tag:blogger.com,1999:blog-81452104628440503572024-02-21T00:44:41.064+05:30Let Us CommunicateThis blog will discuss various aspects of communications. It will probe into the theoretical and practical aspects of communications. Earlier this blog was specifically only into the area of public relations.This shift was keeping in mind the changing scene in communications. Converging forms of communications will soon force practitioners in this practice to call themselves communication consultants.Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.comBlogger67125tag:blogger.com,1999:blog-8145210462844050357.post-74052424209755612922019-03-16T20:25:00.000+05:302019-03-16T20:35:25.843+05:30Big Data, Analytics and Public Relations <div dir="ltr" style="text-align: left;" trbidi="on">
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I begin to write with first explaining about research. The seed of research begins with asking questions. You search again and re-look at your environment. The processes of doing this comes later. But every solution first had its inception in a question. Questions are born out of observation. Research begins at this point. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2zJ6PjfjkH3mv7X67YGpjoPwlMUX0Lg7bJKaJy8w7Wh1SMIos0C94Q5jyVGuBer46A7_yF3SfkTnXazGu9Bydw42sbeqdTBeFHJiS41QTancNVbYEJ2LqZK7UhS7jxacv8rQ3gS2Da2M/s1600/index2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="216" data-original-width="233" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2zJ6PjfjkH3mv7X67YGpjoPwlMUX0Lg7bJKaJy8w7Wh1SMIos0C94Q5jyVGuBer46A7_yF3SfkTnXazGu9Bydw42sbeqdTBeFHJiS41QTancNVbYEJ2LqZK7UhS7jxacv8rQ3gS2Da2M/s1600/index2.jpg" /></a>Research is usually a dreaded word, at least when it comes to students studying it as a subject or preparing it for an exam. As a teacher I have experienced this when students discuss their fears about writing a research paper. Probably the size of a paper or writing itself scares them. And of course the endless search for existing data. But why is it important to analyze things? It goes without saying that till we do not understand the past the present and the future are difficult to comprehend.</div>
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Though the importance of Research has long been emphasized in various areas of communication, this blog piece tackles it with respect to Public Relations communications. So looking for information or rather exploring an issue for which one seeks for information is still not a very exciting proposition for young learners. But can we avoid it in the times we live in? By this I mean the complex lifestyles, varied sources of infotainment, tons of sources where we could find a customer speaking about a company, sources from where a product could be bought etc. How does Public Relations activities stand here in such situations? It begins with with being alert to the "talk" about organizations. Everything being said about them. How does this happen? Through tracking Offline and Online sources. In this piece we will try to dig more into the online one. So we all know that gone are those days when there was hardly a presence of social media it was limited to connect with friends. The websites were once used only as forms of one way form of communication (I say this as I have observed the increased use of Chats on organization websites).</div>
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The times we are also talking about is where we hear terms like Big Data and Analytics. So what are these terms? How are they connected with Public Relations? We will explore these terms and their connections.We all have heard about the term Big Data. Let us still define it.The definition which is a little complex but as all things need to be defined we will do the same. Gartner’s definition says "It <span class="ILfuVd">is high-volume, -velocity and -variety information
assets that demand cost-effective, innovative forms of information
processing for enhanced insight and decision making" . So what does this mean in layman terms? It simply means that these are huge forms of data which help companies analyze their customers. These humongous data forms are not so easily managed by older forms of processing systems. But as technology has advanced companies are seeking these processes more than ever adapting to software and hardware required to access these data available at the click of a mouse. More on this here at <a href="https://www.oracle.com/in/big-data/guide/what-is-big-data.html" target="_blank">Big Data.</a> This brings us to the next concept: Analytics.: As technopedia defines it :</span><span class="ILfuVd"><span class="st">"Analytics is the scientific process of discovering and communicating the meaningful patterns which can be found in data." More on it here <a href="https://www.techopedia.com/definition/30296/analytics" target="_blank">Analytics.</a></span></span></div>
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<span class="ILfuVd">So what is the connection between Big Data, Analytics and Public Relations? Well I m not saying anything new which has not been already said. You will find plenty of sources online explaining the connection. But in very simple terms it means observe and analyze your customers by what they say or do, especially online. It will only begin with a question so comes the genesis of research. The past data of public relations campaigns, the endless press releases, the media publications in various newspapers, television news channels, social media etc are all resources. Observing what your key audiences have to say about you and what you wanted to say to begin with. Analyzing the gap and preparing better ways to speak to them. Thus managing your reputation and goodwill. After all wasn't the customer always the King?</span></div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-67133578068685049422018-05-29T11:07:00.001+05:302018-05-29T11:36:12.320+05:30Public Relations in times of the Internet<div dir="ltr" style="text-align: left;" trbidi="on">
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I was tempted to write this post when I got some feelers to where the practice of public relations is headed to and what are the practitioners doing. Some days back I had posted a link on social media platforms for getting some feedback/views on where the practice of public relations is heading to. Not getting a satisfactory response I decided to call up some of my PR friends to understand what was the current scenario. Realizing that this I should have anyways done before. Anyways better late than never. So there I went speaking to people with various years of experiences in both public relations and corporate communications.</div>
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So how has Internet changed the way public relations practice has changed? The replies I got (remember this just very few 4-5 and counting, so cannot be generalized) but it gave an insight as to what was the current scenario.</div>
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<span style="text-align: left;">PR agencies, practitioners are working in a silo, especially some of the smaller ones not adapting to the changing world of digital for various reasons, some of the PR practitioners are moving away to digital marketing, some even to corporate communications(for job stability), feeling that media relations is becoming stagnant, more so if menial tasks are to be done for clients in the name of publicity. Bigger agencies have bigger clients and separate teams for traditional and digital communication, so media relations still thrives. It is the smaller agencies who either outsource digital or don't do it at all. Practitioners here face this dilemma in their careers more than often.</span></div>
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Traditional media is gaining fast momentum in smaller towns and cities in India due to rise in literacy rates. Here doing publicity works is far more easier than in bigger metros. So media relations thrives and so does the practice of public relations. But digital is taking up space wherever core selling is the objective. Image building is something more reserved for specific situations. No wonder digital marketing is gaining importance. Change in economic conditions in the country and across the world will first push selling of products, will in turn push digital marketing. Well if you actually look at it like this, companies which are on digital space can easily look towards building consumer relations. Through social media space they can push consumers to their websites for further engagement and relationship building. Lot of companies in the entertainment sector or cosmetics and accessories are using digital marketing to the fullest. So where is PR in all of this? Prominently known as media relations in India this practice is now trying to find its space in the digital. Mind you traditional media publicity still holds a serious value say my PR friends, but with artificial intelligence and virtual reality on the rise is this digital communication a phase or there to stay, will it change the way traditional, organic communication was ever done? This blog piece leaves me and hopefully you with these thoughts.</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-82346256489855102262018-01-09T11:58:00.001+05:302018-01-09T14:44:04.453+05:30Media Careers<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDvJkFAMxGnsl7uQM-f3rZrcICKdAWkP6ho0hR4BM2IrARvo2UURvFRiKA7rmtPjacgW7tHWHR4iXy7G7BpfENRPHWFuxgmRfGmz7VjEV2_07cKLnd19c9uzh8omQIoBD0dAoTqLLAI4g/s1600/0a90704ba48c319abbad3b6e0802ce4c.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="225" data-original-width="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDvJkFAMxGnsl7uQM-f3rZrcICKdAWkP6ho0hR4BM2IrARvo2UURvFRiKA7rmtPjacgW7tHWHR4iXy7G7BpfENRPHWFuxgmRfGmz7VjEV2_07cKLnd19c9uzh8omQIoBD0dAoTqLLAI4g/s1600/0a90704ba48c319abbad3b6e0802ce4c.jpg" /></a></div>
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<span style="font-size: 13.5pt;">Communications practice is the most
challenging yet most sought after by a lot of budding youngsters who are trying
to make a career here. How do you choose? This article will explore various
media career options which are available for a student completing his/her
formal education in media. Starting from a budding executive to a manager in
the media organisation. <o:p></o:p></span></div>
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<span style="font-size: 13.5pt;">It is difficult to escape the different
forms of communication around us. If you look around you are constantly
bombarded with various forms of messages through maybe a report in the
newspaper, an ad on television or print or a hoarding, promotion of your
favourite electronic gizmo on the Internet film, promotion of television
soaps etc.<o:p></o:p></span></div>
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<span style="font-size: 13.5pt;">You just have to look around. With so much
of infotainment 24/7 365 days a year all around you even at the touch of a
mobile you can imagine the kind of communication one has to do if you planning
a career in communication. Let’s begin with some of the career options
available as a communication practitioner. Have a look into what suits you best.<o:p></o:p></span></div>
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<b><span style="font-size: 13.5pt;">Journalism</span></b><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="font-size: 13.5pt;">This is a profession to be in if you have
the knack to explore and investigate and report factual happenings around you.
Your communication skills will involve a lot of writing and if it is the audio
visual media you are aiming at then your spoken skills will need a lot of
polishing too. Of course this doesn't mean that as a newspaper reporter you
don't have to speak. Internet has changed a lot the way we report stories. It
is more real time and thus added knowledge of technology will only help you get
your desired job in this field in the world of print, television and Internet
journalism. You start as a reporter and gradually rise in position as an editor
and to other managerial positions in the organisation.<o:p></o:p></span></div>
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<b><span style="font-size: 13.5pt;">Public Relations </span></b><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="font-size: 13.5pt;">This career option is initially a little
difficult to comprehend. So what does one do here basically? If you are the
kind of person who likes to talk to people, have the maturity to read and
understand people and situations and help resolve crisis then this is the
closest to what you may be doing in the field of public relations. Here you are
responsible for creating organisation/individual image though various forms of
media, creating people-organisation/individual relations and how you can save
or build images during crisis. Good communications skills are a must. Both
written and spoken. Remember Maggi and how they reached back with all
forms of communication. But you may not immediately start doing all of this as
you join as a PR executive but eventually as a manager you may build strategies
for your client to help manage image of him or his organisation.<o:p></o:p></span></div>
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<b><span style="font-size: 13.5pt;">Advertising</span></b><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="font-size: 13.5pt;">This is a practice to be in if you like
writing especially on the creative side. This job will involve creating
messages for brands, products and services with the intention of selling. Your
communication skills have to be sharp and thinking out of the box will be
mandatory. Think of all the ads you have loved and why? After all you have to
catch attention of the audience within a glance or a frame of few seconds and
sound persuasive too! There are various roles you could be looking at such
as client servicing, copy writer, accounts planning etc.<o:p></o:p></span></div>
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<b><span style="font-size: 13.5pt;">Branding</span></b><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="font-size: 13.5pt;">This is a very dynamic practice which
involves helping organisations create a space for themselves in the market
place. So answering the most important question: what do they do? A
practitioner here helps identify in all aspects how a company represents
themselves with respect to others, clearly identify themselves and create a
niche for themselves. Look around you the various brands like Coke, Apple,
Samsung, Nike, Star Plus, Netflix etc. which have caught your attention. Have
you ever thought why? You begin as an executive and later grow as managers in the
organisation.<o:p></o:p></span></div>
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<b><span style="font-size: 13.5pt;">Events</span></b><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="font-size: 18px;">What was your favourite event that you last attended? Why did you like it? Of course it depended on who was the main star of the event if it was a musical one, wedding or because it was your own college event that you organised or attended. But was common in all of these events? The organizing, planning promotions and logistics handling that went into managing the events. So behind all the glamour was the hard work that went from conceptualizing to arranging and implementing the event. You may start work with an events/media company and grow into a manager.</span></div>
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<b><span style="font-size: 13.5pt;">Digital Marketing</span></b><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="font-size: 13.5pt;">The next big thing to hit media career
options. If you have the knack for promoting products and services online, on
mobile devices and on various forms of digital mediums this may interest
you. Here promotions happen through all kinds of online platforms such as
search engine, social media, websites, podcasts, apps. The challenge is to
reach as many consumers as possible through many of these platforms. Some of
the roles that you see are social media executive, web developer, data
analytics executive, content marketing executive and so on and so forth. You
eventually grow into managerial positions.<o:p></o:p></span></div>
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<b><span style="font-size: 13.5pt;">Production (Film and Television)</span></b><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="font-size: 13.5pt;">This career option would entail creating
content for television or films on all kinds of modes of entertainment such as
television, digital or <span style="background: white;">IMAX screens. You
start as a production assistant, camera operators etc. As the
skills required here are both artistic and technical in nature thorough
training in the required skills are mandatory. </span><o:p></o:p></span></div>
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<b><span style="background: white; font-size: 13.5pt;">Script Writing</span></b><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
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<span style="background: white; font-size: 13.5pt;">If you have really liked
content on television or a film a lot it has a lot to do with the script
writing. A script writing has to visualize a story for a TV program
or a film, develop the characters in the story. They may be also
responsible for writing the dialogues for the characters in
the story. A lot of training other than a formal one comes from observing
the world outside. Speaking and researching skills comes handy when you need to
speak to people or look for information. Or plain observation will give you an
insight into developing content.</span><span style="font-size: 13.5pt;"><o:p></o:p></span><br />
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<span style="font-size: 18px;"><b>Radio</b></span><br />
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<span style="font-size: 18px;">Ever considered a career in radio? Do you have that 'voice' which is so needed for a radio career as a radio presenter or radio jockeying as we know it as? Thorough knowledge is required to understand the medium and how it works and of course training the voice for presenting. </span><span style="font-size: 18px;">The mandatory point here is you should like talking to people. Other options would be to be involved in the </span><span style="font-size: 18px;">branding of the shows or maybe even creating or scripting shows. You can be a radio jockey or a manager at different </span><span style="font-size: 18px;">levels.</span></div>
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<span style="background: white; font-size: 13.5pt;">These are some of the
career options for a media aspirant. Yet sky is the limit. If you have it
in you and are ready for adapting to changes and keen on communicating with
people, welcome to the world of media! </span><span style="font-size: 13.5pt;">If you have the independent streak in you; you may even want to
start your own media company of your own sometime in the future.<o:p></o:p></span></div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-92145374817083845452016-09-20T16:07:00.002+05:302016-09-20T16:33:43.773+05:30The Madness of Social Media Communication<div dir="ltr" style="text-align: left;" trbidi="on">
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This blog is an experience I share of my use of the social media apps. Facebook, Twitter and Whatsapp. The most commonly used apps in our time. I m not writing about Instagram or Pinterest as I don't use much of them. Let us begin with Twitter. Twitter is still that foreign land which we don't know much about. This I say because of random questions to the current youth asking them if they are on Twitter. Some say they are but they still don't know what to do with it. Many are still on it. For me it is interesting being on Twitter. My personal favorite. You can ramble a lot though of course in 140 characters. You can interact even with complete strangers, on issues ranging from gizmos to weather to politics to academics, you name it. You get the latest updates on all kind of news thanks to all the twitter handles you follow. All of this in real time. Facebook is more like the party you come to, you hang out a bit and then leave. Not really being in the party yet not out of it. Though over the years I have realised that being too personal here doesn't work, for me at least. So my use has been replaced more with sharing some interesting information with everyone on my list. </div>
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The more challenging one so far has been Whatsapp. Especially being on groups. It is like one of those compulsory lectures where you have to 'listen' to the content of the session. Here the tsunami of messages. In that you have to make sense of what is relevant to you perhaps. Not to speak of the spam that flows in these groups. But yes I couldn't do without these groups either. I have exited groups and gone back to them. Taking breaks and going back.</div>
