Career in Hotel Management
September 23, 2024 2024-11-09 11:18Career in Hotel Management
CAREER IN HOTEL MANAGEMENT
Career in Hotel Management, Hospitality Management & Travel and Tourism Management:
- Career in Hotel Management Industry
- Career in Hospitality Industry
- Career in Tourism &Travel Industry
- Career as a Chef
- Career in Public Relations
Career in Hotel Management Industry
The country’s rapidly growing economy has led to a remarkable growth in the tourism sector. In line with this growth, the hotel industry has flourished and thus, the demand for human resources specializing in hotel management has increased as well. For this reason, more and more students are beginning to take up hotel management in hopes to build a successful career in the industry. In a general sense, hotel management as a course may sound fairly simple. However, taking into consideration the number of specializations in this field of work, it would be important for one to really decide on which field to focus on. Although dozens of career prospects are available in hotel management, the more common ones include General Managers, Assistant Managers, Catering Management, Front Office Management and Housekeeping.
Nature of Work
Graduates of hotel management may end up filling positions of general hotel managers or assistant managers. The roles of these two are very significant because not only should they serve as leaders of the number of workers employed by the hotel but also ensure that all the hotel’s guests enjoy a pleasant and comfortable stay.
The role of general managers becomes increasingly important as they work with the hotel’s owners and directors to foresee income and expenditures by setting room rates and budgets. They must also establish the hotel’s identity in terms of the kind of service that they are able to provide. Managers of each department will also serve varying functions and will take responsibility for all the levels of employment in their departments.
- Food and Beverage:
- The food and beverage manager is responsible for all operations under the Catering Department. Here, the food and beverage manager leads all employees under both the culinary section and the steward section. Under the culinary section, the Executive Chef who is in charge of all kitchen activities answers directly to the food and beverage manager. This section is composed of all employees who work in the kitchen including all chefs and dishwashers.
- Front Office:
- The role of the Front Office Manager is vital to the hotel’s existence because employees under this department are those first encountered by all guests. Apart from making sure that all reservations and room assignments are in order, they supervise receptionists, information clerks, reservation officers, bellboys and doormen. They must ensure that all employees under their supervision are not only efficient but polite and courteous as well.
- Housekeeping:
- The Executive Housekeeper is responsible for all employees who work towards maintaining all rooms and the rest of the hotel facilities to make sure that everything is clean and tidy at all times. Under direct command of the Executive Housekeeper are floor supervisors who ensure that all rooms in their floor of responsibility are well-maintained. Other employees who are under the supervision of the Executive Housekeeper are the bays who are in charge of making beds and cleaning rooms, chamber boys and maids who clean the toilets and the shower areas, and the linen maids who collect and stock all sheets, towels, and napkins for laundry.
Personality
A job in the hotel industry requires certain essential personality characteristics. An individual seeking employment in this dynamic sector needs excellent social skills. A pleasant personality, enthusiasm, discipline, a genuine interest in a customer’s needs and a willingness and aptitude for public relations work are the basic traits employers watch out for in their applicants.
In addition to these basic personality traits, hotel managers must be highly business oriented and flexible and exhibit exceptional leadership skills. Managerial positions in hotels require excellent organization skills and the quick thinking and adaptive capabilities needed to handle the pressures of dealing with guests from vastly different cultures.
Professional Courses
To pursue a career in hotel management, university courses that take 3 to 4 years are recommended. Among these courses commonly offered by Indian colleges and universities are 3 years in Bachelor of Science in Hotel Management, 3 years Diploma in Hotel Management, 3 years in Bachelor of Arts in Hospitality and Tourism Management, and 4 years in Bachelor of Hotel Management and Catering Technology.
In order to qualify for these courses, one must have a 12th or equivalent pass with a minimum aggregate performance of 50%.
