BSMG WORLDWIDE

Communications Management

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PANDACAN TERMINAL CRISIS COMMUNICATION PLAN

GENERAL OBJECTIVE

• Generate a popular opinion in the public mindset so as to influence the

Manila City Council to amend Ordinance 8027 thereby paving the way
for the Pandacan Terminal to operate smoothly and to effect the
scaling down program on time.

STRATEGIES

1. Make the public fully aware of the Pandacan Terminal’s safety and
security
2. Work for a win-win solution for the City Council and the general public to
accept that the Pandacan Terminal will safely operate until it scales down

SPECIFIC OBJECTIVES

Phase 1a:
Leverage the clamor from local barangay officials and Pandacan
residents to force the hand of the Manila City government to amend
Ordinance 8027 favorably for the industry

Phase 1b:
Alarm the public with the ramifications on the closure of the
Pandacan Terminal

Phase 2:
Inform the public on the security and safety of the Pandacan
Terminal through the implementation of a high-impact media
information campaign.

TACTICS

Phase 1a (April 14 to 23) “CREATE THE NEWS”

B S M G W O R L D W I D E, I N C.
6/F JAKA 6780 Ayala Avenue, Makati City 1200 Philippines
Tel. No.: (632) 817-5670 * Fax No.: (632) 812-0411
 BSMG WORLDWIDE
Communications Management

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Leverage the clamor from local barangay officials and Pandacan residents
to force the hand of the Manila City government to amend Ordinance 8027
favorably for the industry

1. Presentation of Position Paper by Barangay officials to DOE Sec. Vincent

Perez
- Event to trigger commentary in talk shows and columns
- Tri-media coverage

2. Column Feeds
- Pitch for the country’s most respected and widely read columnists to
voice their opinion in favor of the retention of the Pandacan Terminals

3. Organize a motorcade
a. Travel from Pandacan to Manila City Hall, stopover in one gas station
of each oil player and hold impromptu speeches / signature campaign
b. Tri media coverage

Phase 1b (April 14 to 23)

Alarm the public with the ramifications on the closure of the Pandacan
Terminal

1. Column Feeds
- Pitch for the country’s most respected and widely read columnists to
inform the public of the economic dislocation and fuel crisis with the
closing of the Pandacan Terminal

2. Organize a campaign to effect community preparedness in times of

emergencies. The campaign can be worked out in conjunction with the PNP,
PSG, Fire Department, oil players and the barangay officials to be overseen
by PGMA.

3. For sustained media awareness, the issue can be discussed in the rounds of
fora like the Bulong Pulungan, Ciudad Fernandina and Kapihan sa Sulo as
B S M G W O R L D W I D E, I N C.
6/F JAKA 6780 Ayala Avenue, Makati City 1200 Philippines
Tel. No.: (632) 817-5670 * Fax No.: (632) 812-0411
 BSMG WORLDWIDE
Communications Management

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part of the media pressure on the Manila City Council and the public
awareness program

4. TV Guestings for Barangay Officials in Talk Shows

5. Investigative Reportage
Investigative/documentary programs to feature and amplify the public
clamor during news TV and radio broadcasts and/or use such settings for
segments in these programs.

6. Press releases

Phase 2 (Post April 30) “INFORMATION CAMPAIGN”

Create various tools of information to inform the public on the terminal, its
purpose and its functions, its importance to industry, and the security and
safety nets, by way of a high impact media information campaign

1. Documentary / Interactive CD Rom

- make available information about all the different aspects of the
Pandacan Terminal to the public

2. Media FAM Trip to similar plants abroad

- schedule interviews with EQE Specialists, security officers, etc.

3. Media Event- set up a live demonstration of safety of Pandacan Terminal

during a terrorist attack
- Build a mock-up of the scaled-down Pandacan Terminal and simulate
well-planned security measures in the event of an explosion or a
terrorist strike

4. Special Reports in major broadsheets about the Pandacan Terminal

5. Pulse Asia Pandacan Residents’ Survey

- use findings for columns, press releases and broadcast commentaries

7. Segment buys in morning shows that portray safety features of Pandacan

Terminal
B S M G W O R L D W I D E, I N C.
6/F JAKA 6780 Ayala Avenue, Makati City 1200 Philippines
Tel. No.: (632) 817-5670 * Fax No.: (632) 812-0411
 BSMG WORLDWIDE
Communications Management

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- Feature the fire trucks, security personnel, precautionary measures,

etc.

8. Roundtable discussion – Monthly forum among petroleum players,

government, media, City officials, Pandacan community leaders & residents.
(It could be used for progress report on the scale-down project)

B S M G W O R L D W I D E, I N C.
6/F JAKA 6780 Ayala Avenue, Makati City 1200 Philippines
Tel. No.: (632) 817-5670 * Fax No.: (632) 812-0411