6. Name: Sampreshan
Deptt./Secttion: Public Relations, Communications
QC Started: 8th
February’ 06
No. Of meetings held so far: 61
Periodicity: Weekly every Tuesday at 11 am.
Duration: 01 Hour
No. of problems identified: 64
No. of projects implemented: 05
Implementation of present project: 7th
July’ 06
Projects in hand: 03
Brief of the Quality Circle
7. The modus operandi
Identification of problem
Selection of problem
Defining the problem
Analysis of the problem
Identification of causes
Root cause analysis
Data Analysis
Developing Solution
Probable resistances
Implementation
Check
Monitor & standardize
Impact
9. Categorising the problem
Out of the 57 problems identified, category-A, category-B and C are respectively 27, 15
and 22.
Category-A : By Quality Circle members with minimum involvement of other department.
Category-B : With the major involvement of out side agencies.
Category-C : By managers with management sanction.
10
20
5
15
25
10. Selection of Problem
Nominal Group Technique was applied on the 20 Category-A
problems based on 10 card system.
The factors considered :
Image of the organization
And
Confidence level of the stakeholders
11. Nominal Group Technique was applied on the 20 Category-A
problems based on 10 card system. The factors considered :
Image of the organization And
Confidence level of the stakeholders
Selection of Problem
12. Sl. Score Total Vote Rank
34 10,9,8,10 37 4 1
58 9,7,7,9 32 4 2
16 6,7,10,7 30 4 3
3 7,5,7,8 27 4 4
31 8,6,7,4 25 4 5
42 5,6,6,5 22 4 6
74 4,4,5,6 19 4 7
62 6,5,4,2 17 4 8
14 4,3,5,4 16 4 9
46 3,3,4,2 12 4 10
Selection of the Problem
These are the top 10 problems
13. Ineffective Media Relations
Selection of problem
RANK PROBLEMS SL.
01 Ineffective Media Relations 34
02 Improving the reach of Ispat Sahayog 06
03 Mailing list not sent in segregated lot 25
04 No system of tabulating media coverage 45
05 Indexing of press clippings 11
06 Improper backup material for press release 36
07 Ineffective media followup 56
08 Improper indexing of negatives 40
09 Improper editing of news at RSTV 35
10 Improper updating of media list 49
14. Media relations
Media is known as the fourth estate and its omnipotence
and omnipresence cannot be questioned. In today’s world of
cutting edge competition, dissolving boundaries and melting
barriers effective Media Relations can create the difference
between the winners and the losers.
Effective media relations means a good image of the
organization which in tune leads to motivated employees,
empathetic stakeholders and better ambience resulting in greater
progress and prosperity for the organization.
15. However, establishing and maintaining effective media relations
is like walking on a razor’s edge. It needs strategic planning,
fine-tuned implementation and continual efforts to maintain and
improve on the status-quo.
One thing is clear the organization's today have a choice-either
to create a relationship of synergy with the media and strive for a
win-win situation or imitate the ostrich and lose themselves in
the sands of misinformation, confusion and chaos.
Media relations
16. Existing Problem Over View
Media being an impartial entity with immense credibility could be tapped to
achieve the desired objective. A detailed analysis of RSP’s Media strategy was
carried out.
The desired level of output from Media not realized.
17. Analysis of the problem
38
22
18
14
19
54
Source: PR Documentation Center.
Production/ Productivity : 54, Safety/Quality:19, Kudos: 14,
Visit :18, Misc:22, CSR:38 (Total:165)
Releases over last year
18. 165
9
107
Analysis of the problem
Out of a total 165 press releases only 107 appeared in print and 9
appeared in electronic media.
19. Effect of the Problem
Lack of information to stakeholders
Lack of empathy of the stakeholders with the
organization
Leading to POOR IMAGE of the organization
Lack of motivation to employees
20. Goal Setting
To increase the media coverage
by 50%
To balance the media coverage in
terms of Vernacular- English &
Print - Electronic
21. Milestone chart
Activity
Weeks
Data collection
Data analysis
Finding root cause
Solution search
Implementation
04 08 12 16 20 24 28
plan
Project plan
Recurrence prev.
