Potti Sreeramulu Telugu University (Code : D 5617)

Department of Communication & Journalism

(Effective from 2014-15)
MCJ course structure (code 2530)

SEMESTR -I

Paper Code
Sl. Title of the course Teaching Credits Marks Internal Semester
No hours/week
1 Introduction to Mass 101 4 4 100
Communication Theory 20 80
2 Basics of Reporting and Editing 102 4 4 100
20 80
3 Media language and translation 103 100
4 4 20 80
4 Practical 111 6 3 100
100
5 History of the Press /traditional c/122 3 3 100
communication 20 80

6 Open elective 191 2 2 50 10 40

SEMESTER –II

Sl. Title of the course Paper Code Teaching

No hours/week Credits Marks Internal Semester

1 Reporting, Feature and Editorial 201 4 4 100 20 80

Writing
2 Media Laws and ethics 202 4 4 100 20 80
3 Public Relations 203 4 4 100
20 80
4 Practicals 211 6 3 100 100

5 ICTs and New Media/ Media 221/222 3 3 100

Management 20 80
6 Open elective 291 2 2 50 10 40

SEMESTER –III
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Sl. Paper code Teaching Credits Marks
No Title of the course hours/week Internal Semester

1 Development Communication 301 4 4 100

20 80
2 Communication Research 302 4 4 100
20 80
3 Writing for Radio and Television 303 4 4 100
20 80
4 Practicals 311 6 3
100
5 Economic Journalism/ 321/322 3 3 100
Environmental Journalism 20 80
6 Open elective 391 2 2 50 10 40

SEMESTER -IV

Code No Credits Marks

Sl. Title of the course Teaching Internal Semester
No hours/week
1 Media Globalisation and 401 4 4 100
International Communication 20 80
2 Television Production 402 4 4 100
20 80
3 Advertising and Market Research 403 4 4 100
20 80
4 Practicals 411 6 3 100
100
Advanced Public Relations and 421/422 3 3 100
5 Organisational communication/ 20 80
Project report
6 Open elective 491 2 2 5 10 40

First Semester

Introduction to Mass Communication Theory

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Unit-I Definition, nature and process of communication; Verbal and non-verbal communication; Intra
personal, inter personal, group and mass communication; Elements and barriers to communication.
Basic Models – Laswell, Shannon and Weaver, Osgood and Schramm.

Unit –II Mass Communication: Meaning- characteristics, process, functions and dysfunctions. Meaning of mass
society. Nature of mass audience, mass media organisation and mass media content

Unit-III Mass communication effects: Early perceptions; selective exposure, selective perception and selective
retention. Communication flow: two step-Multi step. Agenda Setting, Gate Keeping- Uses and
Gratifications, Cultivation analysis; Knowledge gap hypothesis. Spiral of silence, diffusion of
innovations. Communication and socialization. Framing. Typologies of media effects.

Unit- IV Media and Society: Mass media and public opinion; Normative theories of media – Authoritarian,
Libertarian, Communist, Social Responsibility, Participatory and Development. Different schools of
communication: political economy, Marxist etc.

Unit-V Mass Media: Press, Radio, T.V. and Film and traditional media- Indian Scene -A critique Concept of
information rich and information poor. Concentration of media, issues of cross media ownership.

Basics of Reporting and Editing

Unit – I News definition - news values. Structure of news story-Intros and body; Intros-need and types;
attribution, verification and slanting, accuracy; objectivity-meaning and problems of achieving
objectivity; fairness-meaning; Straight reporting-curtain raiser.-follow-up and spot news.

Unit – II Sources of News- press releases, beats. Cultivating sources and new contacts, gathering facts, using
background information. , Interviewing principles and practice. Reporter role, duties, skills and
qualities. Techniques of reporting- crime, press conference, meetings, public affairs etc,.

Unit –III Feature -characteristics, difference between news, feature and article; ideas for features, types of
features, human interest stories; Review-meaning and elements, difference between book review, film
review etc,. middles, Editorials and letters to editor.

Unit-IV Editing: meaning and purpose. News process : source to news; different types of copy-Agency,
Bureau and mofussil. Selection of news. Editing process-Symbols, re-writing, integrating, updating,
style book, electronic editing. Headlines: types, functions- typographical and language aspects.

