g v br g U G vû wi mv m m W fjc g U Bwbwk qwuf (GgAviwWAvB) cªkvkkvj : 2007 wwrvbb : Mvjvg gv dv wkiy, gy`ªy : UªvÝcv i U ISBN:

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3 g v br g U G vû wi mv m m W fjc g U Bwbwk qwuf (GgAviwWAvB) cªkvkkvj : 2007 wwrvbb : Mvjvg gv dv wkiy, gy`ªy : UªvÝcv i U ISBN: evsjv ` k gyw`ªz g v br g U G vû wi mv m m W fjc g U Bwbwk qwuf (GgAviwWAvB) 2/9, m vi ˆmq` ivw (4_ Zjv), e K-G, gvnv `cyi, XvKv-1207 dvb : , B- gbj : bmrdi@yahoo.com, mrdi@citech.net

4 gyleü Rbms hvmkgx iv hv Z MYgva gi mv _ AwaK Kvh Kifv e Zuv `i ` Zv I hvm Zv K Kv R jvmv Z cv ib, mb D Ïk K mvg b i L g v br g U G vû wi mv m m W fjc g U Bwbwk qwuf (GgAviwWAvB), gvby li Rb dvd Ûk bi mnvqzvq GB n vûeykwu ˆZwi K i Q Rbms hvm m ú K ez gvb we k cöpwjz aviyv Ges MYgva gi mv _ m úk ˆZwi I cwipvjbvi cö qvrbxq KŠkjmg~n Rbms hvmkgx `i ˆ`bw `b Kg KvÊ cwipvjbvi Î mnvqzv Ki e GB n vûeykwu Z Rbms hvmkgx `i ckvmz Pvwn`v Ges mv cöwzkkv ji MYgva g I Rbms hvm wel q AwfÁZvm úbœ cöwzôv bi gzvgz cöwzdwjz n q Q GB n vûey K ewy Z Rbms hvm m úwk Z wewfbœ wb ` kbv I KŠkj ev wek A _ B hw` Rbms hvmkgx `i KŠkjMZ Pvwn`v K c~iy Ki Z cv i, Z eb GgAviwWAvB I gvby li Rb Gi hš_ cöqvm mdj I mv_ K n e

5 m~wpcî m~pbv /1 Rbms hvm : aviyv I cwikíbv /2 Rbms hvm Ávb /2 Rbms hv Mi msáv /2 Rbms hvm g W ji ` wófw½ /3 Rbms hvm Ges weávcb /4 Rbms hvm Ges wecyb /5 Rbms hvm cwikíbv /6 mdj Rbms hvm cwikíbv /6 Rbms hv Mi Rb mymsmwvz niqv /8 Rbms hv Mi Pvwn`v wbiƒcy /9 Rbms hv Mi j /10 Rbms hvm j wba viy /10 gšwjk Rbms hvm Kvh µg /10 msev`/ cöm weáwß /11 Kvh Ki msev` weáwß /11 msev` weáwßi gšwjk Dcv`vb /13 msev` weáwßi Ab vb Dcv`vb /14 msev` weáwßi DrKl mvab /15 msev` weáwßi mvaviy fyjåvwš /15 msev` weáwßi g~j vqb /17 weáwßi KvVv gv /18

6 cöwzôv bi hme Kvh µg I aviyv msev` n Z cv i /23 Avcbvi cöwzôv b Kvb welq jv msev` hvm /25 Kvb wel qi msev` Dc hvwmzv cix v /25 Avcbvi Lei ev wbeüwui Rb mwvk MYgva g /26 cöm weªwds/msev` m jb /27 Rbms hv M KiYxq I er bxq /29 MYgva gi m ½ Kvh Ki m úk ˆZwi /30 Rbms hv Mi Rb mswk ó DcKiY /31 Rbms hvm welqk dvbj ˆZwi I i Yv e Y /32 An A to Z of Promotional Opportunity /33 MYgva g wel q aviyv jvf Ges Rbms hvm Kvh µg /19 MYgva gi m ½ hvmv hvm vcb /19 MYgva gi ZvwjKv cöyqb /20 MYgva g welqk Z_ msmön /20 msev` gy`ªy /21 Z_ m~î /44 µvbwmm KwgDwb Kkb /35 µvbwmm KwgDwb Kk bi me P q i Z c~y `kwu weavb /36 MYgva gi m ½ hvmv hvm Ges cöwz e` Ki m ½ m úk Dbœq bi wkqz KŠkj /37 mv vzkvikvjxb : MYgva g Avcbvi cöwzôv bi cöpvi wbwðz Ges SzuwK n«vm Ki b /39 MYgva gi wbqgkvbyb /40 cwiwkó : 1 msev` weáwßi wk qv iý dig /45 cwiwkó : 2 wgwwqv wb ` wkkv /46

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8 Rbms hvm : aviyv I cwikíbv Rbms hv Mi aviyv/msáv `ytlrbk n ji mz h A bk cöwzôvbb Rbms hvm m ú K fyj aviyv cvly K i _v K GgbwK Rbms hv Mi m ½ hviv wkqzuv cwiwpz ZvivI Rbms hvm Kej MYgva gi m ½ hvmv hvm e j fyj K i _v Kb d j Rbms hv Mi cwiwa n q hv Q mxwgz, Gi f~wgkv I m vebv _vk Q D cw Z Ges Gi Kg KvÊ fyjfv e Dc vwcz n Q ewkifvm cöwzôv bi e e vcbv ZB Rbms hvm K h_vh_ vb `qv nq bv bxwzmsµvš wel q cövqb Rbms hvm Kg xi Kv bv f~wgkv ivlvi my hvm _v K bv, Zv K ïay KZ c i B Qvbyhvqx KvR Ki Z nq Rbms hvm Kg xi `vwqz ïay cöpvicöpviyvg~jk Kg Kv Êi g a B mxgve ivlv DwPZ bq Rbms hvm GKwU AZ š we klvwqz KvR Ges wb Ri KvR myôz I ` fv e m úbœ Kivi Rb GKRb Rbms hvm Kg xi Aek B cö qvrbxq Ávb I cöwk Y _vk Z n e Rbms hv Mi msávqb gvby li m ½ mšnv` c~y m úk ivlv (nvqvu, 1964) Getting along with people. (Hyatt, 1964) Rbms hvm n Q cvi úwik myweav AR bi j m úk cöwzôvi Rb hvmv hvm e e vcbv (KvUwjc, m Uvi I eª g, 1994) PR is the management of communication (Grunig and Hunt, 1984) to build a mutually beneficial, reciprocal relationships. (Cutlip, Center, & Broom, 1994) GKwU cöwzôv bi mybvg I Gi Afxó Rb Mvôxi m ½ cvi úwik mg SvZv cöwzôv I msi Yi j cwikwíz I UKmB cöqvm (Bbw wudu Ae wcavi, BD K) "the planned and sustainable effort to establish and maintain goodwill and mutual understanding between an organisation and its public". (Institute of PR, UK) 2 Rbms hvm n vûeyk

9 cöwzôvb KZ K hvmv hvm e e vcbv, we klz hvmv hvm we kl Ái gva g cöwzôv bi Rb hvmv hvm e e vcbv (MÖ wbm, 1992) Communication management by an organisation, especially as communication managed for the organisation by communication specialists. (Grunig, 1992) GK A _ Rbms hvm n jv cöwzôvb I Gi Afxó Rb Mvôxi g a hvmv hvm e e vcbv (MÖ wbm G vû nv U, 1984) In one-way or another, PR is the "management of communication between an organisation and its publics" (Grunig and Hunt, 1984) wer bm wjuv ipv i Rbms hv Mi (g W ji) ` wófw½ (MÖ wbm I nv U 1984) dvi cvewjk wi jký g W ji ˆewkó Characteristic Press Agentry/ Publicity Public Information Purpose Propaganda Dissemination of information Two-way Asymmetric Scientific persuasion Two-way Symmetric Mutual understanding Nature of Communication Communication Model Nature of Research Where Practised Today Estimated Percentage of Organisations Practised Today One-way; complete truth not essential Source Receiver Little; "counting house" Sports, theatre, product promotion One-way; truth important Source Receiver Little; readability, readership Government, non-profit associations, business Two-way; imbalance effects Source feedback Formative; evaluative of attitudes Competitive business; agencies Two-way; balanced effects Rec. Group feedback Group Formative; evaluative of understanding Regulated business; agencies 15% 50% 20% 15% Rbms hvm n vûeyk 3

10 MÖ wbm I nv U (1984) Pvi cökvi Rbms hvm ey bv Ki Z Ô dvi cvewjk wi jký g WjÕ bv g GKwU g Wj ˆZwi K i Qb Zuviv `vwe K ib, hym hym a i GB Pvi ai bi Rbms hvmb `Lv M Q Rbms hvm PP vq wewfbœ avivi cv_ K evsv Z Ges mb cv_ K K PviwU ch v q bvwg q Avb Z jlkøq G g Wj e envi K i Qb wewfbœ Rbms hvm I K cv iu wjuv ipvi Abyhvqx Kvh Ki Rbms hvm GKwU cöwzôvb K AwaK mdj K i Zzj Z cv i mrb Gi MVb I cwipvjbvq n Z n e KŠkjx Ges cöwzôv bi KŠkjMZ D Ï k i mv _ mvgäm c~y GB Rbms hvm mme Afxó Rb Mvôx (Af š ixy I evwn K) Ges Askx`vi `i m ½ m úk mh Zœ jvjb K i-hviv cöwzôv bi Rb my hvm I ûgwki me P q eo Drm PgrKvi Kvh Ki Rbms hvm wbf i K i cöwzôvb I Gi Kg x `i g a wøgylx fvimvg c~y hvmv hv Mi Ici cöwzôvb hv Pvq Zv Kg x `i Rvbv bv ev wek vm Kiv Z cöfvwez Kivi Rb GKgyLx hvmv hvm e envi Kiv h _ó bq Kvh Ki niqvi Rb cöwzôvb K Rbms hv Mi wøgylx fvimvg c~y g Wj MÖnY Ki Z n e GB g W j cöwzôvb I Gi Afxó Rb Mvôxi g a Aeva I mgvb Z_ cöev ni K_v ejv nq GwU n j cvi úwik mg SvZv m wó nq Gi d j cöwzôvb ev Gi myweav fvmx `i h KD Zv `i Ae vb cwiez bi Rb cöfvwez n Z cv i Rbms hvm I weávcb G `ywu cwifvlv mn RB weåvwš i m wó Ki Z cv i Z e Giv GKB A_ enb K i bv cöwzôv bi D Ïk AR bi Rb weávc bi cöv_wgk j n jv m PZbZv e w ev gvbyl K cöfvwez Kiv Ab w` K Rbms hvm wbwðzfv eb wkqy Kvh µg K DrmvwnZ K i Ges Gi cöv_wgk D Ïk n jv Z_ wewbgq K i cvi úwik mg SvZv cöwzôv weávc bi evz v Avcbvi wb Ri wbqš Y _v K AvcwbB wm vš wbb-kx ej Z n e, KZUzKz ej Z n e Ges KLb Zv ej Z n e wkš Rbms hv Mi d j h msev` cöpvi 4 Rbms hvm n vûeyk