Colleges, Institutions and Universities
Below are some of the popular choices among those who wish to pursue careers in hotel management:
- A.K. Hafizka College of Hotel & Tourism Management Studies & Research
- 3 years – Bachelor of Science in Hospitality Studies
- 3 years – Bachelor of Science in Catering and Hotel Administration
- 3 years – Advanced Diploma in Culinary Arts
- Army Institute of Hotel Management and Catering Technology
4 years – Bachelor of Hotel and Restaurant Management - Banarsidas Chandiwala Institute of Hotel Management & Catering Technology
4 years – Bachelor in Hotel Management and Catering Technology - FHRAI Institute of Hospitality Management
4 years – International Hospitality Administration
- 4 years – International Culinary Administration
- 3 years – Bachelor of Science in Hospitality, Catering, and Tourism
- 1 year – Diploma in Hotel Operations
- Heritage Institute of Hotel and Tourism
3 years – Bachelor of Science in Hotel Management, Catering Technology and Tourism - Institute of Hotel Management
3 years – Bachelor of Science in Hotel Management - Institute of Hotel Management, Catering Technology, & Applied Nutrition
3 years – Bachelor of Science in Hospitality and Hotel Administration - Merit Swiss Asian School of Hotel Management
3 years – Diploma in Hotel Administration - Oberoi Center of Learning and Development
3 years – Diploma in Hotel Operations Managemenet - Welcomgroup Graduate School of Hotel Administration
4 years – Bachelor of Hotel Management
Specialization
Post Graduation in Hotel Management
Those who have graduated with a degree in Bachelor of Science in Hotel Management can pursue post graduate studies and obtain a Master of Science degree in Hospitality Administration. These post graduate studies usually take up to one year.
Career Prospects
Graduates of professional courses under this field are usually taken as trainees under the positions they apply for. While most graduates usually seek work in five star hotels or other private hotel chains, some find themselves seeking alternative employment avenues in restaurant management, cruise ship hotel management, institutional and industrial catering, club or bar management, airline catering and cabin services, or management of catering departments in banks and insurance houses.
Remunerations
Compensation can greatly differ because of the number of factors affecting it. The most significant factors include the size of the firm or organization, the location of the business, when the applicant graduated and his or her performance in school. However, below is the regular pay scale one can expect when seeking employment in hotel management: these ranges vary with the hotel.
Hotel Management in India is one of the top most purused courses in India. Hotel Management Entrance Examination are those which are conducted on All India basis for recruitment to various Universities / Institutes offering Hotel Management Courses.
The National Council for Hotel Management and Catering Technology (NCHMCT) is a Registered Society under Ministry of Culture and Tourism, Government of India which centrally regulates academics for hospitality management through structured courses of studies that are imparted at the Government sponsored 24 Institutes of Hotel Management and eight Food Craft Management and eight Food Craft Institutes located in different parts of the country. Allmost all the Hotel Management Colleges in India also conduct tests of their own.
Hotel Management Entrance Examination Eligibility
- 10 + 2 (% varies from institute to institute).
- 22 years for General/PH and 25 years for SC/ST candidates as on 1st July. In the case of Scheduled Caste and Scheduled Tribe candidates, upper age limit is relaxable by three years.
Hotel Management Entrance Examination Pattern and Admission Process
- Hotel Management Entrance Exam is of two hour duration.
- The test includes multiple-choice questions based on GK, Current affairs, General English, Aptitude & Numerical Ability.
- The test comprises objective question. Each correct has 1 marks & for wrong answer 1/4 marks will be deducted.
- Admission depends on the performance of the students in the written admission test, personal interview round / group discussion session.
- The pattern of the Hotel Management Entrance Exams is almost the same in almost all the institutes.
Some of the main Hotel Management Entrance Examination in India are –
- NCHMCT – JEE – National Council for Hotel Management and Catering Technology.
- FHRAI – Federations of Hotels and Restaurants Association of India.
- MAH-HM-CET Maharashtra Hotel Mangement Common Entrance Test.
- IITM – Indian Institute of Tourism and Travel Management.
- HIHT – Heritage Institute of Hotel and Tourism.
- ITDC – India Tourism Development Corporation.
