journalism

What are the Essential Features of Effective Communication?
1. Simple language : The language used in the communication should be simple and understandable.
2. Clearness : The communicator should be clear in his mind about the objective of his communication. There should not be any ambiguity in communication.
3. Adequacy of information: It should contain adequate information and should be complete in all respect; otherwise it will not serve the purpose of communication.
4. Proper medium of communication: The communicator should select the proper media of communication by considering such factors as the nature of communication, urgency of communication, distance between communicator and recipient of communication etc.
5. Accurate: An effective communication should be accurate. False and misleading statement will seriously undermine the reputation of the business. It may also lead to expensive litigation.
6. Courtesy: Politeness is, of course, one of the important attributes of good communication. A polite language should be used in communication. It helps improve relations.
Elements of Communication
The basic elements of communication are :
a) Communicator : The sender, speaker, issuer, or writer who intends to convey or transmit a message.
b) Message : The subject matter of communication.
c) Transmission : The act of conveying the message.
d) Channel : The medium used to transmit the message.
e) Receiver : The person to whom the message is meant
f) Response : Replying or reaction of a receiver

Importance of Communication
Communication is one of the important functions of a manager. Every manager must communicate in order to get things done through others. Communication is indispensable for all managerial controlling. In the opinion of Chester Barnard "The first executive function is to develop and maintain a system of communication. In the words of George R. Terry "Communication serves as the lubricant, fostering for the smooth operations of the management process".
The importance of communication could be stated as under :
a) Communication is the basis for decision making and planning.
b) It helps in smooth and efficient working of an organisation.
c) It facilitates co-ordination.
d) It increases managerial efficiency.
e) It promotes co-operation and industrial peace.
f) It motivates employees and increases employee morale
g) It helps in effective control of the entire operations of the organisation.
h) It helps to maintain public relations
The Seven Barriers of Communication
Most people would agree that communication between two individuals should be simple. It’s important to remember that there are differences between talking and communicating. When you communicate, you are successful in getting your point across to the person you’re talking to. When we talk, we tend to erect barriers that hinder our ability to communicate. There are seven of these types of barriers to effective communication.
1. Physical barriers are easy to spot – doors that are closed, walls that are erected, and distance between people all work against the goal of effective communication. While most agree that people need their own personal areas in the workplace, setting up an office to remove physical barriers is the first step towards opening communication. Many professionals who work in industries that thrive on collaborative communication, such as architecture, purposefully design their workspaces around an “open office” plan. This layout eschews cubicles in favor of desks grouped around a central meeting space. While each individual has their own dedicated work space, there are no visible barriers to prevent collaboration with their co-workers. This encourages greater openness and frequently creates closer working bonds.
2. Perceptual barriers, in contrast, are internal. If you go into a situation thinking that the person you are talking to isn’t going to understand or be interested in what you have to say, you may end up subconsciously sabotaging your effort to make your point. You will employ language that is sarcastic, dismissive, or even obtuse, thereby alienating your conversational partner. Think of movie scenarios in which someone yells clipped phrases at a person they believe is deaf. The person yelling ends up looking ridiculous while failing to communicate anything of substance.
3. Emotional barriers can be tough to overcome, but are important to put aside to engage in conversations. We are often taught to fear the words coming out of our own mouths, as in the phrase “anything you say can and will be used against you.” Overcoming this fear is difficult, but necessary. The trick is to have full confidence in what you are saying and your qualifications in saying it. People often pick up on insecurity. By believing in yourself and what you have to say, you will be able to communicate clearly without becoming overly involved in your emotions.
4. Cultural barriers are a result of living in an ever shrinking world. Different cultures, whether they be a societal culture of a race or simply the work culture of a company, can hinder developed communication if two different cultures clash. In these cases, it is important to find a common ground to work from. In work situations, identifying a problem and coming up with a highly efficient way to solve it can quickly topple any cultural or institutional barriers. Quite simply, people like results.
5. Language barriers seem pretty self-inherent, but there are often hidden language barriers that we aren’t always aware of. If you work in an industry that is heavy in jargon or technical language, care should be taken to avoid these words when speaking with someone from outside the industry. Without being patronizing, imagine explaining a situation in your industry to a child. How would you convey these concepts without relying on jargon? A clear, direct narrative is preferable to an incomprehensible slew of specialty terms.
6. Gender barriers have become less of an issue in recent years, but there is still the possibility for a man to misconstrue (misunderstand) the words of a woman, or vice versa. Men and women tend to form their thoughts differently, and this must be taken into account when communicating. This difference has to do with how the brain of each sex is formed during gestation. In general, men are better at spatial visualization and abstract concepts such as math, while women excel at language-based thinking and emotional identification. However, successful professionals in highly competitive fields tend to have similar thought processes regardless of their gender.
7. Interpersonal barriers are what ultimately keep us from reaching out to each other and opening ourselves up, not just to be heard, but to hear others. Oddly enough, this can be the most difficult area to change. Some people spend their entire lives attempting to overcome a poor self-image or a series of deeply rooted prejudices about their place in the world. They are unable to form genuine connections with people because they have too many false perceptions blocking the way. Luckily, the cure for this is more communication. By engaging with others, we learn what our actual strengths and weaknesses are. This allows us to put forth our ideas in a clear, straightforward manner.
Communication is not a one-way street. To have others open up to you, you must be open yourself. By overcoming these barriers to communication, you can ensure that the statement you are making is not just heard, but also understood, by the person you are speaking with. In this way, you can be confident that your point has been expressed