11 nq Zv wbf i K i Avcbvi wbqš Yewnf ~Z wel qi Ici weávcb hvi Rb Avcwb cqmv LiP K i Qb Zv Avcbv K Avcbvi cöpviyvi wbðqzv `q A_P Lye fv jv Rbms hvm Kiv m Ë I msev` cöpv ii wbðqzv bvi wgj Z cv i BwZevPK Rbms hvm mybvg (goodwill) ˆZwi K i weávcb ` k gvbzv ˆZwi K i, wkš GUv mybvg ˆZwi bvi Ki Z cv i Rbms hvm I wecyb Rbms hvm, wecyb Ges weávcb n jv ci ú ii Dcv`vb Avi G Kvi YB G cwifvlv jv mn RB weåvwš i m wó K i wecyb n jv Ggb GKwU cöwµqv hvi gva g Kv bv cöwzôvb Zv `i cy ev mev wbw` ó RbM Yi Kv Q cuš Q `q wecyb Kvh µg avivevwnkfv e Ggb wkqy wbw` ó cöwµqv K i Z `q-hvi gva g Kv bv cöwzôvb hvmv hvm Ki Z Pvq Avi GB cöwµqv K Bs iwr Z ejv nq Ô4 wcõ (Product, Place, Price & Promotion) cy (product) vb (place) g~j (price) - cö vebv - hlv b Avcwb Avcbvi cö vwez cy Dc vcb/weziy Ki eb - Avcbvi cö vebvi wecix Z Avcwb Kx cöz vkv K ib cömvi (promotion) - Avcwb wkfv e MÖvnK `i Avcbvi cö vwez cy m ú K ej eb Rbms hvm n vûeyk 5

12 Rbms hvm cwikíbv msmv bi Kg Kv Ê mivmwi RwoZ Kgx /m`m `i m ½ Av jvpbv K i Rbms hv Mi cöavb evz vmg~n ˆZwi Ki b mdj Rbms hvm cwikíbvq mvzwu gšwjk avc i q Q m jv n Q : 1. Rbms hvm Kg m~wpi D Ïk wba viy Ki b D Ïk wba vi Yi fv jv Dcvq n Q Av jvpbv Kiv G Z Avcbvi cl `i m`m `i Aš f y³ Kivi K_v f e `Lyb Av jvpbvi gva g Rbms hv Mi D Ïk wba vwiz n e Ges Av jvpbvq mk j gz ` eb ewkifvm cöwzôv b wzbwu cöwzwôz D Ïk _v K : K. cöwzôv bi KvR I Ae`vb m ú K cöpvi Kiv (Avcbvi cy / mevi i Z ) L. AvR Ki wek vwqz mgv R Avcbvi cöwzôv bi fveg~wz Rvi`vi Kiv M. cöwzôv bi m vb e w Kiv 2. Afxó Rb Mvôx wba viy Kvi Kv Q Avcwb Avcbvi evz v cušqv Z Pvb? G cö kœi Rev e wfbœ wfbœ e³e I cöwzwµqv Avm e Z e mvaviyz mswk ó Rb Mvôx/ K nvìvi, mswk ó wel q we klá, mswk ó ckvi msmvb I MYgva g K G ZvwjKvq Aš fy ³ Ki Z n e 3. evz v wba viy Avcbvi evz v Kx? kövzv-`k Ki KvQ _ K Avcwb Kx c Z Pvb? G ÎI cöwzwµqv n e wfbœ wfbœ h Kv bv Rbms hvm cwikíbvq GKvwaK i Z c~y g~j evz v (key messages) _vk Z n e 6 Rbms hvm n vûeyk

13 4. KŠkj wba viy Avcbvi cwikíbvi i Z c~y Dcv`vb n Q KŠkj Afxó Rb Mvôxi Kv Q wm q Avcbvi evz v cuš Q `Iqvi cvkvcvwk Avcbvi Rbms hvm cwikíbvi wfwë ˆZwi Z KŠkj jvm e KŠk ji GKwU msw ß ZvwjKvq wb æv³ welq _vk Z cv i : K. avivevwnkfv e Rbms hvm DcKiY ˆZwi L. evz v cvvv Z e vckfv e MYgva g e envi Kiv M. Avcbvi ms v K gy³ cöwzôvb (open organization) wn m e M o Zvjv N. MYgva gi m ½ hvmv hvm vcb I cöwzwbqz G hvmv hvm e w i Póv K i hviqv O. MYgva gi Rb Avcbvi cöwzôvb K Z _ i miv Drm (Avcbvi Î/MÖnY hvm Zv ˆZwi Z) wn m e ˆZwi Ki Z KvR Kiv P. Avcbvi cöavb wbe vnx Kg KZ v (wmbi)/wbe vnx cwipvjk K cöwzôv bi gylcvî wnmv e M o Zzj Z KvR Kiv Q. Ab Kg x `i m ½ mgš^q mvab Kiv Lye cö qvrb 5. j wba viy Avcwb Kx Ki Z Pvb? j wbav i Yi Î wewfbœ aviyv _vk Z cv i : K. Avcbvi cöwzôv bi ` k gvbzv evov bv L. cöwzôv bi Kg m~wp I mev Kvh Kifv e evov bv M. cöwzôv bi fveg~wz DbœZ Kiv N. Avcbvi cöwzôv bi Rbms hv Mi cö qvrb guv bv cq ` Avcbvi Avcwb hz ewk Lywk j wba viy Ki Z cv ib GKwU ` j KvR Pvwj q hviqvi Î Avcbvi g~j welq n Q Drmvn a i ivlv AwZ D P j gvîvi Kvi Y A bk mgq m vebvgq GKwU `ji e _ n Z cv i 6. mwvk jvkrb I Ab vb mgqm~wpi m ½ mgš^q Rbms hvm Kg KZ v wn m e Avcbvi Kv R mdj n Z n j Avcbvi cöwzôv b Kx NU Q Zv Aek B Rvb Z n e Rbms hvm n vûeyk 7

14 msmv bi bz Z K Aek B Rbms hvm Kg Kv Ê cöwzkö wze _vk Z n e Ges Rbms hv Mi wbqgvejx Aek B msmv b cöwzôv Ki Z n e GKRb Rbms hvm Kgx i Aek B hvmv hvm ` Zv I Drmvn- DÏxcbv (enthusiasm) _vk Z n e mdj niqvi Î Rbms hvm Kg KZ vi cöavb `vwqz n Q hvmv hvm Kiv cökœ Kiv Avcbv K Aek B Kx NU Q ev NU Z hv Q, Kx cwikíbv n Q Zv cöwzwbqz Rvbvi Póv Ki Z n e Avcbv K Aek B Kv Ri cö qvrbxq Z_ msmö ni Rb wek vm hvm Zv AR b Ki Z n e 7. wjwlz cwikíbv I mgqm~wp ˆZwi mgqmxgv wba viymn GKwU wjwlz cwikíbv _vk Z n e evwl K cwikíbv Kiv me P q fv jv Z e Avcbvi cö vc U hwu me P q Kvh Ki n e muvb Ki b Rbms hv Mi Rb mymsmwvz niqv 1. Rbms hvm Kvh µg ˆZwi I mgš^ qi Rb GKwU Rbms hvm KwgwU MVb Ki b ewkifvm ms vqb wba vwiz Kv bv Rbms hvm Kg KZ v bb Rbms hvm Kvh µ g e e vcbvi Ea ŸZb Kg KZ vmn ek K qkrb Kg x mswk ó _vkv memgqb fv jv 2. Avcbvi D Ï k i GKwU Lmov weeiy ˆZwi Ki b 3. D Ï k i weeiyx Z ms vi cwipvjbv cl `i AbygwZ _vk Z n e cl ` Aek B Rbms hvm Kvh µg wel q GKgZ n e Ges KwgwUi KvR K mg_ b Ki e 8 Rbms hvm n vûeyk

15 4. Rbms hvm Kvh µ g mnvqzvi Rb cl ` K Aek B A_ eivï w` Z n e 5. KwgwU ev Rbms hvm Kg KZ v Rbms hvm Kvh µ gi Rb aviyv I civgk P q cl ` I m`m `i Kv Q Aby iva Rvbv Z cv i 6. Rbms hvm el cwä ˆZwi Ki Z n e 7. AwfÁZv _ K wk v biqvi Rb AZx Zi Rbms hvm Kvh µg g~j vqb K i biqv fv jv mn hvmx Ab vb m~î _ K mvnvh wbb mswk ó cöwzôv bi m ½ hvmv hvm Ki b 8. Rbms hv Mi bw_ msi Y Ki b PKwj 1 Rbms hv Mi Pvwn`v wbiƒcy 1. wjwlzfv e ms vi D Ïk 2. Rbms hvm Kvh µ gi D Ïk 3. Rbms hv Mi D Ïk Ges cwipvjbv cl `i mnvqzv m úwk Z mg SvZv 4. hvmv hv M ` I Drmvnx Rbms hvmkgx 5. A_ vqb 6. cwikíbv I mgš^q PKwj 2 Rbms hv Mi j ms v f ` Rbms hv Mi j wfbœ n q _v K mvaviyz Avcbvi j n Z cv i : 1. Avcbvi cöwzôv bi c mg_ b e w 2. Avcbvi cöwzôv bi cwiwpwz (visibility) e w 3. Avcbvi cöwzôv bi mieivnk Z/Drcvw`Z we kl cy / mevi cöwz AvMÖn e w 4. Avcbvi j -D Ïk I cöwzôvb m ú K Afxó Rb Mvôxi aviyv e w 5. Ave bq, gy³ cöwzôvb wn m e cöwzôv bi fveg~wz ˆZwi Kiv 6. Avw_ K mnvqzv e w ev kqvi Askx`vi `i KvQ _ K m ú` msmön Kiv 7. cy / mevi wewµ evov bv Rbms hvm n vûeyk 9

16 PKwj 3 Rbms hvm j wba viy GB PKwj d UvKwc K i m jv Avcbvi Rbms hvm KwgwU, mnkg xi m`m ev cwipvjbv cl `i m`m `i c~iy Ki Z w`b mb djvdj we k ly K i Avcbvi Rbms hv Mi gšwjk j I aviyv wba viy Ki Z cvi eb PKwj 4 gšwjk Rbms hvm Kvh µg 1. j : Avcwb Kx Ki Z Pvb? 2. j gvîv : Avcwb Kvi Kv Q h Z Pvb? 3. Ae vb : Avcwb Kx ikg fveg~wz /Ae vb AR b Ki Z Pvb? 4. KŠkj : Avcwb Kxfv e Avcbvi Afxó Rb Mvôx K Rvbv Z Pvb? 5. Kg cwikíbv : Avcwb Kxfv e Avcbvi KŠkj ev evqb K ib? 6. djvdj : Avcwb wk mdj n q Qb? 7. g~j vqb : Kx N UwQj? fwel Z Avcwb Kxfv e DbœwZ Ki Z cv ib? 10 Rbms hvm n vûeyk

