University relations by multinational corporations are a hot cup of tea. Why?

In the twentieth century, multinational organizations have developed and created in a vast scale that now they are a piece of our day by day lives. From the cellular telephones, to the everyday corrective items we use, from the autos we drive to the fuel that keeps it running, from the PCs to the programming projects on their hard circle and even from the espresso we toast the fast food we eat, a large portion of the items we utilize are supplied by multinational companies. Their vicinity and noteworthiness in our lives are irrefutable realities yet they likewise have different impacts on more critical performing artists, in large scale levels. Today multinational companies are not just creation focuses that supply essential and business products to us. They have developed to such a degree, to the point that they begin to go about as economic, political and also an influential actor.

Today numerous multinationals are extremely powerful institutions and have assets far in overabundance of the greater part of the country states on the planet. These enterprises are keeping on developing in significance. They have incorporated the world economy more broadly than any time in recent memory in the past and they have taken worldwide financial reliance past the domains of exchange and cash into the range of mechanical generation. Their coordinating monetary force advances to an impact that can even impact political and financial relations between country states. The extent of their business exercises requires monetary force as well as political one to control and control country state’s issues and relations. These monster enterprises end up being force focuses that can impact global associations, country states, relations among them and local undertakings of their own nations of origin.

The need of the universities and multinational corporations in building relationship is abundantly required in today’s time as it is advantageous for both by producing occupation. In this worldwide period, as opposed to concentrate on India, the inquiry ought to be whether the world needs such a large number of architects. The answer is a major, “yes.” Is there a requirement for researchers? The answer is once more, “yes.” The world needs in bounty all around prepared, skilled graduates with the right state of mind. There are openings for work for the individuals who have the potential. Likewise, open doors for independent work are additionally bounty for inventive and fiery personalities. Both universities and the multinational companies always build a good relation as it is a PR strategy for both as they feature as a brand for each other. So it’s a hot cup of tea for both the university and Multinational Corporation.

The worldwide working environment is quickly evolving whereby, before, laborers went to their business to perform an assignment. Presently, the work environment is changing into a spot in which laborers both work and learn as associations change themselves into learning associations. As learning associations, firms profit a continuous business related preparing to all circles of job, benefit data and assets, animate the trading of thoughts, and reward workers to increase crisp aptitudes. Firms have been always contributed gigantic assets in order to benefit instructive administrations to their representatives. This is in accordance with the rising new economy driven by innovation. Without further ado, firms are reevaluating the way in which they embrace business as an approach to upgrade profitability and the nature of their items and stay aggressive inside of the quickly evolving environment. Associations have understood that interest in human capital through preparing and advancement conveys improved returns.

 

Author: Kaustubh Sankhyadhar

#GCAMysuru

SHOULD THE CODE OF CONDUCT FOR MEDIA BE REVISED?

It is a known fact that the code of conduct was created by Hutchins commission in 1947, with the intention of bringing stability and discipline in the industry. It wanted to ensure the responsible person should not take advantage of their power and always keep the welfare of the consumers. The initiative and the motto looks impressive from outside but the point to be noted is how far has the authority been successful in devising suitable codes and implementing it. If you go through their website and other sources, you will find hundreds of codes which focus on different areas. If you read through them carefully, you will observe that they have made a descent attempt to cover all possible unethical behaviour. But it is also true that in spite of such framework, unethical practices still prevail in that industry.  News channels try to expose different scams within or outside the industry for TRP. However these scams push the audience to question existing code of conduct. It starts the thought process of the change/revision required for an effective code of conduct. Being a viewer, I am also instigated to think if the code of ethics which is one of the pillars of media industry requires revision.

In the recent past, the number of media channels and newspapers has increased drastically. These channels support the political parties of their own interest. The point to be noted is that the political leaders themselves own a newspaper or a channel. Ultimately, this puts the common man in confusion of which channel or paper is providing them the right information of the facts. This situation has to be changed. An amendment has to be made in the act stating that the political leaders or their associates shouldn’t own media and it should also be amended that the media shouldn’t support any political party. Only then, the public will get the genuine information about the happenings in the country. This will even help the public take a right decision while electing their representative.

