SOCIAL MEDIA MAKING AUTOMOBILE INDUSTRY POPULAR

1.PR DEFINATION

Public relations is the art of managing the spread of information about an individual or
company is disseminated to the public, and attempting to frame that information in a positive
light.
Public relations is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics.
2.PR HISTORY

The History of Public Relations

PR has been around for almost 100 years. While many believe that Edward Bernays invented the public relations
profession in the 1920s, others point to Ivy Lee, who opened a counseling office in 1904. One of his first clients was
the Pennsylvania Railroad. In 1906, he invented the press release to distribute the companys news about an
accident before reporters received other versions of the story. It worked like magic.
In 1915, Lee became publicity counsel to John D. Rockefeller. Lee advised Rockefeller to hand out dimes to poor
children as a way of showing his philanthropic impulses. He also invented the Betty Crocker symbol and the
Breakfast of Champions slogan for Wheaties.
According to the Georgia Historical Commission, these facts make Lee the founder of the profession of Public
Relations, but Lee didnt envision his eclectic collection of tactics and techniques as anything more than short-term
solutions to client problems. He supposedly told Bernays, who was a contemporary and also operated out of New
York, that when they died, public relations as a profession would die with them.
Bernays, on the other hand, had a grander vision. He tried to put public relations on a scientific footing, often applying
lessons he had learned from his uncle, Sigmund Freud. Bernays was actually the double nephew of Freud. (His
mother was Freuds sister and his father was Freuds wifes brother). He applied his uncles concept of mass
psychology to sell bacon, cigarettes and soap. He also staged overt acts (what would now be called media
events) to awaken apparently subconscious feelings.
For example, George Washington Hill, an eccentric businessman and president of the American Tobacco Company,
hired Bernays in 1928 to solve a problem: Women werent smoking cigarettes in public. Hill recognized that changing
public opinion could expand his market for Lucky Strike cigarettes. Bernays consulted a psychoanalyst, Dr. A.A. Brill,
who suggested that smoking in public, which men did openly, be linked to the freedom to vote, a right that women
had just won. With the help of his wife, Doris Fleishman, Bernays convinced a group of former suffragettes to march
down Fifth Avenue, carrying Lucky Strikes in the air as if they were torches of freedom as a gesture of
demonstrate their equality with men. It was one of his biggest successes.
Bernays also solidified his reputation as the father of spin by writing books, including Crystallizing Public Opinion in
1923 and Propaganda in 1928. In fact, Bernays often described what he did as propaganda, and didnt apologize for
using the term until after it was adopted in the 1933 by Joseph Goebbels, the Minister for Public Enlightenment and
Propaganda in Nazi Germany.
In 1939, Germanys frighteningly effective use of propaganda prompted President Franklin Delano Roosevelt to
create a group of top men to start working on an American version of propaganda just in case it was needed. One
of these top men was Harold Lasswell.

Lasswell had received his bachelor of philosophy degree in 1922 and his Ph.D. in 1926 from the University of
Chicago. He also studied at the universities of London, Paris, Geneva, and Berlin during those years. In 1927, he
wrote Propaganda Technique in the World War. He taught political science at the University of Chicago until 1938,
when he went to Yale University to become a visiting lecturer at the Law School.
Then, in 1939, Lasswell was named director of war communications research at the US Library of Congress. He
quickly developed a Model of Communication that was just as quickly classified Top Secret. Like a scene out of
the movie, Raiders of the Lost Ark, Lasswell explained to the other top men working on the project that
propaganda or what the Americans called the communication process entailed five key elements. Lasswell
assembled these elements into a model and then turned the model into a simple question: Who says what in which
channel to whom with what effect?
If you found the right answers to each of the five elements of the question, then you could create effective
propaganda unless, of course, too much noise unplanned static or distortion during the communication process
resulted in the receiver receiving a different message than the sender sent.

