Media relations

Media Relationsfor

Mobilization of Citizens

Dr.C.V.Narasimha ReddiDirector

Information and Public Relations Department

Government of Andhra Pradesh (Retd)& Editor, Public Relations Voice

The Medium is the Message Marshall McLuhan

Media are not just machines. They are not only the source of information

and entertainment but also carry mass messages of persuasion that bind people into communities and even into nations.

Though important, media often neglected.

Alvin Tofler’s Three Revolutions

FIRST WAVE Agricultural Revolution(10,000 years ago)Human and animal MusclePower as Living Batteries forEnergy: Sun, Wind,Water

MEDIA Face-to-FaceInterpersonal, Folk Art Media,

CallPosts to relay messages by

drums

SECOND WAVE INDUSTRIAL REVOLUTIONEarly 19th Century

Steam Engine and Wheel for power.Major Industries Mass production,Mass consumption, Mass transportation, Mass communication, public education

MEDIA Mass Media – Newspapers, FilmRadio, Television, Mass Media became Giant Loudspeakers for communication & mass mind



THIRD WAVE INFORMATION REVOLUTION(MIDDLE OF 20TH CENTURY)computer, internet, e.mail, communication satellites in the center stage

The Death of Distance - Global VillageA De-Massified Media – Multi-editions Multi-channelsB- De-Massified Audience – De-massified Mind C- Information Bomb is exploding in our midst showering us with a shrapnel of Images

Press as Fourth Estate

“There were three estates in Parliament, but in the reporter’s gallery yonder there sat a Fourth Estate more important than them all”

Edmund Burke

“Were it left to me to decide whether we should have a Government without newspapers or newspapers without Government, I should not hesitate for a moment to prefer the latter”.

Thomas Jeffersonthe Third US President(1801-1809)

Free Press

I would rather have a completely Free Press with all the dangers involved in the wrong use of that Freedom than a Suppressed or Regulated Press

Pandit Jawaharlal Nehru

People’s Active Participation in Democracy and National Development, without media is like winking at a Pretty Young Girl in the Dark

People’s Participation

A Constituency & A Conduit

Unlike other publics, media is both a Constituency and a Conduit to all other constituencies – employees, investors, customers, farmers, industrial workers, general community, who as Stakeholders develop image of your organisation

Lifeblood

Media is the lifeblood of public communication. The first order of your organization is the ‘Media’. The organisation’s plan or programme will fail:

If No One Sees It If No One Hears It If No One Speaks It If No One Reads It If No One Writes About

ItIn fact, media act as the bridge between your organization and your public by carrying messages for better understanding

Media Makes or Mars the Organization

Uniqueness of Indian Media

Its uniqueness lies in its intrapersonal, interpersonal and folk arts media evolved by Bharata Muni, the father of Indian dance over 2500 years ago.

The success of Lord Buddha, the founder of Buddhism as ‘the Light of Asia’ , Swami Vivekananda as ‘the Voice of Indian Culture and Spirituality’ and Mahatma Gandhi as ‘the Man of 20th Century’ was largely due to adoption of traditional media & their public interest philosophies.

It is still valid even in the electronic age.

Functions of a Newspaper

One of the objects of a newspaper is to understand popular feelings and Give Expression to it, Another is to arouse among the people certain desirable sentiments and the third is fearlessly to express popular defects.

Mahatma Gandhi

Facts Are Sacred - But Comment is Free

C.P.Scott

Functions of Mass Media

Information Interpretation Education-Persuasion Entertainment Agenda setting Promotion of culture and

heritage National Integration To Serve the Economic

System To Serve the Social System To Serve the Political

System To Serve the Cause of

National Crisis An Instrument of Feedback InformationA Watch Dog of Democracy

Media and Good Governance

A Well-informed Citizenry, and the Accountability of all those who exercise public power and expend public resources, whether they are political representatives or bureaucrats are the two essentials of an effective democratic Government.

The Media represent the people and articulate their grievances and problems and acts as a bridge between the people and the authorities.

Therefore, the media must have access to all the relevant information which concerns the people.

Information Poverty

“Eradication of Information Poverty is a precondition to the Eradication of Economic Poverty”

Dr. P C JoshiA widespread understanding of the plan is an essential stage, in its fulfillment. The plan has to be carried in to every home in the language and symbols of the people and expressed in terms of their Needs and Problems.

Media Scene in India

India has both Government media network and private media.Private Media • No.of Newspapers (including 6800 dailies) 62,500

• Circulation of Newspapers 16 crore copies

• Readership 22.20 crores

• No.of T V channels 200• No.of TV Homes 11.20

crores• No.of TV Viewers 23 crores• F.M.Radio Channels 37• No.of Cinema House 13000• No.of Moviegoers,every week 10 crore• No.of Internet Connections 1 crore• No.of Cell Phone subscribers 4.5 crore

• No.of Broadcasting Stations 223• Population Covered by Radio Signals

99.13%• No.of Doordarshan Channels 25• No.of TV Viewers 30

crore• Media Units of Govt.of India 12• State Information Departments 28• Public Sector Public Relations Units 1000

Government Media

India being the largest democracy has the world’s largest public communication network that reaches

about 70 crore people with socio-economic messages daily.

