What is PR?

Attempts to create mutual understanding ok key messages among an org.

its stakeholders and community as a whole

Credibility Powerful subliminal message of creditworthiness, breaking news importancce and credit worthiness Pr is not free advertising Involves consultant fees and not media spend Goal is to enhance stakeholder value

Pharmaceutical public relations themes

Corporat e Lobbyin g Financial

Commu nity

Pceutical PR Themes

Brand/Pr oduct

Political Personal ity

Crisis

The PR Process

Identify relevant stakeholders

Assess their perceptions about the company

Establish image and attitude goals

Develop cost effective PR Strategies

Implement actions and Evaluate results

PR Tools
Written material Audiovisual material Internal public relations
Press relations

Events

Exhibitions

Speech

Philanthropy

Corporate promotion

Sponsorships

Measuring effectiveness of PR
Budget

Vs last year competitors

Awarene ss

Pre and post PR

Attitude

Pre and post PR consumer attitudes

Media coverage

Broadcast frequency, time, media clippings

 Perceptual mapping of Positioning own company Vs competitors

Response New prospect leads generation New patients treated

Share price

Level, liquidity, range

Sales

PR during lifecycle of a drug

Disease state awareness, patient advocacy, lifestyle media coverage, press releases Direct consumers to Web resources/tool, encourage consumers to contact physicians Press releases Sponsored events, blog entries

Pre launch

Launch

Growth

Maturity

Target patient sub-populations, use social networks

PR for successful Launch of product

 Importance of diabetes therapy in India with exhaustive documentation, statistics and references on technologies and issues was prepared for the media

A white paper was produced by a diabetes specialist, highlighting the technology behind the product Organized medical seminars in 12 major Indian cities where the client and eminent diabetologists made presentation of various issues and concerns related to this therapeutic category An extensive media relations programme targeting journalists covering health and wellness was implemented in 15 cities through press conferences A clutch of features and short articles on diabetes management were produced and pitched aggressively to media

Result
The launch of Recosulin and Recojet was an unqualified success. During the three month period, the campaign generated over 50 million print impressions and 15 TV interview items with an estimated reach of over 100 million. The advertising value equivalence of the coverage generated was over US$ 2 million. Recosulin has become a successful insulin brand in India

PR for revitalizing company image

The various media related activities resulted in extensive coverage in over

100 newspapers, magazines, TV and online outlets, During the period

September 2004 to July 2005, the campaign generated over 500 million print impressions and 60 TV interviews/ items, with an advertising value

equivalency of US$ 8 million.

Around 60 analysts/fund managers attended an analyst meet organized by Pressman; subsequently several broking houses and security firms came out with research reports with a strong buy recommendation for the Companys shares.

An outstanding achievement was a multiple page cover story in Business India, the leading Indian business magazine, which took an elaborate look at the

restructuring initiatives of the Company.

As a result of better understanding of the Companys initiatives and growth plans, the Companys shares were re-rated by the market and the share price increased The overall reach of the campaign was overwhelming. GSK India does not engage in any significant advertising and media relations were single-handedly responsible for creating an upsurge in favourable opinion for the Company among the media, analyst and KOLs

VERY SUCCESSFUL PR CAMPAIGNS

Dove put up an interactive screen at the busy Victoria station in London for Valentines Day. Targeting commuters, Dove encouraged people to tweet or text to different questions posted on the screen each day as part of Doves real beauty campaign. Questions included who is the most beautiful woman in your life and why? with responses streamed in real time via #DOVELOVE. Brand ambassadors were also scattered throughout the station, giving people presents to give to their Valentine.

 "Drop sugar for a Healthy Honeylicous Life! Launched immune India campaign in nine cities