The course is designed to introduce students of MA (Semester 2) both regular and on self support basis to the basic knowledge of Advertising and Public Relations. The course will highlight the importance of advertising and Public Relations in communication along with their principles, techniques and processes. Emphasis will be put on the current scenario and activities to make things easily understandable to them. Apart from this, Advertising will focus on its several key concepts, message construction and advertising in Pakistan. On the other hand, Public Relations will cover the basic terms, management of campaigns and PR in Pakistan. Therefore, this course will help students develop their skills and abilities in order to solve problems and relate it to their present situations. This will pave way in understanding the nature of the two, which will further prove fruitful in their professional life.

UNIVERSITY OF SARGODHA

DEPARTMENT OF COMMUNICATION STUDIES

COURSE OUTLINE                                                                                                  

Course Title: PUBLIC RELATIONS AND ADVERTISING

Course Code: COMS 509

Credit Hours: 3

Instructor: Amara Saeed

Email: [email protected]

OBJECTIVES

The course is designed to introduce students to the basic knowledge of Advertising and Public Relations. The course will highlight the importance of advertising and Public Relations in communication along with their principles, techniques and processes. Emphasis will be put on the current scenario and activities to make things easily understandable to them. Apart from this, Advertising will focus on its several key concepts, message construction and advertising in Pakistan. On the other hand, Public Relations will cover the basic terms, management of campaigns and PR in Pakistan. 

LEARNING OUTCOMES

To understand the basic concepts of PR and Advertising

To learn the various tools and techniques of PR and Advertising along with their processes

To have an insight into PR and Advertising practices in Pakitan

This course will help students develop their skills and abilities in order to solve problems and relate it to their present situations. This will pave way in understanding the nature of the two, which will further prove fruitful in their professional life.

READINGS

1. “Effective Public Relations” by Centre, H. Allen, Cutlip. M. Scott, New Jersey” Prentice Hall Inc. 1978
2. “Public Relations: Strategies and Tactics”, by Wilcox, Dennis L., Ault, Phillip H. and Agee, Warren K., New York, Harper Collins Publishers, 1989
3. “Advertising: Principles and Practices” by Wells. D. William, Burnett. J., Moriarty. S., Prentice Hall, 1992
4. https://www.ispr.gov.pk/front/main.asp?o=t-main_page
5. http://www.pid.gov.pk/
6. http://www.dgpr.punjab.gov.pk/vd/dgpr/page.php?t=overview

Contents

PUBLIC RELATIONS

a. Definition, types, Purpose and Scope

b. Process of Public Relations

c. Duties of Public Relations Officer

d. Tools of Public Relations

e. Comparative Study of Advertising, Propaganda and Publicity

f.  Public Relations in Pakistan and practitioners

g. PR Departments (ISPR, DGPR and PID)

ADVERTISING

a. Definition, Purpose and scope

b. Functions and Process

c. Socio – economic role of Advertising

d. Types of Advertising (Advertising for Electronic and Print Media, Online Advertising)

e. Advertising Agency; its organizational structure with special reference to Pakistan

f. Media of advertising – Techniques and Tactics g. Copy writing and message construction

COURSE SCHEDULE