punctuality, managing time & pr

8/10/2019 Punctuality, Managing Time & PR

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Punctuality & Time Management

1.0 Introduction

Time management plays a vital role in every sphere of life in the universe.

We are familiar with the proverbs ‘Time and tide waits for none’, “Time

is precious than gold. So the time is the most precious resource

amongst all the resources known to mankind. Its supply is totally inelastic

and it is totally irreplaceable. We should utilize our time with utmost care

and should reduce unproductive demand on our time. We should stretch

time available into largest possible segment of time? r. !redrick Teylor,

the founder of the Scientific "anagement observes# $"ost of us can do

three or four times as such as we ordinarily do without lengthening day%s

end. &ven if we have apparently reached our highest level of

effectiveness, it is usually possible to improve by a little e'tra effort(.)eally busy and active persons have enough time. $Time ! "ife# waste

your time and waste your life# or master your time and master your

life said, $lan "a%ein. The more time you waste, there is little left in your

life. So time management is crucial to realize your dreams and fulfill your

ambitions in your life. Time management is nothing but having time for

everything and doing everything in time. *enry !ord, the busiest man in

the world observed. $The busy man has time for everything(.

.0 'haracteristics of Time

+. Time has the following typical characteristics

Time is a uni-ue resource

It is available in continuous stream. It is never absent.



We are forced to spend it. nd what is lost is lost forever.

There is no substitute for time.

It is highly inelastic.

It cannot be stored or accumulated.

It cannot be stopped or turned off/on like a machine.

It has got the healing effect.

"ost critical resource, e-uitably distributed, but

"ost ine-uitably utilized.

vailable for all, round the clock.

. $TI"&( indeed is every#where, the world around. It is both as

perpetual movement and impulses. ccording to 0eter rucker, $Time is

the scarcest resource and unless it is managed, nothing else can be

managed(.

.( 'oncentrate on results# not on )eing )usy

"any people spend their days in a frenzy of activity, but achieve very little

because they are not concentrating on the right things.

T*& 123 +2 )45&

This is neatly summed up in the Pareto Principle# or the $123+2 )ule(.

This states that typically 126 of unfocussed effort generates only +26 of

results. The remaining 126 of results are achieved with only +26 of the

effort.

(.0 *ome myths in Time management

7. )esearch into various concepts of time and their managerial

implications has indicated the following myths related to time managerial

effectiveness.



7.+ +ecision, The higher the level at which a decision is made, the

better it is. 8T9 when promoted to the post of S&, if tries to continue to

make decisions like 8.T.9 he will fail. The decisions re-uired for

supervision of technicians, 5/" and other subordinate cadres should be

made by the 8.T.9 working under an S&, but not by an S& himself.

(.( +elay decision, elay improves the -uality of decision. "any

managers willfully delay decision because more information may be

needed. The longer a decision is delayed, the more difficult it becomes to

make decision. +26 of the total facts available perhaps is sufficient for

getting :26 of the outcome ;0areto 0rinciple<

(.- +elegation, elegate the powers to accomplish work without delay.

In the end, effective delegation saves time, but initially it takes times for

planning what should be delegated and also training staff to accept

responsibilities.

(. /fficiency, The most efficient manger is the one who is most

effective.

&fficiency depends upon time when the task to be accomplished

is time bound.

(. ard wor%, The harder one works, the more he gets done, without

proper planning for time investment, the hard worker winds up in the end,

having done things in the least effective way.

(.2 3mnipotence, =y doing it yourself, tasks are accomplished faster and better. The fallacy in this reasoning is that by refusing to delegate the

task to some one and not educating him to do things the right way, the

manager has to do work himself since no none has learned how to do the

work.



(.4 35er wor%ed e6ecuti5e, "any e'ecutives get illusion of

indispensability along with omnipotence. They think that the organisation

could not survive without their constant attention. They do a good >ob as

the first line supervisors. Their failure to delegate effectively, forces

everyone to come to them for answers to -uestion even on smallest detail.

This is another myth. "any officers complain that they are not deputed for

training, as their superiors believe that their work could not be managed in

their absence.

(.7 3pen +oor, "anager%s door be opened to those subordinates who

need help. This does not mean that door should remain physically opened

at all times. The always#available manager or administrator finds it

impossible to do his own work, to think for his own ob>ectives and priorities

or concentrate on getting his own tasks accomplished. *e finds that his

time is wasted by open door policy for each and every one. n e'ecutive

should plan to have specific time in which he could plan, review and think

over for his own and subordinates% targets, monitor the progress of work

and improvement towards customer satisfaction.

(.10 Time *a5ing, If we do not have a choice but to spend time at

predetermined fi'ed rate, how can time be saved? utting an important

conversation in the interest of meeting another dead#line may leave an

outstanding problem unsolved, which may erupt in a crisis. Initiating action

prematurely, without deeply pondering over the alternative course, may

waste much time, effort and money in the end. It may be re-uired at your

end to furnish ade-uate information to ;subscribers< customers regarding

their complaints, so that you receive fewer calls in this regard.