Unit-V Economics of newspaper production. Structure of news paper organization; Editorial department set-
up; Role and functions of an editor, news editors and sub-editors. Editor and proprietor changing
relations, functions of circulation, advertising, promotion, marketing and production departments.

Exercises in reporting, feature writing, translation and editing.

Media Language and Translation

Unit-I Development of different styles of language; Characteristics of Media Language: Readability, syntactic mechanics
in Media writing.

Unit - II Language and society: Language and Dialect: Regional and social dialects. Language standardation and standard
variety. Diglossia, Development of different styles of language.

Unit-III Nature and Significance words: word Formation, Meaning -Dominant and extended, poly- semi, Homonymy,
Synonyms, Antonyms and Equivalents
.
Unit-IV Telugu sentence: word order, simple sentence, complex sentence and compound
sentence. Structure of Telugu sentence in Media; Technical Terms: Definition and Characteristics. Approaches to
Developing Technical Terms: Technical Terms in Telugu.

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 Unit-V Definition and nature of translation, translation across cultures, Art and science of translation, source language and
target language. Types of translation: Cultural and linguistic problems, expression of idioms and proverbs; Aids
and tools of translation; Precision and elaboration.

History of the press

Unit -I Brief history of the press in India: characteristics of early newspapers- Gandhian journalism; Role of press in
freedom movement; genesis of language press in pre independent- India- role of regional language press in
Indian freedom movement and social awakening; Vernacular Press Act; pioneers in language journalism before
independence; Raja Ram Mohan Roy, Tilak etc

Unit-II Origin and growth of Telugu press in Andhra and Telangana before independence; pioneers of Telugu press-
leading Telugu newspapers and their content, language; role of Telugu newspapers in freedom movment and
social reforms.

Unit- III Growth of press in India after independence with special reference to Telugu Press; Trends in post
independence leading non-Hindi regional language newspapers, problems of Regional language newspapers till
1970. Press relationship with governments,

Unit- IV Telugu press after emergency; Trends in content-District editions, special pages, multi edition; Use of modern
printing technology. Telugu press during and after television era. Telugu Press in 21 st century-its
characteristics;

Unit- V Role of press in formation of Andhra Pradesh and Telangana; Role of Telugu newspapers in social and other
movements; critique of changing patterns of ownership, editorial policies, language, content of Telugu
newspapers; Contemporary issues in Telugu Journalism;

Traditional communication
Unit I Traditional media – nature – meaning – Definition – Historical background –
characteristics – Classification of formats – Different phases –

Unit II Traditional media and communication-communication models – Folk arts and

social perspectives – Folk arts and religious communication
Unit III
Folk arts in India – Jatra, Yakshagana – Tamasha – Koodiayattam – Palla
therkuttu –other popular folk arts in different regions

Unit IV Folk formats in Andhra pradesh – Origin and growth – Harikatha – Burrakatha –
Jamukulakatha –Street plays (Veedhi Natakaalu ) _ Tolu bimmalatalu ( Puppetry ) –
Tappetagalu - Yallamma Jatra – Oggukathala –

Unit V Folk arts and political communication – Traditional media in Health education
andCommunication – Folk media in promoting tourism – Environment - Change
agents – Traditional Media and social relevance.

Second semester

Reporting, Feature and Editorial Writing (Paper –I)

Unit I Impact of television and internet on print media. Changing concept of news. Skills required for
journalists. Recent trends in journalism with special reference to Telugu newspapers.

Unit-II Forms of reporting –interpretative, depth, advocacy, trend reporting. Investigative reporting: meaning,
strategies, issues and ethical aspects.

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 Specialized reporting: difference between specialized reporting and general reporting. Skills required
for specialized reporting. Nature of business, sports and agriculture reporting; status, importance and
sources of data.

Unit- III Feature writing: types of features-travelogues, how to do features etc. ideas for features. Opinion
writing: humour, editorials, middles, edit-page articles etc. Characteristics of magazine features,
articles.

Unit - IV Editing functions. Editing copy to suit different kinds of readers; techniques of rewriting and integrating
copy from different sources. News analysis: Supplementing analysis to hard news. Interpreting news to
the reader. Techniques in collection and use of background material on various events, subjects, issues
and problems.

Unit -V Principles of newspaper design – contemporary newspapers design. Relationship between writing,
editing and design. Planning front page and inside pages. Use of colour; Designing special pages. Use
of pictures, charts and illustrations. Photo-cropping, caption writing.

