PR In NTPC

Ruchi Ratna

What is PR ?
The

deliberate ,planned and sustained effort to establish and maintain mutual understanding between an organisation and its public

In other words it is

A sincere effort to bring about harmonious adjustment between an organisation and the community through dissemination of information, ideas about the organisation to its publics-external and internal, and also providing a feedback from the publics to the management

In simple terms
PR

is an attempt , through information, persuasion, adjustment, and contacts , to seek support for some activity, cause, movement, institution, product , or service

PR Recognises
A

long-term responsibility and seeks to persuade and achieve mutual understanding by securing the willing acceptance of attitudes and ideas It can succeed only when the basic policy is ethical and the means used are truthful

Public

Relations is the face of any country /organization, it helps in projecting the IMAGE positively and in a sustained manner.

Corporate Communication department helps in building the brand image of the company, it deals in marketing the company on a broader platform which eventually increases the mind share. Basically internal & external communications are taken care by the department.

History of PR
Ample evidence in the records of the early Greek and Roman empires to show that great care and attention was devoted to the influencing of public opinion Romans dramatized the importance of public opinion in the slogan vox populi, vox dei-the voice of the people is the voice of God

History of PR
Emperor Ashokas rock edicts are monumental evidence of outdoor publicity Infact PR practice is nearly as old as the world itself First actual use of the phrase public relations is thought to have been in 1807 when President Thomas Jefferson , drafting his Seventh Address to Congress in his own hand , scratched out the words state of thought in one place and wrote in public relations

Move With Changing Times

The world is changing faster than we know and so are means of communication.

Corporates have to be proactive to set themselves apart in the rat race.

Communication has become imperative today.

What is Communication?
In its Hardware form it could be letter, CD, film, House Journal ,Brochure, Folder or any such material item and In its Software form it is very idea/ message /information that one wants to convey to the other person

Communication
Communication is the life line of any organization, where information, ideas, feelings, suggestions etc are conveyed and received -Communication is a two way process

Communication travels in all directions. It has no language, no religion

No Communication is also a communication

The Flip Side

If we try and stop or even restrict communication in a Corporate system it results into atrophy pain or complications misinformation confusion etc.

Globally Communication is a fundamental element in the performance evaluation

The need today

Perceptions

have to be matched

with reality. Adapt to changing public opinions and mindsets.

Communication Philosophy
To have absolute clarity or the purpose and philosophy of the subject Appropriately designed for different Target Groups Feedback and response from target group Time Sensitive

Communication- Challenges
Explosion

media Web based Communication gaining importance Informing Stakeholders of opportunities and ideas Developing relationships with key journalists in order to increase media awareness

of print and electronic

Corporate Communicators
The

Image Builders Soldiers.

Un-sung Behind Fire

the Screen workers.

fighters

As a group corporate communicators have to

Establish Corporate Identity Build Corporate Brands Manage Relationships Anticipate Crises Produce Specific Changes

Scan Environment

Effective Communication

Motivates new behavioral patterns Reinforces existing positive behavior Modifies negative behavior Relates to socio cultural environment

Transition from Welfare to Corporate Affairs

Welfare Looked more towards colleague communication like HR policies and liaison work during the earlier days of pre-liberalization period especially in the Public Sector. Public Relations- Looked more towards PR activities mainly printing of House Journals issue of Press Releases and other occasional publication material

Challenges (contd..)

Increasing strategic importance of corporate communication Managing complex & wide media relations - dealing with the speed and timeliness - to deliver the facts right & first

Challenges (contd..)

Embracing transparency - create a process - set corporate social & environmental targets (ash management) - monitor external environment, understand & respond (IPO)
Dealing with the issues of Ethics & Values

Challenges (contd..)

Dealing with increasing local complexity - employees in contact with end customer may be more ready to accept changes as compared to others - managing grapevine Vs planned communication

Challenges (contd..)

Managing the impact of globalization - identifying right audience - communicating with them in their language

Challenges (contd..)

