YJA Convention 2002 07 NJ Fifth

Author(s): Young Jains of America (YJA)
Publisher: Young Jains of America YJA USA

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Jainism in the Media Manoj Jain | Yogendra Jain
The question which must be first answered is WHY? Once the goal is defined, then as in any product
Why even bother to promote Jainism in media? Why promotion, some part of our budget and energy must undergo the scrutiny and the possibility of misinterpretation go in public relations, advertisement, and other by media and public? Why risk being labeled as a "cult" or forms of promotion. And only over time as we worse. Instead of promoting Jainism in media, why not develop our own expertise the appropriate use this energy in practicing Jainism and "get rid of promotion "mix" will need to re-evaluated and karmas" or building bigger temples and institutions. refined.
After September 11, many Jain institutions felt a need to This session will explore the potential impact media be heard. They felt that Jainism has a message of non- can make on a religion and why Jainism and Jain violence, non-absolutism, and non-possession which is community and Jain organizations have lagged not as clearly articulated by any other religion. In fact, behind and why we must actively promote Jainism. when many of the religious leaders gave their opinions Fundamentals of PR and marketing 101 will be on this event, Jain leaders were no where to be found. discussed first followed by presentation on access
to media and current PR work underway. Specific Today, Jainism in media is non-existent in US and goals will be outlined as to what constitutes a worldwide media. It struggles to be recognized just as an successful media campaign. Based independent religion. In contrast Buddhism has become on this, a strategy will be developed and tools will popular in new age and religious literary circles and be introduced to promote Jainism at local, regional, practice in the West.
and national level. I
Furthermore Jainism's strong and unique focus and obsession with the philosophy of non-violence is what the world needs in these testing times. Hence, first we need to clearly define what our goal is in promoting Jainism in media.
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