lana christy lenora
DESCRIPTION
Lana Christy LenoraTRANSCRIPT
Implementation of a
Communication Plan
by
Lana Lenora
Implementing PR &
Communication PlanUnderstand why and how the plans can be implemented
effectively?
- Why: to understand some of the theories and
principals that relate to the implementation of
communication plans
- How: how to develop key messages and on the
channels or communication available to reach
recipients.
PR Strategy
Principles of PersuasionFour guiding principles of persuasion by Cutlip, Center
and Broom:
1. Identification principle
2. Action Principle
3. Principle of familiarity and trust
4. Clarity principle
PR Strategy
Principles of PersuasionCialdini’s principles of influence:
1. The principle of reciprocation
2. The principle of commitment and consistency
3. The principle of social proof
4. The principle of liking
5. The principle of authority
6. The principle of scarcity
PR Strategy
Pragmatic assumption for campaign
sucess: US researcher Harold Mendehlson found the formula for
campaign sucess:
1. Conduct formative research beforehand
2. Assume their audience is only mildly interested in the
message
3. Set realistic, middle-range goals and objectives
4. Segment the target audience as much as possible in
terms of demographics
PR Tactics
How to write the tactics?When designing the tactical element of a campaign, two
questions should be asked:
1. Is the tactic appropriate? Will it reach the target
public? Will it have enough impact? Is it credible and
influential?
2. Is the tactic deliverable? Can it be implemented
succesfully?Is there sufficient budget? Are the timeline
correct?
PR Tactics
How to write the tactics?The structure of tactic
- Brief description
- Deadline
- Budget
- Special Requirement
- Responsibility
The Effective Message
How to frame them?Framing can be conveyed through:
1. Metaphor : to gives an idea a new meaning by
comparing it with something else
2. Stories (myths and legends): to frame a subject in a
vivid and memorable way
3. Traditions (rites, rituals, and ceremonies)
4. Slogans, jargon, and catchphrases
5. Artefacts
6. Contrast
7. Spin
The Effective Message
How to frame them?Professor Chip Heath suggests the following qualities in
framing messages that can stick in people’s minds:
1. Simple: Messages are most memorable if they are
short and deep.
2. Unexpected: Uncommon sense generate interest and
curiosity
3. Tangible
4. Credible
5. Emotive: Case studies that involve people also move
them
6. Storytelling: People relate more to stories
Project Management
Communication applies at 2 levels
in major projects:1. The project manager needs to communicate about
the operational aspects of the project in order to
drive it.
2. Every significant project should also contain a
supporting communication plans that deals with wider
communication audience.
Using Gantt chart to manage
communication projects Gantt charts give a clear illustration of project status, but
they don’t indicate task dependencies- they don’t show
how one task falling behind schedule affect other tasks.
Example of Gantt Chart
Using PERT chart to manage
communication projects - A PERT chart is a project management tool used to
schedule, organize, and coordinate tasks within a
project, and to compute the elapsed time in which a
project can be finished
Know how to priorities work
flow - Priorities should have one important line dividing them
into two parts:
1. Things that must be done for success
2. Everything Else
- Priorities #2 and #3 exist but understood entirely
different kinds of things from priority #1. The priority
#1 must be taken very seriously. This list should be
as small and tight as possible