In this TRP-ridden market scenario the Media houses (also the corporates that pay them) are ready to forego their ethics in order to increase their ratings. In such a situation the thin line between truth and reality will be blurred. Opinions can be engineered accordingly to the highest bidder a phenomenon known as “paid news” where news agencies and media houses can be paid to “influence” opinions, which in turn allows them to influence society with impunity. Certain political parties is fund certain media channels and newspapers in order to upstage their political rivals. It is a two way traffic where the political parties are more concerned about slugging each other out rather than serving the public, and in the end it is the general populace that loses ultimately. So, in my opinion apart from revising the code of conduct for media, the media should regulate itself to act responsibly.

 

Author: Arjun Das

#GCAMysuru

How can NGOs use digital-social media to reach masses and have an impacting awareness on various causes and projects?

The evolution of non-government organization since the beginning has been of great significance and helpful to the mankind as a whole and has been achieving accolades since its inception. Non-government organization, as the name itself suggests are voluntary organizations which are free from governmental control. They had assumed so much space in the civil society because there has always been a deteriorating side seen of the governmental machinery and its consistent failure and inability has given a lot of importance to the Non-governmental organizations. The best parts of NGO’s are that they don’t have any rules and as a matter of fact, they work voluntarily because they have a spirit and zeal to work towards a social cause. Rather than describing the functions and importance of NGO’s, I would like to briefly describe as to how the social media which affects the brain like a drug (as its overuse among the teenagers specially has created devastating effects on the health) can be used for the benefit of mankind as a whole and help the world make a better place.

The first important aspect is to humanize the brand. As long as the brand does not by itself gives the vibe that it is associated with a cause for the betterment of mankind, no digital or social media shall do any good. Another factor to be looked into is to manage your profile well on social sites. Proper and effective management of the profile of the NGO will help in increasing the viewers and sharing the pages will give an insight to the outer world about your ideas. Further, organizing workshops, seminars, conferences, quizzes also helps in increasing awareness on various causes. One conference on a particular topic is fundamental and a key learning aspect for various stakeholders in the society. Not only it becomes platform for academicians, students, professors for sharing their thoughts and ideas, but at the same time, people become aware of the cause and bring about several suggestions which are always helpful. The paper publications of the articles and research papers also help in contributing to a great extent.

To understand the concept in a nutshell, improvisations must be done at each stage so that the brand does not lose its value. The NGO’s must create their websites, citing out the details of the work they do and the services they offer and the funding they receive. In short their working must be straightforward and it ought to mirror the diligent work. One of the glaring cases of how NGO’s can make utilization of social media to satisfy their motivation is by seeing the scenes of Satyameva Jayate. They had managed their portfolio in an amazing and interesting manner and they kept on trending themselves on Twitter and Facebook and got million likes and praises for their innovative work.

As the digital social media is the most used about form of social media, the cause for spreading social concern through this platform is quite innovative and an acceptable approach looking to the conditions of the society.

 

Author: Shefali Bansal

#GCAMysuru

 

With corporates owning or buying media houses, how credible is the news now and does it pose a threat to the future of democracy?

Corruption and corporate ownership of media houses are now a widespread phenomenon. What often is a point of discussion among the critics is that in a democratic setup there’s a shift of communicative power from public sphere to a more autocratic sphere ruled by the corporate world which leads to the abuse of media power. If corruption prevails in the society, it would be improbable to expect the media to be free of corruption. India is the world’s largest democracy. A dynamic and committed mass media forms the threshold to a fairer democracy in the country. The absolute most essential motivation to oppose media possession by corporate proprietors gets specifically from predominant dreams of majority rules system. Article 19 of the Constitution of India gives the privilege to the right to speak freely and expression to all subjects of the nation and to the media too.
In recent years, corruption in the Indian media surpassed the corruption of individual journalists and specific media organizations. In India, while much of private media seem to heavily burrow from the West, bringing along with it all the obligatory issues, a development of recent times has also been in form of paid news, a practice where those who can afford, pay media outlets to not only feature in the news but also have a positive image building done through altering and discarding any sort of negative publicity.
News is supposed to be objective, fair and without any biases involved which sets it apart from advertisements that are paid for by corporate entities, governments, organizations or individuals. Yet, what happens when the refinement in the middle of news and promotions begin obscuring, when notices bend over as news that have been paid for, or when “news” is distributed for a specific government official by offering article spaces? In such situations, the reader or the viewer can hardly distinguish between news reports and advertisements/advertorials. The debate on the concept of paid news has been constructed around the contention that it’s a major setback for democracy. It violates the ethical principles of journalism and works in the interest of a few, rather than stating a clearer public interest. Lot of eminent public personality have come forward with the negative effects of the concept of paid news in Indian media. On 5^th March 2010, the concern was voiced in the Rajya Sabha when Sitaram Yechuri of CPI (M) moved a call attention motion referring to the concept of “Paid News” as a “negation of parliamentary democracy”. In the elections held in November and December 2012 to Himachal Pradesh and Gujarat state assemblies, the election commission came across 211 suspected cases of paid news in Himachal, of which 91 were confirmed later.

