1. 1 OBIL COMMUNICATION STRATEGY.
OLIVE BRANCH INITIATIVES LIMITED
PUBLIC RELATIONS/COMMUNICATION
STRATEGY
COMPILED AND PRODUCED BY
PUBLIC RELATIONS OFFICER.
OPORIA DANIEL

2. 2 OBIL COMMUNICATION STRATEGY.
COMMUNICATION STRATEGY
Who we are:
Olive branch initiatives limited is a private limited company that was formed in January 2004. The
company mainly deals in general supply of printing, publishing and related services as well as office
stationary; we provide these services to schools, institutions, and corporate organizations.
Olive branch initiatives limited is also the publisher of the Christian Faith magazine.
Mission:
To provide quality and timely services while focusing on meeting customer needs through creativity,
flexibility and on-time performance. The company values its partnerships with customers, suppliers
and employees, emphasizing long-term relationships and mutual trust.
Core values:
Integrity, Accountability, Transparency, Respect and honesty.
What we do:
Graphic designing, Printing, Publishing services, General stationary, and Branding and Office
supplies.
Media products
Designing communication strategies, Publicity planning and execution, Audio-Visual production and
documentary, Press releases, Newsletters and Workshop reports.
Printing services
Magazines, Brochures (Tri and Bi Fold etc),Calendars, Posters, Business cards, Letter heads,
Corporate Identity, Catalogues, Invitation cards, Labels, Flyers and leaflets, Folders and inserts,
Envelopes, Logo Designs, Books, Stickers, Annual Reports, Conference papers, PVC banners, Pull
up stands, One way Vision and Tyre covers
Concept
One of the ways of achieving the goals and objectives for which OBIL was started is using Public
Relations and communications. This communication strategy is therefore part of the organization
operational plan.

3. 3 OBIL COMMUNICATION STRATEGY.
Its envisaged that through this communications strategy, OBIL will gain Publicity and get a good
corporate image and efficiently exchange information with stake holders and audiences In a bid to
increase sales of its services.
The strategy encompasses short and long term communication needs to enable OBIL achieve its
objectives.
Communication Audiences
The major aspect in this strategy is overall collaboration and cooperation with our target group, it’s
also important that OBIL gains support from the advertising agencies, individual customers and the
corporate class. Strategic net working with external organizations to secure advertisements, business
contracts, and partnerships.
Communication messages
OBIL will design messages based on audience research.
The results of audience research determines the nature of messages to be communicated.
Audience specific messages will be designed theses messages will be simple and easy to
understand by the intended audiences.
Goal –based messages –basing on the organization mission statement, goals and objectives, very
comprehensive common messages put in positive frames will be used to establish a strong common
ground to raise awareness and commitment of the varied audiences.
Activity –specific messages. These will be used to support the progress of a given activity such as out
reaches, visiting schools, prisons and partnerships in different ways.
Communication approaches and actions.
These strategies and actions will fall within three categories.
1. Information dissemination
2. Promotional and marketing
3. Organizational development
Information dissemination.
Many potential clients , supporters , subscribers 60% have claimed that there is no sufficient
information about OBIL, its vision , mission , core values and all other related activities and how other
organizations in the area of media services. It is therefore important that OBIL packages and
disseminates relevant information to the general Public. This could be delivered in form of:
 Information packs
 Leaflets and flyers