Media Scene in India

The crowded and competitive media environment is a real challenge before governmental publicity/public relations outfits to carry the right information to the people’

Challenge to Government Publicity

Shortcomings of the Press

Caters to the elitist, neglecting the problems of the less-privileged

Ignoring or suppressing news of peoples’ concern

Misinformation Politicians and corporations try to win

over journalists Inadequate development reporting Crass commercialism: market oriented

not mass oriented Indecent representation of women/

obscenity

Shortcomings of the Press (contd.)

Trivialism Sensationalism Encroachment on Privacy The increasing menace of paparazzi or

‘Buzzing Insects’- (photographers – TV crew)

Dishonest means of gathering information

Intruding into personal grief – at times of accidents and tragedies

The line between advertising and editorial material is not kept clear - Advertorials


No prescribed professional qualifications for journalists

Opinion Polls – Prepoll and Exist Poll Surveys

Superficialsim – Surface news Aping the western culture and values and

its consequent adverse effects on our culture

Corruption/Undue Favours: Suppression of News

Communal writings and inflaming passions of different Social groups


Glorification of Criminals and Social evils Trial by the Press-prejudging the guilt of

the accused Pre-verification and opportunity to reply

ignoring Press Council’s Guidelines Letters to Editor. Readers’ column is not

charity Devaluation of the office of the Editor

which to some extent is responsible for the present day ailments of the press

Two Kinds of Editors

One is the Owner–Editor who has always been the editor. - The Hindu, The Amrit Bazar Patrika

Editors who came from a totally business perspective. Profit motive is a healthy motive for them

Manipulation of News, and Opinion to suit Owners’ financial and political interests and tailoring editorial product to sub-serve the marketing goal.

News on Sale

Space in a Newspaper is Sacred. But in some cases news is on sale.

“While commercialization has a legitimate place in the business office of a newspaper, it becomes a danger when it invades the Editorial Room”

Dr. A.S. Anand, former Chief Justice

Urban Oriented

The Urban Oriented Indian media should become, media for one billion people, instead of concentration on the 300 million Urban People.

A.P.J. Abdul Kalam

Complaints from the Press

Press Releases are not professionally written that can go straight for composing in newspaper

PR Manager always tries to colour/or suppress free flow of legitimate news under management pressure

PR Manger is not free to select news kindling reader’s interest

Press Releases are Boss Oriented and not Readers’ Oriented, who are the masters of newspaper

Press Releases project only positive news, suppressing news of negative nature

Officials are under the threat of Official Secrets Act of 1923

Bureaucracy and the Media

The relationship between Bureaucracy and Media is like any other association. Some people make good out of it, while others fail.The Bureaucracy is mostly accused of being Inaccessible to the media which is in search of information.

Who is the loser?

Media Opportunities or Tactics

Newspapers Produce a Press Kit Issue a Press Release Hold a Press Conference Organize a Press Tour Write or Sponsor a

feature Get an Advertorial

Published Letter to the Editor Rejoinder or

Clarification Backgrounder &

Factsheet Complaint with Press

Council of India

News Photograph Press Interviews Press Enquiries Press in Emergencies Commercial

advertisements A source of Feedback

Information Press Clippings Service

Electronic Media – Radio & Television

News & Current Affairs Talks Panel Discussions Newsreels Interviews Features Phone-in Programme Cable TV Network Public Service Broadcast

Messages Specialised Audience

programme: farmers, women, industrial workers

Media Opportunities (contd.)

Films Documentary Films Short Feature Films Animation Films Video Films News Magazines Cartoon Films

Media feel that Government Departments Do Not Make Use of Opportunities for

Better Coverage


New Media The Computer The Word Processor The Internet E-mail Website Video Conference Video News release

People’s information and communication environment have become ever more individualized integrating print, audio, still and moving images, broadcasting and other modes and channels of communication and information sharing

Desktop Publishing Facsimile

Transmission Discussion Groups Portal Public Kiosks Online Journals

Integration


Understand the Media Nature and Functions of Media Media Scene in the State and the

Nation Awareness of News Possibilities-News

Sense Media Contact List must be up-to

date Media opportunities and Tactics for

Disseminating Information Media Directories Media Organizations Press Cutting Services Know How to Make a Complaint with

Press Council of IndiaRemember…The Press is the Fourth Estate and

Watchdog of Democracy

News Service

Good Media Relations are built and maintained only through honest and readers’ oriented news service provided in an atmosphere of mutual trust and understanding between an organization and the media.

