Dgpr media strategy analysis 2015 challenges and responses

DGPR Media Strategy 2015 - Challenges and Responses
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DGPR MEDIA STRATEGY 2015
CHALLENGES AND RESPONSES
(Final Public Relations Project)
SUBMITTED BY:
AYESHA MIRAJ 20
SANA NIAZ 26
UMAIR IRSHAD SANDHU 32
BS (Hons) Mass Communication
Session: 2012-2016
SUPERVISED BY:
SHABBIR SARWAR
Assistant Professor
Institute of Communication Studies (ICS)
University of the Punjab, Lahore

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Certificate of Approval
It is certified that this research paper on the topic “Analysis of the PR strategies of WAPDA 2015,
Challenges & Response” is an original work completed by Ayesha Miraj (20), Sana Niaz(26) & Umair
Irshad Sandhu (32) under the supervision of Mr. Shabbir Sarwar. This study was conducted for the
fulfillment of requirements for the B.Sc (Hons) Mass Communication Degree with specialization in
Advertising & Public Relations, Session 2012-2016 from the Institute of Communication Studies,
University of The Punjab, and Lahore.
Ayesha Miraj (20) ________________________
Sana Niaz (26) ________________________
Umair Irshad Sandhu (32) ________________________
Mr. Shabbir Sarwar (Project Supervisor)

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Acknowledgment
All Praise to the Allah Almighty, the Most Beneficent & the Most Merciful
One of the great pleasures of writing this study is acknowledging the efforts of many people who may
not appear on the cover but their support, cooperation, friendship and understanding were very useful
in this project.
Firstly we are extremely grateful to our parents who were always there for us. They
encouraged us throughout our life and from the start till the end of this project.
Secondly, we express our sincere gratitude to our Teachers & Supervisors Sir Shabbir Sarwar
who guided and motivated us at every step and Miss Lalarukh Naz and Miss Hafsa Javed from
DGPR. Their careful reading & constructive comments were very valuable in the making of this
project. It was due to their support, guidance and assistance that we have completed this study.
Finally, we would like to thank all of our friends who were always there for us whenever we
needed them. Their support was more than enough for us.
May ALLAH Subhana Wa Ta’ala bless all of us & guide us to the right path (Ameen).

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ABSTRACT
The aim of the project was to evaluate the PR strategy of DGPR during the year 2015 to analyze the
response of the Punjab government PR organization during the said year. The study was conducted by
the qualitative method intensive interviews and partial content analysis. The interviews of DG Public
relations and PROs working in the DGPR were conducted for this study. The data analysis revealed
that DGPR remained unable to respond the challenges faced by the Punjab government in an
appropriate manner during the year 2015. However, the strategy to deal with the print and electronic
media was more effective as compared to the social media where a lot of propaganda was made
against Punjab government with reference to 10 issues selected for the study to evaluate the DGPR
counter strategy as a test case.

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Table of Contents
ABSTRACT .............................................................................................................................................4
INTRODUCTION....................................................................................................................................7
Public Relations Strategy...................................................................................................................9
Significance of the study ..................................................................................................................10
Scope of the study.............................................................................................................................11
Rationale............................................................................................................................................11
Objectives..........................................................................................................................................11
Research Questions ..........................................................................................................................12
Chapter 2 ................................................................................................................................................13
Public Relations and Pakistan ................................................................................................................13
Punjab and Public Relations ...........................................................................................................15
Organization information of DGPR ...............................................................................................15
Logo ...................................................................................................................................................16
History of DGPR ..............................................................................................................................16
(ORGANOGRAM, 2016) Vision and Mission.................................................................................17
Objectives of DGPR .........................................................................................................................18
CHAPTER 3...........................................................................................................................................20
Methodology of the study.......................................................................................................................20
Issues: ................................................................................................................................................20
Intensive Interviews of PROs of different sections of DGPR................................................................21
Definition: ......................................................................................................................................21
Interview of DGPR Punjab Raja Jahangir:.........................................................................................21
Interview of Miss Amber Print Media Department: ....................................................................26
Interview of Miss Lalarukh Naz Deputy Director Electronic Media Department ....................31
Interview of Mr. Shahid Nawaz Deputy Director IT department ......................................................33
Interview of Mr. Nasir from the Advertisement Department......................................................36
Chapter4 .................................................................................................................................................39
Issues and Media Strategy of DGPR in 2015.........................................................................................39
Issue 1.................................................................................................................................................39
Orange Line Metro Train Project .......................................................................................................39
Issue 2. ...............................................................................................................................................46
Law and Order .................................................................................................................................46
Issue 3. ...............................................................................................................................................51

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Kasur Child Abuse...........................................................................................................................51
Issue 4. ...............................................................................................................................................54
Donkey Meat and Ayesha Mumtaz.................................................................................................54
Issue 5. ...............................................................................................................................................57
Nandipur Power Project..................................................................................................................57
Issue 6. ...............................................................................................................................................61
Bhawalpur Solar power Plant.........................................................................................................61
Issue 7. ...............................................................................................................................................64
Drainage System after Rain.............................................................................................................64
Issue 9. ...............................................................................................................................................67
White Paper by PTI .........................................................................................................................67
Issue 10. .............................................................................................................................................69
Loadshedding....................................................................................................................................69
CHAPTER 5...........................................................................................................................................72
SWOT analysis of Media Strategies and Conclusion ............................................................................72
CHAPTER 6...........................................................................................................................................77
Conclusion..............................................................................................................................................77
Recommendations ..................................................................................................................................80
REFERENCES.......................................................................................................................................82

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INTRODUCTION
There is urgency in the necessity for communicators to think and practice strategically in order to be
relevant in today's world. This is not always as easy as it seems as communicators often aim for this
goal in unfavorable conditions, and at times, in an unsupportive environment. This is because many
organizations do not see communication as being quantifiable or measurable in terms of results,
therefore, communication may not be perceived as being strategic. Nevertheless, the communicator's
role, as practiced through the discipline of public relations, does play a significant role in the national
and international world. The recent shift to strategic thinking and planning by public relations
practitioners is a paramount reason why public relations are increasingly viewed as amongst the many
professions. (Potter, 1998)
In today's global strategic environment public relations impacts the strategic decision-making process
by the dissemination of the strategy so that a full understanding can take place as a prerequisite for the
building, consolidating and maintenance of relationships, that underpin the quintessential function of
the public relations practitioner. Also, 'Strategic communication thinking recognizes the cause and
effect relationship between our communication activities and the achievement of the organization’s
mission. It means that communication programs support successful completion of the organization’s
strategic activity in a measurable way'
There are many different definitions of strategy, strategic thinking and strategic planning. There are
also different types of strategies, such as long-term or classic strategic plans, emergent strategies and
strategies designed for the implementation of business plans, public relations strategies for handle
crisis management, issues, special events and industrial relations matters to name just a few. Strategies
also exist at many different levels of an organization and for many different purposes. In fact, the word

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'strategy' confuses many students, as is evidenced by the submission of 'strategies' that are often
nothing more than a list of good ideas, or campaign steps in chronological order of action.
Initially, strategy referred to the role of a military commander and his art and skill. It later came to
mean managerial skill in administration, leadership, oration and power, for instance, and later was
generalized to include all aspects of coordinating and planning intellectual and physical skills in order
to best position oneself or organization for the long-term purpose at hand. A simple but apt definition
of strategy is that it is a series of planned activities designed and integrated to achieve a stated
organizational goal. A more academic definition is that 'strategy is a pattern or plan that integrates an
organization’s major goals, policies, and action sequences into a cohesive whole. A well-formulated
strategy helps to marshal and allocate an organization’s resources into a unique and viable posture
based on its relative internal competencies and shortcomings, anticipated changes in the environment
and contingent moves by intelligent opponents'.(Mintzberg and Quinn, 1991:5).
A public relations strategy, or strategic communication, is a process by which the leadership of an
organization deliberately manages its communications proactively so that they are open, candid, and
focused on the people and the ones involved in it as the first cause (D'Aprix, 1996:5). There are many
ways in which one can define a public relations strategy, such as simply instructing the involved
public relations practitioner as to what to do and when to do it. The strategy orchestrates multiple
messages to assure a harmonious flow of communication to produce optimum stakeholder/s response.
The public relations strategy usually has two parts these are the strategy statement, that defines
primary objectives and organizational actions to be taken to achieve the strategic goals. The second
part is the communications strategy, a list of communication efforts to be made, including a list of
channels to be used for each. They should be accompanied by timetables that specify sequences of
events and identify individuals responsible (Brody ,1988)

