Module 5
Module 5
Module 6
Module 6
Module 7
100
Describe the term ‘public relations’ with adequate examples.
Public relations can be defined as a form of communication used to persuade or influence people using ethical means. It is an effort to win the support of the public by addressing their wants, interests and needs rather than your own.
Some examples of public relations are:
Exhibitions of window displays to launch or promote a product
Providing incentives, like cash prizes or gifts, for employees in an organization.
100
What is ‘copy’ in advertising? Discuss the role of copywriters.
‘Copy’ in advertising is material (texts, songs, slogans etc.) written by copywriters.
The main purpose of this material is to encourage consumers to buy goods or services being talked about.
A good copy becomes an important aspect of a successful ad campaign. The role of a copywriter is to produce the wording of an advertisement. They are also called “wordsmiths”.
All the witty, sometimes emotional and touching taglines, slogans, jingles, and dialogues of famous ad campaigns are written by these hardworking and creative copywriters.
100
Write short notes on :
1. Niche Websites
2. Online shopping sites
Niche websites
Answer: Niche websites are ones that contain very specialized content like travel, health, sports, etc. People have started creating niche websites related to travel, housing, etc.
2.
online shopping sites
Answer: Online shopping sites facilitate the buying and selling process for their customers. People can book railway and air tickets, can order dinner or buy books through the internet. Those who run these services will charge people for what they are doing. But it has picked up because people don’t have much time. Most people, especially in the cities, are too busy to go out and buy things.
100
Give any two examples of new media.
Two examples of new media.
Websites:
The most standard new media product is a website.
Besides news websites, there are innumerable kinds of websites that we see on the internet.
Every organization has a website of its own.
Websites help customers and employees receive initial information.
Blogs:
Blogs are a good way to collect feedback from customers about products or services.
Blogs can help create a network of people who have bought products from the same organization.
100
What is the ‘rule of thirds’?
There are some basic rules of framing, of which the rule of thirds is the most common.
It states that elements in a frame must be so placed that they roughly fall on the intersection of the lines that divide the frame in three rows and three columns.
200
Explain evolution of PR in India
In ancient India, kings went around in disguise to see for themselves what the people felt about their administration. There were people who reported to kings about popular feelings and views.
All our religious teachers like Gautama Buddha,Nanak and Kabir and even leaders like Mahatma Gandhi were all master communicators. All of them preached in a language which was understood by the masses with a view to changing their mindset in a particular direction.
Spiritual leaders like Baba Ramdev and Sri Sri Ravishankar have also been successful in developing a huge mass base consisting of their followers by their simple and direct approach.
However, a systematic practice of public relations in India began with the INDIAN RAILWAYS in the 1920s. They utilized public relation activities such as exhibitions, festivals and advertising in newspapers, both in India and England, to attract tourists to India.
200
Differentiate between advertising and public relations.
Answer: The difference between advertising and public relations is as follows:
200
Is new media a big industry or is it an SME? Give reasons to support your answer.
New media can be categorized as an SME. In business, along with big industries, there are also small and medium enterprises known in short as SMEs.
New Media is a SME because:
To start a business in this area you don’t require huge infrastructure. But you need a lot of creativity, i.e the ability to do things differently.
To start a new media venture you do not need a lot of money or funds. A new media venture is not expensive.
200
Q1.Who are ‘venture capitalists’ and how could new media serve them?
Venture capitalists are big businessmen who lend/invest money to others to start their own business if they realize that they are going to get a good return on their investment.
The venture capitalists thought that new media could be a possible business option in India. Because,
The venture capitalist had some access to the political groups in the country through media houses.
New media was showing signs of earning profits through business transactions via the internet.
200
Explain with examples the role played by famous photojournalists in India before and after Independence.
Role played by famous photojournalists in India before and after Independence:
Photography arrived in India almost within two years of its discovery. Many political developments were taking place in India around the freedom movement. All this gave a lot of chances to photojournalists to take pictures
Before Independence
Sunil Janah
Sunil Janah was a political activist and journalist.
At the time of India’s independence, Janah photographed the significant events in the country and made a record of the transition from British rule to independent India.
Homai Vyarawalla
Homai Vyarawalla was the first woman photojournalist.
Her documentation of the events of the freedom movement are significant.
After Independence
Raghu Rai
He started his career in photojournalism in the 1960s in Delhi and worked for important national newspapers like the Hindustan Times.
His photographs of famous personalities such as Indira Gandhi and Mother Teresa are very well known.
Apart from this Raghu Rai has covered important events such as the Bhopal gas tragedy and the Bangladesh war.
Prashant Panjiar
Prashant Panjiar is another successful photojournalist of the present times.
His most successful career was with the ‘Outlook’ magazine as its chief photographer and associate editor. Outlook has become a leading news magazine in India.
300
Explain Structure of the government public relations structure
During the first World War (1914-1918), the Government of India set up a Central Publicity Board.
This was the first organized PR/Information set-up of the Government of India. It was renamed as Central Bureau of Information, and afterwards renamed as Bureau of Public Information, and functioned as a link between the Government and the Press.
