37th Specialized Training Program 2020-21

1. Mass Communication
(Marks – 100 )
i) The Fundamentals of Mass Communication
1. Communication and its scope & Functions
2. History & Evolution of Mass Communication
3. Print & Electronic Media
4. Mass media in Pakistan: evolution, role and problems
5. Communicators and Processes of Mass Communication
6. Ownership patterns of Mass Communication
7. Theories, Models & Different Approaches of Mass Communication
(Wide Range of theories and approaches of Mass Communication to be covered)
ii) Uses and impact of Mass Communication
1. Mass media/components and structure
2. Hot and cold media
3. Mass media as instrument of policy and social institution
4. News as source of education and information
5. Media Analysis and interpretation
6. Specialization and Entertainment
7. Role of Mass Communication in the Image Building of the
country and the government
8. Significance of Public Diplomacy
iii) Comparative Media System
1. Factors that influence development of media systems
2. New information order and its implications
3. Media and Governance
4. Cross media ownership and its impact- Media Monopolies

2- Political Communication
Total Marks = 100

i) Mass Media & Politics:
1. Principles of Political Communication
2. Nazi Propaganda
3. Politics and Mass Media
4. Political debates & speeches
5. Impact of mass media in Government decision-making
6. Generation of Warfare (First, second, third, fourth & 5thCultural and Global Perspective)
7. Traditional approaches to Propaganda, slogans and rumors
8. Counter propaganda & Psychological Warfare in the Information age
9. Political Campaigns and Advertising

3- Digital and Social Media
Total Marks = 100

i) 1. Introduction to Social Media
2. Internet and Social Media means of Engagement
3. Introduction to Media of Digital Communication.
4. What are Digital Ethics?
5. How new-media technologies are interacting with individuals and Society?
6. Integrated new media campaign strategies – planning, budgeting, measuring and analyzing.
7. Contribution to Knowledge Economy: Creating Content for interactive media.
8. Internet Blogs
9. Twitter, Facebook, and linkedIn
10. Social media management tools and techniques.
11. Online sub-editing
12. How to use SEO (search engine optimization)?
13. Basics of Online video journalism
14. Verification and authenticity of online data containing the fake news and methods of verifying a news
15. Introducing digital story telling techniques to create soft image of Pakistan
16. Cellular media (Mobile communication)
17. Issues and Challenges in use of New/Social Media
18. Simulation exercises on political advertising and political campaigns
19. 5-days Workshop on Campaign Development on Social Media

Marks 100

1. Introduction to Journalism:
1. Definition, Purposes, functions and obligations of Journalism
2. Four Theories of Press: Authoritarian, Libertarian, Social responsibility theory and communist theory.
3. Categories of Publications: dailies, weeklies, fortnightlies, monthlies, quarterlies, and yearlies, tabloids, house journals, learned magazines, specialized publication, leaflets, handbills (VISITS OF PUBLICATION HOUSES)
4. History and Development of Pakistan Cinema (3-days workshop)
5. Main sections and departments of newspapers
6. Language of journalism
7. Kinds of Journalism: Photo Journalism, yellow journalism, specialized journalism
8. Media in Pakistan: Development; News-Agencies, newspaper industry, Advertising, and film industry in Pakistan; Problems and prospects- (VISITS OF ADVERTIZING AGENCIES AND PRODUCTION HOUSES)
9. Limitations and Constraints of Free Press-(PANEL DISCUSSION BY SENIOR MEDIA PERSONS)
2. Journalistic Trends and techniques
1. Definitions of news: structures of news stories (inverted pyramid); elements of news; forms of reporting; interviews
2. Newsgathering, reporting, and storytelling: main beats for news gathering and specialized journalism; Evaluation and selection of news rewriting – editing stories, copy writing and sub-editing coverage of special events; investigative and interpretative reporting; letters to the editors, articles, feature writing, syndicated articles, news jingles.
3. Channels of news: reporters, correspondents, wire services, official material and reference libraries
4. Official Press Release, press notes, handouts, Press Communique
5. Radio and TV News (VISITS OF TV CHANNELS)
6. News analysis, press trends and preparation of news evaluation reports (TOPICS ON CONTEMPORARY ISSUES BE COVERED -CASE STUDIES BE INTRODUCED
3. 1. Crisis, Conflicts, and Disaster Reporting and Incident Coverage.
2. Peace Journalism
3. Conflict Sensitive Journalism/Reporting
4. Key Security and Safety issues in Journalism
5. Survival Guide for Journalists
6. Changing dynamics of Journalism-
i. Rise of Internet Journalism: Online Newspapers
ii. Rise of Citizen journalism
iii. Rise of Global Journalism

