Public Relations Voice
Contents
R.N.I. Reg. No. 68070/98 Vol. : XVI
Nos. : 1 & 2
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Editor's Voice ....................................................................................................................
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Mahatma Gandhi : The World’s Greatest Communicator ..........................................
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Editor
Dr. C.V. Narasimha Reddi Ph.D Editorial Advisory Board
Narendra Luther T.H. Chowdary Prof. A.K. Banerji M.B. Jayaram Dr. G.C. Banik Dr. Ajit Pathak Samir Goswami Yogesh Joshi Rajyogi B.K. Karuna Prof. Doug Newsom (USA)
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PRCI 7th Global Communication Conclave ....................... - R. Neelamegham
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Agarwal - President Elect PRCI ............................................................
Sunitha Prasad Naikoti
No part of this journal may be reproduced in any form or by any means or otherwise without the written permission of the editor.
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12 APPR Conference on Good ‘Governance’ .............. - Y Babji
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Bharat Nirman Volunteers :Harbingers of Change in Rural Andhra Pradesh .....................................................
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Best Author & Editor of PR & Communication .............. Chanakya Award
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National Public Relations Day in Hyderabad ................
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Dr. CVN Reddi Award for Best PR Manager 2013 presented ....................................................
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Best PR Manager - Recipients’ Response
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Two New PR Courses at BRAOU ......................................................
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Public Relations Events ................................................................................... - P. Mohan Rao ITC Multi Brands ........................................................................................................
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Ten Stages of PR Programme ...................................................................
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Book Review ........................................................................................................................
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O.V.L. Narasimham
"Public Relations is the management of a two-way communication process between an organisation and its publics to promote the corporate mission, services, products, reputation and gain public understanding".
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Indian Public Relation Needs a Vision .....................................
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P. Mohan Rao
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Playing the game - How Communication Leaders Must Inspire Their Teams ...................................................... 19-20 - Renee T. Walker,APR
R. Neelamegham
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Narayana Guru : The Emancipator of the Downtrodden .................................................................................................... - PR Voice Bureau
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Marketing Consultant Editorial Assistance
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Certificate of Merit (Best Public Relations Case Study)...
Correspondent
Y. Babji
- Dr. C.V.N. Reddi Jesus Christ - The Messiah of Peace .......................................... - Philip Joshua
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Next Issue PUBLIC RELATIONS IN CRISIS MANAGEMENT
Communication is the
Heart and Soul of the Success of Great Philosophers
' EDITORS VOICE
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Jesus Christ - The Messiah of Peace, Guathama Buddha - The Light of Asia and Mahatma Gandhi - Man of the 20th Century, became not only universal leaders but also immortal souls, their thoughts being evergreen. Two valid reasons make them great: one is their ideology which is in tune with the public interest and the second one is about their need based communication strategy, media and tactics to reach out the target audience with their messages. This is devoted to great communicators whose communication tactics are relevant even today to public relations professionals. Jesus Christ, "Father, forgive them, for they do not know what they do. This message was given when Jesus was being crucified. Two commandments - love the God with all your heart, soul and mind and love the neighbor as love thyself". The law of love is the basic philosophy Jesus Christ. What was the communication strategy Jesus Christ? He crafted each message to suit the greatest needs of the audience such as poverty disease, depression, persecution. Creation of credible mediators for propagation of Christianity from a wide variety of professions, social classes and educational levels was yet another method. The most important method that Christ adopted was "Eat with people". Eating together speaks of acceptance, acceptance sparks trust, trust creates hope and hope seeks salvation. "Peace to this house�, household communication approach, "Pray for the Healing" were the gateways for the message of Christ. Mahatma Gandhi: - Non-violence, Truth, Satyagraha were the three concepts that constitute Gandhiji's philosophy in accomplishing his mission in life - Independence for India. Mahatma Gandhi not only made Indian independent struggle a mass movement but also became the father of mass communication in India with village being in the center stage. The flag of nationalism as symbol of freedom struggle was planted in every village. Prayer meetings, slogans, symbols, bhajans were the tactics of Gandhiji to reach out the people. He made use of Interpersonal, Traditional folk media and Mass media. A combination of these three types of media which was in tune with the Indian environment made Mahatma a great communicator. Narayana Guru - "One Caste, One Religion, and One God for Man. Ask Not, Say Not, Think Not Caste" was his philosophy to emancipate the downtrodden and untouchables. Since the traditional temples with the orthodox priests were responsible in discriminating the downtrodden based on caste, Narayana Guru used the very same temples to resurrect the people from the very same temple. He consecrated new temples with new type of priests open to all for preaching his philosophy. "Do not hurt the feelings of other religions, listen with patience" were the messages to his followers. We do hope that our readers will benefit from this special issue and we seek your suggestions to improve the journal. Public Relationsly Yours
(Dr. C.V. Narasimha Reddi)
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Mahatma Gandhi :The World’s Greatest Communicator (A Public Relations Exercise in the Freedom Struggle) Dr. C.V. Narasimha Reddi andhi was a man of the centuries. He was Buddha, the first of Jains, Francis of Assissi for love of fellow creatures, St. Paul and St.Augustine, Socrates with his catechism, Garibaldi marching with his followers, Rousseau, Abraham Lincoln. To present him as a teacher, as a moral genius, as practitioner of truth, as a political leader only is to present the torso of a sculptured God. He cannot be compartmentalized. He was a complete man who did not turn his back on life "(Chalapathi Rau. M 1972.)
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Mohandas Karamchand Gandhi was born in a middle class orthodox family on 2nd October, 1869 in Porbandar, a small princely State in Kathiawar district of Gujarat. His father Karamchand Gandhi and mother Putlibai were devout Vaishanvites and his father and grandfather were Divans in the Porbandar princely State. Gandhi had his early education in his hometown and later he went to London to become a barrister. After his return to India in 1891 Gandhi set up legal practice in Bombay but was drawn into public life humiliated by the insults, injustices and racial discrimination on persons of Indian origin in South Africa which he had to visit in 1893 as part of his professional assignment in a law suit.
Gandhi in South Africa Gandhi's life in South Africa dramatically changed him from being a barrister to a fighter for social justice as he faced the 3
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discrimination commonly directed at blacks and Indians. Gandhi was thrown off a train at Pietermaritzburg when he refused to move from the first class coach to a third class coach, while holding a valid first class ticket. Indians were not allowed to travel in first class coaches. Gandhi realized that Indians in South Africa were held in scant respect.
At the end of his legal suit contract, Gandhi instead of returning to India, based on the request of Indians, stayed back in South Africa to fight against the injustices levied on the Indians. Gandhi founded the Natal Indian Congress in 1894 with himself as the Secretary to unite Indians for a just cause. He moulded the Indian community of South Africa into a homogeneous political force by publishing pamphlets, leaflets detailing the grievances of Indians and the evidence of British discrimination in South Africa. He established weeky journal ' The Indian Opinion' in 1904
which became an official organ to disseminate information about the struggle of the Indians.
Birth of Satyagraha 'Satyagraha' means, the pursuit of truth, passive resistance, non-violent protest. It is the use of 'soul force' or 'love force' against the British, against brute force' to fight for justice. Satyagraha in the words of Gandhi is a "'Dharma Yuddha' one of the most powerful methods of direct action, it is a force that (though) works silently and apparently slowly (but) in reality there is no force in the world that is so direct or so swift in working; it excludes every form of violence, veiled or open and whether in thought word or deed. A Satyagrahi respects the law, but offers non-cooperation in regard to its evil elements only". This new way of struggle, 'Satyagraha' based on truth and non-violence for the first time in the political history of the world was born in South Africa to fight for the rights of Asians against the Asiatic Registration Act in Transwall in 1907. The Asiatic Act had stipulated that all men and women of Asian origin above the age of eight years should get their names registered. The Government recognized only Christian marriages as legal and the Hindu and Muslim couples who were married according to Hindu and Muslim religious rites were not considered legal. Tax was imposed on indentured labourers.
Peace Brigade Against this background Gandhi launched his new weapon of protest
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'Satyagraha', not to honour and obey the Registration of Asiatic Law and suffer punishment. This led to a fierce fight between Indians and South African Government. Gandhi called his band of workers as Peace Brigade. Satyagraha continued for six months. All the Satyagrahis including Gandhi were arrested and put into the prison. They were flogged, even shot for striking, for refusing to register, for themselves burning their registration cards or engaging in other forms of non-violent resistance. What was the result of satyagraha? It forced the Government of South Africa to come to an honourable settlement with Gandhi. Some of the major issues on which satyagraha had been waged were conceded to the Indians. The citizenship rights of Indians were recognized. The tax on the ex-indentured labourers was abolished; marriages performed according to Indian rites were legalized.
Indian Nationalism Having spent more than two decades in South Africa to combat racial discrimination Gandhiji as advised by Gopala Krishna Gokhale returned to live in India in 1915. Gokhale, a veteran congress leader, became Gandhi's mentor. When Gandhi came on the Indian scene, the nationalist movement had already secured a foothold among the educated and professional classes in the country. Indian political life was however at low ebb. Great leaders like Lokmanya Balagangadhar Tilak, Gokhale, Dadabhai Nauroji were at the helm of affairs to fight for the nationalist movement. Gandhi found that nationalist movement was confined to the upper 4
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middle class and the few elite. The poor peasants, artisans, workers and most of the village folk were out of the freedom movement. There was a yawning gap between the urban middle class and the rural poor, which was difficult to bridge through the conventional mechanism of politics. What was needed then was a mass movement with effective communication strategy to reach out to every village, and every section of the society in the Indian environment to give a fitting fight to the British Empire.
Eyes & Ears Open But Mouth Shut How did Gandhi accomplish this? Instead of entering into active politics, Gandhi as advised by his political guru Gokhale travelled the length and breadth of India to gain first-hand experience about the people and the country with his eyes and ears open, but his mouth shut. Like Aadi Sankara Gandhi started crisscrossing the country, mingling with the common man. In the year of probation (1915) Gandhi eschewed politics severely. In his speeches and writings he confined himself to the reform of the society and the individual and avoided issues
which dominated Indian politics. His restraint was partly due to self imposed restraint and partly to the fact that he was still studying conditions in India and making up his mind. In today's public relations parlance this stage of probation is called situation analysis or fact finding. The tour of the country spurred him to identify himself with the common man and transformed him into "Daridranarayan", - a half naked true representative of his fellow impoverished Indian. Subsequently, 'his knowledge of the common folk and his straight, direct and heart-to-heart dialogue with them in simple language, helped him create an immense impact on them.
Sabarmati Ashram: A Human Laboratory in Walk the Talk At the end of his year's wandering the country, Gandhi settled at Sabarmathi where he founded an ashram, which he called Satyagraha Ashram. Charles F.Andrews, a close friend of Mahatma Gandhi, commented 'it is impossible to understand Mahatma Gandhi's principles in their entirety without studying their embodiment in his Ashram. Everyone felt the benediction
Gandhi with Nehru and Sardar Patel
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of his presence as he sat facing the visitors and ashramites. Every inmate of the ashram cleaned one's own plates and washed clothes. There were no servants. There was a weaving wheel where people were involved in spinning and weaving as a constructive activity. The environment in the Ashram was like a settlement house of a large family under a benevolent but exacting patriarch. Gandhi was Bapu, the father of the whole household; Kasturba was Ba, the mother. Indeed the ashram was a great human laboratory where Gandhi tested the cardinal principle of walk the talk or preach and practice. Winston Churchill, his British Critic and Prime Minister described Gandhi as a 'half-naked Fakir' while the Noble Laureate ' Rabindra Nath Tagore called Gandhi in contrast ' Great Soul in Beggar's garb'.
Three Mass Movements for Independence: Gandhi had launched three major mass movements of All India nature against the British rulers during his stewardship of the Indian National Congress from 1919 to 1947. These movements are popularly known as a) Non-Cooperation Movement (1919-1922), b) Civil Disobedience Movement (1930-1932) and c) Quit India Movement (1942). In fact, these mass movements were great exercises in the history of communication India to mobilize public opinion against the British.
a) Non-Cooperation Movement The Non-cooperation Movement was the first ever series of nationwide mass struggle of non-violent resistance led
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As a Barrister
by Mahatma Gandhi and the Indian National Congress. This movement had launched Gandhian Era in the Indian Independence struggle. The Rowlatt Act promulgated by the British Parliament imposed authoritarian restrictions upon Indian people. The notion of Habeas Corpus was discarded and the police and army were empowered to search and seize property, detain and arrest any Indian without the need for evidence. In protest against the Rowlatt Act, Gandhiji called for observing Satyagraha Day on 6th April 1919 all over the India - the beginning of nonviolent, Non-Cooperation movement with a mass meeting at Chowpatty Beach, Bombay under the Presidentship of Gandhi.
Jallianwala Bagh Massacre A major tragic incident took place at Jallilanwala Bagh in Amristar when the British General Michael Dyer ordered shooting and massacre of about 15,000 unarmed and peaceful citizens assembled there to protest against - Rowlatt Act. It was estimated
that 1200 people were dead and 3600 wounded. In fact, April 13, 1919 was a Black Day in the annals of British India marking a new turn towards freedom. In retaliation Gandhiji roused a storm of protest in the heart of our countrymen with a clarion call for non-cooperation with the ruthless British. In the Biblical style of speech after speech, and article after article in his two weeklies, 'Young India' and 'Navajivan', Gandhiji poured his passionate utterances which had galvanized the people all over India. Bonfires of foreign cloth lit the sky everywhere and the hum of the spinning wheel was heard like a sacrificial chant. The nation rose like one man against the bloodshed of Jallianwala Bagh. The British Prime Minister who visited India in February 2013, described Jallianwala Massacare as a "shame to the British Nation" and marked a new turn towards freedom for India. The success of the Non-cooperation movement was a total shock to British Government. However, on February 4, 1922, in the Chauri Chaura after a clash between the local police and the protectors three satyagrahis were killed in police firing. Gandhi felt that the movement should not degenerate into an orgy of violence where police and angry mobs attack each other back and forth victimizing civilians in between. Hence, Non-cooperation movement was withdrawn because of the Chauri Chaura incident. Despite stopping the struggle, on February 10, 1922 Gandhi was arrested on March 10, 1922 and was sentenced to two years imprisonment for seditious writings.
