Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 9 : Principles of Social Marketing

Analysis

Before beginning to plan a social marketing program, the marketers need to analyze the issue in following terms.

1. Thorough understanding of the problem to be addressed through
   
• Literature survey to collect information regarding the issue
  
• Search for research data regarding the issue
  
• Contacting the organizations involved in relevant work
  
• Organization and categorization of the information collected for useful reference


2. The environment in which the program will be implemented has to be studied interms of
   
• Social economic and demographic factors of the community to be worked
  
• Political climate in relation to the issue and target audience that are going to be addressed
  
• Policies and pending legislations that might influence the audience ‘s response
  
• Organizations currently working in the community on the same issues
  
• Competitive messages in the community
  
• Accessible channels to promote the messages
  
• Existence of opportunities to support the promoting behaviours


3. Resources available for the program are to be planned
   
• Internal resources: Expertise, experience, finance, infrastructure
  
• External resources: Partners, funds, media, training, consultants