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Example of PR Campaign using step
Process
Eastman Kodak Company 1994
Campaign
Title of Campaign : Project
WINGS – Imaging Back in Focus
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Step 2: Objectives / Action
Plan
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Objectives:
ü
To gain
understanding among all audiences that focusing on imaging is in the best
long term interests of
ü
Kodak,
its shareholders, customers, and employees.
ü
To sustain
employee morale, retain customer loyalty and avoid disruption in the
performance of divisions being divested.
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Step 2: Objectives / Action
Plan
Strategy:
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Group communications
activities
into 3 stages
1.
Announcement stage to unveil intent to divest.
2. Interim
stage to reassure investors, customers and employees while
Buyers were
found for the businesses being sold.
3. Final
stage in which the divestiture transactions were announced.
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Step 2: Objectives / Action
Plan
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Key Messages:
1. Focusing on imaging will reduce Kodak’s debt
and align all the company’s resources on Kodak’s greatest strength.
2. The units being divested are excellent businesses.
3. Kodak will protect the interests of
customers and employees of these businesses by selling them to buyers with
the resources to help them achieve their fullest potential.
Step 2: Objectives / Action
Plan
Target Audiences:
-Investment Community
-Financial Media
-Employees, especially those
affected by the sale.
-Health customers
-Potential buyers
-Government and opinion
leaders in affected localities.
Step 2: Objectives / Action
Plan
Budget:
-$500,000 for internal and
external communications, no paid advertising
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Step 3: Communication Tactics
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Implementation/Execution
Responsible for:
-small “in
-house” team
-PR agencies retained to
assist with planning and implementation
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Step 3: Communication Tactics
Implementation/Execution Implementation:
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Stage 1:
-Investor meeting
-Press conference
-Employee news cascade within
Kodak and affected businesses
-Management meetings with
employees
-Written and other materials
given to sales organizations to reassure customers
-Inform government officials,
suppliers, trade associations on first day
Step 3: Communication Tactics
Implementation/Execution Implementation:
Stage 2:
-Annual meeting presentation
-Employee Hotlines
-Town Meetings
-Site focus groups
-Special transition
newsletters
-Management communication with
employee
Teams
Step 3: Communication Tactics
Implementation/Execution
Implementation:
Stage 3:
-Announcements about sales of
businesses
(incorporated the key messages
of the
campaign)
-Communications with employees
and other
target audiences regarding the
sale of each
Business.
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Step 4: Evaluation
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Evaluation:
-track media coverage of
Kodak’s announcements
-major articles appeared in
national press, including Fortune and Business Week magazines
-track price of Kodak stock
-track continuing sales of
companies to see if these sales remained strong
-track employee turnover to
see if employees stayed with companies that were sold
-track what the businesses
sold for
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