POLITICS AND PUBLIC RELATIONS

PROJECT REPORT ON
POLITICS AND PUBLIC RELATIONS

SUBJECT: INTRODUCTION TO PUBLIC RELATIONS

COMPILED BY PRMATHESH PALCHOUDHARY ROLL NO:38

PROJECT GUIDE PRAVIN CHUDASAMA

*2010- 2011*

THANKNOTE
I AM PLEASED TO ACKNOWLEDGE MY INDEBTNESS TO MR. PRAVIN CHUDASAMA (PROJECT GUIDE OF INTRODUCTION TO PUBLIC RELATIONS) FOR HIS INVALUABLE GUIDANCE AND SUPPORT LAST BUT NOT THE LEAST; SPECIAL THANKS TO CHRYSE PR AND EVENT MANAGEMENT AND ITS CONSULTANTS WHO GAVE EVERYTHING THEY GOT TO HELP ME IN MY EFFORTS.

PROJECT HOLDER, PRAMATHESH PALCHOUDHARY

INDEX
SR. NO 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 TOPIC TITLE PAGE THANK NOTE EXECUTIVE SUMMARY/ABSTRACT INTRODUCTION OF THE POLITICIAN/ORGANIZATION BACKGROUND CURRENT SCENARIO CONCERN OF THE ORGANIZATION/POLITICIAN WHAT IS THE IMPORTANCE OF PR? OBJECTIVE ELEMENTS OF A PR PROGRAM ELEMENTS OF A PR PROGRAM FOR MNVS AND AJINKYA NAIK PR PLAN FOR MNVS AND AJINKYA NAIK PR AND SOCIAL MEDIA RATES FOR PRESS CONFERENCE TARGET MEDIA TERMS AND CONDITIONS PROPOSED PLAN FOR CHRYSE PR AND EVENT MANAGEMENT BIBLIOGRAPHY

EXECUTIVE SUMMARY
Politicians are like diapers. They both need changing regularly and for the same reason. ~Author Unknown PR is extremely important, and being able to use it in the right way means everything. You have to market your success. Lee Haney This project report titled, Politics & Public Relations is a part of our subject Introduction to Public Relations. The main objective of this project report was to understand the need of PR in todays society and how it has a detrimental impact on shaping up the image of a brand, product, individual or organization. The project report also focuses on how Individuals hire PR agencies in order to shape up their public perception and the image. The report sheds light on the different strategies and methodologies used by the PR agency in order to maintain the image of an individual or organization. In this project report, I have selected the MAHARASHTRA NAVNIRMAN VIDYARTHI SENA and its Deputy General Secretary AjinkyaNaik who is also the District Head of South Central Mumbai and Worli. The report encompasses the background information of the politician, his organization, a SWOT analysis on his competitors and the current marketing and social scenario that exists in the society. The report exclusively features how a client works in liaison with his hired communication agency. It also contains the various strategies, tools, and messages used by the PR agency in order to mould the public opinion in favor of the client. The report focuses on how PR plays a pivotal role in todays political circuit and how it helps the politician to come out of the stigma and the ridicule that he receives from the society. Public Relations exist everywhere. It starts from home. As stated by the father of Spin Edward Bernays, Public Relations is the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest. Its a Universal truth that Human beings act based on the perception of facts and the PR professionals use it to their desired way.

MAHARASHTRA AJINKYA NAIK

NAVNIRMAN

VIDYARTHI

SENA

AND

He is the Worli head of the Maharashtra NavnirmanVidyarthiSena along with ArchitJayakar and AdityaShirodkar, a regional political party based on the ideologies of the Sons of the Soil. It was founded on March 9, 2006 in Mumbai by Raj Thackeray after he left the Shiv Sena due to the differences with Uddhav Thackeray and sidelining in major decisions like distribution of tickets. The main aim of MNVS is to recognize the talent of the youth and provide them opportunities. Some reputed leaders take pride in criticizing youth to project their image. HenceMNVS arranged various programs to provide opportunities to youth to show their talent. MNVS recognized that collective strength of the youth is necessary for the progress of MAHARASHTRA and accepted the challenge to achieve above mentioned goals. Honorable Shri. RAJSAHEB THACKERAYs inspiring speeches highlighting above mentioned goals brought the youth of MAHARASHTRA under MNS flag. On the 1st August 2006, the death anniversary of LokmanyaTilak MNVS was established.Shri.AdityaRajanShirodkar, Archit Mohan Jayakar and AjinkyaNaikwere elected as President and Gen. Secretary respectively of the organization. AjinkyaNaikwas only 22 years of age when he accepted the responsibilities of Deputy General Secretary. His amiable nature and astuteness made the foundation of the organization sound. Of serene and balanced mind, yet rebellious in approach when necessary made him popular in very short time. MNVS reached nook and corner of Maharashtra as he himself was student and had the skill to take fellow students along with him. In very short timeAjinkyaNaikand ArchitJaykar