Media laws and ethics (Paper- II)

Unit-I Salient features of the Indian constitution, Directive principles of state policy, Fundamental Rights,
Judicial review. Public Interest litigation

Unit-II Freedom of speech and expression, media freedom, constitutional provisions and limitations; Media
organisation as business and institution and limitations on media freedom. Study of some important
judgments pertaining to Media.

Unit – III - Media Laws: Laws relating to defamation, libel, slander, contempt of court and legislature, copyright
act, 1957, Drugs and Magic Remedies (Objectionable Advertising) Act 1954 and 1963. Working
Journalist Act 1955, Parliamentary Proceedings (protection of publication) Act, 1956. Official Secrets
Act, Right to Information Act, Press Council Act, 1978 functioning of Press Council.

Unit –IV Prasar Bharti Act 1990, Cable TV Network regulation Act 1995, Cinematography Act 1952,
Information Technology Act 2000, Convergence Laws; Media laws and new media technologies.

Unit – V - Media Ethics: Self-regulation vs legislation; code of ethics for Journalists,

Business reporters, PCI’s guidelines for journalists and media; codes for radio, television and public
relations. Trial by Media, Yellow journalism, Invasion of Privacy, Plagiarism, Sting Operations,
Cheque-book Journalism, photo-journalism : ethical issues; concept of ombudsman

Public Relations (Paper- III)

Unit – I Public Relations: philosophy, definition, dimension and distinction from advertising, propaganda,
liaison, lobbying. PR and Public opinion, Growth of PR. Types of organisations: Publics. Staff and
line function. Structure and function of PR department. Profile of a public relations officer.

Unit – II PR process: four stages – fact-finding, planning, execution and evaluation. Case studies, corporate
identity, corporate image. PR Publics – Internal and External, Importance of communicating to
Internal and External publics. Case studies. Event management: principles of management, different
types of events. Planning and execution. Case studies.

Unit – III Elements of corporate PR: corporate citizen. PR strategy/campaign. Steps in campaign planning. Tools
of PR – Interpersonal: Talks, discussions, meetings, and open house. Use of public Address system,
Telephones, Exhibitions. Print: House Journals/Newsletters, brochures, pamphlets, circulars, notices,

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 annual reports, press releases. Use of social media. Radio, television, corporate films and internet.
Corporate identity/image: concept and building corporate image.

Unit – IV Financial PR: Background, growing importance. Role of PR in raising capital and finances. Annual
General meeting. Investor relations. Marketing and PR. Customer Relations. Role of Advertising-
institutional and product advertising, Media Relations: organizing press conferences, facility visits,
proactive and reactive relations. Ethical aspects of media relations. Role of technology in PR.

Unit – V Government Relations-Nature and need for government relations. Structure and organisation
in government PR; propagating Government Policies, feedback mechanisms. Community
Relations: Definition of Community, need and scope. Rural PR multi-media campaigns.

Information and Communication Technologies and New Media (Paper- V)(Optional-I)

Unit - I Evolution of Information and Communication Technologies. Information revolution and the concept of
Information Society. Internet and communication across boundaries, Development of Digital Technology--
Convergence and its impact on journalists and media organisations. Digital Divide, Evolution of new media,
social media and their impact on radio, TV and newspapers. Cyber-activism and democratization of
information.

Unit - II Origin and growth of World Wide Web and Internet basics- URLs, HTML, hyper links, Search engines, Web
databases, search and retrieval; Internet Service Providers (ISPs), bandwidth, Internet in India—Status and new
developments and problems New media technologies— Multimedia and emerging technologies. Video on
Demand, Internet Radio and Web TV. Search engines in Telugu, problems of software.

Unit - III Multimedia production - Writing for multimedia, integrating text, graphics, audio, video. Image and video
formats. Interactive Multimedia and its applications in education and training.

Unit - IV Web-based newspapers, web-journalism. Unique features of Web, language, Web Pages, home pages, design
and layout. Languages for Web-Page content, Internet newspaper editions, updates, Internet News Groups, e-
mail, blogs, RSS, podcasting. Internet as a tool for data gathering, issues of veracity and credibility. Wikileaks

Media Management (Optional – II)(Paper- V)

Unit I Unique nature of media industry; media as an industry and profession. Economics of newspapers, magazines,
television and internet. Ownership patterns of mass media in India- sole proprietorship, partnership, private limited
companies, public limited companies, trusts, co-operative, religious institutions and franchisees. Problems and
prospects of launching new media ventures. Implications for management.

