FUNCTIONAL EXPOSURE REPORT

ON

Internship in “Purple Media Umbrella”

Submitted in partial fulfillment for the award of the

Degree of Bachelors of Arts in Journalism & Mass Communication

BATCH (2018-2021)

Submitted to: Ms. Neha Bhagat Submitted by: Inshita Sharma

Designation: Assistant Professor MAIMS

Signature ________________ Enrolment No.: 01361102418

MAHARAJA AGRASEN INSTITUTE OF

MANAGEMENT STUDIES
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
PSP Area, Plot No. 1, Sector 22, Rohini Delhi-110086
 Table of Contents
CONTENTS PAGE NO.
Student Declaration 1
Internship Certificate 2
Institute Certificate 3
Acknowledgement 4-5
Executive Summary 6-7
Chapter 1: Introduction8-32
Chapter 2: Company Profile33
Chapter 3: Weekly Report 34 -36
Week 1 33
Week 2 34
Week3 35
Week436
Chapter 4: Learning and Outcome of the Internship37-40
Chapter 5: Conclusions and Suggestions41
Bibliography 42
Annexure 43-46
 STUDENT DECLARATION

This is to certify that I have completed the Summer Training Project titled

Internship in Purple umbrella media under the guidance of Ms. Neha Bhagat,

Assistant professor (MAIMS) in partial fulfillment of the requirement for the

award of degree of Bachelors of Arts in Journalism and Mass Communication

from Maharaja Agrasen Institute of Management Studies, Delhi. This is an original

piece of work & I have not submitted it earlier elsewhere.

SIGNATURE:-

Name of the Student: Inshita Sharma

Enrollment No: 01361102418
Program:BA(JMC)
Batch:2018-21
Date:27 November 2020

COUNTERSIGNED BY: Ms. Neha Bhagat

Designation: Assistant Professor (MAIMS)
Date: 27 November 2020

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INTERNSHIP CERTIFICATE

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 INSTITUTE CERTIFICATE

This is to certify that this Final Exposure Report is an academic work done by ‘Ms.
InshitaSharma’ submitted in the partial fulfillment of the requirement for the
award of the degree of ‘Bachelors of Arts in Journalism and Mass
Communication BA(JMC)’ from ‘Maharaja Agrasen Institute of Management
Studies’, Delhi under my guidance & direction. To the best of my knowledge and
belief the data & information presented by her in the project has not been
submitted earlier and elsewhere and is original & authentic in manner.

Name and Signature of the guide:

Ms. Neha Bhagat

Assistant Professor

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 ACKNOWLEDGEMENT

Guidance, inspiration and motivation have always played a key role in the success

of any venture. I would like to pay my sincere regards to all those who guided me

in my project work.

I express my sincere thanks to Purple umbrella media who gave me the opportunity

to work on my Functional Exposure project. I also express my sincere thanks to the

industry supervisor Mr. Vaibhav Singh Rathore for all the valuable guidance and

support extended to me during my functional exposure. I would like to avail this

opportunity to pay my sincere gratitude and regards to Prof.(Dr.) Ravi Kumar

Gupta, Director and Prof. (Dr.) Vinita Gupta, HOD, Journalism & Mass

Communication, Maharaja Agrasen Institute of Management Studies for providing

me such a wonderful opportunity to widen the horizons of my knowledge. I would

also like to express my heartfelt thanks to my Project Guide Ms. Neha Bhagat,

Assistant Professor (MAIMS) for giving her support, guidance and encouragement

throughout the project work.

Last but not the least I would like to thank my parents, family and friends who

have directly or indirectly contributed in making this project a success.

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Name of the Student: Inshita Sharma
Enrollment No: 01361102418
Program: BA(JMC)
Batch:2018-21
Date:27 November 2020

5
 EXECUTIVE SUMMARY

As a part of the BA(JMC) curriculum and in order to gain practical knowledge in

the field of print media, we were required to make a report on the internship done

including its course followed by the day-to-day schedule and information. The

basic objective behind doing this report is to get knowledge about the different

aspects of Digital media and especially the public relation department of any

organization.

In this project report I have included various works done during the course of the

internship with a copy of the work published.

Doing this helped me to enhance my knowledge regarding the work done in the

public relation department of an organization and also to gain new knowledge

regarding different subjects when working on their projects. Through this report I

have come to know about the role of devotion towards work.

