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Here, every day is a new day
HAVING been in the profession of public relations for over four decades, I am looked upon by everyone as a man of public relations. Feel good, but there is another side, too. Even when I genuinely and spontaneously appreciate a person, I see a question mark in that person’s eyes, indicating — not in words but in body or eye language — that he thinks I am doing so because I am a PR man! A professional hazard of his profession, just as with a civil engineer, contractor, purchase officer or cashier.
How do we overcome that? An undaunting task that needs to be addressed by all PR men and women. Let me outline some means: A PR man necessarily has to be a good listener. Only then will he make the other person feel important, having been heard patiently. Once the other person’s hidden ego is satisfied, selling one’s organisation or story becomes easier. This is exactly what a PR man aims to achieve from a mediaperson, opinion-builder or a person with standing in society. A word of caution here: The effort must be a sincere and honest one in line with professional code and ethics. A PR man must also be thorough about his organisation — both positives and negatives — before venturing out into the world of media. A mediaperson can immediately gauge the depth of a PR man through what he offers as back-up material for a story. As a PR person, don’t try to hush up things. Go about this in a dignified way, allowing, even encouraging a mediaperson to pose questions and seek clarifications. Smart and beautifully coined words and expressions will not click, but an in-depth narration or analysis of contents will have a positive and lasting impact on the listener. Remember, as a PR person, you are always being tested — every minute, every hour and every day – on the basis of how you put across your viewpoint. Do keep in mind that most mediapersons are well-informed and intelligent. Even while smiling and nodding at what you say, he or she could have many things up the sleeve, which would be sued while preparing copy. As things stand today, top managements in commercial and non-commercial organisations think that by just having a well-paid and smart PR or corporate communication head on the rolls, not a word should appear against them in print. This, I dare say, is a fallacy. The correspondent of an economic daily carried a damaging story about an organisation. It was based on information given in writing by the minister in-charge in Parliament and, therefore, factually correct, besides its coming from the Minister’s mouth. Even so, the CEO took the PR head of the organisation to task. “Just because the minister has made a statement in the Parliament, the Press will flash it?” the CEO hollered. It certainly speaks poorly of the CEO and about his knowledge, understanding and appreciation of the role and limitations of the PR honcho. A PR person must, however, be useful, forthcoming and responsive — anytime, anywhere and about anything. Normal courtesies and hospitalities do help, but only in situations when the professional is considered useful by a mediaperson in terms of material, ideas and not well-known things. He has to function like a 24-hour man, always available except when he is actually taking a shower! Irrespective of his designation – public relations officer, manager (PR) or even general manager (PR) — he or she must always remember that he is and must function as a PR professional. Sustained relations with the media is yet another important part of the job of the PR professional. While a PR person is duty-bound on information sharing and image building, the mediaperson has discretionary powers and may or may not pick up a story. It, therefore, follows, that the work and product of an organisation should be top class. I am personally against the issue of a contradiction or getting another story carried in newspapers other than the one, which carried the first negative story. Instead, I strongly feel that in the event of a negative story appearing in the Press, the PR person should go deep into the contents of the story and ascertain the other and positive side of the subject of the story. After doing your homework, meet the writer of the story and tell him the other side. It’s here that a PR person’s communication skills and convincing power — that there is another side of the news story — is best tested. As a PR professional, your personal image and reputation is also important. Once the correspondent gets untold facts, he may not hesitate to do another story without, of course, contradicting his own earlier story and yet put out another well-worded story. The PR person will thus not offend the correspondent but get the record put straight for readers of the earlier story, readers of that newspaper. The latter is important because those readers need to be addressed through the newspaper of their choice. At a career-counselling programme, I was asked by a young 10+2 passout which career he should choose, I immediately said — public relations. Not only that, I repeated the words public relations thrice. Why, PR is in my blood! Good luck to all those aspiring to be PR men or women. (The writer is a PR professional and faculty at Makhanlal Chaturvedi National University of Journalism & Communication, Bhopal)
Getting started
THERE are no defined standards for entry into a public relations career but a college degree combined with public relations experience is a good starting point. The ability to write and speak well is essential. At the college level, choose public relations, journalism, advertising, or communications as an elective. A portfolio of published articles, television or radio programmes, slide presentations, and other work is an asset in finding a job. Writing for a school publication or television or radio station provides valuable experience and material for one’s portfolio.
