Y Imagine magazine original

Online Magazine

December 2011

INAUGURAL VOLUME

Y IMAGINE Get it here.

Issue Partners:

WE ARE THANKFUL TO YOU FOR BEING A WONDERFUL SPONSOR.

YIMAGINE Get it here.

ON THE BOARD R. Rajeswari Iyer

Chief Editor and Publisher

Venkat Pulapaka

Editorial Advisor

Aditya Tej

Editorial Advisor

Aishwarya N Iyer Geetha Murthy Phaneendranath Anumolu Prajwal Ponnappa Srinivas Yama Umme Qizra,Kiran Borker Vishnu Kizhiyappat Nair

Executive Editor/Copy writer HR Talent Management Marketing Events Designer Circulation Sports Correspondent

Prateek Chakrabarty

Political Correspondent

Priyanshi Bahadur

Lifestyle Correspondent

Kulteja Ponnada

‘Ybrant Bug’

Aadithya Murthy

‘Talk Art’

YICOF - Young Indian Communicators’ Forum

R.Rajeswari Iyer 6-3-248/B, Road No 1, Banjara Hills, Hyderabad 500033, Andhra Pradesh

Contents

YIMAGINE Get it here.

19 'Talk Art' Aadithya Murthy 20 The Fast And The Curious

by Prateek Chakrabarty

BuzZZ 05 Editor's Note

06 President Speak From The Heart 10 Editorial Comedy of Errors

by Prateek Chakrabarty

22 A Communi kaos

by Major Rakesh Gulati 24 Knock, Knock

By Geetha Murthy 26 The ‘I’ Challenge for PR Suresh Gaur on Public Relations 28 The Lensman 31 Spotted

11 YICOF The Beginning

by Suruchi Sharma 12 God Is Now Under The Remote Control

by Kulteja Ponnada 14 The Show Stopper

by Vasavi Vaidya 15 Being Stupid Is Worth It

by Priyanshi Bahadur

16 Neighbour's Envy Owner's Pride

by Vishnu Kizhiyappat Nair 17 Ybrants bug

By Ankitha Naishadham

Manga Art see article on page no:19

EDITOR’S NOTE '. . . Found the students totally clueless on what to do from now and where to go. In few colleges, the faculty themselves are less knowledgeable.

Whose fault is this?’

R.Rajeswari Iyer Chief Editor and Publisher To begin with, I wish to send out messages to members of this forum through this e-magazine. Having spent more than a decade in Communication Journalism, Corporate communication, PR and Branding, I have decided to go on a campaign to promote the study of communication and counsel those who wish to pursue their studies in communication.

Communication is a cosmic space that covers almost all from writing contents to scripts. One has to specialize in one particular domain to survive in the industry. One cannot be jack of all and master of nothing anymore. One has to be a master in one zone. Continuous learning alone can help in our existence.

With the growing speed of outsourcing agencies, BPOs and KPOs, helping the companies to outsource their needs of communication, how can one get the opportunity to compete with them and prove themselves.

In the current situation, there is no place where training and continuous learning opportunities are given to the aspiring professionals.

Most of the colleges and universities offer courses in communicationcustomized to their convenience (one or two faculty are hired who have just passed PG and advised to handle multiple subjects and not a domain expert) , which either do not have proper infrastructure, who cant hire faculty who are domain experts, or the price for learning is too expensive. During my first visit to a few colleges and universities, I found the students totally clueless on what to do from now and where to go. In a few colleges, the faculty themselves are less knowledge. Whose fault is this?

For a moment, let us forget all these and imagine that you are given an opportunity to choose your job, your company and the salary you think you deserve..Isn't it exciting?

Believe me, when you spend time at YICOF, you will exercise this. How? You will be put to lot of learning. You will get to good exposure in various communication profiles and do internship and work with some of the areas of your passion and become job-ready.

Give it a try, you will love it!

Well, it's better to move on, rather than conducting a postmortem of the situation. I realized that these youngsters need some time to learn from experts, share the knowledge with others and also get opportunities to taste the profession and become job-ready. One need not necessarily get campus recruited by any popular brands/companies for a throw away price, where job profiles are routine, working styles are disturbing and not much scope for career growth.

www.yicof.com

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PRESIDENT SPEAK - from The Heart CAN WE SET THE TREND? ‘This is my dream. I started the ground work since 2009 and then I started YICOF - Ybrants’ initiative-a forum for media students- students pursuing mass communication and journalism in the city’ Aishwarya N Iyer President YICOF As someone who's just passed out of 12th, one hardly has options to choose from for a career. It has to be either engineering or medicine. And of course, if he/she is not to keen on earning immediately, then even law is an option. If one wants to pursue a BA, others instantaneously pass a verdict saying arre AIEEE mein acchhi rank nahi ayihogi !

admiration of world and its insightful units. It is that positive energy which to live in. That is precisely why it is called Arts.

While my struggle to put my point across was still on, I realized that I didn't have many people on my side.

As in, though there were many more people who were passionate about the course, there were little resources and no leadership. Nobody knew where to go next. In fact, nobody knew if we even did exist in the plot to success! With academics on one side and half-hanging career on the other, I had nowhere to go for further guidance and insight into the profession.

Okay now, that's it! I think it's high time people fix this mistaken observation! I scored a decent 85% in my 12th (Science stream) and still chose to do BA in Journalism, English literature and my favourite Political Science. However, while I was trying to validate my preference and interest to literally everybody around (including friends and relatives), I realized that all have this notion about Arts students because, such courses are considered to be incompetent and hence, only those who either don't dream too big or if they lack the potential to survive peer pressure, opt for an Arts Degree.

Can we set the trend/can we set Standards? Can we change the rules?

The fact is that Arts is a completely different world. It is open for all those who like to be grateful for things around. It is not for those who quantify qualitative commodities. It is about appreciation and

Perhaps these were the questions hammering my mind towards the Communication profession in this country. When we talk about global challenges and global village, don't you think we need to change our

And then, somewhere in January 2009, started my anguish God forsaken-professions, amalgamations of stories, thoughts of all students from all over the country from every city….

mindset to first accept to the changes that are coming our ways?

Indeed, yes! There cannot be convention, set rules, formalities in our existence anymore if we wanted to face these challenges.

Adapt to changes, set new rules, aim high and be trendsetters are few things, I felt necessary to survive in the changed world. I cannot change people of old systems, but I can change new set of people and set new systems. Here comes YICOF. This is my dream project and I wish to talk my heart though every edition of the prestigious Y Imagine, which is an emagazine.

My first concern is the proper curriculum, skilled faculty and training to communication.

www.yicof.com

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Can we set the Trend?

Can we set Standards?

Can we change the Rules?

“When we talk about global challenges and global village, don't you think we need to change our mindset to first accept to the changes that are coming our ways? Indeed, yes! There cannot be convention, set rules, formalities in our existence anymore if we wanted to face these challenges.“

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Can we set the Trend?

