Recommendations Of Media Engagement In India

Published Date: 02 Nov 2017

1. Ministry of Information and Broadcasting. It is one of the branches of the Indian government and is responsible for formulation of rules and the regulations related to information, broadcast, the media and the films in India [1] . The Ministry is also responsible for the running and administration of its broadcasting arm, the Prasar Bharati. It also regulates the functioning of Censor Board of India which is responsible for regulation of the movies and motion pictures produced and shown in India.

2. Press Information Bureau. The Press Information Bureau (PIB) is the government’s nodal agency to circulate news and information to the media. The information comprises of news on various policies, programmes and new plans. Principal Information Officer heads the organization. The organization has 8 regional offices and 35 branch offices [2] . The Bureau has officers attached to the Ministries and Departments for assisting them for effective engagement of the media. The PIB also acts as the interface between the media and the government. The Information Officers also serve as the official spokesmen for theie department and the government. The Principal Information Officer is also the media advisor. Some of the important functions of PIB are as under :-

(a) Press briefings and press conferences.

(b) Feedback to the Government on the media and the public reaction.\

(c) Conduct of press tours to the development projects, remote and backward areas.

(d) Organising special workshops, trainings etc.

(e) As part of the Special Services the Feedback Cell prepares daily digest and special digests based on news stories and editorials from national as well as regional dailies and periodicals.

(f) PIB arranges photo coverage of Government activities and the photographs are supplied to dailies and periodicals published in English and other Indian languages.

3. Office of the Registrar of Newspapers for India. It is popularly known as RNI and maintains record of the registered media including newspapers and periodicals of the country. It also decides the Newsprint Allocation Policy and revises it when required [3] . 

4. Press Council of India. It is a quasi-judicial body which has been constituted by a Parliament act with 28 members and headed by a Chairman. 20 members of the body are media personnel, 5 members from Parliament and one each nominated by University Grants Commission(UGC), Sahitya Academy and Bar Council of India. It hears the complaints of the media and against the media filed by others. It suggests guidelines on the ethical standards to be maintained by the media [4] .

Guidelines for Media

5. Media Ethics. To further the objectives of freedom and responsibility, the Press Council of India has issued certain guidelines for the media. These guidelines give out a code of conduct to all media agencies to ensure high professional standards, high standards to ensure public taste and also to foster a deep sense of responsibility. The Council, as part of the guidelines, has framed a code of ethics for media and for those involved in journalism. It is also required to enforce it on the media organizations. These ethics have been built over the years and cover all aspects of journalism. Some of these important guidelines are as given below [5] :-

(a) Accuracy & Fairness. The Press shall eschew publication of inaccurate, baseless, graceless, misleading or distorted material. All sides of the core issue or subject should be reported. Unjustified rumours and surmises should not be set forth as facts.

(b) Pre-publication Verification. On receipt of a report or article of public interest, the editor should check its factual accuracy-apart from other authentic sources with the person or the organisation concerned to elicit his/her or its version, comments or reaction and publish the same with due amendments in the report, where necessary.

(c) Caution against defamatory writings. Newspaper should not publish anything which is manifestly defamatory or libelous against any individual organisation unless after due care and checking, they have sufficient reason to believe that it is true and its publication will be for public good.

(d) The Official Secrets Act, 1923 or any other similar enactment or provision having the force of law equally bind the press or media though there is no law empowering the state or its officials to prohibit, or to impose a prior restraint upon the Press/media.

(e) Right to Privacy. The Press shall not intrude or invade the privacy of an individual unless outweighed by genuine overriding public interest, not being a prurient or morbid curiosity.

(f) Caution against identification. While reporting crime involving rape, abduction or kidnap of women/females or sexual assault on children, or raising doubts and questions touching the chastity, personal character and privacy of women, the names, photographs of the victims or other particulars leading to their identity shall not be published.

(g) Right of Reply. The newspaper should promptly and with due prominence, publish either in full or with due editing, free of cost, at the instance of the person affected or feeling aggrieved/or concerned by the impugned publication, a contradiction/reply/ clarification or rejoinder sent to the editor in the form of a letter or note.