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There is one thing I have learnt, being on social media. It is never going to be the same like having a plain face to face conversation. Even though I know what my friends do in their lives through Facebook or Twitter nothing is better than that idyllic conversation over a cup of coffee with that expression or emotion in a face to face talk. In that sense the social media can be very 'unsocial'. It is a simulation of a contact with the person as if face to face, but it ends there, at the simulation. Social media though leaves you with the space to choose what you wish to hear. So you will have to filter through the many messages and look for those messages that make sense to you. That is the mantra of social media. I think it is going to exist for quite sometime and is not exiting our minds. Not yet.</div>
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image source: <span class="_r3"><a class="_ZR irc_hol i3724" data-noload="" data-ved="0ahUKEwi90Zba3J3PAhWDq5QKHYPQDygQjB0IBg" href="https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwi90Zba3J3PAhWDq5QKHYPQDygQjB0IBg&url=http%3A%2F%2Fwww.justretweet.com%2Fblog%2Fsocial-media-marketing-lies-that-can-cost-your-small-business%2F&psig=AFQjCNHhRPEaD3zC8iIFfWYq6nxoL8sA2A&ust=1474453178522103" rel="noopener noreferrer" tabindex="0" target="_blank"><span class="irc_ho" dir="ltr">www.justretweet.com</span></a></span><br />
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-69289934363405999222014-11-28T13:44:00.000+05:302014-11-28T14:02:04.806+05:30Planning Public Relations campaigns<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSisdRbCIGEJTxxXzV7cWKu3TA-qO0AyEECVt0KFF8nFHvck5bwCxWD7OH0fIKuHEeBd0nFbWtCYEsovog86Nfbw0EvHj6CRsOPYtjJda24dfYmgrwUQWVifmb4wQ7wToemQVCwWlQQoM/s1600/images.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSisdRbCIGEJTxxXzV7cWKu3TA-qO0AyEECVt0KFF8nFHvck5bwCxWD7OH0fIKuHEeBd0nFbWtCYEsovog86Nfbw0EvHj6CRsOPYtjJda24dfYmgrwUQWVifmb4wQ7wToemQVCwWlQQoM/s1600/images.jpg" height="229" width="320" /></a></div>
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Public Relations campaigns are organised at various levels. The need could be creating awareness, a further need could be going beyond awareness where you try to educate the consumer on an issue and ready the person emotionally to change. The other two reasons could be changing the attitude and behaviour of the audience. More tougher one.</div>
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In the first instance a simple awareness program could be a "Do not talk on mobile while driving" or "Do not drink and drive" or "Do not Honk; school/hospital nearby". Here perhaps a reinforcement can be required time and again but no education to the audience. The one that involves education could be issues in selling technology where a training manual needs to be prepared and countless articles have to be written for a person to upgrade to technology. The writing skill of a PR practitioner is tested here as many articles and manuals have to be penned down, seminars and training sessions have to be arranged for thoroughly educating the audience. This could be done with other similar situations where a simulation and training is required. </div>
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The tougher one is where the attitude and behaviour of the audience has to be changed. The best examples are social issues like dowry, child marriage, child labour etc. and health campaigns like No Smoking, cleanliness campaigns, AIDS campaigns, vaccinations for newborns etc. People are resistant to change so these usually takes a longer time to see a change. In fact sometimes years for such a change to happen. </div>
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James K. VanLeuven from Colorado State University theorizes 5 campaign planning ways. Persuasion/ learning effects is one where he says that knowledge, attitude and behaviour usually changes step wise. If you also read Carl Hovland's theory of persuasive communication he breaks down the Harold Lasswell's model of communication and explains how each element in the process of communication acts in the persuasion process.</div>
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The next theory is the social learning model. In this model a a lot of emphasis is on educating and training the publics then merely persuading them. This models explains that a person will adapt to a change depending on the consequences. "The more positive and rewarding the consequences, more likely the behaviour to occur (McAlister, 1981)". On that note you may also want to read social learning theory by Albert Bandura <a href="http://www.learning-theories.com/social-learning-theory-bandura.html" target="_blank">http://www.learning-theories.com/social-learning-theory-bandura.html</a> This theory explains how does one learn through watching others and what motivates someone to do what others are doing. </div>
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The third theorization for the campaigns is the Low Involvement model. As the same suggests there isn't must of education or attitide change required in this one, basically not much of thinking required here. This is done on an impulse where people take a call on buying something or making a choice. Or when there might not be a huge difference in the choices given. As Flay (1986) explains best."If you drink, don't drive-- if you drive, don't drink."</div>
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The fourth model is the cognitive consistency model. This model suggests that when behaviour changes are imposed there has to be enough new knowledge to become generally accepted by all. This is most applicable in crisis situations and in issues management. Thus what kind of message goes out on behalf of the organization during a crisis will drive the point accordingly to the audience. The more in depth and clear the information is, more easier it will be for people to accept it. So if the BMC gives information of stringent measures to be taken to protect the city from the clutches of Dengue, audience will react on how and what was the message given. How is the media reportage of the issue etc. Changing attitudes of people here is the main thing here, which will lead to change. This link <a href="http://astro.temple.edu/~yperez/Consistency.htm" target="_blank">http://astro.temple.edu/~yperez/Consistency.htm</a> could be useful in understanding the term cognitive consistency. </div>
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The last but not the least the value change model. This model suggests changes which could be personal and at an individual level. Thus suggesting changes at the self-esteem level. People who are prone to any kind of addiction like smoking, drugs etc, need change at that level, which requires a lot of counseling on behalf of the campaigners. NGOs, special clinics and health organizations spend years helping such people in distress. This is good link to understand how values are developed early in life <a href="http://changingminds.org/explanations/values/values_development.htm" target="_blank">http://changingminds.org/explanations/values/values_development.htm</a></div>
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Various campaign objectives and strategies can be designed depending upon the issue at hand based on the above literature. A public relations practitioner has to have thorough knowledge of psychology or should take help form psychologists while designing their campaigns. Previous studies and constant reading in this practice really helps designing effective campaigns which could also be peculiar to a culture and country. Continuous evaluation at every step helps get rid of any problems.</div>
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Your experiences?</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-2155683834638142382014-05-22T12:52:00.000+05:302014-05-22T13:44:33.814+05:30The Feeling in the Blah-Blah<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQWDfdzKpzlwvJ0unKiNl_jRi_hm6LVzQXGA4XuzGD4kFpIhc2lkBnAie-VIyBbcgIRmthOJB5NXxUW40jvr6Rdayo55a9u414be7SduNgV5b5_fO9co0r-um7kJ000pD4kjbDXSJ7wSg/s1600/research101.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQWDfdzKpzlwvJ0unKiNl_jRi_hm6LVzQXGA4XuzGD4kFpIhc2lkBnAie-VIyBbcgIRmthOJB5NXxUW40jvr6Rdayo55a9u414be7SduNgV5b5_fO9co0r-um7kJ000pD4kjbDXSJ7wSg/s1600/research101.jpg" height="141" width="200" /></a></div>
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Interviews can be a rich method when understanding views from your respondents. It is a conversation with a purpose between two or more persons as easily put by Bonnie Brennen in her book Qualitative Research Methods for Media Studies. A very simplistic method, provided you ask the right questions! As very rightly put by Ann Oakley, "Interviews is rather like marriage; everybody knows what it is, an awful lot of people do it, and yet behind each closed front door there is a world of secrets." Interviews can be in different formats, structured, semi-structured and unstructured. Each format goes lesser on standardized and fixed set of questions, in that order. Face to Face is apt for using the interview method but telephonic, email interviews are now also in vogue.</div>
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Listening not only to words but to emotions too is vital while taking interviews. There are many a times the "feeling tone" as put by Studs Terkel (1992) stands true when you need that "thick description" of the lives that people lead.</div>
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My experience as a researcher has also been that body language, ambiance, how the respondents breaks while in the interview to speak to his colleague, or to take that urgent call, speaks a lot about the totality of the person in question and his/her views. </div>
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Of course standard practice is to take permission before beginning interviews, recording them and publishing them. The analysis can be done separating themes, emerging categories and the color in the words being used. </div>
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This is an excellent though time consuming process but can give a deep insight into what the customer, employee expects from the concerned organization. A perfect method for practices of public relations, marketing, advertising, films etc.</div>
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Images courtesy: Internet </div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-6594506498494827262014-02-18T11:51:00.000+05:302014-02-18T12:00:49.030+05:30The Rise in Regional Public Relations: A study of the public relations scenario with rapidly growing regional journalism in India<div dir="ltr" style="text-align: left;" trbidi="on">
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<span class="apple-style-span"><span style="color: #333333; line-height: 150%; mso-bidi-font-size: 12.0pt;">My research paper presented at the international conference AMIC 2011: Taking Stock of Media and Communication Studies</span></span>
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<b><span style="line-height: 150%; mso-bidi-font-size: 12.0pt; mso-bidi-font-weight: bold;">Abstract</span></b></div>
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<span style="font-weight: normal;">Public Relations in India advanced only in the 1980s
and 1990s when businesses felt the need to compete and address their audiences.
Public relations agencies started growing in this environment the late
1980s.These agencies would work in association with the in-house public
relations departments in companies which is still the norm even today. Some
even mushroomed into larger firms with associations internationally. During the
same time advertising agencies also added public relations divisions in their
businesses. Since then public relations agencies in India have only grown and
have been known to conduct media relations with the print and the broadcasting
media personnel. With the regional press showing rapid growth in terms of
readership and circulation, and at the same time the English language press in
India showing a decline, it has been observed that investors are keen on
investing in the regional language publication houses. With a rapidly growing
neo-literate population, most of it in the vernacular medium, the number of
people who would be reading vernacular language newspapers will only rise. Robin
Jeffery states that vernacular medium newspaper readers not only become better
informed, but also tend to actively participate in the political and democratic
process. The researcher intends to study:-</span></div>
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<span style="font-family: Wingdings; font-weight: normal; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;"><span style="mso-list: Ignore;">Ø<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-weight: normal;">R1. Will the rise in regional journalism lead to
rise in regional public relations?</span></div>
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<span style="font-family: Wingdings; font-weight: normal; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;"><span style="mso-list: Ignore;">Ø<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-weight: normal;">R2. What kind of communication skills and
personality traits will have to be acquired by future practitioners keen on
joining regional public relations?</span></div>
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<span style="font-weight: normal;">The research will be qualitative in nature and will
use in-depth interviews of public relations practitioners, academicians,
journalists. The researcher intends to find out the impact of the growth of the
regional media on the development of regional public relations agencies. It
will also throw some light on the communication skills and personality traits
to be acquired by students intending to do public relations specifically
catered to the regional audience in India. This study is expected be useful to teachers,
researchers, the current and future public relations practitioners.</span></div>
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<b><span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Introduction</span></b></div>
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<span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Statistics
indicate that the regional language media is growing much faster than English language
media in India.</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn1" name="_ftnref1" style="mso-footnote-id: ftn1;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[1]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> In such a scenario, public relations
practitioners will have to cater to this growing number. There would be an
increasing need for more public relations practitioners to service the regional
language media as a result of this growth. Future public relations
practitioners may have to prepare themselves to manage media belonging to
different languages and cultures. The public relations practitioners could be
working in public relations agencies or in companies. Their offices could be in
big cities or located in smaller regions. They would have to manage not only a
growing regional media but even regional audiences too. The cultural and
linguistic differences that exist in India would have to be understood to avoid
any pitfalls while communicating with the publics. This makes it even more
imperative for present and future public relations practitioners to keep
themselves well-read and well informed about regional differences. The
researcher was curious to investigate as part of this study the skill set and
overall persona required by a public relations practitioner catering to the
regional media and the overall impact of the growth of regional media on
regional public relations in India.</span></span></div>
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<b><span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Literature
Review</span></b></div>
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<b><span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Definitions
of Public Relations</span></b></div>
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<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Public Relations definitions have been broadly
recognized into two categories, one being a communication function and other as
stated by American scholars, a management function (Kiranjit, 1997).<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn2" name="_ftnref2" style="mso-footnote-id: ftn2;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[2]</span></span></span></span></a> Bentelle
(1998) described public relations as the “management of information and
communication processes between organisations on the one side and their
internal and external environments (publics) on the other side. Public
relations serves the functions of information, communication, persuasion, image
building, continuous building of trust, management of conflicts, and the
generation of consensus.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn3" name="_ftnref3" style="mso-footnote-id: ftn3;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[3]</span></span></span></span></a> </span></div>
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<b><span style="line-height: 150%; mso-bidi-font-size: 12.0pt;">Meaning of regional</span></b></div>
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<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Regional is “<span class="apple-style-span"><span style="color: #333333;">of</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">or</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">pertaining</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">to</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">a</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">region of</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">considerable</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">extent;</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">not merely</span></span><span class="apple-converted-space"><span style="color: #333333;"> </span></span><span class="apple-style-span"><span style="color: #333333;">local”.</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn4" name="_ftnref4" style="mso-footnote-id: ftn4;" title=""><span class="MsoFootnoteReference"><span style="color: #333333;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: #333333; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[4]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: #333333;"> It also means “</span><span style="color: black;">of, relating to, characteristic of, or serving a</span></span><span class="apple-converted-space"><span style="color: black;"> </span></span><span class="apple-style-span"><span style="color: black;">region”.</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn5" name="_ftnref5" style="mso-footnote-id: ftn5;" title=""><span class="MsoFootnoteReference"><span style="color: black;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[5]</span></span></span></span></span></a><span style="color: #333333;"></span></span></div>
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<div class="MsoNormal" style="border: none; line-height: 150%; mso-border-alt: solid white .25pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-padding-alt: 0in 0in 0in 31.0pt; padding: 0in; text-align: justify;">
<b><span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Public
Relations in the World</span></b></div>
<div class="MsoNormal" style="border: none; line-height: 150%; mso-border-alt: solid white .25pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-padding-alt: 0in 0in 0in 31.0pt; padding: 0in; text-align: justify;">
<span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The origin of public relations was seen amongst publicists
who specialised in promoting circuses, theatrical performances and other public
spectacles. Public Relations began in the United States and many practices in
the field were developed by the practitioners working in the railroads. The
first documented use of the term “public relations” appeared in the 1897 Year
Book of Railway Literature. A lot of public relations practitioners were
originally journalists which is a trend observed even in current times.</span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn6" name="_ftnref6" style="mso-footnote-id: ftn6;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[6]</span></span></span></span></span></a><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> The First World War quickened the pace of the
development of public relations as a profession. Public relations professionals
like Edward Bernays and Carl Byoir, got a beginning with the Committee on
Public Information also known as the “Creel Commission” which organised publicity
on behalf of the U.S. objectives during the World War I. Ivy Lee also one of
the public relations practitioners during the same period, is regarded as the
first real public relations practitioners by many historians, though Bernays is
considered the founder. Lee is credited with developing the modern “news
release” (or “press release”)</span><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn7" name="_ftnref7" style="mso-footnote-id: ftn7;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[7]</span></span></span></span></a> According
to Cutlip the first Publicity Bureau was started </span><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">by James Drummond Elloworth in 1902</span><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">.