The workplace
PR SPECIALISTS handle organisational functions such as media, community, consumer and governmental relations, political campaigns, interest-group representation, conflict mediation or employee and investor relations. However, public relations is not only “telling the organisation’s story.” Understanding the attitudes and concerns of consumers, employees, and various other groups is also a vital part of the job. To improve communications, public relations specialists establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups and those in print and broadcast journalism. Beginners often maintain files of material about company activities, scan newspapers and magazines for appropriate articles to clip, and assemble information for speeches and pamphlets. They may also answer calls from the Press and public, work on invitation lists and details for Press conferences, or escort visitors and clients. After gaining experience, they write news releases, speeches, and articles for publication or design and carry out public relations programs. Public relations specialists in smaller firms usually get all-around experience, whereas those in larger firms tend to be more specialised.
Must-haves
CREATIVITY, initiative, good judgment, and the ability to express thoughts clearly and simply are essential. Decision making, problem solving, and research skills are also important. People who choose public relations as a career need an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be competitive, yet flexible, and able to function as part of a team.
— TNS
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Career Hotline Why vs How Q. What is the difference between engineering research and the research done by scientists? — Manveen Badhwar
In the course of their work, scientists may have to accomplish engineering tasks (such as designing experimental apparatus or building prototypes), while engineers often have to do research. It is not uncommon for scientists to become involved in the practical application of their discoveries; thereby becoming, for the moment, engineers. Conversely, in the process of developing technology engineers sometimes find themselves exploring new phenomena, thus becoming, for the moment, scientists. However, engineering research is different in character from scientific research. First, it often deals with areas in which the basic physics and/or chemistry are well understood, but the problems themselves are too complex to solve in an exact manner. The purpose of engineering research is to find approximations to the problem that can be solved. Let me give you a couple of examples: The use of numerical approximations to the Navier-Stokes equations to solve aerodynamic flow over an aircraft, or the use of Miner’s Rule to calculate fatigue damage to an engineering structure. Second, engineering research employs many semi-empirical methods that are foreign to pure scientific research, one example being the method of parameter variation. You have not mentioned your field of study but if you are interested in pursuing your PhD in either physics or theoretical computer science, do refer to the notification for Joint Entrance Screening Test (JEST) 2009. For admission to Ph.D programmes in these fields at 22 research institutes in India conducted by Variable Energy Cyclotron Centre, I/AF Bidhan Nagar, Kolkata 700064 (WB) or log on to: http://jest09.veccal.ernet.in. But hurry, the application deadline is December 31, 2008.
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Make MBBS priority numero uno
— Sukriti Sharma A. If you are confident about getting into MBBS, I suggest you go ahead and do so. The biotech / genetic engineering option will remain open even after that. Incidentally, there is also a field called medical biotechnology which is concerned with production and cost-effectiveness of molecular medicine, genomics, gene therapy, stem cell research etc among others. Do ‘Google’ the term to read up more about it.
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Force behind art
Q. I am doing my bachelors in history. What exactly does a curator
do?