Had a dream started the ground work since 2009 and then I started YICOF Ybrants' initiative - a forum for media students - students pursuing mass communication and journalism in the city. Started mobilizing my buddies towards this mission and went ahead presenting t h e fo r u m i n c o l l e g e s a n d Universities. With 300 students, with few of them in the forefront; I launched this forum on 17th September 2010 here in Hyderabad.

After which there was no looking back. Through YICOF we conducted few workshops and seminars and enjoyed good appreciation from others.

us the hope of going a ahead, STEAM who is our frontrunner, KINGFISHER the brand pride we could associate with, SR NATURE FRIENDLY PAPER PVT LTD and SOUTHERN TRAVELS who helped in a massive scale. TV 9, TV 5, GEMINI TV and BOL HYDERABAD - a community radio of UOH for making the speaking for us and spread the Ybrance, all the Universities and colleges who appreciated the thought and mission of YICOF and deputed their students.

In the name of our e-magazine Y IMAGINE there was an excellence award given to few communicators who excelled in their profession and contributed immensely to communication. We are launching the magazine with complete control over the reports, content value and knowledge sources. We have nominated our own reporters, designers, Marketing Executives and work like a full-fledged organization This magazine will be made available in hard copy as soon as we find a helping hand to print and publish.

Today YICOF has 6 codes (branches) with 900 members (aged 18-35) in the country. On 16th and 17th of September 2011, we organized a two day communication conclave communEXT version 1.0 at a resort of Suchir India. The event saw serious discussion on different topics of communication, workshops on theatres and film-making. We had eminent speakers from across the country to address the session namely Pranjoy guha thakurata, S h r i n i va s a n I y e r, RT Ku m a r, Aparna Malladi, Shrinivas Ayyar, K Lakshminaryanan, Sathya Nagesh Ayyagary and Rathna Sekhar Reddy.

You can visit our corporate website www.yicof.com and event website www.yicof.org.

painting, singing, swimming, theatres, photography etc. I play football too.

A word of gratitude to all the sponsors -Suchirindia who was our life saver, BRIO FACTORS - who gave

YICOF shall give all its members opportunity to develop their passions and enhance their skills and

Can we change the Rules? be the leaders. In this one year of our endeavour, we could place 15 people for interns and 10 people for jobs in various communication professions across the country. Just be with us.

Lastly, I express my heartfelt gratitude and thanks to my HOD - Col. RK Dargan for appreciating my involvement in this movement, encouraging, supporting me to achieve this by taking personal interest. I thank Amity School of Communication for giving me this opportunity to confidently shoulder this responsibility and help my peers.

Thanks to my entire faculty who made this possible for me.

PRESIDENT SPEAK - from The Heart CAN WE SET THE TREND?

students. I am still pursuing mass communication and Journalism through Amity University, Noida; but since I belong to the city, want to make a beginning here.

Can we set Standards?

I consider this to be my first achievement when I am just 20 years, but to remember that I conceived the idea when I was just 18 years. Thanks to my previous writing ability, that gave me the strength to do this. I have contributed articles to New Indian Express, the Hindu and Times of Indian since my school days. Apart from this I have passion in dancing,

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EDITORIAL Comedy Of Errors ‘Did you know, Obama was destined to kill Osama?'

NOTE - All situations involving me are fictional. Any resemblance to me, though desired, is purely co-incidental.

Prateek Chakrabarty Student - Amity School of Communication 'So, Osama's dead, huh?', I said to a pretty lady, sitting alone at a nearby restaurant, as I gave in my best to start a conversation and not seem foolish. I thought I had nailed the beginning with a pretty succinct fact (Thank you, Mr. President), but History has a bad habit of repeating. In this case, the repetition was that I got snubbed yet again.

The girl stood up, left and I was sure, I heard her say 'creep' as she performed that heart-breaking activity with utmost disdain.

Needless to say, I fell in love with her then and there.

As I cursed myself whilst I repeated that very politically charged pickup line in my head, a strange thought made its way into my mind. Yes, Osama was killed; apparently by a headshot. A large chunk of the world celebrated the death of the Al-Qaeda supremo (party at Times Square), few co n d e m n e d i t ( re t a l i a t i o n , anyone?), while our friends in Pakistan made a whole sitcom out

of it. Prime Minister Yusuf Raza Gilani, who was still devising ways to defeat the Indian Cricket team along with Shahid Afridi, now had to take a serious stand and make a statement about the intense drama that unfolded in his own backyard, literally. Since the basic needs of their country - Roti, Kapda, Makaan and Rokda - were still provided for largely by the US of A, he couldn't take a stand against them. Instead, he congratulated the US Navy seals, the CIA and President Barack Obama for carrying out this joint operation with the Pakistani Army. Yay! So Pakistan finally did something to curb terrorism, right?

WRONG! The day after the Pakistani Government heartily congratulated their American counterparts, they heartlessly condemned the actions of the US Navy seals, for having threatened Pakistan's sovereignty, by carrying out a military action on their land. While the war of words raged on, we asked ourselves if Mr.

Gilani wants to replace Rowan Atkinson as the funniest man on the planet. In a sleepy little town of Abbottabad, Osama Bin Laden occupied a mansion, had jeeps at his disposal, armed men to protect him and as the cherry on top, stayed within 5 kilometers of the Pakistani Army Base. How did the Army of the Sovereign state of Pakistan not come to terms with this fact? As so very rightly put by the formerly exiled cricketerturned-politician Imran Khan, it eluded the Pakistani Army and its intelligence.

In a reaction towards Pakistan's housing of the World's Most Elusive terrorist, our Home Minister, P. Chidambaram said that he expects our friendly neighbours to hand over the perpetrators of the 26/11 attacks, who he alleged continue to be sheltered in Pakistan.

Sir, a simple 'I told you so' would have sufficed. Tough love is what our Government specializes in, particularly to save face in testing times like these. www.yicof.com

9

WRONG!

Rahul Gandhi's stunt to have ridden pillion on the bike of a local clergyman and join the farmers' protest in Uttar Pradesh seemed to have taken the focus off of the impotency of our Government and rather put it on the Son-rise in the congress.

Sonia Gandhi was a proud mother when Rahul Baba was being taken to jail; however, his stay was a short one (10 hours, in fact).

Comparisons were drawn between Dr. Binayak Sen and Rahul Gandhi.

Yes, the charges were sedition and insurrection against established order. But even in his heart of hearts, Mr. Gandhi knows that any comparisons of such sort shall only belittle him because the man he is being compared to is more respected that he can ever even dream of being. But still, Rahul Gandhi's actions spoke louder than Sushree Mayawati Behenji's words, if that is possible. I can't reiterate what she said, simply because I didn't get it.

This episode of jumping on the bandwagon didn't do much for the farmers, for whom; apparently the entire fracas took place (give those poor souls a break, please). It just gave them another option to vote for in the polls next year and as far as the eradication of their pangs is concerned. My mind drifted westwards and I thought about the ex-IMF Chief, Dominique-Strauss Kahn, who was caught trying to pull off a Boris Becker, in Tennis terms.

As it turns out, hotel housekeepers don't appreciate nakedness from their customers, no matter how wealthy or old the latter are.

