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INTRODUCTION
Public Relations, commonly called as PR is an activity aimed at increasing common &
understanding between an organization or individual & one or more groups called
Publics.
What Is Public?
Public is a group of similar ideas, an assortment of persons having the same interests,
problems, circumstances & goals. They vary in their forms & sizes they have a multitude
of wants & desires. Each group has its own lies & dislies. !roup can be classified
as"# Employees form a group$public, employers form another group, etc. %ther members
of the public can be dealers, wholesalers, investors, etc. Each of these group is a public &everyone tries to attract a district audience with its varied tools & techniues. ' public
may also be made up of a no. of individuals who are unorganized & hard to identify but
who for widely varied reasons have a common interest in the matter at issue.
Today, however, when modern means of common mae vast number of people aware of
controversial issues & common interests, publics tend to be large &impersonal. These
publics involve people who are not nown to each other & are widely distributed over the
country, or even among a number of countries. The members of such public rarely meeteach other face to face or have much direct communication. The impersonal but powerful
publics are numerous in today(s high comple) society. *ut finally the public is any group
of people who share common interest.
Relations:-
+t is the outcome of mutual understanding derived from the process of sharing of common
interest where as relationship is the definite type of relation or interaction taing place
between two individuals, group or departments. To understand any relationship, therefore
it is necessary that one understands the wants of those involved. The term PR is also
applied to the profession responsible for handling such assignments. orporations, govt.
agencies, politicians & entertainers are among these who use public relations. Their
publics vary from employees & shareholders to an entire community or members of the
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news media. The communication between an organization & its public ranges a simple
news release to a sophisticated campaign featuring films, ad(s speeches & television
appearances. -uch communication is aimed at gaining the goodwill of the public. The
basis of any effective PR campaign is public benefit. +f an organization does not serve the
needs of public, the public will not support it. PR e)perts help an organization learn what
the public wants & then establish policies that reflect concern for public(s interests.PR
generally is practiced through"#
1.Corporate PR dept
"# +n a corporate department, specialists handle corporate PR activities for only that
company.
.PR !"encies
"# +n agencies specialists carry out PR activities for several companies
#.Public In$or%ation Depart%ents
"# on#profit organizations lie colleges and !overnment agencies have publicinformation departments that wor to strengthen the image of the organization.
&istor'
Public Relations as a term was first formally used by /Thomas Jefferson in the year
0123, while drafting his seventh address to the congress delegates when he scratched out
the words 4-tate %f Thought and wrote 4Public Relations instead. +nformally -ir
5alter Raleigh used it even earlier during the 6and Rehabilitation 7ovement , while
persuading people from different parts of 'merica to settle in the rural parts of 8irginia.
This was the first organized effort to win and mobilize public opinion. +n +ndia , the term
of course gained importance later through the Public Relations -ociety of +ndia 9PR-+: in
0;
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Public relations, despite being over a century old across the world, began in +ndia in the
early 0;;2s. Though there were several individuals and small companies which started
even before that, they offered PR with the limited scope of media relations only. +t was
only natural that the entrepreneurs who began these services came from a bacground of
=ournalism, seen as a natural hunting ground for the nascent PR industry.
()(*(NT+ O, PU)IC R()!TION+:
1.&u%an relations:
+t is getting along well with the word public both internally or e)ternally. o person can
wor independently & everyone who wors in an organization directly or indirectly
depends on one another.
.(%path':
Empathy means feeling with the other person to analyze others point of view & is
regarded as primary pre#reuisite for a satisfying e)perience in a relationship where a
certain degree of depth of understanding is e)pected.
#.Persuasion:
There are > forms of interaction between individuals or groups a:?orce or compulsion b:
persuasion.
+f one party compels another to do something instead of perusing him this is called
@espotism. +t is against the principle of proper conduct sanctioned by society. ' sense of
human interest on the person who is being persuaded will understand & appreciate the
cause & effect of this action.
.Dialo"ue:
+t is a conversation with purpose. +t is not a bargain basement transaction but it is a low
form of negotiation. @ialogue is a reasonable e)change of ideas bringing into view a new
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form of nowledge, the use of dialogue is for influencing behavior lie selling goods or
inspiring innovative ideas.
