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Pilipinas, Are You Rody?

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Pilipinas, Are You Rody? FAR EASTERN UNIVERSITY Institute of Accounts, Business And Finance School Year 1st Sem 2015 PILIPINAS, ARE YOU RODY? #HALALAN2016 A POLITICAL CAMPAIGN IN PARTIAL FULFILLMENT OF THE REQUIREMENT IN PUBLIC RELATIONS Prepared By: Paulino, Jayzel Ann D. Prepared For: PROF. Jecelyn Macahindog A TABLE OF CONTENT I. Introduction 3 a. Client 3 b. Achievements 7 II. Objectives 8 III. Medium/Tools 9 a. Media 10 b. Collaterals 15 IV. Color 18 V. Activities 20 VI. Message 22 VII. Jingle 22 VIII. Conclusion 23 IX. References 24 2 I. INTRODUCTION Monday, 9th of May 2016 is the scheduled next presidential election in the Philippines. This specified date will be a day of chance for every Filipino citizen. A chance that every Filipino citizen needed to maximize in order to have the change they want to aim. This chance pertains to a chance that is been given to them to choose the right leader who will served their country for another 10 years. This election will be the 16th President of the Philippines since 1935. In this 2016 election, there will be a lot of political parties who have a representative for being the next president of the Philippines. One of these is Mayor Rodrigo Roa Duterte – Partido Demokratiko Pilipino-Lakas ng Bayan or the Philippine Democratic Party-People's Power (PDP-Laban Party) and Hugpong Sa Tawong Lungsod, which is based on Davao City. Below is the background of Rodrigo Roa Duterte. A. CLIENT Mayor Rodrigo Roa Duterte, born on the 28th of March 1945 who is also known as “Rody” or “Digong” is a Filipino lawyer and politician. He was born in Maasin, Southern Leyte to Gov. Vicente G. Duterte (deceased), who served as Governor of Davao and to Soledad R. Duterte (deceased), a school teacher and a civic leader. He is 70 years old by 2016 Presidential election. Paolo Z. Duterte, Sara Z. Duterte-Carpio and Sebastian Z. Duterte are his children to spouse Elizabeth Abellana Zimmerman. They are seperated or annulled. On the other hand, Mayor Rodrigo Roa Duterte is currently living with his domestic partner Honeylet Avancena and had 1 daughter named Veronica A. Duterte. He is a roman catholic and a residence of Davao City, Philippines. Mayor Rodrigo Roa Duterte spent his elementary days at the Sta. Ana Elementary School in Davao City, where he graduated in 1956. He finished his secondary education at 3 the Holy Cross Academy of Digos in Digos City, Davao del Sur after being expelled twice from previous schools, including one in Ateneo de Davao University due to misconduct. For his tertiary education, he took up a Bachelor of Arts degree at the Lyceum of the Philippines University in Manila, where he graduated in 1968. He also obtained a law degree from San Beda College, still in Manila, in 1972. In the same year, he passed the bar exam. Duterte eventually became Special Counsel at the City Prosecution Office in Davao City from 1977- 1979; Fourth Assistant City Prosecutor from 1979-1981; Third Assistant City Prosecutor from 1981-1983; and Second Assistant City Prosecutor from 1983-1986. Rodrigo Roa Duterte has been mayor of Davao City, a highly urbanized city in Mindanao Island for 7 terms. He has also served as vice mayor and congressman in the city. Below table are the complete details of his political life experience. INCLUSIVE POSITION HELD DEPARTMENT/OFFICE/COMPANY DATE Elected Mayor Davao City Present Elected Vice Mayor Davao City 2010 - 2013 Re-elected Mayor Davao City 2007 - 2010 Re-elected Mayor Davao City 2004 - 2007 Elected Mayor Davao City 2001 - 2004 Elected Congressman 1st District, Davao City 1998 - 2001 Re-elected Mayor Davao City 1995 - 1998 Re-elected Mayor Davao City 1992-1995 Elected Mayor Davao City 1988 - 1922 Vice Mayor (OIC) Davao City 1986-1988 Lecturer on Criminal Law, Criminal Evidence and Regional Training Center XI Criminal Procedure Police Academy 4 Member Integrated Bar of the Philippines Second Assistant City Prosecutor City Prosecution Office, Davao City 1983 - 1986 Third Assistant City Prosecutor City Prosecution Office, Davao City 1981 - 1983 Fourth Assistant City Prosecutor City Prosecution Office, Davao City 1979 - 1981 Special Counsel City Prosecution Office, Davao City 1977 - 1979 (credits: http://www.davaocity.gov.ph/davao/mayor.aspx?id=profile) i. STRENGTHS A lawyer and a distinguished politician for more than 22 years Served Davao city for 22 years, from 1977 up to now, he’s never been out of position The longest serving mayor in the Philippines Dubbed as “The Punisher” by TIME Magazine Actively involved and has full concern in kidnapping case Pulse Asia Research Director Ana Tabunda considers Duterte "a serious contender" Davao City under the leadership of Mayor Rodrigo Roa Duterte won the National Literacy Hall of Fame Award for being a three-time first place winner in the Outstanding Local Government Unit Highly Urbanized City category Concerned with the public safety and