17 msev`/ cöm weáwß Kvh Ki msev` weáwß msev` weáwß Z wkqy mwz Kvi msev` _vk Z n e weáwßwu n e msw ß, úó, cök Z NUbv, h_vh_, cy ivcywi ï evbv bi I cwi Qbœ Gi cö_g Aby Q ` K, Kx, Kv_vq, KLb I Kb-Gi DËi _vk e Ges i Z i µg Abyhvqx Z_ mvrv bv _vk e hvmv hv Mi Rb bvg, Uwj dvb b ^i I weáwß cvvv bvi ZvwiL úófv e jlv _vk Z n e `yb c ôvi g a weáwß mxgve ivl Z n e msev`wu Z hw` ewk Z_ _v K Z e evowz Z_ mshyw³ wn m e (NUbvi ey bv, Rxebx ev eªwkqvi) `Iqv h Z cv i Rbms hv Mi i Z c~y DcKiY n ji msev` weáwß A bk DcKi Yi GKwU ewnwe k Avcbvi Ômsev`Õ I Z_ cvvv Z mvaviyz GwU cöv_wgk Dcvq msev` weáwß Z D wz GKwU i Z c~y welq Avcbvi ms vi cöavb ev NvwlZ Kg m~wpi Rb `vwqz cövß e w³i D wz `Iqv me P q fv jv D wz NUbveûj ey bvq Q` Av b, A_ dzwu q Zv j Ges msev` Kvwnbx K wek vm hvm K i hvi d j msev` Kvwnbx Avi KwVb jv M bv gzvgz ev Kv bv Ae vb ey bv K i Ggb D wz e envi Kiv köq msev` weáwßwu cök Z NUbvm ú ³ n Z n e Avcbvi msev` weáwßwu hw` mgqg Zv cušqv bv nq Ges msev` hvm Z_ _v K, hwu e vck nv i m úv`bvi cö qvrb n e bv, Zvn j mwu Qvcv bv/cöpvi n e Avcbvi cöwzôvb K AwZgvÎvq wecyb Ki eb bv wb Ri cöwzôv bi AR bi `vw KZv _ K weiz _vkzb Rbms hvm n vûeyk 11

18 ms c wjlyb m úv`k ev cöwz e` Ki hw` evowz Z _ i `ikvi nq, Z e wzwbb Avcbv K Uwj dvb Ki eb D ëv wcivwgw KvVv gv Z msev` wjlyb Kbbv mnm úv` Kiv msev` Kvwnbxi k li w`k K U ev` w` Z cv ib G KvVv gv Z me P q i Z c~y Z_ cö_g Aby Q ` _v K Ges i Z i µg Abyqvqx Ab Z_ c ii Aby Q` jv Z _v K Kv bv m úv`k K hb i Z c~y Ask Luy R ei Ki Z bv nq me mgq K, Kx, Kv_vq, Kb, KLb I Kxfv e Zv ejyb wel qi e` j cök Z NUbv Zz j ai b KŠkjx mnm úv`k cöwzw`b gzvgz, bvukxq, bzzb, AZ vaywbk DbœZ msev` Kvwnbx ` L _v Kb NUbvwU úó I mnrfv e Zz j ai b Ges mnm úv`k K KvbwU i Z c~y Zv eys Z w`b h_vh_ msev` we epbv Kiv m úv`k `i Ab Zg KvR cöz Dw³ e envi Ki b A_ vr welq-wµqv GB KvVv gv Ges mnr fvlv e envi Ki b mij evk (cvb hvm ev K M o 17 kã _v K) wjlyb cöwz Aby Q ` `yb ev wzbwu evk _vk e msev` weáwßwu Z hvmv hv Mi Rb bvg I Uwj dvb b ^i úófv e wj L w`b G Z D j L Ki Z nq h, ÔRi wi cökv ki Rb Õ m úv` Ki KvR K hzuv m e mnr K i w`b ch vß jvbb e eavb (Wvej úm) ivlyb-hv Z mnr I úófv e m úv`bv Ki Z cv ib GKB Kvi Y PIov duvkv RvqMv (gvwr b) ivlyb m e n j Qwe w` q w`b QwewU hw` KL bv cökvwkz bvi nq ZviciI Kbbv GKwU fv jv Qwe m úv` Ki Uwe ji nvrv iv msev `i wf o Avcbvi msev` weáwß K mvgvb n ji ` wó MvPi K i weáwßi m ½ Qwe ev Ab vb wpî Ry o w` j weáwßwui Dc ii w` K ÔQwemnÕ ev ÔwPÎmnÕ wj L w`b cöwzwu Qwei cq b UvBc Kiv wk ivbvg jvwm q w`b welqe, msev` weáwßi 12 Rbms hvm n vûeyk

19 wk ivbvg I Avcbvi Kv úvwbi bvg wj L w`b weáwß _ K KL bv hw` QwewU Avjv`v n q hvq wk ivbv gi Kvi Y mwu Zvi Avcb-wVKvbv wd i cv e Qwe Zvjv e qeûj niqvi Kvi Y KL bv nq Zv msev` weáwßi m ½ `Iqv bvi m e n Z cv i wbr ^ Av jvkwpîx Qwe bv Zvjvq wkqy cwîkv KL bvb Qwe e envi K i bv Ab iv Avevi AvKl Yxq, m wókxj ` k i QwewU K ^vmz Rvbv e Z e QvULv Uv, mvßvwnk cwîkvq ewkifvm Qwe cvvv bv DrK ó msev` weáwß Z me mgq D j L K i w`b h Qwe cviqv hv e msev` weáwß wezi Y GKwU gvbm Z ZvwjKv ˆZwi Ki b ZvwjKvq h_vh_ vbxq cwîkv (ˆ`wbK I mvßvwnk), ezvi I Uwjwfkb K `Ö, K vej msev` K `Ö, evwyr cökvkbv I e emv msµvš cökvkbv K Aš fy ³ Ki b cövc Ki `ywu ZvwjKv Ki b GKwU eo I Ab wu mvaviy ZvwjKv hv `i m ½ e w³mzfv e hvmv hvm Ki eb mb i Z c~y MYgva g jv mzk Zvi m ½ wvk Ki b cöwz e` Ki Kv Q hw` Avcwb B j±ªwbk Dcv q msev` weáwß cvvv Z Pvb Zvn j cö_ g wzwb Kvb di g U c Z Pvb Zv wr Ám K i GKwU B- gbj Ki b wkqy cöwz e`k GL bv nv Z wj L _v Kb `ª Z wezi Yi cö qvrb n j msev` weáwß d v cvvv bv DwPZ Kbbv mgqg Zv m jv cušqv Z n e Z e Ggb hb bv nq Avcwb m jv mgqg Zv ˆZwi Ki Z bv cvivi Kvi Y GwU Ki eb msev` weáwßi gšwjk Dcv`vb fv jvfv e ˆZwi Kiv I úófv e jlv msev` weáwß `ywu mvaviy As k wef³ : m~pbv I fz ii Ask 1. m~pbv : cö_g ev m~pbv Aby Q` n e msw ß Z e gšwjk me Z_ _vk e : K, Kx, Kv_vq, Kb, KLb I Kxfv e m~pbvq Gme cö kœi DËi `Iqv i Z c~y Avcbvi msev` weáwßi welqe m ú K aviyv bb Ggb GKRb wbe vwpz cvvk K w` q msev` weáwßwu covb Avcbvi wbe vwpz cvvk `i Kv Q Zv A_ en bv n j m ez Zv m úv` Ki Kv QI A_ en n e bv Rbms hvm n vûeyk 13

20 2. fz ii Ask : msev` weáwßi fz ii Ask ev g~j As k msev` ev NUbvi i Z Abymv i c~y Z_ `Iqv _v K weáwßi wøzxq Aby Q ` Kb NUbv N U Q Zvi we vwiz ejv _v K ZvQvov G As k úýi ev Afxó Rb Mvôx m úwk Z we kl Z_ `Iqv _v K 5Ws & 1H K, Kx, Kv_vq, KLb, Kb Ges Kxfv e Avcbvi gvv ch v qi (hw` _v K) Kg KZ vi D wz wøzxq ev Z Zxq Aby Q` K AvKlY xq K i Zzj Z Ges msev `i vb wvk Ki Z mvnvh Ki Z cv i D wz jlvi Î gzvgz Av Q Ggb welq e Q biqv DwPZ weáwß Z cök Z NUbv Zz j ai b Avcbvi msev` weáwßi Rb GKwU AvKl Yxq wk ivbvg wjl Z fyj eb bv msev` weáwßi k l Avcbvi ms v m úwk Z mvaviy weeiy hy³ Ki Z n e-hv Z weáwßi c~y Z_ `Iqv _vk e msev` weáwßi Ab vb Dcv`vb K. weáwßi ZvwiL L. hvmv hvmkvixi bvg I Uwj dvb b ^i M. eo nv Zi A i Gwo q Pjyb i Z Av iv ci Rb wb P `vm w` q w`b N. h_vh_ e w³i Kv Q cvvv bvi welqwu wbwðz Ki b 14 Rbms hvm n vûeyk

21 O. AviI jlv _vk j c ôvi wb Pi w` K ÒAci c ôvq `ªóe Ó wjlyb Ges jlv kl n j ÔmgvßÕ ev ### wpý w`b P. evbvb fzj Gwo q Pjyb ; cö d ` L wbb Q. weáwß Z ZvwiL, mgq, vb I hvmv hvmkvixi bvg I Uwj dvb b ^i úófv e Av Q wkbv wbwðz Ki b R. GK ev `yb c ôvi g a mxgve i LB weáwßwui `yb jvb bi g a wø Y e eavb (Wvej úm) RvqMv ivlyb S. cwi Qbœ, fv jvfv e Qvcv ev d UvKwc Kiv weáwß cvvvb T. cö_g cv bb weáwßwu evsv hviqvi welqwu wbwðz Ki b U. m~pbvq 5 Ws & 1H-Gi DËi `Iqv n q Q wkbv wbwðz Ki b V. `y e va ev msw ß kã Gwo q Pjyb W. mnvqk Z_ w`b (eª wkqvi, BZ vw`) X. D wz e envi Ki b msev` weáwßi DrKl mvab msev` weáwßi Dbœq b GLv b ek wkqy civgk `Iqv Av Q 1. jl Ki m ½ e w³mzfv e K_v e j _vk j nv Z jlv Z_ mshy³ Ki b 2. weáwßi Z_ ms vi wbr ^ c v W wjlyb ev msev` weáwßi Rb wba vwiz KvMR e envi Ki b 3. msev` Kvwnbx Z vbxq ` wófw½ Av Q m e vcv i wbwðz nvb 4. cö_ g cy iv kã e envi Ki b c i ms c hgb-k cv iu mvk vj imcbwmwewjwu (wmgmavi) 5. Ø _ evak ev `y e va kã e envi Gwo q Pjyb 6. e w³welqk Av jvpbv ev D wz e envi Ki Z e w³i bvg D j L Ki b I wk ivbvg w`b 7. a i wbb, welq m ú K cvvk wkqyb Rv b bv G m vebvb ewk 8. cöz Dw³ Z wjlyb 9. Z _ i Drm D j L Ki b msev` weáwßi mvaviy fyj-åvwš i Z c~y Z _ i Abycw wz : msev` weáwß Z AcÖ qvrbxq A bk Z_ _v K, A_P cövqb g~j Z_ _v K Kg ev G Kev ib _v K bv Rbms hvm n vûeyk 15

