Contents
Public Relations Voice R.N.I. Reg. No. 68070/98 Vol. : XV
Nos. : 3 & 4 July - December, 2011
Public Relations in Religious & Spiritual Organizations
Rs. 50/- US $ 15 Editor
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Dr. C.V. Narasimha Reddi Ph.D
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Life of Jesus - A PR Perspective .......................... 10-11 - Mathew Joseph
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Islam - the Symbol of Peace ............................. 12-13 - Shujath Ali, IIS
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Correspondents
Prof. C.K. Sardana - Bhopal Prof. G. P. Pandey - Silchar C. Ramakanta Sarma - Tirupati Editorial Assistance
P. Mohan Rao
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"Public Relations is the management of a two-way communication process between an organisation and its publics to promote the corporate mission, services, products, reputation and gain public understanding". No part of this journal may be reproduced in any form or by any means or otherwise without the written permission of the editor.
Public Relations Must know its Boundaries .....
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Spiritual Journalism in India ............................ 19 - 22 - Dr. C.G. K. Murthy, IIS
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Brahma Kumaris Media Conference ................ 23 - 24 - B.K. Sarala Anand
O.V.L. Narasimham
Printed & Published by C. Ravinder Reddy on behalf of CVN Public Relations Foundation and Printed at Sravya Grafics 6-2-1/7, View Towers Lakdikapul, Hyderabad-4. Ph : 66519919, 23307606
Public Relations in “ The Art of Living” ? ...... 17-18
- Dr. J. J. Irani
Sunitha Prasad Naikoti
Editorial Office "House of Public Relations" 8-3-978/4, Srinagar Colony Hyderabad - 500 073 Andhra Pradesh, India Tele : +91-040 -23745549 Mobile: 9246548901 E-mail : drcvn@hotmail.com
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- Aruna Ravikumar
Pre-press
Office
Spiritual Communication .................................. - C.K. Sardana
Cover Design
Sharath Nallanagula
Brahma Kumaris A Unique Spiritual Organization ...................... 14-16 - P. Mohan Rao
Marketing Consultant
R. Neelamegham
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- Dr. C.V. Narasimha Reddi
Editorial Advisory Board
Narendra Luther T.H. Chowdary Prof. A.K. Banerji M.B. Jayaram Dr. G.C. Banik Dr. Ajit Pathak Samir Goswami Yogesh Joshi Rajyogi B.K. Karuna Prof. Doug Newsom (USA)
Public Relations Techniques in Spreading Great Religions .................................................
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GFPR for PR Ethics .......................................... 25 - 26
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ABCI Com Fest - 11- Winds of Change ............ 27 - 28
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PRCI - Going Glocal ....................................... 29 - Rakesh Gulati Did Niira Radia Tarnish The Reputation of PR ?......................... 30 - 31
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Promotion of Values and Spirituality Through Print Media : A Case Study .............................. 32 - 37 - Dr. C.V.N Reddi PRSI National Award for Samvad Public Relations ..................................... 37 33rd All India PR Conference & Workshop on PR Writing Techniques ...................
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Next Issue ATTRIBUTES OF A GOOD PUBLIC RELATIONS MANAGER
EDITOR'S
VOICE
‘Conquering Self is Conquering Everything in Life’ Both religions and spiritual organisations not only spread their philosophies through various communication media, but also exhort one common saying that “Conquering self is conquering everything in our life”. And in turn, it leads to ‘world transformation’ towards peace and prosperity. It is againt this background, the 14 Anniversary Special issue of Public Relations Voice is devoted to public relations communication in religious and spiritual organisations. I know my limitations and deficiencies in the subject and lack of such material in public relations books. However, we covered in this issue six great religions as well as six great religious leaders from Hinduism, Jainism, Buddhism, Sikhism, Christianity to Islam. Communication and public relations techniques, undoubtedly made their religions great in this world. Missionary journies, household approach communication, dialogues, Sadhu Basha, parables, music, folklore, receptive audience princple of empathy, interpersonal media, question and answer session, spiritual discourses, coupled with their exemplary living are a few methods to quote as relevant even to day for emulation by PR professionals. Media Wing of Prajapita Brahma Kumaris Ishwariya Vishwa Vidyalaya is yet another key example of a spiritual organisation in spreading spiritual values in over 136 countries with 8500 meditation centres. The media and methods including ‘Peace of Mind TV channel’ adopted by them are noteworthy. “Can you sustain the journal?”, this question was posed to me by the then Union Minister for Information & Broadcasting S. Jaipal Reddy who released the first - issue of Public Relationss Voice in October, 1997. With all limitations and brickbats, the journal not only sustained but also entered its 15th year of service. We express our deep debt of gratitude to all those who groomed this journal with their whole-hearted support. The journal would continue its journey provided professionals extend their helping hand with life member subscriptions, contribution of articles and advertisements. We seek your cooperation and guidance. However, we assure you that our journal will endeavour to advance the professionals and advance the Public Relations profession. Public Relationsly Yours
(Dr. C.V. Narasimha Reddi)
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Public Relations Techniques in Spreading Great Religions (Hinduism, Jainism, Buddhism, Sikhism, Christianity & Islam) Dr.C.V.Narasimha Reddi
Hinduism
stages - Brahmacharya, Gruhasthya, Vanaprastha and Sanyasa.
H
Four Goals of Life
induism is a system of beliefs and social customs which developed over a
There are four goals of life, namely
period of about 5000 years in India, as
Dharma, Arhta, Kama and Moksha.
both a way of life and a system of
Dharma, which is translated as religion, but in fact, it is more
religious law. It embraces polytheism (belief in many gods and goddesses), monotheism ( belief that everything is one all pervasive omnipresent God).
Greeks called
Indus, came to be known as the land of and vast spectrum of
faiths that flourished here acquired the
Dharma is a central concept within It literally means law,
teaching duty of religion.
In
Hinduism, dharma means the material and moral order of the world.
In
philosophy dharma is the property which
the Sindu which the the Hindus
Dharma Hinduism.
Aadi Sankara
uniquely
characterizes
something. For example, light is the dharma of a flame. This concept is related to the idea of appropriateness or rightness and it emphasizes the way in which the world is ordered in its physical, moral and social senses. As
generic name ' Hinduism'.
Sanathana Dharma 'Sanathana Dharma' the eternal faith because it is based not upon the teachings of a single preceptor but on the collective wisdom and inspiration of great seers and sages from the dawn of Indian civilization. Therefore, like Jainism or Buddhism, there is no single founder of Hinduism.
spheres of activity.
The four Vedas - the Rig, the Yajur, the Sama and the Atharva Veda are the oldest scriptures of Hinduism. They contain the inspired utterances of seers and sages who had achieved a direct perception of the divine being.
geographical term based upon the Sanskrit name for the great river that runs across the northern boundaries of India, known as the Sindhu. For those living on the other side of this river, the entire region of the South East of 3
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implies
such
righteousness, law and duty. Artha or wealth is the second goal which says acquisition and utilization, should be in accordance with the Dharma. The third goal is 'Kama' or sensual realizing
that
while
renunciation may be suitable for the ascetic, it is certainly not suited to the common man. Therefore, the concept of kama is incorporated in the Hindu ethos. It has its own Shastra called Kama-Sutra. The last goal in Hindu thought
is
'Moksha'
or
release
from suffering, old age, and ultimately from
death
itself.
It
implies
transcending both life and death by the
Vedas
The word Hinduism itself is a
It
concepts as justice, virtue, morality,
enjoyment, In fact, Hinduism is better described as
such it is a regulative idea in all
Indus to Hinduism
comprehensive.
attainment of that spiritual poise
The Ashramas In the Hindu view, human life is divided into four ashramas or
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whereby man is liberated from the wheel of 'Samsar'.
Bhagavad Gita Bhagavad Gita as revealed by Krishna to Arjuna in the battle field of Mahabharata is a book conveying lessons of philosophy, religion and ethics.
Gita is the most influential
work in Indian thought.
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
AadiSankara : Communicator - Par - Excellence Though there is no founder for Hinduism, several religious leaders propagated the Hinduism. One of such leaders who was responsible for the survival of Hinduism was Adi Sankara. Sankara was a Communicator Par - Excellence, who did travel all over the country in the eighth century AD and establish four mutts - 1. Jyotir Mutt at Badrinath in the North, 2. Goverdhan Mutt at Puri in the East, 3. Kalika Mutt at Dwaraka in the West and 4. Sharada Mutt on the banks of Thugabadra river at Sringeri in the South.
Double Purpose Sankara's wonderings and mutts had a double purpose one was to reestablish the philosophy of the Upanishads
Peripatetic University : ‘Prasnothara Malika’
Jainism : Faith in NonViolence
Sankara converted the gathering of scholars and disciples who accompanied him on his 'padayatra' into a well organized ' Peripatetic University'. Question and Answer Session known as a' Prasnothara Mallika' was a part of Sankarachaya's Communication system
Jainism is a non-theistic religion founded in India in the 6th century BC by Vardhamana Mahavira as a reaction against the teachings and sacrificial rites of orthodox Hinduism. The Jaina system does not accept the authority of the Vedas. It commends the truth of its system on the ground of its accordance with reality. However, its central doctrine is non-violence, non-injury to living creatures.
Bhaja Govindam - Palm Leaves Sankara composed the verses known as Bhaja Govindam which was not only meant for scholars but also for a common man who could easily assimilate, recite all the religious lyrics in Sanskrit - Bhaja Govindam is probably the most popular lyrics on his philosophy which is rendered even today. His teachings were also recorded on palm leaves which found their way all over the country.
which had fallen due to the advent of Buddhism and Jainism and also due to the undue importance given to rituals, the other was to restore Hinduism to its pure advaita form. One night-one village, word of mouth was his key medium of interaction with devotees. There was a principle called ' Gramika Ratram' which means one night - one village. In order to ensure that a Sanyasi does not develop an attachment to local people and also to cover more villages, with his mission, one is not supposed to
Writings What one lacks in a written tradition in our country is made up by the rich oral tradition. Both went hand-inhan in ancient India. Sankara's communication method was based on both the traditions - oral and written word. His writings were of three types. 1. Commentaries, 2. Treatises and 3. Hymns. In fine, sankaracharya was not only ' unfier' and reformer of religion but also a great communicator of India whose philosophy and communication method are followed even today.
spend more than one night in a village. Sankara followed this dictum and
visited
spreading
many
Hinduism
villages in
for
Advaita
form. . As a result, he could travel the country three times to spread his philosophy. 4
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In his book, 'Discovery of India', Jawaharlal Nehru commented that 'Sankara synthesized diverse currents troubling the mind of India and built unity of outlook'. Similarly great religious leaders promoted the Hinduism as a faith of the Hindus .
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Mahavira (the Great Hero) is the hallowed title by which Vardhamana, the founder of Jainism, came to be known
after
attaining
the
enlightenment at the age of 30. He was the son of Siddhartha who ruled Kundragrama in Bihar. As a prince, Vardhamana was to rule his area, but began to observe the sufferings of the people,
their
conditions,
their
miserable ignorance
social and
superstitions. He developed empathy towards them and resolved to eradicate those evils which were destroying the fabric of society.
Bareheaded Ascetic At the age of 30, Vardhamana however, decided to relinquish the comforts of a princely life and became an ascetic. He then penanced for 12 years and went out practicing penanced even without any clothes on his person. Vardhamana wandered through the length and breadth of the country bareheaded and barefooted. Mahavira wandered for 12 years from place to place, begging for his food, meditating, discoursing and subjecting his body to extreme, austerities wearing only single garment, which he discarded after a year.
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Six Moral Principles Having attained enlightenment under a 'Sal Tree' in a garden on the banks of Rujuvaika outside the village of Jrambhika in the present day eastern Bihar, Mahavira proceeded to the city of Apapa presently known as Pavapuri', Kingdom of Magadha to deliver his first sermon.
social class- all people are equal in Jainism.
Samavasarana The
spiritual
power
and
moral
grandeur of Mahavira's teachings deeply impressed the masses.
He
made religion simple and natural, free from elaborate ritual complexities. His teachings reflected the popular
‘Dharma Chakra’
impulse towards inner beauty and harmony of the soul. His audience was
In his first sermon, Mahavira promulgated the 'Dharma Chakra' (wheel of law) for the benefit of all living beings. Jainism is based on six moral principles such as 1. Ahimsa (non violence); 2. Satya (truth) 3. Asteya (honesty) 4. Brahmanachaya (celibacy) 5. Aparigraha (non attachment to wordly things) and 6 Anellantvad (tolerance).
called 'Samavasarana' because it was open to all without distinction of race, colour, caste, class, sex or age. Everyone
of
them
had
equal
opportunity of listening to and benefitted by the teachings of the Master who spoke with all the forcefulness of truth which carried conviction and captured to the hearts of his listeners.
72 when he attained Nirvana on Tuesday, the 15th October 527 BC on the banks of the louts - pond, outside the city of Pawapuri(near Patna in Bihar). Before his Nirvana, he was talking to his disciplines as a barefoot missionary spreading Jainism. Mahavira was in every sense a great savior and dedicated benefactor of mankind. The religion he founded has played a vital role in the development of Indian culture. Later on, many kings adopted Jainism as a state religion, many jain temples were built. Dilwara temple at Mount Abu, the Palitana temple at Satruniya Hills (Gujarat) Jain temple at Kolenpak in Andhra Pradesh are famous and worth visit. The religious books of the jains are the Angas and the Purvas.
Great Tribute
He preached what he practiced. His As to attain liberation, Jainism,
message
prescribes three jewels 1. Right
compassion. He said that ' A living
Perception
Right
body is not merely an integration of
Knowledge; 3. Right Conduct. The
limbs and flesh but it is the abode of
Jains were the first to make 'ahimsa'
the soul, which potentially has perfect
non-violence into a rule of life.
perception (Anant-darshana), perfect
Barefoot Missionary
knowledge (Ananthogyana), perfect
How did Mahavira propagate his religion? A distinguishing feature of Mahavira's preaching's was that he travelled the whole country on barefoot and with bare-head. That was his unpretentious style as compared with other religious leaders. After he attained enlightenment at the age of 42, Mahavira spent the next thirty years spreading message in his ascetic lifestyle and also as a barefoot missionary. He spoke in simple language- the language of the masses and converted people of all walks of life. His teachings held no regard for
energy
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or
faith.
