A pitch presentation designed for a client that was meant to reflect the colours and design language of the prospective client.

1. Building Profile
and Value for
2017 PR & Communications Plan

2. The Agenda
1. Who we are?
2. What we do?
3. Why Spread?
4. Objectives
5. Strategy (External and Internal)
6. External Communications Plan
7. Internal Communications Plan
8. CSR Activities
9. Budget Recommendation
10. Contacts

3. Who We Are
We are a network of professionals
that develop and implement
programs to help clients achieve
ambitious goals. We tend to not
like being called an ‘agency’. We
prefer to think of ourselves as an
extension of your team,
integrating with your time,
culture and communication
strategy to deliver results
We are a team of committed &
experienced professionals with a
reputation for delivering results
in traditional and non-
traditional PR campaigns
including social media,
community PR and reputation
management
We believe in understanding,
living and breathing our clients'
business and value creative
thoughts linked to sound
strategies, driven by strong
account management

4. What We Do
We help connect your business with the world through
responsive, flexible and tailored Public Relations solutions.
We believe in:
Making wise
decisions
Responding
quickly
Delivering
cost-effective services
with a personal touch

5. Why Spread?
Flexibility, fast
decisions and results
through a team that
understands Public
Relations, a team that
integrates
with YOURS!
Enthusiasm of our
flexible network with
professionalism that
comes from years of
delivering hard-hitting
campaigns
We work internally
through communication
training, and externally
by engaging with the
target audience for your
brand
Successful public
relations campaigns
without becoming
laden with big
agency baggage

6. 2017 Plan:
External and Internal
Communications

7. MSD Communications Objectives
Position MSD as a leading healthcare
company and a leader in Oncology, HCV,
Diabetes and Vaccines
Raise awareness, maximize exposure
and create hype around MSD amongst
the community, local and regional media
Build brand recognition through
communications of MSD’s new
and key in line products
Highlight the importance of communications,
its benefits,
and ROI to all internal stakeholders

8. MSD Umbrella Strategy
External Strategy
Position the brand with
key audience as top of
mind, building influence
and reputation for MSD
Develop partnerships
and collaborations with
target market
Build brand appeal for
MSD as a research-
intensive company
developing innovative
products that save and
improve lives

9. MSD Umbrella Strategy
Internal Strategy
Utilize communication
tools to ensure
employee engagement
while enhancing
company culture
Educate internal stakeholders
on the
role & value of brand
communication through
the development and creation
of various
programs
Improve internal
communications to
increase synergy across
the countries/sub regions
and different
units/functions

10. MSD Target Audience
HCPs
Staff
Scientific
Leaders
Doctors/N
urses
Policy
Makers
Hospitals
General
Public
Influencers –
Business/
NGOs
Media
Government

11. 2017 Plan:
External Communications

12. Building the Brand’s Reputation Within the
Healthcare Industry
Media
Strategy
Internal
Strategy
Stakeholder
Strategy

13. Media Strategy – Direct
• To communicate MSD’s brand and commitment to
make a difference in the lives of people
highlighting its innovative medicines, initiatives
and vaccines through an extensive media
campaign with tier 1 media across the region
• To maximize quality media interaction and
exposure by leveraging on the “brand experience”
via the community
• To engage, involve and educate key media and
generate top of mind awareness leveraging
curiosity and lack of knowledge in media circles
using a quality and not quantity approach
TheTrade/
Technology Story
The Business
Story
The Consumer
40%
40%
20%
Healthcare Media Business Media Lifestyle/Consumer Media

14. Stakeholder Strategy – Indirect
Targeting Campaigns to Key Stakeholders
Who
HCPs, Policy Makers, Influencers, Business Partners
How
Round tables, networking opportunities, event, speaking opportunities
• Engage MSD in hot topic conversations which address the challenges of
the healthcare market by positioning its spokespersons as industry
experts.Topics can include:
‐ Sector management and regulation
‐ Shortage of medical professionals
‐ Low private sector participation
‐ Poor health infrastructure
• MSD will address these topics in a constructive way by giving their
positive example, using key words such as: “world class medical care,
cutting edge technology, highly skilled team of medical professionals,
setting & raising standards for theGCC healthcare industry, business
model

15. Stakeholder Strategy – Indirect
Building Awareness andTrust/Confidence within the Community/Patients
Who
Consumers/Community/General Public
How
Round tables, networking opportunities, event,
speaking opportunities
• Involving MSD in the community by addressing the main
health issues of the local/regional community through
“awareness” messages and campaigns
• Topics related to the health in the region as they appear in the
media (as we can see, the tone is pessimistic and needs
someone to talk about solutions in a positive and constructive
way):
‐ “a morbid community” – cancer, diabetes, smoking,
obesity, hypertension, physical inactivity etc.
‐ “an unhealthy population”
‐ “lack of confidence in the local healthcare system”
• MSD will address these topics on a friendly/familial/caring/
positive tone, using key words such as:
‐ “The language of care” family, warmth, empathy,
comfort, passion, home, attention, confidence

16. PRTactics
• Develop the brand’s key messaging that will be communicated
internally and externally
• Develop a content calendar of educational write-ups related to the
products offered by MSD
• Monitor industry news and regular reporting to the client along with
recommendations
• Profile spokesperson as an expert in his/her respective fields toTier 1
publications i.e. dailies, health magazines,TV and radio
• Identify, evaluate and recommend to theClient key and relevant
conferences seminars/exhibitions/community events in the Middle
East for networking opportunities, partnership or speaking slots
• Measure and monitor media coverage achieved to provide MSD a
measurement of the ROI being drawn from the PR activity