O/(CTI0(+ O, PU)IC R()!TION+
The main ob=ective of public relations is to establish good understand#ing by sharing a
common problem or interest with the public. *y public where mean both an internal
public and a public e)ternal to the organisation. 7utual understanding can be established
only by sharing a common interest, by communication and relations.
Aowever, the following are the broad ob=ectives of public relations"
0. To promote mutual understanding.
>. To avoid the ris involved in misunderstanding.
B. To win friends.
C. To influence people.
. To forestall attac by the competitors or opponents.
0B. To undertae a public relations education program.
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0C. To help the public to love life and wor for better or for worse without conditions.
02. To sponsor dealer and distributor relations schemes.
>0. To undertae programmes lie sales training courses for retailers, wholesalers.
>>. To establish press relations, publicity articles preparation, press release, photographs.
>B. To communicate with the employees on their benefits, accident prevention labour
relations and collective bargaining.
>C. To undertae a campaign of public education about an industry or profession and its
contribution to the public.
>
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1. Polic'
" Public relations policy is reuired for every organization. ' policy is a statement of
guidelines to be followed in the company. The department has to develop and
recommend corporate public relations policies. +t has to contribute the public relations
view point which helps in the formulation of decision. +ts function is not merely to
provide the policy mainly to the top management but also to other sections and divisions.
. Publicit'
" orporate publicity is necessary to interact with the public. The department has to
undertae the development and issuance of announcements of corporate activities to
e)ternal communications media. +t has to handle inuiries from the press. +t is part of the
functions of the department to develop and place promotional publicity about the
company as a whole or any of its units.
#. Product Publicit' :
orporate publicity is different from the product publicity. +n this, focus is on the
products and how to popularize the product. This includes both new products as well as
e)isting ones. +t includes the announcement of new products through the editorial
channels of the communications media. The department has to develop and e)ecute the
promotional product publicity campaigns.
. Relations ith 2o3ern%ent"
Relations with government cannot be overlooed. +n all spheres of activities the
government inter#fares, regulates, controls and supervises. +t is necessary to maintain
liaison with appropriate governmental departments. This liaison covers both the local
level, state level and national level. *esides, governmental relations includes"9i: advise
action as needed.9ii: report trends in government affecting the company.9iii: help in
preparing and directing corporate appearances before investigating bodies of legislative
hearings.9iv: direct programmes designed to promote the companys point of view in
legislative or regulatory matters.
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4. Co%%unit' Relations"
ommunity contacts should be planned. +t is the performance and$or coordination of
corporate good neighbor activities, including compliance with environmental protection
standards, fostering eual employment opportunity, cooperating in urban improvement
programmes, and developing community understanding of a companys problems and
needs.
5. +hareholders Relations6
Relations with the corporate stocholders is more important to attract public money. This
taes the form of communication between the company and the shareholders in
particular. 'lso the investment community in general. +t is necessary for the development
tend acceptance of the company among investors by broadening the e)posure of the
companys policies and financial results in the investment community. This function
includes preparation of annual reports, uarterly reports, dividend cheue inserts etc. +t
has to plan and stage the annual meetings of stocholders and appearances before
meetings of security analysts.
7. Pro%otion Pro"ra%%es:
Public relations promotion programmes should be formulated and implemented. This
may broadly cover institutional promotion programmes designed to build corporate
acceptance of ey policies, institutional advertising, public relations literature and special
events.
8. Donations:
' corporate donation policy should be developed for company contributions# 8arious
aspects involved in this function are processing reuests for donations administering
companys foundation, and the conduct of employees /solicitations for approved drives.
9. (%plo'ee Publications:
The public relations department has to prepare and publish employee magazines,
newspapers, bulletins, management communications etc.
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1. 2uest Relations
The department must undertae guest reception activities.
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&I+TOR;
The story of insurance is probably as old as the story of manind. The same instinct
that prompts modern businessmen today to secure themselves against loss and disaster
e)isted in primitive men also. They too sought to avert the evil conseuences of fire and
flood and loss of life and were willing to mae some sort of sacrifice in order to achieve
security. Though the concept of insurance is largely a development of the recent
past, particularly after the industrial era F past few centuries F yet its beginnings date
bac almost D222 years.
