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Kerala Press Academy – Post Graduate Diploma course in Public Relations and Advertising
The Kerala Press Academy, the first institution of its kind to be set up in India, has undertaken comprehensive programme for organising courses and training programmes in Communication and Journalism on a regular basis. An Institute of Communication was started in 1986 at the Academy complex in Kakkanad, a suburb of Kochi, with the necessary infrastructure for imparting training in all aspects of Mass Communication, Journalism, Public Relations and Advertising

The Academy also conducts short duration refresher programmes to journalists and PR and Advertising professionals.

A well-equipped library with elaborate reference materials on Journalism, Public Relations, Communication and Advertising etc is an outstanding feature of this institution.

In the modern mechanised media scenario, training in Computer and Internet Application is essential. For this we provide an IT Lab with sufficient number of computers, Internet connectivity and News Agency Terminal.

With the help of specialised agencies academy provides basic training to its students in Audio – Visual media.

The Institution provides hostel facility for boys.

POST GRADUATE DIPLOMA COURSE IN PR & ADVERTISING

In this era of globalisation and liberalisation when a quantum jump is taking place in economic and developmental activities, Public Relations has a significant role, both national and international. Decision-makers are depending more and more on PR professionals for precise assessments of fast moving developments. This has resulted in increasing worldwide demand for PR experts. India too is in need of trained PR personnel for its expanding activities in the corporate and service sectors as well as government and non-government organizations.

An allied area is advertising. It also throws up immense opportunities with different brands competing to influence the consumer. Advertisement has become a potent force. Both Public Relations and Advertising are careers, which are professionally challenging and intellectually stimulating for those who aspire for an interesting career. Attractive offers are awaiting efficient and trained professionals.

OBJECTIVES OF THE COURSE

1. To impart conceptual and practical training
2. To build up the right perspective attitude and team spirit
3. To cultivate ethical practices and quality consciousness
4. To develop written and spoken communication skill
P.G.DIPLOMA COURSE IN PUBLIC RELATIONS & ADVERTISING
COURSE PARTICULARS

Course Duration : Eleven months

Minimum Qualification : Bachelor Degree in any Discipline

Selection Process : On the basis of aptitude test followed
by an interview

Maximum No. of students : 35 of which 4 seats are reserved for
SC students and 1 seat for ST.

Examination : Students would have to appear for a
written examination at the conclusion
of the course in all subjects other
than DTP.

1. A student is deemed to have passed the examina-
tion, if he/she gets a minimum of 40% in each part,
and secure an aggregate of 40% at the final exam.

2. Successful candidates in the examination will
be classified as follows:

I – Class: Those who obtain 60% or above of the
aggregate marks.

II – Class: Those who obtain 50% and above but
less than 60%.

III – Class: Those who obtain 40% and above but
less than 50%.

3. As there will be no supplementary examination
all failed candidates or those desiring improve-
ment can appear for the exam only in the succeeding year after paying the requisite exam fee or within 3 years of the completion of the course. On no account students can appear after 3 years.

Project Report : All students must submit a Project Report on a
subject related to PR & A. The student has the
choice to select a topic which must be in an area
of actual practice in either of the two discipline.
The project report will be prepared under the guidence of a faculty member.

Evaluation of DTP : Evaluation would be on the basis of continuous
internal assessment. There would be a minimum
of 5 internal tests held periodically on dates as
decided by the faculty. All candidates must
appear for these tests without fail. The total marks for DTP is 100.

Attendance : 1. Classes would be held 5 days a week.

2. 70% attendance is obligatory. Candidates
who fail to appear for examination for
shortage of attendance due to illness or
other reasons will be considered for contin-
uance of study in the next year by the
Director on his discretion. They would
however have to pay the course fees in full
or in part as suggested by the Director.

