CОRPОRATE SОCIAL RESPОNSIBILITY

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TABLE OF CONTENTS
CHAPTER I
INTRODUCTION
CRPRATE SCIAL RESPNSIBILITY (CSR)

CSR AT NTPC
CHAPTER-2
LITERATURE REVIEW
CHAPTER -3
Design f Study
Methdlgy
bjectives Behind the Prject
Limitatins f the Prject
CHAPTER 4
Theratical Framewrk of Public Relatins

Public Relatin Defined
Essentials f Gd PR
What is nt PR
Elements f Public Relatins
Functins f Public Relatins
Varius publics fr public relatins
Essential qualities f gd public relatins
Need fr public relatins
Public relatins tls
Mediums f public relatins
Planning prcess f pr
CHAPTER -5
Ntpc csr case study
Ntpc strategy and plicies
Cre values f the rganizatin
Business prtfli grwth
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Functins f csr cmmittee

bjectives of The Study
Effects of CSR Plicy
Existing CSR Activities of Cmpanies
Research Methdlgy
Crprate Scial Respnsibility-the NTPC Way
CSR bjectives
CHAPTER 6
Emplyee Vlunteering
Quality Circles (QCs) in Villages
Educatin
Health
Capacity building and wmen empwerment
Develpment f Infrastructure
Infrastructure
Suggestins
CHAPTER -7
Conclusions
CHAPTER I
INTRODUCTION
The Gvernment f India accrded NTPC the Navratna status amng public
enterprises in July 1997, when the gvernment f India identified nine leading public enterprises
as Navratnas that had cmparative advantage and ptential t emerge as glbal giants. The
business Tday-Hewitt Assciates best emplyer survey 2003 ranked NTPC as the Third Best
Emplyer in India. In a study cnducted by Data mnitr, UK, it has been ranked as the sixth
largest thermal pwer utility in terms f generatin f electricity and the secnd mst efficient in
capacity utilizatin amng the thermal utilities f the wrld during the year 1998.
The rganizatin in additin t its strategic business interests, is als serving its
scietal bligatins and cmmitments. The present case is an attempt twards examining NTPCs
cntributin t CSR in general and Resettlement and Rehabilitatin (R AND R) f its varius
prject affected persns (PAP) in particular as a part f CSR.
CRPRATE SCIAL RESPNSIBILITY (CSR)
CSR in the business cntext means a business rganizatin shuld be held
accuntable fr all its actins that affect peple, their cmmunity and their envirnment and in
that sense shuld be able t help slve their prblems. It als implies that negative business
aspects n peple, the sciety and the envirnment shuld be acknwledge and crrected by the
cncerned rganizatin.
Hwever, that des nt mean that being scially respnsible makes the
rganizatin abund n its primary ecnmic bjective t be prfitable. It nly means that
rganizatins have t strike a balance between the benefits it makes against the csts f
achieving benefits. Cmpanies which invest n CSR may nt earn the prfit in the shrt term but
what is lst in the shrt term may be gained in the lnger perid. It may cntribute t the
sustainability f the cmpany in the lng term. Scial respnsibility may encurage cmpanies t
fcus n ptimum prfits rather than maximum prfits.
Ultimately in the lng run bth the rganizatin and the sciety gain when the
rganizatins cnduct their business in a scially respnsible manner.
CSR is defined as perating a business in a manner that meets r exceeds the ethical,
legal, cmmercial and public expectatins that sciety has f business.
The rganizatin cnducts their business in a scially respnsible manner.
It can be viewed as a cmprehensive set f plicies, practices and prgrams that are integrated
thrughut business peratins, and decisin making prcess. Thus, CSR appears t be strategic
in nature.
CSR AT NTPC
The cmpany invlved a visinary apprach t address the issue f crprate scial
respnsibility.
Its visin statement is t be ne f the wrlds largest and best pwer utilities, pwering
utilities, pwering Indias grwth. Its missin statement is t cntinuusly develp cmpetent
human resurces t match wrld.
In pursuance f the visin and missin, specific crprate t sustainable pwer develpment by
functining as a respnsible crprate citizen and discharge scial respnsibilities in the area f
envirnment prtectin and rehabilitatins and the crprate will strive t utilize the ash
prduced at its statins t the maximum extent pssible. Further t achieve the bjectives, the
cmpany has frmulated its cre values which include custmer fcus, rganizatinal pride,
mutual respect and trust, initiative and speed, and ttal quality (CMIT).
T keep abreast f the internatinal practices with regard t CSR activities, NTPC has becme a
member f Glbal cmpact, an UN initiative launched by its secretary General Mr. Kfi Annan.
Thrugh this initiative the cmpany has declare its cmmitment t adhere t its nine principles
n CSR in the areas f labr, Human rights and Envirnment. The cmpany is als a member f
crprate Rund table n develpment f strategies fr Envirnment (CRE) initiated by TERI
and cnfirmed its supprt fr the principles utlined in the CRE sustainability charter f drawn
frm principles utlined in the CRE sustainability charter drawn frm the internatinal
chamber f cmmerces Business Charter fr sustainable develpment. It has adpted the scial
cde framed by CII-UNDP- India partnership frum and has becme a part f Indian Member
Cmmittee f wrld Energy cuncil (WEC) as its member secretary, it is t align with WECs
missin t prmte sustainable supply and use f all frms f energy.
The cmpany has recently taken effective steps twards frmalizing CSR in its rganizatin. It
has a regular department with staff structure fr implementing CSR activities.CSR department at
the cmpany act as a crdinatr centre fr all departments. Cmpany is perfrming cmmunity
develpment activities fr all villagers (nt nly fr PAPs ) beynd the R AND R ver the years
at all prject sites. Hwever, it was nticed that there is n defined accuntability fr these
activities at the prject site and were n separate recrds fr financial fr neither thse activities
nr a general dcumentatin. As a result, in 2002, need fr CSR plicy was identified .In
September 2003,rs -17 Crres were earmarked fr cmmunity develpment activities at all
NTPC plants.
In July 2004,CSR-CD (crprate scial respnsibility cmmunity develpment)Plicy,2004
was apprved by NTPC bard t peratinalize varius welfare activities as an extensin f R
and R activities, which have been implemented.
CHAPTER-2
LITERATURE REVIEW
Dean Ry Nash (2012) studied CSR cntributins f Maharatna cmpanies f India and
fund ut that the cmmitment that has been really made by these cmpanies in the CSR area.
The Indian crprate sectr is getting tugh n CSR spending. It is mre likely that CSR
spending will be made mandatry in the cming 2012 budget. The gap between public and
private cmpanies with regards t CSR spending will be narrwed shrtly. In this cntext the
CSR activities f all cmpanies shuld be taken as an ideal example and mtivatr by ther
crprate wh wish t indulge sincerely in CSR activities f the cuntry.
Chandrakanta Sah (2011) studied Crprate Scial Respnsibility: Issues and Cntrversies.
He cncluded that CSR in India is restricted t narrwly defined set f peple (read as
stakehlders),t fixed set f rles (implementing cmmunity develpment prjects)and t the
appraches with tunnel visin (cmmunity develpment in sectrs f health,educatin etc.,) This
is mre specific t the cuntry like India where fr ver a century the apprach f CSR
remained, crprate philanthrphy and cmmunity develpment. There is need t augment the
scpe f CSR with respect t stakehlders invlved , CSR practices f crpratins (frm
islated, independent cmmunity develpment interventins, t mre lng lasting initiatives
thrugh their assciatin with civil sciety rganizatins and gvernment in planning, plicy
making and implementatin f varius RD interventins).As it is repeatedly cautined ,the
apprach f CSR is shifting frm ethical t statist apprach. It is time fr the crprate bdies t
take practive steps, rather than allwing the state t define CSR fr them r start reaching t the
states plicies n CSR.
Gahlt Sushmita (2013) studied Crprate Scial Respnsibility :current Scenari and
cncluded that the clause 135 intrduced by the cmpany Act 2013 wuld g a lng way in
strengthening the scial initiatives taken by the cmpanies. A part frm bsting transparency
and accuntability, it wuld als pen up the avenue fr Crprate Scial Respnsibility
Cnsulting. Hwever, steps are required t be taken t srt ut issues f penalties in the event f
nn-disclsure, scpe f schedule 7, internal cntrls etc .If the law is fllwed in true letter and
spirit , India Inc. wuld succeed in discharging its scial respnsibility in an effective and
efficient manner.
Rajeev Prabhakar and Ms. Snam Mishra (2013) studied A study f Crprate Scial
Respnsibility in Indian rganizatin: An Intrspectin and cncluded that crprate
sustanibility is an evlving prcess and nt an end. The cmpanies bill is a gd initiative n the
part f the gvernment hwever what wuld be included in, spending n CSR is unclear and is
left fr the cmpanies t decide. Acrss the glbe ,the cncepts f CSR has been accepted as an
element fr success and survival f business alng with fulfilling scial areas and meet all the
stakehlders bjectives.
Swati Sharma, Reshu Sharma and Jugal Kishre (2013) studied Emerging trends in Crprate
Scial Respnsibility in India-A Descritive study and it revealed that till 1990s CSR was
exclusively dminated by the idea f Philanthry. Cnsider CSR as an act f Philanthry,
business ften cnstrained themselves t ne time financial grant and did nt cmmit their
resurces fr such prjects .Mrever business never kept the stakehlder in mind while
planning fr such initiatives, thereby reducing the wrth and efficiency f CSR initiatives.
Hwever, ver the last few years, the cncept f CSR has been changing .There has been an clear
transitin frm giving as an bligatin r charity t giving as an strategy r respnsibility.
Review f the case studies and wrk dne n CSR by cmpanies in India suggests that CSR is
slwly mving away charity and dependence and starting t build n empwerment and
partnership.
Akansha Jain (2014) studied the Mandatry CSR in India: A Bn r Bane and fund that the
mandated 2% CSR investment in the new Indian cmpanies Bill is a nvel slutin t Indias
scial prblems. It may nt be perfect but it is a prduct ut f necessity fr ecnmic justice in
India. Crpratins in India have failed t take the respnsibility fr the real csts f their
functining. Many ften pllute the envirnment and run away frm human hazards that they
invent 2%CSR plicy envisins a system in which each industry wuld cntribute in a manner
apt with their invent 2% CSR plicy envisins a system in which each industry wuld cntribute
in a manner apt with their expertise. Chemical and il cmpanies might take envirnmental and
safety initiatives and technlgy cmpanies might take tech-educatin initiatives. Thus, in a
nutshell, this new plicy may turn ut t be a bn the crprate and the sciety, prpelling India
twards the path f equitable and sustainable grwth.
Geffrey Heal, CSR is an imprtant part f crprate strategy in sectrs where incnsistencies
arise between crprate prfit and scial gals, r discrd can arise ver fairness issues. There
are number f scial sectrs where crprate can play a valuable rle under CSR and can
prduce scial gds fr sciety. He pines
CSR prgram can be prfitable element fr
cmpany strategy ,reducing risk management, Generating brand equity imprving relatins with
regulatrs, lwer cst f capital ,imprved human relatin and emplyee prductivity and t the
maintenance f relatinship that are imprtant t lng term prfitability.
Anupam Sharma and Ravi Kiran, CSR is emerging as a new field in the management research. In
India, many firms have taken the initiatives f CSR practices which have met with varying needs
f sciety. Accrding t him number f IT and Aut industry is mre ging fr taking up CSR
initiatives while FMCG sectr .Authrs said that India has entered r taken a transfrmatinal
change by invlving int new CSR initiatives.
Kishre Neelakantan, the enactment f the cmpany act 2013 will create a big regulatry CSR
activities and it is mandatry fr all cmpany perating in India. S it is gd fr ecnmic
develpment but hw stakehlder thinks abut it while evaluating cmpany, S authr suggests
framewrk fr investrs t evaluate cmpanies CSR effrts which is based n fur key
parameters-Integrity, strategic rientatin, efficiency and transparency.
Rahul Hakhu , cmpany shuld lk frward t adpt in their crprate plicy and take initiative
fr applying this in the business s that they can achieve cmpetitive advantage, prfitability in
the light f liberalized wrld .Authr emphasis that gvernment wants crpratin shuld be
mre respnsible fr the ecnmic develpment f the cuntry and grwth f CSR shall lead t
transfrmatin f agrarian ecnmy t the path f industrializatin. He suggested that CSR
prvides valuable infrmatin t cmpanies f India and ther stakehlders abut the prspect f
develpment, reputatin.
Windsr (2001) examined the future f Crprate Scial Respnsibility and the relatinship
between business and sciety in lng run. The researcher tried t find ut that whether the
rganizatin and sciety will cme clser t each ther in future r nt and what will be the
changing phase f CSR .With the help f past trend f CSRC rlls mdel analysis and in glbal
cntext, the researcher fund three emerging alternatives f CSR i.e. cnceptin f
respnsibility, glbal crprate citizenship, stakehlder management practices.
Nigel Sarbutts (2003) explred the way f ding CSR by small and medium sized cmpanies.
The research depicted that a structured apprach t managing crprate reputatin and prfit
maximizatin f SMEs thrugh CSR. The scietal activities f small and medium sized
cmpanies is based n their cst is Benefit Analysis. Small Crpratin always struggle fr mre
reputatin and minimizatin f risk. In such a situatin, CSR cmes as hpe f these cmpanies.
Large cmpanies have s many resurces fr implementing CSR activities but SMEs have fewer
resurces. It can be a barrier fr them t stay in the market. S, in that situatin by imparting
much infrmatin, prper utilizatin f resurces, ding well fr businesses, SMEs can
minimize their risk and manage CSR. Sciety and thus are expected t return them back
manifld.
Cmpanies Ac t f 2013 gives the cncept f CSR.Sectin 135 f the cmpanies Act,2013
cntains prvisins relating t CSR schedule 7 cntains list f activities which a cmpany can
undertake as part f its initiatives.
CHAPTER -3
DESIGN F STUDY
METHDLGY
Surces f data the secndary data have been cllected frm fficial websites f department
crprate affairs minister, newspaper articles, research papers and magazine articles.
In tdays mdern and fast wrld Thermal pwer gaining a lt f imprtance as a resurce. This
bviusly means that the thermal pwer rganizatins are als prspering, yet they practice PR.
S t knw what are the activities they perfrm I have taken the tpic f PR.
bjectives behind the prject:1) T get an insight thrugh the cncept f PR.
2) T knw what are the activities perfrmed by NTPC.
3) T see whether what is being described in the thery f PR whether it is exact r nt
Limitatins f the prject:The prject limits its scpe nly n the theretical aspects. It des nt cntain the deep insight f
the rganizatin.
CHAPTER 4
THERATICAL FRAMEWRK F PUBLIC RELATINS
Public Relatin Defined:

The fllwing definitins give an idea f Public Relatins and the scpe f its peratins:
Art f Science f develping reciprcal understanding and gd will

Prmtin f rapprt and gd will fr a persn
Establishing a bnd f relatinship and cntacts between tw grups f Public
Plastic surgery t beautify the image f the rganizatin
Lbbying fr interest
T develp and encurage attitude and behavir t nurture the delicate plant f mutual
understanding
Management f Infrmatin
Engineering cnsent
Need Fr Public Relatin:
Gd public relatin is n substitute fr sund plicy r gd perfrmance. False image cannt
be sustained fr a lng time.
It is nw recgnized that the mney spent n Public Relatin is gd investment. It is as spent
fr gd plant layut, gd sales planning, gd legal practice.
Essentials f Gd PR:
The results are pssible nly if sme grund rules are fllwed in PR wrk. The PR man shuld
have a thrughut knwledge f the rganizatin. He r she shuld be well versed in Public
Relatin techniques. The management must have the highest respect fr the PR persn. The PR
persn shuld be alert t public mds and public trends. He r she must be thrugh with
details. Brad public relatin experience is extremely necessary fr the PR persns success.
What is nt PR:
Public relatin is nt lbbying r fixing things. It is nt mere publicity r bringing ut
publicatins. Public relatin is nt winning and dining r management f ccktail parties r
carrying ut ther rnamental functins.
A public relatins is neither publicity r prpaganda nr advertising. Publicity is cncerned with
disseminatin f infrmatin abut an rganizatin t attract attentin r t publicize prducts r
activities.
Definitin
T create a psitive image in the minds f the general public:
Public relatin has emerged as ne f the mst imprtant and prmising field. In tdays
cmpetitive wrld where the cmpanies and rganizatin tries their level best t prve
themselves int the market, cmpanies and rganizatin use varius bjects t make their
existence int the market.

Earlier there was nly marketing which was being used t prmte the particular prduct r
service int the market but nw with a change in envirnment and cnsumer behavir, marketing
is nw being divided int three majr aspects.
Earlier marketing and advertisement g hand in hand but after glbalizatin, things have been
changed. Nw marketing has anther feather in its bucket that is called public relatin.
When we are ging t define Public Relatin, it is been said that PR is an cncept f develping
r creating psitive image f the particular cmpany r rganizatin in the mindset f the general
public.
Nwadays every crprate huse has their wn public relatin department which nly wrks n
image building f that particular rganizatin.
ELEMENTS F PUBLIC RELATINS

1.
Human relatins:
It is getting alng well with the wrd public bth internally r externally as there are
external and internal PR. N persn can wrk independently & everyne wh wrks in an
rganizatin directly r indirectly depends n ne anther.
2.
Empathy:
Empathy means feeling with the ther persn t analyise thers pint f view & is regarded as
primary pre-requisite fr a satisfying experience in a relatinship where a certain degree f depth
f understanding is expected.
Persuasin:
There are 2 frms f interactin between individuals r grups
1. Frce r cmpulsin
2. Persuasin.
If ne party cmpels anther t d smething instead f persuing him this is called Deptism. It
is against the principle f prper cnduct sanctined by sciety. A sense f human interest n the
persn wh is being persuaded will understand & appreciate the cause & effect f this actin.
3
Dialgue:
It is a cnversatin with purpse. It is nt a bargain basement transactin but it is a lw frm f
negtiatin. Dialgue is a reasnable exchange f ideas bringing int view a new frm f
knwledge and infrmatin, the use f dialgue is fr influencing behaviur thrugh varius
public relatin tls and strategies like selling gds r inspiring innvative ideas.
bjectives f public relatins
The main bjective f public relatins is t establish gd understanding by sharing a cmmn
prblem r interest with the public. By public where mean bth an internal public and a public
external t the rganizatin. Mutual understanding can be established nly by sharing a cmmn
interest, by cmmunicatin and relatins and by varius use f mass mediums. Hwever, the
fllwing are the brad bjectives f public relatins:
1. T prmte mutual understanding.
2. T avid misunderstanding by its strategies.
3. T win friends.
4. T influence peple.
5. T change the behavir and mindset f the public.
6. T enhance the patrnage frm the varius sectins.
7. T help in fund raising.
8. T persuade individuals, grups etc.
9. T cnnect miscnceptins and clarify n criticism f its plicies and practices.

10. T prmte gdwill f the prduct, service r rganisatin.
11. T create and maintain the image r reputatin f the cmpany.
12. T have all updates abut the cmpetitrs r ppnents.
13. T undertake a public relatins educatin prgram.
14. T help the public t lve life and wrk fr better r fr wrse withut cnditins.
15. T imprve internal staff relatins.
16. T cunsel and advise the audience.
17. T prvide infrmatin abut the activities f the cmpany t the press and writers.
18. T prepare and supply the public with infrmatin abut the rganizatin like price, quality,
exprt, emplyment, and ther special features.
19. T ascertain public pinin, cnduct pinin research, and understand public attitudes n the
rganizatin, prfessin and practice.
20. T spnsr dealer and distributr relatins schemes.
21. T undertake prgrammes like sales training curses fr retailers, whlesalers.
22. T establish press relatins, publicity articles preparatin, press release, phtgraph
advertisements..
23. T cmmunicate with the emplyees n their benefits, accident preventin labur relatins
and cllective bargaining.
24. T undertake a campaign f public educatin abut an industry r prfessin and its
cntributin t the public.
25. T establish relatins with federal and state legislatrs, agencies.
FUNCTINS F PUBLIC RELATINS

The functins that are t be perfrmed by a public relatins department may differ frm
rganizatin t rganizatin depending upn the nature and activities f a particular
rganizatin. Hwever, certain standard functins have emerged as cmmn in mst balanced
departments. They are discussed belw:
1. Plicy:
Public relatins plicy is required fr every rganizatin. A plicy is a statement t guidelines t
be fllwed in the cmpany .The department has t develp and recmmend crprate public
relatins plicies. It has t cntribute the public relatins view pint which helps in the
frmulatin f decisin. Its functin is nt merely t prvide the plicy mainly t the tp
management but als t ther sectins and divisins.
2. Publicity :
Crprate publicity is necessary t interact with the public. The department has t undertake the
develpment and issuance f annuncements f crprate activities t external cmmunicatins
media. It has t handle inquiries frm the press. It is part f the functins f the department t
develp and place prmtinal publicity abut the cmpany as a whle r any f its units.
3. Prduct Publicity :
Crprate publicity is different frm the prduct publicity. In this, fcus is n the prducts and
hw t ppularize the prduct. This includes bth new prducts as well as existing nes. It
includes the annuncement f new prducts thrugh the editrial channels f the
cmmunicatins media. The department has t develp and execute the prmtinal prduct
publicity campaigns.
4. Relatins with Gvernment :
Relatins with gvernment cannt be verlked. In all spheres f activities the gvernment
interferes, regulates, cntrls and supervises. It is necessary t maintain liaisn with apprpriate
gvernmental departments. This liaisn cvers bth the lcal level, state level and natinal level.
Besides, gvernmental relatins include:
(i)
(ii)
Advise actin as needed.