In the field of Journalism and Mass Communication, the professional training

plays a pivotal role. It helps the students to derive the knowledge about the actual
working environment, thereby preparing them for the further. For this purpose, the
students of Journalism and Mass communication underwent the practical training
in the Media Management for about 4 weeks, as directed by the Guru Gobind
Singh Indraprastha University.

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The Summer Training forms a part of the FIFTH Semester syllabus. I worked
under the Purple Umbrella Media. The report is a compilation of the different
exposures we got during the training. It consists of our month-long activities, on
hand practical experience, technological learning and our observations.

The report is submitted to fulfill the requirements stipulated by the GGSIP

University for the Fourth Semester students.

I hope the report will be useful in the further exploration about the media and the
media academics.

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 CHAPTER 1: INTRODUCTION TO JOURNALISM &

MASS COMMUNICATION

Mass communication is the study of spreading information to a large audience

through the various means of communication. Journalism is the activity of writing
about recent developments for newspapers, magazines etc. It has enveloped
reporting done through radio and television.

We all are connected through a web of different means of communication.

Whether it’s the latest scores of Cricket matches or news on natural calamities, we
get to know about them, thanks to the technology and the mass media. Mass
communication is nothing but dispersing information to a huge number of people,
i.e., the whole country or the world.  
It is said that journalism is the first draft of history. If mass communication is the
activity of dispersing news, journalism is concerned with collection and
dissemination of news through the print media as well as the electronic media. This
involves various areas of works like reporting, writing, editing, photographing,
broadcasting or cable casting news items.  Journalism includes investigating,
analysing and reporting local as well as world events, trends, current affairs, and so
on. 

Mass communication opens up a vast field of opportunities. Journalism, films,

advertising, public relations, television and radio production, photography,
vlogging/ blogging, etc. are the most popular industries where mass
communication graduates work.

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THE MEDIA INDUSTRY

The media industry is a business model based on communicating information, art

and entertainment to a large audience. The following are common types of media
industry.

Journalism: Journalism is undoubtedly the most popular career choice after mass
communication. It is also one of the most reputed professions in the world.
Journalists are so powerful that they can even topple a government with their pen.
Their job involves finding news and disseminating it among the masses. 

Film industry:

The industry offers plenty of opportunities. From the popular faces on the screen to
the faces behind the camera, lakhs of people work in the industry.  Some of the
most loved professions in the film industry include actor, director,
cinematographer, editor, still photographer, sound engineers, music director, art
director, etc.

Advertising: Advertising is about presenting a product to the audience in a way

that triggers them to buy it. It has become one of the most in-demand career
options in the last few decades in India. It can be in the form of print, video or
pictures. It’s all about selling.

Public relations: It’s about creating and maintaining a positive image for the
company in front of the general public. It includes a long list of things like
advertising, corporate social responsibility and crisis management. You must have
seen the representatives of the company coming out in front of the public when
releasing a product or addressing an issue, right? They are into public relations. 

Publishing: Publishing books, magazines, newspapers, comics, references,

blogsandresearch in both paper and digital formats.
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Video Games: Video games and media in virtual environments.

Video & Animation: Broadcast television, video productions and animation.

Audio: Broadcast radio and audio productions such as podcasts.

Streaming Media: Digital access to media on demand.

Film: Production and distribution of movies, documentaries and other films such
as music videos.

Music: Production, distribution and performance of music.

Social Media: Digital communities that allow individuals to communicate,

shareand produce media.

Interactive Media: Media that has a user interface such as an app, software
application or website.

Graphics: Graphics such as billboards and posters.

Theatre & Art: Plays, musical theatre, performance art, art and photography.

Events: Events that communicate to a large number of people such as an industry

conference.

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 Public Relation

PR is a planned, sustained and evaluated process, which by means of two-way

communications techniques, seeks to build mutually beneficial relationships

between an organization and its public.

What do PR agencies do? 

The role of a PR agency is to influence, inspire and create change in today’s

dynamic society. By embracing new technologies and pushing creative boundaries,

PR agencies help protect, enhance and build the reputations of their clients through

every communication means possible.

