Public Relations Course

Any Graduate
10 months
400+ Hours
Created by potrace 1.16, written by Peter Selinger 2001-2019

The Public Relations & IMC course is a 10-month postgraduate programme at St Pauls Institute of Communication Education, designed to nurture and train budding public relations enthusiasts into powerful industry consultants to manage several stakeholders across online & offline mediums

Spanning topics on the fundamentals of PR, the course covers areas of written and verbal communications skills, consumer behaviour & marketing, but also technical areas such as media engagement, digital media, political communications, data analytics, client management and event management, in-depth.

With the perfect mix of theory and practical, students will learn the principle concepts of public relations, finance, lifestyle, corporate communications from planning to execution, making this one of the best PR courses in India.

A PR course is incomplete without practical experience. With 100% internships guaranteed, all are students intern at some of Mumbai’s best PR agencies, including MSLGroup.

To increase their competitive advantage, students will also work on a Live Client Project, to better hone their PR and communication skills.


PR Concepts

  • History of PR – Background & evolution of the industry
  • Need for PR – Why the need for Corporate communication why does it function. With the help of PR and without
  • Contemporary PR including Digital PR – The current landscape with the evolution from print to other mediums
  • Understanding PR Stakeholders – Target audiences, including politicians for B2C and B2B PR activities
  • External communication – How an organisation communicates key messages to external stakeholders
    Essentials of business communication, writing a press release, creating presentations, audio-video communication, website management as well as social media management.
  • Media relations – Understanding the media landscape and communicating with media professionals
  • Press conference – arranging press conferences – preparing management for the media a Investor relations – Communicating with shareholders
  • Internal communication – This is communicating within a corporate in order to maintain consistency in communication and work ethic
  • Journals including videos
    Using of the Intranet to gain maximum advantage
  • Creating virtual and regular Newsletters
  • Employee communication
  • Digital PR & Communications
  • We have one of the best digital and social marketing modules tweaked regularly to the changing arena of the digital world.
  • What is digital PR? – The difference between digital marketing and social media
  • Usage of social media – learning to select the social media channels and the best way to use them for a campaign
  • Using digital tools – An understanding of how to use tools to educate and engage key stakeholders
  • Content creation –How to create engaging content for the digital medium and the best tools used to create the content
  • Event Management – The theory of events and how to convert that into on-ground execution of events – both celebrity and corporate.
  • Crisis Communication – Managing key stakeholder communication through various media touch points in case of a crisis
  • Strategic PR – Integrating PR effectively with an overall marketing and communications plan.
  • Public Affairs – How to build relationship with stakeholders – individuals or groups with an interest in the organisation’s affairs, such as, politicians (MPs, MLAs), civil servants, customers and local communities, clients, shareholders, trade associations, think tanks, business groups, charities, unions and also the media. Bordering on ‘lobbying’ this dimension of PR helps put forward the views of stakeholders to policy makers which in turn helps in developing better legislation.
  • Process Management – Exposure to the entire process of PR from an understanding of requirements to execution
  • Market Research – Tools used for conducting background research about the industry that a client is operating in – understanding consumer behavior and developing appropriate communication strategy
  • Measurement – Why and how to measure PR? Global Standardisation of measurement models. Collection and analysis of data during campaigns. Usage of models for measuring impact of PR campaigns
  • How a PR Agency functions – Students are exposed to the various departments in an agency
  • Basics of Client Servicing – Who is a client? Types of clients?
  • Creating a brief – How to write a long and short format of a brief that covers relevant points like messaging
  • Client insights – Research about the client and the industry that the client operates in
  • Key message development – How to develop the messages to be communicated to different audiences based on background knowledge and research
  • Client Management – How to deal with client requirements, make suggestions, client presentations and tools for business communication
  • Delivery – Coordinating between client, media and internal teams
  • Dynamics of corp comm department in an organisation and its challenges
  • Client Servicing from the client’s perspective
  • Creating a brief – How to write a long and short format of a brief that covers relevant points like messaging
  • Key message development – How to develop the messages to be communicated to different audiences based on background knowledge and research
  • Managing the Management – How to deal with the management, building a bridge between the management and PR agency/ad agency/social media agency
  • Delivery – Coordinating between external and internal teams

Internship & Project Management – Students undergo internships with PR agencies and get hands-on experience of working with an agency. Along with theoretical inputs, projects and assignments are given on a regular basis to gauge the understanding and implementation of the theory.

Master classes are held with journalists, event management professionals and PR professionals on a regular basis through the duration of the course to ensure knowledge-sharing about best practices in the industry with the students.

Live Client and PR Film making: The programme ends with a live client project as well as with the students creating a film profiling the client under the expert tutelage of film makers from the industry.

