Contents: Part I: Public Relation: 1. Importance of public relations in cooperative sector. 2. Status of public relations in cooperative sector. 3. Research in cooperative public relations: a vital input. 4. Education and training in cooperative public relations and editorial fields: a viewpoint. Part II: Media: 5. Challenges before cooperatives in liberal economy: role of media. 6. Media relations in cooperatives: some observations. 7. Success stories in cooperatives: need for a strong media approach. 8. Cooperatives and empowerment: contributions of media. 9. Cooperatives and community culture: the role of community media. 10. Media and cooperatives: some issues. 11. Strategic communications in cooperatives. 12. Cooperative advocacy and passion for cooperatives. Part III: Case Studies: 13. Role of communications with reference to media in strengthening professionalisation of cooperative management: an Indian experience. 14. Natural disaster preparedness and rehabilitation in community through cooperative initiatives: a community media model for cooperatives. 15. Social media strategy for brand building of cooperatives in India: role of blogs. 16. Role of cooperatives in poverty eradication and employment generation in India: contributions of women and role of effective communication/PR strategies in image-building. 17. Role of media in promotion of cooperatives amongst youth. 18. Social media as an effective tool for social innovation in Indian cooperatives: potentialities for youth employment. 19. Strengthening cooperatives for social justice and sustainable development in India: role of pr/communication strategies. 20. Communication strategies for tackling air pollution: a case study. Bibliography. Index. At a time when effective communications has become the biggest issue confronting the cooperative movement globally, the book delves into the issues of Public Relations and Media in the context of cooperatives in India. Being the largest cooperative movement in the world, with significant achievements in various areas of socio-economic activities, the Indian cooperative movement faces a big challenge of image-building which can enhance the profile of the cooperative movement, and create awareness about the beneficial aspects of cooperative development amongst the general masses. Against this backdrop, the book is a timely endeavour to analyse the issues of public relations and media which have an important role in image-building of the cooperative sector. The book with a strategic orientation comes up with fresh perspectives so as to prepare a road-map for strengthening the functioning of public relations and media in the working of cooperatives in India. As communications is considered the weakest link in the functioning of the cooperative sector, there is a strong realization that the cooperative movement in India cannot succeed without a vibrant public relations and media policy. As the communication literature in the cooperative sector in India is scanty, the book also fills a big void in enriching the subjects of public relations and media, which are generally neglected. The book deals with a wide gamut of vital issues like importance of public relations, research in public relations, media relations, community media, cooperative advocacy, success stories, strategic communications, social media, role of blogs, and also some case studies related to public relations and media. The book provides a refreshing referral benefit to students and teachers of public relations and media, research scholars, faculty members, academicians, practitioners and policy-makers related to the cooperative sector in India and abroad.