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Presentation made by Amir Jahangir, Chief Strategy Officer, Mishal Pakistan for the Privatisation Commission of Pakistan in 2007
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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 –
Target groups and attitudes
regulators & framework, Society,relevant ministries
Investor relations and financial markets
Press & Media
Employees and Potential Employees
August 2005 Jahangir Amir, CPRC: PC 5
Taking control; Going from existing todesired position
P1 P2
Existing attitudes,mind-set and perceptions
Desired attitudes,mind-set and perceptions
Privatisation Survey
August 2005 Jahangir Amir, CPRC: PC 6
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
August 2005 Jahangir Amir, CPRC: PC 7
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.
August 2005 Jahangir Amir, CPRC: PC 8
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
August 2005 Jahangir Amir, CPRC: PC 10
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
August 2005 Jahangir Amir, CPRC: PC 11
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
August 2005 Jahangir Amir, CPRC: PC 12
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
August 2005 Jahangir Amir, CPRC: PC 14
•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
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
August 2005 Jahangir Amir, CPRC: PC 15
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
August 2005 Jahangir Amir, CPRC: PC 16
Top ManagementMedia and press spokespersonsEmployeesBoard members and principalsAllied and partners
ConsultantsCreative AgenciesInvestment bankers
August 2005 Jahangir Amir, CPRC: PC 17
Control expectations
Society, regulators and framework
Investor relations and financial markets
Press & Media
Employees and Potential Employees
August 2005 Jahangir Amir, CPRC: PC 20
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)
August 2005 Jahangir Amir, CPRC: PC 21
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?
Current Clients
August 2005 Jahangir Amir, CPRC: PC 23
Industries:Gems & JewelryMarble & GranitDairy
The CSF Experience
August 2005 Jahangir Amir, CPRC: PC 25
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
August 2005 Jahangir Amir, CPRC: PC 26
Issues: 2005 – to date
Media Outreach SWOG Image BuildingPerception Building CredibilityInnovation LeadershipBrand Identity Market PositioningCrisis Management Creative SupportCommunication Strategies
The PTCL Experience
August 2005 Jahangir Amir, CPRC: PC 27
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
August 2005 Jahangir Amir, CPRC: PC 28
International Communication Association
International Sociological Association
Relationship
August 2005 Jahangir Amir, CPRC: PC 30
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
August 2005 Jahangir Amir, CPRC: PC 31
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
August 2005 Jahangir Amir, CPRC: PC 33
RSS FeedsEmailIntelligent FaxShort Messaging Service - SMS Snail Mail / Courier / Dispatch RiderVideo News Release “VNR” Interactive Sessions
RSS Feeds for Stakeholders
August 2005 Jahangir Amir, CPRC: PC 34
• Journalists
• Media Organizations - Domestic
• Media Organizations - International
• Stock Market Investors and Analysts
• Fund Managers and Investment Consultants
• Anyone Interested in Investing in Pakistan
August 2005 Jahangir Amir, CPRC: PC 35
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
August 2005 Jahangir Amir, CPRC: PC 36
• 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
August 2005 Jahangir Amir, CPRC: PC 37
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
August 2005 Jahangir Amir, CPRC: PC 38
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
August 2005 Jahangir Amir, CPRC: PC 39
• 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
August 2005 Jahangir Amir, CPRC: PC 40
• 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