PUBLIC RELATIONS

The British Institute of Public Relations defines PR as 'The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public'.

Public relations is an ongoing inclusive activity and required planning. A cheerful greeting by a receptionist, an efficient clerk, a polite peon, a well drafted letter, social undertakings, all contribute toward better Public Relations. Thus every person in an organisation directly or indirectly is a PR person. However, due to increasing competition, most large organisations have a dedicated PR Department or Officer or they outsource their PR needs to a PR agency or company.

FUNCTIONS OF THE PR DEPARTMENT

1. PRESS RELATIONS - The PR department disseminates information to the press about the various events, activities, social undertakings etc. This enables increase in publicity.

2. PRODUCT PUBLICITY - Information about the product is presented to the media in the 'Paid sapce'. This is read or heard by a company's customers and prospective customers. It can also publicise the product through sponsorships

3. CORPORATE COMMUNICATION - PR departments promote the understanding of the company and its prodcts and services through internal and external communication.

4. LOBBYING - It means dealing with legislators and governmental officials to promote regulations to the advantage of the company.

5. COUNSELING - PR departments advise the top management on matters related to PR. This also includes advising the company in the event of product mishap. e.g. Maggi

6. IN-HOUSE JOURNALS / NEWSLETTERS / BROUCHERS / ANNUAL REPORTS - Many institutions distribute these to stakeholders as these enable spread information about the company and its products.

7. SPECIAL EVENTS - PR departments also help organisations attract media attention by arranging events, sponsoring events, funding NGOs etc.

8. STAFF WELFARE - Activities for members of the staff are also organised in order to increase their morale. e,g. Achievement recognition, best employee awards, etc

REPORT WRITING

 According to the Oxford English Dictionary: A report is a statement of the results of an investigation or of any matter on which definite information is required.

A report is a well-organized representation of facts or an objective statement of an event that has taken place or exists. It must contain relevant facts and figures. The drafting of a report requires collection of data, analysis and arranging the facts in a logical manner. This is necessary to facilitate decision-making, solving problems, sharing information, investigating incidents, etc. Reports are important means of upward as well as horizontal communication. Reports may be short or long, oral or written, formal or informal.

Formal report writing in professional, technical and business contexts have evolved certain conventions regarding format, style, referencing and other characteristics. These vary in detail between organizations.

All types of reports must be:

-         Reader oriented

-         Precise and concise

-         Accurate

-         Relevant

-         Objective and unbiased

TYPES OF REPORTS

1.    Informational Reports: Collect and present data for the reader. E.g. sales report, quarterly report, accident report etc.

2.    Analytical Reports: Study and interpret data but do not offer suggestions or recommendations. E.g. annual reports, audit reports

3.    Recommendation Reports: recommend actions or suggest solutions. E.g. Feasibility reports, problem solving reports etc

Reports may be written in the schematic or letter format. The longer formal reports follow the schematic format whereas the shorter informal report uses the letter format.

The schematic format is structured as:

1.    Introduction

-         Covering letter

-         Title Page

-         Table of contents

-         List of illustrations

-         Abstract or summary

2.    Body of the Report

-         Terms of reference and authorization (gives the background, scope and objective as well as name of the authorized person)

-         Procedure (Methods adopted for collecting data / information e.g questionnaire, interview or observation)

-         Findings (the outcome of the data collected)

-         Conclusions (deduction based on findings)

-         Recommendations (suggestions or solutions)

3.    References

-         Bibliography

-         Glossary

-         Appendices

-         Index

SAMPLE REPORT

                                                                               Senders Address

                                                                               _________________

                                                                               _________________

                                                                               Date

Receiver’s address

________________

________________

Dear Sir,

Subj: Report on_________________________

Body _______....

Conc _______...

                                                                                      Yours faithfully

                                                                                                Sd/-

                                                                                       Senders name

                                                                                              (Post)

CONFERENCE

The word 'Conference' is derived from the Latin word 'Conferential' which means 'to bring together'. Being a group communication activity, it is a tool of learning, training and development. People are thus able to have discussions and exchange opinions.

CHARACTERISTICS OF A CONFERENCE

- It is a platform for serious intellectual discussion.

- Participants are known as delegates.

- Decisions are not taken at Conferences.