(.11 Time *hortage, @o one has enough time, yet every one has the

same time availability. Time shortage is an illusion resulting from

mismanagement as attempting too much in too little time. It will be



available if one has the ability to say $@o( to outside distractions and

confusing priorities by working on second thing first. !or e'ample,

complaints regarding delay in putting through the trunk calls, removal of

sub%s line fault, installation of new connections etc can be entertained at

supervisory level. To avoid fre-uent distractions from priority assignments,

you should have the courage to tell the complainant to contact your SST

first. t the same time you should ensure that the re-uired information is

passed to the complainant by them.

(.1 Time flies, In fact, time stays. It is we, who go. We say, time

passes. In the real sense, it does not go anywhere. Time moves at fi'ed

rate. s it is a constant phenomenon in the 4niverse, it passes at same

speed. It is ever present.

(.1( Time is against us, Time is neutral, rather we may say that time is

on our side, the moment we organise it or plan it. We become our own

worst enemy when we forget to structure the time.

-.0 Time 8 the critical resource

-.1 The four "%s of management are referred to as "an, "oney,

"achine and "aterial. @ever was time ;minutes< included. Today, time is

not only referred to as a Ath resource but also as the most critical resource.

Time is the most scarce resource and unless it is managed well, nothing

else can be managed. Time is the most valuable thing we deal. It cannot

be bought. It can%t be recaptured. It is like the real estate of the world, themost limited thing in e'istence. It is the most precious thing other than

good health . ppropriate utilization of time will enable you to en>oy both

your work and leisure. Bou should master your time, not let it master you.

=ut you can%t master your time until you are first willing to master your self.

Self#discipline means Cwill#power% to do those things you know and should



be done before doing the things you want to do, because they are more

en>oyable. *arry *opkins, 0resident )oosevelt%s adviser, a sick man who

was on the point of death, is a good e'ample of a man who knew how to

make the best use of his time. *e got an enormous amount of important

works done because he knew to distinguish the essential from unessential

and inelasticity of time.

.0 Time 9asting :actors

.1 The time wasters can be classified into four ma>or categoriesD

. &'ternal !actors3 Interruptions, une'pected visitors, schedules /

events not anticipated before, breakdown of services, e'ternal delays etc.

+. 9rganisational factors3 9rganisational structure, organisational

culture, and communication system.

7. "anagerial !actors3 0oor delegation, incompetent subordinates,

poor filing system, too much of unproductive paper work, lack of priorities

and unclear ob>ectives.

E. 0ersonal !actors3 Indecision, inferiority and fear comple'es,

impatience with details, habit to defer tasks, stress etc.

The above list is not e'haustive, nor is the categorization rigid.

Identification of time wasters would always be with reference to one%s own

function, work situation and the personal factors.

.0 9asted Time

.1 "ost supervisors and managers have the nagging feeling that they

are wasting time during the day that could be made creative, if only they



could hold it some how, fight off the interruptions, avoid the losses due to

lack of concentration.

. This feeling may be e'aggerated some timesD even the best worker

can be at times be inefficient . It is true, though attention and planning can

give you valuable time from almost any busy working day, avoiding waste

of time does not mean working harder. It only re-uires working smarter.

=y $wasting time( we do not mean sitting around talking and purposely

neglecting work. The central idea is that more time is wasted through lack

of organisation and planning than through laziness.

2.0 9or% 'ategories

It is possible to classify the activities that consume time, and thereby get a

better grasp of how it can be effectively utilised. The types of work, which

we perform daily, can be generally classified into following categories.

. )outine Work3 This includes administrative tasks like replying mail

or memos, signing various statements, preparing and passing &+

bills, forwarding staff applications to higher officers, granting leave to

subordinates, recouping cash imprest of the subordinates etc.

+. )egular duty3 This is most important duty of your >ob. Bou have to

direct your subordinates, assigning work, checking the -uality of works

performed by the subordinates, listening to the grievances of

employees and counseling them, addressing customers% complaints.

7. reative work3 Supervisory personnel, who really succeed, use

initiative to make his department ;organisation/section< and himself work better. This involves planning, improvement in work methods,

simplifying procedures, giving special >ob training to subordinates to

improve their skills or simply taking the time to figure out why the line

staff and internal staff always seem to be fighting with each other.

reativity takes timeD only good time management will leave some



hours at your disposal for this function, which separates the average

from the outstanding ones.

4.0 *ome guidelines for )etter time utili;ation

4.1 number of guidelines or tricks have been listed by the e'perts of

Time "anagement. Some are listed here. Some may fit in your situation

while some might have been tried perhaps. The purpose is to develop our

own way of managing the time.

4. few guidelines are as under.

*tart early, Feep a few minutes margin of reaching earlier than the

regular or scheduled time so that in case of unavoidable delay you can

makeup.

<ecome cloc% conscious, lways keep your watch correct. !i'

the start and end times of various activities in advance.

Plan day’s wor%, 0lan timings and se-uence of various activities.

Feep a list of tasks to be done, with priority.

$5oid interruption, While doing important work, do not allow

others to interrupt you.