As a management function, PR encompasses the following:

 Anticipating, analyzing, interpreting and influencing public opinions,

attitudes, behaviors and issues that might impact the operations and plans of an

organization

 Counseling management within organizations with regard to the

establishment of taking into account their possible public consequences

 Researching, conducting and evaluating programs of action and

communication to achieve the informed public understanding necessary to the

success of the organization’s aims

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 Planning and implementing the organization’s efforts to influence or change

public policy

 Setting objectives, planning, budgeting and managing resources needed to

perform all of the above

Public relations (PR) are the way organizations, companies and individuals

communicate with the public and media. A PR specialist communicates with the

target audience directly or indirectly through media with an aim to create and

maintain a positive image and create a strong relationship with the audience.

Examples include press releases, newsletters, public appearances, etc. as well as

utilization of the World Wide Web.

PR and the World of Business

The world of business is characterized by fierce competition and in order to win

new customers and retain the existing ones, the firms have to distinguish

themselves from the competition. But they also need to create and maintain a

positive public image. A PR specialist or firm helps them both create and maintain

a good reputation among both the media and the customers by communicating in

their behalf and presenting their products, services and the overall operation in the

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best light possible. A positive public image helps create a strong relationship with

the customers which in turn increase the sales.

PR Tools and Techniques

PR specialists and firms use a number of tools and techniques to boost their

clients’ public image and help them form a meaningful relationship with the target

audience. To achieve that, they use tools such as news releases and statements for

media, newsletters, organization and participation at public events conferences,

conventions, awards, etc. PR specialists of course also utilize the Internet tools

such as social media networks and blogs. Through the mentioned tools, PR

specialists give the target audience a better insight into their clients’ activities and

products/services as well as increase publicity.

Who Can Work as a PR?

A PR specialist is usually required to have a relevant type and level of education

such as a Bachelor’s degree in communications or journalism. Proper education,

however, is not enough to become a PR and much less to become a successful PR.

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A PR specialist needs certain skills (they are acquired through additional education

and training), in the first-place excellent writing and verbal communication skills.

But a PR specialist also must know to work under pressure and be able to answer a

variety of questions including unpleasant ones. For example, if the client is under a

public “attack”, a PR specialist needs to establish a control over the situation and

protect the client’s good reputation.

How is Digital PR Different?

Unlike traditional public relations, digital PR focuses on online public relations

and securing placements and links through creative campaigns. There are many

differences between the traditional (that is securing coverage in print) and online

PR, for many brands it can be incredibly useful to seek the help of a digital PR

agency to earn digital/online coverage. Besides the desired results, many of the

strategies, tools and resources used in digital public relations campaigns will be

different than those used in a traditional campaign.

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HISTORY OF PR

Public relations are not a phenomenon of the 20th century, but rather have

historical roots. Most textbooks consider the establishment of the Publicity Bureau

in 1900 to be the founding of the public relations profession. Academics have

found early forms of public influence and communications management in ancient

civilizations. Such as Aristotle’s rhetoric which explains the core foundations of

persuasion. It is believed that there is an evolutionary aspect to PR, and that it only

has improved over time. Evidence shows that it continued to evolve during the

settling of the New World and during the movement to abolish slavery in England.

Basil Clark is considered the founder of public relations in the United Kingdom for

his establishment of Editorial Services in 1924.

The concept of propaganda, which later evolved into Public Relations, was used by

the United States, United Kingdom, Germany, and others to rally for domestic

support and demonize enemies during the World Wars. World War I was the first

war which affected not only military but whole populations and is considered to be

"modern propaganda's launching pad." This led to more sophisticated commercial

publicity efforts as public relations talent entered the private sector. Most

historians believe modern day public relations was first established in the US

by Ivy Lee or Edward Bernays, and then spread internationally. Many American

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companies with PR departments spread the practice to Europe when they created

European subsidiaries as a result of the Marshall plan.

In the second half of the 1900s, public relations entered an era of professional

development. Trade associations, PR news magazines, international PR agencies,

and academic principles for the profession were established. In the early 2000s,

press release services began offering social media press releases. The Cluetrain

Manifesto, which predicted the effect of social media in 1999, was controversial in

its time, but by 2006, the effect of social media and new internet technologies

became broadly accepted.

Public Relations practice, as it is observed today has developed from press agentry
and publicity since the turn of the last century. The US academics James Grunig
and Todd Hunt considers that ‘Public Relations like activity’ can be traced back to
1800 BC among Greek Historians but the direct line of descent from the Aegean to
today’s public relations industry is difficult to detect (Grunig and Hunt, 1984).

