TOPICS

Introduction to PR and its Activities.

PR Process – RACE:

a. Research

i. World Statistics.

ii. Statistics - Singapore.

iii. Statistics.- India.

b.Action Plan & Communication

i. Objectives.

ii. Target Audience.

iii. Strategy.

iv. World AIDS Week.

v. Timescale.

vi. Budget.

c. Evaluation

References

INTRODUCTION TO PR AND ITS ACTIVITIES

PR has and can be defined in many ways -

“Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and co-operation between an organisation and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasises the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilise change, serving as an early warning system to help anticipate trends; and uses research and ethical communication techniques as its principal tools.”

(Harlow, quoted in Wilcox et al. 2003:7)

The IPR is the UK's leading professional body for public relations practitioners and was established in 1948. The definition framed by the IPR in 1987 is still useful: “Public Relations is the planned and sustained effort to establish and maintain goodwill and understanding between an organisation and its publics.”

This definition was further refined by the IPR: “Public Relations practice is the discipline concerned with the reputation of organisations (or products, services or individuals) with the aim of earning understanding and support.”

This is sometimes simplified further to: “Public relations is about reputation - the result of what you do, what you say and what others say about you.”

The key terms that explain the essence of PR are as follows:

Deliberate – PR activities are always intentional. They are designed to influence, gain understanding, obtain information, and obtain feedback.

Planned – PR activities are always done in advance. A systematic research and analysis takes place before deciding on any activity.

Performance – Effective public relations is based on actual policies and performance.

Public Interest – A PR activity should benefit the organization as well as its public. For example: Body Shop; environmentally friendly products.

Two-way Communication – Public relations not only consists of distributing information, but receiving feedback as well.

Management Function – PR is a distinctive management function. One needs to have the “gift of gab”. It is mainly about decision making and solving problem solving and counselling at high levels.

PR can be done through a variety of ways: through newsletters, conferences press releases, meetings, presentations and so forth

PR activities are very important in todays day and age. No organization – whether public or private – can do without Public Relations. PR can make or break an organization. It is not limited just to the corporate world, but individuals as well. An organization needs to be very careful to keep its reputation from tarnishing, PR uses crisis management to solve issues that may cause bad publicity for an organization or an individual.

PR can be used to create social awareness about an issue as well. Example – AIDS. The only way to reach out to a large number of the public is through PR activities – using different forms of the media as a tool.

Everyone has an Image, but creating the right image and keeping it is what PR is all about

The Public Relation activity consists of four key elements (RACE):

R - Research

A – Action Plan

C - Communication

E – Evaluation

This is what will be the basis for the AIDS Awareness Campaign that we are planning to develop.

-: RESEARCH :-

WORLD STATISTICS

Young people affected by HIV and AIDS

Around half of the people who acquire HIV become infected before they turn 25 and typically die of AIDS before their 35th birthday. By the end of 2007, the epidemic had left behind 15 million AIDS orphans, defined as those aged under 18 who have lost one or both parents to AIDS.

In 2007, around 370,000 children aged 14 or younger became infected with HIV.

Over 90% of newly infected children are babies born to women with HIV, who acquire the virus during pregnancy, labour or delivery, or through their mother's breast milk.

HIV/AIDS around the world

The overwhelming majority of people with HIV, some 95% of the global total, live in the developing world. The proportion is set to grow even further as infection rates continue to rise in countries where poverty, poor health care systems and limited resources for prevention and care fuel the spread of the virus.

The chart below shows the distribution of people living with HIV around the world, according to 2007 data.

Region

AsiaHigh Income CountriesLatin America and the CaribbeanEastern Europe and Central AsiaAfrica

