25 Years of Our Journey!

10th of September in 1987, I had put in my papers resigning my corporate communication job in a German company, after six years of exciting work.  Armed with the new knowledge and experience I felt the need for the small enterprises to benefit from the public relations services.  It was an unheard of concept at least in Chandigarh, since only a few PR consultancies existed at that time in the country, and that too were limited to big metros. .  It was a shocker for most of the journalist friends at that time, who nevertheless wished me luck.  And on 13th September CorePR was born. 
As we look back these 25 eventful years, and long association that we have enjoyed with many of our clients, we wish to thank all those who believed in us, and trusted our capabilities.  It is gratifying that we continue to travel together with most of them even today.  And credit goes to my last employers for taking us on board as their PR consultant that helped us venture into the arena and sustain ourselves for more risks. 
Having started my career as a journalist, and moving over to an entirely new field of corporate communication, nearly three decades back, I have seen the growth of Public Relations profession in the country.  At a time, when only handful of PR agencies existed in the country, we entered a virgin domain in a region, where the concept itself was a novelty and when PR was considered as a unwanted service with no significant tangibles to prove. 
Twenty five years back, there were no computers, no mobiles, fax machines.  With limited telephones and the telex number that we obtained from the post office, and a manual typewriter with reams of paper and carbon paper, (as xerox was still experimenting with duplication), we were in business.  Imagine the time when each press release was first vetted from the client, retyped with corrections, got signed, and then delivered to the newspaper office manually.  That was the time when exposed film rolls were carefully packed in black sheets of paper, and sent through the roadways bus to Delhi for the use of Doordarshan.  There were no flights from Chandigarh and no Shatabadis. 
That was the exciting time as we faced one challenge after another and emerged winners, together with our clients. 
I recall the help of numerous PR professionals who helped us through this journey. In our initial years, I wish to pay tribute especially to the legends of our PR profession, who always lent their year to hear me out and mentored.  Some of these stalwarts included,  the then PR Director of Pfizer Mr. K.S. Neelakandan, Greaves Cotton's PR Manager Mr. Sushil Bahl, Good Year's Anil Basu, Indian Airlines' PR Director Ajit S. Gopal, Groz Beckert Saboo's Managing Director R.K. Saboo, Molins India's managing director Subhash Bijlani, and of course, our first client besides my former employer, the management of Crompton Greaves, to name just a few.  
Working with these stalwarts, opened up unlimited opportunities for us to understand how effective communication changes lives and empowers people to grow and succeed.   Thank you every one as we reach a significant milestone of our journey.  Thank you for lending us your shoulders so that we can stand on them and scan newer horizons.  

Media should report unreported India: H.K.Dua

Member of Parliament and former Resident Editor of The Tribune, Mr. H.K. Dua, addressing the students and faculty of  Whistling Woods International School of Communication at Chandigarh, vehemently underlined the media's role to provide adequate coverage of "unreported India".
There are millions of people who are unemployed, starving, and living below the poverty line, whose voice must be reported and covered by both the print and electronic media, he averred.
He lamented the fact that our Parliament, our executive and our judiciary have failed the society and have not been adequately doing justice to the people they represent, and therefore, only option left for them is to go to media, which increases the responsibility of media persons.
"We are accountable to people and we should not betray them", he reiterated. And every journalist's 'dharma' is to maintain credibility by being truthful and report only the facts instead of coloring them with bias.
Jyoti Kamal, bureau head of CNN-IBN in the city however came up with defence for the electronic media saying that even tv channels are providing adequate coverage to the 'unreported India' though it has to strike the balance between what's more demanded by the viewers as established by various baseline surveys and feedback, and the issues that face the common man.
Vivek Atray, former director of public relations and tourism, information technology for UT Administration for many years, however pointed out that looking at the convergence of  technologies the most significant skill set required would be writing appropriate content for diverse media.
CII Chandigarh Council Chairman Vikram Hans pointed out the lack of necessary skill sets amongst fresh pass outs from different institutions that the industry needs, and complimented Whistling Woods for providing students the opportunity to interact with students during their studies.
Dr. Ujjwal Chowdhury, Dean of WWI School of Communication very ably articulated the vision of the School and how the students are being empowered to balance academics with experiential learning.
Somnath Sen, Vice President of WWI, and Maitree Ramaiya provided insight into the film production, and corporate communication respectively.
I had the opportunity to share dais with the stalwart communicators, and it is indeed gratifying that WWI School of Communications has started an MBA in Communication.  This was much needed considering the fact that in any organisation or business, the man, material, machine, and money management is made possible only through effective management of communication for which the country needs experts to strategise.  Public Relations as art and science of managing communication, and as a management function, it can not only  help any organisation improve its brand image but also contribute to its productivity, profitability and convert it into a winning organisation. 
I'm sure the debate that brought together the media people on one platform provided fair idea to the younger generation aspiring to enter into the field of communication, the challenges and opportunities that exist in the field.  Congratulations to WWI for their endeavours.

ABCI challenges Communicators to be the Leaders in Innovation

Dr,C.V.Narasimha Reddi
Editor, Public Relations Voice
(Thanks to our regular contributor - a noted public relations professional of India, Dr. C.V.Narasimha Reddi, we have another brilliant round up of the recently concluded ComFest-11

Two major communication events of national importance ‘ ComFest-11 Winds of Change” and ABCI 51st Awards – For Excellence in Business Communication” organized by the Association of Business Communicators of India in Mumbai on11 & 12th November were not only a cynosure of all business communicators and public relations practitioners but also galvanized them to be change agents and leaders in innovation to transform India as a global economic player.