22 wk ivbvg bv _vkv : wk ivbvg QvovB weáwß cvvv bv nq fv jv GKwU wk ivbvg MUwKcvi `i `ª ZZvi m ½ msev` weáwßi g~j welqwu eys Z mnvqzv Ki Z cv i Bs iwri AcÖ qvrbxq e envi : evsjvq jlv msev` weáwß Z cövqb hîzî Bs iwr kã ev c` e envi Kiv nq D`vniY ^iƒc-e e vcbv cwipvj Ki j Ôg v bwrs ww i±iõ fyyj v b c`we emv bv : evsjvq jlv msev` weáwß Z e w³i c`we I Zvi Kv úvwbi bvg cövqb Zvi bv gi c i jlv nq, hv mgm vi m wó K i `wi Z weáwß cöiy : AwaKvsk Î w` bi KvR hlb cövq kl mb gyn~ Z weáwßwu cwîkv Kvh vj q G m cuš Q Kv bv Kv bv Î c ii w`bi Av m `xn msev` weáwß : ewkifvm msev` weáwß cö qvr bi Zzjbvq A bk eo mnm úv` Ki c Gi ga _ K msev` hvm Z_ Lyu R ei Kiv KwVb n q c o Ges GKB m ½ A bk mgq e q nq Abychy³ jvbb úm I d U mvbr : ewkifvm weáwß Z jvbb e eavb (jvbb úm) ch vß bq Ges e Y i AvKvi (d U mvbr) QvU G Kvi Y m úv`bvi Î MUwKcvi `i mgm v nq Abychy³ fvlv : evsjv cwîkvq Bs iwr Z jlv msev` weáwß Ges Bs iwr cwîkvq evsjvq jlv weáwß bv cvvv bvb fv jv d Uv K vckb bv _vkv : msev` weáwßi m ½ cvvv bv Qwe Z cövqb K vckb _v K bv Avevi _vk ji g~j K_v _v K bv Abychy³ KvVv gv : msev` weáwßi KvVv gv KL bv KL bv m úv`bvq mgm vi m wó K i ewkifvm i Z c~y Z_ weáwßi gvsvgvws ev klw` K `Iqv nq c`wei e envi : e w³i bvg I c` úófv e jlv _v K bv ZvwiL I mgq bv _vkv : KL bv KL bv NUbvi mgq I ZvwiL D j L _v K bv 16 Rbms hvm n vûeyk

23 msev` weáwßi g~j vqb 1. m~pbvq wk g bv hvm AvK ó nq? 2. msev`wu covi mgq Gi welq wb q Avcwb wk h _ó AvMÖn eva K ib? 3. welq ev msev`wu Kb i Z c~y Zv wk úó? 4. ms v m ú K Avcbvi Kx aviyv ˆZwi n q Q? 5. welqwu wk úófv e e vl v Kiv n q Q? 6. evk jv wk QvU I evamg? Aby Q` jv K wk AvZœ Kivi g Zv Z_ web vm Kiv Av Q? 7. msev` Kvwnbx Z wk avivevwnkzv Av Q? Avi Zv wk hšw³kfv e Kiv n q Q? 8. msev`wu Z wk cö qvrbxq Z_ `Iqv n q Q? Gi mydj jv wk úófv e e vl v Kiv n q Q? 9. e vkiymz fzj ev evbvb fzj Av Q wk? 10. cvvk K AvK ó Ki Z wk Dc-wk ivbvg e envi Kiv n q Q? 11. KvD K AvnZ K i Ggb fvlv ev AK_ fvlv Gov bv n q Q wk? AwZ cöpwjz m v MZvbyMwZK kã/c` Gov bv n q Q wk? 12. Ø _ K kã wpwýz Kiv n q Q? `y e va kã Gov bv n q Q wk? 13. AvKl Yxq wk ivbvg e envi Kiv n q Q wk? 14. NUbv I ÁvZ Drm wk D wz I ey bvi mv _ mvgäm c~y? 15. cö qvrbxq ZvwiL I MÖš cwä wk úó? Rbms hvm n vûeyk 17

24 PKwj 5 msev` weáwßi KvVv gv 1. cv k ch vß duvkv RvqMv i L `yb jvb bi g a wø Y jvbb e eavb (Wvej úm) msewjz weáwß 2. c ôv b ^i 3. GK jvb b wk ivbvg Ki b 4. cv`uxkv e envi Gwo q Pjyb 5. wøavø Ø Gov Z Aby Q` ïi Ki b GKUz fzi _ K ( úm w` q) 6. fv jv weáwßi Rb Avcbvi ^vz x dzwu q Zzj Z mv`v KvMR e envi Ki b 7. weáwß Z nv Z evbvb ï Ki eb bv NlvgvRv bv K i weáwß w`b 8. weáwß f ½ wjl Z n j Ges g bv hvm AvK ó Ki Z Dc-wk ivbvg w`b 9. QvU QvU evk e envi Ki b 10. hvmv hvmkvixi c`we I Uwj dvb b ^i Zvr wykfv e cviqvi welqwu wbwðz Ki b 18 Rbms hvm n vûeyk

25 MYgva g Abyaveb/ Rbms hvm Kvh µg MYgva gi m ½ hvmv hvm vcb MYgva gi m ½ hvmv hvm vc bi Ab Zg mnr I me P q Kvh Ki Dcvq n Q vbxq ˆ`wbK ev mvßvwnk cwîkvi evz v wefv M Uwj dvb K i Kvb cöwz e`k ev mnm úv`k Z_ ev evwyr msev` ` L _v Kb Zvi/Zv `i bvg R b biqv Avcbvi wpš v I m úv`kxq welq wb q Av jvpbvi Rb mv vz P q Aby iva Rvbvb m úv`k ev cöwz e`k Avcbv K mgq w` Z bv cvi j Avcwb Kxfv e Zv `i cwîkvi kiyvcbœ n eb ev `ikvi n j Kxfv e msev` Qvcv bvi e e v Ki eb Zv wvk Ki b G KvRUvB Avcbv K ïi Ki Z mvnvh Ki e Avcbvi Ggb GKRb K jvm e hvi m ½ Avcwb Avcbvi fvebv ev msev` wb q Av jvpbv Ki Z cv ib Z e Kv iv m ½ Avjv ci ïi ZB mywbw` ó Kv bv fvebv wb q Av jvpbv ïi KivUv mgxpxb n e bv wb Ri wep YZv w` q hvpvb me mgq BwZevPK DË ii cªz vkv Ki eb bv memgq vbxq MYgva gi mv _ hvmv hvm K i Le ii Rb RvqMv cv eb Ggb cöz vkv Ki eb bv ˆ`wbK wksev mvßvwnk cwîkv, iwwi wksev Uwjwfkb-me gva gb RvqMv/mgq cviqvi Zxeª cöwzøw ØZv _v K Rbms hvm n vûeyk 19

26 Ki b ïi Z Kv iv m ½ Avjv ci ci Zvi m ½ hvm hvm ivlyb-hv Z fwel Z Avcbvi Kv R jv M GKwU msw ß wpwvi gva g Avcbvi msmv bi Kvh µg I Avcbvi Av jvpbvi welqe AewnZ/d jv-avc Ki b mvßvwnk cwîkvi m úv`k ev cöwz e`k K QvU K i `L eb bv ˆ`wbK cwîkvi mvsevw`k `i m ½ hfv e hvmv hvm iv Lb Zv `i m ½I mfv e hvmv hvm ivlyb wdpvi Kfv i Ri Rb mikvwi Uwjwfkb kb jvi K_vI g b ivlyb Kv iv m ½ hvm hvm n j eüzz c~y AvPiY Ki b Z e g b ivl eb, Avcbvi m ½ h _ó mgq wb q Mí Kivi g Zv Aemi mgq Zuv `i bb Avcbvi wvkvbv ZvwjKvq cö Z K m úv`k, mywbw` ó cöwz e`k, jlk, A_ev iwwi Uwjwfk bi wb ` kk `i mwvk wvkvbv ivlyb Avcbvi welq wb q msev` cökv k Zuv `i memgq mn hvwmzv Ki b MYgva g ZvwjKv DbœZ/ˆZwi Kiv 1. Ab Kv bv cöwzôv bi wgwwqv ZvwjKv K g Wj wn m e ai b 2. me wgwwqvi bvg hb ZvwjKvq Av m mrb Kv bv GKwU wgwwqv wb ` kbv e envi Ki b ( hgb-wcavbww Uwj dvb MvBW) 3. hme cöwz e`k K Avcwb P bb, huv `i m ½ KvR K i Qb ev huviv Avcbvi cöwzôvb wb q Av M wj L Qb Zuv `i GKwU ZvwjKv Ki b 4. bv gi m ½ Zuv `i c` jvi wjlyb ( hgb-avãyi iwng-evwyr m úv`k) 5. cöwz e`k `i me kl GKwU ZvwjKv ivlyb 6. Avcbvi wgwwqv ZvwjKv K Avc WU ivl Z wbqwgz wcö U Ges B jkuªwbk wgwwqvi mvsevw`k `i m ½ hvmv hvm ivlyb 7. Ab vb cöwzôv bi wbdr juvi Ges m jvi m úv`k `i ZvwjKv ivlyb 8. KvQvKvwQ Ab vb cöwzôv bi m ½ wgwwqv ZvwjKv wewbgq Ki Z cv ib 9. ˆØZ ZvwjKv Kiv ev Abyiƒc wkqz Gwo q Pjyb 10. we kl gb ji Rb GKwU ZvwjKv ivlyb, hwu mn RB Avc WU Kiv hvq wgwwqvi hme Z_ msmö n ivl Z n e Avcbvi wgwwqv ZvwjKv K DbœZ Ki Z wb Pi Z_ jv msmö n ivlyb 1. vbxq ˆ`wbK msev`cîmg~n : m jvi cy iv bvg, wvkvbv, dvb b ^i, wvkvbv, Uwj dvb, d v, B- gbj (we kl K i k li `ywu) 20 Rbms hvm n vûeyk

