CHANAKYA March 2020

NCoHtAfoNrAKSaYlAe.| FMoArRPCrHiva20te20Circulation Only March, 2020 1

A Public Relations Council of India House Journal

BEYOND
PERFECTION

ALSO: POLICE=PEOPLE=POLICE

2 CHANAKYA | MARCH 2020

CHANAKYA | MARCH 2020 3

EDITORIAL BOARD

MANAGING EDITOR mPeorvfeinctgiotanr,gaet!

M B JAYARAM Perfection is not attainable, but if we chase perfection we can catch
excellence.-Vince Lombardi
EDITOR IN CHIEF
In our journalism classes, we were told that there is nothing like a
B N Kumar perfect headline or a perfect copy. There is always room for improvement.
Same principle applies for PR strategy, we are told.
EDITORS
Looking beyond the gymnast’s Perfect 10, we are shown 20:20 as the symbol
S Narendra of perfection. As we at PRCI deliberated on the theme for the 14th Global
RT Kumar Communication Conclave, we asked ourselves -how about going beyond
Geetha Shankar perfection. Initially, it sounded hypothetical. But as the idea sank in, we
settled down with the theme PR Beyond 2020. It is not mere coincidence that
ZONAL EDITORS the Conclave is taking place in the year 2020.

Renuka Salwan – North; R N Mahapatra We are happy that PR fraternity across has responded with zeal to the theme
– East; Sanjay Rammoorthy – West; and shared its thoughts to contribute to this special CHANAKYA issue. As
Jayaprakash Rao – South; Sunil you will flip through, you will find thought provoking articles, analysis and
Kannath- International photographs specially selected by our editorial teams.

CITY EDITORS For those who missed the highly successful 13th Global Conclave held at
Manipal University Jaipur in last February, we have a special feature and
NEW DELHI - Rajan Sehgal ; MUMBAI photo gallery.
- Ajay Pawar; HYDERABAD - D
Ramachandram; CHENNAI - Venkatesh The year 2019 marked Mahatma Gandhi’s 150th birth anniversary. PRCI
Natarajan; SOLAPUR - Ravindra celebrated with dedicated features in its e-mag PRapport. We reproduce here
Chincholkar; BHUBANESHWAR - Ashok some of the Gandhi@150 features to remind ourselves about the world’s
Kumar Panda; KOLKOTA; Bishwajeet greatest communicator who changed the nation’s history with just two
Das; KOCHI;- US Kutty; VADODARA words: Quit India. As we delve on Perfection and Beyond, Bapu’s thoughts
- Prof Ananya Mehta. VARANASI - definitely guide us.
Vishwanath Pandey; MYSORE- Sapna;
PUNE - Avinash Gawai; BANGALORE Moving ahead with MSR (My Social Responsibility), our Chief Mentor and
Latha Jaiwanth; AMRAVATI – Rajesh Chairman Emeritus M B Jayaram has penned (sorry, keyed-in) his thoughts
Bobade; AGARTALA - Biswendu on Police-People relations as PR applies to all. And communication is two-
Bhattacharjee; UDUPI – Tanuja Ben; way traffic.
MANGALORE – Pashupati Sharma;
NAGPUR – Asheesh Tayal. PRCI will shortly launch social media campaigns to
strengthen the police-people bond - to communicate
CAMPUS COORDINATORS: for a better world, as our motto says.

BENGALURU - Aparna; MUMBAI - Dr Meanwhile, YCC is also going miles by launching
Sundar Rajdeep; DELHI – Samir Kapur chapters in new campuses across. Inspired by the
and Shubnam Saurav Singh; Nagpur – success of the Jaipur conclave, YCC has not only done
Dr Baban Nakhle. events at Symbiosis Centre for Mass Communication,
Pune, and Parul University, Vadodara, but tied up with
COLUMNISTS them for running Communication Resource Centres.
This concept will be spread to other campuses too.
Jitender Bhargava - Mumbai. This, we believe, will enhance PRCI-YCC endeavour to
Bish Mukherjee – Chennai empower the upcoming communicators with practical
Dr T Vinay Kumar - Kochi knowledge and make them industry ready.
Mathew Hibberd, Switzerland
Our focus will remain on responsible use of social media B N KUMAR,
ADVISORY BOARD by the youth in particular. As I keep saying anyone with Editor-in-Chief
a smart phone in hand is a potential broadcaster. PRCI-
Deepak Jolly & Sanjeev Bhanawat – YCC will now hold short film competitions and post
Gurugram; Ravindran K, Dr Ch. Sanjay; select clips on our platforms to nurture young talent.
G C Banik – Mumbai;Vijayakumar, B M
Sundaram, B Thyagaraj, Dr C Manohar
– Bengaluru; Harsha Suhalka – Bhopal;
Aparna Dharmender, TVS Narayan –
Hyderabad; Natesh Nair – Kerala; Arjit
Majumdar – Kolkata; S K Kaul – New
Delhi; Mr Biju Kassim - Dubai; B K Sahu
– Kolkata, C J Singh – Chandigarh;

4 CHANAKYA | MARCH 2020

In this SPECIAL FEATURE

ISSUE 50 EVMs are here to stay,
Back to paper, no way!

CHAPTER CHARCHA
54 PRCI flag hoisted in
Orange City

55 PRCI blooms
in Doon
56 Fight for Right
to Walk

OFFBEAT 57 Maa Tujhe
58 Salaam
06 Police=People=
Police Salute to Neerja
Pan Am Trust
08 Yeh Aakash
Vaani Hai… 59 Be confident and
move ahead
09 Journey of a 1000 miles 60 Girls are
begins with a single step Pearls
61 Picture
COVER STORY Perfect

10 Unlocking PR value, GANDHI@150 62 Civic body
Beyond Perfection goes online
31
12 Dog is Top 32 Mahatma Gandhi is 63 National meet on
Dog 34 Forever! Salute to the PR Analytics
Greatest Communicator 64 Going Places,
14 Reinvent to be across borders
relevant Flat on a Railway Station
to Father of The Nation ESSAY
16 PR World Changing
Beyond imagination From food writer to 66 And we have
thoughtful editor miles to go…
18 Change, thy name
Is Communication 36 PR & Mahatma MY WISH
38 Gandhi
20 My Experiments 68 Conversations with
with PR 40 The Maha my Crystal Bowl
Communicator
22 The Profession has Changed; 41 BRAND
Has the Professional? Fair Fearless Content... 70
Not the Fake 72 Growing Your
24 Dip-in for Brand Online
long haul Life Lesson apart
from Liberty Relevance
25 Digit, can’t is the key
leave it! 42 Blast From
The Past 74 Anna Yogi to
26 Move with 76 Cake Wala
disruption BOOK 78
Beggar and a
27 PR or 44 The NaMo chooser
perish! Mantra
Personal Branding-
28 You can’t COLUMN Love Thyself First!
hide crisis
48 6Ps, one R… SOCIETY
30 Listening is the
Art of Teaching 80 Born equal

CHANAKYA | MARCH 2020 5

6 CHANAKYA | MARCH 2020

OFFBEAT

Police=People=Police

M B JAYARAM

Do we ever invite a police passport or need a character/good There is also a case study of COP
officer or constable home conduct certificate. (Citizens On Patrol) keeping night
for Diwali or Dussera? No, vigil when burglaries rise and the
never! We remember the police Communication is a two-way traffic. police neede help to catch hold of
only when we have trouble. Either And this applies to police as well. specialised gangs.
when we have burglary, car lifting We hardly find the police trying to
or some other crisis. establish contact with the ordinary All these bring us to a discussion
people like you and me. This is not point – police public relations
Have you ever given a thought to to say that they do not maintain which should read: Police-Public-
this? Does an ordinary policeman any contacts. They do. Police hold Relations.
ever get to celebrate any festival muhalla meetings only at times
– from Diwali, Idd to New Year? of crisis, that too with select few Unlike the one-way street,
Do we at least wish him? Doesn’t such as the local corporator or a communication is two-way traffic.
he have a families of his own like religious leader. Of course, they do Yes, PR or Police Relations is our
you and me? Come to think of it, keep in touch with history-sheeters responsibility, too. One may ask
you will find the police making you and informers! as to why we should maintain
secure during all festivals, apart contacts with the police at all. Just
from any crisis or violence. Do police need to maintain contact give it a thought and you will agree
with all citizens? Or for that matter with me. Let us be selfish: this PR
Some of us do maintain relationship do we ordinary citizens have to contact comes handy when you
or communication with only top be in touch with the police for no need a policeman’s help.
officers and that is again need- reason at all?
based. But the ordinary policeman, We can call the police station in-
even the beat constable in our My friend BNK tells me about charge during weddings, national
street or the local police station, is a writing-on-the-wall (pun- festivals or celebrations such as
never remembered. Perhaps, the intended!) at Vashi police station Independence Day or Republic Day
only time that we ever visit a police in Navi Mumbai that he noticed for flag hoisting in our housing
station is when we apply for a some years ago: Every policeman is societies or gated communities. A
a citizen in uniform; Evey citizen is small gesture that will go a long
a policeman without uniform! How way.
true.

CHANAKYA | MARCH 2020 7

OFFBEAT

Now getting back to two-way in-charge of police stations could spreads fast, thanks to social
traffic, I am of firm opinion that go for housing society events. media.
the police also must maintain
close contacts with the police. It Nothing unites people like sports Cybercrime is the biggest menace
is important for them to beat the or festivals. Another great occasion today. Apart from hacking and
negative perception among the for the police and people to come gullible people falling prey to
people in general about the police. together. intelligent criminals, police are kept
Police housing is always in short on their tenterhooks due to the
supply that forces many policemen Police do encounter problems such wild fire arising out of fake news.
and officers stay in rented as traffic jams, violations of rules, This is where, I think, the police
accommodation. Do they keep in parking issues and petty thefts on ought to work closely with the
touch with their neighbours? This a daily basis. Police commissioners communities. Remember, anybody
gap naturally results in suspicion could plan special contact drives, and everybody with a smart phone
when a friend in uniform visits you. awareness programmes with the in hand is a potential broadcaster.
help of social clubs, citizen groups Plus, you have dime dozen you
Police officers need to walk that and schools and colleges to pre- tube channels to worry about.
extra mile and get themselves empt these issues.
involved with the people in general. The flow of communication
Make your face familiar. This does So, when the traffic stops you next, through all possible channels from
not require door-to-door contact. don’t take out a Rs 100 note, but the head of state to the common
At least the top officers could just pay the penalty. man and back, with the police
make themselves available for playing a meaningful role (and not
events such by social clubs or NGO, In fact, some police mere a catalyst) assumes added
security awareness drives, housing commissionerates have been significance.
society level sports, competitions conducting city level competitions
and flag hoisting ceremonies. during Ganesh Utsav on eco- PRCI is always ready to play its
friendly or noiseless festivities. role through its 36 chapters, pan-
The police department could do We also have instances of police India and even the WCC platforms
well by drawing a flow-chart of officers going out and addressing abroad in line with our motto:
public contacts, authorising and vigilance week events like the Communicating for a Better World!
training their officers at a particular one NTPC conducts. These help (The author is Chief Mentor and
senior level such an ACP. Even those in re-instilling confidence among Chairman Emeritus of PRCI).
the people. The good word also

8 CHANAKYA | MARCH 2020

OFFBEAT

Yeh Aakash Vaani Hai…

K.RAVINDRAN reminisces the power and glory of radio.