SCHEME FOR THE COURSE
PR PAPERS:
Marks
Paper I PR Today : 100
Paper II Methods & Tools of PR : 100
Paper III PR in Business & Industry : 100
Paper IV PR in Government : 100
ADVERTISING PAPERS :
Paper V Advertising Perspectives : 100
Paper VI Role of Advertising in Marketing : 100
Paper VII Advertising Media : 100
Paper VIII The Business of Advertising : 100

Paper IX DTP & Computer Graphics : 100
Paper X Journalism & Effective Writing : 100
INTERNAL ASSESSMENTS
Dissertation : 70
Viva Voce : 30
Class Assignments and performance in
Communication Clubs : 30
Lab Assignment & Projects : 20
Term Examination : 50
————- 1200

PUBLIC RELATIONS & ADVERTISING
SYLLABUS

Paper I PUBLIC RELATIONS TODAY.

A. INTRODUCTION TO PUBLIC RELATIONS.
· THE STRATEGIC DIMENSION OF PUBLIC RELATIONS.
· Public Relations as a leadership function – Managing change –
Role of Public Relations in Modern Society.

· THE COMMUNICATION DIMENSION OF PUBLIC RELATIONS.
· Public Relations as perception management.
· Public Relations as relationship management.
· Public Relations as media management.

· MISLEADING CONCEPTIONS OF PUBLIC RELATIONS.
· Public Relations and Propaganda, Guest Relations.
· Difference and Synergy between Public Relations
and Advertising.
· Public Relations and Media Relations & Publicity.

· POSITIVE PERSPECTIVES OF PUBLIC RELATIONS
– Integrating Perceptions.
· Transfer Process.
· Projection of Corporate Personality.

· FORMAL DEFINITIONS OF PUBLIC RELATIONS
Definitions of IPR, UK – Mexican Statement – Definition of
Research Students.

· EVOLUTION OF MODERN PUBLIC RELATIONS
– Contributions of Individuals and events to its growth – in USA,
UK, India – Public Relations Associations-
· Scope of Public Relations.

Þ PUBLIC RELATIONS AS CRISIS MANAGEMENT
· Anticipatory Activity

· PUBLIC RELATIONS CONSULTANCY
· ETHICS IN PUBLIC RELATIONS
· A PUBLIC RELATIONS PROGRAMME MODEL

B. INTRODUCTION TO COMMUNICATION.
· The Communication Process.
· Basic Types of Communication.

· THE NATURE OF COMMUNICATION
· FUNDAMENTAL FACTORS IN COMMUNICATION
· INTERPERSONAL COMMUNICATION
· Social context, Social Identity Codes.

· ORGANIZATIONAL COMMUNICATION
· MASS COMMUNICATION
· LISTENING
· Barriers and Gateways to Communication.

· NON-VERBAL COMMUNICATION.

PAPER II METHODS & TOOLS OF PUBLIC RELATIONS.
Media relations for Public Relations Practitioners. Nature of News and its organised dissemination. Structure and working of the Press. Press Laws. Common Principles and Tools of Interacting with the Press. Press Release – Press Conference – Press Events – Facility Visits.

Provisions in Indian Penal Code relating to Libel, Defamation, Obscenity —– Official Secrets Act —- Copyright Act —- Young Person (Harmful Publication Act) — Drugs and Magical Remedies Act — Press and Registration of Books Act — Press Council Act — Contempt of Parliament and Legislatures — Accreditation.

Electronic and Visual Media. Doordarshan and other Television channels. Audio visuals – Films – Videography. MULTIMEDIA – Emerging trends and application. The INTERNET – The Information superhighway.

Research, Basic Principles and types of research.

Printing – Printing Process — Elements of Photo composing — Production of Brochures and House Journals — Posters and Leaflets — Office Stationery — Exhibitions and Fairs — Sponsorships.

PAPER III – PUBLIC RELATIONS IN BUSINESS & INDUSTRY.

