The document contains case studies from various public relations campaigns. The first case study describes a crisis management situation for Coca-Cola in Pakistan involving layoffs. The PR agency advised Coca-Cola on messaging and helped guide the situation to minimize negative impacts. The second case study discusses a media advocacy campaign in Pakistan to repeal a new 20 paisa tax per SMS. The PR agency placed stories and secured media coverage opposing the tax, which was ultimately withdrawn. The third case study outlines international event management for an AKD Securities investment forum in London, which secured investor attendance and media coverage to promote opportunities in Pakistan.

1. CASE STUDIES

2. CONTENTS
• CRISIS MANAGEMENT CASE STUDY
• MEDIA ADVOCACY CASE STUDY
• MEDIA COVERAGE CASE STUDY
• INTERNATIONAL EVENT & MEDIA MANAGEMENT CASE
STUDY
• ‘PAKISTAN NATIONAL IMAGE CAMPAIGN’ CASE STUDY

3. CRISIS MANAGEMENT

4. COCA-COLA - BACKGROUND
Coca-Cola Beverages Pakistan Ltd (CCBPL) decided to outsource
distribution and sell off its ageing fleet of delivery trucks, resulting in
laying off about 150 drivers and helpers. CCBPL feared that when
announcement was made, there would be backlash from the union,
especially as the president and vice president of the union were also
amongst those to be laid off. Potentially the issue could have blown
up into a full fledged crisis, affecting all Coke plants throughout the
country. Further the issue could also go off on a tangent, away from
the lay-off into boycott calls for Coke products, with usual anti-
American sentiment being ignited and renewed allegations of Coke
being Jewish product. APR as the PR agency was called in to give
strategic advice.

5. COCA-COLA – APR’S ROLE
• Conducted discussion sessions with all relevant management executives
– top management, HR, legal, production, others to determine all
possible reactions – strike, lock-out, plant closure, union action at other
plants throughout the country, physical harassment, kidnapping of
company executives, willful damage to company property, etc
• Developed, together with client, a response to each possible scenario
• Developed a holding statement
• Developed Q&A
• Developed a press release
• Briefed company spokespersons

6. COCA-COLA – APR’S ROLE
• Developed positive stories of Company’s contribution to society and to the
economy, to be kept ready in case of need
• Advised client to limit advertising during the crisis period
• Proactively briefed contacts in law enforcement agencies in event of a law and
order situation taking place
• Established contact with friends in media to advise us as far as possible before
publication of any negative stories or statements by the union
• Got published positive stories about Coke in the interim period, not connected
at all with the labour issue
• Stood by the client on a 24/7 basis for over two weeks until all issues were
resolved and the matter was closed

7. COCA-COLA - RESULT
As expected the union when told of the lay-off protested
very strongly and even violently, even though the
severance package was more than generous. However
since the entire issue had been proactively handled, the
company management was prepared at every stage and
the crisis was guided through its course in a manner that
substantially limited negative fallout. In the end the laid
off employees accepted a final negotiated package and it
was back to business as usual

8. MEDIA ADVOCACY
‘Imposition of 20-paisa tax on SMS’

9. BRIEF HISTORY OF THE ISSUE
• In the Federal budget 2009-2010, the government announced the levy of
a new tax of 20-paisa per SMS in addition to the rate specified for the
telecom sector
• In pre-budget negotiations with the telecom stakeholders, the
Government had put forward a condition of reduction in taxes by asking
telecom operators to increase SMS rates
• The finance ministry offered telecom industry the reduction of SIM
activation tax, on the condition that as a quid pro quo, the operators will
increase SMS rates
• Reportedly, this move was being pushed by the largest mobile phone
operator

10. BRIEF HISTORY OF THE ISSUE
• Generally 40 billion SMS are sent in Pakistan every year by the
subscribers of cellular phones
• With a tax of Rs 0.2 per SMS, the government was expecting to earn
Rs 8 billion per annum (US$100 million)
• Since bulk SMS deals were to become very difficult to operate, the
telecom industry was expected to curtail them from the current levels
• This had the potential of absolutely discouraging the users to send
SMS freely thus resulting in lesser numbers of SMS exchanges