Dr. J J Irani former Managing Director, TATA Steel whose acumen and technological innovation has made TATA Steel the lowest cost steel producing company in the world has set the tone of the conference with his inaugural address on “ Tomorrow’s Corporations” and said the future companies must be licensed by the community for their survival. Anti-Kudankalam Nuclear Power Project agitation was quoted as an example to emphasize the need for community approval. He suggested that the most significant contribution, that an industry could make was by identifying itself with the life and problems of the people to which it belonged and by applying its resources, skills and talents to the extent that it can, reasonably spare them to serve and help the poor: “Employees will choose corporations which care for them, investors and customer will prefer to buy from ethical, socially responsible corporations, Islands of prosperity cannot survive in a sea of poverty, if markets must expand the poor must also become customers’ were the other highlights of J. J Iran’s keynote address.

M.S.Swaminathan, pioneer of Green Revolution who was the Chief Guest at Awards function complimented the ABCI for its excellent record in unfolding the hidden talents of business communicators by presenting prestigious awards and told the audience that he had an inspiring evening in his life in the midst of national change makers and lifetime achievers. He pointed out that with the growth of Indian economy there was also a phenomenal growth of business communication. However, he cautioned the communicators that their commercial message should be integrated with social, ethical values and integrity to ameliorate the 121 crore people of India .

Earlier Yogesh Joshi, President, ABCI welcoming the guests said that the Com-Fest a festival with a difference when national change makers interacted with business communicators to convert them as change agents. As many as 952 nominations were received in the 32 categories of awards. ABCI President observed such a number of nominations was a national record and also indicative of growing competitive talent in the field of business communication.

Sylvester da’ Cunha the creator of the Amul Brand was proud to say that a country like India which was starving for milk became world’s largest milk producer. The catchy slogan ‘ Give Us This Day Our Daily Bread with Amul Butter” caught the imagination of the Indians, he added.

M. V. Nair, Chairman, Union Bank of India in his keynote presentation informed that the bank was inaugurated 93 years ago by Mahatma Gandhi as a bank of Swadeshi Promoters. In a world of constant change, the Chairman Union Bank felt that employees’ mind set should also change to implement the vision, mission and core values of the bank. Communication he said was an important input in change management that should be handled by public relations practitioners with utmost personal communication skills.

In a thought provoking presentation “Maveric in Motion”, the advertising legend Alyque Padamsee said that 50 per cent of Indian population whose age is below 25, the third largest young group in the world paradoxically was ruled by another 50 per cent of the population who are above 60. This dichotomy is a challenge. If we look to the future, he said we must involve youth as our target audience.

Neelima Mishra, Ramon Magsaysay awardee who spoke on the transformation of rural women through self-help groups said the communicators must understand the needs of the audience and communicate with them through the media accessible to them. Being a village girl, she could transform women by identifying their aspirations towards better life which earned her an award of the type of Asian Nobel Prize.

Among others, who interacted with delegates include: Roger Pereira, world renowned PR Consultant, Hudson Samarasinghe, Chairman, Sri Lanka Broadcasting Corporation and Jayant Pendharkar, former Global Head, Marketing & Communications TCS Ltd.

10- POINT GOLDEN RULES
A 10- Point Golden Rules could be drawn from this ComFest as a follow up by the Public Communication Professionals

1. Public Relations and Business Communication professionals must act as change agents by identifying the changing socio-economic scenario.
2. Communicate both with internal and external publics as to make them partners in reaching the corporate goals

3. Counsel the management to adopt corporate ethics with social responsibility as good ethics leads to good business

4. Adopt public relations ethics in tune with corporate ethics to gain credibility for public relations messages

5. Public relations, advertising and marketing must work in unison coupled with information technology in building and positioning the brand of global relevance and also to occupy a unique place for the brand in the minds of the target audience

6. Public relations and business communication professionals must become leaders in innovation to professionalize the discipline

7. Break the tradition and ageold customs to change for the better future

8. Reward success, reward failure also, but also punish ‘ inaction’

9. “Occupy Wall Street Campaign” a division between the one per cent rich and 99 per cent poor is blooming all over the world. Communicators must understand this movement and advise managements to share their profits with the poor.

10. The last but the most important lesson that one should learn from ABCI Awards is “ compilation of best public relations case studies”. As many as 129 awards were given in 32 categories whose achievements could be converted atleast in 10 best case studies for the benefit of both practitioners and academics.

ABCI Leader in Innovation
India today needs a strong public relations professional body and leaders of national repute to advance the profession in the service of the society. Yogesh Joshi, a thoughtful, committed, self-effacing and inspiring man who now heads ABCI proved beyond doubt that any professional body if moved with a good leader and team spirit can do wonders for the growth of the profession. The successful conduct of ComFest and 51st ABCI Awards with about 1000 nominations along with National Change Makers like M S Swaminathan and international standards bears an eloquent proof to the fact that ABCI has now become a model and trendsetter for other professional bodies in the country. An award winner in the category of house journals commented ‘Yogesh is now ABCI Leader in Innovation’ which I think he richly deserves.

www.corepr.com

ABCI challenges Communicators to be the Leaders in Innovation

Dr,C.V.Narasimha Reddi
Editor, Public Relations Voice

(Thanks to our regular contributor - a noted public relations professional of India, Dr. C.V.Narasimha Reddi, we have another brilliant round up of the recently concluded ComFest-11
Two major communication events of national importance ‘ ComFest-11 Winds of Change” and ABCI 51st Awards – For Excellence in Business Communication” organized by the Association of Business Communicators of India in Mumbai on11 & 12th November were not only a cynosure of all business communicators and public relations practitioners but also galvanized them to be change agents and leaders in innovation to transform India as a global economic player.