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Public Relations Strategy
Public relations strategy concentrates on the key role a public relations practitioner plays within the
strategic decision-making process. For the public relations function to be carried out with optimum
results, the public relations role must operate within the parameters of the decision-making dominant
coalition of the organization.
This paper examines the long-term strategies of an organization through its strategic planning, and
introduces the key concepts of goals, objectives, policies and programs, and the concomitant public
relations strategies that should be either embedded in the organization’s major strategic plan or be
compatible to it. From a public relations perspective, strategies need to be designed for communication
with all target groups in mind, such as employees, government, pressure groups, community, and so
on. Strategic decisions also need to be made to define an organization’s image and ethical parameters,
an order to determine how the organization will respond to crisis and issues situations. Therefore,
corporate culture, ideology, values and beliefs, systems and bother processes influence the public
relations strategic planning in social, economic and political contexts.
Before a strategy is devised, there are some basic questions that need to be asked such as: What issue
are we dealing with? What is our purpose for the strategy? What are our aims? What do we stand for?
How do we see ourselves? How do others see us? What values and beliefs do we hold? How can these
be made manifest in our strategy? How do we view our targeted audience? Each of these questions,
and many more that could be added, should be seriously considered and satisfactorily answered before
progressing in any business direction. Once a pattern emerges that clearly indicates where you should
be heading, how you will proceed, why you are heading in your chosen direction and when you need
to do what, you are ready to start building the framework of your strategic plan.

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The main topic of our study is to examine the 2015’s media strategy of the DGPR as the Main purpose
of DGPR is to serve the government of Punjab. The Directorate General Public Relations or simply
DGPR is the government department which deals with the public relations of the Punjab Government.
It deals with practical and application of all the tools and tactics of PR and Advertising in an efficient
manner.
It acts as a bridge between the public and the Punjab government and it has been performing its
functions to disseminate the information and publicize the Punjab government's efforts, welfare
policies and development projects through effective utilization of media which includes publicity,
image building of the Government, issuance of handouts, Press notes and also through maintaining a
close liaison with the press. It also keeps the Government informed about the reaction of the public
either favorable or hostile towards government policies through an elaborate and effective feedback
system. DGPR also promotes the national integration, cultural activities and organization’s relevant
seminars and symposia.
Significance of the study
The study will help policy makers. Once this study will be completed it would help the policy makers
as it will give a better overview of the current and previous policies and strategies of the DGPR. For
DGPR this study will give them some recommendations to improve their strategies. For PR
Practitioners, it will provide an insight on how strategies are made. This study will enable the students
of PR to learn how working body of government interact with general masses, manage news media,
use different tools to deal with and cope with crisis situation. For researchers it will give them a better
overview of the strategies and response of the DGPR. This study is significant to those who want to
know how DGPR handles the negative propaganda by the media. This study will help to analyze the
current situation of DGPR.

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Scope of the study
This study will helpful to those who want to conduct further study on this topic.
People who want to know the projection of the challenges and their responses by the DGPR.
It counseled the researchers to identify what kind of challenges the organization faced during last year
and how they react on these issues. This study also provides solutions about how to improve the image
of the Punjab government in front of the public.
Rationale
The rationale for selecting this topic is to analyze the public relations strategies of DGPR 2015 and to
see what challenges they faced and their response to these issues. The main purpose of the DGPR is to
positively promote the Punjab govt. and as in the last year the government faced many issues that were
followed by heavy criticism by the public. So, it falls on DGPR that how they handled the issues,
turned them into positive image building factors and rebuild the image.
Objectives
1. Researchers have found the following objectives in order to conduct this study
2. Evaluation and Investigation of the Punjab govt. survival during the 2015 crisis
3. Strategy by which DGPR tackled the electronic, print and social media that is not easy to
control and see how they did that.
4. Relation of DGPR with journalists and media in general and political beat reporters in
particular
5. Analysis of the Social Media strategy of DGPR during the year
6. How DGPR responded to the various communication challenges on the following issues

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Research Questions
1. What were the media strategies of DGPR in 2015?
2. What were the challenges faced by DGPR in 2015?
3. What was the response of DGPR to all the challenges?
4. What was the image of Punjab government in 2015 and how DGPR improved it??

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Chapter 2
Public Relations and Pakistan
Public relation in Pakistan is of four types which are as follows:
1. Govt. sector public relation
2. Federal govt. public relation
3. ISPR
4. Private sector public relation
The history of public relations in Pakistan is quite old but the widespread use of Public Relations
techniques took roots in the beginning of the twentieth century when some British firms use PR
strategies to build up the good image of their organization and to publicize its sale products. Earlier,
the British Government in India had established Public Relations offices at the Provincial level to keep
the public informed about the official policies, welfare schemes and development plans launched by
the government, while at the same time keeping itself fully informed about the views and reactions of
the public to various official policies/ measures. The Provincial Public Relations/Information
Departments also performed protocol functions, administered the Press Laws and issued official
advertisements. Such was the state of affairs in the domain of PR in the South Asia Sub-continent till
1947. We can, therefore, say that modern PR practices had just started here when the British left India
and when two independent and sovereign states of Pakistan and India appeared in the Sub-continent in
the middle of August 1947.
Public relations are one of many strategies that government can utilize to increase policy dialogue with
citizens. But an effort must be made to maintain and promote the ethical practice of public relations to
prevent public relations from becoming propaganda.

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Public relations play very important role in government as the public relations and public diplomacy
are similar. The Government public relations contributes to implementation of public policy, assisting
the news media in coverage of government activities, reporting the citizenry on organization activities,
increasing the internal cohesion of the organization , increasing the organization’s sensitive to its
public’s and mobilization of support for organization itself.
Government public relations could be considered the idealized version of public diplomacy, at least in
the domestic context, because the government is identifying and clarifying arguments with
constituents so they can make their own judgments. Ideally, government public relations are used with
honesty and sincerity because, as an "ideology factory," several competing ideas must be addressed by
the government and constituents alike. Thus, government public relations have to be treated with the
utmost care, as it can be used and misused. Government public relations are even more distinctive than
public relations or public diplomacy because it specifically identifies the entity that is performing
public relations. In particular, government public relation is more specific than public diplomacy for
two reasons:
(1) It is concentrated in a specific, targeted area where the government has jurisdiction and
(2) It implies that the government may not be engaging in a two-way communicative, problem solving
process with another area or country.
In this manner government public relations suggests that the government is focused on solving a
problem.

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Punjab and Public Relations
Development of public relations in Pakistan especially in Punjab is increasing day by day. The
organization which is working for the each successive government in Pakistan recognized the
importance and need for molding the public’ s opinion through public relations or publicity.
Consequently, the operations and functions of PR or Information departments were gradually
expanded to many new areas.
Organization information of DGPR
This Directorate General Public Relations has been performing the functions to create better
understanding of government efforts, policies and political will in the public through dedicated efforts
by effective utilization of mass media, publicity and media management and image building of Punjab
government. It also promotes national integration and cultural activities and organization of relevant
seminars and symposia. The DGPR maintain Press Laws relating to newspapers, books, magazines
pamphlets, posters etc. entrusted to the Home Department and control on the reproduction of books
and literary works of foreign origin, screening of periodicals and magazines, particularly the foreign
magazines of repute. The DGPR also provide press clippings of public demands, complaints suffering
etc to relevant departments / agencies.
The Technical Section (Sound) of the DGPR provides public address system for the official meetings /
public functions. Its Advertisement Section release official and semi-official advertisements through
media. It Facilitate for the journalists including accreditation of press correspondents and press
photographers, etc and preparation /screening of films and documentaries and speech writing. The
network of Director Public Relations / Deputy Director Public Relations / District Information Officers
at Divisional /District level and attach Public Relation Officers to Governor, Chief Minister and

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Provincial Ministers is another function of this Directorate General Public Relations. Overview.
(2016).
Logo
History of DGPR
This Department firstly established as Directorate in early 1940 and up-graded as Directorate General
Public Relations, Punjab in 1984. This department is the main publicity arm of the Punjab
Government. It essentially deals with dissemination of Information, Public Relations and Protocol
duties, focusing mainly on projection of official policies, activities and development programs through
issuance of handouts, Press notes and through maintaining a close liaison with the press. It also keeps
the Government informed about the reaction of the people either favorable or hostile towards its
policies through an elaborate feedback system. Its field offices are located at "8" Divisional
Information Offices, "27" District and "1" Liaison office at Karachi as well as a Southern office at
Multan respectively.
The Headquarters at Lahore draws extensive support from the Press Information, Films Unit,
Publications Unit, Research and References, Press Laws, Advertisement and Technical Sections and
New Electronic Media Section in performing its duties.

