Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 9 : Principles of Social Marketing

Strategy development

It involves three major steps which form the backbone for the entire social marketing programme.

1. Setting of goals and objectives: Goals refer to the overall change that occurs because of addressing the issue. Eg: To decrease the incidence rate of HIV infection in the target population by 10%. A single goal or several goals, has to be decided.
   
   Objectives describe the intermediate steps that must be taken to reach each goal. These steps specify the change that occurs in knowledge, attitude, skill or behaviour of the primary or secondary audience; changes in environment; changes in policy. Eg: 1/3 reservation for women in panchayat raj to attain women empowerment.


2. Planning social marketing mix: The social marketing mix helps in designing a comprehensive strategy for the implementation of the program. As suggested by eminent social marketer Weinrich, the social marketer will have an effective mix by answering to all 8 ‘’P’s”.


3. Creating a work plan: For each of the objective to be achieved the following details has to be worked out
   • Identify tasks and sub tasks of each objective
   • Deciding the person or personnel responsible to each of the task and sub task
   • Working out timelines and fixing deadlines to each of the task and sub task
   • Listing down the resources needed both quantitatively and qualitatively