Aum Advertising is a leading media planning and buying firm in India. It has run successful campaigns across cinema, TV, radio and print. Naveen Kohli has 10 years of experience working for Sahara and Aaj Tak. Strategic public relations planning involves formative research, developing a strategy, selecting tactics, and evaluation. Patanjali Ayurved is an herbal products company based in Haridwar with a vision of creating a healthy society. Its PR strategies include promoting rural development, word-of-mouth, appealing to nationalism, and expanding into various ventures like yoga centers and charity trusts.

2. AUM ADVERTISING IS NATIONALLY RECOGNIZED AS A LEADING
MEDIA PLANNING AND MEDIA BUYING FIRM. AUM HAS RUN
SUCCESSFUL CAMPAIGNS THROUGHOUT INDIA VIA CINEMA, TV,
RADIO, PRINT ADVERTISING AND MORE.

3. NAVEEN KOHLI
AGE – 41 YEARS
10 YEARS OF WORK EXPERIENCE
B.COM GRADUATE AND HAS WORKED
WITH SAHARA AND AAJ TAK
CHALLENGING JOB
“90% OF THE GOSSIP YOU HEAR IS
CREATED BY THE PR”
TRAVELING

4. Q.1 HOW DO U DEFINE CORPORATE PR?
• “YOU HAVE TO
SELL YOURSELF.”

5. Q.2 WHAT QUALITIES ARE REQUIRED TO ACHIEVE
EXCELLENCE IN PR?

6. Q.3 WHAT CHALLENGES TO DO PR MANAGERS
FACE IN TODAY’S DIGITALIZED AND
GLOBALIZED WORLD?

7. Q.4 WHAT IS THE RELATIONSHIP BETWEEN
CRISIS MANAGEMENT AND PR?

8. Q.5 WHAT ROLE DOES PR PLAY
IN HANDLING CSR?

9. “BE NICE TO
EACH AND
EVERY
JOURNALIST
AROUND
YOU.”

11. Strategic Planning for Public Relations
• The process of these steps is deliberate, and they
must be taken in sequence. Careful planning leads to
programs that are proactive and preventative, rather
than to activities that are merely reactive and
remedial.

12. Formative Research
• During the first phase of the nine
steps, Formative Research, the
focus is on the preliminary work of
communication planning, which is
the need to gather information and
analyze the situation.

13. • Step 1: Analyzing the
Situation. Your analysis of the
situation is the crucial
beginning to the process.

14. • Step 2: Analyzing the Organization. This step
involves a careful and candid look at three
aspects of the organization: (1) its internal
environment (mission, performance and
resources), (2) its public perception (reputation)
and (3) its external environment, (competitors
and opponents, as well as supporters).

15. • Step 3: Analyzing the
Publics. In this step you
identify and analyze your key
publics-the various groups of
people who interact with your
organization on the issue at
hand.

16. Strategy
• The second phase of the planning
process, Strategy, deals with the heart of
planning: making decisions dealing with
the expected impact of the
communication, as well as the nature of
the communication itself.

17. • Step 4: Establishing Goals and Objectives.
It focuses on the ultimate position being
sought for the organization and for the
product or service.

18. • Step 5: Formulating Action and
Response Strategies. A range of actions
is available to the organization, and in
this step you consider what you might
do in various situations.

19. • Step 6: Designing Effective
Communication. Step 6 deals with the
various decisions about the message,
such as the sources who will present the
message to the key publics, the content
of the message, its tone and style, verbal
and nonverbal cues, and related issues.

20. Tactics
• During the Tactics phase,
various communication tools
are considered and the visible
elements of the communication
plan are created.

21. •Step 7: Selecting
Communication Tactics.
This inventory deals with
the various
communication options.

22. • Step 8: Implementing the
Strategic Plan. In Step 8, you
develop budgets and schedules
and otherwise prepare to
implement the communication
program.

23. Evaluative Research
• The final phase, Evaluative Research,
deals with evaluation and assessment,
enabling you to determine the degree
to which the stated objectives have
been met and thus to modify or
continue the communication
activities.

24. • Step 9: Evaluating the Strategic
Plan. This is the final planning
element, indicating specific methods
for measuring the effectiveness of
each recommended tactic in meeting
the stated objectives.