Dylan D’souza ( Batch 2015- 2016 )
Dylan D’souza ( Batch 2015- 2016 )Digital Media Strategist, Digi Osmosis
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Studying at St Pauls Institute was by far the best learning experience I’ve had till date as this college not only focuses on the theory aspect of the media industry but it also floods you with a tremendous amount of practical knowledge, which is really helpful when you actually get out there in the real world to work. The professors are great and they really get out the best in you and help you realize what you are really good at. If you're looking to join one the best colleges for journalism, advertising and public relations, then look no further than SPICE
Santia Gora ( Batch 2013- 2014 )
Santia Gora ( Batch 2013- 2014 )Reporter, NDTV India
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We started with the basics; I will never forget the initial lectures in which we got a detailed understanding of news. We also gained first-hand news experience with our student paper, SPICE Enquirer- The Activist. The City Reporting module helped me explore Mumbai, a city to which I was a newcomer. With our Law and Media classes, I was able to enter the ATS Office and the Police Commissioner’s office. While working on a documentary, I got an insight into the lives of the underprivileged and marginalized. During the broadcast module, I became more camera friendly and interviewed politicians. SPICE has brought me to a point where I can proudly call myself a journalist.
Anil Dias ( Batch 2012- 2013)
Anil Dias ( Batch 2012- 2013)Correspondent / Reporter, The Times of India, Sports
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The Journalism course at SPICE is a great learning experience. The faculty is amazing and the experience that the industry experts bring is unbeatable. Everyone at SPICE goes all out to help us with whatever difficulty we have and the facilities provided are great. In short, they leave no stone unturned in ensuring that all our needs (and more) are met.The Journalism course at SPICE is a great learning experience. The faculty is amazing and the experience that the industry experts bring is unbeatable. Everyone at SPICE goes all out to help us with whatever difficulty we have and the facilities provided are great. In short, they leave no stone unturned in ensuring that all our needs (and more) are met.
Is the postgraduate in Public Relations & IMC program a masters or a diploma program?

It is a post-graduate certificate course, which is well-received by the Media Industry. A look at our website will reveal where our alumni are currently working.

What is the duration of the course?

This is a ten month course, but one year if you include the internship period

Is it online or offline?

Due to the pandemic it is conducted online. However, even now the practical aspects of the course are being conducted offline. For the future, it will be a mix of online and offline, to minimize commuting problems for our students and teachers, as well as to save time. Think of an offline/online mix of 70:30. 

Do you provide placements?

We guarantee internships for all the students and assist them for final placements. In a lot of cases, the students are offered permanent positions at the places where they intern. Internships have one more advantage. They put you in touch with other internships. In case they are not, every effort is made by the institute to help them in getting placed. 

What is a average starting salary?

The average salary can vary from Rs.15,000 to Rs.40,000 per month.  A PR manager can earn a minimum of around Rs.6 lakhs per annum in India on an average.

What is the fee for these courses?

The PG in Public Relations & IMC Course Fee is Rs 2,36,000 inclusive of GST

How will the entrance exam be conducted?

After your online or offline application, you will be contacted for an entrance examination.  For Mumbai and surrounding areas, these are conducted at our Institute in Mumbai.  However, due to the lockdown, the exams were conducted online. This is followed by a personal / online interview with the head of the programme that you have applied for. 

How do I apply for the course?

You can for the Public Relations Course by filling the application form on the website, upload the documents and make an online payment towards the application form.

The documents required are:

  • One Passport size photograph
  • Original photo ID & address proof
  • Original 6th Semester mark sheet. Students awaiting the degree results may submit the photocopies of the 5th Semester ( most recent exam undertaken) mark sheet
  • Application Fee is Rs.1500 (Non refundable and to be paid online)

You can also contact us on +91-9769905813 / and our counsellor will get in touch with you and guide you through the process. 

How do I prepare for the entrance exam?

The entrance exam has been devised to test your awareness of current affairs, general knowledge and Basic English Grammar so general reading of the daily newspapers and general knowledge will hold you in good stead.

Do you provide accommodation?

We do not provide accommodation but we will assist with the contacts we have garnered over the years. It is preferable that you stay as close to the college as possible.

What was percentage of students that got placed last year?

Almost 100% of our students were either placed or opted out of the placement procedure for various reasons. Last year due to the pandemic our average was affected but over the year all of the students did get placed.

What is the USP of SPICE?

Great infrastructure, constant updating of curriculum based on market needs, faculty from the industry and a willingness to change based on feedback.

Engaged teachers, a feeling that you have joined a family. Ask our alumni! 

We give our students one-on-one personal attention an ensure they retain what they learn with guaranteed internships and placement assistance. In fact, most of our students gets placed, thus making St Pauls Institute, Mumbai (SPICE) one of the best colleges to offer advertising and public relations courses

What is the Eligibility for this course?

  • Applicants from any discipline may apply – Arts, B Commerce, Science, B.Sc IT, BAFT, BMM, BMS, Engineering, B Tech, MBA, Hotel Management, etc., who have completed their graduation (12+3) from a recognized Indian University
  • Students who are awaiting their examination (third year graduate level) results are eligible to apply for the Postgraduate Programmes. However, certificates will be awarded only on receipt of their final semester mark sheets.
  • Applicants must be between 21- 35 years of age
  • As English is the language of instruction at St Pauls Institute of Communication Education, Mumbai, proficiency in speaking, listening to, reading and writing English is essential.


Want to join the best Public Relations and IMC course in Mumbai? Click on the Enquire Now button, fill the form & our course coordinator will help you with the admission process

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