bdkbZµ

21
tu&lEidZ
(Public Relations)

ikB lajpuk (Lesson Structure)

21.0 mís'; (Objective)

21.1 ifjp; (Introduction)

21.2 tu&lEidZ dh vo/kkj.kk ,oa ifjHkk"kk;sa (Concept and Definitions

of Public Relation)

21.3 tu&lEidZ dk;ksZa dk egRo (Importance of the Works of Public

Relation)

21.4 iqLrdky; ds tu&lEidZ dk;Z (Public Relation Works in Library)

21.5 Tku&lEidZ dk;ksZa dh vko';drk (Need of Public Relation Works)

21.6 iqLrdky; esa tu&lEidZ dks çksRlkfgr djus ds ek/;e (Methods

for Promoting Public Relation Works in Libraries)

21.7 lkjka'k (Summary)

21.8 ekWMy iz'u (Model Questions)

21.9 çLrkfor ikB (Suggested Readings)

21.0 mís'; (Objective)

bl ikB esa gekjk mís'; iqLrdky; esa tu&lEidZ ds egRo dks le>uk gSA blds fy, ge loZizFke
tu&lEidZ dh vo/kkj.kk ,oa ifjHkk’kk dks le>us dk iz;kl djsx a As rr~i'pkr~ iqLrdky; ,oa lwpuk dsUnzksa
esa blds egRo ij ppkZ djsxa As iqLrdky; esa iznku dh tkus okyh fofHkUu lsok,a@dk;Z ftuds ek/;e ls

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 tu&lEidZ

tu&lEidZ dks c<+k;k tkrk gS] ij foLrkj ls izdk'k MkysaxAs vUr esa ge mu lHkh fcUnqvksa ij izdk'k Mkysaxs
ftuds ek/;e ls fdlh Hkh iqLrdky; ,oa lwpuk dsUnz esa tu&lEidZ dks izkRs lkfgr fd;k tk ldrk gSA

21.1 tu&lEidZ dh vo/kkj.kk ,oa ifjHkk"kk;sa (Concept of Public Relation and

Definitions)

tu&lEidZ iqLrdky; ls lEcaf/kr og iz'kklfud dk;Z gS] ftlds }kjk tkurk ds fopkjksa d¨
,df«kr ,oa ewY;kafdr fd;k tkrk gSA ;g fdlh Hkh laLFkku ;k O;fDr dh uhfr rFkk dk;Z iz.kkyh dks turk
dh #fp ds vuq#i cukus esa lgk;d gksrk gS rFkk turk dk fo'okl rFkk LohÑfr izkIr djus ds fy, dk;ZØe
cukrk gSA
tu&lEidZ dk;Z uhfr;ksa ,oa O;ogkj dk lqfu;ksftr dk;ZØe gS] ftls iqLrdky; deZpkjh vius
iqLrdky; ds lnL;ksa dksiqLrdky; ls ifjfpr djkus] iqLrdky; dh ikB~;&lkexzh ds vf/kd mi;ksx ,oa
lkekU; :i ls iqLrd ikBu dks izksRlkfgr djus ds fy, lEikfnr djrs gSaA
eksfgUnj flag ds vuqlkj ^^yksd lEidZ fdlh iqLrdky; vFkok lwpuk ra= dh mi;ksxdrkZvksa esa
vkilh le>] iz'kalk ,oa ln~Hkkouk dks c<+kok nsus gsrq fodflr dh tkus okyh uhfr;ksa] lsokvksa ,oa dk;Zokfg;ksa
dk lkekftd n'kZu vFkok izfØ;k gSA**
MkW0 jaxukFku ds vuqlkj ;fn iqLrdksa ,oa miksxdrkZvksa ds chp yxko dh deh gS] rks iqLrdky;
dfeZ;ksa ds fy, ;g vko';d gS fd os mRizsjd iz;klksa ls mDr yxko dks c<+k;sAa ,slk os lfØ; yksd lEidZ
ds dk;ZØeksa ds vk/kkj ij mi;ksxdrkZvksa dh O;fDrxr vko';drkvksa dks fofHkUu iqLrdky;h; lsokvksa ds
ek/;e ls iwjk djus gsrq tkx:drk dks c<+kok nsdj larq’V dj ldrs gSaA

