Case Study — TELLUX
Emri është zëvendësuar për arsye konfidencialiteti (NDA)
Crisis PR & Narrative Reframing
Roli: PR & Copywriting Strategist • Output: Strategji komunikimi + 3 artikuj PR
NARRATIVE FRAMEWORK
- HOOK: “Telekomi flet, por nuk dëgjon.”
- PROBLEM: Çmimi është bërë pika kryesore e debatit.
- SHIFT: Nga “sa kushton” → te “sa vlen”.
- VALUE: Qartësi, transparencë, ndershmëri.
- CTA: “Besimi nuk blihet me çmim — fitohet me ndershmëri.”
ÇFARË BËRA
- Analizë e sentimentit publik dhe fjalëve kyçe negative.
- Analizë konkurruese: brand-emocion vs brand-teknik.
- Zhvillim i narrativës së re dhe kalibrim i tone of voice.
- 3 artikuj PR të gatshëm për publikim (Transparency, Reconnection, Value).
REZULTATI
- 10 faqe dokument strategjik (framework, tone of voice, artikuj finalë).
- Zhvendosje narrative → nga “çmim” te “vlerë & transparencë”.
Case Study — TELLUX
Brand name has been replaced for confidentiality (NDA)
Crisis PR & Narrative Reframing
Role: PR & Copywriting Strategist • Output: Communication strategy + 3 PR articles
NARRATIVE FRAMEWORK
- HOOK: “Telecom speaks, but doesn’t listen.”
- PROBLEM: Price dominates the public debate.
- SHIFT: From “how much it costs” → to “how much it’s worth”.
- VALUE: Clarity, transparency, honesty.
- Primary CTA: “Trust can’t be bought — it’s earned with honesty.”
WHAT I DID
- Public sentiment analysis and negative keyword mapping.
- Competitive analysis: emotion-first vs. tech-first brands.
- Built the new strategic narrative and calibrated tone of voice.
- 3 ready-to-publish PR articles (Transparency, Reconnection, Value).
RESULT
- 10-page strategic document (framework, tone of voice, final PR articles).
- Narrative shift → from “price” to “value & transparency”.