2.
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was
full
of
universal
(Anant-Virya) and Perfect
bliss (Anant-Sukha)". Jainism teaches self-reliance and urges the conquest of anger, greed, pride and disease the four deadly sins. In fact, one of the central teachings from the Jainism is “‘Difficult' to conquer is oneself. But when that is conquered, everything is conquered”.
Bhagwan Mahavira
In his tribute to Mahavira, Mahatma Gandhi said ' No religion of the world
The Nirvana
has explained the principles of Ahimsa
The great and noble career of Mahavira came to an end at the age of
so deeply and systematically as
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discussed with its applicability life in
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Jainism. As and when this benevolent
Sights - an old man, a diseased man, a
principle of Ahimsa will be sought for
dead man and a parivrajaka (Ascetic)
practice by the people of the world to
will create revulsion in him from the
achieve their ends of life in this world
luxurious royal life and set him on
and beyond. Jainism is sure to have
quest for truth for all miseries.
the uppermost status and Bhagwan
One day Siddhartha managed to sneak
he practiced severe ascetic exercises
Mahavira is sure to be respected as the
out of the walled enclosure of the
(tapas).
greatest authority on Ahimsa.
If
palace and went round the town to see
anybody developed the doctrine of
how the people were getting on. On his
He said ‘skin, sinew and bone may
non-violence, it was Lord Mahavira.”
way Siddhartha saw the said four
dry up as it will, my flesh and my
Son of PR
sights, which were quite new to him
blood may dry in my body, but
and moved him deeply.
without attaining enlightenment -
His message on Jainism, his media and
The Enlightenment Made Him Buddha Siddhartha in order to find out the truth for misery sat under a Bodhi Tree at Uruvela (Bodh Gaya) in Bihar where
the truth, I will not leave the seat”.
mehoids of propaganda in modern
Prince Becomes Pauper
terms, bear an eloquent proof to
At the age of 29 Siddhartha, the son of
That seat is known as ‘Vajrasna’ it was
the fact that Mahavira was a great
king Suddhodana, who was leading a
his rock-like resolution. One night the
son
princely life with all riches and
enlightenment came, when Siddhartha
communications techniques.
comforts, became a pauper to see the
saw the light and became Buddha.
Buddha
The Founder of Buddhism. Universal Preacher ( 566 - 486 B.C).
sufferings of the common man and
Buddha means an enlightened one.
Siddhartha, the founder of Buddhism
dismounted from the horse and royal
was the son of the king of a Republic
staff, cut off his hair with his sword,
of Kapilavasthu on the Indo-Nepal
removed his royal robes and sent them
Border. He was born on the full moon
back with Chandaka. Assuming the
day of 7th May in the year. 566 BC at
yellow robe which later was to be the
the Lumbini Park in Kapilavastu.
badge of Buddhists, he became
Buddha was born after 40 years of
travelling monk with begging bowl,
Mahavira who founded Jainism.
razor, needle, and girdle and water
of
Indian
public
relations
:
Four Sights
serve them. The young Siddhartha travelled
until
dawn
and
then
And wisdom dawned on his in a revelation. It exploded the new wisdom that all pain is caused by desire and therefore, peace comes when one ceases to crave anything. This thought was new to him and also to the world and it struck him with budding force and exalted him for the rest of his life.
strainer. He said thereafter “in me
He summed up his entire philosophy under Four Noble Truths :
emancipated arose, the knowledge of
1.
The first noble truth is that all
When Siddhartha was born his father
my emancipation, ignorance was
living is painful or full of
Suddhodana
dispelled, knowledge arose, darkness
‘dhukka’
consulted
the
court
astrologers about the future of his son.
was dispelled.”
They predicated two possibilities;
Six Year Tapas
either Siddhartha would become a
2.
The second is that suffering is due to craving or desire (craving for sensual pleasures and material
Universal Monarch (Emperor) or a
He practiced severe ascetic practices
Buddha showing a way, for the
(Tapas) for six years. He had no
salvation of mankind as a universal
permanent abode except shady tree or
preacher. Then the king asked the
a lonely cave. Barefooted and bare-
comes when craving or desire
astrologer “What shall my son see to
headed, he walked in the scorching
ceases.
prod him to renounce the world and his
Sun and in piercing cold in quest of
princely life.
enlightenment.
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They replied - ‘Four
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gains. 3.
4.
The third is release from suffering
The way to cessation of suffering is by Eight-fold path.
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
The Eight - fold Path are :
Salvation by Psychology
Triangular Link
1.
It is essentially salvation by psychology, and Buddha was the first practical psychologist’. In the philosophy of Lord Buddha, there is no mention of either God or Prayer, or the devil or any supernatural beings. It is a philosophical psychology or psychological philosophy. Buddha was the first religious leader on this planet to assert that man’s salvation and peace came not from outside Gods but from the control of one’s own mind. It is otherwise soul - consciousness or inner being that could balance five human senses - sight, hearing, taste, smell and touch. If these senses are controlled we would have complete peace of mind.
In preaching and spreading Buddhism
2.
Righty Faith or view - faith in Buddhism and of four noble truths. Right Intentions - free from desires attachment, hatefulness.
3.
Right Speech - speech free from lying or hurting others.
4.
Right Conduct - free from stealing, killing.
5. 6. 7.
Right Livelihood - living with honesty and hard work. Right Action or Effort - avoiding bad qualities. Right Thinking or Mindfulness focusing attention to overcome craving desires and ignorance.
8.
Right Meditation or Concentration -Concentration within self mind to realize a true understanding of imperfection or control of mind.
Light Arose Buddha started out immediately to preach his new found truth. He went to Banaras, the heart of religious worship and delivered his first sermon ‘the Sutta of Turning the Wheel of the
Public Relations Techniques The Sangha The Buddha constituted Sangha the nucleus of Buddhist Community with his disciples or assembly of disciples of the Buddhist order. The Sangha the Primary form of the Buddhist Community consists of Bhikkus (Pali) or Bhikshus (Sanskrit)
Household Approach
Doctrine’ at Saranath near Banaras now Varansi. It contained the central truths of Buddhism and is a clear and simple exposition of his discoveries under the bodhi tree.
Gautham Buddha
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The bhikshu, a member of Buddhist community or brotherhood lives aloof from the world. The bhikku in his relations with the householder requires constant. day-to-day contact betwwen the two . The bhikku has to exhort the house holder, restrain him form doing evil deeds, clear his doubts, and constantly direct his attention to the right path he should follow to attain salvation. Visits to households was a feature of the then propaganda technique. The institution at the grassroots level which provides the physical setting for their common life, are known as monasteries’.
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certain clear intra-relationship can be seen between the Sangha, the King, and the Common man. This traingular link provides the basic structure of Buddhist civilization and a platform for propagating Buddhism.
Lay-Followers Buddha had a large number of lay followers who, while acknowledging the values of the Buddha’s teaching will continue to their household life. In his long preaching journey Buddha with this spoken words trained a group of preaching monks who spread the new gospel far.
Conversion Leaders
of
Opinion
There were three brothers very famous and influential philosophers in the forest of Uruvila. They had a number of learned disciples. These brothers were respected and honoured by kings. Buddha had developed a technique of converting such influential group towards his philosophy. Therefore, he went to Uruvila and lived with those three brothers. Buddha with his persuasive methods had converted the three philosophers as reputed Buddhist monks which caused a great sensation all over the country. Their conversion influenced many other intellectuals towards Buddhism.
Parables Buddha always taught the truth. But people sometimes do not understand the Philosophy of truth. Buddha spoke in their wave-length. Buddha realised that people love to hear tales just like children.
Therefore, he told them
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
stories to explain the glory of the
was called Nanak Nirankari, the
Dharma. If they cannot understand the
servant of the God. Born in 1469 A.D. at Talwandi, a small village known as Nankana Saheb about 50 kms from Lahore, now in Pakistan, Guru Nanak appeared on the Indian scene at a critical juncture when there was a great social, spiritual, political ferment in the country and when religion diluted into ritualism and susperstition. The coming of Islam in the 11th century and the establishment of Muslim rule threw up a religious upheaval.
truth in the abstract arguments, he would illustrate them with parables. Parables were the techniques of Buddha's communication system.
Mastermind Paying a glowing tribute to the Buddha, Dr. S. Radhakrishnan writes : "In Gautama the Buddha, we have a mastermind from the East, second to none so far as the influence on the thought and life of the human race is concerned, and sacred to all as the founder of a religious tradition whose hold is hardly less wide and deep than any other. He belongs to the history of the world's thought, to the general inheritance of all cultivated men, for, judged by intellectual integrity, moral earnestness, and spiritual insight, he is undoubtedly one of the greatest figures in the history". Tagore calls him the 'greatest man ever born'.
Guru Nanak : The Founder of Sikhism (1469-1539)
A legend has it that one day Nanak got into the rivulet, Bein for his daily bath. But, he was carried away straight to the Court of Lord, where Nanak was offered a cup of divine nectar. The Lord then ordained him as the Guru Parameshwar to serve the cause of suffering humanity. When he came out of the river, Guru Nanak delivered his first sermon at Sultanpur which constituted his basic philosophy, a new charter for mankind.
The Sermon had three parts : In the first part, Nanak scrapped all divisions of man on the basis of religion, caste, creed, culture or nation etc. He proclaimed the oneness of all peoples religions and stressed on the level of living and not on the lables of as Hindu, Muslim or grabs.
"There is no Hindu and there is no Muslim. The dividing lines between the creeds are unreal and false.� "These words were the first sermon
The second part of the Sermon has 'Mul-Mantra' or Basic doctrine in which Guru Nanak formulated the seven-fold ideal mankind.
delivered by Guru Nanak, the great
Seven-fold ideal :
messaiah of Sikhism who tried to
The basic doctrine proclaims that God or Truth has seven facets and that the
synthesize Hinduism and Islam. He 8
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1. The God or Truth is 'Ik Onkar' Oneness of mankind. 2. Satnam - God is Truth, Truthful living is the true worship of God. 3. Karta Purkh - God is a conscious creator. Creative activity is Godliness. A constructive approach of life is a pre-condition to God realisation; 4. God is Nirbhau and Nirvair : God is without fear or animosity. So
Legend
Three parts of Sermon
Guru Nanak
realisation of Truth or God by man requires the inculcation of the Seven-fold ideal in every human being. They are :
also human life should be without fear and animosity to realise the Truth. 5. Akal Murti - Worship of the Eternal beauty. God is the manifestation of beauty which finds best expression in beautiful thoughts, words and deeds. Worship of God means the worship of beauty in living or character; 6. Ajuni Saibhang - means truth is independent, truthfulness shall make man free; Freedom is a virtue and a concomitant with truth. 7. Guru Prasad means enlightenment of a person through a Guru. The Guru is the symbol of light or knowledge.
Idol worship Guru Nanak forbade idol worship. However, he respected all religions. A popular verse describes him as "Gruru Nanak Shah Fakir, Hindu ka Guru, Musalman ka 'Pir'"
Love of God The third aspect of sermon was a short drama putting the theory into practice. It says love of God is in pure heart, not
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
in ritual. "If a piece of cloth be stained with blood, it gets polluted, then how can the mind of a person remain unpolluted if he sucks the human blood". So he raised the voice for the upliftment of the low-caste and the down-trodden people.
Ethical content As part of his ethical preaching, Guru Nanak exhorted people to follow five virtues. "truth; righteousness; compassion, pure aspiration; and the glory of God".
fourth journey to Mecca and Madina in 1518. He was also in Ceylon.
the Guru gives gist of the beliefs of
25 Years of Tour
describes his own belief in the last
Guru Nanak seemed to have spent about 25 years of his eventful life in travelling. Wherever, he went, Nanak spread the gospel of love, and brotherhood of man. He preached mantra satnam (divine name) as the panacea for the ills of mankind.
other parties in 'slokas' and
he
sloka. That was his style.
Sadhu Bhasha Guru Nanak preached and wrote in people's language, understood by the people, and known as Sadhu Bhasha - the language of the Sadhus and saints.
Media
When the end came, on September 7,
What were the media used by Nanak to
1539. Guru Nanak handed to Guru
propagate his philosophy? His media
Angad the book in which were
included: face-to-face communication,
inscribed his hymns. He nominated
After the sermon at Sultanpur, Nanak was clear in his mind about the message he had come to deliver. he wasted no time; right from the banks of the Bein, he set out on his missionary tour in the four directions to propogate his message throughout the country. It was "Udasi", missionary journey or padayatra (foot march). Such a method served twin purposes.
dialogues, group discussions, folkfare,
his successor in Guru Angad. They
music, lectures at congregations,
were eight Gurus after Angad who are
question and answer sessions; poetry,
called Sikhs.
missionary travels visit to households
Amritsar in its water-mirror setting is a
etc., Interpersonal media and folkfare
place of piligrimage.
were the twin media that were mostly
Public Relations Perception
1. To understand the people and their aspirations, and 2. To inculcate his philosophy in all those whom he came across during his long journeys.
Music
though 500 years old, are still relevant
An interesting feature of his journeys
to India even in this Information
was Mardana, the ministrel while
Technology Age.
accompanying him played musical
language of public relations, all the
Guru Nanak undertook four major missionary journies to different parts of the country - east, west, south and north from 1506 to 1539 A.D. He was accompanied by his two followers Bhai Bala, a Hindu and Mardana, a Muslim.
tunes to the hymns of Guru Nanak.
techniques of communication adopted
That attracted a large number of
by Guru Nanak were completely based
people for his sermons at several
on the principles of public relations
places.
although it was then run down as mere
Dialogue
"religious propaganda".
Dialogue is yet another format of
In sum, it was public relations, good
Saudi Arabia
communication adopted by Guru
and true. His faith not only sustained
Nanak.