Some PR touch. This fact makes radio an as a little device, mostly a transistor
pundits think absolute favourite and loyal friend. set, spluttered into life with the
brands will In the past, people would meet in voice of veteran broadcaster
need to become their housing colonies or chat over Ameen Sayani, with his Bhaiyon
a cup of tea at a friend's place, that aur Behano booming across the
story makers kept the social bond alive. Social room. Those were the days, of
networking is not a new tool to the evergreen ‘Binaca Geetmala’
as much as radio it has been its strength for countdown, when Radio Ceylon
long. Radio’s fundamental strength and Vividh Bharathi were the places
storytellers. How continues to be the power of words we ‘browsed’ for music.
and sound. With its human voice to
can we lead conversations that are persuade, it is a powerful branding No wonder, the moment we talk
medium. about the radio, senior citizens
meaningful instead of rehashing become nostalgic, recollecting
The wars of 1962, 1965 and 1971 programmes such as Spot
things that have already been united millions of voices and Light, ‘Yuva Vani’, ‘Chaya Geet’,
opinions and AIR played a crucial ‘Bhaktiranjani’ etc, People used to
said? How can we truly move our role in stimulating patriotic fervour eagerly wait for the specif time and
through News and commearies. gather around the radio sets to
companies forward with thought- Commentators like Jasdev Singh listen to these programmes.
and Melville de Mellow instilled
provoking content? And how national pride through their live During the hey days of Yuva-Vani,
commentaries, while the sports radio was truly exciting. I can vouch
can we provide our readers with commentaries of Pearson Surita, for it as I compered myself. It was
Suresh Saraiya, AFS Talyarkhan, Ravi fun being on AIR. It gave us a
something they actually want to Chaturvedi, and Berry Sarbadhikari celebrity status then. Those were
created waves into generations of the times when AIR or ‘Akash Vani’,
read and engage with? listeners. Then, there were legends played a vital role.
like Surajit Sen, Lotika Ratnam, as
These are some of the questions well as Devaki Nandan Pandey Despite the widespread popularity
which we need to ponder over. But and Vinod Kashyap who enlivened of television and digital media, AIR
being a person who has come to news and gripped the nation. has held its own as a reliable source
corporate communication with a of information and has carved a
radio background I still feel radio Looking back at my generation, place for itself as an affordable
remains relevant in today’s world. long before YouTube, etc there was medium of communication.
It provides programming content always a race to the drawing room, According to Nielsen's “360 Report
meeting the entertainment needs Highlights”, radio is still the #1 for
of people according to their The author interviewing music discovery and still leads in at
demography, geography, etc. Priya Tendulkar work and in car listening.
It's evident that millennials and
Generation Z grew up with other Despite the challenge from private
ways of listening to music and only FM operators, the old warhorse still
few of them are listening to radio. gallops on as the voice of India.
Yet, radio still remains strong for
dissemination of information and AIR still remains the strongest
entertainment in the face of the medium that binds the diversity
print medium remaining on the in our nation together. (Writer
verge of decline in many areas. In started his career with All India
addition to serving as the lifeblood Radio & presently Additional
of emergency communication, General Manager (Corporate
radio broadcasts can provide real- Communication) at NTPC Ltd.)
time information, 24x7. To cite
an example during the monsoon
fury that lashed Mumbai city in
July 26, 2005 I and my colleagues
were stranded at Bandra the
whole night and the only channel
of communication for us was the
radio.

Radio is a medium with a personal

CHANAKYA | MARCH 2020 9

OFFBEAT

Journey of a 1000 miles
begins with a single step

SARKARNAMA is making waves

NISHTA KOCHAR

Someone smart SARKARNAMA, explains, “The idea feed just cannot be taken at face
once quoted, behind SARKARNAMA was simple value anymore.
and basic – I wanted to create
“Conversations are genuine and meaningful themes Abhijit Sarkar, elaborates, “We are
happening whether and subject matter for people to living in volatile times, right now
you are there or enjoy – something that is both where every post and content,
not.” entertaining and informative. We especially on social, digital media
started on a very small scale and and online chatting apps, has a
Ladies and gentlemen, we are have, over the years, graduated to a hidden agenda. It is unfortunate
living in an age that is surrounded huge fan following and recognition and an opportunity at the same
by the cacophony of conversations from media and public.” time, for someone like me, who was
whether we are paying attention just worn out by the depressing and
or not. It’s happening over water- SARKARNAMA spins its narratives misinformed opinions circling us. I
cooler breaks, in your kitchen, on Indian culture, history, poetry, thought, being a responsible media
across the cubicle of your office, contemporary and socially relevant professional and with a performing
on your smartphones, coffee shops topics. Episodes on friendship, me arts background, it was time to do
and the very clichéd social media. too movement, sexual harassment, something about it and I took it
So how do you grab attention in women empowerment and upon myself, personally, to tackle it.
a whirlwind of clashing opinions, several other socially relevant and Luckily, with the support, love and
real and fake news, garbage and trending themes and festivals have recognition that SARKARNAMA
meaningful content? Welcome earmarked the success of this web has received over the years, our
SARKARNAMA! and social media driven series. content and its marketing is
It’s like watching an informative continuously evolving.”
What started as the brainchild of a audio-book neatly wrapped a
seasoned and illustrious corporate clutter-breaking package of audio- It comes as no surprise then that
professional, Abhijit Sarkar, visual documentation, laced with SARKARNAMAhasalreadymanaged
SARKARNAMA has now flourished engaging entertainment and to grab some major accolades in
into an engaging full time social subtle social messaging. The its journey and the support of a
media and web series of meaningful medium generously employs the lean team that is dedicated to the
infotainment; the narrative spun usage of poetry, shayari, music, cause of churning substantial and
through clutter breaking packaging songs ranging from rap, ghazals, significant and evocative themes
and content, cultural and historical devotional songs to Indian and content for its viewers, which is
anecdotes and trivia, humour and classical, innovative sound effects graduallybutsteadilyincreasingwith
satire, poetry and rap, original and most importantly a power every passing day. SARKARNAMA
compositions and cover versions; packed narrative of Abhijit Sarkar, is streamed regularly through
SARKARNAMA has become a staple himself. Created with a universal Youtube, Whats App and dedicated
for those who seek creative, path- audience in mind, SARKARANAMA social media platforms which has
breaking , intellectually stimulating could just be 3 minute song in turn created a cross-section
subjects that enriches as well as capsule to a 15 minute long, of individuals who are inspired
entertains. Reaching out to its engaging, contemporary socially and informed, something that is
followers and fans, SARKARNAMA and culturally relevant storyline. the need of the hour. Through
has managed to reach a cross Bold, inventive, genuine and SARKARNAMA we are committed
section of people from all walks entertaining, all at the same time is to providing positive, meaningful
of life through video streaming a rare mix to find in world of social content for social media. "Journey
websites, social media portals and media that has become racially and of a 1000 miles begins with a single
messaging apps. Abhijit Sarkar, the politically charged where every step," as the man behind the show
man, the face, the voice behind quips.

10 CHANAKYA | MARCH 2020

COVER STORY

Unlocking PR value,
Beyond Perfection

B N KUMAR

PR has come a long way since daily rigmarole and machine-like A PR practitioner is also a
Adam-and-Eve. The profession life. I keep hearing protest tones consultant like a doctor or a lawyer.
has begun to assert itself. As from certain practitioners about He gives the right prescription
we wrote in previous issues, we their routine role of press release (read solution) to a communication
have grown much beyond the ATMs. problem. He too spends time,
pink-shirt, party happy culture to energy on what he does. He does
emerge as effective bridges of Some corporates, in their hunt for not charge appearance fee. What
communication. Whether we are value-for-money propositions, tend he asks for is respectable fee.
corpcom professionals or agency to overlook the difference between
practitioners, we have begun to the paid medium advertising and Isn’t it time that we as PR
play a meaningful role in building unpaid PR. Do we need to educate professionals evolve ourselves,
and maintaining relationships them? PR professionals do not redefine our roles and meet the
through our messaging internally command the price as advertising challenges of ever changing times
as well as externally, with the senior professionals do. Even the low fee and emerge stronger than before?
management and with the TGs. that is paid to consultants does not
flow regularly in some cases. Now, we strongly feel that it’s
PR has evolved – from being treated time to look beyond all these and
as courier boys, travel assistants This calls for serious introspection see where we fit in and command
or glorified protocol managers. among PR practitioners. Do we value that we PR or communication
Yet, one hears murmurs about PR need to reinvent the wheel and professionals deserve.
among corporates as well as media. look for solutions beyond, what we
One the one hand, questions seen as, perfection. Yes, command the key word. We
arise about the effectiveness and cannot demand respect. It should
meeting expectations, while on Times are changing. All come automatically for which we
the other many PR professionals professionals are redefining need to appear like a specialist like
themselves grumble about their themselves or adapting to newer a medical or legal practitioner.
challenges. Isn’t it time PR too
underwent a metamorphosis and PR professionals do
emerge in a brand new Avatar? not command the
price as advertising
The Advertising profession takes professionals do.
pride in calling itself the Brand Even the low fee
Custodian.
that is paid to
Can PR not be the custodian of consultants does
reputation? Why not? At the end not flow regularly
of the day, do we not take care of
the reputation of our companies or in some cases.
clients?

Does a PR professional command
the same respect or value as the
other consultants such as a Lawyer
or a Doctor or for that matter
a Creative Professional? There
are other professionals as well,
for instance management, who
command respect or value.

CHANAKYA | MARCH 2020 11

COVER STORY

Acquiring skillsets is one thing and drinking water crisis as the Pench Business media too looks for
executing them is another. dam water that used to be supplied good positive contributions by
for irrigation is now saved for the corporates.
We need to develop the art of Vidarbha city. WCL meets the needs
storytelling and improve on it of irrigation. What is more, WCL A company putting up warning
depending on the audience. You has begun to supply packaged signs at traffic junctions and
can sing a lullaby to your infant, water to villages at negligible cost. highways for the police could be
but not to a ten-year old child. It has also come out with its own seen as another PR effort that
brand Coal Neer. does not merit media attention.
The audience’s tastes are changing But imagine that the same
as they change. Is PR doing enough I am sure such stories do sell well company actually working with
PR for itself on its changing among business and general the police in a creative manner,
techniques? For instance, a mid- media. It is a treat for TV news running campaigns that lead
level manager working on an IPO channels as excellent visual story. to good perceivable results like
client has to develop the art of disciplining two-wheeler riders.
selling or telling the big picture This story should sell and be not
about the company going public. seen as a PR feed. It can even be
If you have the capability, do attempted as a soft story, backed
demonstrate it and showcase it to with data about falling accident
the world. Can we not command an and penalties paid.
extra price for that extra effort?
PR people used to be jokingly
Media needs stories and new ones referred to as ‘plant managers’ in
all the time. City page media, which one of the companies that I was
hesitated from naming companies, associated with some years ago.
is happy mentioning the companies
in crime or scam related stories. Jokes apart, we need to look at
Are we doing enough to sell good, practical solutions, work closely
positive stories making impact on with media friends and grab
the society to them? headlines that do not appear like
blatant PR plants. (The author is
I have just come across a brilliant a communication veteran with 45
story of Western Coalfields Limited years of experience)
supplying water discharged
from its mines for irrigation. The
company is indirectly responsible
for saving Nagpur from periodic

12 CHANAKYA | MARCH 2020

COVER STORY

Dog is Top Dog

S NARENDRA

According to got splashed in the media. He at the topmost echelons would
the American blamed me for not killing such bad have such an overview. When a PR
kennel Club, publicity! person acquires such capability,
the best guard he is listened to irrespective
dogs are brave, and A similar incident happened when of the rank in the organisation
know when to fight I was working with the PM. His he holds. When we say PR is a
off an intruder-but official entourage had departed management function, we are
that does not mean in advance to board the plane to referring to this aspect. The doors
they are always vicious. Give them Germany. And the PM was about to top management positions in
the training they need when they to follow. I met the PM and advised the organisation outside PR could
are young, and these pets will do him to cancel the trip, as I had also open up for the person who
everything they can to protect you. gathered the information that his works to acquire such capability
Among the best guard dogs, the government could be destabilised and demonstrates it consistently as
choice is limited. Rottweiler breed in his absence. He did not go to the guard dog.
is top ranked. the airport. This time the foreign
ministry was upset that I had PRCI Conclave at Bengaluru this
This is from the web. You may be interfered with their diplomacy! March is focusing on PR as the
wondering why did I choose to guardian of brand reputation.
explore the canine world, while In the profession of PR, one comes In the present digital era where
writing for a magazine focused on across top bosses who want a information moves globally at
PR? That is because I have been a lap dog, not a guard dog. Owing lightning speed, organisation
top dog in PR by playing the role mainly to my training and on- and their brands have enormous
of a guard dog long before my pay the job mentoring, my backbone opportunities for brand reputation
and position put me at the top. The had gained strength, making me building and connecting with their
latter is a biological progression in professionally walk erect. Tutored customers directly. The big data
some ways. But the former is an in both communication theory analytics assisted by Ai enables PR
earned role through an intellectual and practice, I moved jobs which practitioners as never before to
inclination and hard work. cut across broadcast and print know their stakeholders and bring
journalism, PR, advertising, book them into the brand conversations.
I joined the profession at the odd publishing and grass-roots level Properly harnessed such technology
age of 23. And, when I was 28 interpersonal communication. also tells the PR about unusual
and bald, a federal government patterns in the conversations
cabinet minister wanted to reject Rank and pay did not matter when which could adversely impact the
me as his spokesperson as I did not playing the role of the guard dog. brand reputation. The PR’s guard
have grey hair. The senior minister The recognition that the PR person dog role is enhanced when the PR
had both the assets. He could could play such a role helped me practitioners spot the reputation
not exercise his choice because to bypass the organisation’s rigid risks before they assume mass
my assertive boss told him that hierarchy. Moreover, it gained for and alert the brand owner and
he could have me or none. Soon me a seat at the high table not contribute to developing strategies
into my job as the spokesperson, warranted by my pay. for taking pre-emptive measures.
the ministry I was working was While crisis management and
threatened by a massive nation- The privileges that come with the reputation damage control
wide strike. In the meanwhile, the seat at the high table extract a functions of PR are well studied, the
minister was planning an official price in the form of heavy work advance warning and pre-emption
trip abroad. I advised the minister required for understanding the of crisis or damage deserve more
not to send his trip request to the work happening at many levels of focus. (The author is a former
then prime minister. He ignored. the organisation, and connecting Government of India spokesperson
And the minister received a stern them. PR and communication, thus, and ex-advisor to PMs)
admonition from the PM, that becomes a cross-cutting thread.
More often than not only the people

