Chelluri Work, June 2010
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Chelluri Work, June 2010



Helps one understand my skill set & experience in Media & Communications Industry

Helps one understand my skill set & experience in Media & Communications Industry



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Chelluri Work, June 2010 Chelluri Work, June 2010 Presentation Transcript

  • Strategic Communications Shankar Chelluri
  • About Self
    • Overall 17 Years Experience in Media & Communications
    • Overview of Change in Hyderabad for last two decades – City, Politics & Business landscape from HiTec City, ISB, Gachibowli, Financial District, National Games, Games Villages to new airport
    • Completed M.A. (Economics) from Univ. of Hyderabad in 1993
    • Worked in Journalism – Business Reporting (Three newspapers)
    • Worked in PR agency – Client Servicing, Media Relations, Business Development, Crisis Communications, Handling Operations
    • Worked in Corporate – Corp. Communications department – Media Relations, Stakeholder Engagement, Advertising, Sponsorships, Internal Communications & Marketing Collaterals
    • Based at Hyderabad and open to travel
    • Married with 14-year old son in Grade IX, Sloka Waldorf School
    • Wife is working as Guest Faculty at Univ. of Hyderabad in Dept. of Sociology, completed Ph.D. (Sociology) from the same university
  • Areas of Expertise
    • Media Relations
    • Development of communication plans
    • Stakeholders’ engagement
    • Advertising & Sponsorship
    • Branding
    • Internal communications
    • Marketing Collaterals
    • Crisis communications
  • Business Journalism
    • Started as Business Reporter-cum-Subeditor in Indian Express in 1994-95
    • Worked at ICFAI as Senior Associate, 1995-96
    • Worked at Deccan Chronicle as Senior Reporter during 1996-2000
    • Worked at Times of India as Business Editor during 2000-01
    • Responsibilities:
    • Reporting, Editing, Page Layouts & Pagination
    • Reporting on exclusive stories, developments & trends
    • Sectors covered include – automobile, telecom, corporate, financial results, IT, healthcare, writing corporate profiles & soft stories
    • Started Property Times while working at ToI – conceptualized the special supplement with new trends & developments, interviews & special tips
    • Visiting manufacturing sites of companies in India & overseas
    • Got columnists to write special columns on Tax, Property, Corporate Governance, Stock Market Tips etc
  • Achievements in Journalism
    • Story on Vision 2010 of GoAP , IT Plan for using IT for all government work – G.O., file movement, updates on policies
    • Nagarjuna group swapping refinery plant for steel plant with Pennar group
    • Nagarjuna Group failed steel foray – losses & issues facing the foray
    • Problems with Global Trust Bank before the bank crumbled
    • Satyam Computers foray into ISP space with Satyam Infoway (Sify), listing with ADR on NYSE, integration of Satyam Enterprise into parent company
    • Reporting on former CM - N Chandrababu Naidu trip to Japan, China, Hong Kong seeking investments – ONLY REPORTER TO ACCOMPANY HIM
    • GTB chairman plans to start old-age home after quitting from the bank
    • MS developing Windows Enterprise software at Hyderabad & interviewed Bill Gates
  • PR Agency
    • Career shift from journalism to PR agency in mid-2001
    • Joined Genesis PR in Aug 2001 – brief stint till Dec 2001
      • Handled clients like ITC Agrotech, Dr. Reddy’s Labs, ISB, ITW Signode etc
    • Moved to Vaishnavi Corporate Communications Pvt Ltd as part of the start-up team. Dec 2001-Oct 2006
      • Handled clients from Tata group – TCS, Taj Hotels, Tata Steel, Tata Power, Tata Chemicals, Tata Motors, Tata Teleservices, Tata Tea, Tata Coffee, Trent, Voltas, CMC etc
      • Others include Ascendas Pte, IVY Comptech, ITC Agro, ITC Paperboards, Sun Microsystems, Nortel Networks, Sylvan Learning Systems, Channel V, Star Music, GMR Hyderabad International Airport
  • Responsibilities & Sectors
    • Responsibilities
    • Media Relations, Client Servicing, Development of Communication Plans & Business Development, Crisis Communications, Investor Relations
    • Handling branch operations – HR, IT & Administration as Regional Head – South handling Hyderabad, Bangalore, Chennai & Cochin
    • Sectors | Industries
    • Telecom, IT & ITeS
    • Manufacturing, Steel, Chemicals, Power, Automotive
    • Hospitality, Luxury & Entertainment, Beverages
    • Airport & Infrastructure management
    • Education, Insurance & Trading
    • Confectionery, Paperboards
  • Achievements at PR Agency
    • Successfully handled Dedication to the Nation event for Indian School of Business, Hyderabad by Prime Minister, Shri. Atal Behari Vajpayee.
    • Actively involved in handling media during the problem of package tampering for Dr Reddy’s Labs
    • Joined as Senior Manager and Elevated to the position of Regional Director in a span of 5 years at Vaishnavi Corporate Communications P Ltd.
    • Successfully managed issues like denial of FDI permission for higher education for client into becoming major crisis from media standpoint.