It is seen by many as having evolved from the United States and practitioners their
claim descent from Phineas T Barnum. More likely it comes from a governmental
base in the major combatant nations during the First World War. The need to
control information and to motivate the populations of Great Britain, France and
the United States led to the formation of government propaganda organizations.

This one-way informational concept of public relations as the practice of

persuasive publicity continued as the dominant mode throughout the 20 th century.
It was epitomized in the United States and the UK by the role undertaken by press
in return for payment based on the lineage that appeared.
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A significant contribution to the development of public relations came from
Edward Bernays in the 1920s. He promoted a more sophisticated one-way
approach to communications by contending that public relations attempt to
engineer public support through the use of information, persuasion and adjustment.

Components of Public Relations

Investing in Public relations activities helps the organization to achieve its

objective effectively. An organization’s false image cannot sustain for a long
period therefore its PR does not tend to create a good image for a bad team. Even if
the product or services of the organization are good, it will still need an effective.

Public Relations activities, if properly done can create and build up the image of an
individual or an organization or a nation. When the organization faces crisis,
Public Relation can create mutual understanding between the organization and
public by removing misunderstanding. Public Relations Society of America has
identified following as the components of public relations.

 Counseling: focuses on the advisory role of PR i.e., role to advice

management regarding policies, programs and on how to maintain
relationship and build on mutual understanding, rapport and goodwill.

 Research: is the backbone of all PR activities. It begins with identification

of public then determining the attitude and behavior of publics then
designing of PR message keeping 5 W’s and 1H in mind selection of media
(basis of penetration, reach, accessibility and exposure) the disseminating
the message and evaluating it i.e., pre-testing, concurrent testing and post
testing.

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 Media Relations: it is used for seeking publicity via mass media and as well
as responding to their interests in the organization i.e., providing them with
the content which is newsworthy.

 Publicity: Simply means disseminating planned messages using appropriate

media for the interest of the organization.

 Employee Relations: simply means fostering good employee relationship by

keeping them informed, showing concern towards them and motivating
them in order to attain the goals of the organization.

 Community Relations: It is an activity undertaken to strengthen the bond

between the organization and community thereby maintaining an
environment for mutual benefit between the two.

 Public Affairs: deals with the development of public policy so as to help

organization to adapt expectations of public.

 Governmental Affairs: it relates directly with legislature and regulatory

agencies on organization’s behalf. Lobbying is an activity under
government affairs program.

 Issues Management: Diagnosing and solving issues of public concern that

affects the organization.

 Financial Relations: This deals with developing and maintaining the

confidence and relationship with the financial community. Therefore, it is
also known as Investor Relation or Shareholder Relation.

 Industry Relations: This deals with relating with other firms in the industry
and with trade associations.

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  Development or Fund-Raising: It involves encouraging the public to support
an organization financially.

 Multicultural Relations or Workplace Diversity: It deals with maintaining

relations with individuals and groups in various cultural settings.

 Special Events: It often stimulates interest in a person, organization, and

product by means of a focused "happening". All these activities are
designed to interact with publics and listen to understand them.

 Marketing Communications: Combination of exercises which are designed

to sell idea, service or product. These may incorporate advertising, special
events, collateral materials, trade shows, publicity, direct mail promotion.

Functions of Public Relations

Public relations department monitors the attitude of the public in general in favor
of the company. It sends out information and spreads communication to the public
for building goodwill of the organization. The public relations department counsels
the top management to adopt positive programs. They eliminate questionable
practices so that negative publicity does not arise against the company.

The following are the functions of PR:

 Creating goodwill: goodwill of an organization is essential to perform well,

expansion of the market and to create positive attitude towards the services
and products.

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 Project better image: better image generates positive attitude. Corporate ads,
logos, emblems or signs are means through which we identify an
organization.

 Creating mutual understanding: this includes understanding the needs and

necessities of the public and sorting out areas of mutual understanding to
establish trust, credibility and positive image.

 Relations with various publics: it includes wide spectrum of internal and

external public. It involves understanding the attitudes of the public, finding
out their expectations and fulfilling it because all the segments of the
publics are important for the organization.

 Creating PR messages: these messages are created to reach the publics

effectively and to bring about changes in their attitudes and opinions which
is positive for the organization.

 Relation and use of media and other tools: in order to generate goodwill and
create positive image various mediums are used to reach the public. The
messages are designed keeping the key public in mind.