Guiding Principles/Obligations of Journalism:
1. Journalism's first obligation is to the truth
Democracy depends on citizens having reliable, accurate facts put in a meaningful context. Journalism does not pursue truth in an absolute or philosophical sense, but it can--and must--pursue it in a practical sense. This "journalistic truth" is a process that begins with the professional discipline of assembling and verifying facts. Then journalists try to convey a fair and reliable account of their meaning, valid for now, subject to further investigation. Journalists should be as transparent as possible about sources and methods so audiences can make their own assessment of the information.
2. Its first loyalty is to citizens.
While news organizations answer to many constituencies, including advertisers and shareholders, the journalists in those organizations must maintain allegiance to citizens and the larger public interest above any other if they are to provide the news without fear or favor. This commitment to citizens first is the basis of a news organization's credibility, the implied covenant that tells the audience the coverage is not slanted for friends or advertisers. Commitment to citizens also means journalism should present a representative picture of all constituent groups in society.
3. Obligation of verification.
Journalists rely on a professional discipline for verifying information. When the concept of objectivity originally evolved, it did not imply that journalists are free of bias. It called, rather, for a consistent method of testing information--a transparent approach to evidence--precisely so that personal and cultural biases would not undermine the accuracy of their work. Journalism has developed various techniques for determining facts, for instance, it has done less to develop a system for testing the reliability of journalistic interpretation.
4. Independence and Neutrality
Independence is an underlying requirement of journalism, a cornerstone of its reliability.
Independence of spirit and mind, rather than neutrality, is the principle journalists must keep in focus. While editorialists and commentators are not neutral, the source of their credibility is still their accuracy, intellectual fairness and ability to inform--not their devotion to a certain group or outcome. In our independence, however, we must avoid any tendency to stray into arrogance, elitism or isolation.
5. Independent monitor of power
Journalism has an unusual capacity to serve as watchdog over those whose power and position most affects citizens. Journalists have an obligation to protect this watchdog freedom by not demeaning it in frivolous use or exploiting it for commercial gain.
6. It must provide a forum for public criticism and compromise
The news media are the common carriers of public discussion, and this responsibility forms a basis for our special privileges. It also should strive to fairly represent the varied viewpoints and interests in society, and to place them in context rather than highlight only the conflicting fringes of debate.
7. It must strive to make the significant interesting and relevant
Journalism is storytelling with a purpose. It should do more than gather an audience or catalogue the important. For its own survival, it must balance what readers know they want with what they cannot anticipate but need. In short, it must strive to make the significant interesting and relevant. The effectiveness of a piece of journalism is measured both by how much a work engages its audience and enlightens it. This means journalists must continually ask what information has most value to citizens and in what form. While journalism should reach beyond such topics as government and public safety, a journalism overwhelmed by trivia and false significance ultimately engenders a trivial society.
8. It must keep the news comprehensive and proportional
Keeping news in proportion and not leaving important things out are also cornerstones of truthfulness. Journalism is a form of cartography (mapmaking): it creates a map for citizens to navigate society. Inflating events for sensation, neglecting others, stereotyping or being disproportionately negative all make a less reliable map. The map also should include news of all our communities, not just those with attractive demographics. This is best achieved by newsrooms with a diversity of backgrounds and perspectives. The map is only an analogy; proportion and comprehensiveness are subjective, yet their elusiveness does not lessen their significance. 9. Its practitioners must be allowed to exercise their personal conscience
Every journalist must have a personal sense of ethics and responsibility--a moral compass. Each of us must be willing, if fairness and accuracy require, to voice differences with our colleagues, whether in the newsroom or the executive suite. News organizations do well to nurture this independence by encouraging individuals to speak their minds. This stimulates the intellectual diversity necessary to understand and accurately cover an increasingly diverse society. It is this diversity of minds and voices, not just numbers, that matters
Responsibilities of a Journalism/journalists:
Journalists educate the public about events and issues and how they affect their lives. They spend much of their time interviewing expert sources, searching public records and other sources for information, and sometimes visiting the scene where a crime or other newsworthy occurrence took place. After they've thoroughly researched the subject, they use what they uncovered to write an article or create a piece for radio, television or the Internet.
Reporting Duties
Before journalists can write about a subject, they must first gather information. They usually conduct several interviews with people involved in or having knowledge of the subject. They may also go to the scene of an event, such as a crime or an accident, to interview witnesses or law enforcement officers and to document what they see. In addition, they often search public records or other databases to find information and statistics to back up their stories. Researching a story is often similar to conducting an investigation, and journalists must sometimes ask difficult questions. They may have to invest a lot of time tracking down information and people relevant to the story.
Working With People
Even though a news article bears a single journalist's byline, the process requires significant collaboration. How good a journalist's story is often depends on how adept he is at communicating and working with others. For example, journalists take instruction from their editors regarding what angle to approach when writing a story, how long the story should be and whom to interview. They also need strong people and communication skills so they can persuade sources to talk to them. Journalists frequently approach people they don't know, whether when reporting from the scene or calling to request an interview. If they're uncomfortable around strangers, they'll make others uncomfortable as well, making it less likely that people will want to be interviewed.
Legal Responsibilities
In addition to serving the public interest, journalists must also follow the law, especially regarding the confidentiality and privacy of the people they interview or write about. For example, while journalists often tape record their interviews to ensure accuracy, federal and state laws generally make it illegal to record a conversation without the permission of the other party. In this case, journalists must tell their sources they're recording the interview before it begins. Journalists must also understand the laws regarding libel and invasion of privacy. If a journalist is careless when reporting criminal allegations against a person, for example, he could face a defamation lawsuit if the accusations are proved untrue.
Ethical Responsibilities
Some aspects of a journalist's job are not subject to any kind of law but are just as important. Journalists must strive to present an accurate, well-balanced explanation of the stories they cover. For example, they have an obligation to present all sides of an issue, and to conduct extensive research and talk to several sources knowledgeable about the subject. If they present only popular opinion, or if they conduct minimal research without fully exploring the subject, they don't give readers and viewers the information they need to understand the implications of the event or issue. Journalists must also be honest with the people they interview, telling them before talking to them what the article is about and that they plan to quote them in the piece.
Professional Responsibility:-
A journalist should have sincerity and commitment towards its profession. The news ofany event that is going to be published for the audience, should be delineated very clearly and faiely. A very good homework in this regard is essential for each and every event, and should be done by the journalist with a view to present the same to the audience confidently and satisfactorily.. The presentation must be truthful and unbiased above all and shall never bring any embarrassment or complicacy to the organization anyway in future. The objective of any journalist is to disseminate the correct and fair report in undistorted manner to the audience rather than crowding them intentially or allegedly to meet the present challenging situation of the news world.

