Integrated Marketing Communication of Dove company

Integrated Marketing Communication of Dove company In the early 40s Dove shaped the formula for the future Dove bar, the brands first mild soap. It is then refined into the Dove Beauty Bar. In 1957, the product is launched onto the market. The latter meets a quick success and is rapidly recommended by skin specialist. Thanks to its inner qualities, the soap sales helped Dove to become a leading brand on the cosmetics market. In 1990, Dove launches its Beauty Wash Cream. Since then, Dove has not stopped in extending the range of its products, including for men. Traditional Target Market: Broadly target segment is women between 16 and 50 years old. Core target is working women between 25 and 40 years old. They generally come from middle and upper-class. What is very important is that they should be from all shapes and sizes. We will go through this point further in this document (cf. Real Beauty Campaign). Competition: Although Dove is a leader on its niche market, the brand faces direct (Olay, Palmolive, Safeguard, Garnier, Belo, Likas, Silka) and indirect competition (Body wash, 3 in 1 soaps and so on). A very important strength related to Dove is that the brand benefits from Unilever huge distribution network. Dove outsells all other skin care bars. For instance, over one billion showers are taken using Dove products in the US each year. As a consequence, Dove has become number one in beauty soap niche. Main Channels of Communication: Website Video (You Tube, à ¢Ã¢â€š ¬Ã‚ ¦) TV commercials Social networks (Facebook, Twitter) Billboards Dove Global Strategy Evolution: An Overview Before: Worlds largest producer but no unified global identity Brands managed in a decentralized fashion Years of slow performance Lack of sound corporate strategy Numerous low-volume brands Small global presence compared to competition Mediocre performance in emerging markets NOW FUTURE PLANS: Reduce portfolio to 400 core brands Path to Growth initiative Concentrate on product innovation to fuel internal growth An initiative to create an overall umbrella across all Unilevers brands Path to Growth Initiative: a five-year strategic program Go from 1600 to 400 brands Select Masterbrands, mandated to serve as umbrella identities over a range of product forms Develop a global brand unit for each Masterbrand. Simply put, marketing strategys main objective is based on the following: Bring top of mind awareness through every adapted channel. In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognise that beauty comes in all shapes and sizes .UNILEVER website Marketing Strategy Plans: A focus Continuously evolving the campaign Effective advertising Cross-selling possibilities Strong emotional touch Unconventional communication strategy Risks In The Future: A brand for fat girls Undermining the aspiration of consumers The objectification of women and the risk of being rejected by feminists Copy by the competitors Sustainability of campaigns in the long term Risk of exposure in social medias ******************************************************** DOVE Brand Positioning, Brand Concept Brand Extension Dove Soap Brand Positioning Soft, caring mild soap Brand Concept Makes women realize the beauty in themselves Brand/ Line and Category Extension Brand Extension in multiple categories like Shampoos, Deodorants, lotions etc Dove Shampoo Brand Positioning A mild shampoo which repairs hair damage Brand Concept Focus on Repairing damage hair Brand/ Line and Category Extension No brand extension; though various variants available Dove Body Wash Brand Positioning A Body Wash that makes you feel hydrated and fresh after a bath Brand Concept A Moisturizing Body wash to avoid the dryness of skin occurring due to use of conventional soaps Brand/ Line and Category Extension None Dove Anti-Perspiring Deodorant Brand Positioning Deodorant for women to help skin recover from underarm shaving Brand Concept Mild Deodorant having good fragrance and good for skin Brand/ Line and Category Extension No Brand extensions, though variants available in Market Dove Body Lotion Brand Positioning Body Lotion for dry skin Brand Concept Moisturizing body lotion Brand/ Line and Category Extension No Brand extensions, though variants available in Market ******************************************************** KEY MARKETING ISSUES PERSONAL CARE CATEGORY Multiple categories too many products: As mentioned earlier, personal care category itself is divided into multiple sub categories. It is increasingly getting difficult for the customers to choose the right product due to too many options available in the market. It has been observed during the testing stage (Consumers are given the samples to use and give feedback) that the consumers do not even able to make out by using the product if they are using hair conditioner or skin conditioner (Source: Lecture delivered by an HUL business head in IIM C). Intense competition: Personal care category has grown at a very rapid rate in the past few years with increasing competition. Major players consist of HUL, PG, JJ, Emami, Gillette, Fiama Di wills, LOreal, Revlon, Benckiser, Avon, Amway, Oriflame, Cavinkare and so on. A category that has such a large number of players operating at the same market place makes it difficult for the brands to sustain in the market and in the minds of the customers. Complex product composition: Product composition is getting complex and complex with every other product innovation. Customers in this category are very sensitive towards the fact if the product is good for their body or not, if it is made of natural ingredients or harmful chemicals. They are also not able to decide as to which product fits for which requirement. Companies are facing a challenge as to how can they best educate the customers about the product and its usage. Word of Mouth effect: Products recommended by friends and family members (word of mouth advertisement) has great impact on the consumption pattern of the consumers. They find it easy and trouble-free to switch from one product/brand to other if someone has used it earlier and is suggesting the same for them. Shift in the target group: Personal care category is divided into two segments Premium segment Popular segment. Premium segment caters to the need of mainly the urban target group whereas Popular segment mainly addresses the need of the rural target group. Till 2002-2003, Personal care products, except those in oral care category, were regarded as luxury items, and attracted a high excise duty of 120%. But the taxation reforms in India after 1991 have lowered the excise duty rates that make these products more affordable. The impact of this is that there has been a drastic shift in the consumption pattern in personal care category with a major shift from urban to rural markets. One more reason that strengthens the above stated fact is that the research shows that the urban markets for personal care products is getting saturated and all the future opportunities lies in the rural markets only. Wide price range: Price range in this category is too wide and so it causes the problem of Value for Money for the customers. It becomes more crucial for the companies to position its brand carefully so that the perceived value of the brand matches the customers (targeted) willingness to spend the stated money. Distribution problems: With competition shifting from urban markets (reachable) to rural markets, companies having better distribution system have an advantage over its competitors. BRAND DOVE Any brand in the personal care category would face the above