The document discusses how bureaucracy can establish equilibrium with the media. It provides context on the historical antagonism between the two and acknowledges the media's role in holding the government accountable. It then offers suggestions on how government organizations can effectively engage with the media by understanding media dynamics, cultivating relationships, designating spokespeople, handling criticism constructively, and leveraging new technologies and platforms. The key is providing transparent, timely information to the media in a usable format while respecting their independence.

1. Bureaucracy and Media How to establish equilibrium? Dr. Mrinal Chatterjee Professor Indian Institute of Mass Communication, Sanchar Marg, Dhenkanal 759 001, Orissa

4. All responses to it must be based on that premise.

5. While some public administrators in occasional situations may receive positive coverage, that is the exception, rather than the rule.

6. Civil servants need to accept this harsh media environment rather than bemoan it.

8. Having said that, let us examine can the situation improve? Can we establish equilibrium?

10. We can. For that we have to understand the dynamics of media.

16. We are more concerned about mainstream media.

33. Now, about that ‘and’…

44. Thank You. I’ll be grateful for your feedback. [email_address] 06762 225975, 224274