One of the items on its agenda was to find out where the action of the Government was criticized. In other words, get “feedback”.
After Independence, in 1947, the Government of India set up the Ministry of Information and Broadcasting, employing professionals to look after the function of public relations.
There are specialized units in this Ministry which handle the public information of the government of India. They are called ‘media units’ and inform people about the plans and programmes of the government. These media units specialize in the use of a particular means of communication to convey information to the public.
300
Describe the structure and functions of an ad agency?
Some key functions/jobs:
Creative Director: This is a senior position in an ad agency. The creative director coordinates the copywriting and designing and has to supervise the production of the ad.
Copywriters: They produce the wordings of the adjustments, also known as wordsmiths.
Visualizers: They create image on the basis of what copywriters have created. They design the ads.
Production- in- charge: Heads the production department which employs people with diverse talents.
Media Planner: This person prepares and allocates the budget for the ad. She selects the media, decides the frequency, size and position of an advertisement.
Market Research: Market research is the process of systematically gathering, recording and analyzing data and information about customers. Market research can be used to determine which part of the population will purchase a product/ service, based on variables like age, gender and income level.
Freelancer: A freelancer is a person who works independently for people and has no long-term contract with any organization. In an ad agency, they can work as copywriters, jingle writers, radio announcers, artists, visualizers, technical writers etc.
300
What are interpersonal skills? Why do you think interpersonal skills are getting affected?
Interpersonal skills are the skills we use every day when we communicate and interact with other people, both individually and in groups.
Interpersonal skills are getting affected as children today only like to sit in front of the computer or watch television. Parents have complaints that children hardly go out to play.
Children do talk to their friends, but without meeting them. They simply chat with each other through the computer. They are not learning to talk to people.
Talking and listening to people is a part of a person’s interpersonal skills. We develop these skills only when we deal with people.
300
How is new media made creative?
ne of the most fundamental ways in which new media tries to attract the youth is through storytelling or a narrative writing style. The narrative style was first adopted in the USA in the late 60s. This trend was known as new journalism, pioneered by Tom Wolfe.
Also, to make the content more interesting, each story is broken into sections. It is often difficult to read something at one go, but when it’s broken up into interesting segments, it’s easier to read and follow.
300
“The issue of ethics in photojournalism has become more important in the digital age when it is very easy to transform the photograph on the computer”. Discuss.
The issue of ethics has become more important in the digital age when it is very easy to change the photograph on the computer. Journalistic ethics are the moral principles that govern the practice of all forms of journalism. They guide the photojournalist in deciding what is right and what is wrong.
Truthfulness: is a core journalistic ethic. A photojournalist must always strive to take pictures that tell the truth.
No Photo Manipulation: All manipulation of photographs is a violation of basic journalistic ethics. The photojournalist must only photograph what has happened, when it happened.
No Staging a Photo: It is also against journalistic ethics to stage or create a picture by having people pose for the camera.
Ethics have become even more important in photojournalism. A photojournalist who takes his professional responsibilities seriously would never manipulate an image for the benefit of his camera.
400
Write a short note on :
1. Product PR
2. Employee PR
Ans 1
Product relations:
There are public relations exercises to launch or introduce new products and encourage people to buy them by:
creating an awareness about their existence
by differentiating them from similar products in the market.
In product public relations, the following methods are used to launch or promote products:
organizing special events
Exhibitions
window display
media events such as press conferences
distributing printed material such as pamphlets and brochures
Employee relations:
Employees are one of the most important public of a company. It is therefore important for any company to earn the goodwill of the employees and uphold its image and reputation among its employees.
This is done with the help of communication devices used to improve employer–employee relations. Some of them are:
newsletters giving vital information on the activities of the company
bulletin boards displaying and appreciating the performance of employees
organizing special events like picnics for employees and their families
providing incentives, like cash prizes or gifts, for employees
opportunities to continue education for employees and their family members
400
Write short notes on
1. Community relations
2. Government and political relations
Ans. 1 Community relations:
Banks, big business houses and media organizations organize programmes for establishing good community relations.
Different types of programmes are taken up by such organizations. Some examples are:
maintaining well developed parks in residential areas
cleaning and beautification drive involving the local community
setting up charitable dispensaries
sponsoring events such as cricket matches
setting up public libraries
raising funds in the case of natural calamities such as floods, earthquakes etc.
2. Government and political relations :
Elections are held to choose representatives of people to run the government. This is done by a process of voting in which the people participate.
Public relations is utilized for political purposes to attract votes.
In order to gain the confidence of the people and persuade them for their votes, campaigns and meetings are organized.
Posters and hoardings are erected at public places to attract the attention of the public.
Several schemes are announced for the benefit of the public such as the sale of essential commodities like rice and wheat at affordable prices through the public distribution system, educational concessions for children etc.
400
Why does new media address youth? Give any two reasons.
The new media mostly addresses a young audience or the youth. This is because:
The youth is more computer savvy. They are more comfortable in handling gadgets like computers. They spend more time on computers.
