*** CHAPTER-VI ***

      FEEDBACK SERVICE

     Feedback reporting is an integral part of DFP’s functioning. Thanks to our presence in almost every nook and corner of the country and because of our grass root base and face to face interaction with the people, we can gauge the pulse and perceptions of people regarding developmental programmes/ functioning of the Govt. in much better way than any other media unit. Because of this advantage Field Units can aptly be called the eyes and ears of the Government.

     The feedback service was introduced on a regular basis in 1965. As part of the effective communication strategy the field communicators, while disseminating the messages and welfare schemes of the Govt., are bound to listen the audience and carefully understand their views on the topic not only to clear audience mind, but also to take clue from it to the guidance of decision makers and programmers in respect of their approach to their exercise. In this process the Field Publicity Units gather and feed back to the Govt. the public reactions, success stories and situation reports and act as an effective two-way communication channel between the people and the Govt.

     Major Components :

     PUBLIC REACTIONS REPORTS :

     It is, in fact, the felt reactions of the public – the common men, the opinion makers, the village elders and the leaders of the community - on various Government issues, which are obtained by the Field Officers during their interactive programmes with the society. While collecting the reaction reports care is given to avoid direct questions forcing the public to react. Care is also taken to avoid intrusion of personal opinion or reflected opinion of political leaders rather the opinion of sizeable section of the community. Reaction Report is normally brief, specific and factual and not based on hearsay or rumors. It is complete in respect of the place, names and other important data like the social and economic standing, the profession and occupation of the people whose views are being quoted. While reporting the matters the quality and substance of the issues which is of paramount importance is maintained rather than reporting for number sake.

     MEDIA IMPACT REPORT :

     This report includes specific reactions of the audiences, positive or negative, to the quality and approach of publicity material that are exposed to them. The objective is to know how the people have reacted to films or a live song & drama programme or exhibition or Govt. poster, hoarding, wall paper, booklets etc. It is not the praise or condemnation which is important but why and what that has been praised or condemned is reflected in the report.

     The main objective of this exercise is to find out whether the audience has been able to grasp the message intended to be conveyed. This helps the media producers in their production of software on various themes.

     SUCCESS/DEVELOPMENT :

     Picking up of success/development stories is an interesting job and can be done effectively if the officer is alert. These stories are based on individual or collective achievements in furtherance of or in reaction to various socio-economic development programmes. The stress is not on the achievements by Govt. through departmental efforts but by the efforts of the common people to make use of the programmes/ schemes to achieve self-reliance. The choice of success/development stories is such which can be highlighted as models for others to emulate. Such stories of achievements are secured from progressive farmers, small peasants, self-employees, artisans, panchayat & block development officer’s health and family welfare workers etc. While, on the one hand, these stories help the field officers in their oral communication programmes, as a support to any point, on the other, these are also used by sister media for further dissemination. This goes a long way in encouraging people in their effort to acquire self-reliance. Such stories are sent to various Government journals like Yojana, Kurukshetra as also to other media as All India Radio, local T.V. and local branch of Press Information Bureau.

     SITUATION REPORTS :

     These are special reports which are required to be filed by Field Publicity Officer as and when there is extra-ordinary situation or unusual trends like steep price rise, sudden fall of mass consumption goods, tensions between groups or sections of people, disturbed conditions or glaring examples of un-lawful social practices like untouchability, castism etc. which is likely to assume serious dimensions.

     FEEDBACK MECHANISM :

     The feedback mechanism is broadly based on three-tier system. It functions in such way that our field communicators during their developmental communications with the public, gather the views/ opinions and problems from the elders, leaders and opinion makers of locality and report them to the concerned regional office. The regional offices, after giving due thought and proper screening, send a carefully consolidated report to Hqrs. regularly on fortnightly & monthly basis. At Hqrs. level the reports are further evaluated and only such issues, having national relevance and requiring the attention of Central Ministries/ Agencies, are sent to the Ministry. The local issues are tackled at local level for solution through involving local and regional authorities.

     PRESENT STATUS :

     Presently we are sending feedback reports on monthly basis. Monthly feedback usually contains the perceptions and reactions of the public on the policies and programmes of the Govt. and its implementation. It also contains their grievances, suggestions and stories of successful implementation of welfare schemes at grass root level.