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PR Strategy Deck

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Communication strategy

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PR Strategy Deck

  1. 1. PR strategy November 2016
  2. 2. This communications strategy shows how you can: • engage effectively with stakeholders • demonstrate the success of our work • ensure people understand what we do • emerge as thought leaders in the field • change behaviour and perceptions where necessary
  3. 3. uber Diagnostics is a disruptive healthcare diagnostics company, and Cardiotrack is the company’s flagship product. The company aims to reduce the cost of diagnosis through innovation in product design and enhancements in healthcare workflow. •Mature markets •Intense competition •Change in tastes •Substitute products •Online marketplace •Innovation •Emerging markets •New markets •Online presence •Lack of scale •Cost structure •Weak brand •Innovative culture •Cost advantages •Unique products Strengths Weakness ThreatsOpportunities
  4. 4. Interest in UBER Influencers Keep satisfied Keep pampered Keep monitored Keep informed Users Patients Healthcare providers Media Investors Staff
  5. 5. Audience Advice or information Innovation/ Research Success stories Corporate performance Services Users Y Y N N Y Patients Y Y Y N Y Healthcare providers N Y N Y Y Media N Y N Y Y Investors N Y N Y N Staff Y Y N Y Y
  6. 6. To provide affordable and accessible health diagnosis. Operational objective Communications objective To build awareness among the public that UBER’s preventive healthcare is easy and affordable To inform users that monitoring of health conditions is easy without costly diagnostic equipment To educate users on self-reliant health diagnosis To showcase how UBER addresses health issue through highly evolved technology in medical electronics, data analytics, cloud storage and diagnostics workflow management To build awareness among the physician community/health chains that UBER’s innovation and enhancement in product design is disruptive, futuristic, and world-class healthcare. To position as a thought-leader on health industry related issues To showcase organisational successes in the local media
  7. 7. Audience Operational objective Communication objectives What they need to know Key communications messages Users To build awareness among the public that UBER’s preventive healthcare is easy and affordable To inform users that monitoring of health conditions is easy without costly diagnostic equipment • What we offer them • About our services • Where to go for advice • We provide useful, practical information and support • We are trustworthy and reliable • We put users first and value their opinions Patients To educate users on self-reliant health diagnosis • Why we are affordable • What distinguishes us • We use technology and innovation to reduce cost • We have testimonials from credible people To educate users how UBER addresses health issue through highly evolved technology in medical electronics, data analytics, cloud storage and diagnostics workflow management • How we enhance healthcare workflows • We address health issues with innovation Healthcare providers To build awareness among the physician community/health chains that UBER’s innovation and enhancement in product design is disruptive, futuristic, and world-class healthcare. To position as a thought-leader on health industry related issues • How we plan to change the industry • We are a well-respected, authoritative organisation Media To regularly showcase organisational successes in the local media • What have we achieved • What are our goals • We provide the ideal healthcare solutions Investors To build strong relationships with the funders To inform investors about organizational successes and plans • Our targets • Our accomplishments • We focus on healthy lifestyle Staff To empower staff handle business related information To ensure all staff know and understand the standards of business • What are our goals • How we plan to achieve our goals • We are a well-respected, authoritative organisation
  8. 8. Audience Operational objective What they need to know Key communications messages Communication channels Users To build awareness among the public that UBER’s preventive healthcare is easy and affordable • What we offer them • About our services • Where to go for advice • We provide useful, practical information and support • We are trustworthy and reliable • We put users first and value their opinions • Monthly e-bulletins Patients • Why we are affordable • What distinguishes us • We use technology and innovation to reduce cost • We have testimonials from credible people • Monthly articles (native advertising) on media • Fortnightly round-up of user testimonies Healthcare providers To build awareness among the physician community/health chains that UBER’s innovation and enhancement in product design is disruptive, futuristic, and world- class healthcare. • How we enhance healthcare workflows • We address health issues with innovation • Quarterly thought-leadership articles • Quarterly YouTube videos on enhancing healthcare Media • How we plan to change the industry • We are a well-respected, authoritative organisation • Monthly press release on achievements • Quarterly press release on strategic focus • Quarterly press release on plans Investors To build strong relationships with the funders • What have we achieved • What are our goals • We provide the ideal healthcare solutions • Monthly e-bulletins Staff To empower staff handle business related information • Our targets • Our accomplishments • We are a well-respected, authoritative organisation • Monthly e-bulletins • Quarterly compliance training on corporate way forward
  9. 9. Parameters Current Estimated % of change in social mentions* % increase in visits to the website+ % increase in share of voice++ * Mention of “Cardiotrack” keyword on social + Based on Alexa.com calculation ++ Calculating SOV is done manually by multiplying the CTR with the average monthly search volume for each keyword
  10. 10. The scope of work includes: • Brand messaging and positioning • Press releases drafting and dissemination • Organizing media meetings • Industry speakership and placement opportunities • Thought leadership article research, edit and placement • Video scripting and publishing • Consultation, planning and execution of press meets/roundtables Monthly retainer: Rs.2,50,000/- Fee excludes: • Logistics cost for journalist transport • Roundtable event logistics and venue • Cost for tie-ups with media or trade bodies eg. ET, Mint etc. • Taxes
  11. 11. BRAND | MARKETING | COMMUNICATION © Copyright 2016 oni360 M : 91 99801 37245 / 70280 29235 E : info@oni360.com www.oni360.com
  • itayulianti

    Dec. 22, 2019

Communication strategy

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