Business

Communicatio
n Term
Assignment
“Report on the government policies and measures
to tackle the spread and control of COVID- 19
and the impact of media in reaching out to people
in such crisis”
Background and Introduction:

Over many years, the world has seen different kinds of diseases or viruses which have affected
the human race in many forms. As the world population increases, the spread of these illnesses or
diseases becomes faster.

The first plague, as per research, dates back to Antonine Plague of 165 to 180 AD, which was
either measles or small pox but the real cause of the plague remains unresolved. There have been
about 20 outbreaks, on record and each has claimed lives in millions. As humans populate across
the world, the diseases have also grown.

In the year 1948, World Health Organization (WHO) was found with an intention to combat
diseases that were contagious like, malaria, tuberculosis, etc. The WHO prioritizes on providing
health care every country, helping in research to improve health care facilities and working
towards prevention of diseases.

Below is a pictorial representation that depicts outbreaks till date: -

In the past decade, the world encountered with 4-5 pandemics some of which are still existing in
the present like MERS or HIV/AIDS.

SARS (Severe Acute Respiratory Syndrome): -

This may have occurred due to laboratory experiments or animal to human transmission, but

Page 1 of 29
certainly human to human. SARS is initially like any other flu, dry cough or sore throat but as
days go it builds up and the infection spreads. The outbreak came to an end with effective
infection controls were implemented by countries.
MERS (Middle East Respiratory Syndrome) :-
As the name goes, the first case was reported out of Saudi Arabia in 2012. MERS and SARS are
a part of the Coronavirus family that again starts from attacking the respiratory system. No
vaccines have been found for the diseases and are still under development.
Ebola: -
This is transmitted from wild animals to humans, and then spreads like any other contagious
disease. It is severe causing hemorrhagic fever and is fatal. Again, for Ebola we do not have any
treatment but the earlier it is discovered the better chances of
survival.

Introduction to COVID 19:

In the past, MERS, SARS that affected the respiratory system
belonged to the CoronaVirus family. Corona simply means the
circle we see around anything bright, like the moon or the sun
or a bulb. But, the word Corona in Latin means crown and
hence, the virus derives its name from there because of its
apparent appearance as shown in the picture on the right.

In December 2019, the first case of the virus was detected in

Wuhan, China. As of, the virus has spread across 185 countries
resulting in 215,000 deaths with 920,000 recovered. First world
countries, which were considered to be the most equipped and
planned, are the most affected having a high number of cases
and deaths.

The symptoms of the virus are like any other flu and many of
those who were affected by the virus did not even know until
the situation got worse, which lead to the widespread of the
virus. The symptoms include fever, cough, running nose but as
the virus begins to spread in the body it compacts the respiratory
system making it hard to breath. The virus is said to affect
people of all ages but older people with a history of respiratory
problems,
Page 2diabetes
of 29 are at more risk than compared to younger
people.
 As the deaths kept piling up, countries called in for a
lockdown to flatten the curve. No one was allowed to travel
cross borders even within their country. The global economy is
at a standstill causing unemployment rates to double, exchange
rates to take major leaps and the world came at halt.

Many global brands, celebrities and political parties came in

support of lockdown with #WeAreInThisTogether. Many
eateries like Dunkin Donuts came with offers like free coffee
and donuts for the health care workers since they are the ones
battling it out for the rest of the world.

Since the virus was unheard of and the world dealt with it the first time, the most preventive
measure was to sanitize and wear face masks and to maintain at least 6 feet distance from
another human in case they go out of their homes. NBA (National Basketball Association) came
out with selling its own branded face masks to
show their efforts to those who have been affected
by the virus.

A campaign by UNICEF to release videos,

photographs and to made sure to spread the
message on how to keep oneself protected from the
virus was very affective since the virus is all new,
the receiver is willing to take as much information
to understand the cause and prevention of the virus. WHO is teaming up with various countries
and top medical associations across the world to find a vaccine for the virus.