6ife +nsurance orporation of +ndia was created on 0st -eptember, 0;0> branch offices, apart from its
corporate office in the year 0;22.22 crores of ew *usiness in 0;222.22 crore
mar of new business. *ut with re#organization happening in the early eighties, by 0;1
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hennai, Ayderabad, Golata, ew @elhi, Pune and many other cities. 5ith a vision of
providing easy access to its policyholders, 6+ has launched its -'TE66+TE -'7P'RG
offices. The satellite offices are smaller, leaner and closer to the customer. The digitalized
records of the satellite offices will facilitate anywhere servicing and many other
conveniences in the future.
6+ continues to be the dominant life insurer even in the liberalized scenario of +ndian
insurance and is moving fast on a new growth tra=ectory surpassing its own past
records.6+ has issued over one crore policies during the current year. +t has crossed the
milestone of issuing 0,20,B>,;
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O/(CTI0(+ O, PU)IC R()!TION+ IN )IC
The ob=ectives of undertaing PR activities in 6+ are manifold. +n their itizen(s
harter the company states that"
TO T&( CO**UNIT; :
5e will onduct all aspects of our business eeping in view the interests of the
community and the national prioritiesI Provide insurance cover and financial security to
every insurable segment including the socially and economically weaer sections of the
society.
TO OUR CU+TO*(R+:
5e will provide them prompt, efficient and courteous serviceI act as trustees of their
funds and invest them to their best advantageI build and maintain enduring relationshipI
eep them informed about our products and services etc.
TO OUR WOR
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OR2!NI=!TION !ND +T!,,IN2 O, T&( PU)ICR()!TION+
D(P!RT*(NT
6+ is purely a servicoriented organization. 7oreover for transacting with their customer
s and business associates the company needs to develop and maintain cordial relations
with various sections of the society and various other agencies i.e. their publics. This
maes the role of PR in 6+ even more important and vital. The company has a huge and
active Public Relations @epartment which loos after the publicity of the various services
offered, maintaining cordial relations with the various publics, publishing of =ournals, etc.
and other PR activities.
ud"et:
The management allocates Rs. >#B crores 9appro).: annually to the PR @epartment.
Thisamount is then further allocated to the various Jonal %ffices which prepare their indi
vidual budgets according to their reuirements.
+ta$$in" O$ PR Depart%ent
The @irector#PR operates from the central office and has under him a hief PR%. Each
Jonal %ffice has a Jonal 7anager#PR under whom is the Regional 7anager#PR.
?urther under him is the 'ssistant -ecretary who wors with his -ubordinate staff to
fulfill the day#to#day activities of the PR @epartment.
! PR plan is %ade at the be"innin" o$ each accountin" 'ear $or
hichthe Chair%an appoints a PR Plannin" Co%%ittee. This co%%itteeco%prises
o$ the Director PR> Chie$ PRO> etc. Tass and !cti3ities under the pur3ie o$ PR
at )IC.
%f the various activities undertaen by /6ife +nsurance orporation( some are
listed below"
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!d3ertisin"
Though countywide advertising is done by the mareting department, advertising locally
in the various cities is handled by Jonal %ffices. The advertising strategy is very
well planned and is largely aimed at image building.
Or"ani@e press con$erences
Press conferences are organized occasionally, generally when a new policy is released
or when the annual financial results are announced or if something of significance has
happened.
Issue Press Releases
Press Releases are issued both by the central office as well as the various zonal offices.
Participate in public aareness pro"ra%%es
6+ has time and again =oined itself with various community development and
awareness programmes for the cause of rural development and infrastructure
development.
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PU)IC+ I*PORT!NT TO )IC
INT(RN!) PU)IC+
Employees
Employee(s families
-taff Knions
(AT(RN!) PU)IC+
ustomers i.e. policy holders
Prospective ustomers
!overnment 'gencies
*ans and ?inancial +nstitutions
-tatutory *odies e.g. +R@' 9+nsurance Regulatory and @evelopment 'uthority:
-ocial %rganizations
6awyers
6ocal 'dministration
7edia
!eneral Public
'uditors
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R()!TION+&IP WIT& +I2NI,IC!NT PU)IC+
-ignificant internal publics of the organization are its
Employees
Employees( familiesI and the
-taff unions.
