Introduction :

In 2011 and 2012, the PRSA developed a crowd-sourced definition of PR :

"Public relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics."

Public relations can also be defined as the practice of managing communication between an

organization and its publics.

Public Relations work towards promoting goodwill, promoting brand, communicating the

corporates message, to counteract to negative publicity, repositioning an old/mature product

& influencing specific target people.

The main tools of public relations are through websites, news, speeches, special events,

written materials, audio visuals & public service activities.

Company overview : P&G

Proctor & Gamble is an American multinational consumer goods company. P&G was

found by William Proctor & James Gamble.

P&G had 180 brands, out of which he is only concentrating on 80 brands which are

producing 95% of revenue.

P&G is employing 118,000 employees worldwide as of 2014 with revenue of 83.06

billion.

“touching lives , improving life” with this slogan the company is working towards

creating value towards life.

Few well known products of P&G worldwide are:

1. Ariel

2. Gillette

3. Head & Shoulders

4. Olay

5. Oral – B

PR Strategies

P&G have been a company which does its part in supporting the social causes & creating

awareness regarding many causes. P&G has a great history to build PR relations with its

customers and viewers in a very distinct way. The P&G has an history to bring up matters in a

way which creates a difference in people’s lives, and so says its slogan “touching lives , inspiring

lives”.

#LikeaGirl – Advertisement

How do you elevate a concept that has already been seen by 90 million people and generated 12 billion impressions worldwide? P&G’s answer is to translate Always’ focus on female confidence into a worldwide call for them to become unstoppable at whatever they choose to do.

To support that next step, Williams, the 18-year-old star of one of the biggest shows around, has been signed as an advocate to help inspire girls to dispel misconceived gender dynamics. Research, conducted by the business, found that many girls feel they are boxed into expected roles with 72 per cent of the tens of thousands surveyed admitting that they feel society limits them.

This idea of girls being consigned to society’s prescribed boxes is tackled head on in a video to introduce the brand’s ‘Unstoppable’ theme. Buoyed by its bid to change the meaning of ‘like a girl’ from an insult to a compliment, the video encourages girls to smash limitations, which are visually interpreted as boxes they have stamped with gender misconception they encounter regularly.

Roision Donnelly, brand director for Northern Europe at P&G noted some of the girls featured in the video had to be assured that it was ok to smash the boxes. It is indicative of the scale of the challenge P&G’s socially conscious advertising faces in building the self-esteem of girls globally and is why TED has been brought on board to pivot part of the communications strategy to education rather than awareness.

The global non-profit channel will host Always-branded content that teaches confidence to young girls in the hope of changing their deep-rooted acceptance of certain gender dynamics. Content will be hosted on the Ted-Ed educational platform where viewers will be encouraged to share them and the lessons they have learned.

Additionally, Always is working with educational organizations around the world to update Always-backed program for puberty that is used in schools.

“You would expect that girls believe things will get better but, in fact, our latest research shows that one in two girls think that in 10 years there will be the same or even more limitations for young girls,” said P&G’s vice president of global feminine care Fama Francisco. “This surprising statistic is a wake-up call for all of us to encourage girls to smash any limitations that hold them back and empower them to be unstoppable.”

The FMCG business surveyed 1,441 young people aged between 16 and 24 in the UK and 1,800 Americans in the latest phase of its “Always Confidence and Puberty” study. Most (84 per cent) girls in the UK admitted they felt that society puts them into “boxes” and that this has a negative impact on their lives. Seven in ten respondents (69 per cent) believe that girls’ lives would be better if society stopped pressuring them.

Donnelly said the latest phase of activity would revolve more around trying to get people to change dated views like “girls can’t be brave” and girls aren’t strong”.

Last year’s film became a viral hit and helped change the image of the Always brand by imbuing it with a purpose. Such was the success that P&G splurged on a Super Bowl slot in February for the ad – the first time a feminine hygiene brand had run during the match. Some 76 per cent of the women and more than half (59 per cent) of the men who watched the ad said their perception of the phrase “Like a Girl” had changed, according to P&G.

Few other campaigns of P&G are

Got the power campaign

Habits campaign

Ingenious protection for ingenious women campaign

Sharing and connecting campaign

Tasting is believing campaign

When you're strong, you sparkle campaign

Company overview : Coca Cola

Coca – Cola , the carbonated soft drink , produced by The Coca-Cola Company, referred

as coke.

It was invented by John Pemberton in late in 1886. It was commercialized in the year late

19th century by Asa Grigs Candler.

It was originated in United States of America.

Brands of Coca- Cola India are,

1. Thumps up

2. Limca

3. Minute maid

4. Maaza

5. Fants

6. Kinley

7. Sprite

PR Strategies

The Coca-Cola India is undertaking some projects as a part of the corporate social responsibility.

The support my school campaign with NDTV has Sachin Tendulkar as the brand ambassador.

The project Unnati focuses on more yield of mangoes to farmers . Coca-Cola also sponsors

events in cricket and music.

Share a coke : Campaign

In 2011 “Project Connect” based on its ambition to both

strengthen the brand’s bond with Australia’s young adults – and

inspire shared moments of happiness in the real and virtual worlds

– became known as “Share a Coke.” The first-of-its-kind

campaign celebrated the power of the first name in a playful,

social way by swapping out Coke branding on bottles and cans

with the 150 most popular monikers in Australia.

And it worked. 

That summer, Coke sold more than 250 million named bottles and

cans in a nation of just under 23 million people. The campaign has

since made its way around the world, reaching more than 70

countries, to date. Coca-Cola teams from Great Britain, to Turkey

to China – and, most recently, the United States – have put their

own creative spin on the concept, while preserving the simple

invitation to “Share a Coke with (insert name).” 

Australia is one of the world’s most developed markets, which means growth is hard. Coca-Cola

has a rich history of effective, innovative marketing. A few years ago, Coca-Cola created “Bottle

Blast”, a campaign that eventually spread to 80 markets. It defined why people loved Coke, but it

wasn’t making Australia buy more of it. Coke had become too familiar, too predictable. Coca-

Cola was given a clear challenge by the head of the Pacific region to do something extraordinary.

At the end of the day, our name is the most personal thing we have. It’s our fingerprint… our identity… in one word. We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The fact that your name is on a Coke bottle, it can’t get more personal than that! The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. Who would want their name on a brand unless it was as iconic as Coke? “Share a Coke” found the sweet spot by making consumers famous through the most iconic brand in the world. 

The overwhelming demand for the personalized cans surprised Coca-Cola. They quickly became a must-have object of desire. They sent traveling kiosks, which consumers could visit to customize a can of Coke, to major shopping malls across the country. The queues stretched around the block…the products became the Christmas gift of the year . Kids would usually line

up for Santa’s Grotto to have their picture taken. I remember seeing the activation in Westfield, where poor Santa had no one to put on his knee! 

Another surprise was that people were buying Cokes to show people they cared for that they missed them… from soldiers overseas in Afghanistan, to loved ones in hospital, to long-lost friends. Coca-Cola hadn’t really anticipated the packs being used in this emotionally powerful way. It was an example of how the public took the idea and shaped it themselves.

Few other campaigns of Coca-Cola are

Coming together Coke zero face profiler Country sunshine H2NO Hey kid, Catch! Id like to teach the world to sing MagiCan Max headroom Move to the beat

My coke rewards Pepsi invaders