FY 16 - 17 MEDIA & INFLUENCER OUTREACH PLANPrepared by Edelman
MEDIA OUTREACH• MEDIA STRATEGY• MEDIA OUTREACH TACTICSo CREATE PR ASSETSo MEDIA RELATIONSo EDITORIALS o INTERVIEW ANGLE
MEDIA STRATEGYMedia for mass communication.They will be:- Reached for editorial pitchingTop priority in media outreach.They will be:- Invited to campaign events- Pitched for interviews- Reached frequently for editorial pitching, media gifting and visitsKey media in content communication.They will be:- Invited to campaign events- Reached frequently for editorial pitchingTop APPs and WeChat Subscription Account:- Invited to campaign events- Reached frequently for editorial pitching and advocate opportunities- Identify media which is suitable for California almonds’ message delivery.- Divided media pool into three tiers and engage media in different tiers in different ways.- Create various PR assets to provide media with fresh sense of California almonds.
PR ASSETS CREATION To enrich the editorial content, various PR materials will be created as our assets and shared with media upon their request. Assets includes: - Generic almond shoots highlighted Chinese traditions- Recipes to follow local trendy topics - Life hack videos to present some interesting snacking recipes with almonds- Cross-over almond snacking products to reach boarder consumersMEDIA RELATIONS MAINTANANCETo maintain warm relationships and increase editorial pickups, we will proactively reach media in different ways in addition to the daily communication, which includes: - Media visits: twice a year for our PR plan updates and message communication - Media gift: send to media in tier one quarterly, highlighted crossover products and almonds snacking box EDITORIA CONTENT CREATION To sustain voice in public, diversified content on various topics will be created and shared with media monthly riding on the hot seasonal topics and significant festivals. The content will be supported by PR images and endorsed by the spokespersons.SPOKESPERSON INTERVIEWTo enhance FY17 key communication messages, various spokespeople and ABC representatives will be leveraged to speak for California almonds from different angels ranging from beauty, nutrition, to well-being and sustainability, etc.MEDIA OUTREACH TACTICS
PR ASSETS CREATIONLIFE HACK VIDEO ON ALMOND RECIPES DEMOSTRATION •Videos will be made:oTo further endorse the recipes and editorial contents with the corresponded spokespersons who provide themoTo display versatile flavor-matching almonds in a more creative way for Chinese consumersoTo introduce how cuisines, snacks or drinks that feature almonds are correctly preparedoTo present such written PR assets as recipes in a vividly visual way oTo showcase how spokespersons beautifully present almonds as a piece of culinary and lifestyle art, and to advocate quality California lifestyle * Sample video we shot in FY1516: How to Make Yo...