3.PR IN INDIA

The globalization of the Indian economy in the 1990s gave its rightful place
to PR in India. The emergence of multi-national corporations on the scene in
the early 1990s, the opportunities of foreign direct investment increased
especially with the deregulation of industries. The market became suddenly
competitive and businesses felt it necessary to build their reputation in order
to gain more and more access to new market and new consumers. This led to
the proliferation of PR and advertising agencies in the country.
Over a century old, the profession of Public Relations has come a long way. Although every organization
and all famous people use public relations to create a desired image for themselves, they often would not
like others to believe that they use PR. This is so because critics see PR as an effort at half truth and
concoction to organize favorable media coverage for undeserving people or causes!
Efforts at persuading others and influencing public opinion date backs to antiquity. The Greeks though did
not use the word public relations or public opinion, but believed in the power of public opinion when they
coined the maxim Vox populi vox dei- the voice of the people is the voice of God. In the US, the seeds of
PR could be traced in the American Revolution, when the slogan No taxation without representation rent
the air.
Before we look at the evolution of public relations in India, an overview about the naissance and evolution
of PR per se would be a good way to start the discourse.
PR- the beginning
Edward L. Berneys considered one of the fathers of PR is believed to have contributed richly in
reconciling the development of PR. His book Crystallizing Public Opinion that he wrote in 1923 laid down
the principles, practice and ethics of the profession. In his view a PR practitioner was a special pleader
with two big hurdles to overcome, viz., a) the publics reluctance to acknowledge a dependence on people
or groups, b) the establishment of the profession itself.

In the midst of the Great Economic Depression of 1930s, the governments and organizations felt the
necessity for proactive information about the policies and renewed outlook. The governments needed the
tool of persuasive publicity for which various kinds of media were needed to reach out to stakeholders.
The Bolshevik Revolution of 1917 was indeed a manifestation of peoples frustration with the tyrannical
Czar and their desire to be free. It is however, a different matter that the USSR turned into a regimented
society, until about six decades later, when people supported by the right leadership brought
aboutglasnost followed by the disintegration of the country in to a number of independent states.
The advent of 20th century was marked by the invention of mass communication, beginning with the
printing of newspaper, followed by the invention of radio, cinema and later television. The power of the
pen came to be recognized when newspapers regularly carried stories on the seamier side of things- the
evils of business, the corruption in politics, the double standards in religion, exploitation of children,
women and Blacks. The journalists who were writing negative stories came to be known as the
muckrakers. Such articles had tremendous impact on the general public. The organizations and people
against whom such dispatches were written, felt the need to give their points of view, thus paving the way
for the birth of Public Relations.
PR in India the pre-independence phase
India as a country has been through various upheavals, being invaded from outside from various races
and countries for hundreds of years. India as an idea to India as an entity have always drawn much
enthusiasm and intrigue. James Mill in his book History of British India (1817) divided the history of India
into three distinct characteristics viz., Hindu, Muslim and British civilizations. Not many agree with this
characterization. Some scholars have divided India to ancient, classical, medieval and modern periods.
Famous historian Romilla Thapar posits that a country cant be periodized based on rule alone. History
needs to reflect significant social and economic changes which may not strictly related to change in the
ruling power. The coming of invaders from distinct religions, races and culture and settling down here
had its pros and cons. There is however no denying that in the melting pot, many races, languages and
cultures got assimilated making India a culturally composite nation. India is an interesting case study for
communicators, given the multiplicity of religions, culture, castes, languages and ethnicity. History is
replete with examples of kings going incognito to feel the pulse of the people about governance and to
listen to their grievances. Ashoka, one of the greatest kings in India spread Buddhism far and wide
through his emissaries. His iron pillars have stood the test of times that inscribe the obligations of the
government towards its people.
The growth of PR as a profession in India has been a topic of much debate and deliberations. Many
scholars have analyzed the historical evolution and growth of Public Relations in India from varied
perspectives. JM Kaul, for instance, chronicles four stages of historical evolution of Public Relations,
viz.,early stage, the stage of conscious PR, the third stage of PR and finally Professionalism in
PR. Similarly, Rahul Jain, in his paper PR Landscape, published by Global Alliance for Public Relations
and Communication Management for information only categorizes the historical progression of Public