(*P)O;(( R()!TION+
+n most +ndian organizations, or companies, communications with employees have sofar been given a bac seat as compared to e)ternal communications. This has not been
the case with 6+. +t has through time realized the importance of its internal publics.6+
shares a good rapport with its employees. There are various staff unions to tae care of
the employees rights. The company shares a cordial and harmonious relationship with
these unions. The company(s focus, as regards its employees, is on providing"
' healthy woring environmentI
Employee friendly AR@ policyI
Lob securityI
Training of Auman resourcesI
?ully utilizing its people(s talents and capabilities to promote sills andcompetenc
ies and broaden their perspectiveI
Aandsome remuneration and pers.
The company achieves the above ob=ectives by a number of means.
I. &OU+( /OURN!)+
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The corporation has a corporate house magazine /M%!'G-AE7'( which chronicles
corporate and organizational events and pronouncements. The corporation also releases a
uarterly newsletter /L'G'6M'( which serves the above mentioned purpose as well
as acnowledging employee achievements and produce merit lists of employee
performance.
II. INT(R!CTION
The corporation also conducts open houses, meetings, seminars, worshops. This is done
with the aim of facilitating two#way communication.
III. R(W!RD+
Prizes are awarded to top performers at staff meetings and conferences. Rewards are
given in the form of holiday, a family trip or some monetary gain.
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CON+U*(R R()!TION+ IN )IC
+n consonance with the changes taing place in the insurance maret, the corporation has
undergone a transformation, simultaneously reuiring a revamp in its image. -ystematic
and focused PR initiatives and widespread publicity have resulted in maredly improved
visibility. The corporation has emerged with a much younger and sleeer image.
' conscious effort was made to bring about a transformation in the corporate
image.Through various campaigns, the corporation tried to depict the organization as one
oriented towards the younger generation. The corporation advertising campaigns assisted
the mareting strategies.
PR !cti3ities $or Consu%er Relations
The business of insurance is purely service which cannot be seen or held. Aence, the
consumer relations activities of 6+ concentrate on the customer public and building
relations with prospective customer. The corporation has time and again made endeavors
to reach out to the consumers, interact with them and eep them satisfied. Thecorporation tries to achieve its ob=ective through a number of means
Oral Co%%unication
%ral communication with the consumer public is the most effective means of presenting
facts and creating understanding of the organization(s policies and practices.
(%plo'ee-Consu%er Co%%unication:
The harmonious relationship that 6+ has, through the years , built and maintained
withits customers has only been possible due to its dedicated and committed team of @ev
elopment %fficers and scores of +nsurance 'gents throughout the country.
Press Con$erences
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Press onferences are organized to announce new appointments of top e)ecutives,introdu
ction of new schemes, etc. +t is very important in today(s world because ow F a F days
people are being aware about the appointment procedure of different companies and
consumer are also getting educated day by day because of which it becomes necessary
for the companies to eep press conferences.
!udio-0isual Co%%unication
Television and Radio broadcasts are a basic medium of consumer communication. ow
F a#days it gaining a lot of importance.
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Tele3ision and Radio ad3ertisin"
The corporation(s advertisements reached nearly >< crore people through over
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/ournals and Publications
The corporation taes out its annual woring results and several other publications from
time to time to eep the public abreast of the happenings and achievements at 6+.
,inancial Results
The annual financial report of the corporation is published in the ational dailies and is
also circulated amongst the shareholders to eep them informed. +t also aims at attracting
new investors.
oolets> rochures and Pa%phlets
*oolets, *rochures and Pamphlets are generally taen out to inform its internal and
e)ternal public about its various new schemes and act as an effective medium of print
communication.
Posters and &oardin"s
These tools are not only an advertising medium but also a very effective PR tool. 6+
uses posters and hoardings to get uic public notice. Posters and hoardings are
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widely placed throughout the city at busy intersections lie subways, railway stations,
roadsides, bus shelters, etc.
