Creativity In PR 2016: Winning The War For Ideas?

The fifth edition of the Creativity In PR study explores whether the industry has what it takes to win the war for ideas, amid a continuing climate of risk aversion. PRapport is happy to reproduce highlights with permission from The Holmes Report.

 

By ARUN SUDHAMAN 

President & Editor-in-Chief | The Holmes Report

The fifth edition of the Creativity in PR study reveals that the PR industry is more likely than ever to develop the big ideas around which movements and campaigns are formed, despite client concerns over whether PR firms can be entrusted to lead creative amid a continuing climate of risk aversion.

Arun Sudhaman

The 2016 Report, co-authored by the Holmes Report and Now Go Create, in partnership with H+K Strategies, is again based on a survey of agency and in-house executives from across the world, this year bolstered by a qualitative Q&A with several senior in-house communications leaders at major companies.

While previous findings have demonstrated the central role that creativity now plays in PR industry culture, this year's Report zeroes in on whether PR people have what it takes to win the war for ideas, in an integrated landscape that often sees them competing with other disciplines to lead brand-building and deliver game-changing solutions.

The Report finds that techniques for generating and evaluating creative ideas remain a work in progress and that, perhaps most importantly, the creative talent challenge continues to rank as the thorniest of all. These findings are explored this week, with a free PDF of the Report available below.

"In recent years the cry for creative bravery in PR and work that challenges the status quo has become louder," says Now Go Create founder and co-author Claire Bridges. "The world is a noisy, crowded place and campaigns need to work ever harder to cut through. Yet this year’s Creativity in PR report highlights how big a part fear of failure plays in holding great ideas back."

Bridges pointed to a "disconnect between clients and agencies" as being a particularly significant factor. "Whatever side of the fence you’re on, creative bravery and risk-taking is nigh on impossible in any team or organization that doesn’t have a foundation of trust to create an environment where dissent and questioning established ways of doing things doesn’t turn into all-out war," she said. "With trust we can encourage and celebrate creative deviants – those who deliberately ask the difficult, provocative and challenging questions – a right not exclusive to those with the word ‘creative’ in their job title. Perhaps 2017 will be the year that the two sides can reach a better understanding of what the other really wants."

The war for ideas 

Creativity continues to attract an increasing premium when it comes to agency hiring decisions. Clients rate it at 8.6 out of 10, with 65% rating it 9 or higher. Interestingly, agencies see it slightly differently: When asked how important creativity is to their clients’ hiring decisions, they rank it as 7.19 out of 10.

New this year, we asked an increasingly critical question — are PR firms actually leading creative on behalf of their clients, ahead of advertising or digital agencies? Or is it, as MillerCoors chief public affairs and communications officer Pete Marino puts it in his Q&A, "as rare as an albino buffalo"?

At best, the Report's findings are mixed. 48% of agency respondents said that their PR agency has been designated as lead creative agency, while a further 21% added that it had been considered. On the client side, however, just 16% had turned to their PR firm as lead creative agency. Encouragingly, at least, 74% of clients would consider their PR firm for this role.

What is stopping PR firms from taking on lead creative duties? Significantly, both agencies and clients point to in-house structures being the key stumbling block, presumably a reflection of the siloed nature of many corporate organizations. Both sides, furthermore rank PR agency creative and strategic quality second and third, respectively, suggesting that agencies cannot get off the hook that easily.

H+K Strategies chief creative director Simon Shaw believes the industry has only itself to blame for not fulfilling its creative ambitions. "I would ask, is the industry too ‘fat, lazy and happy’ to change?" he said. "For many years the public relations industry has been successful. We have the same conversations about change over, we love talking about change but do we really want to change? I hear again and again that time is our enemy and the PR industry is not paid to push the idea far enough… to become lead agency status we need to go the extra mile.

"Do we really want to change or are we happy with the status quo," continued Shaw. "Change is hard. Change is uncomfortable but change is necessary."