Preparing for the crisis one cant conceive of like sept11 attack demand high ethical standards exude believability communicate clearly retain, motivate, & inspire employees to meet the challenge

Challenges (contd..)

Communicating sustainability of efforts clearly & continuously Image, identity & reputation management Managing integrated advertising & marketing

Core value actualization

Communication is an ongoing process which should keep up its pace with changing times, for sustaining the growth to create a powerful and effective brand

Communication can be formal as well as informal

Communication whether it is formal or informal

Challenge is to communicate in right manner to various Stakeholders

Corporate Communication in NTPC

NTPC Corporate Communication Deptt. An ISO 9001:2000 Certified Department. The ONLY ISO Certified Department among all Govt./Public Sector Organization

QUALITY POLICY
TO ENHANCE NTPCS CORPORATE IMAGE AS A GLOBAL BRAND BY PROVIDING TIMELY DISSEMINATION OF INFORMATION THROUGH DIFFERENT COMMUNICATION CHANNELS AND CONTINUAL IMPROVEMENT OF EFFECTIVE QUALITY MANAGEMENT SYSTEM

MOU IMPLEMENTATION
Year 1999 - 2000 2000 - 2001 2001 - 2002 2002 - 2003 2003 2004 2004 - 2005 2005 - 2006 2006-2007 EXCELLENT Score 1.06 1.15 1.02 1.01 1.03 1.13 1.13 Rating EXCELLENT EXCELLENT EXCELLENT EXCELLENT EXCELLENT EXCELLENT EXCELLENT 1.17

A.K.BHATNAGAR AGM(HR&CC)

T.S.RAJPOOT DGM

GROUP A
INTERNAL COMMUNICATION J.P. Sharma DGM.

GROUP B PRINT / PRODUCTION

Ruchi Ratna . Mgr. V.K. Sharma - APRO Rajinder Gosain - PA

Snigdha Goswami K.M. Prashanth Sr. Mgr. - Sr. Mgr. Sanjay Singh Deepna Mehta Mgr. Dy. Mgr. A.K. Srivastava - PRO S.C. Grover PRO Vijay Juyal Sr.Supv. Banwari Lal Sr.Steno

GROUP C EXTERNAL COMUNICATION

GROUP D FILMS / EXHIBITION DISPLAY / ADMN. P.K. Banerjee Sr. Mgr. Utpal Dey PRO Kanchan Khaneja-PS

MAJOR ACTIVITIES:24 X 7

Press & Media Relations (all press releases are e-mailed to all major national and regional newspapers) Advertising Internal Communication and Special Projects Audio- Visuals and Exhibitions/Models Printing and Production works Event Management: VVIP Programmes Activities related to Ministry of Power

PRESS AND MEDIA RELATIONS

General Media co-ordination, Press Conference, Press Releases, Press Visits, Media list, Press Clippings, Media Monitoring, updating of clippings on LAN, Procurement of prints of items telecast/ Broadcast, News capsules, Feedback, NTPC website and rejoinders. Media monitoring for MOP Informal Get Together Special stories interviews with Print & electronic Media / Business magazine. Message / Articles Background material (Hindi) Yearly press compendium Procurement of press kits / Mementos

MEDIA MONITORING : 2007-08

Major Press Conf. - 4 Press releases issued 67 Special Interviews - 47 Press visits - 6 Electronic media coverage - 44 (Monetary value approx. Rs. 1.00 Crore) Media Updates - 244

ADVERTISING

Release of advertisements Corporate Campaign / NITs / goodwill / Rectt. / statutory advts. - 416 Processing of advertising bills. Advertising issues relating to units. Periodic review of performance of advertising agencies

INTERNAL COMMUNICATION NTPC News News Flash Power vision Video Magazine - CMDs Message House Journal / Video Magazine Awards Monitoring of Project House Journals / Video Magazine