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In order to achieve the above targets and to ensure smooth functioning of the department, the
following sections have been established at Headquarters Office:
(ORGANOGRAM, 2016) Vision and Mission
While transforming Allama Iqbal’s vision into reality, in the shape of an independent and
sovereign state of Pakistan, It is our prime responsibility to fulfill the aspirations and vision of the
Quaid-e-Azam. And Punjab, being the largest province has to play a leading role in this national task.
While all departments, state organs, institutions and individuals should play this role, the role of Public
Relations can hardly be over emphasized as in this age of information thrust; human minds and efforts
are largely affected by Public Relations strategies and initiatives. As such, the PR set-up of the
Provincial Government has to play a more pivotal role in creating awareness, civic-sense (termed as
common sense in the advanced countries) and sense of responsibilities among the public besides
apprising them of efforts, measures and strategies of the government adopted for the collective welfare
and betterment of the common man. For this purpose, there is a Directorate General Public Relations

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Department headed by the Director General of BS- 20 and assisted by Directors, Deputy Directors,
Information Officers, Article Writers and ministerial staff at provincial, divisional and district levels.
The Public Relations is one field where goals cannot be set up in material terms with the exception of
some short-term objectives i.e. publicity of development projects, activities of Ministers, projection of
departments etc. while the results of the efforts of PR people regarding inculcating civic sense,
awareness of social responsibilities among general public cannot be seen or measured in near future as
the fruits of such efforts appear after years or decades. The Directorate General Public Relations has to
implement the strategy of the department with full devotion without caring for measuring goals in the
near future.
Objectives of DGPR
 To create better understanding of government efforts, policies and political will in the public
through dedicated efforts by effective utilization of mass media.
 Publicity and media management
 Image building and Government hospitality
 Promotion of national integration and cultural activities and organization of relevant seminars
and symposia.
 Administration of Press Laws relating to newspapers, books, magazines pamphlets, posters etc.
entrusted to the Home Department.
 Control on the reproduction of books and literary works of foreign origin.
 Screening of periodicals and magazines, particularly the foreign magazines of repute.
 Provision of press clippings of public demands, complaints suffering etc to relevant
departments / agencies.
 Provision of public address system for the official meetings / public functions.

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 Release of official and semi-official advertisements through media.
 Facilities for the journalists including accreditation of press correspondents and press
photographers, etc.
 Attachment of PROs to Governor, Chief Minister and Provincial Ministers.

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CHAPTER 3
Methodology of the study
The study involves the selection of important issues from the year 2015 and analyzing the media
strategy of DGPR regarding those issues. The study is based on the intensive interviews and content
analysis as the methodology of our study. We will ask the concerned people connected to the said
issues about the media strategy they used to counter the issues that will include the use of the media
listed below which would be followed by a SWOT analysis of DGPR and result of the study.
 Electronic media
 Print media
 Social media
 ATL & BTL
Issues:
1. Orange Train
2. Law and order
3. Kasur Child Abuse
4. Donkey meat & Ayesha Mumtaz
5. Nandi Pur Power Plant
6. Bhawalpur Solar Power Plant
7. Drainage system after rain
8. Chaudhary Muhammad Sarwar’s resignation
9. White Paper by PTI
10. Loadsheding

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Intensive Interviews of PROs of different sections of DGPR
Definition:
An intensive interview (or "in depth interview") is a qualitative research technique that is
typically done face-to-face and uses flexible, open-ended questions to explore the respondent's
perspectives on a particular idea or situation.
Interview of DGPR Punjab Raja Jahangir:
Special interview was arranged with the Director General Public Relation Punjab for this
project. Mr. Raja Jahangir took charge on August 20, 2015 when Punjab was facing many issues.
Following is the detailed interview with him.
Q1. How DGPR countered the negative coverage of metro project of Punjab govt.?
Mr. Raja Jahangir: The main issues that were coming regarding the Orange Line Train are like:
1. People displaced largely but we compensated them.
2. Heritage Building’s issue was raised but like we said many times earlier, that we will not
destroy or harm any heritage building in the way of Orange Line Metro Train Project. The case
is filed in the court about Orange Line Metro Train Heritage building problem. High Court
took decision against us when we asked for NOC. So, now we have approached the Supreme
Court.
3. The negative feedback from the people which we tried to change by doing surveys and giving
solutions to their problems after all Orange Line Train is basically a project for Poor People. 5
lakh people will get benefited from this train daily.
Q2. How DGPR have countered the Law and order situation in Punjab?
Mr. Raja Jahangir: Nowadays Law & Order is not about Street Crimes and thefts. It is more
of security issues and security threats to this society and state. You can also see what’s happening in
our country from last many years. Now Government has done many good works regarding the law and

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order situation. Bombing was going on 2015; Punjab Government has done a fantastic job in 2015 to
stop that heinous crime, other things may include the formation of Counter Terrorism Department in
Civil Armed Forces that is also the first Counter Terrorism department of Pakistan.
Last that Year, State reinforced some other laws to change the condition all in all e.g. Many
new laws have approved like Loud Speakers are not allowed in Mosques to prevent the sectarian fights
and killings, if you want to rent your house firstly u should inform the Police and the rent the house.
Q3. How you manage to convey your message to the society where every person has a
different mindset?
Mr. Raja Jahangir: Our Challenges about Communication are different. One is that Religious
Extremists in our society and the other liberal western element in society. We catered them both so we
have to give two different messages to the society. Liberal elements are the Opinion makers of this
country and you can see that liberal elements are also sitting on TV all the time. We have to give
messages to the liberal elements that, we are progressive in our deeds and we are moving towards
slightly to the west. We have also to give messages to the Religious Extremists that we are doing our
works according to the religious deeds. We should have to be very careful about conveying our
messages to both elements.
Q4.There were news in media about the presence of Punjabi Taliban and Daish in some cities
of Punjab including Lahore how DGPR countered the news?
Mr. Raja Jahangir: Basically, we are Confused about Good and Bad Talibans from many years. But
after the incident of APS Peshawar, we realized that they are wild people and then we started
operation against them all over the country. There is also one element present in media who keep soft
corner for Talibans, so they have their own view points. Recently, Shehbaz Sharif Government also
hanged Religious Extremist Mumtaz Qadri, after that incident, we all know that we lost our vote bank

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in those areas. Malik Ishaq, who is a very danger terrorist and was involved in killing Shias at
Pakistani & Iranian Borders, he was also killed by Punjab
Q5. How DGPR responded to the comments of the people and the media according to
which Shehbaz Sharif is said to be involved with the talibans and is in talks with them?
Mr. Raja Jahangir: Government recently has clarified that Shehbaz Sharif has no Soft Corner for the
Talibans and has nothing to do with them.
Shehbaz Sharif has no love loss for Talibans. Rather Punjab is the only Province to take
concrete steps to vanish eradicates Terrorism. 700 Terrorists are killed by Counter Terrorism
Department Punjab.
Q6. How DGPR handled the Nandipur matter and the negative publicity that came
with it?
Mr. Raja Jahangir: Nandipur is a federal subject. It was a shutdown project. CM Punjab helped the
federal to reopen it again. Somehow Media projected it very negatively.
Q7. How do you see the major problem of energy crisis in Punjab?
Mr. Raja Jahangir: Loadshedding is basically a federal government project. But Punjab Government
is working on many energy projects such as Quaid-e-Azam Solar Power Plant in Bhawalpur. Coal
Plant is Shawl and the other one in Sheikhupura. Hope so we will get 5000 MGV electricity from
these projects in 2017.
Q8. A great hype was created in 2015 with the discovery of Donkey Meat served in the
hotels and cafes of Lahore by Ayesha Mumtaz, how you handled that situation?
Mr. Raja Jahangir: It’s a Media Cycle. I think Donkey meat is a media exaggeration.