MillerCoors  chief public affairs and communications officer Pete Marino, one of several senior clients interviewed for this year's Report, believes that there are two factors which hamper PR agencies from playing the lead creative role. "One, is the depth and scale of creative departments at PR agencies."

"Many clients want and need creative depth and scale," said Marino. "Unfortunately, it rarely, if ever exists at PR agencies because agencies don’t invest enough here. Two, is the ability to get to the table, either because your internal client has the influence to get the PR agency there, the client is progressive and interested in the best idea regardless of it’s origin, or the PR agency has a track record and a reputation that intrigues the marketing team enough."

Another senior in-house communications leader — Ros Hunt from Coca-Cola European Partners' — believes that "PR agencies are still too shy of proposing ideas or executions that they might feel traditionally sit with an advertising agency," despite her belief that "we're  looking for the big idea, regardless of where it originates."

Almost 60% of clients are more likely to approach to their agency for big creative ideas than they were 12 months ago, solidifying a positive trend that first became clear in last year’s study. Significantly, given the obvious importance of creativity, PR firms have also seen a big increase when it comes to how happy clients are with their creative capabilities. 44% are consistently happy compared to 14% last year, while only 7% see it as a constant challenge, compared to 29% last year.

Meanwhile when clients are asked to rate the level of creativity at their PR agency, 58% opted for ‘Good’ while 42% saw it as ordinary or worse. The question that arises from these results must be: Are clients actually happy with average levels of creativity from their PR agency, despite how important it is to their hiring and retaining decisions?

Receptiveness and risks
In general clients appear to think they are far more receptive to creative ideas than their agencies would agree. 26% of clients see their receptiveness to creative ideas as inspirational, while only 7% of agencies see it this way. Indeed 33% of agencies describe client receptiveness to their creative ideas as ‘ordinary’ — proof of the divide that still bedevils the client-agency relationship.

"I’m always open to a creative idea, particularly if its impact has been thought through," notes Alex Malouf, P&G corporate communications manager for the Arabian Peninsula. "[But] I’m sometimes skeptical of big ideas without an outcome attached; I don’t want creative ideas to be gimmicky."

That sense of divergence between client and agency continues when we explore the barriers to creativity, and is particularly telling when 'our own risk aversion' is considered. 11% of agencies cited this as a major factor whereas 43% of in-house respondents thought it was holding them back. Likewise, in-house execs are more likely to think that their management does not view creativity as being important (38%). The agency suggestion that client feedback is stifling their creativity is also noteworthy – more than two thirds believe they could deliver more creative ideas if their clients allowed it.

Bridges believes risk aversion is a "complex subject", influenced by "the confidence to sell ideas both internally and externally and the ability to determine and manage the risk."

"There are lots of models to help manage this process and the PR industry could learn a lot from the world of design thinking," adds Bridges. "Rapid prototype of idea, iterate, learn, improve. In PR we tend to place the onus on one, big campaign or idea when we could be honing and refining, or reinventing and idea – placing small bets to manage the risk rather than betting the farm."

H+K Strategies UK CEO Richard Millar, meanwhile, is a little less circumspect — pointing out that if people are not curious enough "to find and follow trends, to understand change, to join the dots to find new answers to today’s challenges," then the PR industry is not the place for them.

When asked what would improve their company's creative capabilities, the Report again finds two sides of the fence. Agencies want clearer client briefs (27%), and they also want to educate their clients (31%). Clients, meanwhile, are crying loudest for more budget (57%) and to be allowed to take more risks (48%). Agencies will no doubt be relieved to hear that only 14% of clients thought 'better agency partners' would boost creativity.

How to avoid Social Media shocks

Social media is becoming integral part of one's life and what you post becomes reflection of you/your organization. Unauthorized access to the social media accounts by threat actors like hackers or other adversaries, at times may result in public embarrassment, reputational damage (Personal/Organizational), Law & Order situation etc.

Following is the advisory issued from the office of Sp.IGP Cyber & PAW, Brijesh Singh, IPS – Govt of Maharashtra.

