PR Management Practice Exam

About PR Management
Public relations manage the reputation and image of their companies, working to gain public understanding and support through planned publicity campaigns.

The role of PR in any organization is to identify the internal and external key publics, with whom the organization must operate effectively, and to strategically develop and maintain a relationship with these publics for the benefit of both the organization and the public.

Public relations (PR) refer to the variety of activities conducted by a company to promote and protect the image of the company, its products and policies in the eyes of the public.

Thus it aims to manage public opinion of the organization. Public relations encompass a broad range of activities. The major areas are discussed below, with particular attention given to those used most frequently in brand communication campaigns.

Why is PR Management important?
The advantages to be gained with PR are
•    Credibility – If the public are made aware of the benefits to be gained from a company’s products from an independent source, and that source is not being paid by the com­pany in question, then the credibility factor is that much greater.
•    Greater readership – When glancing through a newspaper it is seldom that a great deal of attention is primarily paid to advertisements. Much more attention is given to editorial or news sections. Similarly, people are more likely to divert attention from the televi­sion to do other things while the advertisements are being shown.
•    Contain more information – Public relation is able to impart more information to the public than advertisements can. A glance is all that is usually given to an advertisement, whereas public relation, when presented as news, is given more attention and is therefore able to contain much more detailed information.
•    Cost benefits – No direct payments are made to the media for public relation. There are obvi­ously costs involved, but PR budgets are far less than those for advertising.
•    Speed – Public relation has an advantage of speed. Information on a major development can often be issued and reported in a short space of time. Public relation can also be flexible and reactive.

Who should take the PR Management Exam?
•    PR professionals
•    Business owners or Entrepreneurs
•    Anyone who wants to assess their public relations skills
•    PR managers and senior executives
•    Recruitment consultants
•    Professionals working in outsourced companies responsible for public relations
•    Any professional with skills and knowledge on public relations
•    Anyone interested in public relations

Knowledge and Skills required for the PR Management

Specific skills are needed to excel in career of pr management which includes analytical bent of mind and quick learning skills.

PR Management Practice Exam Objectives

PR Management exam validates your skills and knowledge in concepts and application of public relations with various aspects of an organization like employee, dealers, customer, vendor, media and investor.

PR Management Practice Exam Pre-requisite

There are no prerequisites for the PR Management exam.

PR Management Certification Course Outline

1. Communication and Public Relations
1.1 Definition
1.2 Purpose of Communication
1.3 Elements of Communication
1.4 The Seven C’S of Communication
1.5 Barriers to Communication
1.6 Overcoming Communication Barriers

2. Negotiating Skills and Public Relations
2.1 Negotiation Styles
2.2 Negotiation Tactics
2.3 Negotiation Process

3. Marketing PR and Integrated Marketing Communication
3.1 Introduction
3.2 Goals of Marketing Public Relations
3.3 MPR Roles
3.4 Integrated Marketing Communication
3.5 Importance of IMC
3.6 Role of Advertising within the Marketing Program
3.7 Role of Advertising within the Communication Mix
3.8 Other Ways of Communications
3.9 Publicity and Public Relations
3.10 Barriers to IMC

4. Customer Relations
4.1 New Customer
4.2 Total Customer Satisfaction
4.3 Consumer Movement in India
4.4 Customer Relations Programme
4.5 Maintaining Good Customer Relations
4.6 Customer Relationship Management (CRM)

5. Dealer Relations
5.1 Company Outlook towards Dealers
5.2 Dealer’s View of A Company
5.3 Objectives of Dealer Relations
5.4 Manufacturer’s Support to Dealers
5.5 Communicating to the Dealers

6. Vendor Relations
6.1 Vendors’ Expectations
6.2 Buyer Company Expectations
6.3 Vendor Relations Objectives
6.4 Public Relations for Vendors
6.5 Vendor Relationship Management (VRM)

7. Employee Public Relations
7.1 Introduction
7.2 Employee Expectations
7.3 Successful Employee Relations
7.4 Problems Management Faces
7.5 Communication Media for Employee Public Relations
7.6 House Journal

8. Investor Relations
8.1 Introduction
8.2 India Scenario
8.3 Role and Responsibility
8.4 Investor Relation Objectives
8.5 Communications for investors

9. Media Relations
9.1 Introduction
9.2 Building Relations With Media
9.3 Public Relations Assistance to Media
9.4 Media Relations Norms
9.5 Press Conference
9.6 Holding a Press Conference

10. Corporate Social Responsibility (CSR)
10.1 Introduction
10.2 Indian Perspective
10.3 Community Expectations
10.4 Objectives of Community Relations
10.5 Communication Media for CSR

11. Corporate Image
11.1 Introduction
11.2 Strong Corporate Image
11.3 Corporate Image influences
11.4 Launching a Corporate Image
11.5 Maintaining Corporate Image
11.6 Image Management Process

12. Corporate Identity Management
12.1 Introduction
12.2 Corporate Identity Mix
12.3 Developing a Corporate Identity
12.4 Undergoing Change

13. Event Management
13.1 Introduction
13.2 Objectives of Special Events
13.3 Classification of Events
13.4 Organizing an Event

14. Public Relations and Crisis Management
14.1 Introduction
14.2 Types of Crisis
14.3 Crisis Management

Exam Format and Information
Certification name – PR Management Certification
Exam duration – 60 minutes
Exam type - Multiple Choice Questions
Eligibility / pre-requisite - None
Exam language - English
Exam format - Online
Passing score - 25
Exam Fees  - INR 1199