21.2 tu&lEidZ dk;ksZa dk egRo (Importance of the works of Public Relation)

iwoZ esa iqLrdky; ,oa mlds iqLrdky; dfeZ;ksa dk drZO; ^iqLrdksa dh lqj{kk^ ekuk tkrk FkkA “kuS%
“kuS% bl /kkj.kk esa ifjorZu gqvk ,oa iqLrdky;k/;{k dk drZO; ikBdksa dks leqfpr lwpuk lzkrs ,oa lwpuk
lsok,a iznku djuk gks x;kA orZeku esa fdlh lkoZtfud iqLrdky; ds ifjizs{; esa ,d vk/kqfud
iqLrdky;kè;{k dsoy iqLrdky; esa vkus okys ikBdksa dks gh leqfpr lsok iznku djds gh lUrq"V ugha gksrk]
cfYd og vius {ks= ds vf/kd ls vf/kd L=h] iq#"k] ckyd] ;qok ,oa o`) y¨x¨a dks iqLrdky; ls tksM+us ,oa
lfØ; lnL; cukus ds fy, Ñr ladfYir gksrk gSA nwljs 'kCnksa esa og iqLrdky; dks ml lekt ds
tu&ekul esa loZkf/kd yksdfiz; laLFkk cukuk pkgrk gSA tu&lEidZ dk;Z iqLrdky;k/;{k dks vius mDr
mÌs'; dh izkfIr esa gh lg;ksx iznku djrk gSA
lekt ds lnL;ksa ,oa iqLrdky; ds vfu;fer ikBdksa esa iqLrdky; ,oa iqLrdksa ds izfr #fp mRiUu
djus esa iqLrdky; dk tu&lEidZ dk;ZØe ,d l'kDr ek/;e gSA IkqLrdky; }kjk iznRr lsokvksa ds lEcUèk
esa tu&tu esa tkx:drk iznku djus esa bldk vR;f/kd egRo gSA loZktfud iqLrdky; ds mÌs';ksa dh
izkfIr esa ;g eq[; :i ls ,d izHkkoh izfØ;k gSA
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 tu&lEidZ

21.3 iqLrdky; ds tu&lEidZ dk;Z (Public Relation Works in Library)

iqLrdky; esa miyC/k lwpuk lzkrs ,oa iznÙk lwpuk lsokvksa dks mi;ksxdrkZvksa ds e/; vf/kd yksdfiz;
cukus ds mÌs'; dh izkfIr ds fy, iqLrdky; }kjk fuEufyf[kr tu&lEidZ dk;Z lEikfnr fd;s tkrs gSa&
1- iqLrdky; esa [kjhnh x;ha uohu iqLrdksa dks iqLrdky; ds izos'k }kj ds ikl vkd’kZd <ax ls
iznf'kZr djdsA blds vfrfjDr iqLrdky; ds ckgj yxk;s x;s uksfVl cksMZ@izn'kZu Qyd
ij ubZ vk;h iqLrdksa ds vkoj.k i`"B ,oa mudh tkudkjh dks vkd’kZd <ax ls iznf'kZr djA
2- jk"Vªh; rFkk LFkkuh; egRo ds mRloksa ,oa R;kSgkjksa ij muls lEcaf/kr iqLrdksa dks vyx ls
iznf'kZr djdsA
3- le;&le; ij iqLrdky; ifjlj esa iqLrd izn'kZfu;k¡ vk;ksftr djdsA
4- iqLrdky; esa vkus okys ikBdksa ds izfr fouez O;ogkj izLrqr dj ,oa izlUurk iwoZd lsok iznku
djdsA
5- tu&lk/kkj.k dks iqLrdky; rFkk iqLrdky; lsokvksa dh tkudkjh iznku djus ds fy,
le;&le; ij iqLrdky; ifjlj esa deZpkfj;ksa }kjk O;k[;kuksa dk vk;kstu djdsA
6- 'kS{kf.kd ,oa iqLrdky; foKku ds {ks= esa lEesyu¨a vFkok xksf"B;ksa dks vk;ksftr djdsA
7- iqLrdky; ds mi;ksxdrkZvksa dk mudh vko';drkvksa ,oa vis{kkvksa ds vkdyu gsrq losZ{k.k
djdsA
8- le;&le; ij iqLrdky; ,oa mldh lsokvksa rFkk buds iz;ksx ls visf{kr ykHkksa ds ckjs esa
tkx:drk ykus gsrq tu&lk/kkj.k esa ipsZ ckWV djA
9- fofHkUu LFkkuh; 'kS{kf.kd] lkaLd`frd ,oa O;kolkf;d laLFkkvksa dh lwpuk vko';drkvksa dks
ij[k dj mudh iwfrZ djukA
10- jsfM;ks ,oa nwjn'kZu ij izLrqr iqLrdky; okrkZvks]a iqLrd leh{kkvksa esa iqLrdky; dh
xfrfofèk;ksa] dk;ksZa ,oa laxzfgr lwpuk lzkrs ksa dh tkudkjh iznku djdsA
11- LFkkuh; if=dkvksa esa iqLrdky;ksa rFkk iqLrkdy; lsokvksa ls lEcaf/kr ys[k izdkf'kr djdsA