- There is no maximum or minimum number of participants, however, a reasonable number of participants / delegates must be present in order to have a meaningful discussion.

ADVANTAGES OF CONFERENCES

- Conferences encourage exchange of ideas and opinions.

- Issues can be studied in detail and from varied angles.

- Communication is face to face and feedback is immediate.

- Employees are allowed to participate in conferences and this helps in motivating them./

- Conferences help broaden a person's outlook.

- Conferences enhance image of the organizers and sponsors.

- The discussions at conferences provide a valuable base for committee activities in the future.

DISADVANTAGES OF CONFERENCES

- Conferences are not Decision-making bodies and therefore it tends to be a fruitless intellectual exercise.

- At times only a few delegates dominate the discussion and thus there is only limited exchange of ideas.

- If the Chairperson is weak or too dominating, the conference discussion suffers.

- Vague and unrealistic conclusions do not help but rather complicate and cause more confusion.


MODERN OR CONTEMPORARY METHODS OF ORGANIZING A CONFERENCE

TELECONFERENCING - A 'Teleconference' is also called a 'Phone Meeting'. It is a conference via a mobile phone, telephone or network connection. It is an inexpensive method that facilitates more than one person to interact simultaneously. It is time saving and inexpensive as it reduces the need to travel and meet in person.

VIDEOCONFERENCING - It is a medium which provides real-time two way audio-video communication between the presenters and participants over a distance. It is widely used for business as well as academic activities. It can include media such as video clips, animation, graphics, audio, and thus enables better understanding and retention.

ORGANIZING A CONFERENCE

- The Date for the conference must first be finalised keeping in mind that it does not clash with public holidays, festivals or competing events as this will impact participation.

- The Venue for the conference must be suitable to the scale of the conference. The venue should be equipped with facilities such as microphones, LCD projectors, photocopying facilities, etc.

- The conference should be publicised via advertisements, emails, invitations to delegates and guest speakers and a confirmation must be sent well in advance.

- Arrangements for seating, stationary, refreshments, overnight stay if necessary must be made.

- On the day of the Conference a registration desk must be set up and delegates must be provided with badges, schedule of events, a folder containing the abstracts of presentations, evaluation and feedback forms, writing material, etc.

- The Inaugural Session should be well planned as it sets the mood of the conference. The Chairperson should coordinate the sessions and must deliver the concluding session. The conference must conclude with the Vote of Thanks.

SUMMARIZATION

A Summary is a short statement or statements that give the core information excluding the excess / additional details. It expresses the main points of a speech, article, or book

GUIDELINES FOR SUMMARIZATION

- Read the given passage carefully
- Make note of the important / relevant points
- Minimize the use of adverbs, adjectives, descriptions, statistics, etc
- Do not quote proverbs, examples, etc
- Avoid needless repetitions
- Include all major ideas
- Use substitutions (one word substitution / short sentences)
- Use short and simple sentences
- Write your summary

GROUP DISCUSSION

Group discussion is a discussion among individuals in a group on a specific subject. It is a testing device to assess group skills like reasoning ability, leadership ability, inspiring ability, flexibility, creativity, out of the box thinking, listening and articulation skills, social skills, situation handling ability, interpersonal skills, ability to function as a team player, body language and attitude. These skills are required in order to become a successful professional as well as an asset to the institute and will help during placements. Group discussions are a modern screening technique used widely for job selection, elimination as well as placement.

Group discussion topics can be from a wide range of issues; current events, business, sports, politics or any thing in general. The wider your reading interest, the better prepared you will be to face the group discussion.

Here are some tips for effective participation in a GD:

• Understand - Understand the topic before attempting to contribute.
• Speak - Try and get a chance to speak. If you can't get a chance to speak make your chance.
• Initiate - Take the initiative to begin the discussion, if possible.
• Structure - Structure arguments logically - justify your stand.
• Summarize- Summarize the discussion effectively
• Involve- Take active part throughout the GD.
• Assert- Be assertive.
• Articulate- Work continuously towards articulating your ideas into meaningful sentences to make the best impact. Be clear in your speech.
• Emphasize.-Use non-verbal communication to emphasize points.
• Listen- Be an attentive listener.
• Quality, not quantity matters- it's not 'how much' you say, but 'what' you say that's important.

