Public Relations and Publicity


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Public Relations and Publicity

  1. 1. Public Relations and Publicity Presented By: Monica | Sunkara Gokul | Nadeem | Nikhil| Subhashree
  2. 2. What is Public Relations? <ul><li>Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image” and handling or heading off unfavorable rumors, stories and events. </li></ul><ul><li>Involves a variety of programs designed to promote or protect a company’s image or its individual products. </li></ul><ul><li>PR is usually unsponsored and unpaid. </li></ul><ul><li>Functions </li></ul><ul><li>Promoting goodwill. </li></ul><ul><li>Promoting brand. </li></ul><ul><li>Corporate communications. </li></ul><ul><li>Counteracting negative publicity. </li></ul><ul><li>Repositioning a mature product. </li></ul><ul><li>Influencing specific target groups. </li></ul>
  3. 3. Objectives of PR <ul><li>Building Product Awareness – Marketers can use a PR element that generates consumer attention and awareness through media placements and special events. </li></ul><ul><li>Creating Interest – Stories in the media can help entice a targeted audience to try the product. </li></ul><ul><li>Providing Information – PR can be used to provide customers with more in depth information about products and services. </li></ul><ul><li>Stimulating Demand – A positive article in a newspaper, on a TV news show, often results in a discernable increase in product sales. </li></ul><ul><li>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. </li></ul>
  4. 4. Public Relations Tools Public Relation Tools Website News Speeches Special Events Written Materials Audio Visual Public Service Activities Lobbying
  5. 5. Publicity <ul><li>It is used to enhance the visibility after the company has attained a high credibility of its goods and services. </li></ul><ul><li>Features: No Media cost, No control over Message </li></ul>Public Speaking Lectures, conferences Speeches, Presentations Media Relations Press Conferences Interviews, photocalls Press Releases Events News event management Publicity
  6. 7. Company Profile <ul><li>The Himalaya Drug Company was founded in </li></ul><ul><li>1930 by Mr. M. Manal. </li></ul><ul><li>Starting off operations in Dehradun way back in </li></ul><ul><li>the 1930s. </li></ul><ul><li>The legacy of researching nature forms the foundation of Himalaya's operations. </li></ul><ul><li>The company has focused on developing safe, natural and innovative remedies that will help people lead richer, healthier lives. </li></ul><ul><li>Himalaya's products can broadly be categorized into three main ranges: </li></ul><ul><ul><li>  Pharmaceutical </li></ul></ul><ul><ul><li>  Personal Care </li></ul></ul><ul><ul><li>  Animal Health </li></ul></ul>
  7. 8. PR Strategies - Contests <ul><li>A national level quiz contest for Ayurveda colleges, named Ayurwhiz 2009-10, at the JN Tata Auditorium, Indian Institute of Science, Bangalore. </li></ul><ul><li>Making a video for PureHands , Himalaya’s hand sanitizer with a winning prize of Rs. 1 Lakh! </li></ul><ul><li>Objective of Ayurwhiz </li></ul><ul><li>To enhance knowledge and increase learning opportunities, </li></ul><ul><li>To engage with the student in order to promote exchange of ideas, healthy interaction and debate, and increase competitiveness. </li></ul><ul><li>Generate fresh communication ideas for PureHands. </li></ul><ul><li>Enhance brand experience for customers by giving them a platform to tell their story </li></ul><ul><li>Directly involve users of the product in the communication. </li></ul>
  8. 9. Details of Contest <ul><li>Winners: Two Sony Vaio Laptops worth Rs. 50,000 each. </li></ul><ul><li>First & Second Runners-Up: Two Sony Vaio Laptops worth Rs. 37,000 each and two Sony Vaio Laptops worth Rs. 25,000 each respectively. </li></ul><ul><li>A total of 6453 students from 162 different colleges participated. The four finalist national level teams were selected on the basis of a month-long contests. </li></ul>Prize College Winners Shree Gulabkunverba Ayurveda Mahavidyalaya, Jamnagar, Gujarat 1 st Runners-Up College of Ayurveda, Udupi, Karnataka 2 nd Runners-Up Ayurvedic and Unani Tibbia College, New Delhi
  9. 10. Other Initiatives in 2010 <ul><li>The Jivaka and Ayurvisharada awards instituted in over 120 Ayurveda colleges across India </li></ul><ul><li>Himalaya Infoline – A quarterly magazine for under-graduate students </li></ul><ul><li>Continuous Medical Education (CME) programs, workshops and seminars with guest lectures by eminent scholars </li></ul><ul><li>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). </li></ul><ul><li>Co-curricular activities (sports and quiz) </li></ul><ul><li>Public social awareness programs – blood donation, health awareness events, afforestation. </li></ul>
  10. 11. Pure Hands Take One Contest <ul><li>Features </li></ul><ul><li>I nviting young, creative minds to make a video for PureHands that will highlight product benefits in an exciting way. </li></ul><ul><li>Making students to highlight our USP and bring out the product benefits in a creative way through their videos. </li></ul><ul><li>Objective of the contest </li></ul><ul><li>Generate fresh communication ideas. </li></ul><ul><li>Enhance brand experience for customers. </li></ul><ul><li>Directly involve users of the product in the communication </li></ul><ul><li>“ 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 </li></ul>