He also states that </span><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Ivy
Lee, in his Pennsylvania Railroad duties (1912), was "the first known
instance of a public relations person being placed at managerial
level." <a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn8" name="_ftnref8" style="mso-footnote-id: ftn8;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[8]</span></span></span></span></a></span></div>
<div style="background: white; border: none; line-height: 150%; mso-border-alt: solid white .25pt; mso-padding-alt: 0in 0in 0in 31.0pt; padding: 0in; text-align: justify;">
<b style="mso-bidi-font-weight: normal;">Public Relations in India</b></div>
<div style="background: white; border: none; line-height: 150%; mso-border-alt: solid white .25pt; mso-padding-alt: 0in 0in 0in 31.0pt; padding: 0in; text-align: justify;">
The
earliest use of public relations was seen in the reign of Emperor Asoka in
around 320 BC where rock tablets was used as means of communication. Modern
public relations saw its origin during the British <span style="mso-fareast-font-family: Calibri;">colonialism in India.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn9" name="_ftnref9" style="mso-footnote-id: ftn9;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: MR; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[9]</span></span></span></span></a></span> The
systematic and organised practice of public relations in India started with the
Indian Railways. A Central Publicity Board was set up during the First World
War (1914-1918), which was the first organised PR/Information set-up of the
Government of India under the British rule. It was later called as the Central
Bureau of Information, then as Bureau of Public Information, functioning as a
link between the Government and the Press. One of the items on its agenda was
to find out the criticism of Government policies.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn10" name="_ftnref10" style="mso-footnote-id: ftn10;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: MR; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[10]</span></span></span></span></a><span style="mso-fareast-font-family: Calibri;"> </span></div>
</div>
<div style="line-height: 150%; text-align: justify;">
After Independence public
relations profession emerged as a co-ordinator as multinationals in India felt
the need to extensively communicate with the Indian audience such that their
corporate policies where in sync with the democratic scene. Thus public
relations as a function emerged to fulfill the role of the ‘coordinator’. The
Tatas in the private sector was amongst the first to set up their public
relations department in 1943. Soon the government owned companies of India such
as HMT, BHEL, Bhilai Steel Plant, NTPC, Indian Oil, VSNL, NHPC and ONGC also
started their public relations departments in India. The early image of the
public sector public relations officer (PRO), or for that matter the profession
itself, was perceived as a ‘fixer’ prone to achieving objectives through
‘wining and dining’ (Kaul 1988; Sriramesh 1992), the job profile of a PRO was
mostly in charge of <i>bandobast </i>(making arrangements) activities (Mehta
1997). Publicity through press relations was an important aspect of PR and many
early PROs were former journalists (Singh 2000; Sriramesh 1992, 1996).<span class="MsoFootnoteReference"> <a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn11" name="_ftnref11" style="mso-footnote-id: ftn11;" title=""><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: MR; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[11]</span></span></span></a></span></div>
<div style="line-height: 150%; text-align: justify;">
<span style="mso-spacerun: yes;"> </span>Public relations in India is practiced using
the personal influence model of public relations (Grunig et al., 1995, Huang,
2000, Jo and Kim, 2004, Park, 2002, Rhee, 2002, Sriramesh, 1992).Researchers
found that in this model the public relations practitioner tries to establish
personal relationships, friendships, if possible amongst important individuals
in the media, government or political and activist groups. These relationships
with these significant people were known as contacts from whom favours could be
taken. Sriramesh (1991) identified a technique which led to the further development
of the personal influence model, and named it hospitality relations. The main
idea behind hospitality relations was to build a strong bond with journalists
or other individuals which could later help in important decision making
situations. </div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">Economic policies of India in 1991 went through a
massive overhaul with the advent of liberlisation in India. It brought with it
capitalization</span><span class="MsoCommentReference"><span style="font-size: 8.0pt; font-weight: normal; line-height: 150%;"> </span></span><span class="MsoCommentReference"><span style="font-size: 8.0pt; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">a</span></span><span style="font-weight: normal;">nd globalisation which also affected the public relations industry
giving it recognition and acceptance in the country as a management function. A
major surge was also seen in the area of news and entertainment channels, which
started coming up in plenty through which companies could disseminate messages
to its stakeholders. Internet and other new communication technologies became
new mediums for messaging. <a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn12" name="_ftnref12" style="mso-footnote-id: ftn12;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[12]</span></span></span></span></a></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-layout-grid-align: none; text-align: justify; text-autospace: none;">
<span lang="EN-IN" style="font-weight: normal; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-fareast-language: EN-IN;">During the same time many advertising agencies added public relations
service to their operations. Some even went into associations with
international public relations agencies. Consultancies or public relations agencies
in India soon began mushrooming.<span class="MsoFootnoteReference"> <a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn13" name="_ftnref13" style="mso-footnote-id: ftn13;" title=""><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span lang="EN-IN" style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-IN; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-IN;">[13]</span></span></span></a></span></span><span lang="EN-IN" style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">
</span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">To name a few, there were Burson-Marstellar Roger Pereira Communications
Private Limited in Mumbai and Hill & Knowlton (Indian Public Affairs
Network, New Delhi)</span><span style="font-size: 10.0pt; font-weight: normal; line-height: 150%;">. </span><span lang="EN-IN" style="font-weight: normal; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-fareast-language: EN-IN;">Today there are large firms that have offices in all the metropolitan
centres of the country providing consultancy in public relations.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn14" name="_ftnref14" style="mso-footnote-id: ftn14;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span lang="EN-IN" style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-IN; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-IN;">[14]</span></span></span></span></a> The
services provided by these agencies include media relations which are often
done with the English language and regional/vernacular language press as
observed by the researcher in her tenure at a PR agency.</span></div>
<div class="MsoNormal" style="line-height: 150%; mso-layout-grid-align: none; text-align: justify; text-autospace: none;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span lang="EN-IN" style="line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-fareast-language: EN-IN;">Public Relations as a Communication Function</span></b></div>
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<div class="MsoNormal" style="border: none; line-height: 150%; mso-border-alt: solid white .25pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-padding-alt: 0in 0in 0in 31.0pt; padding: 0in; text-align: justify;">
<span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">The
researcher is focusing on public relations as a communication function and the
changes to be included in a scenario where regional press in India is spreading
its wings. “Communication is about meaning rather than about information. It
comprises of attitudes, social relations, and individual feelings, social
positioning of sender and receiver, as well as those things normally thought of
as information -- statements about the physical and social world. Anything that
has cultural significance is part of communication.” </span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn15" name="_ftnref15" style="mso-footnote-id: ftn15;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[15]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> The term “culture refers to the complex
collection of knowledge, folklore, language, rules, rituals, habits,
lifestyles, attitudes, beliefs, and customs that link and give a common
identity to a particular group of people at a specific point in time.”</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn16" name="_ftnref16" style="mso-footnote-id: ftn16;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[16]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> </span></span></div>
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<span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">The
function of communication is observed via different tasks a PR practitioner
executes in her or his tenure in public relations. </span></span></div>
<div class="MsoNormal" style="border: none; line-height: 150%; mso-border-alt: solid white .25pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-padding-alt: 0in 0in 0in 31.0pt; padding: 0in; text-align: justify;">
<span style="color: black; font-weight: normal;">Broom, Dozier, and their colleagues have broadly classified
four roles practitioners tend to play in public relations: </span><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"></span></div>
</div>
<div class="3text" style="line-height: 150%; text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span style="color: black;">Expert prescriber</span></b><span style="color: black;">: The practitioner as an expert prescriber is considered an
authority by the top management of the client or the organisation for which she
or he works as an authority on public relations problems and solutions. The
practitioner is responsible for research in the area of public relations,
develops programmes and is majorly responsible for implementation. </span></div>
<div class="3text" style="line-height: 150%; text-align: justify;">
<b><span style="color: black;">Communication facilitator:<span class="apple-converted-space"> </span></span></b><span class="apple-converted-space"><span style="color: black; mso-bidi-font-weight: bold;">The
practitioner here is a liaison officer, interpreter and mediator between an
organisation and its publics stressing on maintaining a continuous flow of
two-way communication. A key role is played in removing any barriers to
information exchange and ensuring open channels of communication.</span></span></div>
<div class="3text" style="line-height: 150%; text-align: justify;">
<b><span style="color: black;">Problem-solving process facilitator:<span class="apple-converted-space"> </span></span></b><span class="apple-converted-space"><span style="color: black; mso-bidi-font-weight: bold;">The
role of the practitioner is to act as a guide to the manager and the
organisation, and solve problems in planning and programming rationally. They
are also responsible to maintain management involvement in implementation. </span></span><span style="color: black;"></span></div>
<div class="3text" style="line-height: 150%; text-align: justify;">
<b><span style="color: black;">Communication technician:<span class="apple-converted-space"> </span></span></b><span class="apple-converted-space"><span style="color: black; mso-bidi-font-weight: bold;">They
are responsible primarily for proposing and producing public relations
materials. The entire gamut of writing, editing, designing, visual messages and
working with the media is their concern.</span></span><span style="color: black;">
Emphasis is on communication and journalistic skills.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn17" name="_ftnref17" style="mso-footnote-id: ftn17;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[17]</span></span></span></span></a></span></div>
<div style="border: solid white 1.0pt; mso-border-alt: solid white .25pt; mso-element: para-border-div; padding: 0in 0in 0in 31.0pt;">
<div class="MsoNormal" style="border: none; line-height: 150%; mso-border-alt: solid white .25pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-padding-alt: 0in 0in 0in 31.0pt; padding: 0in; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="border: none; line-height: 150%; mso-border-alt: solid white .25pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-padding-alt: 0in 0in 0in 31.0pt; padding: 0in; text-align: justify;">
<b><span style="color: black;">Public
Relations and Culture</span></b></div>
</div>
<div class="3text" style="line-height: 150%; text-align: justify;">
<span style="color: black;">When one is studying regional differences and its impact on
public relations, the reference of culture become very important. Sriramesh
(2002) observed that “PR practice in the 21<sup>st</sup> century has, and will
continue to, become multinational and multicultural in nature” (p.54). <span class="apple-style-span">So public relations practitioner’s understanding of
cultural diversities in a country would be necessary, to better communicate
with the media and its publics. As also put forth by Wakefield </span>“Multinationals
need to understand the nuances of public relations between countries, or even
in different regions within countries, and how misunderstandings of those
nuances can bring problems on a global scale.” (Wakefield, 2001, p.460).<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn18" name="_ftnref18" style="mso-footnote-id: ftn18;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[18]</span></span></span></span></a>
</span></div>
<div class="3text" style="line-height: 150%; text-align: justify;">
<span style="color: black;">Anderson (1989) introduced the terms international and
global public relations to distinguish between these two kinds of practice.
According to him, international public relations practitioners usually
implement unique programmes in many markets, each of these programmes are
designed to meet the peculiarities of the individual geographic market. Global
public relations on the other hand applies an overall view of a programme,
executed in two or more national markets, keeping in mind the similarities
among audiences while adjusting to regional differences </span><span style="mso-bidi-font-weight: bold;">(p. 413).</span></div>
<div class="3text" style="line-height: 150%; text-align: justify;">
For public relations
practices to be effective, they will have to share standard principles across
cultures, but their specific applications will be different in different
cultures. This reasoning was based on <span style="color: black;">Brinkerhoff and
Ingle (1989) theory of </span>"structured flexibility" in the
management of development organizations. The theory states <i>"melds a
planned structuring of action . . . with a concern for creating the capacity for
flexibility and iterative learning. . ." (p. 490).<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn19" name="_ftnref19" style="mso-footnote-id: ftn19;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[19]</span></b></span></span></span></a></i></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="color: black; font-weight: normal;"><span style="mso-spacerun: yes;"> </span></span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Huxham
and Vangen (2000) further stress that as group membership and organizational
contexts form interpretations; differences in language will only add
difficulty. Thus knowing the language of the community will become pertinent
for a public relations practitioner.<span class="apple-converted-space"><span style="color: black;"> A study on regional public relations was conducted in
Australia which examined the nature of public relations in regional settings
and peculiarities of public relations practice in non-metropolitan settings.</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn20" name="_ftnref20" style="mso-footnote-id: ftn20;" title=""><span class="MsoFootnoteReference"><span style="color: black;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[20]</span></span></span></span></span></a><span class="apple-converted-space"><span style="color: black;"> </span></span></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-layout-grid-align: none; text-align: justify; text-autospace: none;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-layout-grid-align: none; text-align: justify; text-autospace: none;">
<b><span lang="EN-IN" style="line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-fareast-language: EN-IN;">Cultural
and linguistic diversity in India</span></b></div>
<div class="MsoNormal" style="line-height: 150%; mso-layout-grid-align: none; text-align: justify; text-autospace: none;">
<span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Cultural diversity of a country is
attributed to factors such as ethnic origins, religions and different
languages. India is a rich source of all of these. People have been fascinated
by its natural sources and this has brought them to this country from different
places. This naturally has led to the growth of varied human cultures. It has
been observed in other lands that the dominant human cultures have seem to have
either absorb or eliminate others but in India diversity is cherished (Gadgil
and Guha, 1992).<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn21" name="_ftnref21" style="mso-footnote-id: ftn21;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[21]</span></span></span></span></a></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-layout-grid-align: none; text-align: justify; text-autospace: none;">
<span lang="EN-IN" style="font-weight: normal; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-fareast-language: EN-IN;">Post-independence, the states in India were re-organized on the basis
of language. The country lists 14 languages in its constitution and recognises
at least 16 other official languages. There are more than 200 hundred other
languages. However, English is used as a language of business. Mostly a person
can speak three languages; Hindi which is the official language, English and
the regional language of the state she/he lives in. Added to this the person
may also speak the dialect of the place of her/his birth. <span style="mso-spacerun: yes;"> </span>Due to this diversity, it becomes a challenge
for the public relations practitioners, to prepare messages in different
languages to accommodate such varied regional preferences when they have to
cater to media pan India</span><span style="color: black; font-size: 9.0pt; line-height: 150%;">.</span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn22" name="_ftnref22" style="mso-footnote-id: ftn22;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-size: 9.0pt; font-weight: normal; line-height: 150%;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 9.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[22]</span></span></span></span></span></a><span style="color: black; font-size: 9.0pt; font-weight: normal; line-height: 150%;"> </span><span lang="EN-IN" style="font-weight: normal; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-fareast-language: EN-IN;"></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b>The Rise of the Regional
Language Press</b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">Robbin Jeffery studied the developments that have
characterised the Indian language press in his book <i style="mso-bidi-font-style: normal;">India’s Newspaper revolution: Capitilism, Politics, and the Indian Language
Press 1977-1999, </i>this set against the milieu of Indian politics. He
observed that the daily circulation of all Indian newspapers increased four
times between 1976 and 1996 and by 1996 there were five times as many
newspapers published as in 1976.It was the regional language newspapers that
emerged as winners experiencing the newspaper boom then. It was seen that by
the 1990’s the circulation of the Hindi newspapers were almost three times that
of the English language press (p.46). </span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">There are specific two reasons cited by Jeffery that
brought about this increase in the circulation of the regional press. The first
he cited was literacy, as number of people in India learnt to read and write,
more budding newspaper readers increased. The second reason he explains is
improved technology and computers that made it easy to produce and distribute
newspapers in the Indian script. Further, he argues that other than the two
points mentioned, newspapers “grew because entrepreneurs detected a growing
hunger for information among ever-widening sections of India’s people, who were
potential consumers as well as newspaper readers. A race began to reach this
audience.”(p.48).<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn23" name="_ftnref23" style="mso-footnote-id: ftn23;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[23]</span></span></span></span></a></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">Richard Ohmann states that advertising is both “a
symptom and motor” of capitalism and it reached the people living in the US
through its press.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn24" name="_ftnref24" style="mso-footnote-id: ftn24;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[24]</span></span></span></span></a>
Citing similar views as that of Ohmann, Jeffery says that newspapers which were
supported by advertising were used as a medium to reach the Indian audience and
transformed these readers into consumers, at the same time fulfilling their
increased needs for information and political participation.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn25" name="_ftnref25" style="mso-footnote-id: ftn25;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[25]</span></span></span></span></a>
</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Hindi newspapers are catering to local needs
and are thus creating new audiences and "a different kind of public
sphere" in towns and districts in the Hindi belt, says media critic
Sevanti Ninan.</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn26" name="_ftnref26" style="mso-footnote-id: ftn26;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[26]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> She explains in her book <i style="mso-bidi-font-style: normal;">“Headlines from the Heartland: Reinventing the Hindi Public
Sphere" </i>an instance, where she says "I encountered village
store-keepers both on the road to Jagdalpur (in Chhattisgarh) as well as in
Udaipur and Banswara districts in Rajasthan who called themselves news
agencies, they would request for handouts from the local masses about
functions, felicitations and events, solemnly stamp these handouts with the
name of their news agency and send the items onward to the newspaper which had
asked them to supply such news.”</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn27" name="_ftnref27" style="mso-footnote-id: ftn27;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[27]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"></span></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Regional media in India has never looked back and
has always grown since the time it was observed by Robbin Jeffery. According to
Mr. </span></span><b><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-bidi-font-weight: bold;">Akhil Gupta</span></b><b><span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt;">,</span></b><span class="apple-converted-space"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> </span></span><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">chairman and managing director of Blackstone
Advisors India, </span></span><i><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">“</span></i><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Statistics show the regional media is growing
much faster than (the) English (one). People want to first read in their own
language. That is the reason we have been keen to invest in this growth story
and Jagran has scale that others cannot match. So, we are very pleased with
this investment.” This is citing the case when Blackstone, a private equity
fund, paid Rs 225 crore for an undisclosed stake in the Rs 846 crore Jagran
Prakashan, the publishers of Hindi daily</span></span><span class="apple-converted-space"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> </span></span><i><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Dainik
Jagran.</span></i><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn28" name="_ftnref28" style="mso-footnote-id: ftn28;" title=""><span class="MsoFootnoteReference"><i><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><b style="mso-bidi-font-weight: normal;"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[28]</span></b></span></span></span></i></span></a><i><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"></span></i></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; text-align: justify;">
<span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Following
are the top ten daily newspapers in India, according to the Indian Readership
Survey (IRS) 2010 Quarter 1 released recently by the Media Research Users
Council (MRUC). The survey was conducted by Hansa Research.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn29" name="_ftnref29" style="mso-footnote-id: ftn29;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[29]</span></span></span></span></a>
Refer to </span><span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Appendix </span><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">at the end of the research.<i><span style="font-style: normal;"></span></i></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">The above data reaffirms the point that even
Vanita Kohli-Khandekar</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn30" name="_ftnref30" style="mso-footnote-id: ftn30;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[30]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> states that in India, language media has
always been bigger than English in terms of audience size</span></span><span class="apple-style-span"><span style="color: black; font-family: Arial; font-size: 9.0pt; line-height: 150%; mso-bidi-font-family: Arial;">. </span></span><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">She cites an older data of the Indian
Readership Survey (IRS) 2008 data, where the top-four Hindi dailies had more
than thrice the number of readers of</span></span><span class="apple-converted-space"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> </span></span><i><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">The
Times of India,</span></i><span class="apple-converted-space"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> </span></span><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">the largest-selling English daily.</span></span><span class="apple-converted-space"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"> </span></span></div>
<div class="3text" style="line-height: 150%; text-align: justify;">
<span class="apple-converted-space"><span style="color: black;">As regional media is
increasing in India, its impact on public relations will have to be seen. Will
this increase lead to adaptation of different cultural components in the
practice of regional public relations practitioners? The following research
questions were the result of this inquiry:- </span></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt;">Research
questions</span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="color: black; font-family: Verdana; font-size: 8.5pt; line-height: 150%;"><br />
</span><span style="font-weight: normal;">The researcher intends to study:-</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-left: 1.0in; mso-list: l5 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Wingdings; font-weight: normal; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;"><span style="mso-list: Ignore;">Ø<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-weight: normal;">R1. Will the rise in regional journalism lead to
rise in regional public relations?</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-left: 1.0in; mso-list: l5 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Wingdings; font-weight: normal; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;"><span style="mso-list: Ignore;">Ø<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-weight: normal;">R2. What kind of communication skills and
personality traits will have to be acquired by future practitioners keen on
joining regional public relations?</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b>Aim</b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">To document the effect on regional public relations
with increase in regional journalism in India.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b>Objectives:</b></div>
<ul style="margin-top: 0in;" type="disc">
<li class="MsoNormal" style="line-height: 150%; mso-list: l6 level1 lfo2; text-align: justify;"><span style="font-weight: normal;">To check the growth of the number of regional
PR practitioners. </span></li>
<li class="MsoNormal" style="line-height: 150%; mso-list: l6 level1 lfo2; text-align: justify;"><span style="font-weight: normal;">To note the need for understanding of culture
and specific language skills required for a regional public relations practitioner.</span></li>
<li class="MsoNormal" style="line-height: 150%; mso-list: l6 level1 lfo2; text-align: justify;"><span style="font-weight: normal;">To note the requirement of certain behaviour,
mannerism, attire and personality traits etc. which are specific for doing
regional public relations? </span></li>
</ul>
<div class="MsoNormal" style="line-height: 150%; margin-left: .5in; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-left: .5in; text-align: justify;">
<b><span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt;">Research Method
and Sampling</span></b></div>
<div class="MsoNormal" style="line-height: 150%; margin-left: .5in; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">The research was exploratory in nature and the
researcher conducted in-depth interviews of public relations practitioners,
academicians, and journalists via-email. Emails were sent to 22 respondents and
18 responded with their detailed views. Convenience sampling and snowball
sampling was used to select respondents. The respondents were from different
parts of India and have varied experience in their respective area of work spanning
a minimum of 2 years to a maximum of 30 years. </span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b>Utility of the
Research</b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">This study is expected be useful to teachers,
researchers, the current and future public relations practitioners for a clear
picture of regional public relations practice.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b>Findings and
Discussions</b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b>Category: Public
relations practitioners</b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">Eight public relations practitioners responded to
the email interview. The public relations practitioners in their tenure
observed certain qualities that needed to be followed by future public
relations practitioners intending to practice regional public relations. The
respondents were asked their views on managing regional language media as
compared to the English language media. One of the respondents said </span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">“</span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">It is very important to understand the cultural dynamics
and regional mindset of local publication before dealing with them”.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn31" name="_ftnref31" style="mso-footnote-id: ftn31;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[31]</span></span></span></span></a> All
respondents agreed that having regional language communication skills can be of
great help. One of the senior respondents explained that “</span><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Multilingual communication skills are most
crucial in PR communication. It is difficult to have written skills, but if you
at least acquire spoken skills, that helps in a big way”.</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn32" name="_ftnref32" style="mso-footnote-id: ftn32;" title=""><span class="MsoFootnoteReference"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[32]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;"><span style="mso-spacerun: yes;"> </span>A New
Delhi respondent said “</span></span><i style="mso-bidi-font-style: normal;"><span style="font-weight: normal;">Himachali </span></i><span style="font-weight: normal;">or
<i style="mso-bidi-font-style: normal;">Pahari</i> is a mix of <i style="mso-bidi-font-style: normal;">Punjabi</i> and Hindi with a slightly
different dialect. So if I don’t know <i style="mso-bidi-font-style: normal;">himachali</i>,
I will have to use <i style="mso-bidi-font-style: normal;">Punjabi</i> as a
spoken means of communication to break the ice. When dealing with vernacular
press – verbal communication may differ with use of dialect of language but it
is imperative to provide written communication in regional media’s preferred
language”.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn33" name="_ftnref33" style="mso-footnote-id: ftn33;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[33]</span></span></span></span></a></span></div>
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<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">The respondents were asked their views on the
behavioral attributes and mannerism of the regional public relations
practitioner. These were the following pointers: politeness,
straightforwardness, attitude to learning, </span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">personal rapport with key decision maker in regional publication, sensitive
to cultural differences. One of the practitioners differed in his views
accordingly to him regional and English journalists were not much different,
they both are humans and have the same ego, they both are looking out for news.
