Spectrum's strategic plan aims to position the company as a leading Terahertz crystal manufacturer. Key goals include creating a distinctive brand and educating audiences on how crystals enable Terahertz innovation. Tactics include attending trade shows, pitching media, speaking engagements, and using social media. The plan also aims to demonstrate corporate social responsibility. The budget is $18,850, allocated across events, media relations, social media, charity participation, and marketing materials.

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SPECTRUM PUBLIC RELATIONS STRATEGIC PLAN 2015
MISSION
To position Spectrum as a Terahertz Crystal leader nationwide representing a unique value proposition in the Terahertz technology
industry.
GOALS
- To create a cohesive brand name that sets Spectrum above the large corporations like Altechna, EKSMA Optics, Gooch &
Housego, Inrad Optics etc.
- To ensure that the market (Terahertz companies, selective media, thought leaders, etc.) understands how the crystal contributed
to Terahertz innovation: the size of the opportunity and the importance and benefits of Terahertz industry.
- To create a media strategy that delivers Spectrum messages.
- To position Spectrum as a responsible corporate citizen that supports the communities in which it operates.
SWOT ANALYSIS
Strength Weakness Opportunity Threats
● Active on several of the
main social media outlets
● Consistent flow of content
● Relatively new business =>
lack of reputation.
● No current media coverage
● No official website.
● Ability to generate local
media attention by
optimization of key
newsworthy focuses such as:
human interest, and
● Lack of education in
Terahertz Crystals may
decrease the message
delivering.

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innovated technology
AUDIENCES
● Selective media channels
● Terahertz technology companies
● Terahertz crystal dealers
● Business communities
MESSAGES
Primary Message – Elevator pitch
Spectrum is a crystal manufacture company with headquarters located in Houston. With the rapid development of Terahertz
technology; it has been applied into various industries like airport security, agriculture, and pharmaceuticals companies etc. For
example, the Terahertz Scanner in the airport will greatly help the security professionals to save more time to go through all the
boarding passengers and carry-on belongings. These Terahertz Scanners requires crystals to operate and the current crystals in the
market do not allow the Terahertz Scanners to be viable at an airport. The quality of the crystals in the existing market are simply too
slow to be practical. Spectrum manufactures crystals that enable the Terahertz Scanner to have more power, accuracy, and speed to
transform the airport experience. Spectrum also provides the most cost-effective quality control solutions that will maximum the
benefits of customers using their products.
Secondary Messages – Audience-focused

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Terahertz Companies/ Industry Crystal Dealers
- Our company stands out from the pack with its vision, innovation, sound business practices, and ethical consciousness.
- Spectrum is committed to total dealer care and has numerous resources for its authorized dealers to utilize.
- Spectrum is committed to delivering support second to none, and has established an array of programs to provide helpful tools
to its authorized dealers.
- Spectrum is committed to its authorized dealers and its never-ending pursuit of 100% dealer satisfaction.
- We want to make sure that consumer choose Spectrum, and that they buy it from your dealership.
STRATEGIES AND TACTICS
- Strategy 1: Create a cohesive name/brand that sets Spectrum above the rest as equal to large corporations like Altechna,
EKSMA Optics, Gooch & Housego,Inrad Optics etc.
PR Tactic: Events Attendance
Media Relations Audience Evaluation
● Participating in events such as trade shows, award shows and
conventions where target consumers and vendors would be in
attendance.
- Event stats: According to data from the Center for
Exhibition Industry Research1
, 88 percent of the attendees at
● Selective media
channels
● Terahertz
technology
companies
● Measure the potential reach of
each lead obtained from the
event.
● Track social media following
before and after events.
1
See more information on: http://www.ceir.org/.

