This document provides an overview of the history and current state of public relations in Pakistan. It discusses how PR was practiced as far back as ancient civilizations through carved messages and appointed scribes. Under British rule, government departments of PR and information were established to inform the public. Today, Pakistan has extensive internal and external PR networks through government departments, media organizations like PTV and Radio Pakistan, and the PR divisions of large companies. The role of PR is to effectively communicate policies and build understanding between organizations and the public.
History of Internet
Give a convincing definition of online journalism
Explain the forms of online journalism
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From the Rosetta Stone to the Boston Tea Party to the "Torches of Freedom" to today's digital age, public relations or responsible advocacy (and sometimes not so responsible) have been a part of the human landscape.
Communication channels through which news entertainment, education, data, or promotional messages are delivered is known as media. Media includes every broadcasting and narrow-casting medium such as Newspaper, Magazines, Television, Radio, Billboards, Direct mail, Telephone, Fax and Internet.
History of Internet
Give a convincing definition of online journalism
Explain the forms of online journalism
Explain why traditional media outlets are moving online
Exploring new media outlets e.g citizen journalism, backpack journalism
From the Rosetta Stone to the Boston Tea Party to the "Torches of Freedom" to today's digital age, public relations or responsible advocacy (and sometimes not so responsible) have been a part of the human landscape.
Communication channels through which news entertainment, education, data, or promotional messages are delivered is known as media. Media includes every broadcasting and narrow-casting medium such as Newspaper, Magazines, Television, Radio, Billboards, Direct mail, Telephone, Fax and Internet.
Public Diplomacy is winning the foreign Publics to your side by use of soft power without coercion. This presentation is about various aspects of public diplomacy, definitions and case studies of public diplomacy pursued by Pakistan, India and China. This also include case studies of two most important and successful public diplomacy campaigns Incredible India, and Beautiful China. This also include practical examples of public diplomacy which I myself practised when I was posted in Malaysia as Press Attache and later as Press Minister in France. The presentation is followed by action plan as well. this also identifies the soft power institutions of India, Pakistan and China and discusses successful models of other parts of the world as reference. I also identified soft power resources which can be used to pursue successful public diplomacy. This presentation is in three parts due to limit imposed by the slide share. I hope you will enjoy watching the presentations.
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Pakistan’s focus on use of soft power
• Prime Minister of Pakistan Mr. Imran Khan in December 2019 stressed the need to overhaul country’s public diplomacy and communication policy for effective projection of national narrative abroad primarily through improving the skill set and orientation of ambassadors and their subordinate diplomatic and media staff at all the missions abroad. The Prime Minister suggested creation of a fully empowered Strategic Communications division (SCD) within the Ministry of Foreign Affairs, comprising officers from Ministries of Foreign Affairs, Information, commerce, national security, tourism and Prime Minister’s Office. The Prime Minister observed that the existing system is constraints with outdated operating and approval procedures as a result Pakistan’s ability to project its foreign policy and national narrative abroad was limited and messaging was uncoordinated and reactive and sometimes even contradictory. He envisioned SCD as the nerve centre for coordinating foreign policy and national narrative projection abroad (Kiani 2020). This realization although came but is sage. The proposed SCD will have a gigantic task ahead. It would need to develop a holistic well-oiled system to form a theoretical, intellectual and philosophical basis, develop an institutional framework to identify, sharpen and refine country’s soft power resources and channel them to foreign audiences through public and cultural diplomacies. Currently, Pakistan is rated one of the worst performing countries of the world in terms of quality and utilization soft power resources. Prime reason of dismal performance is confused, misleading and out of place philosophical interpretation of the softpower resources and the manner of their utilization. The lack of centralized fully sold out philosophical will only provide clear purpose and direction to the soft power related institutions for development of soft power asset on single theme, tagline or logo. Currently every institute develop its own intellectual framework dominated by the philosophical disposition of the head of the department. Thus, each department develop its own theme and determine its own direction having no coherence and uniformity with other institutions of softpower therefore adding to the existing confusion and incoherence. This leave Pakistan’s soft power assets highly underdeveloped and underutilized and therefore all the assets are reflected at the bottom of international ranking leaving Pakistan with a world lowest brand value and dismal power of its passport. This can change provided Pakistan leadership show high level of political commitment, develop fully sold out centralized softpower policy, raise soft power specific institutions, identify soft power asset and launch them for foreign public with a clear and concrete message as to what Pakistan is ready to offer in terms of its soft power assets.