$ssigning wor% or sharing tas%s properly, Share the tasks

properly with other colleagues. Feep them informed in advance.

Tighten your own schedule, Feep a good habit of doing all works

at right time. 0ersonal works may also be scheduled like, eating, going to

bed, getting up etc.

Ma%e up your mind fast3 !or doing or not doing a work make up

your mind fast. o not waste time in taking decision.

"imit chitchat and con5ersations, void wastage of time in

unwanted or undesired activities and gossiping. Feep friendly talks brief

while on a task.

$5oid unproducti5e acti5ities, If you know that an activity is not

going to give a useful result, better avoid it.



Practice self=discipline, iscipline cannot be imposed from

outside by others. It comes from within. utosuggest yourself to be

disciplined. iscipline is not only following the rules and regulations of the

office and society but also believing that they are necessary for you. Some

good habits to be adopted as self discipline are3

o one >ob at a time.

Feep a diary

=etter use of leisure time.

!i' appointments of visitors at less important time.

4se some tickler system such as "icrosoft 9utlook to

remind you

of your allocation of time for the activities.

*ave self#time too, ;for thinking, reviewing, checking<. "ake

up

your mind fast.

on%t show interest in unproductive activities of your

subordinates.

ppreciate those who keep their schedule if not possible to

reward

them.

4.( :ew more tips,

0lan the goal you want to reach.

Schedule your work and stick to your schedule.

elegate >obs, believe others can do as well as you.

ut#down time stealersD such as too many telephone calls and other

interruptions.

o not waste the time of others, so that others do not learn to waste your

time.



Streamline paper work and communication.

=e business#like.

llocate time for rela'ation as important an activity as work itself.

)eview and introspect periodically.

7.0 'onclusion

7.1 To have more effective control of time, one must have self#control

first. If the aim is management, it must be self#management first. =esides

the task of ac-uiring the ability to organise a day%s work, all else is likely to

become a child%s play.

7. onsider and treat Time as your best companion, which is

omnipotent. )emember to keep pace with time. With its noiseless foot, it

will walk past you and like the on#going fast current you will never be able

to put your foot in the same water again.

GGGGGGGGG



PUBLIC RELATION

Definition

sincere effort to bring out harmonious ad>ustment between an organization andthe community through descrimination of information, ideas about theorganization to its publics can also providing feedback from the publics to themanagement.

0. ) can be e'plained as 3#

# planned effort or management function.

# The relationship between an organization and its publics.

# &valuation of public attitudes and opinion

# n organization%s policies, procedures and action as they relate to

its publics.

# &'ecution of an action and/or communication program.

# evelopment of rapport goodwill, understanding and acceptance

through a two#way communication.

>$T?@/ $>+ *'3P/ 3: P.@

To attract attention. To win belief. To impart understanding. purposeful 0.). program should3

. 4nderstand organization%s nature and purpose thoroughly.+. ommunicate this understanding to others i.e. the publics.7. 9bserve and evaluate the effect of the communication. 9n the above basis, management can gain the opportunity, to make suchinternal changes, product, service or method as will enable it to survive and

prosper in a public climate to goodwill.



/"/M/>T* I> [email protected]< Two way communication.b< "utual understanding.c< aring for public opiniond< Social responsibility.

Two=way communication.

In 0.)., it is an established and accepted theory that feedback is very important.*ow does one set itH?

"isunderstanding occur from a total lack of/inade-uate communication. "ost,important is to improve e'isting channels of communication and to establish twoway flow of information. Some times, due to certain barriers we may not achievethe goals. =arriers areD

n'iety.

losed mind.

0re>udgment

"any human problems may be due to lack of communication. "anagementsare advised to give prompt information to employees and public. 0.).methods can do much to resolve such conflicts to reconcile differences.

M?T?$" ?>+/@*T$>+I>A.

0.). policy for any organization should include both inward activity andJ

intelligence to assess the policies and behaviour of the management to seewhether action is necessary to improve the organizationHs image and outwardactivity to inform the public about its achievement. In any public relationship,there are at least two parties.

1. The organization which has something to promote and in competitionwith others.

2. The 0ublics to which the organization directs its efforts.

'$@I>A :3@ P?<"I' 3PI>I3>

0ublic opinion has been described as the KSource SpringK of 0.). ccording toK braham 5incolnK 0ublic sentiment is everything with 0ublic sentiment, nothingcan fail, without it nothing can succeed. Satisfying the 0ublic interest to themutual advantage of all parties in conflict, is a basic re-uirement of sound 0.).Satisfying both the internal and e'ternal customers and carrying of their opinionis vital factor of prosperity of an 9rganization. issent and murmurs should notbe ignored, Hpossible cause of disharmony is to be watched.



>//+ :3@ P?<"I' @/"$TI3>*

!ew needs of 0.). can be summarized as below which are self e'planatory.

a) Lood 0ublic )elation is not substitute for sound policy or goodperformance.

b) It is now recognized that money spent on 0ublic )elation is a goodinvestment. Sound, well organized and dynamic 0.) is sure to improvenotH only the image of the 9rganization but also the profit of the businessconcern.

c) &ffective 0.) can win people to a certain cause or a program.

d) 0.) can motivate to buy a certain product or a service.

e) Lood 0.) attracts right type of people to the 9rganization.

f) It can encourage investment from the 0ublic.

