A new Book on Public Relations and Media in Cooperatives Released 

• The book delves into the issues of Public Relations and Media in the context of cooperatives in India, which is the largest cooperative movement in the world.      
• The book, first of its kind on a subject of vital importance for the cooperative sector comes at a time when the cooperative sector faces a big challenge of strengthening its identity in the market economy.                                                                           

By Aashi Prateek

New Delhi, Aug 02, 2019: At a time when effective communications has become the biggest issue confronting the cooperative movement globally, a book titled 'Public Relations and Media in Cooperatives; An Indian Perspective' written by Sanjay Kumar Verma was released on the occasion of International Day of Cooperatives celebrated by NCUI in Delhi recently in which Mr Jagdishwar Goburdhan, Mauritius High Commissioner was the Chief Guest.

Author Sanjay Kumar Verma is working with National Cooperative Union of India as Dy Director (Publications Union, PR and Coop Connect) and having more than 24 years of experience in cooperative development.

Printed by Studera Press, Delhi, the book delves into the issues of Public Relations and Media in the context of cooperatives in India. Being the largest cooperative movement in the world, with significant achievements in various areas of socio-economic activities, the Indian cooperative movement faces a big challenge of image-building which can enhance the profile of the cooperative movement, and create awareness about the beneficial aspects of cooperative development amongst the general masses.

Against this backdrop, the book is a timely endeavor to analyse the issues of public relations and media which have an important role in image-building of the cooperative sector.

The book with a strategic orientation comes up with fresh perspectives so as to prepare a road-map for strengthening the functioning of public relations and media in the working of cooperatives in India.

As communication is considered the weakest link in the functioning of the cooperative sector, there is a strong realization that the cooperative movement in India cannot succeed without a vibrant public relations and media policy.

As the communication literature in the cooperative sector in India is scanty, the book also fills a big void in enriching the subjects of public relations and media, which are generally neglected in the cooperative sector. The book, first of its kind on a subject of vital importance for the cooperative sector comes at a time when the cooperative sector faces a big challenge of strengthening its identity in the market economy.                        

The book deals with a wide gamut of vital issues like the importance of public relations, research in public relations, media relations, community media, cooperative advocacy, success stories, strategic communications, social media, the role of blogs, and also some case studies related to public relations and media. The book provides a refreshing referral benefit to students and teachers of public relations and media, research scholars, faculty members, academicians, practitioners, and policy-makers related to the cooperative sector in India and abroad. 

The cooperative movement in India has made impressive strides in all the areas of socio-economic activities. With many success stories like AMUL, IFFCO, KRIBHCO, Uralangul Labour Contract Cooperative Society, Mulkanoor Cooperative Rural Bank, SEWA, etc., the cooperative sector in India has no dearth of success stories. Being the largest cooperative movement in the world, the cooperative movement in India faces a big challenge of image-building through effective public relations and media strategies.

“There is a strong realisation that cooperatives need to strengthen their communication strategies through an adequate focus on public relations and media in order to compete with other sectors in the market economy. Despite rapid advances of the cooperative movement in various areas of socio-economic activities, there is a big void in the literature related to public relations and media in cooperatives. Considering this, the book is an attempt to prepare a roadmap for strengthening public relations and media sections of the cooperative organisations in India. The author, through this book, has encouraged and motivated these sections to work along professional lines. The book touches upon the important issues like social media which is very important for effective publicity of cooperatives at all levels,” wrote N. Satya Narayana, Chief Executive of National Cooperative Union of India in his Forward published in the Book.

Author Sanjay Kumar Verma, who specializes in cooperative communications in International Relations from JNU, has more than 100 publications to credit in national and international journals. Presently, a member of ICA-AP Research Committee, Mr Verma has been a regular presenter in ICA Research international conferences on the subjects related to cooperative communications. He is a member of Editorial Board of International Journal of Cooperative Management and Accounting, published by Sobey School of Business, St Mary's University based in Canada. He has also played an important role in popularizing cooperative education programmes in the schools through various training programmes for children, school teachers, and Principals of schools in collaboration with Kendriya Vidyalaya schools, government schools, Navodaya schools, etc.

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