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3. INTRODUCTION
• LIKE ITS DEFINITION, THERE IS NO
UNIVERSALLY AGREED HISTORY OF
PUBLIC RELATIONS.
• SOME PEOPLE BELIEVE THAT
THROUGHOUT CIVILIZATIONS THERE
HAVE BEEN MEN AND WOMEN WHO
WERE SKILLED IN PRACTICE OF PUBLIC
RELATIONS
4. PUBLIC RELATION HISTORY IN
PAKISTAN
Areas that are now
constituting Pakistan, PR
was practiced in one form or
another even thousands of
years ago
.
Rulers of South Asia made
use of rocks and especially
constructed monuments to
highlight their
achievements, used this as
communication channel
Proofs are available in the
form of decrees on the rocks
The main purpose of these
carvings on
rocks/monuments was the
desire of the ruler to keep a
constant channel of
communication, and thus g
sustained understanding,
with the public
The words of wisdom and
Achievements of some rulers
of the bygone days can be
seen carved on some rocks
near Mansehra, Gillgit and
other areas in the northern
Pakistan even to day
6. Muslim rulers of
South Asia sub-
continent had
appointed Waqa-i-
Nawees (scribes)
throughout India for
keeping them
informed about the
opinions of the public
and also about the
general state of affairs
in the country.
MUGHAL
The scribes worked
directly under the
ruler and also
reported to. him on
the conduct and
general, behavior of
the
provincial/regional
governors/officials,
including army
commanders
ERA
7.
8. The colonial government decided to set-up an Inter-Services Public Relations Directorate (ISPR) for motivating the natives to join the
Armed Forces and, for keeping up the esteem and morale of the Indian soldiers in the British Army. Later,- Press Information Department
and the Department of Advertising, Films and Publications were set-up at the center.
During the World War II, a gradual and systematic beginning of the official PR activities begins at central level
The Provincial Public Relations/Information Departments also performed protocol functions, administered the Press Laws and issued
official advertisements
Earlier, the British Government in India had established Public Relations offices at the Provincial level to keep the public informed about
the official policies, welfare schemes and development plans launched by the government, while at the same time keeping itself fully
informed about the views and reactions of the public to various official policies/ measures
The public relations activities, took roots in the beginning of the twentieth century when some British firms used PR techniques to build-
up a good image of their organizations and to boost up the sales of their products
9.
10.
11.
12. A BRIEF ACCOUNT OF THE PR/PUBLICITY NETWORK THAT
NOW EXISTS IN PAKISTAN, ALONG WITH ITS ACTIVITIES, IS
GIVEN UNDER TWO SEPARATE HEADINGS
OFFICIAL PR
(I) INTERNAL PR
(II) EXTERNAL PR
NON-OFFICIAL PUBLIC RELATION
13. INTERNAL PUBLIC RELATION
Directorate of
Research and
Reference
Press
Information
Department
Radio
Pakistan
Directorate of
Films and
Publications
Pakistan
Television
Corporation
Pakistan
National
Centre
14. EFFECTIVE DEPARTMENT OF THE GOVERNMENT
IT PROJECTS THE POLICIES, PLANS AND DEVELOPMENT EFFORTS OF THE
GOVERNMENT
KEEPS A CONSTANT LIAISON WITH THE NEWSPAPERS/MAGAZINES AND THE
WORKING JOURNALISTS
IT IS RESPONSIBLE FOR RELEASE OF OFFICIALADVERTISEMENTS,
CONDUCTING OF RESEARCH, PREPARATION OF INITIAL DRAFTS FOR THE
SPEECHES TO BE DELIVERED BY THE HEAD OF THE STATE (PRESIDENT) AND THE
CHIEF EXECUTIVE OF THE COUNTRY (PRIME MINISTER)
IT PREPARES A DAILY PRESS SUMMARY, CONTAINING IMPORTANT NEWS
REPORTS AND EDITORIAL COMMENTS/COLUMNS/ARTICLES/LETTERS TO THE
EDITORS ON MATTERS OF NATIONAL SIGNIFICANCE, FOR CIRCULATION AMONGST
THE TOP -HIERARCHY OF THE COUNTRY
15. DIRECTORATE OF FILMS AND PUBLICATIONS
(DFP)
It specializes in the preparation of
documentaries, news documentaries, news reels
and all sorts of documented material on issues of
national significance
DFP is not one of the main sources for printing
and supplying information, including pictorial
both within and outside country
16.