stated marketing issues but may be to a different extent depending on the fact whether it lies in the premium or the popular segment (explained above). Some of the major marketing issues faced by the brand DOVE are mentioned here as: Threat of Brand Erosion: With lot of sales promotions happening with the brand like 1+1 free, there is a possibility of brand value erosion. With the brand now priced at Rs 28 (Lower end), the price has somewhat become reasonable. This might erode the premium nature of the brand and might obscure Doves brand positioning as well. Dove/Axe Case: Brand conflict arising due to portrayal of women differently for its two brands by Unilever had created some doubts in the minds of the customers. Axes portrayal of women as thin, young and often suggestively dressed, along with its use of text and slogans utilizing sexual innuendo, made Doves real beauty message seem untrue. Value for Money problem (Indian context): It has been observed that Indian customers take into consideration the notion of value for money even while purchasing the premium products. Dove (soaps mainly) has been seen as the least lasting soap amongst all the soap varieties available in the market. As such it usually does not last enough (partly because of typical Indian bathroom habits). All this has reduced the value proposition for the brand. Multiple products under one Umbrella Brand: Originally Dove was launched in the soap category and later the brand covered a variety of other products including hair care, skin care, deodorants etc. Dove might find it difficult in the long run to adhere to its brand promise for all the products. Any one product under the umbrella brand Dove if goes wrong in the market, might greatly affect the overall brand image as well. ******************************************************** ANALYSIS OF MARKETING COMMUNICATION Doves  Campaign for Real Beauty  has been one of the most talked about campaigns, earning praise from people in the advertising world, as well as from real consumers for representing something different to the typical fashion advertising. The  Dove Campaign for Real Beauty  is a worldwide  marketing campaign  launched in 2004 that includes advertisements, video, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. This campaign featured regular women (non-models) who were beautiful in their own way and did not fit in with the idealized images of models, super-models, and celebrities. Dove is a classic case of consistency especially in a country like India where people have come of age in terms of affluence. The campaign, also, focused on highlighting the functional benefit of the product. The process is two-pronged, comprising conviction and proof. Thus, the campaigns showed the performance of the product on the face, which was quickly followed up by testimonials from real people. CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. The CFRB is currently focused on how girls are today bombarded with unrealistic, unattainable messages and images of beauty that impact their self-esteem. The campaign launched in September 2004 with a much talked about ad campaign featuring real women whose appearances are outside the stereotypical norms of beauty. The ads asked viewers to judge the womens looks. The second phase kicked off in June 2005, with a advertisement featuring six real women with real bodies and real curves (thats what the ad mentioned). Continuing its ongoing commitment to widen the narrow definition of beauty, Dove launched the third phase in February 2007. The campaign Beauty Comes of Age celebrates the essence of women 50+ wrinkles, age spots, grey hair and all. The campaign returned $3 for every $1 spent. Advertisements: The early part of the campaign was mainly driven by TV ads, and billboard ads.  All the TV commercials resonated with the brand message that Real beauty comes in all shapes, sizes, and colours. The Dove ads  are creative and get the consumers attention.   It uses a softer communication style. Its tells women that its time to be comfortable in your own skin. It has even been running roadblocks across channels like Star and Zee, where it bought out all the commercial advertising time on an exclusive basis.   The soaps advertisements are very timely. The Real Beauty models have also received their share of the spotlight appearing on numerous television programs including Oprah, The Today Show, The View and CNN.   Videos/Films: Dove started the Dove Self-Esteem Fund that claims to change the Western concept of beauty from ultra-thin models with perfect features to making every girl (and woman) feel positive about her looks, no matter what they are. In an effort to promote the Fund, Dove ordered a series of highly-successful online-based short films promoting the self-esteem concept, which to date includes  Daughters  (which also aired as a 75-second television spot during the  Super Bowl XL),  Evolution  (which went on to win a number of honours, including two  Cannes Lions  Grand Prix awards),  Onslaught, and  Amy. For e.g. Onslaught is a new viral film that depicts the constant barrage of beauty images that girl absorb every day. Both visually and emotionally powerful, the film is a wake-up call for anyone concerned about the factors that impact self -esteem in young girls. Workshops: Dove conducted a series of self esteem workshops and provided new online self esteem tools for mom and girls. This was done to help girls, moms and mentors realize what they see in movies and magazines represent an unrealistic standard of beauty, not an everyday achievable look. Internet Media: The CFRB site, www.Campaignforrealbeauty.ca, houses a variety of tools for improving self-esteem in girls. Visitors can access new self-esteem building tools, take part in interactive self-esteem activities and join self-esteem discussion boards. They can also learn how to lead in self-esteem workshops and read articles by leading self-esteem experts. Since the websites launch, nearly 4 million people have logged onto the website. Dove is getting smart about social media, using it to drive even more interest online in the central theme behind the entire campaign.   One of the most popular videos on YouTube right now is Doves Evolution of Beauty, a video also posted on their website.  About 12,077,157 have watched this ad on YouTube till date. This is the new wave of advertising one where ad agencies maintain their niche for developing creative video advertising, but media buying groups are the ones left out.      