-: Estimated number of people living with HIV – 2007 :-

Adults and children

Country Estimate [low estimate – high estimate]Global 33 000 000 [30 000 000 - 36 000 000]Sub-Saharan Africa 22 000 000 [20 500 000 - 23 600 000]East Asia 740 000 [480 000 - 1 100 000]China 700 000 [450 000 - 1 000 000]Japan 9 600 [7900 - 10 000]Oceania 74 000 [66 000 - 93 000]Australia 18 000 [11 000 - 36 000]New Zealand 1400 [<1000 - 2600]South and South-East Asia 4 200 000 [3 500 000 - 5 300 000]Afghanistan … …Bangladesh 12 000 [7700 - 19 000]Indonesia 270 000 [190 000 - 400 000]Iran (Islamic Republic of) 86 000 [68 000 - 110 000]Malaysia 80 000 [52 000 - 120 000]Pakistan 96 000 [69 000 - 150 000]Philippines 8300 [6000 - 11 000]Sri Lanka 3800 [2800 - 5100]Thailand 610 000 [410 000 - 880 000]Eastern Europe and Central Asia 1 500 000 [1 100 000 - 1 900 000]Western and Central Europe 730 000 [580 000 - 1 000 000]France 140 000 [78 000 - 240 000]Germany 53 000 [31 000 - 97 000]Greece 11 000 [6100 - 19 000]Ireland 5500 [4100 - 7700]Israel 5100 [2500 - 12 000]Italy 150 000 [110 000 - 210 000]Spain 140 000 [80 000 - 230 000]Sweden 6200 [3500 - 11 000]Switzerland 25 000 [14 000 - 43 000]United Kingdom of Great Britain and Northern Ireland 77 000 [37 000 - 160 000]North Africa and Middle East 380 000 [280 000 - 510 000]Bahrain <1000 [<2000]Egypt 9200 [7200 - 13 000]Iraq … …Kuwait <1000 [<2000]Oman … …Qatar … …Saudi Arabia … …Sudan 320 000 [220 000 - 440 000]United Arab Emirates … …North America 1 200 000 [760 000 - 2 000 000]Caribbean 230 000 [210 000 - 270 000]Latin America 1 700 000 [1 500 000 - 2 100 000]

-: AIDS Deaths – 2007 :-

Deaths in adults and children

Country Estimate [low estimate – high estimate]

Global 2 000 000 [1 800 000 - 2 300 000]Sub-Saharan Africa 1 500 000 [1 300 000 - 1 700 000]East Asia 40 000 [24 000 - 63 000]China 39 000 [23 000 - 62 000]Japan <100 [<500]Oceania 1000 [<1000 - 1400]Australia <100 [<500]New Zealand … [<100]South and South-East Asia 340 000 [230 000 - 450 000]Afghanistan … [<100]Bangladesh <500 [<1000]Indonesia 8700 [4900 - 13 000]Iran (Islamic Republic of) 4300 [3100 - 6100]Malaysia 3900 [2600 - 5600]Pakistan 5100 [3500 - 8200]Philippines <200 [<500]Sri Lanka … [<500]Thailand 30 000 [16 000 - 47 000]Eastern Europe and Central Asia 58 000 [41 000 - 88 000]Western and Central Europe 8000 [4800 - 17 000]France 1600 [<1000 - 4100]Germany <500 [<100 - 1300]Greece <100 [<500]Ireland <100 [<200]Israel <200 [<500]Italy 1900 [<1000 - 5000]Spain 2300 [<1000 - 6600]Sweden <100 [<200]Switzerland <500 [<1000]United Kingdom of Great Britain and Northern Ireland <500 [<100 - 1200]North Africa and Middle East 27 000 [20 000 - 35 000]Egypt <500 [<1000]Iraq … …Kuwait … …Oman … …Qatar … …Saudi Arabia … …Sudan 25 000 [17 000 - 32 000]United Arab Emirates … …North America 23 000 [9100 - 55 000]Caribbean 14 000 [11 000 - 16 000]Latin America 63 000 [49 000 - 98 000]

SINGAPORE

2006:357 new cases of HIV/AIDS infections reported (AFP, 2007)

These cases represent a 10% increase which brings the total number of cases of people diagnosed with the disease to 3,060

Of the 3,060 cases:

1,048 have died 1,307 show no signs of illness 705 have AIDS-related illnesses

The rising number of cases still primarily effect the male population

In 2005, 89.8% of people reporting HIV infections were men

The Ministry of Health reports that more than 90% of new HIV infections in 2006 were through sexual transmission.

2/3 of which were heterosexual sex

INDIA

India has a population of one billion, around half of whom are adults in the sexually active age group. The first AIDS case in India was detected in 1986; since then HIV infection has been reported in all states and union territories.