17.
18. Pakistan was converted into a corporation on 19th of December, 1972
This is one of the main PR/publicity organs of the state in a country where over 70
percent people are illiterate.
It broadcasts news bulletins in national and regional language? And also programs
aimed at creating a better awareness amongst people about various issues.
Source of entertainment for a large majority of the people, particularly those living in the
rural areas of Pakistan.
19. THE CORPORATION IS ENTIRELY A GOVERNMENT
CONTROLLED/OWNED COMPANY.
OVER THE YEARS TELEVISION IN PAKISTAN HAS
EMERGED AS THE MOST POWERFUL MEDIUM FOR
BRINGING ABOUT THE DESIRED CHANGE IN THE
ATTITUDES OF THE PEOPLE THROUGH ITS PROGRAMS
THE PTV ENJOYED A MONOPOLY TILL 1990.
20. MISCELLENEOUS DEPARTMENTS
NOTABLE AMONG SUCH BODIES ARC WAPDA, PTDC, TDCP,
PIA, STATE BANK, IDBP, PICIC, ADBP, CDA, KDA, PAKISTAN
RAILWAYS, PAKISTAN STEEL, STATE CEMENT
CORPORATION, OGDC, SUI NORTHERN, AND SOUTHERN
COMPANY, SEED SUPPLY CORPORATION OF PAKISTAN,
ATTOCK OIL COMPANY, POPULATION PLANNING,
NATIONAL SAVINGS DIRECTORATE AND NATIONAL
HIGHWAY AUTHORITY ETC.
21. EXTERNAL PR/PUBLICITY
• BASIC AIM, IS TO PROJECT ABROAD A POSITIVE IMAGE OF THE COUNTRY, ITS PEOPLE
AND CULTURE AS WELL AS TO CREATE AN INCREASED AWARENESS ABOUT
PAKISTAN’S POLICY GOALS
• THOUGH IT IS NOT THE MAIN OBJECTIVE, BUT EFFORTS ARE ALSO MADE FOR
ATTRACTING FOREIGN INVESTMENTS IN PAKISTAN, BOOST-UP TOURISM AND SALE
OF PAKISTAN PRODUCTS.
• THE E. P. WING IS RESPONSIBLE FOR REMOVING MISTRUST AND SUSPICIONS ABOUT
PAKISTAN BY PROVIDING FACTUAL INFORMATION IN ADDITION TO COUNTERACTING
NEGATIVE PROPAGANDA
• IT ALSO PREPARES A FEEDBACK ON THE GENERAL VIEWS OF THE PEOPLE AND
FOREIGN MEDIA ON VARIOUS ISSUES OF INTEREST TO PAKISTAN
22. NON-OFFICAIL PR
• SUPPORT OF MASSES IS REQUIRED FOR ANY PARTICULAR
ORGANIZATION’S SUCCESS
• IF THE IMAGE IS GOOD PEOPLE WILL LIKE TO DEAL WITH
THAT ORGANIZATION
• IN ORDER TO BUILT THAT CONFIDENCE AMONG PEOPLE
PR IS AN INSTRUMENT TO BUILD THE MUTUAL
UNDERSTANDING
• GOOD PR PROGRAM IS REQUIRED TO ATTRACT THE
23. CONCLUSION
• JOB OF A PR PRACTITIONER IS TO PROMOTE MUTUAL
UNDERSTANDING BETWEEN HIS ORGANIZATION AND ITS
PUBLIC. IN THIS REGARD AN EFFECTIVE PUBLIC RELATION
ACTIVITIES IS IMPERATIVE IN BOTH MANAGEMENT OF
THE INTERNAL AND EXTERNAL PUBLIC. IN PAKISTAN ALL
THE GOVERNMENT AND PRIVATE INSTITUTIONS ARE
PRACTICING PR BY REALIZING ITS IMPORTANCE AND
DEMAND FOR THE EFFICACY AND PROPER WORKING OF