He composed a number of
but also produced nine more Gurus.
hymns aimed at 'Yogis'. A poetical
Guru Nanak is, therefore, considered
dialogue between 'Siddhas' and Guru
as a great communicator, the Mother
Nanak called Siddha Gosht, was based
India had produced.
on 73 stanzas. In his style of dialogue,
regarded as the Light of Asia.
Four Missionary Journeys
He covered India and Ceylon in three tours while the fourth missionary journey covered countries like Afghanistan, Iraq, Iran, Saudi Arabia, etc. Guru Nanak commeneed his
9
PUBLIC RELATIONS
VOICE
July - December, 2011
made use by Guru Nanak. Nanak's teachings were in the form of verses collected in a book called the Adi
Golden Temple at
What is the inference that the presentday PR professionals could draw from the life and teachings of Guru Nanak?
Granth.
The media and methods adopted,
:::::
In the modern
He is also
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Life of Jesus - A Public Relations Cum Communications Perspective Mathew Joseph hen the calendar year
W
that was lost? If he finds it, truly I tell
comes to an end in
you, he rejoices over it more than over
December every year,
the ninety nine that were never
Christians around the world celebrate
lost. So, it is not the will of your father
the birth of Christ. Many non-
in heaven that one of these little
Christians too join in being a part of
ones should be lost. (Bible- Mathew,
the revelry.
chapter18, verses 12 to 14).
Having been born and brought up in a
If Christ had simply said, Every child
Christian home, I believe, as a PR and
is important to God , would we
communication student, there are
remember it so vividly? Jesus used
some interesting lessons on effective
parables to bridge the gap between
Public Relations and Communications
what His audience already accepted
in the life and teachings of Christ. Here
and what He was trying to persuade
are some interesting thoughts:
them to accept.
Jesus : The Ultimate Story Teller
Seek a Receptive Audience.
where they produced a crop a hundred,
He directed His messages primarily to
He who has ears let him hear. (Bible
He spoke through parables (stories
those who were most likely to be
Mathew, Ch. 13, Vs. 1 to 9).
used to illustrate a moral or a spiritual
receptive.
lesson). They were simple, vivid and
Jesus went out of a house and sat by a
imaginary.
lake. Such a large crowd gathered
Remember the story of the shepherd and the lost sheep? In Jesus times, the land of the Israelites was a primitive, agricultural economy. People worked as farmers and shepherds in little villages. So, when Jesus wanted to preach about the worth of every human being, even the smallest child, He illustrated His point by talking about a shepherd and his lost sheep. It was a story with which every one could identify those days.
around Him that He got into a boat and
If a shepherd has a hundred sheep, and
withered because they had no roots.
one of them has gone astray, does he
Other seeds fell among the thorns,
Every time he performed a miracle, a
not leave the ninety nine on the
which grew up and choked the plants.
large number of people believed in
mountains and go in search of the one
Still other seeds fell on good soil,
Him.
PUBLIC RELATIONS
10 VOICE July - December, 2011
sat in it while all the people stood on
sixty or thirty times what was sown.
Performance Recognition.
and
Jesus felt, people tend to believe if they see with their own eyes:
the shore. Then He told them many
Until you people see miraculous signs
things in parables saying, A farmer
and wonders, Jesus said, you will
went out to sow his seeds. As he was
never believe. During His lifetime he
scattering the seeds some fell along the
performed a number of miracles, like
path and the birds came and ate them
curing the sick son of a royal official
up. Some fell on rocky places where
in Capernaum, making the cripple
they did not have much soil. They sprang up quickly because the soil was shallow but when the sun came up, the plants were scorched and they
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walk, restoring calm on a stormy sea, walking on water, healing the paralytic, giving sight to the blind
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Another of His disciples spoke up,
the servants, Fill the jars with water, so
Here is a boy with five small barley
they filled them to the brim. Then
loaves and two small fish, but how far
He told them, Now draw some out and
will they go among so many? Jesus
take it to the master of the banquet.
said, Make the people sit down. There
The water that had been transformed
was plenty of grass in that place and
into wine tasted far better than the
the men sat down, about five thousand
wine served earlier.
of them. Jesus then took the loaves and
Think of the impact of Jesus™ life and
the fish, “prayed and distributed to
teaching “only three years in its entire
those who were seated”, as much as
duration from the beginning of the first
Do not Say Things that You Do Not Really Believe in.
they wanted. After they all had
miracle to His death on the cross -
enough to eat, He asked the disciples
three years that rocked the Roman
When we communicate today, too
to gather the left over, so that nothing
Empire, challenged the religious
often our highest priority is not to
was wasted. They gathered them and
structures of the Israelites and changed
offend anyone with anything we say.
filled 12 baskets with the left over.
Empathy with People Jesus mingled with the people and shared their joys and sorrows. He visited the sick, shared food with the poor and stayed in the houses of social outcasts. In one case when a person, who Jesus knew, died, He visited the house and saw people weeping. He also wept. He identified with the people. That was it His empathy.
Jesus did not believe that. He taught us that telling the truth is more important than winning a popularity contest in public opinion. He believed in telling the whole truth instead of half- truths. In the book of Luke, ch.19, vs. 45-46 says that when Jesus entered the temple at Jerusalem, He saw people doing brisk business of selling their wares. It is written, He said to them, My house will be a house of prayer,
the
world.
2000
years
later,
Christianity is the largest religion in
A Good Crisis Manager One day Jesus and His mother went to attend a wedding. As was the Jewish custom, wine was being served to the guests. However, the wine got over and the guests were still coming in. Mary, the mother of Jesus informed Him of the predicament the host was in and asked the servants, Do whatever He tells you to do.
but you have made it a den of robbers.
Nearby stood six stone water jars. This
In another case He told His disciples,
type of jars was used by Jews for
Blessed are you when people hate
ceremonial washing, each holding
you, and when they exclude you,
twenty to thirty gallons. Jesus said to
the world. Some very powerful messages
must
have
communicated by Jesus.
been Religion
apart, there is a lot more we can draw upon from Jesus life and teachings to improve our practice of public relations.
Mathew Joseph, Deputy General Manager Corporate Communications Andhra Bank (Retd.) Former Chairman PRSI, Andhra Pradesh Chapter
revile you and defame you on account of me.
Great Event Manager In the book of John Chapter 6, we read about the event when Jesus feeds 5000 people by the sea side. When Jesus looked up and saw a great crowd coming towards Him, He said to Philip (one of His disciples), “Where shall we buy bread for these people to eat? Philip answered Him, Eight months of wages would not buy enough bread for each one to have a bite. PUBLIC RELATIONS
11 VOICE July - December, 2011
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Islam - the Symbol of Peace Shujath Ali, I.I.S. 3.
Islam is a religion that provides a complete set of principles for every walk of life
Zakat (Self Imposed Tax)
“The third of a Muslim is to give alms duty to the poor as an outward sign of true piety ; 4.
Roza / Soua, (Fasting)
“The fourth duty of a Muslim is to fast during the ninth month of the Islamic lunar calendar that is RAMZAN. 5.
Haj (Pilgrimage)
“The fifth prescribed religious duty of every economically sound Muslim is to make a pilgrimage to the holy of Ka’bain Mecca City of Saudi Arabia. A view of believers at the Holy Kabba in Mecca
I
slam is a religion of peace and safety that champions love and harmony in the society, According
to Islamic teachings only such a person will be called a Muslim at whose
Prophet
Code of Life
The life of Prophet Mohammed
Islam is not merely a religion. It is a
(S.A.W. Peace be upon him) was a
complete Deen, which is nothing but a
great movement of sanctity of
code of life. Providing a complete set
human beings. He never hurt any
of principles for every walk of life. It
body by his act or his words. He
hands the lives and properties of all
has also made arrangements for the
was the symbol of forgiveness and
innocent Muslims and Non - Muslims
protection of the collectivity of the
sacrifice. In his last sermon which is
remain safe and unhurt. The sanctity of
society.
called Hajjat ul Vida the Holy
human life and its protection occupies a fundamental place in Islamic law. As far as terrorism of any kind is
Five Pillars of Islam 1.
concerned it is totally inhuman in
followers and then the followers of
Islam):
the followers will guide you in
(lailahaill’ Allah, Muhammad rasul
vain attempt to impose their own ideas
Allah) This is the profession of
and beliefs eliminate their opponents
faith in Islam: “There is no other God
from the earth. Killing innocent people
but Allah; and Mohamma Mustafa (SAW) is the Prophet of ALLAH”,
where in religious places, Bazars &
2.
Government offices is nothing but a
“The next most important religious duty after the profession of faith is prayer ;
barbaric act which is against the tenets of Islam. PUBLIC RELATIONS
12 VOICE July - December, 2011
my companions (Sahaba), their
Tauheed / Kalma (The Creed of
Islam. These days the terrorists in a
ruthlessly and indiscriminately every
Prophet SAW said that “after me,
Salat / Namaz
:::::
every sphere of life”. According to all Ulamas (islamic Scholars) the last branch of followers are no one but the Auliya-Allah that are Sufi Saints. There greatest Sufi on Indian Soil is Hazrat Khaja Ghareeb Nawaaz (RAH) popularly known as Khaja Chisti or Ajmeri Khaja. His full name was Khaja Moinuddin Chisti
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
The Holy Quran Muslims believe the Quran to be the word and will of God as revealed to
the
messenger
Mohammed
written in classical Arabic. Quran consists
of 114 suras (chapters),
which highlight the ominipotence of Allah. It is the key mediun of Islam.
Media TV & Radio channels in India, Pakistan, Bangladesh, United States of America, United Kingdom, Russia, Germany, Turkey, Saudi Arabia, U.A.E. and in many other countries are playing vital role in the propagation
Masjid - e Nabavi, Prophet’s Mosque.
(RAH). Hazarat Khaja Gareeb Nawaaz (RAH) hails from SANJAR a city of Iran.
(RAH) narrated the importance of
Qawwali
of relieving the pains of others.
Through a dream Prophet mohammed SAW, directed him to proceed to Ajmer to spread the message of truth. He was not aware with the location of Ajmer Shareef. He narrated the whole dream to his master (Murshad) Khaja Osman Harooni (RAH) His master asked him to close his eyes and within no time he
Humanity, Universal Brotherhood, Oneness of
God and the importance
Everyday thousands & thousands of People gather at his Shrine from the undivided India i.e. from India, Pakistan & Bangaladesh. Hazarat Gareeb Nawaz (RAH) often said that see the GOD in the human beings. The true sprit of Khaja Ajmer’s (RAH) teachings is witnessed everyday in the lanes of Ajmer.
was shown the entire picture of Ajmer (Lanes of Ajmer or Ajmerki Galiyan).
It is the belief of every person
He entered in Ajmer about 800 years
irrespective of caste and creed
back. Hazarat Khaja Gareeb Nawaaz
“Ajmer wahi jaate haen jise Khaja
(RAH) introduced the Mehfil-e-Sama
bulate haen” (Only those may go to
(Qawwalies). The word ‘Qawwali’ is
Ajmer to whom Khaja invites).
derived from the word ‘Qaul’ which
The Sherin of Khaja Hareeb Nawaaz (RAH) at Ajmer.
of Islam. In India Peace TV, QTV, ZEE Salam, and many local cable networks are telecasting a number of programs on the Ideologies of ISLAM. These channels are depicting Islam in its right perception. Apart from this many Islamic publishers are publishing hundreds of magazines highlighting the theory of peaceful co-existence in Islam, the religion of Peace.
means talking about ALLAH. The Mehfil-e-sama of Hazarat Khaja Gareeb Nawaaz (RAH) attracted tens
Shujath Ali, belongs to Indian Information Service (I.I.S), who is
of thousands of people across the
now Deputy Director (News) Doordarshan, , Hyderabad.
Country. Taking Advantage of the gathering
PUBLIC RELATIONS
Hzarat
Khaja
Ajmeri
13 VOICE July - December, 2011
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Brahma Kumaris Ishwariya Vishwa Vidyalaya: A Unique Spiritual Organisation (Meedia Wing is the Voice of Brahma Kumaris) P. Mohan Rao
“
I
have learned that whoever is your enemy is actually your best friend, because they are there to teach you something". Dadi Prakashmani Ji
Established in 1936 in Hyderabad (now part of Pakistan) by Dada Lekhraj (later known as Brahma Baba) Prajapita Brahma Kumaris Ishwariaya Vishwa Vidyalaya has now turned out to be an international socio-spiritual and educational institution with its headquarters at Mount Abu, Rajasthan. For 14 years, it functioned in Karachi as 'Om Mandali Committee’ of eight
UNO In 1981, Brahma Kumaris Spiritual University became affiliated to the United Natinons, Department of Public Information as a nongovernmental organization. Today it has consultative status on the rosters of the Economic and Social Council and UNICEF. A recipient of six UN Peace Messenger Awards, the Brahma Kumaris have coordinated and participated in numerous activities including programmes for the Internatinal Year of Youth, the Decade for Women, Culture of Peace Year etc.
sisters to administer and promote
Self-transformation
spirituality.
The institution believes in 'selftransformation' which in turn leads to 'world transformation'. It focuses on understanding of inner-resources and strengths with development of personal integrity. It is also rendering regular public services for the promotion of human, moral, ethical, cultural, social and spiritual values in personal, professional and civic life all over the world.
Placing women in
leadership roles was unheard of in those days especially in that part of the world. Sisters were given intensive training in all aspects of spiritual life based on vegetarianism, celibacy and regular meditation which has now become a Spiritual University.
Mount Abu Three years after the partition of India, Brahma Baba in 1951 moved to Mount Abu a quiet place reputed for its ancient spiritual heritage and cool atmosphere. It provided an ideal location nestled high up in the Aravali mountains of Rajasthan. The institution has achieved a phenomenal growth with over 8500 meditation centres spread over 130 countries, by offering Rajyoga Meditation free of cost as part of its community service initiative. PUBLIC RELATIONS
14 VOICE July - December, 2011
Value Education It imparts teachings and training in the areas of value education, character building, self-managing, leadership, stress free living, positive thinking, self-development, women empowerment, holistic health, global peace and cooperation, environmental de-pollution, de-addiction from drugs on the basis of India's ancient spiritual wisdom and Raja Yoga Meditation.