'Purna Swaraj' In 1927, the Congress wanted Indian administration to function as
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Dominion Government and all political prisoners should be freed forthwith. But the Viceroy rejected the Congress demands outright. At the end of December 1929, the AICC met in Lahore amidst lot of tension and declared 'Purna Swaraj' as its goal. The first step Gandhi took was to call for the celebration of Independence Day on January 26, 1930. Hundreds of thousands of people in the towns and villages of India took a pledge that it was a crime against man and God to submit to British rule, and undertook to join a campaign of Civil Disobedience and non-payment of taxes.
b) Civil Disobedience Movement (1930-32) Gandhiji was greatly encouraged to see the response to the call for celebrating Independence Day. Four days later he published in the Young India his 11-point demand for consideration of Viceroy which, in his view, would mean the substance of independence. These points were: abolition of the liquor trade, reduction in the expenditure of the army and in the salaries of the bureaucrats, fifty per cent reduction in land revenue, imposition of protective tariff against foreign cloth, abolition of salt tax, abolition of the CID and release of the political prisoners But the Government did not take notice of these demands. Gandhi felt the country was ripe for a mass movement. Therefore, he suggested launching Civil Disobedience Movement with breach of the Salt Laws. The Salt Tax though relatively light in incidence, hit the poorest in the land. Gandhi announced that he would himself perform the first act of Civil Disobedience by leading a group of Satyagrahis to the sea shore for the break of the Salt-Laws.
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240 Mile Long Dandi March The long and great Dandi March took off from Sabarmati Ashram on 12th March 1930 at 6.30 a.m. after reciting his favourite prayer song 'Vaishnavajanaho', the frail and energetic 61-year old Gandhiji with staff in hand in the lead followed by his band of 78 dedicated satyagrahis. The roads were decorated with flowers and arches through which the satyagrahis passed by, followed by a crowd of supporters and well wishers. Gandhiji described his inner mind on the march, "My feeling is like that of the pilgrim to Amarnath or Badri-Kedar. For me this is nothing less than holy pilgrimage." Jawaharlal Nehru burst into eloquence, "Today, the pilgrim marches onward on his long trek. staff in hand, he goes along the dusty roads of Gujarat, cleareyed and firm in step, with his faithful band trudging along behind him....It is a long journey, for the goal is the independence of India and the ending of the exploitation of her millions." The march was like a mighty river starting as a small pool at its place of birth Sabarmati Ashram and picking up momentum with the joining of various rivulets and canals in its course towards the sea. Bapu's Dandi March witnessed unprecedented scenes of enthusiasm with people attending his meetings in large numbers enroute. Gandjiji stopped at several villages and made numerous speeches - exhorted people to join in the march, boycott foreign goods, wear khadi dress and give up the evil of drinking and advised women to picket liquor shops and foreign goods outlets. His entourage included musicians who recited bhajans, kirthans, Ram Dhun and other songs.
Dhandi March
Global Media Gandhi enlisted support of worldwide media for the March by issuing regular statements from Sabarmati at his daily prayer meetings and through direct contact with the press. Gandhi said 'we are entering upon a life and death, struggle, a holy war; we are performing an all embracing sacrifice in which we wish to offer ourselves as oblation'. Correspondents from dozens of Indian, European and American newspapers along with film companies responded to the Salt Satyagrah and began actively covering the event. As a result the struggle drew worldwide attention.
Law Breaker The Dandi March concluded on April 5, 1930 after 24 days of trekking during which Gandhiji with his band of Satyagrahis halted at 22 places and carried out the daily regime of prayers, charka spinning, replying to letters, granting interviews to media representatives, interacting with and addressing the villagers, etc. After his morning prayers on April 6, 1930 he took bath in the sea and picked up a lump of salt and defied the Salt Law as Sarojini Naidu hailed him "Law Breaker." Gandhiji in a statement announced, "Now that the technical breach of the Salt Law has been committed, it is now open to anyone who would take the risk of prosecution under the Salt Law to manufacture
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salt, wherever he wishes and wherever it is convenient." Millions defied the law in spite of police brutalities. Salt depots were attacked and illicit manufacture of salt went unchecked. In a single attack on the salt depot at Dharasana 289 volunteers were wounded in the lathi charge. With the 'Long March' of 240 miles Gandhiji and his gallant band of satyagrahis united a nation of 350 million against the British Empire. It was an electrifying moment as the nation rose like one man against what Gandhiji called 'Goonda Raj.' Gandhi was released unconditionally on 26th January 1931 to pave the way for Gandhi - Irwin talks on 17th February, 1931. The subsequent Gandhi Irwin Pact envisaged Round Table Conference in London. On his return from London on December, 28, 1931 Gandhi was again arrested and the Civil Disobedience Movement was resumed.
c) Quit India Movement-1942 The last but the most important mass movement launched by Gandhi was Quit India. The All India Congress Committee at its session in Bombay 'Passed Quit India' resolution on August 8, 1942. It was also the period of Second World War that broke out in 1939. Gandhi declared that India could
Kasturba Gandhi
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not be party to a War ostensibly being fought to democratize freedom. As the British were not able to ensure India's defence against the Japanese advance into the Indian soil, Gandhi intensified his demand for independence drafting a resolution calling for the British to Quit India which brought in a head-oncollision with the British administration.
Gandhi Suffered Two Terrible Blows What was the result? Gandhi, Jawaharlal Nehru, Maulana Azad, and the entire Members of the Congress Working Committee were arrested in Bombay by the British on August 9, 1942. Gandhi was held for two years in the Aga Khan Palace in Pune. It was during his jail term Gandhi suffered two terrible blows in his life. His 50 year old, Secretary Mahadev Desai died of heart attack, and his wife Kasturba died after 18 months imprisonment on February 22, 1944. Six weeks later Gandhi suffered a severe malarial attack. The news of the arrest of Congress leaders produced violent reactions. In several provinces the fury of the people burst the dykes and turned on the instruments and symbols of British Rule. Post offices, police stations and courts were burnt, railway lines buildings and rolling stocks were damaged, telephone and telegraph wires were cut. The Government hit back with all its might; mobs were dispersed with firing and even machine-gunned from the air. Gandhi's Quit India pamphlet was banned. As all the Indians fought unitedly the bold Quit India movement shook the British Government. Meanwhile, Gandhi was released before the end of the War on May 6, 1944 because of his failing health. At the end of the War, the British gave clear indications that power would be transferred to Indian leaders. At this point Gandhi called off the struggle and around one lakh political prisoners
were released. India attained independence on the midnight of August 15, 1947 with Pandit Jawaharlal Nehru as Prime Minister when he announced 'at the stroke of the midnight hour when the world sleeps India will awake to life and freedom'.
Two Factors for Success What was the secret of success of Mahatma Gandhi as the Man of the 20th Century and also the World's Greatest Communicator? Why is he called Mahatma? His success was due to two key factors: one is his ideology of Satyagraha based on 'Truth, Nonviolence' and Constructive Action Oriented Programmes. The second reason is his Communication strategy with unique media and methods in tune with Indian environment. These two key elements symbolize Gandhiji's basic philosophy 'walk the talk or practice that you preach'.
One Night - in One Village Gandhiji always believed that 'India Lives in Her Villages'. True to his firm belief, Mahatma Gandhi involved villagers in the freedom movement. The flag of nationalism was planted in every village, and in every village of any size a dozen or more peasants' households were actively drawn into the orbit of freedom struggle. Walking tour from village to village and onenight-in-one-village tour were Gandhiji specialties of inspiring rural folk in to freedom struggle.Gandhi could literally mobilize 10 percent of the nation's population which came to about four crore people in action against the imperial power, and he had also bridged the gap between the town and village in the nation's struggle for freedom.
Prayer Meetings One of the weapons of his communication was prayer meeting. His prayer meetings held in the evenings always had packed audience.
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Every prayer meeting ended with his appeal to the people. Bhajans, kirtans, devotional songs and music and Ram Dhun, Vaishnavajanaho, were regular feature of his prayer meetings which attracted the attention of visitors. He discussed various issues of current interest at such meetings. Major announcements of large scale mass movements were made known only at prayer meetings. Each prayer meeting had a message and purpose. On January 30, 1948, a congregation of about five hundred had assembled at Birla House in New Delhi for Gandhiji's regular prayer meeting. He was just a few yards away from the wooden platform from where he was to address when he was shot dead with automatic pistol. Gandhiji fell, his lips uttering the name of God 'Hey Ram'. True to his media (prayer meetings) Mahatma Gandhi laid down his life just at one such prayer meeting. What a coincidence!
Slogans Gandhian catchy slogans caught the imagination of common people. Gandhiji's grasp of the perception level of the Indian people was so vast that he always concretized most difficult and abstruse concepts into simple language for better understanding. He coined slogans that conveyed exact meaning and images which Gandhi wanted the masses to perceive. If Bal Gangadhar Tilak coind the slogan 'Swaraj is my birthright, and I will have it', Gandhiji translated Tilak's Swarajya into 'Ramarajya' an expression with which the Indian mind was very much familiar. Quit India, Purna Swaraj, Harijan, Satyagraha, Swadeshi, Gram Swaraj, Dharma Yudh 8
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fakir's loin cloth attire, shaven head, bespectacled face and a familiar walking stick. His dress and appearance itself as a medium of mass communication not only acted as an embodiment of his personality but also, to identify Gandhiji as a man of the masses. Through the use of symbols, he was able to achieve and maintain close contact and rapport with millions of masses. He adopted this technique at a time when the means of communication were primitive by today's standard.
Replies to Letters Communication in Silence
were some of the expressions of the native tongue that became instantly popular with the people the moment they were announced by the Mahatma as programmes of mass action.
Symbols Use of symbols, flags, images is the best way to educate the illiterate and ignorant people. Symbols form an important part in Gandhiji's thought and scheme of communication. He adopted the spinning wheel as a symbol of economic emancipation. The charka was another visual item he made famous as a symbol of peaceful productive labour. This charka had been incorporated into the Indian National Congress flag as a powerful symbol. People identified the freedom movement with this flag. The tricolor flag itself was an effective medium of communication.
Loin Cloth Attire Neville Chamberlain's Umbrella, Winston Churchill's -'V' for victory sign, Joseph Stalin's Military Uniform, Swami Vivekananda's Safron Robes such famous images of the last century were equally matched powerfully by Gandhiji's appearance with half naked
After finishing his personal tasks and prayers, Gandhiji meticulously used to answer the letters he received. Everyday about 1000 to 2000 words, sometimes even more, poured out of his heart in his letters loaded with persuasive messages. They always had a personal touch of sincerity and tender human concern as one-to-one communication
Silence as Communication Ramana Maharishi who is an Indian spiritual icon taught devotees by communication in silence rather than word of mouth. Visitors flocked to him with bundles of questions, but as they get into his presence, the questioner found that his question needs no answer. Among his many measures devised voluntarily to maintain tight and regular discipline over himself, Gandhiji practiced complete silence on Mondays But so great was the demand on him by others even on Mondays that he could not seclude and cut himself off entirely for communicating with others. He still received visitors and heard them in silent observance. His answers and comments to them
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were however, written in his own hand as notes on pieces of paper. He was an attentive listener who seldom interrupted those conversing with him so that his views and replies could be framed thoroughly and delivered neatly to the point. Gandhiji did not speak at prayer meetings on days of silence. Instead, his written replies to questions were read out to the audience. Good communicator is one who listens the most.
Precept and Practice Gandhiji believed in the dictum 'an ounce of action is worth a tons of preaching'. A great quality of Gandhiji was that what he preached, he also practiced it. His thoughts and actions always went together. Once a mother came to Gandhi with her son who was fond of eating more sugar. She wanted Mahatma to advise her son on the ill-effects of consuming a surfeit of sugar. Gandhiji asked her to bring her son after 15 days. Accordingly, the mother and son again came to Gandhiji who tutored the boy not to eat more sugar as it would adversely affect his body and health and that would ruin his life too. Later, the mother asked Gandhiji, why he took 15 days to give such a simple advice. He replied that he was also in the habit of eating more sugar and that it took him 15 days to reduce the quantum of sugar consumption and become eligible to advise the boy. How many of our leaders, even public relations personnel do this actionoriented practice?
the freedom movement. His constructive programmes included: abolition of untouchability promotion of communal amity through the removal of all discriminations among the communities, introduction of prohibition, popularizing khadi production, wearing of khadi and handwoven cloth, development of rural industries like hand grinding, hand pounding, soap making, match making, tanning, oil processing, introduction of basic education in every village, adult education, empowerment of women, organization of the peasantry, improvement of village sanitation, upliftment of adivasis, improvement of cattle, etc.,
work, housing, temple entry, common drinking water supply facility, the propaganda work included holding of meetings for bringing together caste Hindus and Harijans on one platform, organizing Harijan Days, processions, demonstrations, publication of books and periodicals and house to house visits to secure the objectives of removal of untouchability. Gandhiji also undertook an All India Harijan Tour from November 7, 1933 to April 12, 1934 commencing from Wardha and ending in Benaras (now Varanasi). This yatra created an infinite urge among the people that untouchability must go. ' Harijan', his popular journal was also devoted to the cause of abolition of untouchability.
Harijan Sevak Sangh To implement his scheme of removing untouchability, Gandhi started an organization called the All India Harijan Sevak Sangh. According to Gandhiji the programme of Harijan Sevak Sangh consisted of two sections: one was the constructive work and the other was propaganda. The aim of Sangh was to educate and canvas opinion among caste Hindus in favour of removal of untouchability in all its forms. If the constructive work was based on education of Harijan children, vocational training, welfare
Fasting One of the tools of his communication was 'fasting'. The spectacle of voluntary suffering in his fasting embraced for a noble cause could not but win sympathy and admiration of all who care for human good and moral values. Pandit Jawaharlal Nehru said the fast does two things: 'it introduces a sense of urgency to the problem and forces people to think out of the rut to think afresh'. Gandhi undertook a 'Fast-unto-Death' on three notable occasions: ●
When he wanted to stop all revolutionary activities after the Chauri-Chaura incident of 1922
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When he feared that the 1934 communal award giving separate electorates to untouchable Hindus would politically divide the Hindu people
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And in 1947 when he wanted to stop the bloodshed between Hindus and Muslims in Bengal and Delhi
Constructive Programme Gandhiji knew mere propaganda communication without action does not yield any results. Therefore, for better impact he carried out constructive programmes alongside 9
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In all the three cases, Gandhi was able to communicate message for peace and communal amity.
