Project Of PepsiCo

PROJECT (PUBLIC RELATIONS)
PEPSIO
MASTER’S PROJECT REPORT
COURSE: Project (Public Relations)
COURSE CODE: COMS 621
SESSION: 2013-2015
Prepared by: Supervised by:
ZAHID AHMAD Adnan Khaliq Bhatti
Roll# MMCF13M012 Lecturer
Department of Communication Studies
University of Sargodha
DEPARTMENT OF COMMUNICATION STUDIES
UNIVERSITY OF SARGODHA
ACKNOWLEDGEMENT

We feel obliged to acknowledge the inspiration, guidance and unending encouragement
Professor Dr. Muhammad Nawaz Mahsud, Chairman Department of Communication studies
at each stage of the project. We are also thankful to Mr. Adnan Khaliq Bhatti for sharing his
vision and strategy during the course of this project.
ZAHID AHMAD
Roll No MMCF13M012

CERTIFICATE OF APPROVAL
It is certify that, ZAHID AHMAD Session 2013-2015 has completed their Public Relations
project (PEPSICO) in accordance with the requirement for partial fulfillment of Master’s
Course “Project Public Relations” (Course Code COM 621) for Master’s degree in Mass
Communication. This project has been submitted and approved on
…………………………….
PROJECT SUPERVISOR
Adnan Khaliq Bhatti
Lecturer
Department of Communication Studies
University of Sargodha

DEDICATION
I’m going to dedicate this project to Sir Adnan Bhatti for his cooperation. I’m really grateful
for his support. He inspired me to do so because if you can dream it you can do it and I did it.
And then my supportive family and loving friend who were really helpful and made me feel
proud to have them.
BY:
ZAHID AHMAD

CONTENTS
CHAPTER 1
1.1 Introduction
1.2 History
1.3 Importance of that department
1.4 Objectives
1.5 Functions
1.6 Arganogram
1.7 Offices
CHAPTER 2
2.1 Definition of public relation
2.2 Importance of PR
2.3 Publics
2.4 Types of publics
2.5 Publics of PepsiCo
2.6 Objectives of PR
2.7 Functions of PR
2.8 SWOT analysis
CHAPTER 3
3.1 Strategies
3.2 Targets of PR
3.3 PR process (RACE)
CHAPTER 4
4.1 Media
4.2 Types of media

4.3 Importance of media
4.4 Media Relations
4.5 Media selection
CHAPTER 5
5.1 Budgeting
5.2 Elements of PR budget
5.3 PR budget for PepsiCo
5.4 Activity of PR with timeline of 6 month
CHAPTER 6
6.1 Tactics
6.1 Press release
6.2 Speeches
6.3 Articles
6.4 Letter head
6.5 Logo
6.6 Letter for room reservation
6.7 Pitch letter
6.8 News letter
6.9 Brochure
6.10 Leaf lets
6.11 Banners
6.12 Visiting cards
6.13 certificates
CHAPTER 7

7.1 Evaluation
7.2 Evaluation tools used in measuring PR
7.3 Suggestions & Recommendations
CHAPTER 1

CHAPTER 1
1.1 Introduction
Business and organizations that produce, manage, regulate, and distribute food and beverages
comprise the food and beverage production industry. They are an essential part of society.
As a fundamental human need, food and beverages always played a central part in our lives.
Our ancestors lived or died according to their ability to grow food, hunt for food, or fight for
food. People have always sought out new sources of food. Throughout history people have
identified the plants, insects, fungi, and animals in their region capable of sustaining them. In
time, agrarian cultures were able to trade or sell their surplus food supplies for other goods
and services, and food became an important part of the commerce of a society. As societies
came into contact with each other, they also learned of different types of foods available in
different parts of the world.
Similarly, although people always tried to assure a source of fresh water, an important change
partially connected to the rise of agrarian cultures was the development of beer, a drink
associated with the dawn of civilization when people began planting and harvesting wheat and
barley. Stone Age beer jugs dating back to 10,000 B.C. have been found. Research indicates
that the builders of the pyramids were paid in beer and bread. Wine dates back almost as far
as beer. Images of wine use appear in Egyptian pictographs dating to 4,000 B.C. Spirits,
especially rum and brandy, came into favor beginning sometime during the 1400s. Alcoholic
beverages were not the only drinks of choice beyond water. It is believed coffee beans were
first roasted and brewed around 1000 A.D.and coffee drinking had spread throughout the
Arab world by the 1400s. Brewing tea leaves into a beverage was first noted in China
sometime in the third century. In 1886, Americans had their first taste of Coca-Cola, a sweet,
fizzy beverage developed by a pharmacist.
Some of the earliest methods of processing foods developed out of a direct need to assist
people in surviving long winters. Because there was no chance to harvest fruits and vegetables
in winter, it was important that people find a way to store enough food for the entire season.
Drying and salting meats preserved it for months, as these methods removed or otherwise
made unavailable the water needed by microorganisms that might spoil the food. Pickled
vegetables and fruits could be stored for long periods, because the high acid content of the
pickling solution killed off microorganisms. Apples packed in coal would not ripen as
quickly. Smoking foods was another preservation method, because smoke contains chemicals
with both antibacterial and antioxidant properties.
Early societies also produced and used beer, wine, and other fermented drinks as a source of
nutrients, such as the juice of grapes and other fruits or honey used to make wine, and the
grains used to brew beer, as well as for their medicinal and antiseptic properties.
Today, food and beverage processing and manufacturing is one of the largest employment
industries in the United States, providing jobs for more than 1.4 million workers annually.

PepsiCo Inc. is an American multinational food and beverage corporation
headquartered in Purchase, New York, United States, with interests in the manufacturing,
marketing and distribution of grain-based snack foods, beverages, and other products.
PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc.
PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and
beverage brands, the largest of which includes an acquisition of Tropicana in 1998 and a
merger with Quaker Oats in 2001, which added the Gatorade brand to its portfolio.
As of January 26, 2012, 22 of PepsiCo's brands generated retail sales of more than $1 billion
apiece,[4] and the company's products were distributed across more than 200 countries,
resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second
largest food and beverage business in the world. Within North America, PepsiCo is the largest
food and beverage business by net revenue.
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the
company employed approximately 274,000 people worldwide as of 2013. The company's
beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in
certain regions.
1.2 Brands 0f PepsiCo
1.2.1 PepsiCo
Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo. Created and
developed in 1893 and introduced as Brad's Drink, it was renamed as Pepsi-Cola on August
1898
1906
1950
1973
1998
2003
Today

28, 1898, then to Pepsi in 1961, and in select areas of North America, "Pepsi-Cola Made with
Real Sugar" as of 2014. World’s second largest soft drink after coca-cola.
1.2.2 Mountain Dew
Mountain Dew (currently stylized as Mtn Dew in the United States) is a carbonated soft
drink brand produced and owned byPepsiCo. The original formula was invented in 1940 by
Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill
Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation
of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the
formula, launching that version of Mountain Dew in 1961.[2] On August 27, 1964, the
Mountain Dew brand and production rights were acquired from Tip by the Pepsi-Cola
company, at which point distribution expanded more widely across the United States and
Canada.
1.2.3 Lay's potato chips
.Lay's (also known as Walkers in the United Kingdom and Ireland, Smith's in
Australia Chipsyin Egypt, Poca in Vietnam,Tapuchips in Israel, Margarita in Colombia and S
abritas in Mexico) is the brand name for a number of potato chip varieties as well as the name
of the company that founded the chip brand in 1932. Lay's has been owned by PepsiCo since
1965. Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos, Rold
Gold pretzels, Munchos, Funyuns, and Sun Chips. Most popular brand of the world in all the
chips have many flavors.
1.2.4 Gatorade
The Gatorade Company, Inc. is a manufacturer of sports-themed beverage and food products,
built around its signature line of sports drinks. Gatorade is currently manufactured
by PepsiCo and distributed in over 80 countries. The beverage was first developed in 1965 by
a team of researchers at University of Florida, to replenish the combination of
water, carbohydrates, andelectrolytes that the school's student-athletes lost in sweat during
rigorous athletic competitions.
1.2.5 Tropicana beverages
Tropicana Products, Inc. is an American multinational company which primarily makes fruit-
based beverages. It was founded in 1947 by Anthony T. Rossi in Bradenton, Florida. Since

