eChapters

Puberty • It is the age at which sexual organs are functionally developed and gonads start responding to GnRH to start steroidogenesis and spermatogenesis. Animal at puberty develops secondary sexual characters with proper libido. • At puberty, the bull is able to produce 50 million spermatozoa with 10% progressive motility in 1st seminal ejaculates. It should be 100 million spermatozoa with 10% progressive motility in 1st seminal ejaculate in case of stallion. • At puberty, gonadotrophic cells are functionally developed in the mature pituitary tends to gonadal maturation. The steroidogenesis starts properly which leads to the development of genital organs and secondary sexual characters.

Puberty and sexual maturity

Puberty is defined as the age at which reproductive function is initiated in animals. This corresponds to changes in hormone levels and the ability to function sexually in order to reproduce. The puberty is the period when the sexual organs are functionally developed, libido is prominent and the male is able to produce the spermatozoa and is able to copulate resulting in pregnancy. The onset of puberty is a gradual process and occurs after achieving optimum body weight, which is influenced by plane of nutrition, genetic differences, management practices, breed, diseases and individual differences.

The intricate relationship between weather, climate, and agriculture dictates food security and the livelihoods of countless communities across the globe. In this context, public awareness of agricultural meteorology – the science of how weather and climate impact agricultural practices and outcomes – is not merely informative; it is transformative. This chapter delves into the critical role of fostering understanding and knowledge of agrometeorological principles among the broader public, with a particular focus on empowering farming communities. By exploring the significance of making weather and climate information accessible, relevant, and actionable, we will examine the strategies, initiatives, and global efforts aimed at building a weather-literate agricultural sector (Fig. 15.1). Ultimately, enhanced public awareness in this domain equips individuals and communities with the tools to make informed decisions, mitigate risks, adapt to changing climatic conditions, and contribute to more resilient and sustainable agricultural systems worldwide.

Tools of Public Awareness

The public awareness and awakening can be created among people through various means and ways. In this age of computers and communication, science and technology, information and advertisements there are several quick and effective means of spreading news. The electronic media, the press, education institution, religious, adult education, moral education, spiritual education, religious discourse etc. all are essentially complementary to each other. The governments and the policy makers can only work forwards environmental preservation on political basis. The media, if work passively on pro environmental issues, awareness can be effectively generated among people.

Introduction
Antimicrobial resistance (AMR) has emerged as one of the most pressing global health threats, with implications that extend beyond human medicine to animal health, food security, and the environment. In livestock production systems, the misuse and overuse of antibiotics contribute significantly to the development of resistant pathogens. These resistant organisms can spread from animals to humans through direct contact, contaminated food products, and environmental pathways. The containment of AMR in livestock is not solely a technical or regulatory challenge—it is also a social and behavioral issue. Public awareness, education, and behavioural change are key pillars of any effective AMR mitigation strategy. Schools, community networks, and media platforms play vital roles in shaping knowledge, attitudes, and practices related to antibiotic use in livestock.
Causes of AMR in Livestock
Over-prescription and misuse of antibiotics in veterinary care Use of antimicrobials as growth promoters rather than for therapeutic purposes Poor farm bio-security and hygiene leading to frequent infections
Inadequate regulation and over-the-counter sale of antibiotics without veterinary oversight
Public Health Impact
Transmission of resistant pathogens via the food chain Contamination of soil and water with resistant genes through manure
Emergence of zoonotic diseases with limited treatment options

Introduction

The field of public finance is a critical aspect of economic governance that delves into how governments manage their revenue, expenditures, and debt to fulfill societal needs and ensure economic stability. Public finance encompasses the financial activities of governments at various levels, including national, state, and local, focusing on the income and expenditure of public authorities and the underlying principles guiding these financial transactions.

Significance of Public Finance

• Role in Society: Public finance is a branch of public policy and economics concerned with how governments raise funds, allocate resources, and address economic and social needs.

• Government Functions: Governments provide public goods and services like infrastructure, defense, education, and social welfare programs that are essential for societal well-being.

• Market Correction: Public finance enables governments to address market failures by providing public goods that individuals or businesses would not produce efficiently on their own.

• Income Redistribution: Through programs like social security and welfare, public finance helps moderate income disparities by supporting those in need.