    • Instrumental in garnering business across regions and getting very good clients for Vaishnavi and generated Rs. 2 crore annual revenues.
    • Involved in the launch of a range of products – vehicles, confectionery items, watches & jewelery, beverages and properties
    • Crisis communications management for a number of clients
    • Restoring confidence in clients & operations by hand-holding when three branches underwent major restructuring & people left the company
  • Corporate Sector
    • Moved from PR agency to corporate sector in Dec 2006
    • Set up a team with six members handling a large portfolio
    • Involved in developing the entire communication strategy for the commissioning of the first airport developed under PPP model
    • Driving the above strategy for over 24 months till the airport opened in March 2008 with iterations at requisite intervals
    • Leadership role in managing the entire portfolio of Media Relations, Stakeholder Engagement, Advertising, Branding, Sponsorship, Internal Communications & Marketing Collaterals
    • Vendor & agency management for the airport for communications dept.
    • Event planning & management – inauguration of the airport
    • Driving pre-launch, launch & post-launch communication strategy for the airport – interaction with media, stakeholders group and industry
  • Achievements
    • Develop, lead and monitor the entire communication strategy for airport
    • Prepare stakeholders’ engagement communication plan
    • Increasing visibility airport in the media from local to national and getting international media attention on the airport developments
    • Using the large portfolio of viral marketing tools – social media, bulk mailers, SMS updates, video updates to stakeholders, billboards, radio campaigns & contests, advertising & sponsorships, CSR activities
    • Upping the ante on media visibility constantly as run-up to the airport commissioning
    • Drove the group’s first foray into sports branding with Hyderabad cricket stadium – entire eastern stand branded as GMR stand with corporate box
    • Involved in getting company to start airport bus for passengers
    • Handling many issues that could snowball into a crisis – labour issues, two airports, ground handling, rise in incremental costs etc
  • Crisis Communications
    • Factory closure and job losses at ITC Agrotech – huge media outrage at factory & HO
      • Worked with HR, IR teams in close coordination with CEO and devised a crisis communications strategy – slowly got out of the crisis
    • Package Tampering at Dr. Reddy’s Labs – huge media outcry that snowballed into national news with regulatory agencies getting involved
      • Worked closely with Factory, Packaging, Operations teams in close coordination with CEO office to defuse the crisis following development of detailed strategy
    • Denial of MHRD permission for allowing foreign universities in higher education from– 2 batches student had to lose academic year
      • Worked with Dean and US HQ team to tie-up with other institutions for placement of students, returning fees paid to college and counseling of parents | students
      • Huge media outrage initially due to bungling at client end along with students - able to defuse situation following clearly devised crisis strategy
    • Closure of unviable factory at Voltas and ensuing job losses & politicking
      • Worked with HR|IR|Legal teams and HQ office along with CEO to devise strategy, constant monitoring
      • Working with local police, media and union office bearers to drive home clients’ point of view why factory has to be closed and compensation package being paid to staff
  • Stakeholders’ Plan & Marketing Collaterals
    • Stakeholders’ Plan
    • Identify stakeholders groups for driving communication strategy
    • Develop communications plan to address each stakeholder within proper timelines
    • Engage stakeholders with constant dialogue, updates and understanding their concerns, issues while reiterating client | company point of view
    • Marketing Collaterals
    • Develop an entire suite of marketing collaterals – brochures, website, flyers, digital signage, SMS updates, films – brand | corporate
    • Develop in-house talent for making creatives
    • Engaged professional production house to develop theme films for the airport and also capturing airport progress for international broadcast
    • Mobile website application with ability to create revenue streams
  • Advertising & Sponsorship
    • Advertising
    • Develop advertising campaign plan
    • Selection of medium with good RoI
    • Identification of correct avenues
    • Develop proper theme-based creative
    • Used mixture of print, in-flight magazine and TV commercials
    • Explore new avenues for advertising
    • Sponsorships
    • Develop plan align with brand strategy
    • Explore opportunities for sponsorship to enhance product & brand value
    • Got the first sports sponsorship with eastern stand at Hyderabad cricket stadium named after GMR
    • Involved with sponsorship for lot of corporate, sports, events
  • Thanks for your attention To reach me: Home: +91.40.6576.3501 (Before 9 am & after 8 pm) HP: +91.99490.93501 Mail: [email_address] or [email_address] URL: Twitter: chelluri Skype: shankar.chelluri Blog: