1. Media Relations
for
Mobilization of Citizens
Dr.C.V.Narasimha Reddi
Director
Information and Public Relations Department
Government of Andhra Pradesh (Retd)
& Editor, Public Relations Voice

2. The Medium is the Message
Marshall McLuhan
 Media are not just machines.
 They are not only the source of information and
entertainment but also carry mass messages of
persuasion that bind people into communities and
even into nations.
 Though important, media often neglected.

3. Alvin Tofler’s Three Revolutions
FIRST WAVE Agricultural Revolution
(10,000 years ago)
Human and animal Muscle
Power as Living Batteries for
Energy: Sun, Wind,Water
MEDIA Face-to-Face
Interpersonal, Folk Art Media, Call
Posts to relay messages by drums

4. Alvin Tofler’s Three Revolutions
SECOND WAVE INDUSTRIAL REVOLUTION
Early 19 th Century
Steam Engine and Wheel for power.
Major Industries Mass production,
Mass consumption, Mass transportation,
Mass communication, public education
MEDIA Mass Media – Newspapers, Film
Radio, Television, Mass Media became
Giant Loudspeakers for communication &
mass mind

5. Alvin Tofler’s Three Revolutions
THIRD WAVE INFORMATION REVOLUTION
(MIDDLE OF 20TH CENTURY)
computer, internet, e.mail, communication
satellites in the center stage
The Death of Distance - Global Village
A De-Massified Media – Multi-editions Multi-channels
B- De-Massified Audience – De-massified Mind
C- Information Bomb is exploding in our midst
showering us with a shrapnel of Images

6. Press as Fourth Estate
“There were three estates in Parliament, but in the reporter’s
gallery yonder there sat a Fourth Estate more important than
them all”
Edmund Burke
“Were it left to me to decide whether we should have a
Government without newspapers or newspapers without
Government, I should not hesitate for a moment to prefer the
latter”.
Thomas Jefferson
the Third US President(1801-1809)

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

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

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

10. Lifeblood
Media is the lifeblood of public communication. The first
order of your organization is the ‘Media’.
The organisation’s plan or programme will fail:
 If No One Sees It
 If No One Hears It
 If No One Speaks It
 If No One Reads It
 If No One Writes About It
In fact, media act as the bridge between your organization
and your public by carrying messages for better
understanding
Media Makes or Mars the Organization

11. Uniqueness of Indian Media
 Its uniqueness lies in its intrapersonal, interpersonal and
folk arts media evolved by Bharata Muni, the father of
Indian dance over 2500 years ago.
 The success of Lord Buddha, the founder of Buddhism as
‘the Light of Asia’ , Swami Vivekananda as ‘the
Voice of Indian Culture and Spirituality’ and
Mahatma Gandhi as ‘the Man of 20 th Century’ was
largely due to adoption of traditional media & their public
interest philosophies.
 It is still valid even in the electronic age.

12. Functions of a Newspaper
One of the objects of a newspaper is to understand popular
feelings and Give Expression to it, Another is to arouse among
the people certain desirable sentiments and the third is
fearlessly to express popular defects .
Mahatma Gandhi
Facts Are Sacred - But Comment is Free
C.P.Scott

13. Functions of Mass Media
 Information
 Interpretation
 Education-Persuasion
 Entertainment
 Agenda setting
 Promotion of culture and
heritage
 National Integration
 To Serve the Economic System
 To Serve the Social System
 To Serve the Political System
 To Serve the Cause of National
Crisis
An Instrument of Feedback Information
A Watch Dog of Democracy

14. Media and Good Governance
 A Well-informed Citizenry, and the Accountability
of all those who exercise public power and expend
public resources, whether they are political
representatives or bureaucrats are the two
essentials of an effective democratic Government.
 The Media represent the people and articulate
their grievances and problems and acts as a
bridge between the people and the authorities.
 Therefore, the media must have access to all the
relevant information which concerns the people.

15. Information Poverty
“Eradication of Information Poverty is a
precondition to the Eradication of Economic
Poverty”
Dr. P C Joshi
A widespread understanding of the plan is an
essential stage, in its fulfillment. The plan has to be
carried in to every home in the language and symbols
of the people and expressed in terms of their Needs
and Problems.

16. Media Scene in India
India has both Government media network and private media.
Private Media
• No.of Newspapers (including 6800 dailies) 62,500
• Circulation of Newspapers 16 crore copies
• Readership 22.20 crores
• No.of T V channels 200
• No.of TV Homes 11.20 crores
• No.of TV Viewers 23 crores
• F.M.Radio Channels 37
• No.of Cinema House 13000
• No.of Moviegoers,every week 10 crore
• No.of Internet Connections 1 crore
• No.of Cell Phone subscribers 4.5 crore

17. Media Scene in India
Government Media
• No.of Broadcasting Stations 223
• Population Covered by Radio Signals 99.13%
• No.of Doordarshan Channels 25
• No.of TV Viewers 30 crore
• Media Units of Govt.of India 12
• State Information Departments 28
• Public Sector Public Relations Units 1000
India being the largest democracy has the world’s largest
public communication network that reaches about
70 crore people with socio-economic messages daily.

