1. Public Relations: Communicating
the Sustainable Livelihood Program
to external stakeholders
By Ana Maria B. Raymundo
Presented by David Daniel P. Pagulayan
April 1-5, 2013
Albergo Hotel,
Baguio City

2. What is Social Marketing?
“Social marketing is the planning
and implementation of programs
designed to bring about social
change using concepts from
commercial marketing.”

3. What is Social Marketing?
“Social marketing seeks to influence
social behaviors not to benefit the
marketer, but to benefit the target
audience and the general society.”

4. Why Social Marketing?
• What is the objective of the
Sustainable Livelihood Program?
• Why do we do what we do?
• What is our ultimate goal in the
DSWD?

5. Marketing Mix
The 4 Ps Additional Ps
Product  Publics
Price  Policy
Place  Purse Strings
Promotion

6. Product:
Sustainable Livelihood Program for
poor families
Problem: Poor families have substandard
socio-economic conditions
Solution: Sustainable Livelihood Program as
one way to reduce poverty

7. Price: support, partnership
• What is the ‘cost’ to obtain the ‘product?’
• What is asked of the stakeholders? –
support, partnership

8. Place: distribution channels,
accessibility
• How can stakeholders access the program?
• If a stakeholder wants to partner, how can
s/he? What will s/he do? Where will s/he
go? Who will s/he contact?

9. Promotion: methods of
communication to reach
stakeholders
Advertising/advertorials/press releases
Personal selling: dialogues and meetings
with partners
IEC materials: brochures, posters, tarpaulins
Quadmedia: TV, radio, print, social media
Special events: SLP Congress, caravan, etc.

10. Publics: external and internal
stakeholders
Internal
• Executive and Management Committees
• Central Office Staff
• Field Office Staff

11. Publics: external and internal
stakeholders
External
• Beneficiaries • Business Sector
/Community • CSOs
• Development Partners • Academe
• NGAs • Youth
• Legislators • Media and Social Media
• LGUs

12. Policy: laws, programs,
ordinances
(examples)
• For the micro-enterprise development track:
DTI, SEC, CDA programs and regulations, etc.
• For the employment facilitation track: TESDA
classes, DOLE job fairs, etc.

13. Purse Strings: fund source for
social marketing strategies
(working with a limited budget)
• Social media: Facebook, Twitter, Wordpress,
Blogspot, Tumblr, Rappler, etc.
• Submitting success stories to national
dailies
• Writing letters/emails to TV and radio
programs, and print media

14. Existing Social Marketing
Strategies

15. Existing Social Marketing Strategies

17. Blake Mycoskie and the
Toms shoes One for One concept

20. Existing Social Marketing Strategies

21. The Products

22. The Advocacy

23. PR through special events

24. OUR VISION
• Poverty reduction with institutional support
from the LGUs
OUR PROMISE
• Uplift the standard of living and improve the
quality of lives of their constituents

25. Engaging Partners
• Identify potential partners:
– thrust and priorities
– Image of the potential partners
– Existing communication efforts
– Corporate Social Responsibility (for the business sector)
• Know your prospective partners: (Background check)
– Company/Organization profile
– Company/Organization thrust
– Personal Background
– advocacies

26. Communicating with External
Stakeholders: Remember the basics
Always remember the 4Ps in the context of
the SLP
1. Product
2. Price
3. Place
4. Promotion

27. Communicating with External
Stakeholders: Remember the basics
Visual Aids:
Partner’s Kit: Information, Education,
Communication (IEC) materials
Audio Visual Presentations (AVP)
Success stories/anecdotes
Field data
Physical presence of beneficiaries
YOUR physical preparation

28. Sources:
• www.socialmarketing.com
• rags2riches.ph
• www.toms.com