21.4 Tku&lEidZ dk;ksZa dh vko';drk (Need of Public Relation Works)

iqLrdky; ,oa lwpuk dsUnzksa ds lwpuk laxzg ,oa lwpuk lsokvksa ds vf/kdre mi;ksx dks lqfuf'pr
djus ds fy, ;g vko';d gS fd mi;ksxdrkZvksa esa mDr laxzg ,oa lsokvksa ds izfr iz;kZIRk tkx:drk gks]
ftlls vko';drk iM+us ij mi;ksxdrkZ viuh bfPNr lwpuk dks izkIr dj lds ,oa lwpuk lsokvksa dk Hkjiwj
mi;ksx djsAa mDr mís'; dh iwfrZ gsrq ,oa mi;ksxdrkZvksa esa tkx:drk QSykus ds fy, tu&lEidZ gh ,d
,slk loksZfpr ek/;e gSA bl mís'; ds vfrfjDr iqLrdky; esa tu&lEidZ ds vko';drk ds vU; izeq[k
dkj.k fuEufyf[kr gSa&
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 tu&lEidZ

1- loZtfud iqLrdky;ksa dk lapkyu tu&lk/kkj.k ds }kjk miyC/k djk;s x;s /ku ls gksrk gSA
vr% turk dks iqLRkdksa dh la[;k] lnL;ksa dh la[;k rFkk vU; ,sls rF;ksa dh iw.kZ tkudkjh
gksuh pkfg,A
2- iqLrdksa dh ekWx vFkok Kku&fiiklk {kf.kd gksrh gSA ;fn mldks rRdky lUrq"V ugha fd;k
tk, rks og u"V gks tkrh gSA blds vfrfjDr v/;;u ,d fujarj ,oa vkthou izfØ;k gSA
vr% bu mís';ksa dh iwfrZ gsrq iqLrdky; dks Kkuo/kZd lzkrs ksa ,oa lsokvksa ls yC/k ,d LFkk;h
lkèku cukuk vko';d gSA
3- tu&lEidZ dk;Z ds }kjk iqLrdky; ,d tkx:d 'kS{kf.kd laLFkk dk :i ys ldrh gS rFkk
tu&lk/kkj.k dks lEHkkfor lwpuk lgk;rk iznku dj mudk fo'okl izkIr dj ldrh gSA
4- iqLrdsa Lo;a rks cksy ugha ldrh vkSj u gh viuh mi;ksfxrk ,oa egRo dks iznf'kZr dj ldrh
gSaA vr% mudh mi;ksfxrk ,oa egRo dks iznf'kZr djus gsrq muds lEca/k esa iz;kZIr izpkj djuk
vko';d gSA
5- tu&lk/kkj.k vk/kqfud loZtfud iqLrdky;ksa dh fofHkUu xfrfof/k;ksa ,oa lsokvksa ls vufHkK
gksrk gSA vr% orZeku esa lfØ; ,oa Hkfo’; ds lEHkkfor ikBdksa dks iqLrdky; dh lsokvksa rFkk
mi;ksfxrkvksa ls ifjfpr djkus ds fy, tu&lEidZ dk;Z ,d mi;ksxh ek/;e gSA
6- vusd O;fDr iqLrdky; rFkk iqLrdky; lsokvksa dh mi;ksfxrk ds lEca/k esa feF;k /kkj.kkvksa
ls xzflr jgrs gSaA ,sls esa mudh feF;k /kkjk.kkvksa dks tu&lEidZ dk;kZsa ds }kjk nwj fd;k tk
ldrk gSA