Animal husbandry plays a vital role in the development of agriculture and is an integral component of rural economy especially in the hilly mountainous terrains of the country. Disasters, whether caused by unavoidable natural events or by avoidable, man-made events, always have been a part of human life. Hilly areas because of their geo-physical and climatic conditions are always prone to natural disasters like earthquakes, volcanic eruptions, cloud bursts and landslides etc. During the past few decades, disasters have killed millions of people and animals, adversely affecting the human and animal lives, resulting in substantial tangible and intangible losses in an unanticipated manner. Veterinary professionals by virtue of their strong scientific and technical competence play a pivotal role in human health by providing safe, wholesome and sound animal proteins which are valuable component in the prevention of malnutrition. Moreover, public health veterinarians are also actively concerned in protecting the environment by safe disposal of human and animal waste without adverse consequences. Thus, veterinarians always have a role to play in all stages of disaster mitigation and management; however the contribution of veterinarians will be most effective by integrating their expertise with other local, national and international groups and agencies involved in disaster management. In any country, funding for disaster relief should include veterinary management of disasters being recognized as a form of humanitarian assistance and a contribution to public health.

INTRODUCTION

‘Society’, this word is derived from the Latin word ‘socius’ which literally means a companion. Society is complex organism constituted by persons bound in willing allegiance to some common standards of psychological approach and outward behavior [10]. The story of libraries reflects the social, economical, cultural and educational needs to which libraries have responded. In preliterate society, human beings depended on live memory and the spoken words. By 2700 BC, the Sumerians had established private and government libraries for preserving their varied writings for use in the form of clay tablets. Ancient Egypt, from where writing was developed, produced some libraries which were composed of papyrus rolls [11]. So we can see, from the very initial stage of the society; books, papers, manuscripts, drawings, copper plates and other articles were being presented to it by various sources. We know that there is close relation between books and society. Healthy society is the creation of sound mind by books. Without sound mind, social progress can not be achieved properly. Every significant book may reflect distinct period of history. It is not essential to say that an author and his works can create new culture and lead to social changes. The books of authors of different countries in the world had / have a long influence on society [3].

In this present era, literature and knowledge is growing very fast and for their proper collection, preservation and to properly disseminate to people, we need public libraries. Society always depends on smooth growth and this growth is neither willful nor arbitrary[10]; it is consistent and systematic. For smooth and systemic growth of society, the government of different countries and states in the world have established schools, colleges and universities. No doubt, the government, different organizations, industrialists have to give priority to drinking water, sanitation and other conveniences. On the other hand, to remove illiteracy or to educate the citizens/nations and to introduce the human beings with phenomenal explosion of knowledge and information, government and other reputed agencies have established and also are establishing public libraries whose services play a vidal role in national progress and development.

1. Background

Agriculture sustains 58 per cent of population in India. Productivity and profitability are two major planks for food security and sustainable livelihood of farmers. About 86 per cent of farmers in India own less than two hectors of land. As a result, their marketable surplus is small which poses a major challenge in ensuring remunerative price. Limitations associated with quality of produce, storage, transportation, credit as well as vagaries of weather and market are other related problems. These limitations further aggravate if the producers happen to be women due to their socio-cultural and economic position in the society. Only a decentralised and income assuring approach alone can bring prosperity to the farmers apart from gender equality. This would ultimately propel the agricultural growth of the country.

The chapter discusses one of such approaches called the public private partnership (PPP). It has gained prominence in the wake of the demand for farm reforms, trade, commerce, climate change and gender equality in recent years.

A public relations (PR) is a vital function for any organization, aimed at fostering beneficial relationships between the organization and its various publics. This chapter explores the core processes in PR and the distinct types of publics involved. By understanding both aspects, PR practitioners can more effectively craft messages, manage perceptions, and achieve organizational objectives.
The Public Relations Process
The PR process can be broadly defined as a strategic framework used to plan, execute, and evaluate activities aimed at building and maintaining a positive image of an organization among its stakeholders. One commonly used model to describe this process is the RACE model: Research, Action planning, Communication, and Evaluation (Marston, 1963). Each step plays a critical role in shaping effective PR practices.
The process of public relations generally involves several key stages, often structured as a cycle. Here’s an overview of the main steps:
1. Research and Analysis This initial stage involves gathering information about the organization, its publics, the market, and the situation at hand. It includes understanding the needs, preferences, and behaviors of target audiences, as well as identifying potential issues or opportunities.
2. Planning and Strategy Development Based on research findings, a clear PR plan is created. This involves setting objectives, defining target publics, crafting key messages, and choosing the right communication channels. This stage outlines how to address the organization’s goals through tailored PR strategies.
3. Communication and Implementation The planned PR strategies and messages are put into action. This can include creating press releases, managing media relations, organizing events, running social media campaigns, or other methods of engaging with the target publics. Consistency in messaging is essential at this stage.