— Arpita Ahluwalia n
Writing and reviewing grant proposals, articles in art journals, institutional reports, and publicity material n
Negotiating and authorising the purchase, sale, exchange, or loan of collections n
Planning and acquiring, storing, and exhibiting collections and related materials like catalogues, monographs etc n
Examining, and testing acquisitions to authenticate their origin, composition, history, and current value n
Conferring with the board of directors to formulate and interpret policies, determine budget requirements, and plan overall operations n
Planning and conducting special research projects n
Attending meetings, conventions, and civic events to promote the museum’s services and seek financing n
Organising group tours and events or auctions and collecting admission fees. This may involve scheduling special events like “openings” and organising refreshment, entertainment, and decoration n
Conducting or organising tours, workshops, and instructional sessions to acquaint visitors and scholars with the museum’s facilities, and materials n
Developing and maintaining cataloguing, and basic record keeping systems n
Coordinating and supervising the staff n
Arranging insurance coverage for art objects on loan or special exhibits abroad
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Look for a recognised varsity
— Hitesh Sharma A. IGNOU offers a four-year B.Tech in mechanical engineering. Eligibility is a three-year diploma in engineering or complete first year of a B.Tech programme or advanced diploma or diploma in computer integrated manufacturing. You should be employed in a central or state level industrial organisation or related organisation employing similar manpower / self-employed in equivalent capacity. For more details, log on to www.ignou.ac.in. Thapar University, Patiala (www.tiet.ac.in), Acharya Nagarjuna University, Guntur (www.nagarjunauniversity.ac.in, www.anu.ac.in), Jawaharlal Nehru Technological University, School of Continuing & Distance Education, Hyderabad (www.jntu.ac.in/academics/scde.htm) and BITS, Pilani (www.bits-pilani.ac.in) are some others you can check out. The AICTE website will give you info on the recognition of these institutes. You should have no problems with deemed universities regarding government jobs as long as they are UGC / AICTE / DEC
recognised.
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Taking the bite out of crime
— Pawandeep Dullat A. Forensic odontology is a branch of forensic medicine that deals with the proper examination, handling and presentation of dental evidence in a court of law. The work of a forensic dentist includes: n
Identifying unknown human remains through dental records n
Assisting at the scene of a mass disaster n
Age estimation of both living and deceased persons n
Analysis of bite marks found on victims of attack n
ID of bite marks in other substances e.g. wood, leather and foodstuffs n
Analysis of weapon marks using the principles of bite mark n Presenting bite and weapon mark evidence in court n
Building a picture of lifestyle and diet at an archaeological site The typical requirement is a bachelor’s in dentistry. There are lots of courses in both countries. I suggest you contact the American Board of Forensic Odontology (ABFO), which is the certification board for forensic dentists in the United States and Canada, on www.abfo.org
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Science of life
Q. I am a student of class 12 (PCB). What career options does one have in life science?
— Garima Joshi Life science is a hot topic worldwide. Institutions across the globe are financing research in this field by offering scholarships or fellowships. With an MSc in some of these subjects you could either take up teaching at the school level after doing your B.Ed or at the college and university level (after clearing the NET for lectureship and Junior Research Fellowship) or the SLET for teaching at colleges in your state. If research interests you then you should pursue your PhD at any reputed university or prestigious institution like the National Centre for Biological Sciences (TIFR), Bangalore. Most jobs in life sciences lie in research in universities, scientific research organisations, government health departments or pharmaceutical companies. There are job prospects in all sectors of biotechnology (medical biotechnology, plant biotechnology, industrial biotechnology), pharmaceutical and biomedical sciences, in research institutions, hospitals and industry, law firms in patents and IPR etc. Bioinformatics is another hot option. Several institutions offer PG courses in bioinformatics for postgrads in life sciences. You could even pursue a course in forensic science if you like. You are also eligible for the post of scientific officer advertised by the Union Public Service Commission.
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Why do you make that face?
If you think that our facial expressions of emotion are a product of cultural learning, you better think again, for a new study suggests that they are hardwired into our genes. Published in the Journal of Personality and Social Psychology, this is the first study to suggest that facial expressions of emotion are innate rather than a product of cultural learning.
During the study, sighted as well as blind individuals were found to use the same facial expressions, producing the same facial muscle movements in response to specific emotional stimuli. The study also provided new insight into how humans manage emotional displays according to social context, suggesting that the ability to regulate emotional expressions is not learnt through observation. The team compared the facial expressions of sighted and blind judo athletes at the 2004 Summer Olympics and Paralympic Games. The rese-archer said that over 4,800 photographs were captured and analysed, including images of athletes from 23 countries. It was observed that both sighted and blind individuals managed their expressions of emotion in the same way according to social context.
