Social weak sections being ignored in development, feel PRSI

Shimla, Sep 10 (UNI) The media was not giving enough coverage to either the problems of the weaker sections or to the development projects meant for them, and as a result the programmes programmes being taken for their socio-economic development are not delievering the desired results, participants at a seminar here said today.

Participants at the seminar, '' Media - Public Relations: Challenges and Responsibilities'', organised by the Shimla Chapter of the Public Relations Society of India (PRSI), said the sensational news were getting more space and the trend was proving to be detrimental to the society.

Journalism had become a commodity like other things in the market and the missionary zeal of the profession, considered the fourth pillar of democracy, was missing, they felt.

Referring to the tools of public relations in this era of technology, they said the PR officials needed to update themselves with the latest information and techniques to achieve desired results.

They also called for strengthening the PR units in all organisations to improve its image and disseminate correct information to all.

Senior journalist Vepa Rao presided over the seminar, which was attended by mediapersons, PR officials of the state, central and other organisations.

UNI