Other !%enities Pro3ided b' )IC
Website
The orporation(s website www.licindia.com gives information about the
corporation(s products, services, subsidiaries and addresses of branches and about
premium payment through the internet. +t also provides
o Press releases
o
ews sections
o %nline policy status
Online Pre%iu% Pa'%ent
6+ has tied up with A@? *an, +++ *an, KT+ *an, *an of Pun=ab, !lobal Trust
*an, orporation *an, The ?ederal *an 6td., itiban, and service providers lie
*illLunction.com, timesofmoney.com to offer the online premium payment facility to its
customers in select cities.
In$or%ation
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!overnment 'gencies
*ans and ?inancial +nstitutions
-tatutory *odies e.g. +R@' 9+nsurance Regulatory and @evelopment 'uthority:
'uditors
To communicate with them and to eep them informed of the company(s progress several
activities are undertaen by the PR @ep(t.
The 'nnual !eneral 7eeting
The 'nnual Report
The annual report is released annually to inform all publics of the company(s
woring results.
hairman(s -tatement
The chairman(s statement is a comprehensive guide to what the company is and where it
strives to be. +t comprises of the corporation(s corporate vision, philosophy and policies,
management contributions, future plans and a host of other such important aspects.
CO**UNIT; R(!)TION+ IN )IC
6+ regularly provides /Aealth vans( to various organizations across the country. The
corporation also sponsors many sports events at the national level. umerous
publicity pro=ects with a social purpose are undertaen at the zonal level. Recently the
orth Jone 9@elhi: associated itself with the /Perfect Aealth 7ela( to propagate the
cause of good health.
!I* O, CORPOR!T( R()!TION+ ,U),I))(D !T )IC
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The aim of any organization is to create for itself"
'.%RP%R'TE +@ET+TM
*.%RP%R'TE +7'!E
.%RP%R'TE +T+JE
!. CORPOR!T( ID(NTIT;
+mage ommunicators$ +dentity reators
Co%pan' )o"o
The company(s logo has become synonymous with insurance and security in +ndia . +t
helps to identify the company easily.
+i"n-up )ine
BWe
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The above listed image communicators have been very successful in creating a corporate
image of 6+ in the minds of the people over the years since its establishment.
C. CORPOR!T( CITI=(N
5ith all its PR initiatives and activities, since its establishment, 6+ has proved to be a
successful corporate citizen.
Corporate Polic' o$ )IC on Public Relations
Public Relations aims at building#up and maintaining sound, effective and productive
relations with the public so as to help the organization to understand and interpret the
environment as also help the public and the society at large to appreciate the performance
and limitations of the organization. Public Relations has the responsibility to build and
maintain two#way relations between the Public and the %rganization at all levels.
The Public in the case o$ )IC includes:
'. 6evels of employees and agents.
*. ustomers.
. !overnment" entral, -tate & 6ocal bodies.
@. 7edia, Press, T.8., Radio & 'gency#owners and correspondents and
E. itizens at large.
' clearly laid down Public Relations Policy, therefore, is essential to set the goals,
indicate the strategies and give proper direction to all levels in the area of Public
Relations.
*I++ION
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Establish understanding and develop awareness of mutual aspirations of 6+ and the
Public.
2O!)+
0. Promote within the orporation greater awareness of the changing environment
and he need to align the corporate policy to the emerging situation.
>. Aelp fashioning, within the constraints, its policies,programmes, practices andPro
ducts to meet the e)pectations of the Public. Aelp the public to appreciate the
Performance and the limitations of 6+.
B. 7ae PR occupy the front seat in the organizational set#up.
+TR!T(2;
0. @evelop e)cellent relations with the totality of the media#print, electronics an
agency openers an reporters by regular e)change of information with them.
>. Establish relations#and develop understanding with the !ovt. #entral, -tate
& 6ocal bodies through legislators and !ovt. officials.
B. @evelop full understanding with the worers#employees at all levels and agents
on %rganizational goals, policies, practices and programmes.
C. @evelop an effective system of communication with the departments and
operating units on the environment and on implementation of policies.
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3. Aelp to develop an image of 6+ as a responsive organization,1. @evise methods
for opening up channels of two#way communication with various publics of the
orporation.
!CTION P)!N
0. Geeping the ob=ectives, philosophy and the strategies in view, drawing#up annual
PR plans by *ranches, @ivisions, Jones & orporate %ffice.