Career in Hospitality Industry
India is ranked 11th in Asia and 62nd in the world for its richest cultural heritage and beautiful flora and fauna, according to a recent Travel and Tourism Competitiveness Report of World Economic Forum. This suffices the reason for the growing importance of hospitality in the country. The word ‘hospitality’ can be defined as a relationship between a visitor and a host.
The field of hospitality requires personal skills, like sense of responsibility, helpful and friendly nature, and attractive appearance, along with good presence of mind. On realizing the significance of the hospitality sector in the country, a number of institutes have started courses in this field, under the administration of National Council for Hotel Management and Catering Technology (NCHMCT), an autonomous body under the Ministry of Tourism, Government of India. Scores of job opportunities are available in the hospitality sector, including hotels, travel and tourism, and aviation.
Course Details
Most institutes in India offer courses in hospitality at diploma, certificate, and postgraduate diploma levels. However, some institutions also impart programs in hospitality at undergraduate and postgraduate degree levels. Some of the most common hospitality courses are
- B Sc (Hospitality)
- M Sc (Hospitality & Hotel Administration)
- BA in Hospitality & Tourism Management;
- Certificate Course in Hotel and Catering Management;
- Diploma in House Keeping, Hotel Reception and Book Keeping, and Restaurant and Counter Service; Craftsmanship Course in Food and Beverage Service;
- Diploma in Bakery and Confectionery;
- Diploma in Front Office,
- Post Graduate Diploma in Dietetics and Hospital Food Service
Talking about the eligibility for UG programs, one has to clear 10+2 level of examination, in any stream, from a recognized state/national board. For PG courses, graduation in relevant stream from any recognized University is mandatory. Students are imparted technicalities about various aspects of the relevant subjects, apart from practical exposure and knowledge.
Career Prospects
On successful completion of the course in hospitality, one can become a specialist in the field and work as a catering officer or chef in hotels, restaurants, fast food chains, and allied sectors. Customer relations executive, management trainee, and marketing/sales executive are other prospective positions to look out for. Besides, kitchen management and house keeping management are other areas to seek lucrative jobs. Moreover, one can join as an executive in tourism development corporations and resort properties, as a lecturer in hotel management institutes or food craft institutes, and as cabin crew in national and international airlines and cruises. The vast and extensive hospitality industry attracts young aspirants in service apartments, health care, Ayurveda and spa centers, cafés, bars, discotheques, clubs, etc.
Top colleges offering UG/PG/Other courses
Some prominent hospitality institutes in India include:
- Indian Institute of Hospitality Management, Maharashtra;
- Angel Institute of International Hospitality and Management (AIIHM), Greater Noida;
- FHRAI Institute of Hospitality Management, Greater Noida;
- Amman Institute of Hospitality Management and Computer Application, Salem;
- Brilliant Institute of Hospitality Management, West Bengal;
- College of Hospitality Administration, Jaipur;
- College of Hospitality and Tourism, Gurgaon;
- Hope Institute of Hospitality Management, Delhi;
- Institute of Hospitality Management, Goa;
- Army Institute of Hotel Management & Catering Technology, Bangalore;
- MS Ramaiah College of Hotel Management,
- Bangalore; and Saptagiri College of Hotel Management, Mangalore.
Remuneration
Remuneration in the field of hospitality may vary from one organization to another. At the fresher level, the salary may seem to be low, but with experience, one can be offered high salary packages.
Career in Tourism & Travel Industry
Tourism and travels serves as the promoter of national and international goodwill. It is the third biggest industry in the world. In India tourism was declared an industry only a few years ago. It has however become the second biggest foreign exchange earner next only to gems and jewellery export. However, inspite of this India with its rich and diverse culture and numerous places of tourist interest, still lag behind. Today, with a conscious effort from the Government, the future of the industry holds tremendous promise for growth.
MAIN AREAS:
The travel and tourism industry operates in the private as well as in the public sector.
PRIVATE SECTOR:
In this sector activities are divided into two distinct sections.