Given the kind of clamorous dishonest practices being followed in different levels of the mass media in India during recent times, the levels of credibility and trust in newspapers and television channels are bound to fall further, all of which would be dangerously alarming to building of a vibrant and responsive democracy in the country. The distribution or telecast of “paid news” have not simply undermined popular government in India but rather likewise discolored the nation’s notoriety for being outside daily papers have as of now begun expounding on, and remarking unfavorably on, such misbehaviors.

 

Author: Sonika

#GCAMysuru

Possible ways for Individuals and Organizations to make good and effective use of RTI provisions available in India

It’s been 10 years since the Right to Information (RTI) act appeared. It has certainly satisfied the desire of being a standout amongst the most dynamic and subject agreeable enactment ever in the nation. Notwithstanding as per different worldwide non –profits, the Indian RTI Act is rightly viewed as a standout amongst the most dynamic and propelled laws on the planet and serves as a model for evaluating comparative laws over the world. Number of subjects who up to this point had no chance to get of making inquiries and getting data from the administration transformed into RTI activists and began making inquiries to people with great influence.

By appraisals, around 4 Million (40 Lakh) RTI applications are documented in the nation every year and this number is expanding every year. While these applications could be on different issues and could have been petitioned for a wide range of expected results, the most ideal method for utilizing the RTI act is the following.

• To address deficiency/delay in service delivery
• To expose abuse of power/authority, arbitrary decision making etc
• To seek information that can used for advocacy and other purposes

 

Numerous periods, native administrations conveyed by the legislature are insufficient. There could be numerous explanations behind the same. It could be because of the absence of proprietorship on the official’s side, absence of comprehension/mindfulness on the native’s side, absence of sufficient preliminary, society of influences, debasement and so on. The goal of looking for data in this classification is to ensure that inadequacy in the administration conveyance is amended and things complete on time.

 

There are two approaches to handle this issue. The first is to request data that would bring about the conveyance of administration that could be pending for quite a while. This is particularly relevant at the grassroots (managing nearby governments), where qualifications because of the subject are either postponed or never given. The second way is one of the every now and again made inquiries by residents. ‘The street in my settlement is terrible. I need to know the reasons’. In any case, do recollect that RTI just empowers us to look for data which is as of now on record. So the record will clearly not contain why a particular street is awful. The best approach to handle this is to take after the ‘Dissension and RTI’ approach. Each Government office has a grievance/agreeable redressed framework.

 

Once the data is gotten and there is adequate proof to demonstrate the wrongdoing, one needs to make utilization of the current system in the legislature. One could stop a protest with the State/Central Vigilance commission with all the confirmation. One could likewise approach the ACB/CBI or even Lokayuktha/Lokpal. The complainant can later catch up with these organizations in respect to what happened to these protests and the status of the examination. Furthermore, if the data looked for is identified with debasement at high places and the candidate would not like to go out on a limb, then approach a media office that would be keen on taking this up.

 

RTI applications with no reason won’t help, on the grounds that they are just going to fill our rack space at home and do nothing. This propensity for thoroughly considering before recording the application will extraordinarily upgrade the utility of the data being looked for, subsequently making the demonstration itself all the more effective. RTI has the ability to modify power mathematical statements, address holes in administration conveyance, uncover the degenerate and so forth, however this is conceivable when we figure out how to utilize it the right way.

 

Author: Aishwarya Vadnerkar

#GCAMysuru

Do governments feel bullied or concerned about aggressive media?