Relations in India into three broad phases propaganda, publicity and public information and public
relations in the modern post-independent India.
The process of professional public relations, it is believed started in the pre independence era when the
British Government needed to win over the support of the Indians towards World War I. It was also the
time when family owned corporate houses such as Tata and Birlas were emerging on the scene.
The advent of Mahatma Gandhi on the political front changed the strategy of freedom struggle in the
country then on. Non violence, Civil disobedience, Satyagraha (Insistence on truth) were the new
strategies that needed mass support and understanding from the Indian perspective. Mass media,
especially newspapers played a great role in disseminating information and creating a national fervor
among Indians.
The British Government too, felt the need to build the public opinion and disseminate information to the
public through the media on World War I. It established a Central Publicity Board under the chairmanship
of Sir Stanley Reed, the editor of the Times of India, Bombay which was the first organized PR set-up in
the country. Once the war ended the board was taken over by Central Bureau of Information in 1921. This
bureau functioned as a link between the government and the media. One of its important functions was to
scrutinize the negative and critical stories on the government appearing in the media. It also acted as a
major tool of feedback for the government machinery. For the first time an Indian, Mr. J Natarajan of the
Pioneer newspaper, Lucknow was appointed as its Deputy Principal Information Officer. In 1923, the
Central Bureau was re-designated as the Directorate of Public Instruction and later in 1939, it became the
Directorate of Information and Broadcasting.
Origin of PR in Indian companies
Some scholars believe that in the initial stages, PR as a managements voice emerged more as a tool of
liberal philanthropy by the pioneering industrialists. Kaul gives the example of Tata Iron and Steel
Company (TISCO) which went into production in 1912. From the very beginning, the Tatas were involved
in community relations as they built the model town of Jamshedpur wherein they not only provided
housing, water, electricity, free primary education, hospital and technical institutes, but also promoted
social cultural and economic development of the community. Tatas have been the forerunners in
introducing employee welfare schemes.
India at that period of time was fragmented into hundreds of kingdoms and principalities and it was not an
easy task for the crusaders of the freedom movement, viz., various political leaders and political parties,
Congress being the foremost to reach out to the length and breadth of the country in making people
understand and participate in the freedom struggle against the British. Persuasive communication
obviously played a great role. It may or may not have been seen as PR, but undoubtedly had its roots in
it.

It was during this period that Tata opened their public relations department at their head office in Bombay
(now Mumbai) in 1943. It also started a monthly publication next year for employee communication.
A systematic and organized practice of public relations in India some believe began with the Indian
Railways. It was found that the building of railways for the purpose of carrying raw materials from the
hinterland to various ports in the country was proving to be an expensive affair and soon they realized
that they had to introduce passenger traffic in order to recover the cost, which led to promotional
messages for railways as a mode of commuting.
Growth of PR in the post-independent India
After achieving independence from the British yoke in August 1947, the government of India set up a fullfledged Ministry of Information and Broadcasting, a premier agency for disseminating information to
people at large on various welfare programs undertaken by the government. Successive governments
have been criticized for using the state machinery for propagating the achievements of the party in
power. In times of crisis, the governments both at central and state levels have used the PR machinery to
salvage their reputation. The redeeming thing however in India, that makes our democracy a robust one,
is that we have a free and vibrant media that works as a watchdog in public interest and has constantly
questioned the successive governments on their various decisions and unearthed many a scams. The
Right to Information that came into existence in 2005, besides empowering the common man has been
used vigorously by the media in India in pursuance of their investigative stories.
Practice of Public Relation in Public sector
India opted for a mixed economy model after independence. Public sector however was conceived as a
pro-choice of the Government. This guiding factor led to the passage of Industrial Policy Resolution of
1948 and followed by Industrial Policy Resolution of 1956. The 1948 Resolution envisaged development
of core sectors through the public enterprises.
The Government implemented policies based on import substitution industrialization and advocated a
mixed economy where the government controlled public sector was expected to co-exist with the private
sector.
A decision at the top government level was taken around that time that all the central public sector
enterprises (CPSEs) that now number about 250 would have a public relations department headed by a
professional. It was also conveyed to the public sector chiefs that for informing and motivating the
employees, every public sector undertaking under the Central government would bring out a house
journal for employee communication.
When we look at the media scene in India from its Independence time until the 70s when many public
sector companies were being set up, the television and radio were under the government control. Now

with more than 350 news channels in the private sector also, Doordarshan competes with them but at the
same time reflects governments perspective rather than being an independent news broadcaster. All
India Radio still has the monopoly on the news. The print media has always been independent and
vibrant and continues to be so. Efforts at gagging the print media from time to time have not really
succeeded.
Professionalism in PR
The 70s saw the establishment of Public Relations Society of India (PRSI) which gave huge impetus to
the public relations industry, still at a nascent stage.
It will not be an exaggeration to say that the globalization of the Indian economy in the 1990s gave its
rightful place to PR in India. The emergence of multi-national corporations on the scene in the early
1990s, the opportunities of foreign direct investment increased especially with the deregulation of
industries. The market became suddenly competitive and businesses felt it necessary to build their
reputation in order to gain more and more access to new market and new consumers. This led to the
proliferation of PR and advertising agencies in the country. As the multinational corporations wanted to
gain foothold in the country, they needed professional guidance in creating a friendly environment for
themselves. Soon one saw some of the global agencies like the Ogilvy & Mather opening their PR arm in
the country. Hindustan Thompson IPAN and Taj Hotels Good Relations also began their offices around
that time.
PR increasingly was also seen as a launch pad for brand building and crisis communication. The PR
consultancies were engaged by global corporate organizations for giving them a hang of the situation,
strategies for sailing through difficult times, and using advocacy for influencing legislation and responding
to the criticism from adversary groups who were against globalization of India a term often used by the
Swadeshi lobbies. Some of the global corporates like Pepsi, Coke, MacDonald, KFC would bear this
out.
While everyone uses PR in India, be it central or state governments, corporate organizations or the nongovernmental sector, the tools, techniques and tactics often differ. For the private and multinational
companies, advocacy and lobbying ( it may not be called so in India as Lobbying is not legal) are
essential part of PR, the public sector organizations, by and large have a standard media mix for PR
activities that include press/media relations for image build up with the outside world through non-paid
media, and internal communication with employees and investor relations in companies that have gone
public. For achieving that the departments use various tools such as films, exhibitions, inter-personal
communication, outreach, house journals, company web sites, intra communication, and open houses
among others. The public sector is often criticized for not strategizing their PR communication in order to
achieve the desired response. The government PR often is propagandist in nature leveraging welfare