:::::
Prajapita Brahma Baba Founding Father
It has world-wide retreat centres such as Global Harmony House, New York, Oxford Retreat Centre, Oxford and Global Cooperation House, UK, Centre for Spiritual Learning Lewa, Australila, the Global Museum 'Kenya and other parts of the world from France, China, Switzerland, South Africa, Russia, Japan, Germany to Sri Lanka.
Brahma Baba In 1969 January 18th, Prajapita Brahma Baba attained angelic life. Then Rajayogini Dadi Prakashmani ji became the Chief of Brahma Kumaris. On
25th
August
2008,
Dadi
Prakashmani gave up her mortal body to carry forward her future vision. Then Dadi Janaki ji became the Chief of Brahma Kumaris under whose dynamic leadership the organization is being run now. A great achievement to her credit has been that the Gitam
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
University
conferred
Honorary
Doctorate on her at Visakhapatnam.
Service and Spiritual Values A unique feature of this spiritual organization is that it always carries spiritual message with an action project to serve the society. Against this background, Prajapita Brahma Kumaris have different wings to serve the society. Among others, the service wings include:- art and culture, business and industry, education, legal, media, medical, political, religious, rural
development,
science
and
engineering, sports, transport, women, youth etc.
Interfaith Meets Another interesting feture is that Brahama Kumaris have been constantly striving to build bridges between people of different faiths and cultures. They strive to promote the spirituality in all faiths, which is the common thread that leads to mutual understanding and respect.
Million Minutes of Peace In 1986, Brahma Kumaris as part of United Nations International Year of Peace launched a project that peace begins with the self.
Millions of
people in 88 countries donated over one billion minutes of peace through prayer,
meditation
and
positive
thoughts.
As a result the Brahma
Kumnaris
received
seven
peace
messenger awards from UNO.
Media wing Rajayoga Education and Research Foundation (RERF) is a sister organization of the Brahma Kumaris which renders services to various segments of the society and PUBLIC RELATIONS
15 VOICE July - December, 2011
professionals through its 18 wings which includes the Media Wing. Very few spiritual organization have Media Wing. Brahma Kumaris not only established Media Wing but also created an affiliated body for public relations called the Global Forum for Public Relations to promote public relations with a Golden Triangle Model - Professionalism, Ethics and Spirituality. Media wing which looks after media relations and public relations is headed by Rajayogi B K Karuna who is designated as Director, Multi - Media & Public Relations. B.K. Om Prakashji is the Chairman of the Media Wing. B K Sarala is the President of Global Forum for Public Relations whose headquarter is in Hyderabad. The media wing of RERF established in 1981, aims at promotion of spiritual values and by popularizing Brahma Kumaris’ teachings and practices of spiritual knowledge, values, lifestyles and Rajayoga Meditation among the masses both in India and abroad.
Media Conferences The Media Wing organizes every year Media Conferences on different themes which bring journalists and broadcasters, public relations professionals to explore and experience the innate wisdom, qualities and powers of the self within so as to enable them to discuss contemporary issues in a positive spirit and work towards peaceful life. It is the endeavour of this wing to promote valued based journalism for creating a value based society.
Peace of Mind TV Channel As part of God's Special Gift on the occasion of Brahma Kumaris Platinum
:::::
Rajyogini Dr. B.K. Janaki being conferred with Honourary Doctorate by Geetham University
Jubilee Year 2011, Peace of Mind TV channel was launched. A number of journals in different languages devoted to the promotion of spiritual values are brought out by this organization. They include: The World Renewal (monthly English
Magazine),
Gyanamrit,
(monthly Hindi Magazine) Om Shanti Media (fornightly Hindi Magazine) Purity (monthly English Magazine), Gyan
Veena
(monthly
Hindi
Magazine) Amrit Kumbh (Bi-monthly Marati Magazine), Gyan Darpan (monthly Oriya Magazine), Sangam Yugam (Bi-monthly Tamil Magazine) Gyanamrutham (monthly Telugu), Vishwa
Nava
Nirman
(monthly
Kannada Magazine). In addition to journals, Prajapita Brahma Kumaris also bringout books on Spirituality and Rajayoga
Media Wing: A Cynosure of All Spiritual Organizations If "medium is the message",as pointed out by the media theorist Marshall McLuhan, the Media Wing, Rajyoga
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Brahma Kumaris Ishwariya Vishwa Vidyalaya( World Spiritual University) in promoting values and spirituality towards universal peace and harmony.
A view of Media Conference
Education and Research Foundation is indeed not only the mouth piece but also the eyes and ears of Prajapita
If the World Spiritual University with affiliation to the department of public information of the UNO has gained global recognition of its teachings and that it has been awarded with Global Peace Medal on the one side and five National Peace Messenger Awards on the other by the UN, is an indicatation
that the Media Wing with spiritual knowledge is behind its success. Peace of the Mind TV Channel, the flagship spiritual information disseminating media organization is yet another great accomplishment of the Media Wing.
P. Mohan Rao, Executive Member, Global Forum for Public Relations and Public Relations Officer Dr. B.R Ambedkar Open University, Hyderabad.
Spiritual Communication - The Means To Feel Good & Do Good C.K. Sardana
D
rive through or walk through any place. You will find large size hoardings announcing programmes for spiritual communication in that town. Enter any organisation and you will find some quotation exhorting people to feel good, do good and do one's duty. See any house magazine and you will find excerpts from some shastras or some books by great men like Vivekananda, Mahatma Gandhi, Bhagwan Shri Sathya Sai Baba and so on.
Fierce Competition Why this sudden tilt towards disseminating communications from scriptures? Answer is that following globalization, there is all round fierce competition, rat race among aspirants for various positions, making way for oneself through all sorts of fair and even foul means-all signified by hypertension, mental diseases and disorders, good bye to age-old traditions and values, individualism etc. PUBLIC RELATIONS
16 VOICE July - December, 2011
What is Public Relations ? According to well known definitions, PR is for helping develop mutual understanding and feelings of togetherness, soliciting support and doing image audit. PR can be successful if it is on sustained basis and not just for short term and selfish gains. For this to happen, PR (now called Corporate Communications) professionals have to devise ways and means of disseminating such information as will help PR attain its objectives on long-term basis.
Spiritual Communication Apart from various modes of communication, spiritual communication is a sure means of entering into various publics' mind to be good human beings in all spheres, namely, home, work place, society and the world at large. That is why, all spiritual
communications put out, what is contained in shastras and their application in our daily lives.
Media Spiritual communications through electronic media - radio and television - have a distinct advantage because the spiritual communicator and the listener/viewer are in front of each other, though not physically, but mentally. There are lot many television channels which bring eminent gurus right in the drawing room or big halls before the listeners/viewers. I remember, in early 1960s, I used to attend spiritual discourses by Swami Ranganathanandaji at Delhi. The meeting hall and even the lawns were packed with pindrop silence for over an hour or so. It was wonderful - in contents, in sequence and in anrration. That did leave a permanent mark on me to feel good, do good, and be a good man. I try to do that.
C.K. Sardana, General Manager (Corporate Communications), BHEL, Retd, is now Editor, Upkram and
Professor of Makhanlal
Chaturvedi University, Bhopal
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Public Relations in “The Art of Living” Aruna Ravikumar “
f I were down to my last dollar,
situations but we are able to accept
benefits of the Art of Living Program
I would spend it on public
change and respond to situations with
which has the Sudarshan Kriya
relations “- Bill Gates.
greater poise and equanimity.
technique at its core. The core group
Bureau of Communication
based at the Ashram in Bangalore
Although in Spiritual organizations the medium is the message, a well structured public relations mechanism is required to spread awareness and reach out to a larger crosssection of society. organizations like “The Art of Living” which centered in over 150 countries around the world have a dedicated group called the “ABC” or Art of living bureau of communication with volunteers in different states, responsible for spreading awareness about the organization.
states so that their activities are well
Press Release
Public relations has a major role in
I
This quote by one of the richest men in the world who made Microsoft a household name all over the globe redefining
work
culture,
ethics
economics and life styles aptly sums up the importance of public relations the world over. However great an idea, whatever its purpose, is of no use unless it reaches the end user. It is here that public interface assumes great importance in all matters practical, material or spiritual. An abstract idea becoming
a
powerful
thought
translates into action which becomes firmly entrenched only when it reaches out to a large section of society in multitude forms.
works with the teams in the various coordinated and duplication of work is avoided.
Rishimukh A separate team looks after the monthly
magazine
called
the
Rishimukh which is published in English, Hindi, Telugu, Tamil, and Malayalam. Bhajan CD’s, talks and books by Sri Sri Ravishankar and Ayurvedic products are made available at the various centers and select stores.
Communication
Oasis of Spirituality
This group gives out press releases
In the dreary desert of materialism
about the various courses being
encompassing the world, India stands
conducted,
as an oasis of spirituality quenching
fortnightly and monthly columns of
the thirst of a mind dogged by
the founder Sri Sri Ravishankar to the
various contradictions, dualities and
different newspapers and periodicals
confusion, that have become the
and
conferences
and wisdom offered by the Guru all
hallmark of an ambition driven world.
whenever required. They are also
doubts are dispelled, all contradictions
Spiritual organizations help us learn
responsible for issuing statements,
disappear and all inhibitions are
the ancient knowledge contained in
rebuttals and rejoinders concerning the
overcome. One learns that the journey
our scriptures and apply them in our
organization
is as enjoyable as the destination and
daily life bringing about a qualitative
situation.
change that manifests in a very
Sudarshan Kriya
subtle manner in our consciousness.
send
organize
the
press
weekly,
depending
on
the
giving a concrete shape to ideas and promoting them till they become a trait, a trend an obsession or a cult whichever way you look at it. Once the spade
work
is
done
and
one
experiences the profound knowledge
that living in the present moment alone
The
meditation bring about a shift in our
brochures,
other
The Art of living brochures generally
focus. We may not be able to alter
publicity material about the holistic
contain information pertaining to the
PUBLIC RELATIONS
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group
also
pamphlets
prepares
Brochures
Techniques like Yoga, Pranayama and
17 VOICE July - December, 2011
ABC
makes life a celebration on this planet.
and
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
health benefits of Yoga, Pranayama
Gopichand who won the All England
mentally tougher giving him an edge
and Sudarshan Kriya, how we can find
Badminton Championship after two
over his opponent are included to
relief from stress, fulfillment in life
grueling Knee surgeries wherein he
inspire and convince people about the
and how the focus on our breath helps
says “The Art of Living” program
wonderful results that can be obtained
us harness our skills better. They also
helped him become physically and
by practicing “Sudarshan kriya”.
carry testimonials by celebrities about the manner in which “Art of Living” Aruna Ravi Kumar is a Senior Journalist both in Print & Electronic Media
changed their lives for the better. For example,
the
views
of
Pullela
Public Relations Must Know its Boundaries Dr. J. J. Irani, Former Managing Director, TATA Steel, whose exceptional resolve, business acumen and technological innovation has made Tata Steel the lowest cost steel producing company in the world. In an interview with the Editor, Public Relations Voice commented on the state of the public relations profession in our country. Q.
How do you rate the public relations profession in India?
A.
Professionlism in any discipline cannot be rated on a scale of one to 10.
In every profession there
is good and bad.
Similarly
public relations profession in India is beset with both good and non-professionals. However professionalism is the need of the hour to reach both internal and external publics. Q
Dr. J.J. Irani
What is your valued opinion about the role of public relations in the present day economy?
A.
Public relations is an essential part of every corporate body to build effective relationships with stakeholders from employees, shareholders, customers, media, to general community. If practiced professionally, public relations can accomplish good results for the management. Unfortunately in certain cases, public relations is going beyond its boundaries to influence people in power and landing in trouble. For example, a steel maker cannot make aluminium. Similarly public relations cannot handle all areas of management. He cautioned that PR professionals must know their boundaries. It is in this context managements also must define the areas of public relations. In fact there should be a ‘Lakshmana Rekha’ for public relations with its defined job profile. Public relations in India has a bright future in the sense that it has to play a major role in the growing economy. PUBLIC RELATIONS
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Spiritual Journalism in India Dr. C.G.K. Murthy, IIS
M
ass Communication in India has its origins in spiritualism. Indian mythology refers to two prominent characters, Narada and Sanjay. Narada was a bachelor who transmitted news and views from one world to another all with the avowed objective of lok kalyan, well-being of the world and the universe. His mode of spiritual communication was typically oral, he sang the glory of Narayana and quite often his communication was more indirect making people understand by practice than by precept. He was a universe trotter travelling at the speed of mind. He was extended immunity both by the demons and deities even though he crossed limits at times.
Sanjay Sanjay was a sort of war reporter for the blind king Dhritarashtra. He was endowed with the faculty of hearing and witnessing the happenings far removed from the scene of action. It is because of this gift that we got the sacred scripture of the Hindus, Bhagavadgita, the preaching of Lord Krishna to Arjuna on the battle field of Krusukshetra which Sanjay reported to Dhrishtra. Sitting in the royal palace Sanjay gave eye witness account of the entire Kurukshetra war scene by scene to the blind king. In modern parlance therefore, Narada and Sanjay were the spiritual communicators journalists of their times. PUBLIC RELATIONS
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Raja Rammohan Roy is not only the father of Indian Language Journalism but also the Father of Indian Spiritual Journalism
Ventures of the Missionaries Just as the first newspaper in India was published by James Augustus Hickey, a British born former employee of the East India Company, so also spiritual journalism was a gift of the Britisher. The Serampore missionaries started Dig Darshan, a weekly in 1818 “to feel the official pulse” which later changed its name to Samachar Darpan in 1819 and appeared regularly till 1840. The missionaries also started a monthly Friend of India in 1818 and by the same title, Friend of India, a quarterly in 1835. Though the Samachar Darpan acquired fame for its vast coverage of news and enjoyed official patronage with postal concession, it swerved from its path and trespassed into the Hindu spiritual arena. It launched a blistering attack on the Hindu Vedanta philosophy and invited feedback from readers.