ESSENTIALS OF GOOD P.R

The best results are possible only if some ground rules are followed in 0.)works. Lrounds rules are3

The 0.) practitioners should have a thorough knowledge of the9rganization.

The 0.) man should co#ordinate with different sections of 9rganization.*e should work as middleman between internal and e'ternal customers. *eshould be well versed in 0.) techni-ues.

The 0.) man should have insight to understand 0ublic moods and trends.

• *e must be creative and thorough.

• =road 0.) e'perience is e'tremely necessary for this purpose.

• 0)9 should know the present and future corporate plan and ob>ective of the9rganisation.

P?<"I' @/"$TI3>* $* M$>$A/M/>T :?>'TI3>.

The most important function in 0.) is identifying the K0ublic InterestK andkeeping the 9rganization informed about it. etermining what is 0ublic interest isa decision for the management. The leads to the conclusion that 0ublic )elationis a management function.



nticipating, analyzing, and interpreting public opinion, attitudes

and issues which might affect, for good or ill, the operations and plans of organizations.

ounselling management at all levels in the organization with

regard to policy decision, courses of action, and communication, taking in toaccount their public ramifications and the organizationHs social or citizenshipresponsibilities.

• )esearching, conducting and evaluating, on a continuing basis, programmesof action and communication, to achieve informed public understanding,necessary to the success of an organizationHs aims. This may includemarketing, financial fund raising employee, community or a governmentrelations and other programmes.

• 0lanning and implementing the organizationHs efforts to influence or changepublic policy.

Setting ob>ectives, budgeting, recruiting and training stall, developingfacilities in short, managing the human resources to meet all of the aboveob>ectives and goals.

If public attitudes and opinions are negative and hostile towardsorganizational policies, procedures and actions, the 0.) practioner.

an utilize skills and resources to change/modify public attitudes andopinions through communication.

P?<"I' @/"$TI3>* P?<"I'*.

0ublic )elations and K0ublicK are inseparable. Without public there can not be ny 0ublic )elations. A 0ublic may be defined as many group us people tiedtogether by some common bond of interest or concern i.e. the share holders of acompany.

0ublics are divided in to following categories3

&'ternal3 Those are outside of an organization but have some relationship withthe organization like Lovt. officials, the media, retailers, suppliers, customersH,investors, bankers, local community organizations.

Internal3 Those who are closely related to an organization that shares theinstitutional identity such as management, stock#holders employees, dealers,sales representatives and other marketing personnel.



NATURE OF ORGANIZATION AND ITS PUBLICS

@ature of an organization usually dictates its public and one can draw somema>or distinctions applied to the nature of an organizations and its publics.

a) 9rganizations with similar goals and purposes have similar publics.)eading and advertising publics are basic publics for dailynewspapers.

b) The uni-ue nature of an organization can often Kmake its publicsdifferent from organizations which seem similar to it i.e. "enHs college,womenHs college etc.

c< s organizations change in nature and purpose, so do their 0ublics.!or instance, if a te'tiles manufacturing firm switches over toreadymade garments, the nature of its publics also changes.

d< It should be noted that there are publics within in publics and many of them are latent state who can stir, surface and organize problemswhen they are affected. !or e'ample, paper suppliers may createproblems for book sellers and therefore for the college indirectly.

I+/>TI:I'$TI3> 3: P?<"I'*.

ifferent publics have different interests and needs. !or instance, the employeesas a public are interested in knowing more about an organization, its personnelpolicies, wage, incentives etc. while customers as publics want to know theproduct range, price -uality service etc. The 0.) practitioner must carefully

identify each public pertinent to a particular pro>ect and determine other publicsthat might affect it. 0.) practitioner must consider not only opinion of ma>ority butminority also. The identification and segmentation of publics is an important stepto effective and meaningful communication in 0ublic )elations.

THE PROCESS OF COMMUNICATION

Two way communications is resulting in mutual understanding of each otherHsinterests. In this process, the 0.) practitioner plays the role of communicator,catalyst and ounselor. ommunication is the art and Science of sending or transmitting message, information, ideas, emotions from one person to another

and obtaining a feedback of the message sent. ommunication involves fiveelements.

a) Sender############who sends message.

b) )eceiver###########Who receives message.

c) "edium#############hannel of transmission.



d) "essage############onte't.

e< !eedback############)esponse of the receiver.

THE PUBLIC RELATIONS PROCESS

0.) has four stage process. These are3

a) !act !inding3#)esearch analysis of opinion, environment.

b) 0lanning3#0olicy formulation, programming, goal setting.

c) ommunication3# implementing planned communication activities,e'ecution.

d) &valuation3#!eedback and ad>ustment/course modification.

Pu)lic @elations procedure

It is observed that one of the important function of the 0ublic )elations unit is toestablish and maintain two way communication between the organisation andcustomer on one hand and between the organisation and the staff on other hand. 9nce this is achieved effectively, all other functions can be achieved.