programs ( out of tax payers money) to gain positive public opinion for the party in power. The nongovernmental sector uses PR more often for advocacy and fund raising.
A common trend noticed in the private and public sector in India has been the rechristening and redesignation of PR departments as Corporate communications departments and from PR managers to
corporate communications managers.
Current State of Public Relations in India
Public relations is a thriving profession in India. There are hundreds of large and small PR consultancies
in the country, employing thousands of practitioners. Most companies in private sector and almost all
companies in the public sector have public relations departments. According to a survey conducted by
the Associated Chamber of commerce and Industry in India (Assocham, 2012), the PR industry in India is
growing at an annual rate of 32 percent. Many believe the definition of traditional PR has undergone a
change. PR in its new avatar not just encompasses media relations and employee communication, but is
used increasingly for strategic communication, brand building, customer relations and crisis management.
From an executive function, PR is now becoming a part of the high-level management job touching upon
the core values of an organization.
PR in India is fast emerging as an institution especially with its growing acceptance as a skilled and
specialized profession.
PR education in India
Public relations teaching in India is not very old, though reference of the subject being taught at the
Aligarh Muslim University (AMU) as a part of the Journalism course can be found in a paper presented by
Prof. NAK Durrani of the Department of Journalism at the AMU at a conference in Hyderabad in 1993.
Following the British models of education, the journalism teaching at various universities in India, both at
the undergraduate and postgraduate levels have invariably a paper on advertising and public relations.
The Indian Institute of Mass Communication started its exclusive one year PGD in Advertising & Public
Relations in 1981. A paper in Advertising & PR is also taught in its Journalism courses.
Mass communication education received a spurt in the 1990s in India after the economy was thrown open
to international bidding. The multinational companies brought with them the PR culture in the country.This
resulted in the mushrooming of PR consultancies, especially in the metros and mini-metros. Many
transnational PR consultancies also opened shop in India. Advertising agencies on their part spruced up
their PR departments/outfits. Suddenly the job market looked promising.
The boom in the satellite television channels created a perception of job potential in this area.

Makhan Lal Chaturvedi University of Journalism was set up to exclusively cater to mass communication
teaching and training. The university undertakes various programs in the fields of Journalism, Public
Relations, Library and Information Sciences and Computer applications. A number of universities even in
remote Indian states also started mass communication departments. However, without an adequate
infrastructure and faculty support, the mass communication departments in most of the colleges,
especially in non-metro areas have not been able to manage adequately.
The last quarter of the decade of the Nineties witnessed a terrible market slump. The industry prognosis
in the beginning of the decade of a boom in the advertising sector did not happen the way it was
projected. However, PR has been doing fairly good business. Some of the reasons ascribed to this spurt
in business as indicated above include the globalization of the market and an increasing emphasis on
integrated communication for brand management. Social marketing, advocacy communication and
perception management are also some the emerging fields that are increasingly being handled by public
relations experts. There is a demand for youngsters who have a strong grounding in public relations.
The role of Public Relations Society of India (PRSI) in promoting PR education
The PRSI had set up the India Foundation for PR Research (IFPR) in early 1980s which brought out
some volumes of PR case studies and Monographs, but became dysfunctional after two of its pioneering
members who did immense work namely Mr. Ajit Gopal and Mr. Anil Basu (From Indian airlines and
Goodyear Tyers) expired.
PR as a career choice
Since the early 1990s, there has been a sudden focus on PR as a career choice among young aspirants.
This is mainly ascribed to two factors:
1.

The proliferation of public relations outfits all over the country in the wake of the opening of the
economy to transnational companies and the changing media scene in the country.

2.