(h) Obscenity and Vulgarity. Newspapers/journalists shall not publish anything which is obscene, vulgar or offensive to public good taste.

(j) Paramount National Interest. Newspapers shall, as a matter of self-regulation, exercise due restraint and caution in presenting any news, comment or information which is likely to jeopardise, endanger or harm the paramount interests of the State and society.

(k) No incitement to violence. Mass media should not motivate or provoke people to indulge in violence or crime. Glorifying violence in writings should also be avoided.

6. Draft Social Media Framework and Guidelines. The government of India came out with the draft of the Social Media Framework and the Guidelines to deal with the trend of extensive use of social media. With these guidelines, the government plans to engage the media, people and various other parties in making policies for the social media. The aim would be to make to make policies as amenable as possible for the people of the nation. The guidelines also include the e-Governance projects planned under the National e-Governance Plan of the government. This will also enable the government to connect with the people. The objectives given out in the draft focuses on the following aspects :-

(a) Seeking feedback from the people.

(b) Re-pronouncement of the policy.

(c) Issue-based and generic interaction.

(d) Brand building / Public Relations.

(e) Generating awareness and education on National Action Plans and implementation strategies.

7. The draft also proposes that all government departments shall have a team to manage social media like Twitter and Facebook and also to formulate and implement the initiatives at the policy level. If required, the management of social media can be outsourced.

Recommendation for Effective Engagement of Media by Government

8. The government needs to be more pro-active in its approach to effectively utilise the media to showcase not only its policies but also to inform people of its work. The media also in addition needs to be regulated in view of the recent misadventures of media, like paid news, extortion of money from corporate houses etc. The government by bringing out the draft framework for social sites has done the right thing of engaging the media. In addition, the steps mentioned in subsequent paragraphs will also assist the government in bringing positive changes in the media as also spread its reach to every corner of the nation.

9. Information and Broadcasting Ministry. The government needs to utilise the ministry and its various organizations to put across its policies to the public. Its needs to utilise the ministry for the following:-

(a) To disseminate correct information on all policies, programmes as also achievements of the government.

(b) To publicise the flagship programmes of the government directly to the people through public campaigns utilizing the media.

(c) Strengthen the infrastructural set up to create job opportunities for the youth to develop their potential in media.

10. Press Information Bureau. The government needs to utilise this organization for public information campaigns. The likely establishment of Project Monitoring Cell (PMC) for this aspect will be a step in the right direction. Enhanced public information campaigns will assist the government in conveying the right message to the people of the nation and will assist the people to know about various schemes.

11. Formulating Strategies. The following strategies need to be worked upon by the government:-

(a) Create synergy between various important organizations like Directorate of Field Publicity, Publications Division, Song & Drama Division and Directorate of Advertising & Visual Publicity.

(b) Management of cadre of the Indian Information Service for effective functioning of the organizations and understanding of requirements of the media.

(c) Modernization of Infrastructure. There is a need to upgrade Indian Institute of Mass Communication to an institute of international repute and standards to train youth of the nation. There is also a requirement to operationalise the few regional centres across the country. This will assist in producing quality journalists in the country who will be able to address the real issues and concerns of the people.

(d) Regulatory Body for Broadcasting. There is also a need for bringing a bill to regulate the broadcasting of events and entertainment items by the electronic media, which has been lacking till now. Even though the media channels have been opposing this and have demanded self regulation, this is the right time for the government to step up and put in place correct regulatory authority for regulating and screening the contents of the electronic media. The setting up of Electronic Media Monitoring Centre, a state of art monitoring set up to monitor and record channels on a 24x7 basis, has been a right step by the government. This will enable the government to take suo motu action in case of violations by the media.

(e) Human Resources Development. The training of Indian Information Services officers is required to enable them to future challenges of growing media as also to enhance their working skills.

(f) Cooperation with foreign nations in the field of mass media to include sharing of technology, ideas and training of personnel will also assist the government in effective engagement of the media.

