Public Relations & Media Management syllabus

Public Relations & Media Management

• 1 Introduction (5 LHs)

  • Concepts, objectives of public relations, nature of public relations
  • The process of public relations, Marketing communications system
  • Linear model of communication
  • Two-step communication model
• 2 Public Relations & Marketing Practices (6 LHs)

  • Concept of marketing mix
  • Integrated Marketing Communication (IMC)
  • Importance of IMC, promotion mix
  • Difference between public relations and marketing
• 3 Public Relations Planning (6 LHs)

  • The tools of public relations
  • Developing a public relations plan
  • Defining PR
  • SWOT and PEST Analysis
  • Concept and process of strategic planning
• 4 Public Relations Campaigns (6 LHs)

  • Concept of public relations campaigns
  • Media relations in PR campaign, writing News Release, Targeting the right people
  • Media roles and responsibilities, Media campaigns through traditional and new media
• 5 Advertising Agency and Media (8 LHs)

  • Concept of media
  • The concept of advertising agency
  • Functions of advertising agency
  • Types of advertising agency
  • Importance of creativity in advertising, role of magazines and Newspapers in advertising
  • FM/radio Advertising
  • Television commercial advertising (TVC)
• 6 Media Planning (6 LHs)

  • Concept of media planning
  • Media planning process
• 7 Advertising Budgeting Process LH5

  • Concept of advertising budgeting, Methods to spend on advertising
  • Shares of market/share of voice method
  • The objective/task method
  • Elements of media mix
  • Concept of Brand development Index (BDI) and Category Development Index (CDI)
• 8 Public Relations Practices in Nepal LH6

  • Print media in Nepal
  • Audio-visual media in Nepal
  • Role of Advertising Agencies in Nepal
  • Function and role of Advertising Agency Association of Nepal (AAN)
  • Practice of ATL and BTL in Nepal
  • PR practices in Nepal