The process of communication involves E elements

a. The communication

b. The message

c. The media

d. The audience

!or successful communication, it is essential to find out the right message andright method of e'pression so that it creates the desired impact. The media for communication can be spoken word, the written word and the visual aids. Thespoken word reaches the largest no of people and the main medium for it is llIndia radio. The other method for spoken word is 0ublic speaking in functions.The written word have retention value and the medium for it is newsletters,

brouchers, etc. the visual aids are the most effective and the medium for them isfilms organized through various agencies including television. The message andmode should take into consideration the level of understanding, attitudes, values,social habits, linguistic, individual and group characteristics. Thus the messagemust be so drafted that it is noticeable, recognizable, understandable andmemorable.



:orms of communication

The communication can be divided into + groups

a. &'ternal i.e. meant for customers. The various forms of communication for

this group can be

i. irect communication

ii. @ewsletters

iii. =rouchures diverted form various groups

iv. Working with influential groups

v. dvertising

vi. )elations with various media such as visual, audio and audio#visual

=. Internal i.c. meant for the staff. The various forms of communication forthis group can be

i. @ewsletters

ii. Training

iii. Informal get#together

iv. "otivation by morals boosting, rewards etc.

v. Muality circles.

PUBLIC RELATION AND MEDIA

INTRODUCTIONWhile one of the ob>ectives of public relation is to create friendly relations with thecustomers and to improve the image of the organization before the customersand the public in general, it is to be understood that unless the relation betweenthe organization and the media becomes good, it is impossible to create a goodimage of the organization before the public, whatsoever improved technology wemight have under our possession to render efficient service to the customers.Therefore, to establish our good or decent relations with all the media, we needto know what are the publicity or advertising media we are having in the society.What services they are rendering to the customers or public, what is their utilityand how their services can be utilized by our organization. We will. discuss someof the salient features in this chapter.



MASS COMMUNICATION9n earlier days mass communication were maintained by organization by#holding mass meetings and through proclamation of notices by loud voice of anappointed speakers. 0osters and notices were also utilized. !ace to face direct

contact between organizational workers and the customers were resorted to. =utowing to phenomenon improvement of science and technology and specially of electronic media, a large number of medias have been invented through whichnews/views and informationHs may be spread to lakh or crores of people within avery short time as per desire of the publisher. Some devices of medias aretherefore being discussed as below3#

>/9* $A/>'I/*

Narious news agencies are in e'istence in India and world#wide. Such as 0*.4@I, Samachar, in India, and )euter. I@!, etc. which are in e'istence in other

countries. These news agencies collect news from all the places of the worldthrough their own press#correspondents O newsmen and accumulate in their main head-uarters through Telecom Service. Thereafter they sell their newsconstantly to all the newspapers offices on hourly basis per day as per their contracts. The newspaper offices on receipt of the stories selects the necessarynews for publication in their daily newspaper as per their own discretion *owever for correctness of the news agencies remains responsible.

>/9*P$P/@*,=

Narious newspapers i.e, local dailies. ll India dailies, Weeklies, fortnightlies, etc

are published by various professional publishers. They collect some news,through their own newsmen and also purchase news from 0TI, 4@I, Samachar,I@! , )enters, etc. They also collect advertisements from various commercialorganizations which is one of their ma>or source of income. While selectingediting, news, press#handouts are done as per their own discretions, theadvertisements are published as per desire of the publisher who pays to thenewspaper for sparing their spaces for the same.

The Press

"ass media agencies in India are accessible largely to people who live in citiesand towns. Take, for instance, the most powerful medium of the press. Itscirculation is, predominantly urban because of the concentration of literacy andpurchasing power in cities and towns.

The Indian press does not evince much interest in rural India. The press by andlarge does not take note of the problems of rural community. The press of Indiais divided into &nglish and language press. The former is metropolitan arid bigcity#based. The language press is limited to the states or regions.



The press in a democratic country plays a vital role in creating, moulding andreflecting the public opinions. It is a fundamental institution of our society. Itcontributes a great deal in shaping political, social and economic development inthe country .The press is also intimately concerned with the functioning of thestate and the policy it follows. It touches almost every aspect of our public life.

The press in India fnc!i"ned as a crsadin# a#en! f"r !he freed"$ "f !he c"n!r% pri"r !"independence. I!s c"n!rib!i"n !" "r freed"$ s!r##&e 'as sbs!an!ia&. I! is !re !ha! "n&%a s$a&& percen!a#e "f pe"p&e in India c"$e nder !he reach "f !he (press becase "f

'idespread i&&i!erac% and &i$i!ed circ&a!i"n "f ne'spapers. This percen!a#e h"'e*er is

e+!re$e&% i$p"r!an! as i! c"ns!i!!es !he in!e&&i#en!ia& !he *"ca& sec!i"n "f c"$$ni!%'hich n"! "n&% crea!es and bi&ds !he pb&ic "pini"n b! a&s" pr"*ides &eadership !" !he

s"cie!%. The *ie's "f !his sec!i"n cann"! be i#n"red. The inf&ence "f !he press in an%

c"n!r% "n !he pe"p&e is ad$i!!ed&% a #rea! dea& $"re !han circ&a!i"ns s!a!is!ics.