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

19. Shortcomings of the Press
 Caters to the elitist, neglecting the problems of
the less-privileged
 Ignoring or suppressing news of peoples’
concern
 Misinformation
 Politicians and corporations try to win over
journalists
 Inadequate development reporting
 Crass commercialism: market oriented not
mass oriented
 Indecent representation of women/ obscenity

20. Shortcomings of the Press (contd.)
 Trivialism
 Sensationalism
 Encroachment on Privacy
 The increasing menace of paparazzi or
‘Buzzing Insects’- (photographers – TV crew)
 Dishonest means of gathering information
 Intruding into personal grief –
at times of accidents and tragedies
 The line between advertising and editorial
material is not kept clear - Advertorials

21. Shortcomings of the Press (contd.)
 No prescribed professional qualifications for
journalists
 Opinion Polls – Prepoll and Exist Poll Surveys
 Superficialsim – Surface news
 Aping the western culture and values and its
consequent adverse effects on our culture
 Corruption/Undue Favours: Suppression of
News
 Communal writings and inflaming passions of
different Social groups

22. Shortcomings of the Press (contd.)
 Glorification of Criminals and Social evils
 Trial by the Press-prejudging the guilt of the
accused
 Pre-verification and opportunity to reply
ignoring Press Council’s Guidelines
 Letters to Editor. Readers’ column is not charity
 Devaluation of the office of the Editor which to
some extent is responsible for the present day
ailments of the press

23. Two Kinds of Editors
 One is the Owner–Editor who has always been
the editor. - The Hindu, The Amrit Bazar Patrika
 Editors who came from a totally business
perspective. Profit motive is a healthy motive for
them
 Manipulation of News, and Opinion to suit
Owners’ financial and political interests and
tailoring editorial product to sub-serve the
marketing goal.

24. News on Sale
Space in a Newspaper is Sacred.
But in some cases news is on sale.
“While commercialization has a legitimate place in
the business office of a newspaper, it becomes a
danger when it invades the Editorial Room”
Dr. A.S. Anand, former Chief Justice

25. Urban Oriented
The Urban Oriented Indian media should become, media
for one billion people, instead of concentration on the 300
million Urban People.
A.P.J. Abdul Kalam

26. Complaints from the Press
 Press Releases are not professionally written that can
go straight for composing in newspaper
 PR Manager always tries to colour/or suppress free flow
of legitimate news under management pressure
 PR Manger is not free to select news kindling reader’s
interest
 Press Releases are Boss Oriented and not Readers’
Oriented, who are the masters of newspaper
 Press Releases project only positive news, suppressing
news of negative nature
 Officials are under the threat of Official Secrets Act of
1923

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

28. Media Opportunities or Tactics
Newspapers
 Produce a Press Kit  News Photograph
 Issue a Press Release  Press Interviews
 Hold a Press Conference  Press Enquiries
 Organize a Press Tour  Press in Emergencies
 Write or Sponsor a feature  Commercial
 Get an Advertorial advertisements
Published  A source of Feedback
 Letter to the Editor Information
 Rejoinder or Clarification  Press Clippings Service
 Backgrounder & Factsheet
 Complaint with Press
Council of India

29. Media Opportunities (contd.)
Electronic Media –  News & Current Affairs
 Talks
Radio &  Panel Discussions
Television  Newsreels
 Interviews
 Features
 Phone-in Programme
 Cable TV Network
 Public Service Broadcast
Messages
 Specialised Audience programme:
farmers, women, industrial workers

30. Media Opportunities (contd.)
Films  Documentary Films
 Short Feature Films
 Animation Films
 Video Films
 News Magazines
 Cartoon Films
Media feel that Government Departments Do
Not Make Use of Opportunities for Better
Coverage

31. Media Opportunities (contd.)
New Media
 The Computer
 The Word Processor  Desktop Publishing
 The Internet  Facsimile
 E-mail Transmission
 Website  Discussion Groups
 Video Conference  Portal
 Video News release  Public Kiosks
 Online Journals
Integration
People’s information and communication environment have
become ever more individualized integrating print, audio, still and
moving images, broadcasting and other modes and channels of
communication and information sharing

32. Understand the Media
 Nature and Functions of Media
 Media Scene in the State and the Nation
 Awareness of News Possibilities-News
Sense
 Media Contact List must be up-to date
 Media opportunities and Tactics for
Disseminating Information
 Media Directories
 Media Organizations
 Press Cutting Services
 Know How to Make a Complaint with
Press Council of India
Remember…
The Press is the Fourth Estate and
Watchdog of Democracy

