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Public Relations with Local Government Units
By Ana Maria B. Raymundo
Presented by David Daniel P. Pagulayan
April 1-5, 2013
Albergo Hotel,
Baguio City
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Local Government Units are our external stakeholders.
Stakeholder (noun)
-a person with an interest or concern in something, esp. a business.
-[ as modifier ] denoting a type of organization or system in which all the members or participants are seen as having an interest in its success: a stakeholder economy.
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Objective: to gain support from LGUs
As our partnersAs field implementersAs public servantsAs the officials entrusted to
LEAD and SERVE the public
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PUBLIC RELATIONS as a strategy
Public Relations is a management functiondesigned to create and maintain good and harmonious relationship between the organization and its public.
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DELIVERING THE MESSAGE:
Pitching the Sustainable Livelihood
Program to LGUs
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TRUTH: LGUs have their own set of
priorities and your program will not always necessarily be one of
them.
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CHALLENGE: To convince them that the DSWD
shares a common goal of reducing poverty among their
constituents and we do so through the Sustainable
Livelihood Program
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GOAL: To make the Sustainable
Livelihood Program one of their main priorities
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Elicit a certain behavior among LGUs.
PERCEPTIONATTITUDEBEHAVIOR
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PERCEPTION. ATTITUDE. BEHAVIOR.
Perception (noun)
• a way of regarding, understanding, or interpreting something; a mental impression
• intuitive understanding and insight
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PERCEPTION. ATTITUDE. BEHAVIOR.
Attitude (noun)
• a settled way of thinking or feeling about someone or something, typically one that is reflected in a person's behavior
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PERCEPTION. ATTITUDE. BEHAVIOR.
Behavior (noun)
• the way in which one acts or conducts oneself, esp. toward others
• the way in which an animal or person acts in response to a particular situation or stimulus
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• Uplift the standard of living and improve the quality of lives of their constituents
OUR VISION
OUR PROMISE
• Poverty reduction with institutional support from the LGUs
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Focus on your goal.
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Strategize your approach for each public official
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You are a reflection of the institution you represent.
Dress appropriately.Act accordingly.
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What you wear on the field
is different is from what you
wear when meeting with
partners
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Prepare.Master your program.Know your partners.
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LGUs as partners
– the LGU’s thrust and priorities
– image of the LGU
– existing communication efforts
– personal background of the LGU heads and staff
– the existing advocacies
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Focus on the VALUE ADDED by the program.
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Your promise is your argument.
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Emphasize the importance of their role and responsibility to
their constituents.
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Communicatethe
message
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Go back to basics.
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Be Direct.
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Take an experiential approach.
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Make it tangible.
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Be Visual.
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Humanize the program.
Focus on REAL people, REAL lives, and REAL stories.
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Be HONEST.
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We do not allow the beneficiaries
to be used for POLITICAL
PROPAGANDA.
The DSWD has a set of NON-NEGOTIABLES
as an institution.
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Why help?
Because it is their PRIMARY
RESPONSIBILITY
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No ‘ifs’No ‘buts’
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Challenge the way
they think.
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Advertisements as a tool for public relations
Say more, talk less.
Try the elevator test.
In order to achieve a win-win situation, link your argument to the local official’s institutional objectives.
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Ultimately, you do not have control over the local official’s decisions.
You can influence them or at least challenge the way they think.
Just do it: Present everything as best as you can.
Take note of the criticism and issues that emerge.
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Always be PROACTIVE, not reactive
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Sources:Advertisements cited:FedexAdidas Muhammad AliNike Manny PacquiaoDubai Film FestivalSpeedo Michael PhlepsMotorola David BeckhamCondomshop.chPeta Angela SimmonsBelo Jinkee PacquiaoLevi’sFresh LifeNicotinellAustralia PostBergmann funeral serviceFedex kinkos office suppliesPeta David CrossWFFDove Real WomenHeinzDSWD Bawal and Epal ditoAnvariGreenpeaceNike Just Do ItTedXNike
Cartoons cited:Tom Fishburne cartoonscartoonstock.com