Defining problem
Monitoring
Continuous
22. Cause & Effect diagram
PROCESS
PERFORMANCE
POOR IMAGE
OF RSP
POOR EMPLOYEE MOTIVATION
STAKEHOLDERS’ APATHY
UNHEALTHY
BOTTOM LINE
INEFFECTIVE
COMMUNICATION
INSUFFICIENT COVERAGE
INADEQUATE CONTENT
IMBALANCE IN SELECTION
OF MEDIA
OVER DEPENDENCE ON PRINT
MEDIA
NEGLECT OF ELEC. MEDIA
23. Cause & Effect diagram
PEOPLE
POOR IMAGE
OF RSP
POOR EMPLOYEE MOTIVATION
IMPROPER
COMMUNICATION
INADEQUATE USE OF
VERNACULAR LANGUAGE
IMPROPER IDENTIFICATION
OF TARGET AUDIENCE
FAILURE TO REACH
OUT TO PEOPLE
IMPROPER FOCUS
INEFFECTIVE MEDIA
HANDLING
IMPROPER DISTRIBUTION
24. Causes Evaluation Remark
Motivation to employees Not within the purview Rejected
Unhealthy bottom line Not within the purview Rejected
Inadequate use of vernacular media Strong cause Accepted
Root Cause analysis
Improper focus and distribution Strong cause Accepted
Ineffective interaction with the media Strong cause Accepted
The causes and sub-causes were analyzed through why-why technique
25. Probable Root Causes
•Inadequate use of vernacular media
•Ineffective interaction with the media
•Improper focus and distribution of releases
•Insufficient coverage
26. Data Analysis
We collected the feed back from the media persons through a
Questionnaire. The feed back received from the media was
collated.
27. Sl.no. Cause Percentage Cumulative
percentage
01 Inadequate use of
vernacular media
48.00 48.00
02 Ineffective interaction
with the media
38.96 86.96
03 Improper focus and
distribution of releases
8.7 95.66
04 Insufficient coverage 4.34 100
Pareto Analysis
Source: Feedback from media persons
30. Data analysis
Press Release data analysis
Year Vernacular
print (in
C.Cm)
English print
In C.Cm
Radio
(frequency)
Television
(Frequency)
2004 1200 ccm 810 ccm 7 5
2005 1290 ccm 900 ccm 10 7
2006 1350 ccm 1000 ccm 9 9
Source: PR Documentation Center.
31. Solution search
The Accepted causes were put under brainstorming and all
alternate solutions were analyzed further
Root Cause Suggestion Assessment Remark
Ineffective
media
handling
1.Stress on vernacular media
2. Stress on interaction with the media
3. Increasing the number of press releases.
Can be done
Can be done
Can be done
Accepted
Accepted
Accepted
Based on this response a comprehensive strategy for enhancing the Media
coverage was chalked out. Thereafter, the response and results were collected and
collated.
32. Foreseeing probable resistance
Issuing press releases in all
three languages simultaneously
on a regular basis may not be
possible.
Meetings conducted
with the Rajbhasha
Bibhag and the issue
discussed threadbare
Lack of training &
preparation to interact with
the media in an effective
manner
Guidance and training
by HOD and facilitator
on this aspect.
33. Action plan for implementation
SL no Activity Resp. Time frame
01Approval ALL 01 Week
02Departmental presentation ALL 02 Week
03Development of paradigm ALL 02 Week
Permission taken from HOD for implementation
34. Implementation
Sl no Activity Response
1 Informal interaction with media persons very good
2 Issuing press releases in 3 languages very good
3 Temporary information/ help desk set up at the
office of AGM(PR) after important release very good
4 Following up of press releases with good
media persons.
Coverage increased substantially
35. Benefits
Source: PR Documentation Center
100
200
300
400
500
600
Aug Sept
Media coverage increased by 48% (column centimeter wise)
Oct
36. Benefits
Media coverage in vernacular dailies increased
subsequently in the later three months (year
2006) by a staggering 54% ( all figures are in
column centimeter)
54%
Source: PR Documentation Center
100
200
300
400
500
600
Aug Sept Oct
41. The paradigm was implemented in the next major press
release related to
CLEARANCE OF RSP’s EXPANSION PACKAGE
The results were amazing
The release was Published in the Vernacular Dailies on the
front page, in the business pages of the leading national
dailies as well as widely covered in the electronic media.
