Team works presentation after 2 months of project on PR Plan to CACT Charity, UK, London. Environment Analysis, Objectives, Strategies, Public Relations Actions, Follow up, Time Scale, Evaluation, Budget. University of Greenwich, Business School 2009/2010, Postgraduate ERASMUS Program, Term 1, Public Relations Management (PRM)

1. Charlton Athletic
Community Trust
PR Plan
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2. Crime & Arson figures
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3. Recap of the key issues
• Low awareness
• Not a clear understanding
• Quantity of activities
• Minor communication with
stakeholders
• Unspecified pack was launched
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4. Objectives
• Promote school pack
• Create interest
• Raise the stakeholders awareness
• Raise the charity recognition
• Shows necessities
– publics adhering
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5. Strategies
• Create a unique message
– conveyed to the targets
• Create buzz around the pack
• Prove the pack needs
• Reach different targets
• Use a celebrity and its advantages
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6. PR Actions
Press conference & Open debate
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7. Objectives
• Convey clear message
– Speech
– Press Release
• Describe charity’s actions
– Justify by figures
• Present the pack
– as the real solution.
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8. Targets
• Local journalists
– Greenwich Times Editions
– Kent and Bexley press
• London & Sports journalists
– The Times
– The Daily Telegraph
– The Guardian
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9. Targets
• Important journalists
• Parents Magazines
• Schools Magazines
• Local events Magazines
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10. Schedule
• On stage
– Jason Morgan - CACT Chief executive
– Matt Horne – CACT Greenwich Social
Inclusion Officer
– Officer of the Metropolitan Police
– Officer of the Fire Station
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11. Schedule
• Room belonging to the charity
– Greenwich
• Open debate
– At the end
• Press release
– Distributed at the end
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12. Time Scale
• Invitations
• Phoning
• Event
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13. Interviews
• Objectives
– Buzz on CACT
– Show its activities
• Broadcast
– BBC Radio
– BBC Breakfast News
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14. Interview’s schedule
• Radio
– Peak listening time
– After daily news
– Link with violence figures in UK
• TV
– BBC Breakfast News program
– Pack presentation by the director
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15. PR Actions
Education & Leisure
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16. Primary Research
• LEA
ITW with V. Rhodes - Aim Higher Coordinator
• School
ITW with J. Float - Learning Intervention Leader
• Leisure Centre & Youth Club
Youth’ Project Initiative
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17. Key Stakeholders
Local
Education
Authorities
Learning
School Headmaster intervention
leader
Leisure
Centre & Manager
Youth Club
To reach the Parents & Children
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18. Strategies
• Gather every protagonist
– Link between them
– Understand the needs of everyone
– How learn to work together?
• Increase general knowledge
– Through launching pack
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19. Targets
• Local Education Authorities
• School
• Leisure Centre
• Youth Project Club
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20. PR Actions
• Meeting Conference
– School
– LC & YC
– LEA
– Local Press
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21. PR Actions
• On stage
– School Headmaster
– LEA Aim Higher Coordinator
– Jason Morgan - CACT Chief executive
– Matt Horne – CACT Greenwich Social Inclusion Officer
– LC Coordinator
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22. How to reach our target ?
• E-mail
– Staff
• Phoning
– Toward reception
• Press release
– Local Press (invitation)
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23. Follow up
• Information Pack Letter
– Parents (by School)
• Information Competition Letter
– Each child from LC & School
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24. PR Actions
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25. Objectives
• Large media coverage
– Journalists communicate « for us »
• Raise awareness on our activities
– In our target region
Generate focus on the event
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26. Strategy
• Deon Burton
– Famous footballer
– Striker in Charlton
– Player in League One
– Jamaican Team
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27. Schedule
• Greenwich Park
• Press presence
• Deon Burton « demo »
– Keep the children attention
– Express his opinion
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28. Schedule
• Firemen & Policemen
– Explain violence situation
– Emergency « demo »
• Doctors & male nurses
– Provide information
• Risks
• Consequences
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29. Schedule
• All the children will be actor !
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30. Follow up
• Event record
movie
– Broadcast in NHS
waiting room
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31. Follow up
• Every child will leave with a poster
– Deon Burton & his quotations –
Autograph
• Broadcast
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32. Time scale
December
17 4 5
SEND SEND THE
PHONE
INVITATIONS INVITATIONS TO
SCHOOLS
TO SCHOOLS JOURNALISTS
January
18 20 26
PHONE THE PRESS SCHOOLS
JOURNALISTS CONFERENCE CONFERENCES
January
29
CHILDREN’S
DAY
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33. Budget
Actions £Cost
Journalists Invites x 50 70
Envelopes & Stamps 80
Press releases 50
Buses for Children day 1000
Video Making 1000
Food and drinks for Children Day 700
Insurance for children day 1200
Room for conferences 0
Rent a projecting Screan 250
TOTAL = £4350
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34. Evaluation
AEV
=
Advertising Equivalent Value
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35. Thank you for listening
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36. Students
• Ben Smith - 000356592
• Blandine Lucas - 000562808
• Quentin Emeriau - 000580376
• Ines Acena - 000568006
• Julien Thibaut - 000590120
• Adrien de Rufz de Lavison - 000587366
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