Reprt trends in gvernment affecting the cmpany.
(iii) Help in preparing and directing crprate appearances befre investigating bdies f
legislative hearings.
(iv)direct prgrammes designed t prmte the cmpany's pint f view in legislative r
regulatry matters.
5. Cmmunity Relatins:
Cmmunity cntacts shuld be planned. It is the perfrmance and/r crdinatin f crprate
'gd neighbr' activities, including cmpliance with envirnmental prtectin standards,
fstering equal emplyment pprtunity, cperating in urban imprvement prgrammes, and
develping cmmunity understanding f a cmpany's prblems and needs.
6. Sharehlders Relatins ;
Relatins with the crprate stckhlders are mre imprtant t attract public mney. This takes
the frm f cmmunicatin between the cmpany and the sharehlders in particular. Als the
investment cmmunity in general. It is necessary fr the develpment and acceptance f the
cmpany amng investrs by bradening the expsure f the cmpany's plicies and financial
results in the investment cmmunity. This functin includes preparatin f annual reprts,
quarterly reprts, dividend cheque inserts etc. It has t plan and stage the annual meetings f
stckhlders and appearances befre meetings f security analysts.
7. Prmtin Prgrammes :
Public relatins prmtin prgrammes shuld be frmulated and implemented. This may
bradly cver institutinal prmtin prgrammes designed t build crprate acceptance f key
plicies, institutinal advertising, public relatins literature and special events.
8. Dnatins:
A crprate dnatin plicy shuld be develped fr cmpany cntributins- Varius aspects
invlved in this functin are prcessing requests fr dnatins administering cmpany's
fundatin, and the cnduct f emplyees' slicitatins fr apprved drives.
9. Emplyee Publicatins:
The public relatins department has t prepare and publish emplyee magazines, newspapers,
bulletins, management cmmunicatins etc.
10. Guest Relatins :
The department must undertake guest receptin activities.
11. Crdinating Activities.
12. Cnveying and Interpretatin.
13. Advisry Functins.
14. Instructing by ding.
15. Public Relatins Educatin Prgramme.
VARIUS PUBLICS FR PUBLIC RELATINS
1. Stckhlders Relatins
The wners f the cmpany are the sharehlders with whm the cmpany always has t
cmmunicate abut varius matters. Mst cmpanies use persnal visits, telephne calls, mailing
and supplementary reprts t keep sharehlders infrmed, interested and satisfied.
Cmmunicatin with them may include reprts, matters n crprate meetings, dividend
enclsures, magazines, special mailing, ntices, reslutins, minutes, peridic crrespndence,
financial matters, press releases etc. Cmmunicatin with the sharehlders may cver many
subject matters such as :
1. Issue f share certificate;
2. Share transfer applicatin and prcedure;
3. Certificate f transfer;
4. T mbilize funds, pay dividend, interest n fixed depsits received;
5. T issue dividend warrant, prxy frm, dividend cupn;
6. T issue ntices, agenda f the varius meetings;
7. T respnd t crrespndence received frm them;
8. Crrespndence relating t calls, frfeiture, transmissin;

9. Cmmunicatin n matters relating t statutry requirements etc.
10. Describing rganizatinal prblems and bjectives f the cmpany in terms f special current
develpments in the cmpany' s flder and ther stckhlder cmmunicatin.
11. Drafting and circulating t all stckhlders a transcript f highlights f the annual prgress at
the cmpany's annual meetings.
12. Giving respnse t each stckhlder's inquiry which must be prmpt t create gdwill.
13. Infrming by way f circulating r distributing t all sharehlders ccasinal reprints dealing
with develpments vital t them.
2. General Public Relatins
It is with effective cmmunicatin and thrugh apprpriate media that a cmpany maintains
cntacts with the public. It is the means t create and build gdwill. It als helps as a driving
frce t reach the public, and brings the cmpany and the public tgether, linking with sciety in
general. Maintaining external cmmunicatin facilities thrugh several media f verbal and
written cntacts with the public in general.
It is nt pssible t build a satisfactry public image fr the cmpany. The public shuld be
infrmed abut varius prducts f the cmpany and their uses; cmparative advantages, price
differentials, prduct, after sale services and changes must be cmmunicated prmptly.
Qualitative cmmunicatin ensure the prmtin f a psitive favurable atmsphere, develps
friendly and cnfident feelings twards the cmpany and its prduct.
Audi-visual, direct mail, sales prmtin, advertisements, news bulletins, annual reprts,
psters, hardings and pamphlets are few f the many media used t reach the public. Public
infrmatin cnsists f:
(a) Preparing and distributing new releases cncerning the cmpany t create public interest.
(b) Public meetings, press cnferences between the cmpany and ~representatives f the press,
radi and televisin. '
(c) T have a regular and prmpt press infrmatin service and t answer enquiries frm the
press and radi.
(d) Releasing peridic advertisements in the mass media circulating thrughut the cuntry, and
als in respect f certain cmmdities and infrmatin t custmers directly.
(e) General public cmmunicatin cvers persnalized mass mailings t the editrs f
newspaper, magazines, radi and televisin directrs, educatinal institutins, religius
institutins, public relatins ffices, fficials and ther lcal pinin leaders.
(t) Mtin pictures are ther imprtant media fr public cmmunicatin which prtrays the
cmpany's peratins highlighting the ecnmic advantages f the cmpany's area f peratins.
Mass media are the gateway f the cmpany fr cmmunicatin with the public. The public
relatins department f the cmpany is mainly respnsible fr prmting gdwill amng the
utside public.
3. Custmer Relatins
An effective system f cmmunicatin shuld prvide pprtunities fr custmer infrmatin.
The custmer is the ultimate bject whse satisfactin and gdwill are f the utmst imprtance
fr the success f an rganisatin. In carrying ut the sales functin f planning, the management
must cmmunicate with custmers. There were times when the custmer was nt the central
figure. But tday the custmer is the kingpin and svereign f the market whse needs and
satisfactin, and the winning f whse gdwill, is f prime imprtance in these days f
cmpetitive setup. These must be cmmunicated prmptly. It is the cmmunicatin which
establishes the cntacts with the custmers. Custmercmn1unicatin helps t establish a
relatinship with custmers wh buy and are the surces f prducts. The media used fr
advertisements can als be used effectively t reach the custmers. It is the respnsibility f
cmmunicatin:
1. T prepare welcme letters, persnally addressed, signed by the chief executive fficer t all
ld as well as new custmers.
2. Custmer infrmatin shuld include helpful and desirable infrmatin cncerning prices,
uses, after sale facilities etc.
3. Media like pamphlets and bklets printed in an attractive manner summarising the cmpany's
prduct etc., are the purpse f cmmunicatin.
4. Enclsing handuts, prgress reprts t each bill r t each crrespndence mailed t
custmers. This acts as a repetitive reminder t the custmer abut the cmpany.
5. Prmpt respnse t all enquiries made by the custmer prmtes and builds cnfidence and
gdwill. Effective written cmmunicatin prmtes a friendly understanding f cmpany
plicies.
6. Preparing brchures and ther infrmative flders directed t specific custmer grups like
fanners, small business, wmen, and ther special users.
4. Gvernment Relatins
Cmmunicatin with the gvernment and its departments is anther imprtant dimensin f
external cmmunicatin. Business cmmunicatin with the gvernment cvers several dealings
tuching many gvernment departments. A crprate enterprise has t cmmunicate with the
Registrar f Cmpanies, Cntrller f Capital Issues, finance department, industrial department
and labur department. The relatins f a cmpany with the gvernment are many sided.
Crrespndence with the gvernment may cver exprt-imprt matters, freign exchange
dealings, listening, registratin, taxatin matters als. A cmpany has t file a number f
dcuments t varius departments f the gvernment. Filing f annual returns and tax returns are
regular activities.
Business huses have t cnsider the natinal bjectives as well as the natinal pririties f
ecnmic develpment as indicated in Five Year Plans and ther plicy statements and
reslutins. There is always if rutine cmmunicatin between the gvernment and business n
several ther matters like wage plicy, freign plicy, industrial plicy etc.
Gvernment cmmunicates natinal bjectives, pririties, achievements
and prgrammes
thrugh the mass media like televisin, radi, film and ; thrugh the print media like newspapers,
magazines,adviertisement, Five Year Plans, budgets, annual reprts, special ecnmic survey
reprts, statistical bulletins, handbks etc. A firm has t deal with all crrespndence in which it
is cncerned and interested.
5. Dealer Relatins
A cmmunicatin netwrk shuld nt verlk the imprtance f dealer cmmunicatin. The
dealer is a trader wh carries n the business I f buying and selling and ther dealings. A dealer
effects a substantial turnver invlved in buying, selling, supplying r distributing gds directly
r indirectly fr cash r deferred payment r n cmmissin. A dealer is an imprtant party in
external cmmunicatins. The relatin f the cmpany with its dealers, like thse f ther
utsiders, is said t be dealer cmmunicatin. The quality f the prduct, the trading plicy,
practice, prcedure and the image the dealers t prmte are the fundamental
factrs which must be given majr cnsideratin in the subject matter f cmmunicatin. The
methd f cmmunicating with the dealer will vary depending upn the nature f the prduct,
distributin and media f cmmunicatin. Cmmunicatin with a dealer is quite different when
the distributin is made thrugh agents.
Cnferences and meetings with dealers are the usual media f ral cmmunicatin. Written
cmmunicatin thrugh letters is ften the cmmn methd. Anther medium f maintaining
clse cntact with the dealers is by prviding all the dealers with regular cpies f an external
huse jurnal r news sheet. This carries relevant intnatin frm the business huse t the
dealers, whlesalers, stckists, agents etc. The jurnal generally cntains messages n display,
prmtins, uses, benefits, and cmparative superirity f the prduct. It als cvers all such
matters calculate t imprve the dealer's turnver, and as a cnsequence, mutual prfits. Direct
mail is als used t maintain direct cntact with the dealers.
The public relatins fficer f the cmpany gives guidance and help t prmte sales. He is a
liaisn between external parties and the cmpany.
6. Inter-rganizatin Relatins
N business rganizatin can exist in islatin withut cnnectins and dealings with ther sister
business rganizatins. Inter-crprate cmmunicatin implies a prcess f infrmatin
exchange between cmpanies. A cmpany f a particular industry may have links, direct r
indirect. Inter-crprate lans, inter-cmpany investment, inter-lcking directrship, intercrprate dividends, inter-crprate hldings and inter-crprate transactins etc., are all
examples f the existence f inter-crprate cmmunicatins. Infrmatin exchange between
cmpanies may take place n many matters like cst, prcess f prductin, methds f
prductin, new methds f prductin etc.
It has been bserved that a firm simply cannt exist r survive unless it is related with ther
firms in the industry. Inter-industry and intra-industry infrmatin exchange is necessary t make
cmparisn and t run n smth and cmpetitive lines. Business huses undertake much intercmpany cmmunicatin t bridge the cmmunicatin gap between the rganizatin and utside
entities. Very ften ne ntice
that cmpanies resrt t inter-crprate and inter-institutinal cmmunicatin. Cmpanies are
als invlved in infrmatin exchange t knw the varius sphisticated techniques adpted, the
handling f prductin, appraising peple abut the rganizatin's march, scial respnsibilities
discharged and getting their emplyees infrmed abut the mvement f emplyees in
cmparable rganizatins.
In present day cmpetitive structures a firm is expected t catch up n the efficiency attained by
cmpetitrs, and make effrts t reach and exceed them. Cmmunicatin between the
rganizatins n varius functinal perfrmances highlights the pints f strength and weakness
in individual cmpany perfrmance.
Inter-firm infrmatin exchange facilitates inter-firm cmparisn, which prvides an bjective
and realistic measurement f cmparable efficiency f the firms inter se. The inter-firm messages
n perating perfrmance, financial results, prduct cst structure, sales trend, market ptential
etc., in relatin t firms f similar size, capacity, nature, industry r trade present a vivid picture
f cmparative strng pints and weak pints. The firms can imprve their activities accrdingly.
Firms thus supply infrmatin reprts n their activities in the frm f ratis, figures etc.
7. Cmplaints
Public relatins firmly believe in penness and hnest cmmunicatin. Public cmplaints,
suggestins and respnse cnstitute a cmplaint cmmunicatin system. The public is any grup
f peple which shares a cmmn interest. An rganizatin with its effective cmmunicatin
talent has t establish and maintain mutual understanding between an rganizatin and its public.
Cmplaints made by the public are t be attended t, and suggestins ffered shuld be
cnsidered. A cmplaint is really a favur dne t the cmpany.
Crrespndence with the cmpany is a gd means f cmmunicatin; in particular, face-t-face
cnversatin is still effective. Acknwledging a cmplaint and giving a decisin withut delay
prmtes gdwill. It is scial respnsibility f business as a frm f activity t entertain and be
respnsive t cmplaints and suggestins. The scial respnsibility f a business entails
bligatins which a business wes t sciety. Cmmunicatin sets in all spheres f enquiries,
cmplaints and suggestins.
ESSENTIAL QUALITIES F GD PUBLIC RELATINS
Withut reaching fr the mn, tentative analysis f experience with a large number f public
relatins managers has indicated, in a general sense, the fllwing as the basic qualities required
in successful PR managers:
1.
Mental ability:
A cmbinatin f planning sense first f all, fresight, rderliness f mind and judgement, which
will result in willingness t think straight, and in a thrughness and prmptness f decisin.
2. Ability t see the ther persn's pint f view t act, and t be as critical f neself as f
thers; this is the basis f the ability t wrk with ther peple.
3. Integrity, in the sense f mental hnesty.
4. A restrained self-cnfidence, cupled with initiative and resurcefulness.
5. A balanced temperament particularly the absence f such traits as emtinal instability, a sense
f marked inferirity, frcefulness and self-centred utlk.
NEED FR PUBLIC RELATINS