Sales Promotion: Doves initial price was around Rs50 that put off even the premium customers. With lot of sales promotions happening with  the brand like 1+1 free , the price has somewhat become reasonable. ******************************************************** CRITICISM OF THE MARKETING COMMUNICATION No doubt the Dove campaign has been one of the most successful one in recent times. However, lot of criticism does surround the campaign. As part of this campaign, in 2006, the campaign has been criticized on the grounds that Unilever also produces Fair and Lovely, a skin-lightening product marketed at dark-skinned women in several countries. It should be noted that Fair and Lovelys advertising campaign would seemingly contradict the sentiment of the Campaign for Real Beauty. Another argument can be made concerning the models themselves. While Dove chose to stay away from professional models, they also clearly chose models that  are still pretty. If one looks closely at all of these women, their hair is perfect, their teeth are white and they have relatively flawless skin (no visible scars, bruises, pimples, etc). These women are as over-processed as any other model, in fact many belief that they are subject to digital retouching and airbrushing in order for them appear this way. Their advertising campaign fails because they are not being direct, clear and concise with their message. While sales promotions are necessary to increase sales, there is a possibility of brand value erosion. The critics state that the brand does not fit into the value for money proposition for the Indian consumer. It is a truth that Indian consumer looks for Value even in premium products. Dove has a negative point in that the soap usually does not last enough (partly because of our bathroom habits). This has reduced the value proposition for this brand. The campaign had created a Self Esteem Fund and was showcasing real beauty as opposed to airbrushed images, but still they are selling firming cream in some of the ads using the same brand name (brand extension). They are now playing on the insecurities of the target group. This was not what the brand initially believed into. Hence, this portrays a negative image of the brand and creates a perception that Dove is now not commitment to Real Beauty cause. ******************************************************** DOVE: Brand Perception Connect with the Market Brand perception gives what a consumer feels and expects from a brand. The perception of a brand by a customer can be understood as the positioning that product has in the consumers mind. The positioning that Dove has is that of being mild on the skin. It basically protects your skin and hair. To understand the brand perception, primary and secondary data were used to derive the positioning of Dove with respect to its competitors. This has been done for 4 major categories of products of Dove: Shampoos, Soaps, Deodorants and Body Lotion. Shampoos: The positioning of Dove with respect to competitors on features of Protection offered to the hair and Style Quotient of the product was mapped. Here we can see that Dove is clearly positioned as a safe shampoo for hair care. The mildness of the shampoo is given more stress than the style quotient. This also matches with the concept of Real Beauty that they pursue. It is more important to have a natural look stylish at the cost of health of hair. Soaps: The positioning of Dove with respect to competitors on features of mildness of the product on skin and Style Quotient of the product were mapped. Even with soaps the image of Dove is persistent as being very mild and hence good for the skin. The moisturising nature of the soap is given more emphasis than the cleansing or glamour property of the soap. Deodorants: In the category of deodorants, Dove has been compared to the other brands on Fragrance and Price. A feature not discussed is the moisturising effect of the deodorant, which is one of the differentiating features for Dove. Here we can see that Dove doesnt have that clear a positioning with respect to other competition brands in terms of Fragrance and Price. But Dove uses a positioning similar to that of the category soap in deodorants too. The moisturising aspect of the Dove deodorant is the differentiating feature that Dove offers. This again is in line with the overall perception of Dove being mild on the skin. Body Lotion: The positioning of Dove with respect to competitors on features of moisturising effect and price were mapped. The consistent image and characteristic which Dove maintains in other categories, naturally held on in this category. Dove Body Lotion is perceived as a brand with very good moisturising effect. It is also perceived to be on the higher price side compared to a competitor who provides similar quality of product. The overall brand perception which Dove maintains in all its categories is that of a mild and gentle product which keeps you naturally clean and fresh. ******************************************************** DOVE: A Comparison with Its Competitors SHAMPOO DOVE Garnier LOreal Paris Positioning Strategy Lifestyle product mainly targeted at teenagers and young girls- middle and upper socio economic class- nature based innovative personal care Focused towards young working women who earn their own money Entered with hair dresser industry- rely more on International campaigns Brand Image Long and Strong hair- 5 Times stronger Hair which takes care of the hair Total repair therapy- Premium brand Brand/ Line and category extension Garnier hair color shampoo- for middle aged women (Daughter advising her mom to use it), Garnier Shampoo + Oil blend LOreal kids shampoo SOAP DOVE Johnsons Baby Soap Camay Handmade soaps- Like Lush PositioningStrategy Focused Baby, and then also included small kids. Recently to kids mothers as well Positioned as white, pure soap for women initially. Later moved from just beauty to beautiful complexion at every age. Latest: Camay Bar- face wash in a bar Positioned as healthy and environmental friendly soaps. Use sensory marketing strategy along with funky names to create the buzz Brand Image Medically tested soap for young skin Rich creamy affordable soap Natural and relaxing but highly expensive Brand/ Line and category extension Various variants available Chocolate, glitter and menthol variants Into various other products in skin and hair care BODY WASH DOVE Lux Palmolive Neutrogena Positioning Strategy Focuses on silky soft skin Focus on giving Natural Spa like experience Focuses on refreshing and gentle formula to fight breakouts in your skin BrandImage Nice fragrance and smooth body wash in an affordable range Scented and refreshing body wash- for upper socio economic segment Alternative to medicated prescriptions; works for minor acnes as well Brand/ Line and category extension 7 Variants available; recently Friday night Fever Natural moisturizing, thermal Spa, Aroma Deep clean sport body wash; Men body wash BODY LOTION DOVE Nivea Vaseline Ponds Positioning Strategy Focused as body lotion present to suit different needs for different weather Initially focused as lotion for rough skin during winters with natural oils- now positioned as one for each season lotion Positioned as deep moisturizing winter lotion Brand Image Long lasting moisturizer lotion Natural glowing and moisturizing lotion An affordable non greasy lotion Brand/ Line and category extension Sun kissed firming lotion, body lotion for men Aloe Vera and healthy white Ponds dream flower lotion ANTI PERSPIRANTS DOVE Nike Fa Rexona Positioning Strategy Sporty deodorant for both the sexes Towards young women- Feel good freshness First anti Per spirant to be launched; Round the clock protection; Indian values with International feel- positioned at both the sexes. Brand Image Highly premium brand: more of a style icon Dry and clear ; Mild but efficient deo giving 24 hour protection Deodorant for controlling excessive perspiration Brand/ Line and category extension Various variants available FaXtreme for men From contact Stick to aerosol sprays; 5 variants for women and 2 for men ******************************************************** Recommendations for Brand DOVE Brand Re-vitalising The brand positioning of Dove clearly pits it at a target group of 25 to 40 years old, and thus, over the past sometime, and thus old.oning of Dove clearly pits it at a rag1919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919has been perceived more and more as a brand for the older women. Brand Dove should start expanding its target age group and aim at younger women in the category of late teenagers, college-goers, and young professionals. The strategy should be aimed such that it signifies