(1) Travel Agents:
Travel agents are concerned with the marketing of travel and tourism. They are basically retailers, who plan and sell trips to individuals or groups. They book passages for air, rail, sea and road travel, arrange hotel reservations or other accommodations, hire cars and coaches. All travel agents take on both international and domestic bookings. Some specialise in areas, like business trips, group tours or conferences.
(2) Tour Operators:
Tour operators deal in travel and destination management. They put together and sell package holidays. These could be for individuals or groups and include incoming tourists from abroad, outbound tours to foreign destinations or domestic travelers. Tour operators could offer special interest packages that range from archaeology to golf, wildlife to astrology.
PUBLIC SECTOR:
This sector’s main concern is the promotion of tourism in India. To this end, most public sector organisations connected with tourism not only run a network of hotels, information centres and other facilities and services for visitors to the country, but also involved in larger development projects aimed at improving tourism infrastructure and expanding the industry. They are aided in this task by other semi-government bodies, including the Indian Railways and the two national airlines.
THE WORK:
Work in the travel and tourism industry is essentially concerned with providing services for people who are away from home, on business or holiday. Work at every functional level in the industry involves dealing directly with people. A great deal of mobility is also required in certain jobs where contact must be maintained with representatives of the myriad services provided to clients or individuals or groups that are to be accompanied to and around their destinations. Besides this, it is vital that all tourism staff in marketing, counter sales, or guide services, be acquainted about the places their clients visit, in terms of general background, air read and rail connections and facilities available.
PERSONALITY TRAITS:
(1) An outgoing nature (2) willingness to travel (3) ability to communicate with people of different backgrounds (4) enthusiasm for meeting people, (5) awareness of the country’s history and culture etc.
TRAINING/INSTITUTES:
After completing +2 level of education, a student can enroll himself/herself in a specialised tourism course.
The vocational colleges in the country offer tourism as a discipline and completion of such a course leads to a graduate degree.
Polytechnics also offer training programmes in certain aspects of tourism and travel, for example in ticketing and reservation. This level of qualification leads to jobs in travel agencies, as well as in Govt. departments, air lines and hotels but does not offer prospects for much growth and promotion in the industry.
The most professional training in travel and tourism is available in the form of the postgraduate diploma and degree programmes of one or two years duration provided by many Universities and institutes in the country. Important among them are
– COURSE | INSTITUTIONS | ELIGIBILITY | DURATION | |||
MTA(Master of Tourism Administrator) | Kurukshetra University, Aligarh Muslim University; Jiwaji University, Gwalior; Anantpur University, Anantapur, Marathwada University, Aurangabad. | Graduate/PG | 2 years. | |||
Management of Visitor Service/Tourism Dev./ Planning in Tourism Travel & Transportation/ Environmental Parameters of Tourism Development/ Management of issues in Tourism & Travel/ Computer Technology & Communication in tourism. | Kerala Institute of Tourism and Travel, Thiruvananthapuram; Garware Institute of Career Education and Development, University of Bombay. Indian Institute of Travel and Tourism Management, Chanakyapuri, New Delhi. (All three are regional chapters of Indian Institute of Tourism and Travel Management, New Delhi. | Graduate with 3 years experience at junior or middle management level, maximum age-30 years. | 24 credits programme (cyclic programme scheduled in April, July, October and Dec.) | |||
Diploma in Tourism Management | Indian Institute of Travel & Tourism Management, Agra university; Annamalai University; Berhampur university, Orissa; Bombay University; Delhi University; Indore University; H.S. Gour University; Goa University; Guru Ghasidas university, Bilaspur; Jiwaji University, Gwalior. University of Keral, Trivandrum; Kota Open University; Kumaon University, Nainital; Kurukshetra university, Madurai University; Madras University, Manipur University, Imphal; Marathwada University; Pondicherry University, Ravi Shankar university, Raipur; Utkal University, Bhubaneswar. | Graduate with 60% marks | 1 year (August to July). | |||