Here are a few steps you can take to keep your Social media account safe:

Avoid shocks, follow simple rules!

1. Enable login verification (e.g. two factor authentication). This is the single best action you can take to increase your account security immediately.

2. Use a strong password (with numbers, characters, capitals, non dictionary word) that you don’t reuse on other websites/accounts. Change your password on a periodic basis (at least once a month).

3. More the number of people having access to your company’s social accounts, greater is the chance that those accounts may be compromised. Use social media management system where you can grant your employees access to your social accounts without disclosing sensitive account information to them.

4. Use a password manager to make sure you’re using strong, unique passwords everywhere.

5. Social media accounts are sometimes handled by multiple users. If the feature of authorizing each post is available, enable them.

6. While using your social media accounts from public computers, do take care to log off on use. Preferably do not login from public computers (cybercafes, Airport terminals).

7. Avoid using social media accounts containing personal information from public WiFi.

Media-PR Bhai-Bhai!

By C K Sardana

The author - a former
General Manager (Corporate PR)
at BHEL.

PR  envisages information dissemination for opinion-formation/image-building.

Apart from the oft-said and used tools of PR, I have experimented with  the use of bodies of media persons for bringing them nearer to the top brass and, also, in getting positive stories carried in media from time to time. This  exercise also helped know the Organization, first hand.

I had spent life time in PR in BHEL  Units before moving to Corporate Office at New Delhi years ago as Head of Corporate PR. Function was not new but the place -- that too India's Capital - new. So, I looked to my colleagues in Corporate PR for an update on the media and its functioning. They were forthcoming and opened out frankly.

Dr. KS Jayaraman, Science Editor, PTI and  Balbir Punj, Special Correspondent, Financial Express -- to name just these two -- were very enthusiastic in laying hands on exclusive/in-depth stories about key aspects of the economy. My colleagues suggested 'why not take initiative and suggest to them to start a professional body of their fellow-journalists.' That is how Indian Science Writers Association and Forum of Financial Writers came into being in early 1990s with very humble initiative from PR.

We, in and from BHEL, offered them help in the establishment of these bodies. They commended this. A session each was organized as a 'Meeting the journalists' with our CMD, Directors etc. It was not at all a press conference but an informal get-together with founder members of these bodies. Such meetings paid rich dividends as they brought media persons closer to BHEL and its Top Management.  

Please note that we did not solicit stories in their agency/newspaper. But these came on their own and that trend continued. After all, what is PR? A sustained programme of building relationships with stakeholders. Media, surely, is among the most important stakeholders for any Organization and its PR outfit.

Over the years, such bodies have come up in New Delhi and Metro Cities. Nevertheless, PR professionals are well advised to take initiative and get Media persons set up such bodies for their own professional requirement and progress. This needs lot of ground work. More than this, this requires courage on the part of the Top Managements to keep channels of communication open with the Media for helping build Organization's image. PR Heads, themselves, have got to be very bold and candid in convincing their bosses that this is in Organization's interest.

Information dissemination through informal meetings with members of such professional bodies will enjoy an extra element of credibility.  All those sitting in positions of decision-making in Government and elsewhere do read such stories and form opinion about issues and organizations.

This is PR job. Let our friends ponder over this suggestion and get going!   (casardana@gmail.com)

PR for peace? Yes, says Bhubaneshwar seminar

• Social media is the new PR tool, says East Coast Rly GM;

• PR can help check social strife, says PRCI National president

BHUBANESHWAR: Public Relations Council of India, Bhubaneswar Chapter has organsied a National Seminar on Public Relations-an effective tool for peace and progress, in association with the East Coast Railways on November 26,2016.

General Manager, East Coast Railway  Mr Umesh Singh inaugurated the seminar and the Chief Guest of the concluding session was Dr P.K. Mishra,  former Union Secretary, Coal. The Guests of Honour were Mr Ashok Kumar Bal, CEO, Indian Mining operations,EMIL, Aditya Birla Group and Mr R.N.Mahapatra,CPRO,Eastern Railway.