“The media’s the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that’s power. Because they control the minds of the masses”-   

Malcolm X

 

The said question is quite open ended as it leaves a lot of room for debate. There is no iota of doubt regarding the fact that democracy is indeed the best form of government and indeed media is considered the fourth pillar of democracy which critically emphasizes the fact that the importance of media in today’s world cannot be overlooked. But, when one tries to see the bigger picture, many a times, media crosses the boundary which creates a wide gap that needs to be understood in greater detail. One such glaring example of media being aggressive and abusing the very power is media trials. Media trials, as everyone is aware of is the impact of television and newspaper coverage on a person’s reputation by creating a widespread perception of guilt or innocence before, or after, a verdict in a court of law. Media is the body that has been assigned the task of keeping the public informed about the happenings around the world. Not only covering an incident, but also presenting the unmentioned details properly is what media is supposed to do. Unfortunately, the so-called Media in spite of performing its actual duty, nowadays, opts for making information spicy than factual.

The media rather than showing what is in public interest shows what public is interested in and that is the point where the scrutiny of media comes into play. Media nowadays, has tend to become so aggressive that it seldom undermines the credibility of various representatives from the Government that come up on their TV shows, with an ulterior motive that leads to a lot of discrepancies in the functioning of the smooth system towards achieving a better end. With shame and discontentment, I would like to put forth that media houses are purchased by big political parties, who try to favor their motion, which has resulted in loss of transparency due to which the faith from the media is getting faded.

It is a cause of great concern and I strongly feel that governments should raise their concern about media getting aggressive at times, which creates a negative impact on the minds of the citizens. The Law Commission of India published its 200^th report on media trials, which has shown study of various countries and the instances wherein, how due to aggressive nature of the media as well the media trials, the judgments delivered by the Courts of law gets severely affected and creates a bad impression.

The role of media is quite crucial and important as it is through the media only that the citizens of the country get enlightened. The effective steps on the part of the government can be to propose effective and stringent legislation so that media could stop crossing boundaries at try to be in its limits so that all the pillars of the democracy namely, the executive, legislative and the judiciary can function in a smooth and effective manner. One last suggestion from my end could be installing proper and effective system of checks and balances which can control the media housing from crossing their limits and strong imposition of media laws throughout the length and breadth of the country so that the democracy which is known for its integrity can be respected.

 

Author: Shefali Bansal

#GCAMysuru

The new-found challenges faced by corporates in the era of digital media

The Internet has become a paramount for the marketers. With newer technologies cluttering the new age media, digital marketing is becoming a challenging territory for the corporate. With so much competitions and new brands entering the digital space every day, it’s important that corporate fill the gaps to have a better understanding of how consumers choose among brands. It’s the need of the hour that companies not only have their presence felt in the digital space but also have a powerful data set, in order to study and carefully analyse the relationship between the level of digitization across the consumer’s decision making and the likelihood that a consumer will select a brand after considering and evaluating its qualities.

Today, the information about any product or service is available to the consumers on a click of a button. Social media has given a platform to the new generation of consumers to share, compare, and rate their experiences in the digital environment. Good or bad news about any company spreads like wild fire in this digital age, therefore it poses a serious threat for the corporate where everyone in their marketing domain or outside should be handled with kid gloves.

It’s also evident that today companies have to be on their toes to deliver high-quality experiences across sales, service, product use, and marketing as the consumers today know more about the brands than the brands themselves do. As interactions proliferate, companies will want to use techniques such as design thinking to shape consumer experiences. They should be well acquainted with emerging tools for gathering the right data about their consumers and carefully analyze their likes, dislikes, expectations from the brand. Finally, the marketing department’s structure should be well altered and collaborated across functions and businesses to cut through the noise with pinpoint delivery.

Mobile phones with better technologies embedded in them, are turning the brick and motor contact useless for the consumers of this age. The advent of mobile apps has reduced the physical contact between the consumers and the brands. In an environment where the virtual space has become the new touch points for considering and evaluating products and services, the sheer competition in this arena have already given the corporate a run for their money.

The challenge for companies is to look beyond today’s interfaces and interactions and to see that moving past compromises will require a rethinking of aspects of packaging, pricing, delivery, and products. In the future, the idea of having a more personalized experience will escalate. Companies will have to start using information captured on likes, recent travel, income, what friends are doing or like, and much more to extend a more personalized experience to its customers. With each interaction, the consumer will be shaping up new data footprints and streams in turn strengthening their potential impact. Face book and Instagram has already acquired the position of being the dictionary having the world’s largest database of photographs, linking individual people to their activities. The consumers nowadays don’t hesitate to provide information in order to receive recommendations, services, and customization tools from their favourite brands. With such a vast base of information, companies have to be competent enough in providing what their customers expect from the brand or else a failed attempt or unsatisfied customers can cause a catastrophe for the company’s brand image.

