MAM
Harnessing the power of PR, journalism, and human rights: A global influence catalyst
Mumbai: Promoting human rights is significant not just for their protection and respect but also to achieve sustainable development. PR and Media’s role is vital in advocating human rights. PR functions to promote brand awareness and human rights by influencing public opinion to raise voices for critical social causes. Media is the primary source of information. It bridges the organisation and the public, being the most influential promoter of human rights and safeguarding.
The role of PR and media in human rights advocacy
The role of PR is broader than building a positive brand image or generating brand awareness. It overarches to advocate human rights and protection of the same. PR helps to influence public opinion, shaping social norms and advocating for the causes of the marginalized section of society. PR strategic thinking helps promote human rights by raising awareness, educating audiences, mobilizing support, and inspiring action.
In the words of Sam Cherri, human rights is the universalization of values, virtues, attitudes and social standards, and media is the guardian of these values and virtues. As media is the primary source of information, it plays a vital role in creating the right atmosphere for advocating human rights. Media not only reports on the violation of human rights but also an effective platform to promote it. The media act as gatekeepers who generate information between the organization and the masses.
PR and journalism are two pillars that safeguard human rights by creating a conducive environment that protect and establish it. The creation of a democratic nation rests upon the existence of a free and independent media. To say that the media is sometimes compliant to the government is not as concise as it seems. It implies that it can either have a beneficial effect or damage the stakeholders’ interests.
Ethical journalism and PR practices
In an ever-evolving industry like PR, ethical practices and communication are the building blocks of the industry. The critical function of any PR professional is to build trust and credibility for a particular brand, company or organization. Following ethical practices is the key to building trust among the masses. An ethical PR practice involves honesty. Providing truthful and accurate information is critical to building trust by advocating views of all sides and facts to help people make informed decisions. Another vital ethical practice is to build a trusting relationship by acquiring expert knowledge and using critical thinking to maintain credibility. The most vital point is to respect different viewpoints without favouring anyone based on bias.
If we look at today’s scenario, ethical journalism is the need of the hour. The set of ethical codes that every journalist is aware of is to find and report the truth as it is without distorting the facts and minimizing the misuse by demonstrating understanding for sources and story subjects and acting wisely by not falling for undue influence from potential newsmakers. Another important aspect of ethical journalism is to take responsibility for the accuracy of their work. Ethical journalism requires to remember that there is no excuse for inaccuracy. The facts are the prerequisite of good journalism therefore gather and update correct facts throughout the life of the news story.
Amplifying human rights and World Human Rights Day
On the 10 December, every year, we come together and celebrate the Human Rights Day. We have rights simply by being born as human beings. Human rights are pertinent for a sustainable future and relatively easy to understand and conjure. It is a value and virtue that implies feeling respected, treated with dignity, and valued for who we are. The rights we humans have emanate from the fact that we have a Constitution that guarantees its citizens the fundamental right to live a life with human dignity.
Human Rights is our natural right and it is pivotal that our liberty should not be rescinded. Our right to voice our opinion should not be snubbed or choked, and this is where the role of news professionals and PR practitioners comes in. Like the beacon of light, PR professionals and journalist should act as a ray of hope to people especially marginalised section whose voices have been choked and ignored.
The author of this article is Media Maniacs Group founder Surabhi Trivedi.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