Role of journalism in Socio-economic development:
Media has a significant role to play in the country’s success. Its duty is to show the truth but it should not always portray the negative aspects of the country. Qualitative, independent media reporting can play an important role in pressuring the government to act in the public interest. It can change opinions because it has access to people and this gives it a lot of strength. This strength can either be used constructively by educating the people or it can be used destructively by misleading the innocent people; could spoil everything by diverting the attention of people from important issues towards insignificant issues. Power of the media can transform the whole society or it can be used as a ‘weapon of mass destruction.

Media should highlight the real issues in Pakistan like socio-economic, the terrible poverty in which about 80% of our people are living, the massive unemployment, unbearable load-shedding, the abnormal price rise, lack of medical care, education, the ruin of institutions, breakage of fiber of the society, unaffordable higher education, backward social practices like honor killing and caste oppression, religious fundamentalism and so on never highlighted during the last regime. Instead of devoting most of its coverage to these vital issues the media focused on non issues like film stars, fashion parades, individual rape and killing cases, repeated entertainment programs and talk shows etc. Does a hungry or unemployed man wanted entertainment or food and a job?
Media can play public accountability role by monitoring and investigating the actions of those who are granted public trust and who may be tempted to abuse their office for private gain. The media should work to educate the people, to help the people and to liberate the people and to empower the people. There are times when they should put their personal interests at the back of their mind and show things that could be beneficial for the country and its people and please stop this race of breaking first news just be original. Media is a source of information or communication. Media should act as a bridge between the governing bodies and general public.

Print Media VS Electronic Media:

Print media typically includes newspapers, articles, journals etc. on the other hand, electronic media could be internet, television etc.

Print Media
Choice of reading – Allows user to read anytime and can be carried anywhere.
A much affordable form of media when compared to electronic.
For an individual, it’s quite an easy proof for any sort of information – People specially living in rural areas can easily afford a newspaper as compared to TV’s etc.
Relatively easier form of accessibility public for campaigns etc.
While reading, the reader acquires knowledge and also improves his reading and writing skills
The reader visualizes the thing happening in the book in his own way, thus strengthening his imagination power Electronic media
A more advanced form of media.
Introduces more revenues and job opportunities.
Relatively a more innovative form of media. Thanks to motion pictures, animation etc.
Electronic media enables you to sit back and relax while enjoying the same knowledge we get from the books
A variety of options available unlike print media. People can surf through different channels, site etc.
Electronic media expresses and explains its objective better than the printed media as electronic media can use attractive fonts, animations, motion graphics and so on.
Very appropriate for instant POLLS reviews of public.
Works better for people with hearing and seeing disabilities.
Can be reached faster and can be made LIVE.

The main intent of any media is to pass information to pubic. Be it electronic or print media, the public needs to be aware of the news. Most of the people in daily lives start with print media and gradually, as the day passes by, switch to electronic media.

