19th January 2000

Mr. Kumarasiri Aluthgedara Course Director Sri Lanka Foundation Institute Colombo 07.

Dear Mr. Aluthgedara,

Re: Diploma in Journalism

I regret my inability to attend the Visiting Faculty meeting with the Project Governing Board today.

I am therefore sending you my views on the matters to be taken up:

1. Diploma in Journalism & Communications

Having been associated with designing and teaching the PR module of the course over the last two years, it is my view that the SLFI Diploma serves a significant purpose in providing tertiary / vocational education in some important areas such as Journalism, Advertising and PR where there are no other comparable courses on offer in this country.

This is my view, therefore, that this course should be nurtured, developed, expanded and better marketed, so that it now grows into a viable programme.

It is my belief that course has far greater potential in attracting greater numbers of school leavers, who do not enter university and who may be channeled into these fields of increasing significance and opportunity.

2. Marketing of the Course

I believe that the course needs to be better marketed both to school leavers and potential employers of graduates from this course. Strategies for this may include an integrated communication programme involving advertisements, editorial publicity, direct mailers, personal communication at schools and career guidance programmes - on one hand, and a wider involvement of media institutions in supporting the course through provision of internship, scholarships and employment. If a decision is taken to pursue the development of this course on these lines, I shall be happy to put together and help implement a marketing communications proposal.

3. Project Extension Opportunities

I would also like to highlight that there could be several opportunities to further extend SLFI's initiative in the field of journalism and communication. This could come mainly from catering to those who are currently working in these fields but have no formal training or qualifications. SLFI could potentially collaborate with associations such as the Newspaper Society, Accredited Advertising Agencies Association, International Advertising Association (Sri Lanka branch) etc. For example the 4A's in which Shanthi	Amarasekara and I are involved is currently looking at instituting professional training and qualifications in advertising. Setting up a professional institute and qualifications in PR is also a future need.

4. Communication & Journalism Library

I believe we have now started to develop an excellent library in this area. Assuming that SLFI wishes to continue the development of the Diploma and other projects in this field, it would be highly desirable to maintain and further develop -this as a specialised unit for the benefit of those students and lecturers involved in these courses.

Yours sincerely,

Ranjan Dias