Newspapers Alongside the interpersonal media and traditional folk art media, Gandhji made full use of modern mass media newspapers. In fact, his ascendancy in Indian politics gave much needed fillip to Indian journalism. Gandhiji was not new to journalism. Indian Opinion which he edited in South Africa was an effective tool of his movement against apartheid. When he launched the Noncooperation Movement, he felt the need for print media to educate the people. Therefore Gandhi took over 'Young India' in 1919 from Jamnadas Dwarakadas of Bombay and also started a Gujrathi Weekly Navajivan. Later he changed the title of 'Young India' and then to Harijan to promote the cause of the downtrodden and propagate against untouchabiliy. He described the objects of a newspaper as: "one of the objects of a newspaper is to understand the popular feelings and give expression to it. Another is to arouse among the people certain desirable sentiments; the third is to fearlessly expose popular defects'. While explaining why he had taken up journalism, Gandhi said, "I have taken up journalism as a means to communicate my mission in life" independence for the country. Gandhiji was accepted as a noted writer. He never aimed at a style or flowery words which suit the ears. His style of writing was simple, precise, clear and devoid of artificialities and passive voice as the life of the author himself. In fact, Gandhiji became a good copy for journalists. Millions of people all over the country waited every week to read in their newspapers 10
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what Gandhiji had written and what his message was for them.
synthesized the age old traditional media and modern mass media.
Seven Social Sins
I - stands for inter-personal media and identification with people (prayer meetings, public meetings, wayside meetings, interviews, Gandhiji's dress and way of living.
As a measure to reform the society Gandhi had identified seven social sins in the form of messages which he expected everybody to avoid. They are: Politics without Principle is a Sin; Wealth without Work; Pleasure without Conscience; Business without Morals; Education without Character; Science without Humanity and Worship without Sacrifice is a Sin. At a time when the modern means of mass communication were not available, the question arises as to how Gandhiji could communicate with millions of diversified and illiterate masses. This perspective is of great relevance to the present day public relations professionals.
ITM Theory of Gandhian Public Communication If I am asked to answer to the secret behind Gandhiji's success, I would say it was "Gandhian Technique of Public Communication" which was in tune with the Indian environment, an environment inherited by the country with its 5000 year old civilization. In fact, Gandhiji had laid the strong foundation for the Indian public relations techniques with his double edged weapon 'Preach and Practice'.. Therefore, ‘Public Relations Voice’, the only journal for Indian public relations professionals in its inaugural issue in 1997 aptly described Mahatma Gandhi not only as the World's Greatest Communicator but also the Father of Indian Public Relations. The Gandhian Communication edifice is based on a new theory called the ITM Theory of Gandhian Public Communication, wherein he
T - represents traditional folk art media (bhajans, keerthans, devotional songs and music etc. 'M'- consists of mass media; Gandhiji's own in-house newspapers like 'Young India', Navajivan', and the 'Harijan' and other Indian and Foreign newspapers. Gandhiji's communication style baffled the western communication experts who believed that mass communication was effective only in transmitting information and not in influencing the attitude and behavior of the people (Malhn, P.N., 1985) What inference do we draw from the communication life of Mahatma Gandhi? ●
Public Be Understood
●
Public Be Informed
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Public Be Sensitized
●
Public Be Empowered towards Peace and Prosperity
That is the quintessence of his public communication/public relations strategy in the freedom struggle. References: 1. M K Gandhi, An Autobiography or the Story of My Experiments with Truth, Navajivan Publishing House 2. Sarvepalli Radhakrishnan, Mahatma Gandhi, Essays and Reflections, Jaico Publishing House 3. B R Nanda, Mahatma Gandhi, A Biography, Oxford University Press
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JESUS CHRISTThe Messiah of Peace Philip Joshua
"Father, forgive them, for they do not know what they do": Luke 23:34. (This verse epitomizes the level of forgiveness of Jesus while he was being crucified)
J
esus continued preaching about the Kingdom of God, the crowds grew larger and began to proclaim him as the son of David and as the Messiah. The Pharisees heard of this and publicly challenged Jesus, accusing him of having the power of Satan. He defended his actions with a parable, then questioned their logic and told them such thinking denied the power of God, which only further hardened their resolve to work against him. Near the city of Caesarea Philippi, Jesus talked with his disciples" According to the gospels of Matthew (16:13), Mark (8:27) and Luke (9:18), he asked, "Who do you say that I am?" The question confused them, and only Peter responded, saying, "You are the Christ, the Son of the living God." Jesus blessed Peter, accepting the titles of "Christ" and the "Son of God," and declared the proclamation was a divine revelation from God. Jesus then proclaimed Peter to be the leader of the church. Jesus then warned his disciples of the Pharisees' conspiracy against him and of his fate to suffer and be killed, only to rise from the dead on the third day. Less than a week later, Jesus took three of his disciples to a high mountain where they could pray alone. According to the Synoptic Gospels, Jesus' face began shining like the sun and his entire body glowed with a white light. Then, the prophets Elijah and Moses appeared, and Jesus talked 11
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to them. A bright cloud emerged around them, and a voice said, "This is my beloved Son, with whom I am well pleased; listen to him." This event, known as the Transfiguration, is a pivotal moment in Christian theology.
Son of God Jesus arrived in Jerusalem, the week before the holiday of Passover, riding on a donkey. Great numbers of people took palm branches and greeted him at the city's entry. They praised him as the Son of David and as the Son of God. The priests and Pharisees, fearful of the growing public adulation, felt he must be stopped. All four Gospels describe Jesus' final week in Jerusalem. During this time, Jesus raised Lazarus from the dead, confronted moneychangers and merchants in the temple, and debated with the high priests who questioned Jesus' authority. He told his disciples about the coming days and that Jerusalem's temple would be destroyed. Meanwhile, the chief priests and elders met with high priest Caiaphas, and set plans in motion to arrest Jesus. One of the disciples, Judas, met with the chief priests and told them how he would deliver Jesus to them. They agreed to pay him 30 pieces of silver. Jesus and his 12 disciples met for the Passover meal and he gave them his final words of faith. He also foretold of his betrayal by one of the disciples and
privately let Judas know it was he. Jesus told Peter that before a rooster crowed the next morning, three times he will have denied he knows Jesus. At the end of the meal, Jesus instituted the Eucharist, which in the Christian religion, signifies the covenant between God and humans.
Arrest of Jesus After the Last Supper, Jesus and his disciples went to the Garden of Gethsemane to pray. Jesus asked God if this cup (his suffering and death) might pass by him. He implored a group of his disciples to pray with him, but they kept falling asleep. Then the time had come. Soldiers and officials appeared, and Judas was with them. He gave Jesus a kiss on the cheek to identify him and the soldiers arrested
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Jesus. One disciple tried to resist the arrest, brandished his sword and cut the ear off one of the soldiers. But Jesus admonished him and healed the soldier's wound. After his arrest, many of the disciples went into hiding. Jesus was taken to the high priest and interrogated. He was hit and spat upon for not responding. Meanwhile, Peter had followed Jesus to the high priests' court. As he hid in the shadows, three house servants asked if he was one of Jesus' disciples and each time he denied it. After each denial, a rooster crowed. Then Jesus was led out of the house and looked directly at Peter.
Crucification Peter remembered how Jesus had told Him he would deny him and he wept bitterly. Judas, who was watching from a distance, became distraught by his betrayal of Jesus and attempted to return the 30 pieces of silver. The priests told him his guilt was his own.
He threw the coins into the temple and later hanged himself. The next day, Jesus was taken to the high court where he was mocked, beaten and condemned for claiming to be the Son of God. He was brought before Pontius Pilate, the Roman Governor of Judea. The priests accused Jesus of claiming to be the King of the Jews and asked that he be condemned to death. At first Pilate tried to pass Jesus off to King Herod, but he was brought back, and Pilate told the Jewish priests he could find no fault with Jesus. The priests reminded him that anyone who claimed to be a king speaks against Caesar. Pilate publicly washed his hands of responsibility yet ordered the crucifixion in response to the demands of the crowd. The Roman soldiers whipped and beat Jesus, placed a crown of thorns on his head and then led him off to Mount Calvary. Jesus was crucified with two thieves, one at his left and the other at his right. Above his head was the charge against him, "King of the Jews." At his feet
were his mother, Mary, and Mary Magdalene.
Sky Darkened The Gospels describe various events that occurred during the last three hours of his life, including the taunting by the soldiers and the crowd, Jesus' agony and outbursts, and his final words. While he was on the cross, the sky darkened, and immediately upon his death an earthquake erupted, tearing the temple's curtain from top to bottom. A soldier confirmed his death by sticking a spear into his side, which produced only water. He was taken down from the cross and buried in a nearby tomb. Three days after his death, Jesus' tomb was found empty. He had risen from the dead and appeared first to Mary Magdalene and then to his mother Mary. They both informed the disciples, who were in hiding, and
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later, Jesus appeared to them and told them not to be afraid. During this brief time, he beseeched his disciples to go into the world and preach the gospel to all humanity. After 40 days, Jesus led his disciples to Mount Olivet, east of Jerusalem. Jesus spoke his final words to them, saying they would receive the power of the Holy Spirit. Then Jesus was taken upward on a cloud and ascended into heaven.
Methods of Communication Communications can never be more effective than its source. Jesus communicated in such a way that people were amazed at His authority, power and truthful insights. Let us look at some of the principles of communications that Jesus demonstrated to His disciples that continue to stand the test of time.
Befriending & Relationships. It is helpful to observe Jesus' methods. We can see clearly several key aspects to His ministry: addressing felt needs, using the principles of building relationships. How did Jesus communicate, and what do His ancient methods have to say to our future spiritual life? How did He pass on His values and equip twelve men to start a church that would shape civilizations and attract billions of followers? Process - The process of Jesus' communication involved encoding (putting the message into understandable language) His message; decoding (interpreting the message contextually) defining His perception of the message; associating His perception with known information; interpreting His message in the light of previous knowledge; formulating the message into ideas;
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verbalizing the message into words; transmitting the message; and getting feedback (Both verbally and nonverbally) from His message.
Principles of Communications It's tempting to think it was because He was a great orator. He clearly was. He sat in a boat and, using the acoustic properties of the nearby coastline, spoke to thousands. He taught more than four thousand people for three days on another occasion. But as one reads the biblical record, he/she will find few long speeches or lengthy sermons. The Sermon on the Mount narratives don't take much more than few minutes to read out loud. So He must have been doing something else. When Jesus spoke to or ate with people deemed unworthy by others, he sent out powerful signals. Mundane behaviour such as eating together spoke of acceptance, acceptance sparked trust, trust released hope, and hope sought salvation. Jesus' words to His disciples as He sends them out to prepare the way for Him are instructive. Consider the order in Luke 10:5-9.
Peace Whatever house you enter, first say, 'Peace to this house!' And if anyone is there who shares in peace, your peace will rest on that person; but if not, it will return to you. Remain in the same house, eating and drinking whatever they provide, for the labourer deserves to be paid. Whenever you enter a town and its people welcome you, eat what is set before you; cure the sick who are there, and say to them, 'The kingdom of God has come near to you.'
Eat with People Eating together allowed discussion, signified acceptance, and was a redemptive act in its own right when practiced by Jesus with the social outcasts of the day. It reminds us to be with people in the ordinary rhythms of their lives, building friendship and trust.
Pray for Healing Jesus prayed for people to be healed. Some were deeply grateful and no doubt became part of His band of followers. Others, including nine lepers, expressed little thanks. In our culture people seem ready to be prayed for, even if not all acknowledge the healer who might come to their aid. Healing prayer seemed to be a gateway for the message of Christ's life. It enabled trust to grow and readied people to hear the message of the Kingdom.
Good Tree, Good Fruits ..... Jesus wanted His disciples to be transformed in their thinking before they could qualify to communicate His truth to others. Jesus said, "A good tree will produce good fruit." The Lord knew that without the willingness to be cleansed, empowered and instructed by the Holy Spirit, no one could do the works of God in their own human wisdom. Communicating the truth of God can only be done through an understanding of the scriptures. Visions, dreams and spiritual experiences are no substitute for the way that God's word can transform the perspectives of an individual. Jesus wants every believer to take the advice from Paul who wrote, "Do your best to present yourself to God as one approved, a workman who does not need to be ashamed and who correctly handles the word of truth." (2 Tim. 2:15).
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Interpersonal ..... Jesus knew that communication of truth is done through interpersonal involvement, relationship building, and group ministry experiences. Many occasions the disciples of Jesus learned a great deal of truth by working alongside of the Lord in real ministry experiences. ..... Jesus involved as many senses of His audiences as possible to enhance communication. When Jesus fed the 5,000 He actively involved people's sense of touch, taste, sight, hearing and smelling. The Lord knew that good communications would involve multiple channels working simultaneously. ..... Jesus considered the perspective of each person so He could adjust His message according to every situation. The Lord crafted each message to suit the greatest needs of the person or audiences He addressed. When He gave the Sermon on the Mount, he addressed the problems of poverty, depression, persecution, misunder-standing, purpose, and many everyday problems.
Credible Mediators ..... Jesus used credible mediators in the culture to enhance His communications. When Jesus went to various parts of society His disciples represented a wide variety of professions, social classes and educational levels that reinforced His credibility. Good communications often need contextual witnesses to enhance its veracity, reliability and suitability. When people saw the changes that Christ's truth had brought about in the lives of the disciples, they were more apt to believe.
Philosophy of Christ Making the simple assumption that a Philosopher is one who practices 14
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philosophy, there should be no question, no matter one's religious belief (or lack thereof), that Jesus Christ brilliantly employed the use of reason and logic and persistently pursued philosophical matters, such as life's meaning, purpose and value. For a sample of some of Jesus' philosophy, please read some of his words:
and with all thy mind. This is the first and great commandment. And the second is like unto it, Thou shalt love thy neighbour as thyself. On these two commandments hang all the law and the prophets." These are Jesus' own words taken from the book of Matthew.