17. Media Outreach
Editorial Coverage – Spread will target various influential tier one media across the region.
Regular opportunities include:
Regular news
announcements
TV opportunities
featuring the
spokesperson
Draft and place
regular editorial
content in key
magazines
Communicate
services

18. Big Focus – Ramadan
OPTION
A
Sponsored Food Packages
Mobile Clinics
Embracing the spirit of Ramadan, MSD to sponsor
food packages to labour camps across UAE as well
as the underprivileged in KSA.
MSD to deploy mobile clinics to reach people cut
off from medical care across theArab region. Offer
flexible and viable options for treating isolated and
vulnerable groups.
OPTION
B

19. Big Focus –
World Diabetes Day
• A joint collaboration with the DHA/HAAD to encourage the entire
country to move towards a healthier lifestyle
• MSD to set up registration kiosks where free diabetes check-ups and
dietary tips will be offered
• Tie-up with a fitness brand
• PR and social media support to build awareness and buzz around the
campaign
The UAE goes on a sugar-free diet

20. Effectiveness of the PR Activities
Will Be Measured
measures the extent of the exposure and the number of media placements (news items,
feature stories, interviews, reviews, comments etc.) that mention the brand
measures key message alignment, influence, accuracy of facts, tone, target, audience
reach/impression
evaluates the editorial coverage achieved in comparison with what it would cost if it was
an advert
is the actual editorial cost; which is twice the value of a normal ad
measures the return received on
the PR campaign
$... (AVE) – $ … (agency fee)
-------------------------------------- х 100% = ….%
$... (agency fee)
Coverage clips
Quality of the clips
AdvertisingValue
Equivalency (AVE):
PR value
ReturnOn Investment
(ROI)

21. 2017 Plan:
Internal Communications

22. Internal Communications – Educate
Internal
Communications
Enhanced
Staff
Performance
OneVision
StrongerTeam
Best Practice
Spokesperson
Credibility

23. Internal Communications –Tactics
• Conduct a survey to find out what needs to be fixed,
what the staff want to know, and how they would like
to get to know this, it maybe a once a month via email
with company updates or a quick 10 minute get
together at the end of every two weeks
• Other examples include:
‐ Monthly newsletters
‐ Regular Employee Forums
‐ Team briefings
• Develop a MSD policy guide – mapped to the
company’s media and social policy.This will then
be circulated to all staff members

24. 2017 Plan:
CSR Activities

25. CSR Activities –Tactics
Idea 1 –Vaccines for Hajj and Umrah Travellers
MSD to set up kiosks offering seasonal influenza vaccines for Hajj attendees before
arrival, especially for those at increased risk.
E.g., pregnant women, children over 5 years, the elderly, those with diabetes, heart
disease etc.
Idea 2 – Educational Workshops
MSD to conduct workshops inspiring youth to explore career options in science and
research. Examples:
• Basic use of a first aid kit
• How to shield yourself from influenza

26. Budget Recommendations

27. Budget Recommendations
This fee covers the time spent in liaising with theClient and administering the PR activities related to the
brand. Meetings, conference calls, briefing sessions, strategy, with the Client, training, bi-weekly activity
updates and reporting.
22 hours @ US$125/- per hour
Account
management
For the daily, weekly media briefings, pitches and interaction on behalf of Client that is conducted with key
local media covering both Arabic and English media, the objective of which is to generate x2 interviews
(face to face, telephone or written Q&A’s) relevant to the brand as well as develop the key messaging for
internal and external parties.
27 hours @ US $125/- per hourMedia relations
US$2,750/-
US$3,375/-

28. Budget Recommendations
External
For the generation of one release per month that will be distributed to key markets as well.This fee
includes the distribution to key media list (media call downs to ensure receipt, gauge feedback or obtain
publishing date and to report any key feedback to the Client and finally a coverage report on e-mail with
any links/scans of key dailies and online media.
Internal
For the generation of one newsletter per month/bi-monthly that will be distributed to internal stakeholders
and staff.
Note :The internal newsletters can be replaced with a quarterly activity.
Press releases
Media monitoring/coverage monitoring and evaluation for the brand across the
MENA region.
Media monitoring
US$3,000/-
US$875/-

29. Proposed Budget – Summary
Account Management
Media Relations
Press Release
Media Monitoring
10%
34%
28%
21%
Total
US$10,000/-
per month

30. Proposed Budget – Summary
Additional Information
Translation into Arabic, courier
fees, advertising campaigns or
any other fees incurred on the
Client’s account will be billed as
additional and at cost – these
will be identified and added to
the final invoice
Any third party fees requested
or identified will require client
authorization to proceed.
Payment terms will be agreed
on a case-by-case basis and
invoiced accordingly
Client will be invoiced directly
on the 1st of every month with
30 days payment terms

31. Spread Communications
Our Work

32. Our Clients

33. Our Work

34. Our Work II

35. SHAMIM KASSIBAWI
Managing Director, Co-Founder
Dubai, United Arab Emirates
+971 50 550 32 30
shamim@spreadcomms.com
Contact us!