Graduate integrated course in Tourism. | College of Vocational studies, Delhi, University | 10 + 2 | 3 years | |||
Language Training Course for Professionals in Tourism. | Cultural organisation of foreign countries | Graduation | -do- | |||
Full-time Diploma course in Travel & Tourism | Cultural organisation of foreign countries. | Graduation | 1 year | |||
Basic Course in Air Travel Fares & Ticketing. | The Ministry of Tourism & Delhi Tourism, 9 Nyaya Marg, Chanakyapuri, New Delhi-110021. | Graduation | 3 months | |||
Basic Course in Air & Seal Carriage Services management. | The Ministry of Tourism & Delhi Tourism, 9 Nyaya Marg, Chanakyapuri, New Delhi-110021. | Graduation | 2 months | |||
Basic course in Computer application in Tourism & Travel Industry | The Ministry of Tourism & Delhi Tourism, 9 Nyaya Marg, Chanakyapuri New Delhi-110021. | Graduation | 2 months | |||
Basic Course in Airlines, Travel Agency & Tour Operation Management. | The Ministry of Tourism & Delhi Tourism, 9 Nyaya Marg, Chanakyapuri, New Delhi-110021. | Graduation | 2 months | |||
Courses in Spanish, Japanese, French, & Russian Language. | The Ministry of Tourism and Delhi Tourism, 9 Nyaya Marg, Chanakyapuri, New Delhi-110021. | 6 months. |
JOB OPPURTUNITIES:
(1) Positions in travel agencies, Air Lines, Transport and Cargo Companies.
(2) Government jobs in Tourism Department including ITDC & State T.D.Cs.
(3) Work as tour operators.
(4) Or be self-employed.
SELF EMPLOYMENT:
This requires capital and minimum experience of having worked as a manager in a travel agency. A single enterprising individual can, after a few years of experience, start by handling all travel requirements of a client and gradually build up business.
Career as a Chef
Introduction
“I liked the energy of cooking, the action, the camaraderie. I often compared the kitchen to sports and compare the chef to a coach. There are a lot of similarities to it.”—Todd English, Celebrity Restaurateur, Chef and Author.
These are the words of Todd English who is a celebrity restaurateur, chef and author. He is well known all over the world for his restaurant Olives which is in Las Vegas and Boston. Food trip with Todd English is his show on television which is also very famous. Cooking more than being a mere profession; is an art and in recent times has become a very popular choice of profession among the youth.
Whenever you think about food, you are actually thinking about the Chef or the Master Chef who is skilled to bring the best food to your taste buds. Essentially, a cook, who cooks the food, a Chef, by his own knowledge and understanding of various spices, flavors and other ingredients, brings the delicious food to those who savor it. Today, Chef has emerged as one of the sought-after careers by many.
The Chef, being the master of the kitchen in the restaurant has total control over the junior staff and oversees the entire proceedings. He divides the work within his team in such a manner that there is seamless integration between raw material handling, basic preparation, final preparation and finally the presentation.
Courses and Eligibility
The minimum qualification for becoming a chef is a bachelor’s degree or diploma in Hotel Management; kitchen management training adds value to an inspiring Chef.
One can go for both Degree and Diploma courses in Hotel Management. The basic qualification for both degree and diploma levels is 10+2. There are a few short term courses as well. These short term courses are meant for usually of 1½ Years duration and the eligibility criterion is 10+2 with English as one of the major subjects. These courses are: Diploma in Food Production, Diploma in Food and Beverage Services, and Diploma in Bakery and Confectionery
Institutes coming under the National Council now offer a 3-year degree course B Sc Hospitality and Hotel Administration, while some private institutes offer a 4-year Bachelor’s programme in Hotel Management.
To get admission in the institutes one has to take the entrance test consisting of English, Reasoning, General Science and General Knowledge. The test is of 2-hour duration and is held around April every year. The test is followed by a group discussion and interview, in which a person’s personality and confidence is seen. Private institutes have their tests at different times in April/May and the pattern of the paper is roughly the same. Academic sessions usually start by July/August every year.
