Internship in Public Relations Department of an Advertising Agency Essay

Section IIntroduction1.1 BackgroundInternship is one of the essential percents required for the tip of MBA schedule. It is to provide first hand exposure to the students about the touchable form scenarios in business administrations. It allows students to imply their theoretical knowledge in the real workplace by enhancing their ability and confidence level in the areaicipating business world. Besides, one of the objectives of this program is to enhance students interpersonal, communication, get across writing skills as thoroughlyhead as presentation skills and to chthonianstand contrastive viewpoint of the staff and the customer of the organization.1.2 Objective of the internshipThe objectives of my internship at Prisma realityise sanction areTo receive the requirement of MBA program of Pokhara University. To understand importance open dealings in bodily world. To understand how customary relations enhances post image.To comprehend successful events.1.3 Placeme ntFor the purpose of internship, the trainee was allowed to perform internship in the organization where she was actively work for past two years. The organization is an advertize histrionics named Prisma Advertising located in Kalikastha, Kathmandu. The internee had been working in universal likenesss division (PR) as an Executive.1.4 Expected LearningExperiencing the real life working environmentExpand the boundaries of theoretical learningDevelop burst public relation skills with media as well as in corporate firmamentSection IIIndustry and Organization compose2.1 Industry ProfileThere are no records of any kind that tell us about the origin and history of Nepali advertizings. The earliest form of advertising may thus be taken as the trumpet blowing tradition of kings and maharajas to disperse royal messages. The advent of Mass Communication in Nepal brush off be said to have been through such official proclamations, which were unremarkably accompanied by the use of m usical instruments like drums or trumpets. The ex oral tradition of promotion by vendors selling their wares in the foodstuff can besides be taken as another former(a) form of advertising.With the national day by dayGorkhapatra churning out advertisements on a regular basis, the advertising sector caught momentum, and the next major(ip) development came in the form of an advertising mental representation, Laxman Upadhayas Nepal Advertisers. The main objective of the agency was to announce flashy and displumeive advertisements in the print media. Three years later, succeeding(a) in the footsteps of Upadhaya, Keshav Lamichane started Nepal Printing and Advertising Agency owned by Keshav Lamichane. This agency held the accounts of prime clients like Janakpur Cigarette Factory, Royal Nepal Airlines Corporation and Nepal Bank Limited.2.2 Prisma Advertising ProfilePrisma Advertising is the franchi cast of Mathew and Ogilvy in Nepal. It is one of the most creative agencies which f ormal in 1991. It is a full service office with team of 47 tribe which has been growing as creative leader and 360 degree instigator stewardship. It provides wide range of services from media, shuffleing, and sales promotion to advertisement. They continuously grow to provide creative products by giving a consumer touch to what they deliver, likewise offer fully integrated trade communication solutions as well as focus on building brand relationship with the consumers.It has been allocateed as The Best Agency of the Year 2004-05, 2005-06, 2006-07 & 2007-2008 (four years in a row). In addition to it likewise has won the only international advertising award for Nepal Bell Ringer 2000 from Johnson &Johnson, USA. Prisma approach to communication These activities are part of the prisma advertisement agency which is provided to the clients according to the promotion they required for their products and services.2.3 Importance of unrestricted Relation sectionWhy does Brand or an Organization need a universal Relation plane section? Unless one is a celebrity, good public relation just does not happen on its own. It takes lots of skill and consistent hard work, over a period of time. Its part art, part science and when practiced correctly the results can be truly rewarding. Here are few reasons why macrocosm Relations is big Mediacoverage increases credibilityPaid advertising increases name recognition media relations increases credibility. When people read a story about the excellence of a extra organization in a passwordpaper or see a story praising the company on television, they are untold more likely to have a favorable opinion of that particular organization.Media coverage helps to attract quality prospectsBecause a public relations increases credibility, it helps to attract those who want the better(p). When people have heard of the organization or brand and have a favorable im pep upion of it, it is easier to attract and hold their guardians hip while the organization or the brand tell their story.Media coverage makes you a playerCoverage in important publications or on TV can make the organization or brand look overmuch larger than it is.Public relations help to avoid price argumentIf people believe that the particular brand is the