Problems faced by Mass Media and suggestion for improvement.
According to a report by the UK Foreign Office, Pakistan’s media environment continued to develop and, in many cases, flourish. Since opening up in 2002, the number and range of media outlets has proliferated, so that Pakistanis now have greater access than ever before to a range of broadcasting through print, television and online media. The increased media penetration into most aspects of Pakistani life has created challenges as well as opportunities, as both the journalistic community and politicians and officials build their understanding of effective freedom of expression and responsible reporting.[12]

However, in 2011, Reporters Without Borders listed Pakistan as one of the ten most deadly places to be a journalist. As the War in North-West Pakistan continues, there have been frequent threats against journalists. The proliferation of the media in Pakistan since 2002 has brought a massive increase in the number of domestic and foreign journalists operating in Pakistan. The UK Foreign Office states that it is vital that the right to freedom of expression continues to be upheld by the Pakistani Government. This was highlighted by an event supporting freedom of expression run by the European Union in Pakistan, which the United Kingdom supported

FUNCTIONS/ADVANTAGES/ BONES OF MASS MEDIA
1. Discovering Facts & Figures
2. Formulation of Public Opinion
3. Creating Critical Thinking
4. Agent of Socialization
5. Solution to Social & Economic Problems
6. Vehicle of peace & integrity
7. Trend-Setting
8. Mechanism of Check & Balance
9. Entertainment & Recreation
10. Voice of General Masses
11. Education
12. Patronizing Social Norms & Values
13. Agent of Social Change
14. Eradicating stereotypes & Prejudices
15. Vehicle of Cultural Transformation
16. Launching Mass Movements
17. Condemning Racial Discrimination
18. Respecting National Interest
19. Fundamental Human Rights
20. Constructive Criticism

DISADVANTAGES/ BANES OF MASS MEDIA
1. Yellow Journalism
2. Damaging National Interest
3. Promoting Feeling of Separation
4. Aggrandizement of Issues
5. Triggering Sense of Disobedience
6. Disinformation
7. Stimulating Confrontations
8. Challenging The Writ of State

PROBLEMS FACED BY MASS MEDIA
1. Sever Regulatory Laws
2. Freedom of Speech
3. Possession of News Papers & Channels
4. Mutual Competition
5. Salaries of Journalist
6. Yellow Journalism
7. Pressure Group
8. Press Advice
9. Lack of Infrastructure
10. Professional Jealousy
11. Political Instability
12. Social Problems
13. Harassment & Physical Threats
14. Exploitation & Blackmailing
15. Environmental Insecurity
16. Military Interventions

MASS MEDIA IN PAKISTAN:
Introduction
As we are living in the age of information explosion, where the world has shrunk into the global village. Today the vital role of mass media in the society is that, it is the thinking mode of any society. The most important role of the mass media is to provide the publicwith accurate, comprehensive and unbiased information on government politics and current events. In Pakistan mass media has come a long way. Today Pakistani media has started to exert itself and is well on its way to achieve a more meaningful and its status. A great writer Steffen Cohen in his book “The idea of Pakistan” has acknowledge the fact that
“The media in today Pakistan is perhaps the freest in the region and manyother parts of the world.”
The media in our country having such an influence on our lives, it has both harmful and beneficial effects. Beneficial because it provides us all the information we need from all over the world, it entertain us and at the same time it help us to find the more about thetopic we are interested in. From 2002, under General Musharraf, media faced a decisive development that would lead to a boom in Pakistani electronic media and paved the way to it gaining political influence New liberal media laws broke the state’s monopoly on electronic media. TV broadcasting and FM radio licenses issued to private media outlets
.
Freedom of Mass Media
The term and the concept of “mass media” appeared at the beginning of the20th century as a consequence of the rapid increase of industry and thedevelopment of the nation state. The mass media appeared as a solution to the Requirement that people be more quickly and effectively informed of major Changes occurring throughout the world.Mass media refers specifically to that section of the media focused on reaching aVery large audience such as the population of a nation state. Among the massMedia we include radio, TV, newspapers, and today, the Internet, as means to Reach a large group of people. The mass media has played an important role and hasheld enormous power to change society. The media can contribute to changing peoples’ mindsets and lives, and it can affect their interactions with and within society and theenvironment. If we talk about the freedom of mass media in Pakistan so today in Pakistan the mediahave a completely free hand to discuss any issue and to extent without any official interference, censorship, and restriction. Therefore, the media is very critical these daysand openly discusses those issues which could not be touched upon the past. The level of freedom in Pakistan is now very high. Even sacred cows in Pakistan are being criticized. For Example: Armed force would never be discussed in media in the past. If we look back in the Musharraf regime so the media was deregularized and about 80new channel and many newspaper were allowed to open and operate. Today the media isthriving with new media channels and newspaper coming up. There is no Government restriction over any kind of reporting.