Also, with growing competition, the youth needs to keep themselves informed all the while. That’s why access to information is very important
400
What is ‘convergence’ and how is it related to new media?
Convergence means that several media forms such as print, radio, television etc. exist simultaneously.
Convergence has gradually changed the face of the Indian media industry.
Convergence and New Media
When the nation stepped into the seventies, television appeared on the scene. To survive in the competitive scenario along with television, Indian newspapers changed their designs and forms of writing.
When new media arrived, it was another shift in the industry. With new media, along with creativity, technology became an important criterion for judging the suitability of an employee.
400
What is the use of composition in photojournalism?
The placement of the subject or subjects within the picture frame is called composition.
Composition has a special meaning when it comes to photojournalism. Photojournalism has to convey news to the public and it is the placement of the subject being photographed that leaves an impact on the viewer.
Composition also deals with making the picture look more appealing to the eye.
Composition also demands balance. A photograph must be taken in such a manner that it should not seem to make the viewer’s eye wander to a corner.
The various subjects should be so organized that the picture has a pleasing effect.
Thus, composition makes the picture more effective in terms of what it is trying to say, so that the viewer can immediately understand its meaning.
500
Explain the important principles of advertising.
Answer: The important principles of advertising are:
There are some basic principles that all ad producers keep in mind when creating an advertisement.
People have some basic needs – physiological, safety, love, esteem and self – confidence. Advertising keeps these needs in mind and appeals to emotions of envy, fear and anxiety about one’s status and appearance.
The key principle is to gain the attention of the consumer. This can be done by working with size, colour, visualization, slogan etc.
The ads stimulate desire. They try to make people want a special product that is being advertised. They make you feel special, exclusive or ‘cool’.
The ads also impart conviction. They put on a show of certainty and surety.
500
What are the key guidelines for good advertising?
Answer: The key guidelines for good advertising are:
Ads on cigarettes, bidis and other tobacco products, alcoholic drinks and other intoxicants cannot directly endorse the product.
The ads on aerated water (soft drinks) should contain a declaration that it contains no fruit juice/ fruit pulp and is artificially flavored.
Medicinal products need to get the script approval of the Drugs Controller before broadcast.
Ads cannot contain any exaggerated, exceptional or misleading claim.
Ads need to conform to the Constitution of India and cannot offend the morality, decency and religious beliefs of people.
Ads cannot be insulting of any race, caste, colour, creed or nationality.
Ads cannot provoke people to violence, crime or cause disorder.
Ads cannot present criminality as desirable or admirable.
Ads cannot adversely affect friendly relations with a foreign state.
Ads cannot be presented as news.
Ads cannot portray women as passive, weak or submissive.
500
Make three columns and write the essential features of print, television and new media. After completing the exercise, write a note on how new media is different from print media and television.
Refer doc. for answer
500
What is customisation of news? Name and explain the various examples of new media
For example, if you are interested in knowing the score of a sports match, you can get live updates on your phone about the scores. This is also called customization of news. It means whatever kind of news interests you will be sent to you.
There are different forms of New Media.
Websites:
The most standard new media product is a website.
Besides news websites, there are innumerable kinds of websites that we see on the internet.
Every organization has a website of its own.
Websites help customers and employees receive initial information.
Blogs:
Blogs are a good way to collect feedback from customers about products or services.
Blogs can help create a network of people who have bought products from the same organization.
Social networking site:
These are websites where anyone can open an account and become a member.
You can become a member of some of these sites and interact with several
people with whom you share ideas, thoughts and information.
Online Libraries:
Online Libraries are useful for those interested in research and academics.
People can get material on various subjects.
Online Learning
In the domain of education and training, learning through the internet
has become very popular and is called online learning or e-learning(electronic
Learning).
Online Shopping
The internet offers several sites from where they can buy and sell products.
For children, besides information and stories, the internet has several online games that they can enjoy.
500
Describe in detail the factors to be taken into account by a photojournalist while taking pictures for different purposes.
A photojournalist must be prepared to act fast and have his camera always at hand. The interesting pictures are most often a result of the alertness of the photojournalist who is at the right place at the right time.
There are some events about which a photojournalist has advance information. So he can be there well before the action begins. For example, a public function like a sports event or a political meeting is usually announced well in advance.
However, there are events that no photojournalist can prepare for. For Example: a terrorist attack, a riot, a train accident, an earthquake or a bridge collapse.
If a photojournalist is present when something like this occurs he has to act quickly while at the same time ensuring his own safety. It is rare for photojournalists to capture terrorist attacks, serious accidents or major natural disasters as they happen. It is usually the aftermath that the camera captures.
When a photojournalist is doing a photo feature, there is a need for a different approach and different kind of preparedness.
The photojournalist must have patience and win the trust of the people to be photographed. Most people are self-conscious when they have a camera pointed at them or feel shy
The photojournalist should spend time with the people being photographed, talk to them about what they are doing and explain the purpose of the photograph.