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Q9. The resignation from the Governor of Punjab Ch. Muhammad Sarwar was a
great issue back then, how you managed to tackle the bad publicity and party image?
Mr. Raja Jahangir: It’s a Political Issue. Punjab Government did not get any effect from Ch.Sarwar
resignation. Now you can see that PTI is consistently losing election in Bi Elections.
Q10. The publication of White Paper by PTI was also a try to hit the reputation and
working of Punjab Govt. how you see that?
Mr. Raja Jahangir: It was the work of opposition and didn’t have any effect on the party mage or the
image of Punjab as the allegations were proved wrong. It is the 3rd World Country. We are working
on every issue. We can’t change overnight. Government has fewer resources. People did not pay their
taxes regularly and they aspect New York type Health Care System. But Punjab Government is
working Day and Night for the Sake of People.
Q11. After being appointed as DG, what new Changing u brought in DGPR Punjab
Office?
Mr. Raja Jahangir: We did not use technology very much earlier, like Whats app and other
technologies so we are trying to put them into good use for communication. We are sending Good
Image of Punjab internationally and provincially via Newspapers
DGPR is also working with Radio for the first time now and we have established a Digital
Media Cell. We are connecting information with Culture. We are highlighting the initiatives of Punjab
Culture. We are also engaging with the youth specially Universities Students. For that case, we
established a Cell for Youth.

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Q12. How you see the future of Public Relations in DGPR and other Public Relation
institutes?
Mr. Raja Jahangir: Today is a world of communication. We have to be sincere with this degree (P
R). We should concentrate on our history, literature & international affairs. It’s a competitive world
and we are a below average nation who needs to become a strong nation.

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Interview of Miss Amber Print Media Department:
The researchers met people from different departments of DGPR to study their strategies. To
study the Print Media strategy, they met Miss Amber from the Print Media department who told them
about the various strategies used to counter the issues Punjab govt. faced in the year 2015.
Q1. What is the hierarchy at the Print section of DGPR and how the issue is responded
once it is brought to the Print department?
Miss Amber: The hierarchy as per told by Miss Amber constitutes of the below mentioned concerned
people through which any information passes. The issue is brought to the sight of Deputy Director
Public Instructions of the department and then is passed on to Public Relation Officers and information
Officers. They formulate a strategy and the medium through which any information and news is to be
disseminated. It might be through handout, press releases, columns, editorials, press conferences etc.
Q2. How any issue is countered at the Print Section of DGPR?
Miss Amber: We publish articles to change the negative perception of people to positive perception.
We handle every project and issue keeping the National interest in mind and tell people what things
are being sent to their way.
DDPI
• Deputy Director Public Instructions
PRO'S
• Public Relation officers of different
dept.
IO'S
• Information Officers of different
dept.

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Q3. What was the media strategy of DGPR regarding Orange Line Metro Train
project?
Miss Amber: When this Project was announced the propaganda against the project and Punjab
government started and different allegations were made against it like: Punjab Government gave the
budget of Health & Education Department to Orange Line Train. Yes, it’s true, but the reality is
something else like if specific budget is pending in Health Department that was not put into use by the
Health Department, in that case the Pending Budget goes to Orange Line. It’s a Policy that if some
department has left extra budget then it’s their duty to return back to government. So that Our DGPR
Print Media Department started investigation about all matter & we call the Finance Department of
Punjab and ask for allocation of the useless budget of other department to be used at the project that
needs on the spot funds.
In addition to this we released Handouts, Press releases, Press briefing & arranged Seminars on
Orange Line Train in 2015. There is a lot of controversy about the OLMT destructing the Historical
Buildings that are situated on the route of Orange Line Metro Train. The Punjab Government arranged
Press conferences in which they invited archeologists. Archeologists cleared the rumors about the
historical buildings issue. Archeology Department & Walled City Lahore briefed Press in historical
building controversy.
Punjab Government also compensated to the Victims of Orange Line Train. There was a lot of
negativity on media that Punjab Government did not give money to the residents living on the route of
orange line. We made sure everyone was paid but if someone was not paid that money that might be
because they didn’t have proper documents to make the claim. Punjab Government gave money to the
maximum residents living on the route of Orange Line Train.

28
Q4. How the Nandipur Power Plant controversy was handled by DGPR especially
when the project was regarded as a failure of Shehbaz Sharif?
Miss Amber: Print Media Department of DGPR visited the Site & saw how much work WAS going
on and to see if people are getting affected by the work. They also talked to the area site people. By the
Way, Nandi Pur is a Federal Project and Shehbaz Sharif had nothing to do with it. It doesn’t belong to
Punjab Government. Punjab is suffering hugely from Loadshedding due to which Punjab Government
collaborated with Chinese Financers & Private Sectors to start many Energy Projects in many cities of
Punjab specially Quaid-e-Azam Solar Energy Plant in Bhawalpur. Punjab Government is also
financing in all energy projects. Team of DGPR Print & Electronic Media also visited the sites.
Q5. DGPR handled the sensitive issue of Child Abuse in Kasur, what were the
challenges that came in the way of tackling the issue?
Miss Amber: It was Sensitive & Critical Issue. These types of things are already prevailing in our
society unfortunately. Child Abuse is one of the biggest issues in our society.
 The Issue of Child Abuse has not been highlighted in media adequately because it could harm
the nation interest on international platform and it might have devastating effect on children as
kidnapping issue had nowadays.
 Our DGPR formulated a team which was stationed at Kasur. Nowadays DGPR Team is also
preparing a campaign on child abuse. It will be Airline on TV Channels very soon.
Q6. Quaid-e-Azam Solar Power Plant in Bhawalpur was one of the much loved topics
of discussion in 2015 by the people and media and was criticized heavily. How DGPR
managed to counter it?
Miss Amber: Before the installation of the project, our media used to pin point that there has not been
any energy project in South Punjab. Of course we faced many problems in constructing the power

29
plant in the form of proper infrastructure and deficiency of skilled manpower & laborers which
enhanced the expenditure of the project. Our main purpose was to complete the project to the best of
possibilities thus investment increase. Our DGPR team arranged Media visits at such places so it could
have a more judicious understanding of the project.
Q7. People were stricken with astonishment when they knew they have been eating
Donkey Meat at different places of Lahore. At the same time Ayesha Mumtaz was a
super hero who unveiled the dark realities. How DGPR made people aware of the
situation and dealt with it?
Miss Amber: DGPR narrated the issue of donkey meat it further educated the masses regarding Halal
and Haram Meat. People were told that they should buy meat that is tested by Government and carries
the govt.’s Official Stamp on it.
Q8. The sudden resignation of Ch. Muhammad Sarwar, the governor of Punjab and
the statements given by him were regarded as damaging to the party and Punjab govt.’s
mage both at the same time. What strategy DGPR used to overcome that?
Miss Amber: It was a Political issue & he gave resignation by his will.
Q9. The on media publication of PTI White Paper by ex. Governor Punjab was a
direct hit on the image of govt. how DGPR took it?
Miss Amber: It was also a Political Issue.
Q10. What steps or strategies are followed to combat the Law & Order Issues in
Punjab?
Miss Amber: Street Crimes & Mobile Snatching is one of the main issues in Punjab especially in
Lahore. In 2015, CM Punjab Shehbaz Sharif took a concept of Dolphin Police from Turkey & now it

30
started in Lahore. It will further spread in many cities very soon. Now Lahore Street Crimes have
dropped since the dolphin police force began patrolling in Lahore, police data shows.

31
Interview of Miss Lalarukh Naz Deputy Director Electronic Media Department
The researcher met the Deputy Director Electronic Media to interview her regarding the strategies
used by Electronic Media for the challenges of 2015.
Q1. What is the hierarchy at the Electronic Media section of DGPR and how any
information that reaches DGPR is disseminated and strategy is formulated?
Miss Lalarukh: The hierarchy as per told by Miss Lalarukh Naz at the Electronic Media Section is
described below through which the information is passed on any strategy that is formulated for it. The
department starts working on the strategy regarding any issue that is brought to the department. The
Director Electronic Media involves the Deputy Director and Information Officers to formulate the
strategy in the short span of time as the response time is very short in the Electronic Media. We
coordinate everything with the concerned dept. at first and after conducting a survey check or reality
check the information is disseminated to the people through media. After all the necessary measures
we decide and send the strategy or the news to all the news channels, talk shows (the ones needed to
be countered or responded to), radio stations (if needed).
DEM
• Director Electronic Media
DDEM
• Deputy Director Electronic Media
IO's
• Information Officers

32
Q2. How the PR of Law and Order situations is handled by DGPR?
Miss Lalarukh: We came up with the National Action Plan to fight against crimes and terrorism that
constitutes civil and army forces as a single unit to fight against crime. In addition to this we have
policy makers who are working on it.
Q3. The drainage system is criticized a lot when the season comes, how you handle the
situation at DGPR?
Miss Lalarukh: As soon as the news appears on the scene we send it to the concerned DCO and PR
officers for further processing. We try to tell about the efforts WASA is putting to make things better
and try to highlight the good administration part of Shehbaz Sharif.
Q4. What role did DGPR play in the Kasur Child Abuse incident?
Miss Lalarukh: We formulated a committee to investigate and get into roots of the matter and did
what it took to make sure justice was given to the victims.
Q5. What is done to nullify the criticism regarding Loadshedding?
Miss Lalarukh: WAPDA is the concerned department so we don’t have much on our heads regarding
this issue.
Q6. How Chaudhry Sarwar’s statements given to the press were countered?
Miss Lalarukh: A. It was countered politically and we have two representators of Punjab
Government, Zaeem Qadri and Rana Sanaullah who give statements about the matters.

