AN ASSESSME]IT OF PUBTIC RELATIONS PRACTICES III LOGAL

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GOVERilMENT: A GASE $TUDY OF GHANDIGARH

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Deepak Sharma*

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lJrban administration and governance has assumed a mounting importance, as fhe

capacity of a naLicn to pursue its economic goals is subject upon its abili$ to govern
the growing cities. ln the wake of this, enhancement of quality governance remains a
major concern allaround the globe. The success revolves around the bond between
citizen and government. To strengthen the position of citizen-government relation
in a planned *anrer, the role of pubtic relation practices has gainted immense
significance.

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The study analyzes and evaluafes fhe pubtic relation practices being carried out by
Municipal Corpofation Chandigarh in context with the true spirit of Public Relations.
The study finds that although inception of Public Relation in local government has
shown benefits but there are serious shortcomings ranging from set up to role to
discharge of duties on part of oi,fficials of Public relations department and Municipal
Corporation. These lacunas need to be addressed on an urgent basis to build up the
governance and empowerment of the people at the grassroots level with the support
of effective Public relations.

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Keywords
Urban Administration, Governance, Citizen, Empowerment, Grassroots Level, Public Relations.

lntroduction
Governance refers to the interaction between ciyil society and government in determining
governmental action (Wilson). ln the dynamic environment of globalization, companies and
organizations struggle to sell their products and services, requiring that a strong image and the
trust of customers. So immense change and innovation in governmental practices are occurring
throughout the world. For local governments, citizens'trust and positive perceptions are crucial
for the successful implementation of government strategies, programs, and projects.
Basically local municipalities are constituted for the planned maintenance and development of
urban areas (USAID). The triumph of local governance depends on the success of its bonding with
the citizens at the core grass root level thus effective provision and dissemination of information
forms the basis for an effective local governance system by building positive relationships among
elected officials, local government staff, and citizens.

Deepak Sharma is Junior Research Fellow, Department of Public Administration, Punjab University, Chandigarh.

MJournel*f#everr:*nt*&Fuhii*PeEicy,Voluni*2,Jssuef,Juiy-l}ec*nrbtr?01?-Fui:licfielationsP,u,ti,*uinLocalGovernmentJ-

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achieve the bonding, public participation in the local decision making and governing process
is
an essential part of democracy (Auiaz) as the goal of any local gouern'ient should beio serve
the
best interest of its citizens (Butler). Thus the role of public relations gained momentum to brace the
bond of citizens and government. The roots of public relations can be traced to Local Government
Group (LGG) which established the lnstitute of Public Relations in 1948 (Moren 2012).
To

yleaning and Role of Local Government Public Relations Practitioners

PR can be defined as continuous, planned activity aimed at creating good relations and an
atmosphere of mutual trust between an organization and its citizens.bemocracy is based on
citizen participation in local government affairs. To achieve fruitful citizen participation, local
governments need to actively involve PR tools in their day to day activities.

of public relations department plays an important role in building government-citizens,

trust and positive perceptions for the successful implementation of gouernment strategies,
programs, and projects.
The role

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well designed and professionally managed PR is expected to guide the organization towards:
Better citizen engagement and understanding processes of governance
Generation of public support
Shared i'esponsi bility for commun ity development
Resource of innovative ideas
Key player in decision making pertinent issues
Media management

Reputation building
Crisis handling

Public Relations
Tools and
Techniques

Communication
with Citizens

Good Public
Relations

Source: Armenia Local Government program

Effective PR and Communication

Thus, the role of Public Relation Department at local level is important instrument of governance
and empowerment. lt is in this backdrop; this attempt analyzes and evaltiates the public relation
practices being carried out in Municipal Corporation Chandigarh. This is specifically done in the
light of growing need for people participation at grassroots level to achieve the desired goal of
local governance.
Research Methodology
The present study examines the various facets of governance in Chandigarh, which in addition
to being a Union Territory fi.e. directly administered by the Union Government) is the capital
of two states - Punjab and Haryana. The study analyzes the various facets of governance. lt
focuses on the working and roie of public relation department and examines the achievements
of PR. To accomplish these objectives, both primary and secondary sources of information have
been used.
The secondary data has been collected from office records, consultation papers, and reports of
urban local bodies and commissions; books; journals; dissertations; internet; and newspapers.
For various aspects of governance of the Municipal Corporation and other departments of
Chandigarh administration, the study relied primarily on their websites.

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The sources of primary data were interviews with the councilors (i.e. elected as well as nominated
representatives) of the municipal corporation. The selection of officials includes Public Relation
officer and officials of PR department. ln addition to them media persons of local dailies were
contacted to ascertain the relationship with PR practitioner of Municipal Corporation Chandigarh,

Case Background
The city of Chandigarh is one the most planned and clean cities of lndia (popularly known as
'City Beautiful') with population of around 900, 000.Chandigarh is also one of the fastest growing
cities in lndia. Chandigarh became a union territory in 1966 and is the joint capital of two states;
Punjab and Haryana. The jurisdiction of the Chandigarh Administration is around 114 square
kilometers which also includes approximately 25 villages.

Since its inception as union territory civic functions such as water supply, sewerage and
storm water drainage, city roads, and solid waste management, are broadly performed by the
Chandigarh Administration. With the formation of the Municipal Corporation Chandigarh in 1994
(with 20 wards) with a jurisdictional area of 79.34 sq. Out of 1 14 square kilometers local bodies
were developed and scme civic functions were transferred to them (Chandigarh Development

Plan,2006).

