Career in Public Relations ! (By: Zeeshan ul Rub Jaffri)
With the media revolution in
Pakistan, a large number of students are now considering taking admissions in
subjects. Almost all major government Universities have Departments of Mass
Communication or Journalism that have been the best choice for media students.
Students can take admission
in BA (Honours) (minimum Intermediate with minimum 45 per cent marks) as well as
directly in Masters (minimum graduation with minimum 45 per cent marks) in
Departments of Maas Communication.
order In Maas Communication, in
to provide a solid base to a subject like Journalism, students are
initially taught the basic course of English, Urdu, Sociology, Pakistan Studies,
International Relations, Sub-editing, Electronic Media, Maas Communication
theories & Print Media etc.
In the final year of Maas
Communication students have to choose the subjects of their specialization,
which may vary from student to
student. Students have a variety of choice for subjects to major
in during the final year Advertising, Public Relation, Advance Reporting,
Electronic Media, Organizational Communication
are a few among them.
is a fast growing profession in Pakistan & students graduating in Maas
Communication have enormous opportunities to explore in this rapidly expanding
field. We would take
an overview of what a Public Relation firm is all about when it comes to
practical application of the bookish theories.
is said to have branched
out of the main advertising stream during the past
15 years in Pakistan.
Though the field itself is said to have been in the country for a
long time, professional public relation firms started mushrooming in the country
much later. Today, besides in-house PR departments of various organizations,
there are companies, consultants or firms that specializes in the field of image
Building, Media Management, damage control and corporate image enhancement.
PR people, often working in
close coordination with marketing and
advertising people, find themselves involved in the all sorts of
special events, promotional activities and other means of publicizing a client's
progress & achievements.
According to a PR guru "The
ad agency's job is to convince the media consumers for something while the PR
firm's is to convince the media for something."
A PR firm consist of several
department where one can set himself in, Program Planning, Media Monitoring,
Client Service, Media
and Reference, Creative Writing and
Production Department are a few of them.
Suppose if you are a good
newspaper reader and can judge and sense the meaning underlying the news stories,
you are a best choice for a PR firm for its Media monitoring department.
If you are good in developing and maintaining personal relations with others,
you can become a part of the Media Relations
Department and so on.
In order to become a part of
any PR firm, one needs to have genuine media flair. The individual has to keep
his eyes open for every development at the political front in general and at the
media front in particular so that he or she not only remains fully abreast of
the developments at these tow important fronts but could also foresee the
Published in Dawn & The News