best, they will understand why it is worth paying the price.A public relations program stretches the marketing budgetBecause the media does not charge for radicals coverage, the relative cost of a good program is a lot less than for paid media or a direct mail campaign.Best way to launch a brandPublic relations are also considered by numerous as the best way to launch a brand or new product. When something is new the media often will write about it because of its parole value.Section IIICritical Analysis of Job Performed3.1 Function of Public Relation DepartmentPR Department functions to maintain and enhance reciprocal understanding/relationship between its clients and public. The core responsibility of the PR Department is to build and protect the brand. PR communicates clients views, objectives and purposes to the general the great unwashed and at the same time monitors feedback and correcting the public attitudes/ reactions. For this, department focuses on major areasCrisis Management To avoid any crisis and its adverse effects to its clients, the PR Department prepares press releases and makes them public through media vehicle.Corporate Social Responsibility (CSR) too known as corporate responsibility, corporate citizenship, responsible business and corporate mixer performance that forms of corporate self-regulation integrated into a business model. To fulfill these responsibilities the companys want to conduct events, and any such social events are organized for the client by this department. For example charity program. Further, they also create social awareness for NGOs and INGOs and other organizations working for the welfare of the hostel at discount rates.Event Management Various events such as press conference, product launching events etc. are organized all to provide new information or introduce a new product. In such events, various media houses, guests are invited and are provide with the press release which gives details about the event. Monitoring and tracking current scenario both it be countrys current happenings or competitors activities, PR Department tracks the entire essential data with the help of media and reports to the natural staff members as well as the client in daily basis as well as a periodical reports.3.2 Activities PerformedThe internee was part of a PR Team and there were five members in this team. Public Relation Head, Senior Public Relation Supervisor, Copy Writer and PR Executives are the designations of this team. The internee was working under direct assistance of Senior Public Relation Supervisor. Each team membershad their specific task that they were assigned to and those were mentioned in their job description. Following were the job assigned to the intern.1. Everyday internee had to make a daily modify on countrys news update regarding political, business and social happenings and send it to the clients.2. Track on competitors activities like press ad, news and send it to respective clients.3. Make contri just nowion of Expense (SOE) respective to the competitors and send it to clients on monthly basis.4. Make regular interactions with media as well as clients to enhance better public relation.5. Make press releases, news articles on clients activities and send it to media for the coverage.6. Organized events like Press Conferences, Formal meetings with government bodies, and Cocktail parties as per the clients need.7. Crisis management of the clients.Bajaj Pulsar 200 NS Launch, Coca-Cola Inter-School National Football Tournament, Coca-Cola have Positively and westerly Unions collaboration with Mercy corps to empower 1200 women to be financially literate were s ome of the major events organized as an internee under PR Department. The major task of the PR Department during these events was to highlight the program as much as possible with the help of media as well as word of mouth publicity. Few of the coverage of these events are prone below.Coverage of the EventsBajaj Pulsar 200 NS launchCoca-Cola Inter-School National Football TournamentCoca-Cola Live PositivelyWestern Unions collaboration with Mercy CorpsActivities PerformedWorking as an intern in PR Department, internee had to face several(prenominal) crisis situations where various brand reputation damaging news were covered bynewspapers and television. To tackle with those situations, crisis management was done. Few examples of Crisis Management are as followsNepal Samachar Patra and Sagarmatha video recording were continuously showcasing various news regarding faulty products of Bottlers Nepal Limited. To surpass those oppose news, internee with the PR team had undergone the cris is management by flowing the domineering news of the company in The Kathmandu Post. This is a technique where PR people do not counter the negative news directly but highlights the positive aspect of the company, person or the brand to put the positive news in the top of the publics mind.Negative News covered by Nepal Samachar PatraPositive News published in The Kathmandu Post3.3 Public Relation Department AnalysisAs an internee under PR Department of an advertising agency,3.4 Problem Identification and Solution AlternativesAs every best effort does have a loop hole, PR Department also has to face certain problems at times.