— ANI
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Way with words
Writing a business letter is no mean feat but clarity & force win the game, writes D.C. SHARMA COMMANDING purposeful communication pays dividends in business. One who commands his words to serve his thoughts and feelings can write powerful business letters. The right word at the right place serves the right purpose while a vague, non-specific letter never conveys the intended sense. American instructor in business correspondence, Margaret Eaton cautions never to write ineffective letters. He advises not to pick up the pen till the problem to be posed in the letter is thoroughly thought of. Frank Gammon, a teacher in creative writing, says successful letter writers always know what to leave out. Effective letter writing is an efficient process of defining, sifting, pruning, and discarding till the purpose of writing becomes crystal clear. Examples are often seen where the letter writer intends to say something, but what is understood is diametrically opposite! Such an ambiguous letter not only spoils a business deal but also wastes precious time, money and energy. How ineffective that letter is where another one has to be sent to clarify what the previous one intended to convey! Some managers begin to write their correspondence with flattering words. They shower undue praise upon the person for whom the letter is intended but such tricks don’t endure for long. What endures is the sincerity behind the words, which is the secret behind all successful business deals. We hide the face and very purpose of correspondence when we use ambiguous words in our letters. A letter should convey its contents as beautifully and lovingly as the very letterhead on which it is written. After all, the prestige of a firm shows its future. A well-written letter carries a hook, which makes the letter persuasive and specifically arouses the interest of the reader. Why would you read a third person’s letter till it arouses interest? But how could you put it down when it so firmly catches your whole attention? Therein lies the enticing hook! Such a letter puts your mind on route, and you go on reading it till it delivers its complete message. The hook in a letter is the motivating factor. This is how big firms attract clients. The captivating letter just initiates the deal and the genuineness of the goods further motivates clients. Then another letter follows and then goods again and the business cycle continues, furthering cordial business relations, adding prosperity on both sides. Most business letters are written to persons the letter writer has never seen or met, but orders, directs, informs and even persuades. His letter not only tells, but even shows why an action should or should not be taken.
Write right
USING active verbs makes forceful writing. Grammar can be sacrificed provided your writing comes to full force, but beware, the meaning must never be sacrificed. Use a conversational way of writing. The purpose of business communication is not to impress with high-sounding words but to strike business deals with astounding accuracy!
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The right choice
THE cat is out of the bag, somewhat. How does the human brain know when to use which word?
A new study has identified parts of the human brain involved in the process of choosing the right words during speech. During speech, a person must select one word from a competing set. If the speaker wants to mention a specific animal, he has to single out “dog” from “cat”, “horse” and other possibilities. If he wants to describe someone’s temperament, he has to choose whether “happy”, “sad”, “ecstatic” or some other adjective is more appropriate. The study could help scientists better understand speech problems of stroke patients. Tatiana Schnur, assistant professor of psychology at Rice University, wanted to determine whether a particular part of the brain, the left inferior frontal gyrus (LIFG), is necessary for resolving the competition for choosing the correct word. She and colleagues compared brain images from 16 healthy volunteers and 12 volunteers suffering from aphasia, an acquired language disorder as a result of stroke. The researchers found that while two parts of the brain, the LIFG and the left temporal cortex, respond to increased conflict among words competing for selection during speech, only the LIFG is necessary to resolve the competition for successful word production. The LIFG includes Broca’s area, named after French scientist Paul Pierre Broca. It is responsible for aspects of speech production, language processing and comprehension.
— IANS
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Stepping stones
IT is said that the difference between a stumbling block and a stepping-stone is how you use them. No one can escape failure and some get more than their share of struggle: A young man fails in an important examination or misses a prize. Another is passed over for an awaited promotion. Such things do happen every day, but those who use these stumbling blocks as stepping-stones are the ones who get what they want.
Our reactions express resentment and vary: Some hide their feelings, others explode. Some simply freeze and refuse to talk about it while others can think or talk about nothing else. It leaves unhappy thoughts, which breed a sour and cynical attitude towards work and life. It is not the happening that matters, but your reaction. Preserve a sense of proportion. What hits you is apt to make it look bigger than it really is. If the same setback happened to somebody else, would it be so serious? Perhaps not. Looking at it in a detached and unemotional manner, you may even regard it as trifling. Cultivate the long view. Life is not what it seems at a point in time. It goes on and you may be proven wrong. So, do not be instantly disappointed. The bad experiences of today may turn into the good times tomorrow — the job you did not get and the important position you do not fill are not the sorts of disasters you think they are. You may find that an organisation has not identified and rewarded your talent. Cultivate the long view; take it as in investment in the future. Not only so, they are the spur and incentive to reveal your full capacities. The big factor is your attitude. If you are a defeatist, nothing will come out of it. Switch attitude to the positive but face the situation realistically. Instead of grumbling about your bad luck, think of the strokes of good luck and reflect on your failings. Students who failed may not have planned carefully enough. The salesman may be lacking in some important technique. Ergo, learn from your setbacks and disappointments. Whatever the stumbling block, accept it for what it is without bitterness, resentment or self-pity and that you must overcome it, whatever it takes.
