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Public relations and strategical planning
- 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
- 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”