East Coast Railway General Manager Umesh Singh inaugurating
the seminar as PRCI national president B N Kumar and
Bhubaneshwar chapter Chairman Ashok Panda look on

In the inaugural session Mr Umesh Singh lauded the efforts of the PR professionals particularly in building the image of organisations and also their contribution during crisis.He stressed on the different PR activities of the Indian Railways and the massive use of social media to be in connect with the people..

PRCI National President B N Kumar said that PRCI has emerged today as one of the foremost platforms for PR professionals and has provided a forum where creative minds often come together to discuss professional challenges and uphold the values of  the PR fraternity. He cited different examples where PR was instrumental in bringing about a positive change in organisations. PR and right messaging could also come handy in tackling social strife, he said.

In his welcome address Dr Ashok Kumar Panda the Chapter Chairman said that no society or nation can progress unless there is peace and harmony. Here the  role of the PR professionals becomes all the more important as they can be a  source of inspiration and support in creating an environment which is conducive for growth and development he added.

Mr Dilip Bisoi the working chairman proposed the vote of thanks in the inaugural session.

The other two sessions were chaired by Mr J.P.Mishra,CPRO,East Coast Railway and PRCI National President Mr B.N.Kumar.

The speakers were Prof Mrinal Chatterjee,Head IIMC, Dhenkanal,Prof Padmalaya Mahapatra from Utkal University,Prof Gopa Bagchi and Prof. Sudhir Kumar from G.G Central University and Prof Jayanta Swain from Ravenshaw University,Prof Shiv Kumar Das from Birla Global University and Mr Anil Bhatt and Dharitri Satpathy from National Aluminium Company.

Other than Guests,Members there were 105 students from 4 universities and three institutes.

The programme was indeed a resounding success and the participants include academia, students and professionals from different corporate.

PRCI Bhubanshwar Chapter also brought out a souvenir with papers from PR professionals and academicians. 

ET Corpcom Summit on Dec 9

In light of aggressive media strategies and tech enabled consumers, the modern day corporate communication team has to constantly tackle the fluctuating tides of scepticism. 

The second edition of The Economic Times Corporate Communication Summit is a daylong strategic meet, featuring some of the most influential voices in corporate communication. The summit will focus on ways in which businesses can keep employees informed, engaged, and motivated as well as provide an opportunity to interact with the experts as to understand how to advance their company’s goals while managing communication across multiple channels.

It gives us immense pleasure to announce the largest gathering for CC & PR professionals - The 2^nd Annual Economic Times Corporate Communication Strategy Summit – 2016 scheduled on the 9^th December, Mumbai.

(PRCI is the Supporting Partner for the Summit, adds PRapport Editor)

The summit will witness 100+ key stakeholders from leading conglomerates across India. Participants will comprise of Heads, Directors, Vice Presidents, General Managers, Senior Managers from Corporate Communications & Public Relations.

Advisory panel:

·         Debasis Ghosh, Public Affairs Officer, Citi India

·         Deepa Dey, Director Corporate Communications, GlaxoSmithKline Consumer Healthcare

·         Poonam Kaul, Vice President Corporate Communications, PepsiCo India

·         Rachana Panda, Chief Communications Officer & Citizenship Leader, GE South Asia

·         Sujit Patil, Vice President & Head - Corporate Communications, Godrej Industries

·         Viral Oza, Chief Marketing Officer, Lodha Group

Some of our eminent speakers:

·         Akansha Pradhan, Head Corporate communications, DHL Express

·         Calvin Printer, Vice President and Head of Corporate Communications, Dr. Reddy’s

·         Debasis Ghosh, Public Affairs Officer, Citi India

·         Moushumi Dutt, Senior Director and Head corporate communications, Philips India

·         Poonam Kaul, Vice President Corporate Communications, Pepsico India

·         Ramya Rajagopala, Head - Corporate Communications, Siemens

·         Senjam Sekhar, Head Corporate Communications, Flipkart

·         Sudeep Bhalla, Vice President - Corporate Communications & Sustainability, Vodafone India

