chapter-5 - shodhganga...chapter-5 pubic relations in higher education: responsibilities the study -...
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CHAPTER-5
PUBIC RELATIONS IN HIGHER EDUCATION:
RESPONSIBILITIES
The study - In this chapter opinion of the PR professionals analyzed to come on the
conclusion. The chapter is aimed to test the objectives of the study i.e. management
approach and nature of functioning, differences between established and casual PR
setups, differences between central and state university PR setup.
The Organization - All professional working in the sample university‘s PR
departments were questioned with the help of interview schedule. Total 27 people
were found working hence all included into the survey. With 27 people a minor
populations is created. Therefore trends with the help of positive and negative
response were presented into tabular for in a cumulative manner.
THE ANALYSIS
5.1 NATURE OF JOB
A Public Relations department includes various positions with varied nature of job
profile. Public Relations professional need help of other technical and clerical staff,
multi-tasking worker to perform their duties.
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Table 5.1 – Nature of the Job in the PR Departments
Sl.
No.
INSTITUTE NATURE OF JOB AND NO. OF RESPONDENTS
Managerial Administrative Clerical Multi
tasking
Other REMARKS
1. S.S.U. 1 2 3 2
2. C.U.T.S. 1 1 2 2
3. M.G.K.V.P 1
4. B.H.U. 3 6 3
5. A.U.S. - - - - - No regular
staff
As the table shows all samples PR departments have occupied different nature of
workers to perform their duties. Based on the opinion of the personal a varied picture
is drawn here. In term of number more clerical and multi-tasking is associated with
PR departments indicating conventional administrative structure of their departments.
Out of total samples MGKVP and AUS does not have established PR departments.
Therefore no clear administrative picture is visible in their functioning. At the top
level more people have perceived their job as administrative job nature. Thus it can be
said that PR job in both central and state universities managed with administrative
mindset.
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5.2 JOB MOBILITY
Job mobility indicates job specification. PR departments require persons with skills
specialized in public relations jobs. But, in government and public sector other than
PRO and technical staff cum under the inter-departmental mobility. Concentration of
more in such transferable persons results in variation in approach and job
performance.
Table 5.2 – Patterns of the Job Mobility
Sl. No. Institute Internal Only Inter-
Departmental
1. S.S.U. 4
2. C.U.T.S. 3
3. M.G.K.V.P. 1
4. B.H.U. 12
5. A.U.S. NA NA
Table shows two distinguished patterns of mobility of the personnel i.e. internal only
and inter-departmental. In case of availability of regular managerial staff only internal
mobility or vertical mobility found in case of PRO and APRO and technical staff.
Where as in of clerical staff inter-departmental or departmental mobility is found.
Thus in can be interred that in case of PR specific personnel any ventral mobility is
found and in case of clerical staff horizontal mobility is found.
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5.3 AVAILABILITY OF BASIC COMMUNICATION FACILITIES IN THE DEPARTMENTS
Technology rules in PR works extensive and rapid dissemination of information to multiple stakeholders is one of the key efficiently of public
relations now a day. A part from skilled professionals, a department needs advanced and modern media tools and technology to discharge its
duty efficiently.
Table 5.3 - Availability of basic communication facilities in the departments
Sl.
No
.
Institute Public
Address
system
Conferen
ce room
Electronic
display
board
Printin
g press
Fax
machine
Net Land
line
phone
Mobile Two
whee
ler
Four
whee
ler
Xerox Computer
printer
Scanner CC
TV
Still
camera
Video
camera
1. S.S.U. 2 2 2 1 1 1 1 1 2 2 1 1 1 2 2 2
2. C.U.T.S. 1 1 2 1 1 1 1 1 2 1 1 1 1 1 1 1
3. M.G.K.V.P 2 1 2 1 1 1 2 1 2 2 1 1 1 2 1 2
4. B.H.U. 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
5. A.U.S. 1 1 2 2 1 1 1 1 2 1 1 1 1 2 1 1
1 for yes, 2 for no
As table shows variations have been observed in availability of media means availability in concerned university PR departments. Banaras
Hindu University and Tibetan University have adequate in house availability of media tools. Advanced infrastructural facility such as conference
room under the premise of the department, found in BHU only. However other universities use universities common conference room if
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required. Internal and computer is available to all departments. Only CUTS and BHU
have still and video cameras and public address system. All PR departments have
printing press facilities at university level. Four-wheeler and two-wheeler are
available at CUTS and BHU only. In term of availability of media tools MGKVP is in
very deprived conditions. AUS also does not have media tools specifically for PR
works. On the basis of data a clear distinction can be drawn between central and state
universities resourcefulness. The universities with established departments such as
BHU, CUTS and SSU have regular facilities under their possessing and universities
where PR departments are not established and are run on adhocism have to make need
based arrangements on rental basis.
Public Relations are a skill based task. Understanding and use of technological means,
writing skill, research oriented skills are essential to conduct PR job effectively.
Understanding and use of Internet facility, videography, photography are necessary to
manage online public relations and supply of audio-visual information. Writing is
another important skill essential to manage news writing, writing for in have
publications, information management and communication with help of letters, print
media and web.
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5.4 SPECIALIZED SKILLS OF THE PR PERSONNEL
PR professionals need some basic skills to efficiently perform their task of public
relations. These skills are multiple and covering different areas. Writing,
communication, negotiation, coordination, controls, leading skills are some of these
basic skills, but list not ends here. Internet skills, photography, videography and visual
skills, data analysis is some other skills that every PR worker should have.
Table 5.4 - Specialized skills of the PR Personnel
Sl.
No.
Institute Internet
use
Photography Videography Data
Analysis
Content
writing
Any
other
1 S.S.U. 4 2 2
2. C.U.T.S. 3 1 3 1
3. M.G.K.V.P. 1 1 1
4. B.H.U. 4 2 3 1 4
5. A.U.S. NA NA NA NA NA NA
As data show Internet uses skill is very common among all managerial and non-
managerial staff of PR departments in all universities. All managerial staff is skilled
in photography skills. No PR professionals are skilled in Videography skills.
Managerial staff found familiar in content writing skills and data analysis and non-
managerial staff have skill of data analysis. On the basis of the data we can say that
Photography and content writing job is handled by persons exclusively engaged for
PR works and clerical staff is not very familiar with skills of content generation i.e.
content writing, photography and videography.
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5.5 DOCUMENTATION (PREPARED) FOR PR JOB
To conduct PR works systematically more basic documentation is required.
Preparation of mailing list, list of local media persons, address and email list of media
organizations and preparation of basic information booklets were identified as the
essential documents required to be prepared to conduct media relations and
information dissemination smoothly.
Table 5.5 - Documentation (prepared) for PR job
Sl.
No.
Institute Mailing list List of local
media
persons
Address and
email list of
media
organization
Basic
information
booklet
1. S.S.U. x
2. C.U.T.S. x
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S. x
As the table shows all PR departments have prepared mailing list, list of local media
persons, address and email list of media organizations. It was approved by all
managerial and non-managerial staff that shows preparation of such documentation is
based on the contribution of all or it is used by all. However only BHU has prepared
basic information booklet. Thus on the basic of data we can say that all universities
PR departments have prepared mailing list, list of local media persons, address and
email list of media organization and concluded that media relations job is performed
with proper preparation and team work.
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5.6 INSTITUTIONAL GUIDELINES FOR CIRCULATION OF
INFORMATION TO MEDIA
Public Relations offices are felicitators of information to the media in professional
way. They know the format of news so journalists feel comfortable with such
processed information. A part from, if guidelines are issued to circulate information to
media by PRO it helps organizations to keep a close watch on the flow of information.
So many organizations have issued such circular to different departments to use
channel of PR to communicate with media.
Table 5.6 - Institutional Guidelines for Circulation of Information to Media
Sl.
No.
Institute Mandatory to
circulate via PRO
Only
Administrative
information
circulation
through PRO
Any other
1. S.S.U. x x
2. C.U.T.S. x x x
3. M.G.K.V.P. x x x
4. B.H.U. x x
5. A.U.S. x x x
As table shows BHU and SSU administration has made compulsory to circulate
information to media through PRO only. In AUS coordinator of the programme or
through Registrar office either does it. CUTS and MGKVP does not have such
guidelines. Thus it can be said that though PRO is responsible for circulating
information to media but availability of guidelines every institution to institution
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5.7 PATTERNS OF USING EMAIL AS COMMUNICATION
TOOL
Email is information and communication technology based communication system
that uses technology to communicate a digital message over the Internet. Electronic
mail, most commonly referred to as email or e-mail since 1993,is a technique of
exchanging digital messages from an author to one or more recipients. Modern email
operates across the Internet or other computer networks. It is one of the frequently
used PR tools for both internal and external communication. Email is a powerful,
quick and impersonal means way of communication, which is now recognized as
formal and serious mode of messaging. PR professionals use email services to provide
send press release, invitations, backgrounders and other multi media messages to the
media and secure accuracy and completeness in the media coverage.