1998 it has been owned by PepsiCo. Tropicana's headquarters are in Chicago, Illinois. The
company specializes in the production of orange juice.
1.2.6 7 Up
7 Up is a brand of lemon-lime flavored, non-caffeinated soft drink. The rights to the brand are
held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in the
rest of the world. The U.S. version of the 7 Up logo includes a red cherry between the "7" and
"Up"; this red cherry has been animated and used as a mascot for the brand as Cool Spot.
1.2.8 Doritos tortilla chips
Doritos is a brand of seasoned tortilla chips produced since 1964 by American food
company Frito-Lay (a wholly owned subsidiary of PepsiCo).
1.2.9 Lipton teas (PepsiCo/Unileverpartnership)
Lipton is a brand of tea belonging to Unilever. Lipton was also a supermarket chain in
the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus
solely on tea. The company is named after its founder Thomas Lipton.
1.2.10 Quaker foods and snacks
The Quaker Oats Company is an American food conglomerate based in Chicago. It has been
owned by PepsiCo since 2001.
1.2.11 Cheetos
Cheetos (formerly called Chee-tos until 1998) is a brand of cheese-flavored, puffed
cornmeal snacks made by Frito, a subsidiary of PepsiCo. Fritos creator Charles Elmer
Doolin invented Cheetos in 1948, and began national distribution in the U.S. The initial
success of Cheetos was a contributing factor to the merger between The Frito Company and
H.W. Lay & Company in 1961 to form Frito-Lay. In 1965 Frito-Lay became a subsidiary of
The Pepsi-Cola Company, forming PepsiCo, the current owner of the Cheetos brand.
1.2.12 Mirinda
Mirinda is a brand of soft drink originally created in Spain in 1959, with global distribution.
The word Mirinda means "admirable" or "wonderful" in Esperanto. It is available in fruit
varieties
including orange, citrus, grapefruit, apple, strawberry, raspberry, pineapple, pomegranate,ban
ana, passionfruit, lemon, hibiscus, guarana, tangerine, watermelon and grape flavors as well
as tamarind. A "citrus" flavor is also available in certain areas of the Middle East. It is part of
a beverage area often referred to as the flavor segment, comprising carbonated and non-
carbonated fruit-flavored beverages. The orange flavor of Mirinda now represents the

majority of Mirinda sales worldwide following a major repositioning of the brand towards
that flavor in the early 1990s.
1.2.13 Ruffles
Ruffles is the name of a brand of ruffled (crinkle-cut) potato chips produced by Lay's potato
chips, a division of Frito-Lay. The Frito Company acquired the rights to Ruffles brand potato
chips in 1958. It later merged with H.W. Lay & Co. in 1961. The product is named as an
analogy to the ruffle, a strip of fabric sometimes gathered, creating folds. Its longtime official
product slogan is "RRRuffles Have Ridges!" The ridged corrugations are designed to create a
sturdier, crunchier potato chip less prone to breakage in the bag, as well as creating more
surface area for absorbing dips.
1.2.14 Aquafina bottled water
Aquafina is a brand of purified bottled water products produced by PepsiCo, consisting of
both unflavored and flavored water. The Aquafina brand name is also licensed for use on
multiple skin care products, including lip balm and wrinkle cream.[1] It was first distributed
in Wichita, Kansas in 1994, before becoming more widely sold across the United States,
Spain, Canada, Lebanon, Turkey, the GCC countries, Iran, Egypt, Vietnam, Pakistan and
India to compete with The Coca-Cola Company's Dasani and Dr. Pepper Snapple's Deja Blue.
As of 2009, Aquafina represented 13.4 percent of domestic bottled water sales in the United
States, making it the number 1 bottled water brand as measured by retail sales.[2] Its primary
competition includes Aqua (Indonesia), Aqua Minerale (Greece), Dasani (United
States), Aqua Pura (United Kingdom) and Aquasource (Australia).
1.2.15 Pepsi Max
Pepsi Max is a low-calorie, sugar-free cola, marketed by PepsiCo as an alternative
to Pepsi and Diet Pepsi. A different drink with the same name is sold in United States as
"Pepsi Max". Unlike the international beverage, the US drink's ingredient label mentions
ginseng, and that drink contains nearly twice as much caffeine as Diet Pepsi (46 mg vs. 24 mg
per 8 fl oz, or 19.4 mg vs. 10.1 mg per 100 ml).
1.2.16 Tostitos tortilla chips
Tostitos is a brand of tortilla chips and (more recently) dips produced by Frito-Lay.
1.2.17 Sierra Mist

Sierra Mist is a lemon-lime flavored soft drink. The new formula, branded as Sierra Mist, was
introduced by PepsiCo in 1999, replacing Slice and Storm, and eventually became available in
all United States markets by 2003 and competed with The Coca-Cola
Company's Sprite brand.
1.2.18 Fritos corn chips
Fritos is the name of a brand of corn chips created in 1932 by Charles Elmer Doolin and
produced since 1959 by Frito-Lay. They are made from a deep-fried extrusion of masa.
1.2.19 Walkers’ potato crisps
Walker’s is a British snack food manufacturer mainly operating in the United Kingdom
and Ireland. Walkers was founded in 1948 in Leicester, England by Harry Walker, and
acquired by Lay's owner, Frito-Lay, a division of PepsiCo, in 1989. It is best known for
manufacturing crisps, and other, non-potato based snack foods. They hold 58 per cent of the
British crisp market.[4] The Walkers site in Leicester is one of the largest crisp production
plants in the world, producing over 11 million bags of crisps per day and using about 800 tons
of potatoes.
1.3 Historical background
The recipe for the soft drink Pepsi was first developed in the 1880s by Caleb Bradham,
a pharmacist and industrialist from New Bern, North Carolina. He coined the name "Pepsi-
Cola" in 1898. As the cola developed in popularity, he created the Pepsi-Cola Company in
1902 and registered a patent for his recipe in 1903. The Pepsi-Cola Company was first
incorporated in the state of Delaware in 1919. The company went bankrupt in 1931 and on
June 8 of that year, the trademark and syrup recipe were purchased by Charles Guth who
owned a syrup manufacturing business in Baltimore, Maryland. Guth was also the president
of Loft, Incorporated, a leading candy manufacturer, and he used the company's labs and
chemists to reformulate the syrup. He further contracted to stock the soda in Loft's large chain
of candy shops and restaurants, which were known for their soda fountains, used Loft
resources to promote Pepsi, and moved the soda company to a location close by Loft's own
facilities in New York City. In 1935, the shareholders of Loft sued Guth for his 91% stake of
Pepsi-Cola Company in the landmark case Guth v. Loft Inc. Loft won the suit and on May 29,
1941 formally absorbed Pepsi into Loft, which was then re-branded as Pepsi-Cola Company
that same year. Loft restaurants and candy stores were spun off at this time. In the early

