ING公关传播方案（英文）

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1、PublicRelationsProposalPublicRelationsProposalinsupportofinsupportofINGIINGIINGInsuranceChinansurancensuranceChinaChinaNewAllianceConsultingAugust2006Agenda¾Introduction¾BackgroundAnalysis¾MediaAudit¾PRStrategy–Objectives–KeyMessages–Tactics¾PRCommunicationPlan¾Att

2、achment•INGMediaAudit•GeneralMedialistOverviewNewAlliancehasaccumulateddeeprecognitionandunderstandingofINGandtheindustrythroughtwoyearsofco-operation.WesuggestINGcarryingoutalong-term,sustainableandintegratedPRstrategyinChina,withthekeystonesasfollowing:¾Take‘glob

3、alization,professionalservice’asthefirstcommunicationemphasis¾Take‘localization,integratedfinance’asthesecondcommunicationemphasis¾Promotecorporatenotionof‘integrity,customercentricity’¾StrengthenINGcorporateimageandbrandinfluenceintargetaudienceINGandNewAlliance¾I

4、nSeptember2004,INGandNewAlliancestartedthefirstco-operationin28thGeneralAssemblyofISSA,andhaveestablishedgoodrelationssincethen¾Intwoyears,NewAlliancesupportedINGwithprofessionalismandstrongmediarelationresources,successfullypromoteINGbrandimagewithaseriesofPRandma

5、rketingprograms¾Especiallyinthefirsthalfof2006,NewalliancecarriedoutapackagedPRcommunicationprogramunderthethemeofINGGlobalTalentReserveProgram,takethefulladvantageofCCTVAbsoluteChallengeplatformandintegratedtheresourcesofadvertisingandPRcommunicationstoasatisfying

6、resultAgenda¾Introduction¾BackgroundAnalysis¾MediaAudit¾PRStrategy–Objectives–KeyMessages–Tactics¾PRCommunicationPlan¾Attachment•INGMediaAudit•GeneralMedialistBackground－EnvironmentGovernmentPolicy:¾Chinafinancesectorwillbefullyopenedattheendofthisyear¾Asaresult,th

7、eChinesegovernmentismorewillingtoacceptglobalfinancialcompanies¾ChinesepeoplehavebetteracceptanceforglobalinstitutionsBackground－EnvironmentIndustry:¾BankingIndustry：－LotsoffamousMNCshavealreadyenteredorarewaitingtoenterChina’smarket－MostofMNCshaveestablishedcompet

8、itiveadvantagesinlocalization¾InsuranceIndustry：－Themanagementandoperationoflocalcompaniesisrelativelylow－Localcompaniesaremuchlesscompetitiveinp