Public Relations involved in various Govt campaigns. With examples like Pulse Polio Campaig and Incredible India etc

1. ROLE OF PUBLIC
RELATIONS IN
GOVERNMENT SECTOR

2. PUBLIC RELATIONS ROLE IN
GOVERNMENT
The Government public relations contributes to:
 Implementation of public policy.
 Assisting the news media in coverage of government activities.
 Reporting the citizenry on agency activities.
 Increasing the internal cohesion of the agency.
 Increasing the agency’s sensitive to its public’s.
 Mobilisation of support for the agency itself.

3. GOVERNMENT PR PROBLEMS
• Lack of Transparency
• Public Apathy
• Bewilderment
• Bureaucracy Stanglehold
• Politicians’ Interference
• Vote Bank Pressure
• Low Literacy Level
• Unsupportive Media
• Government’s Poor Image

5. OVERVIEW
• Pulse Polio is an immunisation campaign established by
the government of India in 1995-96 to
eradicate poliomyelitis (polio) in India by vaccinating all children
under the age of five years against polio virus.
• It was supported by various international institutions, state
governments and NGOs, as part of the Global Polio Eradication
Initiative, spearheaded by Rotary International, the WHO,
UNICEF, and the U.S. Centers for Disease Control and
Prevention.

6. STEPS TAKEN BY THE
GOVERNMENT
• All States and Union Territories in the country developed a Rapid Response
Team (RRT) to respond to any polio outbreak in the country. An Emergency
Preparedness and Response Plan (EPRP) was also developed by all States.
• Recruitment of ASHAs, Volunteers and Other Health Workers in Cities, Villages
and Small Towns.
• Focus on interpersonal communication (IPC) for raising awareness in urban
slums and rural areas supplemented by mass media & print material.
• Special booths were established in areas bordering neighbouring countries.
• Amitabh Bachchan Aishwarya Rai, Shahrukh Khan and sports personality
Sachin Tendulkar were made Brand Ambassador by the health ministry.
• Posters and almost everything was developed using a uniform color i.e. Yellow
& logos (EPI LOGO) for improved recognition of campaign material even by
illiterates. Tag line of the campaign was “do boond zindagi ki”

7. • GOI issued guidelines for mandatory requirement of polio
vaccination to all international travellers before their departure from
India to polio affected countries namely: Afghanistan, Nigeria,
Pakistan, Ethiopia, Kenya, Somalia Syria and Cameroon.
• Surveillance was established in Mumbai, Delhi, Patna, Kolkata,
Punjab and Gujarat undertaking different regions of the country.
• An extremely high level of vigilance through surveillance across the
country for any importation or circulation of poliovirus and VDPV
was maintained.
• A rolling emergency stock of OPV was maintained to respond to
any WPV or cVDPV
• National Technical Advisory Group on Immunization (NTAGI) has
recommended Injectable Polio Vaccine (IPV) introduction as an
additional dose along with 3rd dose of DPT in the entire country in
the last quarter of 2015 as a part of polio endgame strategy.

8. COMBATING RUMOURS
• Link between Polio vaccine and impotency or HIV virus.
• The central health managers designated one person to be the
spokesperson for the District.
• All inquiries were channelled directly to that person for any
official comments.
• Area wise communication: Megaphones mounted on rickshaw to
announce that the rumors were baseless and and OPV has no
harm.
• The districts were subsequently instructed to intensify their
interpersonal communication, through door-to-door visits and the
use of religious leaders, chiefs, and other ‘influence brokers’.

9. ROLE OF MEDIA IN PULSE POLIO
CAMPAIGN
• Advertising by commercial interests of polio vaccination. Promotion of
concept of health as a basic right, sometimes supported by leaflets
providing more information or reinforcing the message.
• Books, documentaries, articles about health issues; and silently
including the importance of being polio free healthy citizens.
• Discussions of health issues as a by-product of news items or
entertainment programmes.
• Sponsorship of vaccination-promoting activities by organizations or
commercial companies.
• Inviting people who combated polio to narrate their stories

10. RESULTS: GOING WITH THE
NUMBERS

11. RESULTS
1. Regional Certification Commission (RCC) on 27th March 2014
issued certificate which states that “The Commission concludes,
from the evidence provided by the National Certificate
Committees of the 11 Member States, that the transmission of
indigenous wild poliovirus has been interrupted in all countries of
the South-East Asia Region
2. India has achieved the goal of polio eradication as no polio case
has been reported for more than 3 years after last case reported
on 13th January, 2011.
3. WHO on 24th February 2012 removed India from the list of
countries with active endemic wild polio virus transmission

13. About the Campaign
lIncredible India is the name of an international
marketing campaign by the Government of India
to promote tourism in India in 2002 to an audience
of global appeal.
lIncredible India title was officially branded and
promoted by Amitabh Kant, then the Joint
Secretary under the Union Ministry of Tourism, in
the year 2002.

