Mass Media Studies · Class 12

Active learning ideas

Public Relations and Corporate Communication

Public Relations (PR) and Corporate Communication are essential for managing the reputation of organisations in an increasingly transparent world. This topic distinguishes PR from advertising, noting that while advertising is 'paid' media, PR is 'earned' media. Students learn about the various tools PR professionals use, such as press releases, media events, and social media engagement, to build a positive image for their clients. A key focus is on Crisis Communication, how organisations respond to negative events to minimise damage to their brand.

• CBSE Learning Outcomes
• CBSE Class 12 Mass Media Studies, Unit 4: Advertising, Public Relations, and Corporate Communication - Chapter 2: Public Relations
• CBSE Class 12 Mass Media Studies, Unit 4: Advertising, Public Relations, and Corporate Communication - Chapter 2: Corporate Communication

• 30–60 min
• Pairs → Whole Class
• 3 activities

Activity 01

• Simulation Game
• 60 min · Small Groups

Simulation Game: Crisis Management Room

Groups are given a crisis scenario (e.g., a product recall or a data breach). They must quickly draft a press release and a social media response plan, then present their strategy to the 'press' (the rest of the class).

How does PR differ from advertising?

• Apply
• Analyze
• Evaluate
• Create
• Social Awareness
• Decision-Making

Activity 02

• Inquiry Circle
• 45 min · Small Groups

Inquiry Circle: CSR Case Studies

Groups research the CSR initiatives of a major Indian company (e.g., Tata Group or Reliance). They investigate how these initiatives align with the company's brand values and present their findings.

What strategies are used in crisis communication?

• Analyze
• Evaluate
• Create
• Self-Management
• Self-Awareness

Activity 03

• Think-Pair-Share
• 30 min · Pairs

Think-Pair-Share: PR vs. Advertising

Students are given a scenario (e.g., launching a new school). They think of one PR strategy and one advertising strategy to promote it, discuss with a partner the pros and cons of each, and share with the class.

Why is corporate social responsibility important?

• Understand
• Apply
• Analyze
• Self-Awareness
• Relationship Skills

A few notes on teaching this unit

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Watch Out for These Misconceptions

• PR is just 'spin' or covering up the truth.

  Effective PR is based on building long-term relationships and trust through transparent communication. Active 'Crisis Simulations' show students that honesty is often the best PR strategy in the long run.

• Only big corporations need PR.

  NGOs, government bodies, and even individuals (like celebrities) use PR to manage their public image. Peer research into 'Personal Branding' can help students see the wide application of PR skills.

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Methods used in this brief

• Simulation Game
• Inquiry Circle
• Think-Pair-Share