To prepare for a group discussion, keep track of happenings around the world. Make a habit of reading newspapers and magazines, watch interesting documentaries and profiles on television to get a wider perspective on issues. As a team player, your ability to lead and play in team is measured in the GD.

You will have to pursue the following points if you want to be successful in a group discussion. The points are as follows:

• Make sure that you read as much news as possible. Generally the topic is chosen from some of the current happenings. Hence you should be aware of current events. 
• Make sure that you speak loudly and clearly. This is one of the most important things and you could find yourself in difficulty if you do not speak loudly and clearly in a GD.
• You should know that you are not really bounded to think in one way. You are free to think on your own and put forward some new ideas. It is good for you and also for the GD since new ideas will definitely make it interesting.
• You should know what the topic is really about. If you have no clarity then you should wait for some time and let the other speak at first. When the matter is quiet clear  then you should start speaking with new ideas in mind.

IMPORTANT
Knowledge: Knowledge about the subject can never be replaced in a GD. No matter how good you might be communicating, but if your sentences don't reflect that you are knowledge bank then it's probably not going to work out. You are required to talk in a GD but inputs that don't contain any substantial value will not help in any way. One has to keep himself updated by knowing what all is happening around the globe.

Alertness and presence of mind: In a GD you are required to carefully listen to the other person's thoughts and keep an argument, example or a supportive statement, fact, example ready to participate in the discussion. This shows how alert you are, how much importance you give to when someone is putting his or her point forward. This also shows how good listener you are, at time, things turn up to be a mess when you feel that what is being said is not making sense. Don't get irritated. Remember that you need to be calm and composed. Many times after a mess happening in a GD, candidates who are calm are selected.

Out of the box thinking: This reflects that you have a different way of looking at things. You need to be creative and have to put points that might amaze the panel. Remember, while working there are times when we need to find out solutions to the problem in a better way, thinking out of the box helps you finding smart and good solutions at times.

• Group strength is usually 8 to 12 members
• Correctly saying what you want to say- speaking effectively and efficiently is very important
• Be a good listener
• Never use technical language while speaking
• Not knowing is not a problem, do not try to bluff

FUNDAMENTAL DUTIES - INDIA

According to Article 51 A, it shall be the duty of every citizen of India:

- To abide by the Constitution and respect its ideals and institutions, the National Flag and the National Anthem

- To cherish and follow the noble ideals which inspired our national struggle for freedom.

- To uphold and protect the sovereignty, unity and integrity of India

- To defend the country  and render national service when called upon to do so

- To promote harmony and the spirit of common brotherhood amongst all the people of India transcending religious, linguistic and regional or sectional diversities; to renounce practices derogatory to the dignity of women

- To value and preserve the rich heritage of our composite culture

- To protect and improve the natural environment including forests, lakes, rivers and wildlife, and to have compassion for living creatures

- To develop a scientific temper, humanism and the spirit of inquiry and reform

- To safeguard public property and abjure violence

- To strive toward excellence in all spheres of individual and collective activity so that the nation constantly rises to higher levels of endeavour and achievement

- A parent or guardian must provide opportunities for education to his child, or as the case may be, ward between the age of six and fourteen years

While the Fundamental Rights and Directive Principles lay down what the State must do for its citizens, the Fundamental duties describe that the citizens must do for the State. 

MNS - MAHARASHTRA NAVNIRMAN SENA

In 2001 Balasaheb Thackeray appointed his son Uddhav Thackeray as his political successor, thereby bypassing his nephew Raj Thackeray. In January 2006, Raj Thackeray resigned from the Shiv Sena to form the Maharashtra NavNirman Sena (MNS).

The main agenda of the MNS includes but is not restricted to:

- It is committed to raising the status of Maharashtra State, its people and the Marathi language

- It is concerned about the State of Maharashtra and its cultural and material prosperity.

- It will bring people of Maharashtra together irrespective of caste, religion, sect or class for the development of Maharashtra

- It will strive to resolve all problems that obstruct the development of Maharashtra State and the Marathi Manus and will engage at all levels.

UNIFORM CIVIL CODE (UCC)

Uniform Civil Code is a long standing debate in independent India. It stems from Article 44 of the Indian Constitution, (part iv - Directive Principles of State Policy), which states 'The State shall endeavor to secure for the citizens a uniform civil code throughout the territory of India'.