The need fr public relatins is clearly explained n the pints belw
1.
Cmmunicatin :
The means fr cmmunicatin have reached, technically, almst a stage f perfectin .It is tday
financially pssible fr practically everybdy at least in the advanced natins- t receive
infrmatin thrugh varius mediums f media and cmmunicatin. The level f educatin f a
wide circle f the ppulatin is rising rapidly and this ensures a steady increase in the capacity
fr receiving infrmatin which is guaranteed by the cnstitutin. Adequate infrmatin is,
therefre, theretically pssible althugh it is by n means guaranteed in each individual case.
2.
New Infrmatin rder:

Whether we are crrectly infrmed is far mre difficult t answer. Many bks, many
discussins thries in academies in radi and televisin in India and abrad, and cuntless
lectures, nt excluding thse in Infrmatin Sciety and New Infrmatin rder, as far as we
are aware, a crrect reply is yet t be received. The nly answer, accrding t the philspher
Karl Jaspers given in 1963, is we in the Free Wrld have the chance t share the respnsibility
and find ways f receiving the best pssible infrmatin.
3.
Infrmatin Lad:
Als called message lad r quantity, The sceptic will, f curse, draw ur attentin t the fld
f infrmatin t which we are all expsed tday. The prper reply t this is that this fld is
largely withut directin and that it is incmplete r inaccurate. Infrmatin must be prepared.
Essential infrmatin must be separated frm trivial matter, and the interest f the receiver must
be arused in the right directin. In the rganizatin that ignrance, the inability t appreciate r
rganizatin , superficial knwledge is extremely likely t result in dislikes, dissatisfactin and
utright rejectin with all their disastrus cnsequences. What we require is a fair means f
infrmatin which eliminates existing r awakened suspicins, which builds up understanding,
and creates cnfidence. This is what we call Public Relatins.
4.
Mutuals and Understanding:

Ging by the definitin f public relatins, the mutuality is based n interactin between
cnsideratin fr public pinin, and the need f the cmmunicatr r rganizatin t infrm r
establish cntact. Understanding is created by prviding insight int, and reprting n all
essential matters. Cnfidence is cultivated by bringing the aim f the rganizatin int harmny
with the public interest, thus winning and maintaining gdwill amng the general public.
Frm all these facts, it is clear what the purpse f this Activity in, fr, and with. The public' is :
T act and nt t react; t create an atmsphere f cnfidence by an active infrmatin plicy,
and als t create the psitive image f the cmpany r rganizatin in the mind set f the
general public the passive part f which cnsists in answering queries ; t infrm the public and
exert influence twards the inside as a frm f crprate and scial cunter cntrl t establish
direct r indirect cnnectins with the public, t fulfill a kind f interpreterss functin twards
the public and t cntrl cmmunicative reactin.
PUBLIC RELATINS TLS
Advertising
Advertising is publicity but nt all publicity is advertising. It is the business f selling gds,
services and ideas by inducing peple t want them. It is drawing attentin f public by big
public annuncement t a cmmdity r service with the aim f selling it.
Advertising may als be defined as the purchase f space in the press, r time ver the radi and
televisin t prmte the sale f prducts r ideas, and t build up the crprate image f an
institutin. Advertising is ne f the frces f mdernizatin and cuts acrss Idelgies. Any
advertising campaign shuld cntain in it the brad ingredient f public interest. The specific
categries f public interest advertising are:
1. Crprate Advertising
It explains the cntinuing research, engineering and management effrts a cmpany makes t
imprve its prducts r services. It can be called the vice f management speaking nt nly t
custmers, but als t investrs, suppliers, distributrs, emplyees -present and ptential and
leaders f public pinin.
2.
Public Relatins Advertising
It discusses the prblems, plicies, scial philsphy, r ecnmic gals f a cmpany r

industry, illuminates sme aspect f the Natin's scene; discusses the basic principles f its
enterprise, ntably with respect t freign cllabratin fr the reader t shed light n the
ecnmy r the sciety in which he lives.
3. Public Service Advertising
It is designed t prmte vluntary individual actins t slve natinal prblems such as better
rads, preventin f flds, better health care, family planning and rehabilitatin f the
handicapped. Als encuraging cultural activities, turism, secularism, buying f Unit Trust
Certificates, vting in natinal electins, reducing prejudices, and ther wrthwhile causes.
Publicity
It is the umbrella term which in its meaning cvers all the techniques emplyed t get a stry
acrss t the public. It is weapn f war, an instrument f sales, a tl f plitics. Basically
publicity is news , publicity is dne thrugh varius mediums like televisin, newspaper
magazine ,scial media . It has t be news, that is, be f interest t be carried. Publicity includes
advertising because advertising, like publicity, tells the stry. But in general usage, publicity is
used t describe thse expressins where the medium is nt paid fr; whereas advertising
cnsists f paying fr the medium t get the stry tld.
Advertising vis-a-vis Publicity
If public relatins may be bradly cnsidered, as it is by many, as the act f right living, r 'being
a gd citizen', publicity is the act f telling the wrld abut right living r gd citizenship. The
rle f public relatins is t make a light wrth prjecting. The art f publicity is the act f
prjecting the light.
Prpaganda
Prpaganda describes the plitical applicatin f publicity and advertising, als n a large scale,
t the end f selling an idea, cause, r candidate r all three.
It was
first given general currency by the Rman Cathlic Church t refer t the disseminatin f its
dctrines.
There are tw types f prpaganda. The ratinal prpaganda in favur f actin that is in
cnsnance with the enlightened self-interest f thse wh make it and thse t whm it is
addressed. The ther is nn-ratinal prpaganda that is nt cnsnant with anybdy's
enlightened self-interest but is dictated by, and appeals t, passin.
Diplmacy
The xfrd English Dictinary calls it the management f internatinal relatins by negtiatin',
r, 'the methd by which these relatins are adjusted and managed.'
Sir
Ernest Satw's 'Guide t Diplmatic Practice', a sund wrk which has been the Bible f British
Diplmats fr many years, wrte. Diplmacy is the applicatin f intelligence and tact t the
cnduct f fficial relatins between the gvernments f independent states.
Prmtin
Prmtin describes cmmercializatin f publicity, and publicity and advertising jintly,
usually n a grand and c-rdinate scale, t the end f selling a prduct r prducts.
Campaigns
Campaigns cnsist f cncerted, single-purpse publicity prgrammes, usually n a mre r less
elabrate scale, emplying c-rdinate publicity thrugh a variety f media, aimed at a number
f targets, but fcused n specific bjectives. A campaign bjective may be the electin f a
candidate, the prmulgatin f a plitical issue r cause, the reaching f a sales gal, r the
raising f a quta f funds.
Lbbying in PR
Lbbying is a kind f tl generally used by a grup f persns like members f legislatures wh
cnduct a campaign utside the legislative chamber, that is, at the lbby, t influence members t
vte accrding t the grup's special interest; it is als used by sharehlders f business
crpratins during the Annual General Bdy Meetings t pass a 'reslutin' r elect a 'directr'
t the 'bard' in the interests f a grup f sharehlders.
In a basic sense, lbbying entails the exertin f influence, smthand measured pressure and
any ther exercise f persuasin-cum-pressure. In essense, it means a grup putting its pint f
view frward in an attempt t win the ther grup's supprt.
Public Affairs
Public Affairs may be defined bradly as a significant and substantial cncern and invlvement
by individuals, business, labur, fundatins, private institutins and gvernment with the scial,
ecnmic and plitical
frces that singly r thrugh interactin shape the envirnment within which the free enterprises
exist.
MEDIUMS F PUBLIC RELATINS

Letters
Letters which enable ne persn reach anther despite the

limitatins f time that can cut dwn n persnal visits and telephning, are amng the mst
ancient and perhaps still the mst imprtant media f mass cmmunicatins. It has been said that
letters are the nly selling medium that, if taken away, wuld disrupt the entire mdem business
structure.
They are sent ut with every kind f enclsure; pamphlets andleaflets, rder blanks, samples,
pictures, return pst cards, and many thers.

