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A Public Relations and Communications Plan
presented by
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RATIONALE
Misconceptions have caused controversies and resistance
Address misconceptions to:
improve present operations
increase revenues
implement expansion plansneutralize opposition
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POSITIVE FACTORS TO REINFORCE/AMPLIFY
PD 1869:Raise funds for government programs
Help boost the tourism industry GMAs infrastructure/socio-civic projects.
Helps fight poverty
Contributes to:
nation buildingsportscommunity service
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POSITIVE FACTORS TO REINFORCE/AMPLIFY
Help the Presidents 10-point agenda
Bagong Nayong Pilipino (Entertainment CityManila project)
Balancing of the budgetConstruction of school buildingsProvisions of books, educational facilities,
scholarships
Provision of electricity and water supply tobarangaysCreation of six million jobs in six years
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POSITIVE FACTORS TO REINFORCE/AMPLIFY
GMAs new foreign policy
Philippines can benefit from internationaltourism
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Economic growth requires direct foreigninvestments.
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NEGATIVE FACTORS TO ADDRESS
It is all about gambling
Corrupt and mismanaged
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Ignorance on revenue distribution
Ignorance on contributions to Presidents SocialFund.
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STRATEGY
Positive communication and advocacy
Front groups
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s a cre e con r u or
PAGCOR helps fight poverty
PAGCOR, Kakampi Mo!
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TACTICS
A. Target Publics
Prospective Foreign Investors
The General Public
Regulatory agencies
Media
OppositorsProspective Tourists and customers
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TACTICS
B. Core Messages
Methods
Publicity
PAGCOR, Kakampi mo!
Peoples partner
Improves the quality of life
Issues Management
Government Affairs
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rea es c amp ons
Bagong Nayon,
Bangon Asenso ng Pilipino
The leader in gaming
Sa PAGCOR, Panalo Ka!
Support for PAGCOR is support for the Filipino
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PR COMMUNICATION PLAN
I Awareness Phase: PAGCOR the Helpful
(Sept. 2004 Nov. 2004)
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The good that PAGCOR has done
Front organizations
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PR COMMUNICATION PLAN
Publicity
Column feeds
Human-interest stories
Kapihan sa Maynila-type of forum
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Testimonials
Profiles
Guestings in media forums
PRs acknowledging gratitude of front groups
GMAs 10-point agenda
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PR COMMUNICATION PLAN
Public Affairs
Parangal ng Pagcor
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Peaceful rallies
Celebrity Bingo fund-raising
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PR COMMUNICATION PLAN
Issues Management
Fax/email campaign
Radio and TV call-ins
Address a ro riate/late-breakin PR issues
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Government Affairs
Advocate for text-gaming
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PR COMMUNICATION PLAN
II Information Phase: PAGCOR the Credible
(Dec. 2004 Jan. 2005)
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PAGCOR is profitablePAGCOR helps the nation
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PR COMMUNICATION PLAN
Publicity
Media familiarization tour
Testimonials/feature stories from:Winning athletesNGOs
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Families with changed livesLocal officials
Column feeds
Ads in tri-mediaGuestings in media forums
Events press releases
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PR COMMUNICATION PLAN
Public Affairs
Christmas events
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Issues Management
Address appropriate and late-breaking PR Issues
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PR COMMUNICATION PLAN
III Advocacy Phase: PAGCOR Should Expand(Feb. 2005 Aug. 2005)
The way forward
PAGCOR is world-class
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PAGCOR City means investments
PAGCOR means job opportunities
PAGCOR means tourism
Something for everyone in PAGCOR City
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PR COMMUNICATION PLAN
Publicity
Renew PAGCOR franchise through:Column feedsStraight newsSpecial reportsFeatures
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Ads in tri-mediaGuestings in media forums
Special feature on casino workers
Highlight GMAs 8-point Foreign Policy
A beautiful Philippines attracts tourists
Foreign Direct Investments
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PR COMMUNICATION PLAN
Publicity
Asias Friendliest reputation
Columns feedsStraight news
S ecial Re orts
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Feature articlesInterviews in local tri-media
Interviews in regional/international TV (CNN)
Guestings in media forums
Media updates
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PR COMMUNICATION PLAN
Public Affairs
Peaceful ralliesMall ToursPhoto essays/exhibits
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Other mall activities
Issues management
Address appropriate / late-breaking PR Issues
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PR COMMUNICATION PLAN
IV Initial editorial slants
PAGCORs gameplan: purge poverty for prosperity
Charity begins at PAGCOR
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Luring tourists to Asias friendliest casino
Taking chances for a win-win situation
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