Anyhow, the news filtered in and people started to scramble for the post of the Chief at the IMF, quite oblivious to Kahn's embarrassments.

T h e o l d m a n wa s re f u s e d fornication, taken in to custody at the biggest airport in the world and well, now he'd lost his job too.

Ouch! And according to a study by the Daily Mail in the UK, Asians are never even considered for the highest posts at the World Bank and the IMF. It's a fact that didn't go down too well with Mr. Montek Singh Ahluwalia, so much so that he included himself as a candidate for the IMF top job. Way to go, sire!

name began with an O had to kill Osama.

As soon as those words helped me attain enlightenment, I cursed myself again. Was I lamenting on missing out on this girl? Yes, my love lasted for all of 15 minutes. I didn't dare carry the conversation ahead, as I had already been through enough that day and now, it was her turn to hear the word 'creep.’

EDITORIAL Comedy Of Errors

Hazare Saab shook the foundation with his; much required and unanimously appreciated, movement that put the Government under the scanner.

Add to it the innumerable accusations of corruption, the always upwardly-mobile inflation (Yes, it's supposed to reach double digits, again) and the lack of their haath which was supposed to be Aam Aadmi ke saath and you have a red-faced Government that is struggling to keep up with the needs of the hour.

I made my way out of there, feeling smug and thinking - hey, another pretty girl! ‘Did you know, Obama was destined to kill Osama?'

NOTE : All situations involving me are fictional. Any resemblance to me, though desired, is purely co-incidental.

'Yeah, Obama killed him' said someone, disturbing me from my soliloquy. The pretty girl had returned and that too with a mindblating logic. Ram killed Raavan, Krishna killed Kansa, Godse killed Gandhi and so someone whose www.yicof.com

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YICOF The Beginning ‘Mr. APJ tried to identify with our vision and suggested us ways of fulfilling our aims with full dedication’

Suruchi Sharma Student - Amity School of Communication It was on 10th July, the day when the seeds of YICOF were being sown in a fo r m a l p re s s co n fe re n ce i n Hyderabad. Not many knew that just a few days before the founding principles of YICOF had been discussed with the former president of India when a group of communicators from YICOF met the renowned scientist Dr. A P J Abdul Kalam.

The meeting of 9 enthusiastic Ybrants with the luminary began with ours introduction and went on to discussion over the philosophy, agendas and aims of the organization.

Mr. APJ tried to identify with our vision and suggested us ways of fulfilling our aims with full dedication. He also showered on us his blessings and bestowed on us his warm wishes for a successful launch and a proper and fruitful running henceforth.

He made us realize what importance does every single media-person has and how it is important for us to react in a responsible way. He not only gave us the core values for YICOF but also showed us how we can make it vital for the media community.

Being a socially concerned person, he also talked about how we people can utilize our easy reach, to do well being for our community from environment to child welfare. The discussion went on touching every domain within the reach of us, showing us entirely new dimensions that YICOF can lead the media community into.

A fantastic and enriching experience it was!

We were stunned by the modesty of his smile, those deep eyes carried an era of experience and knowledge in them, they had an assurance that we have landed up in right hands, where we are sure to be benefitted by the visionary of the era. www.yicof.com

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NOW GOD IS UNDER The Remote Control! ‘One of the words that stand out is hovering. I try to picture the spirit of God passionate to create, as if he is pulsating like a heartbeat and ready, but something new comes out of the bubble’ Kulteja Ponnada Student - Amity School of Communication In the beginning, God created the heavens and the earth. The earth was without form and void and darkness was on the face of the deep.

And the Spirit of God was hovering over the face of the waters Genesis 1:1-2(Bible).

prayer room shall breed it. God is going to do things in His way in every sphere of media as long as people are motivated by prayer, faith and passion for Him and there will be nothing to block where this media will go.

Wow! One of the words that stand out is hovering. I try to picture the spirit of God passionate to create, as if He is pulsating like a heartbeat and ready, but something new comes out of the bubble. This scripture is striking because we can notice the spirit of God doing the same thing today. He is hovering; He is brimming with excitement to create again, to arise the new on earth. His motive is to overtake the mountain of media, as huge as Olympus, as we see it today. After referring to the bible, I could see that David mentioned in the Psalms to sing to the Lord a new song. God wants to sing His song, draw His own pictures and dance to His song and walk through a bride who is lovesick, who is not after money or fame but for the fame of His glorious name - who is obedient and devotional in the place of prayer.

I saw media springing up worldwide and it resounded from every direction like an echo - and the

A change is going to happen in the media and it is God's will. For God is going to reward the righteous. There will be No. 1 hit songs that will come out of houses of prayer and God's media centers. God is going to rise up as something totally new. He shall touch the ends of earth with the help of media. We can see this trend happening. What worked till yesterday will no longer work today.

It will throw today's media into a scramble because what is arising is something that cannot be copied or bought-because it is the anointing behind the media.

This shall happen when worshipers are moved by passion for God and intercession. This will lead them straight into what is new in music, television, computer games, video games, all types of recordings, broadway, art, dance and every single facet of media. I keep seeing downloads exploding in those who

wait on the Lord, painters beginning to paint new colour, colors in heaven that Earth has not seen. Even in the paint there was a shine and a glow that will surprise anything the world has ever seen. I also see the Lord giving strategies in computer games and video games. I watched young boys and girls playing computer games and these games were literally leading them into the sea of God, revelation was awakening their young minds and hearts.

In had a dream in which I saw a day coming when people will not rely on the news of the world. They will tune in to God's media centers and follow what God is saying because of the simplicity and clarity of word of God sent out through prayers. The news media will sell out more of what people want and they will be full of lies and gossip. However, I did see a major network hop on board with God's media army. For there is a divine switch coming in media, movies, music, art, dance and games. God is up to something new and this time in new geographical places. I could see different hubs all over the world!

One striking relevance that we today, www.yicof.com

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And the Spirit of God was hovering over the face of the waters Genesis 1:1-2(Bible)

Such as, the major epics, the Mahabharata and the Ramayana, have web sites devoted to their study. There is a site devoted to the Kumbh Mela pilgrimage, giving Internet users the opportunity to join thousands of pilgrims who gather in Allahabad to bathe in the Ganges.

Sites like saranam.com allow worshippers to order a puja at the Hindu temple of their choosing, which are thought to convey darshan in the same manner as temple figures. The followers of Sri Vaishnava, Swaminarayan Sampraday and Dvaita Vedanta have web sites and the International Society for Krishna Consciousness, have their own site, which includes a Hare Krishna Network. Temples also webcast darshan live on the internet.

Christian communities, Islamic sites also try and fulfill a number of distinct roles, such as providing advice concerning religious doctrine and enable its users to download daily prayers and for taking the shahadah over the Internet.

NOW GOD IS UNDER The Remote Contol!

cannot avoid is that - thanks to media channels, the whole concept of prayer has been revolutionized.

There are a large number of web sites dealing with specific aspects of the Hindu tradition.

Pages like the 'Islam Page' is a comprehensive Islamic web site, which links to a complete version of the Quran. Sites such as the IslamOnline site provide a fatwa. And with Television channels and radio stations also streaming live darshans of deities, like the ActiveDarshan on TataSky or the God tv or Tirumala tv.