Dr. J J Irani former Managing Director, TATA Steel whose acumen and technological innovation has made TATA Steel the lowest cost steel producing company in the world has set the tone of the conference with his inaugural address on “ Tomorrow’s Corporations” and said the future companies must be licensed by the community for their survival. Anti-Kudankalam Nuclear Power Project agitation was quoted as an example to emphasize the need for community approval. He suggested that the most significant contribution, that an industry could make was by identifying itself with the life and problems of the people to which it belonged and by applying its resources, skills and talents to the extent that it can, reasonably spare them to serve and help the poor: “Employees will choose corporations which care for them, investors and customer will prefer to buy from ethical, socially responsible corporations, Islands of prosperity cannot survive in a sea of poverty, if markets must expand the poor must also become customers’ were the other highlights of J. J Iran’s keynote address.

M.S.Swaminathan, pioneer of Green Revolution who was the Chief Guest at Awards function complimented the ABCI for its excellent record in unfolding the hidden talents of business communicators by presenting prestigious awards and told the audience that he had an inspiring evening in his life in the midst of national change makers and lifetime achievers. He pointed out that with the growth of Indian economy there was also a phenomenal growth of business communication. However, he cautioned the communicators that their commercial message should be integrated with social, ethical values and integrity to ameliorate the 121 crore people of India .

Earlier Yogesh Joshi, President, ABCI welcoming the guests said that the Com-Fest a festival with a difference when national change makers interacted with business communicators to convert them as change agents. As many as 952 nominations were received in the 32 categories of awards. ABCI President observed such a number of nominations was a national record and also indicative of growing competitive talent in the field of business communication.

Sylvester da’ Cunha the creator of the Amul Brand was proud to say that a country like India which was starving for milk became world’s largest milk producer. The catchy slogan ‘ Give Us This Day Our Daily Bread with Amul Butter” caught the imagination of the Indians, he added.

M. V. Nair, Chairman, Union Bank of India in his keynote presentation informed that the bank was inaugurated 93 years ago by Mahatma Gandhi as a bank of Swadeshi Promoters. In a world of constant change, the Chairman Union Bank felt that employees’ mind set should also change to implement the vision, mission and core values of the bank. Communication he said was an important input in change management that should be handled by public relations practitioners with utmost personal communication skills.

In a thought provoking presentation “Maveric in Motion”, the advertising legend Alyque Padamsee said that 50 per cent of Indian population whose age is below 25, the third largest young group in the world paradoxically was ruled by another 50 per cent of the population who are above 60. This dichotomy is a challenge. If we look to the future, he said we must involve youth as our target audience.

Neelima Mishra, Ramon Magsaysay awardee who spoke on the transformation of rural women through self-help groups said the communicators must understand the needs of the audience and communicate with them through the media accessible to them. Being a village girl, she could transform women by identifying their aspirations towards better life which earned her an award of the type of Asian Nobel Prize.

Among others, who interacted with delegates include: Roger Pereira, world renowned PR Consultant, Hudson Samarasinghe, Chairman, Sri Lanka Broadcasting Corporation and Jayant Pendharkar, former Global Head, Marketing & Communications TCS Ltd.

10- POINT GOLDEN RULES
A 10- Point Golden Rules could be drawn from this ComFest as a follow up by the Public Communication Professionals

1. Public Relations and Business Communication professionals must act as change agents by identifying the changing socio-economic scenario

2. Communicate both with internal and external publics as to make them partners in reaching the corporate goals

3. Counsel the management to adopt corporate ethics with social responsibility as good ethics leads to good business

4. Adopt public relations ethics in tune with corporate ethics to gain credibility for public relations messages

5. Public relations, advertising and marketing must work in unison coupled with information technology in building and positioning the brand of global relevance and also to occupy a unique place for the brand in the minds of the target audience

6. Public relations and business communication professionals must become leaders in innovation to professionalize the discipline

7. Break the tradition and ageold customs to change for the better future

8. Reward success, reward failure also, but also punish ‘ inaction’

9. “Occupy Wall Street Campaign” a division between the one per cent rich and 99 per cent poor is blooming all over the world. Communicators must understand this movement and advise managements to share their profits with the poor.

10. The last but the most important lesson that one should learn from ABCI Awards is “ compilation of best public relations case studies”. As many as 129 awards were given in 32 categories whose achievements could be converted atleast in 10 best case studies for the benefit of both practitioners and academics.

ABCI Leader in Innovation
India today needs a strong public relations professional body and leaders of national repute to advance the profession in the service of the society. Yogesh Joshi, a thoughtful, committed, self-effacing and inspiring man who now heads ABCI proved beyond doubt that any professional body if moved with a good leader and team spirit can do wonders for the growth of the profession. The successful conduct of ComFest and 51st ABCI Awards with about 1000 nominations along with National Change Makers like M S Swaminathan and international standards bears an eloquent proof to the fact that ABCI has now become a model and trendsetter for other professional bodies in the country. An award winner in the category of house journals commented ‘Yogesh is now ABCI Leader in Innovation’ which I think he richly deserves.

Nira Radia tarnished the reputation of PR

Dr. C.V. Narasimha Reddi

Editor, Public Relations Voice

Controversial Corporate Lobbyist, the owner of Vaishnavi Corporate Communications Pvt. Ltd., which handled public relations programmes of Tata Group of Companies who was questioned by CBI and Enforcement Directorate about her alleged involvement in the Rs 1.7 lakh crore Spectrum Scam in a surprise move announced “ to give precedence to my personal priorities of family and health, I have decided to exist the business of Communications Consulting”.