a story of parents passing on a caring secret onto their daughters, and should maintain the core idea of the positioning that of playing on the consumers idea of real beauty and making them secure and confident. This positioning fits in line with the strategy of increasing the target demographic because such insecurities of real beauty and skin-deep beauty are all the more relevant in that age group. The caveat with this is that the communication campaign should not be perceived as an expansion of the target group from older women to women of all ages. Instead it should be such that Dove is perceived as revitalising itself into a more youthful, edgier and playful brand while retaining its sophistication and elegance, to become a brand that makes older women feel young again. Digital Space Considering the wider target group, Dove would need to change its communication strategy as well. The fact that Dove should be looking to tap into the urban and youthful segment a segment extremely active on the digital media (especially the social media) the entire digital campaign gains centre stage. This becomes all the more important as even the housewives are becoming increasingly internet friendly. With this in mind, and the new youthful edginess of the brand, the website would need to be redesigned and the brands entire communication online would need to be made more youthful by incorporating online tests (which can help women identify their body type, or hair type, or better still, with customised suggestions based on the answers provided) and tips for women (in the various stages of their lifecycle).Coming up with a forum with the theme of Real women, to express Real problems where women can get together and discuss their issues bodily issues (acne problems, hair fall etc .), with professional tips coming in at times as well. Women, especially in India, would be reluctant to talk openly about most cosmetic issues. This forum would act as a support group, where they could post anonymously if they chose to, and give and receive help from other women. This would boost Doves image as a trusted brand that genuinely cares for the everyday concerns of real women. Packaging Currently, the packaging of Dove is such that the different variants of the brand be it in the category of shampoos or soaps, but notably less so in the category of anti-perspirants are not very clearly distinguishable. This means that a Dove Crà ©me is hardly distinguishable from Dove Fresh Moisture and it, in turn, seems hardly different from Dove Gentle Exfoliating. The uniformity in colour a large portion with cream background, under a subtle Greyish or Light Blueish logo and text makes the different variants hardly attract the eye. Changing the packaging by changing the colour or the shape, would further add to the change in positioning from mild to one of elegant and edgy youthfulness. Also, in a retail store, the plain colours of Dove easily camouflage with the background and whenever it does catch the eye, it looks like a product fit more at a chemists store. To change this, Dove can make the bottles transparent or, as is the case internationally, choose colours which ar e visible yet elegant like Royal Blue or feminine Lavender. ******************************************************** REFERENCESà ¢Ã¢â€š ¬Ã‚ ¦ Primary Research: http://www.surveygizmo.com/s3/412900/Brand-Image http://en.wikipedia.org/wiki/Perceptual_mapping Chapter 6 Consumer Perception from Avinash Kumar http://marketingpractice.blogspot.com/2006/07/dove-mildest-one.html http://www.docstoc.com/docs/22818236/Dove-and-Axe-Examples-of-Hypocrisy-or-Good-Marketing http://www.allbusiness.com/marketing-advertising/4211506-1.html How sincere is  Dove? Univelvers and Doves official website http://video.google.com/videoplay?docid=1731400614466797113# http://rohitbhargava.typepad.com/weblog/2006/10/doves_evolution.html http://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty http://www.campaignforrealbeauty.com/ http://www.mediaawareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfm Le journal du Net Marketing Magazine http://www.hul.co.in/brands/personalcarebrands/ http://marketingpractice.blogspot.com/2006/07/dove-mildest-one.html

Internet Censorship Essays -- Argumentative Web Cyberspace Essays

Internet Censorship The freedom of speech that was possible on the Internet could now be subjected to governmental approvals. For example, China is attempting to restrict political expression, in the name of security and social stability. It requires users of the Internet and electronic mail (e-mail) to register, so that it may monitor their activities. In the United Kingdom, state secrets and personal attacks are off limits on the Internet. Laws are strict and the government is extremely interested in regulating the Intern et with respect to these issues.10 Laws intended for other types of communication will not necessarily apply in this medium. Through all the components of the Internet it becomes easy to transfer material that particular governments might find objectionable. However, all of these means of communicating on the Internet make up a large and vast system. For inspectors to monitor every e-mail, every article in every Newsgroup, every Webpage, every IRC channel, every Gopher site and every FTP site would be near impossible. Besides taking an extraordinary amount of money and time, attempts to censor the Internet violate freedom of speech rights that are included in democratic constitutions and international laws.11 It would be a breach of the First Amendment. The Constitution of the United States of America declares that Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redr ess of grievances 12 Therefore it would b e unconstitutional for any sort of censorship to occur on the Internet and affiliated services. Despite the illegality, restrictions on Internet access and content are increasing worldwide under all forms of government. In France, a co untry where the press generally has a large amount of freedom, the Internet has recently been in the spotlight. A banned book on the health history of former French president Francois Mitterrand was republished electronically on the World Wide Web (WWW). Apparently, the electronic reproduction of Le Grand Secret by a third party wasn't banned by a court that ruled that the printed version of the book unlawfully violated Mitterrand's privacy. To enforce censorship of the Internet, free societi... ... distributed, as well it shows the difficulty in preventing material deemed inappropriate from appearing where it shouldn't. The Internet is much too complex a network for censorship to effectively occur. It is a totally new and unique environment in which communications transpire. Existing laws are not applicable to this medium. The lack of tangible boundaries causes confusion as to where violations of law take place. The Internet is made up of nameless interaction and anonymous communication. The intricacy of the Internet makes it near impossible to delete data that has been publicized. No one country should be allowed to, or could, regulate or censor the Internet. Bibliography Bradford, Bryan and Mark Krumholz. Telecommunications and Decency: Big Brother goes Digital. Business Today Spring 1996 : 12-16. Gates, Bill. Searching for middle ground in online censorship. Microsoft Corporation. http://www.microsoft.com/corpinfo/bill-g/column/1996essay/censorship.htm (27 Mar. 1996). Irwin, Heather. Geeks Take to the Streets. Hotwired.com. http://www.hotwired.com/special/indecent/rally.html Jefferson, Thomas. Bill Of Rights. The Constitution of the United States.