The well-written letter has a majr advantage ver all ther media it is directed persnally t an
individual. If it designed t please and flatter him rather than t irritate him as an invasin f his
privacy, it cmmands his attentin fr a little while perhaps just lng enugh t mtivate him t
d what the writer wants him t d.
Mail is a persnal thing. A persn likes t receive a letter written fr him as well as addressed t
him. He likes t express regard fr him, ffer him a better jb, make a prmise r enclse a
cheque. When a publicist sends ut a letter written fr the client's benefit rather than fr the
recipient's, privacy is being presumed upn. The recipient may resent it. He may thrw the letter
away withut reading it, r read it nly t turn against the writer.
Individually written and addressed letters have lng cnstituted (he backbne f internatinal
cmmunicatin. ffset letters are being used in increasing vlume t establish a direct speedy
line f cmmunicatin with specific publics- Letters are used n a regular r spt-news basis t
reach emplyees, dealers, alumni, r wrkers in a fund-raising r legislative campaign.
THE TELEPHNE
A telephne call is mre effective than a letter as a last minute reminder r an incitement t
actin. The telephne is gd fr getting a persn t d smething he shuld d althugh he
might prefer nt t such as attending a meeting. He can ddge a letter mre easily than the
persnal cmmitment f a persnal cnversatin. But fr a technical r mnetary cmmitment
bth parties will find it advisable t put it in writing t seal the telephne agreement.
The secret f success in a large-scale telephne campaign is t btain reliable telephne

peratrs - peple with pleasing telephne persnalities and the persistence t keep after each
number until they actually reach the prper party and drive the message hme.The maximum
effect is btained in a telephne drive when every prspect is reached ver the phne by a
persnal acquaintance. The telephne being an instrument f human cntact, curtesy and tact in
its use are imprtant in winning the understanding and gdwill f the persn n the receiving
end. The telephne persnality f an rganizatin and its emplyees is a vital aspect f its
relatins with the entire cmmunity, with many different publics, and with every individual
cnnected by phne.
A glaring telephne discurtesy is t have a secretary put thrugh a call and then hld up the
party being telephned because the caller has becme tied up with smething else. It is better fr
peple in business t make their wn calls. Peple in business can win gdwill by answering
their wn tele-phnes if pssible, it is nt pleasant telephne manners t have a secretary ask

every caller 'Wh's this? 'Wh are yu with? and What's the call abut
Wrd f Muth
Wrd f muth spreads like wild fire. If the subject and cntent are right, it can burst int
spntaneus cmbustin just as an entire frest may suddenly be verrun by cnflagratin.
Thrugh wrd f muth, rumur and innuend may spread with extreme speed frm ne persn
t anther and spntaneity if the subject is clse t the emtin f peple. Feeling and thught
must quickly take wing n wrd f muth. In stimulating a wrd-f-muth campaign the
imprtant thing is t present subject matter f such interest as t cause peple t repeat it t
thers and wrd f muth is als a very gd surce f news gathering.
Wrd f muth is perhaps the mst subtle f publicity tls. It takes the frm f gssip and
slander at times if timely actin is nt taken t cntrl it. Thugh it is the hardest t cntrl, all
ur effrts need t be made. Its manipulatin is nt subject t cut-and dried mechanics, as is the
case with s many publicity media and instruments. The things that cntribute t wrd-f-muth
circulatin are:
1. A spectacular and successful event r prduct.
2. A spectacular publicity r activising campaign.
3. A gd catchwrd r slgan.
4. Capitalising n a mass trend r catchwrd.
Newsletter
The cmmercial field has lng made gd use f newsletters. These have a bright future.
Newsletters tend t fit the times these days. Peple have fragmented interests. There are certain
things they want t knw a lt abut, and ther things they dn't want t hear anything abut.
Newsletters have the advantage f speed. They are quick t read.
The public relatins use f newsletters is spreading rapidly int nn-prfit fields as well.
Assciatins and prfessinal scieties particularly find the frmal effective. Its use in plitics
and lbbying is burgening. With this frmat, users can reach cnstituents quickly n matters
having bth urgency and imprtance. The persn-t-persn nature invites reading.
Pst Cards
Pst cards are quick and easy t prepare, quick and easy fr the recipient t absrb, ecnmical
t mail t cnstituents and an effective adaptatin f direct mail t reach large numbers f peple
with a message that can be punched hme in a paragraph.
In many campaigns, a large number f individuals can be stimulated t sign and then send pst
cards t their wn friends and cntacts. This persnal tuch has mre influence with the recipient
than wuld a cmmunique frm a stranger.
Public Address System
Public address systems at meetings, shws, gathering f emplyees r mass audiences f any
kind make it pssible mechanically t prject his human vice befre a large number f peple.
Munted n a mini truck r ther mbile aut, the public address system can be transprted frm
place t place, presenting speakers and prgrammes as it ges, and reaching a widely distributed
audience. Sund tracks can als be rigged up at prgrammes in lieu f a permanently installed
public address system. A prtable bullhrn affrds great mbility wherever amplified sund is
needed.
A recrding makes it pssible t 'capture' a speech r radi prgramme and replay it by radi
befre an audience r ver a public address system anywhere. Sme recrdings are made n the
spt at special events. In ther instances, special prgrammes are deliberately prduced at are
crding studi.
Charts
Charts are by far the mst-used visual aid. A chart may be painted, printed r drawn. It must be
large enugh and simple enugh t be seen and cmprehended in the presentatin setting.
Flannel Bards
Flannel Bards cnsist f abard cvered with felt. Sticky-backed visuals are placed n the
surface, allwing a speaker t put sme mvement and flexibility int an therwise static
presentatin.
Magnetic Bards
Magnetic Bards are much like flannel bards, except that magnets permit the use f heavier
three dimensinal visuals.
Vide Cassette, Audi Cassette and Disc Recrdings
These are useful in vercming sme f the difficulties f wrking with a diffuse and lse-knit
rganizatin. They assure that all cncerned get exactly the same message with the desired visual
and/r audi emphasis. Generally, these vide cassettes, audi cassettes r disc cmmunicatins,
thugh carefully prepared, are mdest in technique. Intentinally, they d nt have the
ambitius-r cst-assciated with full scale prductins.
Tele Lecture
This is a useful technique fr making an audi/visual presentatin at a distance. With the help f
the telephne cmpany there is a hk-up frm a speaker's ffice, a meeting r classrm, where
visuals can be shwn while the speaker is heard. Members f the audience can questin the
speaker thrugh a tw-way hk-up. This permits the speaker t 'appear' at many lcatins
withut the full time r expense f ging there, and it permits remte grups t engage speakers
they therwise wuld nt attract.
Facsimile
It sends between distant cities via telephne lines, exact cpies f blueprints, layuts, and ther
visual materials- It is nw used increasingly t transmit cpy between the ffices f an agency
and clients r between an rganizatin and a cmmunicatins medium.
PLANNING PRCESS F PR
Public Relatins is nt merely a prcess f getting stries and pictures int newspapers. It
is much mre. It has t be prperly planned, rderly executed, and a number f details need
careful attentin. Public relatins csts mney, requires manpwer, needs expertise, and
cnsumes time and resurces. S it shuld be well planned and executed in an rderly manner s
that it can create r maintain the psitive image f the cmpany r rganizatin in the mind set
f the general public.
PR bjectives
The first step is t set ut clearly the PR bjectives befre any campaign is launched. The
publicist must have a clear idea as t what is intended t be achieved. His apprach shuld be
psitive and purpseful:
Publics
The next step is t decide wh is the audience t be reached i.e. lcal, reginal, natinal, r
internatinal. And apart frm gegraphical area, it shuld be cnsidered if any specialized
audience r a sectin f the cmmunity r prfessinal peple is als t be reached.
Message
After deciding the public the cmpany has t decide what message they want t pass thrugh the
campaign which they are ging t rganise, what is it they want the peple t knw abut them
r what they want t tell r infrm the public abut thrugh the campaign.
Strategy
A strategy is a lng term planning r the methds that a cmpany adpts t make itself a
successful cmpany. Fr a PR campaign als strategies are required t be frmed t s that they
can create an impact r impressin in the minds f the peple; as well as they can build a fair
and favurable image in the market.
Tactics
Alng with a gd strategy a cmpany als needs t use sme very gd tactics fr its campaign
because there are cmpetitrs in the market and the cmpany has t stand n tp f all f them.
Time Scale
The public has t decide the time scale in which they will cmplete the campaign. They have t
set a specific time. Als the decisin abut the cmmencement f campaign, duratin, repetitin,
etc. is t be made well in time.
Resurces
The publicist has als t think abut the resurces in terms f mney and staff available t him.
The campaign has t be planned keeping in view the resurces which the publicist wuld be able
t mbilize.
Selectin f Media/Resurces
Anther pint that requires a decisin is abut the media t be emplyed fr the campaign:
whether publicity is t be cnduct-ed with ne medium r mre than ne r thrugh multi-media.
Evaluatin
After deciding upn the abve things the publicist shuld evaluate the whle prcess t check
whether everything is prperly being dne r nt r whether they have t add anything else r
nt, etc.
Review
After evaluatin again there shuld be a review f the entire thing t give it a final check.
Analysis
After the campaign there shuld be an analysis f the entire prcess sp that they will cme t
knw whether the campaign was successful r nt and if nt then where it went wrng. If any
draw backs are pinted ut then again the whle prcess is repeated frm the pint f
identifying the publics.
NTPC CSR
Cre t the cmpanys philsphy, CSR has been an integral part f NTPCs business f pwer
generatin and lighting up the lives f millins f Indians. NTPCs spirit f caring and sharing is
embedded in its missin statement. We firmly believe that cmmunities lcated in the vicinity f
ur prjects as well as thse displaced by them are imprtant partners/stakehlders in Indias
grwth stry. As gd neighburs, we have built strng partnerships with them thrugh a slew f
well-cnceived cmmunity develpment interventin prgrammes.
Based n ur dedicatin t the cause since ur inceptin, NTPC has a cmprehensive
Resettlement & Rehabilitatin (R&R) plicy cvering cmmunity develpment activities. ur
plicy grws wings at the prject sites the mment the prject takes ff. Thereafter extensive
peripheral develpment activities are taken up alng with the prject develpment. There is a
separate CSR-Cmmunity Develpment Plicy which cvers a vast gamut f activities starting
frm the grassrts at the unit level right up t the reginal and natinal level including
implementatin f key prgrammes thrugh ur very wn NTPC Fundatin.
Fcus areas / CSR Initiatives
Like the clurs f a rainbw, The Crpratins invlvement in cmmunity develpment

prjects/ CSR cvers a diverse range f issues such as basic infrastructure develpment,
educatin, cmmunity health & sanitatin, capacity building and gender empwerment. The
prjects are custmised based n specific lcal requirements and guided by extensive Need
Assessment Surveys and cnsultatins thrugh varius participative frums like Village
Develpment Advisry Cmmittee, Rehabilitatin and Periphery Develpment Advisry
Cmmittee etc. The active participatin/engagement and wnership f these initiatives by the
lcal cmmunities is the key t the smth and successful implementatin f these schemes.
Expenditure n CSR by NTPC

