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

What is Social Marketing?

“Social marketing is the planningand implementation of programsdesigned to bring about socialchange using concepts fromcommercial marketing.”

What is Social Marketing?

“Social marketing seeks to influencesocial behaviors not to benefit themarketer, but to benefit the targetaudience and the general society.”

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?

Marketing Mix

ProductPricePlacePromotion

Publics Policy Purse Strings

The 4 Ps Additional Ps

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

Price: support, partnership

• What is the ‘cost’ to obtain the ‘product?’

• What is asked of the stakeholders? –support, partnership

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?

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.

Internal

• Executive and Management Committees

• Central Office Staff

• Field Office Staff

Publics: external and internal stakeholders

External

• Beneficiaries /Community

• Development Partners• NGAs• Legislators• LGUs

Publics: external and internal stakeholders

• Business Sector • CSOs• Academe• Youth • Media and Social Media

• 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)

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

Existing Social Marketing Strategies

Existing Social Marketing Strategies

Blake Mycoskie and the Toms shoes One for One concept

Existing Social Marketing Strategies

The Products

The Advocacy

PR through special events

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

• 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

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

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

Sources:

• www.socialmarketing.com

• rags2riches.ph

• www.toms.com