11. SUCCESSFUL CASE STUDY IN MEDIA ADVOCACY
– TAX ON SMS
• ZONG (CMPak Ltd) and its PR agency, Asiatic Public Relations Network
decided to plan and launch a media campaign for withdrawal of the new
sms tax, after it was announced in the new Budget
• The strategy was to build a lot of pressure on the government in a short
time frame, through the mass media
• It was important that the tax was shown up to be highly unpopular in the
general public

12. WHAT ‘ADVOCACY’ MEANS IN THIS
PRESENTATION?
Provoking concern about a problem, with
the aim of generating an appropriate
response

13. MEDIA STRATEGY
• Building pressure - Breaking the news to media one week
before the budget announcement
• Strategic favorable news placements in major newspapers
• News placement at blogs and discussion
• Letters to the editors
• Public survey

14. PRE-BUDGET NEWS STORIES

15. AFTER BUDGET GENERIC NEWS
No mention of
tax in headlines

16. AFTER BUDGET GENERIC NEWS
No mention of
tax in headlines

17. AFTER BUDGET NEWS PLACEMENT BY US

18. AFTER BUDGET NEWS PLACEMENT BY US

19. ELECTRONIC

20. LETTER TO THE EDITORS BY US

21. WEBSITES / BLOGS

22. GENERIC NEWS PLACEMENT…

23. IN FAVOR OF TAX IMPOSITION

24. FOLLOW UP NEWS STORIES BY US

25. EVEN PUBLIC PROTESTS…

26. WITHDRAWAL OF DECISION!

27. RESPONSES AFTER THE DECISION

28. MEDIA COVERAGE

30. INTERNATIONAL EVENT & MEDIA
MANAGEMENT

31. AKD SECURITIES
 Client: AKD Securities
 Venue: London
 Event: Investment Forum
 Date: March 08, 2006
 Managed by: APR & H&K UK
 Our Brief:
 Complete event management for invitees and government
VIPs including keynote speaker, H.E. Mr. Shaukat Aziz,
Prime Minister of Pakistan

32. AKD SECURITIES
Issue
 Dispel myth about the risk of investing in the Pakistani market
 Raise awareness of investment opportunities in Pakistan
Services Rendered
 Identifying and securing attendance of key fund managers and influencers
 Media Management to generate widespread awareness
 Additional third-party endorsement achieved through a partnership with the Financial Times
 Identified 340 fund managers, with 125 attending the event
 Arranged breakout sessions on specific sectors (banking; telecom; airlines/ insurance; oil & E&P;
cement/fertilizer; power)
 More than 2 dozen 1:1 and 1:few meetings between investors and AKD arranged
 Extensive media coverage secured

33. AKD SECURITIES

34. AKD SECURITIES

35. PAKISTAN NATIONAL IMAGE
CAMPAIGN

36. Nation Image Marketing Requires a Total
Approach, with no Empty Promises
Changing the perceived image of a nation is a form of nation marketing.
The uniqueness of nation marketing is that it requires all parts of
society and government to be dedicated to the cause. To be truly
effective it can not be a stand-alone campaign, but must involve the
support and participation of other ongoing campaigns such as in the
areas of tourism and investment. In this way everyone participates and
everyone is the winner when mind-sets are changed.

37. Image Campaign: Global Press Office
Coordinated in major media centres
Milestones
Milestones
Media visits
Media visits Programme
Programme
Pakistan Govt
Pakistan Govt showcasing the true
showcasing the true Announcements and
Announcements and
Profile
Profile Pakistan
Pakistan regular news sent out to
regular news sent out to
media internationally
media internationally
Platforms
Platforms Media briefings
Media briefings
Reports
Reports Proactive
Proactive
Speaking opportunities
Speaking opportunities PAKISTAN briefings to key journalists to
briefings to key journalists to
Conferences
Conferences
PAKISTAN get across
get across
Trade shows
Trade shows key messages
key messages
Forward Features
Forward Features Materials library,
Materials library, Rapid Response PR
Rapid Response PR
Placing articles on Pakistan
Placing articles on Pakistan media training,
media training, Angles, stories for individual
Angles, stories for individual
with identified surveys and
with identified surveys and contacts management,
contacts management, media news agenda.
media news agenda.
features among international
features among international online and local press
online and local press Readiness to answer
Readiness to answer
publications
publications office
office negative news
negative news

38. THANK YOU!