India with its large diverse population has created complexities in the market. Large number of affluent, educated as well as ethnically varied population has created an opportunity for marketers to sell their products but only with the help of appropriate advertising appeals and PR tools. India is in the midst of a booming market for in the field of Advertising and Public Relations experts who can adroitly handle these tasks. Simultaneously a surge in the Retail Segment has sparked a need for qualified personnel who can excel in understanding the needs of today's customers and adroitly guide them to the correct products while maintaining healthy profits for their organizations. Once again it falls within the realm of the work of advertising and PR professionals. Against this backdrop it is our endeavour to impart to our students the best foundation with regard to theory and practice about Advertising and Public Relations along with elements of Marketing and Management techniques. With lectures, case studies, assignments and internships our expert faculty ensures that the students are equipped to handle any situation on ground. The window of opportunities opened up to the students enables them to get jobs in advertising firms, PR agencies, event management organizations and marketing firms.
Public Relations is fast emerging as a career of choice for those who want a career that straddles the corporate sector and the mass media. It is a career in communication where students can get absorbed either as part of a third party PR firm that provides PR services to multiple clients or they can join the corporate communications departments of large multinational and Indian companies.
In Public Relations, one can work in client servicing where one carries the mandate of the client to one's media teams or one can work in the strategy and planning function where your skill and knowledge of PR and communication is used to advise a wide range of clients - ranging from corporate organisations to celebrities, NGO clients and political parties - about the key messages for various key influencers and target groups. The media team is the team on the ground that develops "PR" or effective networks with journalists and managers of media organisations in both the print and electronic media so that content that shows their clients in a favourable light are carried by these media organisations.
PR is a well paying and glamorous profession where you work hard and also socialise with as much energy. A pleasing personality, an attitude of a go-getter and excellent communication skills in English and Hindi go a long way in ensuring the success and fast move up the ladder for a PR professional.
Another important function in PR is scanning the media - both print and electronic as well as the new media or the internet and social media - for coverage about the industry that one's clients may be in or any policy news or government trend that can potentially impact the business environment of one's clients as well as positive and negative coverage about the clients with a view to maximising positive coverage and minimising negative coverage. Research has proven that favourable editorial coverage or journalistic coverage is worth four times the same column area of a paid advertisement.
A mass communication course at IIMM also prepares you for a successful and highly paying, rewarding and lucrative career in advertising. Students can do internships with and get placed with top Advertising agencies and work across client servicing, marketing, business development, creative design and creative copywriting. In the real world marketplace where endless product differentiation rules the roost and the dictum is differentiate or perish, all that investment that is made for differentiating products and services from those of one's competitors will go in vain unless effective advertising drives home the messages as to how exactly one's products and services are differentiated from those of the competition.
Advertising is a glamorous and creative profession where youngsters can work in either understanding the brief given by the client and communicating the same to one's creative team or working in strategy where one can advise the clients as to what might be the effective advertising strategy for their products, brands and services and the media to be used for the same. One can also work in media planning where the appropriate media are used at the best price points to carry the message of the advertiser to the target audience. Finally, for those students with a creative bent of mind whether in design or in copywriting in English and/or in Hindi, the creative department is the place to be in.
Purvi Poonam Thakur