● Do not worry about tomorrow, for
What He's saying is to love God and
tomorrow will worry about itself. Each day has enough trouble of its own.
love others because this is the base of
● You aren't swayed by men because
you're supposed to do - of the law and
you pay no attention to who they are? Let anyone among you who is without sin be the first to throw a stone.
that is why He gave the law of Love:
● If you bring forth what is within
you, what you bring forth will save you. If you do not bring forth what is within you, what you do not bring forth will destroy you.
all laws. Jesus' philosophy was to follow the spirit - the intention, what
Love was Jesus' philosophy.
Adulteress Jesus lived His philosophy in every way all throughout His life. For example, when an adulteress was brought to Him for His judgment, Jesus didn't get all self-righteous and
● The kingdom of heaven is spread
start accusing the woman. Instead, in
out across the earth, only people don't see it.
His love, he forgave the woman and
● Even the least among you can do
what I have done and greater things. ● He who rules his spirit has won a
greater victory than the taking of a city.
Commandments
told her to sin no more. The Pharisees wanted to accuse Him of letting a woman break the law, but that didn't matter because Jesus was following his philosophy, the law of love, which was the ultimate law. I don't think that anything more needs to be said. What Jesus lived was as simple as anything,
"Thou shalt love the Lord thy God with all thy heart, and with all thy soul,
so basic. He made it that way so that we could follow His example in the easiest, simplest way possible.
Philip Joshua is working in the Corporate Communications division of NCC Limited, Hyderabad. He has over 30 years experience in the field of Corp. Communications both in Kuwait and India.He is a graduate in Science and a distinction holder in PR from Bhavan’s College, Hyderabad.
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Narayana Guru: The Emancipator of the Downtrodden 1856-1928 Public Relations Voice Bureau
O
ne Caste, One Religion and One God for Man. Ask Not, Say Not, Think Not Caste. Whatever be the Religion, let Man Improve Himself" These golden words of Sree Narayana Guru which highlight his philosophy indeed paved the way for the emaniciation of the downtrodden untouchables in Kerala. True to the philosophy of Narayana Guru. Rabindranath Tagore once said
Education As he was from the socially backward caste, he never had the privilege to learn English nor did he come in touch with western civilization. His education was purely traditional and Sanskrit based. Nanu then became an expert in Ayurvedam and scholar of Sanskrit, Hindu scriptures and philosophy. He also learnt Tamil and became proficient in that language.
'I have frankly to admit that I have never come across one who is spiritually greater than Swami Sree Narayana Guru of Malayalam, nor a person who is on par with him in spiritual attainment. I shall never forget that radiant face illuminated by the self-effulgent light of divine glory and the yogic eyes'.
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Cooked Gruel As a child, Nanu did not care for the rules of untouchability. He used to mingle with untouchables. One day Nanu happened to pass through near an untouchable's hut. He saw that the rice gruel being cooked on the hearth was about to spill over. If it spilled over, the poor family would have to go without food for the family. He managed the cooking for which the elders found fault with him. But Nanu did not find anything wrong in being kind and helpful to the untouchable family.
Aruvippuram Temple After travelling the length and breadth of the State to understand socioeconomic problems, Narayana Guru settled down at Aruvippuram where he consecrated his first temple to reform the society.
Nanu Narayana Guru was born in a low caste Ezhava family on August 26, 1856 at Chempazhanthy village about 12 Kms north of Trivandrum. His father Madan Asan was a farmer and also the village school master. His wife Kochupenny was a kind hearted, pious woman. After three daughters, a son was born to them. The boy's maternal uncle Krishnan Vaidyar, a physician and astrologer predicted that this boy would not only become a spiritual leader but also change the course of history towards betterment of society. That boy who grew as See Narayana Guru, the emancipationist of the downtrodden was named Narayana who was fondly called by parents 'NANU.
meditation in forests and study of the scriptures until he was confident enough to withstand any onslaught from the priesthood.
Teacher Nanu wanted to be a teacher, but his family would not allow him to teach 'Parayas', Pulayas and Kuravas' who supposed to be lower castes than Ezhavas. As an educated young man, he tried to protest against such discrimination. But his family would not agree. Even his family tried to tie him in a marriage. But ' Nanu' registered a strong protest and left his home. He wandered across the State in search of truth. Spent many years in
Narayana Guru was influenced by the Advaitha philosophy of Adi Shankara. Any discrimination like colour of skin, language, even religion is superficial. Therefore, Narayana Guru found that varna, and caste system and their direct off-shoot untouchability were absolutely baseless, artificial and arbitrary. They offend human dignity. Having studied the prevailing social scenario, Guru came to the logical conclusion that there is ' one caste, one religion and one God for Man - the universal
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spirit. As such, Guru announced his philosophy ' Ask Not, Say Not, Think Not caste. It is an onerous duty of a man "to love the mankind as self" and service to mankind as service to self. With his firm conviction Guru set about his task of uplifting the downtrodden arming himself with this truth - Think Not Caste. When casteism, religious bigotry and superstitions in the name of religious traditions were rampat, the Guru came out to the people with his unitive philosophy, a gospel of unity One Caste, One Religion, and One God for Man.
Concept of One Caste Guru's unitive philosophy was on the concept of one caste. All human beings belong to one caste the caste of humanity. one Caste, one Religion, One God for Man, One Womb, One Body, difference therein none, Guru therefore promoted the intercaste marriages and intercaste dinners.
One Religion Guru advocated the concept of one religion, the essence of different religions is the same. As a measure to highlight the oneness of all religions, the Guru convened an All Religious Meet in February 1924 at Advaithashram, Aluva, quite close to the birthplace of Adi Shankaracharya. At the entrance to the meeting hall, the following messages was displayed - we meet here not to argue and win, but to know and be known. Like capitalists who exploit the producers of wealth in all religions there has emerged a system of priesthood. It is the priests who have turned religion into rites and rituals. Religion has been commercialized.
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Concept of One God He believed that God is one. The kingdom of God is within you, he said. He is the creator/protector, benefactor, supporter, destroyer, leader and guide - all in one. He is omniscient omnipresent and omnipotent. Just like water cannot be separated from the wave, God cannot be separated from life.
Social Reforms When Sree Narayana Guru came on the scene in the mid nineteenth century, Kerala society was totally under the influence of the caste demon with all its ill effects with dividing walls of untouchability and privileges for the high castes, in human punishments and penalties for the low castes. Therefore he had undertaken social reforms as to bring unity in the society.
Three Pillars in Promoting his Philosophy Narayana Guru's philosophy based on religion, morality, education and industry was promoted through three pillars of strength. They are: (1) the Sree Narayana Dharma Paripalana Yogam (The society for the implementation of Sree Narayana Dharma (SNDP) (2) Freedom through Education( schools) and (3) Economic independence.
Temple as Education
Centre
of
As the avarnas were barred from entry into the temples, Guru decided to restore their lost dignity and selfrespect only through very same temples and education. He therefore, built new temples which were open to all equally. The SNDP had taken up mass education both formal, informal, spiritual and nationalistic. Talks were
arranged on religion, morality, education and industries. An interesting feature of his philosophy was that speeches should not hurt in their tone or style, hurt the feeling of the socalled lower castes or cause resentment among the socalled upper castes.
Annual Gatherings The SNDP organized vast annual gatherings at different places in the State, which were attended by the people in thousands. Such meetings were addressed even by Devans of Travancore and Cochin that inspired others towards ideals of Sree Narayana Guru.
Schools The Guru's main thrust was on education. Temples were only a tool in his hands to bring his people out of their dejection and self pity. Temple buildings were used as schools. And that the temples consecrated by the Guru in later stages do not have the conventional idols of any God is a pionter to his philosophy. At a later stage, Narayana Guru encouraged small temples and schools. He said the school shall be the main temple to educate people. Therefore, he changed the focus from temples to education and schools.
The First Action As a measure to achieve his goal, Narayana Guru consecrated a Shiva temple at Aruvippuram about 40 Kms South of Trivandrum in the early morning hours of Shivarathri of 1888. It was an open challenge to Brahmin preiesthood. In a caste ridden society, an Avarna Hindu, an untouchable, had performed the installation of a deity defying all codes and norms. A great Brahmin scholar questioned the
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right of an Avarna an Ezhava to install a deity. The answer given by the Guru has become famous. " This is not a Brahmin Shiva this is an Ezhava Shiva". This new Shiva temple created a high sense of spirituality among Ezhavas and other Avarnas who were mostly uncultured. The Guru's philosophy of the equality of human beings is captured in his motto displayed at the entrance to Aruvippuram temple. This is a model abode where all men shall live without caste distinctions and religious rivalries.
Gurukulam Temple then became a centre of preaching and learning where the Guru talked to the people. The people used to tell Guru about social injustice and unrest among them. A Gurukulam and a Sanskrit School were also started at Aruvippuram to give religious trainings to the young men of the lower starta of society through lessons in scriptures. Thus, the temple and Gurukulam became media of preaching Guru's philosophy of equality in humanity.
Other Temples Sree Narayana Guru continued to construct and consecrate as many as 60 temples, throughout Kerala and in the neighboring States of Tamil Nadu, Karnatkaa as well as Sri Lanka. In all the temples, they prominently displayed Guru's message 'One Caste, One Religion and One God for Man. Ask Not, Say Not, Think Not Caste. Whatever be the Religion, let Man Improve Himself'. Another significant installation was of Sharada, the Godddess of Education at Sivagiri in April 1912. Guru answered his critics on idolatry by saying when a
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man goes to a temple he is only thinking of God and not of stone images.
Idol, Jyothi & Mirror In order to illuminate the devotees with his philosophy, Guru Narayana adopted an innovative idea which could convince the people both in words and deeds. This idea was developed in Guru's mind to avoid the conflict between two sections of devotees -, those claiming to be progressive denouncing idol installation as a retrogate step and another group demanding installation of the conventional idol and idol worship. This new idea was promoted with Lamp and Mirror instead of idol. Guru installed 'Jyothi' - a lamp at Karmukku near Tirichur and Murukumpuza near Trivandrum. A metal plaque was installed near the lamp and on it were inscribed words to mean Truth, Duty, Compassion, Love (Satyam, Dharma, Daya and Prema).
Mirror The next and last installation was a ' Mirror' at Kalavakodam instead of an idol. On this mirror, the sign OM was inscribed. As such the Guru promoted three stages of devotion with the idol, jyothi and the mirror with OM that represent the spiritual progress of man. Temples : as Media of Public Enlightenment Narayana Guru envisaged that temples should enrich the people culturally and financially through their attached groves, libraries, lecture halls, educational institutions and industrial centres. Temples must be the centre as a means of social uplift both to those who believe in idol worship and to those who do not have faith in idols.
Archakas The Archakas (priests) in these new temples, being a Brahmin was not a necessary qualification, were trained at the Brahma Vidyalayam of Sivagiri to restore the self-respect, dignity and stature of the Avarnas, the socalled untouchables, by making use of the new temples. Since the traditional temples with Brahmin priests were the main culprit in subjecting these people to humiliating conditions and misery. Guru Narayana used the very same temples to resurrect the people from the very same temples. If the people were not allowed to go into the temples, the Guru said that the temples should come to the people.
Great Teacher of Righteousness The second technique of his success was his modus operendi. He was a teacher in the true sense of the word Guru. People came to him seeking advice in personal, communal, spiritual or religious matters as he became powerful figure in the social atmosphere of Kerala. His greatest asset was his listening capacity before giving advice or talking. He always listened to the people and gave practical solutions to their everyday problems. In fact, Narayana Guru was a great teacher of righteousness who created a new form of social order - or the concept of casteless society.
Informal Discussions Decrying the fall in moral values during his time, Socrates the Greece Philosper exhorted people to know thyself. Like Socrates, Narayana Guru spoke freely with all kinds of people, investigating their notions and the
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norms of justice. The Guru never held any discourses, but took part in informal discussions like Socrates (469-399 BC) gave clear solutions to problems.
Dead Body Once there was a difference of opinion in a family whether the dead body of a family member was to be cremated or buried. They came to the Guru for advice. The Guru said ' Don't do Either, Grind the Body, and use it as Manure for Coconut Trees. It sounded a little crude, but the people understood that once a person was dead, it did not matter at all what was done with the body. That was the way of his communication to convince the people whenever there was controversy. Do not hurt, the feelings or other religion or condemn anybody. He advised his followers not to hurt the
feelings of other religions and hurt or condemn anybody. The result was that broad minded leaders of other castes and religions respected him and gave him full support for the uplift of the depressed classes.
Vaikkom Satyagraha The first achievement of the Guru was to fight for the Avarnas right to use the public roads around the temples through famous Vaikkom Satyagrah which led to the temple entry proclamation by the Maharaja of Travancore. Travancore was the first Princely State in India to take this progressive step of allowing untouchables in to the temple.
Dharma Sangham Narayana Guru had established an order of Monks (Dharma Sangham) at Sivagiri to maintain his spiritual legacy. Through his will, and testament, he bequeathed all his
property to the Dharma Sangham. Its prime objective was to enlighten the people about the fundamentals of religion and spread everywhere the devotion and love of God and to help people to attain the three fold purity that of body, mind and word. Having brought about a silent revolution in the upliftment of the downtrodden, Narayana Guru a great emancipator of the poor and teacher of the righteousness breathed his last on the 20th September 1928. He stands out as a shining example of cultural culmination and spiritual fulfillment a true 'jeevan mukta', karmayogi, who has identified himslef with the problems of the common man. References: Sathya Bai Sivadas, P.Prabhakara Rao, Narayana Guru, the Social Philosopher of Kerala, Bharatiya Vidya Bhavan.
'CERTIFICATE OF MERIT' In the Category of The Best Public Relations Case Study - 2012 Tanushri Mukherjee, Senior Lecturer, Amity School of Communication, Amity University, Jaipur, Rajasthan has bagged the 'Certificate of Merit' in All India Competition of Dr. C.V.Narasimha Reddi Gold Medallion National Award, Citation and Cash Prize of Rs. 10,000 for the Best Public Relations Case Study 2012. The committee of judges felt that the entries received were not up to a standard to get the Gold Medallion Award, the 'Certificate of Merit' was recommended to Tanushri Mukherjee for her case study, "Strategic CSR Perspective of HSBC Bank and its Emergence as a Strong Corporate Image Building Tool". The 'Certificate of Merit' will be presented to Tanushri Mukherjee on August 6, 2013, when PRSI, Hyderabad Chapter will observe National Public Relations Education Day in Hyderabad. This Award was instituted jointly by the Public Relations Voice and CVN Public Relations Foundation, Hyderabad to honour the best research based case study as to support the public relations practice besides promoting better professional standards and public relations literature of International standard.