THREE IN ONE
She owns three companies Vaishnavi Corporate Communications Pvt. Ltd. that dealt with lobbying and public relations of Tata Group of companies, another subsidiary Neucom Consultancy to handle public relations of Reliance Industries and the third one Noesis Consultants which was set up with a number of bureaucrats including Pradip Baijal, Former Chairman of Telecom Regulatory Authority of India as a Policy Advocacy Agency to look after government affairs.
An analysis of the performance of these three companies bears an eloquent proof to the fact that Nira Radia was not only just a public relations practitioner but also a lobbyist and a public affairs consultant.
Though she might have quit her business of corporate communications, her Three-In-One role as a lobbyist, public relations practitioner and public affairs consultant has not only tarnished the reputation of Indian public relations profession but also generated a significant decline in the media and people’s trust about public relations profession, which in fact with all limitations is in the take off stage. This incident may be regarded as if ‘adding fuel to the fire of the discipline’.
It is unfortunate that for no fault of public relations professionals, their image is now at stake. It is for this reason perhaps Tatas have appointed Re-diffusion as their new public relations agency, before she decided to quit. As such the survival of her company was in a dilemma and that there was no alternative except closing it down.

ALLEGED ALLEGATIONS
Among others, the alleged allegations against her include: ‘the 5800 tapes revealed how Nira Radio hobnobbed with politicians, bureaucrats and the media, besides influencing the government in getting A Raja appointed as Union Minister for Telecommunications. Therefore, it is proved beyond any doubt that she has exceeded her role as a public relations professional and acted as a lobbyist and public affairs consultant without any code of conduct and ethical considerations. If her soul consciousness is clear, she should not have closed her business leaving 250 employees in the lurch and to their fate.

PR is Distinguished from Lobbying
It is against this background Public Relations Voice as the only journal of Indian PR professionals not only disassociates with the activities of Nira Radia as a corporate lobbyist but also clarifies the distinction between public relations, public affairs and lobbying. In fact lobbying and public relations are two distinct disciplines from the point of view of academies as well as professional practice. These two areas adopt different approaches in strategy, tactics, objectives, target audience, media choice, message formulation, type of presentation and also in cost effectiveness.

If public relations is the management of a two – way communication process between an organization and its public to promote the corporate mission, services, products, reputation and gain public understanding, lobbying is a process in which a paid lobbyist or a pressure group seek to influence those in power. It is also influencing legislators, politicians or the government and persuade them to support or oppose a change in the law. Under the Lobbying Disclosure Act of US, the lobbyist should register and identify with the Congress and disclose his/her clients, the issue areas in which lobbying is being done and that roughly how much is being paid for it. However, the lobbyist’s have to influence those in power with legitimate means by making presentations with facts and figures. Violators in America face civil fines of up to $50,000 under the law.

Self-Imposed Lobbyist

In the case of Nira Radia, she became a self imposed lobbyist without any rules and regulations either formulated by the Government or industry and acted with her own methods to influence the Government in the cause of her clients. The need of the hour is to bring in a law as to regulate the process of lobbying in India as promised by the then Union Minister for Company Affairs so that such incidents may not be repeated as to mar the image of public relations profession. The PR professional bodies of our country must also come forward to make representations with the Government of India to regulate lobbying so that they could not encroach the public relations areas.

We seek your comments on this statement so as to evolve a comprehensive report to make a presentation to the Government of India

NIRA RADIA TARNISHED THE REPUTATION OF PR

Dr. C.V. Narasimha Reddi
Editor, Public Relations Voice

Controversial Corporate Lobbyist, the owner of Vaishnavi Corporate Communications Pvt. Ltd., which handled public relations programmes of Tata Group of Companies who was questioned by CBI and Enforcement Directorate about her alleged involvement in the Rs 1.7 lakh crore Spectrum Scam in a surprise move announced “ to give precedence to my personal priorities of family and health, I have decided to exist the business of Communications Consulting”.

THREE IN ONE
She owns three companies Vaishnavi Corporate Communications Pvt. Ltd. that dealt with lobbying and public relations of Tata Group of companies, another subsidiary Neucom Consultancy to handle public relations of Reliance Industries and the third one Noesis Consultants which was set up with a number of bureaucrats including Pradip Baijal, Former Chairman of Telecom Regulatory Authority of India as a Policy Advocacy Agency to look after government affairs.

An analysis of the performance of these three companies bears an eloquent proof to the fact that Nira Radia was not only just a public relations practitioner but also a lobbyist and a public affairs consultant.

Though she might have quit her business of corporate communications, her Three-In-One role as a lobbyist, public relations practitioner and public affairs consultant has not only tarnished the reputation of Indian public relations profession but also generated a significant decline in the media and people’s trust about public relations profession, which in fact with all limitations is in the take off stage. This incident may be regarded as if ‘adding fuel to the fire of the discipline’.

It is unfortunate that for no fault of public relations professionals, their image is now at stake. It is for this reason perhaps Tatas have appointed Re-diffusion as their new public relations agency, before she decided to quit. As such the survival of her company was in a dilemma and that there was no alternative except closing it down.

ALLEGED ALLEGATIONS
Among others, the alleged allegations against her include: ‘the 5800 tapes revealed how Nira Radio hobnobbed with politicians, bureaucrats and the media, besides influencing the government in getting A Raja appointed as Union Minister for Telecommunications. Therefore, it is proved beyond any doubt that she has exceeded her role as a public relations professional and acted as a lobbyist and public affairs consultant without any code of conduct and ethical considerations. If her soul consciousness is clear, she should not have closed her business leaving 250 employees in the lurch and to their fate.

PR is Distinguished from Lobbying
It is against this background Public Relations Voice as the only journal of Indian PR professionals not only disassociates with the activities of Nira Radia as a corporate lobbyist but also clarifies the distinction between public relations, public affairs and lobbying. In fact lobbying and public relations are two distinct disciplines from the point of view of academies as well as professional practice. These two areas adopt different approaches in strategy, tactics, objectives, target audience, media choice, message formulation, type of presentation and also in cost effectiveness.