(g) Additional Allotment of Funds. There is also a requirement to allot additional funds to the Ministry of Information and Broadcasting to ensure all its organizations have adequate funds to carry out their tasks. There is a large shortage of trained manpower in the government organizations. There will be requirement of creating additional infrastructure to cater for the additional vacancies in the institutions like India Institue of Mass Communication.

SECTION II – MEDIA AND ARMED FORCES

12. Defence Forces and war have always been of interest to the people and to the media as well. The armed forces, of late, have been news worthy and have often occupied the prime time and space of the media. The effects of media bringing the news of armed forces and war as such can be dramatic and attention grabbing. It is therefore important for armed forces to engage the media in a constructive manner to ensure correct, timely and worthwhile information is fed to the people of the nation. At the same time the security of the operations can also be looked into by the armed forces while dealing with the media in a correct manner. The armed forces can also utilise the media to garner international support for the nation through a well thought out plan of handling the information to be fed to the media. For all this to happen, it is important for the commanders of today to be aware of the media and its potential as a force multiplier.

13. The war of Kargil showed the importance of media. The media persons were present at the war zone to give a wide coverage to the war. A separate part was included and delved upon in the Kargil report, thus showing the importance of media in creating a positive environment in the nation and also building confidence amongst the people. The Kargil Report indicated lack of training of the media handlers which included the engagement of media and providing them with the required information of the progress of operations.

Present Media and Public Relations Organisations

14. The present media and Public Relations (PR) organisation is almost non-existent at lower levels, highly centralised and archaic. There is no dedicated media spokesperson at lower formation headquarters. The defence needs to reorganize itself and needs to be proactive to effectively utilise the spread and effects of media. An apt example of this can be given from the fact that inability to explore the media to attract the talent to the three services, thus resulting in a shortage of about 20,000 officers. The Kargil Review Committee Report states, "Defence Public Relations are routinely handled by the Ministry of Defence through regular Information Service cadres. This organisation is not equipped to handle media relations during war or proxy war. The briefing function during the Kargil crisis was taken over by a triad of senior military and civil spokesmen. Army Headquarters set up an Information and Psychological Warfare Cell under an officer of the rank of Major General with direct access to the Army Chief. This enabled the Army Headquarters both to monitor and disseminate information in a better calibrated manner than would have been the case otherwise."

15. The Directorate of Public Relations (DPR). DPR in the Ministry of Defence (MoD) is the main organisation for interaction with both the media and the public. The organization has been upgraded recently and is now known as Additional Principal Information Officer. It is headed by an officer of the rank of Director from the Central Information Service (CIS). It has a staff comprising of civilians from CIS and service personnel known as Public Relations Officers (PRO). DPR comes under the Joint Secretary (General) of the Ministry of Defence. The charter of the organization includes planning, directing and supervising publicity of various organizations of Ministry of Defence, both in peace and war. The Army, Air Force and Navy has their own PROs who are a mix of officers of the rank of Lieutenant Colonel and Major and equivalent.

16. Army. Post ‘Operation Vijay’, the Army took additional measures to engage media. It seeks to establish an information paradigm to make the system credible and transparent. The Army has set up a series of media centres, from the Army Liaison Cell (ALC) at Army Headquarters down to brigade level, run by the Army for interaction with the media. The media centers at the Command, Corps, Division and Brigade Headquarters are headed by Colonels with support staff pooled from within existing resources. The task of these media centers is to handle media and to counter adverse propaganda. These centres ensure proactive interaction with PROs and initiate articles with a psychological content. Army Commanders are permitted to interact personally with the media on an as required basis. Corps commanders are permitted to interact personally with the media on matters pertaining to operations, operational situation and psychological operations. However, the lower headquarters still need a clearance from Corps/Command Headquarters for any interaction with the media personnel.

17. Navy. A Media and Public Relations (MPR) Cell has been created at Naval Headquarters, New Delhi. It assists the PRO Navy in all media related tasks like Press Releases, Media Seminars and briefings. However, at the Command level there is only a PRO posted to interact and engage media. Below the level of Command, there is no organization to deal with the media.

