Makhanlal Chaturvedi National University of Journalism and Communication Vice Chancellor Brij Kishore Kuthiyala said that the ultimate goal of public relation must be communication in public interest. To bring out the positive side of the administration is the responsibility of the public relation, he added.
He was presiding over the first day of five-day training workshop organisedi n the University for public relation officers (PROs).
The PROs from Himachal Pradesh and Madhya Pradesh are participating in the workshop.
The main difference between journalism and public relation is that journalism brings out anything that is unusual even if it is negative, but Public relation brings out the positive side of the society, he added.
The topic of the training programme is ‘Use of new media in public relation.’ Kuthiyala further said that the most important factor in modern public relation is public interest. To understand public interest, there must be direct dialogue with people and to do this. If the communication is professional, then it becomes public relation, added Kuthiyala.
He further said that today, public relation is a bridge between administration and public. What is required is that the bridge must act as a two way communication system, means the Government’s information must reach the public and public interest must reach back to the Government, he added.
In past 10 years, the new media has brought a revolution in the information communication. New media is taking us from regulated mass media to democratic mass media and it is a natural process, added Kuthiyala.
The University’s Rector lajpat Ahuja said that new media is being used more and more in Government activities. The information passed through twitter and facebook are gaining importance now, he added.
The use of new media has become indispensable for the PROs. On the second day of the training programme, mobile application, content writing and usage of internet will be covered by the experts.