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

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

35. Basics of Effective Media Relations
 Understand the Media and their Requirements
 Good Readers’ oriented news service on a
24 hour basis, if necessary
 Be factual and tell the truth that makes interesting
to the readers
 Always be Accessible
 Be Impartial with the media
 No suppression of News of Public interest
 Helpful Attitude in Crisis Situations
 No confrontation with media. The press fires the
last shot

36. How to Deal with Leaks
Loose tips of unnamed and unauthorised government sources
talking to reporters can sink or seriously affect government
policy and planning. Classified or politically sensitive
information are leaked out sometimes.
Tactics
 Refuse to Confirm or Deny (Some Truth)
 Demand a retraction or write a letter to the Editor or
Rejoinder
 Issue an official Press Release
 Hold a Press Conference
 Prepare questions and answers
 Preemptive leaking. Preventive measures
 Be proactive and provide material routinely
 ‘Silence’ may be Golden. But it gives chance to fill the void

37. Media Effect
The greatest achievement of Independent India is its
democracy. The Press must be Proud of its role both in
Freedom Struggle and Maintaining our Vibrant Democracy and
Development Process
 If India is self-sufficient in food production today…
 If India has become the largest producer of milk in
the world…
 If the Indian Industry is internationally competitive
today… and that our companies became
multinationals
 If 170 million children were administered pulse polio
drops on a single day to eradicate polio…
 If the average life expectancy of an Indian has
increased from 32 to 64…

38.  If there had been an increase in literacy rate
from 18 per cent to 65 per cent…
 If 670 million voters were sensitized as partners
in democratic polity and use of electronic
voting…
 If India today is the tenth largest industrialized
country in the world poised to become third
largest economy in the world…
It is the Media Mantra that has transformed the
Indian Society for the Better

39. Development Communication Projects
Case Studies

40. SITE (1975)
Satellite Instructional Television Experiment
The Satellite Instructional Television Experiment,
described as the biggest communication exercise in the
developing world has contributed substantially to help
villagers gain knowledge on development in 2400 villages
of six states in India.
Tub & Lantern
“To Kill Insects in Paddy Fields”

41. Kheda Rural Communication Project
(1975-85)
As many as 650 community TV sets were installed in
400 villages of Kheda District in Gujarat for educating the
farmers on Rural Development. The Kheda District
became a major center for milk production in India
ushering in ‘White Revolution”.
India is the largest milk producer in the world

42. Human Chain Communication
(1997-2004)
 Never before in the history of Indian Communication, people
had witnessed the Human Chain Communication with a direct
link between Chief Minister of Andhra Pradesh on the one side
and 10 million people standing in human chains in about
56,000 habitations on the other through All India Radio.
 Over 10 million people who stood in these human chains, not
only came in direct contact with the Chief Minister but also took
oath that they shall participate in the Janmabhoomi
(community development) as administered over the live
broadcast of All India Radio.
 People were also educated on the concepts of Janmabhoomi

43. Dial Your Chief Minister
(1997-2004)
 Started on April 28, 1997 by Chief Minister Andhra Pradesh with
Janmabhoomi (Community Developemnt) as a topic for discussion
‘DIAL YOUR CHIEF MINISTER’ – Phone–in – Programme
has ended, after 226 weekly rounds in February 2004.
 CM came face-to-face with both radio listeners and TV viewers on
every Monday for half-an-hour and not only spoke on important
subjects announced earlier but also interacted and listened to the
problems and grievances of the people for redressal.
 Over 10,000 complaints were received directly by CM over this
phone-in-programme. In the process, about 70 lakh people were
exposed to this programme through both radio & TV in each round
and that they were mobilized for participation in development.
This is the only one exercise of its kind in Asia

44. Short Comings of
Communication Projects
 No scientific evaluation of major
communication projects to understand the
impact of such projects on the people
 Such communication projects, though
successful, are not replicated in other
areas of the country

45. Bharat Nirman
Public Information Campaign
The Press Information Bureau, Government of India has launched an
innovative the Bharat Nirman Public Information Campaign (PIC) to
disseminate developmental information at the grassroots level and also to
educate the people to derive benefits from the development programmes
under implementation of the State and Central Governments.
A base camp is set up for Five Days where services of various
departments, the bank loans on the one side and development
information on the other side go hand-in-hand to the beneficiaries. Mobile
publicity units would also cover about 100 villages in and around the base
camp.
A multi-media approach is adopted by involving the media units of
Government of India, State Information and Public Relations Departments
and other private media like Newspapers, TV channels etc. Such
campaigns are being organized in all the States.
In Tamil Nadu 42 campaigns were organized

46. ITM Theory of
Gandhian Public
Communication
I Intra and Inter-Personal Communication
(Meetings and Face to Face Interaction)
T Traditional Folk Art Media
(Music, Dance, Drama, Street plays, Puppet
Shows)
M Mass Media
(Press, Radio, TV and Film)
M Modern New Media
(Computer, internet, Email, Website)
A Blend of these Four Types of Media
Ideally Suited to the Indian Environment

47. Thank you