Jain Center Los Angeles CA 2008 09 Pratishta Souvenior

Author(s): Jain Center So CA Los Angeles
Publisher: USA Jain Center Southern California

Page 95

Publicizing Pratishtha Mahotsav
Nilesh Shah
Pratishtha Mahotsav is one of several significant accomplishments and a memorable milestone in the history of Jain Center of Southern California (JCSC). The importance of this significant event and its concepts need to be communicated well within the community as well as to the outside communities. A Publicity Sub-committee led by Nilesh Shah was tasked by the Pratishtha Committee to develop and execute a plan to publicize this holy event and the activities being organized over a period of eleven days to commemorate the inauguration of the new Derasar and Aradhana Hall. Other members of the sub-committee include - Nitin Shah, Harkishan Vasa, Jiten Vasa, and Chandrakant Parekh.
The sub-committee began its task by defining the objectives of the publicity effort. It recognized the fact that while Jain Religion is one of the world's top ten religions, it is still virtually unknown in the non-Indian communities. The Pratishtha Mahotsav would provide an excellent opportunity to promote the three core values
of the Jain Religion (Ahimsa, Anekant, and Aparigrah) and their relevance to everyday life - especially at a time when the world is strife with numerous conflicts. The sub-committee decided to leverage the importance of the Pratishtha Mahotsav to achieve two objectives - one to educate the public using various media outlets about the Jain theology, and two, to publicize the importance of this holy event itself and the related ceremonies and rituals leading to the inauguration of the new Derasar and Aradhana Hall.
Next, the sub-committee proceeded to define the criteria for measuring the success in achieving the two objectives. Various prongs to publicize the event would include - media coverage (local, national and international newspapers, TV broadcasts, radio and Internet), targeted coverage in Indian media (newspapers, radio and TV), timely distribution of press releases (on-line and in print), and interviews with Jain leaders, scholars, and luminaries. Also, advertisements would be placed in the local and Indian newspapers and on Indian TV to announce the event and to extend invitations to the public to participate in the celebrations.
The sub-committee agreed upon an important resolution that all messages released to the community would be consistent, non-sectarian, succinct and precise to ensure that no mixed messages were being communicated. In this context, the sub-committee prepared two standard briefings - one describing the Pratishtha Mahotsav, and one describing the key principles of the Jain theology. For the latter, an elevator pitch was also prepared for use in conveying the key principles clearly and concisely.
The next task of the sub-committee was to decide upon a cost-effective way to achieve the stated objectives. After evaluating several options and proposals, the sub-committee decided to engage the services of a professional Public Relations firm that could help achieve the publicity objectives. The sub-committee negotiated with Terpin Communications, Inc., a PR agency, to provide the PR services at about a third of the cost of a comparable business PR engagement.
Working with the PR firm, the sub-committee developed a detailed plan and tactical steps to achieve the stated objectives. These steps included:
* Creation of a national database of targeted media outlets and contacts, as well as some in India, Canada and the UK * Issuance of press releases and media alerts at several time intervals before and during the event * Website coordination and search engine optimization efforts * Screening and inviting specific reporters from various media * On-site guided tours for reporters * Managing on-site Media Desk during the event *Writing feature articles in cultural, religious and architectural publications * Arranging interviews with Jain leaders, scholars, and luminaries
* Coordination with other Pratishtha sub-committees to ensure appropriate media coverage of various activities and ceremonies
Finally, the sub-committee will publish a post-event report that will provide details of the media coverage obtained, effectiveness of various efforts, and lessons learned for future PR efforts. This is the first time in its history that JCSC engaged the services of a professional PR firm to publicize a major event. The Publicity Sub-committee is highly pleased and encouraged by the fact that the Pratishtha Committee willingly approved and supported this "out-of-the-box" initiative for publicizing the Pratishtha Mahotsav.
My Pathshala teachers have taught me about building character, and also what is right and wrong.
Shivani Shah, 9