Uniform Civil Code thus implies a set of common laws governing marriage, divorce, adoption, inheritance and other such familial (family related) matters, which would be applicable to all Indians, irrespective of their religion.

India is a diverse country and members of each religious community follow their own respective sets of civil law. e.g. Hindu marriage, divorce, adoption and inheritance governed by Hindu Code Bill, Muslim personal law is based on the Shariat, Christians follow laws laid down by the Church.

As India was divided at the time of independence, the Constitution makers incorporated Uniform Civil Code as a Directive Principle of State Policy.

Uniform Civil Code is considered desirable as it will help establish unity and integrity in India and will deemphasize religious differences.

OPDS TO MPS

OPDS (One Party Dominance System) is a system where multiple political parties exist and contest elections, but only one party forms the government and thus dominates the political and party system. 

This happens when the dominating party is the only one that contests the number of seats required to form the government while all other parties are minor and contest only few seats, or when the dominating party commands the support of an overwhelming number of voters, thus securing an easy majority for itself while other parties gain only few votes.

Multi Party System exists when multiple political parties enjoy influence over government policies. This system is found in countries with a heterogeneous populations where the multiple divisions in society lead to establishment of multiple political parties. Contemporary India is an example of a Multi Party System.

The OPDS existed in India in the years following independence. At that time (First General Election 1951-52) Indian National Congress won the elections even though other political parties contested the elections. 

The turning point in India's party system cam in the 1977 General election, when for the first time, a non-Congress government assumed power at the Center. The Emergency resulted in electoral loss for the Congress party and for the first time in its electoral history, the Indian National Congress was forced to contest as part of a coalition. The Janata Party's win had ended the thirty year OPDS by the Congress.

The history of OPDS in India is effectively the history of Indian National Congress's gains and losses in successive elections. It also traces the evolution of the Indian Party system from OPDS to a Multiparty System (MPS).

OPDS in India effectively existed only from 1947 till 1977.  

SHIV SENA

The Shiv Sena was founded in 1966 by the journalist-cartoonist turned mass-leader, Balasaheb Thackeray, soon after the creation of a unilingual Maharashtra in 1960. He led the party as 'pramukh' (party leader) till his passing away in November 2012.

The Shiv Sena has provided the people of Maharashtra with a sense of identity and unity. It has dominated the Municipal Corporation of Mumbai, Pune as well as rural council for considerable periods.

The Shiv Sena manifesto includes and is not restricted to:

- Address the issue of farmer suicides in Maharashtra caused by their inabililty to repay loans

- Stop electricity load shedding in Maharashtra

- Resolve the issue of backlog of cases in Maharashtra's courts by appointing more judges and providing them with administrative support

- Control inflation and provide daily goods and food at affordable prices

- Provide free and compulsory education paying special attention to the needs of the girl child and disabled children

- Provide affordable housing and access to toilets

- Facilitate programs to further arts, culture and sports in the state

- Reduce pollution, create well-planned suburbs, improve public transport and tighten traffic norms in the city

TELEGU DESAM

The Telegu Desam was founded in 1983 by Dr. N. T. Ramarao to safeguard the interests of Telegu speaking people. Its primary ideology is that of regionalism. Dr. N. T. Ramarao was succeded by Chandrababu Naidu in 1995.

The Telegu Desam program manifesto supports

- Promotion of Telegu culture, literature and language

- Promotion of agriculture as a profitable and revenue making activity 

- Preservation of natural resources

- Youth empowerment through skill training, cultural and sports activities

- Provision of civic amenities in rural areas including electricity and health care

- Empowerment of women

- Subsidised food grains

- Electoral and administrative reforms

- Empowerment of traditional artisans and other rural occupational communities

AKALI DAL

The Akali Dal is a Sikh political party present prominently in Punjab. It is the political arm of the Shiromani Gurudwara Prabhandak Committee, and hence is considered to be the keeper of the Sikh community's political interest. It is a preindependence institution founded in 1920.

Its program includes:

- Cooperative federalism

- Assimilation of Punjabi speaking areas such as Chandigarh into Punjab state.