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Rolen Powers and Functions of the Municipal Corporation of Ghandigarh
The working of the Municipal Corporation Chandigarh is based on a foundation of the committee
system under which various committees are formed to carry out the work. For example,

Water Supply and Sewerage, Roads, Slum Development, Fire Services, Environment & City
Beautification, House Tax committees have been constituted. Each of these sub committees is
headed by a Chairman whereas the Finance and Contract Committee is headed by the Mayor
(Municipal Corporation Chandigarh).
The functions which were transferred to municipalities under Article 243W and 74lh CAA are:
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Journ*l of SsverR*ne* & Ferblic Poli*y, Valume 2. lssue f, July-**cember 2012

Fubli* fislsti*ns lsractics* in locai *cvernment**i*

, Urban planning including town planning

, Regulation of land use and construction of buildings
, Planning for economic and social development
, Roads and bridges, water supply, public health, sanitation, fire services, urban forestry
, Protection of environment and ecology
Safeguarding the interests of weaker sections of society including the handicapped and
mentally retarded children

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slum improvement / upgradation and urban poverty alleviation

Provision of urban amenities and facilities including parks, gardens and playgrounds
Promotion of cultural, educational and aesthetic aspects

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Burials and burial grounds, cattle pounds

' Vital statistics including iegistration of births and deaths

Public amenities including street lighting, parking lots, bus stops and public conveniences
, Regulation of slaughter houses
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such an enormous pressure to perform functions, the role of public Relations holds

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and Functions of the Public Relations Department

llhe department of Public relations came into being in the year 1 997. lt was felt that its achievements
lare not being effectively highlighted
and majority of Chandigarhians are not only unaware about
hllthese achievements but also about the functioning of Corporation. This department acts like
hnrioge between the people of chandigarh and the 6orporation.
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lHighligtrtlng the major achievements and the day-to-day activities of corporation, in both
lelectronic and print media, is the foremost job of Public Relations Department. This department
lrcmains in touch with media-persons and intermingle with them on the behalf of Corporation. It
iprovrdes them all the relevant information's regarding the functioning of Municipal Corporation.
Apart from this Public Relations Department also monitors the entire range of media reports
pbout the functioning of Corporation.
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clippings of various news papers are compiled every day and sent to all top functionaries
various departments for necessary action. Public Retaiions Department also releases public
land
fotices, Auction and Tender notices as per the instructions of concerned department in the
flewspapers. Public Relation-s department plays a very vital role in persuasive communication
lhrough press notes, advertisements and has maintained good library containing important
cooks and records.
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RESUTTS

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of Little lmportance
pn paper the Corporation claims that it is a Department
with great significance but practically
jihe department is being managed poorly.
lt has only one assistant puOli" relation officer, one
j|lerk
and peon. The post of pubtic relation officer was not created and the officials other than
iDepartrnent

ssistant public relation officer have no connection with public relation field.

The working is confined to releasing basic ppss notes, cutting news paper clippings qx6 (
submitting it to respective departments. lt's if shocking hierarchy of department which i; t
representing a Municipal Corporation of such aibtatus. On inquiring it has been found that the (
department remained disowned in absence of Essistant public relition officer. empnyeO wiin
public relation department cannot represent and.cannot make any positive contribution,
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Poor Efforts in Promoting and Encouraging People Participation

It has been found that no awareness campaigns and programmes are being carried out bv
Public Relations Department for encouraging an-d making inhabitants aware. Such a working is
against the spirit of public relations. There are l'ihrdly any planned and deliberate efforts being
carried out by the depaftment.

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Weak Media Management

The role of media is limited to coverage of events relating to political nature like inaugurals
and meeting of deliberative bodies. Day to day media is covering the maladies of Municipal
Corporation. No rebuttal, rejoinders have been carried out to save the image of Local Body
among the residents. Such a casual nature of Public relations can cause serious failure of Local
Bodies in hearts and minds of residents. Generally media shapes up the attitude of masses.

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Threat to Basic Spirit of Contracting Out

Contracting out local public services has been increasingly adopted which aims at producing
quality services in a cost effective manner. The upsurge of private players has come due to poor
performance of public sector, financial constraints and obsolete manpower to cope up with the
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changing scenario. Thus the role of the state has changed from a regulator of infrastructure to l
a facilitator. There is need to have campaigns which can attract the potential bidders for the l
various works. lt has been found that corporation is suffering huge loss due to fewer bidders. On ir
inquiry it has been found that the role of PR is specific to giving advertisements in newspapers,
no serious efforts have been made to pursue potential contenders (Sharma 2011-12).
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No Reach-Out Campaigns
The communicating function is most widely used in Local Governments, where communications
with citizens happen every day On part of public relations no campaigns of reaching out to public
have been carried out. There are serious problems which are being faced by residents, but no
mechanisms have been framed by PR practitioner to listen and solve the grievances. Even the
councilors felt unhappy with the working of PR department.

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Failure of lnternal PR
PR is supposed to play an iniportant part in maintaining cohesion among various departments.
Before effective communication with citizens can take place, a local government must have
consistent and effective communications within its own organizationalstructure. But such culture
of internal public relations is entirely missing. The Department has made no efforts to have a
sound internal public relations policy/strategy.
Failure to Resolve Conflicts
Conflicts among nominated and elected councilors of various political ideologies are common
(Express News Service (2010). The Department of Public Relations has not played any part in

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Pirblic ilelaticns Practices in Local Gcvernmeni--lrt*

settling the differences among various political groups. Effective internal communication could
help in resolving conflicts. Local governments need to implement comprehensive pR
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strategies in which the roles and responsibilities of PR representatives are clearlydefined.

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Conclusion
The study found that there are serious lapses in the working of public relations departrnent,
there
is a need to have sound and well defined PR department with personnel of adequate
knowledge
of carrying out the imperative functions like media management, effective communication
and
in bridging the gap between citizen and government. Further local government must recognize
the need of having effective PR and strategies to empower the citizens for making gou"rn"i""
success story at local levels.
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