So,you need excellent communication skills including the ability to speak and write well.

character and integrity are also necessary because a PRO is the voice of conscience within the organisation and has to explain new policies and manufacturing processes to the employees, fostering good industrial relation and co-operation with the shareholder customers, dealers, government, etc.

PROSPECTS:

The money may not be much to begin with -- Rs 4,000 -- 5,000 a month. For which you will have to churn out endless press releases and invitations which hane to be followed up on telephone . After you've proved your worth and demonstrated the ability to handle responsibility independently your earning will be comparable to those in good managerial positions.

WHERE TO APPLY IN INDIA :

Not many universities in the country offer PR at the undergradute level. but many institutions condut one- year post graduate diploma programmes. admission is usually through an entrance test.some of the better places which offer post- graduate degree/ diploma are :

MASS COMMUNICATION RESERCH CENTRE

Jamia Millia Islamia,

Mohammad Ali Jauhar Marg

New Delhi 110025

BHARATIYA VIDYA BHAVAN

Delhi, Mumbai, Calcutta, Chennai, Hyderabad & Bangalore -- diploma in PR

UNIVERSITY OF CALCUTTA ,

College Street campus -- MA in journalism and mass communication

SOUTH GUJARAT

University, Surat 395007

And these courses are also offered through correspondence by

• ANNAMALAI UNIVERSITY,
• DR. B.R. AMBEDKAR OPEN UNIVERSITY,
• PUNJABI UNVERSITY