Communication And Public Relations Consultant 15 09 06
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Communication And Public Relations Consultant 15 09 06

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Presentation made by Amir Jahangir, Chief Strategy Officer, Mishal Pakistan for the Privatisation Commission of Pakistan in 2007

Presentation made by Amir Jahangir, Chief Strategy Officer, Mishal Pakistan for the Privatisation Commission of Pakistan in 2007

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    Communication And Public Relations Consultant 15 09 06 Communication And Public Relations Consultant 15 09 06 Presentation Transcript

    • Communication Public Relations Consultant Privatisation Commission Government of Pakistan Mishal (Pvt.) Limited September 2006 Islamabad
    • Communication What to Achieve Why Communicate – Target Market Whom & What to Communication Content Communicate – When to Communicate – Timelines How to Communicate – Communication Tools August 2005 Jahangir Amir, CPRC: PC 2
    • Why Communicate ?
    • Target groups and attitudes regulators & framework, Society, Press & Media relevant ministries Employees and Investor relations Potential Employees and financial markets
    • Taking control; Going from existing to desired position P1 P2 Existing Desired attitudes, attitudes, mind-set mind-set and and perceptions perceptions August 2005 Jahangir Amir, CPRC: PC 5
    • Privatisation Survey 2005 2006 Well aware of the 80% 75% privatisation process Understanding about 35% 33% the issues PC’s future plans 55% 28% Is PC doing a good job? 72% 67% Sample size = 1200 online subscribers of brightspyre.com Education Level = bachelors + Income group = Rs. 20,000 + /month August 2005 Jahangir Amir, CPRC: PC 6
    • Privatisation Commission is… P1: Perception PC is viewed as: Selling the household silver One should know who is who at PC. The Government is not using the privatisation proceed properly. They don’t know what’s going on in the country, PC has no idea about the ground realities. Top level leadership is not efficient enough and has no interest in the interest of a common (wo)man There is no future for PC in the next 3-4 years. August 2005 Jahangir Amir, CPRC: PC 7
    • Privatisation Commission is… P2: Desired position PC aims to: Create awareness on PC’s achievements.. Success Stories Communicate the potential of various sectors in Pakistan w.r.t. entities available for privatisation Awareness on PC’s contributions in poverty alleviation through Good Governance Be the preferred Government institution for information on various industries and sectors Be a responsible and attractive citizen in the society at large (society and regulators) Be the most attractive employer in the industry for existing and future employees August 2005 Jahangir Amir, CPRC: PC 8
    • Whom & What to Communicate ?
    • Key messages A message which seeks to influence and change peoples’ opinions/ mindsets---- consumer behaviour A message must Be in national and/or regional languages: Pakistan Be in English or regional languages: International Include a rational & an emotional argument (pak) Support the core value of the transaction Support the desired position Be credible Be based on the business logic August 2005 Jahangir Amir, CPRC: PC 10
    • Key strategic communication Society, regulators and framework Create awareness on overall economy w.r.t. Sectors and industry Benefits of Privatisation Importance of Good Governance Contribution of PC in Poverty Alleviation Press and Media Importance of the transaction Impact and benefits International best practices The before and after performance Employees and potential employees Synergies across privatisation process Cost structure in Pakistan Invite case studies Exclusive audience & presentations Recognitation and appreciation Investors Relations and Financial Markets Synergies across privatisation process Sharing of Information and Data Share case studies Increasing ambitions in emerging market w.r.t. Various sectors Exclusive audience & presentations August 2005 Jahangir Amir, CPRC: PC 11
    • Integrated communication Important to secure: Same message from all spokespeople in different channels All spokespeople understand desired position Consistency with core values Persistent slogan Discipline In order to achieve: A consistent impression in all target audiences Repetitive memory patterns August 2005 Jahangir Amir, CPRC: PC 12