Where to Study
- The Institute of Hotel Management (IHM) and Indian Institute of Hotel Management (IIHM) are leading Institutes where these courses are offered with specialization. Admission procedure is strict and students are selected through admission tests and personal interview.
- Institute of Hotel Management, Catering Technology and Applied Nutrition, Pusa Road, New Delhi. The institute has 19 branches in all, located in Ahmedabad, Bangalore, Bhopal, Bhubaneshwar, Calcutta, Chandigarh, Chennai, Goa, Gurdaspur, Guwahati, Gwalior, Hyderabad, Jaipur, Lucknow, Meerut, Mumbai, Shimla, Srinagar and Thiruvananthapuram. Courses: M.Sc. Hospitality Administration , Post Graduate Diploma in Accommodation, Operation and, Management, Post Graduate Diploma in Dietetics and Hospital Food Service, B. Sc. In Hospitality and Hotel Administration, Craftsmanship Course in Food Production, Craftsmanship Course in Food and Beverage Service, Certificate Course in Hotel and Catering Management, Diploma in Food Production, Diploma in Food and Beverage Service, Diploma in Front Office. Total no. of seats are more than 3000.
- Indian Institute of Hotel Management (run by the Taj Group of Hotels), Aurangabad. Courses offered BA Hons in Hotel Management., 4 years BA Hons in Culinary Arts.
- K. Hafizka College of Hotel & Tourism Management Studies & Research Mumbai offers 3 years – Bachelor of Science in Hospitality Studies, 3 years – Bachelor of Science in Catering and Hotel Administration, 3 years – Advanced Diploma in Culinary Arts
- Army Institute of Hotel Management and Catering Technology Bangalore, Courses Offered: 4 years – Bachelor of Hotel and Restaurant Management
- Banarsidas Chandiwala Institute of Hotel Management & Catering Technology Kalkaji, New Delhi Courses Offered: 4 years – Bachelor in Hotel Management and Catering Technology
- FHRAI Institute of Hospitality Management , Greater Noida, Courses Offered: 4 years – International Hospitality Administration, 4 years – International Culinary Administration, 3 years – Bachelor of Science in Hospitality, Catering, and Tourism, 1 year – Diploma in Hotel Operations
- Heritage Institute of Hotel and Tourism, Agra, Courses Offered: 3 years – Bachelor of Science in Hotel Management, Catering Technology and Tourism
- Merit Swiss Asian School of Hotel Management Ooty, Courses Offered: 3 years – Diploma in Hotel Administration
- Oberoi Center of Learning and Development, Delhi, Courses Offered: 3 years – Diploma in Hotel Operations Management
- Welcome group Graduate School of Hotel Administration , Manipal Courses Offered: 4 years – Bachelor of Hotel Management, Specialization: Post Graduation in Hotel Management
- Institute of Hotel Management, Aurangabad , BA Hons Culinary Art (4 years), Hotel management (4 years), Masters in International Hospitality management.
- Indian Institute of Hotel Management and Culinary Arts, HyderabadBachelors Degree in Catering Technology and Culinary Arts (BCT&CA), ( As a Specialization in Hotel Management) , Bachelors Degree in Hotel Management and Catering Technology (BHM&CT) . 1½ year Certificate Course in Food Production and Patisserie (F.P.P) .
- South Delhi Polytechnic for women, Lajpat Nagar, Delhi Offers 3 years Full Time, UG degree in Hotel Catering and Hospitality.
- Guru Nanak Institute of Hotel Management (Under JIS group educational initiatives)
- PCTE Institute of Hotel Management
- A. Rangoonwala Institute of Hotel Management & Research
- Christ College, Bangalore
- Guru Gobind Singh Indraprastha University
- Subhas Bose Institute of Hotel Management (SBIHM)
- Rayat & Bahra Institute of Hotel Management
- Acharya Institute of Management and Sciences (AIMS)
- Garden City College of Science and Management Studies
- Banarsidas Chandiwala Institute of Hotel Management & Catering Technology
Pay and Remuneration
It is worth mentioning that fresh candidates for the Chef Job, in the beginning, get between Rs.3 to 4 lakhs per annum. The mid-level chefs can make something between Rs. 10 lakhs and 15 lakhs of rupees every year. There is a possibility for the senior most chefs where the annual salary can be between 15 lakhs and 30 lakhs per year.