If one treats the </span><span style="font-weight: normal;">regional press in the
same manner as the English press, they can influence the regional press to a
large extent. <a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn34" name="_ftnref34" style="mso-footnote-id: ftn34;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[34]</span></span></span></span></a>Two
respondents said that to begin with learn the local greeting of the place, this
helps in establishing relationships with the local media. </span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The
respondents were asked to sum up the personality traits of a public relations
practitioner practicing regional public relations. They said that confidence,
multilingual skills, sensitive to regional and cultural differences,
professional in attitude, patient, </span><span style="font-weight: normal;">adaptive
to changing environment and receptive to client’s apprehensions, at least
possess reading skills in the regional language. A respondent from Mumbai said that
one should at least be able to read a regional language if not speak it, as if
one could read different materials in those languages it would help in getting
ideas for story opportunities.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn35" name="_ftnref35" style="mso-footnote-id: ftn35;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[35]</span></span></span></span></a></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">Most of
the respondents felt that there was an increase in public relations
practitioners servicing the regional media, though the trend for all
organisations to hire more practitioners was only slowly rising, and as of now
no additional investment was being done. Mr. Siddharth Baad said that companies
have multi-location offices and public relations agencies were hiring dedicated
public relations executives to service regional language news media and to
specifically keep them informed about local events and activities and address
any communication requirements of publications. </span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Four out of the eight respondents said that
there was an increase in readership of the regional media and they see an
increase in multilingual PR executives managing both regional language and
English language news media. All of them were not clear about agencies only
catering to regional public relations practice, though they don’t rule out the
possibility of it happening in the future. Some of them did mention that there were
local affiliates in regions which catered to the companies directly for
regional public relations services. </span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Public relations practitioners with multilingual skills and other
diversified skill sets were stationed at site offices that took care of
regional public relations practice.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">The respondents were asked if any training was given to new
trainee in the organisation for regional public relations to which almost all
replied that the training is on the job, where the trainee is given tips on </span><span style="font-weight: normal;">searching for story opportunities in media and
generating new ideas. The training continued at events or conferences organised
by the agency or organisation. One respondent said that the reporting manager of
the trainee went for a media round along with she/he and gave tips on
interacting with the media and provides addresses of the media.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Finally the respondents were asked to summarize the
qualities a public relations practitioner doing regional public relations
should possess. Everyone unanimously agreed that having multi-language skills was
extremely useful. At least knowledge of two languages was essential and the
zest to keep learning more was important. In fact when one did public relations
for politicians it was the regional language skills that mattered more than
proficiency in English, said one respondent. Learning accents of different
regions is important other than the language. One should be a careful observer
of culture of different places.</span><span style="color: red; font-weight: normal;">
</span><span style="font-weight: normal;">Building a rapport with the media was a
must, which included being in touch with them even without any work.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">An anecdote was shared by Mr.Shivshankar Surukund, it
is an example when one does know a language. </span><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">“I had to organise a press conference in <i style="mso-bidi-font-style: normal;">Rewa</i>, a Hindi speaking area of Madhya
Pradesh. My Bank CEO, a Parsee, knew a little of ‘<i style="mso-bidi-font-style: normal;">mubaiya’</i> Hindi (Mumbai dialect) and I advised him to speak in Hindi
as far as possible. Since the topic of his speech was promoting self employment
with the bank's help, the Parsee CEO all the time emphasizing <i style="mso-bidi-font-style: normal;">'potano dhando'</i> (means self
enterpreneur) which the Hindi reporters did not understand. For them '<i style="mso-bidi-font-style: normal;">pota</i>' meant grandson and so what was
'grandsons business "? They were puzzled.</span></span><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">
<span class="apple-style-span">Later I had to explain that in Gujarati <i style="mso-bidi-font-style: normal;">'potano dhando'</i> means ' a person doing
his own business - or self employed'. They all had a hearty laugh.”</span></span><span style="font-weight: normal;"></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b>Category:
Academicians</b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">Four academicians responded to the email interview. The
academicians were asked their views on the educational qualifications required
of budding students interested in servicing the regional language media as
compared to English language media. They were also asked the language skills
required by students to know when planning a career in regional public
relations. The academicians were in addition asked their views on the need for
understanding of culture, behavioural attributes, mannerisms and complete
personality traits by budding public relations practitioners.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">Two academicians said that a graduation was
necessary as part of educational qualifications required to service the
regional media, a mass communication degree or an equivalent related to
communication, public relations or corporate communications would suffice. Two
other academicians were of the opinion that a post graduate degree or a
post-graduate diploma would be even better. Only one academician said that no
educational qualification was required but a “rapport with a journalist” was supreme.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">The academicians were further prodded on any
particular skills was needed in servicing the language media as compared to the
English language media. To which most of them had to say that knowing the
regional language and in fact possessing multilingual skills would be essential.
Both written as well as spoken. One of the respondents said that “Regional
media is sensitive to the way they are approached.</span> <span style="font-weight: normal;">Spoken language is the most crucial in dealing with
regional media. Culturally I think we tend to respond better or strike a
conversation with people speaking the same language. For e.g. When working in
Gujarat, I realised the importance of knowing the local dialect, it is much
easier to communicate if one knows the regional language. Also the media
prefers the knowledge of their language.”<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn36" name="_ftnref36" style="mso-footnote-id: ftn36;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[36]</span></span></span></span></a><span style="mso-spacerun: yes;"> </span>Two of the respondents said that when servicing
any regional language media the local needs, aspirations, customs and culture have
to be kept in mind. As one academician said “quick response, local
understanding, sharp human relations skills, and ability to take abuse” was
something that future practitioners getting into this profession should learn.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn37" name="_ftnref37" style="mso-footnote-id: ftn37;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[37]</span></span></span></span></a>
</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">Most of them said that one had to be a fine person
first. The academicians said that as India is a huge country with varied
cultures, the students needed to understand and respect these cultures and the languages
of different states. One of the academician said that “one cannot be
preoccupied with his or her own idea while delivering PR solutions.
Understanding the cultural aspects will make him or her know how people
conceive the ideas being spread and how culture of that particular region acts
as accelerator.”<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn38" name="_ftnref38" style="mso-footnote-id: ftn38;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[38]</span></span></span></span></a></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-weight: normal;">One of the academicians also pointed out that
understanding the cultural environment of a media organisation was also crucial
as “every regional media organisation came with its own cultural background. So
one had to look and behave the part”. When asked to sum up the total
personality traits required by students for regional public relations practice,
they said that subject knowledge, creativity, initiative, good judgment,
language skills, research skills, understanding and adaption of local culture,
mannerisms, attire and good human relations skills were extremely important.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn39" name="_ftnref39" style="mso-footnote-id: ftn39;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[39]</span></span></span></span></a></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b>Category:
Journalists</b><span style="font-weight: normal;"></span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">Six
journalists responded to the email interview. All the journalists noticed an
increase in public relations executives specifically servicing the regional
language news media. One of the respondents said that public relations agencies
have started paying attention to regional languages as they have started
understanding growing importance and influence of regional languages.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn40" name="_ftnref40" style="mso-footnote-id: ftn40;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[40]</span></span></span></span></a>
A respondent points out “Yes, there are many public relations firms who only serve
the regional media. Mainly we can find this trend in southern states.”<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn41" name="_ftnref41" style="mso-footnote-id: ftn41;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[41]</span></span></span></span></a>
<span style="mso-spacerun: yes;"> </span>One respondent remarked that<span style="color: magenta;"> </span>“There has been an increase in PR executives
‘targeting’ regional language news media on behalf of clients.”<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn42" name="_ftnref42" style="mso-footnote-id: ftn42;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[42]</span></span></span></span></a>
A younger respondent observed that there will be an increase in the number of
websites in other regional languages other than Hindi.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn43" name="_ftnref43" style="mso-footnote-id: ftn43;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[43]</span></span></span></span></a></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">When
asked about any specific skills required for servicing the regional language
media as compared to the English language media, all the journalists had
similar views. They felt that being multilingual and having good written and
verbal skills has become a necessity with changing times for a public relations
practitioner servicing the regional media. Mr. Milind Kokje stressed the need
for public relations practitioners to go beyond language too and also focus on
their appearance, appearance, clothes, gestures and mannerisms. As English
speaking and too western-dressed public relations practitioners can be a put
off to regional media. Speak in English only when it is a must with either
client or the media. </span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">The
respondents were asked their views on the behavioural attributes and mannerism
of the PR practitioner to which politeness in behaviour and friendliness were
the key points that emerged. Most of the respondents feel that understanding of
cultures is a must for public relations <span style="mso-spacerun: yes;"> </span>practitioners
practicing regional public relations and as one respondent said that the region
where the public relations practitioner works she/he should understand the
culture and know the local language of that place, as that is when they will be
impressionable with the publics they are communicating with.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn44" name="_ftnref44" style="mso-footnote-id: ftn44;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[44]</span></span></span></span></a>
It is not only about servicing regional media but the regional publics at
large. </span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 1.0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 15.0pt; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">As
Mr. Sanjay Ranade put it “PR executives must be multicultural and multi
language”. Mr. Kokje discusses an anecdote of a multinational company “A <i style="mso-bidi-font-style: normal;">palkhi </i>(procession)<i style="mso-bidi-font-style: normal;"> </i>which passes through the company land for generations was not
allowed to pass when the company took possession of the land. The foreigner
site manager did not understand its importance of the <i style="mso-bidi-font-style: normal;">palkhi</i> route (which never changes) for local people. Next year when
an Indian manager took over, he allowed the <i style="mso-bidi-font-style: normal;">palkhi</i>
to cross company land by making way after breaking a part of compound. This
brought in change in people’s attitude towards company”.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 1.0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 15.0pt; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">When
asked to sum up the personality traits required by public relations
practitioners practicing regional public relations they come up with the
following:</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 15.0pt; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">Polite,
punctual, understanding, professional, well informed, pleasing personality,
client-first attitude, command over language, convincing skills, good reading
skills and should be able to impress intellectually.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 1.0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 15.0pt; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">The
respondents were asked to give their advice to future public relations
practitioner in the regional area; they had to say that being sensitive to the
regional media and command over language were the vital factors to be kept in mind.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 1.0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 1.0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<b>Conclusions</b></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">All the
respondents including public relations practitioners, journalists and
academicians said that having regional language communication skills was most
crucial for anybody practicing regional public relations. As <span class="apple-style-span"><span style="color: black;">Hugh M. Culbertson and Ni Chen
explain that for public relations to be effective, there will have to be a
common set of principle across cultures but their specific applications will
differ according to changing cultures.</span></span><a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn45" name="_ftnref45" style="mso-footnote-id: ftn45;" title=""><span class="MsoFootnoteReference"><span style="color: black;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[45]</span></span></span></span></span></a><span class="apple-style-span"><span style="color: black;"> If one of the important
functions of public relations is communication and language is one of the
important components of culture, then mastery of this component is crucial. Other
than language the respondents have also pointed out to understanding other
aspects of culture, which included rituals, habits, lifestyle or anything
symbiotic of a culture of a place. This helps in becoming friendlier to the
regional media and in understanding the regional audience as well. </span></span>This
amounts to two things: first all future public relations practitioners should
make efforts to learn at least two regional languages; reading, writing and
speaking it fluently. The second point to be noted here that public relations
education could introduce in its syllabi the component of Indian regional
language and culture studies. Academicians have suggested that a
degree/post-graduate degree or diploma in public relations could help future
candidates in understanding the field of public relations. If this is done
public relations as a subject could be well-understood. The respondents pointed
out that being sensitive to regional and cultural differences is a must when
practicing regional public relations. The only training as of now given is
on-job as explained by respondents, which is more about executing job in public
relations. Maybe companies could introduce regional culture and language
training for employees in public relations which could sensitize them the
subtleness of the profession. <span style="mso-spacerun: yes;"> </span>According
to the respondents companies and agencies are as of now are not hiring too many
public relations practitioners for regional public relations but the trend of
servicing regional media is on the rise. Even the journalists say that they
have seen an increase of in public relations practitioners specifically
servicing the regional media. Maybe in the near future this may change and if
that change is coupled with training it could help in regional public relations
practice. </span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">According
to Sriramesh and Vercic (2003), in India public information campaigns could be
done using folk media such as such as “docudramas, dances, skits, and plays in
rural areas” (p. 15). The reason being local conditions would restrict the use
of media such as television, radio, newspapers and magazines for conducting
public relations. According to Botan (1992) “</span><span class="apple-style-span"><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Clarity in writing is always desirable, but the
assumption that is primary may not hold in all situations" (p. 155). </span></span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">It is interpersonal relationship which becomes important
depending upon the culture of the place or country. According to Sriramesh
(1992), public relations practitioners in India have to cultivate good
interpersonal relationships with external publics in order to get governmental
support and ensure positive press coverage. When the personal influence model
is deeply practiced, interpersonal communication skill, takes precedence over
writing as the most important skill for public relations practitioners.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn46" name="_ftnref46" style="mso-footnote-id: ftn46;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[46]</span></span></span></span></a> In
both the situations we observe that knowledge of local language and culture can
be very useful to a public relations practitioner to build an affinity with
publics.</span></div>
<div class="MsoNormal" style="line-height: 150%; mso-layout-grid-align: none; text-align: justify; text-autospace: none;">
<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">Regional
public relations and global public relations are similar as both have to adjust
to regional differences before executing a programme. American culture is
individualistic, but many Asian cultures are collectivistic. In collectivistic cultures,
building good interpersonal relationships is paramount for a business to
succeed.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn47" name="_ftnref47" style="mso-footnote-id: ftn47;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[47]</span></span></span></span></a>
India shows a vertical collectivistic culture where sacrifice for the group is
considered righteous. Here the group is all-important, not the individual.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn48" name="_ftnref48" style="mso-footnote-id: ftn48;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[48]</span></span></span></span></a> </span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Asian countries
seem to score low on the individualism index. In India even though
industrialization is picking up pace, it still remains a collectivist culture.<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftn49" name="_ftnref49" style="mso-footnote-id: ftn49;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[49]</span></span></span></span></a></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">So
if a multinational from a foreign country wants to practice public relations in
India, they would have to focus on building relationships with the publics. To
build communicate and build relationship with regional media and the regional
publics they would have to be sensitive to culture of the country.</span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;">The
impact of the growth of regional media is definitely there on regional public
relations. It was also observed from data of the respondents that skill set to
service the regional media is similar, whether the media is from Maharashtra,
Gujarat, New Delhi or Pondicherry. Difference is the typical culture of these
places which one has to adapt to. If future public relations practitioners gain
adequate training in regional languages and sensitizing of cultures through education,
it will help develop better interpersonal relationships and servicing the regional
language media as well as regional audience will yield better results which
will in turn be beneficial to the organisation. </span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 1.0in; mso-add-space: auto; text-align: justify;">
<span style="font-weight: normal;"><br /></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; tab-stops: 106.0pt; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; tab-stops: 106.0pt; text-align: justify;">