1960s, Pepsi-Cola's product lines expanded with the creation of Diet Pepsi and purchase
of Mountain Dew.
In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo, Inc. At the
time of its foundation, PepsiCo was incorporated in the state of Delaware and headquartered
in Manhattan, New York. The company's headquarters were relocated to their present location
of Purchase, New York in 1970, and in 1986 PepsiCo was reincorporated in the state of North
Carolina.
Between 1990 and 1995, PepsiCo funded The MacNeil/Lehrer NewsHour on public
television.
Between the late-1970s and the mid-1990s, PepsiCo expanded via acquisition of businesses
outside of its core focus of packaged food and beverage brands; however it exited these non-
core business lines largely in 1997, selling some, and spinning off others into a new company
named Tricon Global Restaurants, which later became known as Yum! Brand, Inc.PepsiCo
also previously owned several other brands that it later sold so it could focus on its primary
snack food and beverage lines, according to investment analysts reporting on the divestments
in 1997.[10] Brands formerly owned by PepsiCo include: Pizza Hut,Taco Bell,[11] KFC,Hot 'n
Now,East Side Mario's, D'Angelo Sandwich Shops Chevys Fresh Mex, California Pizza
Kitchen,Stolichnaya(via licensed agreement), Wilson Sporting Goods[17] and North American
Van Lines.The divestments concluding in 1997 were followed by multiple large-scale
acquisitions, as PepsiCo began to extend its operations beyond soft drinks and snack foods
into other lines of foods and beverages. PepsiCo purchased the orange
juice company Tropicana Products in 1998, and merged with Quaker Oats Company in
2001, adding with it the Gatorade sports drink line and other Quaker Oats brands such
as Chewy Granola Bars and Aunt Jemima, among other.
In August 2009, PepsiCo made a $7 billion offer to acquire the two largest bottlers of its
products in North America: Pepsi Bottling Group and PepsiAmericas. In 2010 this acquisition
was completed, resulting in the formation of a new wholly owned subsidiary of
PepsiCo, Pepsi Beverages Company. In February 2011, the company made its largest
international acquisition by purchasing a two-thirds (majority) stake in Wimm-Bill-Dann
Foods, a Russian food company that produces milk, yogurt, fruit juices, and dairy
products.When it acquired the remaining 23% stake of Wimm-Bill-Dann Foods in October
2011, PepsiCo became the largest food and Beverage Company in Russia. In July 2012,

PepsiCo announced a joint venture with the Theo Muller Group which was named Muller
Quaker Dairy. This marked PepsiCo's first entry into the dairy space in the US.
1.4 Importance of PepsiCo
Food is an essential part of our lives, which is why the way it is grown, processed and
transported is worth understanding and improving. Broadly, the food industry comprises a
complex network of activities pertaining to the supply, consumption, and catering of food
products and services across the world. Finished food products and partially prepared ‘instant’
food packets are also a part of the food industry. The food industry employs a massive
number of skilled and unskilled workers. In 2006 alone, the food industry accounted for over
1.5 million jobs in the US and 4 million jobs in Europe. However, the food industry excludes
subsistence farmers who use their produce for self consumption.
PepsiCo reaches consumers in more than 200 countries and has 22 product lines that
generate more than $1 billion in retail sales each year. In 2008, the company had more
than $43 billion in annual revenues while employing 198,000 people.
There are many factors which make PepsiCo very important to the modern world, most
importan are;
Provide food
PepsiCo is a multi-national company that provides food to the whole of world.
Initially PepsiCo came into existence only as a b beverages company but afterward it
enhances its business to various products. Today the life become very fast we don’t have even
time to cook and eat so we always prefer readymade food to save our time. In this way
PepsiCo provides that facility in a good way PepsiCo not only provides soft drink but also
food like chips of different brands, and kurrkuray.
Employment
PepsiCo is a big company it is not only in the America it also established franchises in
many countries. According the 2013 there are 274,000 employees in worldwide working for
PepsiCo. It is is the third largest job provider company of the world after the Coca-Cola and
Nestle.
Multi-national relations
PepsiCo no doubt is generating a great deal of revenue through its business in the world,
at the same the time it is establishing a good relation in the world. When an industry is
working in more than one nation then it is compulsory to maintain and sustain relation with
them.
Multi-cultural relation

PepsiCo is an international organization which provides opportunity to all of its
employee and public to come in and play their role for organization as well as for themselves.
There are diversity in the world, and diversity is blessings in nature. In PepsiCo the variety of
people from different regions come on one platform and working in a spirt of unity, in this
way PepsiCo working for multi-cultural relations.
Provide quality and low price goods on door foot
PepsiCo provides good quality with the reference of low price on the nearness of our
homes, customer always wish to buy things door step and PepsiCo provide that facility to the
consumers. Quality of the PepsiCo no doubt very good to save the food and present very
well.
Objectives and functions
A specific result that a person or system aims to achieve within a time frame and with
available resources.
In general, objectives are more specific and easier to measure than goals. Objectives are
basic tools that underlie all planning and strategic activities. They serve as the basis for
creating policy and evaluating performance. Some examples of business objectives include
minimizing expenses, expanding internationally, or making a profit.

Key objectives
There are many functions and objectives performed by PepsiCo are ;
1 Profit
The earning profit is the first and most important aim of every manufacturing unit same
like that the first objectives of PepsiCo. It is one of the biggest companies of the world, the
business of the PepsiCo not in only United States but also rest of the world. PepsiCo has a
large product line, As of January 26, 2012, 22 of PepsiCo's brands generated retail sales of
more than $1 billion apiece, and the company's products were distributed across more than
200 countries, resulting in annual net revenues of$43.3 billion.
2 Brand of PepsiCo. And each product sell 1 billion$ annually.

3 Enhance business
Enhancing business in the blood of investor and manufacturer, once business is
established and secondly we have to increase it in the different part of the world. PepsiCo
when established there was only brad drink or Pepsi soft drink and then with the passage of
time it started manufacturing in the different fields like lays and other sackers. Now the
PepsiCo has 22 product line some of them only in the United States and many of them still
working in the rest of the world. In this article, let's take a look at PepsiCo, Inc. (PEP), a
$138.17 billion market cap company, which is a major international producer of branded
beverage and snack food products. The company is the world's largest snack food company,
having a dominant share of the world's salty snack market. I still think the company will
continue with good prices policies, although carbonated soft drinks will face some troubles in
developed markets due to health concerns and a shift to non-carbonated beverages.
4 Compete with rivals
Competition is always blessing, it is a mirror in which we able to develop understanding
of our position where we stand. We have to determine our market share, through research.
PepsiCo not only single manufacturing in the world, there are many other brand like coca-cola
and other local and national products.

