Effective field publicity is an essential outcome of the Mass Communication system. In Haryana, the field publicity is being pursued with the help of the modern as well as traditional means like drama parties, folk-dances, folk songs, bhajan parties, cinema units, puppetries and films. The Department is using print and social media for publicity of the policies, programmes and achievements of the Government. The most important mode of communication used by the field publicity units is the oral communication or inter-personal communication. Seminars, workshops, symposia, public meetings, group discussions etc. are the various methods of oral communication. Since the field officers/officials come face to face with the people, they have the advantage of using this medium for communication or communicating various messages. The field staff through these programmes haves the advantage of watching the reactions of the people. While they try to remove the doubts of the people on the spot, they also report back to the headquarters about the reactions where action at a higher level is called for.
Besides this, the field publicity work is also being done through personal contact programmes by a team of Assistant Public Relations Officers, District Publicity Organizers, Field Publicity Assistants and Block Publicity Workers up to the remotest corner of the State. Field Publicity Wing of this section communicates various programmes, policies and achievements of the Government through its network of publicity units. This wing plays a pivotal role in building strong and prosperous relations with the active involvement of the people belonging to all strata of society. The Field Section is headed by a Joint Director or Deputy Director assisted by supporting staff. Field Section coordinates the working of all the District Information and Public Relations Offices and to assume direct responsibility to organize VVIPs/VIPs/National and State level functions including visits of the President or the Prime Minister or other dignitaries.
This Section administers, coordinates and inspects all district field offices/officers with the objective to improve the working of the field staff. It obtains, analyses and follows up the reports sent by the DIPROs and prepares the agenda for periodical review meetings of the DIPROs presided over by Minister-in-charge, PSIPR and DGIPR. One of the main functions of the Field Section is to ensure that cinema shows, drama shows, public meetings and conferences are got organized by DIPROs in accordance with already laid norms. The field publicity wing also organizes some special programmes with the objective to have people’s participation and involvement on special issues from time to time. Special publicity campaigns are launched on special issues and dates. All publicity efforts are directed towards achieving the objective of seeking people’s participation. Keeping this in mind the field publicity units carry on publicity in their respective areas in a sustained manner.
The in charge of the section takes initiative to launch special publicity campaigns and programmes at chosen time and theme to accelerate the pace of efforts. During the campaign the field publicity units issues special success and developmental stories based on individual or collective achievements in furtherance of or in reaction to various socio-economic development programmes. In these stories, stress is laid not on the achievement of the Government but on the efforts of common people who make use of the programmes or schemes to become self reliant. Field Section also collect and compile the feedback reports received from the field offices in every fortnight. After compilation, these reports are sent to the Government for necessary action. Feedback reporting is an important responsibility of the branch which is done by Field Publicity Units can aptly be called the eyes and ears of the Government.
The Field section works on specialized objectives like:-
- Keeping the common masses informed through sustained publicity campaigns.
- Bringing about attitudinal change in the mind of people through publicity programmes.
- Mobilizing public opinion in favour of welfare and development programmes or schemes of the government.
- To effectively propagate the ideas, ideals and policies of the Government.
- To take information about the schemes of the Government so as to reach the door step of the common masses.
- To effectively use folk media for dissemination of information.
- To create awareness among the people, especially the rural masses about the welfare measures, the importance of education and sanitation, prevention of diseases, poverty alleviation, curbing female foeticide, promote plantation etc.
- Upgradation of equipment and infrastructure to keep at par with the times.
- To fix measurable objectives and goals in the department and develop a suitable mechanism to evaluate these objectives and goals for the better and efficient publicity of the Government.
The In charge of the Field Section is required to ensure effective publicity through its field publicity wing by taking following steps:-
- Select a theme for publicizing every month in advance and convey it to all DIPROs. This theme should preferably be in commensurate with, the theme selected for Press publicity, exhibitions, documentaries and advertising campaigns.
- Field section collects and supplies latest talking points to all DIPROs for their use. Field publicity wing answers the queries of public and clears doubts of the masses with the help of these talking points.
- Tie up with the Film Section, Exhibition Section and Press Section for support on theme for greater thrust and effect.