@ole of P@ communicator

!or effective public relations, publicity in the press, particularly through the dailynewspapers, is the most effective and popular mode of pro>ection compared topublicity through any other medium. @ewspapers occupy a commanding positionas a medium of mass communication. This is so, despite widespread illiteracyand limited circulation of newspapers in India. The reasons are both physical andpsychological. newspaper can be read at the readerHs own convenience. It canalso be referred to as and when re-uired. @ewspaper reading is more or less ahabit with, most people. It is also generally presumed that newspapers providerelatively impartial coverage of happenings compared to other media.@ewspapers, therefore, make a greater impact on the public mind, particularly in

urban and semi#urban areas. The government at the entral and in the States,business houses, local bodies, public sector undertakings, and other organizations and institutions in the country disseminate information to thepeople from time to time through the medium of the press. Information is givenout on a variety of sub>ects and canalized to the press in different ways pressreleases. !eatures and articles, backgrounds, advertisements, and orally throughpress briefings, press conference etc.

The information given out by any organization has to complete with other newsitems. s such its getting into newspaper columns depend on a variety of factorsthe news content, timing, availability of space, etc. The most important factor,

however, is the techni-ue of dissemination to information. In this conte't, the roleof the 0) communicator is e'tremely important as, to a large e'tent, the successdepends on his skill ad his rapport with the press.

The communicator%s ob>ective is to reach a sizable and diversified audience andto make the desired impact. The transmission of information, ideas, etc. throughthe press has to be done in such a manner as to make ma'imum effect. Thecommunicator can succeed in the is task if he has a clear idea of the ob>ectives



agricultural broadcasts with the result that high#yielding varieties of seeds andfertilizer#mi'es are popularly called Hradio seedsH or radio khadH in villages. Inthis field , radio is the initial and the important source of information.

Auio!"isual MeiaTelevision is a powerful medium but its e'isting reach in India from centersoriginating programmes for rural viewers and from those established afterSIT& is severely limited.

oordarshan covers at present a nominal percent of the area with nominalpopulation. The pressure of urban viewers, background and training of communicators, recurring costs, heavy capital investment are some of theconstraints in the e'pansion of TN in rural areas. 5ike )adio and TN, films alsocommunicate with the people who are not literate. It is very effective mediumfor entertainment, information and instruction. It is highly artistic and creativemedium and can influence the captive audience. We need films for informationand motivation which are relevant to rural conditions. Lreater use of cassettetape recorders, small gauge cameras and photographic e'hibition kits, filmstrips and graphic may prove useful in rural areas.

Posters

"ost of our rural people identify the problem through a visual symbol. This is sobecause of large masses of illiterate people in the country. =ut illiteracy in India isnot synonymous with lack of culture and ignorance. This is proved by the ruralpeople taking to new forming techni-ues and also actively participating inelections. II the message through the visual has to make any impact on rural

people it must evoke a sense of identification in the viewers. !or instance, aposter must portray a bearded Sikh and a Fameez wearing wife if it is inLurumukhi, a house wife with a red bordered saree. if the wards are in =engali.

E#$i%ition an De&onst'ations nother medium which attracts rural people is fairs and e'hibition. !airs areorganized when a pilgrimage or a festival takes place. They have a greatpotential in rural areas.

few cases studies indicate that for a promotion of a product among rural

people, a field trip is the most effective means of communications.emonstration is the ne't best medium. !ield trips, demonstrations ande'hibition are highly effective in enhancing the knowledge of a particular productwhich 0) intents to promote with fanners in the villages. This medium can beutilized in various situations irrespective of the socio#economic and psychologicalcharacter of the farmers,



Multi!i&ensional A(('oa)$ommunication in rural India cannot be solved through technology transfer.Indian reality is multi#dimensional and will not yield to a single point approach.Whatever the medium used, the message will ac-uire relevance and

effectiveness if the folk form prevalent in the region is >udiciously used withoutviolence to reach the rural India has its own potentialities, skills, limitations andpossibilities. Since our information needs are diverse, no single medium canade-uately meet the rural communication needs.

A*e'tisin+ dvertising has become an enormous world#wide activity and e'ists in practicallyevery country. In some, countries, it has a minor role and is in the nature of publicservice. In other countries, advertising is itself a ma>or industry#and an importantform of communication in its own right. dvertising is essentially a

communication activity, part of the communication process and system, aimingtaproots the sale of goods, commodity or service, to advance an idea or to bringabout some other effect desired by the advertiser. It represents a ma>or source of revenue foams media and thus influences to a greater or lesser e'tent their whole range of activity and orientation.

In many societies, advertising contributes efficiently to the generation c consumer demand and a mass market, but its influence on the consumer and on massmedia may also be decisive and negative. nywhere it can contribute to raisingaspirations and can be a motivating force for an improved -uality of life, but it calso contribute mightily to rising frustration and to consumerism.

