POST GRADUATE DIPLOMA IN JOURNALISM AND MASS COMMUNICATION

(RUCHI CHAUHAN A 19215160061)

Project Submission - Amity

Ruchi Chauhan
9/28/2017
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INDEX

CHAPTER 1 INTRODUCTION TO PUBLIC AFFAIRS

CHAPTER 2 ACITIVITY DESCRIPTION
CHAPTER 3 RESULTS/OUTCOMES
CHAPTER 4 RECOMMENDATION
CHAPTER 5 CONCLUSION
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Chapter 1 INTRODUCTION TO PUBLIC AFFAIRS

As people of the world become more and more interdependent, public relations plays a critical role in shaping
international political affairs and business. Since it is very essential for organisations to establish effective
communication with its target audience the correct flow of information is critically essential too.The importance of
public relations stems from this requirement.The practitioner acts as counsel or to management and as a mediator
helping to translate private aims to reasonable publicly acceptable policy and action.

The practice of public relations has been existing in our society since very long. It has steadily evolved from a basic
need to build and and improvise human relations. Every great society have understood the significance of influencing
public opinion through the art of persuasion. In order to serve its best possible purpose public affairs should cover a
wide area of interest around the clientele. All the communication with the target audience as well as media must be
done by a single practitioner and he or she must report to the top most authority only.

Chapter 2 ACTIVITY DESCRIPTION

The India UK TECH Summit 2016, Indias largest knowledge and technology conference and exhibition, held in New
Delhi from 7 to 9 November 2016.

This was also significant as it involved UK PMs Theresa Mays first visit to India alongside the event. Both sides Prime
Ministers, launched the Day 1of the Tech summit.

The UK is since this years partner country for the event, supported by the Government of India and the Confederation
of Indian Industry (CII), which provides a platform for promoting technology-intensive trade and investments between
the two countries.

The TECH Summit got together leaders in government, industry and research from both countries to broker new
partnerships.

The summit took place over three days, comprising separate thematic summits on:

technology, innovation and entrepreneurship

British expertise in higher education
design and intellectual property.

The TECH Summit demonstrated the depth of India-UK partnerships in business, innovation, research, education and
entrepreneurship, with the biggest showcase of British expertise and commitment to strengthening relationships in every
sphere.

It also hosted a major delegation from the UK, highlighting the UKs capabilities across important sectors like smart
cities, healthcare, advanced manufacturing, agri-tech, education and skills.
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Chapter 3 RESULTS/OUTCOMES

Created a platform that PM May chose as her first international post-referendum platform to emphasize to a global
audience that the UK IS OPEN FOR BUSINESS.

MEDIA

We engaged a media partnership to ensure content from the event penetrated deeper and for longer beyond the usual
front page handshake shots of both the PMs. CNBC documentaries were still airing up to 6 weeks after TECH Summit.

Broadcast: Inaugural Ceremony covered LIVE on all National and Regional Media channels estimated
audience over half a billion; 6 weeks of TV through Media Partnership with Network 18 (IBN/IBN7/CNBC): Print:
Ads

Digital: Banners, blogs, articles various websites

SOCIAL MEDIA - huge coverage, engagement of key stakeholders. Trending in UK & India
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CHALLENGES FACED

Despite of putting all the efforts the sudden announcement of DEMONITISATION took away all the media attention we
had arranged for the event.

Due to which we failed to get Earned Media we hoped to generate from an event where the two PMs were meeting.

It gets challenging for a foreign mission to garner media for its activities in another country due to the fact that they cant
always control the domestic affairs and news. One such incident was the India-UK Tech Summit discussed above.

The media got busy in covering domestic matters thus leaving our event as secondary. It gives the attention to the
matters which has a connection to its audiences which in this case was the launch demonetisation. In this scenario
demonetisation effect was everywhere thus giving residual coverage to our event.

Chapter 4 RECOMENDATIONS

In view of the situation discussed above where the planned media failed for us despite of having the two influential Prime
Ministers meeting. As discussed with the Media team at the British High Commission who were involved in the event,
recommendations discussed as follows

1. Paid Media - must have an option of paid media which the team in this event failed to organise, assuming that high
level Politicians are involved and the media without fail would capture the event. But didnt get the due attention for the
event. Thus to avoid the situation like this paid media is the safe option to garner the attention.

2. Back - up Plan Even if the planned media failed to give the deserved attention there should always be a back - up
plan for the media to step in the situation like this.
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3. Start early. It takes a long time to build start planning minimum of 10 months ahead to do something of this scale
to tie in big-scale announcement, ensure planning, funding, star diaries, campaigning all gets the maximum level of
input needed.

Chapter 5 CONCLUSION

Public Affairs is very important part of any organisation, every organisation wants to generate hype of their activities i.e
conveying the stakeholders of their strength credibility etc. But it comes with its own challenges and if not paid attention
could possibly damage the brand image.

Public affairs campaigns often face a number of significant challenges. From identifying the right people to engage with,
to ensuring that a workable and feasible solution can be developed. The biggest challenge in public affairs though
remains dealing with a lack of joined-up government, control over the media.

Thus as discussed above in the project it becomes clear that in the Foreign land to divert media solely to own benefit is
not in ones control. As the media will always give their priority to its countrys national news which deals with their
people and specifically those which impacts the lives. But as recommended above if the paid media is arranged to
deliver one can surely get the desired results.