Looking at all these developments I find it difficult to say that God stays on the seven mountains. Next time you need to pray to god, switch on your television sets.

In fact, important events too are broadcast live on the internet, like the - Swaminarayan Temple in Cardiff, which broadcast its 25th anniversary celebrations live on the internet in 2007.

There are also programs that teach about prayer life. Devotees can gain information on how to pump up prayer volume and make their prayers more meaningful and learn how to make sure that your prayers line up with the blessings that God wants to give you. And people take advantage of the Internet, television, radio programmes and software programs that teach specifically about prayer. There have been a number of attempts to create online www.yicof.com

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THE SHOW STOPPER ‘ Being in government college, I take much pride in mentioning that our college team received the Y IMAGINE EXCELLENCE AWARD for the short film and not to forget that it was declared the winner by public voting’ Vasavi Vaidhya Student - Koti Womens’ College Osmania University College for Women is a legendary institution which continues with the noble task of educating young girls for the benefit of the society. As the adage goes, “You educate a woman and you educate the whole house!” recently the college faced many problems every department from the science to the commerce to food and nutrition are updated but the communications department.

The syllabus is all structured but there are no practical classes to back what has been taught to us. The recent bundhs and agitations also have left the students far behind the schedule, and now in the last moment everything is being rushed.

Inspite of such things happening around us(students of mass comm.)

YICOF was the ray of hope. Attending the two day conclave Communext 1.0 was very helpful.

The sessions provided us with immense knowledge, be it on journalism or advertising theatre etc it made clear in our heads as to what we should do when there was nothing and no one to help us.

‘Communext version 1.0’/ gave us knowledge as well us opened us up for all the things that we can possibly take up for our further studies.

Presentation of awards for the various competitions held was an encouragement for the students to work even harder and to show their talent. Being in government college, I take much pride in mentioning that our college team received the Y IMAGINE EXCELLENCE AWARD for the short film and not to forget that it was declared the winner by public voting. I am sure. We have talents and we needed organizations like YICOF to recognize and appreciate and encourage.

were all put something like ‘gurukul’.

We could see students of mass communication from different cities attending and making most of it.

WE ARE WAITING FOR THE COMMUNEXTG VERSION 2.0 to raise its curtain.

All that matters is, did we spend the time at YICOF usefully and was it a value addition? I am sure most of us who attended will agree with me in this regard, that it was like show stopper when the two day annual communication conclave was announced recently in the midst of city keos for quite sometime. The bandhs, agitations and political aggressions were forgotten for 48 hours by the city students and we

www.yicof.com

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BEING STUPID IS WORTH IT ‘In my opinion, theatre or any form of art is about doing what you feel you would like to, had it been the end of the world as we know it’

Priyanshi Bahadur Student - Amity School of Communication Art is an expression of one's soul stimulated through the passion that a person has to project it. It means to create; something that has never been created before, something that can inspire, move and even heal.

The theatre scene is Delhi is full of splendour. It is full of vibrancy and bubbling talent. The theatre enthusiasts of Delhi, at all times; relish under the effect of a fulfilling dose of both street and stage theatre.

Different people discover their passions through different ways, at different times and stages. Sachin Tendulkar discovered his love for cricket when he was just 16. And today he is the only God over which the masses of our heterogeneous nation shed no blood. Mahatma Gandhi was driven by passion to free his country from the clutches of oppression and penury.

Stage and street theatre are two very prominent art forms.

It was his overwhelming love for the nation that brought people with infinite differences under one umbrella-that of humanity. Mother Teresa was inspired by stories of Christian missionaries when she was just 12 and at such tender age she set out, guided by Jesus' blessings, to help those who were in pain and misery.

Theatre is an art. It has the power to make the most mundane faces glow with life.

Street theatre requires one to let go of all the sense of embarrassment and express various aspects of human emotions to the fullest. It requires one to laugh like it's their last, cry like an infant would, smile so that it reaches up to your eyes, dance like no one is watching, sing like you're in the shower and support someone twice your size on your back. It requires the actors to create a virtual image of what might be going on in your story, in the minds of the audience. You don't dwell under the help of props and costumes.

Stage theatre on the other hand, although with the help of props and costumes and stage setting and lights, holds the audience together for a longer time. It refreshes the audience by creating a holistic atmosphere where you, as an

audience become a part and parcel of the storyline and start living the lives of the characters.

In my opinion, theatre or any form of art is about doing what you feel you would like to, had it been the end of the world as we know it.

Don't be afraid of what people might think of you. Be contented at being thought of, as an idiotic or a stupid because only then, will you find the road to success.

Miguel Angel Ruiz once said 'Don't Make Assumptions. Find the courage to ask questions and to express what you really want. Communicate with others as clearly as you can to avoid misunderstandings, sadness and drama. With just this one agreement, you can completely transform your life.'

So what I'd like to say is, don't feel ashamed to do what you know you do best. Keep acting stupid because one can rise and improve only when he or she is not afraid to be thought stupid.

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NEIGHBOURS ENVY OWNER'S PRIDE

‘The first quarter hour of the game was United's subtle reminder to City that no matter how the table looks, it takes class to be - Manchester United’

Vishnu Kizhiyappat Nair Student - AMET, Chennai Well it's a question of where to start! I am truly speechless and anyone else who would be. It is only justified after the clinical performance City put up to cut through the hearts of Manchester United's fans.

The first quarter hour of the game was United's subtle reminder to City that no matter how the table looks, it takes class to be - Manchester United.

Not any team could throw that attitude in the opening minutes of a derby match, but who knew what was in store for the rest of the game.

The ball was predominantly played in the City half except for that rare occasion when the ball will go into United's half due to a clearance. City started lifting their game and the ball was now slowly but surely entering into United's half. David Silva was brilliant as he expertly swiveled through the strong defense of the Red Devils. It took twenty three minutes for City to come close to scoring and Mario Balotelli netted Milner's low cross which Silva let through, in an elegant fashion. It was his fifth goal of the season and probably the most important for his team. City were leading 1-0 half way through the first period and United were left flabbergasted.

Old Trafford was silenced but the silence was still too loud, thanks to the roaring City fans. United weren't at their best and this was evident from Jonny Evans' miss on a volley, like a 14 year old practicing volley kicks. It was all thanks to their maverick Italian striker as City were one up on their closest geographical rival, at the break.

The second half started rather eventfully and in the second minute of the second half, Evans was sent off for a lazy last man tackle on Balotelli.

A few minutes later Ashley Young put a point across to the blues that there is no room for complacency, not even against a ten-man Manchester United. United created an odd chance but were far from scoring. A goal down and a man down, but there was always an air of hope around them, which is most admired. They always have this refusal to acknowledge when beaten. However just around the hour mark, Silva and Mr. Consistent (James Milner) connected superbly.

They strung a few passes together to set Balotelli up for his second goal.

Man City had begun painting Old Trafford blue and United were bleeding. To silence the crowd is one

thing, but to shock them and leave them in awe is another! Coming back from a man and two goals down it's too much to ask of even United.

