Public Relations and Advertising (COMS-509)

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                                                                                                  SPRING 2020

 

 

Course Title: PUBLIC RELATIONS AND ADVERTISING

Course Code: COMS 509

Credit Hours: 3

 

Instructor: Kanza Mahmood

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

 

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

 

 

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)

 

 

COURSE SCHEDULE

 

Week

Topics and Readings

Weeks

1.

Introduction to Public Relations

Objectives of PR and types of publics

Organization and publics

Public Relations: Strategies & Tactics: pp 3-7 and 13

Effective Public Relations: pp 90 & 91

Week 1

2.

Functions of PR

PRO: Qualities and duties

Public Relations: Strategies & Tactics: pp 9, 85 & 92

Week 2

3.

Tactics of PR

Press Release making

Public Relations: Strategies & Tactics: pp 471-535

Week 3

4.

Process of PR

PR campaign making

Effective Public Relations: pp 317-318

Week 4

5.

PR in Pakistan

PR in Practitioners (in relation with PR organizations)

Public Relations: Strategies & Tactics: pp 84-85

Week 5

6.

Propaganda

Public Relations: Strategies & Tactics: pp 226-227

Week 6

7.

PR departments (ISPR, DGPR and PID)

Functions mentioned on websites

Press Release making practice

Week 7

8.

PR Campaign Making

Mid-Term Examination

Week 8

9.

Introduction to Advertising

Objectives of Advertising

Advertising: Principles and Practices: pp 5-6, 10 & 11-13

Week 9

10.

Types of Advertising

 

Week 10

11.

Models of Advertising

Process of Advertising

Week 11

12.

Comparison of Print, TV, Radio Ad

Advertising Agency

Week 12

13.

Functions of Advertising Agency

Structure of Ad Agency

Week 13

14.

Advertising Ethics

Responsibilities of Advertising Agencies

Week 14

15.

Influence of Advertising on Society

Criticism on Advertising Practice

Week 15

16.

Presentations

Week 16
 

 

 

 

 

ASSESSMENT CRITERIA

 

Sessional: 20 marks

Mid exam: 30 marks

Final exam: 50 marks

 

RULES AND REGULATIONS

 

Following are the rules and regulations that students have to abide by:

  1. 75% class attendance is compulsory to sit in final exam.
  2. Class timing should be strictly followed.
  3. Assignments and presentations must be covered in the given time.

 

.

Time Table

TIMINGS

Day                                      Regular                                     Self-Support

Wednesday                          11:00 am to 12:30pm                2:00 pm to 3:30pm

Thursday                              11:00 am to 12:30pm                2:00 pm to 3:30pm

 

Starting/Ending Dates

Start Date:  March 02, 2020

End Date:  June 18, 2020

Tasks (Presentations/Quiz): Week 15 & 16

 

 

 

Course Material

Other Courses by Kanza Mehmood