Shishir Sinha, CNBC Aawaz "Forging Strategical Alliance and Partnership in Cooperatives – Role of Public Relations”
10 th October, 2006
WHAT I HAVE TO SAY
- WHAT IS NEWS
- NEW DEFINATION OF NEWS
- HOW NEWS CAN BE REPORTED
- WHY CO-OPERATIVE IS UNDER REPORTED
- HOW CO-OPERATIVE COULD BE A SEXY NEWS
WHAT IS NEWS
- NOT JUST NORTH, WEST, SOUTH & EAST
- NOT JUST AS IT HAPPENS
- NOT JUST STORY OF HUMAN INTEREST
- NOT JUST A DOG'S WAIT FOR PIECE OF MEAT
WHAT IS NEWS
- NEWS IS JUST LIKE ANY OTHER COMMERCIAL PRODUCT
- A REPORTER DOES NOT TELL THE STORY, BUT SELLS IT
- PROFIT IS UTMOST MOTIVE, SOCIAL CAUSE COMES LAST
NEW DEFINATION
- NEWS IS WHAT A COMMERCIAL PRODUCT ADDS TO BALANCE SHEET
- IT SHOULD BE SEXY, MUST BE PRESENTED WITH LOT OF SPICES
NEWS REPORTING
- REPORTER TO BUREAU CHIEF TO EDITOR
- REPORTER BEARS THE LABOUR PAIN, EDITOR TAKES THE CREDIT OF DELIVERY
- OWN IDEOLOGY HAS NO PLACE, MANAGEMENT'S IDEOLOGY IS MOST IMPORTANT
NEWS REPORTING
- 4 PEOPLE WILL REPORT THE SAME NEWS IN 4 DIFFERENT WAYS
- OBJECTIVITY MUST BE MAINTAINED
- TARGET READER, VIEWERS, AUDIENCE MUST BE IN MIND
CO-OPERATIVE
UNDER REPORTED
- CO-OPERATIVE DOES NOT START OR END WITH AMUL
- EACH CO-OPERATIVE SERVES IN A LIMITED AREA, FEW HAVE NATIONAL PRESENCE
- BEING IN NEWS MOST OF THE TIME FOR WRONG REASONS
CO-OPERATIVE
UNDER REPORTED
- SEEMS TO BE SOCIALIST IN NATURE, BUT SYMBOLIZES POLITICAL BATTLE FOR POWER AND WEALTH
- LACK OF KNOWLEDGE ABOUT BASIC CONCEPT OF CO-OPERATIVE
- LACKS URBAN IDENTITY
CO-OPERATIVE
A SEXY NEWS
- PRESENT IT IS AS A MODEL
- SPREAD THE GOOD THINGS
- DO NOT COVER THE BAD ONCE
- BE OBJECTIVE IN ASSESMENT
- THINK, WRITE AND EXPLAIN AS A JOURNALIST
- DO NOT ASK THE JOURNALIST FOR PUBLICITY, FORCE HIM FOR THAT
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