27 cöwz e`k Ges wewfbœ m úv` Ki ZvwjKv ivlyb el cwä, mvßvwnk ev we kl ms iy jvi LuvR ivlyb 2. vbxq mvßvwn Ki ZvwjKv Ki b : ˆ`wb Ki g Zv mvßvwn Ki Z_ jvi msmö n ivlyb 3. vbxq wewfbœ Mvôxi msev`cî : cy iv bvg, wvkvbv, Uwj dvb b ^i, cöwz e`k Ges wewfbœ m úv` Ki bvg iveev ii ms iy Ges cöpvi msl vi LuvR ivlyb 4. iwwi kb : Gi cy iv bvg, wvkvbv Ges Uwj dvb b ^i ivlyb cöwz e`k Ges wewfbœ m úv` Ki ZvwjKv ivlyb wba vwiz msev`, Rb i Z c~y Abyôvb BZ vw`i LuvR ivlyb 5. Uwjwfkb : wvkvbv I Uwj dvb b ^i ivlyb msev` I wewfbœ i Z c~y Abyôv bi cö hvrk I cwipvjk `i bvg ivlyb msev` I Ab vb Abyôv bi mgqm~wpi ivlyb 6. wbw` ó GjvKvi evb ii (50 gvb ji fz i) msev`cî I mvßvwn Ki LuvR ivlyb vbxq ˆ`wb Ki g Zv m jvi Z_ I ivlyb 7. vbxq Ges AvÂwjK evwyr cökvkbv jvi LuvR ivlyb m jvi cy iv bvg, wvkvbv, cöpvimsl v, we kl Bmy, úýi cöwzôvb BZ vw`i LuvRLei ivlyb 8. vbxq Ges AvÂwjK mvgwqkx jvi cy iv bvg, wvkvbv, Uwj dvb, we kl Bmy, cöpvimsl v BZ vw`i LuvR ivlyb 9. Avcbvi cöwzôv bi m ½ m úwk Z Ab vb cöwzôv bi wbdr juvi I Ab cökvkbv jv ivlyb Ges m jvi cy iv bvg, wvkvbv, m úv`k `i bvg ivlyb Qvcv ev cökv ki Rb Rbms hvm Kv Ri m ez me P q nzvkvrbk ev weiw³ki KvR n jv cöm weáwßi Abyev`, wdpvi, fvebv BZ vw` cwîkvq Qvcv bv Z e G Z nzvk niqvi Kvb Kvib bb G jv Qvcvi A i `Lvi Rb wkqyy Dcvq Av Q, h jv Avcbv K mvnvh Ki Z cv i 1. Avcwb h cöm weáwß jv cö Z K i Qb m jv cwîkvq Kxfv e Qvcv nq j ivlyb wbdr W ev evz v wefv M GKwU dvb K i Avcwb G e vcv i wb ` kbv ev civgk c Z cv ib Rbms hvm n vûeyk 21

28 msev` cvvv bvi cicib d jv-avc Kj m úv` Ki weiw³ Drcv`b Ki Z cv i Ges G Z jv fi cwie Z wz nevi m vebvb ewk msev` cökv ki m~pbvj Mœ GUv g b ivl Z n e h, m úv`k ckvmzfv e cökvkbv e emv fv jv ev Sb GKRb fv jv Rbms hvmkgx Zvi msev` Qvcvi AvKv i `L Z cv eb Avi, mdj Rbms hvmkgx fwel Zi Rb Zv `i wb R `i bvg I wvkvbv m úv` Ki dvb j `L Z cv eb 2. Avcbvi weáwßwu h_vh_ m úv` Ki wvkvbvq cvvvb mvaviyfv e ïay Ôm úv`kõ wj L mwu cvvv j m jv djv `Iqv n Z cv i ( hgb : evwyr cvzvi Rb msev`wu n j wjlyb, evwyr m úv`k) 3. cwîkv ev cökvkbvuv co b Avcwb hv wb q fve Qb m ai bi jlv cwîkv ev IB cökvkbvi Kvb cvzv ev wefv M Qvcv nq, Kxfv e Qvcv nq, m jvi ˆ`N KZUzKz nq, Kxfv e jlv nq BZ vw` e vcvi jv Lqvj Ki b 4. Avcbvi fvebv ev cöm weáwßi KZUzKz i Z Av Q, muv Rvb Z ev eys Z m úv`k K dvb Ki Z cv ib ev wjl Z cv ib Avcbvi fvebvi e vcv i we vwiz wjlyb hw` m úv`k AvMÖn `Lvb Zvn j mwu ˆZwi Ki b m úv`k hw` G e vcv i Kvb wb ` kbv w` q _v Kb, Z e muv AbymiY Ki b 5. vbxq Kv bv welq wb q wbeü wjlyb 6. wbw` ó mgqmxgv Rvbyb mgqmxgv kl niqvi Av MB ev cökœ Zvjvi Av MB Avcbvi jlvwu kl Ki b g b ivl eb, ˆ`wbK, mvßvwnk ev Uwjwfkb hvb nvk bv Kb cö Z K cökvkbvi wbw` ó mgqmxgv i q Q Gi evb i M j IB msl vq jlv cökvwkz niqvi m vebv _v K bv 22 Rbms hvm n vûeyk

29 7. Avcbvi wbeü bi m ½ hw` Kv bv Qwe, PvU BZ vw` _v K, Z e muv w` j cökv k A bk mgq mnvqk nq hw` Kv bv Qwe w` q _v Kb Z e Zvi K vckb ` eb 8. msev` ev wbeü bi GKUv mywbw` ó ` wófw½ wvk Ki b Avcbvi jlv ev wbe Ü e wzµgx ev Av jvob Zv j Ggb wkqy Avbvi Póv Ki b-hv Z m úv`k mwu i Z w` q Avjv`v K i iv Lb fwel Z NU Z cv i ev fwel Zi Rb i Z c~y Ggb wkqy wb q wjlyb 9. Avcbvi wbeü K ev em Z I NUbveûj Ki b Kv bv wek vm hvm KZ c i fvl hvm Ki b PKwj 6 Avcbvi cöwzôv bi msev` cökv ki Rb wkqy wbw` ó welq ev mgq j ivlyb hgb : 1. cöwzôv bi evwl Kx A_ev Kv bv i Z c~y NUbv 2. cöwzôvevwl Kx w`e mi Abyôvb 3. Kvb hvm m` m i we`v qi w`b 4. cöwzôvb/gi m ½ mswk ó Kv bv Kg KZ v/m` m i Kv bv cyi vicövwß 5. cöwzôv bi Kg KZ v ev m` m i we kl Kv bv Ae`vb 6. bzzb cökvkbv ev bzzb Kv bv mev 7. evwl K m jb, AvÂwjK m jb, cyi vi weziyx Abyôvb ev we kl Kv bv NUbv 8. evwl K cöwz e`b ck Kivi mgq 9. evwl K mfv 10. m`m `i ˆeVK 11. Znwej e w i Kv bv Kg m~wp 12. bzzb Kv bv cy G j Zvi Z_ Ges we kl myweav wb q 13. Kv bv Aby`vb Dcj 14. wek` Kv bv wel q Kv bv ccvi ev cöeü Dc vcbkv j Rbms hvm n vûeyk 23

30 15. Kv bv eb qi cökvkbv ev Rwic Dcj 16. PvKwi, ezb ev ckv msµvš Ab Kv bv cwimsl vb cökv k 17. wrwbmc Îi cö`k bkv j 18. i Z c~y Kv bv cvu bviwk c / hš_ gjvq ev we kl NUbvq 19. e³ Zvq 20. cöwk Y Kg m~wp Z 21. wbdr juv i 22. cöwz hvwmzv ev c `vbœwz Z 23. mvdj Mv_v 24. Ab ms v ev msmv bi m ½ mn hvwmzvg~jk Pzw³ 25. bzzb jv Mv cökvk 26. bzzb Kv bv cv vi 27. wmgmavi cökí ev Kg m~wp 28. mv úöwzk welq wb q wel vz e w³ `i mv vzkvi MÖnY 29. bz vbxq ev m vwbz e w³ `i cwi`k b 30. wbe vpb 31. bzzb mev K `ª vcb 32. m`m `i cöwk Y mgvß n j 33. cyi vi ev e wë cö`vb 34. wk v_ x `i ev m úö`vqmz cök íi Avw_ K mn hvwmzv cö`vb 35. KwgDwbwU mevg~jk cökí 36. Uv dvm ev we kl Z_ KwgwU MVb 37. Rwi ci djvdj 38. Avcbvi cy ev mev m úwk Z vbxq ev K `Öxq AvBb 39. Avcbvi e emv ev e e vcbvi fwel r m ú K we kl Ái we k ly 40. cöeyzv 24 Rbms hvm n vûeyk

31 PKwj 7 Avcbvi cöwzôvb ev msmv bi Kvb welqwu msev` hvm n e? Avcbvi msmv bi msev` n Z cv i Ggb `kwu wel qi ZvwjKv ˆZwi Ki b KwcwU Rbms hvm KwgwU, cwipvjbv cl ` ev mnkg x `i g a weziy Ki b Ges Zv `i c~iy Ki Z w`b Gici m jv mgwš^z Ki b Ges cöwzôv bi Rb msev `i ` wófw½ ˆZwi Ki b msev` Dc hvwmzvi Rb welq wpwýz Kiv Avcwb h welqwu wb q fve Qb mb welqwui msev` g~j Av Q wkbv mwu wb Pi cökœ jv w` q we epbv Ki b : 1. GUv wk mgq Dc hvmx? 2. GUv wk vbxq? 3. GUv wk mvaviy gvby li Kv Q AvKl Yxq ev i Z c Y? 4. GUv wb q wk Kv bv cöfve, Ø Ø ev wezk Av Q? 5. GUv wk bzzb, wel vz ev wfbœ wkqy? Rbms hvm n vûeyk 25

32 6. Gi m ½ wk m úö`v qi bz e `, bz vbxq e w³em ev D P ch v qi Kv bv bvmwik ev mvaviy gvbyl RwoZ? 7. GUv wk fwel Z K cwiewz Z Ki e? 8. G Z wk gvby li AvMÖn Av Q? GUv Kb AmvaviY ev D j L hvm? 9. ewkifvm gvbyl K GUv Kxfv e cöfvwez Ki e? 10. welqwu wk gvî wuk qk jvk Rv b? 11. GwU wk bwzevpk, A ^vfvwek, wekvj ev e nëi Kvb welq? 12. GwU wk PvÂj Ki msev` niqvi g Zv? MYgva g jv wk G wel q AvMÖnx? Avcbvi Lei ev wbeüwui Rb mwvk MYgva g Avcbvi jlv ev wbeüwu MYgva g cökvk gv S gv S LyeB mnr welq Z e wgwwqv cq ` KivUvB RwUj Ges KwVb KvR wb P MYgva gi aib jvi K_v ejv n jv : 1. ˆ`wbK msev`cî : D j L hvm ev i Z c~y Kv bv msev` ˆ`wbK cwîkv jv RvZxq wel qi m ½ mswk ó msev` Pvq gvbyl AvMÖn wb q Rvb Z Pvq G ai bi welq jvb ˆ`wb K _v K Z e we kl ai bi msev` ev Mí ev wdpv ii Rb msev`c Îi Avjv`v Avjv`v cvzv Av Q ( hgb- e emv, evwyr, e w³z, Kjv, wk v) 2. mvßvwnk msev`cî/mvßvwnkx : mvßvwnkx jv vbxq RbM Yi mvd j i wdpvi Qvcv Z Pvq GLv b mg qi m ½ ms e`bkxj n ZB n e Ggb Kv bv K_v bb 3. evwyr msev` : h Kv bv welq hv wb q wbw` ó cvvk, e emvqx msmvb ev e emvqx `i AvMÖn Av Q Ggb msev` 26 Rbms hvm n vûeyk