Raja Rammohan Roy - First Indian Spiritual Editor Raja Rammohan Roy, eminent Hindu social reformer and father of Indian language journalism sent a fitting reply to the criticism of Vedanta philosophy of the Samachar Darpan. Roy was a linguist who “….. mastered while still young Sanskrit, Persian, Arabic and Hindustani besides Bengali. ……. He was in the first place, an intensely
:::::
Raja Ramohan Ray - Father of Spiritual Journalism
religious man, a Hindu and a Brahmin, who felt that quintessential Hinduism was of a piece with quintessential Christianity and Islam” (Iyyengar :1962).
Brahminical Magazine Though Samachar Darpan itself invited responses to its content, it refused to publish the letter. Rammohan Roy was keen to get his replies to the mischievous attacks on Hindu philosophy published and as the Darpan was not obliging, he started Brahminical Magazine, the first spiritual magazine of India. Shiva Prasad Sharma, a pandit friend of Roy was editor and the objective of the magazine was mentioned as “the
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
vindication of the Hindu religion against Christian missionaries.” After twelve issues of the scholarly magazine were issued. Roy started a bilingual spiritual magazine Brahmin Sevadhi in English and Bengali. In Brahmin Sevadhi, Roy adroitly countered the criticism of the missionaries about Hindu Vedantic philosophical thought. The missionaries were exposed by the scholarly and balanced responses of Roy - that they had only a superficial knowledge and misconceived notions about Hindu philosophical thought and that their criticism was baseless and mischievous. To find a concord and unity among the three bodies of Hindu, Muslim and Christian cultures which were in a state of war in 1830, Rammohan Roy founded the Brahmo Samaj, a league of national cultures.
Keshub Chunder Sen Keshub Chunder Sen – philoopher and thinker. After Rammohan Roy it was Keshub Chunder Sen (1838-84), famous as the spokesman of India, who carried the message of Roy, that of the unity of the three faiths. Keshub
total of 15 journals - seven in English and nine in Bengali. Among the English journals, The Indian Mirror was the first daily newspaper owned and managed by an Indian. It was launched as a fortnightly on August 1, 1866 as an all-India nationalist paper to propagate the ideas of Keshub Chunder on education, religion and other matters. As the activities of Keshub became manifold he felt the need of a daily newspaper and converted it into a daily from the beginning of 1871. Other journals in English are The Liberali, weekly (1871), The Theistic Annual (1872), The Theistic Review, quarterly (1879)), The SundayMirror, weekly (1873) and The New Dispensation, weekly (1881). Of these The Liberali and The New Dispensation were merged in 1882 and were issued under the new name The New Dispensation and the Liberal. Their contents ranged from education, religious discourses, reports of the symposia held on spiritualism, theological lectures of Keshub Chunder, important religious functions, etc.
Religion,
Literature,
Science,
Philosophy, etc.” Sri Aurobindo mentioned in the objectives of the paper that his attempt was to suggest measures and remedies to the political and social problems of the nation by examining the spiritual roots and inner causes.
The weekly continued till April 2, 1910 with Sri Aurobindo as editor and later when he left for Chandernagore the next eight issues were published under
the
direction
of
Sister
Nivedita. Among Aurobindo’s spiritual writings in the weekly English translations of
are
his
Isha, Kena
and Katha, Upanishads, Kalidasa’s Ritusamhara, The ideal of Karmayogin, Conversations of the Dead, etc.
Dharma Sri Aurobindo started Dharma, a Bengali weekly on August 23, 1909 with the object of propagating the sanatana dharma, the Eternal Religion. He wrote for this journal in Bengali
Era of Sri Aurobindo
on the Upanishads, Puranas, the
who was a contemporary of Bankim
Later it was the era of Aurobind Ghosh
Gita, religion, spirituality, nationalism,
Chandra Chatterjee, made an indelible
(1872-1950) in whom Romain Rolland
etc. Dharma continued till March 28,
impression in England on Queen
saw in him “the foremost of Indian
1910 and had no financial problems
Victoria, Indologist Maxmuller, Johan
thinkers, the greatest synthesis that has
at all.
Stuart
eminent
yet been realized of the genius of Asia
Durga-Stotra appeared in the Dharma
personalities on his lecture tour on
and the genius of Europe, the last of
issue of October 18, 1909.
Indian spiritualism in the 1870s.
the great Rishis who held in his hand,
Mill
and
other
Indian Mirror Keshub Chunder Sen was a prolific writer on religion and spiritualism. He wrote as many as 25 books in English and another 37 books in Bengali on religion and theology. Sen published a PUBLIC RELATIONS
20 VOICE July - December, 2011
‘in firm un relaxed grip, the bow of creativity’.” Sri Aurobindo started three spiritual journals during the early twentieth century. Sri Aurobindo launched
Karmayogin,
English
weekly on 19th June 1909 as “a
weekly
:::::
review
of
National
Aurobindo’s wellknown
Spiritualism in Gandhian Communication After Aurobindo it was Gandhiji (1869-1948) who applied the Indian spiritual values to the burning issues of his day. “Gandhi was no doubt primarily a man of God…..was a
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
humanist and a man of religion more than a nationalist and patriot.” (Iyengar: 1961). During the freedom struggle Gandhiji adopted the ascetic style of poverty as a way of life and his commitment to truth, ahimsa and
in simple words without the ‘richness of
phrasing
and
weight
Spiritual Journals in Telugu
of
miscellaneous learning’; we may not
In Andhra Pradesh today we find quite
be God but there is some aspect of God
a good number of Telugu spiritual
in us just as a drop of ocean may not be
magazines, attractively printed in
the ocean itself but contains the
multi-colours and on quality paper.
characteristics of the ocean. In the
The language and presentation is also
issue dated May 14, 1940 he wrote that
appealing and one would like to go
he might live without air or water but
through the contents when he comes
not without God. All the writings of
across any. Sriramakrishnaprabha
Gandhiji abound in spiritualism and
(Telugu)
scriptures and he elaborates how man
Hyderabad,
can enrich his life by applying various
Prashanta
religious customs, beliefs and spiritual
Vedantabheri of Sukabrahmashramam,
principles.
Srikalahasti, are among the prominent Telugu
God lent him the image of a half-clad god-man wielding enormous powers of a mystical saint.
Hindu Customs His writings in Young India, Harijan and autobiography reveal his intense spiritualism and he wrote extensively on the Hindu scriptures and customs in his journals. For example in the Young India, issue dated June 12, 1928, Gandhiji conveyed his respect for the religious customs when he said that the religious customs inculcate the sense of duty in us and that each custom was intended to discharge a duty. In the Harijan issue dated August 29, 1936 he mentioned that since the ultimate objective of man was the reunion with God, all his political, social and religious actions should steer him to that end. In the issue of Harijan, June 3, 1939 Gandhiji explained the principle of monotheism
PUBLIC RELATIONS
21 VOICE July - December, 2011
of
Ramakrishna
Math,
Sanatanasarathi Nilayam,
spiritual
of
Puttaparti,
journals.
Post-Independence Era
Rishipeetham
Independence was a turning point in the annals of the Indian press. The era of crusader journalism had come to a close and the press was left free to grow into an industry or business. In spite of television channel boom today with ever growing number of newspapers the press is the voice of the nation and the circulation of newspapers is also growing rapidly. According to the Registrar of Newspapers, for India (RNI) out of over 70,000 newspapers the total circulation of these newspapers was over 19 crores. Though the exact number of spiritual journals today is not available it can be presumed that the number of these journals is increasing, especially in Indian languages.
Samavedam Shanmukha Sharma from
Bhavan’s Journals Among the spiritual journals the pride of place goes to Bhavan’s Journal, a fortnightly in English by the Bharatiya Vidya Bhavan, Mumbai which covers the areas of culture, life and literature that include spiritual knowledge.
:::::
Hyderabad
published is
another
by popular
magazine printed in multi-colours and on
art
paper.
Bharatamitram,
published by some Christians of Secunderabad is also a notable fortnightly in Telugu and it contains very good material on Christianity.
Bhakti Bhakti, published by Kumudam, a Tamil Publishing House, Daivam from Medak, Darshanam from Hyderabad are some of the popular magazines in the non-governmental sector. Saptagiri by the Tirumala Tirupati Devasthanams and Aaradhana, a bilingual of the Endowment Department of Andhra Pradesh Government are among the popular spiritual magazines in the government sector in Telugu. Besides some godmen or saints issue their own journals to popularize their thought and to keep in communication with their disciples. The contents of these journals in general include, stories from the mythologies, festivals that fall during
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
the month and the way of worshipping, information on the pilgrimage centers, eminent spiritual writings, strotras of various gods and goddesses, puranas, anecdotes from mythologies, answers for queries on spiritual issues and customs from readers, astrological predictions, a lecture or message from the Godman.
Daily Newspapers The daily newspapers also provide a window of spiritual information though to a limited extent and they serve as appetizers to the readers to go in for more specialized spiritual
personality development tips, quotes
More inputs are needed to promote this
from scriptures,
area of journalism because it has not
anecdotes, etc. are
yet acquired the specialist status that is
provided. It is the firm belief of most Indians that solutions for their predicaments could be found in the scriptures or prayers to the supernatural force. Spiritual information is sought after by the readers who want solutions for their predicaments as well as solace for the tired minds. Indian spiritual journalism has grown considerable during the last six decades of independence though in a haphazard manner since there is no specific training in this area.
required. We should recognize that this genre has got more potential to improve
and
shape
our
human
resource besides minds in the present race for the mundane.*
References: 1.
Krishna Murthy Nadig: “Indian Journalism”, Mysore University Press, Mysore, 1961
2.
Srinivasa Iyengar K.R : “Indian Writing in English”, Sterling Publishers, New Delhi, 1966.
journals. The Hindu has got a regular feature
covering
the
religious
discourses in Chennai, while the Times
Dr. C.G.K. Murthy, IIS former Director, Press Information
of India runs a spiritual feature ‘The
Bureau, who worked in several media units of Government of India. An officer of Indian Information Service.
Speaking Tree’ in which principles of various
religions,
scriptures,
‘Occupy Wall Street’ is a movement in USA between 99 Per cent poor and one per cent rich Beware ! It is an Eye - Opener for India : A Challenge for Public Relations
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Value Based Media : Towards Peace and Prosperity - Brahma Kumaris Media Conference B.K. Sarala Anand
A
three
day
Conference
2011
on
‘Valued Based Media’
which was organized by the Media Wing of Rajyoga Education and
Research
without social purpose, the journalism
Media
Foundation
of
Prajapita Brahmakumaris Ishwariya Vishwavidyalaya from September 16 at Mount Abu, Rajasthan has
address at the media conference said that the evil of corruption which had contaminated our society like cancer could be contained by the media by cultivating spirituality and values such as love, truth, honesty, tolerance etc.
would cause hindrance to the success of Indian democracy. Therefore, she urged that media should evolve a self-regulated code of conduct by incorporating moral and spiritual values towards establishing a value based society.
Earlier Rajyogi B K Karuna, Vice-Chairman, Media Wing who welcomed pointed out that mass media had a greater role in the socioeconomic development and in creating harmony among different sects of the society.
Rajayogi B.K. Nirwairji Secretary
Unholy Alliance
values in media and in our daily life.
One God
In her valedictory address Smt.
Over 1500 delegates representing
This conference assumed greater
D.K,Aruna, Andhra Pradesh, Minister
media, public relations professionals,
importance as it coincided with
for Information and Public Relations
academician, Brahmakumaris from all
the Platinum Jubilee Celebrations
said that the unholy alliance of media
over the country and Nepal attended
of the Brahma Kumaris which was
with market and business interests,
the conference.
resolved that the media in our country should adopt ethical, moral and spiritual values as part of its code of conduct and serve towards social and public good rather than the
commercial
and
business
interest.
General,
B.K.Om
Prakashji,
Chairman, Media Wing, B.K. Ratan Mohiniji, Chief of Training, who participated
in
the
conference
highlighted on the need for adoption of
inaugurated by the President of India, Smt. Pratibha Patil on 16th September. Referring to the theme of the celebrations, ‘One God: One World Family; Smt. Pratibha Patil observed that Brahmakumaris was not a religion, but it was a spiritual fraternity promoting a spiritual and value based living among the people from all walks of life from different nations, cultures and races. Rajayogini Dr. Dadi Janaki, Chief of Brahmakumaris in her inaugural
PUBLIC RELATIONS
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Lighting the candles as mark of inauguration
:::::
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
7 - Point Action Plan Deliberating through six plenary sessions, six parallel dialogues, one insight session and after undergoing three Rajayoga meditation sessions, the conference arrived at the Seven Point Action Plan for adoption by media. 1
To accord priority to social and public good by practicing and promoting ethical, moral and spiritual values
2.
To consider core human and media values as essential pre-requisite for economic and allround development of the country
3.
To practice Rajayoga meditation as a means of acquiring spirituality and value based healthy, lifestyle towards peace, prosperity of society.
4.
To develop the inner spiritual powers of the soul among media persons to mirror as watchdog in containing widespread corruption and negativity in people’s life
5.
6.
7.
To work towards creation and spread of audience friendly, interactive, social, cultural, moral and spiritual messages through internet, electronic, film and print media for the benefit of both young and old. To become positive and practice by effecting the process of spiritual self-awakening and empowerment of values for building better society.
Rajayogini Dr. B.K. Janakiji and D.K. Aruna Minister seen at the Media Conference.
Diamond Hall At Shantivan, Abu Road - the site of conference
organizations like the Brahmakumaris, Society for Media Initiatives for values, Global Forum for Public Relations etc which are aimed at promoting spirituality, ethics, positive and healthy values in professions and society.
It is hoped that the delegates who attended the conference and exposed to Rajayoga Meditation will adopt spiritual values as part of their life and also publish/broadcast the action plan2011 in their respective media for action.