·         Viswakumar Menon, Global Head of Communications, Suzlon Group

·         Yuvraj Mehta, Group Head-Corporate Communications, GMR Group

Key areas of discussion:

·         Brand reputation and identity management

·         Employee engagement in corporate communications

·         Driving business value though communication excellence

·         Crisis management – reinvention to re-establish corporate repute

·         Metrics and analysis of communication impressions

·         Creative improvisation! Doing it right

Registration Fees:

INR 20,000 (Inclusive of taxes)

To be a part of this industry platform, you may reach me on sujith.bangera@timesgroup.com / +91 9920460301

Regards,

Sujith Bangera

Assistant Manager – Special Projects

(D) +91 22 61669605 | (M) +91 9920460301

(E) sujith.bangera@timesgroup.com

SCOPE Manthan over Media Relations

SCOPE for Board Approved

Media Relations Policy by PSUs

NEW DELHI. SCOPE’s two day Media Relations Conclave for CEOs and Spokespersons of Public Sector concluded yesterday which was attended by large number of CEOs and Spokespersons of public sector enterprises.


Mr. Bimal Julka, Information Commissioner, Central Information Commission, highlighted the changing scenario of media landscape with the advent of digital media. Mr. Julka urged senior executives of PSUs to adapt to the change and be proactive in promoting themselves.

Mr. Nirmal Sinha, Chairman, SCOPE and CMD, HHEC said that PSUs need to embrace the digital media platform in order to promote Prime Minister's vision of e-Governance through Digital India initiative. Mr. Sinha also said that PSUs need to enhance their brand image as their contribution towards nation building is next to none.

Dr. U.D. Choubey, Director General, SCOPE said that PSUs need to build a strong relation with media to thwart negative publicity around them and also to create a brand image for themselves. He also said that Public Sector should come out with Board approved policy on media relations to establish efficient and effective communication channel.

The conclave was attended by CEOs, Spokespersons and Senior Executives of Public Sector and a number of prominent journalists.

PRCI is Supporting Partner for ET Corpcom Summit

• Summit to be held in Mumbai on December 09
• Visit: http://et-strategymasterclass.com/CorpComm/index.php

MUMBAI: Leading communication professionals’ body Public Relations Council of India (PRCI) has tied up with ET Edge to be a Supporting Partner for the 2nd Annual Economic Times Corporate Communication Strategy Summit – 2016 scheduled on the 9th December at Mumbai.

In the light of the aggressive media strategies and tech enabled consumers, the modern day corporate communication team has to constantly tackle the fluctuating tides of skepticism.

The second edition of The ET Corporate Communication Summit thus assumes significance as it features some of the most influential voices in corporate communication field. The summit will focus on ways in which businesses can keep employees informed, engaged, and motivated as well as provide an opportunity to interact with the experts as to understand how to advance their company’s goals while managing communication across multiple channels.

PRCI is a national body of Public Relations, media, advertising and HR practitioners as well as mass communication academicians with about 30 chapters pan-India. It conducts knowledge enhancement workshops periodically and felicitates achievers in various facets of communication such as PR, Journalism, Advertising, HR, community welfare, films and music with its signature Chanakya Awards. PRCI has recently launched its first global chapter in Dubai and will shortly have its units in te UK, US, Australia and so on.

PRCI has a youth wing called Young Communicators’ Club (YCC) though which it conducts professional activities for mass communication students.

PRCI also undertakes communication campaigns with social relevance. Recently, it organized campaign focusing on water conservation, girl security. Right now, it is running a campaign called Mission Mumbai Local focusing attention on the need to improve suburban rail infrastructure in the city where ten people die daily on an average on railway tracks, said PRCI national president and veteran media professional B N Kumar.

PRCI Chairman Emeritus and Chief Mentor M B Jayaram said the ET Corpocom summit is a unique opportunity for all communication professionals to learn from each other’s experiences.

