eChapters

A newsletter is a communication tool that plays a vital role in public relations (PR) by fostering engagement, building relationships, and sharing relevant information with a target audience. It is a periodic publication, either digital or printed, distributed to a targeted audience to share updates, news, and information. In public relations (PR), newsletters act as a strategic communication tool to strengthen relationships and disseminate relevant content.
Role of Newsletters in Public Relations
1. Information Dissemination
• Share updates about organizational achievements, new initiatives, or industry news.
• Provide expert insights to position the organization as a thought leader.
2. Building Relationships
• Strengthen connections with stakeholders, customers, and the public.
• Foster loyalty by engaging audiences with regular, valuable content.
3. Enhancing Brand Visibility
• Consistent newsletters ensure that the brand remains visible and top-of-mind.
• Showcase brand values, culture, and mission to reinforce identity.
4. Supporting PR Campaigns
• Amplify key messages from broader campaigns.
• Promote events, partnerships, or corporate social responsibility (CSR) initiatives.

Kiwifruit or Chinese gooseberry (Actinidia deliciosa) is known as ‘China’s miracle fruit, and ‘the horticultural wonder of New Zealand’. From China it spread to New Zealand where it was recognized as a potential fruit and became a popular backyard vine. The name “Kiwifruit” comes from the Kiwi, a brown flightless bird and New Zealand’s national symbol. It has a fibrous, dull brown-green skin and bright green or golden flesh with rows of tiny, black, edible seeds. The fruit has a soft texture and a unique flavour and today it is a commercial crop in countries like Italy, China, and New Zealand. It is native to Southern China, where it was known as Yang Tao (sunny peach). It is known as “Chinese Gooseberry”, because of its visual resemblance to gooseberry.

Agricultural research in India has contributed new varieties of crops and production technologies for increased production at the national level. These modern technologies benefited only a particular section but farm youth in rainfed areas are facing many problems. One of the problems identified in the diffusion of technologies to farm youth in sustainable agriculture was the lack of appropriate technologies suitable to the farm and social situations. When farmers in rain fed areas are exposed to innovations, they react to the practices/innovations from different viewpoints. A practice appropriate to farm youth in rain fed areas must be less in cost, high in profits, less risky,  highly compatible with socio-cultural values and beliefs, less in complexity, highly trialable on a small scale and the results of the same should be easily observed and communicated. These dimensions are perceived by farmers differently and the degree to which they perceive them favourably are likely to adopt the same in rain fed areas. Many a time, several past investigations have only indicated whether the recommended package of technologies has been adopted or not by farm youth. This gives percentage of farm youth adopting the practices but not the percentage of recommended technologies adopted by them and the problems encountered by them in adopting the recommended technologies in rain fed areas.

I. FILL UPS

1. _____ is the necessary component for vitamins.
2. _____ is vital for seed formation.
3. _____ is essential for protein synthesis.
4. _____ is essential for nut development in peanuts.
5. _____ is the key element for chlorophyll production.
6. _____ is the integral part of amino acids.
7. _____ is essential for seed and cell wall formation.
8. _____ catalyzes several plant processes.

Introduction

Functional food is a natural or processed food that contains biologically active compounds like nutraceauticals and phytochemicals which have health benefit and thus, an important source in the prevention, management and treatment of chronic diseases. For centuries consumption of fruits and vegetables has been attributed to beneficial health effects. Research studies stated that approximately one-third of cancer risk in humans could be attributed to diet. Free radical formation of reactive oxygen species (ROS) and subsequent oxidative stress have been correlated to many human disorders including those of the kidney, eye, lung, liver, nervous system, heart and cardiovascular system. Therefore, foods in our diet that can aid in prevention of these diseases are of major interest to both the scientific community and the general public. Biologically active plant chemicals including traditional nutrients have a beneficial effect on human health. Onion and garlic have received considerable attention for their healthful, functional benefits.