    • Who should be involved? CCOP August 2005 Jahangir Amir, CPRC: PC 13
    • Communication Strategy Mechanism CPRC Privatisation Integrated Communication & PR Strategy Commission STAKEHOLDERS AUDIO PRINT ELECTRONIC SEMINARS FOCUS MEDIA GROUPS •Radio Pakistan AM •Articles on issues concerning PC; •FM Radio Channels information, benefits and the strategy •Weekly interactive behind the initiative. programs to address the •Due Date Build-up •Expert opinion by leading issues relevant to PC. •Issues Awareness professionals •Role and achievements of •Interactive Sessions •The Honorable Minister’s chat PC •Success Stories session will be released to the •Live call ins for Q&A with •Image Building media as news item containing officials •Localized Content specific news etc. •Thematic communication •Thematic Communication •News and feature stories conveying on the true spirit of the PC a constructive image of PC’s project’s initiative in the form initiative of discussion programs. •Articles in leading newspapers and magazines about the activities and plans of PC. Seminars across Pakistan. Educational, promotional and awareness seminars and workshops •Informal discussions between prominent stakeholders press conference, informal •Dinners/luncheons in major cities get together, meetings and •Informal discussions with media and other stakeholders. seminars for media. Invite eminent speakers from financial institutions, industry and academia. electronic and media coverage. August 2005 Jahangir Amir, CPRC: PC 14
    • Channels and tools Bought advertising Profiling ads Product ads Sponsorships Editorial coverage Intranet news site and other internal channels Employees (statements, utterings) Result conferences/ presentations Alliances and partners Media platforms: encouraging media to develop programs on the privatisation process, benefits, contributions and impact August 2005 Jahangir Amir, CPRC: PC 15
    • Key spokesmen Top Management Media and press spokespersons Employees Board members and principals Allied and partners Consultants Creative Agencies Investment bankers August 2005 Jahangir Amir, CPRC: PC 16
    • Control expectations Society, regulators Press & Media and framework Employees and Investor relations Potential Employees and financial markets August 2005 Jahangir Amir, CPRC: PC 17
    • When to Communicate? August 2005 Jahangir Amir, CPRC: PC 18
    • August 2005 Jahangir Amir, CPRC: PC 19
    • Steps in a Transaction, When & How to Communicate? Cabinet / CCOP approval Financial Advisor (FA) hired Due diligence Privatisation strategy Needed restructuring, sectoral / regulatory reforms Expressions of Interest (EOI) Screening - Statement of Qualification (SOQ) Pre-qualification Due diligence by potential buyers Valuation approved by Cabinet Committee on Privatisation (CCOP) August 2005 Jahangir Amir, CPRC: PC 20
    • Steps in a Transaction, When & How to Communicate? Pre-bid conference (s) Bidding process approval by Board and CCOP Media invited to observe bidding Board and CCOP approve price and bidder Letter of Intent to successful bidder Sale agreement Payment process and management transfer Highlight the success on a periodic basis Conclusion: Transparency August 2005 Jahangir Amir, CPRC: PC 21
    • Experiences
    • Current Clients Industries: Gems & Jewelry Marble & Granit Dairy August 2005 Jahangir Amir, CPRC: PC 23
    • Previous Experiences
    • The CSF Experience Issues: 2006 - to date Media Outreach Brand Building Corporate Identity Credibility Stakeholder’s Connectivity Media Training Strategic Alliances Innovation Journalism Capacity Building Media Platforms International Communication International, Regional and Domestic Conferences August 2005 Jahangir Amir, CPRC: PC 25
    • The PISDAC Experience Issues: 2005 – to date Media Outreach SWOG Image Building Perception Building Credibility Innovation Leadership Brand Identity Market Positioning Crisis Management Creative Support Communication Strategies August 2005 Jahangir Amir, CPRC: PC 26
    • The PTCL Experience Issues: 2000-2004 Privatization Poor Market Penetration Perception Building Credibility Innovation Leadership Rightsizing Investment Stock Analysis Image Building Crisis Management Employee Orientation Products and Services August 2005 Jahangir Amir, CPRC: PC 27
    • Strategic Alliances, Partners and Corporate Memberships International Communication International Association Sociological Association August 2005 Jahangir Amir, CPRC: PC 28
    • How to Communicate?