18. Air Force. In the Indian Air Force, only Department of Public Relations looks after the tasks of dealing with the media. There is no other Public Relations organization below this level.

19. Public Relations Officers (PRO). The regional offices of DPR are co-located with various Command Headquarters. The Public Relations Officers (PROs) are located at either at Corps or Command level. The PROs are directly controlled by the DPR. Some of the duties of PROs are as under:-

(a) Act as advisers to local formation commanders in matters relating to policies and activities that can be projected through publicity in the media.

(b) Disseminate factual material to the press.

(c) Maintain close liaison with editors, correspondents, audio-visual media and Central and State Government Information officers.

(d) Organise and facilitate press conferences, press briefings and interviews.

(e) Cover ceremonials, functions, visits and other important activities of the Services including aid to civil authorities.

(f) In conjunction with General Staff (Intelligence) of the concerned Command Headquarters, scrutinise despatches prepared by Press from the security point of view before release.

SECTION III – RECOMMENDATIONS FOR EFFECTIVE MEDIA ENGAGEMENT

Some of the most important combat of tomorrow will take place on the media battlefield.

— Alvin and Heidi Toffler

20. Restructuring of the Organisation. The defence forces need to have a proactive approach to leverage the media. Devolution of the information dissemination system should be the key to the military’s interaction with the media. As mentioned above, at present, there is little interaction between the staff and the media at the Command, Corps and Division level in the Army. Same is the case in the Navy and Air Force. For issuing the press releases, the lower Headquarters need clearance from the highest authorities. Even the responsibility of the branches is not clear while dealing with matters related to media. There is always a doubt whether the press releases were to be issued by the Adjutant’s Branch or by the General Staff’s Branch. There is, thus, a need to reorganize the headquarters right from the Brigade to Command with accretion of strength at higher headquarters and a separate branch at lower headquarters to deal with the media. The following restructuring is recommended to deal with the media:-

(a) Reorganisation of Defence Public Relations at Ministry of Defence. The Defence Public Relations Department should be placed under the aegis of Headquater Integrated Defence Services. It should be additional budget, made more vibrant and be well equipped to handle all media related issues. The department should be controlled and handled by a senior officer of the rank of Lieutenant General / equivalent in Air Force/ Navy. The officer should be appointed as the Director General Defence Public Relations. The department should be responsible for policy formulation for media engagement and functioning of the three Services’ PROs. The Services’ PRO should be headed by Major General or equivalent ranks officers and be designated as the Additional Director General (Public Information). The General officer should be qualified officer in mass communication and preferably should have attended higher courses like Higher Command and National Defence College. The ADG should handle the respective services PROs and routine functioning. The staff at the Service Headquarters PRO should have officers from the defence and the India Information Services.

(b) Command and Corps Headquarters. At the Command Headquarters, in addition to the PRO presently dealing with the media, a separate branch by the name of General Staff Media under the General Staff Information Warfare Branch (likely to be raised soon). The branch should be headed by an officer of the rank of Brigadier and equivalents in the Navy and the Air Force. The branch should have three Colonels, i.e. Colonel General Staff Media, Colonel General Staff Psychological Warfare and Colonel General Staff Advertising. The Navy and Air Force should have equivalent rank officers. The three sub branches should have additional support staff to accomplish the tasks. However at the Corps Headquarters level, this branch can be a separate branch with the same organization.

(c) Divisional Headquarter. A separate branch G1 Media, under Colonel General Staff, should be created headed by a Lieutenant Colonel to deal with media. The officer should be assisted by two officers of the rank of Major/Captain to handle the media and psychological aspects separately. The Navy can have this organization at all its major ports and Air Force at all its Air Bases.

(d) Brigade Headquarter. An officer of the rank of Major as G2 Media should be placed under the General Staff Officer of the Brigade. The officer should be the single window agency to interact with the media as also the window for psychological and advertisement aspects.