Onion and garlic are the most important vegetable crops grown and consumed almost all over the country. Both the crops belong to the family Alliaceae and have gained the importance of a cash crop in recent years. Maharashtra, Gujarat, Uttar Pradesh, Karnataka, Tamil Nadu, Rajasthan, Andhra Pradesh and Odisha are the major onion growing states whereas Madhya Pradesh, Gujarat, Uttar Pradesh and Odisha are the major garlic growing states. India is a leading producer of onion supporting 20.2% of the world production. Onion is grown in kharif, late kharif and rabi seasons whereas, garlic is grown in rabi season only except in Nilgiri Hills where summer crop is also taken. Onion is normally produced from seeds except multiplier onions where production is taken up vegetatively from bulblets. Garlic is produced vegetatively by planting cloves. Both the crops are rich source of bioactive compounds and have outstanding nutritive value. The nutritive value (per 100g edible portion) of onion and garlic are as follows.

Introduction

Disease caused by motile Salmonella species in birds is called “Paratyphoid infections”. Paratyphoid infections are present in all parts of the world.

Etiology

Salmonella enterica includes six subspecies. Only one of that subspecies; S. enteric subspecies enterica includes more than 2500 motile serotypes.

Morphological characteristics

Kalimusli roots are 5–22 centimetres long, cylindrical, tuberous, and 0.5–0.8 centimetres thick. Brownish on the outside, with noticeable transverse creases that are loosely spaced. Externally, lateral roots are robust, fibrous, dull white in colour, and spongy, with a length of 5 cm or more. When freshly cut, tuberous rootstock has a starch-white colour within and is mucilaginous. Simple, sessile leaves are clustered on a short stem with sheathing leaf bases that taper into a little petiole, giving the plant an almost radical aspect. They are 15–45 cm long and 1.2–2.5 cm wide, linear or linear–lanceolate, membranous, glabrous or sparsely soft haired, and are linear or linear–lanceolate, membranous, glabrous or sparsely soft haired. When the leaf tip comes into contact with the earth, it develops roots and creates adventitious buds.

Floral characteristics

Flowers are epigynous, bright yellow, bisexual or unisexual, with a lanceolate and membranous bract. The perianth is found at the top of a lengthy, sterile ovarian extension that extends above the ground. With six equal lobes measuring 1.5 cm and sparsely hairy along nerves on the interior, the perianth is gamotepallus. The ovary is tricarpellary, syncarpous, and trilocular, with a long, slender beak (stipe). Flowering and fruiting occur largely from October to January, with intermittent flowering and fruiting occurring all year.

Stakeholder is an individual or group that has an interest in any decision or activity of an organization. A stakeholder is a member of groups without whose support the organizationwould cease to exist. Stakeholders are important to every project. Stakeholders are very important because they can have a positive or negative influence on the project with their decisions. A stakeholder is either an individual, group or organization who is impacted by the outcome of a project.

Site of incision: Make a midventral incision on the sternum from cranial to caudal than from both ends of this incision make cranial incisions along the caudal border of shoulder and arm region to mid dorsal aspect of back and along last rib to mid dorsal aspect of back, respectively. Reflect the skin flap from ventral aspect to mid dorsal region of back.

Principle

Red blood cell sticking (hemadsorption) can reveal the presence of certain viruses. This happens because these viruses, like influenza or measles, sprout proteins (hemagglutinin) on their infected host cells. These proteins act like Velcro, attracting red blood cells and causing them to cling to the surface. A hemadsorption assay uses this natural process to check for viruses. It's faster than waiting for the cells to show damage (cytopathic effect), allowing for earlier detection. Haemadsorbing viruses can be detected several days prior to the appearance of a cytopathic effect.

Equipment

a) Biosafety cabinet level 2 (B2)

b) Carbon Dioxide (CO2 ) Incubator (set to 37°C with a 5% CO2 in air atmosphere)

c) Refrigerated centrifuge

d) Refrigerator

e) Inverted Microscope

f) Micro pipettes (1-10 μl, 10-200 μl, 100-1000 μl)

g) -86°C/-80°C deep freezer h) Autoclave

i) Hot air oven

j) Filtration Assembly

A dog’s skin is not only their largest organ but also a vital indicator of their overall health and well-being. Proper skin care and management are essential for keeping your furry friend comfortable, happy, and healthy. Here’s a comprehensive guide to maintaining your pet dog’s skin:

1. Regular Grooming

• Regular grooming is key to keeping your dog’s skin clean and free from debris, dirt, and excess oils. Brushing your dog’s coat helps distribute natural oils and prevents matting, which can lead to skin irritation.