 Press relations: A PR department performs the function of Creation and

dissemination of information to Press. This is known as publicity.

 Product Publicity: The product information presented in the ‘Paid space’ of

media is read or heard by a company’s customers or prospects. The
department publicizes the product through sponsoring efforts.

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 Corporate communication: PR Departments promote the understanding of
the company and its products and services. For this purpose, they undertake
external and internal communication.

 Lobbying: Lobbying means dealing with legislators and government

officials to promote or defeat unfavorable legislation and regulation.
Professional lobbyists are employed in order to influence the key decisions
of the government affecting company’s prospects.

 Counseling: Public Relations departments advise the top management on

matters related to public issues. This also includes advising the company in
the event of product mishap.

 In-house journals: Many service organizations such as hospitals, health care,

beauty parlor etc. publicize their own magazines which are circulated
among customers. The role of PR Departments in developing- in house
journals is significant. Apart from in-house journals, companies publish
annual reports, brochures, articles, company’s newsletter and audio-visual
materials. Creating websites on the history of the company and its present
developments also influence the target markets.

 Special events: PR Departments help organizations attract media attention

by arranging newsworthy organizations. These special events are the
backbone of service marketers.

 Public service activities: PR Departments help companies build goodwill by

contributing money and time to good causes. Large corporate ask executives
to support community affairs.

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Importance of PR

PR contributes to bottom line in 9 ways.

 It generates awareness and informs using publicity and promotional tools

which paves way for fund raising, sales and stock offering.

 It motivates and builds on internal relations as well as communication which

build morale, increases teamwork and productivity.

 It anticipates issues through research and liaison with public which serves as
warning signals on issues, political and social changes.

 It identifies opportunity by interacting with the organization’s external and

internal publics which in return helps in identifying new markets, products,
methods etc.

 Manages crisis and protects the position, reputation and goodwill of the
organization.

 Counsels the top management regarding various activities.

 Acts as an agent of change by incorporating more conducive corporate

culture for smooth functioning.

 Plans and chalks out CSR activities in order to generate positive image and
reputation.

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  Influences public policies through lobbying, grass root campaigns to win
public consent and remove political barriers

Tactics

Public relations professionals present the face of an organization or individual,

usually to articulate its objectives and official views on issues of relevance,

primarily to the media. Public relations contribute to the way an organization is

perceived by influencing the media and maintaining relationships with

stakeholders. According to Dr. Jacquie L’Etang from Queen Margaret University,

public relations professionals can be viewed as "discourse workers specializing in

communication and the presentation of argument and

employing rhetorical strategies to achieve managerial aims."

Specific public relations disciplines include:

 Financial public relations – communicating financial results and business

strategy

 Consumer/lifestyle public relations – gaining publicity for a particular

product or service

 Crisis communication – responding in a crisis

 Internal communications – communicating within the company itself

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 Government relations – engaging government departments to influence

public policy

 Media relations – a public relations function that involves building and

maintaining close relationships with the news media so that they can sell and

promote a business.

 Social Media/Community Marketing - in today's climate, public relations

professionals leverage social media marketing to distribute messages about

their clients to desired target markets

 In-house public relations – a public relations professional hired to manage

press and publicity campaigns for the company that hired them.

Building and managing relationships with those who influence an organization or

individual's audiences has a central role in doing public relations. After a public

relations practitioner has been working in the field, they accumulate a list of

relationships that become an asset, especially for those in media relations.

Within each discipline, typical activities include publicity events, speaking

opportunities, press releases, newsletters, blogs, social media, press kits, and

outbound communication to members of the press. Video and audio news releases

(VNRs and ANRs) are often produced and distributed to TV outlets in hopes they

will be used as regular program content.

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Audience targeting

A fundamental technique used in public relations is to identify the target

audience and to tailor messages that are relevant to each audience. Sometimes the

interests of differing audiences and stakeholders common to a public relations

effort necessitate the creation of several distinct but complementary messages.

These messages however should be relevant to each other, thus creating a

consistency to the overall message and theme. Audience targeting tactics are

important for public relations practitioners because they face all kinds of problems:

low visibility, lack of public understanding, opposition from critics, and

insufficient support from funding sources.

