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16 Jan
When a near debacle lead to great learning – Adverting Alumnus Story

In Blog

It was during my final Marketing Communications presentation that I learnt probably one of the most important lessons in my career.

My presentations, especially when it came to Marketing & Planning, were regarded as good and I was looking forward to killing it at this one too. I had prepared a whole nice deck, helped others in the process too.

So my product and brand of choice was Luxury watches. I was fully prepped with all the lines of communication and modes of execution to work my way through the presentation.

During the presentation where everything was going fine, or so I felt, I was interrupted by Subbu Sir (Subramaniam Krishnan, marketing consultant) and I was asked a question. “Does the brand you represent manufacture quartz watches or mechanical ones.

“They make quartz watches,” I answered, and at that moment I could see it in the jury’s eyes that things were about to go down for me.

Though it did not go as bad as I thought it would, purely because Subbu Sir explained where and how I goofed up, it was bad enough. To give you guys an idea, Quartz watches are cheaper than the luxury ones, which are Mechanical. I did not know that part of the story simply because I did not study the product category and the brand as well as I should have.

From that day onwards, I have never half-assed my way out of research. Who knew my worst presentation would teach me my biggest lesson!

Today I work as an Account Manager in a marketing firm; right from on-ground market research to execution of marketing activities, everything is handled by me. Before making any plans of execution, I see to it that I know what I am dealing with, what audience and what market my communication has to appeal to.


25 Oct
Inverted Pyramid Style of Writing in Journalism

In Blog

Inverted triangle or inverted pyramid style is one of the most popular and common styles of writing in journalism. This technique uses the formula of 5W's & 1H that is:







When you write a news article in the inverted pyramid style, the news should be presented in the descending order of its importance. It is specifically differentiated into 3 levels.

The Lead

The top part is called the lead and as the name suggests contains the most critical information. The lead of a news article should contain every single bit of important information about the incident or event that took place. It should mention when it happened, where it happened, why it happened, what exactly happened and how it all happened. This part should basically contain the content which makes it newsworthy. By reading just the lead part the reader should be able to gauge what the article is about and its context. The reader can quit reading the article anytime because he/she would have already grasped vital information from the article.


The middle part is addressed as the body. They contain subsequent paragraphs giving additional facts related to the incident. It generally gives the information on the background of people involved in the incident, any arguments or disputes that have occurred, any shreds of evidence etc. They may also contain some important quotes made by some officials or people related to the incident. This part generally builds anticipation among readers and helps readers understand the facts that lead to the incident. In other words, it gives the causes for the incident. It drives the audience deep into the whole scenario. Many articles also provide the source of the information in order to prove its credibility. Photos and videos of the incident are also added in this part.


The third and final part is known as the tail/conclusion. This section contains information regarding events that are occurring related to the incident. They might also contain references regarding similar incidents that had occurred. For example, refer

The mentioned link is of the latest article by NDTV. This article perfectly explains the inverted pyramid format. When you analyse this article in the lead it mentions all the 5W’s and 1 H. It answers accurately

Who Sharad Pawar is to PM Modi

What the article is about, that is scrapping of article 370

When did it occur that is Oct 17

Why because he was discussing whether to bring back article 370 or not and

How is that he spoke during a rally in Niphad.

The second part mentions many important quotes which give additional information about the entire situation. And finally the last part refers to forthcoming Maharastra elections and what all issues Sharad Pawar is going to raise and what are his chances of pulling off a victory.

These are topics which are remotely related to the main context but it is put up there for those readers who would like to know more about that particular event. Journalists generally prefer to write in this format because it is easier to consume a story if all the main facts are presented first instead of beating around the bush.


28 Aug
Spice Enquirer

In Blog

The Spice Enquirer, an initiative by St Pauls Institute of Communication Education, ensures that our students have a platform to apply all that they have learnt in a practical an efficient manner. 

Whether it is News in the field of Journalism, Advertising or Public Relations, trending articles, campaign reviews, tips and strategies, you will find it here on the Spice Enquirer. 