General Principles of Management — New Trends in Corporate governance — Organizational Structure — A comparative study of Public Sector and Private Sector — The concept of Corporate Citizenship — Case Studies and Corporate Profiles.

Social responsibilities of Business — Community Relations.

Some community relations case studies — Corporate communication and corporate advertising.

Public Relations in Marketing : Complementary and Corrective roles. Public Relations in the Marketing Mix. Morph/Value Marketing. Market education. After market and customer care.

Financial Public Relations. Why Financial Public Relations. Financial Market and related Information. Investor Relations.

Financial Publics — Communication Task — Media and Methods of Financial Public Relations.

Public Relations in Human Resource Development — Human Resource Objectives — corporate Culture Management — Managing Team work, Managing conflict and change — Achieving commitment — Employee Motivation — Internal Communication Process — House Magazine.

Public Relations and contemporary concerns — National Integration,
Environment, Drugs – abuse.
PAPER IV: PUBLIC RELATIONS IN GOVERNMENT

Distinction between State, Constitution and Government — Parliamentary and Presidential type of government — basic principles of Public Administration — Bureaucracy — reasons for the growth of Public Relations in Government — objectives of PR in Government –Government Publics.

What is public opinion —nature of public opinion —formation of public opinion—attitude and public opinion — measuring public opinion.

PR in central government ministry of information and broadcasting–Press Information Bureau — DAVP —Field publicity —Publications division —Research, Reference and Training division — Song and Drama division — external publicity—IIMC.

PR in state government — its organization and functioning.

Media options — Importance of Electronic media — SITE–AIR — Doordarshan —Prasar Bharathi — autonomy of electronic media —- government control on electronic media — Internet and E-governance.

Effectiveness of PR in Government — a critical evaluation of PR in government— problems and prospects — case studies.

PAPER V : ADVERTISING PERSPECTIVES.

What is advertising? — Definitions of Advertising —Its Purpose and Function –The Human Communication Process and its Application in Advertising — Role of Integrated Marketing Communications (IMC) in Marketing— The Promotional Mix: The Tools for IMC–Advertising and the Marketing process –The Evolution of Advertising as an Economic Tool — The Economic, Social and Regulatory aspects of Advertising — The Challenges of Advertising in the Modern World — Advertising from Marketing Point of View, Communication Point of View, Consumer Point of View — Information and Persuasion —AIDA — Classification of Advertising. History and Development of Advertising — Contemporary Advertising — Modern Advertising Agency — Functions of the Advertising Agency — Role of Advertising in Society — Social Effects of Advertising —

A Critique of Advertising —Advertising and the Freedom of the Press — Deceptive Advertising–Self Regulation in Advertising–Advertising Industry in India — Growth of Advertising in India — Influence of Multinational Agencies in Indian Advertising — Future of Advertising in India. Organizations connected with Advertising Industry: Indian Newspaper Society — Advertising Agencies Association of India — Indian Society of Advertisers — Audit Bureau of Circulation — The Advertising Standards Council of India —- Career opportunities in the Advertising Industry.
PAPER VI : ROLE OF ADVERTISING IN MARKETING
Marketing Strategy & Analysis —- Opportunity Analysis —- Competitive Analysis — Target Market Analysis — The Target Marketing Process — Identification of Markets — Market Segmentation — Selecting a Target Market —- Channels of Distribution — Market Positioning — Marketing Mix — Role of Advertising in the Marketing Process —- Product Mix —- Packaging — Product Positioning —- Brand Personality — Brand Equity —– General and Specific Communication Objectives of Advertising — Consumer Decision Making Process — The Consumer Learning Process — Environmental Influences on Consumers Customer Needs and Purchasing Activity–Cultural and Envirornmental Influences of Consumer Behaviour — Consumer Insights and the Communication Process.