33 4. g vmvwrb : g vmvwrb jv wfbœ wkqy Pvq gvby li Lye ewk AvMÖn Av Q Ggb wkqy, Z e wfbœag x n Z n e hgb wpîkjv, d UvMÖvwd, RvwZi AMÖhvÎv BZ vw` 5. iwwi : iwwii we kl kövzv `i Rb MíwU n e QvU, AvKl Yxq ev grvi Kv bv welq 6. Uwjwfkb : ` k gvb _vk e Gi cöfve LyeB kw³kvjx cöm Kbdv iý/msev` m jb g b ivlyb, Av`k msev` m jb 30 wgwb Ui ewk vqx nq bv Av`k msev` m j b GKwU msw ß cwiwpwz I m~pbv e³e (cuvp wgwbu) _v K c i cö kœvëi ce _v K Avcbvi i Z c~y wkqy Rvbv bvi _vk j msev` m j bi Av qvrb Ki b msev` m jb Av qvr b Avcbvi KviY n Z n e hšw³k Ab _vq D ëv dj n Z cv i Avcwb GKwU msev` m j bi Av qvrb Ki j GwU wbwðz n q wbb h RbMY K Rvbv bvi g Zv Avcbvi i Z c~y wkqy Av Q wkbv msev` m jb Av qvr bi Av M `qv K i wb R K cökœ Ki b, Avcwb Gi gva g mnr I Kvh Kifv e Avcbvi j AR b Ki Z cvi eb wkbv Avgš Yc Î úófv e D j L _vk Z n e, Kb Avcwb msev` m j bi Av qvrb K i Qb Ges mwu KLb I Kv_vq n Z hv Q mlv b Kv bv i Z c~y e w³ ev ZviKv Dcw Z _vkvi K_v _vk j Avgš Yc Î Mvcb bv K i cökvk Ki b `ikvi n j Avcbvi ms v m úwk Z Z_ Ges m j bi mnvqk DcKiY cvvvb msev` m jb cwikíbvi Rb GLv b AviI wkqy civgk `Iqv n jv : m~pbv e³ e welqwu Nvjv U bv KivB fv jv g  mvaviyz cöavb wbe vnx Kg KZ v ev wmbi ev cwiwpz Ea ŸZb cöwzwbwa _vkvb h _ó Z e Avcwb Avcbvi cöwzôvb _ K AviI GK ev `yrb cöwzwbwa ivl Z cv ib-hviv mvsevw`k `i cö kœi DËi w` Z cvi eb m jb ïi I KZ mgq a i Pj e mvsevw`k `i Zv Rvwb q mgq wbw` ó K i w` Z n e Gi d j iwwi, Uwjwfkb I mvü msev`cî jv m j b Dcw Z _vk Z cv i msev` m jb Av qvr bi fv jv mgq n Q ejv 11Uv vb wba viy Ki Z n e mzk Zvi m ½ mnrmg Ges Lye GKUv `~ i bq Ggb v b m jb Av qvrb Kiv DwPZ Rbms hvm n vûeyk 27

34 Kg m~wpi ZvwjKvmn msev` weáwß me mgq mvsevw`k `i KvR mnr K i `q Gi d j `wi Z cuš QI A bk mvsevw`k eys Z cv ib Av M Kx Kx n q Q msev` weáwßi evb ii mvsevw`k `i mswk ó msev` DcKiY cvvv bv fv jv mzk Zvi m ½ Avcbvi msev` m j bi cwikíbv Ki b me miävg h_vh_fv e KvR Ki Q wkbv mwu wbwðz Ki b mvsevw`kiv cušqvgvî Zuv `i bvg-cwipq wbeüb Ki b Avcbvi Rb fwel Z G Z_ DcKv i Avm Z cv i m jb k l nvjkv bvkzvi Av qvrb Ki j m mgq Avcbvi m ½ mvsevw`k `i AbvbyôvwbK K_vevZ v n Z cv i G mgq Avcwb welq jv e vl v Kiv Ges fwel Z MYgva gi m ½ mn hvwmzv m úömvi Yi my hvm c Z cv ib mvsevw`k `i g~j evb Dcnvi `Iqv wvk bq msev` m jb ïi i GK ev `yb NÈv Av MB m jb j Dcw Z _vkzb GKBfv e m jb kl niqvi ci GK NÈv ev Zvi ewk mgq mlv b Ae vb Ki b A bk cöwz e`k m j bi wba vwiz mg qi Av M ev c i mlv b nvwri n Z cv ib mvsevw`k `i wbw` ó cö kœi DËi w` Z gylcv Îi Rb m ve cökœ I DË ii GKwU ZvwjKv ˆZwi Ki b m e n j Avcbvi msev` m j bi GKwU gnov w` q wbb g b ivl eb, msev` m jb kl niqvi ci cib iwwi- Uwjwfk bi cöwzwbwaiv msw ß weeiyx w` Z ej Z cv ib duvkv Kv bv K ev fe bi evb i gvb µv dvb ev K v giv emv bv _vk Z cv i me mgq g b ivl eb, AvbyôvwbK Avgš Yi evb ii Uwj dvb Ki Z n e Aš Z huviv mwz Kvi A _ m j b hvm w` Z B QzK Zuv `i dvb Ki b welqwu Lye GKUv msev` hvm bv n j mvsevw`k `i Dcw wzi nvi ^fvezb Kg n e G Î eo P v jä n Q A bk mvsevw`kb m j b Dcw wzi Rb evi evi ZvMv`v c Z cq ` K ib bv MYgva gi m ½ G ai bi KvR Kivi Î GwU GKwU Ab Zg ckvmz SuzwK ev nqivwb 28 Rbms hvm n vûeyk

35 Rbms hv M KiYxq 1. cöwz e`k I m úv`k `i kö v Ki b 2. h Kv bv Av qvrb I AvKl Yxq myweavw` cö`vb Dcj Zv `i Avgš Y Rvbv Z n e 3. cöwz e`k Uwj dv b Kv bv Z_ Rvb Z PvB j Zv Rvbv Z Zrci n eb 4. hme Z_ Rvb Z PvIqv nq Zv mwvkfv e Rvbv Z n e 5. Z_ jv úófv e Rvbv Z n e 6. Avcbvi wgwwqv hvmv hvm e envi Ki b/mvsevw`k `i Rvbvevi Póv Ki b 7. cwikíbv, cwikíbv I cwikíbv 8. Avcbvi ms vi Kg KvÊ m ú K AvMÖnx wgwwqv K Uv M U Ki Z n e 9. mgqmxgvi cöwz kö v cö`k b 10. wgwwqvi me kl wvkvbvi ZvwjKv ivl Z n e 11. vbjeyk ˆZwi Ki Z n e Rbms hv M er bxq 1. msev `i Rb msev`cî me P q i Z c~y n ji iwwi Ges mvßvwnk K AeÁv Ki eb bv 2. Ggb wkqy ejv hv e bv-hvi Aw Z bb 3. AcÖ Zfv e cöwz e` Ki m ½ K_v ejv DwPZ bq Kv bv Z_ Rvbv bv _vk j c i Zv R b Zv K dvb Kivi cö ve w` Z n e 4. wgwwqvi jvkr bi m ½ ivmvivwm Kiv hv e bv ivmvwš^z wpwv ev dvb m úk cömvwiz Kivi cwie Z cöwzeükzv ˆZwi K i 5. bwzevpk cöwz e`b Qvcv bv wksev Kv bv Lei bv Qvcv bvi Rb msev`cî K AvµgY Kiv hv e bv ZvQvov Ab vb AvMÖnx cöwz e` Ki m ½ hvmv hvm Kiv h Z cv i Rbms hvm n vûeyk 29

36 bv ejyb Ôgš e bbõ K 6. e cöwz e`k K wei³ Kiv DwPZ bq Kv bv cöwz e`k K e g b n j K_v msw ß K i dvb K U w` Z n e Avevi Ggb hw` nq m cöwz e`k Avcbvi Le ii e vcv i AvMÖnx bb, Zvn j Zuvi m ½ K_v kl Ki b 7. KL bvb ej eb bv Ôgš e bbõ KviY GUv wb ` k K i Avcwb wkqy jykv Qb 8. nvj Qvo eb bv Kvh Ki Rbms hvm M o Zvjv mnr ev `ª Z Kv bv KvR bq 9. cöwz e`k K ab ev` Rvbv Z fyj eb bv MYgva gi m ½ Kvh Ki m úk ˆZwi Rbms hv Mi welquv wbf i K i Avcwb wgwwqv K KZUzKz ev Sb Zvi Ici GLv b wkqy cö qvrbxq w`kwb ` kbv `Iqv n jv, h jv wgwwqvi m ½ Avcbvi Kvh Ki m úk M o Zzj Z mnvqzv Ki e 1. cöwz e`k `i eys Z n e kl gyn~ Z i mgqmxgv I `xn mgq KvR Kiv Zvi Kv Ri Ask 2. Zv `i mdj n Z mnvqzv Ki b Zv `i hme Z_ cö qvrb Zv `ª Z mieivn Ki b fv jv Le ii aviyv w`b Zv `i mnvqzv Ki j ZvivI Avcbv K mnvqzv Ki e 3. ckv`vwi I webqx nvb 4. cöwz e`k `i m ½ ga vý fvr Ki Z Ki Z i Z c~y wkqy wb q Av jvpbv Ki Z cv ib wkš KL bvb GKRb cöwz e`k K Kbvi Póv Ki eb bv Avi Avcbvi mxgvi j Nb Ki eb bv cöwz e` Ki mgq m ú K m PZb nvb 30 Rbms hvm n vûeyk

37 5. mwvk I h_vh_ AvPiY Ki b 6. Ah_v Mí Ki eb bv 7. Avb ``vqk ev grv`vi nvb 8. mn RB hb Avcbv K cviqv hvq 9. MYgva gi cöeyzvi m ½ Zvj ivlyb Avcbvi LeiUv K Qvcv bvi KŠkj wklyb 10. j AUj _vkzb 11. h_vh_ cöwz e`k I m úv`k `i m ½ hvmv hvm Ki b 12. mswk ó e w³ K ab ev` Rvbv eb 13. cöm weáwß cvvv bv Ae vnz ivlyb g b ivl eb, Avcwb hv cvvv Qb Zv memgq Kv R bvi jvm Z cv i Rbms hv Mi m ½ mswk ó DcKiY Rbms hvm Ki Z wm q cö qvrbxq Ab DcKiY ev Kv Ri K_v fy j hv eb bv hgb : K. evwl K cöwz e`b L. cyw Kv M. d v±wku N. gvwëwgwwqv Dc vcb O. wbdr juvi P. we kl Av qvrb/abyôvb Q. cökvkbv R. cöm wkum Rbms hvm n vûeyk 31

38 Rbms hvm welqk dvbj ˆZwi I i Yv e Y 1. gv vi K v jûvi cwikíbvi Î GwU LyeB i Z c~y 2. msmvb welqk cöwz e` bi wk wcsm ivlv 3. cvvv bv cöm weáwßi Kwc 4. wbdr juvi, eª wkqvi I Ab vb mnvqk DcKi Yi Kwc ivlv 5. cyw Kv, wbdr juvi, evwl K cöwz e`b, cöm weáwß BZ vw` dvb j mvwr q ivl Z n e GUv c i bzzb cök í mnvqk wn m e KvR Ki e 6. ms vi bz vbxq e w³e M i `Iqv e³ Zv 7. ms v I ms vi bz vbxq e w³e M i Rxebe Ëvš 8. wewfbœ Abyôvb I mswk ó gvby li Qwe 9. ms vi wewfbœ Z_ hgb : cyw Kv, cökvkbv, cwimsl vb 10. ckvi m ½ mswk ó AvBbMZ Z_ 11. ms vi Rbms hvm dvbj eyk 12. cöm wgwwqv ZvwjKv 13. mggbv ms vi m ½ hvmv hv Mi wvkvbv msewjz ZvwjKv 32 Rbms hvm n vûeyk

