Thursday, March 31, 2016

How to create RADIO DRAMAS that encourage social change!

While internet access is growing throughout the world, radio still remains an important and widespread medium which can easily reach unprivileged and marginalised communities in countries around the world. It can be an empowering tool advocating women’s rights and health issues, building understanding between conflicting groups and focusing on the issues important to the everyday lives of people in their communities. But despite its diverse origin and expanded networks, radio makes very little use of its special opportunities for local communication throughout the world.

In recently published book by SAGE publications “Communication for Behavior Change: Writing and Producing Radio Dramas Second Edition” author has discussed various challenges that comes with audio communication. Learning through radio presents certain difficulties to both instructor and learners, even in developing countries. Most radio audiences are not “listening literate.” That is, they are not necessarily accustomed to absorbing new knowledge from radio programs.

The radio writer faces the many obstacles in delivering new knowledge by radio like the use of radio as “background” listeners do not truly concentrate on what is being broadcast on the radio but they use the radio as a background to daily life. For a successful E-E drama, writers need to motivate the audience to listen with full attention. Radio listeners usually tune out messages and tune in again when music, news, or something of personal interest comes on the air. For this reason, when drama is being used to encourage behavior change, the writer must engage the audience in the story and then introduce social messages subtly and naturally.

In this beautifully crafted book author has touched all the aspect of the Writing and Producing Radio Dramas and also how to these can encourage people to make positive behavioral changes to improve their lives.

To read more on Writing and Producing Radio Dramas grab your copy now!

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Tuesday, March 22, 2016

Does Employer Branding Influence a Candidate’s Job Application Decisions?

Employer branding is mainly concerned with creating and improving the image of an organization as an employer or as a great place to work. The employer brand influences how current and potential employees interact with a company’s brand, and more specifically, the company’s brand image as an employer.

Both firm-level and job-related variables significantly influence a candidate’s job application decisions, such as intention to apply and consideration of the best companies to work for. Firms hoping to attract top candidates should carefully examine the factors that motivate top candidates to apply for positions with a company, and make an effort to improve on those variables.
Interlinked with the concept of employer branding for prospective employees is employment branding, employer knowledge, employment image and employer attractiveness. All of these factors can impact a candidate’s job choices, but improving upon these factors alone may not be adequate to attract top candidates.

Top candidates are also attracted to positions by MLS Covercompetitive salary and a firm’s media presence. Within the means of the company, HR professionals can decide how these two features can be leveraged to increase an organization’s image as an employer. HR professionals should also consider whether adjustments need to be made to recruitment strategies in response to shifts in demographic patterns, shortages of skilled workers in knowledge-based organizations, and rising costs of recruitment, selection, and training due to attrition.

Overall, employer branding is likely to generate several benefits, such as, low employee attrition, high job satisfaction, employee engagement and customer loyalty. Moreover, firms with better employer brand can afford to pay lower wage rates than the industry average. As a result, employer branding proves to be as a useful strategy for companies to maintain a positive reputation and appeal to top talent.

One example of how positive employer branding benefits companies would be a Best Employer Surveys (BES) list like the Great Place to Work Survey, which positively influences candidates’ job-related decisions. Hence, firms should attempt to increase and retain their positions in the BES ranks which will ultimately improve the organization’s image as a brand.

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Monday, March 21, 2016

What really goes into creating a Successful Drama and in bringing out what it intends to!


Have you ever gone to a movie that had famous actors and a great director, but the movie was not good? Many believe the magic is in the script. If the characters aren’t developed well, if the story lags or doesn’t keep your interest, then even million dollar stars can’t make it work.

Writing and Producing for Television and Film, is an art which go hand in hand. To communicate your idea properly you need to have a well written script to which your target audience can connect. Whether you write a story or a screenplay, it’s always advisable to work out the plot ahead of time so you can discover the best way of telling it to not only appease the reader, but also to engage your audience.

A book recently published by SAGE, “Communication for Behavior Change- Writing and Producing for Television and Film” covers all the aspects of creating a television drama from creating strong script, character development, presentation, pre-production needs,  budgets, and contracts to guidelines for Successful Shooting.

Moreover, in a chapter on “Guidelines For Pre-Production” authors have discussed the various challenges and issues they face before every day shoot such as the exact locations where the film will be shot and the cost of location hiring, the schedule for the shooting crew and actors on each location, transport needed for all personnel to and from the locations and catering needs for all personnel during shooting accommodation, where necessary, at distant locations.

The book clearly demonstrates that creating a successful drama requires a lot of homework and brainstorming to bring out what it really intends to. It is very much similar to the case as a contractor can’t build an office building without being able to understand the architect's blueprints.

To read more on Drama and Film making grab your copy now!

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Wednesday, March 09, 2016

“One angry tweet can torpedo a brand”

Social media have transformed the business and communication landscape and organizations appear to, reluctantly or willingly, recognize this change. Evolving patterns of communication, collaboration, consumption, and innovation have created new domains of interactivity for companies and stakeholders. In this changed scenario, there are opportunities for experimentation and correction, yet challenges abound. As on date, there are no definitive methodologies nor there is a ‘one-size-fits-all’ formula that can be applied to all situations for optimum results.  What is definite, though, is that social media communication is the new mantra for influence and can have a huge impact on corporate reputation (CR), “the single most valued formal asset” that “may enable firms to charge premium prices, attract better applicants, enhance their access to capital markets and attract investors.”