14. Since the tourism industry is on a high in the 21st century and
that there is a shift of international tourists from developed
countries to the developing ones, the Indian economy
leveraged it. With a view to bring focus on the rich multi
cultural heritage and diversity persisting in India and to lay
emphasis on several aspects like tourism, infrastructure,
natural resources, festivals, historical monuments etc., the
Government of India Ministry of Tourism coined the concept
of Incredible India.
A Government of India initiative, Incredible India is an
international marketing campaign to promote tourism in India
to the global audience. The then Joint Secretary under the
Union Ministry of Tourism, Amitabh Kant officially branded and
promoted the title Incredible India.

15. BRAND IMAGE
lAamir Khan was the brand ambassador for the
campaign for 5 years, that is, from 2008 to 2012.

16. OBJECTIVES
The primary objective of this campaign is to create
a distinctive identity for the country.
(Destination Branding)
Another objective was to promote spiritual tourism
around the world.

17. ACHIEVEMENTS
Since the campaign started in 2002, India has
become the largest destination in Asia, and
Incredible India has been made the World's Best
Tourism Project.
The accuracy rate in terms of travel decision
makers’ target segment has risen from 19 per cent
to 84 per cent.

18. GLOBAL CAMPAIGNS UNDER
INCREDIBLE INDIA
ITB Berlin, 2007
India Now, London 2007
Cannes, 2007
India@60, New York 2007
LA Campaign, 2009

19. TECHNOLOGICAL UPDATES AND
SENSITIVE ISSUES
lAn online marketing campaign was created in
2007 to cater to the growing use of social media
and internet which signficantly increased the
tourism.
lA guide for women has been set up on the
website to be taken care of while visiting the
country.

20. SWACHH BHARAT ABHIYAAN

21. A GLANCE
•Swachh Bharat Abhiyan is a national campaign by the
Government of India, covering 4041 statutory towns, to clean
the streets, roads and infrastructure of the country.
•It is India's biggest ever cleanliness drive and 3 million
government employees and school and college students of
India participated in this event. The mission was started by
Prime Minister Modi, who nominated nine famous
personalities for the campaign, and they took up the
challenge and nominated nine more people and so on (like
the branching of a tree). It has been carried forward since
then with people from all walks of life joining it.

22. OBJECTIVES
It’s specific objectives are:
•Elimination of open defecation
•Conversion of insanitary toilets to pour flush toilets
•Eradication of manual scavenging
•100% collection and scientific
processing/disposal/reuse/recycling of municipal solid waste
•A behavioral change in people regarding healthy sanitation
practices
•Generation of awareness among citizens about sanitation
and its linkages with public health
•Supporting urban local bodies in designing, executing and
operating waste disposal systems
•Facilitating private-sector participation in capital
expenditure and operation and maintenance costs for
sanitary facilities

23. IMPLEMENTATION
1. Nominees and brand ambassadors:
The Prime Minister nominated some eminent people
from various fields who took up the challenge and
propagated the campaign by going on cleaning drives and
promoting the cause through their social media handles.
Later, M. Venkaiah Naidu also listed the brand
ambassadors who became faces of the campaign.

25. 2. Swachh Bharat Run
A Swachh Bharat Run was organized at the Rashtrapati
Bhavan on 2 October 2014. According to a statement from
the Rashtrapati Bhavan around 1500 people participated and
the event was flagged off by President Pranab Mukherjee.
Participants in the run included officers and their families.

26. 1.Real time monitoring
The government will be launching a nationwide real-time
monitoring system for toilets constructed under the Swachh
Bharat Abhiyan. For this the government of India is bringing
awareness among the people through quite good
advertisements . With this system, the government aims to
attain a 100% open defecation free India by 2019.

27. 1.Swachh Bharat Short Film
NIT Rourkela PhD students and Sacred Heart School
Students, Tumkur have made a short film on Swachh Bharat,
conveying the message that Swachh Bharat is not a one-day
event but should be part of life, in order for the goal of a
clean India to be achieved.

28. CRITICISMS
•Some regard the motives of Prime Minister Modi as purely
political.
•That it’s mere renaming of previous campaigns and projects
which failed to deliver as a result of corruption.
•No acknowledgement given to sweepers and ragpickers.

29. THANK YOU!