Abhijit Sinha

A multi-layered Indian populace has a bewildering range of needs and aspirations. Communication is the bridge between the various sections of society. It is an effective tool to share information, ideas, generate public awareness and facilitate interaction with – and between -- these layers of society. To build Media Relations, the way forward is to broadbase an Outreach programme – comprising media related activities and events. OUR DRIVE: ‘Inclusiveness’ tools like mass media (print and audio-visual), ICT utilities, capacity building workshops, panel discussions, and interactions between the partners will build a strong communication system for your organisation. The main objective is to create awareness, initiate discussions and develop a public voice. For the new media, e-age is the order of life – and ICT is a power house connecting people. It is very necessary to establish media linkages at various levels through ICT tools such as:  Data-Warehousing and Data-Mining through Fact-files and AV resources (including 3G technology in multi-media operations), &  Having embedded communicators with all the partners from the grassroot upward. These communicators will fuel the Data Warehouse and form Thematic Advisory Groups. Event-based media programmes, workshops and fellowships also play an important role to keep this connect dynamic. COMMUNICATION IS THE KEY In the long-term, convergence of multi-media activities to a single-window ICT-based Outreach for the media and public will help your organisation strengthen its position in the public domain.