Total Marks = 100

1 This course is divided into two sections:
1. Public Relations and Media Management- 50 marks
2. Advertising- Tools & Techniques- 50 Marks
2 Public Relations & Media Management:
1. Theory of public relations
2. Definition process and importance
3. Scope, functions and ethics of public relations – How public relation is different from advertising?
4. Government public relations techniques
5. Duties and role of PR officers in govt./autonomous and private organizations
6. Image building: press conference / exhibitions
7. Government public relations and films
8. Credibility- how to establish and enhance it
9. Projection of government policies and the tempo of publicity: (sustained, low key and high key)
10. Applied public relations; public relations today and tomorrow, PR in international relations
11. Publicity campaigns-initiating and sustaining a campaign
12. Informal publicity/ personal interactions– their utilization and usefulness
13. The art of public speaking. Its usefulness to government
14. The psycho-social and cultural factors in PR practice
15. Role of literature and history in public relation
16. Public relations in Pakistan – a general survey
17. Public relations as foreign policy tool and Public Diplomacy
18. Role of PR in crisis situations
19. Potential and limits
20. (PR) Dynamic rise, development of public relations and its inextricable link with international marketing, global media power and new technology.
21. Handling techniques, types of personalities, grooming and persona, body language; Self image, corporate culture and social etiquettes.
22. Social psychology
23. Media Management in Pakistan (Public and Private Sector) – Departmental and functional over view of the role of Ministry of IB&NH
3 Advertising-Tools & Techniques:
1. Definitions, objectives and types of advertising
2. Merits And Demerits Of Advertising
3. Campaign planning of advertising; Logo
4. Slogan Caption
5. Selection of appeal tools
6. Media selection for advertising
7. Research in advertising
8. Selection of visuals for advertising
9. Structure of AD agencies
10. Copy writing for advertisement
11. Lay out for advertisement
12. Government Advertisements and Role of Ministry of IB& NH (Press Information Department-Advertisement Branch)
13. Newspaper circulation and advertisement: Audit Bureau of Circulation(VISITS AND LECTURES BY SENIOR PUBLIC RELATION OFFICERS)

Total Marks = 100

1 This course is divided into two sections:
1. Media Ethics- Marks 50
2. Media Laws and Regulation- Marks 50
2 Media Ethics:
1. Ethics in Journalism
– Print & Electronic Journalism
– Photo Journalism
2. Objectivity & Impartiality in the Media World
3. PEMRA: establishment, development, and operational mechanisms
4. Press Council of Pakistan (PCP)
5. Citizens Media Commission: need, present status, and reasons for inactivity
6. Press Code of Ethics
7. Media Ethics: Challenges and prospects in Pakistan
3 Media Regulations:
1. History of Media Laws in Pakistan
2. Development of media regulations from British colonial era to independent Pakistan
3. Libel, Defamation and relevant portions of PPC
5. Surveillance & Censorship
6. Surveillance and censorship of Information in the internet age
7. Social media ethics , Cyber laws and PTA
8. Social media as an emerging check on traditional media and vice
9. Issues of Privacy and intrusion
4. Media Laws:
A: Ordinance
1. PEMRA Ordinance 2002
2. Associated Press of Pakistan Corporation Ordinance 2002
3. Defamation Ordinance 2002
4. Press Council of Pakistan Ordinance 2002
5. Administration of the News Print Control Ordinance 1971
6. Code of Conduct:
I. Comparative Study of Code of Conduct of PBA Supreme Court and Election Commission – PFUJ
II. Media commission Report
5. B: Regulations
1. Television Broadcast Station operations Regulations 2012
2. Radio Broadcast Station Operations Regulation 2012
3. Distribution Service Operations Regulations 2011
4. PEMRA (Appeal and Review) Regulations 2008 (Repealed).
6. C: Code of Conducts:
1. PEMRA Councils of Complaints Rules 2010
2. PEMRA Rules 2009 (Schedule – A: Code of Conduct of Media Broadcasters / Cables TV Operators 2009)

7. D: Acts
1. Pakistan Broadcasting Corporation Act, 1973
2. Right to Information Act
3. Prevention of Electronic Crimes Act, 2017
4. The Indecent Advertisement Prohibition Act, 1963

7- Pakistan Perspective
Total Marks = 100

1 This course is divided into two sections:
1. World Affairs- 50 marks
2. Pakistan Affairs- 50 Marks
2 World Affairs:
1. Pakistan’s foreign policy and current challenges:
1. Kashmir issue and current dialogue process with India
2. Relations with Muslim countries
3. Regional role
6. Relations with USA
7. Pakistan’s nuclear and missile programme and related issues