appointed student workers as heads at district levels throughout Maharashtra and created a separate class of youth inspired by thoughts of Rajsaheb. Within few months MNVS successfully organized Ball Dance competition in Mumbai, Thane, Pune and Nashik. Similarly Focus Career Fair even Maharashtra Dharma Fair Projective culture, literature and history of Maharashtra were successful. While such programmes were organized, soldiers of MNVS did not overlook various problems such as bungling of SSC question papers, ragging, unauthorized hutments in Kalina University, and exorbitant fees of educational institutions and continued to fiercely oppose. MNVS is a student organization bent upon fighting injustice of any kind. Within two years it has received recognition and is also feared by perpetrators of injustice. Come what may, MNVS shall cross any hurdles on the way and shall continue its efforts to achieve the goals set by Honorable Rajsaheb Thackeray whose dream is to project resurgent Maharashtra to the world. AjinkyaNaik is the District Head of South Central Mumbai and also in charge of Worli. He is Deputy to AdityaShirodkar, President of MNVS and also the owner of Wohlstand Event Management Services. Ajinkya is the son of SudhirNaik, a very popular figure and also the deputy municipal commissioner and convenor of BMC Ganesh (Zone 2) who had made some remarkable achievements and announcements during for the Ganpati idol immersion and traffic rules. Graduated from Ruparel College in Political studies, politics was running in the blood of AjinkyaNaik which ultimately motivated him to play active part in the politics. Born and brought up in Worli, AjinkyaNaik was always in close proximity of the mass maharashtrian culture. And that is the reason why inspite of having a 3bhk flat in the grand area of Worli Sea Link, Ajinkya has not yet left his fathers house near BDD Chawl. Ajinkya keeps reiterating, Maharashtra and Maharashtrians are known for their culture, traditions, customs, norms, and their never say die attitude. They are fighters. Living in the chawl culture gives him immense pleasure as it helps him to relate with mass audience and the ordinary Marathi Manoos. He always feels that a politician should be well versed and informed about the problems of the local people and that he would get a feel of it only by getting under their skins. Born on 5th July, 1988Ajinkya is one of the young bloods sprouting out from the Maharashtra NavnirmanSena. He had an aspiration to contest the corporation elections of 2007 but could not make it as he was below the required parameter of age. Since then Ajinkya always knew that the opportunity was in the pipeline and he had to grab it with both the hands. He is candidate for the MNS from the Worli area of Mumbai. AjinkyaNaik also owns an event management company named Wohlstand in association with PramodiniPatkar, MNS Womens Wing Head of Navi Mumbai. Wohlstand has managed and executed several events of the MNS and the MNVS including Dahi-Handi, Ganpati, Dnyanmayi (Education Fair), RajMudra (Dance Competition). Wohlstand also executes and manages all the PR activities of the Maharashtra NavnirmanSena including their websites, press conferences and public meetings.

In a bid to help their workers overcome their inhibitions and learn basic etiquette, the partys student wing, MNVS, also organizes a personality development course along with lectures on English-speaking for youth. AjinkyaNaik conducts and organizes many more of such courses that includes public speaking, presentations and addressing seminarsand in the city Recently AjinkyaNaik conducted an exhibition which was held two weeks ago, when nearly 1,000 students in the age group 15-22 years attended the classes. His main objective is to teach the youth to develop their personality in this era when BPOs and the IT sector are booming. Theyorganize the programmes in halls belonging to trusts and social institutions, as a result of which, our costs are lower He thinks that it is a right way to mould and channelize the tremendous potential youth. It is necessary to make youths proficient in languages in this era of globisation along with Marathi.

MNVS AND AJINKYA NAIK IN NEWS

Government fails in the online admission process ---- (27/06/2009) The Maharashtra State Government failed in operating the much hyped online admission process. The procedure of filling the online forms began on 26th of June but the servers of MKCL (the company which is providing the technical support to government) could not handle the load. As a result the complete process came to a halt by 12.30 pm. This created a sense of insecurity amongst the students & parents. MNVS which always stands for benefits of the students went to the MKCL's office at VT. There was not a single responsible person present at the office to address the queries. Even the help line Telephone Numbers kept ringing. As MNVS entered MKCL's office, they found the staff playing games on the computer. No one cared to give appropriate answers & was not bothered about the difficulties students were facing. This angered MNVS workers & resulted in a chaos. MNVS NEWS... MNVS' 10 ka DUM After disclosing the inefficient working of the Mumbai University, the institution authorities have started a 'boycott' movement against MNVS. They have made arrangements such that students related to MNVS will not be able to attend their annual examinations.

Some newspapers stated that Mumbai University has decided to impose a ban on MNVS for 1 year & they have finalized this decision in the administrative council's meeting. But no official intimation about this has been sent out to MNVS. The varsity authorities are showing no interest in meeting the office bearers of MNVS. False police cases are being imposed on the students & workers of MNVS who try to meet the officials of the university. This has created a sense of discontent among the students of Mumbai. The sting operation has brought into light the inefficient & careless working of the university. Instead of taking stern action against the (irresponsible officials, the university is planning to ban MNVS which is the voice of the students. Shri.AdityaRajanShirodkar and SHRI.AjinkyaNaikhad sent a letter to the vice chancellor of the university asking for an explanation for this along with 10 other questions related to the irresponsible working of the university. MNVS NEWS... MNVS strikes on Mumbai University again Maharashtra NavnirmanVidyarthiSena (MNVS) has disclosed the careless working of Mumbai University once again. We have captured a video of how Mumbai University plays with the future of the students who blindly trust the institution On Jan 31, 2009, AjinkyaNaik along with SainathDurge (Vice President, MNVS) entered the Mumbai University's examination department where the checking of exam papers was going on. His entry was not restricted by any university official. He entered the hall & pretended to check the MCA SEM-1 & PEM answer sheets. He carried few of those answer papers out of the examination department bldg. It was only after the MNVS created a chaos at the campus; the university officials woke up & realized what a blunder they have made. On top of it, when MNVS returned those papers which Mr. Sainath had carried with him, they also gave an acknowledgement with the Mumbai University seal. MNVS appealed to all the students who study in the university to rise up against such a careless behavior of the university.

As a moral responsibility, MNVS demanded resignation of Vice Chancellor & Pro-Vice chancellor for this blunder. Victory for MNVS. The University of Mumbai finally awoke by the agitation of MNVS which took place on Jan 27, 2009. It had decided to enforce a Status-quo on its decision that allowed student of First year Arts to opt for Social Science in place of the Marathi Language. This created a sense of giving secondary treatment to the official language of the State of Maharashtra. MNVS delegation headed by the President Shri.AdityaRajanShirodkar and AjinkyaNaik met honorable Vice chancellor Dr. Shri Vijay Khole& expressed MNVS views against this decision. As a result of this strong protest by MNVS, the officials of the University of Mumbai had realized the seriousness of the issue and have issued a circular to all concerns authorities. GOAL OF MNVS & AJINKYA NAIK Our mission is to render all the help needed for the students for their various diverse issues, concerns & career. Our credo is to create a common platform for all the students, in all the grounds of education, creativity, talent, and common student problems. We strive to render equal opportunities for the students from in and around Mumbai; our spread has leverage students to take active participation in various creativity and being young democrats of India.