The Spice Enquirer is not just any ordinary website, it is a site that is on par with other notable media sites with the uniqueness of being completely handled by the brightest and the best students in the city, aka, the students of St Pauls Institute of Communication Education. 

So if you want to get all the buzz at your fingertips - Subscribe to the Spice Enquirer Now




9 Aug
How Public Relations Can Help a Small Business Grow

In Blog

Public relations is a term that’s often misunderstood in India. The uninitiated believe that public relations is a marketing or sales function. That it involves interacting with the public to sell or promote a product.

This definition isn’t entirely incorrect but doesn’t really convey the full meaning of the term. Public relations stands somewhere between the fine line of sales and marketing to people and internal affairs of the company. It has several other purposes as well.

Defining Public Relations

Broadly, public relations is creating and maintaining a positive image or impression about a company, brand, product, service or personality among people. It covers a wide range of functions that an organization or individual undertakes to build that desirable image. Some of these functions include:

  • Updating people about latest developments within and outside the organization.
  • Identifying, planning and executing Corporate Social Responsibility initiatives.
  • Interaction with all stakeholders to ensure seamless functioning of all business processes- regardless of whether they hold stocks of a company or patronize a single, inexpensive product.
  • Controlling damage that may arise out of negative publicity through word-of-the-mouth, social media or press.
  • Lobbying with various government bodies to get favorable framework of rules vital for an organization’s growth.
  • Assistance in procuring necessary licenses, permits and other requirements for a business to comply with all laws.
  • Development of in-house periodicals to inform employees about events and news within the organization.
  • Representing an organization’s interests at national and international forums.
  • Keeping tabs on competitors and advising top management about ways and means to counter any adverse impact on business.
  • Media planning including issuing press releases, paid advertisements, arranging interviews and disseminating information about the organization in the form of news.

Obviously, this list would lead you to believe that public relations is for large corporations and celebrities only.

That’s incorrect.

In fact, public relations can help small businesses grow and attain great heights within a reasonable time span.

Public Relations & Small Businesses

Let’s examine how public relations can help small businesses grow with the above functions. A small business could be a new startup venture or have some history in the market. Here’s how public relations can work wonders.

Information is Power

Customers are more likely to patronize a small business if they’ve access to sufficient and relevant information. The same holds true for potential investors: if they see that a small business holds promise of burgeoning into a market leader of sorts and provide adequate Return on Investments (ROI), they’ll be willing to put some money to help it grow.

Hence, public relations becomes very significant for a small business. On the one hand, public relations generates higher interest in small business, its products and services. On the other hand, it can open doors for investments that would help the small business flourish and grow further.

Tapping Power of Media

Understandably, small businesses don’t have an adequate budget to advertise on popular TV channels, radio stations, newspapers and magazines. At the same time, they need publicity to create awareness about their existence, brand, product or service. While social media does enable publicity to some extent, it’s largely in the form of advertisements that a small business would post on Facebook or other portals.

But to take a small business to a whole new dimension, positive publicity in the local press is a must. And that’s where public relations has a vital role to play. Usually, public relations managers develop a network of media contacts such as reporters and correspondents. They try and leverage their contacts to get some mileage in the local media in the form of press releases, interviews with a business owner or some good article about the brand and its popularity. Newspapers often have review sections where a public relations manager can try and get some coverage for the small business.

Lobbying & Government Work

Large corporations in India unite under powerful lobbies. For example, we have mining lobby, pharmaceuticals lobby, textiles lobby and so on. These lobbies are cash-rich and can afford lobbying in different ways such as supporting political parties and donating for various causes.

However, small businesses are at a severe disadvantage. They don’t have such huge funds nor can hire expert lobbyists to further their interests. However, public relations can effectively fill this void. A good public relations manager will develop contacts with senior bureaucrats and try further interests of the small business. They will ease the process of acquiring necessary licenses and permits. This means a small business can grow much faster.