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Playing The Game - How Communication Leaders Must Inspire Their Teams Renee T. Walker
L
eaders must consistently up their game just to remain competitive in today's increasingly demanding and competitive environment. As communication executives and organisational leaders, we provide our clients, executives, team members and mentees with sound strategies and guidance to continuously differentiate themselves, achieve enhanced productivity and fully engage their stakeholders. Yet we rarely apply this counsel to ourselves. In fact, many of us would greatly benefit from leaving the stage and taking a front-row seat to gain new perspectives and to re-energize our teams, our organisations and ourselves. There are many leadership challenges - from a multigenerational workplace to a rapidly evolving "on demand" global marketplace - that require different leadership and specific communication skills to optimize our teams and add value for our clients and organisations.
Communication Mantra Communication leaders and departments are expected to pave the way for the organisation's growth and success. Often the constant refrains - better communication, more communication or effective communication mantras - are treated as one-stop resolutions to all organisational chanllenges. Certainly, effective communications is an important and necessary 19
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cornerstone of great leadership and progressive organisations. The key driver of an organisation's success is, and will remain, leaders who inspire, engage and empower their teams. These leaders understand the importance of embracing and championing change. Engaging and empowering an organisation's most valued assets - its people - in meaningful ways enables the organisation to innovate, differentiate and excel. In the communication industry, tremendous opportunities abound for leaders who are willing to invest in the development of their teams, pay it forward and inspire their highpotential talent. Why is this so important? Simple. As communication leaders, it is our responsibility to capitalize on game changing opportunities, and we are uniquely equipped to engage our teams and organisations.
Changing the Status Quo Every leader is routinely faced with the choice of playing it safe or daring to challenge the status quo. To achieve greatness and peak performance, organisations must break with tradition. Using finesse to balance challenging the status quo and being an effective team player, leaders must employ their communication knowledge and interpersonal skills to successfully navigate the organisation's culture and advocate for change.
APR
Apple One company that embraces and epitomizes a culture of championing new ideas is Apple. From its legendary impact on personal computing to its revolutionizing of the music industry with iTunes, Apple has become a global brand known for breaking the rules. In 1997, Apple launched its "Think Different" campaign that began with these words: "Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. …You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things."
Changing the Game All too often, communication executives become frustrated or complacent as we work to assist our organisations and clients through the ever-evolving global communication maze. Our efforts are frequently minimized or impaired, as our colleagues and organisational culture are comfortable with the status quo - despite a marketplace that is changing at a record pace. So what are communication executives to do? We must continue to make towards game changes. In a recent Forbes article, executive coach Mike Myatt explained, "Game changers
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refuse to allow their organizations to adopt conventional orthodoxy and bureaucracy - they challenge norms, break conventions, and they encourage diversity of thought. The message here is a simple one - don't copy, create. Where you can't create, improve on, and innovate around best practices to find next practices." Many communication leaders are already game changers who tirelessly champion innovation while successfully navigating their organisational culture.
Harnessing the Power of Team Game changers move organisations forward. To succeed, they must fully engage their team members and collegues to maximize their talents and strengths. To this end, one area that clearly deserves greater attention is the impact of women in top leadership positions. The commonly held perception that female leaders' best value is in the
softer skills, such as personal relationships and communication, continues to hinder their ability to fully contribute to their organisations and ascend to the highest leadership levels.
of management," says Jack Zenger, CEO and co-founder of Zenger Folkman. "Yet data suggests that by adding more women, the overall effectiveness of the leadership team would go up".
In their 2011 study in Leadership, Zenger Folkman, a leadership development and corporate training firm based in Orem, Utah, found that men dominate the executive and senior management ranks with 78 percent in the highest level, 67 percent at the next level down and 60 percent in the middle-management level.
Creating a team environment that embraces and fully engages all team members is a key differentiator for our organisations
and
gamechanging
can
lead
opportunities.
to As
leaders, enabling our teams to perform at their highest level must be our first priority.
Women
Renee T. Walker, APR, is the President of Renee Walker
The study also found that women surpass men in the majority of top leadership competencies, such as taking initiative, practicing selfdevelopment, driving for results, and inspiring and motivating others. Men in the study slightly outscored women by 2 percentage points in developing strategic perspectives.
& Associates LLC, a strategy and communication consultancy, and is a veteran communications executive with nearly 30 years of experience.
"It is a well-known fact that women are underrepresented at senior levels
Courtesy : The Public Relations Strategist (Winter Issue Vol.18, No.4)
13 WAYS TO BECOME A BETTER LEADER
20
1.
Have the tough conversations that you've been meaning to have
2.
Stop talking and listen more
3.
Pick up the phone or walk down the hall to actually talk with someone.
4.
Ask for what you need to succeed.
5.
Communicate bad news in the same way, and with the same zest, as good news
6.
Share performance feedback with others regularly
7.
Turn off your smartphone when you're on vacation
8.
Be purposeful in how you communicate
9.
Ask for feedback
10.
Work on your blind spot
11.
Show employees that you care
12.
Involve employees in decision making
13.
Don't forget the fundamentals
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Dr. B.R. AMBEDKAR OPEN UNIVERSITY (Recognised by Distance Education Council, New Delhi) Prof. G. Ram Reddy Marg, Road.No. 46, Jubilee Hills, Hyderabad-33 Dr. B.R. Ambedkar Open University, the first of its kind in the country was established by an Act of the A.P. Legislature in 1982. It has made higher education accessible to everyone in A.P., irrespective of age, geographical location, domestic or work responsibilities. "Learning while Earning" is made possible with the University motto "Education at your Doorstep". The University has a network of 219 Study Centres including 23 RCCs & 19 P.G. Centres throughout the State of Andhra Pradesh. ☛ ☛ ☛ ☛ ☛ ☛
First Open University in India Role Model for many Open Universities Access to large numbers User friendly self instructional learning material Innovative UG & Science Programmes Professional programmes through distance mode
Programmes on Offer ☛ ☛ ☛ ☛ ☛ ☛
Research Programmes 23 Master's Programmes 16 PG Diploma Programmes 9 Professional Programmes 7 Bachelors Degree Programmes 3 Certificate Programme 5
PR COURSE AT UNDERGRADUATE LEVEL AT BRAOU Dr. B.R. Ambedkar Open University, (BRAOU) has decided to launch a new course "Mass Communication and Public Relations" as one of the Optional Subjects at the Undergraduate Degree level from the Academic year 2013-14. As many as 75 thousand students are now pursuing Under Graduate programmes of the University in the faculties of Social Sciences, Arts, Commerce and Science. The Undergraduate students as per the prospectus have to choose three subjects as optional subjects for study in the II year of the degree programme. The same three subject must be selected as optional subjects for III year also. Though the students are free to choose any three optional subjects, they have to choose at least two optional subjects from the faculty in which they want acquire the degree. The third optional subject may be selected from any other faculty. i.e., Social Science, Arts, Commerce, or Science. Since Mass Communication and Public Relations is not only a professional course but also has bright employment opportunities in a democratic and developing country like India, it is expected students of four faculties - Social Sciences, Arts, Commerce and Science might opt public relations is one of the optional subjects. It is expected that out of 75 thousand students, a minimum of 10 thousand might opt for the course Mass Communications and Public Relations as one of the optional subjects. This will be a revolutionary step in the Public Relations Education of India. The subjects included as Syllabus for the New Course at U.G level are : 1 Introduction to Mass Communication and Public Relations. 2 Writing for Media 3 Public Relations and Corporate Communication. 4 Advertising : Principles and Practice THE UNI.VERSITY HAS DECIDED TO LAUNCH THE FOLLOWING TWO PROGRAMMES AT THE P.G. LEVEL.
1.
M.A. (Mass Communication & Public Relations) & Journalism) from 2014-15
2.
M.A (Mass Communication
Public Relations Officer
FOR DETAILS Dr. B.R. Ambedkar Open University, CONTACT Road No. 46, Jubilee Hills, Hyderabad - 500 033 (A.P) Phone : 040-23680 209/210
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Sd/- Registrar
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Indian Public Relations Needs a Vision PR Voice Bureau "I have looked into the eyes of millions of my countrymen and women and found a shining light and enthusiasm in their eyes. I have felt a fire at work in these millions" - Pandit Jawahar lal Nehru
A
s Pandit Nehru found Shining Light and enthusiasm in the eyes of millions of countrymen who constitute the masters of a nation or an organization?] It is the people and the people alone who are not only the masters but also the motive force in the making of a nation or an organization. If the people are the first in any organization, the relations with them comes next in priority for its survival and also to thrive.
PR in the Forefront Who handles relations with the internal and external public for the smooth functioning of a company? Public relations as a two-way communication process discipline handles relationships and promotes mutual understanding between an organization and its publics, besides building its reputation. Therefore, public relations should be in the forefront among all the management disciplines such as finance, human resources, marketing etc. But as of today it is not. Why?
Melbourne Mandate According to a few experts, public relations in future, as a strategic management function to deal with relationships and communication with stakeholders on whose support the organisation depends will come to be regarded as a major force of top management. Peter Gummer, 25
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Chairman of Shandwick firm stated, 'I believe that public relations will increasingly be seen for what it really is an indispensable tool of management. The 7th World Public Relations Forum held in Melbourne in 2012 came out with a mandate for public relations to demonstrate professional excellence responsibility through research and the highest professional standards with credible communication.
with a parliamentary system of government has emerged as the world's largest vibrant democracy with over 75 crore voters. Education of voters as partners in all democratic institutions has been the task of public relations communication.
2. Globalization : India as a
Public relations practitioners should take full advantage of this emerging trend and strive for professional excellence of international standards by acquiring qualifications, professional skills, development of personal qualities necessary for the execution of managerial and technical duties. If not, their role will be usurped by other management disciplines, preferably marketing or human resources. This is a wakeup call for today's PR professionals to enter into the future of public relations.
developing country which was known for its starvation deaths is now a global economic player and poised to become the third biggest economy in the world. The New Industrial Policy 1991, that envisages economic liberalization, privatisation and globalization has not only contributed to the growth of Indian economy and development but also facilitated the intensification of Indian communication system to meet the global competitive marketing environment and trade wars such as cars war, cell phones war, insurance war, media war etc. As a result, the public relations process took its global form and resulted in an era of global public relations.
Four Major Accomplishments
3. Media Explosion : The third
The Independent India must be proud, among others, of four major accomplishments due to which public relations in India has not only grown but also contributed for such outstanding national achievements.
1. Democracy - India, a sovereign, socialist, secular, democratic republic
biggest achievement of independent India has been the media explosion including the 24 X 7 news channels. There were only 3000 newspapers including 300 dailies, and six radio stations in India at the time of independence in 1947. What is the present scenario? The total number of registered newspapers was 82,222,
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including 10205 dailies, with a total circulation of about 33 crore copies (2011). The Radio network comprises 277 radio stations which provide coverage to 99.16 per cent of the population and reaches 91.82 per cent area of the country. About 1000 TV channels including 31 Doordarshan channels function in India reaching about 93 per cent population. If we have 15 crore TV households, there are 57 crore TV viewers in our country. In addition, people in our country have access to 90 crore mobile phones and over 12 crore internet connections which facilitate interactive communication through social media. In fact, social media had ended the age of one-way messaging and ushered in a new era of 'Dialogue' with stakeholders rather than 'Monologue' organisations under scrutiny.
Much Scrutiny The growth of public relations profession, is in direct proportion to the ascendance of the media explosion. As the media grew, so the awareness and aspirations of the people rose beyond expectations. Organizations have never been under so much scrutiny. In the past customers could easily be isolated or ignored, but today they can join together quickly online and seek to change either in the product or the service if they so desire. When there was a problem of battery discharge, Nokia replaced them at the doorsteps of the customers.
both in Central and State Governments has to appoint a public information officer in every administrative unit to provide information as demanded by the public. It shall be a constant endeavour of every public authority to provide as much information suo-motu to the public at regular intervals through various means of communication including internet so that the public have minimum resort to the use of this Act to obtain information.
world on the one side and many nonprofessionals without any professional qualification, education and training on the other. The distinguishing trait of Indian public relations is the 'Quantity of Public Relations Personnel" rather than 'Quality of the Public Relations Profession'. The need of the hour is professional excellence in public relations with international standards as to promote. India as a global economic player and also the world's largest democracy.
Whither Indian PR?
Challenges
The Indian information, and public relations network, representing the government, public sector, private industry, NGOs, with about one lakh professionals directly involved in public information on the one side and about 20 lakh public communicators working in the extension wings of agriculture, health and family welfare, rural development, women's welfare etc., reaching out about 75 crore people with development messages constitutes the biggest communication network in the world. About 9 lakh Accredited Social Health Activists (ASHA), trained as woman community health volunteers alone work in rural areas to reinforce community action for universal immunization, safe delivery, the care of new born, communicable diseases and promotion of household sanitary toilets. W.H.O has declared India as a Pulse Polio Free Country thanks to the health communication network.
At a time when we discuss about the likely future, Indian public relations is confronting with seven major challenges.
4. Right to Information Act
Mixed Bag
The fourth and key achievement of Independent India has been the Right to Information Act 2005 which provides easy access to the people to the government held information. Under the Act, every public authority
However, a million dollar question arises as to what is the State-of-the-Art Public Relations in India? It is a 'Mixed Bag', containing a few highly competent public relations professionals, second to none in the
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1. Identify Crisis First challenge is the identity crisis of public relations. It is still a misunderstood profession with several nomenclatures such as public relations, corporate communication, corporate relations, publicity, public affairs, public communication. The term public relations coined in the early 20th century cannot be disposed of so readily. All the alternative terms lack clarity. Communications is a vague term and also lack the brand recognition that PR has. Public relations has staying power compared to other titles because it is thoroughly institutionalized. A debate is on whether the poor reputation of PR as spin doctor could be partly solved by coming to an understanding for a common definition of public relations as corporate public relations.