IMAGE GALLERY OF MNVS INITIATIVES

BALL DANCE

MNVS FORMATION CEREMONY

FOCUS

CHOR GOVINDA

DNYANMAYI

MAHARASHTRA NAVNIRMAN VIDYARTHI SENA& ITS CURRENT SCENARIO

Maharashtra NavnirmanVidyarthiSena is nothing but a portion carved out from the Shiv Sena. Originally the students wing of Shiv Sena was called the BhartiyaVidyarthiSena and it was headed by Raj Thackeray. After the disintegration of Sena, Maharashtra NavnirmanSena was established which is nothing but the students wing of Shiv Sena. Raj Thackeray being the student head of Shiv Sena was a very vibrant leader among the youth and had led many agitations all over Maharashtra. Shiv Udyog was one of the programs undertaken by Raj Thackeray as he was leading the BhartiyaVidyarthiSena. The Maharashtra NavnirmanSena also has its students wing named as the Maharashtra NavnirmanVidyarthiSena. Different political parties have their respective student wings in India and the Maharashtra NavnirmanVidyarthiSena is an alternative for them. Just like the parent company, the MNVS is also known for its aggressive stance and issuing ultimatum attitude. The student wings of the Political parties are almost next to negligible in terms of their work and contribution to the society. Even a national party like the Indian National Congress could not sustain its base of the students wing. The students wing of such political parties never hogged the limelight for any reason. Its only recently that Rahul Gandhi realized the need of a potent student wing considering a large amount of youth getting attracted towards the Maharashtra NavnirmanSena. There are different political wings fighting for the rights of the Hindus, Muslims, Christians & Sikhs but the MNVS wants to fight for the cause of the State of Maharashtra. The main target to the MNVS is to position itself as an alternative to the BJP-Sena coalition. Just like the MNS has emerged as a strong substitute for the Sena-BJP association in Maharashtra. Similarly, the MNVS wants to create a niche for itself in this cluttered political circuit. Unlike the Sena-BJP combination whose ideologies are closer to Hindutva and nationalism, the MNVS only wants to focus on Maharashtra and its students. The BVS and the BJYM have been constantly indulging in attacks on the couples during the Valentines Day and also focusing on cultural issues like the Dress code of college going girls. The MNVS on the other hand does not focus on any such cultural issues and channelizes its energy solely on the benefits of the students and the problems related to them.

ISSUES CONCERNING THE ORGANIZATION

The issues concerning the organization are the same as its Parent Organization, Maharashtra NavnirmanSena. The students wing has always been made a scapegoat of wrong media reports and false propaganda. Just like the English and the Hindi media has been lashing out at Raj Thackeray , they have been targeting the MNVS for wrong reasons, presenting false reports and making false accusations. The new generation lacks a sense of background and knowledge that is needed to question events around them. The worst thing is that they dont want to take effort to acquire the knowledge to justify their opinions. It is important to understand the history of Maharashtra, what happened during the Samyukta Maharashtra Movement, how did Mumbai get integrated in Maharashtra? Even when it comes to forming their opinions of the world, majority of the youth only want to see the vanilla picture. They love the good things about the American Culture. But they hardly know about its history or its struggle or freedom or even the social structure. Several philanthropic works are regularly undertaken by the MNVS and the MNS but go unnoticed. The media always opt for sensational and gory pictures in order to hit the TRPs as a result so many toned down and calm agitations go down unnoticed. A simple example would be a recent attack in the Vibgyor School. AdhishreeGopalkrishnan, a student of Class 10, was not readmitted in the new academic year. A letter was issued to her parents a day prior to the first day of the school that read: You have not only participated in but have also lead morchas (protesting against hike in the school fee) to the school where you have shouted slogans against the principal of the school. The MNS activists barged into the school on Thursday to discuss the matter. However, the management refused to meet the activists. The activists then ransacked the school after which a complaint was registered with the Goregaon police. Here the MNVS fought for the rights of a South Indian student and yet the media went hammer and tongs over its activities. Majority of the employees of the Jet Airways were North Indians. After the 26/11 attacks, the first ambulance to reach the hot spot was that of the MNVS. There were thousands of MNS/MNVS activists donating blood, organizing camps, providing safety aid to the people which went unnoticed due to selective proposition by the media. The Maharashtra NavnirmanVidyarthiSena undertakes various community welfare programs, social activities, recreation activities for the young and the old equally, distributes books for the students from the school. MNVS has undertaken several useful initiatives for educating the students in computer courses, offering them employment in various sectors and also setting up stalls for the unemployed youth.

POLITICS AND PUBLIC RELATIONS

We live in an era where a vote is currency and political parties are product brands. So no wonder we see political advertising everywhere these days. From lonely websites that people hardly visit to almost every nook and corner of every city or village, smiling faces and folded hands in white wear and some form of tricolor greet us everywhere. Politicians are samples which come in various sizes of the political brand that is their partys ideology and the brand identity that is their commitment. Advertising therefore is a natural progression for them to generate political revenue. However, there are times when we get disillusioned with the whole process political advertising when we are subjected to them. Such a shame sometime these things are. Wedont want to judge parties or advertising at this point of time and that isnt the idea of the project anyway. I think given the fact political parties have prominent public exposure almost all the time; they should invest in public relations more than advertising. An effective PR exercise can hold them in good stead at any point of public debate (positive or negative) while commercial advertising is most often met with skepticism. And this is true both online and off. When you are a mainstream political party active in parliamentary procedures, youre under media speculation all the time. You are after all the headline makers more often than not. Your policies, your views on governmental decisions and laws are already known to your customers i.e. the voters who keep a tab on you every single day through news channels, papers and blogs. It is not for nothing that India has one of the highest numbers of news paper prints in the world. Advertising in my opinion is needed only when you are in the midst of a crowd or when you are at the bottom of the barrel and need to shout out to make yourself known or heard. In politics this is often a new party that finds itself in such a position. Most often these are regional breakaways of a national party and hardly contest enough seats nationally to make use of advertising. Social Media and Public Relations on the other hand are spheres of influence. The media becomes pillars that support all the claims that you advertise. They are not just platforms of propaganda but are also surviving records of what you say and do. More than blatant advertising that can be contrived to meet popular opinion and demand these spots of public discussion are likely to direct voter thought and perception of your party. Blogs slandering your policies or YouTube videos of your speeches also give weight to general opinion through comments. Newspaper articles define and project your strengths and weaknesses in more way than you can imagine. Under such circumstances it is more important for you to keep track of your public mentions than squabble with your opponents with banners and TV ads. Public Relations is bridging the gap between online and offline media faster than any other tool. An effective strategy involves both media and delivers on both ends to bend voter perception. A politician present for the public can be seen as a more accountable and trustworthy candidate. Of course provided you arent building up a list of negativity around you that is hard for even the most experienced agency to handle. So give this a thought the next time a strategy is made to advance political propaganda.