CHANAKYA | MARCH 2020 13

14 CHANAKYA | MARCH 2020

COVER STORY

Reinvent to be relevant

BISH MUKHERJEE

Crystal gazing ✓✓ Teleprinter profits had plummeted by 10 per
and looking cent since the time he took over.
forward in ✓✓ The dot matrix printer Surveys showed that customers
this new decade, complained of poor service and
communication ✓✓ Typewriter unilateral closures to disputes
professionals without trying to resolve them to
should prepare ✓✓ Fax the satisfaction of the customers.
themselves to be
✓✓ Post Card The CEO decided to organise a
1. Tech savvy Summit where he will meet his 96
✓✓ Inland Letter Senior staff members at the levels
2. Embrace the intricate world of of Senior VPs, VPs and Assistant
social media in all its variants ✓✓ Letter box VPs. So, after 24 months of his
and excel in their use assuming charge, the CEO finally
✓✓ Easy chair got to meet his senior most people
3. Make optimum use of avant- in his own organization. Once this
garde audio and video ✓✓ Tape Recorder Summit was over, his senior staff
techniques were told to take appointments
✓✓ Cassette with the CEO and meet him on a
4. Reinvent writing skills to be one on one basis. All this helped
direct, concise and simple ✓✓ CDs the CEO to understand what the
issues were at the ground level
The skills and behaviour that ✓✓ Keds shoes and the problems the staff faced
communicators can leave behind in resolving them. Once these were
are ✓✓ Road signs like – taken on board, the solutions were
No Infiltration Left worked out. New communication
1. The full suit and tie to start with was sent down the line offering
✓✓ Hand signals while fresh thinking on the problem
2. Designer skills other than top driving a vehicle issues. Things started to improve.
of the range digital graphics Staff found motivation and support
✓✓ Coke oven for cooking from management. Customers
3. Presentation skills that rely started sharing their happy stories.
heavily on PowerPoint notes ✓✓ Ice cream soda The company’s bottom-line started
and traditional charts and to improve.
statements ✓✓ Goli soda
One of the key takeaways from this
Communicators need to get up to ✓✓ Campa Cola story is that it is not enough to
speed. We need to leave back the just meet face-to-face but to meet
obsolete products, the outdated ✓✓ Lemon and orange drops meaningfully. Meetings should be
expressions and the prosaic style of structured and solution providing.
writing. Let’s take a look at what’s ✓✓ Hand held phone
gone, gone forever …. What about leadership then? It
With so much emphasis on doing takes a strong leader to figure out a
✓✓ Fountain pen business and communicating challenging situation and navigate
through social media, how deftly through the labyrinth of
✓✓ The pen and paper important is it then to have face- possible answers. It is for him to
to-face meetings? Are Zoom and decide whether to find the answers
✓✓ Telegram Skype meetings enough to get within the organization or to
results? Results yes. But targeted appoint an external consultant to
✓✓ Telex results? think out of the box and suggest
innovative solutions.
✓✓ Telephone booths One of the largest organisations
in Canada with 7,700 employees
✓✓ Landline telephone with serving a customer base of 6
manual dialing million appointed a CEO recently.
He kept himself busy learning
✓✓ Blackboard and chalk and understanding the company,
intermittently issuing circulars and
letters to staff. After two years
he realized that the company’s

CHANAKYA | MARCH 2020 15

COVER STORY

Then again, if the company decides
to appoint an external consultant,
the brief should be compact and
specific. A Council in New Zealand
appointed an external consultant
recently to organise a corporate
event and expected long-term
improvement in its bottom-line.
They blamed the agency for not
meeting their expectations. How
naïve!

We need to think about leaders
who lead from the front. Leaders
who are charismatic and powerful.
Leaders who are caring and
endearing. Leaders who can deliver
against difficulties and challenges.
Leaders who can carry their staff
with them in ensuring success for
the organization and better career
growth for their employees. (The
author is an ABC, IABC Fellow.
Feedback: [email protected])

CCAALMLINPGUOSNES!

PR. Journalism. Marketing. HR. Advertising

Set up Young Communicators Club,

In Association with PRCI
KNOWLEDGE PLATFORMS | GUEST FACULTY
PRACTICAL SESSIONS | SKILL DEVELOPMENT

Making Youth Industry Ready

Contact: Geetha Shankar, Chairperson, PRCI-YCC, today: [email protected]

16 CHANAKYA | MARCH 2020

COVER STORY

PR World Changing
Beyond imagination

DR T VINAY KUMAR

The world is at This gives the feel that Digital PR making decent money. For teams
the crossroads is the new norm now. With Social without a dedicated social media
media gaining significance, the manager on staff, tools like Buffer
now. The newsrooms have gone to your and Sprout Social offer excellent
gadgets. resources for scheduling posts
year 2020 started ahead of time, collecting social
Social Media and PR are like twin analytics to optimize content, and
with lots of brothers now. Earlier, the brand simultaneously engaging with
creation happened from the print, multiple platforms.
opportunities Out of Home (OOH) and TV. Take the
case of an Indian startup now. The Nowadays, organisations are using
and threats. fonder may have connections with Artificial Intelligence (AI) and
the media. So, he/she approaches machine learning to transform the
Communication it. If the startup grows and gets customer experience and to make
funding, it will try to penetrate OOH data-driven decisions. We all know,
can be challenging at these and TV. The role of PR was more in data is the ‘new age’ oil now. Let
that scenario. Now, there is a twist. me tell you about a marketing
times. As per the 2019 report by The founder looks at social media story. In the US, some people have
initially. He/she may be an expert in found out that on Saturdays the
the Public Relations Consultant that. He creates his brand without sales of baby napkins and beers are
any outside help. Remember, high. There is no visible connection
Association of India (PRCAI), the many YouTubers in India who are between these two commodities.

Indian Public Relations industry

has grown manifold over the last

decade. From Rs 490 crore with

a growth rate of seven percent in

FY2008, it touched Rs 1,600 crore

in FY2019, with a 12% growth

rate. These numbers underline the

growing importance of PR in the

Indian landscape.

Every person on Earth has now two
worlds. One is the physical world
and the other is a digital or virtual
world. In reality, the latter is much
bigger than the actual one. At this
juncture, we have to unlearn the
PR that we practised. It is a must
to learn new techniques to cater
to the needs of the ‘new world’,
which is much more complicated.
The trends in PR beyond 2020
will be the emergence of social
communication, usage of
artificial intelligence, intelligent
automation etc. Newer concepts
like Development Communication,
MSR (My Social Responsibility)
instead of CSR are also gaining

significance. My friend Shiv Harsh

Suhalka has started a Digital Press
Club in Bhopal, Madhya Pradesh.

CHANAKYA | MARCH 2020 17

COVER STORY

But, when they delved deep into Story, or a LinkedIn Live broadcast, stealing their future in front of their
this data it came into notice that these things justify the importance very eyes,” says Greta Thunberg,
usually Pappas do the babysitting and significance of videos in the 16-year old climate activist. Actions
on Saturdays, hence the beer sales digital world. Videos can tell a story to prevent or stop climate change
move northwards. An intelligent effectively in a few seconds. Since it will be much stronger strong in
marketer can give discounts and can safely stay in your smartphones 2020 and beyond. Fortune 500
combo offers on these two items. for quite long the shelf-life is more. companies have already started
This simple story tells much about Videos create an engaging, low- sustainability practices to join
the strength of data. commitment, access point for the the bandwagon. So, My Social
audience. The challenge is creating Responsibility will be the ‘new-
AR AND VR video content efficiently. Producing gen’ CSR. It will be the duty of PR
videos from scratch requires a level firms and professionals to help
In your opinion what are the top- of time, talent, and equipment that organisations to set and implement
selling products in the world? In most organizations don’t readily these goals. Interestingly, this will
recent times, apart from mobile have. Platforms like Lumen 5 or emerge as a new business segment
phones, Augmented Reality (AR) Animoto streamline the creation as well. So be alert and prepared.
and Virtual Reality (VR) gears are process for any communication (The author is a veteran Advertising,
among the fast-moving goods professional looking to branch into Branding & PR professional and
across the world. The reason is video content. Chairman of the PRCI Global
simple. People (consumers) want Communication Conclave 2020 &
excitement. Naturally, companies MY SOCIAL RESPONSIBILITY Director, World Communicator’s
will strive to provide this. If PR Council)
firms want to get some business “You say you love your children
out of this, they have to be up- above all else, and yet you are
to-date. We have to seek creative
ways to use emerging technologies
to better deliver corporate and
brand messages to consumers.
VR presents 360-degree, three-
dimensional videos that fully
involve viewers in an immersive
experience. For example, using
VR, a prospective home buyer can
experience how his future home
will look like.

AR superimposes images onto
smartphone cameras or other
screens to combine physical and
digital worlds. Users can shape
their experiences, unlike VR, which
is entirely digital.

Consumers generally turn to VR
for excitement and entertainment
but tend to use AR for practical
applications, such as showing what
furniture looks like in their home or
what clothing or makeup looks like
on them.

VIDEO CONTENT

Printed matter, image and video.
Which will you choose first? You
may have personal opinions. But
the trend now is towards video.
Long or short videos hosted on
YouTube, a 6-second Instagram

18 CHANAKYA | MARCH 2020

COVER STORY

Change, thy name
Is Communication

DR ASHOK KUMAR PANDA

Social beings that Allah created letters with his Man tried to perfect this unique
like us always divine pen and gave them to man. invention, aided by a variety of
have the urge The Chinese mythology is still writing tools that he made for
to communicate more interesting and tells us that himself.
with others. In the writing was gifted to man by the
process they not four eyed dragon –faced wizard, Even traditional art forms have
only look for the Cangjie, who invented it depicting survived for centuries as they are
right medium but the movement of the sun and stars. in tune with the changing cultural
also the right language. People environment and flexibility. It has
always have an emotional bonding The first letter of the Siddham played a pivotal role as a medium
with their own language and if script of Tibet was considered to for social change particularly in rural
they are communicated in their have magical powers, and was India. Folk arts being interpersonal
language the effect is indeed also worshiped .Even the Tibetan and contextual -they have been
positive. Over the years, mankind monks chant - that the letter ’A’ able to carry forward the message
learned to master the art of writing. destroys evil thoughts. Ancient of change and development. Folk
He learnt to evolve this art from tribes viewed the written word arts serve as a communication
an uncertain beginning into a as the gospel truth and the word channel for transmission of
complete alphabet that conveyed of mouth was often received with knowledge and beliefs. The stories
meaning. It took him centuries to doubt and suspicion. of Ramayana and Mahabharata
perfect this art of communication. pertaining to multitude of folk
Today, the observation seems to be art forms is definitely an effective
All cultures hold the art of writing somewhat different and felt that source of social, moral and historical
in high esteem and consider the art of writing was not created knowledge. It amply lays stress on
writing, the symbol of language. through divine intervention but maximum information, education
In fact, language is a vital tool for evolved gradually over the ages. and excellent entertainment.
communication. Creatures living
on earth developed their own Konark - The language of the stone
way of imparting their thoughts
and emotions to other creatures.
However, only human beings enjoy
the ability to utilize language
and words to provide particular
meanings. This is what separates
humans from animals.