Estimated number of people living with HIV/AIDS, 2007

Previously it was thought that around 5 million people were living with HIV in India - more than in any other country. Better data, including the results of a national household survey, led to a major revision of the prevalence estimate in July 2007. It is now thought that around 2.4 million people in India are living with HIV.

-: AIDS data – End of August 2006 :-

Gender Cumulative AIDS cases

Male 88,245Female 36,750Total 124,995

Transmission Categories

Number of cases

%

Sexual 106,669 85%Mother-to-child 4,755 4%Blood and blood products

2,563 2%

Injecting drug users 2,930 2%Others (not specified) 8,078 6%Total 124,995 100%

-: ACTION PLAN AND COMMUNICATION :-

Age group Male Female Total

0-14 3,313 2,283 5,596

15-29 23,905 15,876 39,781

30-49 54,204 16,701 70,905

≥50 6,823 1,890 8,713

Total 88,245 36,750 124,995

OBJECTIVES:

Create awareness about AIDS to the youth. Reduce rate of infection. Create a website, which relates to the campaign, its activities and

ways to help. Promote Sexual Abstinence among adolescents. SMS Pledge Campaign - Target of a minimum of 2000 pledges for

the same. Educate the public about AIDS and try and remove the stigma

associated with it.

TARGET AUDIENCE:

Adolescents and young adults. Sexually active youth. Age group – 13 to 25

-: STRATEGY :-

Develop a slogan and symbol for the campaign.

Celebrate World AIDS Week Develop a media outreach campaign that focuses on the facts and

myths about AIDS and creates openness about it – make the community more supportive of people living with AIDS.

Organize and get volunteers for NGO’s like SHANTIDEEP, along with the National Service Scheme (NSS), the National AIDS Control Organization (NACO), UNICEF, and the Rajasthan State AIDS Control Society (RSACS), which have been carrying out HIV/AIDS awareness campaigns for young students in India.

Communication approaches include peer trainings, mass awareness drives, and counselling for people living with HIV/AIDS (PLWHA).

WORLD AIDS WEEK

Slogan And Logo:

“No Sex is Safe Sex”

Save yourself, Stay Protected – Stop AIDS!!

Concert (Day 1):

Kickoff with an Aerosmith concert at Palace Ground – Bangalore. Local bands like Dragon Fly and Nifleheim will also take part and

do a few covers as well play their own music. Sponsors for the concert include Pepsi, Redbull, Kingfisher and

other individuals. Place stories about the hardships and social out-casting that

people living with AIDS go through. – these stories should be published in periodicals kept at Doctors waiting rooms, healthy living magazines and such places.

Feature a full page advertisement, about the concert and events for the week, in the Bangalore Times as well as “The Times of India” – Sunday paper.

Get Steven Tyler (Aerosmith lead) and the rest of the band to have 30 second advertisements on television channels.

The event shall be covered by MTV-VH1.

Seminar (Day 2):

Various colleges and schools shall be invited to attend this event. Doctors, AIDS patients and their family members will be the ones

sharing their experiences, hopes and desires at this time.

Send volunteers to schools to give a talk on AIDS. Discussion on how to help victims and ways to protect oneself. Derek O’Brian – Bournvita Quiz Contest – shall be the host at this

event. News of the seminar shall be put up on the website. Flyers will be passed around – starting from a week before the

event.

Abstinence Walk (Day 3):

The event will begin with everyone meeting at the Botanical Gardens – Bangalore. The walk will continue throughout various parts of the city.

Volunteers from the NCC (National Cadet Corps) and other organizations will be placed at strategic points for instructions and directions.

News about the walk shall be given 2 months in advance and various articles leading up to it shall be published in the Bangalore Times.

Special T-shirts with “No Sex is Safe Sex” and “HIV +’ve” shall be sold at the venue. White bands will be sold alongwith the T-shirts and other items.

The proceeds go to help AIDS victims. Brochures regarding to AIDS will be available at the stalls at the

Gardens. Posters will be put up at shopping malls (Forum, Bangalore

Central), volunteers shall go to colleges and put up banners there. We encourage students to come and help.

Performing Arts (Day 4):

We plan to hold a dance and drama programme, will be held at the Stadium.