If public relations is the management of a two – way communication process between an organization and its public to promote the corporate mission, services, products, reputation and gain public understanding, lobbying is a process in which a paid lobbyist or a pressure group seek to influence those in power. It is also influencing legislators, politicians or the government and persuade them to support or oppose a change in the law. Under the Lobbying Disclosure Act of US, the lobbyist should register and identify with the Congress and disclose his/her clients, the issue areas in which lobbying is being done and that roughly how much is being paid for it. However, the lobbyist’s have to influence those in power with legitimate means by making presentations with facts and figures. Violators in America face civil fines of up to $50,000 under the law.

Self-Imposed Lobbyist
In the case of Nira Radia, she became a self imposed lobbyist without any rules and regulations either formulated by the Government or industry and acted with her own methods to influence the Government in the cause of her clients. The need of the hour is to bring in a law as to regulate the process of lobbying in India as promised by the then Union Minister for Company Affairs so that such incidents may not be repeated as to mar the image of public relations profession. The PR professional bodies of our country must also come forward to make representations with the Government of India to regulate lobbying so that they could not encroach the public relations areas.

We seek your comments on this statement so as to evolve a comprehensive report to make a presentation to the Government of India.

Ethical PR Practice

National Seminar on Public Relations Ethics and New Media

Editor, Public Relations Vocie.

A one-day National Seminar on ‘Public Relations Ethics’ held at Brahmakumaris Shantivan, Mount Abu, Rajasthan resolved to develop a code of professional ethics for public relations with moral and spiritual values as to promote better relations between the corporate world and their stakeholders.

The Global Forum for Public Relations an outfit of Prjapita Brahmakumaris Ishwariya Vishwavidyalaya organized this seminar for the first time as part of Media Conference 2011 on September 17, with twin objectives: Developing Public Relations Ethics and the Role of New Media in Public Relations.

In his introductory remarks Dr.C.V.Narasimha Reddi, Editor, Public Relations Voice who chaired the session referred to the need for public relations ethics and said that public relations manager is both an ‘advocate’ and an ‘ethics counselor’ to advise the management about incorporating ethics and core values in tune with the corporate mission. And that in order to discharge one’s functions, the PR Manager must learn about ethics, spot ethical issues and shape the organization’s corporate ethics and values.

Dr.Reddi quoted Indian born industrialist Lord Paul of U K who said ‘ we have made a lot of progress economically in India, but there is a shadow over our progress and that is Corruption. Unfortunately, with the economic growth of India, corruption has grown faster’.

Scams
The Satyam Computers Rs.14,000 crore scam, 2G Specturm Rs.1.7 lakh crore scam, Commonwealth Games Corruption, Obulapuram Mining Corporation’s illegal mining scam, Nira Radia Tapes episode not only defamed India in the world market but also generated a significant decline in peoples trust both in government and business. In fact, trust of stakeholders in these companies is almost dead. It is for public relations to work in the direction of ‘Long Live Trust’. Against this backdrop, Dr.C.V.Narasimha Reddi observed that there arose the need for both corporate ethics and public relations ethics. If corporate ethics deals with good and ethical business, public relations ethics focuses on ethical and moral values in disseminating public information.

Earlier, Rajayogi B K Karuna in his welcome address observed that the value based media and public communication system would not only contribute to the socio-economic development of the country but also establish peace and harmony in the nation.

Prof. Ujjwal K Chowdary, Dean Whistling Woods School Communication, Mumbai who delivered keynote address said personal ethics of a public relations practitioner was a pre-requisite and a golden rule towards successful public relations practice. While dealing with historical perspective of public relations code of ethics, Prof. Chowdary urged that Global Forum for Public Relations should evolve a Model Code of Professional standards and ethics for public relations practice by 2012.

Later a session devoted to ‘ New Media for Public Relations’ held under the Presidentship of B K Sarala Anand, President, Global Forum for Public Relations, resolved that new media such as e-mail, blogs, twitter, face-book etc. not only educate the stakeholders but also can redress the customer grievances on line. Chairman, Prime Point Foundation K Srinivasan,said instant messages were possible through internet which had both advantages and disadvantages. However, he exhorted that PR professionals should make use of social media for interactive communication to promote organizational image.

Among those who spoke in the national seminar include: Irfan Khan, former Director, Corporate Communications, Hindustan Lever, Y Bhaskar Rao, Abishek Kumar Singh, Prof. K C Mouli, Makhanlal Chaturvedi University, Arun Arora, Senior Vice President,(CC) Jindal Steel, Ms.Nazi, Farin Emani(Iran), Madhavan Varadarajan, Arpita Prashant, (Chennia), Reema Sarin, Consultant, Delhi, G,Anija, Federic Michael, Hyderabad. B K Anitha and B K Heena conducted the sessions.

The seminar in conclusion recommended that the public relations code of ethics should contain three main elements:
1. Professional values – (truth telling professional competence);
2. Principles of conduct – free flow of two-way information, fair, advancement of profession;
3. Members Pledge for code of ethics.

In another resolution, it has been decided that in the context of India, the media strategy should contain a combination of four media namely –
1.Interpersonal media – meeting;
2.Folk art media – puppets, tamasha;
3.Mass media – press, radio, TV, Film and
4. New media – internet, e-mail, blogs, website.

Such a combination of media the Public Relations conclave felt could reach about 70 crore people both in urban and rural India,.

Public Relations Ethics and New Media

National Seminar on Public Relations Ethics and New Media
Editor, Public Relations Vocie.

A one-day National Seminar on ‘Public Relations Ethics’ held at Brahmakumaris Shantivan, Mount Abu, Rajasthan resolved to develop a code of professional ethics for public relations with moral and spiritual values as to promote better relations between the corporate world and their stakeholders.

The Global Forum for Public Relations an outfit of Prjapita Brahmakumaris Ishwariya Vishwavidyalaya organized this seminar for the first time as part of Media Conference 2011 on September 17, with twin objectives: Developing Public Relations Ethics and the Role of New Media in Public Relations.