Table 5.7 - Patterns of using email as Communication Tool
Sl.
No.
Institute Frequently Occasionally Rarely Never
1. S.S.U. x - -
2. C.U.T.S. - - -
3. M.G.K.V.P. - - -
4. B.H.U. - - -
5. A.U.S. x
Table shows that university PR department frequently use email for communication.
At managerial level it is appeared frequently and non-managerial staffs use it
occasionally. Only in case of SSU it found that both managerial and non-managerial
staffs use it occasionally. Thus, on the basis of said data it can be said that university
PR professionals accept email as main means of communication.
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5.8 ROLE OF PR IN DESIGNING UNIVERSITY WEBSITE
Website is a powerful communication tool. It is part of image building and PR
activity. It is not just something you "have to have." It is something that can and
should be used as an integral part of marketing strategy. The Website offers incredible
information and insights. You can track trends, see what phrases your visitors are
searching on to find you, where they go once on your site, what content interests them
and how these patterns change over time. Websites are online show window of the
organization. With the help of website an organization can increase visibility of its
parts, products, offers, and attractions to the target audience. A website must carry PR
perspectives. In modern day PR website making or updating is a strategic task and
most of PR experts prefer to contribute commanding tasks on website designing and
management.
Table 5.8 - Role of PR in Designing University Website
Sl. No. Institute Only Advice Not duty of
PR
Give
suggestion
when asked
1. S.S.U. x
2. C.U.T.S. x
3. M.G.K.V.P x
4. B.H.U. x
5. A.U.S. x
Website is a key factor in online public relations. Table show a mixed response with
variations in managerial and non-managerial and university wise. In case of MGKVP
and AUS no role of PR is revealed. In case of BHU, CUTS and SSU advisory role is
performed by PR departments as majority of managerial (BHU-50%, SSU-
100,CUTS-100%) staff and non-managerial staff (BHU-33.3%, SSU- 100%, CUTS-
100%) approved it. On the basis of data, thus, it can be conceded that universities with
established PR departments have firm role in designing university website. Whereas
universities without established PR setup do not get any advices from PR side. It also
reveals that established PR departments are required to take online PR initiatives.
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5.9 USE OF BLOGS BY INSTITUTION/PR DEPARTMENTS
Blogs provide a unique and personal way to communicate with current and
prospective customers. By talking to people, in a conversational manner, a blog puts a
human face on a company that is difficult to duplicate in any other way. The more
casual and comparatively unfiltered voice of the blogger creates the image of a
business as being composed of real people like you. Instead of being a nameless and
faceless corporation, the blog helps the people in the company to come alive in their
posts. Blogging as a public opinion medium gives up that tight control and presents a
message in a conversation with the reader. In that sense, the blog cultivates public
opinion. With increasing transparency, inside and outside of organizations, the best
approach is one of open discussion. A blog is the ideal delivery vehicle.
When done right, an organization‘s blog can be an incredible PR asset. Organization‘s
blog is an opportunity for a brand to create and publish its own content to a relevant
online audience of content creators. Well-optimized and linked blog posts can rank
well in the search engines making them easy to find for journalists and bloggers
researching stories. Blogger relations is often more successful when the company
being pitched has it‘s own blog to point to.
Table 5.9 – Use of Blogs by Institution/PR Departments
Sl.No. Institute Writing
regularly
Coordinating
blogs on internal
public
Do not use
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Blogs play very effective role in motivation of target audience and creating positive
image environment. Managing blogs, writing of blogs and coordinating bloggers is
very sophisticated exercise in online public relations. It is an informal and interactive
tool. As the table show no university has any blog management mechanism so there is
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no role of university PR in managing or writing blogs. Thus it can be said that blogs
are not recognized as tool of PR and communication by universities and their public
relations departments.
5.10 USE OF ELECTRONIC BROCHURE BY PR INSTITUTION /
PR DEPARTMENTS
E-brochure or an electronic brochure is a Web tool used to promote sales and
marketing information. Whether you want to go for formal information, reflect your
digital vision, or simply save on printing costs, electronic brochure offers an
opportunity to spruce up a basic PDF. In the space between web design and printed
brochures, electronic brochures can be easily updated and rapidly distributed.
Table 5.10 –Use of Electronic Brochure by PR Institution/PR Departments
Sl.
No.
Institute Use with updates Do not use
1. S.S.U. x
2. C.U.T.S. x
3. M.G.K.V.P.
4. B.H.U. x
5. A.U.S.
The data shows that none of the selected university PR departments use electronic
brochure for public relations jobs. Thus it can be said that university PR is not very
keen in using electronic public relations tools such as electronic brochures for
information and communication.
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5.11 ORGANIZING ONLINE CONFERENCE FOR PR WORKS
An online conference takes place on the Internet. It is an interactive web site, where
participants log on and read papers, enter discussions with other delegates and
presenters, have live chat, and are able to pose questions and interact with people
from all over the world. It has a similar structure to a physical conference, except that
the workshops last longer, and discussions are far more extensive and focused.
Also, of course, traditional conferences mean participants have to travel and stay in a
particular place. This takes time and is expensive. But because an online conference is
on the Internet, participants can access the conference from anywhere in the world
and can do this at any time, using standard browser software. Participants are able to
log on as little or as much as they wish - before, after or during office hours. They are
given a password to access the various conference workshops. Anyone with access to
the Internet can participate.
Table 5.11 - Organizing Online Conference for PR Works
Sl.
No.
Institute Frequently Occasionally Rarely Never
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Online conference is another important digital tool of public relations now days. The
table reveals that universities rarely use their digital tool for interaction with media.
Thus, it can be said that use of online conference is very rare in central and state
universities.
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5.12 MANAGING FACEBOOK PROFILE OF THE ORGANIZATION
/DEPARTMENTS
The social networking website Facebook has established itself as the premier social
networking website, according to the technology review website Social Media Today.
Though Facebook opponents criticize a number of issues restricting from social
networking in general, Facebook provides a wealth of benefits for business users.
Facebook is considered a social networking site and, if used as such, can be a good
way to make connections with people with similar interests and goals. Facebooking
can be a way to connect with or "meet" people including students, staff, faculty and
alumni.
Table 5.12 - Managing FaceBook profile of the Organization/Departments
Sl.
No.
Institute Yes No Through
contacts
only
University
do not have
fb account
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
The Table shows that no university is using face book social media and they do not
have any official profile on face book. Thus it can be said that no central or state
university is interested in using face book social media for public relations.
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5.13 MANAGING TWITTER ACCOUNT OF THE ORGANIZATION
/DEPARTMENT
Twitter is an online social networking site and micro blogging service that enables
users to send and read short 140- character text messages, called tweets. Twitter is fast
becoming a leading online community as well as a powerful social marketing tool.
The beauty of Twitter lies in its simplicity. Compared to other community-oriented
web services like Facebook and MySpace, Twitter is streamlined, simple, and
straightforward. This both contributes to and detracts from its usability.
Table 5.13 - Managing Twitter Account of the Organization / Department
Sl.No. Institute Yes No Don’t have
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
The Table shows that no university is using Twitter account social media and they do
not have any official profile on twitter account. Thus it can be said that no central or
state university is interested in using twitter account social media for public relations.
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5.14 AVAILABILITY OF UNIVERSITY DIGITAL LOGO
A successful logo encompasses the message, service, product and image of a business
all in one. Companies are known to pay thousands of dollars for a good brand name
and logo. In order for people to remember a business, creating a successful logo is of
great importance, and is worth the money an experienced marketing firm or artist gets
paid. Artists should strive for simplicity when it comes to logo design. Simplicity
means making the logo as unencumbered as possible. From the font type to the design
and colors, be sure to strive for simplicity. Artists are sometimes tempted to show off
their talents and computer graphic skills, but when it comes to a logo, your skills will
shine best by creating a clean, simple design for a logo. Successful companies are
wise in carefully selecting a logo that will give the right impression. Quality, high
standards, and integrity are important to most businesses, and the last thing they want
or need is a logo that compromises their image. Logos are visual road signs that offer
clues about a company's personality and character. The artist's challenge is to
incorporate the right designs and combinations of curves, angular lines, shapes and
symbols that tell the correct story in art. Choosing the right signature colors, shapes,
sizes, letters and art to make the logo are all part of a good artist's eye.
Table 5.14-Availability of university digital logo
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
In this age of web digital logo is important tool of creating identity on cyber space and
is the electronic world. Table shows that all sample university has digital logo that is
used on electronic documentation.
