Put your best face forward

"Public Relations involves maintaining understanding between an organisation and its clients, shareholders as well as the media. You need communication skills, the ability to get along with people and work under pressure"

PUBLIC relations as a separate career option came into existence when several private as well as governmental companies and institutions felt the need to market their products, services and facilities. Roshni Talwar, a PRO with a reputed firm, says, “A Public Relations Officer (PRO) has the sole objective of improving communication and establishing new ways of information exchange and understanding. The role of a public relation specialist becomes pertinent in crisis situations when the correct and timely transmission of information is so very crucial.”
In terms of career opportunities, public relations is broadly practised for product publicity, corporate relations and to reach out to newer consumers.

ELIGIBILITY CRITERIA

A bachelors’ degree in any discipline is required to take up a course in this field. Romila B, a career expert, says, “There are diploma as well as post graduate courses in PR, though the Master’s degree programmes are not so popular in India. The duration of most diplomas is one year. There are also several short-term certificate courses. Most training programmes in advertising also include public relations.”

PERSONALITY TRAITS

One must have excellent communication skills, both spoken and written. Romila adds, “An effective personality and the ability to get along with a wide range of people both inside and outside the organisation is necessary. A PRO must always be polite and be ready to work under pressure or provocation. An organising ability is well appreciated, in addition to self-confidence, farsightedness and an understanding of human psychology. Analytical skills are required as well.”

AVAILABLE COURSES

Dushyant D, a career advisor, explains, “PR courses mainly cover areas like management and administration, organisational development, writing, emphasizing news releases, proposals, annual reports, scripts, speeches and related items such as visual communications including desktop publishing and computer graphics. Research in this field focuses on social sciences, survey design and implementation.”

JOB PROSPECTS

Public relation officers can find employment in the corporate sector, public sector, government agencies, tourist agencies, hotels, banks and other financial institutions, private consultancy firms, etc. Nowadays a public relations expert can find work even with individuals like political figures, models and film stars who have an image before the general masses and thus require the services of experts for efficient handling of the same.

REMUNERATION

Dushyant says, “As a PRO, one can start with a salary of Rs 7,000 to Rs 10,000 per month, depending on the kind of organisation one joins. After gaining experience and exposure for nearly five to six years, a senior PR professional may get Rs 18,000 to Rs 28,000. With growth in expertise, there is nothing to limit a PR professional’s growth.”
So if you think you have the required ability to communicate and handle stress, public relations may just strike the right career chord with you. Major public relations courses include: Course in Advertising and Public Relations Course in Basic Public Relations Course in Basic Image Management Degree Course in Public Relations Diploma in Public Relations Diploma in Communication, Journalism and Public Relations Master’s Degree in Journalism and Public Relations Post Graduate Diploma in Journalism, Public Relations and Advertising Post Graduate Diploma in Public Relations Post Graduate Diploma in Public Relations and Advertising » Programme in Image Management