33
Q7. How the issue of White Paper was handled as it was said to be a hit on the image
of Punjab Govt.?
Miss Lalarukh: It was countered politically not by DGPR as it was a political issue.
Interview of Mr. Shahid Nawaz Deputy Director IT department
The researchers had a chance to visit the IT department and managed to interview the head of the IT
department and ask him about the challenges faced by DGPR in 2015 and the response generated by
DGPR.
Q1. How social media campaigns are handled in DGPR?
Sir Shahid Nawaz: We don’t have any specific department for our social media campaigns, we hire
some consultant for this purpose and they run the campaigns which are very successful campaigns
especially on Facebook and Twitter. Our main focus was on print and electronic media few years ago,
but now it is necessary so we have a person running Twitters account and we have 1.8 million
followers. @CMShebaz is official Twitter account and has more followers than White House.
Q2. Why Social media campaigns are not that strong by Govt. of Punjab?
Sir Shahid Nawaz: There is a separate department for all the social media campaigns which was not
active last year that much, but very noticeable changes are being brought to it this year.
Q3. How negative views of public about orange train project are handled?
Sir Shahid Nawaz: We are making different ads showing positive face of orange train and hired many
agencies for this purpose.

34
Q4. What actions are taken on Social media to change the image of Orange Line
Metro Train project to a positive one?
Sir Shahid Nawaz: We are tweeting positive face of orange train; many people are reacting to that
positively. Our mission was to make orange train for tourist as it was traveling near many historical
places like Shalimar Garden, but it went negative in eyes of public.
Q5. How was the criticism handled after the sudden resignation of Punjab Governor
in the year 2015? What effect does his statement that “He is bound and cannot perform
inside the system” have on the image of govt. of Punjab at that time and how it was
changed?
Sir Shahid Nawaz: First he thought he could do well being a governor, later he thought that he cannot
perform well while staying in the system so he resigned. While we are talking about democracy
everyone is bound, in this system every individual vote is being counted and if those people don’t even
know who they are voting for then it’s a debatable issue. Also opposition has right to do this.
Q6. What were the responses from DGPR against allegations made on Govt. of Punjab
on social media in 2015 regarding any issue?
Sir Shahid Nawaz: In my opinion if any person is writing something on Twitter or Facebook that is
representing his/her personal thoughts. Whether he or she is a celebrity or civilian tweets and
Facebook statuses are not an issue to counter. Moreover, in case of real issues like energy crises or
progress of metro train project we have routine social media campaigns on our Facebook pages,
WhatsApp videos and Twitter. It is our strategy to inform media about every progress regarding
orange train or other projects.

35
Q7. Why Shehbaz Sharif Facebook page or Twitter account is not as much popular as
others like Imran Khan among youngsters, as majority of social media users are
youngsters, also if any leader present any allegation against Government of Punjab then
how it is tackled?
Sir Shahid Nawaz: It is not the scenario Shehbaz Sharif is equally popular among the youth of
Punjab, our pages and Twitter accounts counter any such allegation made against us. We are
promoting Shehbaz Sharif’s reactions against allegations, and moves towards better tomorrow.
Q8. How Nandipur issue was tackled on social media by DGPR as the name of
Shehbaz Sharif was attached to it after its failure? It was said that the failure was due to
the clash between Shehbaz Sharif and Khawaja Asif. How you made people believe the
reality of the issue?
Sir Shahid Nawaz: Nandipur is not under current government, so we cannot comment on it. Also
Shehbaz Sharif is not involved in any way in the nandipur project. Energy production is under federal
government and hence non on our CMs could be tagged to any issue regarding energy crises.
Moreover, the news about the clash was just a rumor and had no reality in it. It is not true, all the
federal ministers and PM was involved even CM Punjab didn’t visit Nandipur separately with his
delegation, as the PM and CM are brothers so Shehbaz Sharif went with PM just to see the project.
Q9. There was a tweet by IK about Nandipur, that it’s a scam and records will be
disposed in order to hide corruption, how it was handled on social media?
Sir Shahid Nawaz: As all the tweets of IK become news as soon as they are tweeted so we were
handling it in electronic and print media not on the social media. As the tweet was a breaking news so
our minister or spoke person responded on electronic and print media.

36
Interview of Mr. Nasir from the Advertisement Department
The researchers were able to interview Mr. Nasir from the Advertisement department to study the
advertising strategy of DGPR related to the selected issues in the Year 2015.
Q1. How the issue of orange train project is handled as there was so much
advertisements at time of inauguration of the project, but now many people are raising
voices against loss of cultural heritage buildings, and funding metro train against
educational reforms?
Mr. Nasir: Our department is working on PR of government so it’s our duty to project the positive face
of projects like metro train project in this regard advertisement is a very useful tool. I accept every project
has some negative side effects as well like in case of orange train destruction of historical buildings,
problems for people living near sites are there but if we see the positive aspects it will be a great asset for
us. Our duty is to develop a positive image for such projects in this regards we are running campaigns on
print and electronic media event also on radio stations our shows are broadcast
Q2. How the news about de forestation and negative environmental effects caused by
construction of roads was handled?
Mr. Nasir: Since my childhood I was listening about a road in Lahore, that it will be widened but due to
a particular group of NGO and environmental protection agencies taking stay orders from judicial courts
it was delayed since 1985 and just two years ago it is completed. Construction always has negative
impacts on environment but if we see facts and figures than a great number of vehicles that were in traffic
jams before construction of roads, causing CO2 emissions and global warming, is reduced efficiently.

37
Q3. There were so many banners on Jail road and Mall roads mentioning “Protect
Environment” in 2015 and people were asking why Punjab Government is doing all the
construction while they were willing to protect environment? How DGPR changed the
perception?
Mr. Nasir: These banners and posters are placed on some specific days like, Earth Day, Lahore Cultural
Day, Peace Day. Also this campaign was run by City District Government, our duty was to cooperate
with all other departments in advertisement and public relations. Nowadays, campaign against polio is
running and we are monitoring its advertisements. After pre-qualification and bidding of advertisement
agencies all the material is delivered to respected departments. Campaign like Double Decker Lahore
Seeing Bus Services is introduced successfully by our department.
Q4. How the issue of law and order are tackled by DGPR?
Mr. Nasir: In this case we run advertisements as precautions before events like Moharam, informing
public to report any doubtful activity. Also we run campaigns against terrorism in print and electronic
media.
Q5. How DGPR handled the nandipur project?
Mr. Nasir: We cannot comment on this issue as we lack information about the project and also it is a
federal issue.
Q6. How the DGPR tackled the negative news about the Drainage system in the season
of moon soon?
Mr. Nasir: PDMA (Punjab Disaster Management Authority) requested us to run print and electronic ads
before moon soon or floods, spreading information to avoid losses and precautionary measurements.

38
Q7. How the bad publicity regarding loadshedding was countered by DGPR as this
matter attain peak during the summer season?
Mr. Nasir: Load shading is a federal issue and we cannot comment on it. But solar power plant in
Bahawalpur is under Punjab government, which was to motivate general public to transfer their energy
need towards solar power. We run campaigns on social media, print media, electronic media and radio
stations.