<b>Appendix</b><span style="mso-tab-count: 1;"><b> </b> </span></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; text-align: justify;">
<span style="color: black; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman";">Note:</span><span style="color: black; font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> These
are all readership figures (in lakhs) and not circulation numbers.</span></div>
<div class="MsoListParagraph" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div align="center">
<table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="border-collapse: collapse; mso-padding-alt: 0in 0in 0in 0in; mso-yfti-tbllook: 1184; width: 100%px;">
<tbody>
<tr style="height: 23.15pt; mso-yfti-firstrow: yes; mso-yfti-irow: 0;">
<td colspan="4" style="background: #E5E5E5; border-top: solid #666666 1.0pt; border: none; height: 23.15pt; mso-border-top-alt: solid #666666 .75pt; padding: 2.25pt 2.25pt 2.25pt 2.25pt; width: 100.0%;" width="100%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Arial; font-size: 9.0pt; line-height: 150%; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; text-transform: uppercase;">TOP 10 DAILIES</span></div>
</td>
</tr>
<tr style="height: 8.7pt; mso-yfti-irow: 1;">
<td style="background: #E30011; height: 8.7pt; padding: 2.25pt 2.25pt 2.25pt 2.25pt; width: 19.52%;" valign="top" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: white; font-family: Verdana; font-size: 8.5pt; line-height: 150%; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman";">Rank</span></div>
</td>
<td style="background: #E30011; height: 8.7pt; padding: 2.25pt 2.25pt 2.25pt 2.25pt; width: 22.4%;" valign="top" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: white; font-family: Verdana; font-size: 8.5pt; line-height: 150%; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman";">Newspaper</span></div>
</td>
<td style="background: #E30011; height: 8.7pt; padding: 2.25pt 2.25pt 2.25pt 2.25pt; width: 29.04%;" valign="top" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: white; font-family: Verdana; font-size: 8.5pt; line-height: 150%; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman";">IRS 2009 R2</span></div>
</td>
<td style="background: #E30011; height: 8.7pt; padding: 2.25pt 2.25pt 2.25pt 2.25pt; width: 29.04%;" valign="top" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: white; font-family: Verdana; font-size: 8.5pt; line-height: 150%; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman";">IRS 2010 Q1</span></div>
</td>
</tr>
<tr style="height: 21.8pt; mso-yfti-irow: 2;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 21.8pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">1</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 21.8pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Dainik Jagran (Hindi)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 21.8pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">160.96</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 21.8pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">163.13</span></div>
</td>
</tr>
<tr style="height: 22.15pt; mso-yfti-irow: 3;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">2</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Dainik Bhaskar (Hindi)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">128.8</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">133.29</span></div>
</td>
</tr>
<tr style="height: 22.15pt; mso-yfti-irow: 4;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">3</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Hindustan (Hindi)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">93.36</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">99.14</span></div>
</td>
</tr>
<tr style="height: 22.15pt; mso-yfti-irow: 5;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">4</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Malayala Manorama
(Malayalam)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">91.83</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">95.94</span></div>
</td>
</tr>
<tr style="height: 22.15pt; mso-yfti-irow: 6;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">5</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Amar Ujala (Hindi)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">82.99</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">84.91</span></div>
</td>
</tr>
<tr style="height: 22.15pt; mso-yfti-irow: 7;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">6</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Lokmat (Marathi)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">71.04</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">73.61</span></div>
</td>
</tr>
<tr style="height: 22.15pt; mso-yfti-irow: 8;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">7</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Daily Thanthi (Tamil)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">75.17</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">73.53</span></div>
</td>
</tr>
<tr style="height: 22.15pt; mso-yfti-irow: 9;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">8</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">The Times Of India
(English)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">71.42</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.15pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">70.35</span></div>
</td>
</tr>
<tr style="height: 22.5pt; mso-yfti-irow: 10;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.5pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">9</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.5pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Mathrubhumi (Malayalam)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.5pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">66.78</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 22.5pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">66.98</span></div>
</td>
</tr>
<tr style="height: 4.9pt; mso-yfti-irow: 11;">
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 4.9pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 19.52%;" width="19%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">10</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 4.9pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 22.4%;" width="22%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">Rajasthan Patrika (Hindi)</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 4.9pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">64.86</span></div>
</td>
<td style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 4.9pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 1.5pt 1.5pt 1.5pt 2.25pt; width: 29.04%;" width="29%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<span style="color: black; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";">66.85</span></div>
</td>
</tr>
<tr style="height: 4.9pt; mso-yfti-irow: 12; mso-yfti-lastrow: yes;">
<td colspan="4" style="background: white; border-bottom: solid #CCCCCC 1.0pt; border: none; height: 4.9pt; mso-border-bottom-alt: solid #CCCCCC .75pt; padding: 3.0pt 2.25pt 1.5pt 1.5pt; width: 100.0%;" width="100%"><div class="MsoNormal" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 6.0pt; text-align: justify;">
<i><span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: "Times New Roman";">(All figures are in lakhs; IRS 2009 R2: IRS 2009 Round 2; IRS 2010
Q1: IRS 2010 Quarter 1)</span></i><span style="color: #666666; font-family: Georgia; font-size: 8.5pt; font-weight: normal; line-height: 150%; mso-fareast-font-family: "Times New Roman";"></span></div>
</td>
</tr>
</tbody></table>
</div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; margin-left: 0in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<b>References:-</b></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoBibliography" style="margin-left: .5in; mso-list: l3 level1 lfo7; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-no-proof: yes;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;">Abhineet Kumar, I. (2010, April). <i>'Regional media is
growing faster than English'</i>. Retrieved April 06, 2011, from Business
Standard: </span></div>
<div class="MsoBibliography" style="margin-left: .5in;">
<span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;"><a href="http://www.business-standard.com/india/news/regional-media-is-growing-faster-than-english/14/50/">http://www.business-standard.com/india/news/regional-media-is-growing-faster-than-english/14/50/</a></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoBibliography">
<br /></div>
<div class="MsoBibliography" style="margin-left: .5in; mso-list: l3 level1 lfo7; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-bidi-font-style: italic; mso-fareast-font-family: Symbol; mso-no-proof: yes;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span lang="EN-IN" style="font-weight: normal; line-height: 115%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-fareast-language: EN-IN;">Bhushan U., “</span><span lang="EN-IN" style="font-weight: normal; line-height: 115%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-language: EN-IN;">Unleashing the business potential of
communication management services: A 10-Point Action Plan”, </span><i style="mso-bidi-font-style: normal;"><span lang="EN-IN" style="font-weight: normal; line-height: 115%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-fareast-language: EN-IN;">K J Somaiya Institute of Management Studies and Research,
University of Mumbai</span></i><i><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;"></span></i></div>
<div class="MsoBibliography">
<br /></div>
<div class="MsoBibliography" style="margin-left: .5in; mso-list: l3 level1 lfo7; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-no-proof: yes;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><i><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;">Business Standard</span></i><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;">. (2010, April 8).
Retrieved April 30, 2011, from Business Standard website: <a href="http://www.business-standard.com/india/news/regional-media-is-growing-faster-than-english/14/50/391228/">http://www.business-standard.com/india/news/regional-media-is-growing-faster-than-english/14/50/391228/</a>
</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoBibliography" style="margin-left: .5in; mso-list: l3 level1 lfo7; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol; mso-no-proof: yes;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;">C.K.Sardana. (n.d.). <i>Press Information Bureau, India</i>.
Retrieved April 20th, 2011, from Press Information Bureau, India:
http://pib.nic.in/feature/fe0999/f1509991.html</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<ul style="margin-top: 0in;" type="disc">
<li class="MsoNormal" style="mso-list: l3 level1 lfo7;"><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;">Caywood, C.
(1997). <i>The Handbook of Strategic Public Relations & Integrated
Communications, ISBN 0786311312.</i> New York: McGraw Hill.</span></li>
</ul>
<div class="MsoBibliography">
<br /></div>
<ul style="margin-top: 0in;" type="disc">
<li class="MsoNormal" style="mso-list: l3 level1 lfo7;"><i><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;">Culture and
Communication - The Relationship Between Communication and Culture,
Characteristics of Culture, Glimpses of Culture</span></i><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-no-proof: yes;">. (n.d.). Retrieved April 20, 2011, from
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and Culture: An Introduction</span></i></span><span class="apple-converted-space"><span style="color: black; font-size: 12.0pt;"> </span></span><span class="apple-style-span"><span style="color: black; font-size: 12.0pt;">(Kensington,
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B. (n.d)</span><span lang="EN-IN" style="font-weight: normal; line-height: 115%; mso-ansi-language: EN-IN; mso-bidi-font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-language: EN-IN;"> Public Relations in India
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Practice: A case study of regional public relations practice. PRism 5(12):
<a href="http://praxis.massey.ac.nz/prism_on-line_journ.html">http://praxis.massey.ac.nz/prism_on-line_journ.html</a></span></li>
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explain sexually harrassing behaviours in an international context. <i>International
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<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span class="apple-style-span"><span style="color: black; font-size: 12.0pt;">Ming-Yi Wu, "Can American Public
Relations Theories Apply to Asian Cultures?,"</span></span><span class="apple-converted-space"><span style="color: black; font-size: 12.0pt;"> </span></span><span class="apple-style-span"><i><span style="color: black; font-size: 12.0pt;">Public
Relations Quarterly</span></i></span><span class="apple-converted-space"><span style="color: black; font-size: 12.0pt;"> </span></span><span class="apple-style-span"><span style="color: black; font-size: 12.0pt;">50.3 (2005),</span></span><span class="apple-converted-space"><span style="color: black; font-size: 12.0pt;"> </span></span><span class="apple-style-span"><i><span style="color: black; font-size: 12.0pt;">Questia</span></i></span><span class="apple-style-span"><span style="color: black; font-size: 12.0pt;">, Web, 2 May
2011.</span></span><span style="font-size: 12.0pt;"></span></div>
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27th, 2011, from bangladeshsociology.org:
http://www.bangladeshsociology.org/BEJS%203.2%20Das.pdf</span></div>
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(1996). <i>Selling Culture: Magazines, Markets, and Class at the Turn of
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<li class="MsoNormal" style="mso-list: l3 level1 lfo7;"><span style="color: black; font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">W. Howard Chase, "The Unseen Power:
Scott Cutlip's History of Public Relations," <i>Public Relations
Quarterly</i> 39.3 (1994), <i>Questia</i>, Web, 20 Apr. 2011.</span><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt;"></span></li>
</ul>
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<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
Interviews</div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<span style="line-height: 150%; mso-bidi-font-size: 12.0pt;">The researcher would like to thank the following
professionals from the industry and academia for their invaluable views.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .25in; mso-add-space: auto; text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .75in; mso-add-space: auto; mso-list: l2 level1 lfo8; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 150%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Ms. Jyotii R. Rathod is a free-lancer and
has been managing regional public relations for the past 6 years.</span><span style="line-height: 150%; mso-bidi-font-size: 12.0pt;"></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: .75in; mso-add-space: auto; mso-list: l2 level1 lfo8; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 150%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Mr. Manoj Varade has been working with
BEST transport, Mumbai in public relations and administration for the past 22
years.</span><span style="line-height: 150%; mso-bidi-font-size: 12.0pt;"></span></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 150%; margin-left: .75in; mso-add-space: auto; mso-list: l2 level1 lfo8; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 150%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">Ms. Reena Sharma is Group Head, Lin
Opinion and has experience of 7 years in public relations.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Mr. Siddharth
Baad, Manager, Corporate Communications with Anil Limited, Ahmedabad is having
5 years of experience in the field of public relations.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Mr. Shiv Shankar
Surukund is a retired public relations manager from Union Bank</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Ms.Khyati
Malhotra is working in New Delhi with a public relations agency.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Mr. Moses Gomes
has his own entrepreneurial set up in public relations. He has experience of 5
years in the field of public relations.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Mr. Pramod Sawant
is working as a regional public relations practitioner in Mumbai.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Ms. Avina Taneja
is Assistant Professor at Usha Pravin Gandhi College, Mumbai and also has field
experience in public relations</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Ms. Mira Desai
has 13 years of academic experience and is Associate Professor at SNDT Women’s
University, Mumbai.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Ms. Radhika
Khanna has academic experience of 12 years and is Assistant Professor,
Department of Mass Communication at Pondicherry University.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoNormal" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt;">Ms. Seema Narendran has worked with
Ramnarain Ruia College (from 2008 – 2011) and has academic experience of 3
years.</span></div>
<div class="MsoNormal" style="margin-left: .75in;">
<br /></div>
<div class="MsoNormal" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-weight: normal; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-weight: normal; line-height: 115%; mso-bidi-font-size: 12.0pt;">Mr. Milind Kokje has 30 years of
experience in the media industry and is currently Executive Editor-Languages
with India Webportal Ltd.</span></div>
<div class="MsoNormal" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Mr. Narendra
Bandabe is a senior producer with the news channel IBN7 and has 10 years of
experience in the media industry.<b style="mso-bidi-font-weight: normal;"> </b></span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Mr. Sanjay
Ranade<span style="mso-spacerun: yes;"> </span>has 14 years of experience in the
media industry and is currently Reader at the Department of Communication &
Journalism, University of Mumbai.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Mr.Keyur Seta is
a free- lance journalist writing for Trade Guide magazine and few other
websites and has media industry experience of 3 years.</span></div>
<div class="MsoFootnoteText" style="margin-left: .75in;">
<br /></div>
<div class="MsoFootnoteText" style="margin-left: .75in; mso-list: l2 level1 lfo8; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-size: 12.0pt;">Dr. Ashok Kumar
Mishra, Chief Sub-Editor with Amar Ujaala, a Hindi Daily at Meerut, Uttar
Pradesh. He has media industry experience of 23 years.</span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; margin-left: .75in; mso-add-space: auto; text-align: justify;">
<br /></div>
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<br /></div>
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<span style="font-weight: normal; line-height: 150%; mso-bidi-font-size: 12.0pt;">***</span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref8" name="_ftn8" style="mso-footnote-id: ftn8;" title=""><span class="MsoFootnoteReference"><span style="font-weight: normal;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[8]</span></span></span></span></span></a><span style="font-weight: normal;"> </span><span style="color: black; font-size: 10.0pt; font-weight: normal; mso-fareast-font-family: "Times New Roman";">W. Howard Chase, "The
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref9" name="_ftn9" style="mso-footnote-id: ftn9;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[9]</span></span></span></span></a>
<span lang="EN-IN" style="mso-ansi-language: EN-IN; mso-fareast-language: EN-IN;">Krishnamurthy
Sriramesh, N. B. (n.d)<span style="mso-bidi-font-weight: bold;"> Public Relations
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Communications </i>2006; 1; 39, DOI: 10.1177/097325860500100103</span></div>
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<span style="font-size: 10.0pt; font-weight: normal; line-height: 115%; mso-no-proof: yes;">C.K.Sardana. (n.d.). <i>Press Information Bureau, India</i>. Retrieved
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<div class="MsoFootnoteText">
<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref11" name="_ftn11" style="mso-footnote-id: ftn11;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[11]</span></span></span></span></a>
<span lang="EN-IN" style="mso-ansi-language: EN-IN; mso-fareast-language: EN-IN;">Krishnamurthy
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref12" name="_ftn12" style="mso-footnote-id: ftn12;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[12]</span></span></span></span></a> Ibid</div>
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<br /></div>
</div>
<div id="ftn13" style="mso-element: footnote;">
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref13" name="_ftn13" style="mso-footnote-id: ftn13;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[13]</span></span></span></span></a>
<span lang="EN-IN" style="mso-ansi-language: EN-IN; mso-fareast-language: EN-IN;">ibid</span></div>
</div>
<div id="ftn14" style="mso-element: footnote;">
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<div class="MsoFootnoteText">
<span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[14]</span></span></span></span> <span lang="EN-IN" style="mso-ansi-language: EN-IN; mso-fareast-language: EN-IN;">Bhushan
U., “<span style="mso-bidi-font-weight: bold;">Unleashing the business potential
of communication management services: A 10-Point Action Plan”, </span><i style="mso-bidi-font-style: normal;">K J Somaiya Institute of Management Studies
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</div>
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<span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[15]</span></span></span></span> <span class="apple-style-span"><span style="color: black;">Gunther Kress, ed.,</span></span><span class="apple-converted-space"><span style="color: black;"> </span></span><span class="apple-style-span"><i><span style="color: black;">Communication and Culture:
An Introduction</span></i></span><span class="apple-converted-space"><span style="color: black;"> </span></span><span class="apple-style-span"><span style="color: black;">(Kensington, N.S.W.: New South Wales University Press,
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Kirby, B. (2007/8). Country Practice: A case study of regional public relations
practice. PRism 5(12): <a href="http://praxis.massey.ac.nz/prism_on-line_journ.html">http://praxis.massey.ac.nz/prism_on-line_journ.html</a></div>
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Retrieved April 27th, 2011, from bangladeshsociology.org:
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref22" name="_ftn22" style="mso-footnote-id: ftn22;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[22]</span></span></span></span></a>
<span class="apple-style-span"><i><span style="color: black;">International Public
Relations: A Comparative Analysis</span></i><span style="color: black;">, ed.