- Safeguards for minority communities

- Socio-economic development

AIADMK

ALL INDIA ANNA DRAVIDA MUNNETRA KAZHAGAM (AIADMK)

The All India Anna Dravida Munnetra Kazhagam (AIADMK) was established as a splinter group of the DMK. Its mentor was M. G, Ramchandran, and after his death, the party was led by Late J. Jayalalitha. Under the leadership of late J. Jayalalitha, the party swept aside all the opposition in the Assembly Elections. The AIADMK and DMK hav been acquiring power in the state more or less alternatively.

The main objectives of these two parties are to build Tamil identity and are both anti-Brahmin. They favor autonomy for the state of Tamil Nadu, want to establish Tamil as the state language and English as the official language. 

DMK

DRAVIDA MUNNETRA KAZHAGAM (DMK)

The Dravida Munnetra Kazhagam (DMK) was founded by C. N. Annadurai. It first obtained Parliamentary Representation in 1957 when it gained two seats. By 1967 it became the strongest party in Tamil Nadu. It was able to form a non congress party government in the state. However, DMK suffered a set back in 1972 with the formation of AIADMK 

SAMAJWADI PARTY

The Samajwadi Party is an Uttar Pradesh based political party. It was founded by Mulayam Singh Yadav in 1992 following the fragmentation of Janata Dal. Its ideology is 'Democracy, Socialism and Secularism'. The Party's vote bank comprises of Other Backward Classes including Mulayam Singh's Yadav caste and the Muslim community in the State.

KEY PROGRAMME

- Focus on young voters through promise of laptops and tablets for students and lifting the ban on student politics

- Reservations for backward religious minorities

- Inquiry into corruption, improved education and Improvement in standard of living through better civic amenities. 

NATIONAL CONFERENCE - POLITICAL PARTY, INDIA

The All Jammu and Kashmir National Conference was started by Sheikh Abdullah to fight the autocratic rule of the Maharaja. In 1952, Sheikh Abdullah accepted the accession of the State into India. He became the Chief Minister, and after him, his son Farooq Abdullah formed the ministry with Congress support. The present leader of the National Conference is Omar Abdullah. The main ideology of the National Conference is to prevent militant activity, and it stands for democratic and secular principles. 

IMPLEMENTATION OF DIRECTIVE PRINCIPLES OF STATE POLICY

Part IV of the Constitution of India deals with Directive Principles of State Policy. It is one of the most outstanding features of our Constitution.

IMPLEMENTATION OF DIRECTIVE PRINCIPLES OF STATE POLICY

1. Abolition of the Zamindari System - The greatest achievement of the Government of India is the abolition of the zamindari system. Agriculture is the main source of income in India and the farmers were being exploited by the zamindars. Thus major income of the country was in the hands of Zamindars. With the abolition of the Zamindari system the farmers got relief from exploitation.

2. State owned projects, plants and producing concerns - The state has established a number of projects, plants and producing concerns. All these projects lead to the economic development of the nation. e.g. Bhakranangal

3. Factory Acts - The state has passed various Factory Acts by which minimum wages, insurance against sickness and other just and human conditions of work have been laid down for the workers.

4. Equal pay for equal work for men and women - Equal pay for equal work is being paid to both men and women in most areas of employment.

5. Reservation of Posts for Scheduled Castes and others - The state has passed various laws by which a number of posts have been reserved for members of the SC & ST and other weaker sections of the community.

6. Promotion of Cottage Industries - The Government of India has established many boards such as All India Khadi and Village Industries Board and All India Handloom Board in order to promote cottage industries.

7. Compulsory education upto the age of 14 years - Most states have passed laws to have compulsory education to every child upto the age of 14 years.

8. Raising the standard of living - To raise the standard of living, especially in villages, the government started the community development programme. It tries to provide better communication, education, housing and sanitation. It aims at uplifting the rural poor above the poverty line.

9. Prohibition of Slaughter of Cows and Calves - A ban is put on the slaughter of cows and calves throughout the country.

10. Protection of Monuments, Places and Objects of Artistic and Historical Interest - They are fully protected by law and the Archaeological Department looks after them.

11. Organisation of Self - governing Village Panchayat - The members of the Village Panchayat are elected by the adult population of the villages and the Panchayat looks after the administration, maintenance of roads, parks, tanks and wells, medical relief, primary education, etc.

