PR for Rural Sector
The
only way you could sell your product in this sector is by developing rapport
with the people, which happens when a company engages in effective PR. To
communicate with effectiveness, it is important to understand the needs,
requirements, feelings and hopes of rural customers, in relation to each
product which you want to launch.
Building
reputation is best done with PR. It can be easily stated that rural marketing
involves intensive personal communication and selling than urban, something
which can be achieved while practicing PR.
To
effectively establish Public Relations in rural sector, the PR firm needs to
understand what the rural society concerns themselves with and if possible help
the people living in rural areas.
Deeper
penetration of a market can only be done when there is an in depth
understanding of the rural market.
In
a campaign by Lifebuoy named Swasthya Chetna Campaign, Lifebuoy targeted the
grass root population of rural areas and tried to convey the importance of
hygiene and propagate the message that visibly clean is not actually clean. LSC
was a 5 year health and hygiene education program launched in 8 states across
India. Children were used as change agents in the community successfully, thechild
mortality rate was high due to diarrhoea and other diseases which can be easily
avoided if hygiene is maintained. Throughout 8 states there was a drastic
improvement in the sale of Lifebuoy soap estimated to be more than 20%. The
campaign also received national and international coverage.
The author of this opinion article is Mr. Shivangad Singh Gill at PR Professionals
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