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5.15 ROLE OF PR DEPARTMENTS IN PREPARING UNIVERSITY
CALENDAR OF EVENTS
There are events calendars all over the Internet, perhaps you‘ve seen so many that
you‘ve become somewhat blind to them. Or maybe you religiously use a calendar for
your local community or business. But have you ever stopped to think about why your
calendar is important, what it is that it brings to your community, your business, and
your online presence? A calendar is more than just a list of dates and events, it tells a
story of you or your community, it provides information for interested persons, and it
creates a social hub and web presence. Depending on who you are, and what you do, a
calendar will have different types of use and significance. Let‘s take a look at some of
the types of people and groups who use calendars and what makes their calendar so
important.
Table 5.15-Role of PR departments in preparing university calendar of events
Sl.
No.
Institute Yes Done by other and
advice given
No. Role University
don’t have
calendar
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
The table shows a mixed response on the role of PR departments in preparing
university calendars. In case of SSU all managerial and non-managerial staff has
accepted that PRO gives advice and others are doing it. Same fact has been approved
by all respondents across the category by CUTS, MGKVP respondents. However in
BHU, all managerial staff has said that they prepare calendar of events exclusively for
PR and 66% non-managerial staff supports it. In case of AUS, no role of PR found in
preparation of calendar of event because there is no regular PR system established in
the university. Thus it can be inferred that most of university PR departments play
advisory role in preparing university calendar of events.
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5.16 USE OF SMS FOR PR JOBS
These new and emerging media are facilitating person-to-person or person- to-persons
communications through the availability of email, text messaging through SMS,
multimedia messaging through MMS, instant messaging and chat online, online
forums and blogging. New media are enabling electronic commerce related to media
through pay per view, pay by time spent and pay by subscription, where one can pay
by credit card, direct deposit or even SMS credits. New media are changing service
provision in areas as diverse as dating, delivery of higher education courses and how
people do their banking. Sms is an extremely direct tool for communication, as most
people will read a new text message within four minutes of receiving it. This is a great
way to communicate an important message quickly to your audience. However, there
are some things you need to consider before sending out a mass SMS. For example,
how will you obtain customer‘s phone numbers and how much will it cost? If you use
SMS as a communication tool you need to be careful not to annoy your customers by
sending them irrelevant information, sending them too many messages or by not
asking them to subscribe. In every SMS you need to ensure you tell customers how to
unsubscribe from your list otherwise your customers may become annoyed with the
business.
Table 5.16-Use of SMS for PR jobs
Sl.
No.
Institute At individual level Use bulk
SMS
Only media
invitation
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Table shows that SMS (short message service) are used by PR persons at individual
level and to send bulk SMS for public relations purposes. In case of SSU PR found
engaged in using SMS services at individual level as well as for bulk SMS and it is
approved by all. In case of CUTS, as referred by all, PR department uses SMS
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services at individual level only. In case of MGKVP it is being used for bulk SMS
and media invitation. In case of BHU it is used at individual level (managerial 50%,
non-managerial66%) and only for media invitation (33% managerial and 15% non-
managerial). In case of AUS also it is being used at individual level and to invite
media persons. On the basis of their table we can mention that SMS is used by
university PR departments and at individual level everybody used it. Bulk SMS are
used by 60% of departments.60% departments use it to invite media persons.
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5.17 USING CALL CENTER SERVICES FOR PR JOBS
A call center is a centralized office for the purpose of receiving or transmitting a large
volume of requests by telephone. Inbound call centers are part of university or
organizations. Outbound call centers are operated as outsourcing. Such call centers
are used on rental or contact. Consumer information, product publicity, telemarketing
are some of the areas where an organization uses call center services.
Tables 5.17-Using call center services for PR Jobs
Sl.
No.
Institute Regularly Occasionally No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
AS the table shows majority of university PR departments do not use or their call
center services for PR jobs. Only BHU (supported by 50%managerial and 25% non-
managerial response) is using call center service if and when required. Thus, it can be
concluded that having call center services is not used by majority of university PR
departments (80%).
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5.18 HAVING INFORMATION DESK FOR PR JOBS
A help desk is a resource intended to provide the customer or end user with
information and support related to a company's or institution's products and services.
The purpose of a help desk is usually to troubleshoot problems or provide guidance
about products such as computers, electronic equipment, food, apparel, or software.
Corporations usually provide help desk support to their customers through various
channels such as toll-free numbers, websites, instant messaging, or email. There are
also in-house help desks designed to provide assistance to employees.
Table 5.18-Having information desk for PR jobs
Sl.
No.
Institute When needed No Place during
event
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
The table shows that out of total sample universities five use information desk on the
basis of specific need: Three universities namely SSU, BHU, and AUS use this tool
during event. However, organizes of the events such as seminars, fest etc. use
information desk to must their participants and visitors. MGKVP PR section does not
use information desk. Thus it can be said that most of the university PR departments
use information desk on need being and during the time of events.
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5.19 USE OF STAGED EVENTS
Staged events used as a means to sensitize public gathering on an issue. Sometimes
direct message are depicted through stage performance and sometimes such events by
creating recreational value used to develop harmony among public of the organization
and to project caring and interactive image of the organizations. They provide
informal environment of interaction without hierarchy formalities and without official
burdens. Staged events are considered as effective tool of direct communication.
Table 5.19-Use of Staged events
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
The table shows that no PR department uses any kind of staged events for public
relations. Therefore it can be concluded that university PR departments never use
staged events to accomplish PR goals.
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5.20 ORGANIZING SOCIAL/ NATIONAL EVENT
Event management is one of the emerging areas in the public relations management.
Across the sectors and institutions a PR is supposed to coordinate various social and
national events to increase the participatory and interactive organizational functioning
with informal events. Such events provide a plateform of informal get-to-gather and
hence able to increase mutuality between organization and its publics. Such events are
used to show the organization‘s commitment towards national and social upliftment
and well-being.
Table 5.20-Organizing social / national event
Sl. No. Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Table shows that no university PR department organizes social and national events
such as Independence Day, republic day or Gandhi jayanti. It is being organized at
university level administration. PR department play supportive role. Only AUS PR
does not have any role into it. Thus it can be said that majority PR departments play
supportive role in organizing social /national events.
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5.21 USE OF EXHIBITION / DISPLAY
Exhibition is another PR tool to enhance public relations activity. The exhibits or
items displayed leave a lasting impression on the minds of the people. It involves
participation of people on a large scale. Products can be exhibited and demonstrated
in a relaxed atmosphere. Exhibitions provide scope for generating business.
Exhibitions are an important medium to project on organization‘s materials process,
production its activities services, ideas to the public. It offers an excellent opportunity
for personal contact with prospective consumers, consumers or dealers.
Table 5.21-Use of exhibition / display
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Table show that PR departments of university use exhibition / display for their PR
works. Thus it can be said that exhibition /display are recognized and used as a PR
tool by majority of universities.
181 | P a g e
5.22 CONDUCTING FEEDBACK RESEARCH ON PR
PERFORMANCE
Feedback is one of the most powerful influences on learning and achievement, but
this impact can be either positive or negative. Its power is frequently mentioned in
articles about learning and teaching. Feedback is among the major influences; the type
of feedback and the way it is given can be differentially effective. A model of
feedback can identifies the particular properties and circumstances that make it
effective. Feedback research provides valuable inputs on self-regulation, effectiveness
and efficiency of the communication, and success of the campaign. Feedback is very
important to perform efficiently and in right direction.
Table 5.22-Conducting feedback research on PR performance
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Conducting feedback research is very important step in organized PR job. Table
shows that most of universities do not conduct any feedback research on public
relations, image environment or any other associated issue. Only BHU conduct
feedback research to evaluate PR efforts and communication initiatives. Thus it can
be said that majority of university PR departments do not apply feedback research for
PR and communication initiative.
182 | P a g e
5.23 PERFORMING MEDIA SCANNING
Media scanning is the tracking of press coverage on a required subject. Two principal
elements of media scanning is the context (key words) and media database (media
list). The context of coverage subject to monitoring is determined through discussions
of the monitoring format. Under media scanning PR monitors national and regional
print publications, online media outlets and newsfeeds, electronic media and other
media outlets. Media scanning and press clipping are important parts of PR analysis
and any serious marketing research. Quality monitoring requires more complex work
than just following what the media reports. Media scanning is the precise
identification of organization‘s position in terms of collective consciousness and
professional environment, activities of main rivals, existing trends and dependence in
the business, financial and political life of the society.
Table 5.23-Performing media scanning
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Table shows that most of the universities perform media scanning. They watch the
university coverage in media world and after collection of coverage do analysis on
positives and negatives of the coverage. This analysis with cutting and clipping is
placed before competent authority for pursuit. Thus it can be said that media scanning
as a serious task of PR is performed by all PR departments of Indian Universities.