2. Strategic Planning The next challenge is public relations is performing the role of a technician instead of strategic management function. It has both the roles of strategic management and technician.
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The need to improve strategic planning and link it to communications is the need of the hour. Mere technician's role will not augur well for the prefession.
3. Public Relations Education Lack of public relations education, induction and in-service training is a major challenge which has to be overcome to enter into the future of public relations. There is a demand for qualified PR professionals, but the supply is not in tune with demand because Indian universities do not offer PR professional courses. One Survey says that only 40 per cent of PR professionals in India posses PR qualification. Investment in public relations education and continuous professional development programme will improve the quality of the profession.
5. Grassroots Public Relations
Benckiser
The fifth challenge is grassroots public
Unilever (HUL) over the superiority of
relations. If India lives in its 6 lakh
their products Dettol Kitchen Washing
villages where 72 per cent of the
Liquid and Vim. The RB new launch
population lives, but the Indian public
Dettol Kitchen Dishwashing Liquid
relations predominantly concentrates
leashed an offensive against Hindustan
in urban India where 28 per cent
Unilever's Vim. HUL has hit back at
population resides with about 4000
Dettol with full page ads with the
towns and cities. Indian future looks
messaging "antiseptic is for cleaning
to its villages. So also, the future of
floor and wounds, but not utensils.
Indian public relations depends on
HUL dragged RB to the Calcutta High
its penetration into rural India.
Court, which has ruled that RB needs
Fast changes are taking places in villages. Grassroots PR structure must be developed as to strengthen Indian democracy and capture rural market.
6. World's Largest English Speaking Nation
(RB)
and
Hindustan
to modify its ad. These aggressive marketing and Ad wars not only push up ads spends but also results in the upswing of corporate communication activities - a challenge for public relations.
Another challenge is that India will
Bright Future Beckons Indian PR
4. Lack of Research
emerge as the world's largest English
What is needed today a vision for the
The fourth challenge of public
speaking nation. It will surpasses USA
relations is lack of research and
when the Western publishing and
measurement of its programmes to
broadcasting companies will tie up
show results to the management. The
with Indian media houses to brighten
IBDO
observed,
global communication. Indeed, it is
'evaluating the effectiveness of PR
a great challenge and also an
remains a hotly debated issue and that
opportunity for Indian PR.
the public relations industry may never
7. Big-Bang Ad Wars
Report
(1994)
be fully respected unless it can provide measurement of its value'. "Evaluation is the rocky but sunlit pathway for public relations practitioners to climb, once for all, out of the quacks and where our work is judged by instinct, gut-feel and intution. It has also a
The last and most important challenge is marketing and ads war. Some of the consumer goods giants such as GSK Consumer, and Colgate Palmolive indulged in full page big bang ads claiming that their mega global brands
future of public relations. Such a vision
should
be
designed
by
the public relations professional association
based
on
education,
training, research and media strategy. Since public relations is regarded as a strategic management function, it must be placed at the top management level on par with HR or marketing with Director (PR) made responsible to CEO and the Board. This positioning will not only enable public relations to design corporate PR vision but also for its effective implementation at the field
warning that there is a pain factor in
are the best in controlling bleeding
submitting work to the acid test of
gums. Similarly there was a ferocious
level to promote India as the World's
evaluation and it is one that both
war unfolding between Apple and
largest democracy and also a global
clients
are
Samsung through heavy advertising on
economic player. In the process Indian
frequently inclined to dodge (Alison
monthly instalment schemes. There
PR is bound to enter a new era of
Theaker 2011).
was a tug-of-war between Reckitt
bright future.
27
and
consultancies
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PRCI 7th Global Communication Conclave R. Neelamegham kms to buy a packet of beedis, but they want the doctor to come to their houses to provide treatment". He challenged the participants to involve in targeted PR activities for effective results.
H.S Brahma, Chief Election Commissioner of India seen inaugurating the Conclave
PRCI 7th Global Communication Conclave was held on 22nd and 23rd of February 2013 at Hyderabad, with the theme 'Communication - Fourth Generation.. The two-day event had a plethora of professionals who delivered in-depth analysis, case studies and updates on the theme , - PR and communications related topics. Prof. Arun Tiwari, the keynote speaker at the conference, spoke on communication that is taking various tones. He said, "We have moved on from the letter to telex to telephone to e-mail to smart phones to cloud computing with unimaginable application possibilities. These developments have created a cognitive surplus, which needs a filter to distinguish between good and bad. The Chief Guest for the event, H.S. Brahma, Chief Election Commissioner of India, emphasized the need for communication in 28
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government sector. He said 'in India out of 124 crores of population, 75 crores are registered voters and due to advancements in technology, we have been able to provide information to every citizen through internet'. While Guest of Honour, A.K. Goel, former Special Chief Secretary, A.P., spoke on evolution of communication and its various global implications, K. Chandramouli, IAS, Commissioner, AMAPARD, highlighted the importance of communicating to rural people. He questioned, "How far Skype, G-talk, Twitter and YouTube are of assistance to rural people?" M.B. Jayaram Chief mentor of PRCI explained the objectives of the conclave. Speaking on effective governance, Luv Agarwal, an IAS officer, narrated an interesting episode from his life experience at a village's health camp. He said, "People are willing to walk 10
Jitender Bhargava, former Executive Director at Air India spoke on communication challenges in PSUs. He said ‌'in the third generation, electronic media emerges, creating need for instant response. The fourth generation is about looking ahead and preparing when to deliver, how to deliver and who will deliver. The question to ask ourselves is whether we have changed accordingly and have our skill sets changed?' Former Communication Advisor to Prime Minister, S. Narendra raised the question 'Is Lobbying a legitimate PR activity, and confessed that he himself had been a target of lobbying when he was in government. 'Lobbying howers above the political system, but operates from the basement' he said. A
group
discussion
with
various well-known panelists like Somasekar, Sudip Bandyopadhyay, J.J. Bhat on Transparency in Financial Communication has led to an eyeopening question and answer session. Questions like "Can transparency be measured?!", "Can it be quantified?!" were dealt with expertly - drawing insights into relevance and importance of transparency of truth in big and small businesses alike.
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Dr. C.V. Narasimha Reddi, Editor of ‘PR Voice’ shared the details of he Melbourne Mandate for PR professionals.. Academicians Prof. Matthew Hibberd of University of Sterling, Scotland, Prof. P.L. Vishveshwara Rao, Dr. CH. Sanjay and PR Professional B.N. Kumar emphasized the need for well-structured PR Education and Training. N. Uttam Kumar Reddy, Hon'ble Minister for Housing, the Chief Guest for the 'Hall of Fame' awards function in the evening, emphasized and pointed out the need for PR activities in government sector. The Guest of Honour, Vice Chancellor of EFLU, Prof. Sunaina Singh, inspired the
participants not to lose that competitive edge. She reiterated, "It is true that our culture teaches us gentleness but in the process we are not to lose our aggressive spirit". With numerous other speakers, who took turns to deliver interesting talks on various topics, such as PR Education, and Training Needs, Advertising Vs PR in Brand Promotion, Can PR help in Brand Building, Experiential Communication - an effective PR
tool...and more, the two-day event was a runaway success. The event not only comprised informative sessions but also featured induction of PR professionals into Hall of Fame and giving away of Chanakya Awards and Corporate Collateral Awards.. Dr. C.V. Narasimha Reddi was presented Best Editor & Author Award and R. Neelamegham received the Dr. K.R. Singh Life Time Achievement Award.
R. Neelamegham, Director PRCI and former C.E.O, Akshara Advertising.
Readers’ Voice th
I have received 48 issue of “Public Relations Voice” devoted to “Event Management”. It is an excellent selection of authors and articles that have a good balance between theory and practice plus news items about conferences etc. Your article on Event Management is very good and it is great that you have included a Case Study at the end of the article. Also congratulations on your honours and recognition at the World Telugu Dennis Wilcox, Ph.D Conference. I am currently working on the 11th edition of my book “Public Relations : Strategies & Tactics.”
Professor, Emeritus, Public Relations, San Jose State University California, USA
PRESIDENT ELECT FOR PRCI Ajai Kumar Agarwal has been unanimously elected as National President (Elect), Public Relations Council of India for the years 2013-15. Earlier he was National Vice President, PRCI. As a live wire of PRCI Hyderabad Chapter, Agarwal has organised a number of continuing professional development programmes which not only earned national recognition but also the Chapter was given National Award.
PUBLIC RELATIONS WRITING Finding Facts, Communicating Effectively
in
all
Media,
Knowing the Law and Being
He has been conferred with many awards like the Best Chapter Chairman, Best Chapter, Most Promising PR Person of the Year and Hall of Fame.
Ethical - All are Essential for
Agarwal is presently working as Head-Marketing, Central Bank of India, Hyderabad Zone (AP & Karnataka States). Prior to this he was heading PR Dept. at Head Office, Mumbai.
the Public Relations Writer.
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12th APPR Conference on Good ‘Governance’ Y. Babji
A
As a very active chapter of the country, Hyderabad Chapter of PRSI has organized its 12th Andhra Pradesh Public Relations Conference on 9th Feb 2013 in Hyderabad when Justice B Subhashan Reddy, Hon'ble Lokayukta of Andhra Pradesh & former Chief Justice of Madras & Kerala High Courts was the Chief Guest. The theme of the conference was "Good governance : Challenges for public relations communication"
Public Relations Academy Chief Gues Justice B Subhashan Reddy in his inaugural address observed that Public Relations needed a set of rules to regulate the profession and an Academy to equip its practitioners with skills to publicize the policies of the Govt. Information is the oxygen of Democracy and hence all those involved in dissemination of public information will have to be equipped with necessary inputs and updates, for which continuous learning is a must, he felt.
Justice Subhashan Reddy delivering Inaugural Address
Dr CV Narasimha Reddi, Editor, PR Voice; [National President Emeritus, PRSI & Former Director, I & PR Dept., Govt of AP] in his presidential
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address explained that according to Confucius, the Chinese philosopher 'good governance' was based on three pre-requisites such as (1) feeding the people (2) possessing the weaponry to protect the country and (3) enjoying the trust of the people. When his disciples asked for the most indispensable of the three, Confucius clarified that weapons can be dropped, food can be delayed for a period, but the trust of the people cannot be lost even for a moment. He recalled that good governance was not new to Indian rulers as "Satyameva Jayate", "Bahujana hithaya, bahujana sukhaya" are indicative of the characteristics of good governance. Sri Y Babji, National Vice President (South), PRSI while conveying the greetings of National President and other National Vice Presidents said that Hyderabad Chapter, in its 42 years of existence had always kept its flag flying by organizing various professional programs. Through the State level conferences conducted, the Chapter has recognized and promoted the best PR practices and products. Sri N L Narasimha Rao, Chairman of the Hyderabad Chapter while welcoming said that he and his colleagues were fortunate enough to organize the 12th Andhra Pradesh Public Relations Conference on a subject that needed explanation by the experts.
Training in Eradication of Information Poverty The chief guest at the valedictory, Kantilal Dande, IAS, Director of
Tourism, Govt of AP said, Good governance was possible only when there was information sufficiency. He observed that information about the Government can be better reached through various PR exercises with skills oriented public relations practitioners. He opined that necessary infrastructure should be developed for imparting training to PR professionals. Presiding the valedictory session, Dr. CV Narasimha Reddi concluded saying that (1) PRO in India, by and large, is a technician and not a strategic manager (2) PR has an identity crisis, unlike Journalism, HR and such other professions (3) India will have 50 States by 2020 as predicted by Times of India and hence there is lot of scope for the PR profession to develop & (4) There is a need to have an Academy to educate PROs so that, in turn, they inform and transform the society. DV Subba Rao, Chapter Secretary proposed vote of thanks.
Technical Sessions The colloquium was organized into three technical sessions on the theme related topics. The 1st session was on "Good Governance - Expectations and Realities" chaired by Dr CGK Murthy, IIS (Rtd), Former Director, Press Information Bureau, GOI with keynote speaker M Gopalakrishna, IAS (Rtd), Former Spl. Chief Secretary to Govt. of AP and convened by Dr. J. Chennaiah, Asst. Professor & PRO, Potti Sriramulu Telugu University, Hyderabad. The 2nd session discussed
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the topic "Right to Information Act The oxygen of Indian Governance" chaired by K Chandramouli, IAS, Commissioner, AMR-AP Academy of Rural Development, Govt of AP with keynote speaker Prof Madabhushi Sridhar, NALSAR University of Law, and convened by S Sujatha, Asst Producer, EMRC, Osmania University and the 3rd session was on "Good Governance - A Blueprint for Effective PR Communication" chaired by Krishna Baji, Former Manager (PR), Hyderabad Metro Development Authority with keynote speaker Mathew Joseph, Director, SHARPX Corporate Training & Consultancy Services, Hyderabad convened by B Aruna, Chief (CorpCom), M/s Sri Krishna Group, Hyderabad. Several national awards in the category of house journals, videos, websites, corporate literature etc were presented to the winners.
Colloquium on Aam Aadmi
K. Chandramouli, IAS seen speaking at the colloquium
15th December 2012 will remain an another memorable day in the history of Hyderabad Chapter of PRSI as it witnessed two events-one, a Colloquium on "Communication with Aam Aadmi" which adopted a five point declaration and the other a 'khas' (important) National Council meeting which resolved for certain professional modules. 31
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National Council Meeting
Dr. Ajit Pathak, National President addressing the N.C. meeting
It is almost a decade since a National Council meeting was convened in Hyderabad. Observing this, Dr Ajit Pathak, National President expressed his happiness that the NC Meeting could be organized in Hyderabad after quite some time and complimented the National Vice President (South) and Hyderabad Chapter for coming forward to host the meeting over a Colloquium. In the meeting, Dr Pathak suggested chapters to make use of the emerging opportunities in issues like FDI in retail and organize programs. He said modules could be devised for fields like HR, Marketing, CorpCom and other groups and build reputation by these programs. In the colloquium on "Rural Development & Poverty Alleviation: Communication Strategy with Aam Aadmi" organized by Hyderabad chapter, the Chief Guest, Commissioner, Andhra Pradesh Academy of Rural Development, K. Chandramouli, IAS said that the best way to reach out the AAM ADMI (common man) at the grassroots level with development message was through NGOs and committed volunteers with household microcommunication approach.