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a trade show usually haven’t been seen by a member of one
company’s sales staff in the past year, and 77 percent plan
to buy one or more products. On average, 76 percent of
attendees ask for quotes and 26 percent end up signing
purchase orders. 72 percent of visitors say the show itself
influences their buying decisions.
- Obtain media coverage from said events (landing the
attention of the key media channels through these events
can also be re-shared and used to build our brand
recognition)
- Update event happenings through social media and create
event hash tags to track involvement
(for events/shows we could implement hashtags such as:
#SpectrumAwards15, #SpectrumSpeaks15,
#EyesOnTheSpectrum, #SpectrumGives,
#TheSpectrumAndI etc. these can be used to create a twitter
chat people can easily keep up with so they don’t miss key
dates, topics, or deals. This can also serve as a two way
street to reach followers and answer questions as well as
gaining the attention of their social media communities.)
● Terahertz crystal
dealers
Budget: $10,550
- Entrance Fee: $9,000

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- Air Fare/Transportation (Rental/Gas): $350/person
- Accommodations (Hotel/Food)-Per Person: $150/night (including food)
- #of Team Members Attending: 2
- Expense: $200/per person
PR Tactic: Media Relations
Media Relations Audience Evaluation
● Identify 5-7 relevant publications for pitching:
- (Should conduct a media list for pitching.)
- Research appropriate contacts and their deadline schedule as
well as structuring compelling subject line for pitch
(Subject Lines as simple as; “A piece for your upcoming
deadline” can catch you contacts’ attention if they are looking
to meet their deadline and you happen to know when that is.)
- Develop story angles to pitch (new products, convenience
and cost-effectiveness of hybrid systems, etc.)
● Pitch 3-5 stories in six months
● Create and update media list on a regular basis as relevant
targets emerge
● Journalist and
reporters (Especially
technology or local
medias)
● Measure the potential reach of
each media outlet.
● Track social media following
before and after each
coverage.
● Track news media
impressions and mentions
through Google analytics
(MeltWater Report, Critical
Mention, etc.)
● Keep track of which stories
are getting leads and interests.
Budget: $300
- Media Person Pursuit (lunch dates to brief on Company): $300
PR Tactic: Speaking Engagements

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Media Relations Audience Evaluation
- Create or participate in speaking engagements to educate to
key publics (knowledge of Terahertz technology and the
quality control that new crystals can contribute to Terahertz’s
innovation)
- Train employees to effectively answer questions and
continue to educate the consumer on appropriate messages
Display and refer the public to website and online privacy policy for
assurance and further clarification
● All ● Track social media following
before and after each
coverage.
● Keep tracking of which
speaking engagement is
getting leads and interests.
Budget: $0
PR Tactic: Social Media
Budget:
Social Media Audience Evaluation
● Create social media tracking methods during events and public
appearances
- Such as unique hash tags and social media giveaways or
competitions that direct public to follow, like, comment and
in turns solicit business (Utilize QR codes that can easily be
scanned through a smartphone or mobile device. Once
scanned this can take person to our website or any of our
social media platforms where they can kind a unique promo
● All ● Track the number of attendees
at events and public
appearances
● Follow up with everyone that
attends to measure interest and
capitalize on leads
● Keep track of competitors
followers and likes during B2B

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code. Codes can offer discounts to our products or services,
giveaways of free Careveillance branded swag, etc.
Competitions can offer the same perks but can be structured
in a way to gain more visibility, structure can include the
number of repost/retweets in a 24 hours window or the
hashtagged picture with the most likes etc.
● Build and maintain positive brand reputation
- Interacting with competitors through social media in a
professional and amicable manner to display
professionalism and ethical practices quarterly.
- Highlight outstanding customer experiences
- Offer exclusive deals and promotions through blog posts
and other online tools (videos, posts, tweets, etc.)
● Keep developing social media platforms: Facebook, Twitter,
Google+, and LinkedIn.
- Update content on social media at least twice a week.
(Updates can vary and come in the form of “pic of the
week” which can be obtained through followers postings
through any of our hashtags.
● Create an official YouTube page where we can put demo and
interactions
● Monitor customer feedback
and establish relationship with
them to continue to enhance
positive reputation

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promotional videos
- According to a recent survey conducted by Video Ranscal 2
,
85 percent of people are more likely to buy a product once
they see an accompanying tutorial video, especially for
technology products
● Create monthly social media calendar with timeline and
content to post (articles, videos, press release etc.)
Budget: $5,100
- Online Promotions: $100/month
- Videos: $5,000
Strategy 2: To position Spectrum as a responsible corporate citizen that supports the communities in which it operates.
PR Tactics: Charity Participation/Communities Relations
Charity Participation/Communities Relations Audience Evaluation
● Research the local Charity Communities and create the contact
list.
● Cooperate with the charity communities for upcoming charity
● Local charity/
communities
● News media
● Track and measure the positive
comments regarding the events
(for example, how many
2
More information pleasevisit:https://videorascal.com/.