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The obstacle course
AFTER series of failures, disappointments and unfavourable situations, Ralph Naldo Emerson concluded that ‘our greatest glory is not in failing, but in rising up every time we fail.’ Successful executives have some common ways of dealing with obstacles. Read on:
n
High energy: This is the energy people deploy in moving towards their goals and gives them determination, enthusiasm and resilience. People with lower energy often see obstacles in the way of any goals and give up earlier when the going get tough. n
Oodles of optimism: Optimism is the basis of positive thinking, a psychological resource that gives people a generalised expectancy that they will succeed. Expected success will in turn give people the will to expend more effort to realise their goals. n
Thinking out of the box: When an obstacle arises, successful executives are able to generate lots of possible pathways and ultimately select the best one. People without multi-pathway skills tend to follow a single pathway and often their catch cry is, ‘There is only one way to do things well and that’s the right way’. n
Fault finding: While it is important to expend considerable effort in looking for opportunities, it is equally important to find out what went wrong. Time spent on looking for all potential pitfalls and preparing contingency and preventative action plans is the hallmark of success. n
Learning from the past: With an eye on the future, a successful executive will remember the past but not live in it. They are full of hope and will build on this journey and link past success to the future.
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Food for thought
A charity has come up with a unique way of bringing smiles on the faces of grimly ill children: It records personalised pop songs for children with serious and life-threatening conditions. The thoughtful ‘Songs of Love’ charity has produced tracks for more than 17,000 children in the United States, and from next month, it will turn to hospital wards in the UK to bring the ‘musical therapy’ to Britain.
Every song composed by the charity’s musicians is tailored to the individual child, with references to their hobbies, friends and pets weaved into the lyrics. They are recorded in the child’s favourite style of music and delivered on a CD without charge. The man behind the innovatively noble organisation is John Beltzer, 49, who founded the organisation 12 years ago in tribute to his brother who committed suicide.
Popularity may lie in genes
“The idea is that your genes predispose you to certain behaviours and those behaviours elicit different kinds of social reactions from others. And so what’s happening is, your genes are to some extent driving your social experiences,” said Burt, assistant professor of psychology. Se agrees that this concept has been discussed earlier too, but insisted that they were all theoretical explanations.
She claimed that hers is the first study to really flesh out the process, establishing clear connections between a specific gene, particular behaviours and actual social situations. Burt collected DNA from more than 200 male college students in two separate samples. The most popular students in both samples were the ones who had a particular form of a serotonin gene, also associated with rule-breaking behaviour.
A pet keeps stress at bay
HAVING a pet may make it a bit easy for college students to handle stressful situations, according to a study. While previous studies have already suggested that pets can improve the quality of life for those ageing or chronically ill, the latest study from Ohio State University focused on whether owning a cat or a dog can prove beneficial for college students. The study involved a survey of students and other adults, and showed that nearly 25 percent of college goers believed their pets helped them get through difficult times in life. The surveyors found that students owning at least one dog, one cat, or a combination of the two were less likely to report feeling lonely and depressed. Such students also attributed these beneficial effects to their beloved pets.
— Agencies
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Robot to challenge Rubik cube record
A ROBOT, called RuBot 2, is all set to participate in a contest to break a Rubik’s cube world record. The RuBot 2 will go for the record at Royal Dublin Society, Ballsbridge, in Dublin on January 8. Its inventor, Pete Redmond, has claimed that RuBot 2 can solve the puzzle in not more than 35 seconds.