In India, Brahma, the Creator of
the Universe, was considered to
be the Creator of the script and
the name “ Brahmi” was given to
the ancient Indian script. In the
early Middle East civilizations, the
God of Wisdom was also the God
of Writing. The ancient Sumerians
called him ‘Nebo’ and the
Egyptians ‘Thoth’ or ‘Scribe’ of the
gods. Arabic tradition ,also reveal

CHANAKYA | MARCH 2020 19

COVER STORY

Changing trends of folk art Even music in itself is healing. amply demonstrates the positive
It is an explosive expression of impact and healing touch of music
Folk songs and plays on political humanity .It’s something we are all in our lives.
and social happenings provide a touched by. No matter what culture
perspective and help to guide the we are from, everyone loves music. Music, primarily harmonies and
behavioral pattern of the masses. Researchers across the globe always communicates emotion. It
It has been rightly said that the have observed that music has powerfully impacts our thoughts
folk art forms in India are dynamic, therapeutic potential and to a large and decisions. It ultimately helps us
responsive and relevant. Here the measure it affects our lifestyle, to determine the choices we make
role of the speaker or facilitator has spirituality, and thinking process. and also the way we act.
been described as a change agent
who also develops a commitment A recent study reveals that It is indeed vital for all of us to
to change. After commitment he after operation a small group examine the different facets of
generally becomes a spokesman of persons along with regular growth in communication and
for his cause and assumes medicines were also subjected to also how language has been
responsibility for bringing about light music while another operated instrumental to this change
change. group were only given regular as this has to no less measure
medicines and not provided contributed to harmony and
There is another version to this with any music. It was observed peaceful coexistence in the society
viewpoint where the medium that the group who were in the we live in. (The author is Chairman,
itself acts as the language. In the influence of light music, the Public Relations Council of India,
context of the Konark Sun Temple. recovery rate was at a faster pace Bhubaneswar Chapter)
Rabindranath Tagore had very than the group who were not
succinctly averred – “Here the under the influence of music. This
language of man is defeated by the
language of stone”.

20 CHANAKYA | MARCH 2020

COVER STORY

My Experiments with PR

Young PR Professional Shubham Saurav Singh, Asst Manager (PR), Power Finance Corporation made a
presentation on Managing Effective PR highlighting the issues pertaining to Skilful Communication’ in
the Company. Excerpts:

The two letter word PR is Today there are so many loud
grossly misunderstood noisesaround. Political Parties are
using social media to leverage
across and is perhaps one of political gains. Brands and
corporations are always on the
the professions with the widest lookout for saying something new
and innovative. What is the voice
variety of definitions. The purpose being heard? The Prime Minister of
India has been able to garner the
of this article is to sum up all the complete database of the country
through a small missedcall.
key learnings I have acquired from
Brand Guru Ramesh Tahiliani of
workshops/conclaves conducted IIMC, Delhi talked of Points of
Parity and Points of Differentiation
by forums such as PRSI, PRCI and in his class on Brand Identity. What
is one unique thing that a brand
SCOPE in the recent past. is trying to sell about itself? You
see something and it comes to
I would like to begin with how your mind (Unaided Recall).Own a
The Public Relations Society of word: Consumers think in words.
America defines Public Relations: Luxury of a car and thrill of an
“As a strategic communication SUV: Mahindra Scorpio. If Friday
process that build mutually Dressing is Allen Solly, then Power
beneficial relationships between dressing is VanHuesen. It is not
an organisation and its publics”. uncommon to see that people
Another way of putting it is “as today like to wear Casual Formals
a sustained planned, deliberate on Fridays to offices.
and professional management of
the reputation of an organisation PR POLICY:
or an individual. In lay man
terms of course, “PR is a two way At Power Finance Corporation,
communication process” where the PR policy is like our Bible. Not
both the sender and receiver of the many of them (organisations) have
message are involved. one. It is a set of policy guidelines
(framework) which governs all the
Media is shaping the perceptions activities and works we undertake
and attitudes of people. Likewise, round the yearand the modalities
society too has its own share of attached with them such as
influence/impact on the media. advertisements, sponsorships,
The media is in an area of Public Annual Rate Negotiation with
Affairs, it is a definition of social publications, Empanelment of
reality. Media HAWA NAHI HAI. It agencies , Publication of Audited,
is very much a part of the society; Unaudited Financial Results,
it is very much a part of the social Chairman’s Speech, Annual
intuition. Today, people are looking Report, CSR film, Participation in
for good narratives/piecesand Exhibitions, Ministry related works.
that’s why channels have a good
story in theend. A House Journal
should have futuristic thinking.
Therefore, being just good in your
field is notenough. You got to talk
about it. And thus communication
becomes critical.

CHANAKYA | MARCH 2020 21

COVER STORY

CHANGE IN TRENDS: isolation. It definitely requires Releases on several occasions
management support to function. and I create a media dossier of
First, Growing importance of PR is no substitute for bad work all the published clippings to be
regional media. Secondly, the (can’t do bad work and tell someone submitted to the top brass). Many
Concept of Marcomm has emerged to do good PR about it) implying a times, ideally the question they
(PR guys are working closely with PR is about packaging of the good ask is “How many newspapers have
marketing guys: it’s become all work done by the company but it covered it?” But don’t you think,it’s
integrated communication). Third, does not imply fake presentation equally important to see the kind
Print is here to stay but TV will or stating the wrong information. of story the journalist has tried to
gradually wash way(advent of picture.
Netflix and Amazon Prime). Fourth, It’s the quality and not the quantum
Sensationalisation has emerged. that matters (PR unit issues Press SOCIAL MEDIA (NEW MODELS
At a point it obscures so much, FOR NEW MEDIA):
that you just want to switch off the
TV. Then there is Fake News and The internet is a democratic
dip in honest reporting. Look at platform and technology is the
the language of the newspapers game changer. Social media is
today: they don’t even write about humanising the story and
correct English. Corporate Rivalry not statistics.More than 1 billion
has emerged. There is a hierarchy pages are added on Facebookevery
within journalists too. Moreover, day. There is conflict of interest on
PR is not just media oriented. Facebook and Twitter. Somebody
Pressure groups and activists have is supporting one idea, the other
also emerged. Today more than person is not. Don’t forget how
80% of the journalists get up in random people or in some cases
the morning and surf the net. Even aggrieved consumers might just
before we shoot our press releases, tag us and bashtag brands (if they
we get to know that they have are not happy with something).
taken the bytes from our Facebook At the same time, Accidental
and Twitter handles. opinion makers such as brokers,
analysts, lawyers and brandactivists
CHALLENGES: have emerged. Organisations are
commissioning expert agencies to
Good Media relations depend track their image on the internet.
on your synergy within the
organisation. PR cannot work in

22 CHANAKYA | MARCH 2020

COVER STORY

The Profession has
Changed; Has the
Professional?

JAIAM N. MENON

Ibelieve PR was about the company’s quarterly So, we will need to be quicker
a better place results?’ Even a pan-wallah can do off the mark (sorry, no leisurely,
to be in back that, we were told. What the boss liquid lunches), keep themselves
in the day. The is asking for is a banner headlined better informed of the economy,
pace was leisurely, story on the front page. the industry and the company
the demands of they represent (they are all inter-
management less The media has played a part in the dependent), and they must re-learn
strident, the media change too. They have proliferated the skills to communicate with
less fragmented, budgets were in number, extended their reach equal effectiveness across multiple
generous and come to think of it, deep into organisations and they media.
the drinks flowed more freely. are wall to wall, 24 x 7.
It’s not going to be easy, guys –
What happened? Well, the world So what do PR professionals do?
became wise. Realization dawned Alas, many have stuck their necks but there doesn’t seem to be an
on the management that there in the sand, firmly believing that
really was no need to pamper us too what they don’t see, does not Option B. (The author is a veteran
much. And once they cottoned on happen. Those who want to learn
to the way we work, they began to the new rules of the game, have a Communications Consultant.
get greedy. ‘A single column story lot of changing to do.
[email protected])

CHANAKYA | MARCH 2020 23

24 CHANAKYA | MARCH 2020

COVER STORY

Dip-in for long haul

SUKANYA DAS

The core value peruse and look into stories and PR has certainly been moving to
of PR rorates articles inside your target market so a more client driven structure as
around the as to take note of any new editors, of late, with the clients assuming
utilization of news authors, sections, and so forth, and an a lot bigger job in how offices
and content to afterwards make an insightful pitch approach pitching their customers
spread a message from the knowledge gained. to the media. Today, it is a
about anything significant factor to consider, and
be it an item, a SO, WHAT IS THE FUTURE? procedures ought to be changed
business, an association, or an these days to hit your customer's
undertaking by utilizing pretty The activity of composing a press objective that will eventually make
much any compelling vehicle release just won't make it any a fast and useful turnaround for
of communication. As the years longer. Notably, writing is a certain them, regardless of whether that
progressed, Public Relations has something, making it useful and be through media or through
taken a great deal of expressions commendable is entirely something coordinated impressions. It's
relying upon what mechanism else. Content currently starts to put significant presently to concentrate
of correspondence wa s best at a more concentration on the returns, not just on what the author needs
given point. and thus we see two significant to compose but also on what the
verticals beginning to form: PR client is wanting to peruse.
Public Relations isn’t about just and Branding. In straightforward
publicizing. PR is tied in with terms, it's never again about Given those realities, we include
narrating. PR is a picture shaper. simply promoting but rather about the statistics that that greatest
In any case, with the industry "content marketing" - and today, it clientele is comprised of individuals
moving forward to its next phase implies a significant improvement. ages 18-49, a larger part of which
i.e. Industry 5.0, reshaping pretty are recent college grads. They do
much every part of collaboration With innovation and technology not wish to read long articles or
and contact, leaving nothing coming into the forefront, making view lengthy advertisements. To
unscathed, the world of PR has also changes has become progressively understand their perspectives,
started to soar to newer unexplored unpredictable. In any case, with the use of analytics in PR will be
areas. current patterns, it is safe to trust the next future. We must be alert
that PR will stay relentless in the of what is present and possibly
It's a given that PR is even today a numerous years to come. Definitely, popular to engage crowds.
continuous impact that has strongly there will be a solid spotlight on
been able to withstand the trial of online content and less on print The business of PR is digging in
time. From a broader viewpoint, media. With respect to the fate of for the long haul and isn't giving
the law of economics has highly PR, we are taking a glimpse at a any indications of halting. It is the
helped in maintaining the stability developing number of individuals way and means that might need
of PR, as organizations are focusing turning towards online media as adaptation. The medium may
on increasingly eager intricacies in a medium of relatable stories and change; however the essence of
connecting with their clients with natural, personal reactions. There PR will remain. (The author is with
a progressively explicit focal point is, and will be, a significant move Corporate Communications & Event
of building and increasing their from written/print-media based Management, Tata Steel Utilities &
audience and clientele. There is public relations to a client centred Infrastructure Services Limited).
constantly another beat, another methodology.
editor, another magazine, another
PR establishment, and so on,
which makes PR an exceptionally
energizing and crafty scene for
brand building. So as to keep up
to date, it is essential to continually

CHANAKYA | MARCH 2020 25

COVER STORY

Digit, can’t leave it!

ABHA TRIPATHI PANDEY

Digital PR is for further growth and recognition. Digital PR aims to get the word
an online out about what a brand stands for,
marketing Digital PR involves a wide variety what makes it unique.The basic
strategy and a tactic of tactics to improve web presence principle behind Digital PR is to
used by brands and through preparing online press promote something in order to
business houses releases, building relationship with increase brand awareness. Ideally
to increase their online journalists and bloggers, Digital PR and marketing should
online presence. It online press coverage, arranging work together ,with each strategy
is focused on building relationships business profiling, organizing complimenting and enriching each
with key content writers, online online reviews and interviews other.
journalists to gain press hits and ,publishing online content to give
high quality links. a wider reputation etc . There are some ways by which
Digital PR can benefit the brand
In many ways it is similar to Few tools are more powerful in a such as by boosting website
traditional PR, but it offers the Digital PR campaign as it connects traffic, improving search engine
opportunity to read a much broader and continues to promote the optimization, publishing high
audience that cannot be reached by quality content offer value and quality articles on authority
offline methods. By connecting and information that is worth sharing sites, generating leads and
sharing with the target audience it and discussing. The platform sales, improving leads and sales
is possible to start a dialogue that gives the opportunity to earn the ,brand image and increase trust
clarifies the focus. attention of the target audience by increased number of positive
and to influence them. reviews. (The author is DGM
With the growth of the Internet, (Corporate Communications), NTPC
manhy possible avenues have It also gives the opportunity to Ltd, Nabinagar Super Thermal
arisen such as being interviewed listen to the clients’ needs, to learn Power Project)
by online publications, using about product or services they
interactive power of social media have not been able to find up.