183 | P a g e
5.24 PERFORM ENVIRONMENTAL SCANNING
Environmental Scanning is a systematic and on-going information gathering activity
about organization. It has the objective to get a clearer picture of what the detected
trends, issues, events, advancements and ideas could mean for their sector/industry
and the organization itself. The environment of an organization is those factors that
affect the organization‘s ability to function. Some external elements can be
manipulated by company marketing, while others require the organization to make
adjustments.
Table5.24-Perform environmental scanning
Sl.
No.
Institute Yes No
1 S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Table shows a mixed response on environmental scanning by university PR
departments. In SSU and BHU environmental scanning is performed but it is not
practiced in case of CUTS, MGKVP and AUS. As BHU and SSU has regular PR
departments thus it can be said that there is a positive co-relation between established
PR departments and environmental scanning.
184 | P a g e
5.25 USE OF FOCUSED INTERVIEWS
Unstructured group interview technique where 8 to 12 people are brought together,
under the guidance of a trained interviewer, to focus on a specific concept, product, or
subject is called focused interview. Advertisers use the focus group during the
advertisement development phase as an exploratory marketing tool. When a skilled
moderator leads the interview, the group dynamics will generate ideas and provide
insights into consumer reactions and perceptions. The focus group interview requires
a great deal of expertise on the part of the moderator, who will introduce the subject
and encourage the group to discuss it. Groups are composed of users and potential
users of products of all ages and both sexes.
Table 5.25-Use of focused interviews
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S. x
3. M.G.K.V.P. x
4. B.H.U.
5. A.U.S. x
Table shows that out of total universities BHU and SSU PR departments‘ use focused
interviews for public relations. Other universities do not use it. Thus it can be said that
most of universities do not use focused interviews. On the basis of data it can also be
said that PR departments with established setup use such research tools. So there is a
positive co-relation between inbuilt PR department and research based PR activities.
185 | P a g e
5.26 PUBLICATION OF HOUSE JOURNAL
House Journal is one of the most practiced, old and well-established media of public
relations. House Journals are in-house publications normally meant for free
circulation. It is a periodical aimed at developing a mutual platform of discussion and
sharing of things with publics of the organization. It helps in promoting image of the
organization; give space to the information, and interaction with the public.
Table 5.26-Publication of house journal
Sl.
No.
Institute Regular Not continued No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
House journal is one of the old practiced and effective tools of public relations. The
data show that only BHU and SSU have house journal publication, which is not very
regular and other do not have such publications. Thus on the basis of data it can be
concluded that regular publication of house journal is not maintained by any
university PR department and no university without PR setup goes for such
publication.
186 | P a g e
5.27 NEWSLETTER
Newsletter is a popular tool of public relations. It is small, printed periodical for
internal circulation. It is used as the supplement or replacement of the house journal.
It consists of informative pieces and normally progress of the organization is
communicated with this tool.
Table 5.27-News letter
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
The table shows that only two universities i.e. BHU and SSU have newsletter
publication on regular basis. Others do not have such publication. AUS had published
it earlier but it is not continued now. On the basis of data it can be said that ‗News
Letter‘ as a PR tool is published by universities with established PR departments only.
So a significant association is found between having established PR department and
publication of a newsletter.
187 | P a g e
5.28 PRODUCING VIDEO MAGAZINES
Video magazines are a series of online videos that follow the print magazine format in
which the reader/viewer consumes an issue on a periodic basis. They are primarily
used as a marketing tool in which a company engages their online database with
interview-style informational video. Century 21 Realty Group in Indianapolis, IN first
used the format in April 2006. It is also used as a way to categorize numerous videos
hosted on a website so that viewers can easily subscribe to one type of video.
Table 5.28-Producing video magazines
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
The table shows that Video magazines are not used as PR tool in any university. Thus
it can be said that video magazines are not recognized by university PR departments
as core or important for not for supplying news. it also shows the limitations of PR
departments in producing video magazines.
188 | P a g e
5.29 USING FORMATS FOR PRESS RELEASE
Press release is a public relations announcement issued to the news media and other
targeted publications for the purpose of letting the public know of company
developments. It is a communication that is sent to news media to be distributed
among the masses. The press release can be in written, audio or video format
depending on the medium of the news providers. Press releases are considered as a
major source of news information all over the world. They are the most commonly
used public relations tool now days.
Table 5.29-Using formats for press release
Sl.
No.
Institute Only hand
copy
Only soft
copy
Both NO
preparation
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
All universities use both hard and soft format of press release i.e. hard copy for
circulation or fax and soft copy for sending emails. Thus it can be concluded that both
conventional and email enabled formats are used by all universities to prepare and
circulate press release.
189 | P a g e
5.30 USE OF VIDEO NEWS RELEASE
Video news release (VNR) is a video segment created by public relations firms,
corporations, lobbying groups, or government agencies to present a client‘s message
through news broadcasting. It is typically a small duration video, which includes extra
bits of audio and video to mimic the tone and visual characteristics of a news story. It
is the TV version of the press release.
Table 5.30-Use of Video news release
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Video news releases are not used for media coverage. Table shows that university PR
departments do not have sufficient facilities to produce Video News Release.
190 | P a g e
5.31 USE OF BACKGROUNDER
A backgrounder is a document often provided with a press release or press advisory
that gives a more detailed background of an issue, event or launch. It is provided
because advisories and releases are necessarily kept short and succinct. The
backgrounder provides more information to the journalist or media outlet without
compromising the readability or standard format of the advisory or release.
Sections of a backgrounder may include history of the organization or event,
applicable statistics or other data, the names and descriptions and qualifications of
important people within the organization, and a couple of emotive, interesting stories
that the journalist could use to create a story.
Table 5.31-Use of backgrounder
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Only few universities supply background material to media. This practice is done on
regular basis by BHU only. Thus it can be said that only well established and
resourceful PR departments are able to maintain regular supply of backgrounders.
191 | P a g e
5.32 USE OF REJOINDERS
Rejoinder allows public relations professional to send the clarification in a legal tone
against false publication or distorted information release. It is official statement issued
with signature of the head or competent person of the organization. Rejoinders are
used when misleading piece is reported in the media that is harmful to the image of
the organization.
Table 5.32-Use of rejoinders
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Most of Universities do not use rejoinders. Only BHU has used their clarification tool
when needed. Thus it can be concluded that there is a significant correlation between
established PR departments and preparing rejoinders to clarify of Organization any
needs controversies professional manner.
192 | P a g e
5.33 USE OF IDEA BOX
A suggestion box is a device for obtaining additional comments, questions, and
requests. In its most basic and traditional form, it is a receptacle with an opening, not
unlike an offering box or voting box. Suggestion boxes may also exist internally,
within an organization, such as means for garnering employee input.
Suggestion box is very important tool to get the feedback of the users of the services,
employees, and other visitors and publics. It provides valuable inputs that can be used
to improve the things and services which are being delivered by the organization.
Table 5.33- Use of Idea box
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Only one university (BHU) formed using idea boxes to use public opinion for image
management. Here, a significant correlation formed between established PR
departments and use of sophisticated PR tools such as idea box.
193 | P a g e
5.34 USE OF PROMO VIDEOS
Promo stands for promotion and a promo video is designed to promote something.
Promo videos are used to promote the image of the organization through audio-visual
promotional materials or add. It can be used as the advertisement or can be displayed
during events, presentations and gatherings.
Table 5.34- Use of promo videos
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
No university found using promo videos for public relation. Thus it can be said that
promo videos not used as PR tool in Indian Universities.
194 | P a g e
5.35 JOB OF SPOKESPERSON PREFERABLY ASSIGNED TO
PRO
A spokesperson or spokesman or spokeswoman is someone engaged or elected to
speak on behalf of others. In most of organizations PRO is designated as the
spokesperson and he executes the job with commitment and dedication. PRO found
most suitable person for this job because of his or her expertise in handling media
persons and communication management. Spokesperson‘s job is very crucial and
PRO can contribute enormously with creative and innovative inputs.
Table 5.35- Job of spokesperson preferably assigned to PRO
Sl.
No.
Institute Yes No Can’t say
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S. - -
In most of universities PRO is an authorized spokesperson of university. Only in
CUTS and AUS this job is not assigned to the PR. CUTS has PR team on conceptual
basis and AUS does not have any person designated as PRO. Thus a significant
correlation found between existence of PRO and assigning him role of spokesperson
of the university. It can also be assumed that PRO it officially recognized as a source
of information by university authority.
195 | P a g e
5.36 MAINTAINING MEDIA RELATIONS
The term ―media relations‖ refers to a business or organization's relationship with
professional journalists or media outlets. Public Relations works on building a rapport
with these venues in order to communicate the organization's goals, ideas, intent and
newsworthy events. Media relations, or publicity, is a powerful tool for influencing
and changing behavior. It provides critical, third party endorsement for a product,
service, issue or organization. As opposed to more direct forms of communications,
such as advertising or direct marketing, communicating through a journalist provides
valuable and sought-after credibility that other forms of communications cannot
match.
