About Public Relation and Advertising Career Option
Public Relation is making use of the media that includes tabloids, magazines, news portals, newspaper, radio, and television for promoting a company to the mass. Unlike advertisement, it is cost effective and benefits the company in the long run. In other words, it is the process by which a company reaches out to the common people.
Why to Select Pr and Advertising as Career
The value of advertisement and public relations industry in India (as of April 2011) was estimated at USD$5 billion. This figure is expected to become double within the next couple of years. Comparatively, the advertisement and public relation industry is much higher in US (USD$145 billion) and USD$43 billion in China. However, that does not deter market experts from claiming the double growth rate of the industry in India.
Industry reports indicate that the entertainment and media industry in the country is one of the fastest growing sectors and it is anticipated that the CAGR or Compounded Annual Growth Rate will be 13% by the year 2013.
Since this sector is emerging and is expected to grow by leaps and bounds, more and more students are eyeing academic programs that are being offered by innumerable institutes in the country.
In order to seek admission into any of the colleges offering a study program in advertising and public relations has to qualify in an entrance examination. Few colleges like International Institute of Mass Media in New Delhi also have the provision of online entrance test. A student has to clear a personal interview round after cracking the test.
Advertising and Public Relation – Course content
Students are awarded diplomas, post graduate diplomas and degrees in advertising and public relation by several institutes across the country. The course structure usually differs but most of these academic programs are tailored to meet industry requirements.
Given below is a brief overview of the course structure and the subjects taught in this field:
- What is Advertising and Public Relations
- Different forms of advertising & PR
- Advertising Design
- Copy Writing
- Branding Corporate Public Relations
- Media Planning
- Event Management
- Advertising and Marketing Research
- Social Media and its Role
Institutes Offering Courses in Advertising and PR
A number of institutes offer study programs across the country. The names of these institutes are given below-
|Institute Name||Courses Offered|
|International Women Polytechnic in Delhi||4 years part time Diploma in Advertising, Marketing, PR & HRM|
|International Institute of Fashion Design in Andheri Mumbai||One year full time Diploma in Public Relations and Advertising|
|Aizaz Rizvi College of Journalism and Mass Communication in Lucknow||Post Graduate Diploma in Advertisement and Public Relations|
|Punjab University in Chandigarh||1 year full time Post Graduate Diploma in Advertising and Public Relations|
|Center for Research in Art of Film and Television in Delhi||1 year full time Certification Program in PR and Advertising|
Cost of Advertising and Public Relations course
The cost of Advertising and PR course is around 90,000 rupees.
A student who has earned a diploma/post graduate diploma or a degree in Advertising and PR can work in this industry as any one of the following -
Advertising Media Planner - He is responsible for looking into the logistics of delivering advertisement messages to the consumers. The individual also takes care that in any advertisement campaign an optimum usage of different media is made.
Copy Writer - He is responsible for writing and illustrating the advertisement.
Media Traffic - Analyzing, selecting, and getting contracts for advertisement is taken care of by the media traffic personnel.
Public Relations Specialist - He is responsible for assessing consumer reactions and attitudes and works out strategies so that a company gains acceptance among consumers.
Directors of Public Relations and Advertisement - Excluding sales and marketing, the other processes that complete all the procedures of advertisement and public relation is usually taken care of by the directors.
In addition to the job responsibilities mentioned above, an individual can opt for more career options in this field. Few of them are mentioned below -Account Executive
- Press Secretary
- Media Relation Officer
- Communications Associate
- Public Affairs Coordinator
- Development Officer
- Marketing and advertising communication specialist
- Media Advisor
Salary of Advertising and PR professionals
Salaries vary greatly depending on the job profile. For instance, a public relation officer can get any amount around 15,000 rupees as a fresher on a full time basis.