3. Objectives of the Communication Strategy
• To promote Pennar Industries as a successful diversified conglomerate that
lets performance speak for itself
– Use 40 years of successful journey to reinforce the above
– Focus on “Giving back to the Society” initiative to build Pennar Industries
as a responsible corporate citizen
• Portray The Chairman as an astute businessman who has succeeded in diverse
businesses
– Extensive campaign to promote him as a visionary businessman
– Slowly build the senior management team of all group companies in the
media
• Promote individual companies in both listed and unlisted space
• To build online reputation through ORM
BRANDLANCE
4. BRANDLANCE
• Communication Approach
• Target Media
• Deliverables
– Content Development
– Public Relations
– ORM
– Investor Relations
• Critical Success Factors
5. Communication Approach
• One on One interactions with media- National level and Regional
• Bridge building meetings with media- National Level and Regional
• Participation in industry stories for all group companies, individually
• Target Trade media for various verticals of the company
• Press Releases for all group companies
• Select Press Meetings or Press Conferences across the group
• Initiate and Participate in Industry summits / panel discussions for the
Spokespeople
BRANDLANCE
6. BRANDLANCE
• Objectives
• Communication Approach
• Target Media
• Deliverables
– Content Development
– Public Relations
– ORM
– Investor Relations
• Critical Success Factors
7. Indian media: a complex universe
Business Dailies
Economic Times
Business Standard
Hindu Business Line
Financial Chronicle
Financial Express
MINT
English Dailies
Times of India
Indian Express
DNA
Hindustan Times
Statesman
Telegraph
Deccan Herald
Deccan Chronicle
The Hindu
Regional Dailies
Maharashtra Times
Gujarat Samachar
Nav Bharat Times
Sandesh
Eenadu
Divya Bhaskar
Dainik Bhaskar
Aanad Bazar Patrika
Loksatta
Lokmat
Other Language Paper
Business and
Investment
Periodicals
OnlineWires
Magazines
Business India
Business Today
Business World
Capital Market
Dalal Street
Fortune India
Forbes India
The Week
Outlook Money
Trade magazine*
TV - English,
Regional,
Business News
English, Regional
& Business Dailies
Wires
PTI
UNI
Bloomberg
Reuters
Dow Jones
TV18
TV – Business
CNBC TV18
ET Now
NDTV Profit
UTV I
CNBC Awaaz
Zee Business
TV – English
Times Now
CNN IBN
NDTV 24x7
Headlines Today
BBC India
TV-Hindi
Aaj Tak
Star News
Zee News
IBN 7
NDTV India
Doordarshan
TV-Regional
ETV Network
Zee Network
Star Bangla, Majha
Sahara Group
DD Regional
Language Channels
Investment Portals
moneycontrol
premiuminvestment
sharekhan
Indiainfoline
8. BRANDLANCE
• Objectives
• Communication Approach
• Target Media
• Deliverables
– Content Development
– Public Relations
– ORM
– Investor Relations
• Critical Success Factors
13. Deliverables- 12 Months. Review Every Quarter
Week 1 Week 2 Week 3 Week 4
Strategy for Twitter Set up Two account Start participating in
forums
Cross marketing
strategy across SM
accounts
Strategy for LinkedIn
Account
Set up LinkedIn
account
Create Wiki Article Continual updates on
all SM platforms
Strategy for Blog Set up Blog account Content and daily
engagement for SM
accounts
New content for all SM
platforms
Strategy for YouTube
channel
Bi Weekly Brand Audit
Report 1
Create a discussion
forum for thought
leadership
Set up Youtube
channel .
Bi Weekly Brand Audit
Report 2
ORM
14. Deliverables- 12 Months. Review Every Quarter
ORM
Week 5 Week 6 Week 7 Week 8
Populate the YouTube
and through SM
activities
Set up discussion
topics on forums
across SM
Content and daily
engagement for SM
accounts
Content and daily
engagement for SM
accounts
Create a trending
topic POA on Twitter
Participate in forums
and discussions
across platforms
CSR Campaign week
one
Monitor campaign
status
Create a Wiki for the
Executive Team
Continued
engagement
strategies
1st
half Campaign
results
Add connections to
Linked In Profile and
group
Bi Weekly Brand
Audit Report 3
Monitor campaign
status
Bi Weekly Brand
Audit Report 4 along
with Review Report
15. Activity plan - PR – June 2017
Time Frame City Activity Results
Week 1 & 2 Hyderabad •Introduction workshop
•Media Familiarization
•Movement calendar of spokes
people
Week 3 & 4 Hyderabad •Company profile
•Spokes person’s profile
•Media Advisory to be shared
with Media – All India
16. Activity plan - PR – July 2017
Time Frame City Activity
Week 1 to 4 Hyderabad Bridge Building ET, TOI, HBL
Mumbai Bridge Building
Delhi Bridge Building
Bangalore Bridge Building
Chennai Bridge Building
During the month Depending on the
news
Any Announcements PC / PR Depending on
the announcement -
17. Activity plan - PR – August 2017
Time Frame City Activity
Week 1 Mumbai One on one Trade Magazine
Week 2 Hyderabad + other cities
depending on the travel
calendar of the spokes people
Profiling & Bridge Building
Week 3 Mumbai One on one with Trade
magazine story / profiling
Week 4 All cities One on ones magazine story /
profiling
18. BRANDLANCE
• Objectives
• Communication Approach
• Target Media
• Deliverables
– Content Development
– Public Relations
– ORM
– Investor Relations
• Critical Success Factors
19. Critical Success Factors
• To help coordination between the individual companies and Concept, we suggest the formation of an
Expert Liaison Dept, which will comprise of dedicated Sujana personal and Team Concept. They will
have the responsibility to get information, arrangement spokesperson time for media
• Client to give news worthy updates – 3- 4 in a quarter
• Availability of the spokesperson
• Timely notification of developments from Sujana Group
• Lead time for dissemination of media information
• Timely and prompt approvals for all documents for the media
• Consistent feedback
• Work with the plan agreed upon
BRANDLANCE