Unit-II Hierarchy, functions and organisational structure of different departments – general management, finance,
circulation (sales promotion – including pricing and price – war aspect);advertising (marketing), personnel
management, production and reference sections; apex bodies: DAVP, INS and ABC. Changing roles of editorial
staff and other media persons. Editorial – Response system. RNI: Process of newspaper registration and television
channels

Unit-III Economics of print and electronic media – management, business, legal and financial aspects of media management.
Budgeting and finance, capital costs, production costs, commercial polity, advertising and sales strategy, completion
and survival, evolving a strategy and plan of action, operations, production schedule and process, evaluation, budget
control, costing, tax, labour laws and PR for building and sustaining business and audience.

Unit-IV Planning and execution of programme production – production terms, control practices and procedures.
Administration and programme management in media – scheduling, transmitting, record keeping, quality control and
cost effective techniques. Employee / employer and customer relations services; marketing strategies – brand
promotion (space/time, circulation)– reach – promotion – market survey techniques - human resource development
for media.

Unit-V Foreign equity in Indian media (including print media) and Press Commissions on Indian
newspaper management structure. Cross media activities: Convergence-economic, managerial,
political and social implications
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 III semester

Development Communication

Unit - I Development: meaning and process, theories and models of development. Perspectives on development:
dominant paradigm, orientation of Rostow, Lerner, McClellend, Friere, Gandhi Measurement and
Indicators of development. Issues in development. Development dichotomies. Meaning of
Empowerment. Growth, equity and redistribution. Concept of inclusive growth. MDGs, development
and deprivation, development as human right; Gender, child rights

Unit-II Development communication: meaning and theories. Development -support – communication and
participatory communication. Role of media in development communication. Case studies in
development communication. Communication policy for development in India. Role of civil society in
development. Participatory communication, Paulo Friere.

Unit -III Social Marketing Perspective on Communication for Development. Using Communication for Planned
Communication. Research in Development Context. Campaign/Project Evaluation. Participatory

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 Research Approaches. Communication for Development in different contexts- Health, Agriculture,
AIDS awareness, Family Planning etc.

Unit- IV Development Jpurnalism – origin and meaning of development news, current practice and trends.
Development reporting for print, radio and visual media. Problems reporting development.

Unit- V Issues in development reporting: agriculture, industry, education, population: Covering industrial
management, ecological and environmental issues.
:

Communication Research

Unit-I Meaning of scientific research. Nature and elements of communication research. Areas of communication
research-source channel, receiver and impact. Elements of research: concepts and constructs, types of variables,
measurement-nature and levels, reliability and validity.

Unit-II Research process : Formulation of the problem, Survey of literature, 0familiarisation with source materials like
bibliographies, indexes, abstracts, monographs etc., Rationale for the study and hypotheses.

Unit –III Research Methods : Experimental, Survey, qualitative research (field observation, focus group, intensive
interviews, case studies) content analysis, longitudinal studies, historical studies. Anthropological approach to
communication research.

Unit -IV Tools of data collection: Questionnaires, interview schedule, case study and observation. Sampling Methods:
Probability & Non-probability sampling procedures, types of sampling methods sample size, sample error, sample
weightage .

Unit – V Data analysis and Report writing: Introduction to statistical procedure; measures of central tendency and
dispersion. Use of computers in research. Report writing: topic outline, chapterisation, note taking, documentation,
footnotes, endnotes, references, bibliography. Importance of style manuals. SPSS

Writing for Radio and Television

Unit-I Growth and development of Radio and TV in India. Characteristics of radio and television as a
medium of communication. Committees and Commissions on Indian Broadcasting. Broadcasting
policy.
Unit–II Programmes for various types of audience on Radio. Different formats-Feature, documentary, talk
and discussions. Script writing for Radio. Writing news for radio. Elements of radio production –
creating audio space. music; use of sound effects, production crew-role of producers planning
execution.

Unit–III TV news language, Principles of writing TV news. Layout of a TV news story. Grammar and style. Use
of quotations and attributions. Writing for documentaries, plays, process of scripting: outline,
treatment, visualization.

Unit-IV TV staff and crew. TV Budgeting. TV production, TV technology, Major systems and gauges in use
and their applications. TV Studio, production, equipment.

