Lana Christy Lenora

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