Corporate Communication and Public Relations – Revised TYBMS Syllabus 2016


Corporate Communication and Public Relations – Revised TYBMS Syllabus 2016

Modules at a Glance

SN Modules No. of Lectures
 1  Foundation of Corporate Communication 15
 2  Understanding Public Relations  15
 3  Functions of Corporate Communication and Public Relations  15
 4  Emerging Technology in Corporate Communication and Public Relations  15
 Total  60

Corporate Communication and Public Relations – Syllabus Overview

SN Modules/ Units
 1 Foundation of Corporate Communication 
a) Corporate Communication: Scope and Relevance

• Introduction, Meaning, Scope, Corporate Communication in India, Need/Relevance of Corporate Communication in Contemporary Scenario

b) Keys concept in Corporate Communication

• Corporate Identity: Meaning and Features, Corporate Image: Meaning, Factors Influencing Corporate Image, Corporate Reputation: Meaning, Advantages of Good Corporate Reputation

c) Ethics and Law in Corporate Communication

• Importance of Ethics in Corporate Communication, Corporate Communication and Professional Code of Ethics, Mass Media Laws: Defamation, Invasion of Privacy, Copyright Act, Digital Piracy, RTI

 2 Understanding Public Relations
a) Fundamental of Public Relations:

• Introduction, Meaning, Essentials of Public Relations, Objectives of Public Relations, Scope of Public Relations, Significance of Public Relations in Business

b) Emergence of Public Relations:

• Tracing Growth of Public Relations, Public Relations in India, Reasons for Emerging International Public Relations

c) Public Relations Environment:

• Introduction, Social and Cultural Issues, Economic Issues, Political Issues, Legal Issues

d) Theories used in Public Relations:

• Systems Theory, Situational Theory, Social Exchange Theory, Diffusion Theory

 3  Functions of Corporate Communication and Public Relations
a) Media Relations:

• Introduction, Importance of Media Relations, Sources of Media Information, Building Effective Media Relations, Principles of Good Media Relations

b) Employee Communication:

• Introduction, Sources of Employee Communications, Organizing Employee Communications, Benefits of Good Employee Communications, Steps in Implementing An Effective Employee Communications Programme, Role of Management in Employee Communications

c) Crisis Communication:

• Introduction, Impact of Crisis, Role of Communication in Crisis, Guidelines for Handling Crisis, Trust Building

d) Financial Communication:

• Introduction, Tracing the Growth of Financial Communication in India, Audiences for Financial Communication, Financial Advertising

 4  Emerging Technology in Corporate Communication and Public Relations
a) Contribution of Technology to Corporate Communication

• Introduction, Today’s Communication Technology, Importance of Technology to Corporate Communication, Functions of Communication Technology in Corporate Communication, Types of Communication Technology, New Media: Web Conferencing, Really Simple Syndication (RSS)

b) Information Technology in Corporate Communication

• Introduction, E-media Relations, E-internal Communication, E-brand Identity and Company Reputation

c) Corporate Blogging

• Introduction, Defining Corporate Blogging, Characteristics of a Blog, Types of Corporate Blogs, Role of Corporate Blogs, Making a Business Blog.

Reference books for subject: Corporate Communication and Public Relations

Corporate Communication and Public Relations  : ~ 
1. Richard R. Dolphin, The Fundamentals of Corporate Communication
2. Joep Cornelissen, Corporate Communications: Theory and Practice
3. James L.Horton,Integrating Corporate Communication:The Cost Effective Use of Message & Medium
4. Sandra Oliver, Handbook of Corporate Communication & Public Relations A Cross-Cultural Approach
5. Rosella Gambetti, Stephen Quigley, Managing Corporate Communication
6. Joseph Fernandez, Corporate Communications: A 21st Century Primer
7. C.B.M. van Riel, Chris Blackburn, Principles of Corporate Communication
8. Jaishri Jethwaney, Corporate Communication: Principles and Practice



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