Telecommunication

s defined by the International convention, telecommunication is Ha transmission,emission or reception of signs, signals, writings, images and sounds intelligenceof any nature by wire, radio, optical or other electromagnetic system thus itincludes, among other means, the telegraph, telephone, tele', radioD televisionbroadcasting. t present all nations are linked by direct dialing system.

dvertising has become an enormous world#wide activity and e'ists Hpracticallyevery country. In some countries, it has a minor role and is in the nature public

service. In other countries, advertising is itself a ma>or industry and an importantform of communication in its own right. dvertising is essentially a communicationactivity, part of the communication process and system, aiming to promote thesale of goods, commodity or service, to advance an idea or to bring about someother effect desired by the advertiser. It represents a ma>or source of revenue for mass media and thus influences to a greater or lesser e'tent their whole range of activity and orientation.



In many societies, advertising contributes efficiently to the generation of consumer demand and a mass market, but its influence on the consumer and onthe mass media may also be decisive and negative. nywhere it can contribute toraising aspirations and can be a motivating force for an improved -uality of like,but it can also contribute mightily to rising frustration and to consumerism.

PR an O'al P'ess B'iefin+sThe purpose of oral briefing is to supplement and reinforce the

conventional written publicity material. It is an opportunity to highlight certainevents and also to clarify the complicated issues to the press representativesthrough -uestions and answers. Sometimes better results are achieved withface#lo#face discussion with the correspondents rather than giving information tothem through written publicity material. To get the best results out of oral

briefings, it is necessary that these should be organized in a methodical manner.livery care has to be taken as to when and how to give oral briefing. The oralbriefings are of several types.

,ue'ies f'o& P'ess Re('esentati*es n accredited press correspondent can put a -uery on anyH aspect of theworking of the government department or other organization. Such -ueries aretreated as confidential and the replies are to be given only to the pressrepresentative concerned on e'clusive basis. The confidence of thecorrespondent should be respected. The decision to treat the -uery e'clusive or

otherwise rests with the information man. *e should e'ercise his discretion withcare so that he is not charged with discrimination by other correspondents, t thesame time, his action should not discourage the initiative of an individualcorrespondent and induce him to e'plore other sources of information for scoopor an e'clusive story.

Lenerally, -ueries from only accredited representatives are answered. cityreporterHs -uery can also be attended to if the matter is of local interest such asuniversity, zoo, milk supply agencies etc.

The -uery should be noted down and the official concerned should be

approached for relevant and correct answer. Hhe press correspondent should bereplied without much delay and with as many details as possible.

The answering of -ueries from press representatives helps in checkingcorrespondents relying on unofficial and unreliable sources or on gossip. lso, inthe garb of -uery the public relations personnel can plant a story on e'clusivebasis in a paper. *owever. Stories of general public interest should not be givento Done correspondent.



PRESS CONFERENCE! GENERAL

AND SPECIAL-!0ress conference provides an opportunity to communicate directly withrepresentatives of the press. The latter, in turn, present the news to the public.The press conference is to be held only if the government or the organization hasto give out some important news. It is wrong to hold a press. conference whenthere is no worthwhile news to give.

The press conferences are usually held when actual news is to be given out.The purpose is to e'plain to press correspondents and selected editors thescope and purpose of an important report or a statement which is likely to be of public interest. It is also held to give a general view of the policy and activities of the government or other organizations. Sometimes press conferences are alsoheld to e'plain to the press important developments of sufficient public interest.

The press conference should never be held on a routine affair in the case of private organizations, all correspondents who normally cover the organizationare invited to the press conference. !or this purpose, a standard list of inviteesshould be kept and updated from time to time. Where the name of the special or the concerned correspondent is not correctly known, it is better to e'tent ablanket invitation to the news editor or the chief reporter who would assign arepresentative best -ualified to handle the story.

9fficial invitees to the press conference should be reduced to the minimum. Theinformation or the public relations officer should be present at the press

conference. This holds good for non#official press conferences also. The chief e'ecutive and the head of the concerned department, should however bepresent at the conference. If the conference is not on an urgent matter, it can beheld in a leading club or in a hotel. In any case, the surrounding of a pressconference should be congenial.

The press conference arrangements should be well thought out. Transport canbe provide both ways if the press conference is held at some distance or out of the way place. If the press conference is on an urgent matter, for instance, abouta strike or labour trouble, there will not be any time for social niceties. *owever,if the conference is called for the introduction of some news product etc., it can

be over a launch, dinner or cocktails.

The person conducting the press conference should be advised to avoid Coff therecord% remarks as far as possible. It is better to say at the press conference CIcannot comment% rather than making some observations and asking the press totreat them confidential.

Pu)lic @elations programme for telecom ser5ices



these have so far remained in the telephone directories without being noticed bywhat to say of persuading the subscribers. ST@) and @T billing will needto be e'tensively publicized.

