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In a relationship!

education Updated: Nov 03, 2011 17:08 IST
Bharatiya Vidya Bhavan


The lowdown
Public relations is defined as the art of communication. For an individual, it means highlighting his/her qualities and achievements and making the right contacts to further his/her career. For a company, it means positioning itself right in the market, establishing a relationship with the media, building goodwill and remaining in the news through events/activities. A PR professional is expected to know the most effective and concise ways to achieve these goals. With increased competition in almost all sectors, the challenge is to make one’s message distinct from everyone else’s

Clock Work
The hours are not fixed, especially if one works with a PR agency. It is not unusual to work 14-hours a day. But in a good phase, your routine could be something like this:
9am: Reach office and check the day’s plan
10am: Discuss promotions
Noon: Work on press releases to be sent out
1.30pm: Break for lunch
2.30pm: Brainstorm or meet/call media persons
4.30pm: Fine-tune event details
6.30pm: Leave work

The payoff
In the communications industry, PR is one of the best paying fields. A top ad agency may offer Rs8,000 a month to start with, whereas a top PR agency would offer Rs15,000 or so to a beginner. A PR professional can open his/her agency and if they get some top clients, the fees can run into lakhs

A natural inclination to mix with people
. Good grooming and language skills
. Drive to excel in the field and stay updated on current events
. Patience and perseverance, as rewards will not be instant
. A talent for picking up arty ideas, software applications

Getting there
Several institutes offer courses in public relations. Five colleges under Delhi University offer BA (Hons) in journalism that has a paper on public relations and advertisement

Institutes and URLs
Delhi College of Arts and Commerce, Kalindi College
. Kamala Nehru College, Lady Shri Ram College for Women, Maharaja Agrasen College
. Indian Institute of Mass Communication, Delhi
. Bharatiya Vidya Bhavan
. New Delhi YMCA

Pros and cons
Exposure to various fields
. Self-development by learning different skills