Mass Media in Pakistan
The importance of media today is immense. Mass communicated media saturate theindustrialized world. The television in the living room, the newspaper at the doorstep, theradio in the car. If Pakistan is going to make a successful transition to democracy, themedia must be able to perform its role as a watchdog -holding politicians, the stateapparatus and army accountable and keeping the public well informed. Mass Media hasbecome a major sector of economy over the last ten years. The electronic media hasoverwhelmingly shifted from the hands of pubic sector to private sector. Investment,innovation and competition characterize the growth of the sector. Medium Term Development Framework (MTDF) 2005-10 envisaged an investment of Rs 5 billion over five years in the Mass Media sector. Conclusion:
Media nowadays is considered a window for learning and is also considered to be our main window to the world. Media has evolved to simple text in papers, to voices inradios, to voices with pictures in television and movies, and off course now to aninternet. After the comparative study we analysis that many times media faces manyproblems when media tries and give awareness about the condition and the government program to the people. If we look briefly in the era of Musharraf so media faces many problems and many many days the transmission of some channels are stopped. Like Geoand Ary News channel and faces many lose. And in the Zardari era as he came in 2008and not spend much in politics. But in his small era some channel also face problems. I think it 2 or 3 times or may be many times transmission of news channel was stopped tobroadcast. Due to this Zardari party member Sherry Rehman who was the minister of information give resigned due to stopping the transmission. Recommendation: If any country wants to develop and want to make his identity he needs to self-determinethe media. Media is not only for give the news and provide the information to the general public. But it also helps the government to take the suggestion from the peoples about hiscampaign. From the first day and today media is facing many problems. Here some for the media that media should not have cross the limit. Media tries to work under theethics and code of conduct. Today it is on the hand of media to send the bad impressionon the international level about the nation or save the nation. If media and government work individually it will good for both of them as well as for the nation
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What are news values­

News values are general guidelines or criteria used by media outlets, such as newspapers or broadcast media, to determine how much prominence to give to a story. They are fundamental to understanding news production and the choices that editors and other journalists face when deciding that one piece of information is news while another is not.

According to former Times and Sunday Times Editor, Harold Evans, a news story…
… is about necessary information and unusual events
… should be based on observable facts
… should be an unbiased account
… should be free from the reporter’s opinion

News values as ethical standards

Some news organisations use the term 'News Values' to describe a different concept: the ethical standards expected of journalists in their work.

These ground rules spell out the good practice journalists should apply as they gather and process news stories. They are simply a code of ethics or canons of good and responsible journalism. These guidelines attempt to ensure the integrity of the journalist and guarantee the reliability of the news story. Both professional journalism associations and individual news organisations often make these rules freely available so that the public may know what to expect from their journalists.

The Associated Press state their commitment to so-called news values, such as not plagiarising, misidentifying nor misrepresenting themselves to get a story, nor paying newsmakers for interviews, avoiding conflicts of interest that may compromise accuracy, and maintaining their commitment to fairness.

The BBC lists the following values:

• Truth and accuracy
• Impartiality and diversity of opinion
• Editorial integrity and independence
• Serving the public interest
• Fairness
• Balancing the right to report with respect for privacy
• Balancing the right to report with protection of the vulnerable
• Safeguarding children
• Being accountable to the audience

So what are the ingredients of a good story / What makes it interesting or newsworthy / Method and Criteria? Today's teachers say:

Impact or broad appeal: events that affect many people – the more it affects the better the story. A proposed income tax increase, for instance, has impact, because it will affect a lot of people.

Timeliness or immediacy: news gets out of date quickly; it's timely if it happened recently. What is deemed "recent" is related to the publication cycle of the news medium in which the information appears. On BBC News 24 events that happened during the past half hour are timely. In your monthly parish magazine events that took place over the past 30 days are timely.

Prominence: stories involving well-known places, companies, groups or people, especially celebs. If you or I trip and fall in church, no one will take much interest, because we aren't well known. But if the Archbishop of Canterbury trips and falls during a service, that's a news story.

Proximity or closeness to home: events occurring in the newspaper circulation area or the broadcast area are likely to be of most interest. 2,000 job losses in Taiwan won't get a mention. 20 redundancies in Cambridge may well make the front page of the local paper. The success of your summer fête will be an essential story for your parish magazine.

Conflict: stories about people or organisations at odds with each other. Information has conflict if it involves some kind of disagreement between two or more people. Conflict has drama.

Bizarre or out-of-the-ordinary: what deviates sharply from what you would expect and experience of everyday life, unusual, strange or wacky.

Currency or flavour of the month: events and situations that are currently in the news and being talked about.

Human interest: people are interested in people, so personalise your story.

About people’s everyday problems or interests: food, health, housing, schools, work, money problems.

An interesting news story will contain some of these elements, but it’s unlikely it will contain them all. However, all stories should be accurate and truthful.

How is public relations different from advertising
One simple answer is the advertiser has full control of the message all the way to the audience while the public relations professional has control only until the message is released to media gatekeepers who make decisions about whether to pass it on to the audience and in what form.
Be real and complete:
Success for public relations professionals depends largely on reputation – what they do, what they say and what others say about them. The crux of public relations is ethical behavior.

Telling the truth is at the heart of the profession and so-called spin is incompatible with that. Spin is the enemy of public relations professionals. In other words, candid, truthful, complete communication is of the utmost importance.