In his introductory remarks Dr.C.V.Narasimha Reddi, Editor, Public Relations Voice who chaired the session referred to the need for public relations ethics and said that public relations manager is both an ‘advocate’ and an ‘ethics counselor’ to advise the management about incorporating ethics and core values in tune with the corporate mission. And that in order to discharge one’s functions, the PR Manager must learn about ethics, spot ethical issues and shape the organization’s corporate ethics and values.

Dr.Reddi quoted Indian born industrialist Lord Paul of U K who said ‘ we have made a lot of progress economically in India, but there is a shadow over our progress and that is Corruption. Unfortunately, with the economic growth of India, corruption has grown faster’.

Scams
The Satyam Computers Rs.14,000 crore scam, 2G Specturm Rs.1.7 lakh crore scam, Commonwealth Games Corruption, Obulapuram Mining Corporation’s illegal mining scam, Nira Radia Tapes episode not only defamed India in the world market but also generated a significant decline in peoples trust both in government and business. In fact, trust of stakeholders in these companies is almost dead. It is for public relations to work in the direction of ‘Long Live Trust’. Against this backdrop, Dr.C.V.Narasimha Reddi observed that there arose the need for both corporate ethics and public relations ethics. If corporate ethics deals with good and ethical business, public relations ethics focuses on ethical and moral values in disseminating public information.

Earlier, Rajayogi B K Karuna in his welcome address observed that the value based media and public communication system would not only contribute to the socio-economic development of the country but also establish peace and harmony in the nation.

Prof. Ujjwal K Chowdary, Dean Whistling Woods School Communication, Mumbai who delivered keynote address said personal ethics of a public relations practitioner was a pre-requisite and a golden rule towards successful public relations practice. While dealing with historical perspective of public relations code of ethics, Prof. Chowdary urged that Global Forum for Public Relations should evolve a Model Code of Professional standards and ethics for public relations practice by 2012.

Later a session devoted to ‘ New Media for Public Relations’ held under the Presidentship of B K Sarala Anand, President, Global Forum for Public Relations, resolved that new media such as e-mail, blogs, twitter, face-book etc. not only educate the stakeholders but also can redress the customer grievances on line. Chairman, Prime Point Foundation K Srinivasan,said instant messages were possible through internet which had both advantages and disadvantages. However, he exhorted that PR professionals should make use of social media for interactive communication to promote organizational image.

Among those who spoke in the national seminar include: Irfan Khan, former Director, Corporate Communications, Hindustan Lever, Y Bhaskar Rao, Abishek Kumar Singh, Prof. K C Mouli, Makhanlal Chaturvedi University, Arun Arora, Senior Vice President,(CC) Jindal Steel, Ms.Nazi, Farin Emani(Iran), Madhavan Varadarajan, Arpita Prashant, (Chennia), Reema Sarin, Consultant, Delhi, G,Anija, Federic Michael, Hyderabad. B K Anitha and B K Heena conducted the sessions.

The seminar in conclusion recommended that the public relations code of ethics should contain three main elements:

1. Professional values – (truth telling professional competence);
2. Principles of conduct – free flow of two-way information, fair, advancement of profession;
3. Members Pledge for code of ethics.

In another resolution, it has been decided that in the context of India, the media strategy should contain a combination of four media namely –

1.Interpersonal media – meeting;
2.Folk art media – puppets, tamasha;
3.Mass media – press, radio, TV, Film and
4. New media – internet, e-mail, blogs, website.

Such a combination of media the Public Relations conclave felt could reach about 70 crore people both in urban and rural India,.

Value Based Media: The Need of the Hour

Towards Peace and Prosperity of the Country
Dr.C.V.Narasimha Reddi

A three day Media Conference 2011 on ‘ Valued Based Media’ which was organized by the Media Wing of Rajyoga Education and Research Foundation of Prajapita Brahmakumaris Ishwariya Vishwavidyalaya from September 16 at Mount Abu, Rajasthan has resolved that the media in our country should adopt ethical, moral and spiritual values as part of its code of conduct and serve towards social and public good rather than the commercial and business interest.

ONE GOD:
This conference assumed greater importance as it coincided with the Platinum Jubilee Celebrations of the Brahmakumaris which was inaguarated by the President of India, Smt. Pratibha Patil on 16th September. Referring to the theme of the celebrations ‘ One God; One World Family; Smt. Pratibha Patil observed that Brahmakumaris was not a religion, but it was a spiritual fraternity promoting a spiritual and value based living among the people from all walks of life from different nations, cultures and races.

Rajayogini Dr.Dadi Janaki, Chief of Brahmakumaris in her inaugural address said that the evil of corruption which had contaminated our society like cancer could be contained by the media by cultivating spirituality and values such as love, truth, honesty, tolerance etc.

Earliler Rajyogi B K Karuna, Vice-Chairman, Media Wing who welcomed pointed out that mass media had a greater role in the socio-economic development and in creating harmony among different sects of the society. In her valedictory address Smt. D.K,Aruna, Andhra Pradesh, Minister for Information and Public Relations said that the unholy alliance of media with market and business interests, without social purpose, the journalism would cause hindrance to the success of Indian democracy. Therefore, she urged that media should evolve a self-regulated code of conduct by incorporating moral and spiritual values towards establishing a value based society. Over 1500 delegates representing media persons, public relations professionals, academicians, Brahmakumaris from all over the country and Nepal attended the conference.

7 Point Action Plan
Deliberating through six plenary sessions, six parallel dialogues, one insight session and after undergoing three Rajayoga meditation sessions, the conference arrived at the Seven Point Action Plan for adoption by media.

1. To accord priority to social and public good by practicing and promoting ethical, moral and spiritual values

2. To consider core human and media values as essential pre-requisite for economic and all round development of the country

3. To practice Rajayoga meditation as a means of acquiring spirituality and value based healthy, lifestyle towards peace, prosperity of society.