Presence at National, International Forums

Public relations plays a major role in helping a small business develop an excellent image of the small business at national and international levels. A public relations manager or even the business owner does this by participating or attending domestic and global events pertaining to the business. Active participation allows showcasing activities of the small business and its offerings. Mere attendance enables them to scout for potential customers and future tie-ups.

Creating an excellent image for the small business at such forums often translates as growth. Companies that were unaware about the small business may consider it for future dealings. At domestic level, it means expansion of business within India. On a broader, global level, the small business enters the lucrative export market without active or actual marketing. In any case, public relations here ensure a win-win situation.

Corporate Social Responsibility

Under existing Indian laws for companies, certain types of small businesses have to launch a Corporate Social Responsibility (CSR) initiative while others are exempt. However, that doesn’t mean that exempt businesses needn’t do or are barred from CSR activities. In fact, small businesses can derive tremendous benefits from CSR drives because it promotes a very positive brand image among employees, stakeholders and the general public.

Usually, public relations departments or managers identify CSR opportunities for a business and find ways and means for their implementation. They leverage the goodwill that generates from CSR drives to further the brand image of a small business. Eventually, small business gains in every manner. It gains respect among the public, nets more customers and investors, develops brand loyalty and benefits in almost every sphere.

In Conclusion

The importance of public relations for small businesses is often downplayed in India. This is due to the common myth that public relations are an expensive exercise that only large corporations can afford or undertake. Any small business that wishes to benefit from public relations has three options. The first is to hire a person who should have done a public relation course from a reputable institute. Second is the owner should also assume public relations functions. And third, hire a good public relations company to build a superb brand image within a specific budget.


17 Jun
How does an Advertising Agency Work by Hayden Scott

In Blog

Advertising agencies are the number one option for jobs among media enthusiasts. Their vibrancy and fast-paced work patterns are attractive.

However, there's a lot more to an advertising agency than simply it's crazy work style.


Hayden Scott, Creative Director at Famous Innovations sheds light on how advertising agencies work.

From understanding the client's goals and objectives, proposing the pitch and seeking client approval, Scott mentions that there's a lot of hard work that goes into the advertising life, but there's very little that can match up the satisfaction of seeing your ideas helping client brands grow.

If you're interested in advertising, then the 10-month, full-time Diploma in Advertising course at St Pauls Institute of Communication Education is for you.

Admissions are open and seats are limited. Application Forms (Online mode/ Offline –Print copies) are available. To apply:


7 Jun
Advertising College – Is It Really Worth It?

In Blog

Few of the core questions that students have while considering advertising as a career is that what will they actually learn in an advertising college. Is pursuing a specialized degree in advertising even worth it? Will it help them in their career and make them stand apart from the rest of the crowd?

Students often wonder why should they even pursue a post-graduate course in advertising when they can just directly apply at media agencies and learn on the job.  

Well, while you can surely try applying at companies directly, the chances of landing a full-time job are extremely slim. Even bagging an internship might be challenging.

The reason behind it is that the advertising industry is extremely dynamic. Just a standard graduate degree from any stream, even if you consider graduating with a mass media degree, does not suffice anymore.

Most agencies will test you for multiple skills during the selection process itself, and due to immense competition in the market, the chances of clearing the interview without any specialized training is going to be difficult.

The Advertising world has multiple job opportunities within it. Copywriting, media planning, scriptwriting, client servicing, offline marketing, digital marketing, account management, the list just goes on.

With the digital disruption in the advertising world, now there are new job profiles within the advertising industry as well. Email Marketing, Content Marketing, Search Engine Marketing, Video Marketing are just a few that top the list.

Candidates who graduate with a diploma in advertising course after college have a better chance of acing an interview and securing a job as compared to those who apply directly.

Since you’re now aware of some of the different job opportunities within the advertising and marketing field, let me delve deeper into what you will learn in an advertising college.


Copywriting is the science and art of writing text that persuades people to buy your product or service. It is the art of selling in the form of text.

Imagine a salesman trying to sell you a product at your doorstep or in a showroom, now substitute that for the content you see on a brochure or a newspaper ad that sells the same product. The way the copy is written will be different from the way the salesman actually speaks to you.