>. @evelop an effective system of periodical reviews of PR Plans at all levels #
*.%.,@.%., J.%. and orporate.
B. @evelop streamlined methods of systematic dissemination of the information
relevant to each of the public(s.
C. @evelop streamlined methods of receiving messages$feedbacs from the totality
of the publics.
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Press conference & interview are arranged periodically by all 6.+.. offices #
i.e. ,entral, Jonal, @ivisional and *ranch offices at the time of launching any
new scheme and to inform about the policies , programmes and activities to the
press so that it can be publicized.
)IC W( +IT(
6+ has its own web site 6icindia.com which provides information about 6+
and its subsidiaries and the products offered by them.
U+!2( O, IN,OR*!TION T(C&NO)O2;.
5ith a view to providing uic and accurate service its ustomers 6+ has
introduced on#line service through front F end terminals in 0;;B branches and
soon all our customers will be able to benefit by this.
2R(I0!NC( R(DR(++!) *!C&IN(R;
6+ has established an elaborate !rievance Redressal machinery in order to dealwith problems of customers. The grievance redressal cells are operative at all
levels i.e. *ranch, @ivisional, Jonal and orporate offices. -pecially designated
officers attend to policyholders complaints.
R!)); OR2!NI+!TION
6+ has organized a massive rally to pay homage martyrs of Gargil to provide
moral support to the +ndian army.
PR !ND PU)ICIT; CON,(R(NC(+
PR and Publicity onferences arranged at the central office in which the
hairman emphasized the need to reposition the organization the organization in
the emerging cooperative scenario with the help of revised PR and publicity
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strategies because it was found out by a survey that the level of customer
satisfaction is not very high.
C)!I* R(0I(W CO**ITT((+
' claims review committee was being formed at the corporate level with a
retired Ludges one of the members and it handles grievances arising out of
repudiation of claims etc. -imilar committees are also constituted at Jonal level.
PR(++ R()(!+(+
Press releases regarding important news are released from time to time so that
people are ept informed and they now about them.
CU+TO*(R *((T+
Periodical customer meets are organized at @ivisional and *ranch level to
facilitate greater interaction with policyholders.
PU)ICIT; P!0I)ION
Publicity Pavilion are arranged to display information about PR and Publicity
activities of 6+.
CON+U*(R+ !,,!IR CO**ITT((
' high profile committee has been constituted by the entral office with eminent
persons from the consumer(s movement being its member to advice and guide
6+ on matters concerning consumer interests.
(A&IITION+
6+ arranges its various schemes and e)hibitions so that it can display its various
schemes and plans.
Citi@ens Charter
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The corporation has adopted a itizens harter wherein commitments have been
made toits customers for higher standards in servicing.
,R(( P&ON( C!)) ,!CI)IT; TO T&( PO)IC; &O)D(R+
' uniue facility of free phone call service is being provided to the policy
holders of 7umbai city to enable them to have easy access to grievance redressal
officers over the phone.
+PON+OR+&IP
6+ sponsors many events lie chess tournaments table tennis tournaments for
the employees and also for the general public. +t has also sponsored a health
camp organized by /7asoom( F an organization of understanding and fraternity.
DI+TRIUTION O, D!IRI(+ !ND C!)(ND!R+
6+ distributes dairies and calendars to its employees and also to the general
public every year.
PU)ICIT; +T!))+
Publicity stalls are been put up by 6+ at different fairs and melas to publicizethe corporation and its schemes and plans.
PU)IC ,UNCTION+
+nauguration of new offices helps in communication as well as in enhancing the
image of the corporation.
!D0(RTI+(*(NT IN N(W+P!P(R !ND *!2!=IN(
'dvertisement about 6+(s products, activities and policies is published in
newspapers and magazines.
&OU+( *!2!=IN( ;O2
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Mogshema is the house magazine of 6+. +t provides information about the
corporation, its activities, policies and programs.
!D0(RTI+(*(NT !T R!I)W!; +T!TION !ND !IRPORT
Posters and banners are set up at strategically important public places such as
'irports,Railway stations, *us terminals, shopping counters an at the reception
counters of the business premises. This enables the policy holders to access
information about 6+ & its products etc.
IN+UR!NC( W((