Table 5.36-Maintaing media relations
Sl.
No.
Institute Yes No Can’t say
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
It is revealed that all university PR setups, irrespective of media relations. Thus it can
be concluded that press a gentry model of Public Relations do exist as dominant
model in university Public Relations practices.
196 | P a g e
5.37 COMMUNITY RELATIONS
A community is a group of people, who live in the same place, share the same
government and have a common cultural and historical heritage. The people who live
in a community and the institutions that serve them are mutually depending. The
people cannot enjoy a good life without the institutions. That is called Community
Relations. The objective of community Relation of a Company is to inform the
community about company‘s policies, operations and problems. It is used to answer
criticism and repel attracts by local pressure group and to promote the welfare of a
community.
Table 5.37- Community relations
Sl.
No.
Institute Yes No Can’t say
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Most of University PR departments contribute in community relations. Only MGKVP
and AUS have not taken any initiative for community relations. Thus it can be
concluded that there is a significant correlation between formal PR establishment and
maintaining community for PR activity.
197 | P a g e
5.38 CRISIS COMMUNICATION
During times of crisis, people want information. They turn to news sources to find out
what is happening and to help them figure out what might happen. At the same time,
news sources are working at full capacity on short deadlines. Under these
circumstances, false reports are sometimes circulated and believed. In some cases,
rumors spread and are taken as fact. This can add to the public‘s fear or contribute to
people drawing wrong conclusions. Once in a while, information is received by the
media, then reported to the public, then found to be inaccurate. Other times, accurate
information is reported, but misinterpreted and spread by viewers and listeners.
Table 5.38- Crisis communication
Sl.
No.
Institute Yes No Can’t say
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
It was found that only BHU and MGKVP PR establishments have been used or
contributed in handing crisis situation through communication inputs. Major role is
played by university administration so it can be said that use of PR in crisis
communication to very limited in university crisis management.
198 | P a g e
5.39 IMAGE MANAGEMENT
Image Management is the ongoing, pro-active process of evaluating and controlling
the impact of organization appearance on internal public, on others, and the
achievement of organization‘s goals. It is a science and an art that provides a
framework, addressing all the elements – functioning, symbols, logo, persons,
process, interaction, methods – that help create the right image for each role that an
organization undertakes at different occasions.
Table 5.39-Image Management
Sl. No. Institute Yes No Can’t
say
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Image management was found as one of the objectives of university PR departments
Thus it can be said that all PR activities of university take image management as one
of the core job of public relations.
199 | P a g e
5.40 FREQUENCY OF MEETING WITH VC
Vice-chancellor is the supreme authority in university system. With autonomous
status of the university his support and positive side is very important for any unit of
the university. Since PRO is engaged in the crucial job of image promotion,
communication, and spokesperson so regular interaction with VC is valuable for PR
works and recognition of their efforts.
Table 5.40- Frequency of meeting With VC
Sl.
No.
Institute At least
once in a
week
At least
once in a
month
Daily Not fixed Any
other
1. S.S.U.
2.. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Variations were observed in meeting of PR personal with vice chancellor of the
university. In case of CUTS and MGKPV the pattern of meeting is not fixed, whereas,
in BHU and SSU top PR personal i.e. chairman and PRO meet vice chancellor at least
once in a week. In case of AUS such meetings happen on need basis and by chairman
or coordinator of publicity committee. Thus it can be said that most of universities
meeting with vice chancellor does not have any fixed pattern so interaction of PR
personal with top management is very low.
200 | P a g e
5.41 REPORTING AUTHORITY
Reporting authority reflects the importance and line of command of public relations
work. Reporting to top authorities of the organization show the importance of the PR
work in the university.
Table 5.41- Reporting authority
Sl.
No.
Institute VC Registrar PRO APRO
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Bottom to top movement was found in case of reporting to superiors. All subordinates
report to the unit head /PRO and PRO reports to vice chancellor and registrar. Thus it
can be said that linear bottom to top order is maintained in reporting of works.
201 | P a g e
5.42 CONTRIBUTION IN POLICY MAKING AT
ORGANIZATION LEVEL
As a frontier bridging function in organizations, public relations can increase strategic
decision-making by initiating relevant information that addresses decision-making
significances on stakeholders to the process. The effective communication that attends
to certain communication aspects of decision-making through organizational strategic
decision-making initiatives can enhance the likelihood of more effective decisions.
Table 5.42- Contribution in policy making at organization level
Sl.
No.
Institute As
member of
the body
As adviser As
technical
expert
No
contribution
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Only top PR personal are engaged in policy making. The working or functional
policies of department is set by PRO itself and in case of university level policy
making their opinion are sought as advisor or as communication expert on need basis.
202 | P a g e
5.43 ROLE IN PREPARING AND RELEASING OF UNIVERSITY
ADVERTISEMENT
Public Relations is a business of communication so it has better understanding of use
and designing communication tools. Advertising as a specific or intended
communication tool can be more effective with PR inputs. In conventional systems
where administrative role supersede others it may be interesting to know how PR
expertise is being utilized in making advertisements.
Table 5.43- Role in preparing and releasing of university Advertisement
Sl.
No.
Institute Prepared
and released
by PRO
Only
advisory
role
No role Out
sourcing
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
In case of preparation and release of universities advertisements different duties are
assigned to different university departments. In case of SSU, CUTS and BHU PR
departments play major role in preparation and release of advertisements and in case
of MGKVP only advisory role is played by PR. In case of AUS it is completely done
by registrar office. Here, a significant role was formed in having established PR units
and preparation and release of university advertisements. Established PR departments
contribute and assistant registrar office in preparation and release of university
advertisements.
203 | P a g e
5.44 SUBSCRIBING NEWSPAPER
The print media dominates still Indian media seen. Success of PR often measured by
its publicity efforts so regular newspaper scanning is a must task performed by most
of PR departments. Though, subscribing to newspapers is a very small thing but
knowing regularity in subscription is useful to determine the continuity of PR works
in any organization.
Table 5.44- Subscribing Newspaper
Sl.
No.
Institute Yes No Only when
needed
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Only BHU, CUTS and SSU PR departments subscribe to newspapers regularly. In
case of MGKVP and AUS they subscribe to newspaper when it needed. Thus PR
departments perform print media scanning through a regular watch on the
newspapers.
204 | P a g e
5.45 IMPREST MONEY FOR OFFICE EXPENSES
Imprest money is sign of regularity in the office management so knowing regular
availability of imprest is helpful in determining the regularity of PR work in the
organization.
Table 5.45 - Imprest money for office expenses
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
All established PR departments of the university has provision of imprest money.
However, in case of MGKVP and AUS no imp rest money is provided. Thus it can be
said that casual PR activities do not have financial support to meet their routine
expenses.
205 | P a g e
5.46 ANY OTHER FINANCIAL ASSISTANCE
Availability of other than imprest financial assistance shows the resource support for
PR works.
Table 5.46-Any other financial assistance
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
All university PR departments get financial assistance or need basis demand for
sanctioning of such money.
206 | P a g e
5.47 JOB SATISFACTION
Highly satisfied and motivated employees are valuable assets for any organization.
The concept of employee satisfaction has great importance in the field of human
resource management. Organizations use different tools to satisfy and motivate their
employees. The work satisfaction affects employee productivity, absenteeism,
turnover rate, and hence organizational performance.
Table 5.47- Job Satisfaction
Sl.
No.
Institute Yes No
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
PR personal involved in PR works in SSU, CUTS and BHU have positive job
satisfaction. CUTS and MGKVP personal are not satisfied with their jobs. The CUTS
and MGKVP PR personal are engaged either on contractual basis or deputed for
additional responsibility. Thus it can be said that regular PR workers have more job
satisfaction than the contractual or ad cheek workers.
207 | P a g e
5.48 PERCEPTION OF AUTHORITY RATING OF PR WORK
Authority‘s positive rating of the job performance is very crucial for employee
satisfaction and motivation. Often PR job is ignored or misunderstood by the
university administration so it has connection with the efficiency and adoption of
innovative ways of planning and execution of the public relations activities.
Table 5.48- Perception of authority rating of PR work
Sl.
No.
Institute Complimentary Supplementary No notice Can’t
say
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Most of university PR professionals feel that their work is under rated or ignored by
the authority. Thus it can be said that PR activities are not adequately recognized by
the university authorities.
208 | P a g e
5.49 PREPARING PRESS RELEASE FOR UNIVERSITY
Press release is very important tool. A professionally handled press release can secure
more coverage because it is a précised, organized, and perfect release as per the news
format. If PR persons are engaged in the preparation of press release more fit and
complete releases can be generated which are expected and preferred by the media
persons.