On the other hand, stakeholder theory identifies people who have a stake in a given

institution or issue.  All audiences are stakeholders (or presumptive stakeholders),

but not all stakeholders are audiences. For example, if a charity commissions a

public relations agency to create an advertising campaign to raise money to find a

cure for a disease, the charity and the people with the disease are stakeholders, but

the audience is anyone who is likely to donate money. Public relations experts

possess deep skills in media relations, market positioning, and branding. They are

25
powerful agents that help clients deliver clear, unambiguous information to a target

audience that matters to them.

The public in public relations

The public is any group whose members have a common interest or common

values in a particular subject, such as political party. Those members would then

be considered stakeholders, which are people who have a stake or an interest in an

organization or issue that potentially involves the organization or group they're

interested in. The Publics in Public Relations are:

 Traditional Publics: Groups with which the individual has an ongoing

and long-term relationship with, this may include; Employees, Media,

Governments, Investors, and Customers

 Non-Traditional Publics: Groups that are typically unfamiliar with the

organization and the individual has not had a relationship with but may become

traditional publics due to changes in the organization, in society or if a group

changing event occurs.

 Latent Publics:A group whose values have come into contact with the

values of the organization but whose members haven't yet realized it; the

members of that public are not yet aware of the relationship.

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 Aware Publics: A group of members who are aware of the existence of a

commonality of values or interests with your organization, but have not

organized or attempted to respond to that commonality.

 Intervening Publics: Any public that helps an individual send a message

to another public could be the media or someone with stature.

Messaging

Messaging is the process of creating a consistent story around: a product, person,

company, or service. Messaging aims to avoid having readers receive contradictory

or confusing information that will instill doubt in their purchasing choices, or other

decisions that affect the company. Brands aim to have the same problem statement,

industry viewpoint, or brand perception shared across sources and media.

Social media marketing

Digital marketing is the use of Internet tools and technologies such as search

engines, Web 2.0 social bookmarking, new media relations, blogging, and social

media marketing. Interactive PR allows companies and organizations to

disseminate information without relying solely on mainstream publications and

communicate directly with the public, customers and prospects.

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PR practitioners have always relied on the media such as TV, radio, and

magazines, to promote their ideas and messages tailored specifically to a target

audience. Social media marketing is not only a new way to achieve that goal; it is

also a continuation of a strategy that existed for decades. Lister et al. said that

"Digital media can be seen as a continuation and extension of a principal or

technique that was already in place".

Social media platforms enable users to connect with audiences to build brands,

increase sales, and drive website traffic. This involves publishing content on social

media profiles, engaging with followers, analyzing results, and running social

media advertisements. The goal is to produce content that users will share with

their social network to help a company increase brand exposure and broaden

customer reach. Some of the major social media platforms are currently Facebook,

Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

As digital technology has evolved, the methods to measure effective online public

relations effectiveness have improved. The Public Relations Society of America,

which has been developing PR strategies since 1947, identified 5 steps to measure

online public relations effectiveness.

1. Engagement: Measure the number of people who engaged with an item

(social shares, likes and comments).

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 2. Impressions: Measure the number of people who may have viewed an item.

3. Items: Measure any content (blog posts, articles, etc.) that originally

appeared as digital media.

4. Mentions: Measure how many online items mention the brand,

organization, or product.

5. Reach: Measure how far the PR campaign managed to penetrate overall and

in terms of a particular audience.

Types of public relations arenas

Publicists can work in a host of different types of business verticals such as

entertainment, technology, music, travel, television, food, consumer electronics

and more. Many publicists build their career in a specific business space to

leverage relationships and contacts. There are different kinds of press strategies for

such as B2B (business to business) or B2C (business to consumer). Business to

business publicity highlights service providers who provide services and products

to other businesses. Business to Consumer publicizes products and services for

regular consumers, such as toys, travel, food, entertainment, personal electronics

and music.

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Ethics

Public relations professionals both serve the public's interest and private interests

of businesses, associations, non-profit organizations, and governments. This dual

obligation gave rise to heated debates among scholars of the discipline and

practitioners over its fundamental values. This conflict represents the main ethical

predicament of public relations. In 2000, the Public Relations Society of

America (PRSA) responded to the controversy by acknowledging in its new code

of ethics "advocacy" – for the first time – as a core value of the discipline.

The field of public relations is generally highly un-regulated, but many

professionals voluntarily adhere to the code of conduct of one or more professional

bodies to avoid exposure for ethical violations. 