DOES MNS/MNVS NEED PUBLICITY?

A simple, straightforward answer would be no. A political party whos President has a surname Thackeray definitely does not need publicity. Even a scratch of back makes headlines and breaking news the next day. Public relations and publicity are not synonymous, but many PR campaigns include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective PR planning. Publicity can also be negative publicity and this is where Public Relations play a very pivotal role in shaping up the image of an individual or an organization. Public Relations is a timely and positive publicity. Raj Thackeray and his political party do not need publicity. They have already created a niche for themselves in the political domain of Maharashtra. PR and Politics share a remarkable history. Infact PR came into existence due to politics. There was a time during the presidential rule of Franklin Roosevelt when certain investigative reporters called muckrakers used to expose the corruption and then the organizations realized the need for Public Relations. Even Charlie Chaplin was used as a PR tool during the World War. Barrack Obama had hired a full service online agency to carry out all its PR activities on the social networking circuit. The British Prime Minister also had a Public Relations officer named Alistair Campbell.

POLITICIANS NEED PUBLIC RELATIONS MORE THAN ANYONE ELSE

These days, politicians are as much about image as they are about policy. No matter how hard we, the public, try to focus on qualities like policy, agenda, integrity, we just cant bring ourselves to vote for somebody who we think looks a bit shifty, or somebody who we have decided is boring, or stupid, all because of one little comment made somewhere early on in their campaign trail. A good public relations firm can turn those negative feelings around and leave the voters feeling good about the person, and more importantly, wanting to vote for them. India being the largest democracy in the world and is being dominated by a huge voter base. Still India remains a land of sentiments and emotional idiosyncrasies. Politicians are frowned upon and are judged with many preconceived notions. A stereotypical image is created of the politician whichcan be largely seen in movies where they are showed as mafia, dons, builders, corrupt and illiterate, uneducated. Majority of the people in India still blame the politicians for their own inefficacies. There is a lot of good work carried out by the politicians which goes unnoticed due to the biased portrayal by the media which is also owned by certain political parties. Gone are the days when candidates used to depend solely on parties for the pre-poll canvassing. The new-age candidate knows that a larger-than-party brand is needed to woo the voters. He appoints a public relation (PR) agency to do the job for him.

PR agencies not only manage the politicians media relations, but also project them as brands. They conduct surveys for the politicians. Dossiers are made on the demography of various constituencies, their burning issues, as well as the strengths and weaknesses of the rivals. The agencies also teach the politicians how to interact with the media to get the maximum mileage. The PR exercise is important to project the politicians. In the past, there was not this much of need to be articulate. With the media advancing by leaps and bounds, it has become necessary to take lessons from experts.

Mahajan was the pioneer

Late BJP leader PramodMahajanis believed to be the pioneer of political PR. He used to train the party workers and officials on how to present themselves better before the people. He had appointed experts to teach partymen how to dress and how to behave in front of the people and the media. Bade BadeShehronmeinchotichotiBaateinhotirehtihai. This simple statement by the then Deputy Chief Minister created a ruckus and invariably led to his downfall. Therefore, Public Relations come to the foray in this case.

PR IS USED TO BUILD BRANDS

PR is generally used for new products and new activities. That is why Public Relations is needed for the MNVS and its young politicians. PR goes for new stories and that is why focus is embarked on AjinkyaNaik. Just like any new brand that is about to be launched in the market. AjinkyaNaik is the prospective candidate of the Worli seat of Corporation elections and thus PR is most needed in order to tell a new story. Advertising is used to maintain the brand and moreover in Politics, Advertising can turn out to be more fatal considering the negative perspective Indians have towards politicians. Advertising becomes more intrusive and banging over the head. PR is slow buzz and is more insinuative as it creeps slowly but surely. PR works best in bursts and is very credible. Thus MNVS along with AjinkyaNaik needs Public Relations for slowly emerging as the winner. PR is needed to make visible the good deeds carried out by the political party along with the gory pictures presented by the media. AjinkyaNaik is in close collaboration with many NGOs and communities in Worli and requires visibility which can be ensured by the media in liaison with the media.

ELEMENTS OF A PR PROGRAM
Overview

We often get asked what makes a successful public relations program? What does it cost? Does my organization really need it? How long do I need to do it Cant I do it myself? Why do my competitors always get in the papers? Why do the media get my story wrong? We answer unless you are a celebrity good public relations just do not happen on its own. It takes a lot of skill, consistent hard work, over a period of time. Its a part art, part science and when practiced correctly the results can be very rewarding. The bottom line, public relations- versus other communication marketing tools- delivers the most bang for your buck.

WHY PUBLIC RELATION IS IMPORTANT FOR MNVS AND AJINKYA NAIK?

Media coverage increases credibility. Paid advertising increases name recognition; media relations increases credibility. When people read a story about the excellence of MNVS in a newspaper or see a story praising AjinkyaNaik on television, they are more likely to have a favorable opinion of your organization. Media coverage helps you attract Quality Prospects Because public relations increases credibility, it helps MNVS attract those who want the best. When people have heard of you and have a favorable impression of you, it is easier to attract and hold the attention while you tell your story. Media coverage makes you a player Coverage in important publications or on TV can make MNVS look much larger than it is. Public Relations help avoid price competition If people believe that you are the best, they will understand why it is worth paying your price. A public Relations program stretches your marketing budget Because the media does not charge for news coverage, the relative cost of a good program is a lot less than for paid media or a direct mail campaign. Best way to launch a new politician Public Relations is also considered by many as the best way to launch a brand or a new product. When something is new the media will often write about it because of its news value.