26 CHANAKYA | MARCH 2020

COVER STORY

Move with disruption

G S BAWA

Cr e a t i v e as per their respective domain. take all of us into the future where
thinking of On the technology front, Artificial optimizing the resources with a
the digital Intelligence (AI) is going to be holistic approach will be essential.
era is putting the the key transformer in re-shaping
knowledge directly the global production and service Bodies such as PRCI (Public Relations
to practical use system and the supply chain too. Council of India) in association with
through Apps and This disruption has already crated the industry and trade will have
other such enablers. The advent of an impact on the job market, to host programs on how PR and
social media has put the importance media production, media literacy Communication professions can
of communication skills on the as well as content production and be used to impact the decisions
forefront. Directly or indirectly, it its dissemination. The mainstream on the overall experiences of the
has given the journalist’s powers media are no more the sole individuals towards data-driven
into the hands of common man. creators of content for news and resource allocation. Online PR vs.
Social media is gaining momentum entertainment; regular people Traditional PR differ in medium
and power because it has become (Aam Admi) are able to contribute and speed rest is the same. The
a tool for ease of life be it for and share the same to general Internet has already become the
individuals or corporates; it has media environment through social blood line of the society paving
given a life style to people which media and fortunately they have way for the Online PR. All the
they can flaunt. I remember how the same potential to reach to wide attention is on the ‘Online’ as
in our childhood used to write audience. The new term “Going such brands and corporates are
letters to the editors and then Viral” is a measure for their shared slowly taking sides to shift their
used to wait for his acceptance and content. loyalty with the mainstream media
publication and used to study likes though gradually. To be successful
and dislikes of the editor a lot to Millennials are the driving force in in inline PR it is imperative to keep
impress him through our content the digital era. Digitization is not a tab on Social Media Networks,
so that he includes in the list of merely a buzzword rather it is a life Search Engines, Aggregators
to be published; and once printed style. Millennials form a big group and Syndicators, Brands, Content
the virtuous cycle of collecting of digital natives. Their engagement Developers & Publishers and
the clippings and cuttings used in social media, online business Customer Service Providers.
to start. Today’s youth is able to is impacting the offline activities
directly address the society at large too. Synergy needs to be derived Moving away from technologies,
without any middleman and he through understanding their the need for more sustainable
not bothered about any one likes behavior and digital-experience. procedures and eco-centric
or dislikes as he is maintaining On the Behaviour front; it is said developments will also dominate in
his own Blog ! This has given rise when they are waiting for the bus the society as the threat of climate
to cellphone addictiveness, cyber at the bus stand they don’t look change is more clearly visible
bullying, e-commerce and Fake in the direction of the bus rather both as an individual as well as
News, etc. monitor it on their screens! Their the industry. (The author is former
average attention span is not in General Manager - Public Relations
The need of the hour is to ensure minutes; it is in seconds that too - Airports Authority of India.
that this fourth and important on multiple screens or activities at
pillar of our society is retained a time! They have spent enough
sustainable as it is critical for time in the field, on the shop floor
our survival as world’s biggest now they are ready to move into
democracy. For that, media Board Rooms. This will open new
professionals, communicators, opportunities and challenges for
students, teachers and all those all and Communication and public
who are connected with them Relations are no exception. They
have equal responsibility and role have brought in concepts that will

CHANAKYA | MARCH 2020 27

COVER STORY

PR or perish!
DR. T VINAY KUMAR
of whether it is for-profit or not-for- almost every television channel in
Wh e t h e r profit, without the public relations Kerala devoted live coverage to
you are an to match, it will be mission-difficult the fire brigade and animal lovers
individual, if not mission-impossible. attempting to rescue the hapless
team or a kitten.
f u l l - fl e d g e d At a time when social media
organization, there turns the arc lights on every All through the coverage, the
is no doing without organization, it is imperative to Kochi Metro won applause for its
communication in have public relations as one of every decision to lose some revenue in
the 21st century, and the manner organization’s key management order to save a kitten’s life, and
in which one manages public activities. There is no doubt that in the process coming through
relations can spell the difference a dent in an organization’s image as a corporate entity responsible
between success and disaster. as seen by the public can cause towards public sentiment. Through
long-lasting negativity to its future that canny move, a railway
In other words, public relations existence. On the contrary, a smart corporation that normally has
has hardly been more important move that aligns with the public virtually nothing to do with cats,
than now, in this era of social sentiment can win laurels with won brand appreciation that will
media where images are made or precious little cost. last a long time.
broken virtually every minute in a
universally-networked world. The recent case of Kochi Metro The rules of the game are clear – PR
halting its services briefly because or perish! (The author is National
Irrespective of whether the a kitten was stranded under one President Elect & Chairman, PRCI
organization concerned is a of its girders is a case in point. Global Communication Conclave
hospital, hotel or a trading outfit or For several hours during the day, 2020).
doing any other activity, irrespective

28 CHANAKYA | MARCH 2020

COVER STORY

BE PREPARED FOR THE WORST SHOCKS…

You can’t hide crisis

NOORANA

In the world of even small incidents things run As a communicator you must
communication out of control. The first being remember that the basic
explosion be the right communication People fundamental concept is to provide
it be in the form often complain and blame each right information at the right
of print or audio other and give various reasons occasion and the right time. You
visual a new phrase that they are unable to get the might have observed on certain
has evolved and right information. It is but natural occasions, many of the new
that is - Crisis in that most of the times people channels or newspapers carry
Communication. Today there are are themselves to be blamed for one-sided story for simple reason
no boundaries in communication simple reason that instead of being that in spite of their best efforts
as the world has moved in so close cooperative and maintain their they do not get proper version
that it is just few seconds for any nerves each one loves to create or opportunity for balancing the
communication to reach any part more chaos. This leads to further story. Adding to this many refuse
of the world. confusion resulting in delay both to comment or even come on line
in providing help and guidance. when they are approached. It is only
In the given scenario the word when the news hits the headlines
filtered or selected communication The boom of Radio and Television things change.
has no meaning for simple reason channels and innovate methods
if you don’t communicate others of print have virtually made our Accidents don not inform before
will do. Then whether it is right or planet the communication cradle, they come nor they have address of
wrong communication is another No stopping there but it is the face their strike. Almost every hazardous
factor giving another dimension. book, twitter ,beyond community industry faces this threat around
In some countries it is referred as radio ,social media and the list the clock. Near miss incidents are
issue management. is endless. While we are aware only the barometers to correct
that running magazines and and avoid accidents as much as
It is often seen that in large newspapers is indeed an uphill. Task possible. But still they happen due
functions and events all goes but Running Television channels is to human error of even a small
well as planned but in case of no bed of roses system failure. Every industry has

CHANAKYA | MARCH 2020 29

COVER STORY

a disaster management manual, a small brief about the incident viewed by anybody and everybody
wherein it is mentioned who is and immediately inform the media not just one but everyone.
to do what at the times of such indicating that details will follow.
incidents. . In case if it is of particular unit or In case the management decides
areas affected give the description to wait for clearance you have to
To avoid crisis in communication clearly and not just abbreviations. take the lead stating clearly that
Organizations across the globe have Clearly indicate the head of the in delay in communication will
well designed flow of information. A unit and not the names of all give room to rumours, panic and
wrong communication or wrongly the technocrats this will confuse above false stories. If you do not
placed communication can lead the readers. Remember your give the official version in time,
into a fiasco. communication should be clear journalists have their own sources
concise, crisp to the point as it is and then at the site of incident one
In case of large industries the will never miss to find easy source
success of communicating with of information which include
the media depends upon your labourers, vendors, dhabawallas,
response time. The first begins with petty shops etc.
never to desert phones or calls
on Mobile. In crisis situations, There is a perception about
while the journalist has a journalists that any communication
prime responsibility to in crisis is bound to go haywire
inform the public at any and it is better to go slow so the
cost through any source, issue dies a slow death rather than
it is your responsibility raking the issue. Agreed there are
to respond to his needs. many such stories that need not
Every journalist has no be taken up to that level. But when
choice but to report it comes to accidents and major
and never be under the disaster you must ensure that two
impression that he or she way communication to all those
will never inform. affected and the media. Treat print
and audiovisual equally, there are
It is a normal practice people watching your actions and
in many organizations any delay in communication the
to get clearances before pointer will never miss to point
communicating or informing the your mishandling the situation.
media. In such circumstances get Give the details of the including
the background of the event to the
journalist. This is necessary only
in extreme situations wherein you
have to drive home a point or make
the journalist the importance and

the risk factors involved. Believe
it or not no journalist will ever
print that information you
have shared in confidence.
Indeed they too have
equal responsibility and
have more concern when
it comes to the nation’s
safety and security or for
the matter any threat to the
country. (The author is Dy.
General Manager -Corporate
Communications &HR-CSR-
IndianOil. The Views expressed

here are purely his personal and
not otherwise. noorana007@gmail.
com)

30 CHANAKYA | MARCH 2020

COVER STORY

Listening is the Art of
Teaching

PROF. MATTHEW HIBBERD

Wh e n employment market changes all recent decades as students seek
students the time”. to increase skillsets in one or two-
or friends week focused or intense courses.
ask me what the In fact, few would have fully In summer 2020, I am introducing
key important predicted the precise nature of a new summer school for my
requirement the digital revolution ten years students examining the issues of
for teaching is, ago. And predicting what the climate change and filmmaking.
my reply often employment market will look like Matching the exacting practical but
surprises them. “Listening”, I say, in 2030 present real challenges. abstract pedagogic requirements
as well as “learning the art of of filmmaking with an issue that
silence” in the lecture hall. Listening One of my key strategies has been now holds the attention of all
requires professors and teachers to to encourage internationalisation companies and organisations,
hear the various arguments around and the need to develop global climate change, is one area where
teaching philosophy and practical workers of students. Employers, I feel teaching we can push the
realities of students and workplace. I believe, have broadly accepted educational boundaries.
Knowing when to be silent during the value of hiring individuals
lectures can impact beneficially on with international experience and My experience, through the years,
the communication process. who can work effectively in multi- has indicated enormous pressures
cultural, globalised environments. to increase the one-to-one contact
Listening also increases awareness As one senior executive of a UK with students. And expect this shift
of key issues. Take the knotted set of media production house says: to continue. As one student recruiter
relationships a professor maintains. “International experience is says: “Contact hours and student
For example, understanding something that is very valuable.” ratios are part of key information
employment and education issues sets, the published data. This has an
and the relationship between But the reality of most media and impact on student recruitment and
companies, organisations and communication businesses, like where you sit within league tables,
universities can be a minefield PR, is that employment decisions, and league tables are becoming
of complexity. Employers often who gets a job and who doesn’t, increasingly important.” Education
cite, for example, many areas for can boil down to personal issues. is increasingly a business even if
improvement in the delivery of “The television business is all it sources its funds from students
college and university education, about relationships because it is a and government.
including for journalism and team game”, one executive says.
PR students. As one former UK “Employment practices are more The student experience, however
newspaper editor argued to me: casual in the sense that positions defined, has become a key selling
“The university sector has exploded are not necessarily advertised. point for potential students and
in numbers. You have thousands Candidates are identified through serves also acts as a hook to
of people with qualifications. The networking.” But these candidates keep alumni reminiscing – and
most obvious things universities still need to learn. contributing funds – to their alma
can do is make sure they have the mater. To understand the students
right vehicles for students to be Increasingly, therefore, we find experience requires professors
able to demonstrate what they do”. professionals holding down like me to listen. And, for once, be
How do we best demonstrate this important posts but in vital need silent. (Professor Hibberd PhD, FRSA,
in everyday teaching is an everyday of continuing education in the FCollT, ACP, BA (Hons) is Vice-Dean
challenge. For their part, as one form of short courses or evening in the Faculty of Communications
senior academic says, “curriculum classes. This is what the CPD Sciences, USI, Lugano, Switzerland.
development in conjunction with revolution is all about. Lifelong [email protected]; skype:
employers is difficult given that the education. Residential schools matthew.hibberd1)
have also increased markedly in

CHANAKYA | MARCH 2020 31

GANDHI@150

Mahatma Gandhi is
Forever! Salute to the
Greatest Communicator
As the nation and mankind celebrated the 150th Birth Anniversary of one of the greatest human beings,
Mahatma Gandhi, PRapport, the PR digital mag, and CHANAKYA pay tributes to the Father of The Nation.
Here is a selection of the contributions from across the Communication professionals.