Hugh M. Culbertson and Ni Chen , (Mahwah, NJ: Lawrence Erlbaum Associates,
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Newspaper revolution: Capitilism, Politics, and the Indian Language Press
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Culture: Magazines, Markets, and Class at the Turn of the Century,.</i>Verso.</span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref25" name="_ftn25" style="mso-footnote-id: ftn25;" title=""><span class="MsoFootnoteReference"><span style="font-weight: normal;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[25]</span></span></span></span></span></a><span style="font-weight: normal;"> </span><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%; mso-no-proof: yes;">Jeffery, R. (2000). <i>India’s
Newspaper revolution: Capitilism, Politics, and the Indian Language Press
1977-1999.</i> London.</span></div>
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</div>
<div id="ftn26" style="mso-element: footnote;">
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref26" name="_ftn26" style="mso-footnote-id: ftn26;" title=""><span class="MsoFootnoteReference"><span style="font-weight: normal;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[26]</span></span></span></span></span></a><span style="font-weight: normal;"> </span><span style="font-size: 10.0pt; font-weight: normal; line-height: 150%;">Sevanti <span class="apple-style-span"><span style="color: black;">Ninan is a columnist on media, is founder-editor of the
journalism centric site TheHoot.org. She began her career at the Hindustan
Times and worked for several years at the Indian Express.</span></span><span style="color: black;"></span></span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref27" name="_ftn27" style="mso-footnote-id: ftn27;" title=""><span class="MsoFootnoteReference"><span style="font-weight: normal;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[27]</span></span></span></span></span></a><span style="font-weight: normal;"> </span><i><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%; mso-no-proof: yes;">India: Hindi newspapers on the cusp
of a media revolution</span></i><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%; mso-no-proof: yes;">. (n.d.). Retrieved April 06, 2011, from
Publicitas: <a href="http://www.publicitas.com/en/global/press-news/media-news/publicitas-media-news/?newsid=18806">http://www.publicitas.com/en/global/press-news/media-news/publicitas-media-news/?newsid=18806</a></span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref28" name="_ftn28" style="mso-footnote-id: ftn28;" title=""><span class="MsoFootnoteReference"><span style="font-weight: normal;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[28]</span></span></span></span></span></a><span style="font-weight: normal;"> </span><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%; mso-no-proof: yes;">Abhineet Kumar, I. (2010, April). <i>'Regional
media is growing faster than English'</i>. Retrieved April 06, 2011, from
Business Standard: </span></div>
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<span style="font-size: 10.0pt; font-weight: normal; line-height: 115%; mso-no-proof: yes;"><a href="http://www.business-standard.com/india/news/regional-media-is-growing-faster-than-english/14/50/">http://www.business-standard.com/india/news/regional-media-is-growing-faster-than-english/14/50/</a></span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref29" name="_ftn29" style="mso-footnote-id: ftn29;" title=""><span class="MsoFootnoteReference"><span style="font-weight: normal;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 11.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[29]</span></span></span></span></span></a><span style="font-weight: normal;"> </span><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%; mso-no-proof: yes;">Desk, N. (2010, August 13). Retrieved
April 06, 2011, from newswatch.in: <a href="http://www.newswatch.in/newsblog/7981">http://www.newswatch.in/newsblog/7981</a></span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref30" name="_ftn30" style="mso-footnote-id: ftn30;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[30]</span></span></span></span></a>
<span class="apple-style-span"><span style="color: black; mso-fareast-font-family: Calibri;">Vanita Kohli-Khandekar<span style="mso-bidi-font-weight: bold;"><span style="mso-spacerun: yes;"> </span>is a contributing Editor</span></span></span><span class="apple-converted-space"><span style="color: black; mso-bidi-font-weight: bold; mso-fareast-font-family: Calibri;"> </span></span><span class="at"><span style="border: none windowtext 1.0pt; color: black; mso-bidi-font-weight: bold; mso-border-alt: none windowtext 0in; padding: 0in;">at</span></span><span class="apple-converted-space"><span style="border: none windowtext 1.0pt; color: black; mso-bidi-font-weight: bold; mso-border-alt: none windowtext 0in; mso-fareast-font-family: Calibri; padding: 0in;"> </span></span><span class="apple-style-span"><span style="color: black; mso-bidi-font-weight: bold; mso-fareast-font-family: Calibri;">Business Standard. Her area</span></span><span class="apple-style-span"><span style="color: black; mso-fareast-font-family: Calibri;">
of expertise is the Indian media and entertainment business. The third edition
of her book <i style="mso-bidi-font-style: normal;">The Indian Media Business</i>
has been released earlier this year.</span></span></div>
</div>
<div id="ftn31" style="mso-element: footnote;">
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref31" name="_ftn31" style="mso-footnote-id: ftn31;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[31]</span></span></span></span></a>
Mr. Siddharth Baad, Manager, Corporate Communications with Anil Limited, Ahmedabad
is having 5 years of experience in the field of public relations.</div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref32" name="_ftn32" style="mso-footnote-id: ftn32;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[32]</span></span></span></span></a>
<span style="mso-bidi-font-size: 12.0pt;">Mr. Shiv Shankar Surukund is a retired
public relations manager from Union Bank.</span></div>
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<div class="MsoFootnoteText">
<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref33" name="_ftn33" style="mso-footnote-id: ftn33;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[33]</span></span></span></span></a>
<span style="mso-bidi-font-size: 12.0pt;">Ms.Khyati Malhotra is working in New
Delhi with a public relations agency.</span></div>
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<div id="ftn34" style="mso-element: footnote;">
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref34" name="_ftn34" style="mso-footnote-id: ftn34;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[34]</span></span></span></span></a>
<span style="mso-bidi-font-size: 12.0pt;">Mr. Moses Gomes has his own
entrepreneurial set up in public relations. He has experience of 5 years in the
field of public relations.</span></div>
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<div id="ftn35" style="mso-element: footnote;">
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref35" name="_ftn35" style="mso-footnote-id: ftn35;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[35]</span></span></span></span></a>
Mr. Pramod Sawant is working as a regional public relations practitioner in
Mumbai.</div>
</div>
<div id="ftn36" style="mso-element: footnote;">
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref36" name="_ftn36" style="mso-footnote-id: ftn36;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[36]</span></span></span></span></a>
Ms. Avina Taneja is Assistant Professor at Usha Pravin Gandhi College, Mumbai and
also has field experience in public relations.</div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref37" name="_ftn37" style="mso-footnote-id: ftn37;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[37]</span></span></span></span></a>
Ms. Mira Desai has 13 years of academic experience and is Associate Professor
at SNDT Women’s University, Mumbai.</div>
</div>
<div id="ftn38" style="mso-element: footnote;">
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref38" name="_ftn38" style="mso-footnote-id: ftn38;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[38]</span></span></span></span></a>
Ms. Radhika Khanna has academic experience of 12 years and is Assistant
Professor, Department of Mass Communication at Pondicherry University.</div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref39" name="_ftn39" style="mso-footnote-id: ftn39;" title=""><span class="MsoFootnoteReference"><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[39]</span></span></span></span></span></a><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%;"> Ms. Seema
Narendran has worked with Ramnarain Ruia College (from 2008 – 2011) and has
academic experience of 3 years.</span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref40" name="_ftn40" style="mso-footnote-id: ftn40;" title=""><span class="MsoFootnoteReference"><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[40]</span></span></span></span></span></a><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%;"> Mr. Milind Kokje
has 30 years of experience in the media industry and is currently Executive
Editor-Languages with India Webportal Ltd.</span></div>
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<div id="ftn41" style="mso-element: footnote;">
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref41" name="_ftn41" style="mso-footnote-id: ftn41;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[41]</span></span></span></span></a>
Mr. Narendra Bandabe is a senior producer with the news channel IBN7 and has 10
years of experience in the media industry.<b style="mso-bidi-font-weight: normal;">
</b></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref42" name="_ftn42" style="mso-footnote-id: ftn42;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[42]</span></span></span></span></a>
Mr. Sanjay Ranade <span style="mso-spacerun: yes;"> </span>has 14 years of
experience in the media industry and is currently Reader at the Department of
Communication & Journalism, University of Mumbai.</div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref43" name="_ftn43" style="mso-footnote-id: ftn43;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[43]</span></span></span></span></a>
Mr.Keyur Seta is a free- lance journalist writing for Trade Guide magazine and
few other websites and has media industry experience of 3 years.</div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref44" name="_ftn44" style="mso-footnote-id: ftn44;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[44]</span></span></span></span></a>
Dr. Ashok Kumar Mishra, Chief Sub-Editor with Amar Ujaala, a Hindi Daily at
Meerut, Uttar Pradesh. He has media industry experience of 23 years.</div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref45" name="_ftn45" style="mso-footnote-id: ftn45;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[45]</span></span></span></span></a>
<span class="apple-style-span"><i><span style="color: black;">International Public
Relations: A Comparative Analysis</span></i><span style="color: black;">, ed.
Hugh M. Culbertson and Ni Chen (Mahwah, NJ: Lawrence Erlbaum Associates, 1996)
3,</span></span><span class="apple-converted-space"><span style="color: black;"> </span></span><span class="apple-style-span"><i><span style="color: black;">Questia</span></i><span style="color: black;">, Web, 23 Apr. 2011.</span></span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref46" name="_ftn46" style="mso-footnote-id: ftn46;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[46]</span></span></span></span></a>
<span class="apple-style-span"><span style="color: black;">Ming-Yi Wu, "Can
American Public Relations Theories Apply to Asian Cultures?,"</span></span><span class="apple-converted-space"><span style="color: black;"> </span></span><span class="apple-style-span"><i><span style="color: black;">Public Relations Quarterly</span></i></span><span class="apple-converted-space"><span style="color: black;"> </span></span><span class="apple-style-span"><span style="color: black;">50.3 (2005),</span></span><span class="apple-converted-space"><span style="color: black;"> </span></span><span class="apple-style-span"><i><span style="color: black;">Questia</span></i><span style="color: black;">, Web, 2 May 2011.</span></span></div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref47" name="_ftn47" style="mso-footnote-id: ftn47;" title=""><span class="MsoFootnoteReference"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">[47]</span></span></span></span></a>
ibid</div>
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<a href="https://www.blogger.com/blogger.g?blogID=8145210462844050357#_ftnref48" name="_ftn48" style="mso-footnote-id: ftn48;" title=""><span class="MsoFootnoteReference"><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%;"><span style="mso-special-character: footnote;"><span class="MsoFootnoteReference"><span style="font-family: "Times New Roman"; font-size: 10.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">[48]</span></span></span></span></span></a><span style="font-size: 10.0pt; font-weight: normal; line-height: 115%;"> <span style="mso-no-proof: yes;">Spielberger, C. D. (2004). Cultural Syndromes. In <i>Encyclopedia
of applied psychology, Volume 3.</i> Academic Press.</span></span></div>
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dimensions to explain sexually harrassing behaviours in an international
context. <i>International Journal of Human Resource Managment</i> , 268-284.</span></span></div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com1tag:blogger.com,1999:blog-8145210462844050357.post-28715739209476877282013-12-08T15:54:00.000+05:302013-12-08T15:54:03.723+05:30Public Relations Paradigms <div dir="ltr" style="text-align: left;" trbidi="on">
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To understand the domain of public relations domain one needs to understand the paradigms surrounding it. Paradigms are patterns or models which kind of set the path for understanding a subject more meaningfully. Public Relations has long been described under various paradigms that explain its role and functions and the complexity of the subject.</div>
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Public Relations can be defined in various ways but here I am concentrating on the following definitions before I move on to paradigms.</div>
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"Public Relations (PR) involves a variety of programs designed to promote or protect a company’s image or a person’s or individual products." if you read the words here persuasion and communication is the key . More a one-way form of communication. We load the audience with messages.</div>
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If we recall, PRSA had started a 4-month campaign to seek a modern definition of public relations in 2012. The end result was this definition:- “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”<br />When we read these words we realize it is the building of relationship between the organization and its publics, which is crucial to doing public relations. A two-way communication where an effort is taken by the organization to build a mutual bonding, to understand the need, adapt and resolve as per audiences.</div>
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On this note let us move on to the PR paradigms. They were discussed in the 1990s but hold true even in current times.</div>
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These are following 7 paradigms:-</div>
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<b>Process:</b> This paradigm studies the routine procedures that are used while doing any PR activity, for e.g. conducting media relations, or doing publicity.</div>
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<br /><b>Plan or Program :</b> This focuses on the campaign plan and how this particular process is created.</div>
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<b><br />Communication/Practice Style:</b> The style or pattern of communication used in doing a PR activity. So here I study which method would be best to communicate a message to the audience? a one-way? two-way? etc.</div>
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<b>Organizational/Managerial : </b>This is examining public relations in terms of doing the function of public relations keeping in mind the management satisfaction, ensuring a certain working relationship within the organisation or with the client. </div>
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<b>Behavioral :</b> The public relations activities which we conduct, what is its impact on the knowledge, attitude or behaviour on individuals or groups, are there any changes?</div>
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<b>Social Problems: </b>This paradigm examines the lobbying and public affairs discipline of public relations<b>, </b>or the role as an advocate on issues pertaining to society.</div>
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<br /><b>Systems: </b>Walking the tight rope. This paradigm probes the role that public relations efforts play in balancing between the organisation and the environment (more on <a href="http://lamar.colostate.edu/~pr/paradigm.pdf" target="_blank">http://lamar.colostate.edu/~pr/paradigm.pdf</a> )</div>
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Moving into the digital era, one cannot forget to mention this important addition to the paradigms.</div>
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The digital world will compel organisations to conduct themselves strategically. They will have to build relationships across different societies and aid in reducing conflicts which will be the challenge. Different channels of the digital media will help in bringing about this change. This is as suggested by James Grunig, Professor Emeritus, Department of Communication University of Marylan College Park, Maryland, USA</div>
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Many misconceptions surrounding this subject of public relations gets cleared because of the paradigms, it gives it a structure that is required when we look at a domain both academically as wells as professionally. It rests on the notion of building strategic relationships and it being a strategic management function which gives it a very serious shape and role.</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-12977393567172480612013-11-28T14:29:00.000+05:302013-11-28T15:41:36.797+05:30Internet is isolating us yet connecting us to the world<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfKg5mKXPIRAf47bx8JDMMxVHHwdD9wXQhxL_UrLV8KoehTQaK8CRd-BQOq67Wf3__3wjE-SS4jIdz7znjCU2lh2yfR3Rha4R9lHHqBbRdVAROahCAAu0QNt3xFOIcyLXufhEPMMfWp8U/s1600/download+(1).jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfKg5mKXPIRAf47bx8JDMMxVHHwdD9wXQhxL_UrLV8KoehTQaK8CRd-BQOq67Wf3__3wjE-SS4jIdz7znjCU2lh2yfR3Rha4R9lHHqBbRdVAROahCAAu0QNt3xFOIcyLXufhEPMMfWp8U/s1600/download+(1).jpg" /></a>The medium has dominated us yet again. In the process we use the medium as we need it to fulfil our needs. But what ever the situation "Medium is the 'massage" . This typo error done accidentally in Marshall McLuhan's book title ages back, holds true even today. Internet and its social media channels are perfect examples.The On-line medium, the virtual reality, is there to stay and make us more vociferous.It influences us, it turns us upside down in our thoughts.<br />
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We are building our own social social constructs as the theory of social constructivism suggests, that we form our own world as we interact with each other. Our ways of looking at a lot of things have changed.we are now ready to interact with complete strangers on the Internet, though there are risks associated with it. It is as if there is a sudden found freedom which which we fill it up in own ways.That personal space which is only ours. Mobile Internet, tablet internet only enhance it further. We study, work, play get our selves entertained and god knows what not thanks to this medium. As the Uses and Gratifications theory rightly explains that users know the content on a media and use it according to their needs. At the same the media is is shaping the way we think and grow.<br />
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A chance to create a self image is where our personal websites, blogs and social networking sites come into the picture. They provide this perfect spot to shape our words and thoughts and photos.Blowing your own trumpet is religiously followed on Facebook or its predecessor Orkut. Twitter for the very fact follows a different principle of socialising. It works on a different plane altogether. Images through photos or status messages help us create a virtual image, that may or may not be in sync with our real image. The experience of others also makes us believe in the truth out there as it is, as per their socio-historic contexts, as the theory of relativism explains a world out there irrespective of our perception.<br />
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Our voice can be heard as you experience things and share with the world. As the theory of subjectivism says that personal experience stand ground for foundation of facts. All these experiences which otherwise would not have been counted, are now given space. We are own gatekeepers or the people on that public sphere act as one to each other, yet allowing that personal space.<br />
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The Internet is isolating us yet connecting us to the world. What do you think?<br />
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-972852541692941642013-11-18T17:03:00.001+05:302013-11-18T17:03:32.955+05:30Public Relations, Advertising and Marketing<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVN84Q3GyHiXn2af8demJt1MBojm88G8OkPkmR9gziIyYBCHP5Dyyat4mVdoDqf-V23C17LN2gqyYhYGhlhwyrCIgP1JsfARPyckRPhF9C2U6VZlTuyRYNCJMsMchhJzKbUAssYSSzz2Q/s1600/hsc3285l.jpg.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="260" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVN84Q3GyHiXn2af8demJt1MBojm88G8OkPkmR9gziIyYBCHP5Dyyat4mVdoDqf-V23C17LN2gqyYhYGhlhwyrCIgP1JsfARPyckRPhF9C2U6VZlTuyRYNCJMsMchhJzKbUAssYSSzz2Q/s320/hsc3285l.jpg.png" width="320" /></a></div>
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As we communicate, we find there are different ways we communicate on behalf of organizations and the products they sell. Or the image they want to create. This topic was simply a discussion in class about the difference between these different domains. These various areas of knowledge has long been debated upon and thought of being same or at least similar. Yes similar to the extent that they help in creating awareness about an entity or individual but not the same at all. They may use each other for enhancing each others credentials but are cannot be interchangeably used.</div>
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Some links may help you grasp the huge differences between these mammoth fields. <a href="http://www.warc.com/fulltext/esomar/11086.htm" target="_blank">Marketing and Public Relations : An exploratory study</a> and <a href="http://phil-harris.com/wp-content/uploads/Cornelisson-and-Harris.pdf%E2%80%8E" target="_blank">Interdependency between Marketing and Public Relations</a> shed light on the growing debate between the two domains and explain the differences. <a href="http://www.blogger.com/Public%20relations%20and%20marketing:%20Dividing%20the%20conceptual%20domain%20and%20operational%20turf" target="_blank">Public relations and marketing: Dividing the conceptual domain and operational turf</a> speaks about the different philosophies guiding these two practices.<a href="http://www.ipr.org.uk/pr-vs-advertising.html" target="_blank">PR Vs Advertising</a> and <a href="http://books.google.co.in/books?id=dU2Yz3u9lMoC&printsec=frontcover&dq=advertising+and+public+relations&hl=en&sa=X&ei=zPiJUtvBCY6BrgepiIGQCQ&ved=0CEoQ6AEwBA#v=onepage&q=advertising%20and%20public%20relations&f=false" target="_blank">Introduction to PR and Advertising</a> clearly explain the difference between public relations and advertising.</div>
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Hope this text helps in the clarity.</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-18329156597772660862013-10-29T15:17:00.000+05:302013-10-29T15:17:24.284+05:30Starting research: Loosing your way to finding it<div dir="ltr" style="text-align: left;" trbidi="on">
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I am writing this post to bring to the attention of all students who are keen on doing research on any topic in the domain of media and communication. The search usually begins with associating some personal observation or maybe simply browsing through a couple of books or research papers on your topic of interest. Mind you topic of research is is not the research problem or research question itself.<br />
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Sometimes you may want to simply test a theory, test its applicability and so a need to do research. Many a times I have been asked what is this need to study theory. I would say majorly for two reasons. One you need to understand the phenomenon so study a theory or second to study a phenomenon to theorize it. That is where research comes in, and the need to study theory and research together as subjects to understand how the world we live in operates, how we work? etc.<br />
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The most crucial part is getting down to your research problem or research question, which requires tremendous amount of reading. Research papers from journals, books, speaking to people to know that you haven't taken any ride which will lead to you to nowhere. Research question is most basic to a research topic. It is the guide or the map that will define your path of doing research.<br />
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As Zina O'leary clealry gives steps on forming a research question which sums it all:-<br />
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<li>What is your topic?</li>
<li>What is the context for your research? community, school etc</li>
<li>What do you want to achieve? i.e to discover, to describe, to change, to explore, to explain, to develop, to understand...</li>
<li>What is the nature of your research question? i.e. a what? who, where, how, when or why question</li>
<li>Are there any potential relationships you want to explore? i.e impacts, increases, decreases, relationships, correlations, causes etc. (<a href="http://www.amazon.com/Researching-Real-World-Problems-Methods-Inquiry/dp/1412901952" target="_blank">Researching Real-World Problems: A Guide to Methods of Inquiry</a>)</li>
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You may not find direct reading material on your chosen topic but sometimes you may have to link different researches and theories to your current topic. So it may be overwhelming or a feel of getting lost in so much information, but you have to loose your way to find it.</div>
Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-84021761349362415032013-10-16T13:03:00.002+05:302013-10-16T15:59:26.389+05:30Virtual Relationships<div dir="ltr" style="text-align: left;" trbidi="on">
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I thought of penning this article down when I thought how different are electronic and real-time relationship building exercises. In fact the internet is the only medium which come closest to connecting, but not always. The smell, voice and the emotions that can be seen and felt when in person are absent online. TV though being electronic and audio visual does not connect, even though there can be a real-time communication. The future they say might be different, but not as of now.<br />
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So how can communication practitioners learn from this situation? In a 1995 essay titled "Speed and Information: Cyberspace Alarm!", the architect and theorist Paul Virilio wrote:</div>
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"Cyberspace is a new form of perspective. It does not coincide with the audio-visual perspective which we already know. It is a fully new perspective, free of any previous reference: it is a tactile perspective. To see at a distance, to hear at a distance: that was the essence of the audio-visual perspective of old. But to reach at a distance, to feel at a distance, that amounts to shifting the perspective towards a domain it did not yet encompass: that of contact, of contact-at-a-distance: tele-contact." <a href="http://cs.brown.edu/courses/cs009/cs009.oct21.html" target="_blank">Click to read more</a></div>
