PR for Rural Sector

The Indian rural market is vast and massive, but untapped. Its enormous size and scale offers great value and potential for any company who wants to tap this huge 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