Sergio Aguero added salt to their wounds by netting the third off Mika Richards' low cross. The match now looked more like an eleven-man team toying with a hapless ten-man side which was broken. Manager Roberto Mancini brought both the goal scorers off, Edin Dzeko for Balotelli in the 70th and Samir Nasri for Aguero in the 75th. Through this Mancini showed that he would only do what he chooses to, no matter what the situation is. All was not lost for United as Fletcher pulled one back for United in the 81st. It was too little too late! Dzeko got into the action scoring the fourth after Lescott brilliantly pulled a ball back in, which keeper David De Gea had given up on. Silva had a great game but it lacked the sheen of a goal, which he eventually did get. He slotted home the fifth for City through De Gea's legs. 5-1 to City and they had almost moved 5 points clear of United. Right when you thought that the match was done with, Dzeko comes in to make it 6-1 after Silva put a wonder ball in his path. www.yicof.com

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YBRANTS ‘BUG’ - Exclusive with Dr. KR Murthy , Editor in chief, HMTV & Hans India ‘Political parties influencing the media is a very dangerous phenomenon. Newspapers were launched by several political parties in various occasions but they are not serious players, they are confined to particular sections and there circulation is also limited, but now with modern printing press and equipment and with lot of money power they are becoming a big bane.’

Ankitha Naishadam Student - St. Mary's College More than a decade of work exposure to PRESS, What made you operate your own TV channel and Publication? Is it lack of appreciation from your superiors, lack of challenges at work place or any other reason?

Ans: I started my career 4 decades ago as a trainee at Indian Express and though out my career served in different positions. I worked as an editor for 3 newspapers, Udayam, Vaartha, Andhra Jyothi, and then came out of Andhra Jyothi to launch Hyderabad Media House. Hyderabad Media House launched Hyderabad Media Television (HMTV) and The Hans India. The idea and motive of launching a newspaper and a channel was to serve the people, and I wanted to serve the people by sharing correct information and that’s why HMTV started. Because, information is power. HMTV was started with the motive to give people what they need. As mentioned before, working with different Newspapers, stabilizing them, and then handing them over to my juniors was my idea, and till date they are doing a good job. I believe in plurality and not in monopoly of media.

Which was your most exciting job ever, before launching your own?

Ans:. The most exciting job was working for Udayam., the paper launched by famous film director Dasari Narayana Rao. Till then, I was with Indian Express working for Andhra Prabha, I was asked to head the Vijayawada edition of Udayam. I said it was exciting because, heading the Newspaper with nobody overseeing you and you are given full freedom to express your view.

Experience of launching Udayam and running Udayam stands out in my career. Next, re-launch of Andhra Jyothi was an important milestone.

Andhra Jyothi was launched in the year 1962 by prominent journalist Narla Venkatwswara Rao, he left the paper during the time of emergency, and it ran into difficult times and was disclosed in the year 2000. It was in coma for 18 months, and I was en trusted with the responsibility to edit the paper and I made it bigger than what it was. Presently, the paper is selling more than 5 lakh copies which happened no where in the history of Telugu print media.

How do you compare Press (both electronic and Print) during yester years and today.

Ans:. Previously press had leisure.

They were a very few Newspapers and channels and there was no competition. After emergency, the media boomed and there was thirst for information, and now each newspaper had 20 editions and there are 17 news channels and more 5 are yet to come. Basically, we don’t need that many, out of 17, 3 or 4 channels are in the race in telecasting breakings. Now there is a demand for journalist and lot of scope to serve the society.

Media has the hand of regional parties and regional sentiment. How do you view this?

Ans: Political parties influencing the m e d i a i s a v e r y d a n g e ro u s phenomenon. Newspapers were launched by several political parties in various occasions but they are not serious players, they are confined to particular sections and their circulation is also limited, but now with modern printing press and equipment and with lot of money power they are becoming a big bane.

Channels confined to particular region, surely will affect the people, but it is up to people to decide whether to watch or not. People have choice. Some channels, in the www.yicof.com

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HMTV is regional and Hansindia is English- why this?

Ans:. HMTV is a Telugu regional channel, and Hans India is a Newspaper circulated regionally. In the present scenario, to launch a Telugu Newspaper, about 200 Core investment is needed keeping in mind the newly equipped infrastructure and other technical things, and I don’t have that much investment as all my profits are earned through my channel in a fare manner, because we are not for any party or for any region. With whatever investment I have I was able to launch Hans India with an investment of 50 to 60 cores.

What’s your opinion on TRP? Are you in to the race of TRP? Ans:. TRPS? I will not say anything negative about TRPs, because I am in a game. Yes, HMTV is in the race of TRP’s.

There are so many regional Tv channels in Hyderabad and we hear that some more are likely to come, why this sudden jump of business opportunities in this medium? What is the modus operandi for survival?

Ans: At present, there are 17 News channels and we hear that 5 more are to come. One reason behind this is some people having there pockets full and willing to invest in this field. A doctor, who runs a hospital, can’t start channel because his profits are very low. Therefore, people with

large pockets either launch a paper or a News channel. Few days back, there was a discussion on the issue that media should have control in the parliament. What are your views on this? Don’t you think the freedom of press will be lost if the media is regulated.

Ans: Recently, I wrote a piece on this problem, in The Hans India. Justice Markandai Kaju, the chairman of press council of India, has been making controversial issues and the entire professional journalist are criticizing and attacking him. What did he say? He said that the average intellectual levels of journalist are low, they don’t study, and they have no knowledge of sociology, economics or political science, he said it with a good intention, to motivate the journalist. I wrote, in my article, captioning “sorry, I tent to agree with MR. Kaju”, here I said, the self regulation has not worked. So, there should be one moral force and authority to control and regularize the electronic media, but it should not be manned by revenue officials.

Senior people from industry should be entrusted with the responsibility of heading the regulation authority 9.To keep the audience ‘engaged’- is sensationalizing the only way?

Whats your plan of action on these lines?

expressed there views against the setting up of Thermal Power Plant.

Dasa-Disa is one another program conducted by me during the peak of Telangana agitation, this program is treated as a milestone in the history of Telugu media, were General audience had a platform to express these ideas on the formation of separate state. This program was telecasted LIVE every Sunday from 5 in the evening to 12 at night.

YBRANCE ‘BUG ‘

name of region run there show, and this will surely effect and influence the news on the people. In my opinion, it’s up to the people to decide which channel to watch and which not to. Its all there will and wish.

10.. What is the future of PRESS ? If YICOF wishes to start both Print and Electronic media houses in another 5-8 years, what’s your advice to them and what are the essentials for the business.

Ans: Of course, press has a good future. In the coming years literacy rate is bound to go up thus increasing the Percapita income where more people can afford to buy Television, thus increasing the view ship of the channel.

If YCOF wishes to start a media House in the next coming years, it should have a big pocket and professional journalist, for this I advice the up coming journalist to read and gain knowledge. An investment of above 200 core will be needed.

We should be patient enough to wait for the gestation period. I wish YCOF All the very best.

