Strait Brands - Public Relations Strategy

The strategy being adopted by the business is proven, having been devised by Philip Ridyard to promote the growth of the Tom Cobleigh family pub-restaurant business in the UK, leading to its eventual flotation on the London Stock Exchange. This strategy has also been used for a wide range of other business sectors with similar success.

OBJECTIVE

To establish Strait Brands and its subsidiaries as a premier producer of fine food and beverages, especially vodkas, using proven public relations techniques that provide greater value for money than straight forward media advertising.

To build a strong corporate image and establish a profile that ultimately rewards the business and its investors, either via flotation or trade sale.

INTEGRITY OF THE BUSINESS

Protect the integrity of Strait Brands, its subsidiaries and individual brands and create consistency of messages across the business that benefit the corporate entity.

METHODOLOGY

The public relations strategy will be implemented at managing director level and initially conducted in-house. It will be concerted and brand focused.

PROACTIVITY

The strategy is firmly based on a proven ‘dripping stone’ technique utilising saturation of media and other opportunities to provide quality corporate and brand coverage - by creating stand alone news items and sound, factual information.

The company is in the process of comprising an extensive international media list and will upgrade and it accordingly and when opportunities arise. Fulfilling journalists’ hunger for information is a key element of developing proactivity within the organisation and the media generally.

INDUSTRY ISSUES

The strategy will ensure the company becomes a key spokesman for the food and drinks industry in Tasmania and the preferred choice for relevant, sound comment on all related issues.

MEDIA COVERAGE

It will build momentum by the distribution of news items and photographs to all relevant media and quickly establish the credentials of the business, opening further investor and funding opportunities, government grants, export aid, etc.

It will use the trade and financial media to create enhanced coverage of corporate issues, indirectly and directly influencing market analysts and potential future investors.

It will raise the company's profile by providing well-informed, quality comment on industry and tourism issues.

The business has already opened a dialogue with prominent Australian and international drinks correspondents and food trade writers.

Management will use the media to establish and build the company's profile within the retail food and beverage industry to encourage suppliers to trade with the company on commercially advantageous terms.

STAKEHOLDER COMMUNICATION

Strait Brands will ensure the flow of frequent and accurate information to employees, investors, customers and suppliers.

WEB SITE

The company is creating a superior corporate web site (www.straitbrands.com) with a clear communications and marketing focus to drive sales across the expanded business domestically and internationally.

The domain name, www.straitvodka.com, is also registered by Strait Brands and will become a product-specific, graphic-led site for the flagship Strait Vodka brand later in 2005.

CRISIS MANAGEMENT

An effective and judicious crisis management policy based on successful projects undertaken in the food, beverage and other sectors by Philip Ridyard will be implemented.

COMMUNITY

Strait Brands and its individual products will establish a strong community profile in Tasmania and take advantage of appropriate sponsorship opportunities that benefit the community and satisfy the company’s corporate strategy.

FINANCIAL MEDIA

Further develop contacts within the financial media to provide the foundation for any future funding requirements in subsequent years and a corporate profile that enhances an eventual trade sale or flotation.

EVALUATION

A constant evaluation of the programme will be conducted to ensure it meets the commercial needs of the business.