M Imtiaz Shahid

Dr Nasir Khan

Advanced Books
17, 2nd Floor. Muslim Centre. Chatter Jee Road.
Urdu Bazaar. Lahore.
(Ph. 042 37360555)
mailto: advancedpublishers@[Link]
Advanced Mass Communication for PMS
M Imtiaz Shahid & Dr Nasir Khan

© Advanced Books, Lahore

ISBN 978-969-588-536-9

Rs. 1000.00

All rights reserved under the Copyright Act. No part of this book may be reproduced in
any form or by any means, electronic or mechanical, including photocopying, without
permission in writing from the authors. All previous editions of this book are stood
cancelled. All inquiries should be addressed to the authors and the publishers.
 CONTENTS
Sr. #. Subjects Page #
Paper - I
Media: Functions, Contents and History
Chapter No. 1
Fundamental of News 1
News 1
Definition 2
News Language 5
News Structure 6
News Reporting 13
Sub-Editing 18
Chapter No.2
Feature, Column and Editorial 28
Feature, 28
Column 34
Editorial 41
Difference of objectives, structure, style and content. 45
Chapter No. 3
Organizational Structures of national newspapers and news agencies 49
Organizational Structures of national newspapers 49
Organizational Structures of national newspapers of news agencies 53
Chapter No. 4
Ethics of journalism and freedom of press 62
Ethics of Journalism 62
Freedom of the Press in Pakistan 72
Chapter No. 5
Press laws in Pakistan and government media relationship 80
Press Laws in Pakistan 80
Government Media Relationship 88
Chapter No. 6
The role of Muslims in Urdu press of the Sub-continent 100
Role of Sir Syed Ahmed Khan 100
Maulana Zafar Ali Khan 106
Muhammad Ali Johar 110
Hasrat Mohani 113
Hameed Nizami 116
Chapter No. 7
Radio, Television, Print Media and Internet 130
Role of Radio 130
The role of Television 133
The role of print media 136
The role of Internet 138
Difference between the news of print media and electronic media 143
Importance of Radio TV Documentary and Importance of live Programmes 145
Chapter No. 8
Social and developmental responsibilities of Pakistani media 157
Paper-II
Communication, Advertising and Public Relations
Chapter No. 1
Introduction to Mass Communication 176
Process of Communication 181
Source-message-channel- Receiver-Noise and Redundancy 182
Barriers to Communication 185
Principles of Effective Communication 190
Chapter No. 2
Development Communication and Development Journalism 196
Development Communications 196
Development Journalism 211
Difference between Mass Communication, Development Communication 213
Development Support Communication 213
Chapter No. 3
Two step flow of communication and Opinion Leaders 224
Two step flow of communication 224
Opinion Leaders 228
Chapter No. 4
Public Relations 235
Public Relations 235
Definition 235
Scope of PR 241
Tools of Public Relations 243
Difference between PR Propaganda. Advertising and Publicity 247
Public Relations in Pakistan 260
Chapter No. 5
Advertising 271
Definition 271
Merits and Demerits 284
Advertising business in Pakistan 285
Departments of an Advertising Agency 314
Importance of research in Advertising and Public Relations 298
Advertising as the lifeblood of media 307
Important Terms 317