Building Product Awareness – Marketers can use a PR element that generates consumer attention and awareness through media placements and special events.
Creating Interest – Stories in the media can help entice a targeted audience to try the product.
Providing Information – PR can be used to provide customers with more in depth information about products and services.
Stimulating Demand – A positive article in a newspaper, on a TV news show, often results in a discernable increase in product sales.
Reinforcing the Brand – Maintaining positive relationships with key audiences, and thereby aiding in building a strong image. A strong image helps the company build its business and it can help the company in times of crises as well.
Public Relations Tools Public Relation Tools Website News Speeches Special Events Written Materials Audio Visual Public Service Activities Lobbying
The Jivaka and Ayurvisharada awards instituted in over 120 Ayurveda colleges across India
Himalaya Infoline – A quarterly magazine for under-graduate students
Continuous Medical Education (CME) programs, workshops and seminars with guest lectures by eminent scholars
Rural Medical camps in association with National Service Scheme Units of Ayurvedic Colleges, which includes general health checks and specialized camps (Diabetes detection camps; Bone Mineral Density test camp).
Co-curricular activities (sports and quiz)
Public social awareness programs – blood donation, health awareness events, afforestation.
I nviting young, creative minds to make a video for PureHands that will highlight product benefits in an exciting way.
Making students to highlight our USP and bring out the product benefits in a creative way through their videos.
Objective of the contest
Generate fresh communication ideas.
Enhance brand experience for customers.
Directly involve users of the product in the communication
“ Companies across the globe are looking at the internet to reach out to their consumers. We chose to run our contest on Facebook as the social networking site is most popular among youngsters.” says Ramakant Sista
DABUR is India’s renowned FMCG company that has grown into the largest in personal & health care products, with its niche interest in Ayurvedic medicines that has not only covered Indian market but also is being exported to almost 50 countries around the globe.
The consumer care division and Consumer health division are the two major strategic business units along with its three subsidiary groups known as Dabur International, Dabur Foods and Dabur Nepal that contributes to the company’s overall performance in the FMCG market.
Dabur Company is Diversified into many segments.
Few of them are Amla Hair oil, Tooth powder, Glucose,Vatika Shampoo, Tooth brush etc.,
The management at Dabur has worked hard to align as much close to consumer and market prerequisites at an organization level.
The brand positioning also encourages the performing talents from educational institutes to join and work for them that does in a way add to employee pride and self-actualization.
Campaign for Dabur Honey :
'Drop Sugar for a Healthy Honeylicious Life' campaign was launched in 2008 when Dabur strategized to tap the huge potential of the honey market in India to emerge as the market leader with the first-mover advantage.
Corporate Voice , Weber Shandwick developed the PR campaign strategy with a focus to raising a debate on the 'sugar versus honey' issue while building awareness on the goodness of honey for a healthy life. Thus, linking goodness to the brand of Dabur Honey, and emphasizing its purity.
The campaign started with special features and television tie-ups in national and regional media on the use of honey in Indian cooking.
The campaign - "Drop sugar for a Healthy Honeylicous Life!" - was adjudged as the 'Best campaign across the Indian Sub-continent', a category which attracted close to 400 entries from across the Asia Pacific region.
The Dabur Honey campaign surpassed the internal business targets set by Dabur India. The campaign was instrumental in a dramatic sales turnaround for Dabur Honey by 26% in 2008 and maintained the brand's No. 1 position in the market place.
Dabur Honey PR Campaign Wins Inaugural Asia Pacific Sabre Award.
Indian authorities have asked RIM to provide means to access the encrypted data for calls to, from, or within India , following concerns that it could be used by terrorist and rebel groups to carry out attacks on India.
The BlackBerry uses simpler encryption for systems used by other people, including terrorists. Two years ago, the Indian authorities had claimed that they had cracked the code and were able to intercept emails sent from the BlackBerry system but they were unable to get to the BlackBerry Enterprise Service (BES) and its messenger service, the key to its security architecture.
The Indian government was likely to temporarily stop BlackBerry services in the country if Research In Motion (RIM) as it had not been able to reach to a solution to the security concerns.
Every last bit of data that flows to and from a BlackBerry does so through RIM's vast expanse of servers. When those servers go down so do the phones.
There was problem with Blackberry’s communication strategies. All that‘s really been coming from the mobile brand was:― Please be patient. We have a problem.
When people are angry and upset, they want to be heard. BlackBerry’s missive came at a time when the emotion had passed, and probably only served to remind people of how bad Research In Motion‘s communication had been during the crisis.
Communicating what the product or service makes it possible for someone to do. No one has the time or patience today to try to figure out what you mean. And that goes double for reporters and bloggers.
Contribute articles. Trade publications today are always in the market for good content.
Creating word of mouth through different PR tools. Nothing beats a happy customer touting what the product can do.
Issue a press release. Focus on a new initiative the audience will care about. Include key words that prospects are likely to search.
Personalize. Reaching out to reporters or bloggers the company believe would be interested in what you‘re doing. Help them even when it does nothing ostensibly for the company. Thinking of it as relationship building.