Communication And Public Relations Consultant 15 09 06

CommunicationPublic Relations Consultant

Privatisation CommissionGovernment of Pakistan

Mishal (Pvt.) LimitedSeptember 2006Islamabad

Communication

August 2005 Jahangir Amir, CPRC: PC 2

What to Achieve

Target MarketCommunication Content

Timelines

Communication Tools

Why Communicate –

Whom & What to Communicate –

When to Communicate –

How to Communicate –

Why Communicate ?

Target groups and attitudes

regulators & framework, Society,relevant ministries

Investor relations and financial markets

Press & Media

Employees and Potential Employees


Taking control; Going from existing todesired position

P1 P2

Existing attitudes,mind-set and perceptions

Desired attitudes,mind-set and perceptions

Privatisation Survey


2005 2006Well aware of the 80% 75%privatisation processUnderstanding about 35% 33%the issuesPC’s future plans 55% 28%Is PC doing a good job? 72% 67%

Sample size = 1200 online subscribers of brightspyre.comEducation Level = bachelors +Income group = Rs. 20,000 + /month


Privatisation Commission is…P1: PerceptionPC is viewed as:

Selling the household silver

One should know who is who at PC.

The Government is not using the privatisation proceed properly.

They don’t know what’s going on in the country, PC has no idea about the ground realities.

Top level leadership is not efficient enough and has no interestin the interest of a common (wo)man

There is no future for PC in the next 3-4 years.


Privatisation Commission is…P2: Desired position

PC aims to:

Create awareness on PC’s achievements.. Success Stories

Communicate the potential of various sectors in Pakistan w.r.t. entities available for privatisation

Awareness on PC’s contributions in poverty alleviation through Good Governance

Be the preferred Government institution for information on various industries and sectors

Be a responsible and attractive citizen in the society at large (society and regulators)

Be the most attractive employer in the industry for existing and future employees

Whom & What to Communicate ?


Key messagesA message which seeks to influence and change peoples’ opinions/ mindsets----consumer behaviour

A message mustBe in national and/or regional languages: PakistanBe in English or regional languages: International Include a rational & an emotional argument (pak)Support the core value of the transactionSupport the desired positionBe credibleBe based on the business logic


Key strategic communicationSociety, regulators and framework

Create awareness on overall economy w.r.t. Sectors and industry Benefits of PrivatisationImportance of Good GovernanceContribution of PC in Poverty Alleviation

Press and MediaImportance of the transactionImpact and benefitsInternational best practicesThe before and after performance

Employees and potential employeesSynergies across privatisation processCost structure in PakistanInvite case studiesExclusive audience & presentationsRecognitation and appreciation

Investors Relations and Financial MarketsSynergies across privatisation processSharing of Information and DataShare case studiesIncreasing ambitions in emerging market w.r.t. Various sectorsExclusive audience & presentations


Integrated communicationImportant to secure:

Same message from all spokespeople in different channelsAll spokespeople understand desired positionConsistency with core valuesPersistent sloganDiscipline

In order to achieve: A consistent impression in all target audiencesRepetitive memory patterns

Who should be involved?


CCOP


•Due Date Build-up•Issues Awareness•Interactive Sessions•Success Stories•Image Building•Localized Content •Thematic Communication

Integrated Communication & PR Strategy

•Articles on issues concerning PC; information, benefits and the strategy behind the initiative. •Expert opinion by leading professionals •The Honorable Minister’s chat session will be released to the media as news item containing specific news etc.•News and feature stories conveying a constructive image of PC’s initiative•Articles in leading newspapers and magazines about the activities and plans of PC. Seminars across Pakistan.

Educational, promotional and awareness seminars and workshopspress conference, informal get together, meetings and seminars for media.Invite eminent speakers from financial institutions, industry and academia.electronic and media coverage.

Privatisation Commission

STAKEHOLDERS

AUDIO ELECTRONIC MEDIA

SEMINARS FOCUS GROUPS

PRINT

CPRC

•Radio Pakistan AM•FM Radio Channels•Weekly interactive programs to address the issues relevant to PC. •Role and achievements of PC•Live call ins for Q&A with officials•Thematic communication on the true spirit of the PC project’s initiative in the form of discussion programs.

•Informal discussions between prominent stakeholders•Dinners/luncheons in major cities•Informal discussions with media and other stakeholders.

Communication Strategy Mechanism


Channels and toolsBought advertising

Profiling ads Product adsSponsorships

Editorial coverage Intranet news site and other internal channelsEmployees (statements, utterings)Result conferences/ presentations Alliances and partners

Media platforms: encouraging media to develop programs on the privatisation process, benefits, contributions and impact

Key spokesmen


Top ManagementMedia and press spokespersonsEmployeesBoard members and principalsAllied and partners

ConsultantsCreative AgenciesInvestment bankers


Control expectations

Society, regulators and framework

Investor relations and financial markets

Press & Media

Employees and Potential Employees


When to Communicate?



Steps in a Transaction, When & How Steps in a Transaction, When & How to Communicate?to Communicate?