Auidelines for good Pu)lic @elations ,

The foremost way which has been utilized right from the olden days is personalcontact with the customer, the 0ublic. This can take shape of face to face contactin an appropriate environment or across the table or across the counter. Thiscould also be in form of telephone contact or in form of non#speaking contact liketeleprinter. 0ublicity in form of non#speaking contact like teleprinter. 0ublicitythrough media ;Television and broadcasting<, newspaper, printed handoutsbrouchers, newsletters, directory and magazine etc. are also tools of 0ublic)elations. =ut within the limited scope of this handout we shall discuss 0ublic)elations through personal contacts in detail. 9ur staff, the lineman/subinspector, phone inspector and 8T9s visit the premises of subscribers of telephone, teleprinter and tele' to rectify faults, to install new facilities, to makeroutine inspections, and special inspections for misuse of facilities, checkingbonafide etc. few guide lines are as under

BaC <e presenta)le 3 The person visiting the customer should be presentable.0resentable personality does not mean that the person should have a toweringpersonality dressed in kingly garments with royal gesture. *e should be >ust welldressed and e-uipped with the tools and accessories re-uired for the occasion.hewing betal and smoking in subscriberHs premises should be avoided as far aspossible.

B)C $5oid stony long face 3 The person should have a balanced mental

make up and avoid stony long face. smile costs nothing to the holder but itgives so much to the beholder. So please do smile.

BcC Dueries to )e answered well 3 Mueries of the subscribers should beanswered well. In case the -uestion calls for some information which is beyondthe scope of the official visited, the visiting person may be given the name andaddress with telephone number of the appropriate officers to be contacted. Tryingto give information beyond oneHs scope is not only in>urious but sometimes leadsto serious repercussion.

BdC $5oid loose tal% 3 Whenever you speak, talk to the point and in an

impressive way. void loose talk. The first impression is given by your appearance and the second impression is given by your talk. Talk comprises of +things # listening to the other person ;i.e. reception< and then tell him your ideas;transmission<. Therefore be a good listener, give a cool hearing to thevisitor. Treat him as most important person, understand his problem well and askthe -uestions to eliminate doubts. Live him full chance to clear out him bosom. If he is e'cited and talks ill of the department or talks irrelevant talk, listen coolly asyour aim is to understand the problem correctly.



While you are in office, talk to your subordinates, colleagues, officers or friends in such a way that even if that talk is made public, its conse-uences arenot bad. The words used should have simple meaning and able to convey theidea crystal clear. It should not have two or more meanings landing the listener indifficulty to understand the meaning you want to convey. !urther the power of talk

is measured by the power of ideas e'pressed, the sound and the manner andnot by the loudness, while talking the movement of hands should be the least butthe facial e'pressions should be in harmony with the e'pression of words.

BeC $ffirmati5e approach 3 The approach should be affirmative towardscustomer problem solving. While listening to the customer or while talking tocustomer, he should have the feeling that you have understood his problem andwant to sincerely help him in sorting out his problem.

BfC Enowledge a)out the department 3 The person should have fullFnowledge about the working of his department, details of various aspects of public concern, recent developments in the field of technology and research andstand of the department in different aspects. In case you do not know someaspects about which the customer is en-uiring, accept the fact, collect theinformation and then pass on at the earliest at your initiative.

BgC :eed)ac% 3 The person should collect the !eedback for his own use and for passing that to the management. !or this purpose one has to keep his eyes,ears and mind open. 0ublic and dialogues of public are available everywhereand anywhere and at all times, one has to only note the e'pressions andfeelings. @ewspapers, T.N., magazines, direct talks etc, are the differenttypes of feedbacks. fter collection of the feedback it is to be analysed anddiscussed at appropriate levels and suitable action may be taken accordingly.

BhC $ good heart 3 0ublic )elations practitioner needs a good and sympatheticalheart and one has to understand the view point and ideas of otherHs andappreciate them. The person with rough, tough and strong ideas will beunsuitable to 0ublic )elations >ob. 0ublic )elations practitioner has todevelop feeling. *e may be alright, he may be really in trouble, i must dosomething for him, it is my duty to do something for him. I represent thedepartment, what will he be thinking about the department etc. give not onlyyour mind but also your heart also.

BiC Pu)lic @elations practitioner is other the teacher# preacher or

philosopher ,

"ost of the people behave as a teacher, preacher or philosopher and these arebeautiful and glorious defects of a 0ublic )elations. s these defects arebeautiful and glorious so it is difficult to get rid of them. If people behaves as anyone of them, he may feel proud of talk, he may also feel high toned and happybut he will not be successful 0ublic )elations practitioner. 0ublic )elationsincludes these -ualities but he is not a copy of any one of them.



Thus the fundamentals of 0ublic )elations are to choose at a right time, the rightpeople, right channel, right message and right works. Its planning involves whento reach, how to reach, that what to say, how to say and when to say it.

Con)lusionThe world has accepted the importance of 0ublic )elations as a modernmanagement tool and 0ublic )elations e'perts occupy a very important positionin management of organization%s but in our department, 0ublic )elations is in itsinfancy. We have recognized the importance of 0ublic )elations we yet todevelop e'pertise in 0ublic )elations and go a long way to establish it in our system to the re-uired e'tent.

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punctuality, managing time & pr

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