II. OBJECTIVES

1) How is GoI tackling the outbreak?

a) The GOI’s act to change the public

As we have touched 30000 mark as of April 2020 end, it all started by January 30th the first index
patient in India from Wuhan which was reported from Kerala. As during these times, we have

Page 3 of 29
been seeing various measures by all the state govt. jointly with the Central govt. to tackle the
spread and prevent an exponentially spiraled growth of this contagious disease like many other
countries. As the state health ministry had a past experience of containing the spread of Nipa, the
isolation strategy for this epidemic was not a new story but still the severity was uncertain.

Further as two more cases were reported by February, the state health advisory advised stringent
temperature screening at Airports and due to the global spread scenarios the all the aerodrome
across the country were advised for similar check in particularly for the International arrivals.
Subsequently in March, to add to the severity WHO declaring the disease as a pandemic.

At this instant of contagious disease started spreading towards the beginning of March, the
Union Govt. of India administration took a few multi-prolonged measures to address the danger.
The accompanying measures were taken in such manner that clinical and test measures started
for the patients who were quarantined with their body temperature along with isolation measures,
advises for the clinical administration and emergency care of COVID19 patients, quarantine,
emergency clinic affirmation, and release, were given. Appropriate guidelines were given to all
the Air passenger staffs for testing the foreign nationals and Indians entering and leaving the
state. All the passenger found with abnormal temperature variations were regulated with further
movements until their test reports were accessible.

Parallel to these guidelines effective awareness and measures of self-cleanliness standards and
hygiene using hand wash and sanitizers, covering face using respiratory masks, social –
distancing measures and the awareness programs such as #Break the Chain mass campaign by
Kerala Govt., # Namaste over Handshake by Karnataka govt. as to tackle and control the spread.

Further as to make stringent control measures, Kerala reporting a state-wide lockdown till March
31 and subsequent joining hands by all the states
with the Government of India to a lockdown period
21 days of initial days.

Page 4 of 29
Limitations forced under the Indian measures included:

⮚ Stoppage of all types of traveler transport administrations,

⮚ Section 144 and prohibition for social functions and gatherings with more than five
people
⮚ Stoppage in activities of all commercial establishments, officials, and production lines,
aside from those excluded which were of essential goods with Food & Hygiene.
⮚ Utilization of cars or private vehicles was allowed distinctly for buying basic items or for
health-related crisis.
⮚ With the closures of malls, socio entertainment restaurants across the country which
affected the social lives of the well beings.
⮚ Establishments coming under basic needs: Banks (with reduced timing), media, telecom
administrations, petroleum bunks, and Hospitals, emergency clinics were allowed to
work.
⮚ Complete stoppage of Indian railway which was the first in history of 170 years.
⮚ The aerodrome lock in the entire country for the entire lockdown period.
⮚ Suspension of classes for all the educational institutions.

These were the key measures which were taken for the 1.3billion population’s wellbeing and
these were seen insufficient due to basic human nature of intolerance especially seen across in
India. Along the line few administrative measures were also taken to tackle the fake news which
were spreading due to the panic created within the community and impose penalties for the
defaulters.

Page 5 of 29
As it is hard to tackle the citizens minds with the lockdown measures alone, all the health
governing bodies and law administrating forces are trying ways to convey messages through
social medias, campaigns and various other health tracking bodies to the citizens and the
humbleness in their messages which even our Hon. PM coveys through his speech to stay at
home curtail the spread.

Further #Stay home stay safe campaigns were spread with targeting celebrities as a keen measure
to the citizens. India being the first courageous country to impose lockdown through this
‘Infodemic’ this has started to throw insights across all level of citizens in the nation which
surely will bring about lasting changes in human nature going forward. Likewise, many other
nations are taking up similar steps to control and above were a couple of optimistic images which
shows many citizens are taking this sign for building up a good tomorrow and a society with a
good socio-cultural value.

Page 6 of 29
b) The notifications, advisories, ordinances from Central Government to contain
and arrest the spread of corona virus.