Famous Personalities
There are many chefs all over the world who are amazing in their work. They have the art to make the most unusual and delicious dishes. Gordon Ramsay, Jamie Oliver, Anthony Bourdain, Paul Bocuse, Thomas Keller and Wolfgang Puck are some of the internationally renowned chefs.
While Sanjeev Kapoor and Tarla Dalal are some well-known Indian names in this field. Sanjeev Kapoor is a product of Institute of Hotel Management (IHM) Pusa, Catering Technology & Applied Nutrition. After working in many hotels, he became the Executive Chef of the Centaur Hotel in Mumbai. He is not only a Chef but also a host, an author of cookbooks and a restaurant consultant.
Tarla Dalal , PadamShri, is a noted Indian food writer, chef, best-selling cookbook author and host of cooking shows like “”Tarla Dalal show”” and “”Cook It Up With Tarla Dalal””. She has written over 100 books and in all sold more than 3 million books. She also runs the largest Indian food web site, and publishes a bi-monthly magazine, Cooking & More.
Career in Public Relations
Introduction
Public Relations were once used to be a simple operation of Corporate Publicity. It has now emerged as a broad based management function now popularly referred as Corporate Communication. It encompasses activites in the realm of management of Public Affairs, Media Relations. Corporate Communication functions works towards maintaining a balanced public image and regularly communicating the News about the Organisation to the public, employees, Investors at large.
Besides being a simple operational tool for quite a lone period in corporate publicity, Public Relations today also is a key management functionary. It is known by the name Corporate Communication. Management of public affairs, management of media relations, critical analyses and research works are these days taken care of by the former. Corporate communication takes care of protection of organizational interests and maintenance of a sound image of the corporate house to the public regarding its performance.
The success, growth, and continued existence of any organization depend upon the success with which it handles its relation with the public in matters of the various policies and aims set by the company. Exactly this thing is taken care of by the PR professionals in field like banking institutes, business houses, media houses, academic institutions, governmental organizations, medical institutes, and the like. They maintain a positive relation of the concerned organization with the public. The organization is projected in front of the public in the best possible way. Their success naturally draws positive response of the public for the concerned organization.
Nature of Work
Broadly speaking, there can be two operational structures in which the PR professionals play such critical part:
- The In-house Corporate Communication Section, and
- The Specialized PR Agencies.
PR professionals in In-house Corporate Communication Sections
In running any kind of enterprise, problems and confusions in communications with the clients, the management and the employees is a very common affair. Such problems of the firm are analyzed by the Corporate Communication professionals. It is up to them to see to it that objectives specific to the end are set and plans chalked out in accordance with the end so the aims are met successfully and within the permitted budget.
The in-house functions involve chores like Press Releases, Report Editing, Brochures, Newsletters, Articles, Speeches, Leaflets, Film and Video scripts, and so on. Annual report preparation also comes under this category of functions. The PR department also successfully coordinate in matters like production of company newsletters, radio tapes, brochures, leaflets, etc. that is published with the aid of the Advertising Agencies.
The PR department also conducts Interviews, Presentations, Meetings, Conferences, Press Releases, Trade fairs, Exhibitions, etc. for the company. It is also up to them to carry on evaluation of the company through market surveys and their effective analysis.
Consultancy
This is a very specialized responsibility for the PR professionals. There are ideally specific teams that specialize in several forms of Accounting works, like the Consumer Accounting, or Corporate, Financial, Public Affairs, and the like. These activities become all the more important as the several legal bodies, governmental houses, shareholders, marketing agencies, wholesalers & distributors, etc. keep an intent eye upon such activities of the company.