4. To develop the inner spiritual powers of the soul among media persons to mirror as watchdog in containing widespread corruption and negativity in people’s life

5. To work towards creation and spread of audience friendly, interactive, social, cultural, moral and spiritual messages through internet, electronic, film and print media for the benefit of both young and old.

6. To become positive and practice by effecting the process of spiritual self-awakening and empowerment of values for building better society.

7. To support and supplement the noble causes of well-meaning organizations like the Brahmakumaris Society for Media Initiatives for values, Global Forum for Public Relations etc which are aimed at promoting spirituality, ethics, positive and healthy values in professions and society.

It is hoped that the delegates who attended the conference and exposed to Rajayoga Meditation will adopt spiritual values as part of their life and also publish/broadcast the action plan-2011 in their respective media for action.

Value Based Media: The Need of the Hour

Towards Peace and Prosperity of the Country
Dr.C.V.Narasimha Reddi

A three day Media Conference 2011 on ‘ Valued Based Media’ which was organized by the Media Wing of Rajyoga Education and Research Foundation of Prajapita Brahmakumaris Ishwariya Vishwavidyalaya from September 16 at Mount Abu, Rajasthan has resolved that the media in our country should adopt ethical, moral and spiritual values as part of its code of conduct and serve towards social and public good rather than the commercial and business interest.

ONE GOD:
This conference assumed greater importance as it coincided with the Platinum Jubilee Celebrations of the Brahmakumaris which was inaguarated by the President of India, Smt. Pratibha Patil on 16th September. Referring to the theme of the celebrations ‘ One God; One World Family; Smt. Pratibha Patil observed that Brahmakumaris was not a religion, but it was a spiritual fraternity promoting a spiritual and value based living among the people from all walks of life from different nations, cultures and races.

Rajayogini Dr.Dadi Janaki, Chief of Brahmakumaris in her inaugural address said that the evil of corruption which had contaminated our society like cancer could be contained by the media by cultivating spirituality and values such as love, truth, honesty, tolerance etc.

Earliler Rajyogi B K Karuna, Vice-Chairman, Media Wing who welcomed pointed out that mass media had a greater role in the socio-economic development and in creating harmony among different sects of the society. In her valedictory address Smt. D.K,Aruna, Andhra Pradesh, Minister for Information and Public Relations said that the unholy alliance of media with market and business interests, without social purpose, the journalism would cause hindrance to the success of Indian democracy. Therefore, she urged that media should evolve a self-regulated code of conduct by incorporating moral and spiritual values towards establishing a value based society. Over 1500 delegates representing media persons, public relations professionals, academicians, Brahmakumaris from all over the country and Nepal attended the conference.

7 Point Action Plan
Deliberating through six plenary sessions, six parallel dialogues, one insight session and after undergoing three Rajayoga meditation sessions, the conference arrived at the Seven Point Action Plan for adoption by media.

1. To accord priority to social and public good by practicing and promoting ethical, moral and spiritual values

2. To consider core human and media values as essential pre-requisite for economic and all round development of the country

3. To practice Rajayoga meditation as a means of acquiring spirituality and value based healthy, lifestyle towards peace, prosperity of society.

4. To develop the inner spiritual powers of the soul among media persons to mirror as watchdog in containing widespread corruption and negativity in people’s life

5. To work towards creation and spread of audience friendly, interactive, social, cultural, moral and spiritual messages through internet, electronic, film and print media for the benefit of both young and old.

6. To become positive and practice by effecting the process of spiritual self-awakening and empowerment of values for building better society.

7. To support and supplement the noble causes of well-meaning organizations like the Brahmakumaris Society for Media Initiatives for values, Global Forum for Public Relations etc which are aimed at promoting spirituality, ethics, positive and healthy values in professions and society.

It is hoped that the delegates who attended the conference and exposed to Rajayoga Meditation will adopt spiritual values as part of their life and also publish/broadcast the action plan-2011 in their respective media for action.

Getting the Best out of Your PR Agency

One of the critical issues that confronts a PR agency vis-a-vis client is misunderstandings and mismatched expectations.  The PR agency is not a 'vendor' but a partner.  The PR agency must be taken into confidence and engaged in your important board decisions, future plans, and possible pitfalls foreseen by the organisation from any quarter.
You know your business the best. And we know how to get it across to the desired stakeholders and through what means. So, here's what can be done to keep agency-client relationship on the same page, healthy, efficient and effective.

1. Explain what you want
Write down the brief for the PR agency with clear goals and objectives with a timeline.

2. Understand the Deliverables
The PR agency would define the deliverables after understanding the brief. Discuss this out and be very specific in terms of the goals that you as an organisation are seeking. The PR agency, of course, very clearly indicates what it can do or would do and what it will not.  For instance, don't expect your PR agency to be a fire-fighter or a white-washer. We cannot hide the skeltons in your cupboards.  Do good and win stakeholders confidence and trust.

3. Be Transparent
It's a symbiotic relationship between a client and a PR agency. Be open, transparent and honest with the PR agency about the activities and happenings in the company.  In a crisis situation, it becomes important that organisation remain honest in their communication.

4. Media Management
Media is just one significant stakeholder in any organisation's business environment. We keep in touch with them on daily basis and work with them to help them develop stories on the industry that your organisation represents. But do not expect them to write the way you want them to write. We are there to facilitate professional interaction with the media on your behalf.

5. Value the Time
Especially when media needs to be briefed and some facts need to be shared. The prompt response is what is expected to help journalists meet their deadlines. 

