Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 8 : Concept and Philosophy of Social Marketing

Additional Social Marketing "P's"

• Publics--Social marketers often have many different audience that their program has to address in order to be successful. "Publics" refers to both the external and internal groups involved in the program. External public include the target audience, secondary audiences, policy makers and gatekeepers, while the internal public are those who are involved in some way with either approval or implementation of the program.


• Partnership--Social and health issues are often so complex that one agency can't make a dent by itself. Social marketer need to develop a team with other organizations in the community, which have similar goals to really be effective.
  
  Example: College of Home Science has training and research partnership with State Department of Women Development and Child Welfare in implementation of ICDS services.


• Policy--Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they're in, supports that change for the long run. Often, policy change is needed and media advocacy programs can be an effective complement to a social marketing program.
  
  Example: Using mobile phone while driving is penalised.


• Purse Strings--Most organizations that develop social marketing programs operate through funds provided by sources such as foundations, governmental grants or donations. This adds another dimension to the strategy development and social marketer should be clear with from where the funds are to be raised to organise the activities.