21. Training at Mass Communication Institutes and Courses. While it is important to create separate branches at all levels to deal with media affairs, it is as much important to have trained officers posted to these branches. It is, therefore, imperative to provide training to the officers prior to posting them in the branches dealing with media. The defence forces must train officers at the renowned media institutes like Indian Institute of Mass Communication. The officers selected to undergo training at these institutes should be meritorious with good communication skills. In addition, certain curriculum of mass communication should be included in the Young Officers’ courses by all services.

22. Creation of Media Cadre. A separate cadre for media should be created on the lines of Judge Advocate General Branch. The cadre should have officers with the degree of mass communication prior to undergoing training at the training academies. After the commissioning, these officers should be attached to media houses for on-the-job training. This will enable them to get an insight into the functioning, compulsions and requirements of the media.

23. Dedicated Media Channels. The Review Committee of Kargil had recommended establishment of dedicated channels of radio and TV. The aim of these channels was not only to inform and entertain forces deployed in inhospitable terrain along the borders but also to inform people of the country about the armed forces. The recommendation suggested by the committee needs to be implemented at the earliest. This will assist the armed forces to pass information to the people at the earliest and will also enable them be in touch with the public. The media will also get easy access to the armed forces through these channels.

24. Embedded Journalism. The embedded journalism followed by USA during Iraq Campaign in 1991 and 2001 was quite successful and assisted USA in winning the world opinion in its favour. Embedded journalism with adequate training to the journalists on the war journalism can be tried at some point in time. The coverage of Kargil War by the journalists was also quite successful and created a positive image of the armed forces amongst the people of the nation. However, the security of the plans and risk of losing surprise needs to be looked into before taking such decisions. In addition, the security of the journalists will also require additional efforts.

25. Social Media and Internet. The increased use of social media and internet by the people make it necessary for the armed forces to use it extensively to not only communicate with the people of the nation but also with the world. The social media has created a stir at times in the country as has been seen during the Anti Corruption Movement. The management of social media will definitely assist armed forces in preventing adverse reporting and also promote the good image. It is an easy option of putting forth the opinion of the armed forces on matters of importance to the nation. The social media can also be used for counter propaganda. However, to effectively utilise this source of media, the armed forces need to consider employing social media managers or outsourcing the management of social media to a reputed media house. However, handling of social media requires a foresight to visualize the problems, be prepared always for uncomfortable questions and also take pro-active steps to engage with the people and the media. This not only requires in depth knowledge but also awareness of facts and figures. The social sites would require to be managed by the professionals, information updated regularly, provide press releases and rebuttals if required. The social media can also be effectively utilized for public information campaign, psychological and cyber warfare. However, the basic requirements in hiring or outsourcing would be to lay guidelines on which the social media managers to work upon. Preparing such guidelines itself would be a herculean task. But once these guidelines are prepared, the management of social media would become that much easier. With the progress of technology, such guidelines would need to be updated.

26. War correspondents course. As of now, the Directorate of Public Relations conducts ‘War Correspondent Course’ for correspondents of less than 35 years of age, belonging to various media houses. The correspondents are exposed to the organization of the armed forces, its rank structure, the functions as well as the weapons and the state of preparedness. However, due to technological advancement in the media and the warfare, these courses need to be revised in terms of duration, frequency and the curriculum. There is a requirement to provide on-the-job training to the correspondents in the field areas like Jammu and Kashmir and the North East states where the counter insurgency operations are conducted by the armed forces. The access to these operations will enable them to understand the conduct of operations as also instill in them a sense of belongingness towards the armed forces personnel.

27. Media in Counter Insurgency Operations. The importance of media in the counter insurgency operations cannot be ruled out as it is the local media which feeds the news, views and information to the locals. It is this information which creates a positive environment for the defence forces to operate and achieve success in the operations. The media definitely plays an important role in creating an environment to win the hearts and minds of the people. It is therefore imperative for the defence forces to be proactive and keep the local media and vernacular informed at all times and not be reactive to the reports of the media.