ELEMENTS OF PR PROGRAM FOR MAHARASHTRA NAVNIRMAN VIDYARTHI SENA AND AJINKYA NAIK
PLAN Create a plan with goals and objectives. Define the target audiences and the target messages. Plan how media relations will fit with your marketing communications programs. Establish in advance how you want to measure the success of your program. PRESS KITS (PRINT AND ELECTRONIC) A press package is the foundation of any media relations program. It consists of a series of stories, usually placed in a two sided folder with pockets that organizes information in a way that is easy for the news media to use. Typically it will include the description of MNVS and AjinkyaNaik, key facts and figures, biographies of the principals, a history and two or three stories on current trends and issues. It functions as an instant background material when a story arises. Press packages also include photography. With the growing importance of the Internet, the opportunity to deliver a press kit instantly gives MNVS one more good reason to have a press section on their website. When a reporter calls and wants a document, photograph, map or chart, he or she can turn to your website and obtain the information in a form that can be used accurately and with a minimum of additional work. DEVELOP MEDIA LISTS The shotgun approach (sending your news to every outlet/ broadcaster/ publication in Maharashtra) is not the most effective way to reach your target audience. Taking time to do a little research can produce greater results for your efforts. Know whom you want to reach and know the format and medium that the media prefer. Delivering the story in the right format and to the right media is more likely to ensure successful coverage. News Wires are also valuable in getting out your message to a wide audience. ANNOUNCEMENTS Brief press releases should be issued on such topics as promotions or hiring of new executives in MNVS, opening of new unions and the addition of new party members. These typically result in one-to two paragraph stories in publications and keep your name in front of the target audience.

MAJOR ANNOUNCEMENTS These could be a new development, a major new incorporation in the party or a major new change in the direction. These typically result into 500 to 800 word stories in print publications

and often merit radio and television coverage. Occasionally, a press conference or press briefing may be appropriate in conjunction with major announcements TREND PRESS RELEASES These are usually the most valuable to the news media, and will help establish a reputation as a source. These are about developing trends in the industry and contain information that would be otherwise being difficult for the media to obtain. The following are the examples of Trend releases: Who are the youngest politicians in the political circuit of Maharashtra? Are more Mumbaikars empathizing with the MNVS and why? FEATURE STORY RELEASES Although a feature story must be newsworthy, in the broad sense of the word, it is also timeless. It can run in todays paper or tomorrow or next weeks. Feature stories are often called Evergreen for this reason- its always fresh and will not fade. Unlike a news story, a feature can have a point of view, an angle, and is often longer than hard news story on the same subject. B-ROLL OR VIDEO NEWS RELEASES Background video tapes will help get you story on television. Again, they are most useful when a subject is difficult or inconvenient to film. Examples would be Meeting in an ICU, restricted areas of a political party. You may want to do a complete video news release (VNR) when there is an important announcement, or simply have background footage available for various television channels to put together their own stories. Footage must be in professional Beta Cam Format, rather than VHS. WEBCASTS This is rapidly becoming a major publicity tool as people take advantage of the Webs multimedia capabilities. They are live events or archived and available on demand. They are a cost-effective, instantaneous method to communicate with the media, in a compelling interactive manner that meets journalists needs. Using Webcast, you can extend the reach of your PR efforts, reduce your budget for spokespeople, ensure your message is communicated consistently across all audiences, better fit into journalists schedules, and provide more compelling supporting elements.

MEDIA TRAINING FOR SPOKESPERSON ALA AJINKYA NAIK

Spokespersons should be immediately available and trained in how to work with the media. The media usually wants to speak to the authority in the field, not the public relations person, for indepth stories. The role of the Public Relations person is to facilitate the selection and training of an appropriate and available expert. Media training can range from a brief 15 minute coaching session to two-day, videotaped seminars including practice interviews. BECOMING A SOURCE One of the key strategies of a successful Public Relations Plan should be able to become a source when the news media is doing its own story. One achieves this by using regular, professionally written press releases to let reporters know you are here and by being available when they call. Calls must be returned within an hour- sooner if possible-seven days a week, 24 hours a day. OP-ED ARTICLES Op-Ed articles, so named because they typically run opposite the editorial page, are an excellent opportunity to comment on issues of the day and to build name recognition as an expert in the field. They run under the by-lines of experts, and give you a chance to state your case in your own words, with minimal editing by a reporter. Once published, they can be effectively used as reprints. LETTERS TO THE EDITOR Many papers try to publish as many Letters to the Editor as possible and they take these letters seriously. Make it short, concise and focused on a single point. This is also an effective venue for addressing a controversial issue, clarifying any misconceptions or inaccurate reporting about your organization or individual. But regardless of the purpose, it should never be more than 3-5 paragraphs. MEDIA TOURS There are 2 types of media tours. Incoming: Opening your doors to the media- can have positive effects. Tours can be done in person. Letting the media know you are available to appear or talk on short notice can also be effective. Outgoing Tours- taking your message to the media- is also effective PRESS CLIPPING SERVICES You will want to know if syndicates and wire services are picking up your story. The subscription to a clipping service helps in this aspect. These services scan thousands of newspapers, magazines, and Web Sites and Monitor television talk shows and news program looking for mentions of MNVS/AJINKYA NAIK. You can also provide them with key word thereby keeping up-to-date on your industry and competition. In either case, having these

clippings enables you to judge whether your news is reaching your target audience and if your PR plan is effective. RIDING A NEWS STORY When a topic on which you have expertise is in the news, it is important to issue a release immediately that includes a brief comment and a statement that you are available for interviews. SPECIAL EVENTS Special events can be held to introduce new members, bring attention to an organization or individual, make an announcement, or spotlight something very visual that cannot be communicated via a press release. However, it is just as important to provide the media with background information- a one page release, copies of statements made, information that will help them write a good story, product samples, souvenirs. And as with press conferences, follow up is crucial. Often the press will not cover an event itself but will use it as a news peg for an advance story. SPEECH WRITING Remarks by the MNVSS top executive can attract positive attention. There is an art to writing speeches and more goes into the process than doing research on the speech topic. Knowing the person for whom the speech is written is key- the speaking style, the vocabulary, the cadence and the preferences. Is he type to go off on tangents? If so, youve got to get your key points communicated early on. Does the speaker know the audience well? If so, he may want to speak more personally vs. formally. Will there be visual aids and the speaker comfortable using them? Can the speaker carry out humorous approach if appropriate? Who is the audience and is there any likely to be an opposition, media present or food being served while speaking? Will the speech be used any other ways- turned into an article/newsletter, posted on a Web Site or distributed to the news media. All of these issues must be considered in addition to the topic. PHOTOGRAPHS Photography is most important when a subject is difficult to photograph and/ or not inherently visual. If you can take the time to supply a good photograph in a difficult situation, it grealy increases the chance that the media will use that material. If photographs are not feasible, charts, diagrams or any other graphics can be useful. AUDIO TAPES FOR RADIO Audio tapes are rarely used, but can be important when sound is essential to the story.