The Specialized PR Agencies
PR professionals in this field are entrusted with the provision of counseling to the various concerned organizations with their varied range of dealings and issues. These PR agencies have separate sections for dealing with chores related to the Media, Client Servicing, and Research Departments. There are the account executives who handle dealings of the PR section with the different clients. They need to clearly realize the demands and objectives of the clients and set up strategies for the company accordingly. Press tours are organized by this section of the PRO They also look after the issuing of press briefs and press conferences. The briefings for the media coverage are also strategically designed by this client servicing outfit. Another responsibility that the PR section has to deal with utmost precision is crisis management.
Personality
Academics build the basics. That is true. But, when you are on the verge of making it into the professional world or even contemplating the idea, a strict adherence to your academic institutional learning will fall short of equipping you with the tools that you need to make it large in your career. The same holds for the profession of PR as well. There are a lot many tangible and intangible factors that you need to master. Often such techniques can be learnt only when you have actually walked in to the office. However, following are some of the essential points that any aspirant in this field should make a point to remember.
- Sociability: ability to gel well with people from different professions.
- Tactfulness and Diplomacy.
- Patience.
- Precision of Conduct.
- Analytical Mind.
- Natural flair for innovative ideas, especially for crisis management.
- Clarity of speech and thought process.
- Brevity of writing.
- Organizational abilities.
- Oration power.
- Attitude to welcome pressure situations and take them up as challenge. I. Basic numerical skills.
- Self motivational spirit.
Professional Courses
A good thing about PR is that it can be taken up as a post graduate course of study after completion of graduation in any discipline. Generally courses of PR do not extend beyond one year. One has to sit for written tests (occasionally followed by personality tests) in order to study in this particular discipline. Students often need to spend some time with a PR firm as part of the curriculum. One can pursue a degree in Mass Communication with specialization in Public Relations.
Colleges, Institutions and Universities
There are several colleges and universities besides other academic institutes all across India that have come up with proper courses on PRO. To name a few premium institutes amongst them that offer degree courses are:
- South Gujarat University, Surat.
- University of Mumbai.
- Makhanlal Chaturvedi University, Bhopal.
Some of the universities that offer diploma courses in PR are :
- Gujarat University, Navrangapura, Ahmedabad.
- IIMC, JNU Campus, New Delhi.
- Aligarh Muslim University.
- Xaviers College of Communications.
- Symbiosis Institute of Journalism & Communication, Pune.
- YMCA Institute of Media Studies, Delhi.
- BR Ambedkar University, Hyderabad (Distance Education facility).
Career Prospects
The upcoming years are going to be extremely bright for those who want to make a career in Public Relations. Recent surveys have shown that jobs in the PR field are to see an increase at a rate that will be higher than the rate of the average of all other kinds of jobs combined together. And where is actually the need to wait and watch the statistics to arrive at such a decision? The direction in which jobs are heading these days; I mean, the trends that are getting customary with the corporate houses and the like, unanimously reflects the indispensability of this post of Public Relations executive. This holds true more so for aspirants who hold proficiency in the fields of science and technology, medicine, finance, international affairs, and other such specialized fields. Once you have the right kind of education, complemented by sound aptitude, opportunities for a career in PR is no difficult proposition. These days the departments of corporate communication play such a key role in matters of policy planning.
Job Prospects
As has already been stated earlier, the Job Prospects as PR professionals are ever on an increase. Listed below are some of the premier organizations which provide good opportunity scope to the PR professionals:
- Public sector organizations.
- Corporate organizations.
- Hotels and resorts.
- Banking institutes and other financial organizations.
- Tourism industry (departments of guest relations).
- Assistant and consultants to several political leaders and political parties.
- Private consultancies.
Professionals in the Ministry of Information and Broadcasting, like the Doordarshan, AIR, Film Division, Publication Division, NFDC, Press Information Bureau, Registrar of the News papers in India, Audio & Visual Publicity, etc.