Table 5.49- Preparing Press release for University
Sl.
No.
Institute PRO
officials
Coordinators
of program
Any
experienced
person
Not Sure.
1. S.S.U.
2. C.U.T.S.
3. M.G.K.V.P.
4. B.H.U.
5. A.U.S.
Most of universities follow two point models in preparing press release. In case of
university events it is being prepared by the PR office and in case of departmental and
other events coordinators of the programme prepares it.
209 | P a g e
5.50 PAY SCALE AND DEGREE
Pay scale figures show the nature and status of the professionals engaged in the public
relations job. It also indicates that weather the Professionals are adequately paid or
not. Besides, persons with higher degrees can match the intellectual environment of
the universities so having higher degrees can bring respect and serious in the public
relations works.
210 | P a g e
Table 5.50- Pay Scale and Degree
Sl.
No.
Organization Post Pay Scale Degree
1. Sampurnanad
Sanskrit
University
Public Relations
Officer
4200 AGP MMC & J
2. Do Routine Clerk 2600 AGP PG
3. Do 2000 AGP PG
4. Do Office Assistant 2000 AGP PG
5. Central
University of
Tibetan Studies
Public Relations
Officer (Contractual)
- PG
6. Do Senior Assistant
(Contractual)
- PG
7. Do Office Assistant
(Contractual)
- PG
8. Mahatama
Gandhi
KashiVidyapeeth
Public Relation
Officer (Ass. Prof.)
9000 AGP Ph.D.
9. Banaras Hindu
University
Chairman(Prof.) Ph.D.
10. Do Public Relation
Officer
44870 Ph.D.
11. Do Assist. Public Relation
Officer
5600 AGP Ph.D.
12. Do Senior Assistant 9300-34800 M.A.
Economics
13. Do Do DO M.A.
14. Do Do Do M.A.
15. Do Photo Artist Do Ph.D.
16. Do Section Officer Do M.Com.
17. Do Office Assistant 11500(Contractual) M.C.A.
18. Do Do Do M.A.
19. Do Peon 10370 basic pay Intermediate
20. Do Do Do Do
Most of university PR staff is well educated and except peon and line workers others
have at least PG degree in various disciplines. In BHU PRO four persons have Ph.D.
degree as their highest qualification. AT managerial level in SSU, BHU, AUS
everybody has a Ph.D. degree in mass communication and journalism. Thus it can be
said that degree in mass communication and journalism has a value for managerial
task in Public Relations.
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CHAPER-6
SUMMARY OF FINDINGS AND CONCLUSION
PUBLIC RELATIONS IN UNIVERSITIES: RESPONSIBILITIES
1. All sample PR departments have occupied different capacity workers to
perform their duties. In term of number more clerical and multi-tasking staff is
associated with PR departments indicating conventional administrative
structure of these departments. Out of total samples MGKVP and AUS does
not have established PR departments. Therefore no clear administrative picture
is visible in their functioning. At the top level more people have perceived
their job as administrative job nature. Thus it was found that PR job in both
central and state universities managed with administrative mindset.
2. Job mobility indicates job specification. PR departments require persons with
skills specialized in public relations jobs. Data revealed two distinguished
patterns of mobility of the personnel i.e. internal only and inter-departmental.
In case of availability of regular managerial staff only internal mobility or
vertical mobility found such as in case of PRO and APRO and technical staff.
In case of clerical staff inter-departmental or departmental mobility is found.
Thus in can be inferred that in case of PR specific personnel only vertical
mobility is discovered and in case of clerical staff horizontal mobility is
located.
3. Variations have been observed in availability of media means in concerned
university PR departments. Banaras Hindu University and Tibetan University
have adequate in house availability of media tools. Advanced infrastructural
facility such as conference room under the premise of department was found
in BHU only. However other universities use university‘s common conference
room if required. Internet and computer are available to all departments. Only
CUTS and BHU have still and video cameras and public address system. All
PR departments have printing press facilities at university level. Four-wheelers
and two-wheelers are available at CUTS and BHU only. In term of availability
of media tools MGKVP is in very deprived condition. AUS also does not have
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media tools specifically for PR works. On the basis of data a clear distinction
can be drawn between central and state universities resourcefulness. The
universities with established departments such as BHU, CUTS and SSU have
regular facilities under their possessing and universities where PR departments
are not established and are run on adhockism have to make need based
arrangements on rental basis.
4. Public Relations is a skill based task. Understanding and use of technological
means, writing skill, research-oriented skills are essential to conduct PR job
effectively. Internet uses skill is very common among all managerial and non-
managerial staff of PR departments in all universities. All managerial staff is
skilled in photography skills. No PR professionals are skilled in Videography
skills. Managerial staff found familiar in content writing skills and data
analysis and non-managerial staff have skills of data analysis. On the basis of
the data we can say that Photography and content writing job is handled by
persons exclusively engaged for PR works and clerical staff is not very
familiar with skills of content generation i.e. content writing, photography and
videography.
5. To conduct PR works systematically basic documentation is required. All PR
departments have prepared mailing list, list of local media persons, address
and email list of media organizations. All managerial and non-managerial staff
that shows preparation of such documentation is based on the contribution of
all or all uses it. However only BHU has prepared basic information booklet.
Thus on the basic of data we can say that all universities PR departments have
prepared mailing list, list of local media persons, address and email list of
media organization and can be concluded that media relations job is performed
with proper preparation and team work.
6. A conventional University system consists of number of units and
departments. Their departments as functional unit organize numerous events
such as seminars etc. All sample universities have well defined policy on
circulation of information to media. BHU, SSU, MGKVP have guidelines to
circulate such information through PRO only. In CUTS registrar also circulate
such information. All the respondents are well aware of this fact. Thus it can
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be said that PRO is official route or channel in universities to circulate
information to media.
7. BHU and SSU administration has made compulsory to circulate information to
media through PRO only. In AUS coordinator of the programme or through
Registrar office this job is done. CUTS and MGKVP does not have such
guidelines.
8. University PR departments frequently use email for communication. At
managerial level it is appeared frequently and non-managerial staff use it
occasionally. Only in case of SSU it was found that both managerial and non-
managerial staff use it occasionally. Thus, on the basis of said data it can be
said that university PR professionals accept email as core means of
communication.
9. Website is a key factor in online public relations. A mixed response was found
with variations in managerial and non-managerial and university wise. In case
of MGKVP and AUS no role of PR is revealed. In case of BHU, CUTS and
SSU advisory role is performed by PR departments. On the basis of data it can
be conceded that universities with established PR departments have firm role
in designing university website. Whereas universities without established PR
setup do not get any advices from PR side. It also reveals that established PR
departments are required to take online PR initiatives.
10. Blogs play very effective role in motivation of target audience and creating
positive image environment. None of the selected university PR departments
use electronic brochure for public relations jobs. Thus it can be said that
university PR is not very keen in using electronic public relations tools such as
electronic brochures for information and communication.
11. Online conference is another important digital tool of public relations now
day. It was revealed that universities rarely use their digital tool for interaction
with media. Thus, it can be said that use of online conference is very rare in
central and state universities.
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12. No university is using Facebook social media and they do not have any
official profile or page on Facebook. Thus it can be said that no central or state
university is interested in using Facebook social media for public relations.
13. No university is using Twitter account social media and they do not have any
official profile on twitter. Thus it can be said that no central or state university
is interested in using twitter account social media for public relations.
14. In this age of web digital logo is important tool of creating identity on cyber
space and in the electronic world. All sample universities have digital logo
that is used for electronic documentation.
15. A mixed response is viewed on the role of PR departments in preparing
university calendars. In case of SSU all managerial and non-managerial staff
have accepted that PRO gives advice and others are doing it. Same fact has
been approved by all respondents across the category by CUTS, MGKVP
respondents. However, in BHU all managerial staff has said that they prepare
calendar of events exclusively for PR and 66% non-managerial staff supports
the fact. In case of AUS no role of PR found in preparation of calendar of
events because there is no regular PR system established in the university.
Therefore it can be inferred that most of university PR departments play
advisory role in preparing university calendar of events.
16. SMS (short message service) are used by PR persons at individual level and to
send bulk SMS for public relations purposes. In case of SSU PR found
engaged in using SMS services at individual level as well as for bulk SMS. In
case of CUTS, as referred by all, PR department use SMS services at
individual level only. In case of MGKVP it is being used for bulk SMS and
media invitation. In case of BHU it is used at individual level (managerial
50%, non-managerial66%) and only for media invitation (33% managerial and
15% non- managerial). In case of AUS also it is being used at individual level
and to invite media persons. Thus we can mention that university PR
departments use SMS. At individual level everybody uses it. Bulk SMS are
used by 60% of departments.60% departments use it to invite media persons
only.