Freedom of the Press

Freedom of the Press – liberty to print or to otherwise disseminate information, as in print, by broadcasting, or through electronic media, without prior restraints such as licensing requirements or content review and without subsequent punishment for what is said. Freedom of the press or freedom of the media is the freedom of communication and expression through mediums including various electronic media and published materials. While such freedom mostly implies the absence of interference from an overreaching state, its preservation may be sought through constitutional or other legal protections.With respect to governmental information, any government may distinguish which materials are public or protected from disclosure to the public based on classification of information as sensitive, classified or secret and being otherwise protected from disclosure due to relevance of the information to protecting the national interest. Many governments are also subject to sunshine laws or freedom of information legislation that are used to define the ambit of national interest. Freedom of the press, which has been limited not only by governments but at times by churches, is bsolute in no country.In modern democracies it is rarely attacked by overt forms of censorship but is often compromised by governments' ability to withhold information, by self-censorship in reaction to various pressures, by selective government â€Å"leaking† of information or disinformation, and by other factors. In the United States, freedom of the press and the broader freedom of speech are protected by the First Amendment to the Constitution and are considered fundamental rights of the people. In practice, though, some kinds of speech and publication (e. g. bscenity or violations of copyright) are considered outside the amendment's purview, and others, like commercial speech (advertising or product claims), receive a reduced level of protection. In addition, broadcasters are subjec t to government licensing requirements. The protections to be afforded users of on-line computer services, the Internet, and other new means of publication are the focus of a developing debate; in 1996 a federal district court panel struck down the new Communications Decency Act, holding that Internet communications were entitled to he same degree of protection as printed communications.History Historically, restriction of the press has occurred in two ways. The first may be either censorship or mandatory licensing by the government in advance of publication; the second is punishment for printed material, especially that considered by the government to be seditious libel. Censorship of the press began not long after the invention of the printing press. Pope Alexander VI issued (1501) a notice requiring printers to submit copy to church authorities before publication, in order to prevent heresy.Penalties for bypassing the censors included fines and excommunication. Key Principles -Pu blishing was liberalized, with the law requiring only that publishers present their names to the authorities and deposit two copies of every work. -The authorities were ene the power to suppress newspapers. -This nad previously enabled prosecutions of critics of the government, monarchy and church, or of those who argued for controversial ideas on property rights. The scope of libel was severely reduced, with the criteria for defamation being much more tightly defined -A limited umber of â€Å"press offences† was retained, including outraging public morals, and insulting high-ranking public officials including the President of the Republic, heads of foreign states and ambassadors. Scope -It applies to statements made publicly, whether through oral or printed means. -In recent years, French courts have repeatedly ruled that the law also applies to defamatory content communicated via the World Wide Web.Defenses -Truth of the defamatory statement is available as a defense in mos t libel cases other than those concerning the privacy of the plaintiff. Where privacy is infringed, truth is not an absolute defense, though some latitude is permitted if the plaintiff is a public figure. – A plea of good faith is permitted by the courts in circumstances where the issues at stake concern matters of public interest. A defendant may be acquitted on that basis if the court is satisfied that the defendant has carried out at least a basic verification of the source of the information on which the defamatory statement is based.The Universal Declaration of Human Rights states: â€Å"Everyone has the right to freedom of opinion and expression; this right includes reedom to hold opinions without interference, and impart information and ideas through any media regardless of frontiers† This philosophy is usually accompanied by legislation ensuring various degrees of freedom of scientific research (known as scientific freedom), publishing, press and printing the d epth to which these laws are entrenched in a country's legal system can go as far down as its constitution.The concept of freedom of speech is often covered by the same laws as freedom of the press, thereby giving equal treatment to spoken and published expression. Freedom of the Press CONSTITUTIONAL GUARANTEETeodoro, et al on the book Freedom Of Expression And The Media In The Philippines Chapter I: History of Freedom of the Press demonstrated how the commitment to free speech and expression, the right to information and press freedom, with which the leaders of both the 19th century Philippine Reform Movement and the 1896 Revolution were familiar, was continued in the Malolos Constitution of the First Philippine Republic, this was nearly 115 years ago. These provisions did not only survived, but were expanded, in the country's subsequent Constitutions. The freedom of speech and expression, the right to information and press freedom were guaranteed in the Philippine Constitution as follows: The Malolos constitution guaranteed that no Filipino would be deprived of â€Å"the right to freely express his ideas or opinions, orally or in writing, through the use of press and similar means†.The guarantee of the 1987 Constitution in Section 4, Article 3 (Bill of Rig hts) which says that â€Å"No law shall be passed abridging the freedom of speech, of expression, or of the press or the right of the people peaceably to assemble and petition the government for redress of grievances.† Section 7 also states that â€Å"the right of the people to information on matters of public concern shall be recognized. Access to official records, and to documents, and papers pertaining to official acts, transactions or decisions, as well as to government research data used as basis for policy development shall be afforded to the citizen, subject to such limitations as may be provided by law† Another relevant provision is on Section 28, Article 2 which says that â€Å"subject to reasonable conditions prescribed by law, the State adopts and implements a policy of full public disclosure of all its transactions involving public interest.† In the same article, section 24, the constitution also says that â€Å"the State recognizes the vital role o f communication in nation building.†PRESS FREEDOM (PLUS RIGHT TO INFORMATION) EQUALS TO FREEDOM OF SPEECH AND EXPRESSIONClearly, you cannot talk about freedom of the press without mentioning the freedom of speech and expression and the right to  information. In an article on Human Rights Issues in Criminal Justice, it stated that â€Å"the concept of freedom of speech is often covered by the same laws as freedom of the press, thereby giving equal treatment to spoken and published expression.† Most have concluded that freedom of the press derives from freedom of speech.According to Chief Justice Warren E. Burger of the United States Supreme Court, conferring special status on the press requires that the courts or the government determine who or what the press is and what activities fall under its special protection. Burger further concluded that the free speech guarantees of the First Amendment (of the US Constitution) adequately ensure freedom of the press, and that t here is no need to distinguish between the two rights, simply â€Å"Because the First Amendment was meant to guarantee freedom to express and communicate ideas, I can see no difference between the right of those who seek to disseminate ideas by way of a newspaper and those who give lectures or speeches and seek to enlarge the audience by publication and wide dissemination.