In Rural India, the vital development problems in the social development sector include lack of information dissemination skill, lack of social commitment, financial constraints of the grassroots media organizations and vernacular publications covering the rural and urban India. Taking this fact into consideration Open Forum initiated Grassroots Journalism Initiative under its Training & Capacity Building Programme. The abovementioned was promised to be treated under the framework of this initiative.

Objective and sensible journalism that the society expects from the media cannot be pursued in India as lack of insufficient skills at grassroots level and inappropriate approach and social commitment of the communities. While initiating this project, we learned as people from various disciplines enter the profession of journalism, even the number is very poor, without having any orientation, they make mistakes in information gathering and filing reports. Objective reporting and maintaining neutrality in Indian Grassroots Journalism are still a far way off for lack of motivation of the Knowledge workers, the torch bearers of information dissemination process at grassroots, and journalists. Sometimes newspapers and other media organisations face legal challenges due to nonprofessional reporting of the journalists. Therefore, skills development and motivation are quite essential for the Knowledge Workers and young journalists in India. Under this project, selected KW from the grassroots communities is provided training under a one-month fellowship programme for their skills development and motivation. Till date 100+ such Grassroots Journalism Training Programme has been commenced in variour urban and rural part of country. Every time about 50 young people from communities and partner organizations, within 30 years of age, are awarded fellowships under this programme. Females and young adults interested to participate in such programmes are given preference. This skills development programme is designed to motivate the local journalism ethics and make such Knowledge Workers more professional and sensible, and thus media houses at rural and urban level are benefited. A manual has also been produced for these one-month modules, which are used as Training Module. After completion of such trainings Open Forum helps the participants and assist them with job placements. Open Forum has recently incorporated a separated semester for the Community Radio setup.

Activities for this programme, includes 1. Selection of 50 young journalists for fellowship programme; 2. Selection of trainers / resource persons; 3. Creation /adaptation of training materials; 4. Skills development training and field visits; 5. Report writing; 6. Experience sharing; and 7. Compilation and publication of the journalist manual on objective reporting. To involve such grassroots Journalists, after the completion of their Programme, Open Forum initiated publishing a Hindi Monthly called Antatah from the year 2006. The monthly Magazine, Antatah, focussing on the issues around the MDGs helps the stakeholders in their planning process. This publication has been approved from the Registrar for Newspapers of India, Government of India. With the Introductory copy itself Antatah has succeeded in attracting reputable and well-informed contributors and attracted a good response. The primary aim of this initiative is to provide customized community based contents and reach to its related services for the local community. Here we will try “To create and implement a sustainable, scalable platform of entrepreneurship for enabling the development of rural economy and society through contents with the use of Information and Communications Technologies”. The trained Grassroots Journalists are also invited to be associated with monetary aspects of this publication apart from their association in editorial department of this publication. Once associated these grassroots journalist also enhance their capabilities and earn a good amount to enhance their livelihood opportunities and living status, by subscribing this publication at grassroots communities. Presently this publication has a circulation/subscription of 38600 copies. This Programme of Open Forum dose not only aim the members of community to successfully empower themselves in the field of media but also to become a talented force to effectively and positively influence Media Relations for development of their community and organization they are associated with.

Importance of the Programme and Issues covered
Whatever your community or organization’s focus, sooner or later you’ll find it necessary to influence the media and public opinion to achieve your goals. Here’s why:

•	The media influences public perception. A news story can sway public opinion either positively or negatively toward your cause. You undoubtedly want your issue to be portrayed in the best possible light. While that’s not always possible, doing your part to shape media coverage and public perception can help.
•	The media influences decision makers. You can use media coverage as a carrot or a stick to pressure decision makers to do the right thing. Targeted media can help light a fire under an issue that would otherwise have been ignored.
•	Your cause gets free publicity. Relative to the labor you put into it, securing media coverage pays for itself many times over given the thousands, even millions of people you can reach through media. Aside from the almost negligible cost of sending initial e-mails or making phone calls, news coverage of your story is publicity that money doesn’t need to buy.
•	The media can warn you about potential negative coverage. If your story won’t be covered as positively as you’d hoped, or if a backlash is imminent, you might get a heads-up from a friendly reporter, enabling you to take corrective action quickly.

Although conducting a media relations campaign might seem a daunting task, this programme simplifies the process by providing some essential guidelines and information you need to create a campaign that will get results for your organization or communities. The programme provides step-by-step directions, advice, and examples that will enable you to plan a campaign tailored to your needs and resources. You’ll find information here that you can use in your public relations efforts, no matter the size of your staff, your timeframe, or your budget. The Grassroots Journalism Programme is modular; if you’re already familiar with one communications element, simply turn to the next section of interest. In the programme areas of Grassroots Journalism you’ll find:

•	An overview of the nine essential elements of a successful media relations campaign, followed by sections that provide in-depth information on each key step;
•	Pull-out sections for quick reference;
•	A special section, “Resource Guide for Reporters, Editors and Publishers” that you can distribute among targeted reporters and editors; and
•	Case studies analyzing how three California newspapers and a Baltimore paper covered affordable housing topics and how their positive exposure can influence the debate and improve communities.

We at Open Forum, are sure and have been certain to the facts that communities and organizations have participate in our programme, have adapt it to their needs, and share their results with others. Prime key Elements of a Media Relations Campaign covered under Grassroots Journalism Programme. This quick overview introduces you to the nine key steps involved in a winning media relations campaign. The balance of this guide describes each of these steps in detail.

1	Set clear, measurable goals. What do you wish to achieve through your particular campaign? Is it the passage of a law, the approval of a plan or project, or the acceptance of an idea or new policy? Depending on your type of organization, you’ll have different goals, but you should define them all clearly before you begin.
2	Identify your target audiences. Who has the authority to help you meet your goals and what will influence their thinking? All your media relations efforts should be directed at generating the climate necessary to produce the action you want from decision makers and/or the community.
3	Develop compelling messages. Hone your message by thinking first about what will move your target audiences and then boiling down the essential ideas you want to get across.
4	Plan wisely. Plan your campaign for success so you don’t bite off more than you can chew while making the most of the resources you have.
5	Specify what people should do. Leverage your media window as an opportunity to mobilize action. Do you want community members to attend a city council meeting? Write to their legislator? The media can be your bullhorn.
6	Strategies and tactics. Which vehicles will be most effective to get your message across and influence your target audiences? We’ll walk you through some time-tested communications methods to help you get traction where you need it.
7	Know your media. Reporters are more likely to listen to your pitch if they have a relationship with you. Identify the reporters and editors most likely to cover housing stories in your local media market and develop a plan for getting to know them by becoming a trusted and valued source.
8	Secure media coverage. Develop a targeted media list and map out a timeline and strategy for securing their interest in your story. This includes crafting an attention grabbing pitch customized to the kind of outlet and reporter you’re contacting, having press materials ready for distribution over fax, e-mail or snail mail, and following up with helpful and timely information and interviews.
9	Stay on the media and public radar. Your media relations campaign isn’t over after one round of press clips. Social change goals don’t happen overnight, and they often don’t happen unless there’s a steady drumbeat of public pressure. Leverage the opinion pages of your local paper and a host of other community-based forums and media strategies to keep your campaign on the public’s radar screen.