In the last few years, there has also been emphasis on vocational courses at university level.

3.

Both the electronic and print media have been producing programs and bringing out career
guidance supplement for youngsters almost every week. Mass communication courses have been in
focus in these programs and supplements.
(After the tremendous success of a career program: Hum Honge kamyab (Title based on Martin Luthers
famous song We shall overcome, which ran for years and had hundreds of episodes, PR was noticed as
a promising profession among the younger lot in some the episodes. There have been a number of
programs after that. Newspapers like The Times of India, The Hindustan Times, The India Express and
The Pioneer, bring out Career pages for the weekend reading and PR education and careers in Pr have
found place in may such supplements. The FM radio, which mainly caters to the youth in a number of
metros too, has career guidance programs.

The Rush
According to a conservative estimate, about 5000 students go through PR courses at various levels and
of different duration in India every year. How many really get into the PR profession, there is no empirical
data available. Unlike other well established professions like medicine, law accountancy, mass
communication disciplines like Journalism, advertising and PR havent still acquired the status of a distinct
discipline for which any formal training is considered necessary at the induction level. Professionals dont
need any accreditation to join the profession. Many youngsters get into these professions without
undergoing a formal training. One has also seen lateral entry in to public relations from administration,
engineering and similar disciplines, especially in public sector organizations. Public Relations Society of
India (PRSI) has been advocating with the concerned ministry to consider accreditation for the profession,
but without much success until now.
Professional bodies in PR
There are two major professional PR association In India viz., The Public Relations society of India
(PRSI) and Public Relations Consultants association of India (PCRAI). In early 1980s the public sector
organization set yet another PR association by the name Public sector PR Forum (PSPRF) but became
dysfunctional after a few years. Efforts are underway to revive it.
PRSI was established in 1958 to to promote the recognition of public relations as a profession and to
formulate and interpret to the public the objectives and the potentialities of public relations as a strategic
management function. The membership of the society is open to any person and also to any firm, body
corporate or association of persons. Students are also encouraged to take membership. PRSI has 30
chapters and a membership of 3000 practitioners/ organizations.
PRSI is recognized as the national PR organization by the International Public Relations Association, and
is one of the founder members of the Global Alliance of Public Relations and Communications
Management.
Various regional Chapters of PRSI regularly organize seminars, lectures and discussions on various
facets of public relations. The national chapter organizes a seminar every year on a topical issue that
attracts a large congregation of PR practitioners. The national chapter has established outreach with
academia and provided in the past forum to students of mass communication to congregate and
understand the various trends in PR and its nuances.
Public Relations Consultants Association of India (PCRAI) a trade organization represents public relations
consultancy firms in India. formed in 2001, its mission is to consistently establish benchmarking
standards, knowledge, ethics and expertise and to encourage and promote the progression of Public
relations Industry in India, while endorsing the effectiveness of professional and ethical services. PCRAI

is affiliated with International Consultancy Communication Organization (ICCO) which is an international

association for all national communication consultancy organizations headquartered in UK.
If one looks at the composition of PRSI and PCRAI, one finds that the former has mostly PR practitioners
from public sector undertakings, government departments and some from small ad agencies who often
are empanelled for advertising work in various public sector entities. The PCRAI on the other hand has
representation mostly from the private sector PR practitioners and PR firms.
PR associations, especially in the West are very active when it comes to safeguarding the interest and
reputation of the profession, but when comes to Indian outfits, one has not really seen much initiative in
this regard. It is expected that PRSI and PCRAI to work closely with the academia and industry to build a
body of knowledge through case studies, research projects in collaboration with the academia and set
benchmarks for improving the state of the profession.
Prof. Jaishri Jethwaney did her masters in Political Science from Delhi University and Doctorate in
Media and Elections from School of International Studies, Jawahar Lal Nehru University. She did PGDs in
Advertising & Public Relations and Journalism in India and attended the International Training Institute at
New South Wales for a fellowship in Public Relations.
Beginning a career in brand management, she worked for about a decade in corporate communication
and PR. She joined the Institute as Associate Professor in 1989 and became Professor in 1995. She is
the Program Director for the PGD in Advertising & PR. She takes courses in the areas of Corporate
communication, Public relations, Social marketing and Advertising.

4.TYPES OF SOCIAL MEDIA

Media sharing networks

This type of social network is defined by the primary type of media shared among users.
Facebook and Twitter have amazing video and image-sharing capabilities; however, the
majority of posts shared on these channels contain text. For channels such as Flickr or
Instagram, however, images are the main focususers have to choose, upload and edit
image files before proceeding with anything else, such as captions or mentions of other
users. Similarly, with sites such as YouTube and Vimeo, or apps like Vine and Snapchat,
video is the primary mode of communication.