INTERNET MONITORING

The Web now offers an incredibly wide range of public forums, in addition to the traditional array of print and broadcast sources, for dissemination of news and information. COMMUNITY MEETINGS Often it is important to hold small neighborhood meetings to explain various portions of a program that will directly or indirectly impact a group of citizens. In addition to an ongoing public relations campaign it is necessary to reach out to head off any negative publicity caused by lack of accurate information. SPECIALIZED FACT SHEETS When you have more details and facts and figures that can fit in a one page press release, you need a Fact Sheet. It can be several pages long and include perspectives, anecdotes, and data. It should be well written with short sentences and paragraphs and wide margins. This gives you a best of both: a short press release that quickly gives reporters and editors the essence of your story, and material to do an in-depth article. CRISIS MANAGEMENT Crises are not always necessarily bad. An emergency or controversy may give you the opportunity to reach large numbers of people with your organizations perspective. Good or bad, a few things are a key in handling crises. Advance preparation can turn a rough situation into a smooth operation with the best possible outcome. Have facts and figures ready, make sure spokespeople are well briefed and trained to deal with the media, and know the media and how to reach them off-hours so that you can proactively address concerns. No Comment is often the worst comment implying evasiveness or guilt. Be prepared with a response to media inquiries, or if unable to answer, let the media know when the answer will be available. In other words, be prepared and forthright. PR CAMPAIGN AND MEASUREMENTS One way to create news is to conduct a survey and report the results. Surveys are most useful when you can use numbers to make a before and after comparison. They can be used to gauge the knowledge of your audience on your organization or to determine the effectiveness of your PR campaign. In any case, they should always be short and specific. These days, surveys are not just limited to telephonic calls or direct mail. Using the Internet to conduct a survey can provide quick feedback at minimal cost.

PR PLAN FOR MAHARASHTRA NAVNIRMAN SENA & AJINKYA NAIK

Cities: y y y Maharashtra- Mumbai, Nashik Gujarat- Ahmedabad, Surat, Baroda Karnataka- Bangalore

PR Tools: y News Release Developing news stories by issuing press releases on the various talking points like commencement of wings, launch of scholarship programs, launch of new centers, future plans and other initiatives by the organization. Feature stories- Feature placement in key columns in mainline dailies on various news events, news, views. Syndicated columns- Industry specific stories with Presidents quote in mainstream publications to share inputs and developments in the organization and the political circuit. In the news- Publicizing workshops, organizing seminars, training programs to keep the organization and the individual constantly in the news. Counseling- Pitch stories in education supplements on career counseling or expert opinion/ advisory on political studies by AjinkyaNaik. Story-in-progress Positioning MNVS in exclusive stories on politics, events that are likely to be featured in forthcoming issues by various publications. Talk Show Circuits: Positioning AjinkyaNaik in the various talk shows telecasted by the electronic media on various issues pertaining to politics and society Announcing Press Conferences for the launch of websites, formation of Unions and new policies initiated by the organization Community Partnership: Tying up with NGOs in Worli, Mumbai and doing several philanthropic works dedicated towards the society.

Writing speeches for several events and also media bytes to be delivered at regular intervals. Handling the Online Social Media and Web 2.0 applications like Weblogs, networking sites like Facebook, Twitter, Orkutand also monitoring the media for crisis management. Publicity Events and photo opportunities Collateral literature like the website of MNS & MNVS USE OF SOCIAL MEDIA AS A PR TOOL FOR MNVS

CHRYSE PR AND EVENT MANAGEMENT use social media every single day to get the word out about MNVS, to communicate with customers and to respond to questions or problems. Twitter, Facebook, YouTube and other social sites have quickly become important tools in a PR professionals overall toolkit. There are so many uses conversational marketing, reaching influencers that PR is able to participate in conversations and answer questions, be a support system for clients and companies, as well as empowering customers and power users to be a de facto resource for your company, a champion for your products. Were going to take a look at how PR professionals are using social media to achieve real results when dealing with business-to-business relationships, when representing companies that already have a well-known brand, and in politics. Well also look into some of the tools of the trade that PR pros are using to measure the success of their endeavors. SOCIAL MEDIA DRIVES AUTHENTICITY MNVS have really embraced social media the MNS/MNVS has an official presence on Twitter, Facebook and YouTube, plus its own blog-powered website. Especially for politicians, authenticity is an important part of PR. According to AjinkyaNaik, he has been able to utilize social media to communicate authentically. People seem to respond best to an authentic touch over Twitter, and thats something that AjinkyaNaik has been able to convey in his use of social media. Its really his typing each of those tweets, and people can tell.

AjinkyaNaik makes a point of reading every tweet that is addressed his way and he also makes a point to respond to others on Twitter, either via @replies or direct messages. Thats not because of lack of engagement, its because its the best way Ajinkya can allocate his resources PR professionals are using social media in a lot of ways to either supplement or add on to existing PR strategies. The most successful PR pros focus on creating active relationships and truly engaging with their customers (or constituents) to have a real conversation. It isnt about just putting a PR pitch on Twitter or Facebook, its about using the platforms in ways that help clients to connect. COMPONENTS OF PR PLAN FOR MNVS AND AJINKYA NAIK
y

Problem / Opportunity - the problem facing the MNVS (an opportunity to reach the public in a new way)MNVS has been looked upon with an aggressive, Marathi ethnocentric party against the North Indians. Situational Analysis - describe the situation (problem or opportunity) in detail Positioning MNVS as a Pro-Maharashtra based students wing to work for the welfare of all the people of Maharashtra with preference to the sons of the soil.To portrayAjinkyaNaik as a developmental and progressive individual catering to all sections of the society. Goal - what is your primary goal? It should be broad, and probably not easy to quantify (i.e. to raise public awareness of MNVS Organization and AjinkyaNaik in the minds of the Maharashtrians as well as the Non-Maharashtrians) Audience - who are your key publics? Who do you want your message to reach? Message - what is the message you want your PR campaign to get across to the public? Objectives - objectives will be more specific than your primary goal, and should be quantifiable and measureable (i.e. Attract voters from Worli for the upcoming corporation elections) Strategies - how will you meet your objectives in a general sense? (i.e. Involve an NGO, celebrities who has a tie to your cause.)