Unit–V TV direction : production planning, creating video space shots, composition, lighting sets, camera
placements movement, use of graphics – casting; techniques of studio production. Editing/ post
production packaging.

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Unit - V Identification and formulation of communication projects. Concept of organisational development.
Networks – importance of and application of network techniques in organisational communication.
Concept of equifinality . Network Analysis.

Economic Journalism

Unit- I Meaning and Scope of business journalism, difference between general and business journalism;
overview of global economy. Indian economy-various sectors and their interdependence. Comparative
analysis of business pages in dailies, business dailies and business magazines. . Role of agriculture
Indian economy, agriculture and business, agro-based industries, corporatization of agriculture.
Unit II fiscal and monetary policies: Central and state government budgets, sources of revenue for
governments; budget analysis, Reserve Bank of India and its role in monetary policy. Import and
export policy, balance of payments

Unit III Ownership patterns of business: partnership, sole proprietorship, private limited, public limited
companies, public sectors companies, corporations; sources of finance- equity, debt, deposits; ADRs
and GDRs, judging and analyzing company results.

Unit IV financial and commodity markets: stock markets, SEBI, terminology relating to stock markets, writing
and reviewing stock markets; commodities markets and their functioning . Mutual Funds: Their types
and relevance, changing trends Credit rating agencies (CRISIL, ICRA, CARE) & their role, currency
markets

Unit V Major economic and corporate events. Dealing with numbers and statistics. Business journalism-
ethics. Sources of business information, issues of corporate governance, corporate social
responsibility

Environmental Journalism

Unit 1- Environment and development: What is environment? Basic concepts and perspectives,
global and local issues. Environment and society, relation with development, economy and
health, sustainable development. Need for environment journalism, future prospective,

Unit 2- National perspective: India's national environment policy, background, principles,

instruments and institutions involved. Role of NGOs, advocacy for environment protection, peoples
rights and environment, traditional practices and modern ways to protect environment, public awareness.;
Energy security, energy and development, various sources of energy- problems and prospects.

Unit 3- Climate change: Why and how of global warming, basic terminology. Impact of
climate change, response of the communities and governments, need for
international cooperation, the IPCC, Kyoto and other protocols, politics of
development, developed vs. developing nations. GHG emissions, Carbon credit and
carbon trading, ecological footprint. Reporting climate change, developing sources and insight,
assessing impact of global warming on local level.

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Unit 4- Biodiversity: meaning of biodiversity. Importance and impact. Wild life,
endangered species, need for conservation, natural habitats and communities. Reporting
nature and bio-diversity, diversity of issues, style and format, India specific issues.

Unit 5- Water Pollution and Waste management: Water as a vital resource, pollution of water
bodies, sanitation and sewage treatment plants, industrial waste. World water situation and conflict
potentials, land degradation and desertification. Waste management in cities and semi-urban setup,
problems and solutions. Toxic and hazardous waste, scale and problem, basic convention.

Open Elective (Inter disciplinary Paper)

Freelance Journalism

Unit 1
Basics of news writing: News writing, essentials of news writing - objectivity, attribution, structure of news
stories, spot reporting, in-depth reporting, investigative reporting. Newsgathering - Sources- Types,
Importance

Unit 2
Forms of Journalistic writing: News writing, column writing, article writing, feature writing, humor
writing, editorial writing. Reviewing

Unit 3
Writing Process: Looking for story ideas, planning, generating material, organizing material, selecting
appropriate format, draft and edit-language elements etc.

Unit 4
Writing for specialized audiences/magazines: General interest, and specialized magazines in niche areas-
women, children, culture, leisure, business, science and technology, fashion, travel etc., subjectivity in
magazine writing.

Unit 5
Freelancing/content development: Freelance writing - Choosing a topic, Identifying sources, gathering
information, importance of rewriting, Slanting, Studying the requirements of magazines/newspapers,
Marketing features, Content development for newspapers, E-Journals, On-line magazines. Blogging,
Avenues for freelance marketing.

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 Semester - IV

Globalisation and International Communication

Unit –I Globalisation: Meaning, origin of globalisation; technological,

economic, political and ideological factors contributing to globalisation. Theories of globalisation;
Media globalisation.

Unit-II Impact of globalisation on media, national sovereignty, national culture and

nation state with particular reference to India and developing countries; Indian government’s
response and media response.