39
Chapter4
Issues and Media Strategy of DGPR in 2015
The researchers conducted a study of the challenges faced by DGPR in the year 2015 and the
responses given by them in the form of their media strategy that are as following.
Issue 1. Orange Line Metro Train Project
Challenge Response
People’s concern about using the money on
other important projects like education,
health, employment, electricity that could
benefit common man more.
Electronic media:
 Organized participation in talk shows to
clear the wrong perceptions and
concerns regarding OLMT
Social Media:
 Published columns written in print to
change the mind set of people, giving
them a clear view of the benefits and
future horizons
Print Media:
 Columns to show the following
o The ease project will bring to
the transportation problems

40
o Give clear horizon to the
government intentions to make
travelling easy
o Answer or nullify the
propaganda against the project
o Giving answers to the concerns
of people regarding historical
places
o Telling about the efforts being
made to attract local and foreign
investors
Advertisement:
 Advertisement prior inauguration to tell
people about the solution to the
travelling problems
 Announcement of the project on the
provincial level by banners and other
ads
 Seminars on business opportunities

41
The allegation of Destruction of historical
buildings, the case filed against the project n
court and involvement of UNESCO in it and
bad publicity earned from it.
Electronic Media :
 One on one question answer session of
Shehbaz Sharif with the senior
journalist.
Social Media:
 Animated Video regarding the OLT
route to disclose the absolute protection
of Historical Places.
 Shehbaz Sharif regarded the news of
demolishing heritage places as rumor
and a propaganda.
 Supposed images of OLMT project
Pakistan.
Print Media:
 Columns written to tell people that
there is nothing to be worried about and
the historical places are safe.
 Scientifically prove given to the
allegations faced in the petition filed by
the heritage society
 Handouts for the protection of Heritage
Buildings

42
Advertisement:
 Published the OLMT route map and its
stations
People’s concern over environment
Destruction because of the major cut down
of 602 trees to build the Orange Line Metro
Train Project.
Electronic media:
 Nil
Social Media:
 Nil
Print Media:
 Ensured the protection of trees
Advertisement:
 Nil
Huge Electricity shortfall was observed
during the construction process of Orange
Line Metro Train and processions against it
was observed by the people going through
the problem.
Electronic media:
 Citing other power projects going on to
solve the problem soon
Social Media:
 Surveys to know the problems of the
people
Print Media:

43
 columns to tell people about the travel
benefits, business benefits and other
benefits they would get from the
projects
 columns to tell people about the other
energy projects that would help the
energy crisis
Advertisement:
 Advertisement prior inauguration to tell
people about the solution to the crisis
they are facing is here
Many people reported the less cost payment
by the government in return to their
residences situated in the way of Orange
Line Metro Train Project.
Electronic media:
 Nil
Social Media:
 Social media campaign to state the
statements of the beneficiaries who
lived in the way of OLMT project
Print Media:
 Nullifying the rumor with facts and
figures
 Columns on communicating with the

44
people and problem solving solutions
 Columns to tell the amount of cash paid
to the residents.
Advertisement:
 Nil
Labors stopped working and the project
was continued at the cost many life of
Labors due to the safety issues.
Electronic media:
 Nil
Social Media:
 Nil
Print Media:
 Columns on precautionary measures
taken for the safety of the people
Advertisement:
Nil
Opposition regarding the project as political
development project and Opposition
allegation To regard the project as
corruption module
Electronic media:
 Unveiling the sit in politics to hinder
the progress of the project
 One on one question answer session
with the senior journalist
Social Media:

45
 Publically announcing the amount of
installments of the projects
Print Media:
 Columns written to answer or nullify
the propaganda against the project
 Appreciation of the project by
presidents of other countries
 Tribute of Unicef to Shehbaz Sharif
Advertisement:
 Pak – China friendship to put
propaganda to rest

46
Issue 2. Law and Order
Challenge Response
Everyday news about crimes and its effect
on the people
Electronic media:
 CM’s promise and efforts to fight with
the common man against the terrorism
 CM’s projection as the voice of nation
on the matter
 Live events broadcasts to make people
aware of the bettered situation and the
efforts been made
Social Media:
 CM’s respond to the tag tweets
 Posts about the constant monitoring and
actions taken against the cases like
murders, harassments, deaths cases,
incidents of terrorism, blasts, rape and
other such incidences
Print Media:
 News about keeping things under
control at
o Special occasions
o Special places

47
o For common people
 Changing people’s perception by
educating them with right kind of
information
Advertisement:
 Ads of efforts of govt. in the
eradication of terrorism
Eradication of crime Electronic media:
 Introduction to safe city project
 Constant Notices and actions on the
law and order situations
 Constant notice of murders,
harassments, deaths cases, incidents of
terrorism, blasts, rape and other such
incidences.
 Cabinet committee on law & order to
ensure implementation of the steps
taken under national action plan
 Punjab’s SAFE CITIES ordinance
 Ban on the usage of loud speakers to
stop sectarian fights
 Violence against women initiative

48
 Formation of NAP
Social Media:
 CM’s respond to the tag tweets
 Projection of performance of the police
and other parties in the matter
 Video about arms ordinance 2015 to
eliminate terrorism and illicit arms in
the province
 Emergency alert system
Print Media:
 Introduction to safe city project
 London Metro Police service meets
Shehbaz Sharif and their involvement
to improve police service in the
Province
 Constant notice of murders,
harassments, deaths cases, incidents of
terrorism, blasts, rape and other such
incidences
 Cabinet committee on law & order to
ensure implementation of the steps

49
taken under national action plan
 Punjab’s SAFE CITIES ordinance
 ban on the usage of loud speakers to
stop sectarian fights
Advertisement
 Corporals of counter terrorism force
 Issuance of arms ordinance 2015 to
eliminate terrorism and illicit arms in
the province
 Ad for ordinance of protection of
sensitive places
 Punjab loud speaker ordinance
 Public Service message to make
educational institutes more safe
 Ad about the ban on the usage of loud
speakers and the punishment for
anyone who breaks the law
 Ads to stop damaging processions in
the country
 Emergency alert system
 Public service message to report any
doubtful activity

50
 Women protection campaign
News about Shehbaz Sharif’s involvement
with the terrorist groups
Electronic Media:
 Nil
Social Media:
 Nil
Print Media:
 Nil
Advertisement:
 Nil

51
Issue 3. Kasur Child Abuse
Challenge Response
People questioning the CM’s absence from
the scene to visit the victims
Electronic media:
Nil
Social Media:
Nil
Print Media:
Nil
Advertisement:
Nil
Involvement of PML-N MPA in the case Electronic media:
 Clarifying that the news have no
evidence and carries no reality in it
Social Media:
Nil
Print Media:
Columns to tell people that the news carries no
reality
Advertisement:
Nil

52
Rana Sanaullah quoting the years of 8-10 years
and question mark at the efficiency of the
police departments of the Kasur and the high
officials
Electronic media:
Nil
Social Media:
Nil
Print Media:
Nil
Advertisement:
Nil
Questions about trial and punishment of the
people involved
Electronic media:
 News about CM’s action taken and
Punishment to the accused
 Govt. notice was sent through
Electronic Media cell
 DSNG vans in Kasur for one month
 News about the removal of high post
police officers
Social Media:
 CM’s actions taken before and during
inquiry
 Videos about the news of CM to take
strict action against the matter

53
 News about CM’s action taken and
Punishment to the accused
 News about the removal of high post
police officers
Print Media:
 Columns about the steps taken by the
government to do justice and about the
removal of high post police officers
from their posts
Advertisement:
Nil

54
Issue 4. Donkey Meat and Ayesha Mumtaz
Challenge Response
News about Lack of appreciation and support
to Ayesha Mumtaz and the pressure for her
resignation from her post
Electronic media:
 Public appreciation of Ayesha Mumtaz
 Participation of Ayesha Mumtaz in the
talk shows to tell people about the
realities, facts and figures and to put
negative rumors to rest
Social Media:
 Appreciation by CM on social media
 Video by Ayesha Mumtaz to telling
that she faced no pressure after raiding
the high profile restaurants
Print Media:
Columns about Nullification of the rumor and
appreciation of Ayesha Mumtaz.
Advertisement:
Nil
People’s concern about govt. not doing
anything regarding the involved people
Electronic media:
 News about Steps taken against the
culprits
Social Media:

55
 News and pictures about the meetings
and order of CM to follow up a
crackdown against the culprits
 Crack down by Livestock & Dairy
Development
 Crack down photos of the restaurants to
tell people about the realities
Print Media:
Nil
Advertisement:
 Public Service messages to tell people
about the actions taken
 Punishment for people selling
unhygienic and haram meat
Demand of people to improve the situation Electronic media:
Actions taken by the govt. sent to the Talk
shows
Social Media:
 Introduction of “MASLA BTAIN
HAL PAIN” scheme against the person
with mal nutritious practices

