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Pr for external stakeholders


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Pr for external stakeholders

  1. 1. Public Relations: Communicatingthe Sustainable Livelihood Program to external stakeholders By Ana Maria B. Raymundo Presented by David Daniel P. PagulayanApril 1-5, 2013Albergo Hotel,Baguio City
  2. 2. What is Social Marketing?“Social marketing is the planningand implementation of programsdesigned to bring about socialchange using concepts fromcommercial marketing.”
  3. 3. What is Social Marketing?“Social marketing seeks to influencesocial behaviors not to benefit themarketer, but to benefit the targetaudience and the general society.”
  4. 4. Why Social Marketing?• What is the objective of the Sustainable Livelihood Program?• Why do we do what we do?• What is our ultimate goal in the DSWD?
  5. 5. Marketing MixThe 4 Ps Additional PsProduct  PublicsPrice  PolicyPlace  Purse StringsPromotion
  6. 6. Product: Sustainable Livelihood Program for poor familiesProblem: Poor families have substandardsocio-economic conditionsSolution: Sustainable Livelihood Program asone way to reduce poverty
  7. 7. Price: support, partnership• What is the ‘cost’ to obtain the ‘product?’• What is asked of the stakeholders? – support, partnership
  8. 8. Place: distribution channels, accessibility• How can stakeholders access the program?• If a stakeholder wants to partner, how can s/he? What will s/he do? Where will s/he go? Who will s/he contact?
  9. 9. Promotion: methods of communication to reach stakeholdersAdvertising/advertorials/press releasesPersonal selling: dialogues and meetings with partnersIEC materials: brochures, posters, tarpaulinsQuadmedia: TV, radio, print, social mediaSpecial events: SLP Congress, caravan, etc.
  10. 10. Publics: external and internal stakeholders Internal• Executive and Management Committees• Central Office Staff• Field Office Staff
  11. 11. Publics: external and internal stakeholders External• Beneficiaries • Business Sector /Community • CSOs• Development Partners • Academe• NGAs • Youth• Legislators • Media and Social Media• LGUs
  12. 12. Policy: laws, programs, ordinances (examples)• For the micro-enterprise development track: DTI, SEC, CDA programs and regulations, etc.• For the employment facilitation track: TESDA classes, DOLE job fairs, etc.
  13. 13. Purse Strings: fund source for social marketing strategies (working with a limited budget)• Social media: Facebook, Twitter, Wordpress, Blogspot, Tumblr, Rappler, etc.• Submitting success stories to national dailies• Writing letters/emails to TV and radio programs, and print media
  14. 14. Existing Social Marketing Strategies
  15. 15. Existing Social Marketing Strategies
  16. 16. Blake Mycoskie and theToms shoes One for One concept
  17. 17. Existing Social Marketing Strategies
  18. 18. The Products
  19. 19. The Advocacy
  20. 20. PR through special events
  21. 21. OUR VISION• Poverty reduction with institutional support from the LGUs OUR PROMISE• Uplift the standard of living and improve the quality of lives of their constituents
  22. 22. Engaging Partners• Identify potential partners: – thrust and priorities – Image of the potential partners – Existing communication efforts – Corporate Social Responsibility (for the business sector)• Know your prospective partners: (Background check) – Company/Organization profile – Company/Organization thrust – Personal Background – advocacies
  23. 23. Communicating with External Stakeholders: Remember the basicsAlways remember the 4Ps in the context of the SLP 1. Product 2. Price 3. Place 4. Promotion
  24. 24. Communicating with External Stakeholders: Remember the basicsVisual Aids: Partner’s Kit: Information, Education, Communication (IEC) materials Audio Visual Presentations (AVP) Success stories/anecdotes Field dataPhysical presence of beneficiariesYOUR physical preparation
  25. 25. Sources:•••