2. WTO: challenges and opportunities for Pakistan
3. War on terror
4. Pakistan’s relations with India, China, Iran and Afghanistan, African and South American Countries
5. Role of regional groupings and handling world economy through regionalism (EU, BRIC, SCO, etc.)
6. China Pakistan Economic Corridor (CPEC)
7. Global Actions for sustainable Environment
8. Disaster Management and Disaster Risk Reduction Strategies
9. Understanding International Protocol related to Information and Broadcasting and Culture in Pakistan’s Perspective
10. Pakistan’s economy and Role of IMF and other monetary institutions
3 Pakistan Affairs:
1. Political evolution, obstacles in the way of political evolution, constitutional development, major political events
2. Religious and social tolerance and how to fight extremism/Terrorism and its implications
3. Economic development, underpinnings and issues
4. Roots of democracy in Pakistan; current scenario and problems and its future
5. Introduction to trade policy of Pakistan
6. Understanding National heritage of Pakistan – (REINFORCED BY 3-DAYS WORKSHOP ON NATIONAL HERITAGE)
7. Introduction to Literary History of Pakistan – (REINFORCED BY 3-DAYS WORKSHOP)

8- Research Methodology
This courses suggested for only lectures and workshop not to be included in FPOE
I. Research Methodology as taught for SMC and NMC courses
I. Research Methodology Booklet of NSPP would be followed


9- Media Engagement – Strategies and Tactics
Course is only to be conducted through extensions lectures and simulation exercises – Not to be included for FPOE
i) 1. National and International Media Profiles
2. Coverage Analysis
ii) 1. Messaging
2. Writing Media Statements
3. Effective Media Engagement
4. Setting up and Running Press Conferences (Simulation Exercises)
5. Rapid Response Communication (Mock Exercises)
6. Interviews (Print, Radio/TV, Telephonic)

10- English and Urdu
Total Marks = 100

i) This course is divided into two sections:
1. English Language 50 Marks
2. Urdu language 50 Marks
ii) Language: (both in English and Urdu
1. Drafting skills
2. Language of advertising
3. Birth of metaphors and its abuses
4. Usage and abuses of common writings and proverbs
5. Emotive differences in the written and spoken word
6. Language as a form of communication skill
7. Denotation, connotation diction, jargon, clichés, tone and tenor, style, common fallacies
8. Practice of writing PR and for other media sources i.e. for social media, tickers articles etc.
iii) Comprehension& writing practices in English and Urdu
1. Precise and comprehension
2. Paragraphs and essays
3. Letters and memos
4. Summaries, notes , minutes, briefs writing

Total Marks = 100

1 This course is divided into three sections:
1. Rules of Business- 30 marks
2. Secretariat Instructions: 30 Marks
3. Human Resource Development- 40 marks
2 Rules of Business:
1. General and Definitions
2. Consultation among Divisions
3. References to the PM and the President
4. Cabinet Procedure
5. Legislation
6. Rules of Business, 1973
Secretariat Instructions:
1. Manual of Secretariat Instructions- Basic components
2. Receipt, Distribution and Diarizing of Documents
3. Opening of New Files, Referencing, Movement of Files and Use of Labels
4. Noting and Drafting
5. Forms of Communication
6. Record Management – Categorization of Files
7. Leave Rules:
8. TA/DA Rules:
9. Some Basic Financial Rules
10. Budget Making and System of Financial Reporting
11. Human Resource Development & Public Procurement Rules,2004
12. Recruitment, Promotion And Transfer
13. Efficiency & Disciplinary Rules, 1973
Human Resource Development:
1. Employment Relations (including Employment law)
2. Organizational Behaviour
3. Organizational Change
4. Management of Human Resources: Strategies and Policy
5. International and Comparative Human Resource Management
6. Human Resource Policy and Practice
7. Teamwork
8. Personal (Self) Management
9. Effective Leadership
10. Time Management in Office Work
11. Organizing for Higher Productivity
12. Organizational Ethics as Strategy
13. Stress Management and emotional intelligence workshop.

Total Marks = 100

i) Concepts, theories and Ingredients of Development Support Communications
Dominant Theory, Self-Reliance Theory, Diffusion Theory, Dependent and Independent Theory

ii) Social Development
1. Economic Development
2. Political Development
3. Cultural Development
4. Ingredients of Development
iii) Media and National Development
1. Prospects and challenges of Development Communication in Pakistan
2. Communication Strategies and polices for development
3. Development Communication Campaigns
a) Kinds of Campaigns
b) Creating a plan for development support communication campaign
c) Campaign assessment