What: As science gives us greater control over matter, machines and methods, we must learn to deal with people with increasing effectiveness. Public Relations as a means of influencing attitudes can greatly expedite the social adaptations required for our material advancement by influencing public opinion. The revolution in communication that we referred to earlier is more than an accelerator of change. It has created a whole new pattern of human dynamics. Changes are being felt in various spheres of the society, particularly in the life styles and attitudes, for the current changes in society are basically because of shifts in public attitudes whether they are in, business, education, science or technology. It is because of this that Public Relations are rapidly gaining attention worldwide.

In the last decade, Public Relations (PR) has gained popularity and importance. The speed of communication and the bewildering change and progress in various fields has resulted in the rise of PR as a profession. PR has a key role to play in informing the public about an organization and converting ignorance into knowledge and understanding.

The pay package for a beginner in PR can vary from Rs 15,000 and above depending on the skill set and education. If you are joining a corporate company, you may earn anywhere in between Rs 2 lacs to 3 lacs per annum for your first job. If you are joining an advertising and marketing company as a communications professional, you may earn about 2.5 lacs and above as a fresher.

How: PROs play a crucial role in creating and maintaining relationships within as well as outside the organization. Within the organization they organize management-employee meets, inform employees about organizational policies etc. They also have to maintain a liaison with government departments, trade unions, the press etc. whose cooperation is imperative for the smooth functioning of the organization.

 A crisis situation is the ultimate test for a PRO. Handling affairs in an appropriate way scores the PRO good points. As a PR person you may face a situation when you have to put your foot down and save the face of the organization. How well you do this, will reflect on your credentials. A new aspect of this career involves brining about the passage of laws favourable to the special interest group a PRO represents. It is a strategy used to raise public consciousness and influence policy makers with regards to environmental, human rights as well as educational concerns.

If you are planning to join a course in public relations, you must be prepared with list of colleges and the choice of course content these colleges offer. It would be advisable to select colleges that offer various courses in Mass Communication as these are the colleges that facilitate coordination with popular media professionals as well. After completing school, you may apply for a bachelor’s degree in mass communication and then apply for a master’s degree in public relations.

Where: The demand for candidates with good communication skills is high in all industries. For instance, these days, even while hiring for technical jobs such as software programming, HR managers of companies look for people with excellent communication skills. If you have good public speaking skills, it is only an added advantage for you.

Institutions: (See Below)