Implementation of a

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
-

How: how to develop key messages and on the

channels or communication available to reach
recipients.

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

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 peoples 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.

2.

The project manager needs to communicate about

the operational aspects of the project in order to
drive it.
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 dont indicate task dependencies- they dont 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
1.
2.

Priorities should have one important line dividing them

into two parts:
Things that must be done for success
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