Online reviews

Location-based review services such as Yelp and Urbanspoon are getting more traction
as personal social networks adopt geolocation, and more users choose to consult the
Internet along with their friends for recommendations of best dining spots. There are
sites to review anything from hotels, restaurant or your latest employerand user
reviews have more weight than ever before. Sites like Airbnb and Uber, the biggest
service providers in the emerging sharing economy, rely largely on host and driver
reviews, respectively, to determine who benefits from the service.

Discussion forums
Discussion forums is one of the oldest types of social media. Before we connected to
our first university friends on The Facebook, we discussed pop culture, current affairs,
and asked for help on forums. Perhaps its that unquenchable desire to get a share of
collective knowledge that accounts for the wide reach and numerous users on forums
such as reddit. The front page of the Internet, as well as other forums like Quora and
Digg, seldomly require the persons real name to register and post, allowing for
complete anonymity, if desired.

Social publishing platforms

Social publishing platforms consist of blogs and microblogs, where long and short-form
written content can be shared with other users. These platforms range from real-time
interaction networks such as Twitterwhich, while still officially placed in the category of
microblogging platforms, is not normally included in the blogging category by most
usersto Medium and Tumblr, which are battling it out for the title of the best interactive
social publishing; to more traditional blogging platforms, such as WordPress and
Blogger. While the benefits of Twitter for business are too obvious to recount, a blogging
platform is a different story. If your promotion strategy includes content marketing (and if it
doesnt, you might want to consider it), your business can gain visibility by keeping a blog. Not
only does a blog help increase awareness of your business and generate more engaging

content for your social channels such as Facebook, it can also help carve out a niche for your
brand as a thought leader in your industry.

Bookmarking sites
In the early days of the Internet (think Hosting your own site on Geocities era), content
discovery online was a difficult task. Nowadays, there is a plethora of interesting, useful
and enlightening content online, and sifting through all of it on your own is simply
impossible. Of course, search engines like Google come in very handy when you know
what to look for, but when you only have a vague idea of content youd like to read or
watch, theres bookmarking sites. These are web services like StumbleUpon, Pinterest,
and Flipboard, where users collect content from elsewhere on the Internet, and save it
to their account on the platform. This content can be private or public, and shared with
other users. Often, these bookmarking sites will then suggest content similar to the links
or images you have already saved on the network.
Bookmarking sites are great tools for content curation. You can create your own Pinterest board
or Flipboard magazine to sort through the most engaging content on your topic of choosing from
third-party sources, and showcase content from your own blogs. If your brand uses Hootsuite,
you can then add content to your RSS feeds or bookmarking sites such as Pinterest or
Flipboard right in your dashboard! Dive into some of our resources if youre not sure where to
start with your Pinterest or Flipboardstrategy.

Interest-based networks
One of the most wonderful opportunities presented by social media is the ability to find
people with common interests, no matter how niche these hobbies may first appear to
be. In addition to Facebook and LinkedIn Groups and Google+ communities, there are
whole networks dedicated to exploration of interestsuch as Last.fm for musicians and
music lovers, and Goodreads for authors and avid readers.

Keeping an account on one of these interest-based networks may not be a wise use of your
brands resourcesyou dont want to end up with a neglected social media account. However,
its another story if your customers and social audience all share a common interest, and you
know this simply due to the nature of your business. Such is the case for publishing houses, for
example, and their book-loving clients. A hobby or interest-based network is a good place to
keep up with current trends among fans of a particular industry or its products.

E-commerce
Last but not least, a big trend emerging across all types of social media is the ability to
view and purchase desired goods with a click of a button. Sites such as Polyvore
aggregate products from different retailers in a single online marketplace, and services
like Etsy allow small businesses and individual crafters to sell their products without an
existing brick-and-mortar location. Over the past year, e-commerce elements have been
adopted by many networks whose primary functionalities place them in different
categories, such as Pinterest, Twitter, and Facebook.

5.EFFECTS OF SOCIAL MEDIA

A FALSE SENSE OF CONNECTION
According to Cornell University's Steven Strogatz, social mediasites can make it more
difficult for us to distinguish between the meaningful relationships we foster in the real
world, and the numerous casual relationships formed through social media. By focusing so
much of our time and psychic energy on these less meaningful relationships, our most
important connections, he fears, will weaken.