The Leader asks

In the address to the nation on 21st March, the Prime Minister called for one day closure of
activities on Sunday 22nd March. Calling it aptly as “Janata Curfew” and asking for “Resolve
and Restraint”, he was in fact preparing the whole nation for the long 21days lockdown. This
was a dry run of longer lockdown and gave test of what it meant to stay indoors as a precaution.
Short one day it was but it made few important points clear about

a. Government machinery was moving and moving seriously by forming an Economic

Task Force to be headed by the PM himself and along with healthcare for survival it
would consider the economy as a whole.

b. The Prime Minister appealed and directed people to be responsible citizen and carry
out some basic social duties. It was clear that Government expected wages of daily
workers and labor will not be cut for the absence of one day on the ‘Curfew’

c. The Prime minister assured people the country has enough stock of Food Grains,
Essential Medicines and not turn to panic buying and hoarding not follow any rumors.
It was also expected that citizens defer the routine healthcare for some time so that all
the healthcare resources, medics and paramedics can focus on service to save people
from COVID-19.

Arrest the virus spread and Let pass essential supplies

In praiseworthy manner, the railways later started moving for the transportation of Food Stock,
Medicines and other essential commodities to ensure distribution lines were fed. Railway
Engineers rose to the need of the hour by developing ventilators, converting passenger coaches
to isolation quarantine area. The Government had made clear there was no shortage of Grain but
acting with Railways to ensure continuity of supply lines had a great role in ensuring the
lockdown did not trigger another problem of people revolting or rioting for items for daily living.
It is important that basic and essential goods and services are in supplied to the citizens.

Page 7 of 29
Humanity and Empathy

The Government did not shy away from including NGOs, private organizations and volunteers to
come forward and contribute to the service of affected The PM launched the special emergency
fund PMCARES which was very positively received. With no restriction on the minimum
amount, the aid poured in from nooks and corners. From hundreds of crore rupees by big
industrial houses, to salaried class donating to the Parliament taking cut in earnings, display of
solidarity and empathy by the entire nation was indication of how everyone saw the magnitude
of the challenge and stood together.

Keeping together and keeping Informed

The massive campaign for right communication and information with all media was set up. The
Government aware of the Technical skills of the young demography harnessed ease of use of
modern gadgets. All social media platform Twitter, Facebook, YouTube have the channels as
outlet for the information the Government wants citizens to have. There was mobile application
“Aarogya Setu” in 11 languages rolled out by NIC the government agency.
With continuous and correct flow of information it is less likely that citizenry do not fall prey to
online scams, rely upon wrong or unproven medicines. The Prime Minister reached out to the
people multiple times via different platforms “Man Ki Baat”, Television address and kept the
nation UpToDate with strategies and facts. The lockdown extension was accepted by the people
as harsh reality and was supported by the political opponents.

With the National Pride

The international community realized and appreciated the Government’s effort as it was
incorrectly expected that so called Lower-Middle-Income economy of India with far smaller
expenditure on public healthcare will see gigantic number of Corona cases and deaths. However
not only the Government managed to keep the people informed, poor and marginal sectors feed
themselves with its own Ration distribution channels, divert and prioritize limited resources for
the priority cause but was also able to help Global community in the form of essential medicines
and medical staff. Indian doctors were in Kuwait, Government help was offered to Nepal,
Bangladesh and Sri Lanka. The essential Hydroxychloroquine was exported to USA, Brazil, and
European countries among other Asian neighbors.

Page 8 of 29
Preparing for Post-corona Life.
Government mapped the districts with high and low concentration of affected people. Rural
Areas and places where infected count was low, the commercial activity with precautions is
allowed. Stranded passengers and migrant workers are to be too allowed travel back home.

The Government is talking with Chambers of Industries, Businessmen, industrialists and

economists for the seamless and smooth way back to opening factories. The Government had
already announced stimulus package of Rupees One Lakh Seventy-Four Thousand Crores.
(174,000Crores) and that is not the end. With RBI ready to monetize the Government debt and
notifying various other measures such moratorium from loan repayment, less restricted
accounting norms with certain checks, making credit lines available, the industry should feel the
hardship reduced. The assessment is ongoing and situation being continuously monitored there
will be more Relief packages in coming days.

The Corona epidemic is no doubt a mountainous challenge with effect long into the future
however with strong, sensitive and willing government the hopes abound.

Page 9 of 29
Page 10 of 29
2) MEDIA COMMUNICATION:

During the unprecedented outbreak of Covid19 where

everything is on lockdown, Communication is the only
channel to connect the people who are distant apart. 1.9
Page 11 of 29
Million people are connected on social media through internet
and any information float with the fastest speed influence the
 However, at the beginning of the outbreak when we heard of
COVID 19 in February end, one didn’t realize the impact it had
in our community or to oneself. People started forwarding fake
news and remedies to prevent the spread of Corona virus.