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.

Public relations (PR) is an essential tool that organizations use to manage their public image, build relationships with key stakeholders, and communicate effectively with diverse audiences. The field of public relations has evolved significantly, and several models provide a framework for understanding its various functions and practices. This chapter delves into the most influential public relations models, analyzing their development, characteristics, and applications. By understanding these models, readers can gain a deeper insight into the strategies and approaches that guide modern PR practices.
Introduction to Public Relations Models
The concept of public relations as a strategic communication process has grown in complexity over time, with different models emerging to explain how organizations interact with their publics. PR models serve as frameworks, enabling professionals to implement effective communication strategies. These models can be thought of as lenses through which PR practitioners view the interactions between organizations and their target audiences. Developed by scholars and practitioners, these models help PR professionals understand, design, and execute strategies that are aligned with the goals of their organizations.
Historically, the development of public relations models has paralleled changes in societal expectations, advances in technology, and shifts in media landscapes. PR models highlight how organizations adapt to these changes and how the purpose of PR—whether to persuade, inform, or build mutual understanding—shapes PR strategies. In this chapter, we explore the four primary PR models identified by James E. Grunig and Todd Hunt in the early 1980s: the Press Agentry/Publicity model, the Public Information model, the Two-Way Asymmetrical model, and the Two-Way Symmetrical model.

Introduction
Public speaking is an essential skill that has empowered individuals to communicate ideas, influence others, and effect change. Its roots trace back to ancient civilizations, where orators like Aristotle and Cicero in Greece and Rome set the foundations for what is now considered an art and science. Today, public speaking is valuable in various fields, from business and politics to education and social activism. This chapter will explore the need and purpose of public speaking, shedding light on its role in personal, professional, and societal contexts.
The Need for Public Speaking
Public speaking is an indispensable skill for various reasons, each of which relates to a fundamental aspect of communication in society. Below are some of the primary needs addressed by public speaking:
Enhancing Communication Skills
Public speaking helps individuals to express their ideas clearly and persuasively, a skill essential for effective communication in both professional and personal spheres. By honing these skills, speakers become better equipped to share their thoughts and influence others.
• Active Listening and Empathy: Effective public speakers are also active listeners, adapting their messages based on the audience’s feedback and emotional cues, fostering a sense of empathy and engagement (Lucas, 2014).

Public speaking is a powerful tool that has influenced the course of history, shaped public opinion, and inspired change. The ability to deliver an engaging and effective speech is a skill that distinguishes leaders, educators, politicians, and thought leaders. Public speaking is not just about conveying information; it’s an art that requires certain key characteristics to make the message impactful and memorable. This chapter explores the essential characteristics of effective public speaking, providing readers with a framework to enhance their speaking abilities.
Clarity
Clarity is one of the most essential characteristics of public speaking. A clear message allows the audience to understand the speaker’s intent without confusion. This involves:
• Articulate Speech: Pronunciation and enunciation should be precise to avoid misunderstandings. Articulate speech allows the audience to grasp complex ideas with ease.
• Simple Language: Avoiding jargon and using language that is easily understood by the audience ensures that the message is accessible to all.
• Structured Content: Organizing ideas in a logical sequence, with a clear introduction, body, and conclusion, helps the audience follow the argument or message effortlessly.
Confidence
Confidence can determine the overall impact of a speech. A confident speaker commands attention, instills trust, and appears knowledgeable. Key elements of confidence include:

Introduction
Public speaking is a powerful skill that enables individuals to convey ideas, influence others, and build lasting connections. Whether in a formal or informal setting, effective public speaking has the potential to enhance credibility, improve career prospects, and even inspire social change. In today’s interconnected world, public speaking has gained significance as more people are required to present ideas, deliver information, and interact with diverse audiences. This chapter will explore the importance of public speaking, its impact on various aspects of life, and the benefits it offers for personal and professional growth.
The Role of Public Speaking in Modern Society
Public speaking has been central to social and political discourse for centuries. Orators like Martin Luther King Jr., Mahatma Gandhi, and Winston Churchill used powerful rhetoric to shape public opinion and inspire action. In modern society, public speaking remains crucial in diverse fields such as business, education, media, and politics, where individuals use their voice to influence, inform, and connect with others. Research has shown that effective public speaking contributes significantly to leadership abilities, enhancing both personal influence and team performance (O’Hair et al., 2018).
Professional Growth and Career Advancement
Public speaking skills are highly valued in professional settings. Leaders, managers, and employees alike are often required to present ideas, provide feedback, and motivate teams. According to a survey by the National Association of Colleges and Employers (NACE), communication skills are among the top qualities employers look for in job candidates. Professionals with strong public speaking skills are often perceived as more competent, confident, and credible, qualities that are advantageous for career progression (Andrews & Bodey, 2017).