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For a communicator the challenge is tapping this online space, as it comes closest to real time offline relationships. To connect to some text being typed online with really no person to see. Conversations cannot be done through video, due to logistical issues. Video also comes along with its own limitations such as speed, buffering, broadband technicalities etc depending upon your location.</div>
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Engaging the audience and keeping a tab on grievances are two of the biggest works that online communicators have to manage from the client end. There is always that upset or happy customer. Have you experienced that tailor made responses that are sent to us when we call or chat with a customer help of any organisation. "Thank you for calling" or "happy to help" or "Our customer executive will get back to you shortly." etc. And you know it is that machine response which is structured and standard. Very superficial.</div>
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In short the challenge for practitioners who are into any form of communication, is always being more humane and less superficial where there is no face to see on either side and yet one has to communicate. Maybe future jobs will demand more communicators in grievances handling online as customers are only going to grow. More the merrier for a growing population.</div>
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This in turn may help in relationship building and long term relationship with customers. A theory we keep reading and hardly apply.</div>
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What do you think?</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-14149745267380956342013-09-12T20:06:00.003+05:302013-09-12T20:40:34.949+05:30So why bother about current affairs?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqlWztVvB-871OIo5AEaz75_czr9k69YCsO6lLh9jua4PcaQqnABenbAVWshfE55EL5EEvD6UK8tiDOkZQvLGdSG8PjTllh-ZpEmv6S9b7iesZHk35WmmPt3fXsoN-cQCGolf6R2W738Y/s640/blogger-image-44940998.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="315" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqlWztVvB-871OIo5AEaz75_czr9k69YCsO6lLh9jua4PcaQqnABenbAVWshfE55EL5EEvD6UK8tiDOkZQvLGdSG8PjTllh-ZpEmv6S9b7iesZHk35WmmPt3fXsoN-cQCGolf6R2W738Y/s320/blogger-image-44940998.jpg" width="320" /></a></div>
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I have often noticed when I take lectures anywhere that students do not like to read on current affairs. Its that they are very happy in their cocoons, not caring what happens in the world. Weren't most of us that way when we were younger or their age?</div>
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The situation with the current lot today is slightly different. Today it is far more important to be abreast with issues happening than before. Whether it in seeking employment or even a simple discussion with colleagues or anybody who is a little well read than you are, being aware about current happenings has become crucial. Simple reason that knowledge is overflowing because of so many sources available and there is no way I can say I didn't know that.</div>
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This generation is lucky to have so many sources to get their knowledge from, provided they are authentic and credible. Unlike just a few years ago, Internet is now one blessed source where you just need to know the right places that serves you the right information. </div>
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Twitter for me has become my daily food for news sources for example. Following the right handles of news organisations, expert individuals and well read friends this place is a rich source of news all put together in one place. You could choose your own.</div>
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Your own thoughts on this platform or on Facebook or LinkedIn is a mental exercise in responsible writing. Now you may wonder what role does writing play in knowing about current affairs? I personally feel that Internet is a public sphere which is like your street outside your home or the park or office area where you will not behave like an idiot.Hopefully. So when you read responsible writing you are expected to do so the same. As a habit. And we tend to write a lot which becomes fodder for current affairs knowledge for someone else. Well this doesn't mean one should not have the funny side, but definitely not out of color. So when this place increases my knowledge on current affairs even with a local update, it becomes a responsibility of every individual to think before what they write. </div>
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Now when my students find it boring to read on current affairs I only tell them that maybe some got away with it in some previous generations; you cannot. Your presence on the Net defines your reading and your writing and they are interlinked. This will be some serious writing not too. More than gossips and plain fwds. No escape. In any profession. Read and write and write and read. Your knowledge is being tested all the time without even being told so. Whether you will be in journalism or public relations or advertising or film production or marketing, your cyber presence is being checked for your knowledge in current affairs too. Maybe it will look all tough and boring and mundane initially but things will change. So change if you haven't already. </div>
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What do you think?</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com2tag:blogger.com,1999:blog-8145210462844050357.post-81295675120519014312013-09-12T20:06:00.001+05:302013-09-12T20:39:05.539+05:30So why bother about current affairs?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqlWztVvB-871OIo5AEaz75_czr9k69YCsO6lLh9jua4PcaQqnABenbAVWshfE55EL5EEvD6UK8tiDOkZQvLGdSG8PjTllh-ZpEmv6S9b7iesZHk35WmmPt3fXsoN-cQCGolf6R2W738Y/s640/blogger-image-44940998.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="315" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqlWztVvB-871OIo5AEaz75_czr9k69YCsO6lLh9jua4PcaQqnABenbAVWshfE55EL5EEvD6UK8tiDOkZQvLGdSG8PjTllh-ZpEmv6S9b7iesZHk35WmmPt3fXsoN-cQCGolf6R2W738Y/s320/blogger-image-44940998.jpg" width="320" /></a></div>
I have often noticed when I take lectures anywhere that students do not like to read on current affairs. Its that they are very happy in their cocoons, not caring what happens in the world. Weren't most of us that way when we were younger or their age?<br />
<div>
<br /></div>
<div>
The situation with the current lot today is slightly different. Today it is far more important to be abreast with issues happening than before. Whether it in seeking employment or even a simple discussion with colleagues or anybody who is a little well read than you are, being aware about current happenings has become crucial. Simple reason that knowledge is overflowing because of so many sources available and there is no way I can say I didn't know that.</div>
<div>
<br /></div>
<div>
This generation is lucky to have so many sources to get their knowledge from, provided they are authentic and credible. Unlike just a few years ago, Internet is now one blessed source where you just need to know the right places that serves you the right information. </div>
<div>
<br /></div>
<div>
Twitter for me has become my daily food for news sources for example. Following the right handles of news organisations, expert individuals and well read friends this place is a rich source of news all put together in one place. You could choose your own.</div>
<div>
<br /></div>
<div>
Your own thoughts on this platform or on Facebook or LinkedIn is a mental exercise in responsible writing. Now you may wonder what role does writing play in knowing about current affairs? I personally feel that Internet is a public sphere which is like your street outside your home or the park or office area where you will not behave like an idiot.Hopefully. So when you read responsible writing you are expected to do so the same. As a habit. And we tend to write a lot which becomes fodder for current affairs knowledge for someone else. Well this doesn't mean one should not have the funny side, but definitely not out of color. So when this place increases my knowledge on current affairs even with a local update, it becomes a responsibility of every individual to think before what they write. </div>
<div>
<br /></div>
<div>
Now when my students find it boring to read on current affairs I only tell them that maybe some got away with it in some previous generations; you cannot. Your presence on the Net defines your reading and your writing and they are interlinked. This will be some serious writing not too. More than gossips and plain fwds. No escape. In any profession. Read and write and write and read. Your knowledge is being tested all the time without even being told so. Whether you will be in journalism or public relations or advertising or film production or marketing, your cyber presence is being checked for your knowledge in current affairs too. Maybe it will look all tough and boring and mundane initially but things will change. So change if you haven't already. </div>
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<br /></div>
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What do you think?<br />
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-38907775905063042902013-07-16T15:00:00.000+05:302013-07-16T21:21:55.075+05:30This is not what it looks like<div dir="ltr" style="text-align: left;" trbidi="on">
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It is a nice rainy afternoon. To add to the weather I am preparing a lecture on Semiotics and Media.Now you may wonder in such a beautiful weather preparation of a lecture may not be a very happening idea. But the subject of semiotics is so interesting especially if you apply to various facets of media and communication, that it is not a hindrance in enjoying the weather.<br>
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So what is semiotics and why should its study even matter to media students or practitioners? To give a simple explanation it is a study of signs. Any sign. It could be in the form of an image or a word or even a sound. The way an object of attention appears is not exactly the way it has to be interpreted as. All signs have two parts to it : the signifier and the signified. The signifier is an entity that signifies, it could be words on a page, an expression on the face, a picture, or some graffiti. The signified is what you hold in your mind, the concept of the entity shown. Now hope I am not confusing you. For e.g. The picture below looks of a little kid enjoying the fragrance of the flowers.What if I tell you it is not? Well, then you are getting semiotics if you are able to read beyond it. Understand connotations.<br>
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An image can have several interpretations. It is thus important to put a picture the way you would want your audience to perceive it as. Kress and van Leeuwen studied how images could convey messages by examining formal elements and structure of design, the color perspective, framing and composition, which they called as visual grammar. Semiotics became a major field of study in the in the 1960s with the work of Ronald Barthes. Other prominent names that will catch your attention are that of Swiss lingusit Ferdinand de Saussure and American philosopher Charles Sanders Pierce.<br>
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The Handbook of Corporate Communication and Public Relations edited by Sandra Oliver explains that a media or public relations practitioner should use the AIDA (Attention, Interest, Desire and Action) principle when applied to semiotics; it will help in developing better semiotic objects in messages. This is so because how I choose a color or a material for print or a text is dependent on my social, cultural or psychological background, and imagine if I were in a team, then each team member will have his or her own baggage.Thus the AIDA comes to my rescue as a guiding standard template.<br>
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This a beginners note to understanding semiotics especially if you would want to see its application in the daily creation of messages in various forms.<b><br></b><br>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com4tag:blogger.com,1999:blog-8145210462844050357.post-21823207814720632692013-05-31T19:10:00.000+05:302013-05-31T19:10:06.986+05:30"I work in Public Relations"<div dir="ltr" style="text-align: left;" trbidi="on">
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Have you faced a tough time explaining to somebody what do you do when you are working in public relations? Imagine explaining this to your relative, or your spouse or a child or a student that you are working in public relations. These could be people who have nothing to do with this practice and may not be even joining them in the future but are curious to know more about the job as you are working in it.<br />
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So how do you explain in simple ways? For. e.g. I would explain in the following 3 ways:-<br />
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<li>The back-stage worker</li>
<li>The counselor</li>
<li>The Big brother </li>
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When I tell them that my work is something like that of the person who helped the actor in looking good in a play. The guy who did your make up to make you look a role you were to play? Or helped you rehearse, Or to make you look good? So essentially you performed on the stage but the backstage worker dressed you up. This guy was never seen. So you had a talent which was presented to the outside world in a classic way.<br />
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The counselor who advised you to reach a decision in times of crisis or crucial times. So maybe you appeared in the front seemingly as the decision maker but there was somebody out there who helped you reach it.<br />
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The big brother (Company spokesperson) like the one in a family who supports you in a crisis and will not share a misgiving or fight blatantly in your family, with your neighbors (here publics in PR) if asked, but will put it in a manner which looks decent of you.<br />
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Then above all I explain PR is something you and me do all the time. In front of friends, parents, relatives, colleagues and others. Are you not projecting your self in a certain way when you meet them? The way you speak, dress, act etc. Isnt it self PR happening all the time? Whether offline or online?<br />
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Last I then explain one of the important function, that of media relations. Media Coverage and how do the readers read what they find as 'news' in print or broadcasting.<br />
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But this I arrive a little later, first I explain the above three. As I have noticed that media coverage and media relations still looks a bit abstract to somebody who doesn't even understand the P of Public Relations. <br />
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What do you do?</div>
Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com3tag:blogger.com,1999:blog-8145210462844050357.post-46128301037508868362013-04-27T20:13:00.001+05:302013-04-27T23:21:02.450+05:30Nipping it in the bud : Overcoming the fear of doing Research <div dir="ltr" style="text-align: left;" trbidi="on">
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Dissertations or thesis writing sessions are usually no fun for students except a few very academic oriented ones. Research is always this humongous task which looks very daunting and very intimidating to budding researchers. </div>
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Well I don't blame them. We all went through this phase. I was preparing some fresh lectures for my research classes to begin in the next academic year. Keeping in mind all the experiences I have had so far while teaching the subject and then coaxing them to submit a research proposal and later a complete thesis I could come up with some points.</div>
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Research actually becomes easy if we begin with reading or simply observing. Keeping ears and eyes open can be the first step to doing research. Thus research is born out of identifying an issue which needs further study so it could be studying professions, studying a particular case at hand or simply studying events which have already taken place. </div>
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One cannot do something if one does not like doing it. So one has to first carefully choose out of many the topic of research that one would like to do.</div>
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Once this is clear, a thorough search of the problem at hand is to be looked upon. A simple google search or a quick run to the local library of the institution would help you to know what other researchers have already said about your topic that you have chosen. At the same time you could come up with a working research question and a working hypothesis which could become like road maps giving you a direction to where you are headed for. They will also remind you in case you slip away from your goal: Your chosen topic. </div>
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Your search will essentially lead you to what appears the toughest while penning down a research: "The literature review" Will not go much into this as this is not the intention of this article and it is assumed here that you know what that means.</div>
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So you see a little effort from your side will result in a cluster of research papers or books or credible articles which helped you formulate and even tighten your research question and hypothesis.</div>
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Now you wonder why you did all this? Well the answer is that your next step of your research usually and ideally follows from all the ground work you just did. Now this will help in deciding the best methodology and methods which will help in implementing your research. It will help you in deciding your samples from the population at large. It will help you in deciding what should be the tools of your research and how you would prepare them, here I mean your questionnaire. Assuming you are doing a survey or an in-depth interview. But there could be other tools too. There your Guide could help you in deciding that.</div>
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The most important part in doing your research is getting all the above in place, as that would have prepared the foundation of your research. Now the next step would be the actual data collection. This is another phase which needs to given enough time as we should understand that if I am doing a survey or an in-depth interview the respondents are not in my hands. They are somewhere there and I am at their mercy of being given time for the data collection. If this method was content analysis of either text, audio or video or all, the time taken in doing a large amount of content collection has to be well thought of as this also takes up your time. (Here the example is of some basic methods, there are others too.)</div>
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Once this is done, next step is penning down your findings and analyzing them. You may require the help of your Guide here again and of course all the literature that you had reviewed will be useful while analysing. </div>
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The final step is the conclusion. Here the researcher pens down his/her views, the place where the researcher is able to voice but now with all the credibility of the above data in place. A holistic picture of all that you have done so far has to be critically examined and a conclusion drawn. The limitation & delimitation of the study and of course the future scope of this research has to be written so as to remind the reader of the boundaries of your research.</div>
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Research is a journey and it never completely ends at one point. It is continuous and can be re-looked upon time and again by different people, always helping us understand the why and hows of this world. </div>
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This was a small attempt in driving out the fear of doing research, hopefully it helps you to break free.</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com2tag:blogger.com,1999:blog-8145210462844050357.post-85204850959672734462013-04-10T18:47:00.000+05:302013-04-10T19:30:02.159+05:30Visual Writing for Public Relations<div dir="ltr" style="text-align: left;" trbidi="on">
I remember when one of my students was keen on doing her thesis on something to do with photography. Now as she was in the domain of public relations as that was the Master subject, I suggested her to work on Photo PR. So basically how do companies create images about themselves via their pictures on their galleries on their website or through newspapers. The study was extensive and today she holds a post of a Photo PR executive in a reputed agency, a post especially created for this domain.<br />
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Images play a major role in defining an organisation's image. If we take this one step further videos play another role in creation of images. A moving image with sound. Capturing emotions, feelings through sound and movement, an added component in moving images. A holistic experience of the object. Public relations students and practitioners can take the help of these moving images to create the image they want to about their client. Readily available video cameras and camera softwares available on apple and android devices is making the work easier.<br />
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Now I need not be a photo or movie editor to work on these pictures and images. There are plenty of softwares available to edit pictures via <a href="http://picsart.com/" target="_blank">Picsart</a> and now even shoot small films to describe my client's work. I came across this very useful software called <a href="http://vine.co/" target="_blank">Vine</a> which is a mobile app created by Twitter to create and post small video clippings. But right now it is only available for apple devices. But android mobile phone users can use <a href="http://www.viddy.com/" target="_blank">Viddy</a> for the same purpose.Vine helps you shoot for 6 seconds and post the video to Facebook and Twitter accounts. Whereas Viddy lets you shoot for 15 seconds and lets you add effects to your video and post it to Twitter and Facebook. All this work can be done on your smartphone or tablets. This also indicates something very important; the growing use of smartphones and tablets and its easy accessibility.<br />
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The idea is that if I am getting an opportunity to shoot a video of the object concerned and upload it in real time it can be more of value as compared to something appearing later, due to delay in editing. Some quick videos can be more than enough. And will not look like an ad. Time has come where people may not have the time to read long paragraphs but will not miss out a well placed and well clicked picture or an attractive video clip. Of course keeping in mind the various logistics issues and the digital divide, this article stresses on the need for PR practitioners to create content on the go.<br />
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Would be keen to know your views.<br />
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com4tag:blogger.com,1999:blog-8145210462844050357.post-53345249963944024712013-03-12T21:53:00.000+05:302013-03-12T21:54:30.181+05:30Defining Public Relations in India in 2013<div dir="ltr" style="text-align: left;" trbidi="on">
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This blog is out of complete curiosity. Was taking some sessions on defining public relations with students. It made me want to know, how do current practitioners in this profession would like to define it in the year 2013.</div>
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Some older definitions are like this. The U.S. perspective : Cutlip, Center and Broom (2006: 5): ‘Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.’</div>
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However in the UK the definition is a little diffferent. According to the Chartered Institute of Public Relations (CIPR) it is : ‘[Public relations] is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics’ (www.cipr.co.uk). </div>
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This leaves out the the term 'management' as seen in the American counterpart.</div>
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So how is the definition of public relations in India being coined? </div>
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Is it something different from the above two or similar? Would love to know your views.</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com2tag:blogger.com,1999:blog-8145210462844050357.post-53595602351778739842013-03-10T20:53:00.000+05:302013-03-10T20:57:49.494+05:30New Media: A Pedagogical Tool<div dir="ltr" style="text-align: left;" trbidi="on">
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;"><span style="mso-bidi-font-weight: bold;"></span></span></b>
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<b><span style="font-family: Times; font-size: 14.0pt; line-height: 150%;">Title: </span></b><b><span lang="EN-GB" style="font-family: Times; font-size: 14.0pt; line-height: 150%; mso-ansi-language: EN-GB;">New Media</span></b><b><span style="font-family: Times; font-size: 14.0pt; line-height: 150%;">: A</span></b><b><span lang="EN-GB" style="font-family: Times; font-size: 14.0pt; line-height: 150%; mso-ansi-language: EN-GB;"> Pedagogical</span></b><b><span style="font-family: Times; font-size: 14.0pt; line-height: 150%;"> Tool</span></b><br />
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Times; font-size: small; line-height: 150%;">Paper presented at the National Seminar on</span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;"><span style="font-size: small;"> </span>Metamorphosis of New Media and Digital Culture, 7-8-9 March 2013, </span></b><b style="mso-bidi-font-weight: normal;"><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">Department of Communication
Studies, University of Pune</span></b></h2>
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<b><u><span style="font-family: Times;">Abstract</span></u></b><b><u><span lang="UZ-CYR" style="font-family: Times; mso-ansi-language: UZ-CYR; mso-bidi-language: UZ-CYR; mso-fareast-language: UZ-CYR;"></span></u></b></div>
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<span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">There are many ways in</span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;"> which</span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;"> Lev Manovich
describes new media. One of them is <span style="mso-bidi-font-weight: bold;">new
media as a distribution platform</span></span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB; mso-bidi-font-weight: bold;"> </span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-bidi-font-weight: bold;">and exhibition channel in the form of Internet, websites,
Blu-ray disks and others. A further classification on the Internet is in the
form of virtual communicat</span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB; mso-bidi-font-weight: bold;">ion, </span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-bidi-font-weight: bold;">popularly known as social media. According to </span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">Andreas Kaplan and
Michael Haenlein, these are programs built on the concept of Web 2.0, which
help end users in making their own content and communicating it. Mobile phones,
Computers and Tablets have only increased the use of social media. In the past</span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;">,</span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;"> Internet has played a role in improving education.