emergency situations ii. WEAKNESSES By 2016, client is already 70 years old. Voters may not be convinced that he can run for presidency and if he’ll able to carry the Philippines due to its age – health issues might follow Mayor Rodrigo Roa Duterte’s family didn’t allow him to run for presidency Lack of finances needed to bankroll a campaign 5 iii. OPPORTUNITIES There is lot of activities that made by Duterte’s supporters like rally, cutting their hair off, online petition etc… This is to convince Duterte to run for presidential election. This shows that even before that he is not yet fully- decided to run for presidency, he already convinced people to support him Several celebrities like Robin Padilla would like to support Rodrigo Roa Duterte with his candidacy He’s been offered by a Vice President candidate to be their President Zoomed to third place in March surveys done by Pulse Asia and the Social Weather Station (SWS) iv. THREATS Has a cancer rumors Supports LGBT community Girlfriend issues – it may take an effect on Gabriela Party Controversies on alleged extrajudicial killings of alleged criminals He does not score well in opinion polls compared to his competitors 6 B. ACHIEVEMENTS There are a lot of achievements and/or accomplishments that Mayor Rodrigo Roa Duterte has done to his fellowmen. Mayor Rodrigo Roa Duterte’s achievements can be described into 2 characteristics: 1.) High Achievements and 2.) Service to the People. Below lists is the highlight of his accomplishment for the first 6 months of his term: 1. National Literacy Award – Davao City won the National Literacy Hall of Fame Award for being a three-time first place winner in the Outstanding Local Government Unit Highly Urbanized City category under the leadership of Mayor Rodrigo Roa Duterte 2. Amended Liquor Ban – As pushed by the Mayor Rodrigo Roa Duterte, the City Council amended the ordinance no. 1627, Series of 1994, which now prohibits, selling, serving, drinking and consumption of liquors and alcoholic beverages from 1:00AM until 8:00AM 3. Speed Limits for all Vehicles – Mayor Rodrigo Roa Duterte signed Executive Order no. 39 setting the speed limits for all kinds of motor vehicles within the territorial jurisdiction of Davao City in the interest of public safety and order. 4. Aid for Visayas – Davao City sent rescue and medical teams to Tacloban City to give aid to the victims of Typhoon Yolanda. Financial assistance was also given to Bohol and Cebu for the earthquake victims. 5. Emergency Response – The City Government of Davao acquired 10 more ambulances for central 911 intended for medical emergencies and 42 new mobile patrol vehicles and motorcycles for the Davao City and Police Office. 6. Security – Mayor Rodrigo Roa Duterte, through E.O no. 24, ordered all shopping malls and commercial centers to install, operate and maintain high end and high definition closed circuit television (CCTV) cameras in all entrance and exit points of their premises. 7 II. OBJECTIVES This presidential public relations campaign is aiming to: i. MISSION: To win the presidential election by May 2016 ii. KEY OBJECTIVE: To engage the wider community to get other people to vote for Rodrigo Duterte To build understanding of what Mayor Rodrigo Roa Duterte can do to his countrymen To attain the 50% + 1 voting percentage by executing a well-planned campaign To create awareness for Mayor Rodrigo Roa Duterte To increase favorability of Mayor Rodrigo Roa Duterte 8 III. MEDIUM/TOOLS Campaign period usually runs by 90-days as per commission on election. Below table is the calendar activity for the May 9 2016 national and local election released by the commission last August 18 2015: ACTIVITY START END LENGTH OF TIME Campaign period for February 9 2016 May 7 2016 3 months president, vice president, senators and party-lists Campaign ban for March 24 2016 March 25 2016 2 days Holy Week Campaign ban May 8 2016 May 9 2016 2 days As the commission released this activity and due to the client’s weakness, lack of finances needed to bankroll a campaign, the campaign need to maximize its given time and need to be particular with the campaign ban to avoid issues on the part of Mayor Rodrigo Roa Duterte. However, campaign duration may change if there will be sponsorship will happen to the client. As per today, this will be the campaign plan duration MEDIUM/TOOLS DURATION RADIO For All Programs: February 22 – 26 2016 March 14 – 18 2015 March 28 – April 1 2015 TELEVISION FPJ’s Ang Probinsyano: February 15 – 19 2016 Subject for changes EAT… Bulaga!: February 14 2016 due to its constant MMK: Ang Tahanan Mo: February 14 2016 changes in ratings March 26 2016, April 2, 9, 16, 23, 30 2016 Rated K: Handa Na Ba Kayo?: March 6, 13, 20, 27 2016 9 WEB / SOCIAL Whole campaign period NETWORKS POSTERS Whole campaign period STICKERS Whole campaign period POLO SHIRT Whole campaign period FOLDABLE FAN Whole campaign period For further details of the campaign materials, below are the complete details: A.
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