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1、Philips Semiconductors 2003 PR Plan - APAC,27 January 2003,Business Objectives,Target leading customers - ones who drive volume and innovation Become a top 5 industry player by 2005 Partner with leading content and service providers in the consumer, computing and communications markets Execute a str
2、ategy for an enhanced presence in China,Communication Objectives,Main objectives Enhance Philips Semiconductors brand awareness in the Asia Pacific region Support the companys mission to be the industry-leading semiconductor solutions provider Focus on the consumer and communications markets,Objecti
3、ves,Additional objectives Support Philips Semiconductors strategic focuses: connected consumer, communications and computing plus related sectors of the automotive industry Aggressively promote “Living Technology” flexible customer solutions based on Nexperia platforms that combine semiconductors, s
4、oftware and services Promote Philips MultiMarket products as high quality industry-leading solutions,Objectives,Additional objectives Support the companys efforts to increase Philips presence in China by supporting the the companys mission to be the leading provider of semiconductor-based solutions
5、for connected mass market consumer and communications applications in China Strategic focuses: handsets, mobile displays, large displays, colour TV, digital STB, identification, DTV, standard products Build awareness of Philips Semiconductors long term commitment to Asia Pacific,Target Audience,OEMs
6、/ODMs of consumer devices connected to networks and communications appliances with consumer technology Primarily in China, Taiwan and Hong Kong Sometimes in Korea Engineering (design, R&D and product development managers) Senior management of strategic/key accounts (CEO, general managers, marketing
7、managers) Sourcing and purchasing managers,Target Audience,Need to move up management chain to create awareness among decision makers Design community ERSO, ITRI, ETRI, etc Content and service partners of “box” customers Journalists and analysts - this is how we reach the target audience,Target Cust
8、omer Profile,Design and system/applications engineers Opportunisitc, Web-savvy, mostly young and eager oriented - want to team up with partners to help them win Increasingly looking for total solution Purchasing and materials management Decisive and knowledgeable professionals - efficiency and econo
9、my important priority Senior management Want the company and processes to run efficiently with managed growth Want a partner they can trust,Continue momentum with a pro-active multifaceted programme Promote products as solutions - silicon, software and supporting services to deliver the needed funct
10、ionality Support demand creation,Overall PR Strategies,Focus on boosting the profiles of consumer and communications lines products as well as Nexperia brand on all regions Promote MultiMarket products by highlighting versatility to span many markets and complement system offerings,Tools and Tactics
11、,Media audit: China/Hong Kong and Taiwan Key message and core materials development/review Editorial calendar and speaking opportunities monitoring On-going publicity - planned schedule Determine key PD level messages, key segment-specfic messages and key Nexperia messages,Tools and Tactics,Ensure a
12、ll media materials “speak the same language” Utilise local key spokespersons Monitor the media for opportunities Steady stream of news releases Feature stories Press briefings One-on-one interviews with product/technology experts with local spokespersons,Tools and Tactics,Tools PR materials (contd)
13、Feature stories Focus on design issues, technology/market trends, developments Develop/edit/translate stories to meet media requirements/editorial opportunities Design wins/customer stories Develop/edit/translate stories about local design wins or customer application stories,Tools and Tactics,Pro-a
14、ctive on-going media relations Steady stream of news releases Regular placement of feature stories, design win or customer stories Maintain on-going monitoring of editorial opportunities with key media Identify appropriate opportunities for placements Liaise/co-ordinate with target media One story p
15、er month in the region with focus on key segments Column article placement in key publication Small group interviews or press briefings (3-5 journalists) with regional spokespersons to support key roadshows, customer seminars/workshops and speaking engagements and to build up spokesperson profile Qu
16、arterly media social gathering,Tools and Tactics,PR Tactics Participation in key industry events by engaging in speaking opportunities to enhance awareness Maintain on-going monitoring of speaking opportunities with event calendar and provide regular updates (half-yearly) Identify appropriate opportunities for PD level and target segment participation Develop/fine-tune abstracts, co-ordinate/follow-up with organiser on paper submission, review/edit presentation,Tools and Tactics,