SN
1
2
3
4
Year
2014-15 *
2013-14 *
2012-13 *
2011-12
Allcatin (Rs. Cr)

283.48
126.12
56.37
45.51
Expenditure (Rs. Cr)

205.18
128.35
79.42
49.44
We are prud that ur CSR initiatives and prgrammes are benefitting ver a millin f ur
cuntrymen in ver 500 dd villages in the neighburhd f ur statins and plants thanks t a
vigrus structure, well dcumented plicies and a streamlined prcess.
NTPC is als a member f Glbal Cmpact Netwrk, India and cnfirms its invlvement in
varius CSR activities in line with 10 Glbal Cmpact principles and shares its experiences with
the wrld via Cmmunicatin n Prgress, a public disclsure.
CHAPTER -4
NTPC CSR CASE STUDY
NTPC( Natinal Thermal Pwer Crpratin) is the largest thermal pwer generating cmpany
f India. A Public sectr Cmpany whlly wned by gvernment f India. It was incrprated in
the year 1975 t accelerate pwer develpment in the cuntry. Within a span f 30 years, NTPC
has emerged as a truly natinal pwer cmpany, with pwer generating facilities in all the majr
regins f the cuntry. Cntributing 28.5% f the cuntrys entire pwer generatin. NTPC tday
lights up every furth bulb in the cuntry. With ambitius grwth plans t becme a 56000MW
pwer cmpany by 2017, NTPC the largest pwer utility f India has already diversified int
hydr sectr. 18 NTPC statins have already been accredited with the IS 14001 certificatin. In
keeping with its well fcused envirnment prtectin plicy, NTPC has set up a Centre fr
Pwer Efficiency and Envirnmental Prtectin (CENPEEP) which functins as a resurce
centre fr develpment and disseminatin f latest technlgies in envirnmental management.
Status:NTPC status State run NTPC's Vindhyachal Super Thermal Pwer Statin (VSTPS) will becme
cuntry's largest pwer generating plant n Friday with the cmmissining f anther 500 MW
unit. The unit f Vindhyachal Super Thermal Pwer Statin (Stage V) will be declared n
cmmercial peratin frm "00:00 HRS f ctber 30, 2015", NTPC Ltd said in BSE filing.
verall, the ttal cmmercial capacity f VSTPS, NTPC and the NTPC Grup will becme
4,760 MW, 38,442 MW and 44,443 MW respectively. VSTPS will als becme the largest
perating pwer statin in the India, the cmpany said. The pwer plant is lcated in district
Singrauli f Madhya Pradesh. The beneficiary states f the prject are Madhya Pradesh,
Chattisgarh, Maharashtra, Gujarat, Ga, Daman & Diu and Dadar Nagar Haveli.
NTPC Twnship is situated beside the Plant Premises and cmprises f 4 clnies namely NH1,
NH2, NH3 and TTS (Temprary Twnship). Besides there are Clubs, Swimming pls, Russian
Cmplex (Auditrium), Schls, pen Air Theater, Playgrund, Temples and Lake Park which
prvide ample facilities fr the inhabitants f the twnship
Table 2. Categries wise items f CSR in NTPC Vindhya Nagar
S.N.
1.
2.
3.
4.
5.
Statement
Percentage
Very gd. (Range)

70 and abve
Gd.
50 and abve
Average
40 and abve
Pr
30 and abve
Extremely pr
Less than 30
Item N.
Ttal N. f
Item
3,22
7,9,13
1,8,10,12,13
4,5,6,16,18,23
2,11,15,17,19,20,21,
02
03
05
06
07
Fig 1. Item wise percentage scre and categries f Crprate Scial Respnsibility (CSR) at
NTPC Vindhya Nagar Singrauli (M.P.) India
N. f Items
6
5
4
3
2
1
0
3
2
Very gd.
Gd.
Average
Categry
Pr
Fig 2. Categries wise items f CSR in NTPC Vindhya Nagar
Extremely pr
NTPC STRATEGY AND PLICIES

Strategy and Plicies
T cntribute t sustainable develpment by discharging crprate scial respnsibilities.
T lead the sectr in the areas f resettlement & rehabilitatin, envirnment prtectin
including effective ash utilizatin, peripheral develpment and energy cnservatin
practices.
T lead develpment effrts in the Indian pwer sectr thrugh effrts at plicy
advcacy, assisting custmers in refrms, disseminating best practices in the peratin
and management f pwer plants etc.
Plicies
NTPC is cmmitted t generating and prviding reliable pwer at cmpetitive prices in a
sustainable manner by ptimising the use f multiple energy resurce with innvative ecfriendly technlgies thereby cntributing t the ecnmic develpment f the natin, scial
upliftment f the sciety and prmting a healthy envirnment.
In this prcess, NTPC shall strive t:
Cntribute twards clean and sustainable envirnment with respect t land, water and air
Cnserve resurces by reductin, reuse and recycling
Initiate and supprt measures t ptimise the use f renewable energy, increase energy
efficiency and reduce Green Huse Gases emissins.
Supprt the measures fr bidiversity cnservatin by fllwing the practices f

prtecting, cnserving and restring ecsystems.
Be transparent, ethical and fair t all stakehlders
Be supprtive in develping and enhancing peples standard f living in and arund the
plants.
Generate awareness, share knwledge and supprt training prgrammes n sustainable

develpment amng the emplyees, neighburing cmmunities and public at large
Sustainability:NTPC is firmly guided by its philsphy that its cre business f pwer generatin is intricately
intertwined with scial and envirnmental grwth. We at NTPC are dedicated fr generating
reliable energy at cmpetitive prices in a sustained manner emplying a mix f energy surces
and using innvative ec-friendly technlgies. ur plicies and actins are geared twards
adding t the cuntrys verall ecnmic prgress, uplifting the sciety at large and nurturing a
greener planet. NTPC is all abut harmnising the 3Ps: Peple, Planet and Pwer.
CRE VALUES F THE RGANIZATIN

This crprate plan prvides details f the verall agenda fr NTPC. The successful delivery
f this agenda wuld require a cmmitted wrk frce that identifies with and supprts the visin.
T ensure realizatin f this crprate agenda, a set f cre values shuld be central t, and
gvern each activity f the rganizatin.
Knwn as ne f the NAVRATANS f the PSUS NTPC has its fllwing cre values.
They are knwn as (BCMIT) as fllws:B
Business Ethics
Custmer Fcus
rganizatinal & Prfessinal pride
Mutual Respect and Trust
Innvatin & Speed
Ttal quality fr Excellence crprate bjective
BUSINESS PRTFLI GRWTH
T further cnslidate NTPCS psitin as the leading thermal pwer generatin
Cmpany in India and establish a presence in hydr pwer segment
T brad base the generatin mix by evaluating cnventinal surces f energy t ensure lng
run cmpetitiveness and mitigate fuel-risks
T diversify acrss the pwer value chain in India by cnsidering backward andfrward
integratin int areas such as pwer trading, transmissin, distributin, calmining, cal
beneficiatin, etc.
T develp a prtfli f generatin assets in internatinal markets
T establish a strng brand in the dmestic & internatinal market
ACTIVITIES which may include by cmpanies in their CSR plicies

1)
2)
3)
4)
5)
6)
7)
8)
9)
Eradicating extreme hunger and pverty.

Prmtin f educatin.
Prmting gender equality and wmen empwerment.
Reducing child mrtality and imprving maternal health.
Cmbating human immundeficiency virus.
Ensuring envirnmental sustainability.
Emplyment enhancing vcatinal skills.
Scial business prjects.
Cntributin t the prime Ministers Natinal Relief Fund r any ther fund set up by the central
gvernment r the state gvernments fr sciecnmic develpment and relief
the welfare f the scheduled castes,the scheduled tribes ,ther backward
and funds fr
classes ,minrities
and wmen.
10) ther matters as may be prescribed.
FUNCTINS F CSR CMMITTEE
1)
Frmulated and recmmend t the bard, a CSR plicy indicating the activity r
activities t be undertaken by the cmpany as specified in schedule 7 f the act.
2)
3)
4)
Recmmend the amunt t be spent n these activities.