The corporate should look for more people who can challenge and improve a company’s paradigm in spaces such as social media, big data, and the customer experience to be at par with the fast evolving era of the digital world. Staying ahead in terms of the design, data, and delivery requirements of on-demand customers is much more than a marketing issue—it gives any company a competitive advantage. The companies should find ways to make the experience better to stay ahead in the race.

 

Author: Sonika

#GCAMysuru

Ombudsman survival will lead Democracies to become True democracies

What is Ombudsman?

Ombudsman is a term going back in 1800’s. It is in actual a Swedish term. An ombudsman is typically delegated by the administration or by parliament. Regardless of this, they have a huge level of autonomy, as they have the charge of investigating so as to speak to the premiums of general society and tending to grievances of maladministration or an infringement of rights.

 

A Role of Ombudsperson in Democracy

When asked about the role of ombudsman in parliamentary democracy, Emily O’Reilly once said that, “for me the simplest answer is that an Ombudsman plays a role similar to that once played by a little singing bird, a canary, in coal mines long ago. The canary was sent into the mine to check that it was safe, to see that the air that the miners would breathe was healthy air.” This is exactly what ombudsman do. They check the checking so as to wellbeing of a majority rules system the quality of the organization. They verify, that the laws are being taken after, additionally that the general population are being dealt with reasonably, that the organization is simply, moral, and responsible.

 

A democracy, as you surely understand, is not a static thing and can never be underestimated. It needs always to be supported and to be secured. Solid majority rules systems have an arrangement of governing rules, at official, administrative and legal level and each of these plays its own particular special and indispensable part in this vote based equalization. Also, close by this framework is the Ombudsman, an extra, however non-aggressive responsibility layer that verifies whether the framework is attempting to the event of nationals. The part of an Ombudsman is to let the individuals who make the laws, and the individuals who control the laws know how those laws really feel practically speaking to the general population.

 

In accordance with best worldwide practice, Ombudsman Institutes must be empowered to research grumblings conveyed to their consideration additionally to attempt examinations all alone activity and to advise about the aftereffects of their examinations and their worries by submitting normal reports to parliament. It is unavoidable that throughout their investigative work, they will deliver reports that are disparaging of the activities of government bodies. In a democracy, there is a desire that such reports will be appropriately viewed as, that government and managerial bodies will accept obligation regarding their activities and choices and that they follow up on the ombudsman’s proposal. Ombudsman Institutes can just effectively bolster parliament in distinguishing and revising systemic failings, on the off chance that they are completely listened.

 

India doesn’t have ombudsman in government area at the focal level. Be that as it may, Reserve Bank of India and Life Insurance Corporation have their own ombudsmen. The Ombudsmen in RBI manages the keeping money matter under the banks of RBI just. Client’s issues, for example, investment accounts, advances and so forth are managed by this keeping money ombudsman. Protection ombudsman in LIC manages the issues identified with the protection approach matters.  The objectives of Ombudsmen contraption are to make association free from debasement and maladministration. Haridwar Rai and S.P. Singh pushed on the objectives and to make it open to the wishes of the all-inclusive community in an article in ‘Indian Journal of Political Science’. In any case, it is troublesome in Indian Scenario. Factional soul is so predominant in the Indian Political System. The administration authorities and their supporters among individuals when all is said in done won’t react completely to the presentation of the assurances laid by the Ombudsman incorporating into honest to goodness definitive inappropriate behavior is an observation made by Shantinaoy Shail in the ‘Calcutta Journal of Political Science’.

 

Thus Ombudsmen will have to fight a lot to establish its place in a true democracy. But slowly, it will establish its place and the moment that happens, Democracies will actually become True Democracy. For the People, Of the People, By the People.

 

Author: Shrungar Rughani

 

#GCAMysuru

Global Communication Association to organize 11th International Conference for Media & Communication Academicians and Professionals in Mysuru, India

It is increasingly evident that media and communication sector today forms the crux of maintenance and reproduction of contemporary societies. Media in its different forms like television, film, popular music, magazines and advertising provide a variety and spice in terms of different youth icons, gender models, fashion hints and icons of personality. The narratives of media facilitates a platform for moral messages, proper and improper behavior and conditioning of ideologies, somewhat sugar-coating  social and political ideas with alluring and seductive forms of what we know as popular forms of popular entertainment. With media and communication playing a vital role in contemporary life, we must understand the control it has on the society today and how it has an impact on the society’s cultural demeanour.