B.K. Sarala Anand, is the National President GFPR, Hyderabad and is actively associated with Prajapita Brahma Kumaris World Spiritual Organization as Media Zonal Coordinator.
To support and supplement the noble causes of well-meaning
PUBLIC RELATIONS
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
GFPR for Public Relations Ethics
A
One Day National Seminar on ‘Public Relations Ethics’ held at Brahmakumaris Shantivan, Mount Abu, Rajasthan resolved to develop a code of professional ethics for public relations with moral and spiritual values as to promote better relations between the corporate world and their stakeholders. The Global Forum for Public Relations an outfit of Prjapita Brahmakumaris Ishwariya Vishwavidyalaya organized this seminar for the first time as part of Media Conference 2011 on September 17, with twin objectives: Developing Public Relations Ethics and Promotion of New Media in Public Relations.
In his introductory remarks Dr. C. V. Narasimha Reddi, Editor, Public Relations Voice who chaired the session referred to the need for
PR Manager as an ‘Ethical Counsellor’ must advise management to evolve core values in tune with corporate mission economically in India, but there is a shadow over our progress and that is Corruption. Unfortunately, with the economic growth of India, corruption has grown faster’.
Scams The Satyam Computers Rs.14,000 crore scam, 2G Spectrum Rs.1.76 lakh crore scam, Commonwealth Games Corruption,
Obulapuram
Corporation’s illegal mining
Mining
in the direction of ‘Long Live Trust’.
Corporate Ethics Against this backdrop, Dr. C.V. Narasimha Reddi observed that there arose the need for both corporate ethics and public relations ethics. If corporate ethics deals with good and ethical business, public relations ethics focuses on ethical and moral values in disseminating public information.
scam,
Niira Radia Tapes episode not only defamed India in the world market but also generated a significant decline in peoples trust both in government and
Earlier, Rajayogi B K Karuna in his welcome address observed that the value
based
media
and
public
communication system would not only contribute to the socio-economic
business. In fact, trust of stakeholders
development of the country but also
in these companies is almost dead.
establish peace and harmony in the
It is for public relations to work
nation.
public relations ethics and said that public relations manager is both an ‘advocate’ and an ‘ethics counselor’ to advise the management about incorporating ethics and core values in tune with the corporate mission. And that in order to discharge one’s functions, the PR Manager must learn about ethics, spot ethical issues and shape the organization’s corporate ethics and values. Dr. Reddi quoted Indian born industrialist Lord Paul of U K who said ‘we have made a lot of progress
PUBLIC RELATIONS
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A view of seminar
:::::
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Personal Ethics
Social Media
Prof. Ujjwal K Chowdary, Dean Whistling Woods School Communication, Mumbai who delivered keynote address said personal ethics of a public relations practitioner was a pre-requisite and a golden rule towards successful public relations practice. While dealing with historical perspective of public relations code of ethics, Prof. Chowdary urged that Global Forum for Public Relations should evolve a Model Code of Professional Standards and Ethics for Public Relations Practice by 2012.
Chairman, Prime Point Foundation K Srinivasan,said instant messages were possible through internet which had both advantages and disadvantages. However, he exhorted that PR professionals should make use of social media for interactive communication to promote organizational image.
New Media Later a session devoted to ‘New Media for Public Relations’ held under the Presidentship of B K Sarala Anand, President, Global Forum for Public Relations, resolved that new media such
as
e-mail,
blogs,
twitter,
face-book etc. not only educate the
stakeholders
redress
the
but
customer
also
can
grievances
on-line.
Among those who spoke in the national seminar include: Irfan Khan, former Director, Corporate Communications, Hindustan Lever, Y Bhaskar Rao, Abishek Kumar Singh, Prof. K C Mouli, Makhanlal Chaturvedi University, Arun Arora, Senior Vice President,(CC) Jindal Steel, Ms.Nazi, Farin Emani(Iran), Madhavan Varadarajan, Arpita Prashant, (Chennia), Reema Sarin, Consultant, Delhi, G,Anija, Federic Michael, Hyderabad. B K Anitha and B K Heena conducted the sessions. The seminar in conclusion recommended that the public relations code of ethics should contain three
main elements such as : 1. Professional values–(truth telling, professional competence); 2. Principles of conduct – free flow of two-way information, fair, advancement of profession; 3.
Members Pledge for the code of ethics.
In another resolution, it has been decided that in the context of India, the media strategy should contain a
combination
of
four
media
namely – i
Interpersonal media – meeting;
ii
Folk Art Media – puppets, tamasha;
iii
Mass Media – Press, Radio, TV, Film and
iv
New Media – internet, e-mail, blogs,
website.
combination
of
Such
a
media,
the
Public Relations conclave felt could reach about 70 crore people both in urban and rural India,. Bureau of - Public Relations Voice”
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PUBLIC RELATIONS
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PUBLIC RELATIONS IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
ABCI Calls Communicators to be Leaders in Innovation Bureau of PR Voice
T
wo major communication events of national importance ' Com Fest-11-Winds of Change" and ABCI 51st Awards For Excellence in Business Communication" organized by the Association of Business Communicators of India in Mumbai on11 & 12th November were not only a cynosure of all business communicators and public relations practitioners but also galvanized them to be change agents and leaders in innovation to transform India as a global economic player.
Innovation Dr. J.J Irani, former Managing Director, TATA Steel whose acumen and technological innovation has made TATA Steel the lowest cost steel producing company in the world has set the tone of the conference with his inaugural address on " Tomorrow's Corporations" and said the future companies must be licensed by the community for their survival. Anti-Kudankalam Nuclear Power Project agitation was quoted as an example to emphasize the need for community approval. He suggested that the most significant contribution, that an industry could make was by identifying itself with the life and problems of the people to which it belonged and by applying its resources, skills and talents to the extent that it can, reasonably spare them to serve and help the poor:
PUBLIC RELATIONS
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Islands of Prosperity cannot Survive in a Sea of Poverty "Employees will choose corporations which care for them, investors and customers will prefer to buy from ethical, socially responsible corporations, Islands of prosperity cannot survive in a sea of poverty, if markets must expand the poor must also become customers' were the other highlights of J.J Iran's keynote address.
Change Makers M.S.Swaminathan, Pioneer of Green Revolution who was the Chief Guest at Awards function complimented the ABCI for its excellent record in unfolding the hidden talents of business communicators by presenting prestigious awards and told the audience that he had an inspiring evening in his life in the midst of national change makers and lifetime achievers. He pointed out that with the growth of Indian economy there was also a phenomenal growth of business communication. However, he cautioned the communicators, that their commercial message should be integrated with social, ethical values and integrity to ameliorate the 121 crore people of India .
communicators to convert them as change agents. As many as 952 nominations were received in the 32 categories of awards. ABCI President observed such a number of nominations was a national record and also indicative of growing competitive talent in the field of business communication.
World’s Producer
:::::
Milk
Sylvester da' Cunha the creator of the Amul Brand was proud to say that a country like India which was starving for milk became world's largest milk producer. The catchy slogan ' Give Us This Day Our Daily Bread with Amul Butter" caught the imagination of the Indians, he added.
Employees’ Mindset M. V. Nair, Chairman, Union Bank of India in his keynote presentation informed
that
the
bank
was
inaugurated 93 years ago by Mahatma Gandhi as a bank of Swadeshi Promoters.
In a world of constant
change, the Chairman Union Bank felt that employees' mind set should also change to implement the vision, mission and core values of the bank.
Earlier Yogesh Joshi, President, ABCI welcoming the guests said that the Com-Fest a festival with a difference when national change makers interacted with business
Biggest
an
Communication, he said was
important
input
in
change
management that should be handled by
public
relations
practitioners
with utmost personal communication skills.
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Youth In a thought provoking presentation "Maveric in Motion", the advertising legend Alyque Padamsee said that 50 per cent of Indian population whose age is below 25, the third largest young group in the world paradoxically was ruled by another 50 per cent of the population who are above 60. This dichotomy is a challenge. If we look to the future, he said we must involve youth as our target audience.
3.
Counsel the management to adopt corporate ethics with social responsibility as good ethics leads to good business
4.
Adopt public relations ethics in tune with corporate ethics to gain credibility for public relations messages
5.
Public relations, advertising and marketing must work in unison coupled with information technology in building and positioning the brand of global relevance and also to occupy a unique place for the brand in the minds of the target audience
Rural Women Neelima Mishra, Ramon Magsaysay awardee who spoke on the transformation of rural women through self-help groups said the communicators must understand the needs of the audience and communicate with them through the media accessible to them. Being a village girl, she could transform women by identifying their aspirations towards better life which earned her an award of the type of Asian Nobel Prize. Among others, who interacted with delegates include: Roger Pereira, World renowned PR Consultant, Hudson Samarasinghe, Chairman, Sri Lanka Broadcasting Corporation and Jayant Pendharkar, former Global Head, Marketing & Communications TCS Ltd.
10 - Point Golden Rules
6.
Public relations and business communication professionals must become leaders in innovation to professionalize the discipline
7.
Break the tradition and age old customs to change for the better future
8.
Reward success, reward failure also, but also punish 'inaction'. CEO is the first Chief Communications Officer of the Company
9.
"Occupy Wall Street Campaign" a division between the one per cent rich and 99 per cent poor is blooming all over the world. Communicators must understand this movement and advise managements to share their profits with the poor.
10. The last but the most important lesson that one should learn from ABCI Awards is " compilation of best public relations case studies". As many as 129 awards were given in 32 categories whose achievements could be converted atleast in 10 best case studies for the benefit of both practitioners and academics.
ABCI Leader in Innovation India today needs a strong public relations professional body and leaders of national repute to advance the profession in the service of the society. Yogesh Joshi, a thoughtful, committed, self-effacing and inspiring man who now heads ABCI proved beyond doubt that any professional body if moved with a good leader and team spirit can do wonders for the growth of the profession. “The successful conduct of Com Fest and 51st ABCI Annual Awards with about 1000 nominations along with National Change Makers like M S Swaminathan, J.J. Irani and International Standards bears an eloquent proof to the fact that ABCI has now become a model and trendsetter for other professional bodies in the country. An award winner in the category of house journals commented 'Yogesh is now ABCI Leader in Innovation' which I think he richly deserves.� - Editor
A 10 - Point Golden Rules could be drawn from this ComFest as a follow up by the public communication professionals : 1.
Public Relations and Business Communication professionals must act as change agents by identifying the changing socioeconomic scenario
2.
Communicate both with internal and external publics as to make them partners in reaching the corporate goals PUBLIC RELATIONS
28 VOICE July - December, 2011
Hudson Samarasinghe, Chairman Srilanka Broadcasting Corporation seen receiving ABCI Award
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
PRCI - Going Glocal Rakesh Gulati
G
overning Council, National Executive and Bangalore Chapter of Public Relations
Council of India (PRCI) in association with
Dept.
Bangalore
of
Communication,
University,
karnataka
Media Academy, Press Club of Bangalore
and
Karnataka
Journalism
&
Teachers'
Association
State
Communication
successfully
have
organized
an
"International Conference on Glocal Communication - 2011 (ICGC)" at Hotel Le Meridian, Bangalore on A view of the International Conference
Saturday, the 26th November 2011. The keynote address was given by K. Jairaj, IAS, Addl. Chief Secretary, Karnataka and the Guest Speakers were Bharat Lal, IAS, Commissioner, BDA and Dr. N. Prabhudev, ViceChancellor, Bangalore University. MB Jayaram, Chairman Emeritus & Chief
local dimensions combined with powers of local governance and methods to integrate the same with global issues. The ultimate aim is to evolve a process to bring international stability through cultural balance, human
development
and
peace-
Mentor, PRCI, ND Rajpal, President,
building process.
PRCI, D.P. Parameshwar, Chairman,
The ICGC was spread over four sessions and presided over by eminent panelists. Students of communication presented papers on varied subjects that were well received and appreciated by the delegates. The ICGC was attended by delegates from foreign countries as well and all in all it was a successful and meaningful event.
Media Academy,
Bangalore
and
Ponnappa, President, Press Club of Bangalore were the Guests of Honour.
Glocalisation Glocalisatin, the combination of two
words
-
Globalisation
and
Localisation, is a new concept that is
Global PR Conclave Like in the past, PRCI is poised to host the "6th Global PR Conclave" in Mumbai during the 2nd Week of February 2012.
Prestigious Awards
like - PRCI Hall of Fame, Chanakya Awards
(meant
for
outstanding
contributions made by corporates and institutions who have contributed for the cause of the society and the PR profession) and Corporate Collateral Awards shall be presented to the deserving professionals, chosen by an eminent panel of Judges, hordes of PR professionals from across the nation and abroad, are likely to participate in the event.
taking precedence. Understanding the importance of this concept, this ICGC
Rakesh Gulati, Chairman, South Zone, PRCI and Director,
was organized by PRCI, to discuss the
Centum Advertising and Marketing Pvt. Ltd., Hyderabad.
significance and the strength of the
PUBLIC RELATIONS
29 VOICE July - December, 2011
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Did Niira Radia Tarnish the Reputation of PR ?
C
ontroversial Corporate Lobbyist, Niira Radia the owner of Vaishnavi Corporate Communications Pvt. Ltd., (which handled public relations programmes of Tata Group of Companies) who was questioned by CBI and Enforcement Directorate about her alleged link to the Rs 1.7 lakh crore 2G Spectrum Scam in a surprise move announced "to give precedence to my personal priorities of family and health, I have decided to exist the business of Communications Consulting". “But many in the industry are not convinced. If you build a business from scratch to such a level, then you would never want to shut it down and that too because your health is not allowing. There is something else to the story” (Says the founder of a leading PR firm, The Week)
Three in One She owns three companies Vaishnavi Corporate Communications Pvt. Ltd. that dealt with lobbying and public relations of Tata Group of companies, another subsidiary Neucom Consultancy to handle public relations of Reliance Industries and the third one Noesis Consultants which was set up with a number of bureaucrats including Pradip Baijal, Former Chairman of Telecom Regulatory Authority of India as a Policy Advocacy Agency to look after government affairs. An analysis of the performance of these three companies
PUBLIC RELATIONS
30 VOICE July - December, 2011
Bureau of PR Voice
Lobbying is to influence those in power- legislators, politicians, bureaucrats. But with genuine means bears an eloquent proof to the fact that Niira Radia was not only just a public relations practitioner but also a lobbyist and a public affairs consultant. Though she might have quit her business of corporate communications, her ‘Three-In-One’ role as a lobbyist, public relations practitioner and public affairs consultant. Some feel that she has not only tarnished the reputation of Indian public relations profession but also generated a significant decline in the media and people's trust about public relations profession, which in fact with all limitations is in the take off stage. In fact one former executive of Tata Group commented that Niira Radia had gone beyond the areas of public relations and indulged in such activites that marred the image of her company. This incident may be regarded as if 'adding fuel to the fire of the discipline'. It is unfortunate that for no fault of
company was in a dilemma and that there was no alternative except closing it down.