And the winner is…
PepsiCo’s stock has appreciated by 20.7% since 2014 and has outperformed peers in the
consumer staples sector like Coca-Cola, Mondelez, and Kellogg, which are up by 3.2%, 6.2%,
and 5.4%, respectively. However, PepsiCo’s smaller beverage rival, Dr Pepper Snapple, has
beaten even PepsiCo and has appreciated by 65.3% since 2014. Dr Pepper Snapple has
delivered higher growth in adjusted earnings per share (or EPS) in fiscal 2014 compared to
the beverage giants. Over the past year, PepsiCo stock has performed better than the
Consumer Staples Select Sector SPDR Fund (XLP) and the market in general.
Provide quality
People always prefer rather than quantity, but it doesn’t mean quantity have no
importance. Quality is very important when you are working multi-national environment, and
where lot of manufacturer working and producing the same goods.
PepsiCo has adopted strict corporate standards that govern our operations and ensure
accountability for our actions. Such policies cover areas of Corporate Governance, Human
Sustainability, Environmental Sustainability and Talent Sustainability.
1.5 Function of PepsiCo
Functions simply refer to work or tasks that operate properly and accordingly. Every
manufacturer has to define its functions to achieve its goals.
Research
PepsiCo is one of the largest firms in the world; it is not only in the United States but
the rest of the world at the same time. So when you are working worldwide you have to know

the demographic and psychographic of the relevant place. Research is helpful to determine the
taste and color. There are many methods to conduct research such as situation analysis.
Situation analysis is one of the most influential method before starting any business.
Production
After research next step is the production, it is the step which is most important purpose
of PepsiCo. This step is multi-dimension involve all the process of production, start from idea
to complete commodity.
Distribution
After the production next step is to make sure the that your in the access of the end
users, so for this purpose PepsiCo hired the marketing manager. This process from production
then whole seller, retailer and at last ended with end users.

Chapter 2
2.1 Public Relations
2.1.2 What is public?
Public is a group of people having same characteristics, in other words a group of
people having share interests.
2.1.3 What is a relation?
An existing connection and significant association between, or among the things is
called relation.
2.2 DEFINITIONS OF PUBLIC RELATIONS:

2.2.1 Institution of PR USA
1: Public relations is a deliberate, planed and sustained effort to establish and maintain mutual
understanding between an organization and its public.
2.2.2REX HORLOW defined it as;
2:Public relation is distinctive management function which helps to establish and maintain
mutual lines of communication, understanding acceptance and cooperation between an
organization and its public, involves the management of problems and issues; help the
management to keep informed on and responsive to public opinion; design as emphasize the
responsibility of management to serve public interest; help management to keep abreast of an
effectively utilized change; serving as a early warning system to help anticipate trends; and
uses research and sound ethical communication techniques as its principal tools.
2.2.2.1 Key elements:
Through these definitions we find six key elements:
1: Process
2: Deliberate
3: Planned
4: Sustained
5: Mutual understanding
6: Communication
1. Process:
Public relations are a process because it involves decision making process. We can
easily understand this process by RACE formula. It helps to formulate policy, scope, laws.
There is continues process.
2. Deliberate:
PR is deliberate function because it is an intentional activity. Organizationby their will
establish public relations offices and practice further activities for mutual understanding
beween organization and its public. It is designed to influence, gain, understanding provide
information and obtain feedback.
3. Planed:
Public relations is planned activity because pro has shares in management and policy
making so public relations work under scheme and system, like planning of events,trailer of
film, before their releasing.

4. Sustained:
Sustained refers to be continued. Public relation is not aonetime activity rather it is a
sustained effort which carry on with the passage of time. As we know in long term activity
long tools are required.
5. Mutual understanding:
Mutual understanding means satisfy concerned public. It is an objective of PR to
create mutual understanding. It means organization and public should have same objectives
and thinking. Public should be aware of the intention philosophy of the organization or should
work for mutual benefits.
6. Communication:
Communication between organization and its public is elementary and main function
of PR to provide information, to keep them up-to-date, to provide them a cannel, to make
them feel they are connected and have access.
2.3 PUBLICS:
Public is the identifiable homogenous section important to the organization public
refers to all those people who face a similar situation.
Types of publics:
There are 3 type of public;
1: Internal public
The type of public which is directly affected by the policies of the organization, it has
directly link with the organization, most important for the organization. If the PepsiCo is
organization then its workers, its officials are the included in the internal public.
2: External public
It is also one of the most important type of the public although it is not directly affected
by the policies and decisions of the organization but it is can’t be avoided. Families of the
employees, bank etc.
3: Future publicspotential public
All the public which is neither internal nor external, but have ability to be included
internal and external public of the organization.

2.4 PUBLICS OF PEPSICO
Publics of PepsiCo is divided into three portions are; internal, external and future
public.
Internal public of PepsiCo
Employees
There are 2 types of employees are;
White collar employees
All those employees who just to dictate the labor, and perform high official duties in the
offices environment, are managers, accountants, foreman, and directors etc.
Blue collar employees
All the employees who are dictated by white collar employees these are the labors like
drivers, firm workers, mechanics, etc
Consumers
Consumers all the end users of the products of the PepsiCo, PepsiCo mostly depended
on the customers. Customers are most important for any organization; these are those for
which products are made.
Stakeholders
All the people directly hit with the ups and down of the organization. They are the
shareholders of the PepsiCo, when the organization in profit they are shared with the profit
but when goes in loss they have to share with loss as well.
Suppliers
Suppliers are most important for any organization, PepsiCo have to maintain their best
relation with them as they play vital play role in the manufacturing.
External public of PepsiCo
Banks
Banks are very important for any organization, PepsiCo is a multi-national organization
earns and its expenses in millions so it has to deal with bank on every hours.
Media
Media is also very important for any organization for publicity, advertising, promotion.
Media play a vital role in any organization. PepsiCo is a multi- national company it has to
maintain their best relations with the media for the publicity, advertising, news and other
propaganda as well.

Potential public
All the public that have potential to come in the internal and external public. All the
university students those are to include in the company as employees. And the food and
beverages users of other brands.
2 .5 IMPORTANCE OF PUBLIC RELATION
Many people underestimate the importance of public relations in business. In fact, most small
businesses do not have a public relations department or professional. This can be a huge
disadvantage because public relations or PR is extremely important for all types of
organizations.
Public relations revolved around the fact that all people will act on what they perceive to be
true. A publicist or public relations officer will influence the public’s perception of things to
work in the favor or the business or organization. Public relations ensures that people see the
business or organization in a particular way that is in line with the organization’s objectives.
The PR professional that you choose to work with will ensure that the public sees your
company in a certain way. For example, if you wish to be seen as the most reliable insurance
firm in the city then a PR professional will advise you regarding how this can be achieved.
Press releases, advertising and speech writing are just some of the tools used by a public
relations professional.
Many small businesses or non- profit organizations do not have the budget start up a public
relations department. This does not means that they should continue to neglect their PR needs.
There are many other options available that do not require as much money. Hiring full-time
public relations employees is not the only option.
One option would be to find a PR firm and hire their services as and when you need them.
These firms would usually bill per hour and this can work out to be a lot more cost effective
than hiring a full time PR professional. This is also an ideal choice for smaller businesses
because their public relations needs are usually not that demanding.
If your budget cannot accommodate the fees of a PR firm then you should consider taking on
the responsibility yourself or delegating it to one of your existing employees. There is quite a
lot of useful PR information that available online and in books. You can use this information
to formulate your very own PR plan.
• Importance of public relations as the idea that they "help an organization and its public
adapt mutually to each other”.
• PR is all about building relationships to advance, promote, and benefit the reputation of
you yourself, your department and institution
• PR is about communicating your message to gain allies, advocates, supporters, etc. in
the community and the institution

• It aids in marketing the department for recruitment purposes and can lead to improved
quality of student applicants
• It demonstrates to funding agencies that you are making a difference and actually have
results
• It can improve the reputation of an individual department
• It can also serve the greater physics community by convincing the public that “quarks,
quantum dots, and nanostructures are cool”
• It can lead to strong community and industrial partnerships, and even financial support
2.6 Objectives of Public Relations
There are certain objectives of public relations but four are common and most important in
every field of public relations.
Image Building
Image building refers to the mentally perception of the people, image building directly
link with expectations and objectives. When objectives not fulfill then reputations fall. Our
image is everything good images always key element for success and the development in the
business. PepsiCo is a multi- national company it has to develop good image in the public.
Repute Maintenance
The second objective of the public relations is the maintenance of the reputation. If we
made reputation then we have to maintain. It is too difficult but need effort to create repute
evergreen.
“The first impression must be the last impression”
It is the next step of image building, we have to innovate and start activities to keep public
with us by using different techniques. If we make good image then we fail to maintain it then
it is zero.
Create Goodwill
Goodwill link with your image and repute, goodwill means good intension and good
thinking of people. We have to create much goodwill in this way people can blindly trust on
you. Promote goodwill one of the most straightforward objectives of public relations
campaigns is to enhance your companies goodwill. Goodwill means generally a positive
report with your community.
Sway Public Opinion
Make a plain opinion of the public toward your organization. PR suffers with
organizations. We should aware about the bad perception of the people. It is directly link with
the interaction with media as much we connected with media as much we get reputation and
goodwill. We can achieve this through activities. PepsiCo must need to get public opinion for
its success.