B N KUMAR

Ma h a t m a question. His silence used to speak I have been personally witnessing
Gandhi millions of words. If you recall the many leaders trying to advocate
was the scene from Richard Attenborough’s us to be worthy of Gandhi. In fact,
right since Gandhi’s Centenary
g r e a t e s t Gandhi on hunger strike during in 1969 my generation has been
witnessing all deliver big talks
communicator that Kolkata riots, you will recall the about the Father of The Nation
with little or no dedication.
the mankind ever power of his silence. I still keep
Unfortunately, we have forgotten
had. No one in watching the movie whenever it is the Mahatma. We remember him
and pay token respects only during
history or in current telecast on any channel. I have a Gandhi Jayanti. Isn’t it really sad
that certain people remember him
times would ever match Gandhi’s DVD in my library. for the ‘dry days’ which used to be
for an entire Saptaah, now reduced
communication skills. Nor will there Two words – Quit India – made the to October 2 and 8.
be anyone in times to come. Raj shiver and they were forced by
Corrupt politicians refer to Bapu for
One word from him – Satyagraha - the nation to leave within three the Rs 500 currency note.

would make the nation stand still. years. In such a shameful scenario, we
at PRCI have decided to remind
Remember, those were the times Patience was his key word or the ourselves and the society at large
when social media did not exist. mantra. He must have under terrific about the greatest man, the master
The Internet of mobile telephony pressure to decide on mass action communicator.
wasn’t even thought of. Even the to force the Brits leave. With the likes
telephone was rare. Yet, Gandhi’s of Subhash Chandra Bose trying to Any number of words would not
message would spread faster than force him to support Japan during suffice to describe the greatest
a forest fire and set the British the World War-ll to kick Britishers communicator.
rulers’ machinery on fire! out, one can understand the youth
He was simple. Straight forward.
He would go on a hunger strike pressure that he had to face. Yet he Gentle. Compassionate. In fact, he
had more than all the virtues that a
for a cause. He would observe would not budge. thesaurus can list.

Maun Vrat whch no leader would Our generation Let’s read what various
communication professionals think
and the of him as they pay their respect
to him. Enjoy reading and keep
generations to remembering the Mahatma!

come have a lot

to learn from

the great man –

Mahatma. I have

a strong feeling

that those who

criticise his style

of leadership or

his philosophies

would not equal

President Ramnath Kovind at Mahatma's even his small
Samadhi - PIB toe nail!

32 CHANAKYA | MARCH 2020

GANDHI@150

Flat on a Railway Station
to Father of The Nation

Gandhi’s life has many lessons for communicators, strategists

DAVID FRANKLIN

Who would ●● You are the message- We spend the message is decided, we
have a lot of time being a messenger spend time and money to carry
thought of a message. We make out research to find the best
that pushing a frail swanky presentations, have apt target audience. Then we use
positioning statements et al, various channels to reach them
Indian out of a train forgetting a vital truth that world with our message. Do you think,
is not changed by messages, it is the most effective way?
at Pietermaritzburg but by the messengers, who live
them. All of us have experienced Imagine you are an NGO
station could failure, where we thought the working for the downtrodden.
presentation was great but What is the point, then, of having
lead to the British somehow the client did not buy a roundtable or a seminar in a
it. five-star hotel, whose vicinity
Empire being sent packing from your target audience cannot
What was missing? Let’s look at even imagine approaching?
the world’s second most populous Gandhiji’s life and see if we can
find an answer. When he took Gandhiji, left everything and
nation, some years later? up Satyagraha, he shed more lived among the people, he
than his clothes. To him, truth hoped to set free. He reached
Yes, we all know that the incident at was the most important thing. them and preached among
Pietermaritzburg was the defining He purposed that things like them. They saw the messenger
moment in turning Mohandas into fame, fortune, desires, etc will become the message and the
Mahatma. not sway him. In fact, there was most powerful empire of that
no difference between him and time was brought to its knees.
The apostle of non-violence gave his message of non-violence.
the world a most potent weapon; We must spend time in
one that put fear in the hearts of He became the message. It’s connection with our TG at their
regimes unafraid of facing bombs not surprising that British home grounds. They must see a
and bullets. That weapon was Scholar, Gilbert Murray called commitment in our message to
Satyagraha (Devotion to truth). It him“… a dangerous and an them.
simply meant that the adversaries uncomfortable enemy?”
were invited for talks and through In today’s connected world, it
non-violence, resisted. To date Clients are looking beyond means reaching communities
it has proved to be the most commitment; they are looking and becoming a part of them.
devastating of all weapons of mass for partners with skin in the More than being a part of the
destruction, as there is no defense game, standing shoulder to digital influencers. This is more
against non-violent opposition. shoulder, as they reach out than just influencer marketing
to their TG. Partners who are or digital marketing. It is the
Mahatma, in his childhood, was willing to stake their reputations digital equivalent of Satyagraha.
an average child with sedate along with clients. In fact, most
ambitions of becoming a Barrister. of the time clients put money Once this happens, there will be
In fact, he messed up his very first where our mouth is. But are we a quantum shift in the way the
appearance in a court. sure where our mouth is? TG sees us and our clients.

We will not recount his life here, ●● Don’t just reach, preach- Once ●● Give it time- Allow your
but as communicators see, what strategy and message time
lessons we can draw to become
better in our field.

The three lessons we can draw
from his life to become better
communicators are:

CHANAKYA | MARCH 2020 33

GANDHI@150 to unfold. Don’t go for short
term fixes. These result in
Mahatma Gandhi in Train great output and hardly any
outcome. Once clients see
us become their message
and evangelists, they will not
complain.
Though Satyagraha started in
late 1890s, it was only in 1947
that India became independent.
This was the Communication Trident
that Gandhiji used effectively to
become one of the most influential
persons of all times. In 2011, he
was among TIME magazine’s Top
25 Political icons of all times. (The
author is a vegeran Communication
professional and Consultant at
Concept PR).

34 CHANAKYA | MARCH 2020

GANDHI@150

From food writer to
thoughtful editor

DR MRINAL CHATTERJEE & SAMBIT PAL

DR MRINAL SAMBIT PAL His engagement with journalism issue which was published on
CHATTERJEE matured in South Africa. The Boer April 7, 1917, clearly charted out
War was an opportunity for him Gandhi’s plan for Satyagraha. It was
Mahatma Gandhi’s to hone his skills to see with a written in no uncertain terms what
journalist’s eye. He was quick to people joining Satyagraha should
engagement with realise the power of the press to do in order to force the British
reach the audience and mobilise government to withdraw Rowlatt
journalism had been long, public opinion. In Indian Opinion he Act. The Satyagrahis were asked to
experimented with the idea of using court arrest by committing a civil
intimate and life changing. Gandhi newspaper as a tool of protest. It break of certain law.
was also in a way the laboratory of
the Journalist predates Gandhi his political philosophy, which he Young India was an extension of
attempted to put into operation in Gandhi’s plan of action to take
the Mahatma by several decades. India. forward the principle of Satyagraha.
He also took up the editorship of
In fact, Mohandas Karamchand In 1913, Gandhi left South Africa to Navjivan and simultaneously from
return to India. He then extensively October 1919, both Young India
Gandhi as a journalist and editor toured the nook and corner of the and Navjivan kept on publishing
country. He tried to understand the under the aegis of Gandhi. He had
carried the ideological moorings of problems of the common people, significantly changed his stance
especially the downtrodden. His on the British Empire. Through the
Gandhiji, the Social Crusader and Champaron Diary is one of the finest declaration of objectives of Indian
example of a genre of journalism Opinion, Gandhi wanted his paper
Freedom Fighter – which finally now known as developmental to “promote harmony and good-
journalism. will between the different sections
shaped him as the Mahatma. of the one mighty Empire”. But while
Soon he got himself engaged in the publishing Young India, his tone
Mahatma Gandhi has not only Indian freedom struggle and took had changed. On realising the true
been an effective communicator, up a political role. Still the journalist nature of the British colonialism, his
perhaps the most important in him remained intact. Since his objective was to turn the consistent
quality of any mass leader, he has arrival in India, Gandhi went on to resistance into a duty to remove
been a practicing journalist all edit and publish newspapers along injustice that was being inflicted
through his life. Delving into his with the freedom movement that on the Indians. From a “staunch
works as a journalist, one can find he led. loyalist and cooperator” or British
a strong correlation between his Empire he turned out to be “an
journalistic writings and shaping After the success of Satyagraha uncompromising dissaffectionist
up of his political and philosophical in South Africa, Gandhi wanted to non-cooperator” (Gandhi 1922).
self which drove him to lead the replicate the same model in India.
freedom movement in a unique On the one hand he gave a call If Young India was to help Gandhi
way- till then unseen in the modern for civil disobedience, while on to continue with his ideas of
civilization. the other defying the Indian Press Satyagraha or Civil Disobedience
Act he brought out a newspaper movement, his next objective was
Gandhi’s first foray into writing for Satyagraha (or Satyagrahi as was to bring a social order and launch
periodicals was as a ‘food-writer’. mentioned in the first issue) which a mission to remove the social
He wrote about vegetarianism in remained unregistered. The first
a periodical titled Vegetarian. It
was not much to talk about. But
it started his engagement with
the act of writing for an audience.

CHANAKYA | MARCH 2020 35

GANDHI@150

With Journalists in Rome Dec 1931

stigmas. Here after a few turbulent the country. In the September 24, turned out to be his mouthpiece
years, Gandhi was looking for a 1938, issue of the Harijan, Gandhi to teach the nation political, social
mouthpiece to address the social almost made a confession about his and economic lessons based on his
issues. In his conquest to fight newly found genre of journalism, ideology of truth and nonviolence.
the problem of untouchability, on “Harijan is not a newspaper, it is
February 11, 1933, he launched a viewspaper representing those (Journalist turned media
Harijan weekly under the of one man. Even Mahadev and
trusteeship of The Servants of Pyarelal may not write anything academician Dr. Mrinal Chatterjee
Untouchables Society. In the first whilst I am alive.” To him Harijan
issue itself Gandhi made it ample was a weekly dose of instructions [email protected]
clear that the newspaper would about the conduct of daily life for a
work towards the betterment common man under the principles presently works as Professor and
of the Harijans and removal of of nonviolence.
untouchability. It also propagated Regional Director of the Eastern
ideas for development of village Gandhi’s life as a journalist was in full
industries. As Gandhi has realised conformity to his life as a political India Campus of IIMC located at
the people should work towards philosopher. If the Vegetarian
achieving social and economic taught him to ventilate his opinion Dhenkanal, Odisha. He has recently
emancipation along with political in a mild manner, Indian Opinion
victory. Gandhi separated Harijan provided him a space to develop co-edited (with Snehasis Sur) a book
from politics. It became integral to his idea of Satyagraha and later
his parallel social movement across Young India, Navjivan and Harijan titled Mahatma Gandhi: A Journalist

and Editor.

Sambit Pal, an alumnus of IIMC,
Dhenkanal has recently joined his
alma matter as Assistant Professor
after working 15 years in different
mainstream media houses both in
print, television and digital media.
[email protected])

36 CHANAKYA | MARCH 2020

GANDHI@150

PR & Mahatma
Gandhi

SURESH GAUR

In year 2011 Public his followers and admirers across movement and won the freedom
Relations Society the globe through “The Indian through the unique technique
of America (PRSA) Opinion” newspaper which became of satyagraha, non-violence, and
led an international an important tool for political truthfulness.
effort to modernize movement led by him and the
the definition Indian National Congress to fight Gandhi ji, through his effective
of Public Relations. racial discrimination and win civil communication, reached out to
Under the ‘Public rights for the Indian immigrant millions of people, convinced them
Relations Defined’ banner, community of South Africa. Gandhi of his cause and mobilized the
PRSA initiated a crowd sourcing ji made best use of the nationalist public opinion for attainment of
campaign and public vote that press and his own journals: Young freedom. He made optimal use of
produced the following definition: India, Navjeevan, Harijan and channels of communication very
other periodicals to reach the efficiently and effectively as he had
“PR is a strategic communication masses in every nook and corner a rare knack of “inventing apt news
process that builds mutually of the country. He also knew that events” to get the best coverage by
beneficial relationships between the secret of reaching out to the the media.
organizations and their publics”. hearts of people living in the rural
areas was through the age-old oral The introduction of new causes
This definition focuses on the traditions as also public lectures, and the symbols associated with
basic concept of public relations prayers meetings and padayatras. the freedom movement, e.g.
- as a communication process, He used all the available means of introduction of the Spinning Wheel
one that is strategic in nature and communication channels to give (Charkha) and Hand woven cloth
emphasizing mutually beneficial a new direction to the freedom ‘Khadi’ that became an enduring
relationships. Process is preferable symbol of independence and
to management function which Mahatma with Frontier Gandhi
can evoke ideas of control and top-
down, one-way communications.
Relationships relates to role of
PR in helping to bring together
organizations and individuals with
their key stakeholders. And Public
is preferable to stakeholders, as the
former relates to the very public
nature of public relations, whereas
stakeholders has connotations of
publicly-traded companies.

