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THE SA POULTRY ASSOCIATION
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The Brief
Our brief to develop a comprehensive Crisis and Issue Management Campaign that
would:
• Plan for any outbreak of Avian Influenza
• Protect the SA poultry industry against any adverse perceptive fallout
• Prevent media speculation
• Communicate the facts
The Challenge
The challenge with the SA Poultry Association came from convincing the SA
poultry industry to work together under their umbrella body. We also needed to
encourage individual poultry producers to communicate in one voice with one
message.
The Communications Tactics
We did this by developing a contingency plan that included:
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Holding Statements to be used by all SAPA members
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Questions &Answer’s for all media enquiries
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Media trained industry spokespeople
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Recruited and appointed panel of experts
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Proactively conceptualized and produced media information campaign to
communicate the facts
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Arranged Media House tours
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We were required to develop a 3-year communications strategy that: Promotes the
event, Grows Telkom brand affinity, Generates news, personality and lifestyle
exposure
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METROPOLITAN ASSET MANAGERS
We wanted to raise profile of the business – thin the Metropolitan group and
externally. To do this we would have to maximize the positives & minimize the
negative aspectsof the business among the public.
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TELKOM PGA CHAMPIONSHIP We were required to
develop integrated communications and promotions to: Build the brand’s affinity
with consumers ,Ensure talk/publicity to spark word of mouth and media ,Tell
the brand’s story
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