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Communication Plan
by
Lana Lenora
Implementing PR &
Communication Plan
Understand 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
-
PR Strategy
Principles of Persuasion
Four 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 Persuasion
Cialdinis 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
Project Management
Communication applies at 2 levels
in major projects:
1.
2.