Ans: Sensationalizing always does not work. People of A.P watch HMTV and ETV2 to get correct information.

A far as my channel is concerned, we air a variety of programs where public voice is given top priority.

Janagoosa is just one among them, where the name speaks for itself.

Janagoosa was conducted at Sompeta where the farmers www.yicof.com

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‘ART TALK’ COMMUNICATE. BUT DIFFERENTLY…manga art… ‘the next time you see a comic book in which reading from left to right doesn’t make sense, or in which the hair of the character is unusually long or strange, don’t throw it away. It’s manga. Just zoom into the Picture below and trust me, you’ll enjoy this ever-growing form of art.’

Aadithya Murthy Student of Image College of Arts and Animation Since time immemorial, men have used pictures as their most basic form of communicating ideas. When there is no way to communicate thru words, people do so with pictures.

Man has evolved from doodling on walls of caves to making beautiful illustrations. But nothing speaks better than words in action. And that is where Manga comes into picture.

Manga is simply Japanese for Comics.

What we read in newspapers daily, helping us to relax, have a laugh: Comics. But, Manga is completely different from comics; though strikingly similar to it as well!

Confusing?! It will ot be once this simple point is understood: Manga is l i fe , i l l u s t ra t e d i n d i f fe re n t perspective.

The only similarity between Manga and comics is both of them involve frames in which characters converse using speech balloons. The style adopted by manga is what separates from every day comics.

That is what differentiates from ‘Tintin ’ & ‘Bleach’. Let’s get down into basics of this amazing medium of communication. Comics are read from left to right but manga from right to left. In comic strips, characters are nothing but real people; their eyebrows are unreal,

head is in Different shapes, they have four fingers etc. The only thing different between man & real life characters is that manga characters are’ perfect’. The only exception is the hair, and those of you who saw DBZ know what it means. The character’s hair is unreal and too long, in different directions & shapes. (wonder what gel the characters use).

So, keeping all these differences in mind, one might ask this: ‘why do we need to revert to such a complicated means of communication? why not stick to Garfield & Tarzan? The answer is simple. No need to revert to manga. Simply understand that this unusual style of drawing comics is known to very few people and it is time to make Manga known to all.Because, in reality, we must be acquainted with all forms of communication. And we mustn’t count out Manga. However, it isn’t as unknown as it seems. In fact, there are people like me who are mangafreaks, and have read all existing manga series till date!!

years, which have striking similarities with manga: they aren’t solely for the comedy sector, and they have a long storyline along with many different characters. After all, who could forget Indrajaal’s Phantom series? Other examples are Doctor Who and Wanted, to name a few. So the next time you see a comic book in which reading from left to right doesn’t make sense, or in which the hair of the character is unusually long or strange, don’t throw it away.

It’s manga. Just zoom into the Picture below and trust me, you’ll enjoy this ever-growing form of art.

Mata ashita ne

Moreover, in our country, there are colleges that actually teach manga art, in order to popularize this innovative format. It is also interesting to note that graphic novels have been in print since many www.yicof.com

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THE ‘FAST’ AND THE CURIOUS ‘The engineering students can't take their eyes off of the political science students. (What’s up?) The medicine students are too busy dealing with real poo to come up with solutions to deal with this shampoo’

Prateek Chakrabarty

I had been on a fast today to protest against the outrageously horrifying food being served in our cafeterias. It had been quite successful in my eyes since I'd never gone that long without having eaten any sort of food. Three hours later I was at KFC digging my teeth into mouth watering original recipe chicken, which I still maintain is much better than its hot and crispy counterpart.

My inspiration wasn't the antagonism towards the horse crap we are served everyday in our cafeterias but the Sadbhavna fast that Mr. Narendra Modi has been observing for the past few days. If you say that my fast against the bad cafeteria food is a joke, then I say that Mr. Modi fasting for the fact that his governance has brought about communal harmony in the state of Gujarat is an even bigger joke. C'mon Modi Saab. Your new antics shall force Russell Peters to change careers.

This three day story of jumping on the bandwagon, part who-theheck-has patience-to keep-countanymore did nothing towards fulfillment of its apparent agenda Communal harmony, but it sure

brought Mr. Modi in the eyes of our impotent government as a real threat to Rahul Baba ki Kursi.

Narendra Modi has been given a clean chit by the Supreme Court in the Ehsan Jafri murder case of 2004 and so, instead of going crazy over the Dhoklas and khakras, he vowed not to eat. Respect, sir! 60 crore rupees were spent on this farce. Mr. Modi did not have anything to eat, so what was all the money being spent on? (Shades of CWG, anyone) The Airconditioned surroundings, scores of people from all over the state and customized topis which everyone was wearing might. Sorry, will definitely not show up on the invoices. But what if they do? *getting too far ahead of myself there, sorry!* It is always said that you need even greater motivations for a great deed.

Hazare Saab's motive was something that made everyone in the country sit up and take notice.

It made the government bow down bend over to a 74 year old man's demands as the Jan Lokpal bill was passed on the 12th attempt. People rejoiced while the government

grimaced and pledged to be more transparent and root out all vices from its realms. 27th of August, 2011 was proclaimed as the day when India gained independence from the clutches of Corruption. But take a second and pause to reflect at the means to achieve that motive. Was it not more of a Draconian threat being issued to the government? Wasn't Hazare saab at one point becoming the dictator we all feared to love?

Once the Jan Lokpal bill is implemented who's to say that the Government won't be swayed by the riches of this world? What about some political awakening for the youth? Let's see. Political science students do not wish to join the government.

The engineering students can't take their eyes off of the political science students. (What up?) The medicine students are too busy dealing with real poo to come up with solutions to deal with this shampoo.

So, who gets to join the government?

Old folks who already have a foot in the coffin or young folks who can't really write their own name? I foresee another fast on the cards. www.yicof.com

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Realizations can be tricky particularly, if they force you to swallow the bitter pill of worldwide condemnation. Within three years, President Barack Obama went from Yes, we can to Err, Could we really?

The most powerful man on the planet (Sorry, Superman) today curiously antagonized himself from majority of the world's folks by Vetoing Palestine's bid to be a full member state of the United Nations.

Why President, why? Two years ago at Cairo, you had been the toast of every town for having supported Palestine's request to be able to vote during the General Assembly sessions. Then why veto the vote now?

joke about the Gaza strip with a Lebanese girl. Chances are she might kick you very painfully in addition to shouting out a resounding no. Sigh, I hate terrorism!

THE ‘FAST’ AND THE CURIOUS

Unfortunately, it's quite easy to overlook Irom Sharmila Chanu - The Iron Lady of Manipur - even when we are on the topic of fasts. It's because overlooking her mettle is what has been happening perpetually for the last 10 years. Not many people know her or her cause. Get this people, she has been fasting for almost eleven years now to demand that the Indian government repeal the Armed Forces (Special Powers) Act, 1958 (AFSPA); which she blames for the violence in Manipur and other parts of India's northeast. Somehow even being nominated for a Nobel Peace Prize can't get you enough recognition. This is the sheer blasphemy that we are now party to.