25. HERE’S WHAT THE PLAN LOOKS LIKE -
Phase One: Formative Research
Step 1: Analyzing the Situation
Step 2: Analyzing the Organization
Step 3: Analyzing the Publics
Phase Two: Strategy
Step 4: Establishing Goals and Objectives
Step 5: Formulating Action and Response Strategies
Step 6: Designing Effective Communication
Phase Three: Tactics
Step 7: Selecting Communication Tactics
Step 8: Implementing the Strategic Plan
Phase Four: Evaluative Research
Step 9: Evaluating the Strategic Plan

33. THE PATANJALI AYURVED LIMITED IS AN INDIAN FMCG COMPANY.
MANUFACTURING UNITS AND HEADQUARTERS ARE LOCATED IN
THE INDUSTRIAL AREA OF HARIDWAR WHILE THE REGISTERED
OFFICE IS LOCATED AT DELHI

34. VISION
KEEPINGNATIONALISM,AYURVEDAN
YOGASOURPILLARS,THEYARE
COMMITTEDTOCREATEAHEALTHIE
SOCIETYANDCOUNTRY.
MISSION
INGINDIAANIDEALPLACEFORTHE
ROWTHANDDEVELOPMENTOF
RVEDAANDAPROTOTYPEFORTHE
RESTOFTHEWORLD.

35. PUBLIC RELATIONS STRATEGIES
• 1. PATANJALI AYURVED LIMITED WAS
ESTABLISHED IN 2006 WITH A THOUGHT
OF RURAL AND URBAN DEVELOPMENT.
THEY RECOGNIZE FARMERS AS THEIR
MAIN ASSETS.

36. • PATANJALI SAYS: “PICK OUR
PRODUCT - IT IS THE SAME PRODUCT
WITH NO HARMFUL CHEMICALS.
PLUS BY BUYING OUR PRODUCTS,
YOU ARE ENSURING THE MONEY
YOU SPEND STAYS IN INDIA”.

37. 2.WORD-OF-MOUTH PROMOTION:
ADVERTISING AND PROMOTIONS TYPICALLY
ACCOUNT FOR 12-20% OF REVENUE
EXPENDITURE BY CONSUMER GOODS
COMPANIES.

38. • 3.SWADESHI FACTOR PATANJALI IS
HAPPY TO CO-EXIST WITH
INDIGENOUS COMPANIES,
MULTINATIONAL ONES ARE A
DIFFERENT MATTER. "HUMARA EK
SIMPLE FUNDA HAI: MNCS KO
REPLACE KARNA.”

39. • 4. TARGETED LARGE MARKET BY
FOCUSING ON ECONOMICALLY AND
RESOURCES CONSTRAINT MASSES.
• 5. PREPARED DATABASE OF THE
PEOPLE VISITING THE YOGA CAMP.

40. • 6. BUILT POWERFUL
PARTNERSHIP WITH VARIOUS
PROMINENT T.V CHANNELS
TO BROADCAST HIS YOGA
CAMP WORLD WIDE.

41. • 7. TO CREATE SELF ESTEEM AMONG HIS
FOLLOWERS BABA HAS A VISION TO
DEVELOP WORLD’S LARGEST FOOD AND
HERBAL PARK. ABOUT7,000 PEOPLE WILL
GET DIRECT AND ABOUT 200000 PEOPLE
WILL GET INDIRECT EMPLOYMENT
OPPORTUNITY THROUGH THIS PROJECT.

42. • SOCIAL
MEDIA
• 500K
FOLLOWER
S ON
TWITTER
• 6 MILLION
FACEBOOK
PAGE LIKES
• 50K
SUBSCRIBERS
FOR YOUTUBE
CHANNEL
• 11
MILLION
VIEWS ON
YOUTUBE
CHANNEL

43. • OTHER VENTURES:
• 1.YOG GRAM TREATMENT & RESEARCH
CENTER
• 2.BHARAT SWABHIMAN TRUST ONLINE
DONATION & MEMBERSHIP FOR TRUST

44. • 3.GURUKUL GHASHERA CENTER FOR
DEVELOPMENT OF INMATES
• 4.PATANJALI GRAMUDYOG NYAS FOR
ECONOMIC UPLIFTMENT OF RURAL
AREAS

45. • PATANJALI AD CAMPAIGNS HAVE
ALWAYS FOCUSED ON
SURPASSING INFORMATION TO
PEOPLE THAT “REVENUE OF
PATANJALI IS FOR CHARITY AND
NOT FOR BRAND OWNERS”