y y

Tactics - what specific things will you do during your PR campaign to reach your objectives and goals, which will fall within your strategies? (I.e. Host an event, send press releases, hold a speech / lecture, release a radio public service announcement, etc.) Media List - a list of relevant media contacts youll use in your campaign Calendar / Timeline / Gantt Plan - Your schedule for the course of your PR campaign Budget - Include an overall budget estimate, as well as a breakdown of where that budget will be spent on your PR efforts Evaluation - how do you plan to evaluate the whether or not your plan will be successful? How will you measure results to ensure youve met your objectives? BUDGET FOR A PRESS CONFERENCE 1- Organizing and coordinating Press Conference at Maharashtra - Rs.5000/2-Organizing Press Conference 5500/- + conveyance charges and days of travel. at any lodging and other fooding part of the state?Rs. for three including the

y y

3- One to one interaction at Mumbai, Rs. 5000/4-Outside no. one to one interaction Rs. 6000- (other charges as per item

5- Any kind of special term package - negotiable.

assignment,

PR

campaign,

event

management or

long

6- News collection follow up to Rs. 8000/- per month. 7- Press Release in Mumbai uptoRs. 3000/8- Press Release out of Mumbai Rs. 3500/These are the standard rates applicable;however we can always workout any package as per your requirement. If you have any query, you are welcome to contact.

Target Media
Mumbai and Rest of Maharashtra y y y y y y y y y y y y y y y y y y y y y y y y y y y y y y y y y Times of India DNA Hindustan Times Indian Express The Asian Age Mid-day Hindu Business Line Loksatta Prahar Lokmat Maharashtra Times Sakal AaplaMahanagar Sakal Times Navbharat Navbharat Times Mumbai Samachar Gujarat Samachar Janmabhoomi Prahaar Pudhari Daily Sagar Prabhat Kesari Deshdoot Ratnagiri Times Deshonatti Gavkari Tarun Bharat Navshakti VruttManas Daily Sagar Akhanda Maharashtra

Ahmedabad/ Surat and Baroda y y y y DivyaBhaskar Gujarat Samachar Divya Gujarat Gujarat Today

y y y y y y y y y y y y

AlpaViram Western Times Rajasthan Patrika Akila Jai Hind Surya Kal Jan Hiteshi Prabhat Gujarat Vaibhav LokMitra Rakhewal AasPaas

Bangalore: y y y y y y y y y y y y y y Deccan Herald Deccan Chronicle Bangalore Mirror Bangalore Mid-day DNA New Indian Express Hindu Kannada Prabha Vijaya Karnataka Prajavani Andhra Jyothi Sakshi Dina Thanti Sanjeevani

ELECTRONIC MEDIA

MARATHI MEDIA 1. 2. 3. 4. 5. 6. 7. DD NEWS ETV MARATHI SAAM MARATHI STAR MAZHA IBN LOKMAT SAHYADRI ZEE 24 TAAS

HINDI MEDIA 1. ZEE NEWS 2. AAJ TAK 3. DOORDARSHAN 4. INDIA TV 5. STAR NEWS 6. TV9 7. NEWS 24 8. SAHARA ENGLISH MEDIA 1. CNN IBN 2. NDTV 3. NEWS X ONLINE MEDIA 1. INDIA INFOLINE 2. REDIFF 3. MID-DAY.COM RADIO 1. 93.5 RED FM 2. RADIO MIRCHI 3. 92.7 Time Frame: The agency will be PR Consultant for a period of 6 months from the date of commencement of activities. Consultancy Charges: Chryse PR & Event Management will charge a consolidated consultancy fee of Rs. 60,000 (Sixty Thousand Only) per month, payable for period of 6 months on retainer ship for coordinating the PR activities. Payments to be addressed in name of Chryse PR & Event Management, payable at Mumbai.

Tasks and Responsibilities: y y y y y Plan PR strategy, advice and console on all PR related activities. Organize and co-ordinate media relation activities like news releases, features stories, seminars and spokesperson profiling. Interact with media to utilize the opportunities to project favorable image for the company with articles in relevant media. Drafting and disseminating skillfully conceptualized messages - to generate greater awareness among the various target publics. Closely monitoring numerous publications for public comment, industry stories and presenting the scanned media report every month.

TERMS AND CONDITIONS: 1) A detailed list of publications in each city inclusive of mainstream dailies and regional dailies has been outlined. Media list outlined are subject to additions, modifications and changes depending on the news elements. 2) Approval of press release/ translation in regional languages is at the sole discretion of MAHARASHTRA NAVNIRMAN VIDYARTHI SENA AND AJINKYA NAIK 3) Scanned copy of coverage will be sent by e-mail every day. Final media docket of the activity initiated during the preceding month will be sent across by the 1st week of each 4) CHRYSE PR AND EVENT MANAGEMENT will not take responsibility for discrepancies or errors in printing the news release from any publications. We are also not accountable for the size, positioning and placement of the final coverage. 5) Any correspondence or communication with the media for comment, quote, query, and oneon-one interviews will be directly routed to the spokesperson. 5) One executive of CHRYSE PR AND EVENT MANAGEMENT will be made available to take briefings as and when required and coordinate with the spokesperson. 6) All third party expenditure for translations monitored CDs, media gifts, travel will be reimbursed subject to prior approval. 7) Consultancy fee should be paid by the 7th of each month on receiving the press docket and invoice. Cheque/ Draft should favor Chryse Public Relations & Event Management, payable at Mumbai. 8) The PR activity would be initiated on rotational basis, keeping Mumbai and Bangalore constant each month.