- Pick up themes of interest to the public. That would be PR and not publicity only.
- To coordinate with the other departments and request them to issue instructions to their field staff to assist the DIPROs in their publicity campaigns, if needed.
- In case of Special Publicity Campaign, he will ensure a DO letter from Hon’ble PSIPR/DGIPR to all the Deputy Commissioners of the State for better coordination and necessary help to the DIPRO at the district level for the success of the campaign.
- Review the actual progress by conducting random checking in the districts.
- Obtain impact reports of the campaign showing number of audience, their reaction and so on.
- Arrange occasional conferences or workshops for the field staff.
- Compile actual progress report on the basis of already received reports from DIPROs against the given targets.
Check list for a state level function
- Be prepared mentally and physically to face any eventuality with proper and effective planning for the ensuing functions.
- Prepare a background note on the functions and confirm date, exact time and venue.
- Research the P.R. objectives of the function and be clear about why the function is being held.
- Issue invitation cards, if any to the concerned particularly to the media persons.
- Setup a media center equipped with latest gadget along with latest technology of hardware as well as software.
- Ensure proper seating arrangement for media persons and the officers of the department. To superwise public address systems, announcements and speeches in consultation with organizers of the function.
- Arrange Press, Photo, Video and AIR coverage of the function.
- Earmark vehicles for deployment with publicity units to cover the function.
- Clearly identify personnel required for performing various tasks at the function site and assign them duties in writing to avoid overlapping and confusion.
- Arrange special seating arrangements for the Press personnel and earmark place from where the electronic media personnel can cover the function effectively.
- Arrange a special vehicle for the photo/Videographers who will be leaving a bit earlier in order to capture a good presentable photo/video to be used for coverage.
- Arrange hospitality and transport facility for members of the Press wherever required.
- Obtain advance copies of main speeches and distribute these to members of the Press, if possible.
- Check manpower, budget and resources in advance.
- Be cautious for the feedback of such functions too.
- Review all arrangements at the site earlier and rehearse all arrangements prior to the start of the function.
- Finally remember, when preparing for a VIP function, keep all eventualities like rain, excessive crowd and all possible contingencies in mind, however remote possibilities of their happening may be.
The Field Section should also ensure that inspections are carried out in accordance with the standard Performa prescribed for it and district offices are inspected as per their allotted targets. It will accordingly submit the inspection report within seven days of the inspection. These inspection reports should be sent to DIPROs for sending compliance/recertification reports on observations made therein. A fortnightly review action needs to be taken on these inspection reports. In inspections also, a thematic key result area approach may be adopted. During the month, or a few months, greater attention should be paid to some priority issues for e.g. distribution of literature or implementation of the suggestions scheme for the staff, weeding out of old records, as the case may be.
Song and Drama Units
To sell or transmit an idea or a message of an organization the song and Drama Units have proved very effective. Songs and dramas are very popular and powerful media to educate and formulate public opinion. The Drama Unit initiates publicity on a thematic basis, taking a problem at a time. The functions of these units are:
- To provide cultural programme support for state level functions.
- To coordinate the activities and programmes of the Song and Drama Cells attached with the office of the District Public Relations Officer.
- To maintain a list of casual artists, classified as per their standing, quality, ratings and fees.
- To maintain a list of traditional folk performers and get programmes produced through them on the subjects related with the developmental activities of the Government.
- To look out and encourage new voices and fresh faces.
- To liaison with the National School of Drama and Departments of Theatre in the universities of the State.
- To coordinate song and drama functions with the Cultural Affairs Department to avoid overlapping and duplication.
- To provide entertainment programmes in slum areas and labour colonies.
- To provide scripts for drama for the district units.
- To get written worthwhile scripts from eminent outside dramatists.
- To sponsor plays having social impact or relevant themes.
- To liaison with the Field Section to monitor district troops.
- To liaison with the Photo Section to produce audio-visual shows on themes relating to the social, economic and cultural development of Haryana.
- To coordinate with the Film Section and write scripts and commentaries for newsreels and documentaries.
- To acquaint the young generation with the fast disappearing cultural heritage of Haryana and the new developmental activities of the state through dramas, folk songs and folk-dances.