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17. Majority of university PR departments do not use or hire call center services
for PR jobs. Only BHU is using call center service if and when required. Thus,
it can be concluded that call center services are not used by majority of
university PR departments (80%).
18. Out of total sample universities five use information desk on the basis of
specific need. Three universities namely SSU, BHU, and AUS use this tool
during event. However, organizers of the events such as seminars, fest etc. use
information desk to assist their participants and visitors. MGKVP PR section
does not use information desk. Thus it can be said that most of the university
PR departments use information desk on need basis and during the time of
events.
19. No PR department uses any kind of staged events for public relations.
Therefore it can be concluded that university PR departments never use staged
events to accomplish PR goals.
20. No university PR department organizes social and national events such as
Independence Day, republic day or Gandhi Jayanti. It is being organized at
university level by administration. PR departments play supportive role only.
AUS PR does not have any role into it. Thus it can be said that majority PR
departments play supportive role in organizing social /national events.
21. All PR department of universities use exhibition / display for their PR works.
Thus it can be said that exhibition /display are recognized and used as a PR
tool by majority of universities.
22. Conducting feedback research is very important step in organized PR job.
Most of universities do not conduct any feedback research on public relations,
image environment or any other associated issue. Only BHU conducts
feedback research to evaluate PR efforts and communication initiatives. Thus
it can be said that majority of university PR departments do not apply
feedback research for PR and communication initiatives.
23. Most of the universities perform media scanning. They watch the university
coverage in media world and after collection of coverage do analysis on
positives and negatives of the coverage. This analysis with cutting and
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clipping is placed before competent authority for pursuit. Thus it can be said
that media scanning as a foremost task of PR is performed by all PR
departments of Indian Universities.
24. A mixed response was observed on environmental scanning by university PR
departments.
25. Out of total universities BHU and SSU PR departments use focused interviews
for public relations. Other universities do not use it. Thus it can be said that
most of universities do not use focused interviews. On the basis of data it can
also be said that PR departments with established setup use such research
tools. So there is a positive co-relation between inbuilt PR department and
research based PR activities.
26. House journal is one of the old practiced and effective tools of public
relations. The data show that only BHU and SSU have house journal
publication, which is not very regular and others do not have such
publications. Thus on the basis of data it can be concluded that regular
publication of house journal is not maintained by any university PR
department and no university without PR setup goes for such publication.
27. Only two universities i.e. BHU and SSU have newsletter publication on
regular basis. Others do not have such publication. AUS had published it
earlier but it is not continued now. On the basis of data it can be said that
‗News Letter‘ as a PR tool is published by universities with established PR
departments only. So a significant association is found between having
established PR department and publication of a newsletter.
28. Video magazines are not used as PR tool in any university.
29. All universities use both hard and soft format of press release i.e. hard copy
for circulation or fax and soft copy for sending emails. Thus it can be
concluded that both conventional and email enabled formats are used by all
universities to prepare and circulate press release.
30. Video news releases are not used but in case of important events visual
footage are supplied along with reference material or press release.
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31. Only few universities supply background material to media. This practice is
done on regular basis by BHU only. Thus it can be said that only well
established and resourceful PR departments are able to maintain regular
supply of backgrounders.
32. Most of Universities do not use rejoinders. Only BHU has used this
amplification tool when needed. Thus it can be concluded that there is a
significant correlation between established PR departments and preparing
rejoinders to clarify stand of Organization.
33. Only one university (BHU) found using idea boxes to use public opinion for
image management. Here, a significant correlation found between established
PR departments and use of sophisticated PR tools such as idea box.
34. No university found using promo videos for public relations. Thus it can be
said that promo videos is not used as PR tool in Indian Universities.
35. In most of universities PRO is an authorized spokesperson of university. Only
in CUTS and AUS this job is not assigned to the PR. CUTS has PR team on
contractual basis and AUS does not have any person designated as PRO. Thus
a significant correlation found between existence of PRO and assigning him
role of spokesperson of the university. It can also be assumed that PRO is
officially recognized as a source of information by university authority.
36. It is revealed that all university PR setups, irrespective of their regular or ad
hock media settings, manage media relations as core task. Thus it can be
concluded that press agentry model of Public Relations do exist as dominant
model in university Public Relations practices.
37. Most of University PR departments contribute in community relations. Only
MGKVP and AUS have not taken any initiative for community relations. Thus
it can be concluded that there is a significant correlation between formal PR
establishment and maintaining community for PR activity.
38. It was found that only BHU and MGKVP PR establishments have been used
or contributed in handing crisis situation through communication inputs.
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Major role is played by university administration so it can be said that use of
PR in crisis communication is very limited in university crisis management.
39. Image management was found as one of the objectives of university PR
departments. Thus it can be said that all PR activities of university take image
management as one of the core job of public relations.
40. Variations were observed in meeting of PR personal with vice chancellor of
the university. In case of CUTS and MGKPV the pattern of meeting is not
fixed, whereas, in BHU and SSU top PR personnel i.e. chairman and PRO
meet vice chancellor at least once in a week. In case of AUS such meetings
happen on need basis and by chairman or coordinator of publicity committee.
Thus it can be said that most of universities meeting with vice chancellor does
not have any fixed pattern so interaction of PR personal with top management
is very low.
41. Bottom to top movement was found in case of reporting to superiors. All
subordinates report to the unit head /PRO and PRO reports to vice chancellor
and registrar. Thus it can be said that linear bottom to top order is maintained
in reporting of works.
42. Only top PR personnel are engaged in policy making. The working or
functional policies of department are set by PRO itself and in case of
university level policy making their opinion are sought as advisor or as
communication expert on need basis.
43. In case of preparation and release of university‘s advertisements different
duties are assigned to different university PR departments. In case of SSU,
CUTS and BHU PR departments play major role in preparation and release of
advertisements and in case of MGKVP PR plays only advisory role. In case of
AUS it is completely done by registrar office. Here, a significant role was
found in having established PR units and preparation and release of university
advertisements. Established PR departments contribute and assist registrar
office in preparation and release of university advertisements.
44. Only BHU, CUTS and SSU PR departments subscribe to newspapers
regularly. In case of MGKVP and AUS they subscribe to newspaper when it
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needed. Thus it can be said that only regular PR departments perform print
media scanning through a regular watch on the newspapers.
45. All established PR departments of the university has provision of imprest
money. However, in case of MGKVP and AUS no imprest money is provided.
46. All university PR departments get financial assistance on need basis. They
have to prepare budget or demand for sanctioning of such money.
47. PR personnel involved in PR works in SSU, CUTS and BHU have positive job
satisfaction. CUTS and MGKVP personnel are not satisfied with their jobs.
The CUTS and MGKVP PR personnel are engaged either on contractual basis
or deputed for additional responsibility. Thus it can be said that regular PR
workers have more job satisfaction than the contractual or adhock workers.
48. Most of university PR professionals feel that their work is underrated or
ignored by the authority. Thus it can be said that the university authorities do
not adequately recognize PR activities.
49. Most of universities follow two-point model in preparing press release. In case
of university events the PR office is preparing it and in case of departmental
and other events coordinators of the programme prepare it.
50. Most of university PR staff is well educated except peon and line workers.
Others have at least PG degree in various disciplines. In BHU four persons
having Ph.D. degree at managerial level and in SSU, BHU, AUS everybody
has a Ph.D. or degree in mass communication and journalism at managerial.
Thus it can be said that degree in mass communication and journalism has a
value for managerial task in mass communication.
CONCLUSION
Public Relations is not a new or strange practice for higher education institutions in
India. As accountable institution to society all education institutions are practicing
various tools of public relations for information, education and motivation. They need
to establish repo with public to sustain and to be credible. Creating positive image
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environment is also very essential element for their prosperity. Moreover now days, in
the age of open economy the doors of higher education are opened for private sector
as well as for foreign institutions so competition is an emerging trend in higher
education sector now. To survive in the competition such institutions need to create
brand value for organization, products and their degrees. Therefore they need
established public relations to cover there objectives.
As it was pointed out in this study also that Indian higher education is going through
major changes in all respects. On the one hand some institutions have scored positive
values and they are overwhelmed with student enrolments and positive response from
the HR peril and job market. But, on the other hand, a number of institutions are
lacking behind as neither they have student support nor they have enough brand value
to attract job market for their students.
The present study has drawn some conclusions on importance of public relations
activities for institutions of higher education. In light of the objective ‗to study the
trends and status of contemporary public relations in India. The study has identified
major shifts in the public relations practices. In the globalized India we have
witnessed explosion in the media and business scene. With the advent of liberalization
public relations in India has emerged as a prosperous industry. Business organizations
look to public relations for strategic communications, not simply for media relations.