“The RuBot 2 is not the first Rubik’s Cube solving robot, but it has to be the coolest looking - and I truly believe it to be the fastest robotic Cube solver ever,” said Pete. He added: “There are cameras in RuBot 2’s eyes that scan the cube before his pneumatic arms solve it.
He uses a very efficient computer algorithm to figure out how to unjumble the mixed up Rubik’s Cube and usually comes up with a solution of less than 20 moves. After the scan, he can usually do the solve in about 35 seconds, no matter how much it is mixed up.” The Guinness World Record attempt includes scanning time, and I am confident that we can do our complete scan and solve in around 60 seconds, said Pete. — ANI
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Fortnightly Quiz-326
2. In whose memory is the annual Jor Mela held at Fatehgarh Sahib in Punjab? 3. Which former Chief Minister of Punjab’s portrait was unveiled in the Central Hall of Parliament recently? 4. Which scandal toppled former United States President Richard Nixon? 5. Name the two Indians who were recently ranked among the 50 most powerful people in the world by prestigious US-based magazine Newsweek. 6. In which state of India are the picturesque Chitrakote waterfalls situated? 7. What is the full form of HAL? 8. With which sport is the Federation Cup associated? 9. Who holds the record for being the fastest man on the earth by clocking 9.69 seconds in 100m race? 10. Which country recently chased a target of 414 runs in the fourth innings in a Test match against Australia at Perth, thereby scripting the second biggest triumph in the history of the game? — Tarun Sharma
Winners of quiz 325: The first prize by draw of lots goes to Daman, class VII, Government Model Senior Secondary School, Sector 46-D, Chandigarh, Pin Code 160047 Second: Jatin Chawla, class XII, O.S.D.AV. Public School, Khurana Road, Kaithal, Haryana, Pin Code 136027 Third: Tanvi Thakur, 9-C, Sacred Heart Senior Secondary School, Sector 26, Chandigarh, Pin Code 160019 Answers to quiz 325: National Defence Academy, Khadagvasla; Cluster bombs; 963 million; Tamil Nadu and Himachal Pradesh; Pulicat lake; Lalthanwala; Kerala; Jalandhar; Maradona; West Indies and England Cash awards of Rs 400, 300 and 200 are given to the first, second and third prize winners, respectively. These are sent at the school address. Note: Kindly mention the pincode of your place to facilitate the delivery of the prize money. Answers can also be sent
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A. To put it simply, a scientist asks “why” and proceeds to research the answer. By contrast, an engineer explores “how” to solve a problem, and how to implement that solution. In general, it can be stated that a scientist builds in order to learn, while an engineer learns in order to build. In other words, scientists investigate phenomena, whereas engineers create solutions to problems or improve upon existing solutions. However, there is often an overlap between science and engineering.
Q. Presently, I am in 10+2(medical stream)..I want to know whether pursuing an MBBS degree followed by MS and DM would be better or career in biotech. I am confident of my selection in MBBS but I am confused between MBBS and Biotech. I have scored 93% in class 10 with 96% marks in science.
A. Curators administer the affairs of a museum, art gallery or private collection. They direct instructional, research, and public service activities of the institution. As a curator your typical tasks will include most /all of the following:
Q. I have completed my diploma in mechanical engineering. Now I want to do a degree in mechanical engineering by correspondence. Please suggest me a university and also tell me if a deemed university student can apply for government jobs.
Q. I m completing my internship from Punjab with aggregate of 60% marks. I want to pursue a career in forensic dentistry. Which universities in Canada or America offer courses?
A. Life science is the study of any branch of natural science dealing with structure and behaviour of living organism. It includes subjects like genetics, cytology, taxonomy, entomology, pisciculture, physiology, comparative physiology, pathology, parasitology, biotechnology, bioinformatics, biochemistry, microbiology, plant & molecular biology, biomedical science and engineering.
A STUDY on male college students suggests that the genetic make-up of a person may influence his/her popularity. S. Alexandra Burt, a behavioural geneticist at Michigan State University, found during the study that the students who had a gene associated with rule-breaking behaviour were rated most popular by a group of previously unacquainted peers. 
1. For which discipline does the Government of India give Shanti Swarup Bhatnagar awards?