He observed that among others, the documentary film, traditional media, word-of-mouth were the effective media of rural communication to educate the people as partners in rural development. The voiceless people regarded as aam admi are ignorant about the poverty alleviation programs must be empowered with providing information as to enable them to participate in the development programs. NL Narasimha Rao, Chapter Chairman explained the objectives of the colloquium. Dr. C V Narasimha Reddi, former Director, Dept. of Information and Public Relations who presided over the Colloquium said that the Government of India should appoint a Study Team to evaluate the existing communication system at the grassroots level and suggest suitable measures for reaching out the people at the grass roots. Dr. Ajit Pathak, National President, PRSI informed that the PR association was involved in motivating the people on national issues.
Five-Point Declaration The colloquium adopted the following five-point declaration on communication with Aam Aadmi:
1. The Government of India must appoint a Study Team to assess the existing communication system at the grassroots level and suggest a national communication policy to have communication set up at block/mandal level to cover all villages. 2. Block/mandal level public relations officers should be appointed to organize publicity programs in collaboration with development departments. 3. Village Panchayat should be made statutorily as nucleus for dissemination of public information at village level with barefoot volunteers. Every village should be given a big size hoarding for display of publicity material as
Pandit Shivrup Tiwari (1943 - 2013)
to attract the attention of both literate and illiterate folk.
cent of population resides in rural India.
4. Household micro-communication strategy should be institutionalized for every village with Sarpanch as the chairperson and functional workers as members to cover all households, once in a quarter.
As part of participants' response, Y Babji, National Vice President (South), PRSI said that among other media, the mobile phone (charavani) which number about 95 crores in India should be used as effective means of communication with rural masses. Krishna Baji, Past Chairman, PRSI responded that effective training and education alone can make the communicators more professional.
5. All India Radio and Doordarshan must launch rural development channels as to promote economic development and social transformation of rural society in the backdrop of the fact that 72 per
Y. Babji National Vice President (South), Public Relations Society of India
Pandit Shivrup Tiwari, a well-known PR personality in the country passed away on 31st May 2013 in New Delhi. Born on 16th May 1943, brought up and educated in Gwalior, he graduated in Engineering from Gwalior University, Madhya Pradesh in 1965 and worked in Birla and UP Steels before serving BHEL as General Manager (Corporate PR) in Delhi, Bhopal & other places for over 3 decades. Associated with Public Relations Society of India in various capacities both at Chapter and at National level, was a successful Secretary - General of PRSI. He was also a good Hindi ‘Shayar’. He is survived by his wife Rama Tiwari, his son Vipul Tiwari, his daughter Yamini. ‘Public Relations Voice’ conveys its condolences to the members of his family and prays that he soul may rest in peace.
ABCI COMFEST : 17th & 18th OCT 2013 The President of Association of Business Communicators of India, Yogesh Joshi in a communication has announced that the ABCI Com-Fest 2013 will be organized in Mumbai on 17th & 18th October 2013. Alongside the Com-Fest, the 53rd ABCI Annual Awards Nite will be held on 18th October 2013 when the winners of various categories of competitions will be presented with Awards. Further details about the competitions can be had from the ABCI website: http://www.abci.in 32
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Bharat Nirman Volunteers: Harbingers of Change in Rural Andhra Pradesh PR Voice Bureau AMR - Andhra Pradesh Academy of Rural Development is the apex training institute for Panchayati Raj and Rural Development Departments. The major objective of the Academy is to constantly upgrade the knowledge, skills and attitude of elected representatives and functionaries of Panchayati Raj and Rural Development Departments, in particular preparation of decentralized plans and implementation of schemes for the economic and social well being of the rural areas. APARD in this context, organizes training courses conferences, workshops, seminars and other capacity development activities.
Keycap-Lab to Land KEYCAP - knowledgeable and Empowered Community is the Key to Community Development in Andhra Pradesh is an innovative experiment launched by AMR-APARD to empower the community, socially, politically and economically through a committed cadre of volunteers called BHARAT NIRMAN Volunteers. (BNVP) The objective of KLYCAP is to enable the rural communities to know their rights and entitlements under various programmes/schemes, so that they can steer gentle demand for improved and quality services from the local service delivery machinery. The Bharat Nirman Volunteers (BNVS), are the last mile human connectivity between the Government and the rural house-holds. The BNVS are expected to establish closer contact with the rural house-holds and
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sensitise them on various developmental programmes aimed at their well-being. The BNVS also assist the Government functionaries in shouldering the responsibility of delivering public services in a variety of ways. There are about 40,000 Bharat Nirman Volunteers spread over in 2200 villages of 750 Mandals in Andhra Pradesh. An interesting feature of this scheme is that the volunteers endeavour to improve the quality of life in their ouwn villages.
Six Sectors In fact, Bharat Nirman was launched by the Government of India in 2005 to provide rural infrastructure, such as (1) drinking water, 2 roads, 3 rural electrification, 4 telecommunication, 5 housing and 6 irrigation in a time bound manner. However, due to inadequate of government staff, the
APARD conceived the concept of Bharat Nirman Volunteers at the grassroots who strive and create awareness among the beneficiaries about their entitlements and right to avail themselves of the benefits directly from various welfare and development programmes. The duties and responsibilities of Bharat Nirman Vounteers include: awareness generation; people's participation; delivery of services; social audit; implementation of citizen charter; grievances redressal and helplines; rural reports; data entry; literacy and education; food security; house site & housing.
Issue Based Volunteers A unique feature of BNVP is that there are issue based volunteers. example,
some
volunteers for
For or
organizations
work
literacy
development.
They are known as
Volunteers in Action
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Better Access In a message on the Bharat Nirman Volunteers Scheme, the Prime Minister Manmohan Singh said " I am sanguine that the establishment of this cadre of village based Bharat Nirman Volunteers will enable better access to public services and improvement in outreach of government programmes, besides ensuring greater transparency and accountability in implementation of government programmes.
Commissioner K. Chandra Mouli seen addressing a group of volunteers
educational
volunteers.
Health
volunteers work to solve the health problems of a village. Environment volunteers work on environmental issues.
Rescue volunteers help the
victims of natural calamites etc. Bharat Nirman Volunteers maintain good relations with families in their
allotted area. They develop personal rapport with them. They lend patient hearing to their problems. Personal dialogue and group discussions help to a large extent. Initiatives in solving problems will earn the confidence of the villagers in the Bharat Nirman Volunteers and will strengthen the relations.
The Commissioner of AMR APARD K.Chandra Mouli observed that' “APARD has made its mark at national and international levels by working on projects with various agencies within and outside the country. In addition to these training and capacity building activities. APARD expanded its outreach activities in rural Andhra Pradesh with the help of Bharat Nirman Volunteers. APARD stood first in implementation of this scheme�.
WHERE THE MIND IS WITHOUT FEAR ! Where the mind is without fear and the head is held high. Where knowledge is free, Where the world has not been broken up into fragments By narrow domestic walls, Where words come out from the depth of truth, Where tireless striving stretches its arms towards perfection, Where the clear stream of reason has not lost its way, Into the dreary deserts and sand of dead habit, Where the mind is led forward by thee Into ever-widening thought and action, Into that heaven of freedom, my Father, Let my country awake
- Gurudev Rabindranath Tagore
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Best Author and Editor of PR & Communication Chanakya Award Presented to Dr. Narasimha Reddi book seeks to plug the gap of the lack of good textbooks written by Indian authors from, and for, an Indian context and that its currency is commendable". The review further added that the author Narasimha Reddi verily qualified for the appellation "Guru of Public Relations Education in India".
H.S. Brahma seen presenting the Award to Dr. C.V. N Reddi
The Election Commissioner of India H.S.Brahma presented the ‘Best Author and Editor of Public Relations and Communication Chanakya Award’ to Dr. C.V.Narasimha Reddi, former Director, Information and Public Relations Department at the 7th Global Communication Conclave held on February 22 & 23, 2013 in Hyderabad for his outstanding contribution in bringing out the Public Relations Voice and also authoring a number of books on public relations, media, communication, etc. The Award was instituted by the Public Relations Council of India for the
national achievers in the field of public relations. M.B.Jayaram, Chief Mentor, PRCI was present at the awards function. Dr. Narasimha Reddi who is now working as Editor, Public Relations Voice has authored 22 books on public relations, communication, and media. If the Vidura, a journal of Press Institute of India in its review described his book "How to Be A Good PRO" (1974) as the first. Indian book on Public Relations, the Hindu, the national daily on his 22nd book (2011) 'Effective Public Relations and Media Strategy' commented that "the
Launched in October 1997 by the former Union Minister Information and Broadcasting S.Jaipal Reddy, the Public Relations Voice the only journal for Indian PR professionals has completed 15 years of its regular service to the cause of Indian communication and public relations industry with 48 issues to its credit. If the first issue of the Public Relations Voice had the cover story Mahatma Gandhi as the Father of Indian Public Relations, the 48th July-December 2013 issue projected Bhagwan Ramana Maharshi as the silent communicator of India. The 48 issues of Public Relations Voice not only reflect the history of Indian public relations but also enriched and updated the knowledge of PR professionals in the field of public relations practice. Being a prolific writer, Dr. Reddi's articles were published in national dailies like the Hindu including national and international magazines such as IPRA Review, London, Media Asia, Singapore, Asia Pacific PR Journal, Melbourne, Australia and the Vidura.
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National Public Relations Day In Hyderabad
T
he 27th National Public Relations Day was observed in Hyderabad by the PRSI Hyderabad Chapter on April 21, 2013 when Dr. T.Hanuman Chowdary, former Adviser, (Information Technology,) Government of Andhra Pradesh was the Chief Guest. The occasion was made use of by a number of PR and communication professionals to re-dedicate themselves to the cause of promoting public relations as a strategic management function.
Dr. T.H. Chowdary at National PR Day
Speaking on the theme, 'Digital Media in Corporate Communications', the Chief Guest, Dr.Hanuman Chowdary narrated his experiences as General Manager, Telecommunications with particular reference to how technology had leapfrogged. He described the Internet as the 8th wonder of the world to which about 600 crore people had access. Digital media have greater scope in public relations with stakeholders at lower costs. Digital media has the advantage of increased reach as it can deliver content right to the stakeholders computer.
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Dr. C.V. Narasimha Reddi, former Director, Andhra Pradesh Information and Public Relations Department & Editor, Public Relations Voice in his presidential address while explaining the significance of National PR Day said only about 40 per cent of public relations professionals have necessary degree proficiency. He said the need of the hour was to improve PR practices qualitatively and bring about more awareness among stakeholders.
The creditable event of this national public relations body has been the organization of 34 All India Public Relations Conferences as to discuss contemporary PR trends and enrich, update the knowledge of PR practitioners.
Earlier N L Narasimha Rao, Chapter Chairman welcoming the guests said that Hyderabad Chapter had been recognized as the most active chapter in the country for its multifaceted continuining professional development programmes. Awards were presented to winners in the category of Best PR Manager and patriotic songs competition to mark the National Public Relations Day. D.V.Subba Rao, Chapter Secretary proposed vote of thanks.
Approach.
Why National PR Day?
and European Federation of Public
April 21, 1968 was a red letter day in the history of Indian Public Relations when the first All India Public Relations Conference was held in New Delhi with the theme Professional importance for the following reasons: The code of Athens, internationally accepted code of professional ethics as presented by Dr.Albert Oeckal, the then President of International Public Relations Association was adopted by PRSI and three Presidents of Foreign Public Relations Associations i.e Public Relations Society of America,
International
Public
Relations
Association,
London
Relations Established in 1958, the Public Relations Society of India, a national association of public relations practitioners, over a period of 55 years has been striving to promote the recognition of public relations discipline as a strategic management function. In the process public relations has grown phenomenally in government, public sector, private industry and NGOs with about one lakh communication professionals.
This day assumed great
Association
which
enabled India enter global public relations. Keeping in view the significance of the day, the then National President, PRSI, Dr.C.V.Narasimha Reddi gave a call to observe National PR Day on April 21 in 1986 to rededicate ourselves to the cause
of
public
relations
and
organizational excellence. Since then it is being observed every year.
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Dr. C.V.Narasimha Reddi Award For the Best PR Manager 2013 This award for the year 2013 was presented to Ch.Trinadha Rao, Assistant General, Manager (Public Relations), State Bank of India, Local Head Office, Hyderabad in recognition of his outstanding performance in the practice of public relations and for having exhibited professional qualities that served in promoting the corporate mission, goals, services and corporate social responsibility of the State Bank of India. The Best PR Manager Award was presented by Dr. T. H Hanuman Chowdary, former Adviser (IT) Government of Andhra Pradesh at a National Public Relations Day held in Hyderabad on April 21, 2013. C.H.Trinadha Rao is the 20th recipient of the award instituted by Dr. C.V.Narasimha Reddi, Chairman, CVN Public Relations Foundation. Dr.Reddi instituted this award in 1994 as a measure to recognize the talents of PR professionals. Since 20 years as many as 20 PR professionals representing various organizations have been recognized as Best PR Managers, which has resulted in the growth of professionalism among public relations practitioners. Recipients of Best PR Manager Award Trinadha Rao in the Centre
Roll of Honour of the Recipients (1994 - 2013)
37
S. No.
Year
Recipient
Organisation
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
PSR Murthy VSR Naidu K. Ravindran
Vysya Bank AP State Electricity Board National Thermal Power Corporation Ltd A P.R. Manager of a Private Company got the award South Central Railway National Thermal Power Corporation Ltd Hyderabad Urban Development Authority Municipal Corporation of Hyderabad Potti Sreeramulu Telugu University Dr B.R. Ambedkar Open University Singareni Collieries Company Ltd AP State Road Transport Corporation State Bank of Hyderabad South Central Railway AP Khadi & Village Industries Board Commissionerate of Rural Development Department Indian Airlines National Academy of Agricultural Research & Management, Hyd The Park Hotel, Hyderabad State Bank of India
P. Krishnaiah C. Elbert Krishna Baji M Krishnanand Dr. J. Chennaiah A Vishweshwar Reddy S Chandra Sekhar P Mohana Murthy D Virinchi FR Michael Y Babji K Manohara Achary S. Krishnan G. Aneeja Madhu Joshi Ch. Trinadha Rao
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Dr. C.V.N Reddi Award For Best PR Manager Recipients’ Response P.S.R.Murthy (1994 )
Ch.Trinadha Rao (2013)
I received this prestigious Dr. C.V. Narasimha Reddi Award for the Best P R Manager as the first recepient on April 21, 1994, exactly two decades ago. I had the honor and privilege of receiving the Best PR Manager of the year Award- 1994 for my performance as Senior Manager (Public Relations), Vysya Bank from the hands of the then Hon'ble Minister for Information & Public Relations, Govt. of Andhra Pradesh, D. Srinivas.