The radical growth of social media usage has a decisive impact on the business environment, both at the micro and macro levels. In today’s corporate scenario where “online reputation is your reputation,” it is no longer a question of whether companies should indulge in social media or not. The question whether companies should enter this space has lost significance, for joining, collaborating, and communicating with online consumers have become an imperative. The focus has shifted from ‘What are social media?’ to ‘What do we do with social media now?’

An oft-cited Internet fact, by extrapolation, spells out the importance of the social as: “It took radio 38 years to reach an audience of 50 million, television 13 years, and AOL just two and a half years.” The speed, the interactivity, and the acceptance of the Internet and the social media have made ‘social’ the most favoured mode of communication. Further, consumers have begun to view social media as more trustworthy than the TV, radio, or other traditional sources. Social media is being used to assess and rank a company on its success parameters, leadership, CSR, and/or ability to change and develop public image. Trusov and colleagues26 posit that word-of-mouth peer referrals have a greater influence and higher impact on membership growth than traditional media. “It takes 20 years to build a reputation and five minutes to ruin it.” Arguably then, the most valued asset of an organization is its reputation.35 Reputations are fragile and difficult to form, develop, and maintain and social media is the most important tool social media, which help shape or distort a company reputation through total or partial information and news.

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Wednesday, March 02, 2016

The Ache of Exile: Travails of Stigma and Social Exclusion!

‘Social exclusion’ referred to those who were not protected by the welfare state and were considered social misfits. The ‘socially excluded’ encompasses the mentally and physically handicapped, the aged and invalid, drug users, delinquents and suicidal people. It essentially includes those who were marginalised by main stream society, prominent among them being the mentally ill. The negative consequences of social exclusion are compounded by a stigmatising attitude to the mentally ill.

A stigmatised person is one who is thought to be not quite human or normal. Stigma is therefore, ‘the negative perceptions and behaviours of so called normal people to all individuals who are different from themselves’. The individual is in a situation where he is disqualified from full social acceptance.
An article from the Psychology and Developing Societies explores the interface between stigma and social exclusion as it impacts the mentally ill.

Attitudes towards mental illness vary among individuals, families, ethnicities, cultures and countries. Cultural and religious teachings often influence beliefs about the origins and nature of mental illness, and shape attitudes towards the mentally ill. Stigmatising attitudes towards the mentally ill thus exclude them from equal opportunities and meaningful employment leading onto poverty.

Stigma undermines social cohesion. This can reinforce exclusion, making it even harder to escape from poverty. Poverty, in turn, accentuates the already existing stigma experienced by the mentally ill, leading to further discrimination and social exclusion.

As a result of several over-arching factors, individuals with mental illness are systematically excluded from full participation in civic and social life and are constrained to lead lives that are shaped by stigma, isolation and denial of rights.


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Tuesday, March 01, 2016

Social Marketing—"selling" ideas, attitudes and behaviors!

Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors. It differs from other areas of marketing only with respect to the objectives of the marketer and his or her organization.

 According to a study in “Communication for Development, 3E” by Srinivas Raj Melkote and H. Leslie Steeves (SAGE Publications) until the early 1970s, the approach was very stereotype. Communication campaigns were used one-way, topdown, source-to-receiver transmission models with the belief that effects would occur autonomously once the target received the message. But the major challenges were the changing values and knowledge as well as behavior patterns of the receivers. Later, the scope broadened “that social marketing is about influencing behavior, that it utilizes a systematic planning process and applies traditional marketing principles and techniques, and that its intent is to deliver a positive benefit for society.”

 Social marketing strategies are now mainly designed to influence social behaviors and not to benefit the marketer, but to benefit the target audience and the general society. The book “Communication for Development, 3E” is filled with latest scholarship on, and practices of, media and communication for development. Tracing the history of development communication, it looks objectively at diverse approaches and their supporters, and goes on to provide models for the future.

To read about more such practices grab your copy now.

Women Journalists: Fighting the Good Fight

Journalism— a profession long reserved for men, where women were restricted by custom and law and faced significant discrimination within the profession but women gradually stepped into the arena of Journalism and started working as editors, reporters, sports analyst and journalists even before the 1890s.

A recently published book of SAGE Publications “Embattled Media” has a chapter dedicated to the Women Journalist where the authors have provided a snapshot of the challenges faced by women in media in the conduct of their profession and despite that how they emerged to be successful pioneers of their industry. It is a known fact that Sri Lanka gave the world its first female prime minister in 1960.

It is a lesser known detail that at least 15 years before Sirimavo Bandaranaike assumed this mantle Anne Abayasekara became the first ever female Sri Lankan staff journalist. She was only 17 years old when D.R. Wijewardene, Chairman and MD of Associated Newspapers of Ceylon Ltd, or Lake House, interviewed her for a position. She faced many difficulties as it was wartime, and they had temporarily suspended the women’s pages because of newsprint rationing also at that time even the bosses could not envisage women taking on anything more than the men’s or children’s pages. Anne agreed to a clerical position on the premise that she could join the editorial staff when things returned to normal. In 1947, Lake House resumed the women’s pages in their newspapers Anne became editor of the women’s pages of the Ceylon Daily News (CDN) and Sunday Observer. She was 22 and the first Sri Lankan woman to head these pages and the only woman in the editorial at the time.

Out of all those problems and hindrances in the way of success Anne Abayasekara carved her way out of the mist. Like her many other women have faced the reluctance of media institutions to shoulder the liability, responsibility or, indeed, the ‘embarrassment’ of having deployed a member of the ‘weaker sex’ on dangerous assignments.

Pick your copy now to read many such interesting stories of how despite of many barriers women have actively participated in mainstream print and electronic media