†IMPORTANCE OF EXERCISING FREEDOM OF SPEECH AND EXPRESSION, RIGHT TO INFORMATION AND PRESS FREEDOM TO THE FULLEST EXTENTWith relation to guarantees or assurances in the constitution, it is therefore essential that these freedom, the people of the Republic of Philippines enjoy must be exercised to the fullest extent as provided by the Philippine Constitution for the following benefits: 1. Individual’s unlimited access to the ideas of his fellow men in â€Å"a free and open encounter†. John Milton’s (an English civil servant for the Commonwealth of England under Oliver Cromwell) central ar gument was that â€Å"the individual is capable of using reason and distinguishing right from wrong, good from bad†, and that to be able to fully exercise this ration right is that â€Å"he must have unlimited access to the ideas of his fellow men in ‘a free and open encounter’†. It is in Milton’s pamphlet Areopagitica and other writings that the concept of the â€Å"open marketplace of ideas† was developed. This is the idea that when people argue against each other, the good arguments will prevail resulting to good judgment and decisions.2. Well-being of the society and its creation to becoming a good society. According to John Stuart Mill (an English philosopher, political economist  and civil servant) with his 19th century utilitarian viewpoint that â€Å"a good society is one in which the greatest number of persons enjoy the greatest possible amount of happiness†. And that attaining this amount of happiness is â€Å"to apply the general principles of liberty to freedom of expression†. Mill further stated that â€Å"if we silence an opinion, we may silence the truth†.As expressed in his book On Liberty: â€Å"If all mankind minus one, were of one opinion, and one, and only one person were of the contrary opinion, mankind would be no more justified in silencing that one person, than he, if he had the power, would be justified in silencing mankind†. In the words of the Committee to Protect Journalist: â€Å"Without a free press, few human rights are attainable. A strong press freedom environment encourages the growth of a robust civil society, which leads to stable, sustainable democracies and healthy social, political, and economic development.†3. Attainment of information from a diversity of sources, Decision making, and communication to the government. Rather than having the government establish and dictate the truth, freedom of speech enables the truth to emerge from diverse opi nions. Concurring in Whitney v. California (1927), Justice Louis Brandeis wrote that â€Å"freedom to think as you will and to speak as you think are means indispensable to the discovery and spread of political truth.†4. Facilitation of Majority Rule.On a communal level, it is through talking and gathering information that we encourage consensus, that we form a collective will. Whether the answers we reach are wise or foolish, free speech helps us ensure that the answers usually conform to what most people think. As stated by the World Association of Newspapers: â€Å"We have seen repeatedly throughout the world, that censorship and control of information serves the interest of a privileged few; the rule of law is negatively affected, human rights ignored and impunity and corruption unchecked. In contrast, a free, diverse and responsible media promotes transparency and accountability, informs public debate and helps to ensure governments address the concerns and aspirations of all citizens.†5. Improvement of the Means of Participation.On an individual level, speech and gathering information is the vehicle through which individuals debate the issues of the day, cast their votes, and actively join in the processes of decision-making that shape the polity. Free speech serves the individual’s right to join the political fray, to stand up and be counted, to be an active player in the democracy and not just a passive spectator.6. Embrace of the aspect of individualismIn the words of Justice Thurgood Marshall in the 1974 case Procunier v. Martinez, â€Å"The First Amendment serves not only the needs of the polity but also those of the human spirit – a spirit that demands self-expression.† Freedom of speech is the right to defiantly, robustly and irreverently speak one’s mind just because it is one’s mind. Freedom of speech is thus bonded in special and unique ways to the human capacity to think, imagine and create. Con science and consciousness are the sacred precincts of mind and soul.Freedom of speech is intimately linked to freedom of thought, to that central capacity to reason and wonder, hope and believe, that largely defines our humanity. (NOTE: The US First Amendment states that â€Å"Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.†)WITH GREAT POWER COMES GREAT RESPONSIBILITYOn a recent article on lincoln.edu about â€Å"Freedom of the Speech and Freedom of Press† it stated that â€Å"the freedom of the press, like freedom of speech, is not absolute. Notwithstanding the limitations placed on it, the press exercises enormous power and influence, and is burdened with commensurate responsibility†. Because journalists generally have access to more infor mation than does the average individual, they serve as the eyes, ears, and voice of the public. Some legal scholars even argue that the press is an important force in the democratic system of checks and balances. The job of a free press, the article added; is to â€Å"keep an eye on the government†, to make sure it stays â€Å"honest and responsive† to the people of the country.A  free press also has an important role in government. Sometimes called the â€Å"Fourth Branch of Government† (as well as the President, Congress and the Supreme Court) the press does not simply report events. Teodoro, et al. further stated that the press and media have â€Å"had an increasingly influential impact on public policy, governmental decisions and popular attitudes†. And by all means, I’ll end with: FREEDOM CAN ONLY SURVIVE IN A SOCIETY THAT DEMANDS IT! THOSE WHO STAY SILENT WILL FOREVER BE HAUNTED BY ITS GHOST THAT FADES IN THE LIGHT OF FEAR AND BLIND CONFORM ITY. Freedom of the Press Our most important amendment , The First Amendment allows we the people to voice our opinions, obtain and publish information and opinions without the fear of government retribution. Infringing on freedom of the press is included in America’s greatest amendment. Although freedom of the press allows an endless amount of information abroad, It also allows for the use of propaganda. Freedom of the Press doesn't protect slander.When Freedom of the Press was added, it was to ensure that the government wouldn't censor the people’s opinions in newspapers and to expose schemes and information that some people might want hidden. Framers also wanted to sure Americans could continue to make informed decisions on how their nation is run. Without freedom of the press, the government could have also limited who could be a journalist , as well as be the only organization allowed to make newspapers. The only information that cannot be obtained through the media is information that is o bscene or classified because it could compromise the very future of America. Information that cannot be leaked are things like nuclear secrets.Most nations protects its best national interest by making sure classified information is not spread to those that could take advantage. Most of us use our freedom of the press right and we don't even know. Everytime you go on the internet to look something up. If the internet was made before the first amendment it would probably be censored and regulated by the government more harshly than it already is. The government doesn't care about opinions posted but it mostly removes copyrighted materials and illegal activities. Propaganda ensures the people only get the information the government wants them to have.The government often uses propaganda in harsh times, like times of war to get the people to help support the war effort. Freedom of the press can be abused ensure that everybody thinks in the way the government wants, all forms of informa tion were controlled. Otherwise, the government leaders could be voted against and administration. Before the internet, it was easier for the government to use propaganda but with the internet they would have to go through a lot more censoring. Although freedom of the press  doesn't protect slander, that doesn't mean false information cannot get printed in the newspaper.Peoples reputation could be damaged and once false information is printed in a newspaper, it can't be taken out of the people’s minds. Journalists can just tell half of a story and no one would be able to go against him or speak out In the court case People v. Croswell that happened in 1804, Harry Croswell was convicted for printing a story critiquing President Thomas Jefferson in his newspaper. His defense was that what he printed was the truth. You can't be retributed for acknowledging the truth. If Croswell made false accusations against the president, he would have been sentenced for slander, it is not o k to lie on a persons reputation.Freedom of the press expanded more than framers could have ever imagined, its literal meaning ended up adapting to new forms of media as needed. The Framers never expected that it could end up protecting rights on the internet. Because of the Lovell v. City of Griffin case in 1938 the freedom of the press right has been extended to media including newspapers, books, plays, movies, and video games. On May 16th of 2013 the Senate Judiciary proposed a new bill in the Senate, S.987, euphemistically titled, â€Å"Free Flow of Information Act of 2013.† The bill was an attempt to change who can be considered a journalist by not allowing citizen journalists to voice their opinions in the press. journalists would have had to be hired by the government which would have lowered current protection in the first Amendment.I appreciate the Freedom of the press and i am glad that it has Freedom of the Press, along with the other Freedoms that it protects. Fre edom of the press isnt perfect, as seen in World War II when both sides used propaganda to get their point across, America used posters to influence people to buy war bonds, and get men to want to join the army, while Germany engaged in propaganda Hitler took over the press, he spread lies blaming Jews for all of Germany's problems. Even Though freedom of the press isnt perfect, i still appreciate one of our greatest freedoms, without it we would be living a censored life.