2.7 FUNCTIONS OF PR:
COUNSELING:
PepsiCo organization provides guideline about their product by using communication skills.
They provide help, support and direction by different ways. Communication played vital role
in counseling because public of PepsiCo attract more by communication than any other way.
Providing advice to management concerning policies, relationships, and communication,
public relations officer counseling with the management and public, also check the feedback
of the public on the policies. After observing the feedback of public, PRO advice to the high
officials to make policy according to the desire of public.
Counseling has two types;
a) With management
b) With public
Research:
PepsiCo make research of many things, like public of specific area is interested in
PepsiCo or not. Does public of that area have resources? Do public of that specific area has
affordance with PepsiCo Determining attitude and behavior of people about PepsiCo through
research and then plan strategies, policies, campaign, programs. They can also use research to
persuade public. we conduct research to determine attitudes and behavior of the people in
order plan. Public relations strategies such research can be used to;
a) Generate mutual understanding
b) Influence and persuasion publics
PepsiCo must need conduct research to know the demographics and psychographic of the
people.
Media Relation:
Brand like PepsiCo need a large amount of publicity. It’s a leading brand. So they
need media relation. Working with the mass media in seeking publicity or responding to their
interest in the in the organization because mass media whether it is print, electronic, or
interactive all the channel through which PR offices can connect to the public. If PepsiCo
organization has good relation with media it must be absolute luxury. There adds will easily
get time and space. Working with mass media in seeking publicity or responding to their
interest in the organization. Dealing and communicating with the news media when seeking
publicity or responding to reports. It also involves setting up and maintaining professional and
mutually beneficial working relationships with news gatherer and gatekeepers. PRO must

need to conduct news worthy event to attract media and maintain transparent relation with
media.
Publicity:
PepsiCo can easily generate publicity through any mean of communication. They can
expose their product PepsiCo to the public by using publicity. They can use sales promotion,
personal selling and relatingactivities. They can generate publicity through organized different
events. For example they can organize individual issues, press release about PepsiCo, or they
can use news worthy by involving celebrities like sportsman or actors etc. disseminating
planned messages through selected media to further the organizations interests.
Employ relations:
PepsiCo should have good relations with their employ to have favorable image, to
create loyalty among these employers, to keep them intact, to enhance team work. PepsiCo
organization can provide 50% discount to their employee. They can provide day care centre
facility to their employee so they can work heartily without thinking about their children
problem. They can provide residential facilities so employee can get that they are not
meaningless. Responding to concerns, informing and motivating an organization’s employees
or member relations.
Community relation:
For the organization of PepsiCo to work in a good environment good relation with
community is essential thing. PepsiCo can establish good relation with community in number
of ways Providing road and infrastructure, financial benefits, Entertainment facilities.
Community is a group of people have same characteristics. A planed activity which is design
with the same community to maintain an environment that benefits for both organization and
the community.
Public Affairs
Developing effective involvement in the public policy and helping an organization
adapt public expectations. The term is also used by government agencies to describe their
public relations activity. If one department cannot perform their duties in this situation PRO
need to provide his facilities and services voluntarily.
Government Affairs
Relating directly with the legislature and regulatory agencies on behalf of the
organization. Lobbying can be the part

CHAPTER 3
3.1 STRATEGIES
Strategy generally involves setting goals, determining actions to achieve the goals, and
execute the actions. A strategy describes how the goalswill be achieved by the means
resources. The senior leadership of gourmet is generally tasked with determining strategy.
Strategy can be intended or can emerge as a pattern of activity as the organization adapts to its
environment or competes.
o A plan of action designed to achieve a long term or overall aim.
o The art of planning and directing overall military operations and movements in a war or
battle.
o Strategy is a high level plan to achieve one or more goals.
o A method or plan chosen to bring about a desired future, such as achievement of
a goal or solution to a problem.
3.2 TARGET OF PUBLIC RELATIONS IN GOURMET
o Make good image of PepsiCo
o To create a trust in the publics.
o To create mutual understanding between PepsiCo and its publics.
o To achieve and successful events maximum support of publics by arranging various events.
o To create a good image in the eyes of publics.
o To give maximum coverage PepsiCo in media.
o To persuade the public’s.
o To introduce the public’s about different packages and types of communication.
o To formulate the public opinion in favor of organization.
3.3 PUBLIC RELATIONS PROCESS
1n 1963 John Marston presented the ‘RACE’ formula
Abbreviations of RACE are:
R=Research
A=Action

C=Communication
E= Evaluation
To practice public relations, one must understand the process by which public relations
operates. As we have already discussed, public relations goes far beyond the task of
producing messages. An effective public relations effort is the result of mutual understanding
between an organization and its publics. These four steps are essential to any effective public
relations campaign. They are not, however, four independent functions. Each step overlaps
the others; if any one of them is neglected, the entire process will be affected. The
development of this understanding can be regarded as a four-step process:
1. RESEARCH
An initial fact-finding stage defines the problem areas and differentiates between publics.
Research is an important part of any public relations effort. It supplies the initial inputs to
guide strategy and message development and provides a method for predicting effectiveness
and assessing results. Public relations professionals must be able to measure the effects of
their work and make reasonable predictions about future success if they wish to influence
managerial decisions in most organizations today.
Definition
“Research is controlled, objective and systematic gathering of information for the
purpose of describing and understanding” (broom & dozier)
Key concepts in the research
Controlled
Objective
Systematic
Describing and understanding
Question should be askedbefore research design:
There are many logical key questions that should be asked before a research to be
conducts are;

o Identification the problem of PepsiCo.
When we are going to initiate our research, the first question comes in our mind is what the
problem is and what the situation is.
o Formulate the hypothesis what kind of information need the PepsiCo.
In this question we determine what type of information is needed and what is the purpose of
research: e:g why coke has much more business than PepsiCo.
o How will the research be useful for PepsiCo?
We always do research for some objectives, in the public relations we conduct research for
the policy making through research we get the feedback of the public and that feedback is
most helpful for organizations in the policy making process: for e:g we want to know how
much cost for one bottle, how much cost the customer is willing to pay.
o What specific public should be researched for PepsiCo?
We never researched the general public we always target specific group of people in this step
we identify what is our potential public is.
o Should the PepsiCo do research itself or hire the outside consultants.
In this step question would determine can our organization conduct research itself or we have
to hire outside source.
o How soon the result needed (Time period).
We always give importance to the time period which is most important factor in research.
o Cost of the research which is done the PepsiCo?
In this question we estimate our budget of PepsiCo.
Why research used in public relations:
Many PR practitioners count communication and strategy as the most valuable skills in the
field of public relations but in actual one cannot put these skills to good use without the base
or foundation of research, it is important to know what the needs of clients and what he wants
and what he expects from us.
o Achieve credibility with management
PRO take in confidence to high officials to show his worthiness with logics. Research is proof
of his efforts and information.