Introduction
Public speaking is both an art and a science. It’s about effectively delivering a message to an audience in a way that is clear, engaging, and impactful. Successful public speaking requires not only a well-structured message but also a mastery of delivery methods. How a speaker delivers their message can significantly influence how it is received, understood, and remembered by the audience. This chapter will explore the various modes of delivery in public speaking and provide a checklist to guide speakers in enhancing their effectiveness.
Modes of Delivery in Public Speaking
Public speaking is commonly categorized into four primary modes of delivery, each suited to different contexts, audiences, and types of messages. Choosing the right mode is essential for maximizing engagement and ensuring clarity.
Manuscript Speaking
Manuscript speaking involves reading a written script word-for-word. This mode is typically used in formal situations where precision is critical, such as legal proceedings, political addresses, or scientific presentations.
Advantages
• Ensures accuracy and consistency in wording.
• Reduces the likelihood of errors in complex or sensitive topics.
Disadvantages
• Can lead to a lack of engagement if the speaker reads in a monotonous tone.
• Limits eye contact and interaction with the audience.
Best Used For
• Formal events where exact wording is essential (e.g., policy announcements).
• Speeches on technical or sensitive topics requiring precision.

Public speaking is an invaluable skill for anyone who wants to make an impact, inspire, and influence others. Whether presenting in a boardroom, at a conference, or during a class lecture, being able to communicate effectively is crucial. This chapter explores key techniques in public speaking that can help anyone enhance their effectiveness as a speaker, overcome the fear of public speaking, and connect with their audience in meaningful ways.
Understanding the Basics of Public Speaking
Public speaking isn’t merely about speaking loudly or confidently. It’s an art that combines clear communication, audience connection, and impactful delivery. The best speakers understand the needs of their audience, the purpose of their message, and the way to structure their talk to achieve the desired outcome.
1. Knowing Your Purpose: Before preparing your speech, define what you want to achieve. Is it to inform, inspire, persuade, or entertain? Having a clear objective provides direction and helps focus your content on what truly matters.
2. Audience Analysis: Effective speakers tailor their message to their audience. Analyze your audience’s demographics, interests, and level of knowledge on the topic. This insight will guide your tone, examples, and vocabulary, ensuring you address the audience in a way they find relatable and engaging.
3. Structure Your Speech: The classic structure includes an introduction, body, and conclusion:

Meaning – Points to be considered in public speaking – Effective public speaking: Group Discussion: Meaning – Procedure – Advantages – Limitations; Seminar Conferences: Definition and meaning – Steps in organizing seminar / conferences/ symposium / workshop

Definition

Public speaking is the process and act of speaking or giving a lecture to a group of people in a structured, deliberate manner intended to inform, influence, or entertain a listening audience. Public speaking is commonly understood as face-to-face speaking between individuals and an audience for the purpose of communication. It is closely allied to “presenting”, although the latter is more often associated with commercial activity. Most of the time, public speaking is to persuade the audience.

Public speaking can serve the purpose of transmitting information, telling a story, motivating people to act or some combination of those. This type of speech is deliberately structured with three general purposes: to inform, to persuade and to entertain. Knowing when public speaking is most effective and how it is done properly is a key part in understanding the importance of it.

Points to be considered in public speaking

1. Prepare to succeed

The single most important thing you can do to make your next presentation successful is to be prepared. That means make time for some serious practice. Experts suggest you spend 60% of your time to prepare your content and slides and 40% of your time to practice.

2. Say it correctly

Part of good preparation is double-checking the pronunciation of any tricky words—especially jargon. Your correct pronunciation and knowledge of industry terms lends credibility to your presentation.

1.0. Objectives

• To illustrate public speaking competence
• To impart the knowledge of making speech more effective
• To prepare learners able to make the balance between orator and audience
• To inculcate presentation skills in the learners

2.0. What is Public Speaking

Public speaking is a process of speaking to a group of people in a structured, deliberate manner intended to inform, influence, or entertain the listeners.