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COMMUNICATION PLAN FOR MABEY & JOHNSON

I. Objective

• To position the President’s Bridge Program as a viable initiative for

sustainable development and to convince target publics that Mabey &
Johnson acted in accordance with Philippine Law

II. Strategies

a) Herald benefits of the President’s Bridge Program via an awareness

campaign. Work for testimonials from affected communities.

b) Utilize publicity to project Mabey & Johnson as a legitimate, law-abiding

corporate entity in countries where it operates and as a good corporate
citizen.

c) Enlist the help of key media in creating a groundswell of support. Work for
credible third party endorsement.

d) Neutralize negative publicity about the program and on Mabey & Johnson

III. Target Publics

Primary : General Public

Secondary : Concerned Government Agencies (OP, DPWH and DILG)

Business Sector
Government of UK
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IV. Tactics

Phase 1 (January 16 to February 15, 2006)

• Craft a series of positive articles targeting broadsheets, business

publications and tabloids regarding the President’s Bridge Program and
Mabey & Johnson

• Pitch for column feeds and by-lined articles supporting the program and
Mabey & Johnson

• Organize a media FAM trip to one of Mabey & Johnson’s projects in the
Philippines.
- give media up-close look at quality and viability of bridges
- set-up interviews with local government officials and residents of
areas affected by bridges

• Work for endorsement from TV & radio talk show hosts

• Put in place an early warning system in broadsheets to counter-act

negative publicity

• Backroom negotiations with attacking columnist and investigating senator

Phase 2 (February 16 to March 15, 2006)

• Organize a media FAM trip to Mabey & Johnson’s head office. Objective is
to reinforce among target media legitimacy of Mabey & Johnson as a
major British engineering organization.

• Sustain publicity campaign on the President’s Bridge Program and on

Mabey & Johnson

• Put in place an early warning system in broadsheets to counter-act

negative publicity
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Phase 3 (March 16 to April 15, 2006)

• Publicity campaign on the Bevil Mabey Study Foundation

- Testimonials from beneficiaries

• Sustain publicity campaign on the President’s Bridge Program and on Mabey

& Johnson

• Update target media via informal media lunches

• Put in place an early warning system in broadsheets to counter-act negative

publicity

V. Key Messages

• Millions of Filipinos benefit from the President’s Bridge Program.

Bridges offer far-flung communities access to a better way of life.

• Mabey & Johnson is committed to conducting its business responsibly

and in accordance with laws and regulations.

• Mabey & Johnson is the world leader in design, manufacture and supply
of modular steel panel bridges