Moving with the times

E-Mail Website Intranet and now launch of

e-Varta

e-Communication
NTPC Website Utilization of Cable TV Network in Project townships E-mail of Press Releases to senior executives NTPC News and News Flash on Intranet Press Clippings on Intranet

PRINT PRODUCTION JOBS

NTPC Annual Report- Shareholders copies NTPC Annual Report- Deluxe version CSR Brochure CSR Success stories Corporate Brochure/ Folder PMI Brochure Diary Telephone Directory O&M Brochure Climate Change Brochure

PRINT PRODUCTION JOBS (contd)

Exhibition folders NOCET Timeless Treasure/Achievers book Greeting Cards ET & other folders VIP Event folders MoU Booklet Performance Highlight Book on Values Story book on Physically Challenged Folder on Distributed Generation Support to other Deptts.

AUDIO VISUAL & PHOTOGRAPHY

Power Vision 119th edition (uninterrupted production going on ) Documentaries recently made : Talcher Ramagundam Singrauli Recruitment Unchahar

Corporate Film (Under Production)

Industrial photography (Empanelment being taken up) Photography coverage of day to day events (Average No. of Coverage per year -180 approx.)

Exhibitions
International Indonesia/ Malaysia Abu Dhabi WEC-Rome Hanover, Germany Beijing, China Sao Paulo, Brazil Sanaa, Yemen Kuwait Egypt- Cairo

Exhibitions Contd (National)

Talcher Kaniha Power Gen N. Delhi Mining Exhibition-Kolkata MOPs Power Pavilion IITF-2007 Rajasthan Expo,Jaipur Vyapar- Surat Ability Mela, New Delhi CII / IETF-, Delhi Exhibition on CSR- Delhi Climate Change O&M Machine Tools-Mumbai

EVENT

MANAGEMENT (PR SUPPORT FOR EVENTS)

Foundation of infrastructure at Barh/NTECL,Jhajjar Dedication of Talcher Synchronisation of Rihand (500MW)&Vindhyachal Unchahar Synchronisation/Dedication Simhadri Synchronisation/Dedication Singrauli 25 Years Golden Globe Award Medha Pratiyogita Energy Conservation Programme Productivity Awards Ceremony-CEA Scope Excellence Awards Raj Bhasha Consultative Committee

VVIP related events involve:

Printing

cards Advertising Finalisation of matter for Invitation Card, Plaque, Backdrop Press visit / Media Centre Issue of Press release Photography / Videography Power Vision

of Brochure / Invitation

MOP RELATED ACTIVITIES

Annual Report Performance Report Outcome Budget Performance Budget Indian Power Sector-Challenges & Investment Opportunities Transmission Guidelines Best Practices Broucher Agenda for Power Secretaries Conference Agenda for CMs Conference Other Folders and Brochures

MOP RELATED ACTIVITIES

(Contd)

Exhibitions & Conferences

MOP

Pavilion National & International Exhibition (like the Hannover Fair, Germany) Conferences & Seminars etc.

SPECIAL PROJECTS

NTPC signature tune on mobile phones Special issues Special Campaign Photo Exhibition Down Memory Lane in different projects PR support to Cultural Programmes

ENDEAVORS TOWARDS IMPROVEMENT IN QUALITY

All prestigious publications being printed through A grade printers Improved specifications for Advt. Agencies /Film Makers for selected jobs Stringent Qualifying Requirements for Exhibitions

ENDEAVORS

(CONTD.)

Working models for visual impact Selection of Best creative bid for award of exhibition / tableaux instead of previous practice of Three

ENDEAVORS

(CONTD.)

More soft stories for print / electronic media Regular interaction with leading correspondents All India coverage through e-mail (Presently Bandwidth Limitation)

ROADBLOCKS

Like other professions, we too have to come across and over come the difficulties

The mind is a place of its own. It can make a heaven out of hell or a hell out of a heaven. In a laymans jargon these immortal lines from John Miltons Paradise Lost say that

Attitude is everything. No matter how adverse conditions may be, man has the capacity to turn things around by his determination, perseverance and hard work