56
 News and updates about the solution to
the prevailing problem
 Scaling of restaurants on the level
decided
 Responding to the complaints people
posted online
 Active Punjab Food Authority Social
Media platform
Print Media:
 Introduction of complaint registration
against the person with mal nutritious
practices
 Columns about Efforts of govt. in the
matter
Advertisement:
 Radio messages asking people to
register their complaints
 Ad for healthy buying of meat

57
Issue 5. Nandipur Power Project
Challenge Response
Allegation of regarding the project as CM’s
after the power project was flop and as a
dropped catch by CM to bag votes from the
people
Electronic media:
 Giving a clearing statement that the
project was under the federal Govt. and
CM had to do nothing with it
 Contradictory statement to tell that CM
had no political intention affiliated with
it
 Telling that CM’s name was affiliated
just because he raised his voice to make
the project working
 Telling about CM’s efforts to move
power plant machinery and other things
from Karachi Port
Social Media:
 Statements about CM’s no link with the
project
 Post telling CM’s name was affiliated
just because he raised his voice to make
the project working and about CM’s
efforts to move power plant machinery
and other things from Karachi Port

58
Print Media:
 Telling people about CM’s no link with
the project
 Columns to tell the CM’s effort to start
the project
Advertisement:
Nil
Negative propaganda about the plant Electronic media:
 Clarifying the negative news about the
working of the plant
 Giving out original facts and figures
about the project
Social Media:
 Nullifying the negative propaganda
about nandipur by clearing the
following allegations
o Increased cost because of the
previous govt.
o Rumors about elevated cost of
the project by the PML-N
o Giving out facts about the
production of the electricity

59
Print Media:
 Visits arranged for the print media
people to see the reality by themselves
 Columns showing the realities
Advertisement:
 Inauguration advertising to tell people
about the project
Nandi pur project was been connected to the
disputes between khawaja asif and Shehbaz
sharif
Electronic media:
Nil
Social Media:
Nil
Print Media:
Nil
Advertisement:
Nil
Destruction of records of oil purchases and
multi-million rupees payments in the
security office
Electronic media:
Nil
Social Media:
Nil
Print Media:

60
Nil
Advertisement:
Nil

61
Issue 6. Bhawalpur Solar power Plant
Challenge Response
People’s concern about the project Electronic media:
 Telling people that the place was best
for the installation of the project
 Try to make people see the
effectiveness of the project as per our
society
 Letting people know about the facts of
the project
 Showing original images
 Packages regarding the project
Social Media:
 Publicity before inauguration to tell
people there is a solution to their
problems
 Posts about Facts and figures about the
energy production and distribution
Print Media:
 Promotion of the project by positive
publicity through the columns and
editorials

62
Advertisement:
 Advertisement of electricity going to be
added to the grid line
Propaganda and allegations from the
opposition
Electronic media:
 Asking for evidences from the
opposition regarding any allegation
 Press conference by CM to tell truth
about the allegations
Social Media:
 Clarification with proof for those who
talk negative about the project
 Rebuttals to the allegations raised
against the project by the CM
 Publication of PILDAT report 2015
 Trust in leaders survey
Print Media:
 Arranging surveys for the columnists
and other writers to the site and proving
them with accurate facts and figures
Advertisement:
Nil

63

64
Issue 7. Drainage System after Rain
Challenge Response
Heavy criticism after every rain from the
people
Electronic media:
 Actions taken to overcome the problem
 Telling people that their problem will
not be left neglected
 CM’s Visit to the areas to listen and see
the problems of the people and taking
instant actions
Social Media:
 Projection of the news about the notice
taken to the problem
Print Media:
 PDMA’s Report regarding the issues of
the flow of water in rivers and nullahs
of the province: the construction going
on, the changes and improvements
done to facilitate the people
Advertisement:
Nil
Tagging Lahore as sunken Paris and Electronic media:

65
Shehbaz Sharif as “Showbaz Sharif”  CM’s Visit to the areas to listen and see
the problems of the people and taking
instant actions
Social Media:
 Images of CM’S visit
Print Media:
 News about CM’s visit to the places
Advertisement:
Nil
Comparison of Lahore with other cities of
Punjab with less facilities
Electronic media:
Nil
Social Media:
Nil
Print Media:
Nil
Advertisement:
Nil

66
Issue 8. Ch. Muhammad Sarwar’s Resignation
Challenge Response
Damage control of the resignation and his
statements
Electronic media:
 Telling people about the true intentions
of Governor to take more power n his
hands than he already had.
Social Media:
Nil
Print Media:
 Proof to the wrong allegations of the
governor regarding the government.
 Facts given to prove the allegations
wrong.
 Columns to tell the truth about the
resignation.
Advertisement:
Nil

67
Issue 9. White Paper by PTI
Challenge Response
The publication of White Paper by the ex
governor and party member
Electronic media:
Nil
Social Media:
Nil
Print Media:
 Columns to tell people about the reality
of the following
o False parameters quoted
o Truth about the ground realities
o Visual proof to the allegations
o Present situation with facts
Advertisement:
Nil
Allegation and facts of the paper Electronic media:
 Telling people about the wrong
allegations made by the governor
 Facts given to the people about the
allegations and wrong data provided by
the ex. Governor

68
Social Media:
Nil
Print Media:
 Proof to the wrong allegations of the
governor regarding the govt.
 Facts given to prove the allegations
wrong
Advertisement:
Nil

69
Issue 10. Loadshedding
Challenge Response
Constantly changing statements of Shehbaz
Sharif regarding the energy crisis ending
deadlines and statements of minister of
water and power regarding the falsification
of end of crisis in a year
Electronic media:
Nil
Social Media:
Nil
Print Media:
Nil
Advertisement:
Nil
Speech errors and damaging statements Electronic media:
Nil
Social Media:
Nil
Print Media:
Nil
Advertisement:
Nil

70
The government’s vows to eliminate
loadsheding publically when at the same
time the failure of power projects is right
before the eyes of the people
Electronic media:
 Promotion of new power projects
 Projection of working projects by
sending out packages to the news
channels
Social Media:
 Posts about Shehbaz Sharif’s meeting
to tell future
 Telling about future power projects
 Telling about working power projects
that are adding electricity to the
national grid
Print Media:
 News about Efforts to eradicate energy
crisis
Advertisement:
 Public service messages to
o Save electricity
o Report any electricity theft
o Register complaints
o About any raise in the taxes

71
Opposition efforts to portray the negative
image of govt. by using electricity crisis as a
weapon
Electronic media:
 CM himself telling about the steps to a
energy crisis free Nation
Social Media:
 Showing the people reality of efforts
been made to solve the problem
 Giving information about the solved
issues
 Projecting the trust in leaders survey
result to nullify the negative
propagandas
Print Media:
 Columns to counter negative
propaganda
 Publishing facts and figures
Advertisement:
 Ads to tell facts and figures

72
CHAPTER 5
SWOT analysis of Media Strategies and Conclusion
SWOT Analysis of DGPR on above mentioned Issues
Strengths Weakness
 DGPR works efficiently to create
better and positive understanding
between general public and the
government about the
developmental policies, efforts
and projects.
 A governmental organization that
provides a strong ground for
governmental authorities and
general public interaction
 It plays very important role in
building positive image of
government.
 Usage of different PR tools in the
formation of media strategy
 Usage of different media to reach
out the common publics.
 Strong Media relations
 The sudden shift of media strategy;
from the promotion of the project to not
talking about them at all renders many
questions that are left unanswered at
many times.
 Weak portrayal of CM’s image by
DGPR, as people believe more in super
heroes than in a common man like
them.
 Inability to make people feel attached
to the projects under Punjab Govt.
 Failure to create “WE” feeling in the
majority of media strategies
 No proper selection of target audience
prior to the designing or execution of
any media strategy that leads to the no
proper identification of their strengths
in publics

73
 Provision of proper information
regarding the steps taken to solve
any issue
 Problems of common people can
be communicated to the
governmental authorities by
DGPR.
 The division of responsibilities in
different departments makes the
process of strategy making more
accurate and focused.
 Effective media management and
dealing with media.
 Influential government officials
are directly involved and related
to this organization.
 Reactive management and Quick
response to any news against the
govt. in electronic media
 Active in combating rumors/
falsehood
 Countering the negative publicity
 Assist in the launch of new
projects/ welfare projects
 Less number of people are exposed to
any media strategy adopted by DGPR
that declines its success rate and
perceptions of people are left unclear
 The speech errors made by govt. heads
and CM affects the credibility of
anything said in any media briefing
 No or less damage control of the
negative propaganda on the T.V.
channels
 Less usage of technology i.e. internet,
mobile phones, interactive applications
 Less adaptation to the innovations
introduced to use them in their
strategies
 No equal distribution of knowledge
among different departments of DGPR
regarding strategies
 No marketing strategy to create target
market awareness, and a favorable opinion.
 No proper check and balance on the
performance of strategies
 No in time production of campaigns to
counter the issue and turn the plates.