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events (There are many charity food drive activities during the
summer).
● Participate in 1-2 charity events per quarter. Compose blog
posts and share through all of company’s social media
platforms
● Make donations to a community center (local shelter or charity
association). Compose a blog post featuring this enactment and
its benefits while simultaneously pitching to media for positive
coverage.
reviewers, positive comments,
and potential partnership)
Budget: $1500/year
- Working with Non-profits/Charities: $1,200 per year
- Donations Giveaway (like food drive): $300 once a year.
PR Tactic: Speaking Engagements
Media Relations Audience Evaluation
● Create or participate in speaking engagements to dispel
message confusion to key publics (such as why Terahertz
technology will play a role in people’s life? Why does
Spectrum’s crystal could stand out in the crystal market?)
- Research for speaking opportunities
- Prepare briefing and talking points for spokesperson
- Train employees to effectively answer questions and continue
to educate the consumer on appropriate messages
● All ● Track social media following
before and after each
coverage.
● Keep tracking of which
speaking engagement is
getting leads and interests.

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● Display and refer the public to website and online privacy
policy for assurance and further clarification
Budget: $0
Budget in details (Suggestions)
1. Events: $10,550
- Entrance Fee: $9,000
- Air Fare/Transportation (Rental/Gas): $350/person
- Accommodations (Hotel/Food)-Per Person: $150/night (including food)
- #of Team Members Attending: 2
- Expense: $200/per person
2. Media Relations: $300
- Media Person Pursuit (lunch dates to brief on Co.): $300
3. Social Media:$5,100
- Online Promotions: $100/month
- Videos: $5,000
4. Corporate social responsibility: $1500/year
- Working with Non-profits/Charities: $1,200 per year
- Donations Giveaway (like food drive activities): $300, once a year.
5. Marketing materials: $1,000
6. Additional expenses: $500
TOTAL: $18,850

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SOCIAL NETWORKS – Five weekly hours
Profile
As one of the biggest social networks, Facebook provides a positively impacting turnout in the search engine result page (SERP). The
professional outcome of this profile includes easier and faster reach out to the audiences.
The profile should include the company’s logo as the profile picture.
Postings
-Post for this website should contain a mix of attachments such as pictures of events attended, videos of current marketing, engaging
links and polls, along news in the crystal industry.
-An important aspect is to ensure the followers a time efficient reply to their comments and questions.
-Include a link to the official website or YouTube video in every post for further information resources.
-Follow key participants in the industry and share their popular, news worthy posts.

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Profile
Microblogging service of 140 characters or less per post. This method allows Spectrum to be direct, catchy, and short towards the
audience seeking exclusive information.
Posting
-It is important to structure and define what is a catchy title to the post due to the lack of characters available.
-Include a link to the official website or YouTube video for more information and resources.
-Utilize hashtags related to the Terahertz industry.
- Follow key members or influences within the industry and retweet and favorite their most popular post.
-Tweets should be done at least every two days.

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YouTube Channel
A public website where a company can broadcast itself. This medium provides a great opportunity to express and show multiple
aspects of the company or crystal process that cannot be expressed through written communication.
Posting
-Be as clear as possible and detailed when announcing the process of a crystal.
-Include all popular search words and keywords in the video description.
-Create a phrase or hashtag used at the end of every video as a signature.
-Make the tutorial videos to introduce the company and the product.

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Profile
This social network emphasizes on connecting job seekers with companies that would match their abilities and skills. When getting
started, complete the profile entirely to allow every viewer to understand the company better. Team member should create their own
LinkedIn page in which they could post their profile and expand their connections .
Recruitment and Posting
-Upcoming positions available should be posted to the careers tab.
-View candidate’s profile along with recommendations and previous experience to make the right choice.
-When posting to Spectrum’s page, not only post news updates, but post press releases, events, trade shows, and community
involvement.