Cabinet / CCOP approvalFinancial Advisor (FA) hiredDue diligence Privatisation strategy Needed restructuring, sectoral / regulatory reforms Expressions of Interest (EOI) Screening - Statement of Qualification (SOQ)Pre-qualificationDue diligence by potential buyersValuation approved by Cabinet Committee on Privatisation (CCOP)


Pre-bid conference (s) Bidding process approval by Board and CCOPMedia invited to observe biddingBoard and CCOP approve price and bidderLetter of Intent to successful bidderSale agreement Payment process and management transferHighlight the success on a periodic basis

Conclusion: Transparency

Steps in a Transaction, When & How Steps in a Transaction, When & How to Communicate?to Communicate?

Experiences

Current Clients


Industries:Gems & JewelryMarble & GranitDairy

Previous Experiences

The CSF Experience


Issues: 2006 - to date

Media Outreach Brand BuildingCorporate Identity CredibilityStakeholder’s Connectivity Media TrainingStrategic Alliances Innovation JournalismCapacity Building Media PlatformsInternational Communication International, Regional and Domestic Conferences

The PISDAC Experience


Issues: 2005 – to date

Media Outreach SWOG Image BuildingPerception Building CredibilityInnovation LeadershipBrand Identity Market PositioningCrisis Management Creative SupportCommunication Strategies

The PTCL Experience


Issues: 2000-2004

Privatization Poor Market PenetrationPerception Building CredibilityInnovation LeadershipRightsizing InvestmentStock Analysis Image BuildingCrisis Management Employee OrientationProducts and Services

Strategic Alliances, Partners and Corporate Memberships


International Communication Association

International Sociological Association

How to Communicate?

Relationship


CPRC

Media & Public Relations Strategy Development Industry Analysts

Pervez Ehsan

CEO

Feed

Back

Mechanism

Support Staff

To be identified

Relationship Manager

Amir Jahangir

Chief Strategy Officer Outsourced

as per transaction requirement Tooba Iqbal

Coordination

Content Development

Madiha Zahid

Strategic Planning

No. of Man Hours


S. No. Team Member Job Title No. of Hrs/M

1 Pervez Ehsan Chief Executive Officer 8

2 Amir Jahangir Chief Strategy Officer 8

3 To be Hired Relationship Manager 42

4 Madiha Zahid Asst. Manager Strategic Planning 65

5 Tooba Iqbal Coordination and Content Development 65

6 Muhammad Ali Office Boy/Dispatched Rider 65

TOTAL 253

Communication Tools

Communication Tools


RSS FeedsEmailIntelligent FaxShort Messaging Service - SMS Snail Mail / Courier / Dispatch RiderVideo News Release “VNR” Interactive Sessions

RSS Feeds for Stakeholders


• Journalists

• Media Organizations - Domestic

• Media Organizations - International

• Stock Market Investors and Analysts

• Fund Managers and Investment Consultants

• Anyone Interested in Investing in Pakistan


RSS Feeds for Stakeholders• A weblog is a two-way conversation, not a top-down communication medium. • Find out what others are saying about you and your organization and activities.

• You do need to be able to write and communicate through Handouts, Press Releases, News Items and Tender Docs etc.

• Some topics are verboten – Avoid controversies

• Be sure to know your keywords. i.e. Pakistan, Investment, Privatisation etc.

• Know your confidentiality limits. – You don’t have to communicate everything• Know why you're blogging - ????????

emails Methodology


• Encourage people to get registered for immediate press releases, handouts and other information about Privatisation Commission.• Develop different mailing lists of:

• Journalists and media organizations reporting on investment, finance and Privatisation to be maintained for communication.• Industry experts and analysts to be communicated on issues in advance.• People interested in the news and information on Privatisation


iFAX Methodology• More then 50 faxes at a time (saves time between 1st and the last fax, PC send approx 50 faxes for any news/handout as a press releases )• Up to 80% saving on your current fax bill

• Fully web-based interactive reporting and billing system • User friendly Web Interface to Track Transmission • Resend failed transmission by yourself on a single click


SMS Alerts Methodology• Encourage people to register there Mobile Devices with the Privatisation Commission for SMS Alerts for the following:

• Breaking News• Latest Press Release Alerts• Handout Information• Due Date Buildup

• Develop different SMS category lists of:• Journalists and media organizations reporting on investment, finance and Privatisation to be maintained for communication.• Industry experts and analysts to be communicated on issues in advance.• People interested in the news and information on Privatisation

Dispatched RiderSnail Mail Methodology


• Specially Privatisation Commission’s branded envelops.• They will enable the reporters to quickly identify the mail from PC• Distinguished color will attract the reporter to pickup the envelop.• Customized design will help in recognizing the envelop in the lot.

V.N.R. Methodology


• In this age and time, news is reported every hour on the hour.• To get the maximum exposure for PC news on the electronic media, Video News Releases (VNR) should also be used, which will assist the media organizations for the following:

• Stock shoots of Privatisation Commission and different other entities (archives and new)• Interviews and statement of the stakeholders• Animated logos and graphs etc. • Complete news packages and stories

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Communication And Public Relations Consultant 15 09 06

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