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Strategic PR - Internal Communication: An Phuoc

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Strategic PR - Internal Communication: An Phuoc

  1. 1. Group members: Tran Nguyen Ly (s3309992) Trieu Vi Xung (s3312602)Pham Thi Huong Tra (s331598)
  2. 2. About An Phuoc An Phuoc is a well-known clothing line in Vietnam. The company is expanding its operation (retail stores and customer services) in Germany. Client Goal: to encourage the employees of An Phuoc’s new branch in Germany to buy in the company’s missions and values build a mutually beneficial relationship.
  3. 3. Problem/Opportunity Statement The major obstacle:German employees are not comfortable with major changes.  internal communication is the right tool  help them understand the changes and make sure it is also beneficial to their own interests  stronger relationship between An Phuoc and its employees.
  4. 4. Target Publics Primary Target Public (100 employees – sales and customer services) Urban young adults Have basic knowledge of fashion and experience in communicating. Looking for stable jobs. leave for better jobs if their needs are unfulfilled Communicated through interpersonal media and via the Internet
  5. 5. Target Publics Secondary Target Public (15 coporate managers) Urban adults In-depth knowledge of team management and communication Looking for recognition, prefer to work without external interference Communicated through interpersonal media and via the Internet
  6. 6. ObjectivesGerman employees To raise awareness of An Phuoc’s full support for its employees by providing secure jobs among 100% of the target public by the first three weeks of the campaign. To gain positive attitudes towards An Phuoc with a sense of being safe in the company among 70% of the target public by the next seven weeks of the campaign. To encourage participation and consultation with An Phuoc regarding its values among 50% of the target public by the last two weeks of the campaign.
  7. 7. ObjectivesCorporate managers To raise awareness of An Phuoc’s respect and appreciation of its managers among 100% of the target public by the first three weeks of the campaign. To gain positive attitudes towards An Phuoc with a sense of being recognized in the company among 60% of the target public by the next seven weeks of the campaign. To encourage participation and consultation with An Phuoc regarding its values among 50% of the target public by the last two weeks of the campaign.
  8. 8. Key messages Umbrella message“An Phuoc is an organization that places its employees’interests as the primary concern. The company listensto your opinions and would develop together to build mutually beneficial relationships.”
  9. 9. Key messages For 1st Public“An Phuoc values every single employee no matter what their backgrounds are. You will always have full support from the company.” For 2nd Public“An Phuoc is the place where the managers give their bestperformance and have the recognition they deserve. You can always count on us as a team.”
  10. 10. Strategy Statment The Big Idea..!!
  11. 11. TacticsOrientation What: 5 sessions in total: organizational orientation goal orientation, role orientation, executive orientation and functional orientation. Why: to imprint the company’s philosophy in the employees’ consciousness
  12. 12. Newsletters What: includes external and internal news, key information about the industry, fun stories. Why: to improve performance and to generate positive feelings
  13. 13. Employee Conference What: CEO announcement, admission forms. Why: to re-emphasize the employees’ importance and to re-assure the company’s support
  14. 14. Interpersonal Meetings What: employees can request to meet the managers directly in private for work discussion or consultations. Why: to put them on top of their priorities and to help the two publics connect.
  15. 15. Intranet What: company announcements, jingle, pop-up quizzes, idea sharing, surveys and feedback with real-time updates Why: to generate their interests and participation
  16. 16. Ice Hockey Day What: mini ice hockey tournament. CEO of An Phuoc will give a short speech Why: to blur the gap between the employees and managers  increase work performance as a team
  17. 17. Christmas Party What: a free for all party to celebrate the holiday spirit, traditional food & drinks, good luck charms Why: to boost employee engagement and to show the company’s generosity and goodwill
  18. 18. The employees are the best What: upgraded version of employee of the month Why: everyone has a chance to shine
  19. 19. Uniform Personalization What: employees can customize their own uniforms, the leaders give them compliments Why: to make them feel more welcome in An Phuoc, share the company’s ownership.
  20. 20. Letters To Staff What: 100 letters to 100 employees, each will have different angles Why: to make them feel secure with the working environment  show how much AP values their employees
  21. 21. Team Meetings What: weekly meetings with the managers. Why: to make sure they’re on the right track and to give the managers the credit they deserve.
  22. 22. Conclusion The problem: employees’ fear of major changes The solution: focus on employees’ needs Who: employees and managers How: 11 tactics throughout a 12-week period.
  23. 23. ReferencesAsiaRooms 2012, ‘Ice Hockey in Germany’, AsiaRooms, viewed 18 August 2012, <http://www.asiarooms.com/en/travel-guide/germany/entertainment-in-germany/sports-in-germany/ice-hockey-in-germany.html>.Brodbeck, F, Frese, M & Javidan, M 2002, ‘Leadership Made In Germany: Low On Compassion, High On Performance’,Academy of Management Executive, Vol. 16, No.1, pp. 16-30.Burns, R 1995, German Cultural Studies : An Introduction, Oxford University Press, Oxford, UK.Corfield, N 2010, ‘Party Animals’, Director Magazine, November, viewed 20 August 2012,<http://www.director.co.uk/MAGAZINE/2010/10_November/office-christmas-parties_64_03.html>.Drake, S, Gulman, M & Roberts, S 2005, Light Their Fire: Using Internal Marketing To Ignite Employee Performance AndWow Your Customers, Dearborn Trade Publishing, USA.eDiplomat 2012, ‘Cultural Etiquette - Germany’, eDiplomat, viewed 15 August 2012,<http://www.ediplomat.com/np/cultural_etiquette/ce_de.htm>.Heritage Foundation 2012, ‘Germany’, Heritage, viewed 15 August 2012,<http://www.heritage.org/index/country/germany>.Prescient Digital 2012, ‘Social Communications: Delivering Winning Internal Communications Programs With The SocialIntranet’, Prescient Digital, 12 July, viewed 18 August 2012, <http://www.prescientdigital.com/articles/intranet-articles/social-communications-delivering-winning-internal-communications-programs-with-the-social-intranet/>.Schroll-Machl, S 2003, Doing Business with Germans: Their Perception, Our Perception, Vandenhoeck & Ruprecht ,Göttingen, Germany.Sidney, K 2012, ‘Employee Of The Month Award’, Articles Base, 19 Jun, viewed 20 August 2012,<http://www.articlesbase.com/human-resources-articles/employee-of-the-month-award-5991409.html>.Tench, R & Yeomans, L 2006, Exploring Public Relations, Pearson Education, U.K.

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