And so, as our country's planning commission has decided that Rs. 32/- a day is the limit for a person to be called poor, you can't help but think as to what a poor man's alternatives would be.

Suicide, suicide or suicide? Ironic, isn't it how a 54 year old LPG cylinder vendor spends 60 bucks in three days, while the 54 year old Chief Minister spends 60 crores, though both have the same apparent aim.

No meal for today, maybe not even tomorrow.

Tsk tsk Sire, even we judge you. Oh and by the way, you owe China $6.4 trillion. You can ask for some from India's coffers at Switzerland. The middle-east has always been a tough nut. when you're trying to ask girls out. Case in point - never, ever www.yicof.com

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A COMMUNI KAOS

‘I realized the importance of communicating clearly and effectively more than ever, but not until I saw myself in another messy situation for not having learnt the lesson’

Major. Rakesh Gulati CEO - Centum Advertising This is about a tribe that does not find a mention in any of the schedules of the State, Union or the concurrent list. Endowed with some of the most exquisite traits, the tribe is a class apart so much so that most of its blessed members give a complex to even the most distinguished descendants of the Royal clan. Fondly called helper, sevadaar or ardali; the innumerable members of this class are cynosure of their masters' eyes. The mammoth Indian army, acclaimed the world over; is indebted to this modest class of suave workforce, who has held the battle rear (no pun intended) with enviable impunity, while their masters led the vivacious army from the front.

I have had the fortune of being in the company of two of the brightest members of this élan class. First at Binaguri, West Bengal that was my first place of posting as commissioned officer in the Indian Army. While I was trying to learn the nuances of effective leadership qualities as a young officer, this star called 'Sepoy Kha' assigned to me as my sevadaar, taught me a lesson or two in communicating most

trenchantly. Standing 5'6” tall and a dark complexion, Sepoy Kha defied his short stature. Although he was from the land of the rising sun, he had never seen the sun rising. He bore the visage of a puritan who had been assigned the task of purging all the battered souls on the earth by the order of the divinity. Short and crisp communication was his forte.

He not only bore the brunt of my miscommunication deeds many a times, but also sought to clear the mess created due to my ingenuous proclivity and placidly, almost all times. On one occasion when I, along with my roommate decided to go for a game of Tambola at our Officer's institute on a fine Sunday morning; our usually reticent star modestly asked me if he could be of any help while we were away. I was touched by his concern and to reciprocate his gesture with a feeling of belongingness, requested him to polish my white PT shoes.

He gesticulated with a smile that was more intimidating than amusing, a smile that signaled an impending mishap. I shuddered at the thought of an imminent holocaust, but then shrugged off my ill conceived

conjecture as a mere consternation of mind and left for Tambola. When we returned after a couple of hours, I was shocked to see my white PT shoes polished in green colour. On questioning his ingenuity in polishing the white shoes green, my helper nonchalantly replied that since he found green polish instead of white polish at the place indicated by me, he polished the shoes green.

Earth slipped from under my feet on hearing his reply, but couldn't do a fig as he kept smiling, long enough; until I washed the green colour off my white PT shoes. I realized the importance of communicating clearly and effectively more than ever, but not until I saw myself in another messy situation for not having learnt the lesson.

My other encounter was much more amusing than the first one. This happened in Bathinda (Punjab) my last place of posting from where our Brigade moved to a little known town called Faridkot, for IS (Internal Security) duties. Our camp at Faridkot was fully secured with about 500 village houses surrounding it from all sides. I always wondered whether we were required to provide security www.yicof.com

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My helper Sepoy Gopal known for his penchant for short and crisp communication generally wore the look of a beleaguered Commander, whose battalion was inextricably surrounded from all sides by the enemy. Without the slightest expressions on his countenance, Sepoy Gopal invariably presented the picture of a sinister convict who was at the altar awaiting execution.

Gopal helped me to pack my baggage quickly and before I could usher into the jeep to proceed to the railway station, asked him if he was accompanying me.

He replied in the affirmative and thus after picking up the lady we quickly rushed to the station. On reaching the station, I asked Gopal to rush to the platform along with the luggage and the lady, to avoid missing the train. I proceeded to the ticket counter to buy tickets for the three of us. Luckily the train was running late

and hence I could safely board the train. The lady charming was kind enough to have blocked a seat for me which I happily occupied. We started the usual chat, until I found Sepoy Gopal standing near the window without any sign of boarding the train. On asking the reason for not boarding the train, he replied that he was not accompanying us and came to see us off at the station only.

A COMMUNIKAOS

to the villagers or they were. While the whole Brigade moved to Faridkot, I could not accompany them because as usual I was spending my annual leave with my family in Hyderabad. After reporting back on duty I was asked to immediately move to Faridkot along with a colleague officer's wife who was to join her husband at Faridkot for a short stay. The very thought of accompanying the beautiful lady, left my heart throbbing. I wanted to make the journey most memorable before getting pushed into the drab, routine Army duties. The journey actually turned out to be nostalgic, but for some other reasons. This is how!

On reminding him that he had affirmed earlier that he was accompanying me, he said he had meant that he was accompanying me only up to the station. I was shaken and felt silly for not even understanding the intention of a matriculate, even though I was a first class post graduate. I realized the futility of piling up qualifications as I could not even comprehend simple and plain communication. The flash back of having done my post graduation from a little known university in Madhya Pradesh, however gave me some consolation.

To shake off my discomfiture, I thought a hot cup of tea will provide the much needed solace and thus asked Sepoy Gopal to fetch some tea.

He immediately responded by saying that he did not feel like having tea. On hearing his reply I felt like pulling my hair and also some of my fellow passengers who reciprocated with a burst of laughter. I heaved a sigh of relief when the train left the platform and kept looking outside through the window during the whole journey to avoid further embarrassment.

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KNOCK, KNOCK‌and the door opens ‘Grades alone don't fetch anyone a job. In fact, grades and excellent academics only score one in many yardsticks in the selection process.

So, who gets the right job?’

Geetha Murthy Head - HR, Clavib Even before the studies are complete, the first thought goes to getting hired. Most of the student community does many or the entire list here, if the parent community has not done it yet! n

n

n

Check with seniors about the companies visiting the campus and scroll through the prominent recruiters.

Make a call or two, checking the credibility of the listed clients' pose as many questions as possible to the placement cell.

Pick and choose Organizations of interest and label as smartest to be selected in one of the top companies and many more obvious screening questions.

All said and done, not many question themselves if they are actually ready to be hired. Grades alone don't fetch anyone a job. In fact, grades and excellent academics only score one in many yardsticks in the selection process. So, who gets the right job?

Does this sound familiar? n

Consider the facts -

n

Wrote a good profile.

n n

n

Cleared initial rounds.

the initial selection process.

Research and know a little of what the organization is before the interview schedule. Prepare well to communicate well.

Scored 8 on a scale of 10 in the functional area of interview.

But the net result? Received a polite reject note from HR. n

A ready reckon available with everyone is an exhaustive list of probable rejection areas, peer experiences, individual assumption of what could have gone wrong and most important of all is what the first impression was during the interview and while leaving the venue. But little is the realization on the most important area of the selection process - Communication.