    • Relationship F e S e u d p Pervez Ehsan B p o CEO CPRC a r c t k S Media & Public Relations Strategy Development Industry Analysts t M e a To be identified Amir Jahangir c f Relationship Manager Chief Strategy Officer Outsourced h f as per transaction a Tooba Iqbal Madiha Zahid requirement n Coordination Strategic Planning i Content Development s m August 2005 Jahangir Amir, CPRC: PC 30
    • No. of Man Hours S. No. Team Member Job Title No. of Hrs/M 1 Pervez Ehsan Chief Executive Officer 8 2 Amir Jahangir Chief Strategy Officer 8 3 To be Hired Relationship Manager 42 4 Madiha Zahid Asst. Manager Strategic Planning 65 5 Tooba Iqbal Coordination and Content Development 65 6 Muhammad Ali Office Boy/Dispatched Rider 65 TOTAL 253 August 2005 Jahangir Amir, CPRC: PC 31
    • Communication Tools
    • Communication Tools RSS Feeds Email Intelligent Fax Short Messaging Service - SMS Snail Mail / Courier / Dispatch Rider Video News Release “VNR” Interactive Sessions August 2005 Jahangir Amir, CPRC: PC 33
    • RSS Feeds for Stakeholders • Journalists • Media Organizations - Domestic • Media Organizations - International • Stock Market Investors and Analysts • Fund Managers and Investment Consultants • Anyone Interested in Investing in Pakistan August 2005 Jahangir Amir, CPRC: PC 34
    • RSS Feeds for Stakeholders • A weblog is a two-way conversation, not a top-down communication medium. • Find out what others are saying about you and your organization and activities. • You do need to be able to write and communicate through Handouts, Press Releases, News Items and Tender Docs etc. • Some topics are verboten – Avoid controversies • Be sure to know your keywords. i.e. Pakistan, Investment, Privatisation etc. • Know your confidentiality limits. – You don’t have to communicate everything • Know why you're blogging - ???????? August 2005 Jahangir Amir, CPRC: PC 35
    • emails Methodology • Encourage people to get registered for immediate press releases, handouts and other information about Privatisation Commission. • Develop different mailing lists of: • Journalists and media organizations reporting on investment, finance and Privatisation to be maintained for communication. • Industry experts and analysts to be communicated on issues in advance. • People interested in the news and information on Privatisation August 2005 Jahangir Amir, CPRC: PC 36
    • iFAX Methodology • More then 50 faxes at a time (saves time between 1st and the last fax, PC send approx 50 faxes for any news/handout as a press releases ) • Up to 80% saving on your current fax bill • Fully web-based interactive reporting and billing system • User friendly Web Interface to Track Transmission • Resend failed transmission by yourself on a single click August 2005 Jahangir Amir, CPRC: PC 37
    • SMS Alerts Methodology • Encourage people to register there Mobile Devices with the Privatisation Commission for SMS Alerts for the following: • Breaking News • Latest Press Release Alerts • Handout Information • Due Date Buildup • Develop different SMS category lists of: • Journalists and media organizations reporting on investment, finance and Privatisation to be maintained for communication. • Industry experts and analysts to be communicated on issues in advance. • People interested in the news and information on Privatisation August 2005 Jahangir Amir, CPRC: PC 38
    • Dispatched Rider Snail Mail Methodology • Specially Privatisation Commission’s branded envelops. • They will enable the reporters to quickly identify the mail from PC • Distinguished color will attract the reporter to pickup the envelop. • Customized design will help in recognizing the envelop in the lot. August 2005 Jahangir Amir, CPRC: PC 39
    • V.N.R. Methodology • In this age and time, news is reported every hour on the hour. • To get the maximum exposure for PC news on the electronic media, Video News Releases (VNR) should also be used, which will assist the media organizations for the following: • Stock shoots of Privatisation Commission and different other entities (archives and new) • Interviews and statement of the stakeholders • Animated logos and graphs etc. • Complete news packages and stories August 2005 Jahangir Amir, CPRC: PC 40