Research suggests that social media is being used by educational institutions
around the world for various purposes. This study examined to what extent do
teachers teaching Communication </span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;">and</span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;"> Journalism at
post-graduation level in </span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;">Mumbai </span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">use </span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;">new </span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">media to reach out to students academically. The study also
surveyed students’ reaction to the same. The study showed that teachers are
using various new media techniques for delivering lectures and connecting with
the students on the Internet. But there are some lacunae present in the
complete use of these practices by the teachers.</span><span lang="UZ-CYR" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: UZ-CYR; mso-bidi-language: UZ-CYR; mso-fareast-language: UZ-CYR;"></span></div>
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<span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">This study examined the following: -</span><span lang="UZ-CYR" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: UZ-CYR; mso-bidi-language: UZ-CYR; mso-fareast-language: UZ-CYR;"></span></div>
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<span lang="UZ-CYR" style="font-family: Symbol; font-size: 11.0pt; line-height: 150%; mso-ansi-language: UZ-CYR; mso-bidi-font-family: Symbol; mso-bidi-language: UZ-CYR; mso-fareast-font-family: Symbol; mso-fareast-language: UZ-CYR;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">How do teachers use</span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;"> new</span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;"> media as a
teaching tool to reach out to students?</span><span lang="UZ-CYR" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: UZ-CYR; mso-bidi-language: UZ-CYR; mso-fareast-language: UZ-CYR;"></span></div>
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<span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">The researcher</span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;"> has used </span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">the survey method
to probe this issue and in-depth interviews of experts in this field. The </span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;">data</span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%;"> </span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;">is</span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;"> quantitative and
qualitative in nature. This study </span><span lang="EN-GB" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: EN-GB;">would </span><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">be useful to
teachers, researchers, and the current and future users of new media
technologies.</span></div>
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<b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span style="font-family: Times; font-size: 11.0pt; line-height: 150%;">Keywords:
New media, Social media, Mobile, Web 2.0, Internet.</span></i></b><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="UZ-CYR" style="font-family: Times; font-size: 11.0pt; line-height: 150%; mso-ansi-language: UZ-CYR; mso-bidi-language: UZ-CYR; mso-fareast-language: UZ-CYR;"></span></i></b></div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-19817234494174734162012-12-14T19:55:00.001+05:302012-12-16T13:42:18.445+05:30Let's Lobby<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiM2NP9ZTGVkQi3sgHt4NR0nBB33KX9K41b38vo338BZjaDfT4_QAqlPsYwygqUMftvbxK_TMcJDTVEWpAUw8pzIvtDjcpUu9xYoB6XZVx1Mi_rbSXGOs_yhOjwJONCTe_GaaqNFsmYLcU/s1600/images.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiM2NP9ZTGVkQi3sgHt4NR0nBB33KX9K41b38vo338BZjaDfT4_QAqlPsYwygqUMftvbxK_TMcJDTVEWpAUw8pzIvtDjcpUu9xYoB6XZVx1Mi_rbSXGOs_yhOjwJONCTe_GaaqNFsmYLcU/s1600/images.jpg" /></a></div>
The subject of lobbying has been doing the rounds for a long time in our country. My students have been discussing about this and it has been a topic of discussion on PR forums and PR websites. But what is lobbying? Let us break down this technical term. It is important to understand as it is a vital function of public relations.<br /><br />
An explanation borrowed from The Columbia Encyclopedia, 6th ed:-<br />"Lobbying practice and profession of influencing governmental decisions, carried out by agents who present the concerns of special interests to legislators and administrators. The term originated in the United States of the 1830s, when representatives of interest groups tended to congregate in the lobbies of Congress and state legislatures. It is now used in a broader sense to include attempts to influence any governmental actions". ("lobbying," 2012)<br />
<br /> See also V. O. Key, Politics, Parties and Pressure Groups (5th ed. 1964); A. M. Scott et al., Congress and Lobbies (1966); S. Farkas, Urban Lobbying (1971); G. Wooton, Interest Groups (1971); M. T. Hayes, Lobbyists and Legislators (1984); C. Barnes, The Politics of Policy-Making and Pressure Groups (1987); R. G. Kaiser, So Damn Much Money (2009). ("lobbying," 2012)<br />So in layman terms, if you want to get work done which is of interest to your organization or public at large you will try to locate all possible people in position of authority who are useful to you in influencing other people in position of authority, to get your work done.It could be social issues or environment issues or amending policies which affect public at large or for organisations to start with new projects and business both nationally and internationally.<br />Anyone can lobby and methods of lobbying vary which includes making presentations, sending letters, briefing people in authority and even organizing rallies to get your voice heard on issues of public interest or the organization's interest. Read on <a href="http://www.parliament.uk/get-involved/have-your-say/lobbying/" target="_blank">http://www.parliament.uk/get-involved/have-your-say/lobbying/</a><br />If anyone can lobby why is this process illegal in many countries? The answer lies in the fact that there is not a legal act in place like in some countries. Here they call it the "Lobbying Disclosure Act" ref.http://lobbyingdisclosure.house.gov/amended_lda_guide.html Here is a checklist of some countries and the act of lobbying <a href="http://en.wikipedia.org/wiki/Lobbying" target="_blank">http://en.wikipedia.org/wiki/Lobbying</a> <br />Lobbying is also tricky to regulate says this article on Holmes Report <a href="http://www.holmesreport.com/featurestories-info/11835/Analysis-Does-Lobbying-Regulation-Work.aspx" target="_blank">http://www.holmesreport.com/featurestories-info/11835/Analysis-Does-Lobbying-Regulation-Work.aspx</a> Here they have extensivley discussed a guide to lobby legislation by Raj Chari (Trinity College<br />Dublin), John Hogan (Dublin Institute of Technology) and Gary Murphy (Dublin City University).Check <a href="http://www.regulatelobbying.com/index.html" target="_blank">http://www.regulatelobbying.com/index.html</a><br />If you read the articles it again brings to our notice that the influence of culture of a country and the practices in turn is shaped by it.It is no doubt that lobbying should be regulated but how and how much is a questions which looms large.<br />Hope this article sheds some light on the issues related to lobbying. Your views are welcome to further understand this crucial subject.</div>
Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com2tag:blogger.com,1999:blog-8145210462844050357.post-32474789677460720462012-11-19T21:05:00.001+05:302012-11-19T22:02:47.741+05:30The Public Relations Guru<div dir="ltr" style="text-align: left;" trbidi="on">
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PR agencies and Public Relations departments in companies offer crucial image building services to their clients.Their role to improve, enhance the image of their clients is most important. There are various functions like publicity, media relations, lobbying, event management, internal and external communications etc. which are routine.<br />
But the most important role would be that of a consultant, a guide who can see the potential of the client and make them improve or enhance their image. Here he helps the client to use his own talent and expertise to the benefit of the organisation and society at large.Now here I do not mean manipulation or any other such works which also aids in creation of pseudo events and thus pseudo images.<br />
Sometimes it is seen that a client himself doesnt realise his true worth and is stuck in the cycle of publicity and pseudo events which usually does bring some press coverages but its value lasts for a short while.<br />
It is the role of a PR advisor, consultant who helps manifest the potential of his client and helps him grow in his career or business.<br />
The practitioner is therefore a mentor, a guide and a friend who stands by the client in all times and has the courage to speak up to his client when he is going wrong.<br />
Maybe then the client-agency relationship or the PR department-company relationship will go beyond that of an executive or a manager. Maybe then PR relations practitioners will be seen as 'Gurus' and not mere publicists.<br />
I am sure it is not simple and sometimes not realistic as it sounds.What could be the obstacles? What do you think?</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com1tag:blogger.com,1999:blog-8145210462844050357.post-42400417642557091992012-10-26T20:18:00.001+05:302012-10-26T20:18:34.943+05:30Public Relations: A Career Choice<div dir="ltr" style="text-align: left;" trbidi="on">
From my post on Indian PR forum blog<br />
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Public Relations as a career choice: http://indianprforum.wordpress.com/2012/10/26/public-relations-as-a-career-choice/<br />
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I was thinking about issues to write in PR education when this
question struck me “How do people make the choice of pursuing a career
in public relations?” Is it accidental or a well thought off option? If
it is accidental then how was the experience of entering this
profession? If it is by choice, do you regret it? Or you are happy and
comfortable in this profession and would love to grow in this job.<br />
These questions popped into my head, as this is something I ask a
candidate planning to join this course. Sometimes I have been told by
these candidates that we have had public relations as a subject and
advertising as a specialisation while pursuing their graduation, so I
would like to do this course. Or there will be some working
professionals saying that it helps in promotion so they would like to do
this course. Or yet others, simply decided to plunge into a new field.
Like I have had candidates, who have done a graduation in Economics and
who would like to join Public Relations at the Master level.<br />
So these choices are tough. Either if you have simply come to into
this profession either with a journalist, marketing, administration
background without any academic knowledge in this subject or you are a
student with or without previous knowledge of this subject in his/her
graduation or post-graduation tenure.<br />
But I am sure all of you would agree this is one subject which is
still gaining recognition, at least in India, and it is definitely not
something you dreamt of becoming, when you were a child. Cannot blame
you, you didn’t know, that it existed or what it was.<br />
So I am sure whatever the reason of the plunge into this profession
it would be great to share your experience in this field whether as a
student or as a practitioner as to how has your journey has been? Would
you like to add your bit to make this journey for you and for others a
better one? So that hopefully a child tomorrow may dream of becoming a
public relations practitioner, the way h/she dreams of being in other
professions.<br />
<br />
Would love to know your views.</div>
Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com2tag:blogger.com,1999:blog-8145210462844050357.post-35736993255434608932012-09-29T22:02:00.005+05:302012-12-03T14:06:13.294+05:30Measuring Sentiments<div dir="ltr" style="text-align: left;" trbidi="on">
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This piece is a continuation of my previous article on evaluation <a href="http://knowpublicrelations.blogspot.in/2012/09/media-evaluation-or-stakeholder.html" target="_blank">http://knowpublicrelations.blogspot.in/2012/09/media-evaluation-or-stakeholder.html</a>. It focuses on the evaluation of the the social media. The evaluation of the 'mention' of your organisation, products, brands etc. To know how these evaluations can be done, one has to first understand what we are analysing on the web. </div>
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On the web, more specifically on the social media, we are essentially analysing sentiments. Sentiments is "analysis of emotion in messages". Sentiments are not the same as feelings, and their use interchangeably has also become extinct in regular use or scientifically speaking - (<a href="http://www.cyberemotions.eu/" target="_blank">www.cyberemotions.eu) </a></div>
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Sentiment analysis helps understand impact of negative emotions online <a href="http://www.newscientist.com/article/dn19821-flaming-drives-online-social-networks.html" target="_blank">http://www.newscientist.com/article/dn19821-flaming-drives-online-social-networks.html</a> or it also helps, like in this article, where social and traditional media are compared on <a href="http://www.journalism.org/commentary_backgrounder/how_social_and_traditional_media_differ_their_treatment_conventions_and_beyo" target="_blank">http://www.journalism.org/commentary_backgrounder/how_social_and_traditional_media_differ_their_treatment_conventions_and_beyo</a></div>
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Some of the links which I found are given below which help you to examine sentiments. These links will give a broad idea on what is being spoken about the client. </div>
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So we are not studying the complete message as a whole here but rather the emotion conveyed in them. To begin with, you can try Social Mention <a href="http://www.socialmention.com/" target="_blank">http://www.socialmention.com/</a> which gives a free detail analysis of the client on the cyberspace.</div>
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There are sites that also offer free softwares to analyze content about your client. This one is used extensively, Sentistrength <a href="http://sentistrength.wlv.ac.uk/" target="_blank">http://sentistrength.wlv.ac.uk/</a> as you will read about it on the link provided. It examines texts within contexts. This link <a href="http://smm.streamcrab.com/" target="_blank">http://smm.streamcrab.com/</a> searches for all views on twitter. Though Twitter also has its on tools. </div>
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The above links to begin with can help PRites both practitioners and students to understand emotions on the web better.</div>
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Do share your views and links to look more deeper into this area.</div>
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Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com0tag:blogger.com,1999:blog-8145210462844050357.post-80678747247214012662012-09-24T16:20:00.001+05:302012-09-24T16:20:01.424+05:30Media Evaluation or Stakeholder Evaluation<div><p>I was taking some lectures on how media evaluation is necessary and why PR practitioners should study what media (here print and television) publicizes about them.It struck me though that with effective media relations practices more or less a practitioner would know what the media would write about the client. Then why evaluate? One would only worry about no. of articles in coverage. Is it really so? What are your views?</p>
<p>On the other hand my stakeholders can write about my products or organisation and I have no stakeholder relations to control. Thus the medium in question the Internet is a place which allows this. Also word of mouth through other sources. So don't these mediums need evaluation more than others? This also brings to attention another point, isn't stakeholder relations an issue to worry about?</p>
<p>What are your views?</p>
</div>Dr. Meenakshi Upadhyayhttp://www.blogger.com/profile/05673437079205909812noreply@blogger.com2