Media & Communication in India

The Indian Media and Communication Industry is growing larger on a galloping rate and there seems to be no stop. Proving its resilience to the world, the Indian media and communication industry is on the cusp of a strong phase of growth, backed by rising consumer demand and improving advertising revenues. The industry has been largely driven by increasing digitisation and higher internet usage over the last decade.

Digital Advertising has been the fastest growing segment with annual growth rate of 44.5 per cent significantly, with the increased penetration of smartphones and expansion of 3G/4G network in India.

With such advances and rapid changes across the country and the borders, India is sure to make a mark in the media and communication field and reach newer heights of excellence. Associations and institutes today are striving to do the same. One such association is- Global Communication Association (GCA).

Global Communication Association

The Global Communication Association (GCA) is a not-for-profit professional body whose objectives are to promote academic research in global communication studies among major universities across the globe and facilitate research projects opportunity among scholars and students. GCA provides a wide international platform for corporate executives, communication specialists, policy makers, academicians, bureaucrats, political leaders, public relations practitioners and co-related industry professionals to meet, interact and generate new ideas for growth of the media and communication industry worldwide. It strives to spread awareness among the people the trends and advancements in this field.

In the past, GCA conferences have been successfully organized in many other countries across different geographies like Zambia, Canada, Russia, India China, Oman, India, Poland, Malaysia, and most recently, in Germany. Popular and well-established universities in these countries such as Asia Pacific University College of Technology & Innovation, Media Institute of Southern Africa, , Sultan Qaboos University, Manipal University, John Paul II Catholic University of Lublin and The Pontifical University of John Paul II St. Paul University, Shanghai University Pyatigorsk State Linguistic University, Christ University and Stuttgart Media University, have hosted as academic partners, the past GCA conferences in the last one decade.

 

With the following activities GCA attempts to spread the world of communication and its role in the world economy.

• Foster and promote academic research in global studies,
• Promote academic collaboration among major universities around the world,
• Facilitate joint projects and research opportunities among scholars, researchers, and graduate students,
• Facilitate faculty research and exchange programs,
• Facilitate joint programs, grant opportunities, symposiums, and timely initiatives among centres, institutes, and global organizations,
• Explore the myriad opportunities and challenges in the areas of teaching, learning, communication development, globalization, mass media, and international cooperation; and
• Hold annual conferences throughout the world.

Last Conference in India

9th GCA Conference: -The 2015 India GCA conference focused on Breaking Barriers: Creating new communication horizons. “At a time when communication is assuming stronger meaning and deeper significance together with the opening up of new frontiers on a variety of social media, the importance of this conference and its timing for adopting fresh public and business communication strategies and techniques need not be over-emphasized”, said Mr. Krishna B. Mariyanka, Conference Secretary, The GCA 9th International Conference, India.

11^th GCA International Conference

The Global Communication Association (GCA), a not-for-profit professional body, is pleased to announce the eleventh international conference of communication experts and specialists from around the world, to be held in the historic city of Mysore (earlier known as Mysore), Karnataka, India, on 28-29 January, 2016.

The University of Mysore which is celebrating its Centennial (will be the academic partner hosting this conference. The conference will be one of the highlights of the grand centenary celebrations. The University of Mysore was established on 27th July, 1916 during the benevolent reign of the Maharaja of Mysore, His Highness Nalvadi Krishnaraja Wodeyar (1884-1940). The genesis of the University of Mysore stems from a five year long in-depth reading and analysis on higher education across the globe. The University, since then, has gone through different phases of development. The University is laying a firm foundation for the multi-faculty character of the university.

The 2016 India conference focusing on ‘Ombudsman: Media and social responsibility’, has brought about different kinds of interest into the minds of the researchers and the participants. These researchers come from across the globe. At a time when there is a massive explosion of the media across the globe, be it of the traditional variety or the new media, it is increasingly being looked upon as a powerful instrument of social change. On the flip side, with the visibility and help towards the weaker sections of the society this also means that there are possibility of misuse of this opportunity in the lives. The purpose of this conference is to engage in key discussions with an intrinsic aim to share information, promote culture, identify challenges, find solutions and exchange the most updated knowledge on various topics of public relations, media and communication.