Alleged Allegations Among others, the alleged allegations against
her
telephone
include:
'her
conversations
taped
revealed
how Niira Radia hobnobbed with politicians, bureaucrats and the media, besides influencing the government in getting A Raja appointed as Union Minister for Telecommunications and also getting of licence for telecom company.
Therefore, it is proved
beyond any doubt that she has exceeded her role as a public relations professional and acted as a lobbyist and public affairs consultant without
public relations professionals, their
any code of conduct and ethical
image is now at stake. It is for this
considerations.
reason perhaps Tatas have appointed
consciousness is clear, she should not
Re-diffusion as their new public
have closed her business leaving 250
relations agency, before she decided to
employees in the lurch and to their
quit. As such the survival of her
fate.
:::::
If
her
soul
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
PR is Distinguished from Lobbying It is against this background Public Relations Voice as the only journal of Indian PR professionals not only disassociates with the activities of Niira Radia as a corporate lobbyist but also clarifies the distinction between public relations, public affairs and lobbying. In fact lobbying and public relations are two distinct disciplines from the point of view of academies as well as professional practice. These two areas adopt different approaches in strategy, tactics, objectives, target audience, media choice, message
formulation,
type
of
presentation and also in cost effectiveness.
between an organization and its public to promote the corporate mission, services, products, reputation and gain public understanding, lobbying is a process in which a paid lobbyist or a pressure group seeks to influence those in power. It is also influencing legislators, politicians or the government and persuade them to support or oppose a change in the law. Under the Lobbying Disclosure Act of US, the lobbyist should register and identify with the Congress and disclose his / her clients, the issue areas in which lobbying is being done and that roughly how much is being paid for it. However, the lobbyists have to influence those in power with legitimate means by making presentations with facts and figures. Violators in America face civil fines up to $50,000 under the law.
rules and regulations either formulated by the Government or industry and acted with her own methods to influence the Government in the cause of her clients. The need of the hour is to bring in a law as to regulate the process of lobbying in India as promised by the then Union Minister for Company Affairs so that such incidents may not be repeated as to mar the image of public relations profession. The PR professional bodies of our country must also come forward to make representations with the Government of India to regulate lobbying so that they could not encroach the public relations areas.
[We this
seek article
comments so
as
to
on evolve
Influence on Legislators
Self-Imposed Lobbyist
a comprehensive report to make a
If public relations is the management of a two - way communication process
In the case of Niira Radia, she became
presentation to the Government of
a self - imposed lobbyist without any
India ] - Editor
●
Coporations Need to Communicate to Employees both the Hard and Soft Aspects of their Employees’ Value Proposition
●
Employees’ welfare schemes & Motivational Programmes go a long way in building strong bonds with the organisation.
PUBLIC RELATIONS
31 VOICE July - December, 2011
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Promotion of Values and Spirituality Through Print Media: A Case Study Dr. C.V. Narasimha Reddi and values through mass media like
number of FM radio stations are 245.
alues are the treasures of
newspapers, radio, television and
Therefore, mass media have great
life, making us wealthy
films.
reach that covers over 50 crore people
and rich. Values are our
Statement of the Problem
in the country. As such they have
V
friends bringing happiness. A life filled with values is a life of selfrespect and dignity. The soul is able to come closer to God and the life becomes real and meaningful. Values bring independence and freedom expand our capacity to be self sufficient and protect us from external influences". Rajyogini B K Dadi Janki Chief of Brahma Kumaris
It is against this background a project has been taken up "A Study of Value Promotion through Spiritual Columns in the Print Media: This study is part of the course in Value Education and Spirituality of Annmalai University which I passed with Distinction. The purpose of the study is to know to what extent the print media is promoting values, morals and spirituality towards better life and value based society.
Media Scene
Introduction
The print media has a vital role to play Values and spirituality are the key to the moral philosophy of human life and its legal institutions. Values and
in promoting values and spirituality. Indian press which began in 1780 with a weekly Bengal Gazettee in Kolkatta
potential to spread and promote values in the country.
Raja Rammohan Roy In fact, Rajarammohan Roy, the father of Indian language journalism is pioneer in spiritual journalism in our country. He started Brahmanical magazine in 1918 as the first spiritual journal in India. Shiva Prasad Sharma a close friend of Roy was its editor. Rajarammohan Roy has a number of firsts to his credit in the field of journalism. He stands out as the first in Indian language journalism, social purpose journalism, and spiritual journalism and for the fight for freedom of the press.
is now 232 years old, which played a
Spiritual Columns
significant role both in freedom
Spiritual columns are being published
struggle as well as socio-economic
in various English, Telugu, Hindi,
development of our country even after
dailies and magazines. However, for
Over the years, under the influence of
independence.
When India became
the purpose of this study, I have taken
materialism, there has been decline in
independent in 1947, there were 3000
up only English Newspapers. These
values. And the human weaknesses
newspapers and periodicals of which
papers include: The Hindu, The Times
such as greed, lust, anger, attachment,
300 dailies.
Today, there are over
of India; The New Indian Express, The
arrogance, jealousy, hatred etc. are on
70,000 newspapers including 7000
Deccan Chronicle, The Pioneer and
the increase.
dailies. The circulation of newspapers
The Economic Times. Some Telugu
indicated by this weakness. Thus, the
is
has
dailies like The Eenadu; Andhra Jyoti,
need
and
accessibility to about 35 crore readers
Andhra Bhoomi, Vartha also have
Spirituality. There are several ways of
in the country. As many as 600 TV
been studied to know the way in which
promotion of value education in the
channels with a viewership of 50 crore
the Telugu newspapers cover spiritual
country.
function in India.
columns.
spirituality are considered traditionally to be the prerogatives of the religions and they are viewed as being embodied in the family life.
for
Spiritual depletion is
Value
Education
One of the methods is to
disseminate and promote spirituality
PUBLIC RELATIONS
32 VOICE July - December, 2011
about
19
crore
which
If there are 232
radio stations of All India Radio, the
:::::
A statement of spiritual
columns is detailed below:
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
S.No
Name of the Newspaper
Name of the Column
01
The Hindu
Religion
02
The Times of India
The Speaking Tree
03
The New Indian Express
Spirituality
04
The Deccan Chronicle
Mystic Mantra
05
The Pioneer
Spirituality
06
The Economic Times
Cosmic Uplink
S.No 01 02 03 04 05 06
Name of the Newspaper The Eenadu The Sakshi The Vaartha Andhra Bhoomi The Surya Andhra Jyoti
Name of the Column Antharyami Sannidhi Adhyatikam Manchi Mata Aaradhana Chintana
In a popular Mahabharat, we have an ancient Sanskrit poem entitled "Kiratarjuniya'' by Bharavi, which describes an episode of the Mahabharata, wherein Arjuna combats Lord Shiva disguised as Kiraata or a tribal hunter. So pleased was Lord Siva with Arjuna's bravery, that he gave him the powerful weapon, 'Pashupatastra', which aids Arjuna against the Kauravas during the Kurukshetra war. In this case, Arjuna struggles with God. There is a lesson for understanding the Divine by a common man in this episode. In this episode, Siva as a God first took initiative to encounter them, second
A detailed study of spiritual columns in the five English Dailies has been conducted, while a general study has been made in Telugu dailies. In the final analysis, a comparative study of The Hindu and Times of India's spiritual columns also has been undertaken.
decimates opponent after opponent
both do not recognize the divine in
with enviable ease. It is felt that 'if
their struggle, thirdly their grappling
there's worry about wrestling with kali,
with God seems to bring benefits and
wouldn't wrestling with God be a
blessings, fourth, it is the Divine one
weightier matter.
Religious stories
describe human being grappling with God.
a new awareness of God is achieved. The author advises the wrestlers that like Arjuna, arise and enter the fray.
The Deccan Chronicle: Mystic Mantra Date
Heading of the Coloumn
Author’s Name
02.06.11
Come, Wrestle with God
Francis Gonsalves
06.06.11
Find Key to Knowledge
Swamy Tejomayananda
07.06.11
Tusker's Lesson for the Lion
Sadhguru
08.06.11
Rise Above your Karma
Yogi Ashwine
13.06.11
An Anthem to the Lord
J.S.Neki
16.06.11
The Business of Prayer
Amrit Sadhana
21.06.11
Portrait of A Barefoot Artist
Muzaffar Ali
An analysis of spiritual columns in the five English dailies is as follows:
who makes the struggle successful and
Sunday Express
The New Indian Express The New Indian Express carries a daily column entitled 'Spirituality' to promote spirituality and values in the society. An interesting feature of the New Indian Express is that on every Sunday, it is published as The New Sunday Express. In its magazine section , the New Sunday Express devotes one page for the subject ' ‘Spirit’.
The Deccan Chronicle has a daily
Name
column : Mystic Mantra' devoted to
12.06.11 A Himalayan Mystic of Long
Wrestle with God" deals with the world, wrestling and mentions about the giant Indian the 'Great Khali' PUBLIC RELATIONS
33 VOICE July - December, 2011
Author’s Name Tanmaya
Prasad
Ago Oriental Journey
value promotion and spirituality. Francis Gonsalves with title "Come,
Heading of the Column
-do-
All Religions Teach Principle of Love Mata Amritnandamayi
-do-
Repetition Liberates Monotony
Rajashekahr R.Iyer
-do-
The Shadows of Past Lives
Swahilya Shambhavi
-do-
Constant Seeker
-do-
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Some of the headings of the column 'Spirituality' in the New Indian Express are as follows.
Different Roles of Individuals The Heading of the column is " the
Spirit Indian Express Name
Heading of the Column
Author’s Name
01.06.11 Meditation Creates Miracles
B.H.Indusekhar
Different Roles of the Individual' in
12.06.11 All Religions Teach Principle of Love Mata Amritanandamayi
which
13.06.11 Honouring Your Innermost Nature
Sri Sri Ravi Shankar
16.06.11 The Different Roles of the Individual
Swami Bodhamayananda
17.06.11 The Maya of Money
Sri Sri Ravi Shankar
18.06.11 What we want are Muscles of
Swami Bodhamayananda
Swamy
Bodhamayananda
describes the different roles that individuals
perform
in
different
situations. Every person in the society has got his or her own identity like
daughter/son;
Iron, News of Steel
brother/sister;
friends, employee/employer; cousins, commuters and so on.
Sri Sri Ravi Shankar
There are
different roles they perform in different situations. Each individual will play different roles.
20.06.11 The Sect of Power: Pride of Service
In every
situation be as a commuter or as a brother, the individual is playing a role, it is 'self" that decides and determines the role and not the environment. In changing the roles, the 'self' remains the same.
The New Sunday Express under the title 'Spirit' devotes one page for spirituality and related values. As many as nine items were covered on June 12, 2011 whch are briefly described as follows:
theme ' Expel the Ego". Sri Sri Ravi
European converted
A Comparative Study of ‘The Hindu’ and ‘The Times of India’
The article "A Himalayan Mystic of Long Ago" by Tanmaya Prasad
Shankar writes ' Ego' is all about being unnatural pretentions and portraying something that you are not.
Be
yourself to shut it out.
The self in the individual does not
narrates the story of an European
change. As an individual he or she
Mystic Louise Alexandrine Marie
performs the roles. If a person is not
David who visited Himayalays in 1912
playing his role effectively, it is
and
because that the self is not strong
Buddhism fascinated her who met
enough, not powerful or not trained
Dalai Lama, and that she died in Tibet
and The Speaking Tree' in the Times of
properly. If he or she is playing the
on September 8, 1969. Her story has
India.
role well it means he or she has a
influenced many other writers like
strong innerself. Therefore, innerself
Alan Wilson who credits her for
is the key in performing the roles and
The Hindu - ‘Religion’ 'Three States of Mind'
converting him to Buddhism. Thus the
the innerself should have the following
story prevails her an European
The Hindu in its daily column
attributes.
converted to Budhism and travelled
"Religion" gives a brief quotes from
2. Emotionality and stability and
Himalayas.
one of the Religious discourses
3. Strength is lilfe (be bold when you
Ego
happening in the city of Chennai.
1. Positive attitude;
lose, be calm when you win). This column has highlighted the role of individual and the importance of 'self' .
she
travelled
to
Sikhim.
The Pioneer, in it's the Sunday Magazine Section carries One page
Seven days papers of 'The Hindu' and 'Times of India' each have been taken for a comparative study of spiritual columns ' the Religion" in The Hindu
Generally the quote will revolve around one or two principles or
entitled ' Spirituality' . This page is
practice one should observe in life,
designated as 'Sunday Pioneer Agenda'
as mentioned in the lecture as
The New Sunday Express: (The
The Pioneer in its Sunday magazine
part of his narrating a story and its
Spirit Column 12.6.2011)
dated June 6, 2011, highlighted the
value.
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
For example, some of the main points focused in the Hindu's coverage: Three States of Mind - Every individual's mission in life is to seek the ultimate truth that lies beyond the world of the senses. But ironically the immediate material world holds tremendous interest and one tends to get caught in this whirlwind without any time to think of higher pursuits.