RPIE: An acronym you'll want to know is RPIE. It refers to research, planning, implementation and evaluation – the central components of any good PR program. Research discovers where the topic at hand stands with the publics before the project begins. Planning is the development of goals, objectives and strategies around a PR project. Implementation means carrying out the plan. Evaluation determines whether the goals and objectives were met and whether the desired changes occurred.

Research involves: Gathering information needed to develop and carry out a plan. Describing and understanding the PR topic at hand. Checking assumptions about the understanding and perceptions of the publics. Determining the consequences of carrying out the public relations project.

Planning assures that project goals are aligned with the broad goals of the affected publics and that objectives are specific, measurable, actionable, relevant and timed.
A plan lists: Overall goals for the public relations project, Target audiences among the affected publics, Objectives for each audience, Strategies, Tactics, Activities, Budget items, Materials. Tasks on a timetable.

Evaluation afterward looks back at the project goals and objectives, checks the resulting data, and informs you of necessary next steps.

TYPES OF ADVERTISEMENT:
Print Advertising
If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.
Guerrilla Advertising
Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media.
Broadcast Advertising
A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers.
Outdoor Advertising
Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home.
Public Service Advertising
Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service.
Product Placement Advertising
In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement.
Cell Phone & Mobile Advertising
A relatively new form of advertising, but one that's spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.
Online Advertising (aka Digital)
If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet. Learn more about this vital part of the Internet.
ADVERTISEMENT IN PAKISTAN:
Like the media of the world. The media in Pakistan serves three fold objectives very efficiently which are awareness, entertainment and advertisement. Since the last decade the media in Pakistan has become very vibrant because of the privatization of TV channels, independent press and uncontrolled internet access to general people. Pakistan is a big country of more than 150 million people. So it offers a huge market to multinationals and local companies to sell their products. These facts are very provocative for the international companies to sell their products and services in Pakistan. The multinationals companies like coca cola, KFC, MacDonald, Nestle and many more are already doing business in Pakistan.

The advertisement and marketing potential through media in Pakistan is huge. The television is watched in every house, office and even on shops. The print media is also read immensely everywhere in Pakistan. So Pakistan, though not a developed country but has the basic infrastructure for marketing and advertisement. There are more than 100 Television channels are operative in Pakistan and the only source of their income is the advertisement and marketing. It shows the vibrancy of the media in Pakistan.

The most effective way of advertisement in Pakistan is electronic media because electronic media is watched and the response of the advertisement on electronic media is great. So because of the great demand of advertisement on electronic media, the advertisement is quite expensive on electronic media. After electronic media, the print media comes and advertisement on print media brings huge response from potential clients. Outdoor media and online media are also very vibrant and catch many advertisements campaigns.
Online media is one the best accessible places of advertisement and it is available in Pakistan. Pakistani companies are offering services to launch their products on online media. The advantage of outsourcing advertising or marketing job to Pakistan is that it very cost friendly. This is the reason that western companies find it very attractive to outsource their online marketing projects to the companies of Pakistan. People of the Pakistan have got the skills as well as experience to do your online advertisement projects. So as far advertisement and marketing are concerned, Pakistan is one of the best options available in international market.