It emerged as specialty communications and as strengthful and supportive
management function to achieve organizational goals smoothly, a booster for positive
growth and an expert in managing people and relations.
Public Relations in higher education has also witnessed major changes. Universities
have realized the importance of PR in achieving their objectives and a good number
of universities have established public relations departments. It was revealed during
the study that most of central university have either recruited PRs or they have
initiated PR recruitment process. This essentiality was established through the
findings of their study also. It was found that universities with no PR setup (AUS &
MGKVP) or casual PR setup (CUTS) do not have established and scientific practice
of public relations. The essential PR job is on need basis performed with
administrative approach therefore they score more negative coverage (AUS,
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MGKVP) or less visibility (CUTS). Therefore it can be concluded that public
relations should be an established departments in all universities.
Analyzing functional structure and responsibilities bearded by PR departments in
universities is helpful in drawing status picture of the public relations practices. It is
also helpful in understanding efficiency, organizational view and contributions of
public relations to its organization. The present study revealed some valuable and
interesting findings which are indicative and explanatory on public relations
performances.
In the study variations recorded in functional structure of the public relations
departments in select universities. Some universities expend a great amount on public
relations so a well- established structure do exist. Some universities have not taken
public relations activities seriously and it is also reflected in their structure.
Organizations with established public relations setup have more regular and
multifaceted activities than the universities with causal setup. Status and efficiency
correlation exist in university public relations. For example, in BHU Public Relations
Department found in well-established manner so efficient and varied structure exists.
In BHU PR responsibilities media relations, publication, publicity, website
management, Studio are recognized responsibility for PR. Another university with
defined PR setup in SSU. Though, it is not as strengthful as BHU but due to presence
of established setup public relations activities are handled in more organized way. In
case of CUTS PR job is done by contractual staff. So their efficiency is low and they
do not have enough freedom to work. Two universities namely AUS and MGKVP do
not have formally organized PR departments so their public relations activities are
disorganized and able to manage marginally media coverage only.
Presence of defined and established infrastructure is essential to conduce benefits of
PR. As universities now days have become more complex and they have more
diversified, multi-ethnic public therefore structured PR departments have great roles
in communications management. Practicing two-way symmetrical model and
conducting research based public relations activities can not be done effectively
without established and structured PR departments.
An elaborated PR department deals with communication strategy, handles internal
communications, use designed and scientific campaigns for information and
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motivation. Therefore an university efficient PR is needed for effective and updated
information dissemination, communication with public, conduct media relations with
credibility, trust and work as liaison between various stakeholders and the university.
Established PR departments can open their wings in sky to cover distance and to
remove communication gaps and difficulties. They can sustain relationship, provide
important inputs of public mood and can contribute a lot in image management and
branding of the organization.
The present study has inferred a definite correlation between efficient public relations
practices and established PR setup. Since, communication is a major factor for smooth
functioning and growth of universities so a well established PR department is
suggested for all universities.
Another important finding of the study indicates orthodox and stereotyping of
understanding and execution of public relations works. Most of PR departments are
focused on media relations only. Their core activity is identified as the felicitator of
media to secure good coverage in news media. In the objectives of PR department,
information of the various committees and in giving attention to PR activities it can be
easily pointed out. Their approach is stereotyped because in media relations they
follow ‗Do- invite-manage-publish‘ approach. In this approach they invite media
persons when some formal event is being organized. They please them with their
hospitality and with personal relations and request and try to secure
publication/broadcasting of news on university. They not go to create value of event,
so it becomes a news value for media. This stereotyping should be replaced with
balanced media relations.
The study revealed limited use of online public relations practices in Indian
Universities. Except BHU other PR departments do not have any web based public
relations practices. In BHU though the PR Department‘s name is mentioned on the
front page of the official website of the university but unfortunately it cannot be
opened. In AUS never the designated committee‘s name is appeared on the official
website. In case of SSU, MGKVP and CUTS also their name is disappeared from the
webpage. Their absence can be correlated with giving them less importance into the
information function. Again stereotyped role can be mentioned. Still information is a
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subject of administrative management so PR departments are not properly utilized in
this regard. It is a concern for image management and branding.
If we look at modern PR practices social media is a game changer. Strategically
organizations, political parties and companies have started using this interactive
platform for public relations and creating positive image environment. Unfortunately
no university has formally managed its presence on social media:-blogs, Facebook,
and Twitter are still unexplored and show the limitations of efficiency of PR
Departments in term of online public relations. Their absence limits their scope to
connect with youth and global audience and also they are unable to filter the
information flow. During the study it was found that number of pages is created in the
name of each university. They possibly run by friends of the university so incomplete
and distorted image can be seen. This should not happen more. This also reflects
orthodox and old mind set of PR personnel and university administration. They have
undermined the importance of social media so unable to conduce its benefits.
Study revealed infrastructural deficiencies. A significant difference is observed
between established PR Departments and available infrastructural and financial
support. BHU has full flagged establishment for PR so it has inbuilt conference room,
lab, internet setup, studio, public address system, and logistics support. SSU has
established PR department so they also have separate space for office. But in case of
CUTS, MGKVP and AUS only ad-hockism exist. Neither they have definite space
nor they have budget. In absence of space and budget even normal PR jobs suffer
badly. The lazy administrative system and setup hampers their efficiency and mobility
so a casual and inefficient performance, often delayed, appears as outcome.
In today‘s word PR has been established as strategic function. It has a role in the
policy making and planning of communication strategies. But in university setup PR
is not recognized as managerial function. Even top officials of the PR too perceive it
as an administrative job. It indicates that paradigm shift has not taken place even in
the functioning of Public Relations Departments. It is viewed as a tool of publicity.
Planning and research are though important but neglected areas of public relations.
They have not been deployed to sway public opinion on the basis of research. Their
research and analysis is limited to simple calculation of number of items published or
broadcast by news media. In their job also they practice just ‗Cut-paste-show‘
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approach. They do not compare it on how much they have communicated and how
much was published so absence of logical evaluation of publicity work is found. It,
further becomes a reason for adopting ‗Please and publish‘ approach. Public Relations
departments need to change this ‗please and publish approach‘ with ‗create news
value and score coverage‘ approach.
SUGGESTIONS
On the basis of analysis this study suggests following things for functioning and
viewing of PR in universities, policy for PR and study in this field –
(1) Modern view of public relations should be adopted by the universities. With
modern approach PR should have role in framing communication policies. PR
should be consulted in case of event planning, media interaction, information
development, extension and outreach activities and community relations.
(2) All universities should have established PR departments to manage their
communications needs appropriately and scientifically.
(3) All PR departments should have sufficient infrastructural facilities.
(4) PR departments should be developed as a resource centre for information and
communication with all internal and external public.
(5) Skill specification should be framed and a person with a degree in Mass
communication or Public Relations should be given responsibility of PR job.
(6) PR departments need to concentrate more on ‗planning-execution-research‘
approach.
(7) Research should be a core job of the PR departments. They should give more
attention to feedback research, media analysis, environmental scanning and
image scanning.
(8) PR departments should increase their online presence. They should have
separate website or a distinct space on official website. This corner should be
interactive and updated on regular basis.
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(9) On time PR should have updated information on events, policies, statements,
decisions, media coverage, backgrounders and audio-visual contents.
(10) University PR should think to initiate Social Media public relations. A
university should have a face book profile, twitter presence and presence on
other social media with updates.
(11) PR departments should manage blogs on Internet. In this blog management
one blog should be contributed by PR personnel and link of other blogs should
be given.
(12) The study has identified new areas of research in academic PR. since, only
few studies are available in this field so various areas should be explored by
researchers.
(13) This study suggests to conduct research in the image and PR efforts, media
relation approaches, changing face of university PR, coming of private sector
and challenges of PR, comparative studies in private vrs public university PR
and so on.
(14) The study suggests to establish PR as coordinator of internal communication.
PR role and expertise should be utilized for annual report preparation,
publication design and media interactions of all units.
(15) The study suggests adaptation of balanced and proactive approach for Public
Relations Departments of the universities. Instead of giving all importance to
media for opening formation PR professionals should try to establish
relationship with the source or public. This approach will help in nurturing
both traditional and future public with positive attitude towards organization.
(16) PR Departments need to give more focus to the key publics. Identification of
key publics, establishing communication and building trust should be the core
principle for this initiative.
(17) Orientation and skill up gradation should be a regular feature of the PR
training for working professionals.
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(18) The study suggests to stop political entries in PR works. PR job should not be
assigned to university professors. PR departments should have liberty to work
in a professional way and their work should be evaluated on professional and
objective manner.
(19) University management should know that image is result of performance.
‗Performance and recognition‘ approach should be supreme to expect
positives from the PR departments.
***