12. Prohibition of Intoxicating Drinks and Drugs - has been introduced in many states.

13. International Policy - The foreign policy of our government aims at promotion of international peace and security, maintenance of just and honorable relations between nations and settlement of international dispute by arbitration. Our government has been successful and the Indian contribution towards promotion of non alignment and peaceful co-existence have been widely acknowledged.

DIRECTIVE PRINCIPLES OF STATE POLICY

Part IV of the Constitution of India deals with Directive Principles of State Policy. It is one of the most outstanding features of our Constitution.

CLASSIFICATION OF DIRECTIVE PRINCIPLES

Directive Principles are divided into 4 classes:

A. Socio-Economic Principles of National Policy
B. Socio-Political and Administrative Objectives of National Policy
C. Certain Principles for the guidance of International Relations
D. Saving of laws giving effect to certain directive principles

A. SOCIO-ECONOMIC PRINCIPLES OF NATIONAL POLICY - ARTICLES 38,39,41 AND 45-48)

The framers of our Constitution laid down detailed directives.

1. The state shall try to secure for all citizens - both men and women equally:

a. Adequate means of livelihood

b. ownership and control of material resources of the community are so distributed as best to serve the common good

c. that the national wealth shall not get concentrated in the hands of a few

d. that there is equal pay for equal work for both men and women

e. that the health and strength of workers and the tender age of children are not abused

f. that children are given opportunities and facilities to develop in a healthy manner in conditions of freedom and dignity and that they are protected from exploitation.

2. That effective provision for securing the right to work, education and public assistance in cases of unemployment, old age, sickness and disablement shall be made by the state within its limits of economic capacity and development.

3. State shall make provisions for securing just and humane conditions of work and maternity relief.

4. The state shall endeavour (try) to secure, by economic organisation or in any other way, work, a living, wage, a decent standard of life and full enjoyment of leisure and social and cultural opportunities for all workers and promotion of cottage industries.

5. State shall try to provide free and compulsory education for all children till the age of 14 years withing ten years of commencement of the constitution i.e. from 1950-1960.

6. The state shall promote with special care the educational and economic interests of the weaker sections of society, particularly schedule castes and tribes and shall protect them from social injustice and all forms of exploitation.

7. One of the primary duties of the state shall be to raise the level of nutrition and standard of living of its people and to introduce prohibition of consumption of intoxicating drinks and of drugs which are injurious to health, except for medicinal purposes.

8. The state shall endeavour to organise agriculture and animal husbandry on modern and scientific lines and preserve and improve the breeds and prohibit the slaughter of cows and calves.

9. The state shall strive to minimise inequalities in income and eliminate inequalities in states and provide facilities and opportunities for all.

B. SOCIO-POLITICAL AND ADMINISTRATIVE OBJECTS OF NATIONAL POLICY - ARTICLE 39 A, 44, 49, 40 AND 50

These directives reflect the socio political and administrative aims of national policy.

1. The state shall promote justice for all on equal terms.

2. The state shall organise village panchayats and help them to function as units of self-government.

3. The state shall secure for all citizens a uniform civil code throughout India.

4. The state shall protect every monument or place of artistic and historic interest that is of national importance.

C. PRINCIPLES FOR THE GUIDANCE OF INTERNATIONAL RELATIONS - ARTICLE 51

1. To promote international peace and security

2. To maintain just and honorable relations between nations

3. To foster respect for international law and treaty obligations.

4. To encourage settlement of international disputes by arbitration (settlement of disputes by the decision of somebody chosen to be the judge)

D. SAVING OF LAWS GIVING EFFECT TO CERTAIN DIRECTIVE PRINCIPLES - ARTICLE 31C

No law that gives effect to the policy of the state towards securing Directive Principles can be taken away or abridged (shortened) e.g. rights dealing with right to freedom, equality before law.
The court can examine the matter if challenged under fundamental rights.

PREAMBLE - INDIAN CONSTITUTION

The Preamble functions as a foreword to the Constitution. The Preamble performs three functions that grant the Constitution its credibility and importance.

1. The Preamble indicated the source and target of the Constitution. The words 'We the people of India do hereby adopt, enact and give to ourselves this Constitution' indicate that the Constitution is a valid one in the context of our Democracy, as it has been created by the people, for the people.