PAPER VII : ADVERTISING MEDIA
Types of Media —- Media Characteristics– Exposure — Media Terms — Segmentation Effect — Media Option — Source Effect — Repetition Effect – Print Media — Newspapers and magazines — Classification of Publications — Readership & circulation — Print Media and New Technologies — sources of Print Media Information — Electronic Media — Television and Radio — Cable TV-TV Audience Trends — TV Audience Measurement — Rating Services — Radio — Radio Programming and Audiences — Digital Interactive Media — The Internet as a Medium — Buying Time & Space on the Internet—-The Global Impact of Internet — Other New Media — CD-Rom Catalogues and Magazines— Kiosks — Interactive TV Advertising — Direct – Mail Advertising — Outdoor Advertising — Transit Advertising — Exhibitive Media — Directories & Yellow Pages — Point of Purchase Advertising — Outdoor Advertising – Kiosks – Media Planning — Defining Media Objectives — Developing a Media Strategy — The media Mix — Factors Influencing the Media Strategy Decisions — Media Tactics — Selecting and Scheduling Media Vehicles — Media as Advertising Vehicles

— Computers in Media Selection and Scheduling — Media Planning Models: MEDIAC — ADMODE – Media Buying.

PAPER VIII: THE BUSINESS OF ADVERTISING
Advertising Agency Operations — Advertising Department of Clients & Media — Product Managers & Brand Managers — Marketing Needs — Allocation of Advertising Budgets — Advertising Agency Selection Process — Advertising Campaign Planning.

The Advertising Agency: Accreditation Policies — Agency Compensation — Functions of a Full Service Agency — Alternatives to Full Service Agency — Creative Shops -In-House Agency — Media Buying House & AOR — Special Service Groups.

Advertising Brief — Research & Gathering Information — SWOT Analysis — Situational Analysis — Strategic Planning in Advertising — Planning Tools — Creative Brief — Creativity & the Big Idea — Creating and Execution of Advertising — Advertising Copy Writing — Copy Strategy — Visualisation & Art Direction — TV & Radio Commercials — Account Management.

Opportunities in Advertising — Specialisations & Branches of Advertising — Skills Required for an Advertising Professional — Advertising Presentations — Creating and Delivering a good Presentation.

Multimedia Advertising Campaigns — Some Case Studies.

PAPER IX DTP & GRAPHICS

PART A — D T P

I i. Computer Fundamentals
ii. Windows Tutorials
iii. Paint Brush
iv. Write
Exercises

II v. Introduction to Pagemaker & Alignment changing, fonts Size,
Type Styles, Exercises.
vi. Track, Leading, Set width, Line Styles Filling Patterns with
colour, Rounded Cones, Bring to Front and send to back, Edit story.
Exercises

vii. Page setup, Print, Place, Export using column guides.

PART B : COMPUTER GRAPHICS.

I. Principles of good Layout — Typography — Different types of Graphic Softwares — Introduction to PHOTOSHOP and CORELDRAW — fundamentals of Webpage Designing.

II. Colour and Colour Psychology.

III. Fundamentals of production in Advertising — Basic Printing Methods, Production of Graphic Elements, Colour reproduction.

IV. Effects of tool Box — Exercise.

V. Fit to path, Align to Base Line, Straighten, Text, Exercises.

VI. Concert to curves Layering, Grids — Creating Patterns Arrows, Symbols — Clone, Duplicating, Wire frame — Exercise.

VII. Projects.
PAPER X

JOURNALISM AND EFFECTIVE WRITING
PART A :
What is news ? — Elements of News – value concepts — news sources — news analysis — structure of a news report — techniques of news selection (including business news) and news writing — headlines — the intro — conducting interviews — reporting speeches — photojournalism — commerce and industry — depth reporting — press conferences — handouts and publicity materials — preparation of news letters and features — news reporting for Radio & TV — preparation of scripts — market review — business news — commodity and capital market — baking and public finance — typography — magazine editing — lab journal.
General principles of editing — principles of translation — toning of news values — principles of page layout — preparation of dummy — letters to the editor.

