Scribd Logo
Upload

Welcome to Scribd!

  • 42 views

    Digital Public Relations

    Uploaded by

    121320090016
    This 3 sentence summary provides the essential details of the document: This document outlines a course on Digital Public Relations offered at SVKM's Narsee Monjee Institute of Management Studies. The course is offered in the first semester of the PGD in Digital Media & Marketing Communications program and aims to introduce students to digital PR concepts, processes, and tools through lectures, practical sessions, and assessments. The detailed syllabus covers topics such as defining digital PR, creating PR plans, content planning, digital PR tactics, and analyzing digital PR campaigns over 7 units taught across 30 hours.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Digital Public Relations

    Uploaded by

    121320090016
    42 views3 pages
    This 3 sentence summary provides the essential details of the document: This document outlines a course on Digital Public Relations offered at SVKM's Narsee Monjee Institute of Management Studies. The course is offered in the first semester of the PGD in Digital Media & Marketing Communications program and aims to introduce students to digital PR concepts, processes, and tools through lectures, practical sessions, and assessments. The detailed syllabus covers topics such as defining digital PR, creating PR plans, content planning, digital PR tactics, and analyzing digital PR campaigns over 7 units taught across 30 hours.

    Original Description:

    Syllabus

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This 3 sentence summary provides the essential details of the document: This document outlines a course on Digital Public Relations offered at SVKM's Narsee Monjee Institute of Management Studies. The course is offered in the first semester of the PGD in Digital Media & Marketing Communications program and aims to introduce students to digital PR concepts, processes, and tools through lectures, practical sessions, and assessments. The detailed syllabus covers topics such as defining digital PR, creating PR plans, content planning, digital PR tactics, and analyzing digital PR campaigns over 7 units taught across 30 hours.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    42 views3 pages

    Digital Public Relations

    Uploaded by

    121320090016
    This 3 sentence summary provides the essential details of the document: This document outlines a course on Digital Public Relations offered at SVKM's Narsee Monjee Institute of Management Studies. The course is offered in the first semester of the PGD in Digital Media & Marketing Communications program and aims to introduce students to digital PR concepts, processes, and tools through lectures, practical sessions, and assessments. The detailed syllabus covers topics such as defining digital PR, creating PR plans, content planning, digital PR tactics, and analyzing digital PR campaigns over 7 units taught across 30 hours.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    SVKM’s Narsee Monjee Institute of Management Studies

    Name of School – School of Branding and Advertising

    Program: PGD In Digital Media & Marketing Communications Semester : 01

    Course/Module : Digital Public Relations Module Code:

    Teaching Scheme Evaluation Scheme


    Term End
    Lecture Practical Tutorial Internal Continuous
    Examinations (TEE)
    (Hours (Hours (Hours per Credit Assessment (ICA)
    per week) per week) week)
    (Marks- 20
    (Marks - 30 )
    in Question Paper)
    02 02 Marks Scaled to 50 Marks Scaled to 50
    Pre-requisite: Graduate in any discipline. Basic understanding of Instagram and SEO

    Objectives: This course introduces students to the digital PR concepts and processes. It also helps
    to develop client management, digital PR plan and its execution using digital tools.

    Outcomes:

    After completion of the course, students would be able to:


    1: Evaluate a digital PR plan for brands
    2: Illustrate digital research method tools
    3: Analyse media coverage on digital platforms
    4: Apply a robust reputation management plan
    5: Create a content management calendar

    Detailed Syllabus: ( per session plan )

    Unit Description Duration

    1 What is digital PR and its importance 04


    Define Digital PR, why clients need PR, the client PR objective, importance of
    positive PR in the digital age.

    Digital PR Vs Traditional PR

    2 Types of Digital PR

    News jacking, Guests posts, press releases, influencer connect, SM posts, PPC 02
    SVKM’s Narsee Monjee Institute of Management Studies

    Name of School – School of Branding and Advertising

    3 Creating a PR plan 04
    PR process - Client meetings, Client needs, identifying target media,
    demographics, psychographics leading to a PR plan
    4 Content planning 06

    How to write a press release (inverted pyramid model, advertorial and


    authored article and 10 content tools for monthly calendar)
    5 Digital PR tactics

    Strategies for small businesses, celebrities, sportspersons, luxury brands and 08


    politicians
    6 Media Relations

    Understanding media landscape, beats, creating a media list and three types of 04
    media pitches
    7 Digital PR campaigns 02

    A case study - A look at two best and two failed campaigns – what went right
    and want went wrong. Understanding the crisis management strategy.
    Total 30

    Text Books:
    1. Danny Whatmough, Digital PR, Emerald Publishing, 1st Edition, November 2018

    2. C V Narasimha Reddi, Effective Public Relations & Media Strategy, Prentice Hall India, 1st Edition,
    Feburary 2020

    3. Tom Watson & Paul Noble, PR: Evaluating Public Relations, Kogan Page, 1st Edition,
    March 2005

    Reference Books:
    1: Robert L. Dilenschneider, The Public Relations Handbook, BenBella Books, 1st Edition,
    February 2022
    2: Amy Hosenberg, A Modern Guide to Public Relations, Veracity Marketing, 1st Edition, January
    2021
    Any other information :

    Total Marks of Internal Continuous Assessment (ICA): 50 Marks

    Distribution of ICA Marks :

    Description of ICA Marks


    Group PR project 20
    SVKM’s Narsee Monjee Institute of Management Studies

    Name of School – School of Branding and Advertising

    Crisis plan 20
    Team work 10
    Total Marks : 50

    _________ ____________
    Signature Signature
    (Prepared by Concerned Faculty/HOD) (Approved by Dean)

    You might also like