2. The Preamble indicated the date when the Constitution was adopted, by the words 'this twenty sixth day of November 1949).

3. The Preamble lays down the objectives and philosophy of the Constitution by the words 'to constitute India into a Sovereign, Socialist, Secular, Democratic Republic'.

The term 'Sovereign' implies the independent authority of the State. The Indian State is a power unto itself, and does not have to refer to any external authority when making policy decisions.

The term 'Socialist' implies that India shall be a welfare state.

The term 'Secular', along with the term 'socialist' was introduced in the Preamble by the Constitution (Forty second Amendment) Act, 1976. In the Indian context 'secular' has three implications:

a. The Indian state shall not have an official religion

b. Citizens of India enjoy the freedom to profess and practice any religion of their choice.

c. Citizens of India enjoy the freedom to choose to not belong to any religion at all, if they so desire.

The term 'Democratic' implies that the Head of Government is elected. e.g. Prime Minister is elected to Parliament.

The term 'Republic' implies that the Head of State is elected. e.g. President is elected by the elected members of Parliament and the State Legislatures.

The Constitution also guarantees Indians all conceivable forms of justice: social, economic and political. 

COURAGE

Courage is the ability to face danger and difficult tasks / jobs in a rational way and with self control. A courageous person is able to discuss problems with others, get involved with new challenges, and pursue the job or business even it there are obstacles or difficulties.

Courage is a key value which helps accept self-responsibility for one's life, enable one to be honest and admit to one's mistakes, enables one to face challenges and uncertainties of the future.

HONESTY

Honesty is the human quality of communicating and acting truthful and with fainess. It is related to truth as a value. It includes listening, reasoning as well as speaking

Honesty means simply stating facts and views as best one truly believes them to be. It includes both honesty to others and to oneself.

Honesty is an important element in interpersonal relationships, especially intimate relationships and dishonesty leads to distrust.

BENEFITS OF PRACTICING HONESTY

Honesty brings good health and happiness

Honesty helps establish peace of mind

Honesty enables you to gain love and respect

Honesty helps promote good will

FORGIVENESS

Forgiveness is the intentional and voluntary process by which a victim undergoes a change in feelings and attitude regarding an offence, lets go of negative emotions such as vengefulness, with an increased ability to wish the offender well.

Forgiveness is pardoning yourself or another from an offence. 

Key ingredients of forgiveness are:

- Character strength

- Its a slow unique individual journey

- It is a virtue

- It enables you to move from resentment to inner reconciliation

- It liberates you from anger, fear, resentment etc

- It is a proactive choice

COMPASSION

Compassion is the emotion that one feels in response to the suffering of others. It motivates a desire to help and gives rise to an active desire to alleviate another's suffering,

Compassion is feeling of deep sympathy and sorrow for another who is stricken by misfortune, accompanied by a strong desire to alleviate suffering. 

Compassion involves putting yourself in someone else's shoes, to take focus off yourself and to imagine what its like to be in someone else's predicament. 

• Look for commonalities: Seeing yourself as similar to others increases feelings of compassion. 
• Calm your inner worrier: When we let our mind run wild with fear in response to someone else’s pain (e.g., What if that happens to me?), we inhibit the biological systems that enable compassion. The practice of mindfulness can help us feel safer in these situations, facilitating compassion.
• Encourage cooperation, not competition, even through subtle cues
• See people as humans
• Don’t play the blame game: When we blame others for their misfortune, we feel less tenderness and concern toward them.
• Respect your inner hero
• Notice and savor how good it feels to be compassionate. 
• To cultivate compassion in kids, start by modeling kindness, lead by example.
• Curb inequality

EMPATHY

Empathy is the capacity to understand or feel what another person is experiencing from within the other being's frame of reference, i.e., the capacity to place oneself in another's position. 

Empathy is seeing with the eyes of another, listening with the ears of another and feeling with the heart of another.

One must learn to be empathetic to empathize with the problems faced by family members, friends, acquaintances, as this will make our lives more meaningful and worth living. 

Empathy is not the same as sympathy. Empathy is about feelings, sympathy is about actions. Thus one can empathize with another and then act on it by feeling sorry for the person or happy for the person.

