Creating a Media Communications Campaign

Creating a Media Communications Campaign

Goal: Raise awareness of BMWs plans to build a car manufacturing plant in Dubai, conveying the key messages that the factory will create 1,000 new jobs and help to diversify Dubais economy and establish Dubai as a regional manufacturing centre.

Objectives:To create awareness of BMWs plan to build a car manufacturing plant in Dubai by:Organising an announcement press conference & attract a minimum of 30 journalistsAchieving coverage in 90 per cent of BMWs target media within 72 hours of the press conferenceSetting up six media interviews immediately following the press conference with tier 1 target mediaIssuing three additional media releases in the next one month following the press conferenceCreate a ground breaking photo opportunity, three weeks after the press conferenceLaunch a dedicated website to coincide with the launch announcement press conference

Key Messages:1. BMW is to build a car manufacturing plant in Dubai

2. The factory will create 1,000 new jobs

3. The factory will help to diversify Dubais economy and establish Dubai as a regional manufacturing centre

Strategy:

To conduct a consistent and coordinated Media Relations campaign to publicise BMWs plan to build a car manufacturing plant in Dubai and create awareness of the benefits the plant will bring to Dubais economy.

Media Relations Tactics:

Press Conference

2. Media Releases

3. Interviews

Features

5. Photo opportunities

Media to be targetedPrint1. Gulf News2. Al Khaleej3. The National4. Al Ittihad

Broadcast (TV and Radio)1 Dubai TV English 2 Abu Dhabi TV - Arabic3 Business Breakfast - radio

Media to be targeted:

Online1. Twitter2. Facebook3. News web portals eg AMEinfo; Trade Arabia; Zawya.com

Implementation

Pre campaign: Agree budget with client; assign resopurces; prepare all media materials; book press conference venue

Campaign: Implement media relations campaign as outlined in the objectives

Implementation

Post campaign: Evaluate success or otherwise of campaign; check outcomes against objectives; identify what went right and what went wrong and why; learn lessons for future campaigns.