(a) An executive want fact not guesses our administrators and employers always want facts and
logics there are no words like I think maybe.
(b) To design effective policy research always helpful to make effective policy it reduces the
element of discrimination.
(c) To define objectives.
Every organization has some key objectives to fulfill ROI and others. We check what our sale
purpose is.
o Define audiences and segments public
To check…..
(a) Demographics and Psychographics.
(b) Consumption patterns.
(c) Help to formulate appropriate message via an appropriate media.
o Formulate strategy
Research is most important part of our strategy we take care such questions in our strategy
like how to run an organization? How use and make money? Who’s the audience and what
the trend is.
o Test message
Research is helpful to check the credibility and effectiveness of the message.
o Help management keepin touch.
Through research we remain update with new information. We tell our high officials we have
to keep in touch with our executive.
o Prevent crisis
Establish our early in the morning system we have to be conscious enough about upcoming
events. We have to use our six senses to find upcoming threats to cope with.
o Monitor the competition
(a) We must have knowledge about the strategy and planning using by our competitors like Coca
Cola, Nestle and local brands, we have to monitor their strategy.
(b) Help out to design counter market and communication for strategy.
Research is also very helpful to know the success of our rivals like Coca-Cola.
o Sway public opinion

Research is very important element in the process of getting favor of the people public
opinion directly link with the expectations of the public: e:g What the customers want from
Pepsi.
o Measure success
As well as we conduct research for the purpose of planning and communication we also
conduct research for understanding about our progress: e:g PepsiCo conduct survey to get
knowledge about the taste and rivals.
o Generate publicity
We conduct survey and content analysis to know the new publicity trends.
ResearchTechniques
 Archrival research
 Library methods
 Reference books
 Online resources
 Survey
 Content Analysis
 Interviews
 Focus group
 Copy testing
2. Planning
Once the facts have been gathered from the various publics, decisions must be made
regarding their importance and potential impact on the organization. After these decisions are
made, strategies must be developed to enable the organization to achieve its goals.
Strategic planning
It is dealing with where you want in the future (goals, objectives, tasks), and how to get
their (the strategies) It sets organization’s directions proactively and avoiding old concepts
and routine repetition. (Bronze and Dozier)

Key Concepts in the definition
 Direction
 Proactively
 Avoiding routine repetition
Features of best planning:
o Systematic process
o Process getting information
o Creatively Appling for the attaining objective
MBO:
The ideas to be formulating a strategy that will be accomplish an organizations specific
objective (Nagar & Allen).
Objective of the MBO:
PepsiCo must achieve the MBO objective that is:
o Client/ employee objective
o Audience/ public
o Audience objective
o Media channels
o Media channels objective
o Sources and questions
o Communication strategy
o Essence the message
Ketchum model of strategy planning
1. Facts
 Category facts
 Products / service issues
 Competitive facts
 Customer Facts

2. Goals
 Business objectives
 Role of public relations
 Source of new business
3. Audience
 Target audience
 Current mindset
 Desire mindset
Element of program plan:
o Situation
o Objective
o Audience
o Strategy
o Tactics/Tools
o Time table
o Budget
o Evaluation
Chase and Jones
Planning and issue management:
o Issue identification
o Issue analysis
o Strategy option
o Action plan
o evaluation

3.COMMUNICATION
Strategies are implemented as new organizational policies and/or projects. Messages are then
constructed to reach target publics.
Program strategy and tactics:
o Press release
o Press conferences
o Special events
o News letter
o Annual report
o Poster
o Speeches
o Stickers
o Banners
o Walks
o Pamphlet
o Inserts
o Other promotional activities
According to Patrick Johnson:
PepsiCo communicator should ask the proposed message is:
 Appropriate
 Meaning full
 Memorable
 Understand
 Believable

James Gruning’s 5 objectives of communication

 Message exposure
 Accurate dissemination of message
 Acceptance of message
 Attitude change
 Change in overt behavior
 Models of communication
4. EVALUATION
Once a public relations campaign is developed and implemented, it should be followed by an
evaluation of its effectiveness in meeting the criteria that were set. The results of the
evaluation are used both to assess the effectiveness of the effort and to plan future action.
Definition of evaluation:
The systematic assessment of a program and its resultas.it is means for practitioners to offer
accountability to clients and to themselves (prof .James Borland).Evaluation to ask:
1. Activity / program adequately planned
2. Understanding of message by recipients
3. program strategy should more effective for
4. all primary and secondary audience attached
5. Desiredobjectives achieved
6. Unforeseen circumstances
7. Program fell in budget
8. Steps to be improved
Measurements:
1. Measure of production
2. Measure of message exposure
3. Measurements of audience awareness

4. Measurement of audience attitude
5. Measurement of audience action
6. Measurement of supplemental activities
CHAPTER 4

The term media is derived from ancient Latin language used to refer the ways and channels
through which messages disseminate through one destination to other. Media is a plural word
its singular is “medium”, simply media is the combination of different medium used for all
dimensions of communication. In the old times media was used to communicate the message
are parchment codex, temple walls, drumbeaters, and horses. The range of that traditional
media was too limited it can might be covered a city, a state. It was never enough to meet the
need of the masses of today, even it was too short to meet the population of that time. The
contents of the past time was just orders, events, conspiracy about their rivals’ festivals and
other daily routine works. Few decades back media was only mission now a complete
business empire. Missions involve many fields like religious missionary, political missionary
and so on but this was the story of past. Now with the socio-technological development in the
world shaped media into new dimension. Today the main purpose of the media is the earning
more and more money. There are many types of media that are different from one to another
because of its nature, access, and exposure.
Now the variety of media, variations in the media contents, and the large range of its
technology give media a new direction. Major types of media are print media, electronic
media and interactive media. Now not only single field which have to cover by media, it is a
libero player it have to play every position, and every field. Now the bulk of media channels
working with the high pace of technological equipment’s. Now the competitions among the
channels made media much more sophisticated than ever before. Now the big media a group
in the world controlling the entire space and gap made by 3rd world especially in the
continents of Africa and Asia. When we talk about the media in Africa we came to know that
there is poor infrastructure, technology and expertise. Historically first time printed press
established in Africa in 1794 by French in Sierra Leone. Now media getting much
development in every sector, now most of African countries have their own satellites, multi-
media channels, and news agencies.
There was a time when media was the property of the king, emperor, political leaders
and elite class. There was no concept of freedom of expression in the media as well as in the
state. No one can express his thoughts against the king, government, and the elite class. There
was death penalty against the feelings if in contrast the king. There was totalitarian and
authoritative approaches dominated in the different parts of the world in different times.
According to these approaches media were under the control of the elite class or state. Media
owned by the state and there is no access of the public, the purpose of media to promote the
ideas of the elite class. Gradually totalitarian system, authoritarian system, kingships turn into
the democracy and free market economy, where every individual treat treated equally and
freely can launch and established new business.
When we used the word of “state” we often confused with the word “government”, but
there is a great different. State is the whole and whereas government is the sub element of the
state. Like other parts of state government also one of the part of the state. Few decades back

state is the combination of 1 Administrative, 2 parliament, 3 judiciary. These are also known
the 3 pillars of state, most strong pillars to support the building of the state. Now recently
media has been emerged as the fourth pillar of the state. Media become more strong even
sometimes stronger than other 3 pillars.
4.2 Definition of media
Communication channels through which news, entertainment, education, data, or
promotional messages are disseminated. Media includes every broadcasting and
narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail,
telephone, fax, and internet. Media is the plural of medium and can take a plural or singular
verb, depending on the sense intended.
4.3 Types of media
There are varieties of media types are;
4.3.1 Print media
The industry that is involved in printing and distributing media through publications
such as magazines and newspapers. Print media includes those media of communication
which are controlled by space rather than time. It can be read at any available time and can be
kept for record. Following are the major print media of mass communication.
a) Books
b) Newspapers
c) Magazines (www.pakgalaxy.com)
4.3.2 Electronic media