Empathy helps connect people
Empathy builds trust.
Empathy helps heal and can be therapeutic

SELF INITIATIVE

Self initiative is doing the right thing without being told to do so. It is taking the first step instead of waiting for someone else to do it.

One can develop self initiative by

• -          Developing  a plan (career plan)
• -          Build self confidence
• -          Check your ideas
• -          Look for and take up opportunities that come your way
• -          Be persistent
• -          Be consistent

Initiative has become increasingly important in today's competitive workplace and so one needs to develop self initiative. Self initiative is also very useful for individuals who are business oriented and intend to start up a new business or pursue family business.

SELF CONFIDENCE

Self confidence is an attitude which allows individuals to have a positive yet realistic views of themselves and their situations.

Self confident people trust their own abilities, have a general sense of control in their lives, and believe they will able to do what they wish, plan and expect

A confident person can easily deal with the hurdles of life and can influence other by their positive attitude and personality.

Self confidence can be built through:

• -       -   Praise and compliments
• -          Focusing on positive ideas
• -          Having a good role model
• -          Physical activity
• -          Rest and relaxation
• -          Learn new things
• -          Practice talents and skills
• -          Setting and achieving goals

SELF DISCIPLINE

Self-discipline refers to the ability to control one's own feeling. Self-discipline is one of the most important and useful skills everyone should possess. This skill is essential in every area of life, and though most people acknowledge its importance, very few do something to strengthen it.

Self-discipline enables one to overcome one's own weaknesses. It helps you take charge of yourself and enables you to get things done in an orderly, organised and efficient manner.

Self discipline is one of the most important ingredients of success. It is achieved through

- Perseverance

- Not giving up despite failure and setbacks

- Self control

- Resistance to distractions and temptations

- Try over and over again till you succeed

VALUES

Values from an important part of society as they account for the stability of social order and provide an internal reference for what is good, beneficial, important, useful, beautiful, desirable and constructive. Values generate behaviour and influence the choices made by an individual.

Values may help solve common human problems for survival by comparative rankings of value, the results of which provide answers to questions of why people do what they do and in what order they choose to do them. 

Moral, religious, and personal values, when held rigidly, may also give rise to conflicts that result from a clash between differing world views.

Over time the public expression of personal values that groups of people find important in their day-to-day lives, lay the foundations of law, custom and tradition. 

Values do not change from individual to individual.

IMPORTANCE / SIGNIFICANCE OF VALUES

- Values provide goals or aims for members to pursue

- Values ensure uniformity and stability in group interaction and thus hold society together

- Values help bring adjustment in the various sets of rules given to us and hence it is possible to modify rules.

- Values enable society to function in peace and harmony

Some timeless human values are: Non-violence, Peace, Trust, Unity, Responsibility, Love, Compassion, Generosity, Sharing, Integrity, Honesty, Sincerity, Service, Respect, etc.

PROMOTIONAL MATERIAL

Promotional material helps to establish a cordial relationship between the customer and the organization and to foster the customer’s confidence in the organization’s products and services. Organizations reach out to customers through advertisements, billboards, press releases, public relations, sales promotions, direct marketing, telemarketing, radio and TV commercials etc.

Promotional materials do not have a standard format. The design of the promotional material depends on what is being offered and the means and methods used to reach the customer. Promotional materials should be accurate and all claims should be supported by data. It should not make exaggerated claims or mislead. It should be prepared with the approval of the senior personnel of the organization to make sure it compiles with the policies of the organization.

The purpose of any promotional material is to reach the reader, convey the information, convince the reader of the quality of what is offered and then prompt him to respond positively. Thus it is important that the promotional material is well written in easy to understand language and presented in a logical and professional manner. The more customer friendly the promotional material the greater the chance of positive response from the reader. To achieve this, the customer’s needs are to be kept in mind while drafting the promotional material.

Promotional material should be clear in what it says. It should be concise yet complete, conveying all relevant matter. The text must be free of spelling and grammar errors. Use short sharp sentences that will convey the message clearly. Repeating the same matter in various ways shows lack of confidence and should be avoided. It is important to keep in mind ‘less is more’ principle.

Use visuals effectively to support the written or audio text. Ensure that the contact details are easy to find and easy to read. They should be in bold and in a logical location.

Promotional messages are illegal if they advertise false prices, performance capability, quality and other characteristics. The text must be ethical.