Unit-III International communication: News values in developed and developing

countries; Imbalances and inequalities in news flows between developing and developed countries;
Media imperialism, cultural imperialism.

Unit-IV New world information and communication order; McBride commission report; Efforts toward
free, fair and balanced flow of information. Role of UNESCO, IPDC

Unit-V Regional cooperation: satellites: Intelsat, Arabsat; co-productions; information

exchange; Intellectual Property Rights regime. AMIC, SAARC, SAFMA and SAMA Reuters, A.P,
IPS etc,. International communication organizations: ITU, IOJ, AMIC, Press Foundation of Asia, IFJ,
IPI; Role of NGOs.

Television Production

Unit- I A Typical Television Studio and Equipment. Production team .Grammar of

Television. Types of Production. Production process: pre-Production, production and post
production.

Unit- II Scripting for Television .T.V program formats. News, Interviews, Panel
discussion , Documentaries ,Tele plays, Concert ,game shows, Film based programmes ,series and
serials -Scripting and production Approaches .

Unit -III Television Camera -Parts and Functions .Types of Microphones. Lighting –
Types of light and deferent lighting sources. Principles of shot composition -Rule of thirds, framing
,balance, unity ,visual rhythm, Tonal gradation subject prominence and color .
Unit- IV Television news production : Introduction to television news, news values .
Essential Characteristics of a television news reporter. Elements of Television news story. Phone-in ,
Piece to camera, bytes , Vox-pop. Hard news soft stories . Organiszing a bulletin and Presentation of
news.
Unit- V Editing: functions of editing. Types of editing - Online , offline , Assemble ,and insert modes .
Process of editing; logging, voice recording, use of music and sound effects, preliminary editing and
final editing ..Principles of editing ,Editing systems- linear and non linear

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 Advertising and Market Research

Unit – I Advertising : definition, functions, classification of advertising. Effects of Advertising on Society.

Advertising as mass communication, its role in the marketing process. Difference between publicity
and advertising, Advertising and public relations.

Unit – II Structure and functions of the various departments of the Advertising Agency. Client servicing.
Creative, media, production, etc. Small advertising agencies- Budget. Campaign planning &
execution. Brief- Collection of information Analysis of market. Target Audience Budget.

Unit – III Elements of an Advertisement. Functions of headlines and copy. Types of copy, copy for different
media. Layout, types of layout, and principles of Design – Thumbnail sketches to final art works.
Production process for print Radio, TV Film and printed literature. Direct advertising. Point of
purchase, sales promotion - kinds of sales promotion. Copy editing for Telugu ads-scope.

Unit – IV Media : Types of Media. Relative merits & demerits, media rate structures, sources of information for
media planning and scheduling. Practical workshops on media planning. Evaluation: copy research:
pre-testing and post testing methods. Media research.

Unit –V Nature, scope and importance of Marketing Research. Stages in the marketing research process.
Sources of information, methods of marketing research. Market research organisations in India.
Areas of marketing: research: price research, sales promotion research. Application of market
research to help management in decision making. Case studies and evaluation.

Study paper

The Dissertation/Practical Work is required to be submitted at least fifteen days before the
commencement of the final second year examination. Those students who fail to do so will
not be allowed to appear in the examination. Students will be required to submit a Dissertation on a communication-
related topic after conducting research under the guidance of a faculty member and with the approval of the
departmental committee.

Corporate and Organizational Communication

Unit - I Review of fundamentals in PR, public opinion, philosophy need and functions of PR. Various areas of
PR practice. Trends in PR. Management functions of PR. PR as an advisory role. Lobbying

Unit - II Concepts of issue analysis, issue management. Environmental analysis for building and influencing
policy. Planning PR campaigns; Crisis PR: planning for crisis management and information
dissemination.

Unit - III Public affairs: pressure groups, lobbying, engineering public opinion. Concept of social marketing.
Adaptation of technology in contemporary PR. Dossiers, case studies of PR campaigns/departments.
Disseminating agencies of public information in Government of India, State governments, public sector
undertakings, etc.

Unit - IV Organisational Communication: Introduction to organisational communication. Application and its

relevance in India. Nature and types of organisations. Communication process in an organisation: types
of communication, grapevine, rumour, interpersonal relations, and organisational culture.
Communication audit, evaluation and maintaining system.

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