Mnitr the cmpanys CSR plicy peridically.
Prepare a transparent mnitring mechanism fr ensuring implementatin f the
prjects/prgrams/activities prpsed t be undertaken by the cmpany.
BJECTIVES F THE STUDY

1) T study the imprtance f CSR fr vital crpratin
2) Need fr cntributing fr cuntrys ecnmic develpment
3) Steps taken by the gvernment t imprve cntributin f crprate fr CSR activities.
EFFECTS F CSR PLICY
1)
The cntributin f CSR is nt restricted t any ne sectr f sciety .It helps business t
nurture the sciety ver a perid f time. The cmpany is free t cntribute t any f the
sectr which they like mst and which is beneficial fr the rganizatin pint f view.
2)
Crpratins shuld participate effectively and efficiently fr CSR cntributin as

crpratins are invlved with numbers f stakehlders like custmers ,emplyees ,
suppliers ,gvernment ,creditr ,financial institutins ,etc.s they have the respnsibility
t take care f the interest f all the stakehlders fr their wn sustainable grwth.
3)
Every crpratin must take initiatives fr CSR practices t make this planet a better
place t live and nt just this, it will als held crpratins t build their gdwill.
4)
Crpratins can differentiate themselves frm their rivals by taking CSR initiatives.
5)
Cmpany can take CSR as an pprtunity and a platfrm fr pprtunity and a platfrm
fr grwth and survive.
6)
A prperly implemented CSR cncept can bring alng a variety f cmpetitive

advantages, such as enhanced access t capital and markets, increased sales and prfits,
peratinal cst savings, imprved brand image and reputatin, enhanced custmer
lyalty, better decisin making and risk management prcesses.
EXISTING CSR ACTIVITIES F CMPANIES

1)
Intel technlgy supprted the lunch f the Girl Rising film and 10*10 scial acting
campaign, which highlight the imprtance f investing in the educatin f girls and wmen t
advance ecnmic pprtunity. The ther initiatives include educate students thrugh the Intel
internatinal science and engineering fair ,a prgram f sciety fr science and the public.
2)
In 2010 American express partnered
with cmmn purpse t create a leadership
academy in the U.K .The leadership academy brings tgether 25 emerging leaders charities
,including cmmunity ,educatin ,internatinal relief and cultural rganizatins .In 2011 India
became the furth cuntry t hst the leadership academy initiative .The inaugural India leader
targeted leadership academy graduated 23 emerging leaders frm rganizatins that supprt
causes such a child rights ,educatin and envirnment . Beginning in 2012 ,the India academy
grew t graduate 45 participants.
3)
NIIT fundatin has initiated activities t identify and prvide the necessary supprt t
smart children entering secndary educatin (class 8/13-14 years) in terms f supplemental
training s that they can purse main stream higher educatin .The targeted area is science and
analytical abilities .Several specially designed science kits and activities will be used in
wrkshp mde t identify bright students frm rural schls and inculcate a scientific and
analytical bent f mind in these children.
4)
NTPC missin n CSR states develped and prvide reliable pwer ,related prducts and
services at cmpetitive prices, integrating multiple energy surces with innvative and ecfriendly technlgies and cntribute t sciety .NTPC has prepared plicies fr its cmmunity
develpment initiatives. These plicies set furth guildelines gverning the implementatin f
cmmunity develpment initiatives .The initial cmmunity develpment plic guides cmmunity
develpment during prject inceptin,resettlement and rehabilitatin (R &R ) plicy guides
envisaging cmmunity develpment during prject develpment and CSR cmmunity
develpment (CSR CD) plicy guides envisaging cmmunity develpment activities during
peratinal phase. The licies are revised and update with the changing business scenari and
plicies/guildlines frm gvt.f India .The CSR CD licy,issued in july,2004 was revised in
august ,2010 in line with DPE guidelines
5)
Ujjivan financial services as ur missin and bjective is t prvide full range f
financial services t the ecnmically active pr t build better lives and t enable custmers
lead a better life , reaching ut t underserved cmmunities face ,and wrking twards making a
meaningful differences t their lives. The cmpany als has a hlistic apprach t pverty
reductin and in partnership with parinaam fundatin ,is engaged in scial welfare prgrams in
healthcare ,educatin ,vcatinal training ,cmmunity develpment ,shelter ,and disaster relief
.The cmpany cnstantly strives t ensure strng crprate culture which emphasizes n
integrating CSR values with business bjectives. It pursues initiatives t eradicate hunger
pverty; prmting preventive health care and making available safe drinking water ; prmting
preventive health care and making available safe drinking water; prmting educatin ,including
special educatin ,emplyment enhancing vcatinal skill training fr wmen ,prjects fr
prmting gender equality ,prgrams fr empwering wmen and prjects fr envirnmental
prtectin.
6)
Tata cnsultancy services in Indias largest sftware services cmpany and has wn the
Asian CSR award fr initiating cmmunity develpment wrk and implementing varius
prgrams and devting leadership and sincerity as nging cmmitment in incrprating ethical
values .Majr fcus f the cmpany in n educatin sectr. Cmpany is wrking upn literacy
prgram that cares TCS designed cmputer based literacy mdel t teach adults literacy
prgram. Cmpany als wrking upn envirnment plicy and has been develping envirnment
friendly prducts and services.
BJECTIVE F STUDY
T study the varius types f CSR activities in NTPC in general and NTPC Vindhyachal in
particular.
T make suggestins fr accelerating CSR initiatives in NTPC
RESEARCH METHDLGY
The research has been dne n primary data as well as n secndary data .It was cllected
thrugh websites and frm jurnals, magazines, articles, annual reprts and questinnaires.
SAMPLING UNITS
Fr analyzing f NTPCs wrk in the nearby villages, a sample f 120 respndents have been
cllected as a primary data as a secndary data the annual reprts f a cmpany are cmpared.
ANALYSIS AND FINDINGS
In the area f cmmunity Develpment, accrding t survey almst 98% f the villagers are
happy with the wrk f NTPC in their areas. They are satisfied that lcality has been develped
and sme develpmental activities are still cntinue s this is the best result fr the NTPC prject
and cmpany needs t maintain the develpment level. Fr Emplyment pprtunity ,thrugh
the survey it is revealed that a huge part f the cmmunity accept that due t NTPC prject
emplyment pprtunities have increased but beynd 8 km and 12 km satisfactin level declines
while a few d nt agree with the emplyment pprtunities. In case f literacy level, it has been
fund that literacy level has been increased but still there is need fr imprvement in literacy
level because the satisfactin level in the literacy area is nt very gd r we can say that it is nt
at all satisfactry. Villagers infrastructure has been develped up t large extend and the
surrunding envirnment has been develped up t large extend and the surrunding
envirnment has been develped thrugh NTPC prject and the scenari f lcality has been
changed. Almst 99% respndents accepted this while a few d nt agree with this. Health
Centers has been made in the villages and schls fr children, tilets have been cnstructed in
villages by the cmpany. The standard f living has been increased f the villager up t large
extend due t invlvement f cmpany. NTPC prvides health camp in villages which is ttally
free f cst fr the villagers. The aim is that keep the scenari healthy but due t less awareness
abut health peple are nt careful abut this. S at every village f ur sample it has been
extracted that sme peple are nt aware with these prgrammes.
NTPC
Indias largest pwer cmpany, NTPC was set up in 1975 t accelerate pwer develpment in
India. NTPC is emerging as a diversified pwer majr with presence in the entire value chain f
the pwer generatin business .Apart frm pwer generatin, which is the mainstay f the
cmpany, NTPC has already ventured int cnsultancy, pwer trading, ash utilizatin and cal
mining. NTPC ranked 384th in the 2013, Frbes Glbal 2000ranking f the wrlds biggest
cmpanies. NTPC became a Maharatan cmpany in May,2010, ne f the nly fur cmpanies
t be awarded this status. The ttal installed capacity f the cmpany is 43,108MW with 17 cal
based and 7 gas based statins, lcated acrss the cuntry. In additin under JVs, 7 statins are
cal based and anther statin uses napthal/LNG as fuel and 7 renewable energy prjects. The
cmpany has set a target t have an installed pwer generating capacity f 1,28,000 MW by the
year 2032.The capacity will have a diversified fuel mix cmprising 56% cal ,16% Gas ,11%
Nuclear and 17% Renewable energy surces (RES) including hydr. By 2032,nn fssil fuel
based generatin capacity shall make up nearly 28% f NTPCs prtfli. NTPC has been
perating its plants at high efficiency levels. Althugh the cmpany has 16% f the ttal natinal
capacity, it cntributes 25.6% f ttal pwer generatin due t its fcus n high efficiency
.NTPC has been awarded 6th Best cmpany t wrk fr in India fr the year 2013, by the great
places t Wrk institute ,India chapter in cllabratin with The Ecnmic Times .The cncept
f Crprate Scial Respnsibility is deeply ingrained in NTPCs culture. Thrugh its expansive
CSR initiatives, NTPC strives t develp mutual trust with the cmmunities that surrund its
pwer statins.
CRPRATE SCIAL RESPNSIBILITY-THE NTPC WAY
CSR in NTPC is a deeply ingrained belief f ding business by adding value t the cmmunity
and sciety n a sustainable basis thrugh dedicated plicies ,institutinal setup and engagement
prcess t prmte inclusive grwth .-Arup Ry Chudhury ,CMD ,NTPC ltd.
CSR BJECTIVES
T cntribute t sustainable pwer develpment by discharging crprate scial respnsibilities.
T lead the sectr in the area f resettlement and rehabilitatin and peripheral develpment
T lead the sectr in Envirnment prtectin.
CSR has been synnymus with NTPC s cre business f pwer generatin. NTPC aspires t
prvide access t resurces needed fr a decent standard f living fr the peple in its vicinity.
NTPC spirit f caring and sharing is embedded in its missin statement. Cmmunity is the mst
imprtant stakehlder and is a neighbr fr lifetime ,with whm NTPC has built strng
partnerships thrugh a well cnceived basket f cmmunity develpment interventins
.Cmmitted scially since inceptin ,NTPC has a cmprehensive resettlement and rehabilitatin
(RAND R) licy and cvering cmmunity develpment (CD) activities.
STRUCTURE
CSR grup is a three tiered structure-crprate, regin and statin with a separate bard level
cmmittee n CSR t guide, apprve and review CSR activity. Crprate CSR grups
respnsibilities include plicies ,capacity building and external reprting ,reginal CSR grups
respnsibilities include crdinating and mnitring; and statin CSR grups respnsibilities
include planning, implementatin and reprting .NTPC has setup a fundatin-NTC fundatinfr natinal level initiatives which fcuses n persns with special abilities.
BUDGET
As per current DPE nrms, NTPC bard has apprved t incur 1% f net prfit f the previus
year fr CSR and sustainable develpment activities. The allcatin against specific activities is
apprved by CSR and sustainability cmmittee.
PRCESS
The CSR prcess cmprises f fur stages i.e,1) planning 2)implementatin ,3)mnitring &
evaluatin; and 4) dcumentatin and cmmunicatin .
PLANNING
NTPC has adpted a bttm up apprach fr planning .Activities are planned based n need
assessment survey and stakehlder cnsultatin-village develpment advisry cmmittee, lcal
administratin ,rehabilitatin and periphery develpment advisry cmmittee peples
representative ,etc.
IMPLEMENTATIN
All CSR activities are carried ut in prject mde with defined deliverables and timelines and
thrugh specialized agencies and emplyee vluntary rganizatins fr initiatives in cmmunity
develpment.
MNITRING AND EVALUATIN