CYBER BULLYING
The immediacy provided by social media is available to predators as well as friends. Kids
especially are vulnerable to the practice of cyber-bullying in which the perpetrators,
anonymously or even posing as people their victims trust, terrorize individuals in front of
their peers. The devastation of these online attacks can leave deep mental scars. In several
well-publicized cases, victims have even been driven to suicide. The anonymity afforded
online can bring out dark impulses that might otherwise be suppressed. Cyber-bullying has
spread widely among youth, with 42% reporting that they have been victims, according to a
2010 CBS News report.

DECREASED PRODUCTIVITY
While many businesses use social networking sites to find and communicate with clients, the
sites can also prove a great distraction to employees who may show more interest in what
their friends are posting than in their work tasks. Wired.com posted two studies which
demonstrated damage to productivity caused by social networking: Nucleus Research
reported that Facebook shaves 1.5% off office productivity while Morse claimed that British
companies lost 2.2 billion a year to the social phenomenon. New technology products have
become available that allow social networks to be blocked, but their effectiveness remains
spotty.

PRIVACY
Social networking sites encourage people to be more public about their personal lives.
Because intimate details of our lives can be posted so easily, users are prone to bypass the
filters they might normally employ when talking about their private lives. What's more, the
things they post remain available indefinitely. While at one moment a photo of friends doing
shots at a party may seem harmless, the image may appear less attractive in the context of
an employer doing a background check. While most sites allow their users to control who
sees the things they've posted, such limitations are often forgotten, can be difficult to
control or don't work as well as advertised.

6.WHAT IS AUTOMOBILE INDUSTRY

Introduction

The Indian auto industry is one of the largest in the world with an annual production of
23.37 million vehicles in FY 2014-15, following a growth of 8.68 per cent over the last
year.
The automobile industry accounts for 7.1 per cent of the country's gross domestic
product (GDP).
The Two Wheelers segment with 81 per cent market share is the leader of the Indian
Automobile market owing to a growing middle class and a young population. Moreover,
the growing interest of the companies in exploring the rural markets further aided the
growth of the sector. The overall Passenger Vehicle (PV) segment has 13 per cent
market share.
India is also a prominent auto exporter and has strong export growth expectations for
the near future. In FY 2014-15, automobile exports grew by 15 per cent over the last
year. In addition, several initiatives by the Government of India and the major
automobile players in the Indian market are expected to make India a leader in the Two
Wheeler (2W) and Four Wheeler (4W) market in the world by 2020.
Market Size

The industry produced a total 14.25 million vehicles including PVs, commercial vehicles
(CVs), three wheelers (3W) and 2W in April-October 2015 as against 13.83 in AprilOctober 2014, registering a marginal growth of 3.07 per cent year-on-year.
The sales of PVs grew by 8.51 per cent in April-October 2015 over the same period last
year. The overall CVs segment registered a growth of 8.02 per cent in April-October
2015 as compared to same period last year. Medium & Heavy Commercial Vehicles
(M&HCVs) registered very strong growth of 32.3 per cent while sales of Light
Commercial Vehicles (LCVs) reduced by 5.24 per cent during April-October 2015 yearon-year.
In April-October 2015, overall automobile exports grew by 5.78 per cent. PVs, CVs, 3Ws
and 2Ws registered growth of 6.34 per cent, 17.95 per cent, 18.59 per cent and 3.22 per
cent respectively in April-October 2015 over April- October 2014.

The modern industry

The modern automotive industry is huge. In the United States it is the largest single
manufacturing enterprise in terms of total value of products, value added by
manufacture, and number of wage earners employed. One of every six American
businesses is dependent on the manufacture, distribution, servicing, or use of motor
vehicles; sales and receipts of automotive firms represent more than one-fifth of the
countrys wholesale business and more than one-fourth of its retail trade. For other
countries these proportions are somewhat smaller, but Japan, South Korea, and the
countries of western Europe have been rapidly approaching the level in the United
States.

New car development

The process of putting a new car on the market has become largely standardized. If a completely
new model is contemplated, the first step is a market survey. Since there may be an interval of
five years between this survey and the appearance of the new car in the dealers showrooms,
there is a distinct element of risk, as illustrated by the Ford Motor Companys Edsel of the late
1950s. (Market research had indicated a demand for a car in a relatively high price range, but, by
the time the Edsel appeared, both public taste and economic conditions had changed.)
Conferences then follow for engineers, stylists, and executives to agree on the basic design. The
next stage is a mock-up of the car, on which revisions and refinements can be worked out.
Because of the increasingly competitive and international nature of the industry, manufacturers
have employed various means to shorten the time from conception to production to less than
three years in many cases. This has been done at GM, for example, by incorporating vehicle
engineers, designers, manufacturing engineers, and marketing managers into a single team
responsible for the design, engineering, and marketing launch of the new model. Automakers
also involve component manufacturers in the design process to eliminate costly time-consuming
reengineering later. Often the component maker is given full responsibility for the design and
engineering of a part as well as for its manufacture.