Three Gunas This compelling involvement is because each one of us bound by three Gunas or State of Mind, 'Satva', 'Rajas' and 'Tamas', says Lord Krishna. These differences are manifest in our individual mental attitude and have a hierarchical status, with Satva contributing to a serene and composed attitude, Rajas denoting a restless, active and agitated approach and Tamas signifying inertia and even indifference to life in general. All of us are bound by these Gunas in varied combinations according to each one's dominant tendencies and the challenge is to gravitate towards higher and superior State of Satva - pointed out Swami Parthasarathi in a lecture. And this is further elaborated ( The Hindu dated 3rd February 2011)
our daily way of life and thinking. These are easily perceivable by the readers.
The Gateway to Bliss
Times of India: The Speaking Tree
Jaya Row deals with Meditation as the
The Times of India in its daily spiritual column, the 'Speaking Tree' deals with in a different style of presentation than The Hindu. Taking the excerpts from contributions to the 'first spiritual networking site to interact directly with masters and seekers' www.speakingtree.in a single topic is covered daily.
devotedly by qualified practitioners.
highest spiritual technique that needs to
The Glory of Shiva-Brahmn on Earth Shri Shri Anandamurti (28-2-2011)
Bhagvan Shiva is considered as an embodiment of that is good and kind. Shiva has, an unprecedented, unbounded love for human beings, unsurpassed uniqueness in all aspects of life - spiritual aspirants therefore realized that although Shiva was human in form. He was in fact 'none' other than Brahmn on Earth or what is called Taraka Brahmn.
Seekers began to realize that
If you take this one portion of Swami Parthasarathi's lecture, you will find this is something that is easily understood and appreciated by even a non-religious reader as the points stated above is part of one's way of life.
Brahmn is the composite form of
There are such valuable pieces of information that help in enlarging our knowledge and better understanding of life apart from giving some peace of mind. The Hindu's column is a direct quotation from a religious or spiritual lecture daily but touches upon PUBLIC RELATIONS
35 VOICE July - December, 2011
Parama
Purusha
and
Jaya Row (4-3-2011)
Parama
Prakriti. Even He is the Supreme cognitive principle, and also the supreme operative principle, Shiva
The
be
practiced
essential
calm mind.
diligently
prerequisite
and is
a
Entitled, The Yoga
Meditation, chapter of the Bhagvad, Gita, elucidates meditation as the final gateway to self-realisation. A spiritually evolved person who feels short of realization will either be born in the home of the happy and wealth family or in a family wise yogis. That is the effect of meditation.
Speaking Tree Supplement)
(Sunday
Among the newspapers taken up for study, the ' Speaking Tree' of Times of India's Special supplement on every Sunday holds a key position.
It is
interesting that Times of India comes out as part of its Sunday Magazine an ' eight page supplement devoted to Spirituality under its banner ' the Speaking Tree'. The July 3, 2011, issue has been taken up for analysis which carried as many as 40 items concerning to Spirituality, God, Yoga, Sex, Fear, Love, Smile, Cartoon, Saint etc. All these items reflect values.
gives pain and misery to his
Sacred Space
children with one hand. And with
The Times of India along side the
the other hand he wipes the tears
Spiritual Column ' The Speaking Tree',
from their eyes. Shiva belongs to
carries
one and all.
'SACRED
daily
another
SPACE',
in
column which
quotations from eminent personalities This story was published in the Times
like: M K Gandhi; Chanakya, Sri Guru
of India on the eve of Shivaratri
Granth
Festival.
Vivekananda, Upanishad, Confucius;
:::::
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Sahib,
Einstein,
Swami
Gautama Buddha, etc, are published. For example, Gautama Buddha said ' you yourself as much as anybody in the entire universe, deserve your love and affection. Mahatama Gandhi said ' you never know what results come of your action, but if you do nothing there will be no result'. Albert Einstein' life is like riding bicycle. To keep your balance, you must keep moving; Swami Viveklananda, ' who sees Shiva in the poor in the weak, and in the diseased really worships Shiva; and if he sees Shiva only in the image, his worship
is
but
preliminary'.
Chanakya, ' as gold is tested in four ways' by rubbing, cutting, heating and beating - so a man should be tested by these four things; his renunciation, his conduct, his qualities and his actions. Ramakrishna'
work
apart
from
devotion or love of God is helpless and cannot stand alone. The Dalai Lama 'women have a special capacity to lead us to a more peaceful world with compassion, affection and kindness.
A comparative Study Though the aim of spiritual column both in The Hindu and Times of India is the same that of promotion of spirituality and values among readers, the style, topics and authors differ.
Style If The Hindu ' Religion" covers the topics
based
on
the
religious
discourses delivered by Swamis Seers religious preachers, the 'Speaking Tree' of Times of India takes contributions from famous authors of spirituality. Byline articles are published. Even style of writing differs. The Hindu publishes in a story format where as the Times of India in a feature style. PUBLIC RELATIONS
36 VOICE July - December, 2011
Titles The Hindu covers mostly religious topics based on speeches inculcating
brought out by the Hindu. Times of India as such gives more space, than the Hindu.
morals and values. Titles of the Hindu
Survey
include: Dharma, Virtue in Humility,
Fifty respondents were selected as a
Spirit of Karmayogi. The Times of
sample for the survey. There was not
India's topics are: It's Shivaratri
much response, except some written
Everyday, How To Become Immortal,
statements.
The Glory of Shiva, The Times of
interview method in which I could
India gave more focus on festivals. In
contact 30 respondents mostly public
tune with this policy, Times of India
relations
has published a volume ' 'Celebrating
students Brahmakumaris and a few
the Festivals of India".
journalists.
Books
50 per cent of respondents constituting
If the Hindu brought out a publication 'The Hindu Speaks On Religious Values" covering 500 lectures over a period of 33 years the Times of India has brought out four volumes covering the topics of Speaking Tree. These volumes are of permanent value.
15 said they don't read Spiritual
Authors
Express. Students said they don't read
The contents of The Hindu column are based on discourses delivered by religious preachers while eminent personalities like Shri Shri Ravishankar, Deepak M.Ranade, Oshi are the authors of Times of India column.
Symbols The Times of India carries a picture of Tree to reflect the column's title 'Speaking Tree', there is no such visual in the Hindu.
professionals,
Columns. they
teachers,
Eight persons informed
read
Spiritual
columns
occasionally. Seven respondents in a positive reply said they read spiritual columns in the Hindu, Times of India, Deccan Chronicle and the New Indian spiritual columns, but they go to temples.
Some readers follow only
one newspaper while some others read two or more newspapers.
Greater Self The views of the respondents are summarized as below: 'The Speaking Tree' which gives a comprehensive whole coverage of the chosen topic makes
the
reader
a
complete
personality with all values and divinity. It helps attitudinal changes. Trees give us so many benefits. Their
Space
seeds, leaves, roots and fruits provide
Space in newspapers is sacred. If the Hindu gives two columns size, the Times of India covers in four columns size space including Sacred Space. While the Times of India brings out an eight page Sunday supplement on Spirituality, no such supplement is
:::::
Therefore, I adopted
much sustenance to mankind, just as roots are the foundation of a tree, spirituality is the foundation of mankind Hence, The Speaking Tree may be considered a spiritual reflection of
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
wise thinkers, providing a wealth of information about topics such as Dharma, Festivals, life and stress management, Ahimsa and the importance of the Guru. The Speaking Tree thus, has a great spiritual significance - guiding us; connecting us to some aspect of our life and leading us to realize our greater self. At a time, when values are declining in the society particularly the youth, it is here The Speaking Tree comes to their rescue serving as a mentor. Every reader of 'Speaking Tree' learns that it recommends one to follow the path chosen by those who prefer to do the right things rather than doing things that make them happy, 'Speaking Tree' depicts morals in a special and remarkable way showing wide range of variety events from the scriptures, incidents from the lives of great leaders, expansion of quotable quotes and the like. Spiritual columns are
promoting communal harmony, morals and values. It is necessary that newspapers should devote at least one page everyday for spirituality.
closely associated with the Art of
Preach Values
which
The 'Religion' column in The Hindu is very useful to understand our scriptures, puranas, Vedas which preach values and morals. The way of presentation as narrated in a discourse in story form is liked by the readers. One respondent commented, that a good percentage of readers who cave for exploring truth and God, turn immediately turn on to read the spirituality column of The Hindu before they go to see the other news content. The reader keeps the spiritual content as a record for pursuing and augmenting his spiritual efforts.
Moral Strength Aruna
Ravi
Kumar
Living commented “several spiritual columns in newspapers enlighten the readers on various aspects of life not
only
offer
different
perspectives of looking at a problem, but also provide the reader with moral strength and conviction in a belief.
Conclusion: The Times of India compared to the Hindu gives more space, Sunday supplement, and a variety of topics from different authors. The Hindu is limited to discourses delivered in Chennai only. It is understood that the readership of the 'Speaking Tree' is more than that of the The Hindu. Because, readership is very large, Times of India brings out an eight
who
reads
regularly The Speaking Tree and
page Sunday supplement on every Sunday.
PRSI National Award for SAMVAD PUBLIC RELATIONS Samvad Public Relations Private Limited, a Hyderabad based Public Relations agency has bagged Public Relations Society of India’s National Award 1st place in Event Management Category. Samala Venu, Managing Director will receive this award at the 33rd All India Public Relations Conference being held in Nagpur on 23rd December, 2011, according to Samvad Public Relations.
PUBLIC RELATIONS
37 VOICE July - December, 2011
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
33rd All India PR Conference December 23 - 25, 2011 Theme : The Role of Public Relations in Branding If the First All India PR Conference was held in New Delhi on April 21, 1968, the 33rd conference is being held in the heart of India - Nagpur. Thirty Two All India PR Conferences organised by PRSI have undoubtedly enriched the knowledge of PR professionals on the one side and made a lot of progress in the field of Indian public relations discipline. Further details can be had from : S.P. SINGH Dr. Ajit Pathak, National President Public Relations Society of India, in a statement announced that the 33rd All India Public Relations Conference will be held in Nagpur on December 23-25, 2011. The theme of the conference is “The Role of Public Relations in Branding”. Today’s customer economy calls for customer-to-customer communication built on trust. Brand building and maintaining the brand are yet other important areas of business organisations. Public relations plays a very powerful role in such customer relationship management as well as brand building of both product and corporation.
Chairman, PRSI Nagpur Chapter C/o Western Coalfields Limited, Public Relations Department Civil Lines Nagpur : 440001, Maharashtra Office : 0712-2510677 Mobile :09422803922 Res : 0712-2453008 Fax : 0712-2510677 Email : spsinghngp@yahoo.com
Advanced Workshop on “Public Relations Writing & Media Techniques”-Feb 11, 2012 - Hyderabad Public Relations Society of India, Hyderabad Chapter and R.G Kedia College will organize an Advanced workshop on Public Relations Writing and Media Techniques ( How to Maximise Writing skills) on February 11, 2012 at Conference Hall, R.G Kedia College, Chaderghat, Hyderabad.
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COURSE OBJECTIVES By the end of the workshop, participants will be able to: ◆ Learn about the basic principles of good writing including grammar ◆ Generate information for public relations writing ◆ Write for mass media and new media-press releases, success stories, web content writing ◆ Bring out corporate publications - house journals, newsletter ◆ Know ethical and legal responsibilities of the Public Relations writer COURSE CONTENT ● Guidelines for effective writing - grammar, spelling, punctuation ● How to write a successful press release, e.mail, websites, PUBLIC RELATIONS
38 VOICE July - December, 2011
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Selection, cropping of photos for news release Producing house journals, newsletters, backgrounders, brochures, factsheets, media kits Public Relations Law - Right to Information Act, Copy Right Act Media techniques and Tactics
Every participant will pass through practical exercise in how to write a good media release and how to bring out an effective house journal. Who should Attend ? : Public relations professionals, advertising executives, HR personnel, students of communication, public relations and journalism and all managers involved in public communication Senior Faculty: Eminent PR practitioners, senior journalists and experts in media law will enable the participants to learn more and fine tune the communication skills. Course Fee : Professionals
Rs. 300, Students Rs. 100
Last Date for Registration : 31st January, 2012 Dr. C.V. Narasimha Reddi is the Course Director for this Workshop.
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
Honour for Sangham Radio
T
he
community
experiment
-
radio
Sangham
Radio-, run by a group of
illiterate rural dalit women at Machnoor village, Medak district continues to attract attention and accolades.
the
School
of
Journalism and Communication of University of Queensland, Australia has commended the dalit women for their ‘innovative and practical mode
of
communication
contributing to grass-roots levels sustainable development’. The commendation is part of a global
competition
‘
2011
communication for Social Change Award’, which was conducted by Community service : Deccan Development Society is exclusively run by
University of Queensland.
Dalit women from rural background. the Centre for Communication and Social
Close to 60 competitors drawn from
Change, University of Queensland sent a letter of commendation to them for the
22 countries vied for the top
‘outstanding work’ being done by them.
honours. The
Centre
commends
your
The community radio, which was
contribution to innovative and
set up by Deccan Development
practical communication that has
Society (DDS), is being exclusively
contributed to grassroots - level
run by dalit women from rural
sustainable development,” the letter
background. Commending the work
said.
Social Changesent a letter.
“We
commend
and
the
courage
extraordinary commitment you have
demonstrated
to
communication for social change.
PUBLIC RELATIONS
39 VOICE July - December, 2011
“The poor and marginalised, especially rural dalit women, are excluded by traditional media. The issues that impact their lives are hardly covered by anyone. The Sangham radio is an attempt to give such women a voice and a platform
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Supported by DDS, about 18 women have been creating content for the community radio on a wide range of issues.
by rural women. The Centre for Communication and
to share views,” says Director of DDS, P.V. Sateesh said.
The community radio is billed as the first such initiative in India that is run and managed fully by rural dalit women. (Courtesy : The Hindu)
PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS
PUBLIC RELATIONS
40 VOICE July - December, 2011
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PUBLIC RELATIONS COMMUNICATION IN RELIGIOUS & SPIRITUAL ORGANIZATIONS