Different organizations like – DARPANA (ahmedabad), SPIN, Shaimak Davar’s dance troupe, and so forth shall take part.

There shall be 3 plays from the Sunday School goers of St. Patricks and Indranagar Methodist Church.

Through these acts we want to educate the public about what the current mindset and situation with AIDS is.

Movie Festival (Day 5):

Short films and documentaries shall be played. This will take place at Alliance Francias. At the venue itself, pamphlets shall be distributed. There shall be a talk on - Cultural differences and the stigma

attached to AIDS due to it.

WEBSITE/INTERNET:

We are going to launch a website online, which shows all the events taking place as well as information about AIDS.

Run an Abstinence Campaign – target children and young adults – No premarital sex – online pledges; voluntary youth groups

Arrange for online discussions regarding AIDS. Constantly updated information. Encourage blogs and online educational videos to be put up on the

site.

-: TIMESCALE :-

World AIDS Week – 1st December to 5th December. Information Stalls shall be put up at M.G. Road and – 10 days

before the start of the events. People will be placed outside schools, shopping malls and

colleges – passing pamphlets and leaflets on AIDS and about the Abstinence Campaign. – from the 20th of November.

An SMS Pledge Campaign shall be initiated, from the 1st of December to the 7th of December – 00:00

Publication and other activities shall start 3 months prior to the main events.

Media partner – VH1/MTV Radio Partner: Radio Mirchi. Partner with Barista and KFC – posters will be put up at all outlets

10 days in advance. Tickets will be sold there as well.

-: BUDGET :-

Most of the funding for this campaign will be based on sponsorships, promotions and help from the government.

Our Brand Ambassador for the campaign is Steven Tyler. We plan to ask him to help us out with the campaign (specially the

concert) with regards to the financing. DNA (Event managing Company) shall be sent a proposal of the

campaign and asked to help to arrange the concert. Sponsorships: Pepsi, Vodafone, and Nike – for the Abstinence

walk. There will be posters and advertisements of these organizations all

over – proving they are actually interested in public welfare. Partner with CitiBank – all payments will be made through

Citibank. Indranagar Methodist Church and St. Patricks are active

supporters of this campaign and will help to raise funds. NGO’s like Seva Cafe (Ahmedabad) will encourage the public to

help raise funds for this campaign. The state government shall be provided with the campaign details

and we expect half the funds to come from the government. Security and clearance of roads etc. – shall be taken care of by the

government beforehand.

-: EVALUATION :-

We hope to be able to get through to atleast 10% of the youth in Bangalore.

Our target is 2000 SMS pledges – Abstinence. This campaign targets the youth, only if the youth of today are

educated about AIDS will the children of tomorrow know about it. Number of sexually active youth should decrease, or even if the

youth actually stop and think about the consequences of such actions – we would reach part of what this campaign is about.

This campaign shall bring AIDS to the forefront once again – Indians are not very comfortable talking about subjects related to sex – but we hope to make it more open and less of a taboo.

REFERENCES:

http://www.scribd.com/doc/10075/12-steps-to-a-successful-PR-campaign-prbloggercom - The PR process.

http://www.questia.com/read/108554476?title=The%20Public%20Relations%20Handbook – Explanation of PR

http://www.avert.org/worlstatinfo.htm - AIDS statistics of 2007

http://data.unaids.org/pub/GlobalReport/2008/jc1510_2008_global_report_pp11_28_en.pdf - UN AIDS report for 2008

www.vitalvoices.org/library/docs/Singapore_HIV%20information.ppt – AIDS Singapore

http://www.etu.org.za/toolbox/docs/organise/webaids.html#how – PR campaign

http://www.unaids.org/en/KnowledgeCentre/HIVData/GlobalReport/2008/2008_Global_report.asp - World Statistics

http://t8web.lanl.gov/people/rajan/AIDS-india/NGO.html - NGO’s in South India. (AIDS support).

http://www.stopaidscampaign.org.uk/

http://www.stopaidssocieties.org.uk/

http://www.avert.org/indiaaids.htm - India Statistics

http://www.avert.org/subaadults.htm - Africa AIDS

http://www.onesingapore.org/blog.php/campaign

http://www.etu.org.za/toolbox/docs/organise/webaids.html#how – AIDS Campaign strategies.