Sales and service organization

Mass production implies mass consumption, which in turn requires an elaborate
distributive organization to sell the cars and to develop confidence among customers
that adequate service will be available. In the early days of the industry, cars were sold
directly from the factory or through independent dealers, who might handle several
different makes. Many bicycle manufacturers simply used their existing sales outlets
when they added horseless carriages to their line. When sales in large quantities
became the objective, however, more elaborate and better organized techniques of
distribution became essential.
In the United States the restricted franchise dealership became the uniform and almost
exclusive method of selling new cars. In this system, dealers may sell only the particular
make of new car specified in their franchise, must accept a quota of cars specified by
the manufacturer, and must pay cash on delivery. In return the dealers receive some
guarantee of sales territory and may be assisted in various ways by the manufacturer
financing or aid in advertising, for example. Contracts also specify that dealers must
maintain service facilities according to standards approved by the manufacturer.
Seemingly weighted in favour of the manufacturer, the system has been subjected to
periodic dealer complaints, producing state legislation and a federal statute in 1956 to
protect dealers from arbitrary actions by manufacturers. Yet dealers have never been
united in these attitudes, and no effective substitute for the restricted franchise has yet
been found. On the contrary, it is becoming the general practice in other parts of the
world where large-scale markets for motor vehicles have developed.
Attempts by automakers in the 1990s to move away from the traditional franchised
dealer network to direct selling via the Internet met strong resistance in the United
States. American dealers enlisted the help of state governments in enacting prohibitions
of this practice (and in blocking attempts by automakers to own dealers through
subsidiary corporations). In markets outside the United States, principally in Europe and
South America, manufacturers sell directly to consumers via the Internet in limited
quantities.

The market in used cars is an important part of the distribution system for motor
vehicles in all countries with a substantial motor vehicle industry because it affects the
sale and styling of new cars. The institution of the annual model was adopted in the
United States during the 1920s to promote new-car sales in the face of used-car
competition. The new model must have enough changes in styling or engineering to
persuade prospective buyers that it is indeed an improvement. At the same time, it must
not be so radically different from its predecessors as to give the buyer doubts about its
resale potential.
Like all machinery, motor vehicles wear out. Some become scrap metal to feed steel
furnaces; some go to wrecking yards where usable parts are salvaged. Throughout the
world, however, the disposal of discarded motor vehicles has become a problem without
a completely satisfactory solution. In many areas, landscapes are disfigured by
abandoned wrecks or unsightly automobile graveyards. Spurred by European legislation
requiring automakers to take back all of their end-of-life-cycle vehicles beginning in
2007, manufacturers worldwide have begun engineering new products with the
complete recycling of components in mind. At the same time, they have used more and
different recycled material in new vehicles. For example, old bumper covers have been
recycled into fender liners or battery trays for new cars.

7.CRISIS MANAGEMENT(TATA NANO)

Problems faced by Tata Nano

Tata has faced trouble ever since it got the go-ahead for the plant on May 18, 2006.
Indeed, even before the current troubles, rising costs and delays already have had
many industry watchers wondering how long it will take Tata to turn the Nano into a
profitable venture.
1.Rising CostsRising materials prices have also disproportionately affected the Nano
2Tata's share price, also depressed by a $2.3billion .

3. Paying a PriceIf Tata Motors does pull out of Singur, it could cause the project cost to increase and
therefore impact the company's ability to produce a low-cost car
4. Tatas share price also depressed by a $2.3billion acquisition of Land Rover and
Jaguar.
5. The main problem faced by the Tata Nano wasdelayed in production because of
relocation of plant,as it is natural that setting the plant is a harder task.

CONCLUSION TATA NANO CONTROVERSY

The delay in the launch of Tata Nano was caused largely due to the Singur
controversy.The construction for this factory on which the Nano was supposed to be
coming up started in the month of July2007 but soon faced opposition from a political
party.The trinamool congress led by Mamata Banerjee protested against the
manufacture of the car and the plant saying that the land was to be used for agrarian
purposes and was wrongfully allotted to Tata Motors for making the Nano.There were
protests all over the state and even in the capitalcity of New Delhi.Activists of the
Trinamool congress stood outside the main gate of the plant and protested against any
work in the plant.
Finally the dream project of Ratan Tata got completed ,Nano people s car launched
successfully after facing so many hurdles.