The City SchoolSouthern Region

MANAGING REPUTATION: RISK MATTERSHeads Conference

July 2009

Prepared By:

Nudrat Sajid KhanPrincipal

Darakhshan CampusPresented By:

Maria AsimHeadmistress

Senior Girls Section

Darakhshan Campus

GROUP MEMBERS

Mariam Kausar PAF Chapter

Dr. Uzma Shakir PAF Chapter

Fauzia Tapal PAF Chapter

Arshi Iqbal Darakhshan Campus

Maliha Majid Prep Girls, Gulshan

Fauzia Tariq TCK III, Gulshan

Lubna Hanif Jr. A, Gulshan

Shakeel Anwer Quetta Campus

Batool Fatima Quetta Campus

Neelam Baray PAF Chapter

Yasmin Rajbhoy TCK II, PECHS Suha Kamil Jr. F, Gulshan Fariha Tahir Prep Boys, N. Nazimabad Sukhaina M. AliPAF Chapter

Saima ShoebTCK I, PECHS

Sara Seher Jr. A, PECHS

Almas Akhtar Jr. B, PECHS

Roohi Shakir PAF Chapter

Asima Harris Jr. B, Gulshan

Nasira Shamim TCK, N. Nazimabad

Samana Arshad Jr. A, N. Nazimabad

Gulnaz Burney Jr. Boys, N. Nazimabad

Iraj Masood Jr. Girls, N. Nazimabad

Naureen BanatwallaPrep Girls, PECHS

Talat Husnain A Level, Gulshan

Fahmina Rizwan TKS, F.B. Area

Sadia Imran Mirpurkhas Branch

Javed Mughal Mehran Regional Office

Amber Karim TCK II, Hyderabad

Kishwar Kanwal Liaquat Campus

Kishwar Sultana Jinnah Campus

Saima Mughal Sukkur Branch

Sadaf Bukhari Khairpur Branch

Mehran RegionSouthern Region

(RESEARCH BY)

MANAGING REPUTATIONAL RISKS

“It takes twenty years to build a reputation and five minutes to destroy it”.

Warren Buffet, CEO – Berkshire Hathaway

INFLUENCING FACTORS

UNIQUE SELLING POINTS

CAPITAL VALUE

RISKS

CORPORATE SOCIAL RESPONSIBILITY

WHY REPUTATION MATTERS?

• Stakeholders’ expectations have increased.

• After many business debacles revolving around reputation, the stakeholders in any business demand concrete evidence of best practices.

WHY REPUTATION MATTERS?

GLOBALIZATION

TECHNOLOGICAL AND MEDIA REVOLUTION

RISE OF INTANGIBLE ASSETS

GLOBALIZATION

• The City School :- Is Pakistan’s largest school network.- Has branches at National and International level.- Has more than one branch in larger cities.- Has uniform and easily implementable policies.- Has conformity and harmony amongst all its

branches.- Has its own curriculum which meets International

Standards.• Reputational risk to each branch must be managed,

especially as branches open up in other countries.

TECHNOLOGICAL AND MEDIA REVOLUTION

• Advent of Real Time Communications. • Phenomenal growth of Internet usage.• “News Mad” media that is interested in any issue,

especially regarding education, teaching and schooling.

Media needs to be dealt with in a way that projects The City School’ s true image . Positive publicity greatly enhances reputation and negative publicity tarnishes it substantially.

RISE OF INTANGIBLE ASSETS

These include:- School Reputation.- Goodwill.- Overall Management.- Human Resources.-Vision and Leadership of Senior Management.- Skill and Motivation of the Employees.- Quality Relationships with Key Stakeholders.- Word-of-Mouth.

UNIQUE SELLING POINTS

• Continuous Human Resources Development in

its Teachers, Personnel and Management. Examples are INSET(In-Service Training), PGCC(Post Graduate Certificate Course), PGDC(Post Graduate Diploma Course), HDP(Heads Development Programme), LAMP(Leadership and Management Programme), ICT (IT Training), EYE (Early Years Education Course) etc.

• Record Maintenance is done through the ERP System.

UNIQUE SELLING POINTS FOR STUDENTS

• In addition to provision of consistent and high level Academic Standards, an emphasis on: - Extra-curricular activities,

English Declamation Contest

-Maximum involvement in inter-branch, inter-city and international competitions,

Azeem Mustafa, Student of The City School, PAF Chapter, A Level Section, had been selected

to represent Pakistan in the International Public Speaking Competition, 2009

which was held in London, UK in May 2009.

WE ARE PROUD OF YOU, AZEEM

Sports TourDe Australia

Inter House Soccer Final

- participation in sports at a high level,

makes each City School student a complete individual, ready to take his/her place as a leader in a competitive world.