PRCI and YCC will hold the 11th Global Communication Conclave at Bangalore in March first week.

Editors' Guild, Mumbai Press Club condemn ban on NDTV india

Following is the statement issued by the Editors' Guild of India on Inter-Ministerial Committee ban on NDTV.

"The Editors Guild of India strongly condemns the unprecedented decision of the inter-ministerial committee of the Union Ministry of Information and Broadcasting to take NDTV India off the air for a day and demands that the order be immediately rescinded.

The ostensible reason for the order as reported is that the channel's coverage of the Pathankot terror attack on January 2, 2016 that the government claims gave out sensitive information to the handlers of terrorists. NDTV in its response to a show cause by the government has maintained that its coverage was sober and did not carry any information that had not been covered by the rest of the media, and was in the public domain.

The decision to take the channel off the air for a day is a direct violation of the freedom of the media and therefore the citizens of India and amounts to harsh censorship imposed by the government  reminiscent of the Emergency. This first-of-its-kind order to impose a blackout has seen the Central government entrust itself with the power to intervene in the functioning of the media and take

arbitrary punitive action as and when it does not agree with the coverage. There are various legal remedies available to both a citizen and a state in the Court of Law to have action taken for any irresponsible media coverage. Imposing a ban without resorting to judicial intervention or oversight violates the fundamental principles of freedom and justice. The Editors Guild of India calls for an immediate withdrawal of the ban order.

Raj Chengappa
President

Prakash Dube
General Secretary

Seema Mustafa
Treasurer"

Mumbai Press Club Statement:
MUMBAI PRESS CLUB CONDEMNS BAN ON NDTV INDIA

The Mumbai Press club which represents over 2,500 journalists, strongly and unequivocally condemns the ban by the Union Ministry of Information & Broadcasting (I&B) on the Hindi news channel NDTV India for purportedly airing “sensitive information” in respect of the Pathankot attack by terror groups near the border. The Club also demands that the ban, imposed for one day on 9 November, should be withdrawn forthwith.

NDTV India in its response to a show cause by the government has said that channel did not report anything which other channels and newspapers had not covered simultaneously. It is therefore mischievous to singles out a particular channel for such penal action.

Though there are various legal options available for the government in the Indian Court of Law for any irresponsible media coverage, the I&B ministry action of banning against a specific TV channel that has been critical of the government, and has done serious ground reporting on the views of the common man, does not augur well for freedom of expression of the country.

The I&B ministry’s order imposing the ban is vague and also does not disclose what specific clips or information can be termed ‘sensitive’ and ‘useful to the enemy’.

Any penal actions like the ban of NDTV India that infringes on media operating and reporting freely will be stoutly resisted by media persons everywhere.

Dharmendra Jore
Secretary

Wanted: War Memorial in Mumbai!

Inspired by Prime Minister Narendra Modi’s Mann Ki Baat Message dedicating this Diwali to soldiers defending the country’s borders amid tremendous odds, a national body of communication professionals has launched a campaign for a War Memorial in Mumbai.

“The financial capital, which also houses the Western Naval Command, is out to have a permanent War Memorial. Several people from Maharashtra have also sacrificed and continue to do so for the nation,” said B N Kumar, national president of Public relations Council of India (PRCI), and a trained war correspondent.

The splendid War Memorial at Dharamshala, HP

“This is part of our series of social communication endeavours and we are keen to communicate to all concerned to work on a War Memorial in Mumbai,” said PRCI chairman emeritus and chief mentor M B Jayaram.

“Recently, we have seen a war memorial in Dharamshala which is a huge tourist draw and serves as a reminder of the sacrifices made by our soldiers. It was heartening to see many tourists saluting the soldiers and taking selfies and posting them on the social media,” Kumar said.

PRCI said part of one of the mills lands could be used for the war memorial. Or between the State government and CIDCO, they could look at a suitable place in Navi Mumbai

The War memorial can house war planes, battle tanks, and artillery guns, apart from plaques highlighting some sacrifices and achievements.