Great copywriters have the power of convincing you to buy a product based on just a couple of words. Imagine possessing a skill like that.

Advertising colleges train you how to master the art of copywriting. You will learn how to write for print media, outdoor advertising, digital media, radio, television and a lot more.

Each channel demands a different style of writing but fortunately, a good media college hires faculty within the same industry.  This way, you not only learn but also build connections.

Client Servicing

Client servicing managers are the link between advertising agencies and client business communications. The client service manager is an integral part of the campaign building process from the start to the end.

Client communications, handling account budgets, maintaining positive relationships with client businesses, campaign ideation and strategy are just some of the tasks that will be expected of you. The role comes with a lot of responsibilities and shouldn’t be taken lightly.

As part of a post-graduate advertising course, you will learn how to develop and hone these vital skills with not only theory but also by practically working on hundred’s of projects, assignments and case studies, organising masterclasses by senior client servicing managers and also letting you get the feel of the real deal with internship programmes at advertising agencies and companies.

Branding and Marketing Strategy

A core module of an advanced advertising course is branding and marketing strategy. A good advertising college will train you with a complete 360-degree approach to implementing a successful marketing campaign.

1.) You will learn how to identify the right target audience

2.) Conduct market research by implementing traditional as well as digital marketing tools

3.) Analyse different styles of advertising across multiple channels such as print, radio, TV and digital mediums

4.) How to use design, diversification, message, visuals and emotion in branding

5.) How to analyze the DNA of a brand and so on

Learning these core principles of branding and marketing will open numerous opportunities in the media field in the form of job roles like marketing manager, digital marketing specialist, brand manager, account manager and so on.

Media Planning

Media planning is the process of identifying and selecting different media outlets such as radio, TV, newspapers, magazines, websites etc and strategizing which channels will be suitable to place an advertisement.

The media planner is responsible for creating an effective plan for a client’s advertising budget. He/She decides when, where and how often to feature a specific ad campaign to reach the largest number of people possible - within the clients advertising budget.  

Market Research

Students will be taught the importance of market research and how to build connections of a brand in the minds of its target audience. You will also learn how to conduct qualitative and quantitative market research to define a target audience for product or service.

Along with this, another major part of the research module is the science of creating questionnaires to identify the right audience for a specific product.


Understanding consumer behaviour is an extremely important skill to succeed in the advertising and marketing world. A good advertising college will have faculty that will train you on how to understand consumer behaviour at various touch points.

You will learn how the human mind works from an advertising and marketing perspective. Companies that design their advertising campaigns based on consumer behaviour have a higher chance of creating and selling products and services that appeal to their customers.


In this module, the students are taken through the process from getting the creative brief to converting it into an ad.  Interacting with the design and overall impact of the ad always keeping the target audience in mind. This is a free-flowing module and involves out of the classroom interaction too.


The digital marketing industry in India is said to be worth over 102 billion dollars by the end of 2019.

The job opportunities are endless. An advertising course will cover the following topics under its digital marketing module:

1.) Analytics

2.) Social Media Marketing

3.) Email Marketing

4.) Content Marketing

5.) Paid Marketing

These skills can help you get jobs like content marketer, social media manager, paid advertising specialist, content writer, SEO specialist and so on.

AD FILM Making

Only a few advertising colleges have this module. You will get a chance to create your very own TV commercial. The entire process of ad film making right from scripting, storyboarding, production, camera angles, post-production and direction will be taught to you.

You can check out a few of the TV commercials created by the students of St Pauls Institute of Communication Education as part of the diploma in advertising course.


The best part is that this would have a huge impact on your resume since you will have an actual commercial as part of your portfolio.

Advertising course with internships


To summarize, the kind of training and practical experience that you will gain by pursuing a post-graduate course in advertising or marketing will definitely set you miles apart from the competition. Not only will you learn how the advertising world functions, but you will also be in a better position to decide which field of advertising would be best suited for you.




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