21.5 iqL rdky; esa tu&lEidZ dks çksRlkfgr djus ds ek/;e (Methods for
Promoting Public Relation Works in Libraries)

iqLrdky; ,oa mlds mi;ksxdrkZvksa ds e/; ijLij e/kqj lEca/k cuk;s j[kus gsrq iqLrdky;k/;{k
fofHkUu izdkj dh lwpuk lsok,a ,oa lwpuk mRikn le;&le; ij mi;ksxdrkZvksa dks miyC/k djkrs gS] tks
eq[;r% iqLrdky; esa tu&lEidZ dks izksRlkfgr djus dk iz;kl gSA ,sls dqN izeq[k ek/;e fuEu gSa&
1- iqLrdky; dk okf"kZd Áfrosnu
iqLrdky; dk okf"kZd izfrosnu okLro esa blds }kjk o"kZ Hkj lEikfnr dh x;h xfrfof/k;ksa ,oa iznku
dh x;h lsokvksa dk fyf[kr fooj.k gksrk gSA blesa foÙk@ys[kk ls lacfU/kr izkIr /ku ,oa mlds mi;ksx dh
iw.kZ tkudkjh Hkh iznku dh tkrh gSA ;g izfrosnu iqLrdky; ds }kjk mlds iSr`d laLFkku vFkok
mPpkfèkdkfj;ksa dks izLrqr fd;k tkrk gSA ;g iqLrdky; ds mi;ksxdrkZvksa dks vkdf"kZr djus dk ,d
egRoiw.kZ lk/ku gSA

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2- iqLrdky; }kjk fd;k x;k losZ{k.k

tSlk dh ge lHkh dks fofnr gS fd iqLrdky;ksa dk xBu eq[;r% blds mi;ksxdrkZvksa dks lwpuk
lsok,sa iznku dj larqf"V iznku djuk gSaA iqLrdky; le;&le; ij losZ{k.k djkdj ;g tkuus dk iz;kl
djrk gS fd mlds }kjk iznÙk lwpuk lkexzh ,oa lsokvksa dk ykHk mi;ksxdrkZvksa dks i;kZIr ek=k esa fey jgk
gS vFkok ughaA lkFk gh buds }kjk mi;ksxdrkZvksa dks vf/kd larqf"V iznku djus gsrq Hkfo"; esa “kq: dh tk
ldus okyh lsokvksa gsrq Hkh tkudkjh ,df=r dh tk ldrh gSA
3- iqLrdky; gS.M cqd
iqLrdky; gS.M cqd esa eq[;r% iqLrdky; ds laxzg] mlds O;oLFkkiu rFkk muds ifjlapj.k ls
lEcfU/kr fu;eksa ,oa izfØ;kvksa dk o.kZu jgrk gSA buds vfrfjDr dbZ ckj bl rjg ds lzkrs iqLrdky; esa
iznku dh tkus okyh leLr lsokvksa dk Hkh fooj.k iznku djrs gSaA blds ek/;e ls mi;ksxdrkZ iqLrdky;
dh izfØ;kvksa dks vklkuh ls le> ldrs gSA
4- iq L rdky; cq y sf Vu
;g ,d ,slh vkorhZ if=dk gS tks ,d fuf'pr le;kUrjky ds ckn iqLrdky; ds }kjk fu;fer :i
ls izdkf'kr dh tkrh gSA blesa dbZ rjg dh lwpuk,a izdkf'kr dh tk ldrh gSaA tSls ys[k] lekpkj]
lelkef;d tkx:drk lsok bR;kfnA ;g iqLrdky; ,oa mi;ksxdrkZvksa ds chp tu&lEidZ dk egRoiw.kZ
ek/;e gSA
5- lekpkj i=
iqLrdky; cqysfVu dh rjg ;g Hkh ,d vkorhZ i= gS tks fuf'pr le;kUrjky ij izdkf'kr fd;k
tkrk gSA lkekU;r% ftu iqLrdky;ksa esa cqysfVu izdkf'kr ugha gksrs] ogha lekpkj i= izdkf'kr fd;k tkrk
gSA
6- jsf M;ks ] Vhoh
le;&le; ij LFkkuh; jsfM;ks ,oa Vhoh dk;ZØeksa ds ek/;e ls iqLrdky; vk/kkfjr lwpukvksa dks
izlkfjr fd;k tkrk gSA
7- iq L rdky; lIrkg
iqLrdky;ksa }kjk iqLrdky; lIrkg dk vk;kstu dj mi;ksxdrkZvksa dks iqLrdky; dh lsokvksa ,oa
xfrfof/k;ksa dh tkudkjh iwjs lIrkg Hkj iznku dh tkrh gSA ;g lky Hkj esa ,d ckj fd;k x;k fof'k"V
tu&lEidZ dk iz;kl gksrk gSA
8- O;fDrxr mn~ c ks/ ku
le;&le; ij iqLrdky; ds }kjk mlds fof'k"V mi;ksxdrkZ lewgksa dks mudh lwpuk vko';drkvksa
dks /;ku esa j[krs gq, mn~cks/ku dk vk;kstu fd;k tkrk gSA blls u dsoy ml fof'k"V mi;ksxdrkZ lewg
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dks muls lacfU/kr iqLrd laxzg ,oa lsokvksa dh tkudkjh iznku dh tkrh gS cfYd mUgsa ;g Hkh tkudkjh nh
tkrh gS fd bfPNr lwpukvksa dh iquZizkfIr dSls dh tk;sA