This can also inspire the youth to join the armed forces which offer adventurous life and are one of the large employers with pretty decent salaries and perks and even post-retirement benefits.

Challenges in PR - In Kannada now!

The Institute of Media Studies and Research and Public Relations Council of India (Bangalore Chapter) organised an event to release the Kannada version of  Professor C.K. Sardana’s book "Challenges of Public Relations". The Kannada book, "Saarvajanaika Samparka - Saarthakatheya Savallu", was translated  by HR Shreesha and Khadri S. Achyuthan. The function was held today at University Visveswaraya College of Engineering Auditorium.

The Book was released by Prof K.R. Venugopal, Principal UVCE and PRCI Chairman, South Zone. Mr M.B Jayaram, Chairman Emeritus  PRCI presided over  the function. Mr R.T. Kumar Chairman GC PRCI and Mrs Geetha Shankar National Chairperson Young Communicators Club spoke on the occasion.

Several academicians, PR, Media and advertising  professionals from different sectors attended the function.

In this picture, L to R: H.R Shreesha, the translator of the book into Kannada, Mr S. Raman former DGM, Union Bank of India, R.T .Kumar, Khadri. S. Achyuthan.. the co-translator, Prof K.R. Venugopal, Principal of UVCE and  PRCI Chairman, South Zone, Prof C.K. Sardana, M B Jayaram, Suresh Savekar.S, General Manager  State Bank Of Mysore

Stop Daily Tragedies on Mumbai Local Tracks: Sign Change petition

PL sign this petition - Communicate for Commuter. Join Mission Mumbai Local - a PRCI campaign

https://www.change.org/p/ministry-of-railways-stop-daily-tragedies-on-mumbai-local-tracks-10-commuters-die-daily-join-lifelinemumbai?recruiter=29763990&utm_source=share_petition&utm_medium=copylink

PRCI salutes the soldier

A Team of about 15 members from PRCI .Hyd.Chapter had a photo shoot @ Charminar this morning wearing T.shirts depicting the slogan "PR community of PRCI Salutes Indian Army:

Mission Mumbai Local - Report on Deaths Out ; Time for Action

• ·         Every day, ten people die on Central Railway tracks and another ten get seriously injured.
• ·         Its mainly because people do not want to miss trains and also they are not sure about the next train coming in time
• ·         21 year old Bhavesh Nakate died after losing grip from a speeding local – and the bvideo went viral –
• ·         Rly Minister Suresh Prabhu asks CR and WR to appoint committees to study.
• ·         CR comes out with “Report on Review of Rising trend of accidental deaths in Mumbai suburban system”.
• ·         Report on CR website for about six months now. Suggests Rs 20,000 crore makeover plan including:
• ·         Purchase of 150 new trains
• ·         Door closures and A/C trains
• ·         Additional platforms and stabling lines (parking for trains)
• ·         Disaster management plan
• ·         ROBs, fencing of tracks and so on
• ·         Committee discusses at length on the lack of parking places for trains which creates congestion (drag) on the system and leads to delays in train running.
• ·         Committee suggests ways to increase frequency of trains at two minute intervals by providing for loops, stabling lines etc.,
• ·         Underground loop at CSR and stabling lines at Thane, Kalyan and Panvel discussed.
• ·         Thane, KDMC and BMC commissioners were also on the committee and signed the report.
• ·         Also MPs – Kirit Somaiya, Arvind Sawant, Poonam Mahajan, Rajan Vichare – are signatories to the report, apart from couple NGOs.
• ·         Question is who is doing what to improve CR local services?
• ·         Is nobody bothered about people dying and getting seriously injured?
• ·         Do we believe in only cosmetic work like beautifying stations?
• ·         What is beauty without safety and punctuality?
• ·         PRCI – the national body of PR, media and advertising professionals – has launched communication drive as its contribution towards the Mumbai’s lifeline.
• ·         PRCI also launched a social media campaign and is engaging journalism students to spread the good word.