News Serviceis the Hallmark of Media Relations

“Giving a Spin to and injecting a human angle to every story is an Attack Mentality of Electronic Journalism. The enforced Brevity of the Visual Image and Sound Byte make it impossible to offer complex public issues that are needed to do justice to many complex problems.The Committee on the Syllabus of IAS Induction Training

TV’s Attack Mentality

Basics of Effective Media Relations

Understand the Media and their Requirements

Good Readers’ oriented news service on a 24 hour basis, if necessary

Be factual and tell the truth that makes interesting to the readers

Always be Accessible Be Impartial with the media No suppression of News of Public interest Helpful Attitude in Crisis Situations No confrontation with media. The press fires

the last shot

How to Deal with LeaksLoose tips of unnamed and unauthorised government sources talking to reporters can sink or seriously affect government policy and planning. Classified or politically sensitive information are leaked out sometimes.

Refuse to Confirm or Deny (Some Truth) Demand a retraction or write a letter to the Editor or

Rejoinder Issue an official Press Release Hold a Press Conference Prepare questions and answers Preemptive leaking. Preventive measures Be proactive and provide material routinely ‘Silence’ may be Golden. But it gives chance to fill

the void

Tactics

Media Effect

The greatest achievement of Independent India is its democracy. The Press must be Proud of its role both in Freedom Struggle and Maintaining our Vibrant Democracy and Development Process

If India is self-sufficient in food production today…

If India has become the largest producer of milk in the world…

If the Indian Industry is internationally competitive today… and that our companies became multinationals

If 170 million children were administered pulse polio drops on a single day to eradicate polio…

If the average life expectancy of an Indian has increased from 32 to 64…

If there had been an increase in literacy rate from 18 per cent to 65 per cent…

If 670 million voters were sensitized as partners in democratic polity and use of electronic voting…

If India today is the tenth largest industrialized country in the world poised to become third largest economy in the world…

It is the Media Mantra that has transformed the Indian Society for the Better

Development Communication Projects

Case Studies

SITE (1975) Satellite Instructional Television Experiment

The Satellite Instructional Television Experiment, described as the biggest communication exercise in the developing world has contributed substantially to help villagers gain knowledge on development in 2400 villages of six states in India.

Tub & Lantern“To Kill Insects in Paddy Fields”

Kheda Rural Communication Project(1975-85)

As many as 650 community TV sets were installed in 400 villages of Kheda District in Gujarat for educating the farmers on Rural Development. The Kheda District became a major center for milk production in India ushering in ‘White Revolution”.

India is the largest milk producer in the world

Human Chain Communication(1997-2004)

Never before in the history of Indian Communication, people had witnessed the Human Chain Communication with a direct link between Chief Minister of Andhra Pradesh on the one side and 10 million people standing in human chains in about 56,000 habitations on the other through All India Radio.

Over 10 million people who stood in these human chains, not only came in direct contact with the Chief Minister but also took oath that they shall participate in the Janmabhoomi (community development) as administered over the live broadcast of All India Radio.

People were also educated on the concepts of Janmabhoomi

Dial Your Chief Minister(1997-2004)

Started on April 28, 1997 by Chief Minister Andhra Pradesh with Janmabhoomi (Community Developemnt) as a topic for discussion ‘DIAL YOUR CHIEF MINISTER’ – Phone–in – Programme has ended, after 226 weekly rounds in February 2004.

CM came face-to-face with both radio listeners and TV viewers on every Monday for half-an-hour and not only spoke on important subjects announced earlier but also interacted and listened to the problems and grievances of the people for redressal.

Over 10,000 complaints were received directly by CM over this phone-in-programme. In the process, about 70 lakh people were exposed to this programme through both radio & TV in each round and that they were mobilized for participation in development.

This is the only one exercise of its kind in Asia

Short Comings ofCommunication Projects

No scientific evaluation of major communication projects to understand the impact of such projects on the people

Such communication projects, though successful, are not replicated in other areas of the country

The Press Information Bureau, Government of India has launched an innovative the Bharat Nirman Public Information Campaign (PIC) to disseminate developmental information at the grassroots level and also to educate the people to derive benefits from the development programmes under implementation of the State and Central Governments.

A base camp is set up for Five Days where services of various departments, the bank loans on the one side and development information on the other side go hand-in-hand to the beneficiaries. Mobile publicity units would also cover about 100 villages in and around the base camp.

A multi-media approach is adopted by involving the media units of Government of India, State Information and Public Relations Departments and other private media like Newspapers, TV channels etc. Such campaigns are being organized in all the States.

Bharat NirmanPublic Information Campaign

In Tamil Nadu 42 campaigns were organized

ITM Theory ofGandhian Public Communication

I Intra and Inter-Personal Communication(Meetings and Face to Face Interaction)

T Traditional Folk Art Media(Music, Dance, Drama, Street plays, Puppet Shows)

M Mass Media(Press, Radio, TV and Film)

M Modern New Media(Computer, internet, Email, Website) A Blend of these Four Types of Media

Ideally Suited to the Indian Environment

Thank you

Documents

Media relations