PART – B : MALAYALAM

Fundamentals of grammar and syntax — vocabulary and diction — correct spelling –semantics and idioms — malapropism — examples of good and bad writing — principles of translation.

PART – C : ENGLISH

Fundamentals of grammar and syntax — tenses — idioms and phrases — jargons and cliches — style in writing — writing essays and letters.

FACULTY
The institute is headed by one Director, assisted by an Asst. Director and a Lecturer. Classes in specialised fields are handled by Guest Faculty, who are veterans in the field of Journalism, Communication, Public Relations & Advertising.
Director : Shri.N.N.Sathyavrathan
Asst. Director : Shri.M.Ramachandran
Lecturer : Smt.Hemalatha.K.Menon

GUEST FACULTY
1. V.P.Ramachandran : Former Editor, Mathrubhumi
2. Dr. M.Leelavathy : Literary Critic and Writer
3. P.Rajan : Former Asst.Editor,Mathrubhumi
4. Prof. K.A.Titus : Retd. Principal
5. P.N.Radhakrishnan : Chief Executive, Hi – Devices
6. O.P.Joseph : Former General Manager,
Public Relations, Department, FACT
7. Dr. Michael Puthanthara : Manager, Corporate Communications
8. Dr. Sebastian Paul : Associate Editor,Desabhimani
9. T.G.Jayakumar : Manager (PR), HMT, Kalamassery
10. P.Ravindranath : Vice President, MAA Bozel
11. P. Sujathan : Chief Sub Editor,Kerala Kaumudi
12. Babu Joseph : Consultant Editor, Jeevan TV
13. Feroze Babu : Former Chief Photographer,Manorama
14. Jose Nidheri : Production Executive,
Malayala Manorama

15. Pradeep Kumar : Programme Executive, AIR
16. Antony John K.E : Chief Sub Editor,
Malayala Manorama
17. Damodar Prasad : Course Director, C-Dit, TVM
18. Dr. K.G. Nayar : Chief Executive & Secretary (Rtd),
Cashew Export Promotion Council of India
19. D. Parameswaran Potti : Programme Executive, AIR
20. K.C. Venu : Deputy Director, Public Relations

DTP & COMPUTER DEPARTMENT

22. Shri.Raju George Michael : Software Consultant and Trainer.

GENERAL INSTRUCTIONS
The candidates should apply in the prescribed form available at the Press Academy office on all working days for Rs.200/-. The application should be forwarded to the Secretary, Kerala Press Academy, Kakkanad, Kochi-30. Candidates belonging to SC/ST need pay Rs.100 only for the form.
The fee for the course is fixed at the rates shown below.
The fee is payable in advance.

Tuition Fee : Rs.17350.00
Visual Media Training : Rs. 1500.00
Admission Fee : Rs. 100.00
Library Fee : Rs. 250.00
Library Deposit
(Refundable at the end of the course) : Rs. 500.00
Examination Fee : Rs. 300.00
—————–
Total : Rs.20000.00
=======
Candidates belonging to the SC/ST need pay the library deposit only.

The fee once paid will not be refunded. However, if a student who stands admitted to the course, but did not attend any of the classes, requests permission in writing to discontinue his/her study within one month from the date of leaving, his/her tuition fee will be refunded.
All students have to strictly observe the conduct rules which are in force in the Institute.
Expenses relating to stationery, photo films, tapes, teaching aids, travelling, lodging and boarding incurred practical work, study tours etc have to be borne by the students.
Failed candidates have to pay examination fee prescribed by the Institute, for writing examinations a second time.

All correspondence should be addressed to the Secretary, Kerala Press Academy, Kakkanad, Kochi – 682 030. Phone: 0484 – 242 2275.
Note: Copies (attested by a Gazetted Officer) of Mark Lists of all parts of the Degree Examination, Degree Certificate and the relevant pages of the S.S.L.C. Book showing date of birth shall be attached with the application
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