ABC Company

Communications Plan

3380: PR Strategy and Tactics

Spring 2017
Chelsey Dugger

4/4/17 3380: Strategy and Tactics 1

Background & Situation Analysis
ABC Company maintains 5,000
employees globally.
Current economic status has
forced ABC Company to merge
with another company.
Leaders are not communicating
with one another about using
consistent and intentional key
messages.
Leaders also lack training of how
to communicate the key
messages with employees.
Engagement from stakeholders
has quickly became an issue and
has caused a decrease in trust
with the CEO and leadership.
4/4/17 3380: Strategy and Tactics
Company has an internal portal
but it is not currently being used
effectively to communicate key
messages and updates about
changes.
Employees are learning about
company changes from external
sources first rather than learning
about them internally and under a
controlled environment.
Decrease in employee
engagement has caused an
increase of employee turnover
which costs the company valuable
time, efforts and money.
External media lacks confidence
in the companys media relations
team.
2
Audiences

CEO Media

Emplo
yees

Leader
ship

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Key Messages
As a company, we understand that recent changes has caused a decrease in
KNOW
trust, engagement and communication among the whole company. A
consultant has been called in to help the company make those qualities the
companys main priorities again.

We want each person to understand that the company values his or her
FEELand abilities. We will be investing time, money and energy to portray
opinion
the importance of creating a healthy work environment and work
relationships.

We need each persons corporation to ensure a more effective and positive

DOfor ABC Company. Engagement plus patience is key in order to
future
establish the plan beneficial for all parties involved.

WHATS
Multiple new programs and tactics will be launched to increase internal and
NEXT communication and improve moral
external throughout the company.

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Strategy
Successfully implementing this communication plan
will cause an increase in effective communication
of key messages and engagement with
employees, leaders and the media. When we are
successful, the moral of the company will be
boasted which will help with employee retention.
Mutually beneficial relationships will also be
created and maintained with this communication
plan.

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Objectives & Goals
1. Implement an assessment
on how leaders are already
communicating key
messages. This includes a
SWOT.
2. Leverage the CEO to
increase employee, leader
and media engagement.
3. Increase employee
engagement in order to
decrease employee turnover.
4. Improve social media
usage among leaders, CEO,
employees and media.
4/4/17 3380: Strategy and Tactics
1. Educate leaders of ABC
Company on how to
appropriately and effectively
communicate to employees.
Assess the leaders again after
training.
2. Increase positive CEO
interaction among employee,
leaders and media by 50
percent.
3. Improve employee retention
by 25 percent in one year.
4. Increase social media
presence and impressions by 50
percent among all parties
involved.
6
Tactics
Social Media Assessments Internal Portal
These quarterly assessments will be This internal communication
done in order to evaluate which system will allow the CEO,
social media platforms are most leaders and employees to
successful and why. It will also communicate effectively and
assess the best way to increase immediately.
engagement with the CEO, leaders,
employees and media.
Newsletter
Internal outlet that allows updates
to be made known to CEO, leaders,
and employees. The monthly
newsletter will also feature a CEO Luncheon
Q&A and the employee of the Outlet to express key
month. messages to employees
Q&A CEO Interview while allowing interaction.
Share updates on a These bimonthly meetings
more personal level will allow leaders to
to encourage trust communicate key messages
with leaders, and for employees to raise
employees and Retreats questions and concerns.
media. The monthly Provide a controlled
interview will first be environment for the CEO to
released in the express key messages to
newsletter then later leadership.
released to
magazines.

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Tactics
Leadership Training Conference
The conference will help educate
leaders on how to communicate
effectively with employees. These
biyearly conferences will help
create and maintain the proper
training for leadership.
ABC Rewards
The will be a reward
program to improve
employee engagement
and increase employee
retention.
Social Media Takeover
Each week, a department will
take over all social media
platforms and use an unique
approach. This will increase
employee and media
engagement.
A+ Employee
Each month, ABC company
will highlight an employee
and feature him or her in
the monthly newsletter. The
employee will receive a cash
prize of $1k.

Leadership Tabletop Press Release Satellite Media Tour

Leaders will meet
bimonthly to evaluate
the discussions of the
previous weeks
luncheon.
A consistent and
reliable way for
media to learn of
the companys
changes.
Allows the company to
be transparent with
media to increase
trust and support.

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Measurement
Tactic Method
Social Media Assessment Survey and calculating social media impressions by comments, likes and shares.

Q&A CEO Interview Assess engagement through the internal portal and calculate comments, likes and shares.

Newsletter No measurement required.

Internal Portal Assess activeness of the CEO, leaders and employees.

Retreats Test and survey CEO and leaders before and after retreat.

Luncheon Assess engagement through the internal portal and calculate comments.

Leadership Tabletop No measurement required.

Leadership Training Conference Test and survey leaders before and after conference.

Social Media Takeover Survey and calculating social media impressions by comments, likes and shares.

ABC Rewards Assess engagement through the internal portal and calculate comments, likes and shares.

A+ Employee Assess engagement through the internal portal and calculate comments, likes and shares.

Satellite Media Tour Asses online impressions and attitude change.

Press Release Asses impressions and attitude change.

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Budget
Social Media Assessment $50k
Q&A CEO Interview $0
Newsletter $0
Internal Portal $0
Retreats $100k
Luncheon $30k
Leadership Tabletop $0
Leadership Training Conference $100k
Social Media Takeover $0
ABC Rewards $25k
A+ Employee $12k
Satellite Media Tour $2k
Press Release $0
Grand Total $319k

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High-Level Tactical Timeline 2017
This communication plan will span the course of 12
months. It will begin in April 2017 and end in March APRIL MAY JUNE JULY
2018.

Leadership Training Conference

Internal Portal
Social Media Assessment

ABC Rewards
Newsletter

Retreats

Luncheon
Social Media Takeover

Q&A CEO Interview

A+ Employee

Leadership Tabletop

Satellite Media Tour

Press Release

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Timeline Cont.
AUG SEPT OCT NOV DEC JAN FEB MAR

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Plan Wrap-Up and Results
1. Create an executive summary with results.
2. Store all material online for use in the next
coming years.
3. Debrief with CEO and leaders. Discuss what was
effective and what needs more work.
4. Display video of rememberable moments from
the past years retreats, conferences and
luncheons.
5. Vote on the implementation of the plan for the
2018-2019 year.

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