Chelluri Work, June 2010


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Chelluri Work, June 2010

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