39 An A to Z of Promotional Opportunity wewfbœ cöwzôvb Zv `i Ae vb DbœZ Ki Z Ges j D Ïk ev evq b wb gœv³ KŠkj jv Aej ^b K i _v K (Bs iwr e Y i µg Abymv i D j L Kiv n jv) A Action Advertising Answering machine B Banners Badges Bumper stickers Business cards C Calendars CDs and audio cassettes D Demonstration Direct mail E Exhibition Envelopes Emblem Exposure visits s F Fax Franking machines Field trips Field vest G Greetings Cards Give-aways (cheap promotional items) H Hoardings I Inserts Information Intelligence J Jotter pads K Key rings L Leaflets Letters Lobbying Local media M Media partner Marches Meeting rooms Meetings Rbms hvm n vûeyk 33

40 N Newsletters O Open days Online competitions P Phone calls Poster Public Speaking Petitions Partners Q Questionnaires Quality message R Rallies S Slogan Signs Supports Screen savers T Talk shows Tele-marketing Text messaging Thank you letters U Umbrellas V Video Visors (cricket caps, sunshades etc.) W Website Writing papers X Xcitement Xtra-curricular work Y Year planners Z Zeal for CSR 34 Rbms hvm n vûeyk

41 µvbwmm KwgDwb Kkb hlb Avcwb m¼ U co eb Rbms hv Mi ckvrxexiv gv S-g a Zv `i cöwzôvb K wn i bwzevpk cöpviyvi m ylxb nb A bk Kvi YB msev`cî ev P v b j Avcbvi cöwzôvb m ú K bwzevpk cöwz e`b n Z cv i A_ev Kv bv cöwz e`k Avcbvi cöwzôv bi Kv bv welq AbymÜvb Ki Z cv ib bwzevpk cöpviyv K gvkv ejv Ki Z Avcbvi Rb wkqz civgk AvZ¼ Qov eb bv GUv Avcbv K Kv bv ai bi mvnvh Ki e bv welqwu wb q VvÊv gv_vq fveyb, Avcwb Kx Ki Z cvi eb welqwu gvkv ejv Ki Z Avcwb GKwU MYgva g KŠkj wba viy Ki Z cv ib A_ev G wel q Avcwb wkqz bv Kivi wm vš I wb Z cv ib fve Z cv ib, Bmy wu wkmwmib gvby li fvebv _ K nvwi q hv e welqwu wb q Av jvpbv Ki b Ges `Lyb Avcwb Reve `Iqvi e vcv i Kv bv civgk w` Z cv ib wkbv GUv e vlvwe k lyc~e K n Z cv i, n Z cv i Z_ I DcvË w` q Awf hv Mi Reve `Iqvi Póv Kiv A_ev mrfv e wb Ri `vl ^xkvi Ki Z cv ib Rbms hvm n vûeyk 35

42 GUv wbwðz Ki b h Avcbvi cöwzôv bi GKRb e w³ (m ez Avcwb ev Avcbvi cöwzôv bi cöavb wbe vnx Kg KZ v) MYgva gi cö kœi Reve w` Z cvi eb Avcbvi mnkg x I mswk ó jvk `i, hv `i Rvbvi cö qvrb Av Q, Zv `i welqwu Rvbvb Zv `i ejyb Kx N U Q Ges Avcwb Kxfv e Reve `Iqvi wpš vfvebv Ki Qb Avcbvi e³e w` q GKwU msev` weáwß cvwv q w`b µvbwmm KwgDwb Kk b me P q i Z c~y 10wU wbqg 1. GKwU we vwiz µvbwmm KwgDwb Kk cwikíbv ivlyb-hv Z _vk e MYgva g, mgvr I KwgDwbwU Ges Avcbvi mnkg x `i m ½ KvR Kiv hv m úk ivlvi Dcvq 2. wbwðz nvb h Avcbvi µvbwmm wug RwUj msev `i Ici cö kœi Reve `Iqvi Î cöwkw Z 3. GKRb gylcvî Ges Zvi AeZ gv b AviI `yr bi bvg wvk K i ivlyb AvRB KviY wec` Avm Z mgq bq bv 4. mivmwi m¼u gvkv ejv Ki b jy KvQvcv Ki eb bv 5. cöwz e`k `i cö kœi Reve w`b AwZ `ª Z Zviv Avcbvi KvQ _ K GKwU cvëv dv bi Avkv Ki Z cv i Aby iv ai 10 wgwb Ui g a Zviv GKwU mv vzkvii PvB Z cv i 6. KL bv wg_ v ej eb bv 7. Ad ` ikw ev G ai bi Avjv c hv eb bv KviY m¼ukv j GiB g a A bk A úózv ˆZwi n q Q G A úózv Avi evov eb bv vbxq cwîkvi cö_g c ôvq Avcwb hv `L Z Pvb, Kej ZvB-B cöwz e`k K ejyb 36 Rbms hvm n vûeyk

43 8. MYgva g wku jv Av MB cö Z ivlyb 9. Avcbvi m¼u cwikíbv ev evq b Abykxjb Ki b GB AbykxjbKv j KL bv MYgva gi msev` Dcv`v bi K_v fy j hv eb bv 10. me mgq wb R K cö Z ivlyb MYgva g I wi cvu vi `i m ½ hvmv hvm ivlvi wkqz KŠkj Avcbvi cöwzôv b hlb Kv bv `yn Ubv NU e, ^vfvwekfv eb cöwz e`kiv G wel q AviI wkqz Rvb Z PvB e cwiw wz hlb Avcbvi Rb m¼ugq, MYgva g jv ZLb Avcbvi Revwb Z Qwemn NUbvwU Zv `i `k K ev cvvk `i Kv Q cušqv Z PvB e G Ae vq Re Gov Z Ges Avcbvi cöwzôv bi bwzevpk fveg~wz VKv Z Avcwb wkqz c` c wb Z cv ib Av Mfv MB GKwU cöm wku ˆZwi K i ivlyb cöm wkuwu GKwU dvìvi niqv DwPZ, hv Z _vk e Avcbvi cöwzôv bi AZxZ, ez gvb Ae v, i Z c~y Uwj dvb b ^i Ges mv cöwzk mgq Avcbvi cöwzôvb h BwZevPK KvR jv K i Q, Zvi GKwU weeiy welqwu K AviI Kvh Ki Ki Z Avcwb h NUbv jv K mvg b Avb Z Pvb, Zv we klfv e D j L Ki b Ôme P q i Z c~y welq jv n jv GB h ---Õ GBfv e Avcwb cöwz e`k `i ` wó AvK ó Ki Z cv ib cwifvlv e envi Ki eb bv Avcbvi Afx Rb Mvôx K ev Kviv me mgq mb welqwu Lqvj ivlyb Ggb fvlvq hvmv hvm Ki b, hv Z Zv `i eys Z myweav nq Avcbvi AwW qý wi A v mm g U, K ewbwdu A vbvwjwmm ev Ki cv iu mvkvj imcbwmwewjwui g Zv Uvg jv eys Z bvi cv ib KL bv Ôgš e bbõ ej eb bv KwVb cwiw wz Z Avcwb Kb welquv ej Z cvi Qb bv, mwub e vl v Ki b Gic i Ab vb i Z c~y Z_ w` q mnvqzv Ki b Kvh Ki I mn hvmx g bvfv ei nvb me mgq Lqvj ivl eb, cökœ jvi Reve `IqvB h _ó bq cöwz e`k `i cöwz e` bi aviyv w`b welqwu Zv `i eys Z mnvqzv Ki b welqwu mvaviy gvby li ^v_ KZUv cöfvwez Ki e, m welqwu Zv `i eys Z mnvqzv Ki b wb Ri Ae vb K BwZevPK Ki Z KvR Ki b weivgnxbfv e KL bv KL bv mvnmx nvb AvZœi vg~jk Ae v b _vkv me mgq mnr Avcbvi KvR n jv, wb Ri Ae vb K MYgva gi Kv Q wewµ Kiv Ges MYgva g K wb Ri g Zv K i Rbms hvm n vûeyk 37

44 e envi Kiv Zv `i Kv Q gv cöv_ bv Kiv bq AwaKvsk Rbms hvm Kg KZ v Kej cö kœi Reve w` q `vq mv ib cökœwu K eis Avcbvi G RÛv ev evq bi GKwU my hvm wn m e wbb ev ezvi wbwi L NUbv jv ejyb Avcbvi c q UwU D`vniY w` q ejyb, Zv Z kªvzvi c Avcbvi Ae vb Abyaveb Ki Z myweav n e Ges Avcbvi Ae vi cöwz Zvi mngwg Zv RvM e imvzœk NUbv ev KŠZzK ej Z cv ib, hw` Avcwb cv ib Avi KŠZyKwU hw` fv jv nq Lvivc KŠZzK ej eb bv, Zvi P q eis bv ejvb fv jv 38 Rbms hvm n vûeyk mzzv I Avš wikzvi m ½ Avwg Rvwb bv ej j Kv bv j¾v bb hw` Kv bv KwVb cökœ Avcbv K Kiv nq, Z e fveyb GK wgwbu hv Avcwb Ki Z Pv Qb, mb BwZevPK welqwui Ici Rvi w`b cwikíbv K GwM q wbb 3-5 mvb Ri GKwU KvW ivlyb, Zv Z _vk e evz v, hv Avcbv K mv vzkv ii Rb K G RÛv wvk Ki e, muv wba viy Ki Z mnvqzv Ki e GKRb m½wzc~y gylcvî K e envi Ki b KL bv ej eb bv Ad ` ikw, we kl K i cöwz e` Ki cwipq bv R b cöwz e`k `i m ½ hvmv hvm I Av`vb-cÖ`v bi Abykxjb M o Zzjyb Zv `i m ½ mnkg x ev eüzi g Zv AvPiY Ki b Kx ai bi cökœ Kiv n Z cv i, muv wba vi Yi Póv Ki b Ges mb g Zv Reve w`b cªwz e`bwu Qvcvi Av M mwu `L Z PvB eb bv cöwz e`k KL bv Zvi cöwz e`bwui m~î `L Z w` Z ivwr n eb bv cöwz e`bwu Kv bvfv e wbqš Y

45 nvk, GUv wzwb g b b eb bv cöwz e` Kiv P j hviqvi Av M Avcwb hv e j Qb muv mwvk Av Q wkbv, muv klev ii g Zv wgwj q wb Z cv ib GwU Avcbv K cöwz e`k cöwz e` bi Rb h ` wófw½ wvk K i Qb Zv eys Z mvnvh Ki e hlb mv vrkvi ` eb MYgva gi me vzœk e envi Ki b welquv wb R fv jvfv e eyszb h c q UwU Avcwb ej Z Pvb, mwu ˆZwi K i ivlyb Avcbvi RevewU nvk D Pgv bi R ei Ici wkqz ej eb bv Avcbvi Kv Ri evb ii Kv bv wkqz ej eb bv ev m ai bi Kv bv Z_ ` eb bv Zvi P q eis ejv fv jv, ÒAvwg Rvwb bv, welqwu Zwj q `L evó hzuv m e D`vi g bi nvb wg_ v GK`g ej eb bv KL bv ej eb bv Ô bv-k g UÕ mswk ó wel q i Z w`b, Avcbvi mnvbyf~wz/abyf~wz cökvk Ki b-hw` cök ZB mlv b mgm v _v K Avcbvi cöwzôvb h welqwu K i Z w` Q, muv evsvb `vqfvi MÖn Yi Î mzk _vkzb cöwkw Z gylcv Îi c~y wvkvbv ivlyb, hv Z Kv bv we kl cö kœi Reve `Iqvi Rb Zv K mn RB cviqv hvq Rbms hvm n vûeyk 39