According to Scott Cutlip, the social justification for public relations is the right

for an organization to have a fair hearing of their point of view in the public forum,

but to obtain such a hearing for their ideas requires a skilled advocate.

Public Relation Code of Ethics

The Public Relation Student Society of America has established a set of

fundamental guidelines that people within the public relations professions should

practice and use in their business atmosphere. These values are:

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 Advocacy: Serving the public interest by acting as responsible advocates for

the clientele. This can occur by displaying the marketplace of ideas, facts and

viewpoints to aid informed public debate.

 Honesty: Standing by the truth and accuracy of all facts in the case and

advancing those statements to the public.

 Expertise: To become and stay informed of the specialized knowledge

needed in the field of Public Relations. Taking that knowledge and improving

the field through development, research and education. Meanwhile,

professionals also build their understanding, credibility, and relationships to

understand various audiences and industries.

 Independence: Provide unbiased work to those that are represented while

being accountable for all actions.

 Loyalty: Stay devoted to the client while remembering that there is a duty to

still serve the public interest.

 Fairness: Honorably conduct business with any and all clients, employers,

competitors, peers, vendors, media and general public. Respecting all opinions

and right of free expression.

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.

CHAPTER 2: COMPANY PROFILE

 Purple Umbrella Media is an Advertising and Marketing communication

agency. They offer clients an innovative and creative solution through which

their products or services can reach to its particular target group. They are

specialized in creative and integrated marketing campaigns for the clients.

 They as a company will help them in creating innovative solutions for them

to reach their target audience and customer groups efficiently. These days, it

is important to focus on the right and specific customers for your product or

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 services. They help start-ups to reach their particular audience in a

distinctive way.

 The services they offer are Branding, Public Relations, Online advertising,

Radio Advertising, Media Planning, Event Management, Web design, Web

development, Internet Advertising, E-mail advertising, Creative design, Print

advertising, Electronic media advertising, TV Advertising, Outdoor

Advertising. 

CHAPTER 3: WEEKLY REPORT

 I worked as a video editor and graphic designer in the

Public relation team of an esteemed organization Purple
Media Umbrella.

 My work in the organization as an PR intern and graphic

designer was to make videos about the company to increase
the reach and clients of the company.

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  I worked on 4 videos, 2 of which got uploaded on the
company’s social media handles.

Week 1

During the first week, the department head wanted to check the standards and

quality of our work. So, we were assigned a task of creating 2 sample videos for

the company as well as one of the company’s client. These videos were not meant

for being published or uploaded anywhere but the purpose was just to assess our

work level and knowledge. Despite the fact that these videos were not meant to be

published, the head liked the videos and scheduled them for publication and

uploading in the month of December.

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Week 2

The second week included working on improving the social media following on

the company’s social media handles including Instagram and Facebook. The

company’s handles were promoted on our personal social media accounts to

increase the followers in form of stories. We also connected with the company on

LinkedIn and worked on increasing the company’s Google reviews.

Week 3

The third week included working on another video about the services provided by

the company. This video was more like an introduction video for the company

highlighting what the company was all about and what were the areas of dealing

covered by the company. This video was meant to be shown to the potential clients

of the company to give them a clear vision about what they can expect if they hire

the company.

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Week 4

The fourth week included working on another video. This video was meant for one

of the clients of the company which was an international school named “UNISED

International.” The concept remained same as the previous video i.e., it included

the special features of the school and different aspects covered in teaching with

infusion of modern technology. By the end of the fourth week all the interns were

asked to submit a report about their work experience and things they learned

during the internship.

Chapter 4: Learning and Outcome of the Internship

The internship resulted in proper exposure about what working in the actual
industry is like and how much is the classroom knowledge really applicable in the
practical field. The organization was also very supportive with the interns and
conducted time to time workshops for the learning purposes.

There was no time bounding on the interns to submit their work assigned in order
get the best output from the interns and the interns were free to choose any
platform to work also they motivated and encouraged us to give our contribution

36
and ideasin their project and to work on it. Several works were also assigned by the
team coordinator to be followed by the interns.

Only those works had a time bounding which required immediate publishing like
political stories, protests, festival etc.

The team coordinatorwas also helpful and sorted out every problem the interns
faced like in writing or editing the blogs, making posters, content writing, video
editing, etc.

Everyday meetings were conducted to check on the progress of the works which
the interns were following.
My experience at purple umbrella media was a pleasant one. Working in a team
was something that I truly treasured. It was through co-interns that I found it more
enjoyable and easier to deal with my assignments.