• Use a grooming brush appropriate for your dog’s coat type and length. Long-haired breeds may require daily brushing, while short-haired breeds may need less frequent grooming.

2. Bathing Routine

• Bathing helps remove dirt, allergens, and bacteria from your dog’s skin and coat. However, over-bathing can strip away natural oils and lead to dryness and irritation.

• Use a mild, hypoallergenic dog shampoo specifically formulated for pets. Avoid using human shampoos, as they can be too harsh for your dog’s skin.

• Frequency of bathing depends on your dog’s breed, lifestyle, and skin condition. Generally, bathing once every 4-6 weeks is sufficient for most dogs.

A Public Relations (PR) strategy plan for the transfer of technology focuses on effectively communicating the value, usage, and benefits of new technology to target audiences, ensuring its successful adoption. Here’s an overview of the key elements:
Objectives
• Awareness: Inform stakeholders about the new technology and its applications.
• Acceptance: Build trust and credibility regarding the technology’s benefits.
• Adoption: Encourage usage and integration of the technology within the target groups.
Key Components of the PR Strategy
a. Audience Identification
• Farmers, industry stakeholders, policymakers, and consumers are common target groups.
• Segment audiences based on their level of familiarity with the technology.
b. Communication Channels
• Traditional Media: Print media, radio, and television for rural and less tech-savvy groups.
• Digital Platforms: Social media, webinars, and email campaigns for urban and tech-savvy audiences.
• On-Ground Events: Demonstrations, workshops, and fairs to showcase the technology in action.
Example Image: A community workshop with experts explaining the use of modern farming tools to farmers.

Today, in many countries mobile phones are being used by farmers, not only as a person voice communication medium but also to provide access to  information through sending message service (SMS), multimedia messages service (MMS) and access to the internet. Across the developing world, there are programmes that give farmers access to research and best practices, weather information and market prices via SMS, Interactive Voice Response (IVR) or call centers.

The glucose is utilized in the body for immediate energy requirements. The utilization of glucose depends on the integrated activity of digestive system metabolism and endocrine system of the body. Glucose tolerance is referred as the capacity of animal to regulate elevated blood glucose on ingestion or infusion, gradually. The level of glucose that can be tolerated by an animal without producing glucosurea is indicative of tolerance. Glucose load challenges the pancreas to release insulin which in turn regulates blood glucose level. If the insulin release is adequate and target cells have healthy receptors, elevated blood glucose level return to base value within 2 hours and glucose does not appear in urine. An increased glucose tolerance means limited rise and rapid fall in blood glucose in short span than the normal rate of utilization.

I. FILL UPS

1. The beheaded portion of cabbage is called _____.
2. _____ method is followed for cauliflower seed production in India.
3. In carrot, _____ method is followed among seed companies for large commercial seed production.
4. Knob to seed method is followed in _____.
5. Bulb to seed method is followed in _____.

Centre of origin are also known as centre of diversity. N. I. Vavilov in 1926 has proposed that crop plants evolved from wild species in the areas showing diversity and termed them as primary centers of origin. Primary centers, crops moved to other areas with the movements of man. But in some areas, certain crop species show considerable diversity of forms although they did not originate there. Such areas are known as secondary centers of origin of these species. Genetic diversity is essential for crop improvement. Vavilov has suggested eight main centers of origin of crop plants.

1. Chinese Centre

This centre is considered to be one of the earliest and largest independent center of origin of cultivated plants. This centre includes mountain regions of central and western China. The endemic species listed from this centre include, soya bean, radish, turnip, pear, peach, plum, colocasia, buckwheat, opium poppy, brinjal, apricots, oranges, china tea etc.