  11. 12. Publicity <ul><li>News articles in the Bangalore Beat and The Hindu. </li></ul><ul><li>Word of Mouth through users and student community. </li></ul><ul><li>Videos </li></ul>
  12. 13. Dabur
  13. 14. Company Profile <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Dabur Company is Diversified into many segments. </li></ul><ul><li>Few of them are Amla Hair oil, Tooth powder, Glucose,Vatika Shampoo, Tooth brush etc., </li></ul>
  14. 15. Company’s Key Strength: <ul><li>Consumer focus : In order to fulfill the needs of consumer, we have better understanding of their needs and offer them the best product. </li></ul><ul><li>Innovation : Its saga of success lies in its continuous exploration and developing new products and following processes. </li></ul><ul><li>Ownership : Family driven business, which accepts the accountability and responsibility of every strategic move that company makes. </li></ul><ul><li>Employee development : Company focuses its interest around employee development, training , rewarding and achieving excellence. </li></ul><ul><li>Passion to succeed : The Company’s determination lies in focusing on what they do and deliver the best that’s is required, committing to its objectives and result driven processes. </li></ul><ul><li>Teamwork : Mutual trust and the transparency are the foundation. </li></ul>
  15. 16. . <ul><li>Brand positioning and public relations: </li></ul><ul><li>The management at Dabur has worked hard to align as much close to consumer and market prerequisites at an organization level. </li></ul><ul><li>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.  </li></ul><ul><li>Campaign for Dabur Honey : </li></ul><ul><li>'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. </li></ul><ul><li>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. </li></ul><ul><li>The campaign started with special features and television tie-ups in national and regional media on the use of honey in Indian cooking. </li></ul>
  16. 17. Campaign Results <ul><li>The campaign - &quot;Drop sugar for a Healthy Honeylicous Life!&quot; -  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. </li></ul><ul><li>  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.  </li></ul><ul><li>Dabur Honey PR Campaign Wins Inaugural Asia Pacific Sabre Award. </li></ul>
  17. 19. Company Profile <ul><li>BlackBerry is a line of mobile email and smartphone devices developed and designed by Canadian company Research In Motion (RIM) since 1999. </li></ul><ul><li>BlackBerry accounts for 3% of mobile device sales worldwide in 2011, making its manufacturer RIM the sixth most popular device maker (25% of mobile device sales are smartphones). </li></ul><ul><li>The consumer BlackBerry Internet Service is available in 91 countries worldwide on over 500 mobile service operators using various mobile technologies. </li></ul><ul><li>As of October 2011, there were seventy million subscribers worldwide to BlackBerry. </li></ul>
  18. 20. Issues <ul><li>Secutrity Concern in India: </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  19. 21. Other Issues Worldwide <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  20. 23. Suggested PR Strategies <ul><li>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. </li></ul><ul><li>Contribute articles. Trade publications today are always in the market for good content. </li></ul><ul><li>Creating word of mouth through different PR tools. Nothing beats a happy customer touting what the product can do. </li></ul><ul><li>Issue a press release. Focus on a new initiative the audience will care about. Include key words that prospects are likely to search. </li></ul><ul><li>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. </li></ul>
  21. 25. LIC Corporate Profile <ul><li>Established by an Act of Parliament on 1st September,1956. </li></ul><ul><li>It has a network of 2048 branches and more than nine lakh agents. </li></ul><ul><li>LIC ranks No.1 in the list of top500 companies on the basis of Net Worth (Rs. 15, 47, 951million) as well as Net Profit Rs. 266277 million </li></ul><ul><li>LIC is purely a service oriented organization. </li></ul>
  22. 26. Major PR Activities <ul><li>Organize press conferences. </li></ul><ul><li>LIC website. </li></ul><ul><li>Grievance Redressal Machinery. </li></ul><ul><li>Rally Organization. </li></ul><ul><li>Issue Press Releases. </li></ul><ul><li>Customer Meets. </li></ul><ul><li>Exhibitions. </li></ul><ul><li>Free Phone Call facilities to Policy Holders. </li></ul><ul><li>Sponsorship – Masoom. </li></ul>
  23. 28. References <ul><li>“ My BlackBerry Not Working!.” 10 Dec 2010 </li></ul><ul><li><>. </li></ul><ul><li>“ PR of LIC.” 20 November 2011 </li></ul><ul><li><>. </li></ul><ul><li>“ Press Releases” 2011 </li></ul><ul><li><> </li></ul><ul><li>“ Second outage deepens crisis” 11 Oct 2011 </li></ul><ul><li> </li></ul><ul><li>outage-deepens-BlackBerry-crisis.html>. </li></ul><ul><li>“ Blackberry” </li></ul><ul><li><>. </li></ul>