Things Needed:
y y y y

Company Profile Course Profile Press Folders Media Gifts

Roll- Out Plan:

y y y y y y y y

Approval of PR plan Preparing monthly activity plan Preparing Press release and backgrounder Strategize PR tools Dissemination of press release to target media Presenting daily activity report Presenting media advisory for one-on-one interview with spokesperson Impact analysis and media monitoring

PROPOSED PLAN
As per the information garnered from CHRYSE PR AND EVENT MANAGEMENT, I inferred a detailed analysis based on their positioning of AjinkyaNaik for the upcoming corporation elections in 2012. AjinkyaNaik is contesting the elections from Worli, Mumbai. Worli is a part of South Mumbai which extends from Haji Ali to Prabhadevi. It is bounded by the Arabian Sea to the west and the neighbourhoods of Haji Ali to the south, Mahalaxmi to the east and Prabhadevi to the north. The nearest railway station to the neighbourhoodisMahalaxmi. Now a day even the area of Lower Parelis referred to as Upper Worli due to a massive construction boom in the area. South Mumbai is actually considered as the real Mumbai. It is an archipelago of seven islands. If we focus on Worli area, it is an amalgamation of mass, middle class as well as the elite section. Worli plays host to a lot of chawls and middle class people residing in BDD. Apart from that it also plays ground to several industrial hubs, parks, shopping centres, malls, theatres and elite societies. DEMOGRAPHICS OF WORLI IS AS FOLLOWS 1. 2. 3. 4. 60 % Maharashtrians 30 % Gujratis, Marwaris and Jains 6 % Punjabis Rest of them North Indians, South Indians.

PROACTIVE STORIES Before the festivals: Worli being the hub of Kolis (Maharashtrians), several events based PR is the need of the hour. Major Maharashtrian festivals like Dahi-Handi and Ganpatiare celebrated on a large canvas. DAHI HANDI: SEPTEMBER y y y y y y y Several trend stories and proactive stories before the DahiHandi event. Several hype stories about the prizes, rewards that are going to be distributed to the GovindaPathaks before the event. Asking AjinkyaNaik to do a Dahi-Handi festival that consumes less water, eco-friendly and with a social message. Trying to get media coverage hyping about the new social Dahi-Handi initiated by AjinkyaNaik and the MNVS. MNVS being a students wings, it will ultimately help the student organization along with AjinkyaNaik to bolster his image in the minds of the youth. Getting the Govinda listed in newspaper. Post event coverages describing how the event was a successful one.

GANESH CHATURTHI: SEPTEMBER y y y y y y y Holding a competition on the day of Ganpati wherein different pandalswould be asked to participate in a competition. Competition for designing pandal. The winner would be awarded some cash prize and also the opportunity to design one of the GanpatiPandals of Maharashtra NavnirmanSena. Tie-up with a radio partner and a leading Marathi newspaper distributing forms for submission. Getting pre-event coverages talking about the highlights of Ganpati and its competition Pro-active stories talking about the various benefits of the events for the children and the youth as well. Setting up an eco-friendly Ganpati and joining the cause for eco-friendly Ganpati Cleaning of the area in and around Worli, and other sea phases where Ganpati idols are immersed. Taking up this cause with MNVS in order to show interest towards a Clean Mumbai. Generating coverages for such initiatives.

This would help to target the Maharashtrian community especially the youth as it is the main target audience of the MNVS. STORIES IN PROGRESS:

DURGA PUJA AND NAVRATRI: y y Setting up a Durga Puja-Navratri event for the Gujratis-Marwari-Jains which occupy the second largest population in Worli. Proactive and trend stories before, during and after the festival.

PHILANTHROPIC WORK DURING DIWALI y y Distributing books, clothes, bags to the poor kids or the students staying in the slums of Worli. Not generating media coverage for such philanthropic work.

Take a break from media publicity post Diwali 2011 y y y y Tie-up with Worli Walkers association in order to target the rich and the elite. Hold programs for the morning walkers in Worli which mainly comprises of the rich and the famous section of South Mumbai. Try to reach out to the rich and the elite in the first 2 months of 2011. This will ultimately reach out to the senior citizens of Worli.

Tie-up with an NGO named Youth for Unity and Voluntary Action To work for the slums and pavement families. Train these communities to form organizations to collectively secure housing and basic amenities like water, toilets and electricity. Supporting study classes, non-formal education centers and enrolls the children into formal schools. A mobile medical van reaching out to 250 street children per week and a night shelter for street boys are other facilities provided by the organization. No media coverage for such events and social work. They are done purely for the society. MARCH-APRIL y y y Setting up educational centres, coaching tutorials for the students of 10 and 12th std. Providing support to the students and the youth to crack their examinations. Making yourself available to the students and their parents 24*7

POST MARCH-APRIL y y y Setting up career counseling sessions, college admission support services. Brand Dnyanmayi to be conducted twice a year. Dnyanmayi is an event of the MNVS which provides education, job support to all the youth. It is like an exhibition fair

Generating coverages for Dnyanmayi event.Calling up celebrities like Amrita Khanwilkar and Raj Saheb Thackeray for media awareness.

FIGHTING FOR THE CAUSE OF LOCAL ISSUES LIKE WATER, ELECTRICITY, STREET LIGHTS y y y Fighting for the cause of local issues which is very important considering the corporation set up in mind. Local issues of housing, water, electricity to be largely focused on before the elections. It goes without saying that Mr. Raj Saheb Thackeray would be conducting conferences prior to the elections.

Holding a meeting with top IAS Officials, Police Officials, and BMC employees with the elite section of Worli. y y y y y y y This is to attract the high society voters towards them The trend in South Mumbai is people staying in the homes and not coming out for voting. People in the rich, chic places feel very apprehensive to approach the policemen for their problems. Organizing a meeting of the policemen and the other security officials with the residents of Worli making them assure that they are approachable. Getting an assurance from the security officials and the cops and making them speak whole heartedly to the residents. Making the citizens answer and question the police officials about their problems. Gaining coverage for such events through media.

PRE-ELECTION HYPE y y y Pre-election hype and buzz about the constituency and the work undertaken by AjinkyaNaik and his MNVS team. Story ideas on the constituency of AjinkyaNaik, the problems faced by the constituency, the problems to be addressed by the corporator. Feature stories on the good work undertaken by the MNS, MNVS.

BIBLIOGRAPHY

y y y y y y y

http://www.manase.org/ http://www.mnvsena.org/ http://www.hindustantimes.com/ http://www.dnaindia.com/ http://timesofindia.indiatimes.com/ http://in.yahoo.com/ http://ajinkyastraightfromheart.blogspot.com/2010/08/chor-govinda-unveiled.html