Communication Plan Recycling by solehin251


									Communications Strategies Plan “Recycling Program”

1.0 Introduction This strategies plan is intended to serve as a guide to achieve the communication goals to influence the public to participate and practice recycling program at their home and workplace and can be flexible to change as goals are achieved and priorities evolve. 2.0 Mission Statement and Objective The mission of the recycling program is to effectively communicate with the progress of people participation and practicing in achieving the ends and outcomes set by the governing committee. It also serves a community building function by informing people and encouraging their involvement in importance of recycling. 3.0 Target Audiences The identification of target publics is a key component of this plan. 3.1 Primary Target Publics          Kuala Lumpur Community Housewives Working Adults Youth Student Business Communities Representative Industry Community Representative Government Agencies News and Media Entity

3.2 Secondary Target Publics   Residents of surrounding communities New or prospective residents of communities

4.0 Goals and Objectives The overall goals of the Communications Strategies Plan are to:     Increase awareness, involvement and participation in recycling initiatives and activities, Make people fully aware of needs of recycling at their home and workplace through ends and objectives and report progress in achieving those goals, Develop better relationships with the news media to enable greater coverage of recycling information in the local newspapers, Provide a framework to achieve the strategies recommended in this plan.

5.0 Time Frame  This is a six months plan, running from Mac 2009 to September 2009.

6.0 Communication Channels to Be Used    Employ a multi-media and multi-level communications approach by developing and using a number of communication tools and techniques, Use interactive communications tools and techniques whenever possible to engage target publics in the communications process and build value of services. Collaborate with prints and mass media through advertisement in television broadcast, the internet, major newspaper daily and the radio.

6.0 Institution and Representative to Be Involve 6.1 Focus Group Participants To formulate ideas and get feedback on past communications practices a series of focus groups and discussions were convened. These groups were asked to focus in on the program's ends and outcomes and formulate ideas to effectively communicate progress in achieving them. Y.Bhg Tan Seri Dato’ Rashid Jaafar, the Mayor of Kuala Lumpur and the Chairman of the Program and Datin Seri Jumairah Junid, Program Communications Committee Coordinator were in charge with the program success along with the following committee members and community representatives: a)            Kuala Lumpur Community OCPD Tan Boon Choong Mr. Rosli Saad Mr.Abu Samah Lazim Mrs Suria Samsuri Mr. Zulkifli Haron Mrs Suhana Maarof Mrs Rahimah Johar Prof. Justin Rolenzo Mrs.Marcia Tan Chou Lin Dr. Ramli Shaari Mr. Samy Ramalinggam Police Department Fire and Rescue Department Health Department Public Works Department Education Department City Municipal Department Malaysia Women Movement Community Service Coordinator Neighborhood Services Coordinator Neighborhood Services Coordinator Neighborhood Services Coordinator

b) Youth and Students     c)        Mrs. Faridah Adam Mr. Karim Masood Mr. Johar Ibrahim Mrs Donna Chan Industry and Business Mr. Tan Pek Kheng Mrs Begum Zia Ali Mr. Shamsul Harris Mr. Joseph K. Veera Mrs Roslinda Wahab Mr. Patrick Han Tooi Mrs. Teresa Gomez Malaysia Manufacturer Society President Petronas Public Relation Manager Director of Public Works Cooperation HUME Engineering General Manager Alam Flora Operation Manager Malaysia Business Society Kuala Lumpur Tourism Action Council Education Department Education Department Yayasan Belia Nasional YMCA

d) Government      e)            Dato Halim Saad Mrs Wendy Seng Gan Mr. Khair Alias Dr. Talha Ghous Mrs Basirah Asad News Media Mr. Husni Dato Rafii Mrs Junainah Merican Mr. Patrick Mason Mrs. Aida Rahim Mr. Ibrahim Ali Mr. Hooi Fook Chong Mrs. Naevamoney Pallapan Mr. Engku Jefri Engku Syah Mr. Muhammad. Nasir Ms. Joanna Besset Mr. Faisal Musa Ministry of Information Media Prima Berhad ASTRO Broadcasting NSTP Utusan Malaysia Sin Jit Poh Tamil Nesan KL Cemerlang Portal Technology Artist Artist Writer/Columnist Community Development Ministry City Development Ministry Malaysia Building Official Society People Community Services (NGO) Director of Natural Resources