The Elusiveness of War and the Tenuousness of Morality in...

The Elusiveness of War and the Tenuousness of Morality in Tim O’Brien’s â€Å"The Things They Carried,† â€Å"How to Tell a True War Story,† and â€Å"Style† nbsp;nbsp;nbsp;nbsp;nbsp;In the novel The Things They Carried, Tim O’Brien demonstrates how exposure to the atrocities of nations at war leads to the soldiers having skewed perspectives on what is right and wrong, predominantly at times when the purpose of the war itself appears elusive. The ambiguity that consumes the stories of â€Å"The Things They Carried† and â€Å"How to Tell a True War Story† is displayed with irony, for the ‘moral’ of such war stories is that there is no moral at all. O’Brien portrays the character Mitchell Sanders as an observer who seeks the morals to be found through the war†¦show more content†¦Lavender’s death also reaches a point of irony when Sanders claims that the moral to the situation is in fact the immorality of it, saying â€Å"The moral’s pretty obvious. Stay away from drugs. No joke, they’ll ruin your day every time† (20). Sanders is focusing on Lavender’s corr upt ways in order to convey the lesson of his death, and he is ironically doing so as he partakes in those very debauched ways himself. nbsp;nbsp;nbsp;nbsp;nbsp;Similarly to Cross’ approach to dealing with the death of Lavender, Rat Kiley experiences much difficulty and trauma from the death of his friend Curt Lemon and feels partially responsible. Following Lemon’s death, Kiley went into the mountains and â€Å"came across a baby VC water buffalo [†¦]He stepped back and shot it through the right front knee[†¦]Curt Lemon was dead. Rat Kiley had lost his best friend in the world†(78-79). The frustrations of being a soldier in Vietnam and fighting at times for a cause that has no apparent solution causes the men to have questionable judgment. When it comes to upholding the standards they used to abide by when living in a place free of so much animosity and mortality, the soldiers must first overcome the oppressive weight of the war that confuses their moral views. nbsp;nbsp;nbsp;nbsp;nbsp;Moral ambiguity is clear in the short story of â€Å"Style† as Henry Dobbins strongly defends a young girl,

The Patient Affordable Care Act - 1100 Words

The Patient Affordable Care Act also known as the Obamacare was created on March 23, 2012. The Affordable Care Act is a health care law that aims to ensure that all Americans have access to quality, affordable healthcare by increasing access to health coverage for Americans and introducing new protections for people who already have health insurance this law will hopefully create the transformation within the health care system necessary to contain cost. The ACA law puts in place comprehensive health insurance reforms that will roll out over four years and beyond, with most changes taking place by 2014. The Affordable care act has nine titles which help in addressing the reform quality, affordable health care for all Americans, the role†¦show more content†¦I believe this area of the ACA law will be successful. Already reports convey that 40,000 Americans with pre existing medical conditions gained affordable coverage through the federally administered Pre-Existing Conditi on Insurance plan. Not allowing Insurance companies to raise premiums on individuals with these pre existing conditions will allow many American to purchase health insurance within their means. I believe that this portion of the Affordable care act will improve a person’s quality of life because they will have access to hospitals, doctors, prescriptions drugs, and variety of treatment in order to maintain comfort ability depending on the severity of their pre existing condition such as cancer, diabetes or arthritis. Moreover, another area I chose to elaborate from the Affordable Care is helping young adults by requiring insurers to allow all dependents to remain on their parents plan until the age of 26. This regulation applies to all plans in the person market, all new employer plans, and existing employer plans if the young adult is not eligible for employer coverage on his or her own. This portion of the Affordable Care Act will begin in 2014; children up to age 26 will be able to remain on their parent’s employer plan even if they have an offer of coverage through their own employer. Before this health care reform, insurance companies could remove enrolled children usually at age 19, sometimes older ifShow MoreRelatedThe Affordable Patient Care Act1033 Words   |  5 Pages The Affordable Patient Care Act Sheila Elyse Brooks Stanbridge College August 21, 2014 Introduction President Obama established the Affordable Care Act (PPACA) in 2010. It was intended to provide Americans with better healthcare security by putting in place comprehensiveRead MoreAffordable Care Act-. 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Also the Act was put into place to reduce the cost of health care. The morbidity and mortality rates in the United States have decreased since the Act was in place in 2010. The Act is also helping the goals of Healthy People 2020 that was implemented, but there is still more improvements

The Fall of Communism in Russia Essay - 1697 Words

Communism: A scheme of equalizing the social conditions of life; specifically, a scheme which contemplates the abolition of inequalities in the possession of property, as by distributing all wealth equally to all, or by holding all wealth in common for the equal use and advantage of all. (K. Marx) What Karl Marx had set out in his Communist Manifesto as guide lines for the governing of a state was proved to work to the contrary of its good intentions when applied in Russia. During 1989 the world looked on with amusement as the communist government in the U.S.S.R collapsed and was replaced with a government committed to democracy and the free market. The ethics of brother hood, equality, the†¦show more content†¦But as time progressed and leaders turned dictators, turned tyrants, and established absolute power over the state. Too much power was transferred to the hands of one man and corruption ensuing came into play. The political policies of the USSR did not live up to their Marxist Leninist ideals; separating state and society into un-equal classes; in turn causing resentment amongst the society and deterring the majorities support for a communist way of life. Russias first leader, Lenin kept Marxist Communism as a basis of government but interpreted the theology on his own terms (Marxist, Leninist Communism). Lenin himself was not a worker fighting for the workers plight, he was an elite who took office and promised his people the elimination of classes, guaranteed employment, the creation of a comprehensive social security and welfare system for all citizens that would end the misery of workers once and for all (D. B. Wolf, 56). But in order to achieve a truly Communist state, Lenin ordered the suppression of any dissent or opposition(D. B. Wolf, 57). 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Analysing the Effect of Management Skills-Free-Samples for Students