1st Talent Hunt Swimming Competition

2009

• Extra Learning Support/ Remedial Classes are held regularly to reinforce vague concepts to the underachievers.

• A-Levels in all major cities of Pakistan.

UNIQUE SELLING POINTS FOR PARENTS

• The City School with its large network of branches provides inter-city and International transfers.

• Strong Home School Partnership. An open door policy is adopted for discussing all student related issues - academic or behavioral.

• Foreign consultants and in-house experts regularly review the curriculum to keep it abreast with international standards.

• The City School’ s Ultimate Product is readily accepted by international and Foreign Colleges/ Universities.

• An internal City School Department of Inspection regularly visits and inspects all schools and takes parents’ views to ensure standardization of performance. These inspectors are UK trained.

•

CAPITAL VALUE

For schools, Intangible Assets are up to 50% of the market value. In broad terms, these may beevaluated as Net Aggregate Market Value minus theBook Value of the Assets.

Capital value of a business which used to be theAggregate Market Capitalization (at book value) of the business and its short term and long termassets, now involves a large portion of IntangibleAssets.

The City School

The market value of The City School goes much beyond its balance sheet. The Intangible Assets that add to its value are:

• Intellectual capital and intrinsic value of teachers.

• Excellence of administrative staff.

• Networking ability of the branches.

• Value of highly capable Heads.

• The name “The City School “, which is synonymous with Excellence.

CAPITAL VALUE OF A SCHOOL

Direct Marketing (Through Word-of-

Mouth)

Intellectual Capital

(Trained and Qualified Staff)

Advertising (Newspapers, TV Shows,

Newsletters,Environmental Displays,

Circulars, Magazines

Sponsorships (A- Level

Scholarship) Structural Capital(Building and Facilities)

Internal/ External Events

(Inviting Special Guests)

Internet (Networking,

Updated Website)

Career Guidance and Student Counseling

Displays and Exhibitions

Packaging (Printed Stationery

and Letterheads)

Financial Capital ( Admissions)

The Capital Valueof a school

Human Capital(Management,

Admin, Custodian and Faculty)

RISKS

School leaders are expected to effectively manage risks.

Risk factors hinder a school in achieving its goals. Examples may be fire, possibility of a law suit, falling enrolments through reputational damage or rising costs.

Risks can be mitigated by professionally treating them. This can be done via imposing controls and reducing the underlying exposure. Relating to specifics, fire drills and evacuation drills can be carried out to reduce risk to lives.

In addition, insurance can be purchased to replace assets, if a certain risk could not be prevented from actually occurring.

RISK MANAGEMENT

Risk management works broadly in the following way:

- Establishing the context of the risk.- Identifying. - Analyzing.- Evaluating.- Treating.- Monitoring and reviewing.

Risk Management is not a one-off action. The School and its Senior Management should be up-to-date with all types of risks in an ever changing educational environment.

CORPORATE SOCIAL RESPONSIBILITY

Corporate Social Responsibility is the commitment of a business to sustainable development working with employees, their families, the local community and society at large, to improve their quality of life.

• Promote merit based hiring practices – eliminate questionable hiring practices.

• Look after the short term and long term benefits of all its employees.

• Promote a healthy culture of ownership amongst its employees. See to it that employees have a continuously productive and motivating work culture.

• Divulge relevant information to employees on timely basis to promote “good” work ethics.

• Employ “Good Governance” practices

• Report not only on Financial, but Social and Environmental performance as well.

• ‘Leaders’ of the school i.e. the top management to be actively involved with the local community to ensure that the CSR of The City School is in line with all other businesses.

The City School: The City School has one of the largest

teachers work force in Pakistan. It only hires on merit and ensures fair practices.

• Long term benefits like Medical Insurance, EOBI and Provident Funds are provided for.

• Heads act as role models and mentors for teachers.

• Working Since 1978 to institutionalize mass education to the children of Pakistan.

• Providing scholarship and free education to needy students.

Beach Cleaning Activity

• Taking the lead amongst all schools when it comes to providing aid when a crisis occurs in Pakistan.

- Earthquake relief effort- Raising funds for IDP’s- Providing children in the biggest relief camp in Mardan with books, medicine, clothes

and food• Organizing social and environmental awareness

programs all though out Pakistan.

The City School:

Say No to PolytheneFunds for IDP’sEarthquake Relief

Future

Strategies

which

can be

adopted

Corporate Booklet By the Head Office

Literacy Program

for the Children of

Skill workers and

Custodial Staff

Sponsorship of

Deserving students

till Degree/ Graduation

level

# 1Since 1978

Thank You