4. 4 OBIL COMMUNICATION STRATEGY.
 Inserts In news papers
 Conference and workshop materials.
Promotional activities
Marketing approach
Because of the business nature of OBIL, marketing will be aggressively undertaken, this will involve
the production and distribution of customized brochures, T-shirts , caps Tyre covers , Conference
bags, guidebooks, photographs and calendars, key holders and flags will be sold as branded product
at subsidized costs to employees and customers.
It is recommended that OBIL develops a very comprehensive marketing strategy both within and
outside.
Community relations /outreach activities.
The target here will be mostly selected schools and organizations that operate our areas of
operations and reach. OBIL staff will be encouraged to visit schools and get involved in some of their
activities. The rational is to create a good relationship between OBIL staff and the different
organizations.
Annual events
World media day, book fair and the annual trade fair are some of the national recognized events.
Many participants turn up for these events and OBIL is supposed to make use of them to gain Public
relations Mileage.
Organizational Activities (development)
Building partnerships (inter-sectoral collaboration)
OBIL will promote close collaboration with institution that share core values mission, objectives. This
is a very cost effective way of information gathering and dissemination and gaining credibility among
the different partners
OBIL always endeavors to build strong partnerships with business community, similarly oriented
organizations, academia, non-governmental organization and other interest groups.
The purposes for this are to allow for the pulling of substantial resources for mutually beneficial
programs. It is also meant to enhance innovation of new solutions.
OBIL will adopt the following:
End of year, party, anniversary celebrations.
OBIL will bring all its partners, Subscribers, advertisers and contributors and employees, together
once a year. At this meeting, corporate organizations fellowships can be invited to interact with OBIL

5. 5 OBIL COMMUNICATION STRATEGY.
employees. Such functions create organization togetherness not only among OBIL but also with other
corporate organizations
Corporate Social Responsibility
OBIL will indulge in activities that involve paying back to the public especially to selected communities
like prisons; social responsibility action plan guidelines will be developed to guide the social
responsibility initiatives.
COMMUNICATION VEHICLES
The Public Relations office.
OBIL has a PR office; it is charged with public relations activities, information and communication. It
should be used as a mouth piece for the entire organization. It should be empowered with resources
and motivated to make sure that PR initiatives materialize. The office should be involved in all
activities that require PR interventions
OBIL staff
Every employee of OBIL has a PR function. They should be given basic understanding of public
relations. It should be clear to all employees that the way they conduct themselves in the field great
impacts on the total image of the organization. They are a communication hub for frontline activities
such as marketing and should therefore be equipped with the right information, for the right people at
all the times.
Internet
This tool is very important in disseminating information to audiences such as same level
organizations, and business institutions, and international agencies OBIL. It is even much cheaper
over a long time and information is delivered quickly. The OBIL website will be continuously
developed to allow easy use.
Information booths and exhibits
This tool will be very useful both at community level and in business centers OBIL will be encouraged
to participate in shows , public seminars, and several public fairs . The rational here is that it will help
OBIL to raise awareness about its mission and goals by providing information to particular audiences.
IMPLEMENTATION OF THE STRATEGY
Work plan and budget
The PR office will develop an annual work plan and budget to be approved by senior management.
The PR office will implement the work plan in collaboration with other departments with OBIL
Communication approaches.

6. 6 OBIL COMMUNICATION STRATEGY.
OBIL will adopt integrated approach to communication. A variety of models such as social marketing,
audience participation approach, and decentralized and intersectoral approaches shall be pursued.
Relevant partnerships with the major business community will be sought particularly the
communication sector. The purpose here is to allow for cost –effective dissemination of information
and also assist in data collection especially business related.
Production of all promotional materials, research materials must be in simple language easily
understood by a wide audience.
It is strongly recommended that establishment and maintenance of an intersectoral information
exchange be pursued by OBIL. Additionally, OBIL will adopt a decentralized information management
structure, which will enable a wider participation of the stakeholders. It is also much cheaper and a
voids the old bureaucratic system of information management.
A clear process of information flow must be will be out lined to OBIL to avoid conflict and unnecessary
duplication of roles
OBIL shall take proactive approach in as far as information gathering and dissemination is concerned.
The justification is that OBIL has taken on Businesslike approach in the management of its affairs.
Communication messages will need to be revised from time to time. The reason is that much as the
context and content of messages remain the same, the derived meaning will change with time and
events. In other words, all messages will be carefully selected whose aim is to create useful meaning.
Compiled by PR Officer.
…………………………..
Oporia Daniel