46 h wel qb cökœ ivlyk bv Kb Avcbvi GK ev K i GKwU g~jevz v ˆZwi ivlyb me mgq mzk I BwZevPK _vkzb gv_v VvÊv ivlyb cöwz e` Ki m ½ wez K hviqvi g Zv cwiw wz ˆZwi Ki eb bv wb R K wbqš Y ivlyb, GUv LyeB i Z c~y gvbvbmb cvkv K gvb µv dv bi wcq b `uvovb, Zvici ^vfvwekfv e ïi Ki b cökœkz vi Pv Li w` K ZvKvb mlv b `uvwo q wb Pi w` K, Dc ii w` K ev K v givi w` K ZvKv eb bv 20 m KÛ ev AviI Kg mg qi g a c q U fveyb Ges úófv e cy iv ev K K_v ejyb gvbylrb eys e Ggbfv e RevewU w`b `y e va kã e envi Ki eb bv Avcbvi e³e wu cwi vi Ki Z D`vniY Uvbyb Avcbvi cöwzôv bi NUbvwU hw` BwZevPK nq, RbM Yi AviI h Z_ jv Rvbvi cö qvrb, m jv Rvbvb GgbwK cöwz e`k hw` bvi wr Ám K ib Avi Avcbvi cöwzôv bi NUbvwU hw` bwzevpk nq, Z e AcÖ qvrbxq Z_ ` eb bv, hv wzkvik n q `Lv ` e h cökœwu Kiv n Q, Kej mwui Reve w`b AcÖ qvrbxq cö kœi Reve Gwo q hvb cö qvr b Gfv e ejyb-avwg G welqwui Ici Rvi w` Z Pvw Q bv mn hvmx g bvfvevcbœ nvb Rvbyb, Avcbvi Kx ejv DwPZ, Avi Kx ejv DwPZ bq Lqvj ivl eb, GKRb cöwz e`k Kej GKwU wel q cökœ mxgve iv Lb bv wzwb Ab vb mswk ó wel qi cökœ Ki Z cv ib mv vzkv ii Av MB wpš v Ki b, GKRb cvvk ev GKRb kªvzvi GB wel q AviI Kx Kx cökœ _vk Z cv i Ges mb cö wz wbb I Reve w`b MYgva g bxwzgvjv 1. Avcwb wbqš Y Ki Z cvi Qb bv Avcwb Avcbvi cöwzôv bi gvwjk ev `Êgy Êi KZ v n Z cv ib wkš Avcwb MYgva g h msev` w` Qb, mwu Avm jb Qvcv n e wkbv, Zvi Ici cök ZB Avcbvi Kv bv wbqš Y bb Avcwb GKwU msev `i aviyv w` q A_ev GKwU cöm weáwß cvvv jb, 40 Rbms hvm n vûeyk

47 GKRb m úv`k ev GKRb cöwz e` Ki Kv Q Zv nq Zv GKwU evwzj gb ji ewk wkqz bq Avcbvi msev` weáwßi h_v_ msev`g~j _vkv m Ë I Ab vb wkqz Kvi Y MYgva g Zv e envi bvi Ki Z cv i 2. Avcbvi weávcb Kv bv gzv enb K i bv KL bv fve eb bv h Avcbvi msev` AvB UgwU Qvcv bvi `vwe iv L, KviY Avcwb weávcb w` Qb MYgva g we kl K i msev`c Î msev` wefv Mi m ½ weávcb wefv Mi GKUv ilv iwl _v K Avcwb weávcb w` Qb e j Avcbvi LeiwUi we kl wuªu g U cviqv DwPZ, KL bv Zv GKRb cöwz e`k ev m úv`k K ej Z hv eb bv 3. Avcbv K KejB e vl v Ki Z n e, KejB e vl v cöwz e` Ki hw` Avcbvi NUbvwU Kfvi Kivi m vebv _v K, Zvi gv b GB bq h wzwb NUbvwU m ú K mewkqz Rv bb Avcbvi KvRB n jv cöwz e`k K welqwu eys Z mnvqzv Kiv we kl K i hw` UKwbK vj welq nq, Z e Avcbvi ^v _ B Zv e wbô n Z n e Avcbvi nv Z wgwbu mgq _vk Z cv i ; wkš Avcwb welqwu fv jvfv e Rv bb weavq Avcbv K GB mg qi fz ib e vl v Ki Z n e cöwz e` Kiv welqwu eys Z c i Qb wkbv muv wrávmv Ki Z BZ Z Ki eb bv hw` Zviv eys Z bv cv i, Z e di e vl v Ki b 4. GUv Kv bv Pjw PÎ bq, GLv b Kv bv wcöwfdi my hvm bb cöwz e`bwu Qvcv niqvi Av M ev m cöpvwiz niqvi Av M MYgva g KZ c mwu Avcbv K `L Z, m úv`bv Ki Z ev wvk Kivi my hvm ` e bv mn hvwmzv bv Kivi ûgwk ev Z_ cöz vnv ii ûgwk w` q wb R K weeªz Ki eb bv GUv Avcbvi Rb fv jv wkqz e q Avb e bv, eis Mbgva gi Kv Q Avcbvi j bwzevpkfv e aiv ` e ( Kv bv cöwz e`k Avcbvi Kv Q dvb K i Zvi Kv bv cöwz e` bi GKwU As ki UKwbK vj Î wu-wepz wz ïa i wb Z cv i, hw`i G ai bi NUbv LyeB weij) 5. GKvwaK cöm weáwß cvvv bv fv jv bq Kv bv GKwU MYgva g Avcbvi msev` weáwßi GKvwaK Kwc cvvv jb muv Qvcvi Rbms hvm n vûeyk 41

48 wbðqzv e o hv e, Zv wkš bq eis GUv MYgva gi Kv Q KejB weeªzki bq, wn Z wecixz n Z cv i ZvB GKB Kwc GKwU MYgva gi GKvwaK e w³-cöwzôv bi Kv Q cvvv eb bv GKwU MYgva g GKRb cöwz e` Ki Kv QB cvvvb Ges Qvcv bvi Póv Ki b 6. me mgqb Av ikwu m~î _v K KL bv g b Ki eb bv Avcbvi cöwzôv bi AvcwbB GKgvÎ m~î, we kl K i hw` Kv bv bwzevpk Lei nq Avcwb hw` K_v bv e jb, cöwz e`k wbwðzfv e Ggb GKRb K c q hv eb, whwb K_v ej eb G Î Ggb Avk¼v _v K h, cöwz e`k Ggb GKRb K c jb, whwb welqwu m ú K cy ivcywi Rv bb bv 7. Ad ` ikw? KL bv bq MYgva g ÔAd ` ikw Õ e j Kv bv K_v Avm j bb Ges U KI bv Avcbv K MYgva gi cö kœi Reve w` Z n e Avcwb me wkqzb Ab ` ikw ej eb, nvk bv Zv AvbyôvwbK mv vzkv ii Av M ev c ii Kv bv AbvbyôvwbK Av jvpbv Avcwb hw` Kv bv wkqz Qvcv ev m cöpvwiz bv niqv `L Z Pvb, Z e mv vzkv ii mgq m K_v D j L Ki eb bv 8. mz ejyb, bb j KwVb cwiywz me mgq mz ejyb Avcbv K GKwU úk KvZi cö kœi Reve w` Z n Z cv i Zey wg_ v ej eb bv Kv bv wkqz wg_ v n j Awbevh fv e Avcbvi w` K wd i Avm e Ges Avcbv KB LyuR e MYgva gi Kv Q wg_ v e j Avcbvi cöwzôv bi mybv gi `xn gqvw` wzi SzuwK b eb bv 9. g~j c q U jvi ZvwjKv ˆZwi Ki b wgwwqvi m ½ Kv bv cö kœi Reve `Iqvi cö wzkv j g~j c q U jvi GKwU ZvwjKv ˆZwi Ki b, hv Avcwb ej Z Pvb Zvic i mwu K msw ßfv e ˆZwi K i e vl v Ki b GB ` wófw½ Avcbvi evz vwu K dvkvm Ki Z mnvqzv Ki e 42 Rbms hvm n vûeyk

49 10.MYgva g fyj Ki ji D ËwRZ n eb bv Avcbvi msev` weáwßi wel q MYgva g hw` Kv bv fyji K i, Zey D ËwRZ n eb bv hw` fyjuv QvU-Lv Uv nq, Z e fy j hvb Avi hw` i Z c~y nq, Z e f`ªfv e cöwz e`k K ejyb GKwU ms kvabx w` Z Avi Avcwb hw` Zvi Rev e mš ó bv nb, Z e IB cöwz e` Ki m úv`k ev evz v m úv` Ki m ½ K_v ejyb hw` ZvI m e bv nq, Z e m úv`k eivei GKwU ms kvabx cvwv q mš ó _vkzb KL bv fyj eb bv, Avcbvi bwzevpk cöwzwµqv MYgva gwui m ½ Avcbvi m úk K vqxfv e wzmö Ki Z cv i g b ivl eb, MYgva g KB Avcbvi cö qvrb AvcbviB ^v _ Rbms hvm n vûeyk 43

50 Z_ m~î Haque, M, E, (2003), Excellence in Public Relations - maximising NGO impact, Dhaka, Parama. Ali, M. (1999) The Diy Guide to Public Relations: For Charities Voluntary Organisations and Community Groups, London: The directory of social change. Cutlip, S.M., Center. A.H, & Broom,G.M., (1994) Effective Public Relations. New Jersey: Prentice-Hall. Russell Lawson (2006) "The PR Buzz Factor - how using public relations can boost your business", London, Kogan Page. Michael Nortobn and Purba Dutt (2003). "Getting Started in Communication'- A practical guide for activists and organisations". New Delhi, London, Saga Publication. The Special Library Association, "Public Relations Handbook", New York. Grunig. J.E. (1992) " Communication, Public Relations, and Effective Organisations". In J.E. Grunig (ed.) Excellencies in Public Relations and Communication Management. Hillsdale, New Jersey: Lawrence Erlbaum Associates. Grunig, J.E. & Hunt, T. (1984) Managing Public Relations. New York: Holt,Rinehart & Winston. Hyatt, D. (1964) Public Relations: A Handbook for Business, Labor and Community Leaders. New York: New York State School of Industrial and Labor relation, Cornell University, Ithaca. The Global development Research Center, Dealing with the Media, ( Cartoon Acknowledgment Austin Claire (1992), Successful Public Relations in a week, Rupa & Co, Calcutta, India Internet ( 44 Rbms hvm n vûeyk

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