The Father of The Nation Mahatma
Gandhi had recognized the
importance of communication as
an effective tool to shape public
opinion and to mobilize support.
He was successful because of his
latent skill in communication that
surfaced in South Africa where he
used his communication skills by
conveying his heart to millions of

CHANAKYA | MARCH 2020 37

GANDHI@150

ingenuity. It was the first step and heart to heart. He made an Many of the methods adopted by
towards the conversion of masses authentic emotional connection Mahatma Gandhi to communicate
into ardent freedom fighters. with the people of India. Once with the masses are now part of
Gandhi ji effectively used three C’s that connection was made, he the standard practice of Public
of communication i.e. Credibility, was able to paint a picture of an Relations all over the world.
Consistency, and Connection. independent India and eventually
He knew that without credibility, India got freedom on 15th August Mahatma Gandhi did not neglect
his messages will not influence 1947. the conventional means of
anybody. When he said: “Be the communications either besides
change you want to see in the Public Relations methods used by holding meetings, giving speeches,
world,” he was living his message The Father of The Nation Mahatma he regularly published newspaper
of peaceful resistance daily. Gandhi Gandhi were truly effective and and journals. Indeed he made
ji’s consistent message was the paid great results in; use of all possible media and
importance of gaining India’s devised imaginative forms of
liberty through peaceful means. 1. Communicating with the communications to circumvent
The consistency in his messages masses, restrictions placed by the govt. on
eventually helped India to gain the official media. We can learn a lot
her liberty. Being an effective 2. Winning public support despite from the Gandhi ji’s art of effective
communicator, Gandhi ji had the problems of cultural and communications. (The author is a
the ability to instantly connect linguistic diversity, visiting professor at IMSIT-YMCA -
with his audience through his New Delhi)
speeches which were clear, direct 3. Overcoming the serious
obstacles laid by the ruling
British Govt.

The Story, so far

Here is a glimpse of the PRCI Global Conclaves held so far.

Conclave Venue Theme Dates
1st Bangalore Beyond Word March 26-27, 2007
2nd Bangalore Metamorphosis March 2-3, 2008
3rd Bangalore Proactive Communication April 3-5, 2009
4th New Delhi Emerging Avenues in Specialised Communication April 03, 2010
5th Chandigarh PR in the Challenging Times of Today March 17-18, 2011
6th Mumbai PR – Interface or Interference Feb 13, 2012
7th Hyderabad Communication – Fourth Generation Feb 22-23, 2013
8th Mumbai Responsible Communication February 14-15, 2014
9th New Delhi Communication to Connect March 13-14, 2015
10th Kolkata Digital Now What Next? Jan 22-23, 2016
11th Bengaluru Disruption? March 3-4-5, 2017
12th Pune Transform or Perish March 9-10, 2018
13th Jaipur What’s The Big Idea! Feb 15-16, 2019

38 CHANAKYA | MARCH 2020

GANDHI@150

The Maha
Communicator

He gave us the ITM Theory!

S K KAUL

India has Gandhian Public Communication developed ideas for Satyagraha,
produced with the combination of three types non-violence, truth and education.
many great of media - Interpersonal media Ghandhi ji used his novel method
communicators Traditional folk media and Modern of non-violence and Satyagraha,
mass media to reach both urban as communication against the
in past like Lord and rural masses with the message greatest imperialist power on earth
of freedom struggle. . He was one of the most profound
Buddha, Guru and original thinkers that modern
Let explain ITM. ‘I’ stands for Intra age has produced.
Nanak, Swami and personal communication
based on spirituality, meditation, More than anyone else, Mahatma
Dayanand, Aadi prayer meetings, public meetings, Gandhi recognized communication
and word of mouth, ‘T’ represents skills are the most effective tools
Sankaracharya and Mahatma traditional folk art media(songs,d to shape public opinion and
ance,drama,Bhavani,street plays) mobilize it for popular support. He
Gandhi. and M relates to mass media was successful because he had a
( newspapers, radio, films). He latent skill in communication that
Gandhi’s developmental practice
of communication made him
Mahatma, as well as father of
communications. His major
contribution in communication has
been development of ITM theory of

One man cannot
do right in one
department of
life whilst he is
occupied in doing
wrong in any other
department. Life
is one indivisible

whole.

-Mahatma Ghandhi

Gandhi with Nehru

CHANAKYA | MARCH 2020 39

GANDHI@150

surfaced in South Africa where he communication exercise to unite The difference between
started during 1903 “The Indian crores of people. He used internal what we are doing and
Opinion”. Gandhi’s journalism / personal communication of
communication belonged to an sending or receiving of a message what we're capable
era where there were no modern between or several individuals of doing would solve
mass communication gadgets. He whether verbal, handwritten notes most of the World's
did make use of his mighty pen to to touch the hearts of millions.
convey his heart to millions of his The Gandhian techniques of problems.
followers and admirers across the communication in the freedom
globe. struggle had great impact on the -Mahatma Ghandhi
Nehru Government in informing
Gandhiji did make the best use of and educating the public on newspapers and reply suitably to
the nationalist press and his own democratic values. any misrepresentation or distortion
journals. Young India, Navjeevan of facts.
and other periodicals to reach the Gandhiji made his personality felt
masses in every nook and corner of through the columns of Young Gandhiji was an effective
the country. He also knew that the India and other periodicals. The communicator, he was fearless
secret of reaching out to the hearts impending change was visible and eloquent with his words. He
of people living in the rural areas was from the very beginning. He turned used all the available means of
through the age-old oral traditions those into his “views papers” communication channels of the
as also public lectures, prayers ventilating his point of view .The time to give a new direction to the
meetings and padayatras (walks). Young India sold more copies than national struggle and assumed the
He used all the available means the combined total circulation inspiring leadership on the national
of communication channels of the of several other newspapers in scenario and won the freedom
time to give a new direction to the the country. There were not only through the unique technique
national struggle and assumed the new thoughts, simple but stylish of non-violence. (The author is
inspiring leadership on the national language and a fresh air of fine Consultant, Management Strategies,
scenario and won the freedom quality of journalistic writing. e –commerce, Public Relations and
through the unique technique of Secretary General of PRCI)
non-violence, Satyagraha, Dandi Gandhiji never underestimated
March, truthfulness. The pledge of the important role of newspapers,
Poorna Swaraj taken by Indians on media (then radio was under
26 January 1930 and Dandi March British Government control and
of 200 miles in a period of 24 days the television channels were non-
from March 12-April 6,1930 were existent- not to think of Mobiles
shining examples of Ghandiji’s / Internet or Social Media) He
would scan through all the

40 CHANAKYA | MARCH 2020

GANDHI@150

Fair Fearless Content...
Not the Fake

GS BAWA

How is that nears and dear and the right the public feelings in his own
whatever we left through demonstration of his expressions and sentiments
look far, we principles by self adoption. Any one that kindled hope and desire
find in Gandhi? To who will come in his contact once among the masses when he
me, it is only due to will be sold to him for ever. There are spoke about them. Gandhi had
the fact that Gandhi numerous examples that persons fearlessness in his communication
was a complete came to meet him for a purpose as he was sure that whatever he is
person Sampuran and stayed with him for ever. communicating is in the heart of
Vyakti who lived his life fully; he There are several instances where masses and he is communicating
played every ball as thrown to him he resisted his reaction until he on their behalf.
with full vigour and joy and left it experienced himself; that is setting
to the comentators to judge him a personal example on whatever Gandhi was a persona who even
rather than self drum beating. he preached or believed. This adopted letter writing as an
Gandhi believed in adopting thing was a very big tool of Convincing effective mode of communication.
into his day to life rather than Communication; probably known He wrote letters to numerous
learning for the sake of learning, to him only. May be, this only was personalities on every subject
and this was true to Journalisim and later on adopted by management that matters in nation building; on
Communication too. It was Gandhi schools as Management By social front too he wrote letters
only who even converted Silence Demonstration. Gandhi's mighty adressing masses on subjects
into Mode of Communication. pen was also equally powerful tool that matter in character building.
in his armoury of communication Gandhi new the importance of
His movements had not only tools of that era. Gandhi diligently Media very well. While he was in
attracted thousands and lakhs of deployed his pen to any kind of prision between 1942 to 1944,
people from the motherland rather misrepresentation of facts that the ‘Harijan Press’ was completely
from across the globe that made came to his knowledge. Gandhi destroyed and on his release the
him a global leader. This came believed in, that communication first thing he did was to revive it;
through deployment of all the shall not be made for the purpose and it took him nearly two years to
communication tools of that era, of communication rather it shall revive it.
that we can think of. And we know be other way around; that means
there were not many tools at that every communication shall have Thus, Gandhi was a complete
time and ‘Social Media’ was certainly a purpose and the same shall be personality who carried the
not there. At times, we are forced pursued irrespective of fear or aura of Truth & Honesty, Keep
to confer that he enjoyed better danger. Gandhi’s writing style was it Cool, Simplicity and shunning
communication response from also unique and trendsetting at Violence and Materialism. Above
masses than Anna even when there every stage. Thus its learning from all he demonstrated all these high
was no Social Media ! Mahatma his work; that be on your own, morals through self adoption
Gandhi used Print and Mass don’t copy others’ style, create rather than just preaching.
Communication very extensively; your own style.
his mass communication was Thus it’s a learning from Gandhi;
through large public meetings Gandhi’s communications were Communicate Fair Content
that he used to address. Thus, he built upon his understanding Fearlessely - Not the Fake Content.
deployed his Speeches as mode about the feelings of the masses (The author is Former General
of communication with masses. which he used to gather through Manager, Public Relations, and
But his silent and hidden mode of his daily encounters with the Head of the Department, Airports
communication was influencing his masses; he used to articulate Authority of India)

CHANAKYA | MARCH 2020 41

GANDHI@150

Life Lesson apart
from Liberty

JAIRAM N MENON

Saints are residents of Sabarmati Ashram essentially good spirited to bring
for being able to spin their own himself to harbour any malice to
supposed to clothes, Gandhiji chuckled and those who would not agree with
said: “In my case, it’s not much of an him. ‘It is hateful to hate’, said
be solemn accomplishment.” Self-deprecation Tagore, and Gandhiji crystallised
is almost non-existent in political that belief. The absence of malice is
people. Political circles today but Gandhiji could joke a great balm for the soul.
against himself because he didn’t
leaders are share with other world leaders the Gandhiji also had a wonderful
desire to impress and overawe. sense of balance. He proved to
supposed to be Louis Fischer has elaborated on the world the significance of the
this difference. When he sat in the things in life that we consider
so caught up with room with Gandhiji, he was not trifles, and the limited importance
nervous, intimidated or overawed of the all those things we consider
the earnestness of by a powerful personality. Instead momentous. A story, probably
Fischer said he felt he was “in the apocryphal, goes that at a critical
nation-building that they would presence of a very sweet, gentle, point in the discussions between
informal, relaxed, happy man.” our national leaders when the
never have time to step back and deliberations seemed to have
The Mahatma must have gone reached an impasse and everyone
jest. Our school textbooks seem through life without really hating a was weighed down, Gandhiji held
soul. Of course, he had opponents up his hand. “Now it’s time,” he
to have gone along with this trope by the score but he was too said, “for me to milk my goat.”

and built a uni-dimensional image And so the all-important arguments
of the day had to be suspended
of the architect of our freedom for a little chore. One can imagine
the temperature coming down,
struggle. The encomiums have everyone involved re-setting
their approach to each other and
become trite over time – father equilibrium restored. It was the
Mahatma’s gentle reminder to
of the nation, apostle of ahimsa, his followers to balance the little
things in life with the large.
crusader of the downtrodden….
Gandhiji’s life is full of the messages
What remains hidden in this we have heard a million times
– to be truthful, to abstain from
numbing avalanche is another violence and to stand up for your
rights. But amid all these important
Gandhiji – the Gandhiji who knew messages, we shouldn’t forget
that our smiling, tireless Bapu also
when, how and why to tell a joke. taught us how to take it easy, and
yes, take time off for a chuckle.
American writer Pearl S. Buck said: (Jairam Menon is a Mumbai-based
“Gandhi was not only a saint, he Communications Consultant)
was a humorist. The two are not
often in combination but when
they are, the creature is invincible.”
The fact is, apart from freeing from
India from colonial rule, the smiling
saint also told us – long before
happiness gurus and quick fix
philosophers got into the act – that
we should free ourselves from the
anxieties that burden our everyday
lives.

Gandhiji fulfilled the least stated but
the most important requirement of
a good communicator – he struck
a rapport with those whom he
addressed. He joked with almost
all his visitors. For instance, when
American photographer Candice
Bergman complimented the

42 CHANAKYA | MARCH 2020

Blast From The Past

Glimpses of 13th Global Communication Conclave

CHANAKYA | MARCH 2020 43

44 CHANAKYA | MARCH 2020

BOOK

The NaMo Mantra

Lessons in political communication

(Excerpt from When India Votes: The Dynamics of Successful Election Campaigning by Jaishri Jethwaney
& Samir Kapur with due permission from Rupa Publications India Pvt. Ltd).