Being a good communicator is not the answer. Writing good English, wearing the right attitude, right bit of body language, cautious not to send wrong signals through nonverbal communication, be smart and receptive - may cover most of the skill set in the wish list of a probable employer. What still remains is what goes into communication while getting hired?

A quick run-through of some areas of communication for getting hired. n

Readiness is one way to crack

n

Use the right system to communicate for positive outcome. Avoid hand gestures and use the right tone while answering questions. Answer to the point. Be receptive!

Check the communication approach. Assertiveness should send right signals. Check your communication IQ and avoid mind-reading especially of the interviewer.

The list will depend on the situation and inclination to attach importance to details during the hiring process.

Non verbal communication includes understanding the nod to displaying the right manners - entry to exit of the interview room. Reciprocating the greeting to pulling back the chair involves right communication. So, getting ready for the interview is as important as scaling through to the shortlisted in the interview process.

Asking for an update or feedback after interview also need right www.yicof.com

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n

n

n

n n

n

Don't forget these small tips -

Learn to communicate in ways that lead to positive outcome.

Be attentive. Be responsive.

n

Reflect on better communication after the discussion is done with.

Communicate to discuss and be understood not to prove any points.

Communicate disagreement also in a positive way.

Check the communication approach prepare well.

KNOCK,KNOCK‌‌..and the door opens

By Geetha Murthy Iyer

communication. A decent time lapse should be given depending on the level of the position applied for. In case a note doesn't arrive then a short polite mail can be written to find out the feedback / update of the interview done. Follow-up is not suggested.

So, what is the wait for? Get ready to be hired!

www.yicof.com

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The 'I' CHALLENGE FOR PR ‘The current media scene - What journalists need today, how best to work with them, where the opportunities lie for PR news material and what that means for Press Releases.’ Suresh Gaur PR Expert Year 2000 - Internet was in its infancy and most people got their news from radio, newspapers and TV and the public, journalists and PR people alike were all accustomed to a 24hour news cycle.

A tough challenge for journalists, but a wonderful opportunity for PR practitioners! Most of the journalists say that their dependence on PR news content has increased as a consequence of these changes.

Year 2007 we lived in a 24/7 news cycle where people expect to see eye-witness accounts of events as they are occurring. This has created some major changes in news gathering and reporting.

How this changed scenario does affected writing of a press release?

The current media scene - What journalists need today, how best to work with them, where the opportunities lie for PR news material and what that means for Press Releases.

The world is changing, media is changing and therefore how people consume media is changing by the day. TV channels are fighting for the attention of audience resulting into innovation in news reporting. This means journalists have to learn new skills. Almost every media also has a website and they want more than just a text story - they want images, audio and video.

We have to move from text only to the social media news release we have to provide images, video and audio with our news releases so we can help journalists do their job in this tough new media environment.

Just as they have had to learn to produce excellent digital content and use open, collaborative tools and methods, so must we!

Internet has become the third most popular source for news, losing behind television, but ahead of newspapers and radio broadcasts.

Almost 65% people get news online and 45 % have watched a video news story online.

Media companies are struggling to adapt to the new real-time, 24/7 news cycle fuelled by Twitter and Facebook.

Journalists across all categories are under pressure to produce more stories faster and, wherever possible, stories that break news.

They are using blogs, Facebook and Twitter, as well as continuing to produce news and features for print, online, video and audio formats. The result is an increased workload for journalists to produce more content, to cover more beats and work longer hours.

Broadband connections have made it possible for people to watch video online. Most of media websites now offer video news. Most print publication now give video cameras to their reporters and expect them to bring back visual material that enhances the story they are reporting on. This is another opportunity for PR, as we know how to tell a story in a video news release.

Social media is now an essential part of a journalist's kitbag. Blogs and social sites are tools for newsgathering and dissemination; for investigation and crowd-sourced fact-checking. Newsroom editors say that social media conversations influence the news that gets reported.

26

The implications of these media shifts for PR and the

The 'I' CHALLENGE FOR PR

‘Media companies are struggling to adapt to the new real-time, 24/7 news cycle fuelled by Twitter and Facebook’

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LENSMEN - Chidambar Reddy

A path to success

Through the thicket ! www.yicof.com

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Hit the iron while it’s still hot.

LENSMEN - Abhishek Maharshi

Do not stand alone - Stand out !

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LENSMEN - Gokul Nath

The hues of nature.

Sunshine in sepia.

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SPOTTED 1. Captain Salman seen with Abrar 2. Aparna Malladi with YICOF members Spotted

3. Seen are students of Mass Communication 4. Prof.Vittal Rao dancing with his partner 5. Jayesh Ranjan, Shrinivasan Iyer, Paranjopy Guha Thakurtha 6. Abrar and Umme 7. Swing in the rain and dance in the rain

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Progress Report 2009 - Produced a concept teaser - A/V for YICOF and organized presentations of YICOF at different colleges in different cities. Team of YICOF campaigned at few colleges and Universities to introduce the concept.

Launched YICOF on 17th September 2010 at Greenpark hotel Membership raised to 650 by now

Progress report

2010 - Started with 350+ members across the country have joined for a single cause – to promote careers at communication in 2010

During the year organized few workshops and seminars Also produced a Introduction Auido Visual for YICOF. 2011- Organized communEXT version 1.0 – a two day annual communication conclave at a Resort of Suchirindia at Genome valley. Renowned speakers and about 200 delegates (both students and young professionals) from various cites attended the event Now we are 900 + strong and still counting……......………With the launch of this e magazine we expect the numbers to go HIGH.

Y IMAGINE EXCELLENCE AWARD 2011 INDIVIDUAL RJ Balaji Pravesh Rana Vikram Kharvi M Pradeep Christina Francis Surya C Adavi

Red FM UTV Bindaas THDC ZEE TV (tel) Times of India Graymatter8

Chennai Mumbai Mumbai Hyderabad Hyderabad Hyderabad

CORPORATE TATA STEEL AIRTEL

CSR Initiative YOUNG INITIATIVE

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Spread the Ybrance Aditya Marella - Student-Whistling Woods International, Mumbai I wanted to congratulate you Mam, for the very successful conference you have put up.

It was indeed very memorable, we look forward for more such great learning experiences from YICOF.

Shrinivas Ayyar - Brand Expert What a great job. Amazing to see so many youngsters getting into the study. Congrats!

K Lakshminarayanan - COO- UB spirits. I am very happy that YICOF is doing such voluntary service.

I am privileged to be apart of it.

Abhishek Maharshi -

Student- University of Hyderabad Always wanted to be there...but unfortunately couldn't make it to the event....had to be satisfied with the poster designing.

Lekha Ishwar - Student- St.Mary’s College The Best Two Days !!!! Thank You !!!! It's Going To Be A Red Letter Day For Me.

Frederick Michael - PR Professional Congrats !

YICOF Great ! Keep up the Good work. May the Lord Almighty Bless U all.

Geetha Murthy - Head-HR, Clavib.

Congrats! Great job.

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