Page 61 - PR COMMUNICATION AGE July - December 2020

pages, less advertising and fewer aspect of PR - continues to rely on interest a journalist in a potential story.
younger readers. But TV, including three actions. The pitch is the reason they want to
national news broadcasts, are take a second look. Understanding
featuring more grassroots and local Identify your goals. Where do you what interests different writers and
news because of the ease of accessing want to attain publicity? producers is essential. Having
videos that are taken by everyday relationships with them helps. But an
citizens like us. Despite those changes, Specify your audience. Who do you experienced publicist can sell a story or
much still stays the same in public want to reach? interview idea with a succinct, well-
relations. First and foremost is the crafted pitch. Better, consider an
credibility you gain by being featured Select your media targets. What influence marketing campaign.
in a major media outlet. That media outlets does your audience
credibility-and the enormous audiences read/watch/connect with? Once those Try influence marketing
that mainstream media platforms goals are established, create a "Influence marketing" entails having
reach-explains why public relations strategic plan and timetable for the your story told by bloggers, social
experts and consultants continue to be action steps necessary to implement media stars (as well as up-and-coming
names), and writers who work in both
in great demand. Here's what you the campaign. Then you need a
niche and mainstream topic areas.
need to know if you seek fresh, new or compelling pitch. The pitch is the 10-
larger media visibility. Like sales, second, three sentence, or quick (https://reputation-
successful publicity outreach - one paragraph that publicists use to communications.com/) R

Swiggy to bring 36,000 vendors online under PM SVANidhi

Swiggy announced the expansion of its Street Food Vendors programme to 125 cities and 36,000 vendors under the
Prime Minister Street Vendor's AtmaNirbhar Nidhi (PM SVANidhi) Scheme. This follows a successful pilot that Swiggy
initiated with the Ministry of Housing & Urban Affairs (MoHUA) in Ahmedabad, Varanasi, Chennai, Delhi and Indore,
through which the platform has already onboarded over 300 street vendors.
Swiggy has created a special destination on the app where consumers can discover their favourite street-food vendors.
At the time of onboarding, all vendors are registered with the FSSAI. Swiggy then facilitates a Food Safety Training
and Certification in association with the FSSAI and empanelled partners.
The SVANidhi Scheme has received loan applications from 1.47 lakh street-food vendors so far. From these, in the first
phase alone, Swiggy will onboard 36,000 vendors to whom the loan has been disbursed in 125 cities - potentially making
this initiative the largest of its kind not just in India, but globally.
"Even as we go through more stages of unlocking, there has been a long-term change in consumer behaviour regarding
continued social distancing and heightened demand for online services like food delivery. As a platform committed to
bringing the widest choice of food to the doorsteps of consumers safely and hygienically, we're delighted to bring
them their favourite street food which they have been missing for many months now," said Vivek Sunder, COO, Swiggy.

As a practice, all vendors under the PMSVANidhi Scheme must undergo a three-stage training programme before
being onboarded. After the training and registration, all vendors are required to do a self-audit and demonstrate the
standards they abide by.
Understanding that it is equally important to train the vendors on digital skills such as handling the partner app, menu
digitisation and pricing, Swiggy conducts virtual one-on-one training andtakesthemthrough the process of accepting,
preparing, and fulfilling orders on the platform without compromising on consumer experience.

"Relationships are like glass, complacent when cherished and irreplaceable once trampled on. It is advisable to let the
broken glass be than hurt yourself trying to put it back together."

PR COMMUNICATION AGE July - December 2020 61