74
 Cultivation of media relations and
leveraging that when required
 Changing negative Feedback into
positive by solving problems and
using media strategy
 Publication of quick facts,
columns, progress, photographs
and recent press activities in
newspapers and social media
 Promotion of Strong relations
with other countries with similar
interests
 Usage of diplomacy for the
interest of the nation
 Less reach of public service messages
to the one’s it is devised for
 Weak internal structure that leads to
incomplete/ inadequate sharing of
information, situations, strategies and
results
 No bright and merit chances for
efficient people
Opportunities Threats
 DGPR can be used as the most
important and useful tool to clear
if any chaos in the general public
about the government.
 It should work as a mode of
effective communication between
the public and the government
officials.
 It is very difficult to manage and perform
efficiently as DGPR has to cope with the
critics of oppositions, public and
 the media also at the same time
 Media and general public who against
could claim these columns as planted
fake stories by DGPR as a PRO
government institution.

75
 Active campaigns can promote a
very positive image of a good
governing government
 Bringing academic writers
forward from general public to
write about their national
development projects can be a
very effective and efficient step
as it will serve as positive strategy
for the publicity and reduce the
chaos.
 It should make a direct feedback
forum for general public about
the issues and suggestions.
 use iteration and imagination
 Don’t fight the environment.
Swim with the tide and see
how you can exploit the trends
for advantage.
 The publication of House
journals, annual reports and
other printed literature should
be done by DGPR to develop
 Real- Time crisis monitoring by Media
 Private channels
 Private anti government organizations
 Public when goes against government
 Any crisis situation on government
 Dark public relation and smear
publications and campaigns
 Hyper personalizing information about
issues in the society by the opposition
 More engaging tactics from the
opposition to stray people’s mind away
from you

76
more harmony and co-
ordination between different
departments and govt.
 To act upon proactive type of
planning to deal with any
issues in the future
 Building up community
relations by promoting the
welfare of the community
 Usage of cultural media to
reach to the minds of people
and to create a “WE” feeling.
 Usage of advertisement for PR
communications
 Have a Pre- crisis management
plan and team
 Developing and Practicing crisis
media trainings
 Opportunity to develop an
understanding to innovation and
technologies
 Timely usage of social media for
interests

77
CHAPTER 6
Conclusion
The study on the topic DGPR MEDIA STRATEGY 2015 CHALLENGES AND RESPONSES was
conducted by using partial Qualitative content analysis and intensive interview methods. The
interviews of the DG Public Relations and the PROs of different departments were done to study the
strategy of DGPR on the issues selected for study. The SWOT analysis of the study found that during
the said year the challenges were big but the response was not appropriate. Out of the 10 selected
issues for the study DGPR was able to counter only four of them successfully by using different media
strategy where as for the remaining six issues the strategy was not appropriate.
Keeping the interviews in view the conducted interviews, six out of ten issues the strategy was
inappropriate. It was found that DGPR media strategy was best for the Law and Order challenges as
usage of all of the media was made sure. The department was successful in countering the issue on all
the media equally.
The donkey Meat issue was a big as the public was astonished by knowing the fact that they have been
consuming Donkey Meat hence projecting a big revulsion against the government and doubted the
services of government department. Hence, government had responsibility of not only removing all the
foul meat but to restore the trust in them again and DGPR did a great job in doing this. They countered
all the issues at the same time and in a great manner. The people knew about the actions taken, the
punishment given to the people and the strategy adapted to make things better.
The energy crisis was a great challenge to overcome as loadshedding was one of the biggest problems
Punjab was facing at that time and were people talking about the deficient of the government. In this
scenario the news about the failure of a power plant of big budget was a big issue to counter. DGPR

78
was successful in not only taking the project out of the bad publicity but also telling the people about
the facts and making them believe in the project for their betterment.
People get offended by the problems they have to face during the monsoon season and scorn the
government departments and stand them as the responsible people for their problems, asking for
solutions at the same time. In this case the DGPR was successful in telling the people that they are
trying their level best to solve their problems and make them feel that they know what they are going
through by adopting accurate strategy on Electronic, Print and social media. At that time the strategy
of CM’s visit to the areas with problem was a big step in problem solving.
Kasur child abuse was a sensitive topic that astounded the entire nation and grieved them at the same
time. They demanded punishment for the culprits and justice for the victims. DGPR was not able to
counter the issue at all levels as the nation was not pleased by the action of government instead of the
promise for justice and trial. DGPR was not able to create the “WE” feeling that government is with
them in the time of misery.
However, DGPR was not able to counter many issues on each and every level successfully. The heads
the most favorite topic of this time i.e. Orange Line Metro Train Project. The government faced a lot
of criticism and was subjected to huge problems that required solution at once. The problems were big
and required serious actions. DGPR tried to counter the issues on each and every level of media by
using different strategy but was not able to accomplish it as people were left with unanswered
question, inability to believe in the project and government.
Loadshedding was also a challenging issue as it was followed by huge processions and condemnation
of government and government’s efforts to eradicate the crisis and benefit them. Government was
scorned and a layer of disbelief in government and its projects was waving across the nation. At that

79
time DGPR was not able to make people belief that the solutions to their problem was here and
counter the criticism at all the media at that time.
In the end the issue of resignation of ex Governor Chaudhry Muhammad Sarwar and the presentation
of White paper by PTI was a hit on the credibility of government, faith in projects of the government
and party all at once. People questioned and frowned upon the sudden happening and were curious
about the main reason behind all this. DGPR didn’t answer any of the questions nor the doubts of the
people n any of the media at all. Hence the issue was not handled well.
All in all the efforts of DGPR to counter challenges were good but not enough to counter the issues at
all the media and could have been a lot better than they were.
The SWOT analysis of the DGPR will help the readers to understand the strengths,
weaknesses, opportunities and the threats to the organization as well as its Public Relations sector.
Some recommendations for the improvement in the strategies of PR are also given in the study.

80
Recommendations
1. Enhancing more Web participation and engagement on the strategy formulated by the
department.
2. Pitch journalists and bloggers with context.
3. Practice Techniques. Personal publicity, speaking opportunities, community activities, serving
on boards of directors, and the reprinting and distribution of articles and speeches are very
effective techniques,
4. Open communication liaisons with universities and other communication departments.
5. Increase visits to media offices for good relation.
6. Cohesion and connection between CM’s social media department and Social Media
Department of DGPR.
7. More surety in clarification and contradiction.
8. Review the communication crisis management strategy.
9. Release current status on the issue of OLMT project.
10. Issue clarifications on Environmental hazards.
11. Be Present and Relevant.
12. Don’t boil the ocean by try to do too many tactics. Focus on doing a one or two things really
well & gain momentum in time.
13. Wider usage and impact of government services; a higher population or user community
reached by government services.
14. Including measuring and improving method to PR by measuring the following:
 The amount and quality of media coverage relevant to your audiences
 The number of times your key messages reach customers

81
 The number of customers contacting you after picking up brochures or catalogues at trade
shows
 Social media growth
 Word-of-mouth referrals
 Walk-ups due to increased awareness

82
REFERENCES
Background. (2016). DGPR official website. Retrieved on (September 27, 2016) from
http://www.dgpr.punjab.gov.pk/vd/dgpr/page.php?t=background Intent Citation (Background, 2016)
Business and industry portal. (June 29, 2016). Queensland Government. Retrieved on Day.
Date. From; https://www.business.qld.gov.au/business/running/marketing/public-relations/measuring-
improving-pr Intent Citation (Business and industry portal, 2016)
ORGANOGRAM. (2016). DGPR official website. Retrieved on Day. Date. From;
http://www.dgpr.punjab.gov.pk/vd/dgpr/page.php?t=organogram Intent Citation
(ORGANOGRAM, 2016)
Overview. (2016). DGPR official website. Retrieved on Day. Date. From;
http://www.dgpr.punjab.gov.pk/vd/dgpr/page.php?t=team Intent Citation (Team, 2016)

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