HISTORY OF MUSLIM PRESS IN SUBCONINENT :
Before i discuss the role of Muslim press in India and its importance in shaping the public opinion before the partition, it is imperative that i take a brief look at the history of Muslims, their Invasions in India, the fall of Mughal Empire, British Raj and financial and social condition of Muslims in the 19th century as all of this has a relevance with the political happenings that occurred later on.
Muslims have a very proud history in South Asia and especially in India. The first Muslim foray into India was the invasion of Sindh in 712 A.D lead by Mohammad Bin Qasim who defeated Raja Dahir. After that, Muslims never looked back and invaded India to spread Islam. Muslim rule in India lasted for approximately a thousand years. Countless number of Hindu’s and people from other religions converted to Islam. Some of the great Muslim rulers of India include Mahmud Ghaznavi, Mohammad Ghouri, Qutub –ud-din Aibak, Ghiyas-ud-din Balban, Tipu Sultan and the Mughal emperors like Babar, Aurangzeb, Jehangir, Akbar, etc. and the last Mughal emperor was Bahadur Shah Zafar II, who probably was not as strong as some of the previous Muslim rulers. Bahadur Shah Zafar II took part in the Sepoy Mutiny, 1857 and after its failure he was imprisoned. He died in 1862 and with him the Mughal rule came to an end and that resulted in the end of Muslim dominance in India.
East India Company started trading in India since 1612 and they gradually strengthened their roots in the economy of India and across South Asia. Slowly but gradually, East India Company became so strong in India that they started to influence the rulers and the governance in India. After the 1857 revolt, British officially took control of India and the time period between 1857 till the partition of India in 1947 is called the British Raj.
The situation of Muslims was quite pathetic in the 19th century. Muslims were quite backward as far as the education is concerned and as a result they started to decline in every field of life.
By the start of the 19th century, Muslims had lost control of India and these were the dying moments of Muslim rule in the sub-continent but Muslims were not ready to accept it mentally after such a long rule in India. That is why they always took the British as their enemy, whereas the Hindus took advantage of the situation and got very close to the British by showing them their loyalty. All this caused the British to always give the first priority to the Hindus in every field as they started to adopt the western lifestyle as well.
There was an impression within the British that Muslims were behind the 1857 revolt (mutiny) and they tempted the Hindus and Sikhs as well. The British started to take Muslims as their real enemy. This impression amongst the British was enough to rub salt into the wounds of the Muslims. Muslims were deprived of the better job opportunities and their financial situation got extremely poor. Considering the state of Muslims after the 1857 revolt, it was very important for the Muslim newspapers, magazines and press in general to start creating awareness amongst the Muslims about the importance of education and the modern lifestyle. One of the major reasons behind this was the fear amongst the educated Muslims that the Hindus might get closer to the British Government, which would give them political benefit.
Urdu journalism started in India with Jam-e-Jahan Numa but the real role and history of Urdu press started in 1836, when Maulvi Muhammad Baqar started “Delhi Urdu Akhbar”. After 1836, large number of Urdu newspapers started their operations from different parts of the Sub-continent and the main purpose behind Urdu journalism was to create awareness amongst the Muslims, who were slowly but gradually losing control of India.
In 1830, East India Company declared Urdu as the official language of small government institutions and court of law. Government intended to promote Western Studies in the sub-continent. Since Urdu newspapers were appropriate medium for the purpose, the government used to purchase a certain quantity of newspapers for officials, schools and colleges. The government financially supported some of the newspapers.
Before the evolution of the Two Nation Theory in the 20th century presented by Allama Mohammad Iqbal which meant that Hindus and Muslims of the sub-continent were separate nations and they cannot live together in the same culture. The objective of the Muslim press during that period was generally to educate the Muslims and with the passage of time it emphasized on self-awakening of the Muslims of India, so that they can stand up and fight for their identity, religion and educational and political rights. It ended up changing the public opinion amongst the Muslims to demand and fight not only for the separate identity but also a separate homeland where they can practice their religion and live a life free of slavery. It was because of the press and inspirational leadership that Muslims were able to unite themselves once again after the turmoil of 1857.
With the downfall of the Mughal rule, Britain started offensive invasion in the sub-continent. Wherever the Muslims were in majority, there was quite a significant hatred for the British and people started privately-owned secret handwritten papers in order to induce and stimulate more agony and reaction against the British and especially the East India Company. In the 1857 war of independence, such papers played an important role.
The British rule in India had caused so much unrest amongst the Indians that they decided to revolt against the British. However, the war of independence was a total failure and Indians could not resist against the strong British. At that time, there were a number of daily and weekly English newspapers and magazines which were either owned by the British or the Anglo Indians as compared to the Muslim newspapers which could be counted on fingertips. Muslims had strong press only in Delhi and they tried their level best. Some of the leading newspapers published from Delhi were Delhi-Urdu Akhbar, Sadiq-ul-Akhbar and Siraj-ul-Akhbar. . Because of the British strength, the Muslim press was very much suppressed by the East India Company. As far as journalism and press is concerned, Muslims were detached of journalistic practice and their newspapers were either banned or diminished. Some Muslim newspapers had to shut their business down themselves in fear of the British atrocities.
In 1853, there were approximately 35 vibrant Urdu newspapers but only 12 had survived till 1857 in which just one newspaper was owned by a Muslim. These incidents completely isolated the Muslims from journalism and the journalistic practices in sub-continent. But later on, Muslim press developed significantly with the efforts of some of the great Muslim leaders like Sir Syed Ahmed Khan and competed with the Hindu and British press in India.
Sir Syed Ahmad Khan was a great Muslim reformer, educationists and politician of the Sub-continent. After the revolt against the British, when the position of the Muslims in the Sub-continent was quite pathetic and Muslims were going through a social and financial crisis, Sir Syed Ahmed Khan came to the forefront and created awareness amongst Muslims about the importance of education and a lifestyle which was closer to the British. Sir Syed Ahmed Khan made sure that the Muslims understood the importance of the modern education and science, so that they could compete with the Hindus and could claim their rights for the job opportunities and a better lifestyle.
