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Media Relations
Shishir Sinha, CNBC Aawaz "Forging Strategical Alliance and Partnership in Cooperatives – Role of Public Relations”
10 th October, 2006

WHAT I HAVE TO SAY

  • WHAT IS NEWS
  • NEW DEFINATION OF NEWS
  • HOW NEWS CAN BE REPORTED
  • WHY CO-OPERATIVE IS UNDER REPORTED
  • HOW CO-OPERATIVE COULD BE A SEXY NEWS

WHAT IS NEWS

  • NOT JUST NORTH, WEST, SOUTH & EAST
  • NOT JUST AS IT HAPPENS
  • NOT JUST STORY OF HUMAN INTEREST
  • NOT JUST A DOG'S WAIT FOR PIECE OF MEAT

WHAT IS NEWS

  • NEWS IS JUST LIKE ANY OTHER COMMERCIAL PRODUCT
  • A REPORTER DOES NOT TELL THE STORY, BUT SELLS IT
  • PROFIT IS UTMOST MOTIVE, SOCIAL CAUSE COMES LAST

NEW DEFINATION

  • NEWS IS WHAT A COMMERCIAL PRODUCT ADDS TO BALANCE SHEET
  • IT SHOULD BE SEXY, MUST BE PRESENTED WITH LOT OF SPICES

NEWS REPORTING

  • REPORTER TO BUREAU CHIEF TO EDITOR
  • REPORTER BEARS THE LABOUR PAIN, EDITOR TAKES THE CREDIT OF DELIVERY
  • OWN IDEOLOGY HAS NO PLACE, MANAGEMENT'S IDEOLOGY IS MOST IMPORTANT

NEWS REPORTING

  • 4 PEOPLE WILL REPORT THE SAME NEWS IN 4 DIFFERENT WAYS
  • OBJECTIVITY MUST BE MAINTAINED
  • TARGET READER, VIEWERS, AUDIENCE MUST BE IN MIND

CO-OPERATIVE
UNDER REPORTED

  • CO-OPERATIVE DOES NOT START OR END WITH AMUL
  • EACH CO-OPERATIVE SERVES IN A LIMITED AREA, FEW HAVE NATIONAL PRESENCE
  • BEING IN NEWS MOST OF THE TIME FOR WRONG REASONS

CO-OPERATIVE
UNDER REPORTED

  • SEEMS TO BE SOCIALIST IN NATURE, BUT SYMBOLIZES POLITICAL BATTLE    FOR POWER AND WEALTH
  • LACK OF KNOWLEDGE ABOUT BASIC CONCEPT OF CO-OPERATIVE
  • LACKS URBAN IDENTITY

CO-OPERATIVE
A SEXY NEWS

  • PRESENT IT IS AS A MODEL
  • SPREAD THE GOOD THINGS
  • DO NOT COVER THE BAD ONCE
  • BE OBJECTIVE IN ASSESMENT
  • THINK, WRITE AND EXPLAIN AS A JOURNALIST
  • DO NOT ASK THE JOURNALIST FOR PUBLICITY, FORCE HIM FOR THAT
All right reserved 2006
Public Relations Society of India (PRSI)
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