Any type of device that stores and allows distribution or use of electronic information.
This includes television, radio, Internet, fax, CDROMs, DVD, and any other electronic
medium. Contrast to print media.
a) Television
b) Radio (www. thelawdictionary.org)
4.3.3 Out-of Home media (Static media)
Out of home advertising is advertising that reaches the consumer while they are outside
the home.Out of home advertising is focused on marketing to consumers when they are "on
the go" in public places, in transit, waiting (such as in a medical office), and/or in specific
commercial locations (such as in a retail venue). OOH advertising formats fall into four main
categories: billboards, street furniture, transit, and alternative.
4.3.4 Interactive media
Interactive media normally refers to products and services on digital computer-based
systems which respond to the user’s actions by presenting content such as text, graphics,
animation, video, audio, games, etc. (www.wikipedia.org)
a) Billboards
b) Hoarding boards
c) Banners
d) Stemmers
4.4 Importance of media
"Media is the most powerful tool of communication. It helps promoting the right
thingon right time. It gives a real exposure to the mass audience about what is right or wrong.
Even though media is linked with spreading fake news like a fire, but on the safe side, it helps
a lot to inform us about the realities as well. "The world is moving towards progress in every
walk of life. But when we look towards societies, it feels as if something is still missing.
Money, power, lust, etc., is the wish of every human being to attain. But we can't deny this
fact that we all are bounded with loads of social problems, which are hard nuts to crack.
Social issues are matters which directly or indirectly affect many or all members of a society
and are considered to be problems, controversies related to moral values, or both. Social
issues include poverty, violence, corruption, and bribery, suppression of human rights,
discrimination, and crime.

Media has a constructive role to play for the society. Today News Channels and even some
Newspapers are mouthpiece of some social issues, which helps us to estimate the realities of
lives. Media has played an important role in order to focus on the social issues in almost every
era. It is the fact that in most of the eras, media were not being given free and fair chances to
explore the issues of society more openly than it is being given now; but we can't deny this
fact that the issues were always raised in order to provide justice to the people. Pakistani
Media has expanded its chain during this era, and many cases and issues were brought under
one umbrella, which showcase us that even today, we are bounded in the barriers of loads of
problems and issues, which is to be sought out. Now, the time has arrived, when we need to
re-think about our attitudes towards society.
4.5 Media Relations
Media relations involves working with media for the purpose of informing the public
of an organization's mission, policies and practices in a positive, consistent and credible
manner. Typically, this means coordinating directly with the people responsible for producing
the news and features in the mass media. The goal of media relations is to maximize positive
coverage in the mass media without paying for it directly through advertising. Many people
use the terms public relations and media relations interchangeably; however, doing so is
incorrect. Media relations refer to the relationship that a company or organization develops
with journalists, while public relations extend that relationship beyond the media to the
general public.It is possible for communication between the media and the organization to be
initiated by either side, however dealing with the media presents unique challenges in that the
news media cannot be controlled — they have ultimate control over whether stories pitched to
them are of interest to their audiences. Because of this fact, ongoing relationships between an
organization and the news media are vital. One way to ensure a positive working relationship
with media personnel is to become deeply familiar with their "beats" and areas of interests.
Media relations and public relations practitioners should read as many magazines,
journals, newspapers, and blogs as possible, as they relate to one's practice.
Organizations often compile what is known as a media list, or a list of possible media outlets
who may be interested in an organization's information. The media can consist of thousands
of magazine publications, newspapers, and TV and radio stations. Therefore, when a
"newsworthy" event occurs in an organization, a media list can assist in determining which
media outlet may be the most interested in a particular story.
Working with the media on behalf of an organization allows for awareness of the entity to be
raised as well as the ability to create an impact with a chosen audience. It allows access to
both large and small target audiences and helps in building public support and
mobilizing public opinion for an organization. This is all done through a wide range of media
and can be used to encourage two-way communication.

4.6 Due to following reasons PepsiCo initiate Media Relations.
 Launch of a new product/service
 Initiation of new factories/offices
 Financial results
 Organization sponsored events or awards
 Launch of organization promotional campaigns
 Recent disasters, strikes or organizational closures
 Awards/accolades for the company
 Visits from company dignitaries/celebrities
 Involvement in local/community activities
 Community Engagement
4.7F of Media Relations
 FAST
Organization should respect journalist’s deadline. Return phone calls immediately, even if it
is past normal office hours. Return e-mail within the day they are received, if possible.
 FACTUAL
Provide accurate information with proper facts and figures. Provided information should be
accurate because organization is liable for the information given.
 FRANK
Be open to the media organizations and personnel’s and answer them honestly.
 FAIR
Be fair with media organizations. Treat all the media personnel’s equally and provide them
with the same information.
 FRIENDLY
Develop a good relationship with media personnel’s, listen to their interest and appreciate the
coverage by them to your organization.

3.9 Media Selection by PepsiCo
Media selection always very important for any organization, true media selection also one of
the great art. Media selection always has a great role to promote the business. PepsiCo chose
media according to need. Demographics and psychographics always key elements to choose
media.
MEDIA TARGET
GROUP
GEOGRAPHI
C AREA
USEFULNESS REMARKS
Cable
Television
Literate and
non- literate
including
children
Urban, Semi-
Urban & Rural
1. Demonstrating is
possible (seeing is
Believing).
2. Visuals have
better impact and
Recall.
3. Quick access to
the mass population.
4. Regional issues
can be better
covered.
5.Appropriate
channel selection
may result in better
response
1.Appropriate
2. Image of the cable
television and the
popularity among the
target group needs to be
identified.
Pamphlets
,
Brochures
, Manuals
and Books
Literate Urban, Semi-
Urban & Rural
1.Act as reference
2.Repetive exposure
is possible
1. Cost action duration.
2.Correctness of the
content is vital
Spoken
Words
All Urban, Semi-
Urban & Rural
The Grapevine: The
Grapevine is not a
formal or controlled
medium, but word
of mouth which is
often the quickest
Need careful attention

Radio Literate and
non- literate
Semi- Urban &
Rural
1.Easy to reach
2.Useful in
disseminating voice
to transit celebrities
(remarks or
commands)
Availability and use of
radio
Television Literate and
non- literate
including
children
Urban, Semi-
Urban & Rural
1.Demonstration is
possible (seeing is
believing)
2.Visuals have
better impact and
recall
3.Cost per reach
may be less
4.Quick access to
the mass population
1.Avalibility and use of
the television
2.Cost factor
3.Production factors
Newspape
r(Regional
/ Regional
language)
Educated Urban & Rural 1.Where on way
communication is
sufficient
2.Reference is
possible
3.Easy to catch the
attention of the
reader
4.Reputation of the
newspaper is useful
in information
1.The cost per reach
depends on circulation
figure among the target
audience
Newspape
r(English)
Educated Urban & Rural 1.The reputation of
the newspaper may
attach weight age to
the content
2.Used as a
reference
1.The cost per reach
depends on circulation
figure among the target
audience