Effectiveness f prgram is assessed thrugh a tw tier mnitring mechanism invlving
external as well as internal evaluatin .There is regular mnitring at units, regin and crprate
center with mnthly and quarterly reprting. Full fledged internal audit is carried ut t ensure
effective implementatin. Transparent assessment/evaluatin are taken up thrugh reputed
agencies fr gauging impact f ur CSR-CD initiatives. Dcumentatin and cmmunicatin
:Cmmunicatin and feedback is a gd basis fr measuring effectiveness, paves way fr new
idea generatin as well as planning n what next t be dne. Cmmunicatin and feedback is
dne by means f annual reprt, internet ,brchures and reprts put up t the cmmittee bard
fr CSR.
CHAPTER 5
EMPLYEE VLUNTEERING
Cmmunity develpment activities undertaken by EVICE (emplyee vluntary rganizatins

fr initiatives in cmmunity develpment), NGs frmed by NTPC emplyees at varius
statins cmplement NTPCs CSR initiatives.
QUALITY CIRCLES (QCs) IN VILLAGES

As a unique initiative ,NTPC has expanded the cncept f quality circles (QCs) in villages
arund statins n basic element , i.e. achievement ,team spirit ,knwledge acquisitin and
pursuit f excellence .Presently mre than 30 quality circles are actively wrking in different
villages arund varius statins t identify the prblems being faced by the cmmunity and
prvide slutins.
EDUCATIN
Educatin is the fundatin and building blck fr achieving natinal bjectives fr building a
mre inclusive ,equitable present investment fr future .NTPC earmarks 15%-20% f CSR-CD
budget fr educatin.
HEALTH
NTPC strives t prvide access t basic infrastructure fr health, sanitatin medical facilities t
surrunding cmmunity at prject/statins hspitals ,supprt fr three specialized Eye centers at
Bhubneswar Eye hspital disha ,medical equipments fr Uttaranchal frest hspital ,Alappuzha
medical cllege hspital ,kerala and Behala Bachanda Bramchari hspital and research center
,Klkata, supprt fr renvatin and refurbishment f facilities at sundargarh district hspital
,directly bserved treatment cum designated micrscpy centre (DTs cum DMC) with mbile
ambulance facilities run by 12 NTPC hspitals thrugh NTPC fundatin under revised natinal
tuberculsis cntrl prgram (RNCTP) registering abut 23000 patients and prviding treatment
t mre than 2400 patients ,in additin statins regularly take up activities like mbile health
clinics ,health camps ,etc.
CAPACITY BUILDING AND WMEN EMPWERMENT

Capability building is key t livelihd pprtunities .Wmen empwerment anables wmen t
mve frm periphery t centre stage in scial ,plitical and ecnmic terms.NTPC prmtes
plicies and prgrams that fcus n enchancing capability ,imprving equity and increasing
scial sustainability . Key initiatives in capacity building and wmen empwerment: Adptin f
17 ITI s and setting up 08 new ITI s .This has added 1398 seats with 24 new trades, setting
slapur pwer training institute, spnsrship t villagers fr ITI training ,vcatinal training t
BPL candidates at Apparel training and design center, chhindwara ,educatinal and
develpmental wrkshp fr kashmiri migrant children and yuth in jammu ,schl cum
multipurpse building fr girls in village shaulana, dist. Ghaziabad ,ne flr each in girls
hstels in tw dist f ngle and Guntur, AP.
DEVELPMENT F INFRASTRUCTURE
Certain services and facilities are abslutely essential fr life t mve n ,thus fllws
infrastructural supprt fr the rural peple especially wmen and children in the villages
adjining ur wrk centers .GAIL is u gradating f existing telemedicine centers, physitherapy
units as well as setting up a cmmunity hspital in the villages f UP. ther small prgrams that
are carried ut fr the general awareness abut health awareness/TB, Thalassemia, cancer
detectin camps, camps fr physically handicapped persns (distributin f artificial aids and
appliance) in the numerus rural areas where the rganizatin has its existence.
INFRASTRUCTURE
Fr the year 2010-11 under the thrust area infrastructure, prgrams wrth Rs.16.25 Cr. have been
embarked n and implementatin f these prjects is in prgressin. In the area f infrastructure,
cnstructin f village rads, culverts, cmmunity tilets, and ther facilities in identified
villages have helped t bring a facelift t these villages and imprve the quality f life f its
peple. Fr the past many years GAIL has been cnstructing cmmunity centers and apprach
rads with an aim t prvide lng lasting and permanent develpment fr the villages
surrunding GAIL installatin.
SUGGESTINS
As the cmpany being reputed rganizatin is implementing all the applicable CSR CD plicies
and besides that special care is being taken by the prject fr prtecting the surrunding frm
pllutin .Thrugh NTPC is managing things up t the mark but still there is scpe f
imprvement in the sme areas. NTPC is undertaking varius infrastructural develpmental
wrks in the surrunding villages and the same is being handed ver t Gram panchayats fr
taking care f thse in future. Hwever it is bserved that prper care f the infrastructure is nt
being taken int accunt by respective Gram panchayats and in lng run these may nt be f use.
Hence the abve may be taken up with state gvernment fficials fr taking suitable prvisins
fr taking care f the infrastructure. It has been bserved that vcatinal training were given by
NTPC t many village students in varius trades in rder t develp skills f the villagers.
Hwever after training it is bserved that nly a few members in sme activities. But the thers
culd nt. Hence these students may be given pprtunities by engaging them with cntracting
agencies wrking inside prject area. Althugh awareness level has increased amng the
villagers f the surrundings areas after cming f NTPC prject , hwever mre f it is
essential t make the villagers aware f varius things particularly in the field f health care and
sanitatin. In spite f these regular diseases are bserved amng the villagers frequently. In the
area f educatin, the facilities fr preliminary educatin are fund t be satisfactry. Hwever
the higher educatinal facilities are nt fund satisfactry. Hence matter shuld be taken up with
district fficials fr develping higher educatinal facilities are nt fund satisfactry. Hence
matter shuld be taken up with districts fficials fr develping higher educatin pprtunities in
the surrunding areas fr betterment f higher/technical educatin in the surrunding area. Als
the physically challenged persns f the surrunding areas are seen t be less beneficial in terms
f their self develpment. althugh Tri- cycles surgical peratin etc. like facilities are being
prvided t them frm NTPC, sme incme generating/self emplyment schemes shall als be
arranged fr these physically challenged persns t make them self dependent and will increase
their emplyability .
CHAPTER -6
CN CLUSINS
Gvernment intrduces CSR as it wants t make cmpanies mre respnsible fr the sciety r
fr its stakehlders. CSR ffer pprtunities fr the crpratins t cntribute in varius
activities which directly r indirectly help welfare f the sciety. Crpratins are scial entity
s they must take care f all stakehlders ,it is vital t take charge f respnsibility in efficient
way s that all participate f crpratins are scial entity s they must take care f all
stakehlders ,it is vital t take charge f respnsibility in efficient way s that all participant f
crpratins field satisfied . As we knw crprates cant their sciety at large which is
imprtant fr their sciety at large which is imprtant fr their develpment and gdwill. Many
cmpanies are taking steps t imprve their envirnmental and scial perfrmance thrugh the
use f vluntary initiatives such as cdes f cnduct, envirnmental certificatin and reprting ,
scial audits ,fair trading schemes and scial investment prgrams.
This research was dne t see the status f the cmpany twards crprate scial respnsibility
and the wrk which has been dne by the cmpany. After all the surveys and study, want t
cnclude by saying that cmpany is wrking efficiently in the areas but there are many things
which need extra care r can say attentin t make it the satisfactry wrk. In CSR, the
cmpanys is nt nly t cnstruct schls r healthcares but als t maintain the things which
are needed in the schls. In whle survey I fund there are sme villages where cmpany is nt
wrking very strngly. There are sme areas where cmpany has t take sme strng decisins
t make crprate scial respnsibility a big success. rganizatins are increasingly realizing
that CSR is n lnger a cllectin f discrete practices and plicies that shuld be integrated int
the rganizatins peratins and activities.
REFERENCES AND BIBLGRAPHY

Reference frm ld research papers

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CRPRATE SCIAL RESPNSIBILITY (CSR)

Theratical Framewrk of Public Relatins

Functins f csr cmmittee

CSR prgram can be prfitable element fr

Public Relatin Defined:

Art f Science f develping reciprcal understanding and gd will

T create a psitive image in the minds f the general public:

existence int the market.

ELEMENTS F PUBLIC RELATINS

9. T cnnect miscnceptins and clarify n criticism f its plicies and practices.

FUNCTINS F PUBLIC RELATINS

Advise actin as needed.

8. Crrespndence relating t calls, frfeiture, transmissin;

Gvernment cmmunicates natinal bjectives, pririties, achievements

NEED FR PUBLIC RELATINS

New Infrmatin rder:

Mutuals and Understanding:

PUBLIC RELATINS TLS

Public Relatins Advertising

It discusses the prblems, plicies, scial philsphy, r ecnmic gals f a cmpany r

MEDIUMS F PUBLIC RELATINS

Letters which enable ne persn reach anther despite the

pictures, return pst cards, and many thers.

The secret f success in a large-scale telephne campaign is t btain reliable telephne

their wn tele-phnes if pssible, it is nt pleasant telephne manners t have a secretary ask

Like the clurs f a rainbw, The Crpratins invlvement in cmmunity develpment

Expenditure n CSR by NTPC

Allcatin (Rs. Cr)

Expenditure (Rs. Cr)

Table 2. Categries wise items f CSR in NTPC Vindhya Nagar

Very gd. (Range)

Fig 2. Categries wise items f CSR in NTPC Vindhya Nagar

NTPC STRATEGY AND PLICIES

Cnserve resurces by reductin, reuse and recycling

Supprt the measures fr bidiversity cnservatin by fllwing the practices f

Be transparent, ethical and fair t all stakehlders

Generate awareness, share knwledge and supprt training prgrammes n sustainable

CRE VALUES F THE RGANIZATIN

rganizatinal & Prfessinal pride

Mutual Respect and Trust

Innvatin & Speed

Ttal quality fr Excellence crprate bjective

BUSINESS PRTFLI GRWTH

T further cnslidate NTPCS psitin as the leading thermal pwer generatin

Cmpany in India and establish a presence in hydr pwer segment

ACTIVITIES which may include by cmpanies in their CSR plicies

Eradicating extreme hunger and pverty.

Recmmend the amunt t be spent n these activities.

BJECTIVES F THE STUDY

EFFECTS F CSR PLICY

Crpratins shuld participate effectively and efficiently fr CSR cntributin as

A prperly implemented CSR cncept can bring alng a variety f cmpetitive

EXISTING CSR ACTIVITIES F CMPANIES

In 2010 American express partnered

with cmmn purpse t create a leadership

Ujjivan financial services as ur missin and bjective is t prvide full range f

T cntribute t sustainable pwer develpment by discharging crprate scial respnsibilities.

MNITRING AND EVALUATIN

Cmmunity develpment activities undertaken by EVICE (emplyee vluntary rganizatins

QUALITY CIRCLES (QCs) IN VILLAGES

CAPACITY BUILDING AND WMEN EMPWERMENT

REFERENCES AND BIBLGRAPHY