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BA-J in Public Relations at Adarsh Institute of Management and Information Technology
Bengaluru, Karnataka
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About the Specialization
What is Public Relations at Adarsh Institute of Management and Information Technology Bengaluru?
This Public Relations focused BA-J program at ADARSH INSTITUTE OF MANAGEMENT AND INFORMATION TECHNOLOGY equips students with essential communication and media skills. Recognizing the dynamic landscape of media in India, the curriculum integrates theoretical foundations with practical applications in public relations, advertising, and corporate communication. The program aims to address the growing demand for skilled PR professionals across diverse industries in the Indian market.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into journalism, public relations, or corporate communication roles. It also benefits working professionals looking to upskill in media relations and strategic communication, or career changers transitioning to the thriving media and PR industry. Aspirants with a keen interest in current affairs, strong writing skills, and a desire to influence public perception will find this program rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths such as PR Executive, Media Relations Specialist, Corporate Communication Manager, Content Writer, or Event Manager. Entry-level salaries typically range from INR 2.5 to 4.5 LPA, with significant growth trajectories for experienced professionals, often reaching INR 8-15 LPA in Indian companies. The curriculum also aligns with skills needed for various professional certifications in PR and digital marketing.
Student Success Practices
Foundation Stage
Build Strong Communication Fundamentals- (Semester 1-2)
Actively participate in classroom discussions, public speaking events, and debates to hone your verbal communication skills. Regularly read newspapers, magazines, and online news portals to develop a strong understanding of current affairs and media landscape. Focus on grammar and writing clarity through consistent practice.
Tools & Resources
Toastmasters International (local chapters), Online grammar tools like Grammarly, Leading Indian newspapers and news apps
Career Connection
Excellent foundational communication skills are crucial for all roles in PR and journalism, enabling effective message delivery and relationship building.
Cultivate Robust Research & Reporting Skills- (Semester 1-2)
Engage deeply with assignments requiring news gathering and reporting. Learn to identify credible sources, conduct interviews effectively, and verify facts. Practice writing various news formats to build versatility. Attend workshops on journalistic ethics.
Tools & Resources
University library resources, Google Scholar, Local news bureaus for observation/volunteer work
Career Connection
These skills are indispensable for developing compelling PR campaigns, media pitches, and crisis communication strategies based on accurate information.
Start Building a Digital Portfolio- (Semester 1-2)
Begin creating a simple online portfolio (blog, website) where you can publish your academic writing samples, news reports, and feature articles. Experiment with basic content creation tools and understand social media platforms from a professional perspective.
Tools & Resources
WordPress.com (free blog), LinkedIn profile, Canva for basic graphics
Career Connection
An early digital presence showcases your skills and proactive approach to potential employers, especially in media and PR where online presence is key.
Intermediate Stage
Seek Practical Exposure through Internships- (Semester 3-5 (during breaks))
Actively look for short-term internships or volunteer opportunities with local PR agencies, media houses, or corporate communication departments. Focus on understanding real-world workflows, media relations, content creation, and event support. Network with professionals.
Tools & Resources
Internshala, Naukri.com, College placement cell, LinkedIn
Career Connection
Practical experience significantly boosts your resume, provides industry contacts, and helps in identifying specific career interests within PR.
Specialize in Digital PR & Social Media Management- (Semester 4-5)
Take online courses or workshops focused on digital marketing, social media analytics, and online reputation management. Understand how PR strategies translate to digital platforms and learn to use tools for monitoring media mentions and campaign performance.
Tools & Resources
Google Digital Garage, HubSpot Academy, Hootsuite (free plan), SEMrush Academy
Career Connection
Digital PR skills are highly in demand in India, opening doors to roles in social media management, content strategy, and online brand building.
Participate in Academic & Industry Competitions- (Semester 3-5)
Join college clubs related to media or communication and participate in inter-collegiate competitions like ad-making, debate, or case study challenges. This enhances teamwork, critical thinking, and presentation skills, crucial for PR roles.
Tools & Resources
College cultural/media committees, Industry-led student competitions
Career Connection
These experiences build a competitive profile and demonstrate your ability to perform under pressure, key traits for PR professionals.
Advanced Stage
Develop a Capstone PR Project & Portfolio- (Semester 6)
For your final year project, choose a topic that allows you to apply integrated PR strategies, such as developing a full-fledged communication plan for a real or hypothetical client. Build a comprehensive portfolio showcasing your best work, including PR campaigns, press releases, and media kits.
Tools & Resources
Adobe Creative Suite (for design), Microsoft Office Suite (for documentation), Dedicated portfolio website (e.g., Behance, personal domain)
Career Connection
A strong capstone project and professional portfolio are your primary marketing tools for job interviews, demonstrating your strategic thinking and execution capabilities.
