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A Public Relations and Communications Plan

presented by

A Weber Shandwick Affiliate Company

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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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