PR Proposaldoc.docx

PR Proposaldoc.docx

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PRProposaldoc

PRProposal

I.Introduction

II.CrisisSituationAnalysis

Definition:

Anysituationwhichhasthepotentialtoaffectlongtermconfidenceinacompanyoritsproducts,orwhichcaninterferewithitsabilitytocontinueoperatingnormally.Crisisthusexistsanywhereandanytimeonlyifthecompanyhaswellpreparedhowtoavoidcrisishappenandhowtosolvecurrentproblems.

NegativeMessagesincrisis

Delong,oneofthenationallargestinvestmentcompanies（?

）,currentlyisfacingsomenegativereportsfrommediaoutlets（seeattached）.Thesenegativereportsundoubtedlyaffectedthecompany’shealthydevelopmentsandalsodecreasedstakeholders’confidenceofthecompany.Wewillanalyzethesenegativereportsasbelow:

negativemessagesfrommediaoutlets,currentandpotentialimpactsonstakeholdersandinthestockmarket,thereasonofwhyweneedtopreparesolvingandavoidingcrisis.

▪NegativeReportsResearch

（Medialistsandreports）

▪NegativeMessagesinthesereports

PerceptionfromMediaPerceptionfromDelong

TheplayerinthestockmarketSimilarasGE

WhethertoavoidthelegislationUsethedomesticandoverseasadvantagetoreconstructindustries

Secret,low-tune,non-transparentGetwin-winsolutionandpromotetheconceptionoftheClubmembership

Littlecommunicationinthepublic资本市场是进行投融资的场所

按照国内外法律和商务惯例行事

Reasonstocausecrisis

ObjectiveReasonsSubjectiveReasons

公众的猎奇心理没有满足注重多做少说的企业文化

媒体受到冷遇的逆反心理民营企业对曝光的担心

公司发展迅速，公司战略重点的升级较快，部分酸葡萄心理

宣传滞后

CurrentandPotentialImpact

（Usemathematicalfiguretodescribecrisisimpactinthestockmarket）

Therefore,negativeimpactsduetosuchreportsarebelow:

▪ConsumersarebecomingincreasinglyawareofnegativeaspectsofDelongandaredecreasingtheirconfidenceofDelong’sreputationandcredibility.

▪Changesinpublicperception

▪（?

）Stockpriceshiftinthestockmarket

▪Themediahaseverincreasingspacetofillanddemandinstantanswers

▪Delongwillpossiblybeamartyrinthemarketeconomy.

Afteridentifyingcrisiselementsandimpactsthroughinitialcompanyresearch,DelongwillstarttolearnwhytheyshouldpreparecrisismanagementtonotonlyestablishbutalsopromoteDelong’spositivecorporateimage.TheaboveanalysisindicatesthatthelackofawarenessandbarrierstowellunderstandDelonginthepublicandmediaresultedinnegativereportspublishingandconfidencedecreasing.

Theattachedproposalaccordinglyfocusesonaddressingcurrentbarrierstocommunicatewithmediaoutletsandstakeholdersandraisingawarenessthroughmanagementofperceptions.ItisassumedthatDelongwillcontinueworkingwithlocalmediaoutletsandrelatedgovernmentsectionduringtheimplementationofawarenesscampaign.Furthermore,DelongisgrowingrapidlyandisstillintheprocessofestablishingapositivepresenceinChina.Asthecompanyisburdenedbysomexenophobicattitudesandbylingeringeffectsofnegativereports.Asaresult,theattachedproposalincludescommunicationsrecommendationsandaseriesofpublicrelationsactivitiesaimingat:

✓Addressingandsolvingcurrentcrisissituation

✓BuildingawarenessofDelong’sreputationandcredibility

✓Ultimatelygeneratestakeholdersandthepublic’sconfidenceonDelongandthusincreaseDelong’sbrandintangibleassets

III.Sound’sCommitment

Sound’swilldevelopandimplementanawarenesscampaigndesignedtonotonlysolvecurrentcrisisbutalsosupporttoestablishDelong’spositivecorporateimageinthepublicinthefirstyear.ThiscampaignwillbemeasuredbasedonnumberofimprovementonDelong’simageamongstakeholders,mediaoutletsandthepublicthroughthefollowingifneeded.

Thisresearchwillincludetestingofcurrentassumptions,keymessagesforDelong’simpactinthestockmarketontargetaudiences,proposedstrategiesandanalysisofdata.Inaddition,successofthecampaignwillbemeasuredbytheachievementofcertainperceptualgoalsamongtargetaudiences,asidentifiedbelow.

IV.Delong’sCommitment

Inordertoachievenotonlycredibleimageamongtargetedaudiencebutalsomarketgrowthgoals,Delongmustcommittoaseriesofactivitiesandcertainmanagementdecisiontosupporttheawarenesscampaign.Thesecommitmentswillbeclarifiedasbelow:

✓BuildDelong’sbrandimageandincreasetargetaudience’sawareness/confidenceofitsbrandname

✓DesignactivitiesaimingatensureDelong“speakwithonevoice”toallthetargetedaudience

✓DevelopandstrengthengoodworkingrelationshipsbetweenDelongandthepress

✓IntroducenewconceptionofinvestingandfinancingintotargetaudiencesandmakeDelong’stheleadinginvestingandfinancingcompanyinChina

✓Buildapresenceinthecommunity

✓ExpandDelong’smarkettotheworld

V.Delong’sBrandBuild-upandAwarenessCampaign

TargetAudience:

Thedesigned