As per the article in “The Hindu”, dated April 08, there were
over 30000 videos analyzed within a period of 5 days and IT
Ministry is looking for more efforts from social media to
check misleading content amid COVID-19. Industry body
IAMAI, whose members include, YouTube, Facebook, Twitter,
Whataspp, TikTok etc, said that the social media platform
members of the association have taken proactive steps to
prevent and curtail the spread of misinformation and fake
news.

Things took a turn on the social media and started improving. Let’s see how mass, social and
mobile media helped in communicating to the masses.

Role of Mass Media

Page 12 of 29
 Source of Tool to bring
Information Positivity

Influence on People
Response Marketing Brands

Source of Information:

(Reference data point –MOHFW_Industry. - Ministry of health April 19_ April 25)

India is a diverse country blended with different culture, class, community, religion etc. It’s hard
to convince them at one go to maintain social distancing as the underlying criticality was
unknown to many and for government it’s very challenging. When the cure is undetermined,
containing the spread is the only way to slow down its impact. When the people are scared,
government took initiative to share the nuance of this pandemic through different channels to
keep them aware.

 Media is creating awareness and trust in the institution and country by providing real
time information. It is sharing how the no of testing has increased by 24% but the cases
turned out positive not in the same proportion. The death toll is less in comparison to
other counties. This is positive message to the world that India has implemented a
correct strategy.

Page 13 of 29
 Strengthening the patriotism feeling for all the individuals even in the time of crisis
which keep everyone motivated enough to fight with the cause and shows the greatness
of nation.
 Creating Social awareness of how spitting and smoking will raise the risk. The same is
portrayed through art, using a cartoon which is a creative powerful way to express the
content and respond as in the need.
 Clearing all the questions related to functioning of Covid 19 like which age group are
more susceptible for infection. What all the symptoms are for infection? Providing the
guidelines to act against any suspicious case in non-infected area.
 In all the government’s social media broadcasted message the priority is given first to no
of cases recovered, followed by Number of Infected patients. This creates a positive
mindset among the masses.
 Government is also ensuring there is no linguistic barrier in decimating the information,
so they post the messages in several Indian languages into address the masses
 Information on the initiatives taken by government for the wellbeing of people and
managing the public health crisis. Various ways are helping general people as:
-Mobile App Like IGOT will provide online training to the medical staff and health
care executives to handle the Covid infected patients.
-Aaroga Setu which will act as bodyguard and share all the information of spread
around the individual.
-Erakhtkosh---Real time status monitoring of the current stock of each blood group.

Page 14 of 29
Influence on Public response:

Breaking the myths which people have gathered through different unreliable sources needs to be
cleared which will reduce unwarranted panic.

Rather than focusing on these irrelevant messages to people, government is motivating to spend
the time with family and enjoy the things which we lacked due to personal and professional
commitments.

Page 15 of 29
Work from Home (WFH) was the new mantra of the corporate world. Apps like Zoom,
WhatsApp, Google duo, Skype, IMO was used for communication and meetings. Taking a cue
from the same, people started using these apps to socialize on weekends turning social distancing
into distant socializing. Community message is being spread to avoid any sort of discrimination
for recovered or infected patients. On Social media, hospitals and health workers are recognized
and people have shown gratitude for their act of valor.

Page 16 of 29
The Police force across India, apart from doing a commendable job in maintaining law and
order, were also putting additional efforts to educate the masses ,to take social distancing and
personal hygiene seriously with their street plays, paintings on the road and to grab people’s
attention in public places by wearing a Corona helmet( One picture says a thousand words)

Page 17 of 29
Marketing Platform

(Reference data point –Articles from Economic times, Deccan Herald, Live Mint of April issue,
twitter handles)

a. Indirectly companies sharing their resources -

Companies are using social media platform to offer their resources to help India successfully
fight the battle against the deadly coronavirus pandemic. This way they are not only
marketing and branding themselves but are also adding value to the social cause.