Communication Ethics

What are communication ethics? That's a prompt response from a fellow professional when I broached the subject, questioning the very use of the term 'ethics', which, according to him, is no longer valid in today's commercial world. And I remember that in one of the communicators at an international conference scoffed at the term and instead, openly admitted that "we tell lies for our clients". 
Surprisingly public relations largely has remained as a lose expression akin more to wining, dining, and spinning. The recent appointment advertisement of a leading US based production house, that has been widely discussed on the online groups, where the candidates' qualifications and experience have nothing to do with the 'public relations practice' as we know it. 
Another common expression of PR is  "peeyaar" meaning "let's drink", and as another tipsy communicator said laughingly, "There is nothing ethical about PR, Media, Business, and even life".
Well, the recent Murdoch's episode is another blot on the profession of communication despite the father-son duo making public apology.  The general tendency to have shortcuts to success, to money and power has generated a greed-psychosis leading large chunk of humanity away from the power to distinguish between good and the bad. 
What is ethical communication? Communication starts with our own self, and then it gets reflected in our words and deeds. Our intra-personal communication determines the quality of our interpersonal communication or relationship with the outside world.  Someone rightly said that "ethical communication is fundamental to responsible thinking". 
According to the credo formulated for ethical communication in 1999, the National Communication Association Legislative Council, says that :
"Ethical communication enhances human worth and dignity by fostering truthfulness, fairness, responsibility, personal integrity, and respect for self and others."
In late 1950s Rotary adopted the Code of Ethics called "The Four Way Test", which is a system of four questions for any individual to help him or her make an ethical decision in day-to-day activities.  But before these four questions, the title of this Test starts with a pertinent qualifier, i.e. "The Four Way Test - Of the Things we think, say or do."
The way we "think", the way we communicate with ourselves, and the way we interpret external realities to ourselves and formulate or design messages to verbalise them demonstrates the quality of all our communication. Unethical thinking or unethical communication with our own self can damage the quality of our relationship with our outside world. 
The etymology of the term "communication" from the Latin word "communis" means 'establishing commonness', a commonness or relationship with other human beings. And the moment we think about relationship, and the terminology "Public Relations", which seeks to build relationship between an organisation and its diverse publics or stakeholders, will fail the moment it is based on untruth, is dishonest, and unfair to those concerned. 
Communication is critical to our lives. It is the foundation of building a strong, trusting relationship, and an equally trustworthy individual and a great society. 
Whether an individual or a corporate entity, it is incumbent upon them to be honest, truthful, trustworthy, and ethical in its dealings with its stakeholders to ensure a more stable, sustainable, everlasting relationship based on mutual respect and trust. 
Ethical communication is therefore sine qua non to ensure a conflict-free, positively-oriented evolution into a peaceful world. 

Executive MBA for Working Professionals

Punjab Technical University (PTU) has launched an industry-linked Executive MBA program in partnership with its first School of Excellence, PTU’s Gian Jyoti School of TQM and Entrepreneurship at Mohali.

Complimenting PTU’s Gian Jyoti School of TQM, Mr Suresh Kumar, Principal Secretary, Technical Education, Punjab, remarked that the programme is an important step in Punjab’s initiative of developing this region as a veritable knowledge economy and taking it to the next level of excellence by empowering its working professionals in various industries and businesses.

The Executive MBA shall, not only enhance managerial and leadership capabilities of working professionals but more importantly, contribute to bringing competitive advantage to their organizations, pointed out Mr. Keshav Sachdev, former Managing Director, DCM Engineering, during his talk on “Developing Competitive Advantage”.

Mr. Chandra Mohan, Chairman of the School’s governing council, who has been effectively spearheading the Total Quality movement in this region, said that there could be no better timing for the launch of this programme since global competitiveness is becoming increasingly critical for Indian industry.

For this region, Executive MBA programme is a trend-setting and life-changing opportunity for working professionals, said Dr. Buta Singh, Dean Academics of PTU. The School, with its strong linkages with industry, was ideally suited to launch this unique program of PTU, he added.

CEO of the School, Mr. Manish Trehan, informed that this India-specific but globally relevant Executive MBA Programme for working graduates has been designed with a lot of industry inputs. The classes for this 4-semester, application-focused program, will be held over weekends or in the evenings, and will cause no dislocation of career, family life or income for the students.

Admission for July 2011 batch is open to graduates in any field from a recognized university with at least two years work experience on the date of enrolment, for which admission form can be downloaded from the School’s website, www.tqmbizschool.org.

Mr. J.S. Bedi, Chairman, Gian Jyoti Institute of Management and Technology, called upon the companies to join hands with the School in this pioneering initiative and sponsor their employees in order to convert them into useful assets.

PTU's Gian Jyoti Institute of TQM & Entrepreneurship is the first School of Excellence and a constituent unit of Punjab Technical University. Formally launched by President Dr. APJ Abdul Kalam in December 2003, the School has successfully spearheaded the quality movement in the region. It runs several short-term executive development and certification programmes for corporates, and B.Tech. in Industrial Engineering and Management (with specialization in TQM) for working diploma holders. The School has also instituted the North-West QualTech Awards for recognizing organizations that have achieved extraordinary results in Quality Improvement. 

A Tribute to Indian Women

On the international women's day, here's Ogilvy & Mather's greatest tribute they created recently. A must watch.

Chandigarh, the city beautiful, is the venue of the 5th Global Public Relations Conclave organised by Public Relations Council of India.  To be held at Hotel Mountview, Sector 10, Chandigarh, 

The Conclave will offer thought leadership, and empower the PR practitioners to upgrade their skills and knowledge to manage communication. This Conclave shall be an exceptional opportunity to meet some of the high profile communication experts of national and international distinction, and exploring the immense potential of PR. 

Another highlight of the Conclave is the presentation of annual Chanakya Awards and ‘Hall of Fame’ recognitions, on the first day evening to be followed by entertainment and dinner.  The PR Collateral Awards would be presented on the second day of the Conclave. 

Register Now
You can get complete details, download Registration Form, the Brochure, and nomination forms for the PR Collateral Awards from our blog.

For any further information, please email now.