I am very much delighted and thrilled to receive
Perhaps the effect of receiving the award, in 1995 I have been promoted to Senior Management level and posted in New Delhi as Chief Public Relations Officer of Vysya Bank.The Best PR Manager award has induced me lot of self confidence and motivation to excel in the field at Delhi. After my successful stint at Delhi, I moved to the first new generation private sector Bank i.e.Global Trust Bank as Chief Manager (Corporate Affairs), In 2001 the Bank which got later merged with one of the finest and leading public sector Banks i.e.Oriental Bank of Commerce in 2004.
bank
I got the opportunity to join the leading Corporate Group based in Hyderabad i.e. NSL Group, as Deputy General Manager (CR) and again couple of years back. I moved to another leading Bangalore based Corporate Group i.e. Axis Aerospace & Technologies as General Manager (CR) in their Hyderabad Unit. Every move was an elevation, better position and better comfort. thanks to the Award.
activities undertaken by the Bank on a large scale are
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the Dr. C.V. Narasimha Reddi Award for BEST PR MANAGER for the year 2013. I feel the entire credit goes to our great organisation State Bank of India.We, in State Bank of India, have been undertaking several social activities under Corporate Social Responsibility. It is also a credit to our public relations programmes that have promoted the mission and services of our besides
highlighting
our
corporate
social
responsibility. Every year Bank earmarks 2% of its profits for CSR activities. After I have assumed charge as AGM (PR), during the last two years, we have spent more than Rs 10 crores on CSR activities in Andhra Pradesh. Some of the activities undertaken are provision of waterpurfiers to schools donation of ambulances to hospitals, buses and vans to organisations serving mentally challenged and physically handicapped children,etc. I feel all these contributory factors for winning the award. As AGM (PR) I always strive hard for improving the image of the Bank. I will continue to do my best for improving Bank's image through our social service and PR activities. This Award is an inspiratin to me.
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Two New Public Relations Courses at Dr. B.R. Ambedkar Open University, Hyderabad As a result of the economic liberalization, privatization and globalization, the need for public relations/corporate Communications has increased manifold to meet the global competitive marketing environment. The demand for public relations and communication professionals also has increased in Government, Public Sector, Private Industry and NGOs. Such a demand can be met only by producing qualified public relations, communication professionals, through launching public relations course in the Universities. Keeping in view the fast changing communication scenario of our country, Dr. B.R.Ambedkar Open University which has been the pioneer of launching Bachelor of Public Relations programme first time in the country has now decided to launch new two public relations courses: Mass Communication and Public
Relations as one of the optional subjects at the Undergraduate level and MA in Mass Communication and Public Relations as PG programme 1. Mass Communication and Public Relations as one of the optional subjects at Undergraduate level from the year 2013-14. Being a professional course, it is expected that about 8 to 10 thousand students of B.A, B.Com, B.Sc might opt for this course which offers employment opportunities in public relations, communication, and journalism fields. As many as about 70 thousand students are on the roles of B.A., B.Com, and B.Sc programmes of the University. 2. M.A. in Mass Communication and Public Relations 3. M.A. in Mass Communication and Journalism The University authorities have decided to launch these two
programmes MA in Mass Communication and Public Relations/ MA in Mass Communication and Journalism from the academic 2014-2015. A unique feature of these programmes is that the common core subjects related to mass communication as applicable to both public relations and journalism will be covered in the first year, while the specialized subjects public relations and journalism will be offered in the second year. If the student opts public relations as a specialized subject in the second year he/she will be awarded with the degree as MA in Mass Communication and Public Relations. Similarly the journalism students will be awarded with MA in Mass Communication and Journalism. Many experts in the field of communication, public relations, journalism and advertising have commended these two new courses as innovative with a bright future.
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Cheque / D.D. may be drawn in favour of "Public Relations Voice" 8-3-978/4, Srinagar Colony, Hyderabad - 500 073.Phone : 040-23745549, Email : drcvn@hotmail.com (Kindly add Rs. 20/- towards outstation bank charges.)
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Public Relations Events 35th All India PR Meet th
The 35 All India Public Relations Conference: Hotel Ashoka, New Delhi, 27-29 December, 2013-Theme being "Inclusive Growth Through Corporate Social Responsibility: Role of Public Relations"
Indo-Thai Public Relations Roundtable Thailand June, 11 to 16,2013 Dr.Ajit Pathak, National President, Public Relations Society of India (PRSI) announced that PRSI in collaboration with Thailand Public Relations Association will organize an Indo-Thai Public Relations Roundtable in Thailand from June 11 to 16, 2013. The theme of the conference is' Communication Strategies for Travel and Tourism. It may be recalled that the PRSI has successfully hosted the First International Public Relations Festival at Habitat Centre, New Delhi during 2005, while the Second International Public Relations Festival was held at La Plantation Resort, Mauraititus during 25-27, August 2008.
Maurtius The conference and stay arrangements are being made in three plus star hotels of Bangkok and Pattaya. The package cost has been worked out at Rs.35,000/- per delegate plus Rs.2000 towards delegate registration fee. Further details can be had from M.S.Mazumdar, National Vice-President, PRSI, East & Organising Chairperson Indo-Thai Public Relations Roundtable - Chief Manager Power Grid Corporation of India Ltd., Royal Centre, No.102, G.S.Road Opp. SB Deorah College 40
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Ulubaro, Guwahati, Ph. 03612458846, Mobile 09435547196.
PR & MEDIA TRAINING FOR BRAHMA KUMARIS The Media Wing of Brahma Kumaris institution's Rajayoga Education and Research Foundation for the first time organized an in-service training programme on public relations and special media services at Mount Abu for the benefit of Brahma Kumaris and media coordinators drawn from all over the country in February, 2013. Inauguration of the training programme, B.K.Om Prakash, Chairman, Media wing said that public relations with the assistance of media can spread spiritual knowledge that could create harmonious relationships between various groups in the society. Media which is obsessed with crime, cinema and cricket should come forward to promote positive things that shape the society. He complimented the public relations wing of Brahma Kumaris for their service in spreading spirituality and peace. Rajayogini Dadi, Ratanmohiniji Joint Chief of Brahma Kumaris in her blessings said self - reforms (Vyakthi Parivarthan) as a pre-requisite for vishwa parvarthan that would lead to Sada Sukhi. B.K.Karuna, ViceChairman Media Wing in his address said that the training would equip Brahma Kumaris in public relations and media skills that would enable them to take the message of Baba, of love, peace to the nook and corners of our country. Prof. Kama Dixit, Core Committee member Media Wing, Indore spoke on Godly Service Through New Media. Dr. C.V.Narasimha Reddi, Editor,
Public Relations Voice, enlightened the trainees on the basic elements of public relations and interpersonal relations: Communication Skills. B.K.Sarala Anand, State Coordinator (Media), Andhra Pradesh dealing with topic use of professional skills in PR in media service of Brahma Kumaris said "every one of us" was a Bhagvan's PRO. She described Brahma Baba as PRO of God to spread the message of peace and love towards universal peace. She stressed the need for developing public relations wing along with media wing of Brahma Kumaris. Other key topics covered include: Event Management by Brahma Kumaris - B. K. Heena, PR consultant, Mumbai; Effective and Efficient Public Relations - Dr. B.K. Binny, Manager, Media & PR Global Hospitals Meditation and Open Discussion on Media Wing programmes were also organized as part of this training. B.K. Sarala Coordinator (Media) Hyderabad
PRSA 2013 INTERNATIONAL CONFERENCE One World Connection October 26-29, 2013 Philadelpia- USA This International Conference of Public Relations Society of America offers practical insight and networking for public relations professionals PR professionals to amplify their impact into the global market need Three Things : Connection, Community and Colloboration. This conference is dedicated to helping PR practitioners responds to Real Time� Opportunities and Challenges while addressing new PR Trends and Technologies. PRSA 33 Maiden Lane 11th Floor New York NV - 10038-5150
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ITC Multi Brands The ITC Limited a premier Indian
Lifestyle,
company contains. Wide range of
Stationery and Personal Care .
businesses - Cigarettes & Tobacco,
ITC e-choupal
Hotels,
As part of its corporate social responsibility, ITC has launched e-choupal creatively leverages
Information
Technology,
Packaging, Paperboards & Specialty Papers,
Agri-business,
Foods,
Retailing,
Education,
information technology to set-up a meta market in favour of India’s small and poor farmers who would otherwise continue to operate and transact in “Un-evoloved markets”. The popular brands of ITC are :
Statement About Ownership of "Public Relations Voice" The following is the Statement about Ownership and other particulars relating to the "Public Relations Voice" as required under the Registration of Newspaper rules, 1956 (Form IV). Place of Publication Periodicity of Publication Printer's Name Nationality Address Editor's Name Nationality Address
41
: : : : :
Hyderabad Quarterly C. Ravinder Reddy Indian Sravyagrafics, 6-2-1/7, View Towers, Lakdikapul, Hyd. : Dr. C.V. Narasimha Reddi : Indian : 8-3-978/4, Srinagar Colony, Hyderabad, 500 073
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Name & Address of individuals who own the newspaper & partner or shareholders holding more than One percent of the total capital : Nil I hereby declare that the particulars given above are true to the best of my knowledge and belief. Place : Hyderabad Sd/(C. Ravinder Reddy) Singature of the Publisher
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The 10 Stages of Public Relations Programme Planning Public Relations has been described as ‘planned and sustained effort to create and maintain mutual understanding between an organisation and its publics’. If it is planned effort public relations should evolve a campaign to identify the problems of an organisation and offer solutions for the problem. Any adhoc effort will not solve the problems. Therefore, public relations practitioners based on their communication skills must design a multi media public relations campaign to reach the target audiences with messages. Several surveys reveal that public relation programmes were a failure where campaign approach was not adopted. However planned campaigns were not only successful but also gave results to the management. In the process public relations profession earned recognition in the eyes of the management. Kheda Rural Communication Project in Gujarat is a good example of rural communication campaign where farmers were educated which led to White Revolution. As a result India today ranks number one in the milk production of the world. Here are the 10 steps to design a public relations campaign. Remember, research is an important ingredient in any campaign. This should be apply, ‘before the campaign’, ‘during the campaign’ and ‘after the campaign’.
1 2 3 4 5 6 7 8 9 10
Situation Analysis - Research Objectives Target Audiences Action Plans - Messages Strategy Tactics - Methods Timescales - Duration Resources - Implementation Evaluation Impact - Results Freedom from Ignorance is as Important as Freedom from Hunger - Pandit Jawaharlal Nehru
......................................................................................................... Eradication of Information Poverty is a Pre-requisite to the Eradication of Economic Poverty - P.C. Joshi
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Book Review relations practice involve? As an intermediary between an organization and its stakeholders/public the PR practitioner has responsibility both to the institution and to its various publics. He or she set organizational policies that will affect its stakeholders and disseminate information that enables the institution's publics to understand the policies which may then be adjusted in response to feedback from the stakeholders.
ublic relations will always be in a state of flux due to swift changes in publics/stakeholders, communication technology and cultural choices in the ways that people choose to communicate. The current edition is in tune with the changing scenario to meet the growing communication needs of the corporate sector in the global competitive marketing environment.
P
The textbook is broadly divided into four parts as: Part One: Public Relations: Role, Practice and Origins Part Two: Research for Public Relations Part Three: Theory, Ethics and Laws Affecting Public Relations Practice Part Four: Public Relations in Action The first chapter devoted to PR roles and responsibilities, begins with a statement by Rober-1 Wakefield who says “All Public Relations should exist to preserve a consistent reputation and relationships'. It has a dual role communication and strategic management role. What does public 43
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PR practice involves research on all stakeholders, receiving information from them, advising management of their reactions and attitudes as to demonstrate attention to their problems and set policies accordingly. But that is just the communication role of public relations which is only one side of the coin. As a strategic management function, public relations practice involves responsibility and responsiveness in policy and information to the best interests of the organization and the public interest. It is the duty of PR practitioner to advise the management to evolve policies as to meet the needs and aspirations of the stakeholders. These two roles two-way communication on the side and the management function of advising the top management to evolve corporate policies in tune with the interests of stakeholders on the other have been described analytically with examples that will be useful even in the Indian environment. Evolution of PR in USA, PR Ethics, PR and the Law, Communication channels and Media, Tactics and Techniques, that make PR strategy work are the other areas covered in this book.
The globalization of public relations has given a new orientation to this text. The approach of the book follows the practice; everything is global and the only predictable trend is change. Part Four-"PR in Action" is the soul of the text that highlights as to how one can put PR theory into practice to benefit both the corporates and the stakeholders. Among others, the chapter campaigns enable the students as well as practitioners to understand the campaign process including planning, goal setting, budgets, campaign evaluation etc. Five principles of successful campaigns have been identified in this book. They are: 1 Assessment of needs, goals and capabilities of priority publics; 2. Systematic campaign planning and production; 3. Continuous monitoring and evaluation to see what is working and where extra effort for changes need to be made; 4. Consideration of the complementary roles of different media and interpersonal communication; and 5. Selection of appropriate media for each priority public with due consideration for each medium's ability to deliver the message. Crisis and Credibility is the last chapter which explains that anticipating a crisis is pre-requisite for handling a crisis situation. Three key elements have been identified as to promote successful communication during crisis. 1. The existence of a communication plan as part of overall crisis plan; 2. The ability to assemble a crisis team when a crisis occurs and 3. The use of a single spokesperson during the crisis. This book is a must for every PR practitioner, PR Teacher and PR Student.
- P. Mohan Rao
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