There are always some Gandhi hai” ( She is not Sonia , but compulsion. Prior to Modi’s
inherent characteristics in a a whirlwind; she is another Indira emergence, the BJP was solely
human being but a lot can Gandhi) are just a couple of cases responsible for handing out
be acquired. In times when politics in point of apt positioning. Brand the “positioning” strategy to its
is reckoned to a market activity management experts feel that the opponents, who had successfully
and politicians as brands, it is not value provided at a point of time branded the party as communal
uncommon to see brand managers is not perennial, so a deliberate and intolerant.
and savvy advertising specialists effort is required not only to retain
employed to position politicians the value consistently but upgrade The BJP needed to redefine itself in
in a manner that would find favor it to match the user’s (voter’s) the competitive Indian politics; the
with a disparate set of audience. expectations. Modi’s emergence on dimensions of good governance
the national electoral scene in the and development suited it the
Tried. Tested. Proven. [Jancha. year 2013-14 changed the whole most. From the market research
Parkha. khara.], BJP’s tagline for Atal grammar of political campaigning. perspective, the party should be
Bihari Vajpayee during the 1999 credited as the first one to recognize
election to the year 2004 Congress Let’s us look at the branding and adapt to the fundamental
election slogan “Sonia nahin yeh of Narendra Modi, which some shift in the composition and
andhi hai, yeh toh doosri Indira analysts feel was born out of aspirations of voters. It presented

an existing product
in new packaging
and hence seized the
opportunity to project
a new face to address
target audience, viz.,
an average voter’s
aspirations. This led to
the birth of the brand
Modi.

A person who literally
had a few takers as
a Prime-Ministerial
candidate in October
2013, including his
own party, suddenly
catapulted as the
only choice for the
top job in a matter of
few months. It can’t
just be ascribed to a
smart campaign but
the inherent resilience
or the inner strength
of ‘do or die’ attitude
(Aabhi nahin toh kbhi

CHANAKYA | MARCH 2020 45

BOOK

nahin attitude) that made the mark. whispers, making advantage of the than its creator but which also
simmering anger and hopelessness has the capability to revitalize and
MODI THE PRODUCT and helplessness of the common rejuvenate itself. Some cases in
man thereby taking him back point, Maggi became bigger than
A humble origin, a disciplined life, to the basic rule of marketing- Nestle, Lifebuoy bigger than HUL
an ascetic kind of background, listening to your customers and in terms of recall and resonance.
diligence, a corruption-free empathizing with them. His traits To cite yet another example the
image made Modi a pertinent like being organised, proactive, analogy of what iMac and iPod did
mascot to challenge the parties and confident, in command of to Apple Inc is what Narendra Modi
in the opposition. The branding things, subtly connected with the ended up doing to the BJP.
of Modi and the Presidential- created persona of ruler archetype
style campaign (‘Aab ki baar Modi which has not been uncommon Prior to Modi, the BJP brand
Sarkar’ meaning This time it is in the world of marketing for a according to analysts was on the
going to Modi Government) were brand to become not only bigger brink of irrelevance for what it
brilliant attempts to redefine Indian stood for. Its Hindutva identity
politics – a space where everyone
was competing. The branding of
Modi was a well-crafted strategy
of the RSS and the BJP. What came
to the biggest advantage for the
BJP was the person pitted against
Modi from the Congress, an inept,
reluctant and inexperienced Rahul
Gandhi, who had a long way to
reach the stature of Modi, the
politician.

THE PROMISE OF BRAND MODI

Good governance and economic
development via the Gujarat model
was served on the platter. Not
many understood, what it was,
but the menu was offered which
an average voter deconstructed
as a viable alternative against
the corruption and scam ridden
incumbent, namely the UPA
government. At the same time this
strategy was also aimed at allaying
the fear of many voters who were
uncomfortable with the past –
the allegation of his complicity in
Godhra riots in 2002.

Modi’s endeavor was to create a
narrative around secularism versus
pseudo-secularism. The entire
brand promise was posited towards
the aspiration of good governance
i.e. ‘minimum government-
maximum governance’ which was
supposed to change Indian politics
forever and make the BJP, the
natural party to govern the country.

Modi’s ability to become larger than
the party that nurtured him lay in his
ability to listen to the murmurs and

46 CHANAKYA | MARCH 2020

BOOK

resonated deeply with the women’s safety, peace, industry and YouTube and Twitter - Modi with
partition generation but its effect education, supported by statistics. about four million Twitter followers
had weakened for the successive His story telling style narrative was able to magnify the impact of
generations. at rallies would often touch an his branding exercise.
emotional chord and provide the
Demographically, India is one of necessary visual imagery. Once The impact of this relentless
the youngest nations with more while talking of women safety, he campaigning was felt across
than 65 per cent of people below related the Gujarat scenario where different age groups, geographies
the age of 35 years. Catching up young girls returned home alone and section of society. ‘NaMo’,”
with the youth, on February 6, at night without fear after Navratra the sobriquet for Narendra Modi
2013, more than six months before festival, that too, often laden gave him the persona of someone
he was named as the BJP’s choice with ornaments was expected to revered. The Sanskrit expression
for the Prime Minister’s post, Modi satisfy the questioning mind that ‘Namo-nama’ literally means
addressed students at Delhi’s could hanker for a reason. For bowing before the person one is
prestigious Shri Ram College of emotional consumer, he tapped addressing to. In contrast Rahul
Commerce (SRCC). He talked about into despair, hopelessness and Gandhi was given the nickname
Gujarat’s model of development. sinking feelings, and arrived on the of RaGa, which he did not make
He spoke passionately about the scene taking on the symbolism of effective use of. Against the coined
need for speed in government the outlaw and the ruler combined. expression ‘Pappu” for Rahul
decision-making and about the He was perceived as an icon of Gandhi, Modi got the nickname of
need to improve skills of the youth disruption and rebellion against “Fenku” from the Congress party’s
to accelerate economic growth. the way things were done. It was spin team. When deconstructed
That speech won him many young this counter-cultural streak that Pappu is said for someone childish,
admirers. His choice of SRCC was appealed to the youth who desired which did more harm to Rahul than
apt, as students were expected to change. Surprisingly, an average what Fenku did to Modi. Fenku
be business-oriented who would youngster did nor relate to Rahul means someone who throws or
understand development and Gandhi despite he, being much exaggerates, which is not really
economics better that others. younger than Modi, because he taken adversely in campaigning,
had nothing substantive to offer. but seen as a leader’s trait.
Modi’s efforts to connect with
the youth and urban voters was With his gift of the gab, Modi, the There is no denying of the fact
helped in no small measure by his excellent orator delivered scores that no marketing or advertising
pro-business persona. Business of similar speeches in his untiring campaign can sell a sub-standard
leaders from the industry such as and overzealous campaigning product. The product must have an
Ratan Tata to billionaire brothers binge from one state to another. aspirational value or fulfill a promise
Mukesh and Anil Ambani all came He highlighted issues such as the it makes, which unfortunately at
out in the open to praise Modi and slowing down of economic growth, that time the Congress candidate
his administration in Gujarat. This high inflation, the paucity of new did not have. The Congress did not
allowed Modi to build his brand as jobs - issues which immediately lack in spending power or its ability
a progressive leader who had the resonated with the young and to get some great marketing genius
ability to deliver economic results - urban voters - while blaming the to make a befitting campaign.
the single biggest leitmotif of this Congress-led United Progressive Somehow, the party seemed to
campaign that has allowed it to cut Alliance government for all the have given up even before putting
through caste bias among other problems. Media only added to up a fight. There was reticence
things. the created narrative of ‘policy on the part of the party to name
paralyses’ against the incumbent the Prime-Ministerial candidate.
Modi created an identity that UPA government. Whenever cornered by the media,
resonated with far more people the spokespersons would evade
and deeper than that of the BJP. Like As soon as the elections were the question or at best say that the
the brands make sense at surface announced, his marketing team leader was always chosen after the
and deeper levels, for a rational had unleashed print, television election as per party’s tradition.
consumer - Modi’s discourse and radio advertisements with the
on economic development and same themes. It reached voters In view of all the above, the biggest
prosperity intersected at the through text messages and Modi’s push for Modi according to analysts
surface level of consciousness. recorded voice seeking votes for came from the overt support and
The Gujarat model threw in words him. It also tapped into social advocacy of various corporate
like governance, roads, electricity, media platforms such as Facebook, leaders.

CHANAKYA | MARCH 2020 47

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48 CHANAKYA | MARCH 2020

COLUMN

6Ps, one R…

RAJESH JOSHI

Corporate messaging is both deceptively simple and frustratingly
complex. Once prepared, everyone wonders what the fuss was all
about, but when the message preparation is in progress, few are
able to pin down the nub of their thoughts and articulate them. Despite
regular ‘newsy’ developments in every business, most business heads (and
sometimes even CEOs) are unable to give a proper ‘talking points’ brief for
stakeholder interactions to their communications team.

Years ago, Dr Philip Kotler’s Four Ps of Marketing — Products, Price, Place and
Promotion — gave marketing professionals a structure and form on which to
develop their programmes; while corporate communications continued to fly
by the seat of their pants.

While working on messaging strategies across the organisations that I have
served, I have learnt how to make Corporate Communications or PR message
development a truly logical and cogent process. It’s up to us to ask the right
questions to draw out the core messages.

The core messages can be found in the 6Ps and an R that together build that
all-important R — Reputation.

PRODUCTS
a. Talk about existing products and their features, USPs and differentiators
b. Introduce new products or the ideas behind those on the anvil; explain

their benefits to customers

PERFORMANCE
a. Highlight Financial performance
b. Spotlight positive market response to offerings
c. Present business achievements
d. Showcase awards and accolades
e. Demonstrate commitment to CSR as well as impact

PROCESSES
c. Emphasise superiority of processes, systems, operations
d. Promote benefits to customers and company in terms of cost, efficiency,

reduction in errors, etc.
e. Talk about improved standards
f. Offer insights into process standardisation and consistency

PEOPLE
g. Introduce the people running the businesses, key management and

leadership talent
h. Point out people talent, thought-leadership, global expertise and

experience
i. Identify good HR practices and highlight work-place culture
j. Profile CSR volunteers and their efforts

CHANAKYA | MARCH 2020 49

COLUMN

PLACES
k. Play up the corporate network including

number of offices/ locations, globally or
in-country
l. Publicise new offices being opened or
relocations
m. Use a pan-network strategy to talk about
all products, performance, people, plans

PLANS
n. Share plans and priorities for the

immediate future, as well as long-term
commitment to the community, country
and the market
o. Customise messaging to local
requirements and interests

RELATIONSHIPS
a. Leverage existing relationships with all

internal and external stakeholders
b. Forge new bonds with internal and

external stakeholders
c. Engage more actively with the good

friends and supporters, and convert
those who are not
It is important to bear in mind that all
messages are not appropriate for all
stakeholders. For instance, a ‘people’ related
message from the CEO about increasing
automation and reducing headcount will
go down well with investors, but will play
poorly with employees. Take the time to
adjust the message to the medium and the
audience.
Draw out the core messages and cherry-
pick from among them to highlight the
best of the company, provide clarity about
its corporate activities, create a positive
perception for it and build its reputation.
Used well, the 6Ps+R model can help
communicators formulate strategy, create
dashboards, craft messages, gauge impact
and reach that holy grail, coverage. (The
author is Consultant at The Good Edge)

50 CHANAKYA | MARCH 2020

SPECIAL FEATURE

CEC SUNIL ARORA @JAIPUR CONCLAVE

EVMs are here to stay,
Back to paper, no way!

Asserting that the EVMs are and said there were very few. – to create awareness about voting,
here to stay, Chief Election There was not a single case of any Arora said the EC would also focus
Commissioner (CEC) of criminal intent. on mobilizing voters in low-turnout
India Sunil Arora has ruled out the areas to go to the polling booths.
possibility of going back to paper He likened the complaints against
ballot in the country’s elections. EVMs to the grouse expressed in The election process has been
a section in the 1960s about the flawless right from the days of
Kick-starting the 13th Global Bhakra Nangal dam water that the the first general election and it
flow was not good for agriculture has improved over the years, he
Communication Conclave was power was taken away from it pointed out.
due to the hydro project.
organized by Public Relations The Conclave drew huge response
Referring to a social media campaign with close to 500 delegates from
Council of India (PRCI) at Manipal launched by PRCI - #StepOuit2Vote across the country participating.

University Jaipur (MUJ), Arora

referred to come complaints

regarding malfunctioning of EVMs

Harshakumari Singh of NDTV receiving the Mediaperson of The Year Award.