Journal/
Magazines
Educated Urban & Rural 1.If content matches
with a profile of the
journals target then
it may be effective
2.Repetitive
exposure is possible
1.May not be possible
for urgent information
dissemination
2.As the journals
normally prepared long
before the issues
Hoardings Literate and
non-literate
Urban & Rural,
Transit etc.
1.Useful for short
information
2.Catching attention
is possible
3.Relatively
inexpensive
Availability of space
Posters Educated Semi Urban &
Rural
1.Less expensive
2.Easy to adopt
Display near the target
group is vital
Displays
&
Exhibits
Specific or
General
Urban & Rural 1.Create or maintain
a specific creation of
the organization
2.Maintain contact
with important
audience
3.Show depth and
breadth of
organization’s
operations
4.Generate inquiries
for more
information
1.Need space
2.Feedback for
evaluation

CHAPTER 5
5.1 Budgeting
A budget is a quantitative expression of a plan for a defined period of time. It may include
planned sales volumes and revenues, resource quantities, costs and expenses, assets, liabilities
and cash flows. It expresses strategic plans of business units, organizations, activities or
events in measurable terms.
A budget is a plan for your future income and expenditures that you can use as a guideline for
spending and saving. Although many Americans already use a budget to plan their spending,
the majority of Americans also routinely spend more than they can afford. The key to
spending within your means is to know your expenses and to spend less than you make. A
good monthly budget can help ensure you pay your bills on time, have funds to cover
unexpected emergencies, and reach your financial goals. Most of the information you need is
already at your fingertips. To create or rework your budget, follow the simple steps outlined
below to get a clear picture of your monthly finances. You can also use our free online
budgeting calculators below to budget for certain specific purchases or events.
5.2 Elements of a PR Budget
Four Major Elements
 Labor.
Includes salaries biggest component.
 Office Overheads.
Fixed costs electricity, rent, insurance etc.
 Materials.
Items like stationery, postage, print, visual aids, and mobile exhibitions stands etc.
 Expenses.
Out of pocket expenses, expenses of organizing PR events e.g. catering,

Public address system, TV, screens, video players, chairs, tents etc
5.3 PR Budget for PepsiCo
The world’s largest snack-food maker may boost the advertising and marketing budget
for its namesake cola and other drinks by as much as $600 million, or 50 percent, to $1.7
billion when it announces the results of a yearlong business review Feb. 9, according to
analysts surveyed by Bloomberg.
Nooyi is seeking to take back market share from Coca-Cola Co. and regain the confidence of
investors who have questioned whether she has focused too much on healthier products. Some
investors and analysts have also recommended splitting the company. PepsiCo’s shares have
risen about 2 percent during her five-year tenure while Coke has gained more than 50 percent.
“PepsiCo overall needs to step up investments behind their brands to reinvigorate them,”
Bonnie Herzog, a New York-based analyst at Wells Fargo & Co., said in a telephone
interview. “If you go back 10 years, they have definitely been under-investing relative to
Coke.”
Nooyi took over as Purchase, New York-based PepsiCo’s CEO in October 2006 and sped up
the company’s move into healthier snacks and drinks. She set a goal of tripling sales of what
the company calls “nutrition products,” including Gatorade, Tropicana and Quaker, to $30
billion by the end of the decade.
To that end, Nooyi, 56, has focused resources on acquisitions, including juice producers.
5.4 Budget Tools
 Publications
Press releases, newsletters, annual reports, brochures, pamphlets etc.
 Corporate items
Pocket diaries, corporate diaries, calendar, promotional gifts etc
 Media Activities
Coverage, press conference etc.
 Editorial board meeting
Meetings between different departments
5.5 Activities of PR with timeline for six months
January Press release with video two times in a
week

Articles 1 times after 15 days
Press Briefing 1 in a month
News Letter 1 in a month
Meeting every week
Seminar after 15 days
Banners accordingly every event
TV 2 ads per month
Newspaper 2 ads per month
Radio one program per week
SMS according to event
Social Media update public on daily basis
Brochure according to event
February Press release with video two times in a
week
Meeting every week
TV 2 ads per month

March Press release with video two times in a
week
Meeting every week
TV 2 ads per month
Quarterly Report
April Press release with video two times in a
week
Meeting every week

TV 2 ads per month
TV Documentary
May Press release with video two times in a
week
Meeting every week
TV 2 ads per month
Exhibition

June Press release with video two times in a
week
Meeting every week
TV 2 ads per month
Exhibition
Rallies
Evaluation Report
Six month campaign Report

CHAPTER 7
7.1 EVALUATION
The practice of evaluation involves the systematic evaluation of information to reduce
uncertainties, improve effectiveness and make decisions with regard to what programs, personal
or products are doing and effecting. (Michael Patton, practical evaluation, sage publications,
1982)
Evaluations a systematic determination to be a subject merit, worth and significance, using
criteria governed by a set of standards. It can assist an organization to assess any aim, realisable
concept or any alternative, to help in decision making or value in regard to the aim and objective
and results of any such actions that has been completed. The primary purpose of evaluation in
addition to gaining insight into prior or existing initiatives, is to enable reflection and assist in the
identification of future change (www.commstudy.org)
PR evaluation is any and all research designed to determine the relative effectiveness of PR
programs strategies or activities by measuring the outputs and outcomes of the PR program
against a predetermine
ed set of objectives.
Those who surprise or manage an organizations and communication activities are increasingly
asking themselves, their staff, their agencies and conducting forms questions such as these:
Purpose of Evaluation
The most critical reason for evaluating public relations campaigns is to measure an organization
status. PR campaign evaluations are also performed:
 Determine accountability
 Assessor establishes a baseline
 Assess goals or objectives

 Determine event or program outcomes
 Improve quality
 Ascertain success or failure
 Determine future direction
EVALUATION TOOLS USED IN MEASURING EFFECTIVE PUBLIC RELATIONS
Media Coverage
Media coverage is an important evaluation tool which includes bread clipping of the respective
events, recordings of the important functions and events.
Surveys
Surveys are also a good a option for evaluating or getting the feed back from the respective
audience side. the survey team of their respective department conduct different types of surveys
in order to judge people perception.
Interviews
Interviews are also an integral part of the evaluating the feedback from the audience side.
Focus Groups
These informal small groups of selected participants can pre-test ideas.
Case Studies
Ascertains the effects of other organizations on the specific strategies of your PR program Used
as accountability tools to monitor best practice and to establish key performance indicators for
each stage of the campaign so that PR activities support management strategies and
expectations.
E-Poll

E-Poll is the latest feedback evaluation tool in which the department places some important
questions on its web sites from the general public to answer them, from the response of the
public department gets necessary feedback.
No of Participants
It is an evaluation tool which is very effective in measuring the feedback of general audience
about the respective department or organization. It includes meetings, gatherings, seminar,
exhibitions, fairs, and some other related functions.
.Evaluation to ask:
9. Activity / program adequately planned
10. Understanding of message by recipients
11. program strategy should more effective for
12. all primary and secondary audience attached
13. Desired objectives achieved
14. Unforeseen circumstances
15. Program fell in budget
16. Steps to be improved
Measurements:
7. Measure of production
8. Measure of message exposure
9. Measurements of audience awareness
10. Measurement of audience attitude
11. Measurement of audience action
12. Measurement of supplemental activities

Project Of PepsiCo

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