Sir Syed started Aligarh Movement, which had a motto of promoting education amongst the Muslims after the revolt of 1857. He fought against the Hindu conspiracies against Urdu. Risala-dar-Asbab-i-Bhagawati-i-Hind, Ahkam-i-Ta’am-i-Ahl-i-Kitab and Loyal Mohammadans of India were some of his best works. He started various schools and colleges where English language was taught with Urdu and Persian. He founded a Scientific Society where he started the periodical which was first called Scientific Society Papers and later, the Aligarh Institute Gazette.
Sir Syed Ahmed Khan played a significant role in reshaping the public opinion amongst the Muslims. After 1857, Sir Syed had realized that it is very hard for Muslims to survive with the Hindus but still he was in favour of the United India until the Urdu-Hindi controversy(1867).
Sir Syed Ahmed Khan would always be remembered in the history books as a revolutionary leader who gave a new direction to the Muslims of the Sub-continent which took them to the way of independence. Sir Syed’s role can be referred as the root of the making of Pakistan and the separation from the Hindus.
For the purpose of creating awareness amongst the Muslim masses in India, Sir Syed used press to great effect during the late 19th century.
Khilafat movement was an effort by the Indian Muslims to save the Ottoman Empire. It was a pan-Islamic movement between 1919 till 1924. Some of the great journalists of that time like Maulana Mohammad Ali Johar and his brother Maulana Shaukat Ali worked very hard for this cause with lots of other important personalities(i-e Molana zafar ali khan, abul kalam azad & Harat Mohani). The Muslim press and newspapers also played an important role amongst the Muslims about the importance of the Khilafat Movement. Initially the movement was quite successful through strikes and protests all over India but this movement could not gain a lot of success in the long run. However, the role of Muslim press during that time would always be remembered in history with golden words.
Although the Khilafat Movement was not a success, it united the Muslims of Sub-continent and injected a new spirit amongst them which was the real energy behind the independence movement later on.
In the 25th session of All-India Muslim League organized in Allahabad, Dr. Allama Mohammad Iqbal presented the idea of two nation theory which states that Hindus and Muslims are two separate nations and it is very hard for both of these nations to live together in a same society. Muslims have a completely separate code of conduct for life which is totally opposite to the Hindus, so it is better that Muslims and Hindus should separate and India should be divided in two parts or may be more.
Muslim press played a significant role in India to spread this message in the Muslims of India. It was very important for the Muslims to be united under one platform and one agenda because there was a school of thought amongst the Muslims which was against the separation from Hindus and the division of India. But the Muslim press did a great job in uniting the Muslims and convincing them that they are not left with any other option apart from demanding a separate country for themselves.
Some of the leading journalists of their time, Mohammad Ali Johar, Zafar Ali Khan and Hasrat Mohani were extremely influential amongst the Muslims of India and they did play a huge part in creating political awareness in the country. That era was known for the ‘militant journalism’ because the Muslims press had to face a lot of trouble in the presence of British atrocities.
Some of the leading Muslim owned newspapers which played huge part in the making of Pakistan are as follows:
Jang started its publications from Delhi in 1938. Mir Khalil-ur-Rehman was the founder of this daily newspaper and Mir Javaid was the chairman at that time. The basic goal of Jang was to update the Indian Muslims about the latest happening in the political scene and All Pakistan Muslim League. Jang played a crucial role in the Pakistan movement. Jang believed and practiced freedom of expression. Good Urdu composing was the quality of this newspaper even at the time when there were not much facilities available for the Muslim journalists. Jang also provided International News to its readers.
Nawa-i-Waqt was launched on 23rd March 1940 which apparently is the day when the Pakistan Resolution took place in Lahore. Hameed Nizami was the founder of Naw-i-Waqt. It is also one of the pioneers in Urdu reporting with Jang.
The Pakistan Times was launched on 4th of February, 1947. It was an English daily and had more significance as it was launched by Quaid e Azam Muhammad Ali Jinnah. It catered the educated class of Indian Muslim.
Dawn was launched in 1940, again by Quaid e Azam Muhammad Ali Jinnah. Mr. Pothan Joseph was its first editor and later on in 1945 Mr. Altaf Hussain became the editor of Dawn. The basic motto of Dawn was to represent the Muslims of India and their point of view about the partition.
After the 1857 war of independence, Muslims were deprived of some of the fundamental human rights including Journalistic practices and freedom of speech. Muslims were facing their worst time in the sub-continent since their arrival and the invasion in the area. There were not enough jobs and the financial situation got bad to worse. On top of that, the Hindus were able to convince the British that their actual enemies were Muslims and not the Hindus. British Raj felt that Muslims instigated the Hindus in the 1857 War of Independence. As compared to the Muslims, Hindus did have the press freedom.
In this worst condition, the Muslim leaders and top journalists stood up and changed the destiny of the Indian Muslims by creating awareness amongst them and letting them know that they can no longer afford to neglect modern education and the English language. Slowly but gradually, Muslims were able to stand on their feet again through some inspirational leaders and that would not have been possible without an effective press.
Initially, the Muslim press worked on shaping up the public opinion so that they could understand the political scenario of India at that time and could adjust with the Hindus and the British Raj in a same society and culture. A sequence of events changed the political scenario of India and the press successfully shaped up the public opinion amongst the Muslims of India about the partition and the demand of a separate country. The poetry of Iqbal and some other poets like Hasrat Mohani were inspirational in re-building the morale of the Muslims. They gave them the direction to work upon.
Once the Muslims had decided mutually that they do not want anything less than a separate country, the role of the Muslim Newspapers like Dawn, Zameendar, Jang and Nawa-i-Waqt was influencing. The newspapers made sure that the Muslims are aware of the political activities of their leader Quaid e Azam and All India Muslim League.
Overall, we can say that Muslim press and journalists could not have done a better job considering the circumstances. There were so many difficulties for the Muslim press but they stood up to the challenges and proved their metal by shaping up the public opinion in favor of the partition and eventually carving out a separate homeland in a very short span of time