21.6 lkjka'k (Summary)

izLrqr ikB esa geus tu&lEidZ ds dk;Z dks le>us dk iz;kl fd;kA iqLrdky; ,oa lwpuk dsUnzksa
esa tu&lEidZ iz;klksa ds ek/;e ls ge iqLrdky; dh fofHkUu lsokvksa ds iz;ksx dks dSls izksRlkfgr dj ldrs
gSa] bl ij izdk'k MkykA tu&lEidZ dk;ksZa dk iqLrdky; esa D;k egRo gS] bldh ppkZ dhA fofHkUu
tu&lEidZ dk;ksZa ftuds }kjk iqLrdky; lsokvksa dks izksRlkfgr fd;k tk ldrk gS ij izdk'k MkykA lkFk
gh iqLrdky; esa tu&lEidZ ds mís'; dks izksRlkfgr djus gsrq fd;s tkus okys fofHkUu iz;klksa dk o.kZu
fd;kA
iqLRkdky; mi;ksxdrkZvksa dh lwpuk vko';drkvksa dks rHkh lQyrkiwoZd iwjk dj ldsx a s tc
mi;ksxdrkZ viuh vko';drkvksa dh iwfrZ gsrq iqLRkdky; dks lEidZ dj lwpuk,a izkIr djsAa fdUrq dbZ ckj
vufHkKrk ds dkj.k mi;ksxdrkZ iqLrdky; dks lEidZ gh ugha djrsA ,sls esa tu&lEidZ ,d ,slk izeq[k
ek/;e gS ftlds }kjk u dsoy mi;ksxdrkZvksa esa iqLrdky; ds izfr tkx:drk c<+k;h tk ldrh gS cfYd
iqLrdky; dh lsokvksa ds mi;ksx dks Hkh izksRlkfgr fd;k tk ldrk gSA

21.7 ekWMy Á'u (Model Questions)

1- tu&lEidZ ls vki D;k le>rs gSa \ bldh mi;ksfxrk ij izdk'k Mkfy;sA

What do you mean by Public Relation ? Discuss its utility.

2- ,d iqLrdky; esa tu&lEidZ ds egRo dks Li"V dhft;sA

Explain the importance of Public Relation in a Library.

3- Tku&lEidZ LFkkfir djus gsrq iqLrdky; }kjk iznÙk lsokvksa dk o.kZu dhft;sA
Discuss various services provided by a library for establishing Public Relation.

4- iq L rdky; es a tu&lEidZ dks iz k s R lkfgr djus gs r q fofHkUu iz ; klks a dk o.kZ u

dhft;s A
Discuss various benefits of E-marketing in the context of customer and
institution/library.

5- iqLrdky; ,oa lwpuk dsUnz esa tu&lEidZ dh vko';drk ij izdk'k Mkfy;sA

Explain various tools used in E-marketing.

21.8 lUnHkZ lwph (References)

1. Guha (B). Documentation and Information. Ed 2. Calcutta, World Press, 1983

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2. Ranganathan (SR). Documentation and its Facets. Bobbey, Asia Publishing House,
1968.
3. Rowley (J E) and Turner (C M D). Dissemination of Information. London, Andre Deutsch,
1978.
4. Prasher (R G). Information and its Communication. Delhi, Medallion Press, 1991.
5. Kumar (P S G). Foundations of Library and Informastion Science. Delhi, B.R. Publishing
Corporation, 2012.
6. Banerjee (S). Advertising as a Career. 2nd ed. New Delhi, National Book Trust, 2002.
7. Gandhi (VP). Mass Media and Communication Strategies. 2 ed. New Delhi, Kamska
Distributors, 2004.
8. Gorman (L) and Mclean (D). Media and Society in the Twentieth Century: A Historical
Introduction. Blackwell Publishing, 2003.
9. Hishbert (RE) [et al]. Mass Media VI: An Introduction to Modern Communication. New
York, Longmans, 1991.
10. Hunt (T) and Ruben (D). Mass Communication: Producers and Consumers. New
York, Harper Collins College Publishers, 1993.
11. Kumar (KJ). Mass Communication in India. 3rd ed. completely revised and updated.
Delhi, Jaico Publishing House, 2002.
Newbold (C) [et al]. The Media Book. London, Arnold, 2002.

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