Question: Focuseon the gall up Strengths Possessed by an individual and the effect of the same over the Managerial skills of an individual. Answer: Introduction The current topic focuses on the gall up strengths possessed by an individual and the effect of the same over the managerial skills of an individual. In response to the collective reviews about employee engagement, one could find that after a year almost 49% of the employees felt not engaged at work and only 18% were actively disengaged. The study has been supported by the research conducted by the US based consulting firm Gallup Organization. In this respect, the Gallup organizations Clifton strengths finder could be used as an online measure of talent possessed by an individual for building and managing business processes within an organization. Team skill: The goal over here is to increase the productivity of the organization by effective management of teams. In this respect, the skills have been further divided into management skill, leadership skill, negotiation and team building skills. The gall up team skills are based upon theory and researches done through semi-structured interviews. The Clifton strengths finder is to initiate strength-based development process in work setting (Southwick et al. 2017). The questions asked though such survey helps in psychometric analysis and selection of the right individuals for achieving maximum team productivity. In this respect, the importance of the team skills have been further analysed and discussed through the assignment. The Clifton strengths finder was used by me to access the pair of strengths and weaknesses possessed by me. By taking the test I qualified as a relator, restorative, empathetic and positive individual. I further found that some of the attributes possessed by me could be maximized for development of better team building skills. I being a relator could connect easily with the people in my team, which helped me in performing better as a part of a team. This is also important in interacting with the clients and could make the negotiation skills much stronger, which serves as an effective means of Public relations. Thus, possessing a positive mindset continuously encourages me in improving my performance within the team and also individually. I could also use the same for motivating my fellow team members. As commented by DeBourgh and Prion (2017), positivity upholds the organizational culture. In this respect, past exposures to similar work experiences could also help me in finding out the loopholes or the gaps within the organizational process. I think being experienced and restorative would help me in addressing the challenges in successful delivery of the PR activities. One of the most important aspects of the PR activities is to take accountability of the services being delivered to the clients. Sometimes the glitches suffered in the customer services could be repaired by being more empathetic and restorative in ones approach towards the clientele. As commented by Anthony?McMann et al. (2017), the capabilities of being empathetic and relator also enables one to analyse the situation of the client better. This helps in personalized service delivery and developing better relationship with the clients, which further helps the organization in achieving a loyal customer base. My ability to ponder and reflect over individual skills can help in bringing together different capabilities, which could further help in enhancing the performance of the team as a whole. The individualization approach could also help me in understanding the different patterns if client demands. As asserted by Southwick et al. (2017), the more diversified the team is, the better is the learning opportunities offered. Relationship building is one of the most important team skills and acts glue in holding the team together through every thick and thin. A positive relationship building approach could also help me in being motivated for longer period of time. The evaluation through the different set of Gallup skills helps in further analysing the employee engagement policies with respect to any business organization. A cumulative positive reply emphasizes upon sufficient interaction and support from the management, whereas a low score calls for much improvement in the overall team building skills (Busch and Davis, 2017). Management skill The management skill is based upon the communication approaches undertaken for dealing with the client. As a manager, I need to relate to my client for understanding their requirements better. Some of the skills possessed by me which could help me in developing better public relations are that of an empathizer and that of Relator. I need to be friendly in my communication perspective with the team members and the respective clients. As commented by Treadway et al. (2014), an empathetic approach is often seen as people extended support that helps them to confide and share. In this respect Anthony?McMann (2017), providing timely and courteous reply to the client is one of the effective public relations strategies which could be used by me over here. I also need to justify and emphasize the goals and objectives of the client during drafting up a publicity strategy for them. Therefore, being a relator would help me in establishing the said task and objectives. Skill of leadership The leadership skill is mainly attributed to a set of qualifications possessed by an individual for guiding the desired objectives of his team. The leadership skills would help me in achieving organizational learning along with ensuring effective collaboration within the teammates. As commented by Anthony?McMann et al. (2017), efficient leadership approaches help in providing right direction to the organizational or collective approaches. I can use the kouzes and Posner leadership style in order to evaluate and enhance my leadership approaches. It has been further discussed in detail with respect to the PR strategies and goals. I can use positivity to motivate my teammates. Additionally, practising the skills of individualization can help me in understanding the demands of my clients better. Factors Attributes Modelling I need to align actions with personal and shared values, which helps in better understanding the goals. Inspire Share my personal aspirations with the team Lay out the possibilities for achieving positive PR outcomes in front of the team Challenge Risk taking and learning from past mistakes Drawing out innovative ways to desired change and improvement Enable I need to promote active participation of my teammates in the decision-making process Fostering collaboration by promoting cooperative goals Encourage I need appreciate my subordinates frequently for the good work put up by them I can encourage my team members by providing them with additional responsibilities Table 2: leadership skills (Source: Author) Negotiation skill The negotiation skills are relatively important to understanding and addressing the organizational and individual dilemmas. I can use some of the negotiating skills such as active listening and tact and diplomacy to diffuse tensions. As commented by Pastor et al. (2015), the process of negotiation is based on finding out the gap and closing the gap by reaching an agreement. The entire process of negotiation can be carried out in a number of stages such as planning, climate setting, identification of the issue, narrowing down the gap. One of the PR strategies which could be implied by me is analysing the situation from both individuals as well as the perspective of the client. As commented by Nelson (2015), practising mutuality in negotiation can help in development of a positive relationship with the client. In this respect, the relator skills possessed by me could help in empathizing or understanding the problem situation of the client. Skill of team building The aspect of team building is one of the most important aspects which govern the success of the public relation activities. The team building skill can be developed and enhanced by me on a personal level by practising the 12 Cs of team bonding. These have been described as- clear expectations, context, commitment, competence, charter, control, collaboration, communication, consequences, coordination, culture change. In order to expand upon each of the above-mentioned roles, I need to develop and strengthen my restorative and individualization skills. The restorative skills would allow me to incorporate sufficient care in handling and management of the cumulative risks taken by the team as a whole. The role of leader is to make everyone seem like a hero as part of the team. Therefore, I need to use individualization approaches for highlighting the hidden talents of each member of the team and utilize the same for team building. Conclusion The survey was conducted for the purpose of analysing the effect of management skills on up scaling the employee performance. The goal of a manager is to unite discrete personalities for maximization of the organizational goals and objectives. 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