Uber has partnered with Flipkart and Big Basket to deliver essential items.

Google is partnering to do more online

education for students in partnership with
Pratham. It has also partnered with the Prime
Minister's Office (PMO) to facilitate
contributions to the PM CARES fund through
Page 18 of 29Google Pay.

SAP has set up an India Solidarity Fund for

migrant labour, vulnerable population, infected
Farmers in India are getting ready to harvest rabi crops like wheat, barley, mustard, sesame and
peas, but many aggrotech companies who manage supply chains are facing complex challenges
due to the lockdown. IBM is offering the aggrotech start- ups a 30-day free trial of its Operations
Dashboard from The Weather Company which will help supply chain managers make faster,
more-informed decisions.

b. Advertisements to curtail the spread of rumors and educate the masses.

We know panic spreads faster than the disease, and even the best scientists in the world won’t be
able to find a targeted treatment or cure for it overnight, it is Brands who can help in decreasing
the spread of panic and provide facts to justify the rumors of COVID 19. The advertising experts
believe, the ideal way to be a part of Coronavirus is to help contain the spread the rumors.

We see many brands coming forward in educating

the masses.

Surf Excel, one of the most famous washing

Page 19 of 29
detergents have come up with an advertisement of
#DaagGharPeRahenge.
 https://www.youtube.com/watch?
v=Y8XEjU2Ymu4

Lifebuoy (Soap) in their advertisement mention “In times like these, the only thing that matters
is yours & your family's health. A soap, ANY soap is the best way to prevent the spread of
COVID-19. Lifebuoy appeals to all of you to take the necessary precautions & stay safe!
#lifebuoy #coronavirus #dothelifebuoy #handwash”
Kalyan Jewellers who have captured the South Indian
Jewellry market have also come up with a small
advertisement of “Stay home,Stay Safe”.

A small film shot on small and medium-sized businesses,

with the key message that Paisabazaar, along with the
entire country, stands united with them in these
challenging times has also left great impact on the
audience.

Tools to bring positivity:

Film stars have a great influence on their fans, more than Govt officials or international statutory
bodies. Whatever news they propagate, their fans who are in millions will follow them to the
core. Bollywood, Tollywood, sandalwood starts have come together in creating awareness on

Page 20 of 29
social distancing , quarantine and taking care of one’s health and propagating them good
hygiene in line with Ministry of Health and World Health Organization directives.

Here’s a tiktok video made by Bangalore City Police to spread awareness.

https://vm.tiktok.com/7U5SC8/

Page 21 of 29
Industrialists, Corporates, Corporate
Trusts, Film stars, Sports
Personalities, and High Net worth
individuals have contributed huge
sums in trying to help, the
Underprivileged, Daily wage
workers for their daily needs and
medical help. Film star like Akshay
Kumar having donated Rs 25 Cr to
the PM CARES created a buzz on

Page 22 of 29
twitter and social media and motivated others to come forward creating a chain effect in
mobilizing vast sums to the Kitty.
The Impact of all the news through the social media, was such that individuals were inspired to
do something in and around them, they took upon them to feed and help the underprivileged and
daily wage laborer’s who were finding it very difficult to have their daily essentials for
themselves and their family members #feedtheneedy #indiafightscoronavirus
Online Aggregators like Ola, Zomato, Swiggy and companies like Paytm, keto via social media
are requesting donations for their workers who have temporarily lost their earnings due to the
present situation and finding it very difficult to make two ends meet. The response has been
tremendous.This comes mostly from all those customers who have been using their online apps
for their benefit.

As seen in the past, pandemics have been, more often than not, life changing. Similarly, once the
outbreak is eased, the world will not remain the same. The world does not prepare itself well to
face such pandemics, which is why we see many countries crumbled down on their population
cause of deaths. India, however, managed a slow growth in the number of cases but the Central
Government is not doing as much as the state governments are participating to protect their states.
Having said that, media has played a vital role in delivering the message of social distancing, sanitizing
and to #stayhome. It is the closest platform for PMO to get in touch with the citizens.
To be optimistic, we can see India flatten the curve in a couple of months if people adhere to the
guidelines and follow them strictly. Also, who knew we could stay home and save lives?
#NotAllHeroesWearCapes

Page 23 of 29
Page 24 of 29
References and A timeline on actions and reactions to the lockdown.