Being given a chance to work with some of the best people in the organization and
to see how the work goes about in apublic relation organization was phenomenal.

As I reminisce about my internship, I have realized that I developed skills, which

will certainly help me in my future job prospects. I feel incalculably indebted to
have been given this opportunity.

It has been a remarkable experience overall where other than developing my skills,
I also got to experience how the things move at professional front. I feel that the
internship undeniably boosts professional as well as personal abilities of a person.

The knowledge and experience gained by working with Purple umbrella media is
something that every professional must keep in mind before taking up any task.

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 The Workforce there is composed of brilliant professionals who are always eager
to learn more from anyone around them.

• Importance of Deadlines

The first and foremost lesson that every person working in a professional
environment has to learn is the importance of deadline in the respective fields. The
deadlines are the essence of a news organization. The phenomena of the
Management and the staff, respecting each other even under the pressure of tight
deadlines, are the essence of every company's success.

 Team Work

It is a very generic thing to know before working anywhere but the application of
teamwork in this field is more than anywhere else. One person from each team is
responsible for coordinating with the other representative of the other team,
making communication an easy task.

 Mastery of Marketing Content

Understand fundamental marketing concepts, theories, and principles in areas of

marketing.

 Application

Apply the knowledge, concepts, tools necessary to overcome challenges, and

issues of marketing in a changing technological landscape.

 Creative Problem Solving

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Develop creative solutions to marketing problems.

Outcomes
• Time- Management.
• Research work.
• Gained confidence.
• Knowledge of software (Premiere Pro, after effects).
• Team Work
• A great exposure in the print media industry
• Communication skills improved

The training helped me to get a practical exposure of all the things taught in the
fourth semester of our course and in having a hand on experience of maximum
number of things. Training also gave me the opportunity to work with the PR
executives, very old and experienced professionals in the field of media and PR
and also learned how we can become successful.

 Training provided required attitude, skill and knowledge.

 This created higher awareness and knowledge about the subject matter.

 Training situations ensures the forum, where the trainers and trainees share
the subject related experiences.

 Training in updating knowledge with techniques of PR, using PR as a tool

and medium, how to connect with the media representatives, how to make
good reputed contacts, how to build and maintain relation with our clients as
well as the audience concerned and work in the favor of their interest

39
  It helped me in getting practical knowledge of how a PR and media
organization works.

 It also helped me in improving my language skills by interacting with the

clients and media and also writing contributory articles for our clients.

 It also helped me to improve my reading habits of newspaper and how to

monitor it.

 It has proved to be my 1st step on the ladder of professionalism.

Chapter 5:Conclusions and Suggestions

I worked as a video editor and graphic designer in the Public relation team of an
esteemed organization Purple Media Umbrella.

The way they welcomed me and guided me throughout my internship period is

really appreciable. The power of “We” was one of the most important lessons that I
have learned from that organization. They created a friendly environment to work
in so that we can do our work more efficiently with no pressure. The supervisor
wanted me to have in dept knowledge of the graphics and vision which a video
editor should have in my mind while making a promotional or advertising video
for any client. I also gained knowledge about digital media through working there
in collaboration with my colleagues. I made 2 Video in assistance with another
graphic designer. Video reached almost 1000+ views.

In first week, we were asked to introduce ourselves and many meetings were
organized where we were asked to give our ideas about the project they were
working on. And then each individual was assigned their role in their multiple

40
projects. I was assigned to create video content for the introduction of the company
itself. I submitted the video but had to make it again because I was asked for some
improvisations in the clips. At the end I finally submitted the video and everyone
loved my work. Head of the company appreciated as the video showed a good
response.

As an intern, I thought I would make professional skills, knowledge about the

field, professional links, and mentality to work for others and some kind of
reputation of being a good person to work with. I have learned production
maintaining, teamwork, brain storming, idea generation process, creative input,
leadership capabilities, responsibilities and lots of professional behavior. After
working with such supporting superiors develop my capacity and skills. I feel this
will help me a lot with my goal to be a content developer, Video Editor and
Graphic designer. This experience made me more professionally skilled, wise
about the field with professional links.

BIBLOGRAPHY

 [Link]

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%20its%20publics.

 [Link]

 [Link]

 [Link]

originalSubdomain=in

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 [Link]

ANNEXURES

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