New Age Public Relations (An Indian Perspective)

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About the Book The incredible social, economic, technological and political upheaval during the past three decades (1991-2020) called for a new book to portray the tinge and tone of the state-of-the-art public relations. The book updates public relations practice to the 21st to include new topics like theories and models of public relations, social media, CSR, social marketing, event management and sponsorship. From this angle, the book The New Age Public relations bridges the gap between the two centuries.

The book is intended to take the fog out of public relations. Anybody who considers himself to be somebody offers his idea of public relations at the drop of a hat. The problem has been further compounded by quacks who masquerade as public relations experts. Few care to study the true nature of the art. Those who do are surprised to find, it is not quite what they thought it was. A notable feature of the book is the witty references and numerous anecdotes and case studies in the Indian context to relieve the monotony of theoretical discourses.

In the scholarly Foreword to the book, Rev. Fr. Dr. J. Felix Raj, Vice Chancellor, St. Xavier's University, writes: this book will go a long way in familiarising the reader with new facets of this challenging profession and its ethical practice.

About the Author Currently associated with the St. Xavier's University and St. Xavier's College, Mr. Subir Ghosh is a visiting faculty member of the Indian Institute of Mass Communication (Dhenkanal) since 2001. A former Principal of the Bharatiya Vidya Bhavan (ACCM), he served as the Deputy General Manager (PR & HRD) of the Hindustan Paper Corporation, CPRO of the Hindustan Fertiliser Corporaton, lecturer in English at the Bhairab Ganguly College and Staff Reporter with the The Statesman and The Hindustan Standard. He has authored several books inluding Mass Communication (In the Indian context), Corporate English and Media and Religion. Mr. Ghosh has been admitted to the membership of International Public Relations Association in 2022. He has been a member of the London-based Chartered Institute of Public Relations since 2014 and Chairman of the PRSI (Kolkata Chapter) during 1990-1994. He is an alumnus of the Scottish Church College (1961-64) and Calcutta University (1964-66)

Foreword Detractors describe public relations as one of the most defused, refused. and confused arms of business management. Yet public relations is indispensable to a vibrant, democratic society. Ideally, it strikes harmony between the power and the people. It plays a mediatory role in bridging the gulf between 'we', the decision-makers in business and government, and 'they', the millions of workers in the farms, fields and factories. Public relations builds a relationship of trust and transparency between an organisation and the people who have a stake in the organisation.

Preface The observation of the ancient Greek philosopher Heraclitus No man ever steps in the same river twice, for it's not the same river and he's not the same man is pregnant with profound philosophical truths. Every passing day, our outlook undergoes imperceptible changes till some day we realise 'all our yesterdays' have become obsolete, probably irrelevant.

Thirty-two years ago, when I wrote a book on public relations, striking changes in socioeconomic and political sphere like the collapse of communism in its homeland, liberalisation of the Indian economy and the advent of globalisation were yet to happen.

**Contents and Sample Pages**