pr for external stakeholders
TRANSCRIPT
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Public Relations: Communicating the Sustainable Livelihood Program
to external stakeholders
By Ana Maria B. Raymundo
Presented by David Daniel P. Pagulayan
April 1-5, 2013
Albergo Hotel,
Baguio City
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What is Social Marketing?
“Social marketing is the planningand implementation of programsdesigned to bring about socialchange using concepts fromcommercial marketing.”
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What is Social Marketing?
“Social marketing seeks to influencesocial behaviors not to benefit themarketer, but to benefit the targetaudience and the general society.”
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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?
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Marketing Mix
ProductPricePlacePromotion
Publics Policy Purse Strings
The 4 Ps Additional Ps
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Product: Sustainable Livelihood Program for
poor families
Problem: Poor families have substandard socio-economic conditions
Solution: Sustainable Livelihood Program as one way to reduce poverty
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Price: support, partnership
• What is the ‘cost’ to obtain the ‘product?’
• What is asked of the stakeholders? –support, partnership
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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?
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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.
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Internal
• Executive and Management Committees
• Central Office Staff
• Field Office Staff
Publics: external and internal stakeholders
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External
• Beneficiaries /Community
• Development Partners• NGAs• Legislators• LGUs
Publics: external and internal stakeholders
• Business Sector • CSOs• Academe• Youth • Media and Social Media
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• For the micro-enterprise development track: DTI, SEC, CDA programs and regulations, etc.
• For the employment facilitation track: TESDA classes, DOLE job fairs, etc.
Policy: laws, programs, ordinances
(examples)
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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
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Existing Social Marketing Strategies
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Existing Social Marketing Strategies
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Blake Mycoskie and the Toms shoes One for One concept
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Existing Social Marketing Strategies
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The Products
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The Advocacy
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PR through special events
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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
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• 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
Engaging Partners
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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
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Visual Aids:Partner’s Kit: Information, Education,
Communication (IEC) materialsAudio Visual Presentations (AVP)Success stories/anecdotesField data
Physical presence of beneficiariesYOUR physical preparation
Communicating with External Stakeholders: Remember the basics
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Sources:
• www.socialmarketing.com
• rags2riches.ph
• www.toms.com