7.0 Implementation Plan Process  Communications/Public Relation Assistance (Duration: Early Mac until end of September) Coordinating key program messages is a major ongoing function of the Communications Coordinator. This assistance includes programs such as Project Impact, The Waste Reduction Program, Cleanness Improvement Program, and the Neighborhood Area Rate Program. This coordination will be strengthened and focused through this plan.  Public Information Work Group (Duration: Mac until September) A work group will be formed to facilitate communication internally within the program committee by bringing knowledge of program activities, needs and services to the table. It will play a vital role in communicating externally with citizens, the news media and others. It will include representatives of all government departments and a community representative. The Group will meet at least bi-monthly and focus on the achievement of the communications plan.  Strategic Communication Workgroup (Duration: Mac until September) A Strategic Communication Workgroup will be setting up to identify and plan for the dissemination of information relating to select projects and issues. All the committee representatives will ask to identify and plan for issues as they arise and allocate communications and media relations resources in the appropriate way. A typical project undertaken would include items and issues such as: a) Identify Media Spokesperson for the Program b) Develop Main Points/Communications Objective c) Develop Media Materials such as Press Releases, background materials d) Align with Program Communications Plan elements  Newspaper Advertising (Duration: every week -Mac to September) According to community surveys, people normally rely on the local newspapers as the primary source for program information. Periodic advertisements will be placed in the Newspaper, TV and Radio to promote the events under the program and other initiatives.


Publications (Duration: twice a month -Mac to September)

Adopt-a-Recycle Waste Brochures, Please Clean-up Brochures, Recycling Information flyers and other materials need to be produced on an as-needed basis. The Public Information Group will be an important resource to identify and coordinate the production of these materials.  Internet (Duration: daily-Mac to September) Access to the internet (KL Cemerlang Portal) has reached or exceeded as a preferred way of communicating with the program. This include adding email newsletters, daily updates on the program and more interactive features such as subscription services and also defining egovernment services.  Neighborhood Meetings (Duration: twice a month -Mac to September) The Neighborhood Services Coordinator and government departments coordinate these in an on-going basis.  Phone Services (Duration: throughout Mac to September) The 24-hour phone service is expanded through the use of recorded information lines and voicemail. These lines are particularly useful for informing of activities and providing facilities.  Communication Through Public Figure (Duration: once a month -Mac to September) Communication through public figure such as artist and columnist is a vital tool to positively impact the program aims to the community. A greater emphasis will be placed on coordinating the message of this event with the key messages and program achievements.  Personal Contact- Business Visits (Duration: twice a month -Mac to September) The Committee Team should continue the highly effective, high touch practice of visiting area businesses. This program has proved to be highly effective in helping businessman and community members gain stronger awareness of recycling issues.

8.0 Evaluation Plan The Communications Plan should achieve the following to be considered a success:             Improve the process of communication internally to improve communication with key audiences. Provide staffing to properly achieve stated objectives Maintains good relationship with the involve parties Provide strong structure to communicate about strategic communications issues Better coordinate media relations function More effectively measure the communications function Continue with program publication to the target audience Expand news media materials Effective public relation service after office hour Align and improve use of community agenda for program communications efforts Expand intra active capabilities, options, navigation, and utilization of the city's web site. Continue communications practices to target audiences

David P. Norton, James Coffey (2007) Building an Organized Process for Strategy Communication. NY: Harvard Business School Publishing

Herbert F. Lund. (2004). The McGraw-Hill Recycling Handbook. NY: McGraw-Hill Professional Clarke L. Caywood. (2004). The Handbook Of Strategic Public Relations & Integrated Communications. NY: McGraw-Hill Professional T. F. Cawsey, Gene Deszca (2007) Toolkit for Organizational Change. NY: Sage Publications

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