2. Himalayan Centre

This centre is also known as the Indian centre of origin. This centre includes regions of Assam, Burma, Indo-china and Malayan Archipelago. The crops originated from this centre are rice, red gram, chick pea, pea, mung, brinjal, cucumber, sugar cane, black pepper, moth bean, rice bean, cotton, turmeric, indigo, millets etc.

Meaning of Administration

The Management of public affairs of a government or institution is called administration. In extension education knowledge of administration is very important which can be developed by administrators. This knowledge will make the administrators aware of some of the unanticipated consequences of their decision. Secondly proper administration makes the administrator to his/her skill. Knowledge for solving problems of organization for which they are members.

Site of incision: Cut the skin over the back and loin region by making cranio caudal straight incision along the proximal part of 1st rib and the lateral margin of transverse process of lumbar vertebrae up to wing of sacrum and reflect the skin to mid dorsal aspect of back and loin.

Principle

The plaque assay was developed in order to enumerate and quantify the infectivity of bacteriophages. This technique has been subsequently adapted for application in animal virology and has proven to be a dependable method for quantifying the concentration of various viruses that have been adapted for growth in cell cultures. This assay is designed to quantify the capacity of a solitary infectious virus to create a visible area of cell death on a layer of cultured cells. A plaque forms during the viral infection cycle, in which the host cell dies after viral replication. Some viruses cause cell lysis during replication, while others cause minimal damage to the cells. The plaque assay is a technique used to measure the quantity of viruses that cause the destruction of their host cells, resulting in cytopathic effects (CPE). During a plaque assay, the host cells and virus are briefly co-cultured to enhance the virus's attachment and entry into the host cell. Subsequently, the concoction is introduced into a partially solidified agar medium. The thick agar is poured onto a layer of "bottom agar" which supplies ample nutrients for the host cell. After one round of virus replication, an infected cell will undergo lysis, leading to the release of multiple new viruses. Within the gelatinous substance, these newly released viruses can only infect neighbouring cells. After a subsequent round of replication, these neighbouring cells will undergo lysis. The cells that manage to avoid infection will continue to proliferate. After a period of 24 to 48 hours, plates that were not contaminated with a virus will display a consistent layer of cells. The plates infected with a multitude of viruses exhibit plaques. Quantifying viral titer is essential for assessing viral infectivity. The determination can be made either by conducting a plaque assay or by calculating the infectious dose.

Objective: Development of Potato chips
Potato is a perishable commodity and cannot be preserved longer in fresh form. Although for some time potatoes can be preserved by low temperature storage but this low temperature storage results in many undesirable biochemical changes in the quality of the potatoes. Another alternative for the preservation of potatoes is to conversion in the shelf stable value-added processed products. Further, value-addition and processing of potato will also ensure the availability of wholesome, safe, nutritious, and acceptable food to consumers throughout the year along with simultaneous reduction in post-harvest losses and profit to the farmers for their produce. Potatoes are processed into a great variety of products, including cooked potatoes, par-fried potato strips, French fries, potato chips, potato starch, potato granules, potato flakes and dehydrated diced potatoes and others. Globally, only two potato-based snack foods i.e., chips/ wafers and French-fried potato are the main value-added products of potato, accounting for more than 42% of the potato based processed products. Such type of fried products is loved for convenience and their premium taste, flavour, and texture. With the technological advancements, now potato processing is highly industrialized and market driven. Like other processed products, the finished product quality of potato based value-added products severely depends upon the quality of raw potatoes used. Therefore, the major challenge in potato processing is to fulfil the tuber quality requirements specifically, tuber morphology, reducing sugar (=0.1%) and dry matter content (=20%). Alternatively, we can infer that all type of potato is not suitable for processing. The crispy texture of potato chips is one of the most important quality indicators of the finished product, apart from colour, odour and flavour. Potato chips texture is often described in terms of crispness, hardness and crunchiness. This crispy/crunchy character is an important sensory characteristic on which consumers base their appreciation.