Date Announcement Signal

21- The PM forms a taskforce to fight Corona virus and calls for Janata curfew Signal to people
March- https://m.economictimes.com/news/politics-and-nation/pm-narendra-modi-forms-economic-response-task- and test
2020 force-calls-for-janata-curfew/articleshow/74715013.cms preparedness

23- Railway services stopped Largest bulk

March- https://m.economictimes.com/industry/transportation/railways/railway-stops-movement-of-over-12k- movement of
2020 passenger-train-services-till-march-31st/articleshow/74757461.cms people and
intermingling
stopped

24- The PM announces nationwide lockdown for 21 days upto 14th April Tighter controls
March- https://m.economictimes.com/news/politics-and-nation/full-speech-pm-modi-announces-nationwide- on socialization
2020 lockdown-to-fight-coronavirus-pandemic/videoshow/74798169.cms to stop spread of
virus

24- Domestic Airlines grounded

March- https://m.economictimes.com/industry/transportation/airlines-/-aviation/government-grounds-domestic-
2020 flights-from-tuesday-midnight/articleshow/74775425.cms

25- International flights suspended

March- https://m.economictimes.com/industry/transportation/airlines-/-aviation/government-extends-ban-on-
2020 international-flights-till-april-14/articleshow/74832326.cms

25- Closed national highways Isolate and stop

March- https://m.economictimes.com/industry/transportation/roadways/covid-19-nhai-to-stop-collecting-toll-across- the spread of
2020 national-highways-during-lockdown/articleshow/74816787.cms virus.

26- Government restricts export of Hydroxychloroquine My country first

March- https://www.europeanpharmaceuticalreview.com/news/115862/indian-government-ceases-exports-of-ipca- before Forex
2020 hydroxychloroquine/ precious though
it is.

10- https://economictimes.indiatimes.com/industry/healthcare/biotech/pharmaceuticals/india-to-export- Ensure right

April- hydroxychloroquine-only-to-foreign-governments-and-not-to-private-companies- intention is not
2020 sources/articleshow/75078549.cms? taken undue
advantage of.

Special Website opened https://www.mygov.in/covid-19/ Keep clarity and

availability of
https://www.mygov.in/aarogya-setu-app/
information
Information via WhatsApp MyGovCoronaHelpDesk

The prime minister addressed the nation two times

Emergency relief Fund “PM CARES” to fight Corona Virus is launched Contribution

Page 25 of 29
 from all

Roped in celebrities like Amitabh Bachhan

06- https://m.economictimes.com/industry/healthcare/biotech/pharmaceuticals/govt-may-lift- Help to global

April- hydroxychloroquine-export-ban/articleshow/74999345.cms communities
2020

07- Members of parliament forgo 30 % salary and INR 21000 Rupees allowance empathy
April- https://economictimes.indiatimes.com/news/politics-and-nation/after-30-pc-salary-cut-mps-to-lose-another-
2020 rs-27000-per-month-in-allowances/articleshow/75035267.cms

India sends medical team to Kuwait to fight Covid strengthening neighbourhood policy Help to global
https://economictimes.indiatimes.com/news/politics-and-nation/india-sends-medical-team-to-kuwait-to- communities
fight-covid-strengthening-neighbourhood-policy/articleshow/75097290.cms

14- The prime Minister announces extension of the lockdown Pragmatic and
April- https://economictimes.indiatimes.com/news/politics-and-nation/pm-modi-announces-extension-of- realistic
2020 nationwide-lockdown-to-fight-coronavirus-pandemic-watch-full-speech/videoshow/75137879.cms approach.

30-April Trucks and other Goods Carriers to be move uninterrupted Restore

https://economictimes.indiatimes.com/news/politics-and-nation/ensure-uninterrupted-movement-of-trucks- transportation of
goods-carriers-mha-to-states/videoshow/75477057.cms general goods

01-May- Migrant workers and stranded tourists can return

2020 https://economictimes.indiatimes.com/news/politics-and-nation/covid-lockdown-states-prepare-for-
migrants-return/articleshow/75483271.cms

Page 26 of 29
Page 27 of 29