Master Interview Skills and Networking- (Semester 5-6)
Attend mock interview sessions, focus on refining your resume and cover letter tailored for PR roles. Network extensively with alumni and industry professionals through LinkedIn, workshops, and industry events to explore job opportunities and gain mentorship.
Tools & Resources
College placement cell''''s workshops, LinkedIn for professional networking, Industry webinars and conferences
Career Connection
Effective interview skills and a robust professional network are critical for securing coveted positions in top PR agencies and corporate communication departments.
Explore Niche PR Areas & Advanced Certifications- (Semester 6 and post-graduation)
Research specialized areas within PR like healthcare PR, tech PR, political PR, or entertainment PR to align with your interests. Consider pursuing advanced certifications in crisis management, investor relations, or public affairs to further differentiate your profile.
Tools & Resources
Online platforms offering advanced PR courses, Professional PR associations in India (e.g., PRCAI)
Career Connection
Specialized knowledge and certifications make you a more attractive candidate for niche roles and higher-level positions in the evolving Indian PR industry.
Program Structure and Curriculum
Eligibility:
- Pass in Pre-University Course (PUC) / 10+2 examination or equivalent with a minimum aggregate of 40% marks.
Duration: 3 years / 6 semesters
Credits: 110 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| JOU 101 | Introduction to Communication | Core (Journalism) | 4 | Concept and Process of Communication, Models and Theories of Communication, Types of Communication, Barriers to Communication, Impact of Digital Media |
| JOU 102 | Reporting | Core (Journalism) | 4 | Concept and Nature of News, News Values and Elements, Sources of News, Reporting Techniques, Structure of News Story |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| JOU 201 | Editing | Core (Journalism) | 4 | Concept and Principles of Editing, Copy Editing Techniques, Headline Writing, Proof Reading, Page Designing |
| JOU 202 | Feature Writing & Online Journalism | Core (Journalism) | 4 | Definition and Types of Features, Writing Feature Articles, Concept of Online Journalism, Web 2.0 and Social Media, Blogging and Content Creation |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| JOU 301 | Introduction to Print Media and Photojournalism | Core (Journalism) | 4 | History of Print Media in India, Newspaper and Magazine Publishing, Principles of Photojournalism, Types of News Photography, Ethics in Photojournalism |
| JOU 302 | Electronic Media - I (Radio) | Core (Journalism) | 4 | History and Evolution of Radio, Radio News Production, Radio Programme Formats, Community Radio, Radio Advertising |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| JOU 401 | Development Communication | Core (Journalism) | 4 | Concept and Scope of Development Communication, Models of Development Communication, Role of Media in Development, Health and Environmental Communication, Rural Development Initiatives |
| JOU 402 | Electronic Media - II (Television) | Core (Journalism) | 4 | Evolution of Television in India, Television News Production, TV Programme Formats, Television Commercials, TRP and Audience Research |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| JOU 501 | Media Law and Ethics | Core (Journalism) | 4 | Constitutional Provisions for Media, Press Council of India, Cyber Laws and Media, Media Ethics and Accountability, Defamation and Contempt of Court |
| JOU 502 | Advertising | Core (Journalism) | 4 | Nature and Scope of Advertising, Types of Advertising, Advertising Campaign Planning, Creative Strategy in Advertising, Ethics in Advertising |
| JOU 503 | Public Relations | Core (Specialization Aligned) | 4 | Concept and Scope of Public Relations, Models of Public Relations, Tools and Techniques of PR, Crisis Communication, Media Relations and Lobbying |
| JOU 504 | Major Elective I | Elective (Journalism) | 4 | New Media, Communication Research, Social Media Strategies, Digital Content Analytics, Research Methods in Communication |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| JOU 601 | Media Management | Core (Journalism) | 4 | Structure of Media Organizations, Media Economics, Circulation and Readership, Marketing of Media Products, Challenges in Media Management |
| JOU 602 | News Agency Journalism | Core (Journalism) | 4 | Role and Functions of News Agencies, History of News Agencies in India, News Gathering Process, Challenges faced by News Agencies, International News Agencies |
| JOU 603 | Corporate Communication & Event Management | Core (Specialization Aligned) | 4 | Introduction to Corporate Communication, Internal and External Communication, Brand Building and Reputation Management, Principles of Event Management, Planning and Execution of Events |
| JOU 604 | Major Elective II | Elective (Journalism) | 4 | Data Journalism, International Communication, Data Visualization, Global Media Landscape, Cross-cultural Communication |
| JOU 605 | Project Work | Project | 4 | Research Methodology, Data Collection and Analysis, Report Writing, Presentation Skills, Ethical Considerations in Research |
